ONE TO LOOK OUT FOR - BECK'S - BRAND CAMPAIGN
Project: Brand campaign
Client: Chris Stagg, marketing manager, InBev
Brief: Communicate that Beck's is only ever made from four natural
ingredients
Creative agency: Leo Burnett
Writers: Paul Jordan, Angus Macadam
Art directors: Paul Jordan, Angus Macadam
Planner: Damian McKeown
Media agency: Starcom
Media planner: Karl Guard
Production company: Blink
Director: Dougal Wilson
Post-production: Passion Pictures, The Moving Picture Company
Audio post-production: Wave
Exposure: National TV
THE LOWDOWN
Leo Burnett has created the first TV work for Beck's since the brand last advertised on UK TV in 1999.
The 40-second TV ad, which was created using a variety of animation techniques, communicates the fact that Beck's is brewed with four natural ingredients. It features four characters - a marionette, a 2-D cartoon character, a stop-motion animation model and a real man - on a damp, dark backstreet.
One by one, the characters repeat the same four dance moves to a track by The Flaming Lips entitled It Overtakes Me. The ad closes with the line: "Only ever four steps. Barley. Water. Hops. Yeast."
The ad is Leo Burnett's first broadcast work for Beck's parent company, InBev, since the agency took over the account from M&C Saatchi in August last year.
InBev posted a 15.3 per cent rise in profits to $3.34 billion in 2005.
ROBINSONS - QUEUE
Project: Queue
Client: Jonathan Gatward, brand controller, Britvic-Robinsons
Brief: Promote the Robinsons on-pack promotion
Creative agency: Bartle Bogle Hegarty
Writers: Victoria Daltry, William Bingham
Art directors: Victoria Daltry, William Bingham
Planner: Laurence Parkes
Media agency: MindShare
Media planner: Rupen Shah
Production company: Therapy Films
Director: Simone Levene
Editor: Nick Dig, Cut & Run
Post-production: The Moving Picture Company
Audio post-production: Wave
Exposure: National TV, press
THE LOWDOWN
Robinsons, the drink long associated with the Wimbledon tennis tournament, has signed the British players Tim Henman and Andy Murray to front a tennis-themed campaign.
The film, created by Bartle Bogle Hegarty, is Robinsons' first Wimbledon TV ad in 14 years. The British hopefuls are continuing the advertising legacy of the Wimbledon legends Bjorn Borg, Ken Rosewall and Pat Cash, who have all featured in previous spots for Robinsons.
In a comedic twist, the ad features the two players queueing up with the general public to try to get into the tournament. It finishes with the line: "To improve your chances of getting into Wimbledon, just add Robinsons."
The commercial supports this year's Robinsons on-pack promotion, which offers consumers the chance to win tickets to the tournament.
PEPERAMI - SHOUTING FOOTBALL MASCOT
Project: Shouting football mascot
Client: Iain Brooksbank, brand development manager for Peperami,
Unilever
Brief: Make "Fanimal" part of your World Cup mania
Creative agency: Lowe London
Writer: Diccon Driver
Art director: Alan Wilson
Media agency: MindShare
Production company: Hungry Man
Director: Tony Barry
Exposure: National TV, posters, beer-mats
THE LOWDOWN
Peperami is entering into the World Cup spirit with an on-pack competition to win a Peperami-shaped shouting toy called a Fanimal. Two spots from Lowe London, directed by Tony Barry, publicise the promotion.
In the first, a grandmother's stomach starts making noises and the football chant "you don't know what you're doing" is heard. In the second, a man pats his dog's stomach and the Peperami voice starts shouting "Red card" and "Peperami's barmy army". The ads end with the football commentator Clive Tyldesley delivering the line: "Win it, whack it, just don't eat it."
BOOTS - SUMMER RUSH
Project: Summer rush
Client: Vicki Steel, marketing manager, Boots
Brief: Establish the Boots Sunshop as the ultimate destination store for
all summer health and beauty products, services and advice
Creative agency: Mother
Writer: Mother
Art director: Mother
Planner: Mother
Media agencies: MediaCom, Naked
Production companies: Independent Films, Exit Films, Automatic Films
Director: Garth Davis
Editor: Jack Hutchings
Post production: The Mill
Audio post-production: Factory
Exposure: National TV
THE LOWDOWN
Boots is promoting its summer product offering with a £5 million campaign by Mother.
The work is built around a 60-second spot that encourages people to make sure they are prepared for the short-lived British summer.
The ad opens with shots of people looking up into the sky as the sun starts to peek out from behind a cloud. As the day rapidly brightens up, they stop what they are doing and scramble out into the sunshine, ripping their clothes off and heading to beaches, golf courses and parks. The ad ends with the sky darkening as a grey cloud obscures the sun once more.
WEETABIX - WEETABIX WEEK
Project: Weetabix week
Client: Tony Corp, marketing controller, Weetabix
Brief: Encourage people to eat Weetabix in different ways
Creative agency: WCRS
Writer: Andy Brittain
Art director: Leon Jaume
Planner: Roisin Robothan-Jones
Media agency: Walker Media
Production company: Park Village
Director: Charlie Stebbings
Post-production: The Moving Picture Company
Exposure: National TV
THE LOWDOWN
WCRS's debut work for Weetabix, the "Weetabix week", encourages people to try new recipes using Weetabix.
