The campaign, which launched on Valentine’s Day, the day of international love, saw Elton John, Eminem, Florence Welch, Ai Weiwei, Shakira, Adele and Annie Lennox showing their love by pricking their fingers, creating a spot of blood and tweeting the image accompanied by the words ‘Love Is In My Blood’ and a link to the Elton John AIDS Foundation website.

To encourage participation in the campaign, we sent a number of celebrities boxes containing information about the project as well as requesting them to tweet the message ‘ Love Is In My Blood’. Each box had a bespoke design created by illustrators: James Joyce, Damien Poulain, Ryan Todd, Adam Hayes
Tane Williams and Melvin Galapon as well as a unique scarf designed by either Mateus Bailon or by Michael Taylor and donated by L'MAD.

To find out more about the work of the Elton John AIDS Foundation and to donate, please visit www.ejaf.com

Halfords, the nation's leading cycling, car parts, car accessories retailer and autocentres operator has appointed Mother to handle its integrated advertising and communications. The appointment comes after a three way pitch which was announced just before Christmas. The company is investing across its operations to build its brand and customer offer in its key growth markets.

Paul McClenaghan, Halfords Gro up Commercial Director, said. “We have started on a journey to reposition Halfords as a provider of expert help and services. Working with Mother is yet another important step towards this transformation. Our aim in the agency pitch process was to find a partner who can bring our new proposition alive for customers. We are impressed by Mother's inspirational ideas for this next important step in the evolution of Halfords brand."

Sara Tate, Head of Brand and New Business at Mother said. "The Mother Team has been greatly impressed by the ambition and desire of Halfords to transform their brand and business. They are enthusiastic and great to work with. We are looking forward to going on a great journey with them."

The ad celebrates the timeless beauty and craftsmanship of Stella Artois and aims to rival other iconic images of beauty and desire.

The ad, being used in press globally from February will be launched at the Sundance Film Festival.

To find out more about the work, you can visit the new Studio Stella Artois http://studiostellaartois.tumblr.com/ and http://www.stellaartois.com/lasociete/www/, which will feature stills from the shoots as well as a series of behind the scenes films.

The campaign launched with the ad ‘Living Together’ which, shows a couple kept apart by a maze of mess. However, thanks to smart storage solutions from IKEA, the couple can tidy their way through the maze, removing the clutter from their lives to finally meet across a KIVIK sofa bed.

‘Living Together’ features a cover version of the Bee Gees song ‘Living Together’ by the band An Escape Plan and a full length music video running online at http://www.youtube.com/ikeauk. The campaign also features outdoor, press ads and two filmed documentaries that will be launching on 11 February on the IKEA UK YouTube page.

IKEA IGNITES A ‘MESSY’ DEBATE IN NEW AD CAMPAIGN

IKEA is asking who’s messier in the home, men or women, in a new integrated advertising campaign created by Mother.

Launching on 1^st April, the groundbreaking campaign kicks off with a TV advert shot in front of a live audience, featuring four stand-up comics, two men and two women, debating who the messier sex is.

IKEA’s strategy is based on the fact that domestic clutter leads to arguments around whose fault it is, which leads to an unhappy home. IKEA wants to prove that many of these arguments could be avoided if only people had better storage.  The advert shows that IKEA has the storage solutions to solve any problem, be it a lack of space, poor organisation or just plain clutter.

At the end of the advert viewers will be directed to a new IKEA UK Facebook page, www.facebook.com/ikeauk, where they can vote online as to who they believe is messier, submitting proof of their decision using photos and videos as part of a custom built app for the campaign. The app will also allow users to share their arguments about clutter with friends as well as have IKEA experts recommend solutions to their problems.

Online display banners will also allow people to vote, and product focused online adverts will demonstrate the problems people have shared and various solutions available at IKEA. Press adverts will work closely with the product related online display adverts.

In addition IKEA has created a handbook titled ‘Peace, Love and Storage’, which will also be hosted on the Facebook site. It will deepen the engagement and rally the debate about who is messier, as well as help people have a happy home by sharing relevant IKEA storage solutions for common storage problems. The book will tackle consumers’ fears that storage can be confusing and expensive and demonstrates the unique IKEA expertise and insight into life at home.

Anna Crona, Marketing Director at IKEA UK and Ireland said: “We are committed to understating how our customers live life at home so we can provide solutions to make life happier. Everybody has storage needs in the home and by encouraging debate and providing solutions we will show that IKEA is relevant to everybody, no matter what your home is like or how much money you have.”

Sarah Rabia, strategist at Mother, said: “Mess in the home is third most common cause of domestic arguments – after sex and money. We have too much of one of them, not enough of the other two. IKEA is making a huge commitment to improving home life for all Britons. And making Peace, Love and Storage, is the start of that.”