The Work: New Campaigns - UK

Brief: Promote the glamour of the Marks & Spencer range

Creative agency: Rainey Kelly Campbell Roalfe/Y&R

Writers: Pip Bishop, Chris Hodgkiss

Art directors: Pip Bishop, Chris Hodgkiss

Planner: Lucy Howard

Media agency: Walker Media

Media planner: Helen Curtin

Production company: RSA

Director: Dawn Shadforth

Editor: Richard Orrick

Post-production: The Moving Picture Company

Audio post-production: Wave

Exposure: National TV

THE LOWDOWN

Marks & Spencer's 2006 Christmas campaign from Rainey Kelly Campbell
Roalfe/Y&R is a big, bold, brash and camp musical piece set to the
backdrop of an Arctic nightclub party.

The 60-second spot aims to continue the populist feel of the "Your M&S"
campaign, while simultaneously promoting feelings of excitement and
sexiness, as well as being warm and inclusive.

The ad begins with a group of models, now regular faces in M&S
advertising, getting dressed for a party. They then fly across the snow
flats on Skidoos, as if they were in a James Bond film. Their journey is
backed by a cover of Pink's Get the Party Started, which sounds as if
it's sung by Shirley Bassey.

As the guests mingle with other models in the palatial ice nightclub,
all of whom wear M&S clothes, the camera pans round the room to reveal
that Bassey is actually singing the song.

In the 12 weeks ending 26 June 2006, womenswear increased its market
share from 9.4 per cent to 10.4 per cent, with menswear increasing from
8.4 per cent to 9.2 per cent, lingerie from 25 per cent to 25.6 per cent
and childrenswear from 3.1 per cent to 3.4 per cent.

TRANSPORT FOR LONDON - TEEN ROAD SAFETY

Credits

Project: Teen road safety

Client: Nigel Marston, director of group marketing and communications,

Transport for London

Brief: Further Transport for London's "Don't die before you've lived"

campaign

Creative agency: M&C Saatchi

Writers: Kit Dayaram, Tom Spicer

Art directors: Kit Dayaram, Tom Spicer

Planner: Rohini Varughese

Media agency: n/s

Media planner: n/s

Production company: Rattling Stick

Director: Daniel Kleinman

Post-production: The Mill

Audio post-production: JungleGroup

Exposure: n/s

THE LOWDOWN

A girl's shattered dream is the basis for Transport for London's latest
instalment of its "Don't die before you've lived" campaign, by M&C
Saatchi.

In contrast to previous ads, the spot shows the teenager being run over
at the beginning. A car ploughs into teenager Shanice Williams, who
explodes into fragments. The action pauses mid-shatter and cuts to
different shots of her life as she becomes a famous athlete.

Important parts of her development also shatter into fragments, such as
her name on the school's roll of honour, her locker and her Team Great
Britain tracksuit.

The ad ends with her in a stadium taking her mark as she prepares to
race. As the starting pistol fires, she shatters into pieces.

Everyday a teenage is seriously injured or killed on London's roads.

METROPOLITAN POLICE - BADMAN

Credits

Project: Badman

Client: Luke Knight, deputy head of publicity, Metropolitan Police

Brief: Deglamourise guns and gun culture for London's black youth

Creative agency: Miles Calcraft Briginshaw Duffy

Writer: Gavin Torrance

Art director: Danny Hunt

Planner: Andy Nairn

Media agency: MediaCom

Media planner: Matt Buttrick

Production company: Independent

Director: Jake Nava

Editor: Joe Guest, Final Cut

Post-production: The Moving Picture Company

Audio post-production: Grand Central

Exposure: Music TV, radio, online

THE LOWDOWN

Miles Calcraft Briginshaw Duffy has teamed up with the UK grime act Roll
Deep in its latest campaign for the Metropolitan Police's black-on-black
gun crime initiative, Operation Trident.

The Roll Deep track Badman tells the story of the consequences of gun
culture on people's lives and of the cycle of violence that
escalates.

The track is released with a video directed by Jake Nava, who was
brought up in East London before relocating to Los Angeles to direct
music videos for acts including Beyonce (Crazy in Love) and Usher
(Burn).

The video is being promoted on TV stations including MTV and Channel U,
and a range of websites including YouTube and MySpace.

RAF - TESTICLES

Credits

Project: Testicles

Clients: Richard Huthwaite (RAF) and Karen Pinder/James Renwick (COI)

Brief: Recruit more air-traffic controllers by emphasising that a career

in the RAF is both rewarding and stimulating

Creative agency: Delaney Lund Knox Warren & Partners

Writer: Jon Elsom

Art director: Keith Terry

Planner: Charlie Snow

Media agencies: COI, Manning Gottlieb OMD

Media planners: Nigel Wheat, Andrew Mortimer

Photographer: Alan Mahon

Photographer's agency: Horton-Stephens

Exposure: Print

THE LOWDOWN

The Royal Air Force is using a humorous print campaign in the hope of
increasing applications for the job of air-traffic controller.

The print campaign, by Delaney Lund Knox Warren & Partners, is based on
the idea that, while a normal air-traffic controller's job is tough
enough, you need to be steely to deal with the RAF's fast jets, as well
as larger aircraft.

