RKCR/Y&R research identified the effectiveness topical cues to increase people’s likelihood of remembering to perform a task. Using the prompt of switching clocks to British Summer time, and in reverse to Greenwich Mean Time in October, results have shown that the use of such ‘Behavioural Association’ tactics will make us over 3 times more likely to remember test smoke alarm at these landmark dates.

Almost 58% of people who died in a fire, did not have a working smoke alarm which raised the alarm to give them that crucial time to escape.

The online video present a young boy exploring the burnt-out shell of his former home. We see him examine his old toys and a clock, then turns to the camera and asks the viewer to make a life-saving promise this Easter, to repeat after him “I swear on my child’s life, to test my smoke alarm on clock change day, to give my family the best chance of surviving a house fire.” A pause between each sentence gives the viewer time to reflect on the weight of the message. The film ends tragically by revealing that the young boy was killed in the blaze.

This heart-wrenching video, by director Stevie Russell, serves to reminds everyone what is at stake in a house fire and that one is more than four times more likely to die in a fire if you don’t have a working smoke alarm.

RKCR/Y&R used a combination of footage from the BBC archive, adapted and shot scenes as well as animation and CGI to demonstrate key moments of innovation, segueing from one frame into the next, as each character moves from one scene of innovation to another.

The team behind the campaign searched through archive footage to find clips that would match up and worked with Aardman to recreate Morph, Matthew Herbert of the BBC’s Radiophonic Workshop to create the soundtrack and The Mill post production house to blend scenes and mash together The Ministry of Silly Walks’, Ceefax and Johnny Ball presenting microcomputers on Newsround.

The campaign will run on TV and radio across the BBC’s channels and stations and will point to a ‘Where Next?’ site on bbc.co.uk featuring an interactive timeline of the BBC’s innovations. The campaign will be renewed throughout the year with shorter TV trails that demonstrate on-going innovation.

Alison Hoad, vice chairman of RKCR/Y&R, said: “The BBC as an organisation is constantly innovating with a public purpose. From colour television to BBC iPlayer, the BBC innovates to make our lives richer. It has been a fun and stimulating challenge to tell that story by piecing together all of the BBC’s fantastic archive footage. The journey we have portrayed takes you through such a wide range of innovations and advances from 1922 all the way to the present day that you really are left with a sense of pride at all of the things that our national broadcaster has created over the years. Not only that but it is exciting to think what game changing innovations the BBC will bring us in the future”

The TV launch trail will premiere on-air this weekend and will run throughout the year to highlight on-going innovation at the BBC.

The new campaign was developed by Creative team Barnaby Blackburn and Gustavo Kopit and Creative Directed by Toby Talbot, Ted Heath and Paul Angus. The launch TV trail was directed by Anthony Dickenson, director at Pulse Films, and was produced by Red Bee.

It features D Love, the diminutive new star of digital radio, his pet dove, and huge up and coming talent Phebe Edwards. In the promo we see D Love serenading Phebe, but it soon becomes clear where his real love lies. With his dove of course.

The film was recorded in the world famous Sarm studios of "Do they know it's Christmas" Band Aid fame, and Phebe plays on the same piano that Queen recorded Bohemian Rhapsody on.

The music video is part of a larger integrated campaign featuring D Love. There are three TV spots, 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 has also been interviewed by BBC Radio DJ’s Fearne Cotton, Richard Bacon, Suzie Klein and Clive Anderson as part of his launch.

The new character has been created by Algy Sharman and Al Brown and ECD Toby Talbot, along with Peter Martin, directors at Sweet Shop and model makers Millennium FX, and was produced by Red Bee.

D Love is the diminutive star of the campaign across BBC TV, BBC Radio, commercial radio, online and in store 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. A real love at first sight story.

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”.

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!”

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.

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.

The creative idea holds a mirror up to society and by using a CCTV mechanic showing ‘real life’ crime scenarios invites the public to vote for their local Police and Crime Commissioner and to help make a change to how crime is dealt with in their community.

