The Work: New Campaigns - UK

Project: McDonald's Christmas
Client: Jill McDonald, chief marketing officer, McDonald's
Brief: Continue the "Great Escape" theme of the past two years and
position McDonald's as the ideal sanctuary from the pressures of
Creative agency: Leo Burnett
Writer: Daniel Fisher
Art director: Richard Brim
Planner: Rebecca Harris
Media agency: OMD UK
Media planner: Natalie Kelly
Production company: Rogue
Director: Sam Cadman
Editor: Adam Spivey, The Quarry
Post-production: The Moving Picture Company
Audio Post-production: Grand Central
Exposure: National TV


A panto audience and cast abandon the production in favour of the festive menu on offer at McDonald's in this latest campaign from Leo Burnett.

An overdressed panto actor bores both parties with a repetitive, cliched performance that results in him being deserted mid-scene as everyone flees the theatre to the sound of the Great Escape theme tune.

Performers, children, grannies and adults alike head for McDonald's as the spot aims to demonstrate the brand's universal appeal, particularly with its new holiday menu on offer.

Project: Christmas puddings
Client: Melody Chapman, Northern Foods
Brief: n/s
Creative agency: Mother
Writer: Mother
Art director: Mother
Planner: Mother
Media agency: n/s
Production company: Hammer & Tongs
Director: Garth Jennings
Editor: Ming, Hammer & Tongs
Post-production: The Moving Picture Company
Audio Post-production: Factory
Exposure: National TV


Matthew Walker, the world's oldest Christmas pudding-maker, is launching its first national TV ad campaign, created by Mother, in support of its signature dish, The Pudding.

Father Christmas and Matthew Walker are shown side-by-side in the latter's kitchen being interviewed about their 110-year friendship, starting in 1899 when Walker first opened his bakery.

The two reminisce on how they came to be such good friends and how much they both like Christmas. The ad ends with the line "Matthew Walker, best friends with Christmas since 1899", which is the overarching brand communication used across the entire campaign.

The TV spot is part of a £2 million campaign, including in-store marketing, press and PR.

Project: Snow prints
Client: Katie Harrison, Lynx brand manager, Unilever UK
Brief: Lynx Bullet gives guys pocket pulling-power this Christmas
Creative agency: Bartle Bogle Hegarty
Writer: Dan Glover-James
Art director: Adam Thompson
Media agency: Mindshare
Photographer: Julian Wolkenstein
Exposure: Posters


Bartle Bogle Hegarty has unveiled its Christmas offering for Lynx Bullet, building on this year's pocket pulling-power campaign.

"Snow prints" features man-sized imprints in the snow as well as numerous handprints, indicating the dramatic and gravitational effect Lynx Bullet has on the female species. Each of the three executions resembles the silent signature of a wild night out, brought on by the pocket pulling-power of Lynx Bullet.

The work aims to remind young men that they should never be without their Bullet in order to take advantage of the pulling opportunities over the festive season.

Project: Diamante dog
Client: Famous Grouse
Brief: Remind consumers that the Famous Grouse has a real reason to be
famous: it's been Scotland's favourite whisky for almost 30 years
Creative agency: Abbott Mead Vickers BBDO
Writer: Alan Foster
Art director: Brett James
Planner: Antony Hall
Media agency: MEC Global
Media planner: Richard Amies
Production company: Hibbert Ralph Animation
Director: Jerry Hibbert
Post-production: The Mill
Exposure: TV


A pampered chihuahua is the star of Abbott Mead Vickers BBDO's new work for the whisky brand Famous Grouse.

The dog, dressed in a diamante coat, acts like a celebrity and struts into view to a reception of flashing camera bulbs and screaming fans, until it encounters the Famous Grouse. The two share a moment, before the dog abruptly turns on its heels.

The well-known Famous Grouse theme tune plays as the Grouse makes its own exit to adopt its final and famous pose.

The bottle morphs around it and the strapline reads: "Famous for a reason - Scotland's favourite whisky."

Project: Be a Gooner. Be a giver
Clients: Amanda Docherty, Alex Henderson, Arsenal FC; Sonal Amin, Dougal
Hawes, Great Ormond Street Hospital Children's Charity
Brief: Develop a campaign celebrating the Charity of the Season
relationship and encourage fans to donate to the cause
Creative agency: Brothers and Sisters
Writer: Will Flack
Art director: Aaron Wilmer
Media agency: n/a
Production company: Brothers and Sisters
Director: Sam Washington
Editor: Joce Hockings, Final Cut
Exposure: TV, outdoor, online, cinema


Four Arsenal players don mascot costumes in support of Great Ormond Street Hospital Children's Charity in this new pro bono campaign from Brothers and Sisters.

