The Work: New Campaigns - UK

Project: British biscuit advisory board
Clients: Mike Driver, marketing director; Gavin Forth, marketing
manager, Fox's Biscuits
Brief: Raise awareness of the Rocky brand and drive trial among users
Creative agency: Mother
Writer: Mother
Art director: Mother
Planner: Mother
Media agency: Equinox
Media planner: Sophia Pawlikowski
Production company: Blinkink
Director: D.A.D.D.Y
Post-production: Golden Square
Audio Post-production: Factory Studios
Exposure: TV, print


Fox's Biscuits has invented a fictitious organisation, the British biscuit advisory board, to educate consumers about the safest way to consume its biscuit bar, the Rocky.

Under the guise of a public information campaign, the TV and print executions, created by Mother, give step-by-step guidelines of safe biscuit ingestion.

Tips such as eating the snack as part of a healthy diet are given a satirical twist in the animated campaign, which uses a sheep and a tomato to illustrate the ideal combination of Rocky bars, meat and vegetables as components of a healthy diet.

Another of the ads gives consumers advice on storage, demonstrating that keeping the bars above room temperature in places such as a toaster or a microwave is not advisable. Instead, the spot proffers the idea of using that tried-and-tested receptacle - the biscuit tin.

Project: Hide his gun
Client: Stephanie Day, assistant director, directorate of public affairs
Brief: It's more than just bullets that can make someone a victim of a
Creative agency: Abbott Mead Vickers BBDO
Writer: Mike Sutherland
Art director: Antony Nelson
Planners: Tom White, Stephanie Phillips
Media agency: MediaCom
Media planners: Duncan Snowden, Kate Oates
Audio Post-production: 750mph
Exposure: London radio, cinema, print


A new Trident campaign, unveiled by The Metropolitan Police, is being aimed at black teenage boys and girls in a bid to highlight the risks of carrying or storing guns for others.

The "hide his gun" campaign, by Abbott Mead Vickers BBDO, will run across radio, cinema and print and targets young women who are susceptible to being drawn into gun culture and carrying and storing weapons. The work aims to deglamorise gun culture and illustrate the legal implications it can have on a girl's life.

The print executions demonstrate the issue by showing both a man's and a woman's hand clasping a gun, while the radio campaign plays voicemail messages from a girl who becomes involved in gun crime and is left to face the consequences, including a prison sentence, alone.

A similar audio track plays out over a blank screen in the cinema spot, forcing viewers to pay complete attention to the voice of the protagonist telling her story.

Project: Labour is old news in Brighton
Client: Paul Steedman, director of target constituencies and general
election leadership team, Green Party
Brief: Build on the momentum from the Green Party's European elections
success in Brighton and show the visiting journalists and members in
town for the Labour Party Conference that Brighton and Hove is choosing
the Green Party over Labour and Conservative
Creative agency: Glue London
Writer: Dave Tokley
Art director: Matt Gilbert
Planner: Michaeljon Alexander-Scott
Media agency: n/s
Exposure: Fifteen poster sites around Brighton


The Green Party is using the Labour Party Conference to revel in its victory over the Government at the recent Brighton and Hove European Parliament elections.

The print campaign comprises three executions across 15 poster sites in Brighton depicting the key Labour Party figures Gordon Brown, Peter Mandelson and Jack Straw wearing beleaguered expressions. The images are made from a collage of old newspaper clippings and are accompanied by statistics relating to the Green Party's victory.

Each ad carries the strapline "Labour is old news in Brighton" and is accompanied by a breakdown of the election results, which saw the Green Party win with a 31.4 per cent majority compared with Labour's 14.5 per cent of the vote.

Project: Circlemakers
Clients: Barry Skolnick, Lucian Smithers, BSkyB
Brief: n/s
Creative agency: WCRS
Writers/art directors: Thom Glover, Eoin McLaughlin
Planner: Clare Hutchinson
Media agency: MediaCom Media planner Luke Talibudeen
Production company: 76 Ltd
Director: Peter Lydon
Post-production: Golden Square
Exposure: TV


Sky is highlighting the diversity of its HD viewers with a spot featuring an unusual fan of the broadcaster - a crop circle artist.

The documentary-style spot, created by WCRS and directed by Peter Lydon, sees Rob, a crop circle creator, explaining his love of the Sky HD service.

While shots of him creating a crop circle at the dead of night play out, he explains how Sky Arts' broadcast of Jonathan Miller directing La Boheme looks much more vibrant in HD.

