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- 60 Kingly Street Soho
- London W1B 5DS
- United Kingdom
- Phone: 020 7734 1677
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- Country Phone Code: 44
- Website: www.bartleboglehegarty.com
British Airways’ Next ‘To Fly. To Serve’ Campaign Celebrates London 2012 Games Sponsorship
February 9, 2012
British Airways is using its new Google+ site as part of its media portfolio that will launch the airlines’ next To Fly. To Serve. television ad on February 9, 2012.
The advert, known as ‘The Race’ will launch on facebook at 11am followed by Google+ before making its TV debut in Coronation Street that evening. It will be accompanied online with a ‘making of’ video known as ‘The team behind the ad’.
Outdoor, print and online adverts will also form part of the campaign. The print executions will launch on Friday, February 10 across a range of national and online media. Taking a London 2012 theme, the fact-based adverts give a sense of scale of the British Airways operation.
The 60-second TV ad takes a light-hearted look at the build-up to the London 2012 Olympic and Paralympic Games through the eyes of a little girl whose British bag is racing against luggage from other nations to make it to the arrivals hall first. British Airways is the official airline partner of the London 2012 Olympic Games and Paralympic Games
The ad endline is: 2012. We’re ready. To Fly. To Serve.
The little girl is played by four year-old Magdalene Mountford. The voiceover is by veteran sports presenter Jim Rosenthal.
The TV advert features British Airways staff including baggage handlers, customer service agents and cabin crew.
One of the print ads advises the reader that in 2012 British Airways cabin crew will serve three Olympic size swimming pools worth of tea. Another describes how British Airways engineers will fit enough cable on board to lap an Olympic track 80 times in 2012. A third tells readers that British Airways in 2012 will welcome on board enough customers to fill 400 London Olympic Stadiums.
There is also one execution that echoes the TV ad simply featuring a gold medal emblazoned with the airline’s To Fly. To Serve. Coat of Arms and the end line ‘2012. We’re ready’.
Abigail Comber, British Airways’ head of brands and marketing, said: “This campaign builds on our ‘To Fly. To Serve.’ promise. We have an amazing team at British Airways who work to deliver hundreds of flights a day, all over the world.
“Each team from check-in, baggage handling and ‘dispatch’, through catering and on to the flight and cabin crew effectively hands the baton on and it’s that team spirit combined with the sheer scale of the British Airways operation that we wanted to convey.”
The TV advert and ‘making of’ film can be viewed at British Airways’ facebook page from 11am on Thursday, February 9.
Axe, the male grooming brand, is set to cause chaos with the launch of a new variant Axe Anarchy
January 31, 2012
Axe, the male grooming brand, is set to cause chaos with the launch of a new variant Axe Anarchy (known as Lynx Attract in the UK) by including a limited female fragrance. For the first time in its history, the brand famous for giving men the edge in the mating game is also bringing the Axe Effect to women.
The integrated campaign for Axe Anarchy breaks in the US on 29th January and in the UK on 1st February. The TV ad, ‘The Chain’, sees guys and girls who are wearing the fragrance causing chaos and accidents in a series of situations because they’re so intensely attracted to each other.
‘The Chain’ was shot by award-winning director Tom Kuntz through MJZ. Kuntz has won countless awards for his work including Cadbury ‘Eyebrows’ and Axe ‘Chocolate Man’. More recently he was behind the Old Spice ‘The Man Your Man Can Smell Like’ campaign, which took home a Grand Prix at Cannes.
The TV advert will run alongside digital, social and out-of-home activity from BBH that captures guys and girls coming together in precarious situations where chaos is just about to break out. In one poster, a girl carrying a bag full of fireworks meets a guy holding a blowtorch dangerously close to her. Another shows a guy and girl meeting at a petrol station, where sparks are about to fly.
BBH has also developed two Facebook applications, ‘Anarchy Matchmaker’ and ‘Kissing Chaos’, in line with the campaign. The apps will launch in South America this week and will be rolled out across other markets in the coming months.
'Anarchy Matchmaker' is based on the insight that everyone has friends of the opposite sex that they fancy, but gauging reciprocity can be a minefield. The app asks users to select up to ten Facebook friends that they fancy, who are then also notified of the app and invited to play. Matches will only be made public to Facebook friends if they are two-way, avoiding any potential embarrassment.
'Kissing Chaos' gives guys the opportunity to kiss any girl in the world - literally. Both girls and guys on Facebook are asked to film themselves in several 'kissing' poses, and then are randomly matched to star in their own short music video, where they'll be making out with a total stranger. The results are posted to both their own Facebook profiles, and the Axe fan page.
Earlier this month Axe launched the ‘Cops and Robbers’ teaser film, also by BBH, designed to show the impact of giving the Axe Effect to both sexes.
David Kolbusz, Creative Director at BBH said: “When we set about exploring what the world would be like with an axe for him and an axe for her, we started by dialling up the romance. More romance became romance at the expense of all else. Romance at the expense of all else became a descent into chaos. With a burning clown.”
