Press Releases - Y&R London - Y&R London Press Releases at en-us Copyright 2017 SIR RICHARD BRANSON SUPPORTS THE LAUNCH OF MADE BY DYSLEXIA AT THE WORLD’S FIRST ‘DYSLEXIC SPERM BANK’ New charity to change perceptions about dyslexia as research by YouGov finds that only 3% view it as a positive trait

This week, entrepreneur Sir Richard Branson is supporting the launch of a new charity, Made by Dyslexia, at the world’s first “dyslexic sperm bank”. Made by Dyslexia is a global charity led by successful and famous dyslexics, and its purpose is to help the world properly understand and support dyslexia.

At the launch, Sir Richard will speak to Made by Dyslexia founder Kate Griggs and fellow ambassador Roland Rudd about his experiences with Dyslexia, and his advice for young people who have found out that they are dyslexic.

Made by Dyslexia will campaign to change perceptions, so that Dyslexia is seen as a different way of thinking rather than as a disadvantage. Working with experts and successful dyslexics, it will develop campaigns, tools and tests to explain dyslexic thinking. Many of the world’s most successful entrepreneurs, artists, and tech professionals are dyslexic, demonstrating that dyslexic people can achieve great things when they focus on their strengths and get the right support in school.

The “sperm bank”, while not accepting actual donors, was chosen as a theme and setting for the launch because some sperm banks have not let dyslexics donate until very recently, and have even described dyslexia as a “neurological disease”, highlighting how far peoples’ understanding of dyslexia still needs to change. One in ten people are dyslexic, accounting for more than 6.5 million people in the United Kingdom, so this is a major issue.

Exclusive research from Made by Dyslexia(i) and YouGov(ii) highlights the scale of the task at hand:
• Only 3% of people think dyslexia is a positive trait
• 58% believe that someone with dyslexia will do worse at school; only 2% think they may do better
• 19% of people associate dyslexia with creativity whereas, according to Made by Dyslexia research, 84% of dyslexics say they are above average in creative skills
• 13% of people associate dyslexia with lateral thinking whereas 84% of dyslexics say they are above average in lateral thinking skills
• 12% of people associate dyslexia with good problem solving skills whereas 84% of dyslexics say they are above average at problem solving
• 9 out of 10 dyslexics say their dyslexia made them feel angry, stupid or embarrassed iii

To accompany its launch, Made by Dyslexia has published a new report: Connecting the Dots – Understanding Dyslexia. The report explains both what it means to be dyslexic, and how dyslexia is currently perceived in the UK. It also outlines the charity’s ambitious strategy to bring about real change. Measures include working with Y&R London, who came up with the original Dyslexic Sperm Bank
concept, and other WPP agencies to build bold, creative campaigns and digital communications to drive behavioural change, and creating innovative, scalable digital solutions together with online tests and screeners. Visit for links to the charity’s podcast and YouTube channels, and to a Dyslexia thinking test. Additional initiatives will be announced over the coming months.
Sir Richard Branson, Virgin Group Founder, said:

“When I was growing up, dyslexia wasn’t really talked about, it was just something you had to deal with.
I can honestly say that because I have dyslexia, I look at the world in a different way. Dyslexic people can be hugely creative in identifying solutions to problems, and to coming up with new ways to tackle challenges.
I’m delighted to be supporting Made by Dyslexia. For me, it is really important that we provide young people with the support they need to succeed, and to understand dyslexia as a different and brilliant way of thinking.”
Kate Griggs, Founder of Made by Dyslexia, said:

“For too many young people, dyslexia is seen as something that will stop them achieving their dreams. Even worse, thousands of young people are not diagnosed at all, meaning they never receive the support they need. Dyslexia can open doors to people, giving them an insight and creativity which is unrivalled. It is vital that every dyslexic child is identified and supported.”
Roland Rudd, Ambassador of Made by Dyslexia, said:

"Dyslexia is a strength not a weakness. Dyslexics often work harder, take more risks, and look to do things differently. But at school they regularly suffer from lack of learning support, ignorance and a feeling they are not as clever as others. We need to change both the perception of dyslexia and the way dyslexics are taught.”

2017-05-04 00:00:00

Remembrance’ ahead of this year’s Remembrance Sunday, in

a campaign created by Rainey Kelly Campbell Roalfe/Y&R.

The charity is known for its work supporting the veterans of

the First and Second World Wars and honouring those who

died in service. While this vital work will continue, the Royal

British Legion wants to emphasise that there is a new

generation of veterans that needs support.

A series of print ads play off the public’s perception of

Remembrance and ask them to rethink where their support

is going. The timeless portraits were by renowned Scottish

photographer David Eustace with copy typeset on a period


In film, surviving British World War Two veterans share

stories of bravery and sacrifice, which we assume are

generations old. These personal testimonies are revealed to

be from modern veterans – and this twist brings into focus

the importance of the Royal British Legion’s contemporary

welfare work.

The ‘Remembrance 2016’ campaign comprises press,

outdoor, radio and online film and breaks on 27 th October,

running for two weeks.

The campaign was creative directed by Psembi Kinstan, with

creative by Anders Wendel and Elliott Tiney and design by

Lee Aldridge. Portraits photography was by David Eustace

and rostrum photography by Kevin Summers. The films

were directed by Neil Huxley through B-Reel. Media

planning and buying was handled by Maxus. 

2016-10-28 00:00:00
Swiss bank Lombard Odier launches its first global ad campaign Thursday, 22nd September: RKCR/Y&R has created the first major campaign for Lombard Odier, the 220-year-old Swiss bank.
The “Rethink Everything” campaign, which spans print, digital, online, outdoor and social media, aims to challenge people’s preconceptions about business and the economy. The campaign encapsulates the philosophy that Lombard Odier has used to successfully guide its clients through 40 financial crises over 220 years.
The press, outdoor and digital work, which launches on Thursday, September 22nd in the UK, France, Switzerland, Hong Kong and China, will be supported by a content campaign featuring editorial, film and branded content partnerships and PR.
National and international journalists and commentators, assembled by Wallpaper* magazine’s Editor-at-Large, Henrietta Thompson, will create an editorial series running on and LinkedIn giving a fresh perspective on current affairs, economic issues and culture. The editorial series includes full-length features, Q&As, video features, illustrations, infographics and photo stories.
In addition, partnerships with the Financial Times and Monocle from October onwards will feature branded editorial, short films and events to engage with an international audience of high-net-worth individuals.
The campaign also includes a new manifesto film, to run on, encouraging viewers to ask new questions, confound expectations and challenge conventions – conveying Lombard Odier’s own philosophy and its fresh approach to marketing in the international high finance sector.
Fabio Mancone, Lombard Odier’s EVP and Chief Branding Officer, said: “Our brand philosophy is bold and thought-provoking. Since 1796, we have constantly evolved and ‘Rethink Everything’ perfectly encapsulates the spirit of Lombard Odier and our approach to the industry and culture.”
Richard Jonestone, Managing Partner (Content) at RKCR/Y&R, said: “Lombard Odier is a highly regarded and trusted global wealth and asset manager, that has successfully guided its clients through 40 financial crises. With this carefully crafted multi-dimensional campaign, we aim to engage a global audience with the bank’s pioneering spirit.” 

2016-09-25 00:00:00
RKCR/Y&R launches new campaign for the Rio 2016 Olympic Games RKCR/Y&R is launching this year’s campaign for the BBC’s coverage of the Rio 2016 Olympic Games in August. The campaign aims to excite, inform and inspire ahead of this year’s spectacle and is coupled with the BBC’s unrivalled editorial, multi-platform offering in the build-up and throughout the games. 

The strength, agility and skill of Olympic athletes is absolutely astonishing. The sprinters explode from the blocks as fast as jaguars and the swimmers zip through the water like otters. It feels only fitting that the strength of the athletes is brought to life by the host nation’s exotic animals, against the backdrop of the luscious and vibrant Tijuca Rainforest, before they gradually transition to the human world over the course of the animation. The campaign, which includes trail and titles, has been produced by the award-winning animation house Passion Pictures, who also produced the BBC’s London 2012 Olympic Games campaign. 

To the rousing track ‘Not Gonna Break Me’ by highly acclaimed British artist Jamie N Commons, we see the sloth take on gymnastics, the armadillo clap its hands in chalk for the clean and jerk, as well as the powerful jaguar crack its neck and form up for the 400m, all before they transform into their heroic and spectacular human athlete counterparts. This will continue into the titles for the campaign throughout the games. 

The campaign will launch Sunday 10th July, on BBC One – one of the biggest days of sport across the summer for the BBC – off the back of the Wimbledon Men’s finals. Three cut downs, radio and social follow in the build-up to the opening ceremony on the 5th August. 


Charlotte Lock, Director of Marketing & Audiences, Media & North at the BBC, said

‘The Olympics is a spectacle of elite athleticism and Rainey’s creative analogy with the finest athletes of the Rio Rainforest has given us a stunning and original take on the games. We can’t wait to see it play out across platforms, giving audiences plenty to enjoy and get involved with’. 


Mark Roalfe, Chairman and Creative Director at RKCR/Y&R, said

'We’ve set the bar pretty high with our work on the Olympics with BBC Sport in previous years, so humanising animals felt like a fresh and interesting approach to differentiate ourselves from all the activity around Rio 2016’ 

2016-07-11 00:00:00
Danone launches new Light & Free yogurt range with major campaign DateX: Danone is launching a major TV and online campaign for its new Light & Free Greek-style

yogurt brand.