The £5.5 million TV campaign shows Weetabix with different accompaniments. Day one of the Weetabix week features Weetabix and berries; on day two, a voiceover tempts viewers with Weetabix with "honey and yoghurt shoved on top" and, on day five, it's bananas and almonds. Finally, a voiceover says: "The Weetabix week. Give it a go."
A Weetabix website will also offer tailored breakfast plans for consumers, based on their lifestyles.
KRONENBOURG BLANC - CITRUS
Project: Citrus
Client: Russell Browne, activation manager, Scottish & Newcastle
Brief: Launch Kronenbourg Blanc, a new addition to the Kronenbourg 1664
family, for the on-trade
Creative agency: Harrison Troughton Wunderman
Writers: Ross Keenlyside, Simon Armstrong
Art directors: Ross Keenlyside, Simon Armstrong
Planner: John Howkins
Photographer: Paul Zack
Exposure: On-trade poster, table talkers, sampling kit, bar runners
THE LOWDOWN
Scottish & Newcastle is promoting Kronenbourg Blanc, the new addition to the Kronenbourg 1664 family, with a poster campaign by Harrison Troughton Wunderman.
The three posters allude to the drink's subtle citrus flavour. One execution shows a watermark left by a glass in the shape of a lemon slice. Another features a transparent lemon squeezer inside a glass. The ads all run with the strapline: "Kronenbourg Blanc. White beer with a subtle hint of citrus."
Scottish & Newcastle announced a sales increase of 4.1 per cent to £266 million in 2005.
MBNA - MBNA PLATINUM REWARDS WORDS
Project: MBNA Platinum Rewards words
Client: Allison Moulton, credit card marketing, MBNA
Brief: Raise awareness of the MBNA Platinum Rewards Card, which offers
great rates and a great rewards scheme
Creative agency: Abbott Mead Vickers BBDO
Writer: Tim Riley
Art director: Tim Riley
Planner: Craig Mawdsley
Media agency: Zed
Media planners: Dan Sear, Laura Howes
Production company: AKA
Director: n/s
Exposure: Regional TV, press, direct mail and online
THE LOWDOWN
Abbott Mead Vickers BBDO's first work for MBNA since winning the account in February is an integrated campaign for its platinum rewards Card.
The animated TV ad promotes the benefits of the card. The 30-second spot opens on the word "or" positioned under a black cloud. A voiceover states: "'Or' is a miserable word. It makes you choose. 'Or' is a bore."
The voiceover then explains how "and" is different: "It says: 'Why choose? Have both. Have more if you like.'" The words "strawberries and cream" appear. The voiceover explains that the MBNA Platinum Rewards Card gives 0 per cent on balance transfers as well as rewards.
VOLKSWAGEN BEETLE - NEW BEETLE
Project: New Beetle
Client: Catherine Woolfe, marketing communications manager, Volkswagen
Brief: Promote the the special-edition Luna version of the Volkswagen
New Beetle plus a designer decal range
Creative agency: Proximity London
Writer: Anna Nichols
Art director: Laura Orton
Photographer: Chris Myhill
Exposure: 90,000 existing and prospective owners, mostly women
THE LOWDOWN
Volkwagen is promoting the special-edition Luna version of the New Beetle plus four decal designs with a direct mail campaign created by Proximity London.
The mailing arrives in a long envelope with a cut-out window in the shape of the New Beetle. The window reveals a normal-coloured New Beetle and the accompanying text reads: "As you can see, the New Beetle has been given a completely different look. No, really it has."
When you pull the tab at the base of the pack, the car is revealed in four different "Beetle Art" designs, with the copy: "Some of our design changes are subtle. Some definitely aren't."
A supporting microsite, designed by Tribal DDB, gives prospective buyers the chance to decorate a New Beetle.
SPEEDO - MAKING WAVES
Project: Making waves
Client: Ferdi van Heerden, vice-president of marketing, Speedo
International
Brief: Strengthen the brand's lifestyle and fashion design credentials.
Emotionally reconnect with the 25- to 35-year-old female consumer
Creative agencies: DDB London, in-house
Art director: Gareth Davies, Pentland Brands
Media agency: Mediaedge: cia
Media planner: John Paul Cadman
Photographer: Kristian Schuller
Exposure: Press, U-Bahn screens, events
THE LOWDOWN
Speedo is promoting its high-fashion swimwear range with a global print campaign. Three print executions feature pictures of models under water sporting various items of Speedo swimwear. One model wears a swimsuit, another a bikini and the last a pair of trunks. Each ad includes the red Speedo logo and the strapline: "Making waves."
The work is part of the brand's three-year strategy to engage consumers and cement Speedo's position in the run-up to the 2008 Beijing Olympics.
DDB London developed the strategy and the creative was done in-house.
The campaign will run across key women's lifestyle, health and entertainment magazines in France, Italy and the UK. The print work is supported by materials at point of sale and online.
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