It’s a big year for Great Britain and for Weetabix, Britain’s number one breakfast cereal, which will be getting Brits in the festive mood with its special edition ‘Fuel Britannia’ packs - a playful subversion of the British anthem title for ‘Rule Britannia’.

To mark the occasion BBH has created a tactical print campaign that will run this weekend ahead of the Queen’s Diamond Jubilee. The ad features three Weetabix carefully laid out on an ornate set of tableware from the bespoken fine china company Thomas Goode, which enjoys three Royal Warrants to supply the Royal Family. This is clearly a breakfast for somebody very special.

Weetabix also has the Royal Warrant of Approval from the Queen, testament to the provenance and quality of the brand. The Warrant has also been reintroduced to the Weetabix pack in line with the launch of the new ‘Fuel Britannia’ packs.

Francesca Davies, Weetabix Marketing Manager, said: “Weetabix is the best British breakfast for big, busy days. This Sunday is going to be a particularly busy day for her Majesty and we wanted to acknowledge that! We’re really proud of our British heritage, particularly as we’re celebrating our 80th birthday this year.”

The Fuel Britannia pack will be available for a limited time only, from May to July 2012 in all major supermarkets.

Missing People is an independent charity which offers a lifeline when someone disappears. The innovative new campaign, created by BBH, aims to raise awareness of the charity by demonstrating the support that Missing People offers to those who are missing and their families. The activity will launch Missing People’s new phone number, 116 000, on International Missing Children’s Day (Friday 25 May).

The campaign focuses on the charity’s phone service which enables those who are missing to safely reconnect with their families.

The film shows a young boy’s emotional struggle as he attempts to make a phone call, we believe, to his mother who we see trapped in blank misery as she waits for the day that he’ll return. The boy finally manages to make “the call” and at the point where we hear a woman’s voice answer “hello”, the film freezes and the audience is invited to dial a number to hear the conversation. Those who phone the number hear an exchange between the boy and the charity; he asks to let his mum know he is okay. Those who don’t call will view the film in poignant silence. The film closes hopefully as the voiceover plays:

“Our free, confidential phone service helps those who go missing safely reconnect. We are Missing People”

The 90 second film was launched at a Downing Street reception hosted by the Home Secretary Theresa May on Wednesday 23rd May. A 60 second version will run in cinemas and on MTV from 25th May. There will also be a 30 second non-interactive cut-down.

The phone call element of the campaign has been further supported with interactive posters, donated by washroom contractor partner Admedia, in a charity media-first, using NFC technology from their ‘Connections’ brand. The interactive posters will be placed in leisure and travel destinations nationwide & consumers will be able to hear the call made by the boy on the poster, simply by scanning their NFC phone over the NFC logo. Their phone will then connect them straight to the call within a few seconds.

The film will also be supported by print and digital out-of-home media. This element is made possible via the charity’s new partners the Outdoor Media Centre and digital outdoor production specialist, Grand Visual.

Martin Houghton-Brown, chief executive of the charity Missing People said, “Our brief to BBH was challenging: can you raise awareness of a vital new number for a charity whose work is not well known or understood? They have managed to create a campaign which communicates in space of 30 seconds, why the charity exists, and who we are here to help. What’s more it communicates the number in the most effective way possible. Thanks to BBH and our partners Grand Visual, the Outdoor Media Centre and its members including Admedia, we now have a campaign that will help to ensure that everyone who needs it knows where to turn if the worst should happen.”

Weetabix Golden Syrup is gearing up for a very big day, as a brand new advertising campaign is set to hit TV screens on 16th April 2012.
 
The new campaign focuses on the role that Weetabix Golden Syrup can play in helping families through a particularly busy day, featuring a light-hearted series of events in which an exhausted dad desperately tries to keep up with his energetic and exuberant young boy.
 
Created by ad agency BBH, the ad builds on the ‘Fuel for big days’ campaign strategy adopted by the Weetabix brand, and will run as a series of 30” adverts nationally.
 
Launched in February 2012, Weetabix Golden Syrup, a sweeter form of the Weetabix biscuit, is baked with Golden Syrup, and is the latest innovation from Britain’s most loved cereal. It contains half the sugar of the average sweetened cereal*.
 
Supporting the TV will be an online 60” advert, as well as a series of digital and social media initiatives and a PR campaign. The advert will also encourage consumers to talk about the new product online, featuring hashtag #GoldenFuel on both TV and online executions. This is the first time Weetabix has included a hashtag in an advert.
 