The campaign, created by RKCR/Y&R in conjunction with digital agency Versus, will run across TV,

Facebook, YouTube, Instagram and outdoor from Monday, May 16th.

In the TV and online ad, a young woman eats a Light & Free yogurt at the end of her lunch break. As

she walks through the bright Miami sunshine back to work, her shadow dances and skips alongside

her, showing just how good she feels about Light & Free.

Mark Roalfe, Chairman, at RKCR/Y&R said “The launch of Light & Free, at a time when added sugar

is so high on consumer’s agendas, is yet another demonstration of market leading thought from

Danone. Our advertising campaign needed to match that ambition, and the vibrant streets of Miami, a

strong creative idea and a killer soundtrack brings the feeling of Light & Free to life perfectly”.

“Working with RKCR/Y&R we’ve developed a really strong launch for the Light & Free brand, based in

a sound strategic thought, developed in to a campaignable creative idea and excellently executed.

We’re delighted to see how the brand grows as a result.”

Aloys De Parscau, Senior Brand Manager, Danone. 

2016-05-29 00:00:00
Lombard Odier appoints RKCR/Y&R RKCR/Y&R has been appointed by Lombard Odier to be its first global advertising agency partner following a competitive international pitch involving BETC Paris, Fred & Farid and Armanda Testa.

Lombard Odier, one of the oldest Swiss Banks and a leading global wealth and asset manager, is preparing a major Branding and advertising launch campaign.

For 220 years, since its foundation in 1796, the firm has been solely dedicated to provide solutions to its clients and forged a strong tradition of innovation in the way it advises clients, manages investment strategies and develops new technologies.

RKCR/Y&R has been tasked with a full rebrand for the Swiss bank and will be responsible for the brand’s communications across all media. The rebrand is set to launch in September this year.

Jon Sharpe, the RKCR/Y&R chief executive, said: “We are delighted to have been appointed by Lombard Odier at this exciting time for the brand. In a turbulent and competitive market there is an opportunity for us to make some ground-breaking work together with a client who truly believes in innovation and pushing boundaries.”

Fabio Mancone, Chief Branding Officer of Lombard Odier Group said: “This creative development has been a fantastic journey, from the Brand’s DNA, deeply rooted in 220 years of history and heritage, to a clear purpose, relevant to today’s world and in tune with our old and new clients’ needs and expectations. RKCR/Y&R have been great strategic partners and the resulting creative idea is incredibly strong in positioning and impact”

Lombard Odier provides 360 degree wealth management services including among others succession planning, discretionary and advisory portfolio management and custody services.

Lombard Odier Investment Managers (LOIM), the Group’s asset management unit, offers its clients a range of innovative solutions including risk-based asset allocation, thematic equity investments, convertible bonds as well as alternative strategies.

One of the world’s best-capitalised banks, with a highly liquid balance sheet, Lombard Odier has grown stronger through more than 40 financial crises and stayed true to its primary vocation of preserving and growing clients wealth.

As an independent business wholly owned by its Partners, stability is the watchword. The Partners are able to maintain a long-term vision and to develop mutual trust with their clients.
Lombard Odier Group employs about 2,180 people. Headquartered in Geneva since 1796, the Group has 26 offices in 19 jurisdictions including London, Paris, Zurich, Moscow, Dubai, Hong Kong, Singapore and Tokyo. 

2016-05-20 00:00:00
‘Home of Amazing Moments’ tourism campaign launches to get Brits to ‘holiday at home’ In the run-up to May half-term and the summer holiday season VisitEngland has today launched its largest domestic marketing campaign for 2016 to promote amazing ‘moments’ that can only be experienced on a trip across Great Britain and Northern Ireland.

The four-week #OMGB ‘Home of Amazing Moments’ TV, digital and print campaign, part of the UK Government’s GREAT Britain campaign, uses film and images of authentic experiences and activities shot on locations across the UK to inspire people to take a short-break at home. Agency RKCR/Y&R produced the creative for this year’s campaign. View the TV ad here:

It is the fifth year that VisitEngland has run a campaign to boost domestic tourism and get people out exploring the UK, with former promotions featuring Wallace & Gromit, Shaun the Sheep, as well as celebrities. As in previous years, the campaign is run in partnership with the national tourism organisations of Scotland, Wales and Northern Ireland and tourism businesses across the UK.

VisitEngland/VisitBritain Chief Executive Sally Balcombe said:

“From taking a dip in Wastwater Lake in the Lake District to riding the waves at Surf Snowdonia, from watching sunlight breaking over the Scottish Highlands to walking in the footsteps of giants along The Giant’s Causeway in Northern Ireland, the UK is packed full of incredible experiences that you can’t get anywhere else.

“By showing the sheer diversity of activities right here on our doorstep we want to inspire people to book a trip right now to discover their own amazing moments, driving growth in tourism across our nations and regions and spreading its economic benefits across the UK.”

By showcasing amazing experiences across the UK the campaign wants to inspire people to share images of their own amazing moments using the hashtag #OMGB, some of which will be shared across VisitEngland and VisitBritain’s Twitter, Instagram or Facebook platforms.

RKCR/Y&R CEO Jon Sharpe said:

“It’s too easy to forget that we have this wealth of amazing tourism destinations, right on our doorstep. The awe-inspiring stills and video footage in this content-driven campaign reminds people that there is no better place to experience incredible moments, or capture wonderful memories to share, than on a holiday break in Britain.”

This is RKCR/Y&R’s first piece of work for VisitEngland since formalising the relationship at the beginning of the year.

The £2.5 million Home of Amazing Moments campaign is expected to generate more than 1.3 million additional overnight stays in 2016 with a £100 million boost to the UK economy.

Travel offers and deals for UK breaks to tie in with the campaign, and competitions, will be available on

Latest figures show that in 2015 there were 124 million overnight trips recorded across Great Britain, an increase of 9% on 2014 with £25 billion spent, up 9% year-on-year.

Tourism is Britain’s seventh largest export industry and third largest service sector, worth more than £126 billion to the UK economy.

This year’s ‘Home of Amazing Moments’ domestic campaign is part of a global #OMGB campaign to attract more tourists to the UK.

For more information go to 

2016-05-19 00:00:00
M&S launches ‘The Art of Summer’ campaign for its summer 2016 fashion collection DateX: M&S has launched a new campaign for its summer

2016 collection for women, men and children.

“The Art of Summer” campaign, created by RKCR/Y&R,

showcases M&S’s summer fashion, from trench coats to

floral dresses, and highlights the brand’s unique quality and


“The Art of Summer” campaign will run across TV, press,

online, and on digital outdoor platforms from Wednesday,

May 4th.

The TV, online and press work is the latest instalment in the

brand’s “The Art of” campaign and will run until the end of


Jon Sharp, CEO at RKCR/Y&R, says “This year’s The Art of

Summer is an energetic parade of the season’s fashions, and

gets us excited to finally prepare our wardrobe for lots of light

and airy textures and colours.” 

2016-05-08 00:00:00
BREAST CANCER NOW CELEBRATES 20TH ANNIVERSARY OF FASHION TARGETS BREAST CANCER WITH BEAUTIFUL IMAGES BY MARIO TESTINO 2016’s poster images mark an exciting milestone and £14million raised for breast cancer research

over the last twenty years

Kate Moss and Naomi Campbell have been photographed by Mario Testino to celebrate the 20th anniversary

of Fashion Targets Breast Cancer in the UK.

Since the two supermodels helped to launch the iconic campaign in 1996, Fashion Targets Breast Cancer has

raised over £14 million for Breast Cancer Now’s vital research. The stunning 2016 images unveiled across UK

billboards today see Testino re-invent Moss and Campbell’s original bold and beautiful poses, 20 years on.

Using Testino’s stunning images, this year’s anniversary campaign posters have been created by award

winning agency RKCR/Y&R. Out-of-Home Communications agency Posterscope and their media owner

partners have worked with Fashion Targets Breast Cancer once again this year, donating the outdoor

billboard advertising space across the UK for the 2016 posters to appear in.

2016 Fashion Targets Breast Cancer posters. Photography by Mario Testino, 2016

No cover use for any publications

Launching last week, Fashion Targets Breast Cancer calls on British shoppers to show their support by buying

something from the stylish 2016 collection. The exclusive range is hand-picked from some of the high-

street’s best loved retailers, including Marks & Spencer, Debenhams, River Island, Topshop, Laura Ashley,

Simply Be, Hush, The Fold, SVP and Blow Ltd. Every item in the range carries a minimum 30% donation*

towards Breast Cancer Now’s pioneering research, throughout the six-week campaign.

Money raised by Fashion Targets Breast Cancer will be donated directly to Breast Cancer Now, the UK’s

largest breast cancer charity, to fund its ground-breaking research into the disease and help it to reach its

target that, by 2050, no woman will die from breast cancer.

Baroness Delyth Morgan, Chief Executive of Breast Cancer Now, said: “Over the last 20 years Fashion

Targets Breast Cancer has united the world of fashion as a force against breast cancer. The heartfelt backing

of our retail partners, celebrity supporters and UK shoppers means that we are 20 years closer to finding a

way to stop this dreadful disease.

“However, this month alone 1,000 women in the UK will die from breast cancer – and this isn’t acceptable. As

Fashion Targets Breast Cancer moves in to its third decade of decisive action, we’re more determined than

ever to reach the day when no one dies from this disease. That’s why we’re asking the UK public to continue

to stand with us and ‘Wear Your Support’ with pride.”

