Land Rover launch new Range Rover campaign
January 7, 2013
Land Rover has released the Next Generation Range Rover global campaign created by RKCR/Y&R. The new campaign launches digitally across the world simultaneously.
Shot in the picturesque backdrop of the French Alps and Lake Como, the very first production vehicle from 1970 stars alongside the all-new, fourth generation, Range Rover for 2013.
The Next Generation Range Rover preserves the essential, unique character of the vehicle and its special blend of luxury, performance and unmatched all-terrain capability. However, its clean sheet design and revolutionary lightweight construction have enabled Land Rover to transform the experience for luxury vehicle customers, with a step change in comfort, refinement and handling.
Patrick Jubb, Land Rover Global Marketing Communications Director, said, "The Next Generation Range Rover is the jewel in the Land Rover crown and the campaign aims to capture its capability and composure, no matter what the occasion.”
Brian Fraser, International Creative Director, RKCR/Y&R said, “We wanted to create something quintessentially Range Rover, that had both the scale and elegance that the vehicle deserves.”
The global campaign consists of TV, press, outdoor, digital rich and standard and a brand new microsite, within the global website, featuring a rich and immersive experience of the Range Rover drive.
The campaign will run in over 20 countries across the world and follows the global brand campaign launched in September 2012 that looks to establish Land Rover as the world's SUV of choice.
Virgin Atlantic on course to ‘Fly in the Face of Ordinary’
December 31, 2012
Virgin Atlantic is “Flying in the Face of Ordinary” this January with the launch of its new global brand proposition.
Masterminded by RKCR/Y&R, “Flying in the Face of Ordinary” brings to life Virgin Atlantic’s innovative and pioneering spirit. The new proposition captures the airline’s passion for flight and demonstrates how Virgin Atlantic goes beyond the norm to deliver unforgettable experiences for its passengers.
The new brand proposition kicks off with a global TV advertising campaign and, in 30”, 60”, & 90” TV and cinema edits, RKCR/Y&R has created a faux movie trailer to pay tribute to the airline’s staff in a superhero style.
We see the staff as children, in possession of special gifts and extraordinary talents, including intuition, rapid reflexes, creative problem solving, heightened empathy and an ultimate passion for flying. These remarkable abilities draw them to join Virgin Atlantic where they can fulfil their potential and become the finest cabin crew, ground staff, designers and pilots resulting in the superior customer experience Virgin Atlantic delivers. RKCR/ Y&R brought the concept and the story to life by colliding the creative forces of production company Partizan and with Antoine Bardou-Jacquet directing. VFX studio MPC created a range of photo-real effects and Guy Farley penned the music. The campaign was written by Pip Bishop and Chris Hodgkiss. Manning Gottlieb OMD is the media agency.
A heightened reality sets the scene across the marketing campaign with Print and Out of Home showcasing Virgin Atlantic’s iconic cabin crew presenting individual cabin experiences with collaged product photography. The campaign was written by Steve Williams and Adrian Lim and shot by Tim Bret Day.
A content hub on www.virginatlantic.com continues the “Flying in the Face of the Ordinary” message and features content on Virgin Atlantic’s people, destinations and product as well as details on the real-life Virgin Atlantic staff who inspired the TV ad. The website will also host a 2 minute version of the TV advert
Simon Lloyd, Director of Marketing for Virgin Atlantic commented: “We wanted to capture the essence of Virgin Atlantic with this new campaign and bring the glamour and fun back into long-haul travel. “Flying in the Face of Ordinary” is more than a marketing campaign; it is a powerful brand proposition and long term platform that will be reflected in all areas of the business from communications and marketing to product and service.”
Mark Roalfe Chairman and Executive Creative Director of RKCR/Y&R comments: “We wanted to bring to life that special spark that makes the people at Virgin different. I think the film really captures that but with the tongue in cheek tone of voice that we've built with Virgin over the last 18 years”.
RKCR/Y&R unveils ‘It’s Showtime’ Christmas Campaign for BBC One
December 10, 2012
RKCR/Y&R have created a sparkling and entertaining through-the-line campaign, ‘It’s Showtime’, for BBC One. Its aim is to capitalise on the nation’s excitement around this special time of year to promote all the great content the channel has to offer over the festive period.
The campaign, featuring Rob Brydon, follows the journey of a producer trying to get the BBC One Christmas show ‘on the road’. The campaign launched with a 30” teaser on 27 November but will roll out, in full, from Thursday 6 December night where we’ll see favourite BBC One talent such as David Walliams, Miranda Hart, Matt Smith, the cast of Call the Midwife, Lee Mack, Mrs Brown, Strictly’s Craig Revel-Horwood, the stars of EastEnders, Pudsey the dancing dog and even Shrek, join in with the festivities.
The through-the-line campaign features a 30” teaser, two 60” edits and a suite of shorter 20” edits in addition to seven new BBC One idents and a host of branded trails created by RKCR/Y&R and Red Bee Media. BBC One’s on-screen presence will be enhanced with the continuity of dedicated voice-overs and a consistent backdrop of Christmas branding. You might even see Shrek blowing kisses under the mistletoe!
