Bartle Bogle Hegarty, London
- 60 Kingly Street Soho
- London W1B 5DS
- United Kingdom
- Phone: 020 7734 1677
- Fax: 020 7437 3666
- Country Phone Code: 44
- Website: www.bartleboglehegarty.com
KFC collaborates with leading artist and circus school to launch acrobatic ad campaign for Krushems
December 3, 2012
KFC is launching a new commercial as part of a £4m TV campaign called ‘Feel the Krush’, to promote Krushems, its range of thick and creamy drinks full of real bits of well-loved confectionery. The 60-second TV spot for Mint Aero Krushems – which launches on Monday 3rd December – has been choreographed by renowned Austrian artist Willi Dorner, and features acrobats from leading circus school ZipZap.
The ad, created by BBH and directed by multi-award winning director Bastian Glaessner, is inspired by Dorner’s ‘Bodies in Urban Spaces’ project, which is famous for featuring human bodies squeezed into nooks and crannies in towns and cities. In the commercial, ZipZap students dressed in an array of vibrant colours form a variety of weird and wonderful gravity-defying human structures in everyday urban locations such as bus stops and shop windows. The acrobats provide a dynamic and energizing way of bringing to life the feeling of having a Krushems, and the unique style of the advert reflects Krushems’ distinctive taste and texture.
ZipZap is a Cape Town-based circus school which provides free circus training to teenagers from disadvantaged backgrounds, including at-risk youth from townships around the city. The school plays an important role in the fight against HIV by empowering young people affected by the disease, and giving them the chance to express themselves through social circus.
Jennelle Tilling, Vice President of Marketing, KFC UK & Ireland, said:
“Krushems has become a £20m brand for us since it launched in 2010, and this campaign brings to life the fun and dynamic personality of the brand, as well as reflecting how it feels to experience the indulgent taste and intensity of the drink.
“ZipZap were a perfect partner for us because we too feel passionately about helping young adults by furnishing them with skills that will benefit them in the future. They do some inspirational work so we were delighted to work with them.”
The Krushems range is available in five flavours; Maltesers, Oreo, Strawberry Shortcake and Milkybar, and a new mint Aero flavoured thick and creamy drink full of real bits of mint Aero chocolate. The ‘Feel the Krush’ campaign will run into 2013, and will run across more new flavours throughout the year.
Since 2010, KFC Krushems has sponsored 4Music TV show The Crush, a monthly music hosted by T4 presenter Will Best, featuring music, news and interviews with the biggest names in pop music.
Barclaycard launches its new interactive campaign
November 8, 2012
Innovative new Christmas campaign brings together TVC, Shazam and augmented reality for a fully integrated campaign
Barclaycard is launching its biggest integrated campaign on the 10th November featuring a 90" TVC, innovative use of technology and a partnership with Great Ormond Street Hospital Children’s Charity.
The campaign is an exciting big step for the brand as it is the first time that augmented reality (AR) and Shazam have been used in conjunction with one of its campaigns.
Celebrating how Barclaycard makes it easy to pay for things, the campaign features a ‘Dad’ struggling to pick the right toy for his son at Christmas. The ‘Dad’ is helped by a toy named ‘Mr. B’, voiced by James Corden, in his magical toyshop world, where hundreds of Toys are brought to life to try and impress Dad.
The integrated aspect of the creative takes the campaign one-step further encouraging consumers to interact with the campaign beyond the TV. Consumers can interact with the TVC by opening the Shazam app on their smart phone and tagging the advert. Every time someone wins a prize through the advert using Shazam, Barclaycard will donate £5 to Great Ormond Street Hospital Children’s Charity, this will contribute towards a minimum of £15,000 being raised to support the accommodation for parents with children being treated at the hospital.
The creative behind the campaign is ‘Making paying easier’, showcasing Barclaycard’s contactless and mobile payment solutions, and was developed by advertising agency, BBH. The AR and Shazam elements were produced by digital agency, Dare. The campaign is also supported by Maxus for media and Mission for PR.
The production process involved Gorgeous, Passion Pictures, Framestore and director, Chris Palmer, who used a combination of production techniques to bring the hundreds of toys to life. All the toys used in the shoot were donated to charities including, Women’s Aid, The Children’s Society and the Kid’s Company. The advert also features a cameo from Joanna Lumley as the voice of one of the characters.
The AR game, Toys Unleashed is a free download available from the Apple App store, which features characters from the campaign. From the 16th November consumers can play with a trio of characters from the advert that seemingly spring into life in the palm of their hand.
Gary Twelvetree, Global Brand Director at Barclaycard, said: “There can be nothing more daunting for a young father than walking into a toyshop at Christmas time trying to find that perfect gift and we wanted to bring that to life in a really engaging way. We’re really excited about the innovative use of the AR game and Shazam in the new campaign.”
The campaign launches for the first time on Saturday, 10th November 2012 on ITV1 during X Factor. On Sunday 11th November, the advert will be aired during the X Factor Sunday results show and people will be able to use Shazam on their phones to enter the competition.
To see the campaign go to http://www.facebook.com/barclaycard
Waitrose keeps Christmas TV ad plain and simple to give more to charity
November 8, 2012
At a time when many retailers are unveiling lavish television adverts in preparation for Christmas, Waitrose has today announced that it will be breaking with convention in order to donate more money to good causes.
Instead of a scene decked with holly, tinsel and baubles, the supermarket’s signature advert this year features Delia Smith and Heston Blumenthal against an unglamorous backdrop.
Britain’s favourite cook and the nation’s most inspirational chef stand side-by-side in an empty studio with just a three foot high perspex fixture and some green plastic tokens as props.