The team who created the idea behind the campaign were Richard Fox and Jamie-Philip Woodington. It was CD’d by Gethin and ECD’d by Mark Roalfe. The TV and Online film was directed by Ron Scapello and produced by Rogue Films and the Press and poster was shot by Josh Cole.

The fully integrated campaign airs across England and Wales comprises of a 30” TV ad, a 60” long-format online film, Press, Outdoor, Radio, Digital and a partnership with Channel 4.
The brief was won after a 4 week pitch process at the end of July.

2Day, which took place on 10 May, sees all of the week’s radio scheduling packed into one day featuring Radio 2’s best talent over 12 hours.
The trail shows clips from the line up incorporating content from 2Day itself, featuring a voice over from Chris Evans. The ad aims to drive people online to catch up with the live gigs, outside broadcasts and interviews which took place during the day.
The pre-trail, which launched on 1 May, reflected the rich diversity on offer on Radio 2 and to make 2Day an event people look forward to like Glastonbury. The ad swaps the voices of Radio 2 presenters; Chris Evans sounding like Graham Norton, Trevor Nelson like Terry Wogan and Dermot O’Leary like Claudia Winkleman. This provides a striking visual and audible cue for viewers to pick up on.
This year Graham Norton kicked the day off at 7am, followed by Zoe Ball with Claire Teal at the piano with Damon Albarn appearing during Jo Whiley’s spot. The day continued with Tony Blackburn broadcasting from Blackburn and ended with Chris Evans who introduced live performances from Keane, Jamie Cullum while Jessie J and Tom Jones performed a duet at The 100 Club in Soho, London.
The concept for the event was created by RKCR/Y&R for the first time last year in conjunction with Radio 2 as a response to a brief which asked RKCR to engage listeners with more of Radio 2’s diverse programming. This saw listeners tuning in to their regular radio spots to find a whole host of new content, musical genres and presenters.
Alice Huntley, Chief Strategy Officer at RKCR/Y&R: “It’s great to see the event running for the second year, an idea RKCR/Y&R had an integral role in creating. 2Day is a great example of a communications agency getting upstream with its client to demonstrate that there truly is more to Radio 2.”
RKCR/Y&R launched the campaign across TV, radio and online on 1 May, with Chris Evans launching the trail live on his breakfast show.

The campaign starts with a 60 second launch trail running across BBC One and BBC Three, and will then move into a 40 second appointment to view trail for the One Show special on 18 May.

The Torch campaign will be the first time audiences will hear the specially commissioned Elbow track “First Steps” that the BBC and RKCR / Y&R are using for its theme tune for the Olympics. The version used on the Torch campaign is a taster for the full track which will be launched for the Games times marketing campaign and Olympic title sequences also created by RKCR / Y&R.

‘Like the Olympic Torch itself we wanted to capture the spirit of the Olympics as simply and as beautiful as possible, by bringing to life the emotion and symbolism of the Olympic Flame’ – Jules Chalkley and Nick Simons, RKCR

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.” 

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.” 

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. 

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.” 

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

The ads, which were shot by world renowned photographer David LaChapelle, show Katy Perry, the face of ghd and the epitome of modern style and fashion, with a ‘20s make over bringing to life the decadence and sophistication of the time. In the ads, Katy is immortalised as a mystical Snow White for the Scarlet Collection campaign.

The print campaign launched in women’s glossies this month.

Executive creative director Damon Collins says: ‘The second instalment of Katy Perry as the face of ghd continues the Twisted Fairytales theme, showing her as Snow White. David LaChapelle brings his touch of magic to the shots.’ 

A 40 second TV advert, created by RKCR/Y&R and directed by Scott Lyons, zooms through various scenes of daily Scottish life in which customers would be reassured to know Bank of Scotland is there for them.

Created by RKCR/Y&R and Rufus Leonard, the print campaign features photographs of moments captured from everyday Scottish life. These were taken in one week across 52 locations in Scotland by photographer Matt Stuart. One ad features a house late at night, with a single light on visible through the window. The headline reads: "when your day is long – we're available 24/7 at our UK call centres." Media planning and buying was handled by Mediaedge: cia.

