Robinsons 'Start of the Week'

Today, Britvic owned Robinsons, together with Saatchi & Saatchi London, have released their “most sophisticated Robinsons yet” campaign to promote Fruit Cordial, their second range of products created especially for grown-ups.

The launch of Robinsons Fruit Cordial follows the launch of Robinsons Fruit Creations in January earlier this year. The TVC creative marks a continuation of the new brand platform for adults, tapping into the disarming wisdom of the nation’s squash experts, children, to inform adults what they’re missing out on.

The hero 30” TV advert shows a woman reaching into the fridge for a bottle of wine, only to be interrupted by a young boy, advising her to choose the new Robinsons Crushed Lime and Mint Cordial instead. As her hand reaches forward, we hear the young voice in the background say “Lucy, it’s only Monday! I always have squash after I’ve had a tough day at school.” The calm and assertive child informs us that this new sophisticated range from Robinsons is perfectly suited to adult palates and makes a great alternative beverage.

The new Fruit Cordial range comes in three flavours: Crushed Lime and Mint, Pressed Pear and Elderflower and Rhubarb, Raspberry and Orange Blossom, and is the most sophisticated drink range from the Robinsons brand .

The new 30” film and shorter 20” cut down will run for three months from March and will be shown across TV in the UK.

“The Fruit Cordial campaign is a continuation of the new adult proposition for Robinson’s,” said Kevin McNair, GB Marketing Director at Britvic. “As modern tastes evolve, we’re continuing to see that adults are looking for ‘better for you’ soft drinks options that are more premium and more enjoyable. Fruit Cordial, with its beautiful combinations of real fruit and botanicals, premium glass bottle and no added sugar, is ideally suited to meet this need so we’re excited to be bringing the new creative to TV screens this spring. As an extension of the ‘Listen Up’ platform launched earlier this year, the new creative is designed to draw awareness of new Fruit Cordial as a considered drink of choice, based on the recommendation of a seasoned child squash expert, an invaluable voice of reason.”

“The juxtaposition of children experts next to the adult novices challenges viewers to consider Fruit cordial as a sophisticated, alternative beverage for any time of day,” said Kate Stanners. “We’ve refreshingly given charismatic children a voice to educate their elders on the tastes and benefits when choosing a Fruit Cordial.”

Direct Line 'The Smart Crossing' (Integrated)

Direct Line and Saatchi & Saatchi London have today revealed an innovative prototype pedestrian crossing aimed at reducing traffic and pedestrian accidents. With 7,000 annual road traffic accidents taking place at crossings due to a lack of visibility for cars, cyclists and pedestrians, this new campaign is a world-first and aims to tackle this pertinent problem.

The campaign forms the second initiative in a series of brand activations that demonstrate Direct Line’s high performance approach to fixing problems in the real world. As technology continues to progress, the brand is positioning itself at the very forefront of the insurance category with practical, problem solving solutions for the future.

Fleetlights was the first brand initiative executed last year, and was created to solve the safety issues that darkness causes across communities in the UK. It was awarded a Bronze and Gold Cannes Lions this year and also a Bronze at Creative Circle awards. Due to its high level of success, Fleetlights has garnered the interest of Caister Volunteer Lifeboat service to see how the pioneering drone technology can be employed to save lives at sea.

The prototype ‘Smart Crossing’ is a responsive road crossing that differentiates between vehicles, pedestrians and cyclists automatically. It uses computer vision technology to “see” exactly what’s happening around it and an LED road surface to adapt its markings and signals dynamically in real-time to keep its users safe, without manual input.

