The Work: New Campaigns - UK
TREBOR - TREBOR - THE MINT PEOPLE
Project: Trebor - the mint people
Clients: Phil Rumbol, marketing director, Lynne Vandeveer, head of
marketing, gum and candy, Cadbury UK; Clare Tasker, senior brand
manager, Janine Blakeway, brand manager, Trebor
Brief: Celebrate the famous mint heritage and repackage the quirky
British charm of the Trebor Extra Strong brand, for a chewing-gum launch
Creative agency: Fallon
Art directors: Nils-Petter Lovgren, Emily Cussins
Planner: Jo Hudson
Media agency: PHD
Media planner: Ellie Roberts
Production company: Spank
Director: Steve Bendelack
Post-production: The Moving Picture Company
A trainee at Trebor manages to invent an idea for a new Trebor mint gum during a press conference in a TV spot promoting the brand's first foray into the chewing-gum market.
Created by Fallon, the spot sees the young trainee as he's introduced to the top Trebor boss, who instantly recognises his potential and asks him for ideas.
Unfortunately, the plucky young trainee decides to blurt out the announcement that Trebor is now making gum, forcing the boss to adopt the idea as if it were his own.
The spot is the first of several instalments, which all feature "the mint people" at Trebor. Each spot carries the strapline: "Sorry it took so long."
SONY PLAYSTATION - THE PLAYSTATION 3 LAUNCH
Project: The PlayStation 3 launch
Client: Alan Duncan, marketing director, Sony PlayStation
Brief: Launch the new PlayStation 3
Creative agency: TBWA\Media Arts London
Writer: Jaime Diskin
Art director: Jae Morrison
Planner: Tom Morton
Media agency: Manning Gottlieb OMD
Media planner: Michael Florence
Production company: Smuggler
Audio Post-production: Grand Central
Exposure: European TV
Sony PlayStation is positioning its new PS3 as a console that goes beyond gaming in a new TV spot created by TBWA\Media Arts London.
The high-octane ad, which runs with the endline "the game is just the start" seeks to promote the console as an all-round entertainment hub, by highlighting that it can also be used to view Blu-ray movies and TV shows.
The computer-animated spot opens on a shot of the PS3, out of which explodes a world of entertainment from gigs to stills from popular TV shows.
As well as highlighting the high-quality picture, the ad goes on to promote the new price of £249.99.
NIKE - T90 ASCENTE
Project: T90 Ascente
Client: Simon Owen, brand connections football manager, Nike
Creative agency: Wieden & Kennedy
Writer: Darren Wright
Art director: Stuart Harkness
Planner: Paul Colman
Media agency: n/s
Production company: Factory Film
Director: Jaime Thraves
Audio Post-production: Jack Sedgwick, Wave
To promote Nike's official Premier League football, the Nike T90 Ascente, Wieden & Kennedy has created a series of films that seek to encourage fans of Manchester United and Arsenal to pledge their aims for the season on the Nike Football Facebook page.
As well as one film featuring football heroes from both teams, the agency has also created two club-specific films, which have been seeded on football sites, club blogs and the Nike Football YouTube channel. The films, which feature the likes of Wayne Rooney and Rio Ferdinand, are supported by in-stadium experiential activity.
Before the kick-off of Manchester United's opening Premier League match against Birmingham City, fans wrote pledges on a giant inflatable T90 ball, which was rolled on to the pitch at half time.
HEINZ - SECRET ABILITIES
Project: Secret abilities
Client: Ross Longton, brand manager, Heinz Tomato Ketchup, Heinz
Brief: Drive sauces consumption and loyalty by demonstrating that sauces
can be used as ingredients in meals
Creative agencies: Grand Union, Hubbub
Writer: Dom Moira
Art director: Kieron Roe
Planner: Steven Parker
Media agency: n/a
Heinz is championing the "secret abilities" of its sauces to liven up meals with a new digital campaign.
Devised by Grand Union and Hubbub, the campaign centres on the website, www.secretabilities.co.uk, which hosts a series of online films documenting the secret abilities of three remarkable characters.
There's the holy dog that can smell true love, the amazing Kenyan girl who can magically make a goat's beard grow and the British-born Noreen, who is a tollbooth telepath - she can predict the colour of oncoming cars through her gate before seeing them.
The site also offers users the opportunity to submit a video of their own secret ability, with a £1,000 prize going to the winning submission.
