RKCR/Y&R launches Home Office ad to prevent teen rape
March 5, 2012
Creative advertising agency RKCR/Y&R is launching a new campaign to prevent teen rape, on behalf of the Home Office.
The ad depicts a teenage couple upstairs alone at a party. The boy begins to make advances towards the girl. As the girl tries to stop him the ad reveals the boy’s conscience, as if looking in on himself. He bangs on an invisible wall trying to stop the scene that is unfolding in front of his eyes. It then finishes with the line: “If you could see yourself, would you see rape?”
The execution for the Home Office is part of a Government move to dispel the myths surrounding rape and increase understanding of what actually constitutes rape, sexual assault and consent.
The TV ad, which launches 5 March, targets 13-18 year-olds and will be aired across TV and Cinema to reach the target age group. It was directed by Yann Demange, who also directed Channel 4’s acclaimed drama Top Boy last year.
It will be backed by digital banners and a re-build of the website, www.thisisabuse.direct.gov.uk, which offers help and information on rape and abuse. The site will also have an MPU rich media module that shows the story from the girl’s point of view.
A survey conducted by the NSPCC (Partner exploitation and violence in teenage intimate relationships) found that 33% of girls and 16% of boys have experienced some form of sexual violence from a partner. Another survey showed that 22 per cent of respondents aged 16-20 thought that it was, or probably was, acceptable for a boy to expect to have sex with a girl if he has spent a lot of time and money on her.
Toby Talbot, Executive Creative Director, RKCR/Y&R says “This ad makes for uncomfortable viewing. But then so do the statistics. They are truly shocking. To start to redress the issue, it’s important to make clear to teenagers what kinds of situations can constitute rape.”
Laura Trendall, Head of Marketing at the Home Office says “We know that young people aren’t receiving the information and advice they need when it comes to sexual consent. This campaign will play a key role in challenging young people’s attitudes towards rape, enabling them to reflect on their behaviour and seek help where required.”
RKCR/Y&R launches TV ad campaign for Warburtons
February 14, 2012
Creative agency Rainey Kelly Campbell Roalfe highlights just how much consumers love the taste of the UK’s number one bakery brand’s products for breakfast, in its latest TV ad for family bakers Warburtons, breaking on 15 February.
The latest TV ad, forms part of Warburtons £8.2m integrated marketing campaign aimed at driving both sales and category growth within bakery at the Breakfast occasion, by reminding people just how tasty the Warburtons product range is.
The campaign highlights breakfast as a priority meal and demonstrates the important role Warburtons bakery plays within it. Showcasing a range of products, we see consumers enjoying Warburtons products for breakfast that are then attracted to an advert in the paper / on radio. Something triggers their interest and we see our hero cast, joined by a cast of hundreds in a race to the Bakery to apply to become an official Warburtons Taste Tester – an opportunity that may become a reality for a few lucky people.
The fully integrated campaign includes a mix of TV, consumer press, radio, PR and social media, as well as a media partnership with Magic and MSN, plus in-store shopper marketing activity. Warburtons Breakfast push aims to encourage the nation to consider bakery at Breakfast, while also promoting the taste tester opportunity.
Those consumer who apply to the Warburtons website or Facebook page and tell the family baker why they love the taste of its products, will have the chance to become an official Warburtons Taste Tester for the day.
Mark Roalfe, Chairman and Executive Creative Director at RKCR/Y&R says “This work brings to life the special love people all round the nation have for Warburton’s products. We wanted to build on our previous campaign for Warburtons to show that not only is it the nation’s favourite bread, buts it’s also the nation’s best tasting bread.”
Rainey Kelly Campbell Roalfe/Y&R launches its first brand campaign for Vodafone
January 19, 2012
Rainey Kelly Campbell Roalfe/Y&R today launches the first TV ad in a new brand campaign – it’s first since winning the Vodafone account in August last year – featuring a new brand ambassador for Vodafone, none other than Yoda from Star Wars.TM
The new campaign showcases the innovative new services that Vodafone has recently introduced to ensure that customers get the smartphone that suits their needs and have the confidence to experiment with all its new functions and apps.
The ads were directed by Stacy Wall from Gorgeous. Each TV spot has been produced by a team at Lucasfilm’s renowned San Francisco-based visual effects facility ILM (Industrial Light & Magic), with Tom Kane voicing Yoda’s CGI character. ILM was set up in order to create the visual effects needed for the original Star Wars film in the 1970s. Since then it has created special effects for nearly 300 feature films including 10 of the top 15 worldwide box office hits including the Pirates of the Caribbean franchise, and the Transformers Trilogy.