Addressing the current limitations of pedestrian crossings, the ‘Smart Crossing’, which spans 6m x 22m, will:

  • Widen to accommodate large groups, which could help in reducing the number of crowd related incidents outside schools or sporting events
  • Adapt to pedestrians who take unnecessary risks or those in emergency situations, such as a child chasing a ball into the path of oncoming traffic
  • Address the issue of high sided vehicles (such as HGVs and buses) which can obscure the view of the pedestrian who is crossing by lighting a 1m radius around pedestrians walking across the road. This will ensure they are not ‘hidden’ by these types of vehicles which can often cause a blind spot for other road users
  • Use colours to grab the attention of pedestrians engrossed in their mobile phones, urging them to ‘look up’ and focus on crossing the road safely and to make life safer for the ‘head down’ generation

The technology was developed using research from the Transport Research Laboratory and in partnership with urban designers, Umbrellium. It has also received positive feedback from road safety charity, Brake and the Parliamentary Advisory Council for Transport Safety.

Sam Wise, Head of Planning at Saatchi & Saatchi London said, “It is easy for people to put insurance into a box marked ‘problems with my car or house’ and only think about it once a year. Great insurance is actually something much bigger than that; it is the partner that allows us to meet the uncertainties of the future with confidence. With these activations, we are reminding people what great insurance should feel like and challenging them to reimagine what role we could play in a changing world.”

Usman Haque, founding partner of Umbrellium added, "This is an ongoing problem and we’ve developed a genuine solution. ‘The Smart Crossing’ dynamically responds in real-time using technology which has been designed with colours that road users know and understand, and practical designs that help those on the crossing feel comfortable, confident and safe.

This is about bringing pedestrian crossings up-to-speed with the rest of a modern-day city. Pedestrian crossings as we know them were made for a different age, when the human relationship with the city was completely different.

Our prototype is waterproof, can hold the weight of vehicles and can recognise the difference between pedestrians, vehicles and cyclists – it’s ready to change the future of how we cross the road.”

Will John, Creative Director at Saatchi & Saatchi London said, “Roads are the beating heart of any city. They are full of life. But they don’t adapt or respond to that life. Sure, we put signs and marking down to guide people at crossings. But a smarter solution would be a smarter road; a road that can look out for you and keep you safe. With Direct Line, we’re looking to prevent accidents from ever happening, by reimagining road safety and what a crossing can do.”

By harnessing their ‘high performance’ approach, Direct Line looked at all types of pedestrian crossings with the aim of re-inventing them with a smarter (and safer) solution. We take crossings for granted, placing huge amounts of confidence in them because of their very purpose of keeping us safe. However, the limitations of current crossings have enabled accidents to occur – many of which could be preventable.

Rachael Lynch, Innovation Marketing Manager at Direct Line said, "Direct Line develops high performance solutions to everyday challenges and ‘The Smart Crossing’ is the latest example of this. We’ve developed a world-first piece of technology to address the problems that arise when pedestrians, cyclists and vehicles meet at pedestrian crossings.”  

"Cities across the world are future proofing and we believe our model could be an essential part of everyday life. In a world where we are immersed in mobile technology, ‘The Smart Crossing’ can pre-empt danger and urge pedestrians to look up before crossing a road.”

The digitally-led campaign launches today with a “20 teaser and will be followed by a longer form storytelling spot and a “40 campaign film exclusively for cinemas later in October.  

Deutsche Telekom ‘Sea Hero Quest - Virtual Reality’ (Integrated)

DEUTSCHE TELEKOM LAUNCHES REVOLUTIONARY VIRTUAL REALITY GAME THAT AIDS DEMENTIA RESEARCH

Following the astounding success of the mobile game Sea Hero Quest, launched in 2016, today Deutsche Telekom and Saatchi & Saatchi London launches the world’s first consumer focused Virtual Reality (VR) game where anyone can help scientists fight dementia through gameplay.

Sea Hero Quest VR aims to harness the power of VR gameplay to aid dementia research by helping to further advance our understanding of spatial navigation, and therefore understand one of the earliest symptoms of dementia.

As Deutsche Telekom continues to connect people through technology this next iteration represents the second instalment in Deutsche Telekom’s #gameforgood initiative and its continued commitment to pushing technological boundaries to solve some of society’s biggest problems, transforming people’s lives for the better.

Sea Hero Quest VR presents scientists with the opportunity for cross validation of the data collected by Sea Hero Quest mobile. They will build on the rich data set collected by the mobile game by using the latest in virtual reality technologies to gain greater insight into human spatial navigation behaviours.