O2 - O2 MONEY
Project: O2 money
Client: Will Kemble-Clarkson, advertising manager, O2
Brief: Launch the new O2 money cards
Creative agency: VCCP
Writer: Veryan Prigg
Art director: Kieran Knight
Planners: Cat Wiles, Louisa Fielding
Media agency: ZenithOptimedia
Media planner: Hannah Lury
Production company: Moxie Pictures
Director: Rupert Jones
Post-production: The Moving Picture Company
Exposure: TV, cinema, press, retail, online, direct
O2 is launching its first financial products in the form of two banking cards - the "cash manager" and "load & go" - and is promoting the products with a TV campaign from VCCP.
The ads feature men and women performing sleight-of-hand street magic techniques to demonstrate the benefits of the new cards.
In the spot promoting the "cash manager" card, a man is shown magically transforming the credit card into things he wants, such as gig tickets, while the woman featured in the "load & go" spot transforms her card into train tickets.
TOMBOLA - OLA TOMBOLA
Project: Ola Tombola
Brief: Recruit new players to the UK's number one online bingo
destination - Tombola.co.uk
Creative agency: Euro RSCG London
Writer: Ben Clapp
Art director: Russell Schaller
Planner: Alison Ashworth
Media agency: All Response Media
Media planner: Anthony Edwards
Production company: RSA Films
Director: David Lodge
Post-production: Big Buoy
Audio Post-production: Angell
Euro RSCG London has created four island-themed spots promoting the bingo gaming website Tombola.co.uk.
Directed by David Lodge, the campaign presents the site as an island retreat where bingo enthusiasts can get away from everything to enjoy the entertainment and prizes at Tombola.co.uk.
A suited man introduces the features available on the website, including new games and perks, by taking new arrivals on a tour of the island.
In addition to the two 20-second spots introducing the island, a third ad sees the suited man explaining that if you sign up by the end of the month, Tombola.co.uk will match your first deposit.
While he explains this perk, a tropical ukulele player called Tito provides a harmonious accompaniment.
TOYOTA GB - PRIUS LAUNCH
Project: Prius launch
Client: Lisa Fielden, brand development manager, Toyota GB
Brief: Bring to life the most innovative aspects of the Toyota Prius
Creative agency: Glue London
Writer: Lewis Raven
Art director: Adam King
Planner: Beeker Northam
Media agency: ZenithOptimedia
Media planner: Jani Cartesini
Glue London has created a new digital campaign to promote the launch of Toyota's next generation Prius model. The interactive ads aim to bring to life features of the car's technology, including a solar-powered ventilation system enabling the car to stay cool even when parked in direct sunlight.
The agency has also created a takeover page that will run on Yahoo! and which uses webcam face-tracking technology to simulate driving a Prius.
The digital campaign supports the above-the-line "follow me" campaign created by Saatchi & Saatchi and CHI & Partners.
WAITROSE - DELIVER SUMMER HOLIDAY CAMPAIGN
Project: Deliver summer holiday campaign
Client: Lindsay Edge, assistant marketing manager e-commerce, Waitrose
Brief: Promote Waitrosedeliver.com during the summer holidays
Creative agency: Kitcatt Nohr Alexander Shaw
Writer: James Balmond
Art director: Paul Davies
Planner: Chris Ridd
Media agency: n/s
Exposure: E-mail, direct
As the summer holidays get into full swing, Kitcatt Nohr Alexander Shaw has created a new direct marketing campaign to promote the home delivery service offered by the upmarket supermarket chain Waitrose.
The campaign aims to communicate that during a period when other things can get in the way of regular food shopping trips, WaitroseDeliver is on hand to help.
The work highlights the fact that if customers are staying in the UK for their holidays, albeit not at home, they can still make use of the delivery service, which also gives customers the option of pre-delivering food and supplies before they arrive home from a holiday.
ZURICH - OPT-IN MAILING
Project: Opt-in mailing
Client: Ben Randall, customer development manager, Zurich
Brief: Encourage Zurich opt-outs to opt back in to receiving marketing
communications from the brand
Creative agency: Publicis Dialog
Writer: Ian Sweeney
Art director: Mark Buckingham
Planner: Andrew Smith
Media agency: n/a
Concerned that a quarter of its database had opted out of marketing communications, Zurich has launched a direct marketing campaign, created by Publicis Dialog, that tries to rectify the issue.
The mailer comprises a letter addressing the customer but where there would usually be body copy, there is a blank space, before the "yours sincerely" sign-off.
At the very bottom of the letter is a blue text box explaining: "Actually, we've got lots to tell you about. But we can't say anything until you tick this box."
Recipients are then invited to post the slip back in a bid to increase the company's database and dispel the myth that financial institutions simply bombard their customers with irrelevant junk mail.
This article was first published on Campaign
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