Creative Works: Featuring AMV BBDO, St Luke's, WCRS, Fold 7 and more

Mars Chocolate UK has launched a one-off special build billboard in London to mark World Braille Day 2017. The advert is part of its ambition to use the Maltesers brand to champion greater inclusivity in advertising and communications, and better represent disability in media.

The new ad, created by Mars Chocolate UK and AMV BBDO, takes the form of a poster made entirely of Braille; a tactile writing system used by people who are visually impaired, with the dots formed of model-made Maltesers. The advert will be accessible for all through a combination of audio description and a translation hosted on the Maltesers UK Facebook page.

This is the latest creative in the Maltesers ‘Look on the Light Side’ campaign, which saw three TV adverts featuring disability debut during the Opening Ceremony of the Channel 4 Paralympic Games on Wednesday 7 September 2016; including the first ever TV ad to air entirely in sign language. The adverts, inspired by real-life stories, celebrated a universally awkward situation from a disabled person’s perspective– where the best thing to do is simply ‘look on the light side of life.’

Inspired by a real-life story from a focus group led by Maltesers and Scope - the UK’s disability charity, the new billboard celebrates the lighter moments in the lives of those who live with a visual impairment. 

Following the announcement of the agency’s appointment in November, St Luke’s have launched their first multi-channel campaign for On the Beach, to introduce its new positioning and the brand line “Lounge on".

The launch campaign will feature 1 x 30” TVC, 2 x 10” TVCs, 2 x 30” radio spots, digital banners, and London focused OOH.

The 30” TVC uses comedy to show how, from the moment you book with On The Beach, you are already in holiday mode. In the ad we see a man relaxing throughout the whole holiday process; he makes his booking during his commute, goes through the airport, arrives at the hotel and finally enjoys a glorious beach with his family all while stretched out on a sun lounger. To emphasise how effortless the process is for the holiday-maker, the TVC moves through all the locations using one continuous shot.

The spot closes with the line “Lounge On Beach Lover, Lounge On” and is voiced by actor Will Mellor, who also features in the radio ads. 

 

Independent comparison site money.co.uk has launched its first multi-million pound campaign, three months after it appointed Fold7 as its creative agency.

The challenger brand encourages consumers to search money.co.uk for a second opinion. The new campaign, called ‘You haven’t checked until you’ve checked’, is based on the brand truth that money.co.uk checks more financial products than anyone else in the market, therefore you haven’t properly checked until you’ve checked with money.co.uk.  

As part an integrated mix, the 30-second ad illustrates the importance of checking things, whether it’s checking your phone for that text message from someone you fancy or checking if you’re numbers are up on the lottery. Because in finances (like most things in life), it pays to check and the campaign celebrates those that do.

 

Royal Caribbean International has revealed its new marketing campaign to mark the start of its WAVE promotion period.  The multi-million pound campaign, which includes TV, VOD, Radio, Digital, Social, PR and Trade, takes Royal Caribbean into new territory with the launch of its new disruptive documentary-style TVC, portraying cruise holidays in an entirely new light.

The new ‘Where Extraordinary Happens’ campaign showcases the real-life experiences and memories that can be created on a Royal Caribbean holiday. The TVC will debut in the UK on 26 December and will run across all major UK stations and their digital subsidiaries, as well as major Irish networks until the first week of February 2017.

The TVC captures the true-to-life moments and destinations of a Royal Caribbean holiday, challenging perceptions that cruising is ‘one size fits all’. It features a mixture of both vibrant and tranquil moments and sounds, including crickets on the beach, church bells, a child’s laughter as well as the sound of a waterfall. The campaign looks to encapsulate the holiday sensation, transporting people back to their favourite holiday moments, inspiring them to create new holiday memories and ultimately, making viewers consider a cruise holiday.

Most people assume domestic violence is always physical but it’s not.

Imagine always being told that your dress is inappropriate, or that you can’t see your friends unless your partner is with you. Imagine someone close to you taking control of your bank account, your mobile phone, the food you eat and the exercise you take. These are all patterns of controlling behaviours that can form part of a pattern that builds up to coercive control – where your sense of self is slowly stripped away.

As we approach the first anniversary of the legislation that criminalised coercive control, we want to raise awareness and understanding that, even if he hasn’t raised his fists, it’s still a crime.

To do this, we’ll use displacement effect, a visual technique that reveals two different headlines depending on your perspective, for the first time in UK advertising. We want to highlight the fact that although coercive control might be more difficult to see than physical violence it can be just as damaging.

8 Outdoor, a charity partner of Women’s Aid has donated free media space to highlight this issue. It has been timed to coincide with the first anniversary of the introduction of the coercive control legislation and the Christmas period, a time when studies show an increase in incidences of domestic violence. 

TBWA\MANCHESTER have produced a new TV campaign for Chessington World of Adventures Resort, to launch the world’s first Gruffalo themed ride, The Gruffalo River Ride Adventure, which opens March 2017.