Providing data that is 15x more precise than that of the mobile game, Sea Hero Quest VR will bring scientists one-step closer towards helping doctors detect dementia earlier. An important development, this is likely to provide the format of a diagnostic tool yet to be developed.

Just 2 minutes spent playing Sea Hero Quest VR collects the equivalent of 5 hours of lab based research.

VR based experiments within a lab-based setting are already in existence, however this initiative marks the first time that such a study has been designed for a mass market consumer audience, able to provide much needed scientific data from the comfort of their own home.

“Whilst Sea Hero Quest mobile gave us an unprecedented data set in terms of its scale, allowing us to gauge spatial navigation abilities at a population level, the VR game allows us to build on this by measuring subtle human behavioural reactions with much greater precision.” explains Dr. Hugo Spiers, of University College London. “With Sea Hero Quest VR we have also been able to replicate highly credible lab based experiments such as the ‘Morris Water Maze’ (winner of the 2016 ‘Brain Prize’) that would not translate well to video or mobile game format. The intuitive nature of VR means that the study can be opened up to those who might not be able to grasp the function of the mobile game – some people with advanced dementia for example.”

Sea Hero Quest VR is made up of 6 challenges in total. In a clinical environment, it allows for a more immersive and intuitive diagnostic assessment of spatial navigation ability in people who may potentially develop dementia.

Michael Hornberger, Professor of Applied Dementia Research at the University of East Anglia, commented, “Sea Hero Quest VR allows us to measure more intuitively when people are not sure of their bearings, for example by stopping and looking around. VR therefore has the potential to capture additional complementary data to Sea Hero Quest mobile.”

The 2016 Sea Hero Quest campaign became the world’s largest dementia study of its kind, collecting the data of nearly 3 million people worldwide and generating the equivalent of over 12,000 years’ worth of research. The mobile game inspired millions of people across the world to share their time and their data to help fight dementia, by tapping into an existing consumer behaviour.

Since its launch, the campaign has been honoured with 61 awards worldwide including 11 Cannes Lion awards and three D&AD pencils. It has also garnered over €30m of earned media in press coverage and has been shared by over 2,700 media outlets to date.

From the results garnered, scientists were able to establish the first worldwide, cross-cultural global benchmark for human spatial navigation and formed the largest dementia study of its kind in history - the largest previous study comprised only 599 volunteers.

Preliminary findings from the analysis of the data set were presented at the prestigious Neuroscience 2016 conference in San Diego and the game is now being trialled for use within a clinical setting. Initial results are groundbreaking, showing a fundamental difference in the navigational strategies of men and women, players from Nordic countries have particularly notable spatial navigation abilities and that on the whole, our spatial navigation ability declines after age 19.

“The response to our mobile game was incredible,” says Hans-Christian Schwingen, Chief Brand Officer at Deutsche Telekom. “Millions of people across the world were inspired to share their time and their data to game for good. As more people start to adopt new technologies such as VR, the demand for new and exciting content grows – we want to meet this demand whilst at the same time empowering players to contribute to a global dementia research.”

Like with Sea Hero Quest, other scientists can apply for permission to use the data collected from Sea Hero Quest VR in their own research.

Tim Parry, Director at Alzheimer’s Research UK says, “Dementia is already one of the greatest health challenges we face and is predicted to affect over 130 million people worldwide by 2050.  Research holds real power for creating more accurate diagnostics and effective treatments that those living with dementia and their families really need. The reaction to Sea Hero Quest illustrates the public appetite to get involved in research and be part of ongoing efforts to tackle the condition. Deutsche Telekom’s ‘Sea Hero Quest’ project is just the kind of innovative cross sector partnership that we need to accelerate progress in this important area.”

Sea Hero Quest VR has been developed to work with the Samsung Gear VR and up to 10 people can play the game, with individual profiles, on each device. VR is a relatively niche market compared to mobile gaming. With this in mind Sea Hero Quest VR will use paid media activities to mainly focus on VR users to drive downloads.