Vicky Jacobs, Managing Director at RKCR/Y&R, said: “Our ongoing support of the fight against breast cancer

is a cause close to our hearts, and we are privileged to bring these striking images to the world.”

Originally founded by Ralph Lauren in the US in 1994 after he lost a close friend to the disease, Fashion

Targets Breast Cancer hit the UK in 1996. Over the last two decades the campaign has benefitted from the

support of some of the biggest names in fashion, including Claudia Schiffer, Elle Macpherson, Kylie Minogue,

Georgia May Jagger, Sienna Miller, Lily Donaldson, Twiggy, Yasmin le Bon and Abbey Clancy. Behind the

camera, celebrated photographers such as Ellen von Unwerth, Patrick Demarchelier, Rankin and Simon

Emmett have lent their creative vision to the campaign’s striking look.

With two decades of strength, style and solidarity behind it, Fashion Targets Breast Cancer has raised over

£14 million to fund pioneering breast cancer research. The campaign has made incredible advances possible,

and today more women beat breast cancer than ever before. But the battle’s not over until everyone lives.

United by fashion. United against breast cancer. For the last 20 years, and until the fight is over. 

2016-04-22 00:00:00
M&S launches ‘Adventures in which came first?’ campaign for Easter 17th March 2016: M&S has launched a new campaign for

Easter showcasing its delicious range of chocolatey seasonal

treats and innovative new Easter egg designs.

The “Adventures in which came first” campaign, created by

RKCR/Y&R, celebrates the chocolatey loveliness that is M&S

at Easter, and plays on the age-old riddle – which came first

the chicken or the egg?

The TV ad, created by RKCR/Y&R, is the latest instalment in

the brand’s award-winning ‘Adventures in Food’ campaign.

The campaign will launch on TV and online nationwide on

Thursday, March 17th, and will air for one week.

Chris Hodgkiss says “We all look forward to enjoying

chocolate treats at Easter and the iconic ‘Adventures In’

campaign inspires us year-on-year with new mouth-watering

favourites; only this time through that ‘sweet’ old age

question. Which came first, chicken or the egg?” 

2016-03-17 00:00:00
Game of Thrones star James Cosmo imparts more wisdom for latest ads in Bank of Scotland “Decisions Well Made” campaign Bank of Scotland is launching the latest iteration in its “Decisions Well

Made” campaign starring Scottish actor, Highlander and Braveheart star,

James Cosmo.

The new series of 10-second online and TV ads feature Cosmo, who is also

famed for his appearance in Game of Thrones, reprising the role of a spirit

guide, and offering sage advice and pearls of wisdom when it comes to the

big decisions in life.

The ads, which will also run on VoD and across social media, are created by

Rainey Kelly Campbell Roalfe/Y&R. They will run in Scotland from Monday.

Gareth Haggerty, Senior Manager, Bank of Scotland says, “James Cosmo

continues his brilliant star turn for the latest in our “Decisions Well Made”

activity – a campaign which is as distinct as it is relevant, driving the

greatest ad awareness we’ve ever seen.”

Jon Sharpe, CEO, RKCR/Y&R says, “With expert advice on some of life’s

biggest decisions, and some smaller ones too, this campaign continues to

demonstrate that Bank of Scotland is there to help customers make well-

informed decisions. This is all about giving Bank of Scotland a clear and

distinct purpose, and we’re proud to have been part of it.” 

2016-03-14 00:00:00
Children give their predictions for the future of technology in new campaign for BBC micro:bit Saturday 12th March: Schoolchildren give their unique take on where technology will go in the next thirty years in the new BBC Masterbrand campaign for BBC micro:bit.

BBC micro:bit is a pocket-sized, codeable computer that allows young people to get creative with technology, and it is being supplied to around one million Year Seven or equivalent school children this year for free. It aims to inspire digital creativity and help develop a new generation of tech pioneers, in a bid to address a growing skills shortage in the UK's technology sector.
The campaign, created by RKCR/Y&R, centres on a TV trail showing children - the people that will create the future - talking about the incredible ideas that their BBC micro:bit’s could help make a reality.

Their predictions include hover shoes, wifi-enabled clothes, and 3D hologram phone calls with your nan.

The campaign will launch across BBC channels from Saturday, March 12th. 

2016-03-14 00:00:00
Jonny & Will Disrespect Nobody in New Home Office Campaign via RKCR/Y&R Baker Terry collaborates on films to raise awareness of relationship abuse for a teenage audience

Jonny & Will Disrespect Nobody in New Home Office Campaign via RKCR/Y&R
BAFTA nominated directors Jonny & Will are back with ‘Disrespect Nobody’ for the Home Office through RKCR/Y&R.

The pair were approached to create a series of films to help build awareness and tackle relationship abuse, in all its forms, to an audience of 12-18 year olds.

With the difficult task of engaging this audience in mind, Jonny & Will collaborated with writer Baker Terry, who has an impressive track record of crafting offbeat viral hits with the online series ‘Don’t Hug Me I’m Scared’. Together they shaped the original ideas into blackly funny scripts, getting the important message across in unexpected ways.

Drawing on their extensive puppet experience, the super-duo designed, fabricated and puppeteered all the body parts, creating an array of engaging characters from an aggressive fist to a boxer short bulge. Teenagers were cast for the voices, providing the all important sense of authenticity. 

2016-03-10 00:00:00
M&S celebrates indulgent food for loved ones in new Valentine’s Day campaign

M&S has launched a new campaign to showcase its range of gourmet food and treats for the perfect romantic night in, including delicious steaks, heart-shaped handmade chocolates and pink champagne.

The new ‘Adventures in Love’ campaign, created by RKCR/Y&R, encourages viewers to avail of Marks & Spencer’s Valentine’s Day Dine in for Two for £20 offer.

The TV ad, the latest instalment in the brand’s award-winning ‘Adventures in Food’ campaign, launches nationwide on Wednesday, February 10th.

Chris Hodgkiss, said:

“This weekend of love is made that little bit more romantic with M&S’ special Valentine’s Dine In offer. Enjoy! Part of the award winning ‘Adventures In…” campaign from RKCR/Y&R”.

Liza Freudmann, Head of Brand & Marketing Food: Ambient, BWS, Groceries, Seasonal Campaigns & Planning at M&S, said:

“M&S’s Valentine’s Dine In for 2 has fast become an institution and gets bigger every year. We are excited to bring to life this year’s fantastic products with the next chapter of our Adventures In campaign and are confident it will help inspire all those romantic couples out there to make it a night to remember!” 

2016-02-08 00:00:00
RKCR/Y&R creates “Seen it All” campaign for Randolph Engineering. Randolph Engineering, the iconic handcrafted American eyewear brand

founded in 1972, is giving us a glimpse of the world as seen through a pair

of Randolph sunglasses for a new campaign.

The “Seen It All” campaign, created by RKCR/Y&R, is inspired by the fact

that many of the world’s most dramatic events over the last forty-four

years have been witnessed through a pair of Randolph aviators.

The campaign kicks off with a series of print and outdoor ads launching

this week, followed by an online content film in April.

The three print ads, called “Aviator”, “Raptor” and “Hawk”, show a pilot

flying upside down, an off-piste skier, and a soldier climbing down a rope

from an aircraft. These adrenaline-inducing situations are captured as

though the viewer is looking directly through the lens.

In a bold statement, the only branding in the campaign is the word

Randolph as it would appear to the wearer of the glasses, backwards, to

create an immersive image.

There is no pack shot, no copy and no endline, just a perspective on the

world made even more dramatic by the fact that it is viewed through the

lens of the iconic glasses.


Mark Roalfe, Executive Creative Director and Chairman, RKCR/Y&R:

“Randolph glasses are an American icon. Their story [manufacturing

Mil-Spec Aviator sunglasses for the United States Air Force] is

unique. These ads are designed to echo that iconic status and brand

heritage with clean and striking visuals that really draw the viewer

into the Randolph world.”

Sarah Fawle, Director of Global Marketing, Randolph Engineering:

“Randolph's glasses are engineered, not just manufactured, and are

world-famous for their military-spec toughness and quality. Our

authentic classic aviators are worn by pilots, soldiers and world

adventurers and we feel the new "Seen It All" campaign captures this

sentiment in its entirety.” 

2016-02-07 00:00:00
New Paralympics GB campaign The British Paralympic Association today urged the British public to help ‘Supercharge ParalympicsGB’ and show their support for our athletes over the course of 2016 and beyond.

Supercharge ParalympicsGB is the first time that the British Paralympic Association (BPA) has launched such a major public facing campaign to generate support and raise funds for ParalympicsGB.

The ParalympicsGB team will face its toughest competition yet in Rio with standards increasing across all sports among other nations and that is likely to become even harder over coming Games. Following a home games in London the team also faces a decade of long haul travel – with upcoming Games in Rio, Pyeongchang, Tokyo and Beijing. It will be more challenging and expensive than ever before for the BPA to support athletes that in turn can inspire real change across society through their performances.

The BPA, a registered charity, has historically received some public fundraising support but the ‘Supercharge ParalympicsGB’ campaign will take this to a whole new level and a major drive to fundraise money to help take ParalympicsGB to Rio and beyond.

