Press Releases - Grey London - Grey London Press Releases at en-us Copyright 2017 MARKS & SPENCER PRESENTS ‘PADDINGTON™ AND THE CHRISTMAS VISITOR’
  • Partnering together for a family focused campaign ahead of the release of Paddington 2
    • In a first for M&S, the advert has also been turned into a storybook with all profits being donated to the NSPCC

    This festive season, M&S has teamed up with a treasured British icon to create a truly special Christmas - as Paddington is unveiled as the star of Marks & Spencer’s Campaign for 2017, which will launch with the hashtag, #LoveTheBear.
    The timely tie up follows the star-studded World Premiere of STUDIOCANAL and Heyday Film’s Paddington 2 this past weekend, with the family film going on general release this Friday (10th November).
    The advert ‘Paddington and the Christmas Visitor’, created by Grey London, which airs today (Tuesday 7th November) is a festive, family focused tale that tells the story of how everyone’s favourite bear, Paddington, unknowingly saves Christmas for his friends and neighbours.
    It’s Christmas Eve at Windsor Gardens and Paddington is fast asleep. However, his dreams of marmalade are interrupted by a loud thud on the roof. Upon investigation, he stumbles upon a burglar and despite the burglar’s protests that he is “not Santa” the determined and good-natured bear begins to ‘help’ him deliver the presents back to where they belong. Seeing the good in everyone, Paddington innocently helps the burglar see the error of his ways and as they place presents into personalised stockings and pause for mince pies, he unknowingly averts a crisis and ensures a truly special moment for neighbour Alice, and a happy Christmas for all.
    In a first for M&S, the heart-warming story of the advert has been turned into a children’s Christmas storybook available in stores and online for £3. All profits will be donated to the NSPCC to help fund its vital Childline service over the Christmas season. To launch the book, M&S will also host a series of book readings for children at stores around the UK – starting at its flagship Marble Arch store on Friday (10th November).
    The campaign retains the philosophy of M&S’ ‘Spend it Well’ brand platform launched earlier this year - encouraging customers to focus on the people, experiences and things that matter to them most, something that is never more important than at Christmas. Paddington, who is named after the famous area of London where M&S is also based, will take a lead role in helping the retailer create a series of special moments for its customers and the communities it serves through partnership activity. Patrick Bousquet-Chavanne, Executive Director of Customer, Marketing & M& said: “At M&S our customers are at the heart of everything we do and we know they love the magic of Christmas, most of all spending time with family and friends. Paddington has enchanted children and families all over the world for nearly 60 years which is why we couldn’t turn down the chance to bring the wonderfully endearing, much-loved British character and his world into the heart of our Christmas campaign this year. We always want to surprise and delight our customers; the timing is perfect as we’re partnering together just ahead of the release of Paddington 2.”
    Rob Weston, Brand & Marketing Director at M&S said: “Paddington injects the sense of joy, love and neighbourly spirit that makes Christmas feel magical and our story reflects the inclusive, make the most of every moment approach that we take to our customer conversations.”
    Partnership Activity
    Cinema M&S’ media partner, Mindshare, have worked with Digital Cinema Media to ensure the 90 second advert is shown before the start of every screening of Paddington 2. M&S is also running dedicated screenings of
    Strictly under embargo until 0:01am on Tuesday 7th November
    the film for Sparks members and their children, as well as in the ten communities it’s supporting through
    Plan A 2025.
    For the first time M&S will host a dedicated campaign shop to support its Christmas advertising campaign.
    Bespoke signage will lead customers to The Paddington Shop – housing over 90 themed products, the
    majority in kidswear, and of course Paddington’s favourite marmalade will be available in M&S Foodhalls.
    In another first, the iconic bear will be the first ever film character to star in the M&S Christmas windows.
    In to December, M&S’ team of in-store ‘Moment Makers’ will be surprising and delighting customers with
    Paddington-themed ‘Random Acts of Kindness’ - from a free marmalade sandwich in the café, to a cheeky
    Paddington chocolate at the till.
    Online and Social
    The retailer will bring Paddington’s iconic character to life for customers in a fully integrated cross channel
    campaign. The much-loved bear will take part in his first ever interview for M&S’ content hub Style & Living
    and there’ll be downloadable festive marmalade recipes suitable for all the family. Underpinning the entire
    campaign will be social support encouraging customers to #LoveTheBear.
    Further Quotes
    Dame Esther Rantzen, founder of the NSPCC’s Childline said, “Christmas is an exciting time of year,
    but for some vulnerable children and young people it can be very difficult which is why Childline is there for
    them 365 days a year, 24 hours a day. This, of course, requires a great deal of funding, which is why we’re
    delighted to be partnering with M&S and Paddington to support the Childline service and raise awareness
    of the work we do. At only £3, with all profits going to the NSPCC, the book is excellent value for money
    and the perfect Christmas gift.”
    Vicki Maguire, Chief Creative Officer at Grey London said, “Two British icons coming together in a story of heart-felt redemption, at a magical time of year, is the brief that dreams are made of. Customer expectations for Christmas campaigns are always high, and for M&S this has never been truer than now following the positive response to ‘Spend it Well’. We cannot wait to see and hear the reaction as we spread the love, goodwill and marmalade this Christmas.”
    Detail on M&S’s Christmas Campaign
    The M&S and Paddington partnership is a fully integrated campaign, key activity is outlined below and will be supported by the hashtag, #LoveTheBear.
    From Tuesday 7th November
    • TV advertisement launches on TV and social media
    • Over 90 Paddington products in-store and online including the story of the advert ‘Paddington and the Christmas Visitor’ (£3) with all profits to NSPCC
    • A dedicated Paddington Shop in 78 M&S stores including selfie stations
    • Localised emails to customers to share the Paddington advert
    • Paddington windows in every M&S store
    From Thursday 9th November
    • Private screenings of Paddington 2 for Sparks members and in M&S’s Plan A communities
    From Friday 10th November
    • Digital Cinema Media to show the 90 second advert before the start of every screening of the family film
    • Official launch of the charity book at M&S Marble Arch
    Strictly under embargo until 0:01am on Tuesday 7th November
    • Book readings at selected stores across the UK From December • Paddington themed ‘Random Acts of Kindness’

    2017-11-07 00:00:00
    Against the rising tide of xenophobia, Grey London puts the name of its Jewish founders above the door and launches a 5-point diversity plan It’s 1917. New York is booming. Two young Jewish entrepreneurs, Lawrence Valenstein and Arthur Fatt, set up a company. But anti-Semitism is rife. Their names could cost them business. So they call it Grey, after the colour of the wallpaper.

    Today, Grey is one of the largest advertising networks in the world, with 10,000 employees in 96 countries, embracing every gender, race, religion and sexuality. But xenophobia is raising its ugly head once more, along with political isolationism.

    In the week that the British government triggers Article 50 and begins the process of disconnecting the UK from the European Union, Grey London is showing its commitment to diversity and openness by re-establishing itself under the name of its original Jewish founders.

    On March 27th, and for 100 days, Grey London will become Valenstein & Fatt.

    Designing Valenstein & Fatt

    In creating a new identify for Valenstein & Fatt, we have dropped the famous Grey San Serif for a new logotype set in Century Schoolbook, a typeface designed in 1917 by a foundry just a few blocks from Lawrence and Arthur’s first office. The modern but familiar design uses a black and white colour palette to reference the founders’ time in 1910s New York and emphasises the fact that diversity isn’t just black and white. The installation of a beautifully crafted Valenstein & Fatt logo set in solid concrete at the agency’s Hatton Garden offices symbolises the solid foundation and building blocks of Lawrence and Arthur’s actions.

    Is diversity adland’s least effective campaign?

    But more than symbolic, this move is intended to be the spark for action in an industry that despite all the talk and the skills to make a difference, has been too slow to change.

    Valenstein & Fatt will lead by example:

    1) We are publishing our diversity data (insert link to infographic). Progress cannot be made without clear measures and transparency about who we are today. Our new study is independent and in depth and is based on the voluntary responses of 305 individuals, which represents over 60% of the agency and reported according to standards set by the British Office of National Statistics (ONS). Research developed in partnership with PSB examines roots, identity, education and lifestyle. It will be measured and shared annually and we are encouraging other agencies to take it up as their methodology.

    2) We are launching a cross industry taskforce to identify the barriers to recruitment and retention of talent among ethnic minorities. The first gathering will be chaired by CEO Leo Rayman. He will be joined by writer and broadcaster Trevor Philips OBE, and we are inviting the most progressive agencies as well as leading organisations in this space to agree industry-wide initiatives and targets. We will also commit to targets for our advertising output, to ensure that it is nationally representative.

    3) We are launching the Valenstein & Fatt Bursary to pay a year's rent for up to two young people from ethnic minority and disadvantaged backgrounds. To qualify, candidates must have been offered a job at Grey, be state educated and live outside of Greater London. Applications are open from this summer.

    4) We will inspire the next generation, by working with 100 primary and secondary schools to introduce students to a career in the creative industries. Working with Exec Head Michelle Williams and education therapist Jodie Cariss and starting with the New Wave Federation primary schools in London’s Hackney, we will offer a tailor made programme for the schools involved, from assemblies to full day workshops, coaching and agency open days.

    5) We will develop our diverse talent. Recognising that recruiting people with different start points isn’t enough, 50 individuals identified as ones to watch will be matched and formally mentored by our Executive and senior leadership. In parallel we will run Community mentoring workshops open to any member of the agency who wants to participate.

    “Recent events, from rising instances of hate crime and terror attacks in London to the triggering of Article 50, have sent shivers through our society and businesses, but it should also inspire a collective and determined attitude that our country and our companies will not change for the worse.” says Leo Rayman CEO of Valenstein & Fatt.

    Trevor Phillips OBE said: “By calling their agency Grey, what Valenstein & Fatt were saying is, whatever you call us, whatever you think about us, look at the dazzling quality of our work. You will never be able to resist us.

    “So the lesson for leaders of today is to stop thinking that the great boss of the future looks like they looked when they were 21. We need our businesses to say to people; don’t be like us, be yourselves, do something new, bring something that no one has seen before. The thing that leads us to value people’s inherent differences is that spark of creativity that comes with diversity.” 

    2017-03-28 00:00:00
    Grey London lands global Helly Hansen account May 28, 2015--Campaign Live

    Helly Hansen, the Norwegian outdoor and activewear brand, has appointed Grey London to its global creative account.

    The agency has been asked to reposition the 138-year-old brand.

    The pitch process kicked off in February. Grey replaces the incumbent, Forsman & Bodenfors, which did not repitch for the business.

    Grey London’s partner agencies Grey Shopper, Grey Possible and Grey Works have also been appointed to the account. Work will span multiple channels including activation, experiential, TV, digital and point-of-sale.