The duo explain that instead of making a ‘fancy TV advert’, Waitrose has decided to donate the money saved as an additional £1m to good causes through its Community Matters ‘green token’ scheme. This is on top of the £600,000 it would normally donate to local good causes through the initiative during November and December.
Both Delia and Heston will be waiving their appearance fees in support of the idea.
Waitrose’s Marketing Director, Rupert Thomas, said: “At what is a difficult time for many people across Britain, we feel that Christmas is the right time to give more back to good causes in the communities we serve.
“There are no snow machines, no festive glitter, just an echoey studio stripped bare of Christmas trimmings. By cutting back on our production costs we can channel an additional £1m to local good causes.”
The campaign, which aired on You Tube for the first time on Friday and debuted on UK television on Saturday November 3rd, during a break in the X-Factor, will have the strap line ‘Giving more this Christmas’.
The 1,700 charities benefitting will be local to their Waitrose branch – and customers will have a chance to influence how the money is distributed by choosing a charity with the green token they’re given at the checkout.
Customers shopping online at Waitrose.com in the six months to February 2013 will have their say in directing £150,000 to their choice of national charities presented when they checkout their order. This represents an extra £100,000 on top of what Waitrose would normally donate on behalf of online shoppers in that period.
Waitrose customers shopping in branch will also have their own chance to share in the spirit of the advert by making a donation to a local foodbank outside the entrance to their local shop. Customers will be invited to buy an extra grocery item which will be distributed to good causes in their local community.
New RAC winter TV ad breaks the breakdown mould
November 8, 2012
BBH campaign targets family audience with RAC child patrolman creative
The RAC is today signalling a bold new brand direction with the launch of its winter commercial which targets motorists before the cold weather onslaught. The ad, which launched on Monday 5th November, will feature in primetime slots during ‘X Factor’ and ‘Homeland’ in its first week.
Depicting two young children imitating a winter breakdown with their toy vehicles, the 30-second execution eschews the traditional ‘fear factor’ approach in favour of a warmer, more positive message aimed squarely at a family audience.
The ad is the first produced by Bartle Bogle Hegarty (BBH) since its appointment by the RAC in August, and is seen as a departure from the campaigns normally employed by the breakdown industry.
It centres on offering anyone that joins the RAC this winter free ‘At Home’ cover – which entitles them to assistance when their car encounters problems either at or within ¼ mile of their home. The offer is highlighted in the creative with a ‘young RAC patrolman’ helping to start his friend’s broken-down model car on a snowy driveway.
RAC chief marketing officer John Orriss says: “This campaign is a radical departure from the somewhat dull norm for our industry. As the motorist’s champion, we wanted to speak to both new and existing members in a far more positive way than the customary focus on the negative effects of a breakdown. We believe this softer, more friendly ‘peace of mind’ message will appeal to the hearts and minds of consumers, particularly families, during the busy weeks in the run-up to Christmas.”
Directed by the award-winning Tom and Charlie Guard of Smuggler, the ad was created by Brad Woolf and Dan Bailey at BBH. Nick Kidney and Kevin Stark were creative directors.
In addition to the premium spots in ‘X Factor’ and ‘Homeland’ there will be a strong presence on daytime ITV1, with Loose Women and This Morning, to Sky1, Sky News and a combination of satellite and terrestrial channels. The campaign will run until Christmas and also includes radio and online advertising.
The RAC’s creative change of direction comes after the company was bought by the Carlyle Group in September 2011 from previous owners Aviva. Under new management, the RAC has transformed its approach to marketing and its relationship with members as well as expanding its range of products and services, all of which is already driving the business towards its vision of being a one-stop shop for all motoring needs.
British Airways launches Shorthaul Campaign
October 23, 2012
British Airways is launching a new ad campaign to promote the airline’s shorthaul network by emphasizing the excellent value of its all-inclusive fares compared with the multiple add-ons of no-frills carriers.
The adverts use humour to demonstrate various elements of the flying experience with British Airways. The first focuses on the friendly lemon that a customer receives in their free gin and tonic; and the second on a happy jumper, which is delighted to be taken on holiday thanks to British Airways’ generous baggage allowance. The third is a trainer, which has had a relaxing stroll through the airport and is now kicked off under the seat in front and the fourth focuses on a buttery croissant, which is part of the airline’s new breakfast offering for hungry travellers.
The ads will run across outdoor, TV, radio and online. The TV ads focus on the lemon, jumper and trainer executions. There are four primary print executions of the adverts, the content of which will vary slightly depending on the ‘dwell time’ of the sites they are on.
Abigail Comber, British Airways’ head of brands and marketing, said: “We wanted to keep the tone light and engaging, as we have with other recent campaigns, to get across the benefits to travellers of flying shorthaul with British Airways. That includes elements like free food and drink and a generous baggage allowance. Customers can relax knowing that the fare they have paid covers everything. We won’t charge them more if they want to pay by debit card, forget to bring their boarding pass to the airport, want to check a bag in or fancy a G&T on board. And that’s all for prices starting from £45 one-way to many of our shorthaul destinations.
“To Fly. To Serve. is about the entire British Airways experience. So far we’ve focused on our heritage, the fun side of preparing for the London 2012 Olympic and Paralympic Games and the Games themselves with our ‘Don’t Fly’ campaign.
“Those ads have reminded a lot of people of what British Airways stands for. Now we want them to take another look at our shorthaul network with all the service they’d expect, at prices they may not.”
Radio stations featuring the adverts include the Capital Network, Smooth FM and XFM. Online sites include MSN, Yahoo and the Telegraph online.
The campaign is also being supported with digital activity and through the airline’s social media channels, including facebook, twitter and Google+.
The advertising has been created by British Airways’ retained agency, BBH. The digital strategy and delivery has been coordinated by 12th Floor and Zenith Optimedia has conducted the media buying.