Supercharge ParalympicsGB is being supported by the BPA’s blue chip commercial sponsors and by four high-profile Ambassadors: 

2016-01-12 00:00:00
M&S launches ‘Adventures in Wonderfood’ campaign for the new year M&S launches ‘Adventures in Wonderfood’ campaign for the new year DateX: M&S has launched its first campaign of the new year, this time focusing on its healthy food range, including exciting new food trends like spiralised vegetables, cauliflower rice, unusual grains and vibrant juices. The ‘Adventures in Wonderfood’ campaign, created by RKCR/Y&R, puts a vibrant, energetic spin on healthy eating, showing fresh fruit and vegetables getting sliced, diced and blitzed into juices and soups, as well as delicious wraps and meals. The TV ad, created by RKCR/Y&R, is the latest instalment in the brand’s award-winning ‘Adventures in Food’ campaign. The campaign will launch nationwide on Sunday, January 3rd, and will air for two weeks. The 30-second film will run on TV, with a 40- second version on VOD. Pip Bishop, creative director at RKCR/Y&R, said “M&S has created healthy food like we’ve never seen before... incorporating all the latest new wave food thinking. By using vibrant food arrangements, startling filmic techniques and surprising combinations, our film will show the viewer that healthy eating can be a true adventure.” Zoe Hayward, the head of brand and marketing at Marks & Spencer, said: “At M&S we believe healthy eating should be a pleasure and ‘Adventures in Wonderfood’ inspires customers’ with a wide variety of delicious and on trend ways to eat healthily at M&S.”

2016-01-12 00:00:00
Marks & Spencer launches ‘Adventures in Christmas’ festive food campaign Marks & Spencer is launching a through the line campaign to support its festive food range.

Created by RKCR/Y&R, it features a series of films that continue with the ‘Adventures In’ theme and aim to make Christmas magical by highlighting the range of exciting food that M&S offers for every special Christmas occasion.

The campaign marks a move away from the epic Christmas ad format towards a series of stylish, shorter, commercials that synchronize with the main milestones of the Christmas calendar, reflecting that people’s culinary experience is no longer focused solely on the main Christmas dinner.

Launching on TV on Sunday 15th November, the 30-second ‘Adventures In Surprises’ is the first film in the series and is designed to help shoppers with their party planning. Like all the ads, it showcases what is special and different about M&S food, bringing new creations to life with close-up product shots and animated sequences.

A longer 40-second film, ‘Adventures in Christmas’, is a compilation of delicious Christmas food moments and will run only through online channels. The TV campaign continues with commercials that take the viewer through the party season all the way to the big day itself.

Two films, the 20-second ‘Adventures in Stars’ and ‘Adventures in Glitz’, will break in late November and early December, while the Christmas Day and New Year’s Eve ads will air from 14th December and 29thDecember respectively. The series of commercials will also run online via M& and the retailer’s social channels.

Nathan Ansell, the head of brand and marketing at Marks & Spencer, said: “Customers’ festive culinary experience is no longer focused on just the Christmas Day feast. ‘Adventures In Christmas’ reflects our desire to inject more gourmet inspiration into the season’s calendar.”

Mark Roalfe, the chairman and executive creative director at RKCR/Y&R, said: “’Adventures in Christmas’ creates an exciting world of Christmas food like no other. It leaves you licking your lips just at the uniqueness of the M&S Christmas food offering.”

2015-11-16 00:00:00
NEW MINI CRAVINGS FROM THE LAUGHING COW MAKES ITS TV DEBUT £2million media investment to hit our screens this autumn

Popular Bel UK brand, The Laughing Cow will proudly present its latest innovation – Mini Cravings to the nation on screens across the country from 12th October. The £2million media investment will feature during some of the UK’s best-loved TV shows as a light-hearted, colourful TVC emulating the brand’s core values of bringing great tasting cheese with personality to the market.

Created by BAFTA-nominated directors Jonny Sabbagh and Will Harper, the captivating TVC narrates an epic tale of conquering persistent food cravings. A range of cheeky animated puppets will bring to life the distinct set of emotions experienced when encountering a craving; each one cleverly linked to the unique range of tempting Mini Cravings flavours on offer, including original, herb and cheese variants. It is only after indulging in the creamy joy of The Laughing Cow that the ever-troublesome craving puppets are banished and the cravings are adequately satisfied.

Jonny Sabbagh, director at Blinkink, whose unique take on storytelling has previously won widespread acclaim, said: “We are thrilled to be part of this exciting project. It was great to have the opportunity to combine our love for puppetry and filmmaking, whilst adding a touch of humour to personify the pesky cravings which we all fall victim to from time to time. We’re delighted with the end result and we’re looking forward to sharing it with consumers next month.”

The adult cheese snacking market, worth almost £21m*, has experienced dynamic growth in 2015, with a number of new trends emerging, providing the perfect opportunity to spotlight the unique, new format of Mini Cravings.

Senior brand manager at Bel UK, Alessandra Laraud comments, “Consumers are increasingly looking for health-conscious yet flavoursome snacks to tide them over when their cravings takes hold between meals. As the only soft cheese that is individually wrapped in a cube shape and 14 calories per nibble, Mini Cravings offers the perfect solution for this new wave of healthy snackers post-work but prior to dinner with its contemporary, mature tastes and flavours."

“On top of this, we’re proud that Mini Cravings recently achieved a record-breaking result in The Grocer’s Acid Test*, with consumers awarding it the top score of 50/50, whilst 98% said they found the product to offer something new and different. This is a first for the category, clearly highlighting the consumer appetite for this snacking format."

“Our brand-new TV campaign demonstrates our confidence in the product and forms a key part of our overall marketing strategy to raise awareness and inform the target demographic of this innovative snack option. The light-hearted tone of the campaign directly appeals to our female ‘happy grazer’ audience, delivering great taste in a unique format.” 

2015-10-12 00:00:00
Royal British Legion celebrates the people it helps with new “Live On” campaign The Royal British Legion has launched a new print campaign shot by Rankin celebrating the armed forces community the charity supports with the money it raises.

The “Live On” campaign, created by Rainey Kelly Campbell Roalfe/Y&R, puts the injured service personnel and families who benefit from the Legion’s support centre stage. The campaign is running across press and outdoor.

The Poppy Appeal campaign follows the recent successful Every Man Remembered campaign which encouraged the nation to join the largest act of remembrance the UK has ever known using attention-grabbing headlines such as “Remember Harry Styles” and “Remember Alex Ferguson”.

In the Centenary year of the First World War, “Live On” aims to underscore The Royal British Legion’s relevance to the nation and to help people understand all aspects of its work, uniting their twin commitments – to the memory of the fallen and the future of the living.

“Live On” will be phased in gradually across all the Legion’s materials, communications, channels and events.

Gary Ryan, Directing of Marketing for The Royal British Legion said:

“RKCR/Y&R were given a brief to help the Legion refresh its brand and broaden the public’s understanding of our dual role as the Custodian of Remembrance, and a support charity helping Armed Forces personnel, veterans and their families through the difficulties life can throw at them.

“Live On resonates with the charity at a fundamental level and perfectly encapsulates both sides of our work. It will be the basis of our refreshed position and rolled out on a longer term basis across all of our marketing platforms, as well as embedded in the organisation’s culture.”

Charles Byrne, Director of Fundraising for The Royal British Legion said:

“The Poppy Appeal 2014 will have Live On at its core. The campaign introduces a fresh, modern and hopeful expression to our Poppy Appeal advertising, which we hope will better articulate the work we do and strengthen the Legion’s case for support.

“Rankin’s photography is truly excellent and really brings out the characters of our beneficiaries who kindly agreed to let us tell their stories to demonstrate how the charity helps people to ‘live on’. We are excited about the unveiling of this campaign, and look forward to the annual buzz the Poppy Appeal advertising creates.”

2014-10-30 00:00:00
Mini Babybel UK and Rainey Kelly Campbell Roalfe/Y&R launch new content platform Mini Babybel UK and Rainey Kelly Campbell Roalfe/Y&R are launching a new content platform for all the family called ‘Babybel® Buddies, featuring a cast of 3D characters brought to life with the latest augmented reality techniques and designed to feature in games, graphic novels, advertising, in-store, and online.

The first property to launch is a new game for all the family called ‘Babybel® Buddies Bowling’, which is free to play, free to download, and available on iOS and Android.

The Halloween edition of Babybel® Buddies Bowling is now available in the App Store and the Google Play Store.

The game was created by RKCR/Y&R in collaboration with production company, Matmi.

The Mini Babybel® will come to life when scanned with a mobile or tablet device, taking players straight into the game and appealing to kids’ fascination with ‘phygital’ experiences, where the physical and digital worlds blend into one.

In the 3D game, the Babybel® Buddies need to stop a gang of ravenous rodents tricking them out of their treats and eating all of the world’s cheese. In a re-imagining of the classic bowling genre, pick-up-and-play controls allow the Babybel® Buddies to take on the evil mice and protect the cheese.

Babybel® Buddies Bowling has a healthy eating message for kids integrated into the game, as players can win new characters and unlock more levels by collecting nutritious food such as fruit and milk within the game.

Players can view the 3D models of each character, and a ‘pass-and-play’ option lets the whole family play the game together.

Babybel® Buddies Bowling is designed to have as much appeal to parents as to kids. The Babybel® Buddies app is the antithesis of the freemium model, with no in app purchases, no in app advertising, and no need for an online connection.

The Halloween edition of the game introduces Halloween Babybel® Buddy characters Franky, Drax, Bones, Tutt, Pumpkid and Red and a Winter edition of Babybel® Buddies Bowling is planned for the festive season.