    Grey’s first campaign will launch in September 2016 and focus on the company’s autumn/winter range.

    Helly Hansen’s senior vice-president of brand and marketing, Erik Burbank, said: "Helly Hansen has always had a strong emotional bond with demanding professionals. The ideas that Grey presented will help us to forge that same bond with an even greater number of consumers."


    2015-05-28 00:00:00
    Breakdancing Schoolboys lead integrated Grey London campaign for Spotify Premium on Vodafone 4G The five breakdancing schoolboys from Grey London’s first Vodafone UK ad, are being given the chance to show off their moves to promote the Spotify Premium service on Vodafone 4G.

    To build on the proposition that Vodafone 4G allows you to live life more boldly, the children are seen throwing some impressive dance moves in the playground, which they choreographed themselves.

    Directed by We Are From LA, the French duo behind Pharrell’s ‘Happy’ video and the ground-breaking ‘24 hours of Happy’, the joyful and engaging ad opens with the punchy narrative, “Don’t dance to someone else’s tune, write your own lyrics.”

    Vicki Maguire, Deputy Executive Creative Director at Grey London, says: “No direction. No rehearsal. Our kids went through our playlist and just started busting moves all over the playground. We kept the camera running for 20 minutes. There’s no better advertisement for life on 4G with Spotify than music that moves you. Power to them.”

    Lily Donagh, Interim Brand Director at Vodafone UK, adds: “Customers are using mobile devices in more ways than ever before and demand more from their network. We’ve made it our business to enhance our 4G experience, by giving customers access to the best entertainment services, such as Spotify Premium when they are on the go.”

    The campaign will incorporate TV including spots during Britain’s Got Talent finals week, OOH including the Sound Shower at Westfield White City, behind the scenes content on social media and online.

    Grey London was appointed to the Vodafone UK roster in March 2014 before being named lead creative agency (following a closed pitch against RKCR/Y&R) in February 2015. The agency also works with Vodafone Ireland (since 2011) and Vodafone Global (since 2013).

    2015-05-20 00:00:00
    Volvo & Grey London package ‘Swedish Air’ As Volvo continues to innovate in the luxury segment of the car market, it has identified one of the greatest commodities in the world today: clean air.

    Volvo’s new XC90 boasts the cleanest engine performance in its class, with CO2 emissions of just 60 g/km. But Volvo is just as concerned about the air inside the car as the air outside. CleanZone air filtration manages the interior air quality of the cabin, promoting the health and wellbeing of the cars’ occupants. Drivers can breathe easier knowing most microscopic, hazardous “fine dust” particles will now be prevented from entering the vehicle.

    As part of a series of films promoting the key product innovations of the upcoming XC90, the Swedish car manufacturer is launching its newest air filtration technology in a less than conventional way. Rather than labouring the technicalities of the remarkable clean air filtration unit in the upcoming XC90, it has taken a far more sensory approach.

    Volvo is selling the virtues of Swedish Air itself.

    In probably the most tranquil, quiet car commercial you will ever see, we are transported to the vast, unspoilt, open Swedish landscape that inspired Volvo’s technology.

    “It’s as close to inhaling a lungful of Swedish Air as you can get without a plane ticket,” says Grey London Creative Director, Hollie Newton.

    The combination of delicately-crafted sound design with beautifully composed landscape photography takes the viewer on a visceral and cleansing journey through the windswept Scandinavian countryside. It also goes against traditional automotive advertising conventions by refusing to feature the car itself.

    Playing out in cinemas, at tactical moments and online, Swedish Air will also run at car shows and launch experiences alongside a suite of other materials.

    “Up to 45 per cent of the industrialised world’s population is now suffering from some form of allergy or hypersensitivity. Over ten per cent has asthma. At Volvo, our commitment to safety goes well beyond safety belts and air bags. It’s about making sure that every minute you and your family spend in a Volvo is as safe as it can possibly be. That includes breathing,” says Peter Mertens, Senior Vice President Research and Development, Volvo Cars.

    To draw attention at car shows and dealerships, Volvo has even created a luxury ‘Swedish Air Inhaler’. A collaboration with New York-based glass studio OFF CENTRE, known for their experimental and unconventional approach to traditional glassblowing, the challenge was to develop a packaging concept for how ‘Swedish Air’ might be bottled as a consumable; a glass depiction of a deep breath of air.

    2015-03-17 00:00:00
    McVitie’s Victoria debuts SweeetTM new Christmas ad UK welcomes SweeetTM family new arrivals to TV screens

    Today sees the UK welcome a new cast of festive SweeetTM characters to its screens, as McVitie’s debuts its first Christmas advertisement in over 30 years, featuring its family favourite, the McVitie’s Victoria biscuit selection.

    With 11 brand new stars, from a cuddly puppy to a loveable piglet, the £1 million 60 second advertisement will premiere on 4th December at 7:42pm on E4 and will run across high-profile programming during the three week period leading up to Christmas Day. The advertisement, created by Grey London, is the latest addition to the McVitie’s Sweeet™ advertising campaign which launched in February 2014 and has seen a total investment of £12 million in a bid to modernise and drive fame for the brand.

    As a Christmas surprise for the nation, the much loved McVitie’s Sweeet™ family of Digestive puppies, Chocolate Digestive kittens, Jaffa Cake tarsier and BN owl has been expanded with a host of adorable additions. These new additions build on the previous cuddles and snuggles, and have been cast to reflect the feeling that we get when we open a box of McVitie’s Victoria, a delicious selection of biscuits in milk, white and dark chocolate. This is all captured in the end line; “Victoria, the Chocolatey Cheer of McVitie’s”.

    The advertisement opens with a sleepy family relaxing in front of the television at Christmas. However, excitement ensues when dad suggests opening a box of McVitie’s Victoria biscuits, as he reveals a host of adorable animals appearing from the pack; an Alaskan Malamute puppy, a micro piglet, a Persian kitten, a rabbit, a duckling, a ginger kitten, a Pug, a hedgehog and a reindeer. There is even a narwhal hiding in the Christmas punchbowl.

    As each animal appears it joins in a Christmassy rendition of Yazoo’s classic 80s hit, Only You. The whole family is surprised and delighted in equal measure as the SweeetTM choir regales them with its tune – granddad is even woken up from his Christmas nap with a cuddle from the Malamute puppy.

    The launch of the latest McVitie’s advertisement marks the end of a monumental year for the business, which saw its value share of the total biscuit market rise to 26% in September 2014 - more than three times the size of its nearest competitor*.

    UB Sweet Biscuits Marketing Director, Sarah Heynen said: “The launch of McVitie’s Victoria on to our TV screens this Christmas marks another momentous occasion for McVitie’s at the end of what has been a highly successful year for us.

    “We’re delighted to introduce the latest additions to our McVitie’s Sweeet family, and hope that it brings chocolatey cheer to biscuit loving households across the UK for the festive season.”

    With the premium assortments market worth over £63m in the UK**, this latest investment by United Biscuits marks an ongoing commitment by the business to continue to grow the sweet biscuits category and support Christmas retail sales. United Biscuits, the UK’s number one biscuit baker, sold over three million units of Victoria in 2013, making it the nation’s favourite sweet biscuit assortment***.


    * Nielsen to w/e 06.09.14

    **Nielsen to w/e 29.10.13

    *** Nielsen to w/e 28.12.13

    2014-12-04 00:00:00
    KING SNARE CRAFTS A MOMENT FOR GREENE KING IPA Greene King has been brewing fine quality ales since 1799, and after more than 200 years, the business of making beer becomes an intuitive craft.

    To dramatise this and promote the IPA brand, it has collaborated with legendary improvisational percussionist Steve Noble, AKA King Snare.

    Noble is undisputed drumming royalty on the alternative Jazz scene.

    In a two-minute film created by Grey London, Noble performs a mesmerizing, unrehearsed freestyle drum solo; every single one of the beats fine-tuned in hundreds of late night jazz clubs over the past 50 years.

    Shot by up-and-coming young British Director George Belfield, it was filmed in a single take, without any sheet music and features Noble’s 40-year-old drum kit which has travelled around the world with him.

    "There comes a point when you don’t so much play the drums, you feel them. Like any craft that has been perfected over a long time, it’s instinctive, simple and totally unique. It’s not something you can easily teach or replicate.” claims Noble, who studied under Nigerian master-drummer Elkan Ogunde.

    “When you see, hear or taste something really special, you can sense the pain, hardship and toil that have helped create that perfect moment.” added Nils Leonard, Chairman & Chief Creative Officer of Grey London.

    2014-11-25 00:00:00
    VOLVO PRESENTS: FROM SWEDEN NOT HOLLYWOOD Volvo Cars UK has unveiled its latest campaign, From Sweden Not Hollywood – a series of 28 visually-striking idents for its sponsorship of Sky Atlantic. The two year partnership sees Volvo appear in Sky Atlantic for 60 seconds every hour of programming, 24 hours a day.

    Created by Grey London, the idents – which will be on-air until 2016 in a deal brokered by Mindshare & Sky Media – celebrate the art of Hollywood filmmaking by playfully adding a touch of Swedishness to well-known film terminology.

    Filmed in Stockholm and Kiruna, the insightful executions compare and contrast the explosive drama of Hollywood production to the no-less-dramatic natural beauty of Sweden. Beautifully shot, they reflect the pillars that underpin Volvo’s revamped brand positioning: ambition, simplicity, authenticity, Swedishness, and the same level of design quality and craft that goes into its cars.

    Idents include:

    Soundtrack, from Sweden not Hollywood: the visceral roar of a thundering hillside waterfall.

    Body double, from Sweden not Hollywood: the shimmering, rain-patted reflection of an isolated, serene-looking lakeside Volvo car.

    Greenscreen, from Sweden not Hollywood: a bird’s eye view of a road winding through a stunning, as-far-as-the-eye-can-see Swedish forest.

    Suspense, from Sweden not Hollywood: a Volvo’s headlights creeping their way through an eerie, foggy, dense and pitch black forest.

    Kylee Rush, Brand and Launch Manager at Volvo Car UK, says: “These eye-catching idents are epic, in-line with both Sky Atlantic’s programming and Sweden’s landscape itself. The series allows us to organically showcase two Volvo cars, the XC60 and V40, within visually stunning Swedish vistas, while simultaneously talking to viewers in a very intelligent and human way. Furthermore, the programming we are sponsoring is very premium, appointment-type television, and therefore very much aimed at our target audience for Volvo.”

    The creative team at Grey, Erik Uvhagen and Johan Leandersson, are both Swedes, as is the project’s planner, Wiktor Skoog, who adds: “Our aim – and we hope we’ve achieved it – was to speak in a non-intrusive, stimulating and relevant way to our target audience. There’s a natural correlation between Sky Atlantic programming and Volvo’s brand messaging, and the idents tell a story in their own right – with each pair introducing a concept before the ad break before revealing the idea at the end.”

