The Work: New Campaigns - UK

Project: Soundville
Client: Ed Donald, general manager, Sony
Brief: Remind people of the importance of sound quality in the
entertainment experience and Sony's superior understanding of it
Creative agency: Fallon
Writer: n/s
Art director: n/s
Planner: Gareth Goodall
Media agency: OMD
Production company: MJZ
Director: Juan Cabral
Post-production: The Moving Picture Company
Audio Post-production: Parv Thind, Wave
Editor: Neil Smith
Exposure: Online


Sony has unveiled its latest campaign, an online film directed by Juan Cabral, who created the brand's Bravia "balls" ad.

The ad, entitled "soundville", was shot in Iceland in March. Fallon London filled the town of Seydisfjordur with hundreds of loudspeakers emitting various pieces of music.

Tracks by Bob Dylan and the Guillemots, among others, were played, while the reactions of the town's residents were captured on camera.

The two-minute 50-second online film is backed by four 30-second spots, all carrying the new brand strapline: "make.believe."

The shorter executions feature a range of Sony's audio products, from Walkman phones to headphones.

All the content is being hosted on, a dedicated microsite created by Altogether Digital and Tonic.

Project: Breathe
Client: David Watson, head of campaigns and marketing, CLG Fire Safety
Brief: Encourage the public to test their smoke alarms regularly
Creative agency: Rainey Kelly Campbell Roalfe/Y&R
Writer: Mike Boles
Art director: Jerry Hollens
Planner: Anna Tetlow
Media agency: Carat
Media planner: Mark Hughes
Production company: Blink
Director: Dougal Wilson
Editor: Joe Guest, Final Cut
Post-production: The Moving Picture Company
Audio Post-production: Factory
Exposure: TV


The dangers of house fires are highlighted in this spot for Communities and Local Government Fire Safety by likening a death by smoke inhalation to the respiratory effects of drowning.

Shot underwater, the ad depicts a man and wife quietly asleep in their bed. Atmospheric shots of the pair's close environment, including a child's toy floating down the hallway, are accompanied by a voiceover, which explains: "You'd think you'd wake in a house fire, wouldn't you? But just two to three breaths of toxic smoke and you're unconscious. Your lungs fill up, just like drowning."

The shot cuts to the same couple in bed but enveloped by a raging fire as the voiceover encourages viewers to test their fire alarms on a regular basis.

Project: A5 Sportback
Client: James Millett, national communications manager, Audi
Brief: Create a buzz around the Audi A5 Sportback and encourage people
to seek further information online or at their local dealer
Creative agency: Bartle Bogle Hegarty
Writers/art directors: Bill Hartley, Giles Hepworth
Planner: Ed Booty
Media agency: MediaCom
Photographer: Giles Revell
Exposure: Print, outdoor, radio, online


Bartle Bogle Hegarty has unveiled a campaign for Audi to promote the manufacturer's new four-door coupe.

Three print ads feature a series of visual references to the fact that the spacious A5 Sportback can fit four people inside.

Four pairs of wellington boots follow behind the car in one ad, while four welcome mats are placed in front of each car door in another.

In the third poster, four trails of snowy footprints lead away from the car doors.

The work directs consumers to the brand's website,

Project: Jacuzzi
Brief: Raise brand awareness and name recall
Creative agency: VCCP
Writers/art directors: Darren Bailes, Steve Vranakis, Matt Lloyd, Rich
Connell, Clem Woodward
Planner: George Everett
Media agency: Zed
Production company: Passion Pictures
Director: Darren Walsh
Post-production: Passion Pictures
Audio Post-production: Wave Studios
Exposure: TV, online


Aleksandr the meerkat is back for another instalment. This time he informs consumers about how he unwinds from the stress of people confusing with his meerkat site of a similar name.

Created by VCCP, this latest ad was unveiled on Facebook, where the campaign's star has more than 600,000 "friends".

The spot, which launched on TV last weekend, depicts the animal enjoying a Jacuzzi bath, assisted by his companion, Sergei.