The Babybel® Buddies platform will be extended further in 2015, with new features such as in-game personalisation of characters and the option to order your own customized 3D models of the Babybel® Buddies for collection.

The whole family will also soon be able to follow their favourite characters on the Babybel® YouTube channel in animated graphic novels currently being created in collaboration with child literacy experts.

Steve Gregory, Marketing Director at Bel UK Ltd said:

“RKCR/Y&R have developed a uniquely Babybel content platform that enables us to engage both new and existing customers, in a way that appreciates the always-on nature of the digital age.”

Mark Roalfe, Chairman at RKCR/Y&R said:

“Today we are launching a new type of content platform for all the family called ‘Babybel® Buddies’. With a cast of 3D characters brought to life with the latest augmented reality techniques we are appealing to kids’ fascination with ‘phygital’ experiences, where the physical and digital worlds blend into one.”

2014-09-29 00:00:00
Helen Jeffries returns to RKCR/Y&R in new talent role RKCR/Y&R has appointed Helen Jeffries (formerly Kimber) to the new role of head of talent acquisition.

Jeffries, a former managing partner at Hometown, returns to the agency where she was previously new business director between 2003 and 2008.

Her new role is focused on attracting and retaining the best people for the agency. Reporting to managing director, Vicky Jacobs, Jeffries will work closely with the RKCR/Y&R’s management team to develop and improve its talent brand and internal culture.

Jeffries has extensive experience of building agency positionings, cultures and brands. She also spent two years in recruitment as a strategist at The Talent Business.

Prior to joining Hometown in 2012, Jeffries was the new business director at Brothers & Sisters, which she joined from The Talent Business.

Jeffries said: “I spent a brilliant five years at RKCR/Y&R. My experience since has given me a great insight into agency culture and how to attract and retain the very best people. This is a great opportunity to maintain and develop a place and culture that I’ve always loved.”

Jacobs adds: “It’s great to welcome Helen back to the agency. Her knowledge of the industry, talent market and RKCR puts her in a genuinely unique position to help us to attract the very best talent for the agency. ”

2014-09-18 00:00:00
M&S TARGETS A NATION OF FOODIES WITH THE LAUNCH OF NEW AD CAMPAIGN From The Great British Bake Off to instagrammed food photography, Britain is fast establishing a reputation as a nation of food lovers and aspiring cooks. This week (2nd September) M&S unveils its pioneering new advertising campaign designed to tease the nation’s increasingly discerning taste buds – with a celebration of the creativity, craftsmanship and passion behind M&S Food.

Patrick Bousquet-Chavanne – Executive Director of Marketing and International at M&S said: “Over the last decade, consumers’ culinary tastes have become more adventurous and Britain’s love affair with food has really ignited. Our new campaign reflects this shift and uses a different language to the price focussed supermarkets. It brings to life the hundreds of new ideas we have in our Food Halls every month by showcasing the sensual and surprising aspects of food – like its textures and movement – in a modern, stylish and precision format.”

M&S Food is the hero of the new – Adventures In - campaign, as it features some of the hottest product trends for autumn 2014, from patisserie style desserts to the first range of authentic Mexican meals (see below). The innovation and expertise of the M&S food development team is made clear with stunning shots of the retailer’s recent launches, including the first ever runny yolk Scotch egg.

Steve Rowe, Executive Director of Food at M&S said: “In today’s competitive market, this is a campaign only M&S could create. It captures the unique place the brand occupies by championing the stories behind our food - from first-to-market innovative products, award-winning quality to our exceptional sourcing standards – helping assert M&S Food Halls as a destination for food that is special and different.”

This week’s launch also marks ten years since the unveiling of M&S’ iconic Not Just Any Food series. The retailer is aiming to once again raise the bar in food advertising with a campaign that uses never been seen filming techniques to appeal to the latest generation of food lovers.

The new ad also gives a nod to one of the most memorable products of the Not Just Any series, the oozing Melt in the Middle Chocolate Pudding, which saw sales increase 3500% as a result of the campaign. This decade’s version is the Jaffa Sphere, a stunning chocolate mousse with a gooey orange centre, hand-made and created by the retailer’s dessert expert – previously the patisserie chef at the world-famous Mandarin Oriental.

Adventures In run across TV, digital and print formats, highlighting different features of M&S Food. Set to an instrumental version of the Clean Bandit

track – Rather Be - the new 60 second ad is billed as Adventures In Imagination and promises over 100 new ideas in M&S Food Halls every month.

Airing for the first time on Tuesday 2nd September, this 60” ad will be supported by a series of three 20” Adventures In Discovery ads, designed to inspire customers to discover new authentic dishes within the M&S Taste range – including the Japanese Gyoza, Mexican Steak Burritos and Thai Chicken Penang.

The new campaign will reach all elements of the customers’ M&S shopping experience – from the TV ad to Food Halls and even a rebranding of the M&S food delivery fleet. Viewers will be able to get a sneak peak on the retailer’s social channels from 6pm tonight (September 1st).

Autumn 2014 Food trends:

1. Luxurious, patisserie style desserts

This new collection of over 20 dishes has been created by our expert James Campbell, previously a patisserie chef at The Mandarin Oriental. Choose from desserts with a unique velvet finish in flavours such as passion fruit and raspberry or Belgian chocolate and caramel or try new show-stopping sharing desserts such as Apple, Plum & Caldavos Pie or a Belgian Chocolate Crème Brûlée.

2. Authentic Mexican prepared meals

This range moves away from the classic Tex-Mex and towards a collection of meals using authentic chilli, spices and seasoning. Dishes include Pulled Pork, Black Bean & Chipotle Tacos and Chilli Verde with Coriander Rice, all perfect for sharing.

3. Boutique butcher cuts

This collection of high-end cuts of meat is available both in store and online. Choose from steaks that have been aged in salt brick chambers to help enhance the flavour and tenderise the meat or delicious Gloucester Old Spot Presa Steaks, made using the finest quality pork from a three-generation family of farmers in North Yorkshire.

4. Luxury bakery

We predict this autumn’s must-have bakery treat to be the Kouign Amman, a traditional Breton cake that is a cross between a croissant and a brioche. Already famous in NYC, the unusual name comes from the Breton word for cake ("kouign") and butter ("amann").

5. Carnivore friendly meat-free meals

This autumn we’re launching a collection of meals that make the vegetable king. Inspired by dishes our experts tried in veggie hotspot San Francisco, dishes include Root Bourgignon and Spiced Roast Squash & Cauliflower.

2014-09-03 00:00:00
RKCR/Y&R gets people to give two fingers to breast cancer with new selfie campaign for Breakthrough Breast Cancer Monday 18th, August: Rainey Kelly Campbell Roalfe/Y&R has launched a social media campaign for its agency charity for this year, Breakthrough Breast Cancer - getting people to paint two of their nails pink and give two fingers to breast cancer.

The agency’s “#2fingers2breastcancer” campaign invites women to take a snap of themselves crossing their fingers, replete with pink nails, making a sign resembling the pink ribbon - the international symbol of breast cancer awareness and share using the phrase ‘Paint, Pose & Pass it on’.

Rainey Kelly Campbell Roalfe/Y&R seeded the campaign, initially through agency staff’s social media channels, and less than 24 hours after launch, it gained over one million impressions on Twitter with keen interest from influential UK bloggers and celebrities.

Beauty blogger Tanya Burr, media personality Michelle Heaton and Made In Chelsea star Rosie Fortescue are among those tweeting their support.

The campaign encourages people to share their ‘two finger selfie’ across Twitter, Facebook and Instagram, and send a text to make a small donation to Breakthrough Breast Cancer. They are encouraged to tag / nominate friends to do the same.

People who take part in the campaign can text the word ’NAILS’ to 70660 to donate £2 and use the caption: “I’m giving #2fingers2breastcancer” when sharing their photos.

Rainey Kelly Campbell Roalfe/Y&R is providing fundraising support for Breakthrough Breast Cancer on a pro bono basis, after choosing it as its agency charity for 2014.

2014-08-20 00:00:00
RKCR/Y&R launches new Camden Create Festival celebrating creativity RKCR/Y&R is launching Camden Town’s first major festival, the Camden Create Festival, this month.

The festival, which was conceived by RKCR/Y&R and developed in conjunction with Camden Town Unlimited, aims to celebrate creativity and promote Camden as a creative, cultural and commercial hub.

The three-day festival, which will run from 13 to 15th May, will involve cultural events, talks and workshops on subjects such as coding, street photography, fashion and food, to inspire people aiming to work in the creative industries.

Camden luminaires, such as Wayne Hemingway, the fashion designer and co-founder of Red or Dead, and Alex Proud, the founder of Proud Galleries, will be among the key speakers.

Events will take place at iconic locations around Camden, including the Proud Gallery and The Hawley Arms, which is hosting a comedy night as part of the event.

RKCR/Y&R has also created a marketing campaign for the festival comprising a series of artworks co-designed with creative businesses in Camden such as Getty Images, Ron Arad Studios, RKG Collective and Hani Abusamra Design. Each company has put their own unique spin on the festival’s logo for their individual artwork.

The festival’s partners include Camden include local businesses Frank PR, Proud Camden, Getty Images, Exterion Media, MTV, The Comedy Channel, The Round House and Ted Baker.

Matt Steward, the Managing Director of RKCR/Y&R, said: “We’re thrilled to be lifting the lid on what an amazingly creative neighbourhood Camden Town is. Working alongside our near neighbours in developing and putting on the festival has been such a rewarding experience. We can’t wait for next week and show the world how proud we are to work here in NW1.”