    In total, 28 different idents will roll out over the remainder of the year, while new executions featuring Volvo’s flagship all-new XC90 model will debut in 2015 to mark the model’s introduction to the UK.

    2014-11-13 00:00:00
    THE ART OF SATIRE – New release in Unquiet Film Series premiered at Cheltenham Literature Festival –

    The Art of Satire – the latest instalment in The Unquiet Film Series, a collection of films that launched in June of this year chronicling the untold stories of The Times and The Sunday Times – has been launched online today, following its premiere and exclusive two-week run at the Cheltenham Literature Festival. The latest in the short film series, The Art of Satire documents the work of multi-award winning political cartoonist Peter Brookes.

    The films are the result of a selection of independent film-makers given access to the newspapers’ staff and 229 years of archive material. In the latest addition, The Times’ political cartoonist Brookes – who has been with the paper for over 20 years – gives an insight into the world of satirical news and artwork, working to a daily deadline and the importance of not being tied to any one party as “cartoonists are the permanent opposition”.

    Commentary from broadcaster Jon Snow, The Guardian’s Martin Rowson, plus colleague and fellow cartoonist Morten Morland amongst others reveals Brookes as an integral part of the political conversation managing to tell a story and cause an “assassination without the blood” five days a week.

    From director Liz Unna: “Peter Brookes has an exceptionally rare talent. Every day he filters all the stories, all the commotion from the world, into one beautifully drawn, single-cell image. An image that has something incisive to add to the political conversation, an image that makes us laugh and look at our leaders in a new light. This film explores the mind and the process behind his incredible artwork, and in so doing reveals the importance of the role of satire in Britain today.”

    2014-10-21 00:00:00
    GREY SEEKS FEELING IN VISCERAL SPOT FOR VOLVO -The Swell introduces new ‘quietly epic’ tone for Swedish car marque-

    Grey London has unveiled its first work for Volvo Car Group: a beautifully-shot, highly sensory film urging the viewer to ‘seek feeling’ – a dramatisation of Volvo’s human-centric ethos.

    The quietly epic film – a global TV campaign for Volvo’s existing XC60 model – is a shift in tone for the car manufacturer. Moving the brand into a more premium space, it introduces some of the pillars that will underpin its revamped brand positioning: ambition, simplicity, authenticity, Swedishness, and the same level of design quality and craft that goes into its cars. It represents a stylistic prologue to what is to come from the Volvo Kreativ Studio, including a high-profile, multi-faceted campaign for the launch of Volvo’s revolutionary flagship model XC90.

    The film itself is about movement; about dynamism and intuitive response – the visceral, emotional experience of the Volvo XC60 brought to life. It begins in the passenger seat of the car –parked on an empty beach, radio quietly humming in the background, door left open, and a pair of shoes discarded in the footwell. Moving toward the water, the radio fades into the distance – drowned out by the sound of the ocean as we reach the shoreline…

    “to feel

    to really feel
    is a rare thing these days”

    …then out into the surf. Through the water, through the first tentative laps to the thundering crash of enormous waves, out into the darkness…until the water is still. Serene. A lone figure sits on her surfboard, her windswept silhouette visible only through the moonlight. Staring out toward the horizon, she’s waiting; a defiant look in her eyes.

    And then it comes. The swell rises. A wave approaches, powerful and unstoppable. Adrenaline racing, we rise up. She rises up. Her arm takes one graceful, powerful swipe through the water as the wave is about to break…and then we cut. Against the black, we hear the earth-shaking thunder of the wave collapsing. The film ends with the line ‘Seek Feeling. The responsive XC60’.

    Hollie Newton, Global Creative Director at Grey London, says: “The last thing the world needs is another overly-retouched car, hooning down a mountain road to a soft rock soundtrack. There's a defiant, slightly renegade Swedish spirit to Volvo that simply doesn't fit with the bland world of car advertising. And thank god for that. We have an enormous suite of work coming up for Volvo which challenges the conventions of the sector. This is the first. A quietly epic piece of film that, hopefully, makes you feel something.”

    Marcus Söderlund, Director (and Swede), adds: “I am working my way through the four classical elements with Grey: last time it was a fire film, now water. The perspective in this film is pretty special; it´s not a first person perspective. The whole way through it’s the viewer’s film and view. Working in the element of water is fantastic – there is so much you just can´t predict or control. If you embrace that, you can get imagery you can’t even dream of.”

    As very specific weather, moonlight and tidal conditions were required for the highly technical shoot, the time of year made shooting in Sweden impossible. Instead, the film was shot in Durban, South Africa. After looking at dozens of potential locations, Durban emerged as the only that could provide the essential quartet of good waves, high-quality levels of moonlight, shark nets and – most importantly – an area which closely resembled Swedish environments. Just as vital as the location was the casting – with 46 year old Cape Town resident and experienced surfer Lisette Forsyth eventually chosen. Not only was she at ease in the ocean and a passionate surfer, she had a beautifully graceful and serene look in the water.

    The campaign is Global Creative Director Hollie Newton’s first for Grey since joining from Wieden + Kennedy last year, where she created Lurpak’s multi-award-winning Good Proper Food. It was directed by Gothenburg-born Marcus Söderlund through Academy. Print photography was from Gian Paul Lozza, best-known for capturing his subject using only ambient light. Allan “Willy” Wilson – famed for his surf films – was underwater DoP, while André Chémétoff – known for his beautiful, technical films such as Our Day Will Come by Romain Gavras and Jaron Albertin’s Sony Volcano – was DoP.

    2014-09-30 00:00:00



    This weekend sees the release of The Sun on Sunday’s Reality TV’s Richest, a brand new free magazine revealing the top 50 richest reality TV stars.

    Reality TV’s Richest is a two-part magazine, free with The Sun on Sunday. The first part (50-26) of the inaugural list will be published on 7th September, with the second (25-1) a week later on 14th September.

    The marketing campaign featuring the advertising creative by Grey London will launch on Channel 5 today – and who better to announce its arrival than the two biggest voices in reality TV, to appear together on TV for the first time.

    The Sun on Sunday and Grey London - part of WPP’s Team News – have recruited none other than Marcus Bentley (the voice of Big Brother) and Peter Dickson (the voice of The X Factor). Click here to watch the advert in full.

    From the moment the men arrive in velvet suits and a yellow hummer it’s gloriously over-the-top and unashamedly showbiz. There are explosions, fireworks, ticker tape, a studio full of dry-ice and smoke. The epic spot was created by Lex Down and Clemmie Telford and creatively directed by Dave Monk at Grey London. It was shot by Chris Balmond through Outsider.

    Rachel Richardson, Editor of Fabulous, whose editorial team chose to use inspired Andy Warhol imagery for the magazine front cover [right], said, "Whether you're into The Great British Bake Off or Keeping Up with The Kardashians, Brits have an insatiable appetite for reality TV.

    “The big shows make celebrities out of the real people who star in them and it doesn't seem to matter whether you win or lose - if you're memorable you can go on to command mind-bogglingly high fees for your endorsement and participation in other TV shows.

    “For the first time we are charting the wealth and earning power of these reality stars and revealing them in Reality's TV's Richest 2014. The list proves that whilst these people might start off 'normal', their bank balances certainly don't stay that way."

    The launch of Reality TVs Richest will be supported by a marketing and communications campaign that spans online, print, Video On Demand, as well as PR and social media. MSIX brokered a deal with Channel 5 to run ad spots and on air twitter competitions, including spots during Celebrity Big Brother. National and regional publicity will be handled by tpf – the promotions | publicity factory.

    In this weekend's The Sun on Sunday you get TWO FREE MAGAZINES (Reality TV's Richest and Fabulous) for ONLY 80p.

    2014-09-05 00:00:00
    THE FRONT LINE OF JOURNALISM The Times today releases Bearing Witness – the seventh instalment in The Unquiet Film Series documenting the kidnapping and return of award-winning foreign correspondent Anthony Loyd and photographer Jack Hill in May of this year.

    Loyd and Hill were returning to Turkey from the town of Tall Rifat when their vehicle was forced to the side of the road, they were captured and held in a warehouse. Both were brutally beaten and Loyd was shot twice in the leg at close range before the Islamic Front, a rebel group who had provided some security for the journalists, confronted the gang and demanded their release.

    The new short film is told through the eyes of Loyd and Hill themselves and explores the battle between the growing trend for citizen journalism in areas of conflict versus independent, professional reporting and the endeavour for objective coverage in increasingly hostile environments.

    The Times has a long heritage in war journalism going back to the Crimean War and beyond into the 1700s. Supporting the newspaper’s legacy in the field, Deputy Editor Emma Tucker and Deputy Foreign Editor Suzy Jagger provide commentary to reveal the importance of foreign correspondents for British press, including the processes and governance in place to safeguard these journalists on assignment.

    Emma Tucker, Deputy Editor of The Times, comments: "War reporting shines a light on atrocities, which can help curtail the excesses of brutal regimes and make the international community take notice.

    Now, when it is sadly an increasingly dangerous time for war correspondents to operate in the field, and their neutrality is no longer enough to protect them, it is vital to understand the work that they do. Our correspondents Anthony Loyd and Jack Hill are expertly placed to describe the reality of reporting from war zones. We are proud to work with Unquiet Films to tell their story."

    From director Phil Lind: “In making Bearing Witness I was given access to hear directly from those who are sent to the front line to report on war zones from around the world. In Anthony Loyd and Jack Hill you have a journalist and photographer who almost paid the ultimate price for their determination to report to us the terrifying barrel bombing attacks in Syria.

    “Filming with Anthony and Jack opened a window into a world that I did not expect. Their openness to discussing their kidnap ordeal was not only fascinating but also an incredibly sobering experience not just for me but also for the entire crew. To understand that they were actually lucky to survive their incredibly violent abduction and that they both now remain firmly committed to continuing to report from war zones for The Times is truly remarkable to me.

    “I also got to hear from those that were back in HQ in Emma Tucker and Suzy Jagger, trying to track, monitor and support from afar. However big the organisation backing you, everyday split second decisions are only made by a handful of people and in Bearing Witness I have been allowed to shine a light on their world.”

    The Unquiet Film Series is a collection of films celebrating the historical and cultural impact of The Times (est. 1785) and The Sunday Times (est. 1822) newspapers, crafted by some of the very best filmmakers through unprecedented access to 229 years of archive material. Bearing Witness is now open to all online at with future films set for release in the series over the coming months.

    The project is the result of a collaboration between News UK, Team News creative agency Grey London, production company Betsy Works and Creative and Commercials Director, Phil Lind.

    2014-09-01 00:00:00
    ‘NOT EVERYTHING SHOULD BE MOBILE’ CLAIM VODAFONE, IN GREY-CREATED ‘HOME’ CAMPAIGN Grey London has unveiled a campaign for Vodafone Ireland’s new ‘Vodafone Home’ plans - offering unlimited broadband and unlimited landline calls to landlines and mobiles.