The VR game will be available globally but the campaign is being targeted in Deutsche Telekom’s key markets. Paid media and shop activation will be focused in the following countries: Germany, Austria, Netherlands, Hungary, Slovakia, Poland, Montenegro, Macedonia, Slovakia, Croatia, Czech Republic, Albania, Romania. Other campaign elements will include online, digital display ads - targeting to drive downloads, as well as press activities and re-targeting in-app Sea Hero Quest mobile user.

Jan Teulingkx, Executive Creative Director, Saatchi & Saatchi added, “Sea Hero Quest VR is exactly the kind of work you can expect from a modern creative department. It translates incredibly complex matters into an irresistible gaming experience to a mass audience. That in turn, provides top academic scientific researchers with data they could only ever dream of. Everything about the campaign is remarkable. Sitting around a table having passionate discussions about sea creatures with university professors, game builders & dementia organisations and making sense of it all, is what makes this job completely unique. I take my hat off to Deutsche Telekom for continuing this journey and not hesitating to push forward with this next stage. The result is a breathtaking VR game that everyone will love for all the right reasons.”

The legacy of Deutsche Telekom's ‘Sea Hero Quest’ forms part of the company's commitment to technological innovation and its digital responsibility ethos. The initiative demonstrates how digitalisation, particularly Cloud Services can support science in a positive way. The data collected by Sea Hero Quest is stored in a secure T-Systems server in Germany an all analysis by the UCL / UEA team is conducted on entirely anonymous data.

Developed in partnership with University College London, the University of East Anglia and Alzheimer’s Research UK. The VR game was developed jointly with independent game designers, Glitchers.

Sea Hero Quest VR has been developed to work with the Samsung Gear VR and will be available for free from 29th August 2017 via the Oculus Store. Samsung Gear VR has the largest, active global audience, with over 5 million owners worldwide in 2016.

Further information about the initiative is available at:

http://www.seaheroquest.com

Sea Hero Quest mobile is still available to download for free via the App Store and Google Play.

JOIN THE VIRTUAL QUEST. MAKE A REAL DIFFERENCE.

#gameforgood #digitalduty #vr

Asda 'Best. Christmas. Ever.' (Integrated)

This Sunday evening, Asda will reveal its 2017 festive campaign, Best. Christmas. Ever. Launching simultaneously across ITV, Channel 4 and Channel 5, the hero spot will give viewers a behind-the-scenes glance into the magical world where Asda Christmas treats are created - Asda’s very own Christmas workshop called The Imaginarium.

The integrated campaign was created by Saatchi & Saatchi London and devised using insight that Asda’s imaginative Christmas ranges are designed to match Asda shoppers’ unstoppable enthusiasm for life. From the uplifting song choice down to the whimsical world the ad invites the viewer into, Asda shows shoppers they don’t need to compromise on providing the most magical experience for their loved ones: from the big items to the little extras, Asda caters for all of their Christmas needs, at a price they can afford.

Set to the iconic track ‘Don’t Stop’ by Fleetwood Mac, the 60” TVC follows a young girl and her grandfather, who sneak into the Christmas Asda headquarters, the Imaginarium, revealing the secrets behind the iconic seasonal ranges and products available in store this festive season.

As we follow their journey through weird and wonderful rooms, we discover magical machines, enchanting experiments and the imaginative ways in which Asda will ensure the Best. Christmas. Ever.: from reindeers powering a ginormous food mixer to make Christmas puddings, to canapés and mince pies being assembled by tiny Asda Imaginarium workers, and Christmas Smash Igloo cakes being tested by strapping weightlifters – the ranges offer creativity, innovation and quality.

A captivating place with a surprise in every corner - a giant pop-up Christmas cookbook snaps opens to reveal two real life Asda chefs preparing the iconic Christmas meal of roast turkey with all the trimmings, including this year’s special Wagyu dripping roast potatoes. We also catch a glimpse into a futuristic gin room where truffles are being infused with gin by a giant ‘gin laser’. Their expedition comes to its fruition when Walter, the factory’s security guard shows them what other adventures lie in store for them, revealing the whole of the Imaginarium in all its glory.