More information and a full programme of festival events and speakers is available at

2014-05-13 00:00:00
Lloyds Bank launches its new Club Lloyds current account with RKCR/Y&R, Rufus Leonard, Proximity London and MEC Global. Lloyds Bank is launching its new current account, Club Lloyds this weekend with a major new advertising campaign.

The campaign, which spans TV, outdoor, cinema, press, in-branch, digital and 121, is created by Lloyds Bank agencies; Rainey Kelly Campbell Roalfe/Y&R, Rufus Leonard, Proximity London, and MEC Global and launches on Sunday, May 4th.

The TV ad, which will run in 60, 40 and 30-second versions, is in the signature montage style of the bank’s recent campaigns.

It is narrated by a man who proclaims himself a lifelong fan of Groucho Marx and talks about the benefits of Club Lloyds - the brand new current account that “gives you a whole lot more”, including up to 4% interest on your balance.

The media campaign, planned and bought by MEC Global, includes iconic outdoor sites, bold print coverwraps and high impact digital activity, alongside the high-profile TV and cinema campaign.

Branding agency Rufus Leonard has developed the visual language, branch creative and helped to manage the design through the line, ensuring Club Lloyds customers get the experience they expect from Lloyds Bank. Executive Creative Director, James Ramsden says "Club Lloyds is something distinctive and compelling for Lloyds customers and it was deserving of a powerful and engaging creative idea to support the customer experience. This feels like the beginning of what's to come as Lloyds and its creative partners continue to develop brand defining activations."

Proximity London has been the strategic 121 agency for Lloyds Bank since 2010. The agency played an important role in giving Lloyds Bank customers a sneak preview of everything the Club Lloyds account has to offer, ahead of the advertising campaign breaking next week. Sharon Whale, Deputy Chairman, says “It was an important part of the launch strategy to communicate the new account to existing customers ahead of the advertising campaign. Our approach was to use predominantly direct mail, but also internet banking, to give them a sneak preview of what the account would offer and how the campaign itself would look”.

2014-05-09 00:00:00
Vodafone UK releases latest ads to support its 4G content offer RKCR / Y&R has launched its latest campaign for Vodafone UK that shines a spotlight on how Vodafone enables its customers to make the most of their 4G mobile and the entertainment that comes as part of Vodafone’s Red plans.

Coming with a choice of either Spotify Premium or Sky Sports Mobile TV, the Plans are brought to life through dedicated press, outdoor and digital executions.

The ads champion a series of characters whose colourful spirit and lust for life is amplified as a result of discovering fantastic music or gripping sporting moments through Vodafone.

The Spotify execution features a number of highly enthused older people lost in the moment, singing along to tracks such as MIA’s ‘Bad Girls’ and ‘Milkshake’ by Kelis. It shows that the joy of discovering new music is available to anyone, now that you can access the latest tracks wherever and whoever you are.

Meanwhile the Sky Sports campaign focuses on the intense reactions, noises and gesticulations that people make while enthralled in sporting action on their mobile. It celebrates the colour and enthusiasm of devoted sports fans.

The ads end with the lines “Power to music lovers” and “Power to the devoted”. These new lines add further meaning to the end-line ‘Power to you’, by articulating the shared spirit & passions that can be unlocked by mobile technology.

To support the campaigns, RKCR / Y&R are creating social competitions that will run throughout the summer, inspiring customers to share their passions, and rewarding those who demonstrate their devotion to sport or their knack for discovering new music.

Using the #mostdevoted hashtag, people will be encouraged to share their photos and stories with rewards for devoted sports and music fans.

The campaign was created by Algy Sharman and Al Brown, with Mick Mahoney as creative director. It was directed by Kim Gehrig through Somesuch & Co.

Rupert Williams MD RKCR Comments

‘With Spotify Premium and Sky Sports Mobile, Vodafone has a really strong 4G story. The ads, which celebrate music lovers and devoted sports fans, have a lovely warmth and humanity and represent an exciting new direction for Vodafone advertising.’

Daryl Fielding, Director of Brand marketing said:

“These ads perfectly encapsulate the enormous joy, heartache, exuberance and passion that great entertainment brings to our customers. It’s what makes the inclusion of Spotify Premium or Sky Sports Mobile with our Vodafone 4G Red plans so compelling – something our customers repeatedly tell us.”

2014-05-05 00:00:00
AA, the Post Office and Boots top list of most trusted brands in the UK Britons trust the AA, the Post Office, Boots and Google more than any other non-charity brand, according to a new survey.

The AA tops the list of the UK’s 20 most trusted brands, excluding charities and British armed forces, compiled from a survey of over 3,000 people in the UK between the ages of 18 and 74.

The top ten most trusted brands in the UK are in order: AA, Post Office, Boots, Google, Johnson’s Baby, Fairy, RAC, Marks & Spencer, Dulux, and Kellogg’s Corn Flakes.

The survey was compiled by Rainey Kelly Campbell Roalfe/Y&R using Y&R’s in-house database, the BrandAsset Valuator (BAV). The survey was conducted between the January 4th and February 7th 2014.

Including charity brands and British armed forces, the top 20 list of the most trusted brands in the UK is topped by the Royal British Legion Poppy Appeal, followed by the AA and NSPCC.

The top ten most trusted brands including charities are in order: Royal British Legion Poppy Appeal, AA, NSPCC, Macmillan Cancer Support, Post Office, Cancer Research UK, Help for Heroes, British Red Cross, Boots, and RNLI.

Ben Kay, the chief executive of Rainey Kelly Campbell Roalfe/Y&R, said: “There’s been a huge amount of discussion around trust in brands in recent years and this latest BAV study shows us who the winners and the losers in the battle for trust over the recession have been. There’s a fascinating mixture of brands spanning services, retail, FMCG and technology from both UK and abroad, proving beyond doubt that trust is driven as much by how you act as what you sell.”

Top 20 brands, excluding charities and armed forces:
1. AA

2. Post Office

3. Boots

4. Google

5. Johnson’s Baby

6. Fairy

7. RAC

8. Marks & Spencer

9. Dulux

10. Kellogg’s Corn Flakes

11. PayPal

12. Parcelforce

13. Pampers

14. Johnson & Johnson

15. BBC News

16. Royal Mail

17. Benylin

18. Dettol

19. Cow & Gate

20. Lloyds Pharmacy

Top 20 brands including charities and armed forces
1. Royal British Legion Poppy Appeal 11. Google
2. AA 12. RSPCA
3. NSPCC 13. The Army
4. Macmillan Cancer Support 14. The RAF
5. Post Office 15. Johnson’s Baby
6. Cancer Research UK 16. Fairy
7. Help For Heroes 17. The Royal Marines
8. British Red Cross 18. RAC
9. Boots 19. Marks & Spencer
10. RNLI 20. The Royal Navy

2014-04-10 00:00:00
The Royal British Legion appoints RKCR/Y&R to develop new brand positioning Rainey Kelly Campbell Roalfe/Y&R has been appointed by The Royal British Legion to handle the charity’s communications brief, including the advertising account for fundraising and the Poppy Appeal, following a pitch.

RKCR/Y&R competed against Beattie McGuinness Bungay, and M&C Saatchi in partnership with Lida to win the business, in a pitch process handled by Oystercatchers.

RKCR/Y&R will develop a new positioning for the brand that reaffirms the Royal British Legion’s critical mission and positioning as the UK’s leading armed forces charity, and reframes what this means in 2014.

The Royal British Legion is generally associated with the Remembrance of World War I and World War II, but future communications will aim to emphasise the vital services the charity provides, such as the rehabilitation of injured servicemen and support of their families.

Rupert Williams, Managing Director of RKCR/Y&R, said: “Most people who buy a poppy don’t know where their money really goes. If they knew that most of it goes towards supporting today’s injured servicemen, then the Poppy Appeal would gain greater relevance to a wider audience, in particular younger people, and increase donations. We are incredibly proud to be given the opportunity to help make that happen.”

Charles Byrne, Fundraising Director for the Royal British Legion, said: “It was a very rigorous and thorough pitch process and with Oystercatchers’ guidance we were lucky to be working with three outstanding agencies. In the end, it was the combination of their clever, creative and courageous work that won Rainey Kelly Campbell Roalfe/Y&R the pitch.”

2014-04-03 00:00:00
RKCR/Y&R appointed as lead strategic and creative partner for the GREAT Britain campaign The Cabinet Office has appointed RKCR/Y&R as lead strategic and creative partner for the GREAT Britain campaign which unites government departments in promoting Britain overseas.

RKCR/Y&R last summer won a GREAT tourism initiative working with Visit Britain, and developed the Sounds of GREAT Britain campaign. They will now partner with the central GREAT Cabinet Office team to grow the brand, develop increased and deeper relationships with supporting brand partners and to evolve the GREAT campaign. The agency will be tasked with putting together an extended multi-disciplinary team to deliver brand and digital strategy, develop and manage partnerships, secure talent and drive PR.

Vicky Jacobs, Managing Director, RKCR/Y&R, says: "We are honoured to be supporting the GREAT team in developing this fantastic and ambitious brand and be able to reinforce our commitment to marketing British brands here and overseas."

2014-03-28 00:00:00
VisitBritain shows the world what Great Britain sounds like with new campaign VisitBritain unveils the soundtrack to modern Britain in an ambitious new £2.5 million global campaign.