    The campaign revolves around the line ‘not everything should be mobile’ and focuses around the things you can (or should) only do at home. It comprises of a 40’ brand television commercial – placing Vodafone firmly at the centre of the home – a series of 10’ ‘teaser’ TVCs and out-of-home activity. Two additional 20’ TVCs highlighting the customer benefits of the package and a press campaign run from 25 August.

    The 40’ TVC celebrates home as the one place where you can feel truly relaxed; surrounded by the people you are so comfortable with that you can truly be yourself. Against the backdrop of some 1970s-esque funk, the viewer is treated to a determined-looking husband and his somewhat more bemused-looking wife. The middle-aged couple are seen working out using only some exercise balls, a spandex-laden fitness DVD…and their own unique moves. All in the comfort of their own home – which is where such moves should probably stay.

    The spot was created by Tom Chancellor and Simon Brotherson, and directed by Neil Harris through Smuggler.

    Vicki Maguire, deputy ECD, Grey London, says: “A home service is a big challenge for a brand that has built all its equity in mobile. We needed to announce, loud and proud, that Vodafone is with you at home, as well as when you’re out and about – hence ‘not everything should be mobile’: a brave claim for a brand which is famous for being just that.”

    Sarah Hughes, Brand and Communications Manager, Vodafone Ireland, says “Through this campaign we want to tell consumers that Vodafone is a whole lot more than mobile. We offer a nationwide, reliable, fibre broadband solution too. Our new plans aim to give customers added value, freedom of usage and no shocks when it comes to their monthly bill. From Simply Broadband offering unlimited fibre broadband with a landline, to our Worry Free family plan including unlimited broadband and unlimited landline calls no need for, even to mobile. There’s something for everyone.”

    Vodafone Home’s new portfolio launched in July 2014. It offers unlimited broadband and unlimited landline calls, even to mobiles. It’s the first and only plan of its kind in Ireland, and essentially means that Vodafone Home customers no longer have to worry about the dreaded ‘bill shock’ at the end of the month. Customers can use their landline and broadband as much as they like – whether that’s streaming movies to watch all night, spending hours on the phone to your best friend or video calling your relative at Christmas.

    2014-08-12 00:00:00
    THE SUN: “WE FEEL FOOTBALL” New season campaign for The Sun from Team News’ Grey London accepts that Love Hurts

    Grey London, part of WPP’s Team News, has unveiled a campaign to promote The Sun’s award-winning football coverage ahead of the big Premier League kick off on 16 August.

    The campaign introduces a new line that will underpin The Sun’s football-based communications throughout the entire season: We Feel Football, celebrating the devotion and emotional turmoil fans will experience week in, week out, from the first chance in August ‘til the last near miss in May.

    Centrepiece is a 60’ TV commercial narrated by Nazareth’s 1970s power ballad Love Hurts, which recognises for every winner there must be a loser; for every moment of ecstasy there must be an equal moment of despair, and exalts the pain experienced by long-suffering fans with a devotion to the beautiful game.

    The spot – a snapshot of the heartbreak felt by those with a blind love for football and which finishes with the line ‘All season, we’ll be there’ – was directed by Martin Kalina through Pulse, and will also run in the form of two separate 30’ edits.

    Dave Monk, deputy ECD at Grey London, says: “We wanted a director who really understood the tragedy and raw emotions of the football fan. Fresh from experiencing a heartbreaking defeat in the World Cup Final, Argentinian director Martin Kalina brought a load of talent and a bucketful of tears with him.”

    David Robinson, Marketing Director at The Sun adds: “For a large number of Sun readers, the back page is their front page. We speak for the football lovers, with an insatiable, endless appetite for the game – despite having their hopes built up and then crushed, time and time again. And yet, they always come back for more. As always, The Sun provides a voice and an active support for the fans - in print, in digital and on video - and we, like the fans, feel football.”

    The campaign also includes:

    -A 10’ spot reminding fans of ‘all the goals you want to see again…and the ones you don’t’, for The Sun Goals app - which allows fans to view every Premier League goal and highlight on their mobile or tablet.

    -A 10’ spot promoting The Sun’s fantasy football offering, Dream Team, which highlights the pseudo-loyalty fans have to their fantasy football teams…sometimes, even, at the expense of their real team.

    -A dedicated Scottish Sun TV campaign, which includes Scottish Sun columnists and former footballers David Provan and Andy Goram.

    2014-08-08 00:00:00
    PLEASE KEEP UNQUIET – New releases join the inspiring and vocal collection in The Unquiet Film Series –

    The Times and The Sunday Times have today released the next two instalments in The Unquiet Film Series – a collection of films celebrating the historical and cultural impact of the newspapers, crafted by some of the very best filmmakers through unprecedented access to 229 years of archive material.

    The first of the new releases is told through the eyes of multi-award winning foreign correspondent Christina Lamb OBE and her restless desire to tell the stories from the world around us in Bringing The World To Britain. Lamb won Young Journalist of the Year in 1988 when there were very few women in the field and began working in Pakistan and Afghanistan long before the world turned its attention to these areas, bringing back the real-life stories of family life in these countries.

    This is followed by Cultural Impact, which delves into the influence The Times and The Sunday Times have had on popular culture, resonating beyond the story. From Billy Russell redefining war journalism in 1854 and inspiring Tennyson’s famous poem Charge Of The Light Brigade to ex-editor William Rees-Mogg’s written words helping to free rock icons the Rolling Stones, criticising their jail sentence for possession of drugs in 1967.

    The films are the fifth and sixth in the series and open to all online at with future films set for release in the series over the coming months. The collection of films is the first time The Times (est. 1785) and The Sunday Times (est. 1822) have committed their stories to film and explores the values, beliefs and behaviours of past and present editors, journalists and readers.



    From director Liz Unna: “Through Christina’s story we learn how the paper has historically nurtured and supported foreign correspondents. The overarching theme is of Christina as a bridge between worlds, for that’s what she does as a correspondent, bringing what might be inscrutable or alien back to the British public.”

    “Christina’s unique perspective brings a woman’s critical eye to world events, too often missing from the discourse. Still today, most foreign correspondents are men, and in many parts of the world they aren’t given access to interview women, thus missing out on a huge part of the story. Her perspective is a little different (moving away from the focus of warfare, soldiers, weaponry) and includes women who are as much part of the story as the men. Christina is the ultimate bridge between the heart of other cultures, and our own.”


    From award-winning director Rob Blishen: “Cultural Impact examines how four Times' journalist's stories reflected the culture of their times, and affected that culture. In each case the words of the journalists resonated beyond the news story itself, inspiring art, political change and mobilising public opinion. The stories are also a journey through the history of The Times describing the arc from ink to digital by weaving archive material and audio interviews, with graphics and 3D animation, to visually join the different stories.”

    The project is the result of a collaboration between News UK, Team News creative agency Grey London, production company Betsy Works and Creative and Commercials Director, Phil Lind.

    2014-07-28 00:00:00
    UNITED BISCUITS UNVEILS £4 MILLION THROUGH-THE-LINE CAMPAIGN FOR GO AHEAD! BRAND Campaign supports fresh new look from the brand
    United Biscuits (UB) today unveils a new £4 million marketing campaign from go ahead!, signifying another step in a business vision that has already seen the re-launch of the manufacturer’s world famous McVitie’s and Jacob’s brands.

    The new campaign supports a fresh new look from the go ahead! brand. The refreshed logo will feature prominently on packs across the range and each pack will be colour co-ordinated across ranges and flavours, so shoppers will be able to quickly find their favourite go ahead! product on the shelf.

    The advert, created by global advertising agency Grey London and directed by D.A.D.D.Y from Fieldtrip, hits screens from Monday 23 June. Shot using the one-shot technique, a shot taken from the perspective of a single camera in a single long take, the 30 second commercial aims to emulate the fruity, feel-good snacking moment created by go ahead! products. The epic TV extravaganza features Rio dancers, muscle men, drummers and dancing photocopiers as the stars.

    United Biscuits, who are the UK’s number one biscuit baker, say that more than one in five UK households buy go ahead! products (Source: TNS 52 weeks to 27.04.14), resulting in 200 million portioned packs sold each year across Britain (Source: Nielsen Total Coverage, MAT to 24.05.14) – this equates to 400 go ahead! portioned packs sold every minute.

    UB Sweet Biscuits Marketing Director, Sarah Heynen said: “The go ahead! brand is currently worth £47m RSV, and we have a vision to grow it to £60M RSV in the next 5 years. Healthier Biscuits is the biggest Biscuit segment accounting for over a fifth of all Biscuits sales, making it a very important part of a retailer’s fixture. Biscuits are already an intrinsic part of our daily lives, but we know there is a huge opportunity to grow the Healthier Biscuit category even further by adding more excitement into the segment. As one of the leading Healthier Biscuit brands, we believe it is our responsibility to implement a plan that will enable us to achieve this”.

    “The new campaign from go ahead! aims to build interest and delight within the Healthier Biscuit remit, with a fruity extravaganza celebrating the fruity and feel good moments the products create. With the new marketing campaign supporting the eye-catching new look, go ahead! will be sure to grab the shopper’s attention, and attract new and existing shoppers to the Healthier Biscuits fixture and grow sales for retailers”.

    The 30 second advert premieres on ITV1 at 8.10pm, during Coronation Street. The ad campaign runs from 23rd June until the 31st of August, with the 30-second ad being supported by the biscuit maker’s biggest ever in-store, PR, press and online marketing, including a significant push on go ahead!'s social media channels and PR.

    2014-06-23 00:00:00
    THE SUN AND TEAM NEWS CALL ON OUR BOYS IN BRAZIL TO #DoUsProud The Sun and Grey London – part of WPP’s Team News – have launched a World Cup-themed campaign urging the England team in Brazil this summer to ‘Do us proud’ – celebrating the fact that win, lose or draw, we just want our boys to go out there and play their hearts out.

    #DoUsProud revolves around a re-recording of The Seekers’ 1960s classic ‘I’ll Never Find Another You’ by East London band Dexters. 200,000 free copies of The Sun’s England Anthem will be available to download from, where a free-to-access hub will collate England fans’ messages of support from across social media to the boys in Brazil. The track will also be free to stream via Soundcloud.

    The centrepiece of the campaign is a TV spot directed by former creative director and Creative Circle president Ed Morris through Rattling Stick, which features a shortened version of the song and puts a football-themed spin on the well-known karaoke format. Opening with a football player holding a ball, as the first lyric starts he heads it across to the next player, who heads it to the next, and the next…

    From behind, we see that instead of having a name on the shirt, each player has a word to match the lyric. A 74 man, non-stop headers chain, all timed to the music and making the track a sure-fire sing-along.

