The Work: New Campaigns - UK

Project: Real kids
Clients: Helen Duggan, campaign manager; Dan Metcalfe, integrated
communications manager, Department of Health
Brief: Force smokers to think about their smoking habit and the distress
it causes their family and loved ones
Creative agency: Miles Calcraft Briginshaw Duffy
Writer: Matt Lever
Art director: Helen Board
Planners: Sharon Powell, Andy Nairn
Media agency: Mediaedge:cia
Media planners: Pete Kemp, Chetan Murthy
Production company: MJZ
Director: Jim Gilchrist
Post-production: Big Buoy
Audio post-production: Wave
Exposure: National TV, print, outdoor, radio, ambient, online


The new campaign from the Department of Health's Smokefree initiative plucks at the heartstrings of adults by featuring personal pleas from the children of smokers, asking their parents to quit.

The targeted TV campaign, created by Miles Calcraft Briginshaw Duffy, is tailored to each channel and programme in which it will run. For example, the ad running on Living sees a young boy say: "Hi Mum. I know you're watching Living and I'm scared of you smoking because all your lungs are already bad."

Other spots, tailored to run during shows such as Emmerdale and Coronation Street, see the children make reference to the programme, which their parents may be watching, before explaining their concerns about the habit and imploring them to give up.

Each spot concludes with the strapline "Your smoking affects your loved ones more than you think" before encouraging viewers to call the Smokefree helpline.

The TV campaign is supported by similarly targeted press ads, which reference the title in which they are running, and outdoor executions at media sites close to areas with a large population of smokers.

Project: Tour of Britain idents
Client: Ian Armstrong, customer communications manager, Honda
Brief: Develop a set of idents to support the Tour of Britain
Creative agency: Wieden & Kennedy
Writers/art directors: Richard Hooker, Sophie Lewis
Planner: Clare Toolan
Media agency: Starcom
Production company: Pulse Films
Director: Dave Ma
Post-production: Finish
Audio post-production: Factory
Exposure: TV


Honda is sponsoring the Tour of Britain cycle race, which is being broadcast on ITV4, and is supporting the tie-up with a series of idents.

The executions each feature staff from Honda dealerships across Britain, from Yeovil to Blackpool.

Spanning camera shots capture the Honda employees including sales staff, mechanics and even caterers standing outside their place of work, mimicking the way the groups of people would look if the viewer were riding past them on a bike.

The campaign aims to portray the diversity of Honda's employees and the environments in which they work.

Project: McDonald's breakfast
Client: Jill McDonald, chief marketing officer, McDonald's
Brief: n/s
Creative agency: Leo Burnett
Writer/art director: Tony Durston
Planner: Rebecca Harris
Media agency: OMD
Media planner: Kindy Mann
Production company: Gorgeous
Director: Vince Squibb
Editor: Paul Watts, The Quarry
Post-production: The Moving Picture Company
Exposure: National TV, press, radio


Fancy a McMuffin? Well, now you can get one as early as 6am and McDonald's is promoting its new opening time with a TV ad by Leo Burnett.

The fast-food chain is claiming to help make early mornings "feel a little less early" in the new spot, which features a range of people doing dopey things because they haven't quite woken up yet.

A woman is seen putting milk in the washing machine while a man is shown putting shaving cream in his armpits rather than deodorant.

When one of these somnambulant types reaches the restaurant, pulling a push door to enter, she gradually awakens on eating her breakfast. Unfortunately, the final shot of the ad reveals she's wearing mismatched shoes.

Project: Dumped
Client: Geraldine Stewart, Ikea
Brief: n/s
Creative agency: Beattie McGuinness Bungay
Writers/art directors: Simon Bere, Laura Duffy, Joe Koprowski Planner
Andy Wright
Media agency: MediaCom
Media planner: Tony Fletcher
Production company: 76 Ltd
Director: Peter Lydon
Editor: Dave Webb, Final Cut
Post-production: Rushes
Exposure: TV


Peter Lydon directs this spot by Beattie McGuinness Bungay for the Swedish furniture maker Ikea.

"Dumped" sees a man return home from a work trip to discover his wife has totally made over their home thanks to the new Ikea catalogue.

Nothing is where it was before and as he reaches for the remote, he finds the TV is now hidden behind a wooden cupboard. He then starts to notice all the other changes that have been made in his absence. Finding his wife in the kitchen, the man then discovers that she has also traded him in for a new model - a woman.