Project: Climacool
Clients: Nelly Kennedy, communications director; Anke Breitinger,
communications manager; Robert Hughes, communications manager, Adidas
Brief: Promote the cooling effects of Adidas' Climacool gear
Creative agency: 180 Amsterdam
Writers/art directors: Sam Coleman, Peter Albores
Account director: Sam Dempsey
Media agency: Carat
Photographer: Carlos Serrao
Stylist: Nick Griffiths
Exposure: Print/outdoor


Pumping iron can be a hot, sweaty affair so Adidas is highlighting the cooling effects of its Climacool training gear in a new print campaign from 180 Amsterdam.

Each execution depicts an athlete working out, lifting weights, doing pull-ups or having a drink of water. But rather than being static in appearance, in each ad a strong breeze blows through the usually airless gym setting, affecting the appearance of the athlete's clothing and equipment.

In one ad, a man's skipping rope is shown flying to the side, while in another the water from a drinking fountain is blown across the room.

Each ad features the strapline "Aircooled training", as well as directing consumers to

Project: Boxing, chop
Client: Sally Abbott, marketing director, Weetabix
Brief: Highlight Weetos' chocolatey taste to kids and its wholegrain
Weetabix goodness to mums; a win-win at the breakfast table
Creative agency: WCRS
Writers/art directors: Rich Littler, Zac Ellis
Planner: Isabel Maitland
Media agency: Walker Media
Media planner: Sam Hale
Production company: Aardman
Director: Ed Petterson
Audio Post-production: Angell Sound
Exposure: TV


WCRS has launched two spots promoting the fortifying wholegrain ingredients of Chocolatey Weetos.

In the first, an animated Weeto character dons a pair of boxing gloves as he prepares for combat with a watermelon. He performs a Rocky-esque jig before pelting the relatively enormous fruit with his glove and subsequently getting it caught.

In the second spot, he performs a karate chop on a plastic work bench as a host of plastic characters look on.

Project: RockCorps
Clients: Spencer McHugh, brand director; Ian Smith, head of brand
communication; Alex Snape, senior digital advertising manager, Orange UK
Brief: Raise awareness of Orange's volunteer programme, RockCorps
Creative agency: Poke
Writer: Iain Tait
Art director: Andrew Zolty
Planner: Carl Read
Media agency: Mediaedge:cia
Exposure: Online


To raise awareness of RockCorps, Orange's volunteer programme which awards participants with gig tickets, Poke has created an online music application called The Sound of Orange.

The application allows users to create remixes of tracks using their voices and sounds created by their friends. New tracks will be uploaded to the site each month, which can be manipulated and shared via blogs and social networking sites.

There is also a blog providing tips on how to record the best sounds.

Project: We are football united
Client: Rob Farmer, director of viewer marketing, ITV
Brief: Communicate ITV's live football offering
Creative agency: ITV Creative (in-house)
Writer: Grant Hawksworth
Art director: Tom Box, Blue-Zoo
Planner: Nichola O'Connell
Media agency: n/s
Production company: ITV Creative
Director: Grant Hawksworth
Post-production: Blue-Zoo
Audio Post-production: Richard Nathan, ITV Creative
Exposure: TV


ITV's in-house creative team has come up with a spot promoting the channel's English football coverage.

Featuring shots of Premiership club managers and images of players, the part-animated ad aims to showcase every element of the game.

Directed by Grant Hawksworth, the campaign alerts viewers to the footballing events aired on ITV1, including the Uefa Champions League and the World Cup.

The ad will run until 7 October and will then be shown during high-profile events in the football calendar for the rest of the year.

Project: YooBot v YooNot
Clients: Nick Radmore, head of social marketing and brand; Tamara
Bennett, project manager, British Heart Foundation
Brief: Match the success of YooBot 1 in helping to tackle childhood
Creative agency: Grey London
Writer: n/s
Art director: n/s
Media agency: PHD
Media planner: Suneil Saraf
Designer: Bloc
Exposure: Online


In a bid to highlight the issue of obesity in children, the British Heart Foundation and Grey London are bringing back the YooBot, an online game in which players control their future development via an avatar.

Users can also create a YooNot, the evil alter-ego who encourages them to eat junk food and be lazy. The only way to defeat him is by playing Ultimate Dodgeball.

To support the campaign and involve children in real exercise, Ultimate Dodgeball is also being launched as a fundraising activity in schools across the UK.


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