    The commercial launches on the night of England’s Wembley friendly vs. Peru on 30 May, while the campaign also comprises extensive video-on-demand, press and digital out-of-home executions plus a social activation campaign from Grey’s The Social Partners.

    Dave Monk, deputy ECD at Grey London, says:The World Cup isn’t just about winning, this time it’s about representing a nation, leaving nothing in the tank, playing with heart, and the fans singing from theirs. That’s what The Sun campaign and the TV spot are all about. Finding ‘The Seekers’ ‘I’ll Never Find Another You’ - a big hit in 1966 - was the genius of our creative team Rob Greaves & Sam Daly. The lyrics and the spirit of the tune was spot on, and Dexters’ demo blew us away – they managed to make an old folk song bang up to date and relevant again. Top fellas. Top band.

    Nick Stringer, Director of Marketing Communications at News UK, adds:We believe this campaign is in tune with the mood of the nation as we approach the start of the World Cup – it’s full of optimism, but measured and realistic which comes through in the lyrics in song. Ed Morris and Grey London have perfectly captured this in what is an honest, real and engaging spot for The Sun, the paper that football fans love for behaving like a fan itself.”

    2014-05-29 00:00:00
    Grey London "films" unborn baby in Chris Milk-shot BHF campaign targeting inherited heart conditions Grey London and the British Heart Foundation (BHF) today unveil the final work of their six-year partnership: a campaign to highlight the importance of urgent research into inherited heart conditions. The campaign revolves around a TV spot, shot by Chris Milk, that uses CGI to ‘film’ the testimonial of an unborn baby who may have inherited a heart condition.

    The BHF estimates around half a million people in the UK could be living with a faulty gene putting them at unusually high risk of developing heart disease or dying suddenly at a young age. This deadly legacy can span generations – someone living with an inherited heart condition has a 50:50 chance of passing it onto their children.

    The campaign spans television, online, cinema, print and PR, and tells the story of baby Zara. In 2010, Zara’s mum, Caroline, discovered that she had a faulty gene that could cause a heart condition that can lead to sudden death. Caroline knew there was a 50:50 chance it could be passed onto Zara.

    Grey elected to make Zara the ad’s narrator – before she was even born. Based on her mother’s 40 week 4D ultrasound, the agency tasked VFX and digital production company Digital Domain (well-known for its work on movies including Iron Man 3, the Transformers series and Titanic) with creating a CGI version of Zara in the womb, who tells the story of the faulty gene she may well have inherited.

    Vicki Maguire, deputy ECD, Grey London, says: “No matter what your message, it’s got to have cut-through; it has to resonate. What more powerful way of educating people of the risks of inherited heart conditions than via an unborn baby with a 50% chance of having a faulty gene that could affect her for the rest of her life. That’s more poignant than a testimonial from a doctor could ever be.

    “The craft and technique that Digital Domain and Chris Milk put into making the ad was amazing, and the end result looks so brilliantly life-like that we hope people will walk away from it questioning whether it’s real or not.”

    Chris Milk adds: 'I wanted to create a sincere and simple piece of film. Forging a deeply emotional connection with girl who needs saving even before she is born. The story is told in a world that is familiar but still a mystery. She’s invited us in because she has something to say. Something vital.

    Zara was born last month, but her parents still don’t know whether she has the faulty gene or not. She’ll continue to be monitored throughout her childhood.

    Nick Radmore, Interim Programme Director for Marketing and Communications at the BHF said: “Our new campaign drives home the message that we urgently need to accelerate research into inherited heart conditions. Pinpointing the genes which cause these conditions can mean the difference between life and death. The incredible cutting-edge effects used to bring baby Zara to life will capture viewers’ attention and crucially could help save many lives in the future.”

    The ad was directed by Chris Milk (well known for his music videos and interactive work including, most recently, The Wilderness Downtown interactive experience for Arcade Fire) and created by Lex Down and Clemmie Telford. Vicki Maguire was creative director.

    The television advert will be broadcast tonight at 9:45pm during Prey on ITV1.

    2014-05-12 00:00:00
    Grey London target innocent ignorance in COMEDIC, ALEX Brooker-fronted campaign for disability charity Scope -A staggering two-thirds of the British public (67%) admit that they feel uncomfortable talking to disabled people-

    Grey London has unveiled its first campaign for disability charity Scope after being awarded the business in November last year. The campaign, which premieres on national television this Sunday (11 May), bids to ‘End the Awkward’, following research highlighting that the majority of Brits are uncomfortable talking to disabled people.

    It revolves around three humorous commercials fronted by comedian and star of Channel 4’s The Last Leg Alex Brooker, who guides viewers through a series of awkward situations that they may encounter with a disabled person, such as the awkward ‘how do I shake a hand that isn’t there’ situation: left handed shake? Chest bump? Or the less common job interview wave?

    The other two films look at the awkward ‘is this another crushing rejection or is she deaf?’ situation, and the awkward ‘I’ve bent down to a wheelchair user, now what?’ situation. The campaign also comprises a raft of online content including tips, guides and videos on how to End the Awkward.

    The campaign is based on the insight that most people don’t know how to act around disabled people – which usually doesn’t come from deep-seated prejudice but is down, primarily, to ‘innocent ignorance’.

    Vicki Maguire, deputy ECD at Grey London, says: “We’re extending the hand of friendship to those who feel awkward around disability. This is not a blame game. There’s often no malice involved – many people just don’t know how to act. We’ve had great success with education through comedy, and our aim here is to remove the stigma that often exists around disability. It’s time to break the ice”

    Jeff Low, who directed the commercials, says: “The idea was already really sharp and very recognizable to me. It made me wonder how I had behaved in similar situations ... so all I did was try to create conditions so that idea could take centre stage and let Alex inject his personality into the pieces. While it sounds counterintuitive, all I did was try to carve out room so the idea was very clear because that’s what is great about the project. ”

    According to a new report by Scope, a fear of seeming patronising or saying the wrong thing is why most people feel awkward talking to disabled people. Scope says that the research sheds new light on why disabled people continue to face negative public attitudes in 2014.

    It reveals that so-called ‘millennials’ are twice as likely as older people to feel awkward around disabled people – one fifth of 18-35 year olds have actually avoided talking to a disabled person because they weren’t sure how to communicate with them.

    Richard Hawkes, CEO, Scope, says: “We’ve all been in situations that have made us cringe. But imagine if every day, people avoided talking to you because they weren’t sure what to say or how to act. That’s the situation that many disabled people face today.

    We wanted to raise this issue in a light-hearted way, because it isn’t about pointing fingers. Not enough people know a disabled person, or know enough about disability. This can mean people worry about saying or doing the wrong thing and feel awkward. But it can also have a serious side.

    In 2014 disabled people face many challenges. Many disabled people continue to face negative attitudes, in the street, on public transport, at work. We’ve launched this campaign to get us all thinking about what we can do to include disabled people more in our lives.”

    Scope’s research shows that there continues to be a real lack of public understanding about disability:

    • Nearly half of the British (43%) do not personally know anyone who is disabled.

    • Over three quarters (78%) of those surveyed said that they would not be comfortable speaking about disability in front of a disabled person, with many worrying they would say something inappropriate or use an offensive term by mistake.

    • Many people said that getting to know someone disabled (35%), or getting advice from disabled people (28%), would make them feel more confident when meeting a disabled person.

    Alex Brooker, who has a prostethic leg and hand disabilities, says that he hopes the campaign will get people talking about, rather than avoiding, the issue of disability: "Some people can feel a bit awkward about disability but more often than not it's coming from a good place because it's just someone not wanting to offend.

    I don't see anything wrong with being curious, I would be if I saw someone different and I'm disabled myself.

    It's just about getting past that and feeling confident because a disability is only a part of who someone is I think."

    The campaign was created by Lex Down and Jamie Starbuck and creatively directed by Vicki Maguire. It was directed by Jeff Low through Biscuit.

    2014-05-11 00:00:00
    The Sunday Times celebrates the nation's super rich with Tim Flach-Shot rich list campaign drom team news Grey London, part of WPP’s Team News, has taken a humorous approach to promoting The Sunday Times’ Rich List 2014 in a campaign shot by Tim Flach – one of the world’s leading animal photographers – and which features Sirs Richard Branson and Elton John as well as X Factor mogul Simon Cowell.

    Once the cats had been photographed, the images were digitally retouched (using lookalike models as reference to ensure likeness) and props added – including specs and an earring for Elton, Cowell’s trademark hairdo and an aeroplane collar for Branson.

    The Super-Rich List – which is new this year and is available within the 11 May issue of The Sunday Times Magazine will be out first. All three executions then promote the definitive Rich List, which for the first time appropriates an entire issue of The Sunday Times Magazine (18 May) – allowing an enhanced range of editorial content around the list itself. The front and back covers of the magazine also feature a fourth, non-specific cat, again created by Grey.

    The campaign was written by Jo Sissons and Kate Allsop, art directed by Miguel Gonzalez, shot by Tim Flach and retouched by Antony Crossfield. Creative Director was Dave Monk.

    2014-05-06 00:00:00
    Grey London celebrates epic journey of the youngest pair to ever row the Atlantic Ocean Watch how Luke and Jamie, 2 Boys in a Boat, rowed 3000 miles across the Atlantic Ocean in aid of Breast Cancer Care sponsored by Duracell. In this inspiring feat of mental and physical endurance, the boys show an extraordinary commitment to never giving up – despite meeting sharks, crossing 40ft waves, and narrowly avoiding being crushed by a container ship during their 54-day adventure.

    Luke and Jamie, both only 21, earned a place in the Guinness Book of World Records in the process. The Duracell Bunny also joined the boys on this epic journey; tied to the mast and hanging on for dear life.

    Duracell, the world’s #1 longest lasting battery, sponsored the boys on their epic voyage across the Atlantic. Duracell: The power to go further.

    2014-04-16 00:00:00
    Grey serves up seasonal ad campaign for Old Speckled Hen Grey London has launched its first major campaign for Greene King beer Old Speckled Hen, celebrating the brand’s slightly different, witty and quintessentially British character Old Speckled Henry.

    The campaign comprises four TVCs (the first for the brand from Grey), four radio spots and four print executions, each focused around a different event in the calendar.

    Each TV ad will feature popular mascot Old Speckled Henry and his quirky, irreverent take on life, with the strapline ‘Seek out something different’. Henry will be voiced by the comedian Simon Evans. The print executions will take the form of beautiful, eye-catching hand-painted images, with witticisms such as ‘Visiting the mother-in-law this Easter? Perhaps a bottle of something scented will help keep things amicable’.

    Additionally, Henry will be ‘writing’ a newspaper column for the Independent, The Times and The Guardian from May 2014 to May 2015. The columns will be topical, offering a slightly different take and the tone of voice that of the ‘British Eccentric’. The copy will be written throughout the year by Grey in collaboration with Simon Evans.