Project: Twilight Football
Client: James Kennedy, brand communications director, Sony
Brief: Create excitement and intrigue before Sony's "Twilight Football"
Creative agency: Dare
Writer: Jon Lon
Art director: Greg Fee
Media agencies: OMD, GoViral
Media planners: Rupert Holroyd, OMD; Mads Holden, Go Viral
Production company: Academy
Director: Kim Gehrig
Post-production: The Mill
Audio post-production: Jungle
Exposure: Viral


A footballing bull stars in a viral campaign for Sony promoting its global event, Twilight Football, which will see matches of five-a-side football played consecutively in seven countries across four continents as the hour of twilight falls.

The event, devised by Fallon, promotes the Sony Exmor CMOS camera technology that enables photographers to capture high-quality images in low light.

The matches will begin in Italy on 22 September taking place in a variety of exotic global locations from the Iguazu Falls in Argentina to the glacier under Mont Blanc.

Created by Dare, the viral is set at one of these locations, a Spanish bullring, and sees a group of guys playing football with a rather skilful bull.

Project: We're on it
Clients: Catherine Woolfe, head of advertising and brand strategy; Katie
Allison, advertising comms manager, E.ON UK
Brief: Explain to the public how E.ON is leading the way in shaping the
future of energy in the UK
Creative agency: Delaney Lund Knox Warren
Writer: Jon Elsom
Art director: Keith Terry
Planners: Charlie Snow, Susan Poole
Media agency: MediaCom
Exposure: Press, radio, online, DM


Delaney Lund Knox Warren has created a series of illustrated print executions as part of its latest work for the energy provider E.ON.

The campaign aims to encourage consumers to get talking about the ways in which they can adapt their energy usage to become more environmentally and economically friendly.

The campaign, "we're on it", features conversations between illustrated characters discussing their energy needs, with headlines including "on having your say".

Project: Horrid Henry
Client: Cheryl Calverly, marketing manager, Unilever
Brief: Drive awareness of Marmite's Horrid Henry download promotion and
drive purchase and redemption
Creative agency: Iris London
Writer: Kate Royce
Art director: Deon Sensky
Planner: James Champ
Media agency: Mindshare
Media planner: Luke McGann
Exposure: National on-pack promotion, online, press, radio, PR


Iris London has unveiled a campaign for the "love it or hate it" spread, Marmite, to promote the Government's "reading for life" initiative.

The campaign, which includes print and radio ads, is aimed at encouraging families to get their children into reading from a young age.

Illustrations of the children's book characters Horrid Henry and Perfect Peter act as the centre point of the print campaign and will also feature on alternative promotional jars to represent the opposing opinions on the taste of Marmite.

Five free Horrid Henry audiobook downloads will be on offer as part of the initiative, which consumers can obtain by using a unique code found on the jars and entering it at marmite.co.uk.

Project: Autumn fashion campaign
Client: Suzanne Roderick, direct marketing campaign planning manager,
John Lewis
Brief: Promote John Lewis' autumn fashion collection. The campaign aims
to boost fashion sales in-store and online at johnlewis.com/fashion this
autumn by driving reappraisal of the range
Creative agency: Kitcatt Nohr Alexander Shaw
Writer: Jim Dye
Art director: Roxie Messenger
Planner: David Yates
Exposure: Direct mail to existing John Lewis customers


Kitcatt Nohr Alexander Shaw has created a sophisticated direct mailing campaign to send out to fashionistas in a bid to promote the autumn fashion collection at John Lewis.

The mailing aims to drive existing John Lewis customers to the store's website and illustrates the new autumn range available in-store.

The campaign supports a print and outdoor campaign for the high-street favourite created by Adam & Eve.

Project: Trucking hell
Client: n/s
Brief: Launch the new series of Ice Road Truckers
Creative agency: Karmarama
Writer: Jack Stephens
Art director: Rob Nielsen
Planner: Fern Miller
Media agency: Goodstuff
Production company: Kream
Director: n/s
Exposure: Online


Karmarama has launched an online video to promote the new series of Ice Road Truckers.

The action opens on footage of truckers driving along dangerously icy roads. Each time a situation prompts the drivers to utter an expletive, a comic voice is dubbed over saying: "Trucking hell."

The online spot captures the perilous conditions that confront truck drivers on icy roads, which will be explored further in the programme.

The campaign is supported by print executions including a wraparound thelondonpaper.