Arsenal FC will be dedicating its Premier League match on 29 November to the charity while the team's players, directors and staff will each be donating a day's wages to help raise funds for the hospital.

The campaign, which sees Theo Walcott, Bacary Sagna, Cesc Fabregas and Andrei Arshavin go out on to the streets attempting to collect money from passers-by, encourages supporters to donate what they can through the "Be a Gooner. Be a giver" campaign.

Project: Four festive shops
Client: Neil Stead, marketing manager (direct marketing), Waitrose
Brief: Promote the Waitrose Christmas range and encourage consumers to
shop at Waitrose more frequently over the festive period
Creative agency: Kitcatt Nohr Alexander Shaw
Writer: Kate Flather
Art directors: Phil Keevill, Angus Mackinnon
Planner: Chris Ridd
Designer: Darren Fernee
Production Gary Bridge
Exposure: Direct mail and e-mail to existing Waitrose shoppers


To support the current promotional campaign advertising a Waitrose Christmas, Kitcatt Nohr Alexander Shaw has devised a direct marketing pack.

The pack intends to get consumers to focus their festive shopping entirely on Waitrose by demonstrating the range of goods available at the supermarket.

The work also gives details of a promotional offer, which gives customers the opportunity to get a reward in the new year (from double partnership card points to a £30 voucher) when they spend more than £75 in-store four times before 20 December.

Project: Proper mustard
Client: Rachel Wright, brand development manager, Unilever
Brief: Remind male meat lovers that Colman's is the best accompaniment
to their meat
Creative agency: Karmarama
Writers: Robin Temple, Tom Woodington
Art directors: Robin Temple, Tom Woodington
Planner: Sid McGrath
Media agency: Mindshare
Designer: Mike Heath
Photographer: Carl Warner
Art buyer/production: Arjun Singh
Exposure: Magazines, national press


Colman's uses a meat-based mock-up of the famous First World War army recruitment poster featuring Lord Kitchener in its new ad campaign.

The print ad, by Karmarama, has the tagline "Your meat needs Colman's", a play on the "Your country needs you" slogan in the original poster.

Colman's is targeting males to persuade them that its mustard brand is the best accompaniment to meat.

Project: World Aids Day
Client: British Red Cross
Brief: Create a video for the British Red Cross in the run-up to World
Aids Day to challenge the misconceptions many young people still hold
about HIV
Creative agency: Red Bee Media
Writer: Chris Balmond
Art director: Vin Takher
Media agency: n/a
Production company: Red Bee Media
Director: Chris Balmond
Editor: Alex Lea
Post-production: Envy
Audio Post-production: Envy
Exposure: Online


The TV presenter Konnie Huq puckers up in this new online video, created by Red Bee Media, for the British Red Cross in support of World Aids Day.

The video is based on new research by the humanitarian organisation, which reveals the scale of stigma surrounding HIV. The research shows that 85 per cent of the young people surveyed by the charity correctly said that HIV is not transmitted via kissing; however, 69 per cent said they would still not be willing to kiss someone with HIV.

Huq flirts with the camera asking what it would take for someone to kiss her if she had HIV. She tries using breath freshener, mouthwash and even a hazard suit to convince viewers that it would be OK to kiss her but to no avail.

Project: 15th anniversary
Client: Emma Harris, sales and marketing director, Eurostar
Brief: Show how 15 years of Eurostar has changed our attitudes and
behaviour around European travel
Creative agency: Fallon
Writer: Nils-Petter Lovgren
Art director: Nils-Petter Lovgren
Planner: Stephanie Newman
Media agency: Vizeum
Media planners: Phil Grimett, Beth Ferrier
Exposure: National press, outdoor, online


Fallon has created a campaign to promote the ease of using Eurostar when making holiday plans.

Each execution features animations that reflect Parisian culture and other European locales accessible via Eurostar. The captions explain that the reasons for going away can be as simple as "because it's Saturday".

In a recession-struck society, the work aims to demonstrate the affordable nature of Eurostar and the fact that it is not necessary to travel huge distances to go on holiday.

The animations were created by Gilles Jourdan and Cecilie Maurud Barstad.


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