    Dom South, Marketing Director at Greene King says: “Old Speckled Hen is an iconic brand with a distinctive personality. Research shows it continues to be the ale most drinkers want to see on the shelf in the supermarkets. Henry the fox is the ideal symbol of both the beer’s rich past and its bright future, with an eccentricity and humour that appeals to beer drinkers.”

    Simon Brotherson, Creative Director at Grey London adds: “With our new work on Old Speckled Hen we hope to have made the already popular brand spokesman Henry even closer to the ale drinker. We've sharpened his wit, and offered his wry take on key drinking occasions. The brands future is certainly looking bright eyed and bushy tailed”

    The campaign was created by Sander Vos and Tom Reas and Creatively Directed by Simon Brotherson. It was directed by Jon Riche through Love Productions.

    2014-04-09 00:00:00
    ‘Feel flavour’ - A sonic poster Schwartz has delved even deeper the phenomenon of Synthesia in the latest iteration of 'The Sound of Taste' campaign – this time exploring another of the five senses, ‘touch’.

    To demonstrate the effect that herbs and spices have on the senses, Schwartz have created an interactive poster that uses innovative ‘touch sensitive’ inks to turn the surface area of the paper into an interactive interface.

    We've basically created an app that's made out of paper. Pair the poster with a smartphone or tablet via Bluetooth, and your device effectively becomes a mobile speaker. 16 different herbs and spices have been translated into musical chords and the conductive inks on this poster enable you explore those sounds with your fingers. We thought this would be a great way to dramatise flavour, something that is silent and invisible”, says Andy Lockley, Creative Director at Grey London, the creative agency behind the poster.

    Conceptual Illustrator Billie Jean was invited to create a visual articulation of what taste might look like. Each herb and spice depicted in the artwork was assigned a musical chord matching its flavour characteristic. For example, cumin became E flat major, chilli was ascribed A flat major and fennel was characterised by a higher-pitched F minor.

    When the artwork is touched, different chords are triggered to create a symphony of flavours.

    Grey London collaborated with experimental print technology collective Novalia, who developed the interactive inks and software.

    Conductive ink is a prototype technology that puts the same type of capitative touch screen you have in a smart phone or tablet into plain old paper –effectively breathing new life into what many believe is a dying medium. Schwartz is the first brand to use this technology in a commercial application”, explained Kate Stone, founder of Novalia.

    The posters have been developed to form part of a trade launch to promote Schwartz Flavour Shots, an innovative new range of herb and spice blends, to retailers.

    2014-04-07 00:00:00
    Stationer gives away the world’s most beautiful sustainable font: Ryman Eco Ryman, the UK’s most trusted stationer, is on a mission to get the world to print more sustainably; not just by recycling cartridges, using less paper or even by printing less,but by simply using a new font: Ryman Eco. Beautiful, sustainable and completely free.

    Available from 29th March, Ryman hopes it could become the world’s default print font. If everyone used Ryman Eco when printing, we would save over 490 million ink cartridges and nearly 15 million barrels of oil, equivalent to 6.5m tonnes of CO2 emissions a year.

    Grey London, which came up with the concept, is an agency famous not only for its ads, but for work that explodes into popular culture to convey a message, be it a comedy show to raise awareness of heart disease, a hit record to change perceptions of a soft drink or a font to save the planet. Grey has taken this latest idea to heart and is now implementing Ryman Eco across its global 96 country network.

    Ryman is making the font available completely free online and will be promoting it instore and encouraging all paper, cartridge and printer customers to make it their default font, use it on everything they print, and so start using less ink.

    Previous efforts to create an environmentally friendly font have suffered key flaws, which the companies have sought to remove:

    • Uses an average 33% less ink than a suite of standard fonts including Arial, Times New Roman, Georgia and Verdana and 27% less ink than the leading sustainable font[1]
    • Completely free use anywhere in the world for any purpose, available via a simple download into your computer’s font library at
    • Beautiful and legible when printed: at standard point size (10-14 point), Ryman Eco looks like a normal font thanks to the inherent bleeding of ink and toner. At larger sizes, the white space in between the dozens of tiny thin lines and curves, which make up each letter become more visible, but it remains highly elegant and readable. Its characters are more fragile on screen, but it runs out beautifully. This is a necessary compromise.

    Every year, more than 65 million printer cartridges are sold in the UK and almost 1.5 billion globally. The cartridges, whether laser or toner, are comprised of various toxic, oil-intensive, and largely non-biodegradable materials that can take over 1000 years to break down. Grey London saw that despite the enormous environmental costs of printing, current levels of cartridge recycling and incentives to do so by stores including Ryman, are not addressing the issue. They decided to turn the problem on its head:

    Grey London’s Executive Creative Director Nils Leonard said: “We realised if we could make the words and numbers we print more efficient, then we’d make cartridges more efficient too, reducing their environmental impact. I tweeted Ryman owner Theo Paphitis with our idea for a good thing a stationer could do for the planet and he understood its wide-ranging implications straight away. A month later, we’ve developed an environmentally friendly font the world will really want to print with. Sustainable. Beautiful. Free.”

    Theo Paphitis, chairman of Ryman agreed: “At Ryman we love print. But we don’t like what it does to the planet. Recycling alone isn’t doing enough. So I am asking individuals and businesses, especially those who use print a lot in their day-to-day operations, to download Ryman Eco for free and make it their default print font. It's the easiest thing in the world to do but could make a world of difference.”

    Ryman Eco was designed by leading specialists, Monotype and Hogarth. Dan Rhatigan Type Director at Monotype said: “The entire concept for Ryman Eco is about the final print experience and finding the perfect balance between saving ink, legibility and aesthetics. To encourage enough interest so that people would want to use the font, we needed to make something that would be visually interesting at a close look or a large size, but useful and effective for everyday printed text. We looked at how our eyes and brains compensate by filling in ‘missing’ areas and how much of a character we can remove before we lose the sense of its form. Then we pushed the character forms to make them even more interesting and distinctly Ryman without using more ink. I think the final printed product is both elegant and efficient. I’m looking forward to seeing how it works for people in the real world.”

    [1] FontExplorer Pro testing done by Monotype

    2014-04-01 00:00:00
    GREY LONDON LAUNCHES DEBUT CAMPAIGN FOR VODAFONE UK -New “Power to” campaign highlights dependability of Vodafone’s network-

    Grey London has unveiled its first work since being appointed to the Vodafone UK roster. The campaign highlights the dependability of Vodafone’s network and centres around its support of the emergency services in the UK. It marks the first new campaign commissioned by Daryl Fielding since her appointment as Vodafone’s Director of Brand Marketing last year.

    The campaign broke on TV last night (Wednesday March 26), as well as in cinemas and video on demand. It will be followed by a national print campaign and online video content.

    The film opens in the midst of a full-blown emergency – a car is ablaze on a motorway, a fire engine is in attendance, fire crews fight the blaze. Heroic, brave, real; they get on with the job. Over the chaos, a soft but matter-of-fact voice kicks in: the voice of a fireman’s wife on the internal struggle she wages, every time her man leaves the house. “People say ‘but don’t you worry?’”, she tells the viewer. “And I go, ‘well no, it’s just what they do’. It’s what they are trained to do. They are used to it. And so are you.”

    “But even after 27 years, you still want a call, or a text. But when he does, it’s never ‘I love you’, ‘I’m okay’, ‘I’m safe’. It’s just ‘what’s for dinner?’ Daft beggar”. The blaze is out, and as the fireman takes off his helmet, it’s revealed that Vodafone’s network supports 77% of the emergency services. The film ends with the line ‘Power to our emergency services. Power to you.’

    The film – which features real, off-duty firemen – was created by Vicki Maguire & Jonathan Marlow and directed by Marcus Söderlund through Academy.

    Daryl Fielding, brand director, Vodafone UK, says: “This is a new approach for Vodafone UK, disrupting the trivialisation of the category. It’s a simple message and one which everyone can identify with – the importance of connectivity and the dependability of Vodafone’s network.”

    2014-03-26 00:00:00
    Grey London and Mcvitie’s unveil £12million through the line campaign celebrating everyday moments made better by the great British biscuit Pembroke Corgi pups, British Short Hair kittens and a cheeky Tarsier ‘take the biscuit’ in new ad

    Pembroke Corgi pups, British Shorthair kittens and a cheeky Tarsier are the stars of McVitie’s new £12 million advertising campaign, which launches Monday 3 February, and celebrates everyday biscuit eating moments made that little bit better with a Digestive, Chocolate Digestive and Jaffa Cake.

    Three 30 second commercials, created by Grey London, feature adorable pups, kittens and one of the planet’s smallest primates, the Tarsier, with the strapline ‘Sweeet’™, to evoke the same feeling and emotional response to that of eating a simple McVitie’s biscuit.

    The campaign was inspired by the insight that something as trivial as the humble biscuit can be so powerful and is a deeply embedded ritual habit in our daily lives.

    United Biscuits, who are the UK’s number one biscuit baker, says that there were 7 billion biscuit occasions last year in Britain, that’s nearly 1½ times that for confectionery and 40 per cent more than savoury snacks. This equates to 107 occasions per year for every person in the UK. One hundred million McVitie’s biscuits are eaten every day – two packets of McVitie’s biscuits every second (Source: Kantar Consumption Panel). The campaign is, in part, a celebration of the role biccies play in our lives as we share and experience different everyday moments.

    The first commercial opens in the living room, with the family about to enjoy a cuppa and a Digestive biscuit. This everyday moment is suddenly transformed when Mum unwraps the packet. Instead of seeing a Digestive, cuddly Pembroke Corgi pups emerge. The whole family and audience are transported to world of furry cuddles with the pups for a split second before Mum crunches into a Digestive and enjoys that sensation of a crumbly cuddle.

    The second opens in a hospital canteen, with three nurses about to enjoy a cuppa and a Chocolate Digestive on their break. As the packet of biscuits is unwrapped, the moment transforms to reveal a series of cute, snuggly British Shorthair kittens. The three friends and the audience are transported to a world of snuggly kittens for a split second, before they crunch into a Chocolate Digestive treat and feel that chocolaty snuggle.

    The third and final commercial opens with a teenage boy arriving home, racing past his parents who are sitting in the living room, upstairs to his bedroom. Sitting on the edge of his bed, he reaches for a packet of Jaffa Cake biscuits. The moment is suddenly transformed, when he opens the packet and out emerges a mischievous looking Tarsier. For a split second, he and the audience are transfixed by the little creature’s huge bright orange eyes before the boy bites into the tangy orange Jaffa Cake and experiences that zesty mischievousness we all recognise.