Commenting on the new ad, Francesca Davies, Weetabix Marketing Manager, said, “Modern-life is very busy for both adults and children and, from time to time, we all need a little bit of extra energy to help get us through the day. We wanted to create an ad which both adults and kids can relate to, which is funny and positions Weetabix Golden Syrup as the perfect way for everyone to fuel up for those days which are unexpectedly a little bit busier than others.”
 
Dominic Goldman, Creative Director, BBH said, "Whenever you see dads out alone with their kids, they always seem a little out of their depth. We thought there was something funny about Weetabix Golden Syrup giving our dad the edge he needs to get through the day.”

Origins of Audi design celebrated in new commercial

Audi UK is to promote the latest iteration of the beautifully streamlined Audi A5 with an intriguing advertising campaign harking back to the company’s early days as a pioneer of aerodynamic design. The ad was produced by BBH and directed by Oscar winner Joachim Back.

The charming new film - The Swan - tells the story of how the cutting-edge Audi concept vehicles of the 1920s have progressed into the stunning and aerodynamically efficient cars of today.

A witty take on the classic children‘s tale - The Ugly Duckling - and featuring the original Danny Kaye song of the same name, the new ad shows an early teardrop-shaped Audi driving through a period Bavarian town.

Designed by the pioneering Audi engineer Paul Jaray, the prototype car was ahead of its time and its idiosyncratic styling was too futuristic for onlookers. Its plight is reflected in the film as we witness the lonesome ‘Jaray Audi’ scaring the horses, drawing disapproving looks from the townspeople and receiving angry honks from other drivers.
Audi, however, understood the potential of the concept’s aerodynamic technology and engineering, and Jaray’s influence has been evident in all models from the brand ever since. This is emphasised in the film when the historic car draws up at a lake and sees its reflection in the shape of today’s stunning new A5.

Dominic Chambers, Head of Marketing for Audi UK, comments: “The film illustrates perfectly Audi’s pioneering heritage and its historical commitment to Vorsprung durch Technik, which literally means advancement through technology.”

Kevin Stark, Creative Director at BBH, adds: “We wanted to show how Audi has always been at the forefront of aerodynamic design and has a history of building head-turning cars which continues to this day. We think this film tells that story.”

The campaign will break on the evening of Sunday 1 April during the break of ITV’s Titantic. The 30 and 60 second TV ads will be supported by print, digital and out-of-home executions.

Media planning and buying for the campaign have been managed by Mediacom.

Director Joachim Back won an Academy Award for his short film The New Tenants in 2010. Back has also picked up top industry honours including Cannes Lions, CLIOs and ANDY and ADDY Awards.

Joachim Back sums up the ad by saying: "Straight away I loved the script, it was a challenge to make a classic children's tale about two cars but we succeeded." 

Dulux, the world’s biggest paint company, is launching a new integrated marketing campaign reframing the decorating category by emphasising the physical and emotional value of home transformation.

The ‘Home Improvement by Dulux’ campaign, developed globally by Dulux’s new advertising agency BBH and activated in the UK by BBH London, highlights how a newly decorated space not only aesthetically improves the physical space, but also improves people’s relationships within the home.

The TV and print campaign – supported by digital and PR – shows a number of humourous scenarios based on ‘home truths’ and positions a simple decorating transformation from Dulux as a solution to the problem – for example, a tired bedroom is transformed into a ‘Boudoir’, which improves a young couple’s relationship, a child’s bedroom is transformed into a ‘Jungle’ allowing the parents to sleep in for longer, and a ‘Mancave’ is created to give a couple their own space.

Letty Edwards, UK Marketing Director of Dulux, said:
“In tough economic times paint is one of the least expensive ways to transform a room, which in turn creates an emotional effect that helps improve relationships within the home. Our role as market leader role – and an iconic brand that people trust – is to inspire people to want to decorate and show them how – cementing Dulux’s position as the nation’s quality colour and design partner.”

Dulux was recently named a top ten Superbrands ranking number 8 in the influential list of global brand strength, beating the likes of John Lewis, Marks & Spencer and Apple.

The ‘Home Improvement by Dulux’ campaign breaks on March 12th and runs for eight months across TV, print and online. MediaCom, glue Isobar and Mischief PR handle media buying, digital and social, and PR respectively.