Project: Mascot theft
Client: Karen Wallin, chief executive, Special Olympics Great Britain
Brief: Raise money for Special Olympics GB
Creative agency: JWT London
Writers/art directors: Miles Bingham, Kevin Masters
Media agency: n/s
Production company: Kpost
Director: Grant Raphael
Editor: Phil Parkinson
Exposure: Online


JWT London commits abduction in its latest TV charity campaign for Special Olympics Great Britain.

Special Olympics is the country's chief provider of sporting opportunities for people with learning disabilities. Rather than a straightforward plea for donations, "mascot theft" appeals to football fans in a different way.

The charity is staging the kidnap of mascots from major football clubs, including Chelsea, Manchester United and Newcastle United. The message is that it will return the mascots once the fans have donated to the charity.

The kidnappers leave behind posters that advertise the website, where "hostage films" are being hosted.

Project: Caramel Nibbles
Client: Lucy Evans, senior brand manager, Cadbury Dairy Milk
Brief: Launch Caramel Nibbles, a new variant of the Cadbury Dairy Milk
Creative agency: Fallon London
Writers/art directors: Tony McTear, Chris Bovill, John Allison
Planner: Josh Gledhill
Media agency: PHD
Media planner: Ellie Roberts
Exposure: Print, online


The Caramel Dairy Milk bunny is back in a campaign by Fallon London to promote the launch of Caramel Nibbles.

Giles Deacon, GQ's "designer of the year 2009", created a dress for the rabbit inspired by the new variant.

The campaign will run across outdoor and women's magazines, as well as targeted digital activity in October and November.

Deacon created the dress print in his London studio and his name is featured in the ads, which also include a note about the concept of "caramel couture".

XBOX 360 - XBOX 360
Project: Xbox 360
Client: Michael Flatt, head of advertising, Xbox EMEA
Brief: Show that the Xbox has something for everyone
Creative agency: McCann Erickson London
Writer: Jonny Skinner
Art director: Ben Brazier
Media agency: Universal McCann
Production company: Rattling Stick
Director: Steve Cope
Post-production: Framestore
Exposure: TV


McCann Erickson London has created two TV spots to promote the Xbox 360.

In one, the camera rotates 360 degrees to reveal a music lover's vision and enjoyment of playing Guitar Hero. The second ad features a young man and his friends watching football and movies on Sky via the Xbox console.

The creative aims to show that the Xbox provides something for everyone.

Project: The everyday kitchen
Client: Becky Erwood, senior PR manager, consumer, Waitrose
Brief: Develop an open conversation between Waitrose and mums about
ingredients and recipes
Creative agencies: Hubbub, Grand Union
Writer: Sophie Lavender
Art director: n/s
Planner: Mo Prendergast
Media agency: n/s
Exposure: Online


Waitrose is appealing to busy mums with culinary passion in an online campaign created by Hubbub and Grand Union.

The agency has created a series of online cooking shows seeded on the parenting forum Mumsnet.

Hosted by the executive chef Neil Nugent, the online films feature instructions on how to create quick and easy recipes while juggling the demands of motherhood.

Each of the films also features a nutritionist, who gives tips on giving children a rounded diet.

Project: For every stage a formula
Client: Sarah Wood, head of brand, SMA Nutrition
Brief: Show how SMA formula helps development
Creative agency: Publicis London
Writers: Dave Sullivan, Stuart Farquhar
Art director: Stuart Farquhar
Planner: Kari Freeburn
Media agency: ZenithOptimedia
Media planner: Alice Brady
Production company: HSI London
Director: Thomas Napper
Editor: Dom Leung
Post-production: Department A, Prime Focus
Exposure: TV, print, direct mail, online


A baby learns to crawl for the first time in Publicis' ad for SMA Nutrition's infant formula, Gold System.

A handwritten formula appears on screen highlighting the ingredients that help the baby crawl towards its mother.

The work aims to show how Gold System, together with love and encouragement, can aid in the development of babies and toddlers.

The 30-second spot is part of an integrated campaign, which will target mums and healthcare professionals. It is supported by online, print and direct mail.


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