The Work: New Campaigns - UK

Project: It has to be Heinz
Client: Giles Jepson, marketing director, sauces and soups, Heinz
Brief: Develop an umbrella brand campaign, featuring Heinz's iconic
Creative agency: Abbott Mead Vickers BBDO
Writer: Andy Booth
Art director: Jim Seath
Planner: n/s
Media agency: Vizeum
Media planner: Paul Hutchinson
Production company: HLA
Director: Simon Ratigan
Post-production: The Mill
Audio Post-production: 750mph
Exposure: TV, radio, in-store


The things in life that just "have to be" are highlighted in a TV ad for Heinz that promotes its range of food under the new strapline: "It has to be Heinz."

The ad, which forms part of Heinz's largest umbrella campaign in five years, was created by Abbott Mead Vickers BBDO.

The ads feature scenes of men around a barbecue and young boys sliding across the floor at a party.

A girlfriend is shown pinching her boyfriend's chips even though "she said she didn't want any", while a woman is seen juggling her dinner preparations because her mother "just had to call" at the wrong time.

In almost every shot a Heinz product, such as its baked beans, salad cream or ketchup, is subtly in shot, leading to the delivery of the strapline that suggests that, in each of these occasions: "It has to be Heinz."

The campaign will be supported by radio and in-store activity.

Project: BBC Electric Proms
Client: Claire Jullien, marketing manager audio and music, marketing,
communications and audiences, BBC
Brief: BBC Electric Proms: a new music experience
Creative agency: Fallon
Writers/art directors: Toby Moore, Selena McKenzie
Planner: Stephanie Newman
Media agency: n/a
Production company: Annex
Director: Luc Janin
Exposure: UK


The unlikely and eclectic mix of Dizzee Rascal, Shirley Bassey, Doves, Smokey Robinson and Robbie Williams will be headlining this year's BBC Electric Proms - and Fallon is promoting the coverage of the concerts with a TV spot.

The 30-second ad features images of posters, promoting each of the acts, in urban settings. Filmed using stop-frame photography, each poster is torn and moved to form a new image of the act.

The final shot depicts the names of all five acts alongside information about the BBC's coverage of the concerts.

Project: O2 priority
Client: Ed Pellew, O2
Brief: Communicate priority tickets for O2 customers
Creative agency: VCCP
Writer: Veryan Prigg
Art director: Kieran Knight
Planners: Stuart Parkinson, Louisa Fielding
Media agency: ZenithOptimedia
Media planner: Hannah Lury
Production company: Partizan
Director: Saam Farahmand
Post-production: The Mill
Exposure: National TV, outdoor, press, retail, online, DM


The backstage habits of some of the UK's top music talent are captured in the latest spot for O2 to promote its priority ticket service.

As an added bonus of their contract, O2 customers can access tickets to concerts at O2 venues up to 48 hours before their general release. To build awareness of the service, the campaign, created by VCCP, showcases some of the stars that have graced the O2 stages.

Florence and the Machine's Florence Welch is seen taking a few deep breaths before her performance, while Tom Jones is shown calmly approaching the stage.

The TV spot will be supported by outdoor, press, online, DM and retail activity.

Project: Mouse trap
Client: Phil Chapman, Kerry Foods
Brief: Launch LowLow, from Kerry Foods, in the UK - a new lower-fat
mature cheese with a third less fat than regular cheese, but with all
the taste
Creative agency: Fallon
Writer: Tony Miller
Art director: Gary Anderson
Planner: Josh Gledhill
Media agency: Vizeum
Production company: Outsider
Director: Dom & Nic
Post-production: The Moving Picture Company
Audio Post-production: Wave
Exposure: UK


Playing to the cliche of cheese-loving mice, Fallon's first-ever spot to promote Kerry Foods' new lower-fat LowLow cheese stars its very own diminutive fromage-fancying mouse.

The execution, called "mouse trap", sees the rodent hero negotiating a giant mountain of mouse traps in a bid to reach the prize: a plate of LowLow cheese-on-toast.

Arriving at the plate unharmed, the mouse manages to overturn the tray underneath the plate. Unfortunately, this sets off all the mousetraps.

However, thanks to the lower-fat content of the cheese, the mouse is fit enough to somersault his way out of danger, before unsuccessfully attempting to drag the pack of LowLow cheese into his hole.

Project: Nintendo peak season 2009
Clients: Rob Lowe, James Honeywell, senior product managers, Nintendo UK
Brief: Showcase the enjoyment Nintendo brings to genuine fans throughout
the UK
Creative agency: Karmarama
Writers/art directors: Dave Buonaguidi, Sue Modral
Planner: Sid McGrath
Media agency: Mediaedge:cia
Production company: Kream
Directors: Tim Kirkby, Phil Lind
Post-production: Kream
Audio Post-production: Marmalade Studios
Exposure: TV, online


The TV presenters Ant and Dec front the latest campaign for the games console giant Nintendo by Karmarama.

The pair are interviewed about their enjoyment of using the Nintendo Wii and DS before being shown meeting groups of people and challenging them to compete in Nintendo games play-offs.

In a departure from the brand's previous campaigns, the TV ads drive viewers to visit the website,, to discover the results of the challenges and interact with the brand digitally.