As part of the campaign, Bank of Scotland is also offering people the opportunity to nominate someone who has made a real difference in their community to carry the Olympic Flame through Scotland. It’s just one of the ways Bank of Scotland is bringing London 2012 closer to its customers.

Philip Grant, Chairman of Lloyds Banking Group's Scottish Executive Committee said, "Bank of Scotland is part of the fabric of Scottish society and it is important that we continue to demonstrate our understanding of our customers, as well as our continued commitment to Scotland."

Matt Steward, Business Director at RKCR/Y&R commented, "This campaign has come from a great combination of understanding our customers, garnering real insights into the role they want the bank to play in their lives and then producing truly integrated work from one core client/agency team."

Neil Svensen, Chief Executive of Rufus Leonard, added, “We have developed this campaign by consulting with Bank of Scotland customers and the result is something that feels instinctively natural, authentic and genuine and really breaks the mould.”

The free service, called T-Minus, has been developed to help creatives around the world keep track of up upcoming awards deadlines, allowing them to plan getting their projects out of the door without the usual last minute panic.

A visit to the T-Minus website enables users to choose from the 130 awards currently registered globally, then download their own personal calendar as a dynamic infographic screensaver, which tracks not just the awards entry date, but the date on which work has to run in order to qualify for entry.

T-Minus was created by Steve Moss and Jo Finch at RKCR/Y&R in collaboration with digital hotshop B-Reel.

Damon Collins, Creative Director at RKCR/Y&R says: “For creatives the self-inflicted pressure to win awards is constant. And the stress of making sure your work has appeared by the various dates of each of the numerous awards competitions only adds to that pressure. No matter how brilliant your work is, if it’s not eligible for or entered into the competitions no one’s walking for anything.

Jo and Steve always had a sheet of layout paper on their desk listing awards deadlines and they’d cross off the weeks as they went by. Having been caught out in the past they used these calendars to remind themselves when they needed to pester me, the account team or the client, to make sure a particular piece of work was approved, made or had run.

We thought it would be great to create a digital version of those scraps of paper: a utility that anyone who had ever suffered that last minute panic of “Christ, it needs to have run by next week and it’s not even shot yet!” could benefit from.”

Mark Wheeler, Art Director at B-Reel adds: “We considered several approaches to the awards calendar dilemma before deciding on an approach that could remind without intruding and yet also provide enough detail to be genuinely useful. The solution is a tight combination of ambient information – a screensaver that passively reminds you of deadlines – as well as detailed reference information in the form of a fast, flexible, one-page website that's accessible from anywhere.

As well as creating a practical tool for creatives we also wanted to make something that would look great aesthetically running as your screensaver every day. The result is a constantly updating colourscape, with individual award deadlines growing and becoming more agitated as units of time flow around them. Given how often you see a screensaver we felt it important to add as much variety as possible to this view, so opted to use physics-based animation throughout. Working like this makes for some cool but unexpected results – you have to be ready to experiment and see what happens!”

The calendar launches with over 130 creative awards worldwide, from UK based D&AD to the Asia and Dubai Bespoke Awards.

Plans are being developed to further enhance the product with a series of new services – such as an archive of past winners, an awards newsfeed and social networking functionality. Various options to monetise T-Minus in are currently in development.

The product is free to download from http://www.t-minuscountdown.com

ENDS

Launching today, the ad takes a light hearted approach in spirit of the Brits favourite summertime event which aims to prevent men ever needing to ask for ‘new balls please’ by encouraging them to be aware of symptoms of testicular cancer. These include pain or discomfort or a hard lump in the testicle or an unusual difference between one testicle and the other.

Although fewer men than ever are dying from testicular cancer with survival rates now hitting 95 per cent it isn’t yet game, set and match in the fight against men’s cancer.

Testicular cancer is relatively rare, but among men aged 25-34 it is the most common form of cancer. Each year nearly 2,000 men are diagnosed with testicular cancer, and 70 die from the disease. Yet – thanks to research by Cancer Research UK and others – more than 95 per cent of men are cured.