In a bid to appeal to younger families, TBWA\MANCHESTER set out to bring to life the exciting new River Ride Adventure, based on the classic picture book, The Gruffalo. Working closely with licensors Magic Light Pictures and Chessington the campaign captures the essence of what children and parents adore about the story.

The idea plays out through a young adventurous family who join Mouse on a picturesque riverboat journey through the deep dark wood. Floating down the lazy river the world of The Gruffalo magically unfolds in front of their eyes with exciting twists and turns along the way before they ‘come face-to-face with The Gruffalo’.

uSwitch, the price comparison and switching service, is launching a new advertising campaign to encourage more people to switch their energy and broadband supplier.

The brand is also unveiling a refreshed logo, identity, and brand slogan, ‘Switching made simple’, alongside the new advertising.

The ‘Yes U Can’ campaign is the first from agency Brothers and Sisters since it won the uSwitch advertising account in November, following the acquisition of uSwitch by ZPG in 2015.

Breaking on 2 January, the campaign introduces the line ‘Yes U Can’ through the character of Coach, a motivator inspired by 1980s US sports movies.

The campaign is based on an insight from Brothers and Sisters that people suffer from ‘action paralysis’ when it comes to switching. Many people know that they could benefit from switching but feel it will be more hassle than it actually is.

 

Fuel Lisboa and AMCV (a Portuguese ONG) launched ‘Doctor’, a TV spot based on a chilling statistic: domestic violence kills more women worldwide between 16 and 44 than cancer.

 

 

Published: December 2016

Short Rationale: Thomas Cook, one of the world’s leading holiday companies, has today announced details of its turn-of-year advertising campaign – You want, We do.

Set to ‘Get Ready’ by London based up and coming singer songwriter Stella Talpo, the new campaign showcases the holiday company’s personalised and individual approach to holidays.

The bold and contemporary campaign, reflecting current consumer trends, recognises that everyone wants something slightly different from their holiday – whether that’s Family Time, Playtime or just More Time -  and how Thomas Cook will meet those needs.

In addition to the master advert, Thomas Cook has created individual adverts for its own-brand hotel concepts (SENTIDO, Sunwing, Sunprime, SunConnect and smartline) as well as adverts highlighting the wide range of destinations and holidays on offer including cruise and city. Each film highlights the uniqueness of each type of holiday and how Thomas Cook will go above and beyond to create the memorable and individual experience every customer wants. The campaign is aligned to the business’ wider commitment to increase the number of own-brand hotels it offers and follows last month’s announcement that UK customers will be able to holiday in 13 newly available own-brand hotels next summer.

 

Cyrano de Bergerac is a famous French play written in 1897 by Edmond Rostand and is based on the real life character from 17th century France. Cyrano is a soldier and a poet who is in love with Roxane but he is too ashamed to admit it because of his big nose. When a fellow cadet, Christian, falls for Roxane, Cyrano writes love letters signed with Christians name and Roxane doesn’t realise that it’s Cyrano's words she falls for.

This Legend inspired the creation of 3 Armagnacs. The first two are fine blends, including a 25 and 50 year old. They are complex, with a real depth of character, much like the man himself. Cyrano’s sword is featured within the logo which is written in a blackletter style, still popular in 17th century France. Cyrano’s poetry runs around the edges of the 25 and 50 year old labels, punctuated by his quill pen

The third, Cyrano Roxane, is a clear, fruity and fresh Armagnac, perfect for the bartender’s cocktail armoury. Cyrano Roxane was positioned as a distinctly separate offering to the aged Armagnacs, but is clearly linked by the the sword icon, a symbol of Cyrano’s love and protection of Roxane. The seal on both bottles show Cyrano facing away from the viewer hiding his nose but with a wry smile on his face.

AMV BBDO asked Young to bring life and energy to their story of "The dot" for their client Exxon Mobil.

The film follows the journey of a single dot, transforming in and out of various worlds.

Produced over a period of 2 months, we created a mixed-media film compromising of paper craft, stop motion, claymation, CGI and cell animation - all carefully orchestrated to seamlessly morph from one into the other.

 

 

Uni-ball has launched its inaugural social media campaign with a romantic touch.  ‘Love is in the Air’, developed by social media specialists Orbital Media, illustrates the key features of the brand’s AIR range through tongue in cheek content and gamification applying real life romantic scenarios to relationships with a pen.

Launched on 4 January 2017, the campaign runs for six weeks in the lead up to Valentine’s Day.  In phase one, a series of 20 second videos will be released with the aim of bringing to life the range’s key messages to its young, professional target consumer in a more humorous and engagement way. Featuring office worker, Sean, these videos depict his painful, relatable relationships scenarios. The only difference being they replace a person with a pen! Different situations will be played out including a painful break up and being left for someone else. Within this context of failed relationships, the perfect partnership is found when Sean ‘meets’ the uni-ball AIR with all its superior features of a smooth writing experience, variable line widths to adjust to different writing styles and Innovative Smart Tip technology that writes at any angle.