Digital plays a key part in the campaign. RKCR/Y&R have developed an idea whereby BBC One audiences will be able to share their Christmas messages with the entire nation on the channel for the very first time. This has been incorporated into a multifunctional Social Media App, developed and built by Independents United, which also allows people to send Christmas greetings cards to one another and to build their own personalised schedule of must-watch programmes over the festive period. The app will live on the new BBC One Facebook page.
Live events in early December will add to the fun and BBC One will invite the nation to help ‘light up Christmas’ in conjunction with The One Show. On the 11 December, arts collective Seeper will present an architectural projection mapping light show on Television Centre, giving viewers a teaser of what's in-store for BBC viewers this Christmas.
Alison Hoad, RKCR/Y&R’s Vice Chairman, said:
“Christmas wouldn’t be Christmas without BBC One. From the Morecombe & Wises of yesteryear to the Mirandas of today, it’s not just about television. It’s about tradition.
When you consider the huge array of talent and programming, it’s amazing how BBC One fit everyone into the schedule. Which got us thinking about how much fun it might be showing how they try”
Aoife Liyanage BBC One’s Creative Marketing manager said:
“Because of all the great Christmas programmes BBC One has planned for the nation we felt the responsibility of helping our audiences find content they would enjoy more than ever. We’re really pleased with how our agencies and key BBC One talent have come together to help the nation enjoy all the Christmas content on BBC One. It’s Showtime!”
RKCR/Y&R introduces new campaign for BBC and Digital Radio UK launching a new character - D Love
November 16, 2012
RKCR/Y&R has launched a cross media campaign for Digital Radio UK and BBC, introducing ‘D Love’.
D Love is the diminutive new star of a fully integrated campaign which launches across BBC TV, BBC Radio, commercial radio, online and in store on 17 November to highlight the benefits of digital radio.
He is a 15-inch tall, smooth dressing soul puppet, from Stockport - although in his mind that’s just outside Detroit. Think of him as somewhere between Lionel Richie, Isaac Hayes and a Thunderbird puppet.
The TV ads depict the diminutive soul man spreading the love for digital radio with his pet dove and encouraging others to join the movement. He is always accompanied by his faithful pet dove, played by a real life pigeon that had been reared around the puppet since it was a chick.
The campaign will also feature a music video starring D Love, interviews with his dove, posters, online banners, in store digital radio guides, and radio ads which will be aired across the BBC Radio network and on over 60 commercial radio stations. He will be interviewed by BBC Radio DJ’s Fearne Cotton, Richard Bacon, Suzie Klein and Clive Anderson as part of his launch.
Toby Talbot, executive creative director, RKCR/Y&R said:
“Digital radio has transformed our listening pleasure in the UK. And with the countdown now on for an announcement on digital switch over, we needed a suitable personality who could spread the word of digital. There's nothing smoother than the sound of digital radio. And to our mind, there's no one smoother than D Love. He's a great fit. Just like digital radio, you will see this little soul legend pop up everywhere in the coming years.”
Felicity Bardell, Head of Marketing for BBC Digital Radio said:
“We’re incredibly excited to have joined up with the radio industry on this campaign. There is a big year ahead for digital radio and we think that through DLove we will engage audiences with the benefits of a digital listening experience.”
Jane Ostler, Communications Director at Digital Radio UK, said:
“People love the great choice of stations on digital radio. D Love’s role is to act as an advocate for digital radio and to spread the love, and in the lead up to a Government decision on radio switchover later in 2013, D Love will drive digital listening by spreading the love of digital radio benefits, as well as raising awareness of the availability of digital radio in-car.”
The new character has been created by Al Brown and Algy Sharman and ECD Toby Talbot, along with Peter Martin, directors at Sweet Shop and model makers Millennium FX, and was produced by Red Bee.
RKCR/Y&R launches fire safety campaign urging people to test their smoke alarms as the clocks go back
October 25, 2012
RKCR/Y&R is launching the latest version of the national Fire Kills campaign for DCLG (the Department for Communities and Local Government) highlighting the vital need for people to test their household smoke alarms.
The print campaign launches this week and ties in with the end of British Summer Time on Sunday 28 October. It extends last year’s activity which created a behavioural link between the clock change in October and March and the need to ensure smoke alarms are working.
The print work, launching in weekly TV guides and national press from 25 October in the run up to clock change, is emotionally impactful, showing images of charred timepieces in situ - on a child’s bedside table, a grandparents’ mantelpiece and a quiet night in front of the TV– rather than the colder ‘forensic evidence’ approach in last year’s campaign. The work carries challenging headlines including, for example, “Do you swear on your child’s life to test your smoke alarm tonight?” next to the image of a child’s burnt clock.
The print is accompanied by radio and digital. It will also be distributed to the Fire and Rescue Services in England for use.