Hazel Nunn, Senior Health Information Manager at Cancer Research UK, said: “Getting to know your body makes it easier to spot anything unusual. Testicular cancer is quite rare and the chances of successful treatment are good, but if you do notice a lump or other change in one testicle it’s worth getting it checked out.”

But overall over 155,000 men are diagnosed with cancer every year. And the death rate for male cancers has been consistently higher than the rate for female cancers over the last thirty years.

Recent figures show cancer was responsible for 30 per cent of all deaths in men in the UK compared to 25 per cent for females.

Research shows that many men are not aware of the symptoms of some of the most common types of male cancers – prostate, lung, and bowel – and that they often ignore problems with their health rather than seeking advice.

Cancer Research UK encourages all men to be symptom aware and know what is normal for their bodies. 

The campaign fuses the business world with adventure in a humorous way to create stand out in a business to business environment.

Using three executions the campaign shows how the most classic of office environments can be used by those with a more adventurous disposition.

We see a climbing a wall as an alternative choice to an elevator, piranhas circling the water cooler and a blowpipe used to stick memos to the office notice board.

The Freelander 2 eD4 has CO2 emissions below the 160g/km threshold, giving the model greater appeal to fleet managers.

The campaign tagline “The adventurous businessman is back” not only suggest that the Freelander 2 is now back as a fleet option but that you can again add a little adventure back into your business.

Tim Brookes and Phil Forster, the creative team behind the ads said: “Land Rover is a great brand that always allows you to do eye catching work and this was another of those dream briefs to work on”.

The campaign launches in April using business targeted print and digital channels. 

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". 

-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.

Innovation ads

The two innovation ads highlight technology built into M&S clothing that’s not available from any other retailer. The two ads are:

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.”

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

Appearances from Lord Sugar, Tess Daly, Bruce Forsyth and plenty more BBC household names, convey to the public that they can now watch their favourite BBC One content in High Definition – with incredible picture and sound quality making it even more absorbing.

The trail is a visual celebration of BBC One HD, showcasing a world of fun BBC One content in heightened reality. It opens with an unusually glam Dot Cotton lounging on a beautiful baroque chaise lounge being served on by a cheeky Lee Mack, moving to a surreal moment were we see a dapper Jake Humphrey performing tricks and skills with a disco ball. Next Shane Ritchie serenades Tess Daly on a pink grand piano whilst a typically flamboyant Ola Jordan and Brendan Cole dance across them. The debonair pairing of Bruce Forsyth and Len Goodman deftly tap dance on the Queen Vic bar whilst being watched by Fiona Bruce sipping a cocktail prepared by barman Hugh Quarshie.  Next we pan to a bright gold desk where we see the Apprentice’s Lord Sugar, Karren Brady and Nick Hewer sitting on gold executive chairs. For our finale we move to a stunning looking Alex Jones who appears to have walked up a zig-zag red carpet to a huge gold chest which she pulls open and hundreds of bright red butterflies fly out, filling the room with even more colour.

Mark Roalfe, Chairman of RKCR/Y&R explained “We wanted the film to be a visual feast, showcasing the stunning quality of BBC One HD content in a tongue-in-cheek and charming way, and we think we’ve achieved that with this ad.”

Reemah Sakaan Head of Marketing at BBC One said:  'The arrival of the UKs favourite channel in HD is hugely exciting. This campaign spectacularly celebrates, the quality of BBC One talent and programmes available and represents HD viewing becoming part of the mainstream "

 BBC One HD, simulcasts a network version of the BBC One Schedule  featuring some of  the BBC’s most loved programmes including EastEnders, The One Show, The Apprentice, Strictly Come Dancing, Doctor Who ,  and BBC Sport.

BBC One HD  is available  on  Freeview, Freesat, Sky and Virgin Media Platforms.

The trail will also run as a 40”, and 10” second trials.