It features the multi -platinum-selling anthem ‘Feel the Love’ by the Brit-Award nominated band Rudimental as part of an interactive marketing push that aims to capture the sound of the nation. ‘The Sounds of GREAT Britain’ TV and digital campaign, created by Rainey Kelly Campbell Roalfe/Y&R, breaks on Monday, February 17th.

Rudimental’s song, ‘Feel The Love’, is the soundtrack to a TV ad highlighting the sounds created by the country’s attractions, people, and uniquely British experiences, including the sound of a Wimbledon tennis crowd, the buzz at Lovebox festival and a Dartmouth Steam Train.

People around the world are invited to make their own personalised edits of the advert and mix their versions of the ‘Feel the Love’ track using the British sights and sounds that inspire them most at

Users can also share their personalised adverts for Great Britain online via Facebook, Twitter and Weibo and find out more information on their own personal selection of the best things to do and places to go on VisitBritain’s LoveWall microsite.

The LoveWall also features new tools, from tech partner iGeolise, allowing people to measure distance in time rather than kilometres and view their dream tour of Great Britain in real time across their chosen modes of transport.

Celebrating overseas visitors’ passion for British music, users interacting with the campaign can also visit Nokia Mix Radio where they can enjoy more sounds of Great Britain via a playlist that is updated constantly based on listening habits.

Joss Croft, Marketing Director at VisitBritain, said: “We want to involve people in creating their own British experience – first online where they can become the director of their own bespoke tourism ad, and then in reality following their individual journey across Britain according to their own interests and inspirations.”

The campaign will run across key markets including Europe, USA, Brazil, China, India, and the Gulf states.

2014-02-18 00:00:00
London agency RKCR/Y&R is celebrating its first 20 years at the forefront of UK advertising. The agency has been responsible for many of the nation’s most iconic advertising moments over the last two decades including bringing us ‘food porn’ with that M&S chocolate pudding and charming us with the Lloyds TSB animated world.

RKCR/Y&R (then Rainey Kelly Campbell Roalfe) was founded in 1993 by the eponymous MT Rainey, Jim Kelly, Robert Campbell and Mark Roalfe. Their founding client was Virgin Atlantic, who remains one of their most cherished relationships. Over the years, they’ve worked together to poke fun at BA’s slightly disastrous attempt to raise the London Eye and celebrate the brand’s own 25 year landmark with ‘Still Red Hot’.

Other outstanding work from the archives includes bringing Take That to the Christmas house party for M&S, helping us remember the romance of train travel with Virgin Trains ‘Return of the Train’, shocking our football sensibilities with Budweiser Soccertainment, reminding us not to advertise our stuff to thieves, thereby helping change the habits of the nation, and the wonderfully cringe-worthy ‘Hey Wyclef honey, Momma needs lurve…’ for Virgin Mobile.

Many may not be aware that RKCR have been working with the BBC for the past 8 years, creating such memorable storytelling events as the Beijing Olympics ‘Monkey’ trail, the Vancouver Winter Olympics trail and the recent London 2012 ‘Stadium UK’ – they were awarded BAFTAs for the first two (and remain the only advertising agency to have been recognised by the Academy). Other work for the BBC includes the love-story to David Attenborough ‘Wonderful World’ and helping instigate the now-annual Radio 2 ‘2 Day’.

The agency hosted a bash at the Café de Paris last night where they welcomed clients and comrades past and present.

2013-11-01 00:00:00
Lloyds Bank launches Revitalised Brand and Redefines Its Customer Experience with Rufus Leonard, RKCR/Y&R, Proximity London and MEC Lloyds Banking Group, the leading British retail and commercial bank, has turned to creative engagement agency Rufus Leonard, creative and digital agency RKCR/Y&R, Strategic 121 agency Proximity London, and media agency MEC, to help redefine the identity and customer experience of its most iconic brand, Lloyds Bank. The new brand positioning, identity and through-the-line campaign aim to demonstrate that the bank is continually evolving and truly understands what matters in life today. A more overtly customer-led approach, leading with their needs and wants, was central to the development of the new Lloyds Bank brand.

This ambitious transformation of its business builds upon the significant shifts in the financial services market in recent years. Customers’ lives and attitudes have changed fundamentally and as a result so too have their expectations of banking services.

Brand & Business Transformation

The brief was to leverage the unique heritage and expertise of Lloyds Bank, which next year marks its 250th anniversary, and deliver a revitalised brand that connects with customers in a contemporary, engaging and distinctive way.

The role of Rufus Leonard

Rufus Leonard united the full range of the bank’s activities under a single master brand for the first time, creating a dynamic, flexible visual identity.

Creative Director James Ramsden says “We wanted to reflect the amazing heritage of Lloyds Bank, a brand that’s been in our lives for generations. We modernised the iconic Black Horse for the digital age, sourced an enormous range of emotive imagery that reflects the reality of customers’ lives and created a tone of voice that feels like ‘a breath of fresh air’”

Rufus Leonard went on to evolve these principles into a visual language that works across the whole business and communications mix, transforming Lloyds Bank and giving it a modern yet familiar feel.

Quality and quantity

A project of this scale, involving all aspects of the business, encompassed a revamped in-branch experience with new fascias, colleague uniforms and marketing literature plus internal engagement material. A whole new look and feel for personal, business and private banking has been created across their debit/credit cards, websites and stationery – all flexible enough to manage the diverse range of specialist audiences without losing the clear logic of the brand.

Throughout the journey, Rufus Leonard has been instrumental in solving the massive challenges that arise when bringing a brand of such large scale to life. These included everything from crafting and animating the iconic black horse, for use in thousands of instances, to redesigning the full suite of debit and credit cards, developing mobile interfaces, refreshing the look and feel of the website and guiding the agency network through the design and delivery of the brochures for launch.

Neil Svensen, CEO at Rufus Leonard says, "The UK offers a mix of strong, active banking brands up and down our high street. It's been our job, working alongside our creative partners, to put Lloyds Bank back in its rightful place as the best bank for Britain. We're confident that the creative we've delivered has given this brand a new lease of life to ensure Lloyds Bank is fighting fit for any challenges ahead."

The role of RKCR/Y&R

RKCR/Y&R led the positioning and brand strategy for the new bank, which culminated in a campaign that ultimately touches all parts of the business. The strategic direction allows the bank to position itself as truly in tune with the needs of its customers, and there for the challenges and opportunities they face today.

RKCR/Y&R’s new creative approach features distinct and differentiated creative that redefines the bank, and carves a unique position for Lloyds Bank within the financial services sector.

The integrated programme of launch communications include TV, social activation, engagement events, OOH, Press, Radio and digital display.

Ben Kay, CEO of RKCR/Y&R says: ‘Lloyds Bank has been a leading presence on the high street, and backing British businesses, for generations. The rebrand afforded us an opportunity to revisit and draw on the role banks should play in customers’ lives today, and create work that is as distinct and salient as it is credible and meaningful This required a fresh creative approach and work that would stand out in the category’

The role of Proximity London

Proximity London are Lloyds Banks strategic 121 agency and have been integral in helping develop and translate the new brand, bringing it to life both visually and tonally in all direct communications including DM, email and digital. The new ‘breath of fresh air’ tone of voice has initiated a step change in the way Lloyds Bank talk to their customers and we have taken the opportunity to apply this approach not just to marketing comms, but also to mandatory and service comms to deliver a more consistent customer experience .

Sharon Whale Deputy Chairman of Proximity London says "Lloyds Bank rebrand has been a project with huge and diverse reach and we are proud of the role we have played and are continuing to play. It has given us with a real platform to differentiate Lloyds Bank customer communications moving forwards."

The role of MEC

Global media agency MEC, has worked with Lloyds Bank to create a communications strategy and media plan to launch the bank’s new brand positioning and support all parts of the business which unifies and communicates its core values.

The work that MEC has produced successfully recognised a shift in Lloyds Bank’s approach to its media activity to focus on placements with high-end media that aligns with the bank’s target of a more premium position in the banking sector. This includes securing marquee brand partnerships in print with The Times, Financial Times and The Daily Telegraph, alongside Channel 4 in the broadcast sector. These executions have allowed Lloyds Bank to dramatise the macro issues within the industry and demonstrate its commitment to tackling what matters most to customers.

Stuart Bowden, MD, MEC said: “A project of this scale has allowed the agency to utilise its full expertise to deliver a strategic vision that matches the aims of the Lloyds Bank brand. This includes making full use our unparalleled analytics and insights department to consistently monitor how the rebrand is being received by its target audience. We look to forward to supporting Lloyds Bank in delivering a service that recognises and responds to the needs of its customers.”

2013-09-24 00:00:00
COME AND PLAY AT OUR HOUSE MECCA LAUNCHES NEW BRAND CAMPAIGN Mecca has announced the launch of a new brand campaign including a 30 second TV advert to be broadcast on commercial terrestrial and major satellite channels from today (Thursday 25thApril) until 31st May.

The campaign follows a comprehensive review of marketing activity for all channels aligned to the new strategy for the leisure gaming company of bringing together club, online and mobile for the first time and introduced by Brand Director James Condon.

The TV advert features a new multi-channel brand strapline – Come and play at our house – and focuses on the fun people can have playing with Mecca. A tactical ad, it aims to drive people to where they can double their deposits, resulting in ‘double the fun’. The advert was created by RKCR/Y&R with media buying by Carat.

