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
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 .”
Weetabix & BBH launch "Weetakid" Game
October 20, 2011
New app encourages children to reach for the Weetabix Yellow Box
BBH and Weetabix are launching Weetakid, an augmented reality adventure game aimed at encouraging children to take Weetabix out of the cupboard more regularly.
The app is a playful execution of Weetabix’s brand strategy, Fuel for Big Days, and a direct solution to a clear business challenge: getting Weetabix boxes onto the breakfast table more often by presenting children with a whole new way to interact with their cereal pack. At the same time it highlights the importance of a good diet by demonstrating how Weetabix fills you up with slow release energy to get through the busy day ahead.
The game, designed by Yum Yum London, sees users take control of Weetakid, a happy and lovable yellow creature whose magical world has been robbed of all its energy by the Evil Eater, the galaxy’s villain. Weetakid and his sidekick Nibbles, voiced by Brian Blessed, must go on a quest to retrieve the items stolen by the Evil Eater. However Weetakid, like any other kid, needs energy so every morning kids are prompted to feed the character to ensure that they both have a day full of fun and adventure.
An AR illustration printed on the back of Weetabix will enable kids to fuel their Weetakid character for game play by feeding it a bowl of Weetabix every morning. The link between box and game is a special and symbiotic one – the box doesn’t get in the way of the experience, it actually enhances it. At a certain point in the game, players are prompted to point their device's camera at the back of the Weetabix Yellow Box. The game then launches into a stunning augmented reality sequence whereby Weetakid appears to magically jump out of the app and onto the real world. Cleverly, Weetakid’s energy levels are automatically depleted at 5am every day, meaning players are prompted to reach for the Weetabix box every morning."
It will be promoted on-pack, online on Facebook and Twitter, and with sponsorship idents airing on Nickelodeon.
Weetakid is available for download free from the Apple App Store now and can be played on iPhone, iPad and iPod Touch devices. The Weetakid branded boxes are available in selected stores from now, with widespread availability from mid-October.
Francesca Davies, Marketing Manager at Weetabix said, “We had a brilliant time developing the game. Weetakid is an immensely lovable character and his world is full of bright and exciting creatures for kids to discover. We know kids will have loads of fun fuelling Weetakid for his busy day ahead, energising him in the battle against the Evil Eater and helping him to rebuild his world.”
Pablo Marques, Creative Director, BBH comments “Weetakid is a perfect example of how interactive creativity can be a powerful tool for helping us directly solve true business problems. Creating Weetakid's world was a very fulfilling journey. We wrote songs, created villains, drew up games and gave life to cute little creatures. We have built something we are very proud of, that will help our client and that hopefully will entertain many kids in the months to come.”
Yeo Valley and BBH announce new X Factor TV Campaign
October 7, 2011
Following the success of its rapping farmers in 2010, Yeo Valley, the UK’s number one organic brand, is launching a new campaign as part of ITV’s The X Factor.
As part of the brand’s £2.5million integrated marketing spend the new TV ad, created by BBH airs for the first time on 8th October during the first advert break of the X Factor live show . The one-off, two minute music video features a farming-inspired boy band called ‘The Churned’, singing a ballad-style track titled “Forever”. Shorter versions of the ad will appear as part of the on-going X Factor run.
To show that Yeo Valley is a real place, the ad was shot on location in Blagdon, in the heart of the Somerset countryside, where the original farm is situated and where the company is still based. The ad features four farmers singing about the Yeo Valley ethos of farming in harmony with nature, as they drive tractors, feed calves and wander over the Mendip Hills.
The ad launch ties in with the first Facebook karaoke competition of its kind, where Facebook users can sing along to the Yeo Valley ad music and will be rated on their performance. The winner of the competition will have the opportunity to feature in a 30 second version of the TV ad, which will appear as part of the live X Factor final on 11th December.
The creative is designed to represent the organic dairy brand in an entertaining and approachable way and aims to build on the success of the 2010 campaign, which was Yeo Valley’s first ever TV advert. Last year’s rapping farmers advert became Twitter’s top trending topic worldwide, received 1.8m YouTube views, inspired hundreds of spoofs and remixes and generated over 200 groups lobbying for a Christmas number 1.
This year’s ad forms a key part of the company’s long term strategy to make organic dairy modern and accessible and to explain the heritage and provenance behind the family-owned Yeo Valley brand.
Tim Mead, Managing Director of Yeo Valley said: “Following the success of last year’s campaign, we wanted to create something different, but just as exciting. We want to communicate our passion for sustainable farming, promote our range of quality yet affordable organic food and showcase our West Country roots.”
He continues: “Last time, the feedback from the trade, the farming community and consumers was overwhelmingly positive and I’m confident that we’ll strike the right chord this time round. As a family owned business, we’re here for the long-term. We see a major part of our role as helping to support and grow British dairy output and to provide consumers with naturally produced, great tasting products. I’m looking forward to the reaction to this year’s campaign.”
Fans will be able to watch the new video on YouTube or via Yeo Valley’s website www.yeovalley.co.uk. The single will be available to download on iTunes from 6th October and the karaoke competition can be found on the Yeo Valley Facebook page from 8th October. www.facebook.com/yeovalley
The Yeo Valley ads will air on The X Factor on 8th October, 15th October, 5th November, 19th November and 11th December.