This January, innocent's caped superhero will make its screen debut as part of its biggest ever marketing campaign. Launching across the UK on 3rd January this TV campaign is the first by newly appointed Swarm@RKCR/Y&R, and will also include poster and online executions.

With the strapline ‘here to save the peckish’, the campaign aims to show how innocent smoothies are a tasty way to be healthy when you’re feeling peckish – at a time of year when people are trying to work off the excess from Christmas and improve their diets.

Thomas Delabriere, Marketing Director at innocent says "Last year's campaign did a great job of communicating our 2 of your 5-a-day message and 66% of chilled juice drinkers are now aware that a glass of smoothie provides you with 2 of your daily fruit and veg portions. As a result of the campaign’s success, the business has shown significant growth and we have a new message to communicate in 2011. Our new campaign features a caped innocent smoothie superhero, saving us from the temptation of unhealthy snacks and offering us a healthier way to beat that feeling of peckishness – all to the tune of a fruitier version of Queen’s famous Flash Gordon.”

Damon Collins, Executive Creative Director at RKCR/Y&R says “As an agency we are incredibly excited to be working with innocent. It’s a business we admire and full of people we really like. We were tasked with creating an integrated campaign to generate real fame whilst staying true to the brand’s home-spun image. The silliness of such a dramatic song combined with the use of home-made props with strings etc all on show, feel appropriate to innocent and its heritage of un-addy ads.”

Innocent is investing over £2.7m in the campaign which will launch in January and run throughout the year. The TV, poster and digital campaign will be supported by a dedicated website, i-phone application, on-pack and in-store activity.

Launched eleven years ago, innocent is the number one smoothie brand in the UK with a market share of over 75%^[1]. The past year has seen the smoothie sector grow by 11%^[2], the biggest increase across the ambient and chilled juice category and innocent grew by 14%^[3], outperforming the rest of the chilled juice sector.

RKCR/Y&R today unveils Marks & Spencer’s new celebrity packed Christmas TV campaign featuring regular cast Twiggy, Dannii Minogue, Lisa Snowdon, VV Brown, Ana Beatriz Barros and Jamie Redknapp, while Britain’s much loved comedian Peter Kay, also joins the star studded line-up in a cameo role.

 The 90/60 second TV campaign titled ‘Everybody Dance’ which launches on 03 November during Emmerdale on iTV, sees the celebrity line up dancing to the classic track ‘You Should Be Dancing’ by the Bee Gees.

 The choreographer, who has worked with stars including Kylie Minogue and Mariah Carey, guided the cast through a pastiche of dance moves modelled on iconic musical moments.

 Christmas is a spectacular time of year and this campaign highlights that M&S is the one place you can really trust to deliver products that are as great as the season demands.  The end line, ‘Don’t Put a Foot Wrong This Christmas’ positions M&S as the perfect destination for all your Christmas shopping needs.

 Steve Sharp, Marketing Director of M&S said "People who have had a sneak preview reckon this is the best Christmas M&S ad ever!  But we will let the customers decide".

This 90 second TV campaign showcases M&S clothing for all ages and will also be supported by a series of promotional ads. 

The campaign was directed by Vaughan Arnell, famous for his collaborations with Robbie Williams, having directed Rock DJ, Angels, Let Me Entertain You and Supreme.

Mark Roalfe, Chairman of RKCR/Y&R, said “Christmas is the biggest party of the year, and every year we are all expected to put on a perfect show. This year our ads showcase that you can’t go wrong with M&S; bringing with it magic and fun to the nation’

Creative Partners Pip Bishop and Chris Hodgkiss said “A Bee Gees' track, a bunch of fantastic girls, all our favourite dance moments, Peter Kay and 50 prancing Santas...Christmas doesn't get any better than this!”

Ali Johnson, Senior Director, Synch & Licensing, Warner Music UK “This is arguably one of the most-high profile advertising sync briefs in the UK, M&S is creating a real event feel with its creative. This track is a classic but sounds very fresh, it is a great fit with the festive atmosphere of the ad and will be another reminder, during the party and gifting seasons, of just how extraordinary the Bee-Gees are.”