    Created by award-winning director Owen Trevor, each of the three ads is set to a Great British feel-good retro TV show theme tune from Fawlty Towers, Blockbuster and the title track ‘Angela’ for Murder She Wrote.

    UB Sweet Biscuits Marketing Director, Sarah Heynen said: “Imagine a world without biscuits. You can’t. There are literally millions of biscuit eating moments in Britain every day. Biscuits, as a wholesome, baked everyday treat, have been in our lives since the 1830s and the biscuit eating trend continues to grow as we bake new products to add to our heritage range.

    “We’re a nation of biscuit lovers with 99.2 per cent of British households purchasing biscuits in a year. This is amongst the highest penetration of any food category. We knew that our biscuits have a surprisingly important place in people’s lives – people relate to them in very emotional way. We wanted to bring this feeling to life, in a memorable, modern way.”

    The first three 30 second adverts will air at 20.45 on ITV1, during Coronation Street. The £12 million campaign runs from 3rd February and will continue throughout the year with the 30-second ads being supported by the biscuit maker’s biggest ever in-store, PR, press and online marketing, including a significant push on McVitie’s social media channels and PR.

    Media agency MEC will launch the £12 million campaign digitally with a world exclusive of the creative on the highly successful Jaffa Cakes Facebook page on the 3rd February, followed by the TV launch of the first 30 second ad with a 20.45 roadblock across ITV1, C4, Five, More 4 and E4, led by ITV’s iconic Coronation Street. MEC will also undertake a series of impactful homepage takeovers across the following days on YouTube, MSN and Mail online, as well as an innovative VOD campaign which will allow the consumer to select their favorite ad to view. Activity will be supported by the biscuit maker’s biggest ever in-store, PR, press and online marketing push, including significant activity on McVitie’s social media channels.

    Also launching on 3rd February is an all-new mcvities.couk, created by GreyPOSSIBLE, the digital joint venture created by Grey London and POSSIBLE. Features include Release the Snuggles, which sees kittens or puppies turn your screen into their playground all year round and the Site Snuggler, which turns your cursor into a little furry paw.

    With buzz and awareness having been built by the TV ads and digital activity, United Biscuit’s biggest ever in-store activation follows a week later in all major multiples, starting with Tesco. Created by Dialogue London, Grey’s sister agency responsible for the strategy, creative and execution of all Shopper activity for the brand, it breaks on 10th Feb and will run over the next 10 weeks. The work is designed to win emotionally with shoppers to drive purchase, and features Sweeet takeovers of the entire biscuit aisle including arches, floor and shelf media.

    2014-02-05 00:00:00
    Discover Culture with The Sunday Times & Team News What do Rodin, Tarantino, 1960s ad men and Daft Punk have in common?

    Being tasked with promoting The Sunday Times’ month long series and refresh of its Culture section got Grey London – part of WPP’s Team News – thinking. What are people’s favourite iconic cultural moments across film, music, art and TV? Why do some things enter popular culture and remain there, while others fall by the wayside?

    The result is a campaign that hopes to get people thinking – and talking – about the same questions.

    Shot in one stunning take by Us through Academy Films, the film tips its hat to some of the most instantly recognisable moments from culture through the ages. In just 50 seconds, it recreates six iconic scenes from more than 500 years of history: Rodin’s The Thinker, the epochal ‘bench scene’ from Forrest Gump, the Mad Men title sequence, Michelangelo’s seminal Creation of Adam, the Mr Pink/Mr White ‘altercation’ from Tarantino’s Reservoir Dogs, and, finally, the helmeted, Grammy Award-winning electronic duo Daft Punk.

    Dave Monk, deputy executive creative director at Grey London, says: “This is all about those iconic cultural images that we pin to our walls and that stick in our minds. We all have our favourites. Heisenberg, Kraftwerk and Banksy’s kissing coppers all featured in early scripts, but we wanted to take a snapshot of what’s making the headlines in 2014. Daft Punk winning big at the Grammys, the final series of Mad Men, and Tarantino are all over the media right now. These people and their work have left an indelible mark and we’ll probably still be talking about them in ten, twenty maybe even a hundred years’ time. The film is a respectful nod to it all.”

    Lizzie Gower, managing director of Academy films, says: “Every now and again I have the good fortune to work on a commercial that breaks the boundaries of conventional advertising. This film is such a clever and intriguing idea beautifully crafted. How refreshing to see ‘less is best’ so beautifully executed.”

    Nick Stringer, Director of Marketing Comms at News UK, says: “It’s a great ad built around a simple insight. Everyone likes to discover more of what they love – hence our focus on cultural ‘connections’. Our critics are always following these connections, and have a million recommendations. Through this series and the refresh of The Sunday Times Culture section, we want to help guide our readers somewhere new, whatever their taste.”

    The film breaks over the weekend as a 50” & 30” on TV and VOD, and runs for three weeks. The Sunday Times' month-long culture series, starting 2 February, revolves around the concept of ‘cultural connections’ – and will draw on the connections between things to help readers discover the new, and read about others that have too. It will also comprise exclusive offers including film screenings, events and book downloads. The Culture section is free with The Sunday Times every weekend.

    2014-02-03 00:00:00
    ‘The Sound of Taste’ An audio visual installation in association with Schwartz Flavour Shots.

    What does flavour look like? How does it sound? These are the questions that inspired herb and spice experts, Schwartz, to create what they describe as a ‘Sonic Flavourscape'. An audio visual dramatisation of the intense effect that herbs and spices have on the senses.

    Several tonnes of black peppercorns, cardamom, basil leaves, cinnamon, cumin seeds, ginger, chilli and coriander were rigged to explode in perfect sync with a bespoke musical composition. Each explosion represents an individual piano note or chord, which when filmed in super slow motion, creates a surreal three dimensional sound scape.

    The project bought together an eclectic collective of creative collaborators. DJ/Producer MJ Cole was approached to translate the sensation of taste into a musical composition. Cole, who was classically trained at the Royal College of Music, created a delicate and intricate piano piece. Film maker Chris Cairns and pyrotechnic designers, ‘Machine Shop’, then went to work turning this sound into a physical scale.

    Different Herbs and spices were assigned to the notes based upon their different characteristics and colours. The size and volume of each eruption was also painstakingly adjusted to reflect the sound that it represented. For example, a bright and clean E-flat major chord became fresh green chives. While C, G and E-flat, were ascribed to fenugreek seeds, paprika and turmeric powder.

    “This is a visualisation of the intense sensory stimulation you get from herbs and spices. We wanted to make the invisible, visible. While the finished piece appears effortlessly in sync, triggering one hundred and forty separate explosions to within a millisecond, was incredibly complex. It took a lot of testing, trial and error”, explained Cairns.

    The installation, which was built at Pinewood Studios in the UK, incorporated eighteen different herbs and spices hand selected from as far afield as India, Madagascar and Guatemala. The film was shot on a combination of Phantom Flex and Phantom Miro, Canon 5DmkII and Canon C300. Footage of the installation and a short film about how it was built will be released into social channels on January 10th.

    The entire concept was devised by the Creative agency, Grey London, specifically to launch new Schwartz Flavour Shots, an innovative new range of herb and spice blends locked in oil.

    It is the latest in a series of successful musician/brand collaborations instigated by Grey. Other notable partnerships include DJ Fresh for Lucozade Lite and Dre Skull for Puma Fragrances.

    "The Sound of Taste was one of those projects where, as an ad agency, we simply put a process in motion then stepped back and allowed it to develop. It was a real privilege to watch visuals and music fuse together so harmoniously", added Andy Lockley, a Creative Director at Grey London.

    2014-01-10 00:00:00
    GREY LONDON RE-ENERGISES LUCOZADE IN GLOBAL ‘YES’ CAMPAIGN First work from former W+K creative director Darren Wright-
    Grey London has unveiled a global campaign for Lucozade Energy which irreverently highlights the energy-boosting benefits of consuming the glucose-based drink; the latest iteration of the agency’s YES positioning for the brand.
    The campaign – commissioned by Jon Roberts, Global Marketing Director for Lucozade – is based around a playful film from much-acclaimed director Keith Schofield. Follow the commercial’s hero, ‘Dan’, on a glucose-powered lyrical journey from the ordinary to the extraordinary; from spreadsheet-smashing to crocodile wrestling and everything in between. The campaign also features related through the line activity, including outdoor, press, digital and in-store.
    The work is the first from former Wieden+Kennedy creative director Darren Wright – best-known for creating the multi-award-winning Run London for Nike – who joined Grey as creative director on Lucozade in 2012. Schofield is the director behind VW’s Emmy-nominated The Bark Side, Get Involved for The Sun and Cannes Gold Lion-winning SFW XXX for Diesel, as well as countless music videos.
    Darren Wright said: “The YES proposition is all about creating physical and emotional energy, as opposed to merely selling it. We’ve used music to great effect in the past; and now we’ve opened up the comedic side of the brand. It’s a lot of fun and adds a fresh slant to the campaign, while still feeling very on-message.”
    Jon Roberts, Global Marketing Head Lucozade, adds: “Lucozade is brand that has always celebrated energy, we now wanted to create communication that showcases how hard working the glucose ingredient is, but that still delivered impact and entertainment”
    The campaign also introduces the line ‘Powered by Glucose' and will be supported with a full bank of print and digital content and follows on from earlier YES campaigns across Lucozade’s Sport, Energy, Revive and Lite variants. It was commissioned by Jon Roberts, Global Marketing Director, Lucozade and rolls out in markets around the world from April 2013.
    2013-04-22 00:00:00
    Grey encourages the UK to get involved with the Sun's Big Smile Giveaway Grey London and WPP’s Team News agency group has unveiled a multichannel campaign to launch The Sun’s January blues-busting Big Smile Giveaway – a range of promotions, funny content and giveaways to help the nation through its ‘most depressing’ month.

    The campaign – continuing the ‘Get Involved’ brand proposition which Grey launched for the UK’s best-selling newspaper last year – broke with a 50’ TV brand spot on 1st January and is supported by additional 60’/40’ versions, digital outdoor and DM activity, and in-paper.

    The ad, which was produced by Rattling Stick and directed by former Fallon Executive Creative Director Andy McLeod, is a charming sing-along led by a young girl already fed up with January. Encouraging viewers to ‘smile through the pain, the snotty noses and the rain’, her cheeky lyrics and unexpected delivery will put smiles on the faces of even the gloomiest viewers. It’s the perfect introduction to a campaign that plans to ‘kick January where there ain’t no sun’.

    The Sun’s Big Smile Giveaway runs for three months, kicking off with the return of holidays from £9.50 in January and culminating in the paper’s two free tickets to Alton Towers promotion in March. In the intervening weeks other smile-inducing offers include family days out at top UK attractions, money off shopping, free family cinema tickets and free Lego. The campaign will live in editorial as well as through marketing, promotions and on-line, with a range of content created to give away smiles across all of The Sun’s platforms – the paper itself,, social media and an app.