To view the advert, click on the following link:
Paul Meadows, Head of Brand for Mecca, comments, “The new brand campaign is designed to bring together the different ways that people can play – in club, online and on mobile – and reflects what we stand for – fun, laughs, people and winning. We are passionate about giving our customers new games and more ways to play and all our marketing activity will reflect this.

“The campaign stems from the fact that everyone needs a little fun and excitement and that it’s even better when it’s shared with other people. This insight will shape all our communications as well as our multi-channel offerings and how we interact with people.

“It’s an exciting time for the brand as it brings to life our ambition to make Mecca an entertainment brand with real human warmth and one of the friendliest gaming brands in the UK.”

Believed to be a gaming industry first, Mecca also recently launched Mecca Mag – written and produced by Result CC – a customer magazine which is sold in all 97 clubs with a cover price of just £1.

2013-05-02 00:00:00
RKCR/Y&R launches Fire Safety campaign urging people to test their smoke alarms London, 4 April 2013: RKCR/Y&R has launched a haunting ‘Fire Kills’ campaign for DCLG (Department for Communities and Local Government) to highlight the vital need for people to test their household smoke alarms.

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.

2013-04-04 00:00:00
RKCR/Y&R produces BBC campaign – ‘Where Next?’ RKCR/Y&R has produced a cross media campaign for the BBC called ‘Where Next?’. The brief was to demonstrate the broadcaster’s continued commitment to innovation for public benefit across its 90 year history, taking the viewer on a journey of broadcast, technological and creative advances from 1922 to the present day.

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 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.

2013-03-15 00:00:00
RKCR/Y&R launches viral music video called “Endless Dove” for the BBC and Digital Radio UK featuring their character D Love. RKCR/Y&R has launched a viral music video for the BBC and Digital Radio UK called “Endless Dove.”

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.

2013-02-11 00:00:00
RKCR/Y&R launches new D Love trail to ‘spread the love’ for Digital Radio and BBC. RKCR/Y&R has launched the new D Love trail to ‘spread the love’ for Digital Radio and BBC.

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.

2013-02-11 00:00:00
Land Rover launch new Range Rover campaign 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.

2013-01-07 00:00:00
Virgin Atlantic on course to ‘Fly in the Face of Ordinary’ 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 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”.

2012-12-31 00:00:00
RKCR/Y&R unveils ‘It’s Showtime’ Christmas Campaign for BBC One 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!”

2012-12-10 00:00:00
RKCR/Y&R introduces new campaign for BBC and Digital Radio UK launching a new character - D Love 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.

2012-11-16 00:00:00
RKCR/Y&R launches fire safety campaign urging people to test their smoke alarms as the clocks go back 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.

2012-10-25 00:00:00
RKCR/Y&R launches new Police Crime Commission campaign This week, RKCR/Y&R has launched a new campaign for the Police and Crime Commission.
The campaign, which runs until 24th October, aims to create awareness of the elections occurring to appoint local Police and Crime Commissioner happening on 15th November and crucially, encourage voter turnout.

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.

2012-10-09 00:00:00
BBC launches its London 2012 Olympic Games marketing trail and title sequences – ‘Stadium UK’ London, 4 July 2012: The BBC has unveiled its marketing campaign and title sequences for the London 2012 Olympics. The animated trail is based around the concept of ‘Stadium UK’ – bringing the nation together in a huge Olympic Stadium to enjoy the BBC’s comprehensive coverage of the London 2012 Games. Designed to be used across all the BBC’s television, radio and digital Olympic content, it features the specially commissioned music First Steps by Elbow.
In the integrated title sequences and marketing campaign the UK is seen as a giant stadium with Olympic athletes preparing and competing in quintessential British landscapes showing how every corner of the country is involved in hosting the world’s greatest sporting event. From swimmers in Scottish lochs; sprinters in terraced streets; a BMX rider on a cliff top; a weightlifter preparing dock side; track cyclists racing around quarries; and long jump on beaches; to gymnasts on the streets of London - Olympic athletes compete across the UK all encompassed by a giant Olympic Stadium. Wherever you are in the UK and whatever you are doing, the BBC will make sure you never miss a moment.
First Steps was written and performed by Elbow, alongside the BBC Philharmonic Orchestra and the NovaVox gospel choir. The music will be used across all the BBC’s Olympic coverage and marketing campaign for television and radio. First Steps by Elbow will be available as a digital only download from 27 July with all profits going to BBC Children in Need and Sport Relief. Elbow has waived all fees and royalties from the digital download and the retailers have waived all profits from the release.
Elbow lead singer Guy Garvey said of the track: “Writing a theme tune to accompany images with which everyone is familiar is something that Elbow find simpler than writing songs for a new album. The Olympic Games is about the coming together of people to celebrate our best athletes and it was as important to have a sympathetic theme for the losers as it was for the winners. Due to the unique way the BBC is funded we got to play with a world class philharmonic orchestra as well. Making First Steps was an absolute treat.”
The ‘Stadium UK’ animation will be used throughout the BBC’s London 2012 marketing campaign, as well as being used for the BBC’s London 2012 television title sequences and providing digital imagery for desktop, mobiles, tablets and connected TV content.
Louisa Fyans, Head of Marketing and Communications, BBC 2012, said: “The BBC’s Olympic campaign had a challenging brief. It had to deliver a campaign that reflected both the unique role the BBC plays as the UK’s Olympic broadcaster and one that reflected the size and scale of the Olympic Games. It also had to be something that could be used for titles and branding for the rest of the BBC’s Olympic coverage across all platforms. Animation enabled us to deliver to this brief and helped us create something really special for the BBC’s London 2012 campaign.”
Creative agency Rainey Kelly Campbell Roalfe Y&R (RKCR/Y&R) developed the concept for trails, title sequence and digital imagery for BBC 2012, the animation was created by Passion Pictures, and produced by Red Bee Media.
Alison Hoad, Joint CEO RKCR/Y&R, said: “As a nation, our anticipation has been building from the moment we knew the Olympics were heading to British shores. This is the biggest sporting event we've ever hosted. We wanted to capture that national pride and excitement by depicting the UK as one huge stadium, with a suitably epic anthem scored by Elbow. Naturally, it’s been incredibly exciting to feel part of the inspiration that this summer will bring.”
Andrew Ruhemann, Passion Pictures CEO, said: “Creating a new and original world for a client from a blank canvas is always the most difficult brief. But it’s also the most welcome challenge in that it’s a chance for Passion to really show what we are capable of producing. It takes a director with a unique vision like Pete Candeland to deliver a truly extraordinary film that will continue to engage and stir an audience over repeated viewings. I’m enormously proud of Pete and the Passion team for the genuine beauty and originality of the film they’ve produced. I believe it’s going to make a huge impact.”
The full two minute forty second version of the trail premiered at 7.30pm on Tuesday 3 July on BBC One, with 60, 40, 30 and five second versions used throughout the campaign.
See the trail at

2012-07-04 00:00:00
RKCR/Y&R highlights BBC Radio 2’s 2Day with online catch up London, 14 May, 2012: After a second year of the successful campaign for BBC, RKCR/Y&R has created a spot for the BBC Radio 2 2Day campaign directing listeners online to catch up with Radio 2’s live coverage of the event.

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.

2012-05-14 00:00:00
RKCR/Y&R heralds the Olympic Flame’s journey around Britain with the BBC’s Olympic Torch Relay Campaign The first phase of the London 2012 marketing begins with the BBC’s Torch Relay campaign which will launch on 1 May, created by RKCR / Y&R. Using animation, the creative idea is based on the graphic motif of the torch itself and the 8000 holes in the design that represents each individual torchbearer. The trail opens on the DNA of the Olympic Flame and then pulls out to reveal the beautiful golden Olympic Torch, created in graphical dots. These dots begin to make up landscapes and characters. We see animated runners holding the torch and crowds coming together in celebration. As it reaches the end of the trail it pulls out to reveal the torch’s journey and the celebrations taking place across the United Kingdom. Elements from the animation will also be used in the title sequences for the BBC Torch specials, the One Show special titles and Blue Peter. Images from the campaign will also be used online on the BBC Torch pages.

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

2012-04-30 00:00:00
Land Rover Discovery "Dry Cleaning" RKCR/Y&R has created a new Land Rover campaign for its Discovery 4 model. The work will run in the UK from 1 April.
The ad aims to demonstrate the attitude of Discovery 4 drivers showing that they have a passion for experiencing life - that they like going places, seeing things and are not afraid of finding adventure and getting themselves dirty.
The execution carries the line ‘Been anywhere interesting lately?’ which was created to encapsulate the idea that Discovery 4 drivers simply live more interesting lives than other drivers.
Directed by Vince Squibb the ad is set in a dry cleaner’s in a typical city setting.  We open on a healthy, active, fun couple continuously dropping off their latest adventure clothes - which are always covered in dirt, sand and leaves - to be dry cleaned, much to the bemusement of the owner.
The couple have a thirst for life and the Discovery 4 gets them where they want to go in their leisure time.  After several visits from the couple, the owner looks out of the window and the reveal of the Discovery 4 suddenly makes sense.  
The TVC is supported by print and digital display advertising.  
Brian Fraser, International Creative Director for Land Rover, RKCR/Y&R says: “A clever story that demonstrates the Discovery is a vehicle you can truly take anywhere!”

2012-03-30 00:00:00
RKCR/Y&R launches Home Office ad to prevent teen rape 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,, 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.” 

2012-03-05 00:00:00
RKCR/Y&R launches TV ad campaign for Warburtons 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.” 

2012-02-14 00:00:00