Project: Island
Client: Jeff MacDonald, global brand director, Bacardi
Brief: Reconnect Bacardi with its core audience by standing for
something true to the brand that twentysomething drinkers will find
relevant and motivating
Creative agency: Rainey Kelly Campbell Roalfe/Y&R
Writer: Mark Waldron
Art director: Dave Godfree
Planner: Angie Ma
Media agency: Universal McCann
Media planner: Scott Neilson
Production company: Rogue
Director: Sam Brown
Post-production: The Mill
Audio Post-production: Factory Studios
Exposure: TV


Rainey Kelly Campbell Roalfe/Y&R has unveiled a new spot for Bacardi that seeks to revamp the brand's image, positioning it as a drink that can bring people together in celebration.

The spot, shot on location in Malta, sees dozens of boats surround an area of water, while people on board throw rocks into the sea to create a makeshift island.

Once the island is constructed and bedecked with palm trees, chairs and fairy lights, hundreds of people swamp it for a Bacardi-fuelled party.

The 30-second execution was directed by Sam Brown.

Project: Fifa Earth
Client: Neil Lambert, campaign manager, Electronic Arts
Brief: Continue the campaign communication of "let's Fifa 10 - how big
can football get?" - and leverage the statistics of gameplay (more than
two million every day)
Creative agency: Wieden & Kennedy Amsterdam
Writer: Barney Hobson
Art director: Rick Chant
Planner: Jonas Vail
Media agency: n/a
Exposure: Global


EA Sports is launching a data visualiser for its Fifa football game that enables fans of Fifa 10 to network with thousands of other players across the world.

To showcase the new technology, Wieden & Kennedy Amsterdam has created "Fifa Earth". Hosted at, the website presents the new online tool that uses geo-tagging and data from the computer game to pinpoint the location of where games of Fifa 10 are being played and the scores from each match.

By aggregating Tweets from Twitter feeds, Fifa Earth also displays conversations that people are having about the Fifa game, and football in general, and then pinpoints these Tweets to their global location.

EA is using the aggregated data to run a competition that pits countries against one another. The country with the most games played and won will finish top of the rankings.

Project: Moments that matter
Client: Gary Pepler, brand and communications director, Aviva UK Life
Brief: n/s
Creative agency: Abbott Mead Vickers BBDO
Writer: Mark Fairbanks
Art director: Paul Cohen
Planner: Magali Barreyat-Baron
Media agency: OMD
Media planner: Anita Wilkins
Production company: Epoch
Director: Phil Morrison
Post-production: The Mill
Audio Post-production: Wave
Exposure: National TV


The insurance company Aviva has launched a TV spot, by Abbott Mead Vickers BBDO, promoting a new health initiative that offers customers a 15 per cent discount on premiums.

A father is shown running around after his young son, while suffering derisive comments from his wife about his physique. The ad aims to demonstrate that people don't need to implement big changes in their lifestyle to be healthier as exercise can take many forms.

The "MyHealthCounts" scheme, designed by medical experts, rewards people for taking steps to improve their health, however they choose to do it.

It offers Aviva customers access to pharmacy tests and online help to make it easier to maintain their lifestyle changes.

Project: The Restaurant
Clients: Anna Priest, portfolio marketing manager; Jay Davidson, brand
executive; Jess Finning, marketing and pictures manager, BBC
Brief: Which relationship will crumble under the pressure to win the
chance to run their own restaurant?
Creative agency: Rainey Kelly Campbell Roalfe/Y&R
Creative team: Kim Hutcheson, Joe Fitzgerald
Planner: Alice Huntley
Media agency: n/a
Production company: Red Bee Media
Director: Callum McDairmuid
Post-production: Marcus Dryden, Envy
Audio Post-production: Parv Thind, Wave
Exposure: TV, radio


A range of obscure food combinations are exhibited in an art gallery in this latest work by Rainey Kelly Campbell Roalfe/Y&R to promote the BBC's third series of The Restaurant.

A sausage and ice-cream sundae and fish and berry jelly are just two of the gourmet partnerships on offer as the show's chef, Raymond Blanc, inspects each plate in turn.

The series, which began in 2007, works in a similar vein to The Apprentice as nine couples compete for the opportunity to go into business with Blanc.

Blanc and his two inspectors set weekly challenges for the wannabe restaurateurs as they learn to navigate every aspect of running a successful restaurant.

Project: Miss Moneypenny
Client: Caroline Halliwell, director of brand and business-to-business
marketing, Financial Times
Brief: Celebrate ten years of the FT's ultra-straight-talking columnist
Creative agency: DDB London
Writer: Andy McAnany
Art director: Christian Sewell
Planner: Lucy Jameson
Media agency: n/a
Illustrator: Christian Sewell
Exposure: Financial Times


The Financial Times columnist Miss Moneypenny, famous for her acerbic wit and biting economic and social commentary, is celebrating her tenth anniversary.

To promote the occasion, DDB London has created a one-off tactical ad that features Miss Moneypenny's typically straight-talking critique, but in an unlikely context.

Her child's drawing, depicting a typical family scene in front of their house, is the focus of the ad and her commentary.

Unfortunately, Miss Moneypenny has taken her usual curt approach to critiquing the drawing by her child (or cost-centre number one as she affectionately calls him) by marking down her thoughts in red pen all over it.

Having circled the house in red, she's written "our house is much larger than is represented here", while a creature that looks like a horse is annotated with the comment: "I'm presuming this is a horse."


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