    Furthermore, The Sun Smile Squad will be visiting towns up and down the country purveying random acts of kindness – from giving out free Sunbrellas to keep you dry and gloves to keep you warm, to paying road toll charges and providing cups of tea from the Sun tea van.

    Rob Painter, Marketing Director The Sun, says: “There’s no better barometer of the nation’s mood than The Sun, and we know that the start of the year and winter can be tough. With the Big Smile Giveaway, we wanted to give our readers something to look forward to and put a smile back on the faces of Britain.”

    Nick Stringer, Director of Marketing Communications, News International, says: “We needed an idea that could amplify everything that’s great about The Sun, at a time of year when people need a pick-me-up. Grey’s campaign does that perfectly, with a strong look and feel for the quarter and a TV spot that is a call to the British public to ‘get involved’ with the paper’s editorial and its unrivalled promotional schedule.”

    Nils Leonard, Executive Creative Director, GREY London, says: "Nothing like a singsong to get us through our darkest month. The Sun’s Big Smile Giveaway is perfectly fronted by a toothless superstar.”

    2013-01-03 00:00:00
    Lucozade brings true sporting swagger to 2012 with the launch of the ‘faster. stronger. for longer.’ campaign. For the first time ever Lucozade’s elite athlete ambassadors have been captured at their most visceral, tormented, pained and triumphant. This is the story of sporting YES moments, when athletes go beyond their peak and achieve sporting glory; a story ultimately powered by Lucozade Sport, a product scientifically formulated to ensure athletes can go “Faster. Stronger. For Longer.”

    This campaign was a project designed to test Mo Farah, Phillips Idowu, Louis Smith and Ashley Young to the max - for real, in real sporting environments. Our athletes weren’t posing for the cameras. They were sprinting, pounding, leaping and sweating. Real training, real pain, real exertion – all beautifully captured on film and in stills. As such, this is not just a demonstration of pure physical prowess, but the first time an advertising campaign has been able to truly get inside the minds of athletes, portraying their emotional and physical journey before, during and after training. The result is the first in a series of definitive sporting profiles, which deliver portraiture and insight in TV, print and long-form digital content. This provides a powerful platform to launch, and indeed demonstrate ‘in camera’, the endurance claim of ‘Faster. Stronger. For Longer’.

    Grey London, the creative agency responsible for the work, and the Lucozade team has created more than simply another TV campaign. It has also spawned an immersive digital experience and platform on and YouTube, where the Lucozade team and the elite athletes provide training, techniques and insights to inform and inspire sports participants across all different forms of sport.

    Lucozade Sport Facts

    *Each take was so physically demanding for the athletes that the number of shots and length of shots had to be timed to the second and to the centimeter…

    *Each filming session involved such strenuous activity that TV campaign director Ben Newman, Longform directors Tubby Brothers and photographer Alan Clarke were limited to a time-slot of four hours per protagonist to capture all assets.

    *Mo Farah’s speed is such that even the chasing pack of athletes had to go through a rigorous selection process to ensure they could keep up with him. Even then, his speed was too great.

    *Phillips Idowu’s jump is so extraordinary that most jumping pits in the UK are too short. The location of the shoot had to be determined by finding one of the very few indoor jumping pits that could accommodate his jump in full glory.

    *Lucozade has also brought swagger to the usually straight-talking world of sports photography and film. The brand has produced game-changing films in the style of music promotions, borrowing innovative camera angles from the worlds of break-dancing and skateboarding, and using a combination of music and sound design to create powerful bespoke soundtracks scored to the beat of each individual performance.

    2012-05-02 00:00:00
    GREY London celebrates the craft of cask with first work for Greene King IPA "Crafted for the Moment’ campaign aims to make brand more accessible"

    Greene King IPA and GREY London are launching a new TV campaign for the ale brand aimed at sparking a more contemporary image for the long-time British cask ale brewery.

    In its first work since clinching the business back in December, the ‘Crafted for the Moment’ campaign champions the Great British Pub Landlord’s role within his community – the guardian of the cask. 

    Filmed in an authentic Greene King pub, The Hornsey Tavern in North London, the film tells the story that great moments don’t happen by chance – it is the craft and detail behind the scenes that make these moments so memorable. The ale may be the centrepiece, but it is the setting, the people, and importantly the care and detail from those who serve it that crafts such moments.

    The soundtrack to the ad is by up-and-coming artist Jake Bugg who at only 18 has signed with Universal Music. 

    The advertising forms part of a larger £4million evolution for Greene King IPA, who will also be introducing innovative new tankard-style glassware and three new additions to the Greene King IPA range – Greene King IPA Gold, Greene King IPA Reserve and Greene King IPA Smooth. The advert will run on multichannel TV, including Sky Sports, Sky News, Dave and Film 4, and will be launched during the first FA Cup Semi Final on 14th and 15 April on ITV1 and ESPN. 

    Euan Venters, Managing Director, Greene King Brewing and Brands said: “Whilst the cask category is predominantly driven by 35+ males, our studies show the younger consumer is becoming more important to cask ale volumes. The traditional cask consumer remains at the heart of our brand but we also want the advertising and range extensions to help make the category more relevant to new drinkers coming into cask. We feel GREY London has captured the spirit and essence of our flagship ale, and what it means to our consumers perfectly. We believe this campaign could prove to be a watershed moment in the history of cask ale.”

    Nils Leonard, Executive Creative Director, Grey London said: “For Greene King, we wanted to encapsulate what makes cask ale special to so many people, of all ages. It’s not just the taste; it’s everything that goes into making that moment. That’s why we’ve championed the British publican, the final craftsman before the ale is served.”  

    Further investment for the brand comes in the shape of a redesign across all formats and channels. Careful attention has been paid to the design of a new zinc-crafted premium pump clip, which clearly references the ale’s heritage and home of Bury St Edmunds – a nod to the Suffolk town where Greene King has been handcrafting quality ales since 1799. 

    2012-04-13 00:00:00
    Grey London energises consumers to Witness their Revival with Lucozade Revive TV spot New sub-brand to target fresh audience for soft drink brand


    Grey London has created an integrated ATL and BTL campaign, featuring a new TV spot centred on contemporary dance, to launch the new Lucozade sub-brand Revive.


    With the product vibrant, fresh and disruptive, Grey has brought in a wealth of creative talent to take the Lucozade brand in an ambitious new direction, based around the tagline ‘Witness My Revival’. The campaign is the fifth installment of the wildly successful YES proposition, first introduced by Grey and Lucozade in 2011 and marks a departure from the brand’s traditional celebrity endorsement-led advertising model.


    The visually arresting dance performance features Sadlers Wells dancer Dickson Mbi finding his YES moment with a mesmerising display of flair, control and athleticism, making the world a witness to his revival. The piece was choreographed by Sadlers Wells’ Russell Maliphant and directed by Warren Du Preez and Nick Thornton Jones.


    Targeted at a 25-36 male/female demographic, the new Lucozade Revive provides a new, low-calorie option for the energy drinks market and will be supported across a range of channels, including print, digital, social media, outdoor, in-store and experiential.


    To support the campaign, Grey’s in-house social media specialists The Social Partners has launched a strategic influencer mass seeding project, driving the usage occasion and product testimonials among 10,000 peer-to-peer consumer influencers.


    A blog is also being launched alongside Grey’s TV spots, to act as a community hub, featuring a variety of content around art, dance, culture and the spirit of the Witness my Revival proposition.


    In addition, a number of partnerships have been brokered to promote Revive and align the product with lifestyle brands. From April, Toni & Guy will be offering consumers the chance to try in –store, the Louboutin exhibition at the Design Museum will feature a partnership in May and both Ted Baker and Office will be involved in giveaways and sampling.


    The spot will also feature in cinemas from April 20th.


    Sophie Birrell, Senior Brand Manager, Lucozade said: “This dynamic and visually stimulating ad creative from Grey London communicates the energising and invigorating properties Lucozade Revive embodies whilst engaging with the target market of young adults.


    “Revive offers something completely different, new and relevant to consumers who don’t currently drink energy drinks.”


    Nils Leonard, Executive Creative Director, Grey London said: ‘Our partnership with Lucozade from day one has been about pushing boundaries. Revive is a convention-defying product for Lucozade so we’ve created a campaign to match that. We’ve moved away from the traditional route of celebrity endorsement to create a stunning piece of free-form art to launch a not just an energy drink, but an entire movement.


    2012-04-11 00:00:00
    Lucozade Sport is faster,, stronger, for longer in the biggest year in the History of British Sport 2012 is the biggest year in the history of British Sport and Lucozade Sport, the UK’s No.1 sports drink , is accelerating its leadership of the category. Kicking off in January, the brand will launch its largest ever marketing investment of £15 million to help retailers capitalise on this massive commercial opportunity.

    A new heavyweight campaign will run across TV, Outdoor, Press and Radio and features a host of high profile sports ambassadors including: three leading athletes aiming to compete in the London 2012 Olympic Games: Mo Farah, Phillips Idowu and Louis Smith as well as the brand’s latest new signing Manchester United’s and England’s Ashley Young. The campaign also sees the introduction of a new scientifically proven claim which will be appearing across all marketing in 2012: Faster. Stronger. For Longer.

    In-store activity has been designed to deliver maximum standout and shopper engagement and includes a range of high impact point of sale material which for the first time ever features the Lucozade Sport ambassadors. This includes dump bins, wobblers, barkers and posters and will be available across the trade to help retailers maximise sales.

    Simon Freedman, Brand Director, Lucozade Sport, said: “2012 will be the biggest year in the history of British Sport. There is a lot of evidence to show that when big sporting events are held, sports participation increases significantly. So this represents a huge sales opportunity for Lucozade Sport and the sports category as there will be many more purchasing & drinking occasions around sport & exercise. By running the biggest ever marketing campaign in the illustrious history of Lucozade Sport, we will be helping retailers unlock massive sales and grow the sports drink category as a whole. We would encourage retailers to take full advantage by stocking up on Lucozade Sport, which is around 3 times bigger than its nearest competitor , and ensure excellent displays in-store throughout the year.”

    Also throughout 2012, the Lucozade Sport team will be activating great campaigns to support its unrivalled array of sports sponsorships. These include: The Premier League (since 1992), the England & Republic of Ireland football teams, Liverpool FC, Chelsea FC, Arsenal FC, 25 running events including Virgin London Marathon, UK Athletics, the McLaren F1 team, and other exciting sponsorships to be announced soon.

    Furthermore in the next few months the Lucozade Sport team will also be launching further significant NPD which will generate huge excitement and sales during the biggest year in the history of British Sport. It will also be unveiling a contemporary new bottle design across the range which will have improved consumer appeal and enhanced impact on shelf – full details to be announced soon. 

    2012-01-12 00:00:00