Mark Roalfe, executive creative director and chairman, says: "We are very pleased to be launching our first brand campaign for Vodafone. It is always exciting to make the first ad for a new client, but it is especially exciting when you are working with Lucasfilm and Yoda. I hope this will be a really populist and long-running campaign."
Danielle Crook, director of brand marketing, Vodafone UK, said: "Rainey Kelly has developed a campaign with a character who everyone loves and who embodies wisdom, which we believe will get people to reappraise the Vodafone brand."
Lucasfilm, the Lucasfilm logo, STAR WARS™ and related properties are trademarks and/or copyrights, in the United States and other countries, of Lucasfilm Ltd. and/or its affiliates. TM & © Lucasfilm Ltd. All rights reserved. All other trademarks and trade names are properties of their respective owners.
RKCR/Y&R launches new Ferrero Rocher ‘Golden Lights’ campaign
November 7, 2011
RKCR/Y&R has launched its first campaign for Ferrero Rocher since winning the account in July 2010. The new campaign aims to evoke the feeling that Ferrero Rocher brings people together, and helps to ‘Make your moments golden’.
In the new 30 second TV ad, as a metaphor for those special moments we all seek with friends, golden lights of Ferrero Rocher lead us on a magical journey to a tree-house - bringing friends together and illuminating their impromptu gathering. This lead creative launched on 6 November and showcases the classic Ferrero Rocher product. The second ad, launching on 21 November, supports the newer assortment Ferrero Collection, showing different coloured lights illuminate a magical maze to become a gift at the centre of an intimate dinner party. The emphasis this time centres on that moment of giving a gift, to “Make Someone Feel Special”.
The campaign is accompanied by US acoustic artist Jasmine Ash’s song, Starlight.
Ferrero marketing director Mauro de Felip says: “The launch of these new creative advertising campaigns provides us with an excellent platform to exhibit our market leadership in special sharing and gifting. Both creatives capture the ‘new’ special that is relevant to consumers, and demonstrates our ability as a business to adapt to current market conditions and understand shifting consumer attitudes.”
RKCR/Y&R launches new Fire Safety campaign around the Clock Change
October 21, 2011
RKCR/Y&R is launching the new national Fire Kills campaign with the Department for Communities and Local Government, which will encourage people to test their smoke alarm when they change their clocks.
Most people know that having a working smoke alarm can save lives, but often we still put off testing our alarms until a more convenient time – or not at all. Over the weekend of 29/30 October when the clocks go back, in every home in the UK people will already be going around their homes performing the necessary task of changing their clocks. This campaign asks them to remember to do one more thing: test their smoke alarm when they change their clock. The campaign aims to reinforce this association over time, so that smoke alarm testing becomes an automatic behaviour on the clock change dates.
The advertisements, which launches on 24 October, highlight the association we’re making between smoke alarm testing and the clock change, by showing stark imagery of clocks which have been destroyed by a fire. The headlines prompt people to act, for example: “British summer time comes to an end soon. Make sure you don’t. When you change your clock, test your smoke alarm.”
The campaign will run across print, radio and social media, including an online video of a real clock melting in a simulated house fire created by Radium Audio.
Radium Audio immediately understood that a Foley, the reproduction of everyday sounds, approach was needed for the audio to infuse the piece with a strong feeling of impending danger, aiming to inspire a sense of urgency in the listener.
The session focused on capturing the sound of melting plastic as a narrative for the clock action in the piece – such as bubble wrap, fizzy drink bottles and old computer casings, moving onto more combustible objects including old metal electronics components. The recordings were then layered in to create a feeling of being physically very close to the listener, sonically infusing the piece with a sense of kinetic movement, crafting a simple yet hyperreal, unnerving sound experience.
The advertising activity will be concentrated into two highly focused bursts around the clock change dates, in an effort to reach every British home with this important message.
Damon Collins, Executive Creative Director, says: ‘Getting the public to test their smoke alarm is vitally important. We hope the strategy and creative execution in this campaign will encourage people to foster a new behaviour that will in turn help save lives.’
You are four times as likely to die in a house fire if you don’t have a working smoke alarm. For more information on the fire safety campaign, please check online at www.facebook.com/firekills