RKCR/Y&R launch first brand campaign for Dreams
April 13, 2011
RKCR/Y&R unveils its first work for Dreams, Britain's biggest bed and bedroom furniture retailer.
The campaign brings to life Dreams' mission to help everyone in the UK get a great night's sleep. It marks a significant shift in creative approach for the retailer away from its previous price-led campaigns and is the first of its kind for Dreams.
Shot in a warm, inviting light, the ad features a cross section of the nation turning their lights off, getting cosy and bedding down for a great night's sleep in their Dreams bed. The spot concludes by showing a Dreams employee turning off his own bedside lamp, while the end line reads: "We won't sleep till everyone’s in their Dream bed".
The ad was shot by Toby McDonald at Partizan, edited by Russell Icke at the Whitehouse. Visual effects were completed by The Mill.
The campaign is accompanied by an enchanting cover version of the song 'Hushabye Mountain' by the jazz singer Stacey Kent.
A series of accompanying promotional ads, shot in a similarly style, will support the campaign.
Dreams, which has more than 260 stores across the UK, appointed RKCR / Y&R to the account following a creative pitch in February 2011.
Mike Butler, the Marketing Director at Dreams, said: "Dreams has always offered great value and we now want to highlight our ability to match customers to their Dream bed".
RKCR/ Y&R launch ‘A day in the Live’ with BBC 5 live
March 22, 2011
Rainey Kelly Campbell Roalfe/ Y&R has been appointed by BBC Radio 5 live to launch a new TV campaign that aims to truly get under the skin of the station, and promote the network’s new positioning theme – ‘straight to the heart of things’.
Launched on Monday 21st March in what was set to be an executional first, the newly created campaign airs every evening this week having only been created the very same day to demonstrate the unique, dynamic way that 5 live delivers its daily shows.
Radio 5 live broadcasts award-winning news, sport and topical issues to a national audience, and the new campaign is designed to showcase the diverse output of the channel.
A small and dedicated production team will be based in the station’s studios, capturing the best on-air moments as the day unfolds. A trail will then be filmed, edited, colour graded, sound edited, and aired the same evening.
The agency has enlisted the talent of Dominic Savage, the renowned double BAFTA winning docu-drama director to bring the idea to life, and has also managed to recruit Oscar-winning sound specialist, Ray Beckett.
Commenting on the ambitious campaign, BBC Radio 5 live’s Head of Marketing, Ann Farragher, said: “The sheer range of things 5 live covers expertly everyday is staggering. The way we interact with our audience is unique. And we manage to have fun along the way. We want to try and capture a small part of that and show it off to a big audience.
RKCR/Y&R Executive Creative Director, Damon Collins says: “5 Live is an amazing entity. We wanted to show people what it is not just tell them. The ‘Day in the Live’ campaign is simply a product demonstration. But one which will be more exceedingly challenging to produce and hopefully equally engaging to view.”
The campaign launches on Monday 21st March across BBC radio and television channels.
M&S unveils new Spring Marketing Campaign
March 22, 2011
-Innovation campaign showcases unique M&S products and first M&S menswear TV ad-
Marks & Spencer (M&S) today unveils the details of its new Spring marketing campaign. Starring M&S models Dannii Minogue, Jamie Redknapp, V V Brown, Twiggy, Lisa Snowdon and Ana Beatriz Barros, the three-tiered campaign features a number of firsts for M&S under the brand-new ‘Only at Your M&S’ strap line. The campaign features:
· The new Spring womenswear fashion ads – the first to incorporate the ‘Only at Your M&S’ branding.
· The first ever M&S menswear TV ad starring Jamie Redknapp
· TV and press ads that highlight innovative fashion products that boast unique and exclusive features that are only available at Marks & Spencer.
Steven Sharp, Executive Director, Marketing at M&S, said: “We are extremely excited to be showcasing our fashion innovations for the first time on TV. These products are unique to M&S and really encapsulate the meaning of the line ‘Only at Your M&S’.
Led by a showpiece 50 second TV ad, the campaign features TV, press, outdoor and online execution.
Creative agency Rainey Kelly Campbell Roalfe highlights the meticulous care and attention that goes into each and every Warburton’s loaf with its latest advertising campaign for the family baker.
Breaking on 03 March the campaign aims to dramatise Warburton’s strap-line ‘we care because our name’s on it’. RKCR/Y&R create a feeling of heightened emotion and warmth towards the brand and the people who make the bread by highlighting the workforce’s ecstatic joy at the creation of every single loaf.
The epic 60” TV campaign shows an ordinary working day at the Warburton’s factory. Yet, when the 1 millionth loaf comes to the end of the factory conveyor belt the family of employees burst into a roar of celebration with laughter, music, balloons and hugging… only to find that when everyone regains their composure and the 1 millionth and one loaf is made the same excitement is triggered, exuding the depth of passion and care that goes behind each loaf.
The film ends with the new campaign line “Warburtons. We care because our name’s on it” showcasing that it is the people behind the bread that guarantee its quality. The ad also reveals Warburton’s new logo and packaging for the first time; the corporate colour has switched from red to orange in order to present a more contemporary expression of the brand and draws on the bakery's historical branding colours.
The TV campaign is supported by regional targeted press and online executions.
Richard Exon, Chief Executive of RKCR/Y&R says “Warburtons is a fantastic business and a great brand. This latest episode in the campaign further underlines the love and commitment they put into baking the country’s best bread.”
Richard Hayes Marketing Director at Warburtons says “Here at Warburtons, the UK’s number one family baker, we are passionate about providing the very best quality and service to our customers and consumers. Our latest advert builds on the success of our last campaign and communicates that we care more.”
Lloyds TSB launches Money Manager with RKCR/Y&R
March 2, 2011
RKCR/Y&R, the UK’s number one rated agency for creativity (Gunn Report 2010), launches a new campaign for Lloyds TSB to promote its new free online money tracking service Money Manager.
The new TV campaign features the much-loved Lloyds characters as well as a new addition – Lloyds’ first hamster. Even though the playful family pet is seen enjoying his gold plated luxury cage, with the help of the Money Manager service his owners are now able to successfully manage their money better online despite splashing out in the past- keeping even their pet happy.
The ongoing uncertain economic climate has caused people to be wary of the future, leaving them feeling the need to tighten their belts and stay in control of spending. Money Manager is an innovative way for Lloyds TSB to help its customers understand their money better – giving them added confidence and control.
Money Manager automatically sorts customer’s financial data in a clear and concise way, providing an instant overview of how they spend their money, when their regular payments are made, shown in a calendar and a ‘Category Breakdown’ pie chart to pin point where their money goes. Gone are the text, number and list heavy visuals.
The integrated campaign includes an online film and display, press and outdoor.
The online elements to the campaign, created in conjunction with RKCR/Y&R’s digital arm Saint, included an online film where the characters from the Lloyds TSB World educate people on how to use this new service. Online also included display assets ahead of the launch to raise awareness and a launch campaign taking you into the site – www.lloydstsb.com/moneymanager