November 7, 2011
The brief was to continue to build ITV1’s reputation for quality drama. The Jury is not your typical court-room drama, where the focus is on the case, the court, the defendant and barristers. It’s instead a compelling, character based series which focuses on the everyday people who find themselves at the centre of one of the most controversial criminal re-trials of their time.
The campaign aims to communicate that it is the Jurors who find themselves under scrutiny in this 5-night drama.
The creative is formed of the 12 Jurors’ eyes alongside the campaign line ’12 views, one verdict’. The digital creative features the eyes eerily blinking at the viewer, evoking the feeling that they too are under scrutiny.
The campaign launches at the beginning of November and will run for two weeks across out of home, digital online and press.
Barnardos agrees Channel 4 package to boost brand
November 4, 2011
Barnardo’s has worked in partnership with BBH and Channel 4 to put in place a landmark package for the charity’s new TV advertising campaign.
As part of an ongoing drive to boost public support for its services and strengthen its brand awareness, the UK’s largest children’s charity’s new advert ‘Life Story’ follows on from the success of its ‘Turnaround’ campaign two years ago.
In a deal brokered by John Aylings and Associates, ‘Life Story’ will premiere across all channels in the Channel 4 network with an exclusive 90-second version airing during Sarah Beeny’s Restoration Nightmare on Thursday 3 November. The advert itself was created by BBH and demonstrates the impact that believing in a child can have in turning their life around.
The new commercial, and the Channel 4 deal, reflect a more concentrated effort over the past few years by Barnardo’s to reach a wider audience and show the positive, measurable impact its services have on the lives of the children and young people it helps.
UK Director of Marketing and Business Change at Barnardo’s, Diana Tickell said: “The advert will reach both existing and new supporters by letting them know about the vital work we do.
“It has a high emotional impact that will resonate strongly with viewers and challenge them to rethink their attitudes towards troubled children and young people. It will leave them feeling there is much that can be done and that they can help us make a difference.
“Telling the stories of the young people we work with is the most powerful way we have of communicating the possibility for change.”
The film was shot by acclaimed director Ringan Ledwidge, who kick-started his career in 1999 by winning the Best Young Director accolade at Cannes. It starts with Michael, a 25-year-old with everything to live for who is happily talking about his life today. But as he moves on to speak about his past he becomes younger before our eyes, as if regressing back in time.
The viewer sees that Michael was a very angry and troubled teenager. As the film develops and he continues to get younger and younger we see he suffered abuse as a child. We also get a glimpse of the support he received from a Barnardo’s worker. The advert ends with the line ‘It doesn’t have to end like it began. Join us to fight for a child’s future’.
Ledwidge said: “I decided to make it feel like a single shot by using simple old-fashioned edit transitions as Michael grows younger. I think the film gets across the amount of work Barnardo's does in order to take a broken spirit, build him up and push him out into the world, as someone who can deal with things and be confident.”
At a time when many public commentators are demanding greater punishments for youngsters in trouble, it is hoped the advert will strike a chord with those who believe it is never too late to turn around a child’s life for the better.
Nick Gill, BBH executive creative director said: “Working on a Barnardo's ad is always a great creative opportunity for the agency. I particularly liked this script as it has a profundity about it. The film shows the amazing journey a young person’s life can take from the depths of despair to a future full of real hope. How that person’s life can be changed forever by positive intervention from Barnardo’s. I want this film to move people to think about how important it is to help turn around the lives of vulnerable children and for them to do something positive as a result.”
Matalan and BBH launch magical new Christmas campaign
November 3, 2011
On Thursday 3rd November BBH and Matalan will launch an enchanting new Christmas campaign ‘Snowglobes’. The campaign is based on the idea of ‘Something special for everyone this Christmas at Matalan’. The campaign will launch with a 60 second TV advert followed by a series of 10 and 20 second cutdowns which focus on Matalan’s core brand pillars; quality, design, value and service.
‘Snowglobes’ is a feel good campaign that captures a family coming together at Christmas time. The TV ad focuses on situations everyone can relate to, be it opening presents on Christmas morning, sledging in a snowy park, or having fun at a Christmas party.
The twist is, all the action takes place inside a snowglobe. As the film moves from scene to scene we see the characters magically rise from the floor and float through the air, as if globe is being shaken. Each transition takes us to each new scene. The twisting and turning of the characters’ movements allows the clothes to be shown from all angles, demonstrating the quality and detail of the products.
This film is the third this year for the brand. Previous campaigns this year, Forever Spring and Forever Summer, are also notable for their interesting camera techniques.
The film was shot in Prague by the award-winning commercial director Steve Cope through Rattling Stick. The music, performed by Cinnamon Girl, is a re-cut of the popular 1990’s dance track ‘Set you free’ by N-Trance and will be available for download on matalan.co.uk.
The Snowglobe campaign will run across TV, print and online.
Media planning and buying for the campaign has been handled by Feather Brooksbank.
Carly Hughes, Head Of Brand at Matalan said: “Christmas is a time for coming together, be it with friends or families. The campaign brilliantly captures these everyday moments and showcases the great quality Matalan product for the whole family – all with a sprinkling of Christmas magic .”