The ad features a picture of two jars. One contains two average-sized
testicles, with a label saying "normal human". The other contains two
large ones and carries the label "air-traffic controller".

Earlier this year, the RAF overhauled its careers site to help it appeal
to 16- to 24-year-olds. The site now includes blogs, videos and
podcasts.

STELLA ARTOIS - PRODUCT QUALITY

Credits

Project: Product quality

Client: Lee Rolston, marketing manager, Stella Artois, InBev UK

Brief: Remind consumers Stella Artois is a crafted, authentic Belgian

lager

Creative agency: Lowe

Writers/art directors: Lovisa Almgren, Peter Reid, Carl Broadhurst,

Diccon Driver, Alan Wilson

Planner: Helen Bichard

Media agency: Starcom Motive

Media planner: Howard Watson

Illustrators/typographers: Aesthetic Apparatus

Exposure: Underground, city centre, national rail posters, weekend

supplements

THE LOWDOWN

Stella Artois is educating consumers about its Belgian origins with a
print campaign by Lowe. The ads aim to promote the authenticity and
craftsmanship behind the beer to a new generation of lager drinkers, who
may not be aware of its heritage. The campaign comprises ten ads,
created by the design duo Aesthetic Apparatus. Each of the posters
carries facts about the lager, ranging from its Belgian provenance to
the design of the glass.

One ad has a picture of nine bottles, each of which carry a word to make
up the phrase: "A family dedicated to brewing for six centuries."
Another carries a flag with the Stella Artois logo and the line:
"Quality beer from Belgium since 1366."

FERRERO ROCHER - DAZZLE

Credits

Project: Dazzle

Client: Dave Tucker, marketing director, Ferrero UK

Brief: Reposition Ferrero Rocher

Creative agency: WCRS

Writer: Billy Faithful

Art director: Ross Neill

Media agency: Mediaedge:cia

Media planner: Nick Baughan

Production company: Partizan

Director: Thomas Hilland

Exposure: National TV, press, posters

THE LOWDOWN

Ferrero Rocher is trying to increase sales of its luxury chocolates in
the run-up to Christmas with a new ad campaign. Created by WCRS, it
centres on a TV commercial which aims to distance the brand from the
cliched image created by its infamous "ambassador" ads.

Set to the Cilla Black song Something Tells Me (Something's Gonna Happen
Tonight), the ad has figures in silhouette flying across a background of
sparkling gold chocolates - reminiscent of the title sequences from the
James Bond films. The spot shows Christmas party scenes with people
dancing and enjoying the chocolates, and ends with the line: "Share
something special."

IKEA - WWW.BE-ENLIGHTENED.CO.UK

Credits

Project: www.be-enlightened.co.uk

Client: Claudio Struzzo, deputy marketing manager, Ikea UK

Brief: Drive awareness of the new range of lights available; inspire and

guide customers' light purchase considerations and choice; reinforce

Ikea's credentials as lighting solution experts with a range to suit

everyone

Creative agency: Agency.com

Writer: Ruth Adair

Art directors: Bal Bhatla, Paul Banham

Planner: Jake Dyer

Designer: Deirdre Enright

Directors: Paul Banham, Agency.com

Editors: Rob Mills, Agency.com

Exposure: Online

THE LOWDOWN

Agency.com has created a website to promote Ikea's lighting range. It is
aimed at style-conscious females aged 24-49. The campaign has been
designed to drive awareness of the company's new range of lights, and
how they can be used effectively.

Once the user has flicked a light switch on the entry screen, they are
taken through to a page which shows the side of a building with four
illuminated rooms. Each room illustrates how effective use of lighting
can change a bad situation. For example, one of the rooms shows a first
date taking place in a poorly lit room with the strapline: "A lack of
atmosphere can make a first date fall flat." An image of a man and a
woman tapping their feet, clearly bored, follows.

VODAFONE UK - FAIRGROUND

Credits

Project: Fairground

Client: Vodafone UK

Brief: "Vodafone Family" lets you make the most of now through unlimited

calls to those closest to you

Creative agency: JWT

Writer: Kevin Baldwin

Art director: Mick Brigdale

Planner: Simon McCarthy

Media agency: OMD

Media planner: Ben Johnson

Production company: Thomas Thomas

Director: Kevin Thomas

Editor: Bryan Dyke

Post-production: The Mill

Audio post-production: 750mph

Exposure: National TV, poster, press, online

THE LOWDOWN

The latest execution in Vodafone's current £10 million UK campaign
resurrects The Only Ones' Another Girl, Another Planet. This time
around, though, the song has been recorded by the new band BellX1 and
will be released as a single.

The spot, which promotes the "Vodafone Family" tariff, aims to convey
how a single phone call can transport you to another world. The ad shows
a woman in a cafe making a phone call. She sees a child on a rocking
horse, and her thoughts jump to a winter fairground where she and her
family are entertained by a carousel, a juggler on stilts and a group of
acrobats.

The "Vodafone Family" tariff offers users unlimited calls to four people
for just £5 a month.