Four further 30” adverts will be rolled out over the festive period, which will reveal more mysteries of the Asda Imaginarium. These spots will focus on four key festive shopping moments: Gifting, Home Decorations, Parties & Gatherings and ‘the Big Shop’.

The Gifting film will also feature a panel of children selecting toys either as ‘fun’ or ‘boring’, highlighting the ‘Chosen by Kids’ range at Asda, where only the little ones have a say in what makes the cut. Each of the 30” spots will be supported on TV with 10” ads that focus on the essential Christmas staples such as turkey and vegetables and party food. These ads will highlight Asda’s amazing prices and deals, echoed in 6” YouTube bumpers.

In a first for the retailer, Asda will engage dynamic technology to create tailored Trueview videos, taking audience search terms and linking them thematically with relevant Asda messaging. These will bring contextual relevance to the 6” YouTube Christmas bumpers, and will be supplemented with short-form 2” content and carousel ads on Facebook. The campaign will also feature an innovative, gamified Snapchat filter, where people can become the striped weightlifters from the ad.

Andy Murray, Chief Marketing Officer at Asda, said: “Earlier in the year we held sessions with our customers to get feedback on our Christmas range. As we talked to them about Christmas we could see how much joy and happiness planning their Christmas brought them – we knew we wanted to reflect that in our ad. When we saw their reactions to our food – the way it surprised them and made them smile – as well as the incredible pride and attention to detail our product developers had put into creating it, the inspiration for the Imaginarium was born.”

Eilidh Macaskill, Asda’s Vice President Creative and Media, explains: “By Combining CGI animation and some spectacular real life venues, the ad and the wider campaign is a love letter to our customers and products.”

Sara Rose, Group Creative Director at Saatchi & Saatchi London added: “Although the campaign has a fantastical element to it, our stories are firmly rooted in what Asda has to offer shoppers this Christmas, from old favourites to inventive new treats like gin infused chocolates and massive Christmas puddings. Our first thought was “how do they come up with these things?” And the campaign just grew from there.”

Creating the very Best. Christmas. Ever. for its customers, the campaign was directed by cinema duo Los Pérez at Blink and MPC worked on the special effects. It will also be supported by Cinema, Radio, Print, DOOH and social. 

 

Mattessons 'Code Strike'

Mattessons Fridge Raiders and Saatchi & Saatchi London have launched the latest in a series of award-winning campaigns aimed at the online gaming community. Partnering this year with the World’s biggest gaming franchise, Call of Duty, Code Strike is a mobile game that will test gamers’ code breaking skills and has been released to coincide with the global launch of Call of Duty WWII.

Set within Bletchley Park during WWII and created in partnership with Bletchley Park Trust and The National Museum of Computing, Code Strike features numerous puzzles which have all been specially designed to test key abilities required to be a real code breaker, such as: reaction speeds, memory recall and reasoning plus computational thinking.

The game has been designed to reflect and celebrate Britain’s history of code-breaking and in particular, the efforts of the Allied war effort during WWII. In 1942, Bletchley Park recruited a team of code breakers with a cryptic crossword featured in The Daily Telegraph. It was in this iconic location that the most famous code breaker, Alan Turing, and his team of code breakers broke the German Enigma code.

Included within Code Strike is a hidden challenge that only the most capable of code-breakers will be able to unlock. In partnership with Cyber Security Challenge UK, an initiative established to strengthen the national pool of cyber skills, fifteen elite codebreakers will be fast tracked to a prestigious face-to-face competition, and could even be recruited into the next generation of cyber defenders.

Building on last year’s campaign, Snacker Hacker, that taught 70,000 coding lessons to teen gamers, this initiative is the fourth collaboration between Fridge Raiders and the gaming community.

Will John, Creative Director at Saatchi & Saatchi London, said: ”We’ve always looked to collaborate with gamers, to showcase their creativity and skills. We’ve let them co-create a meat-snacking helmet. We’ve helped them develop an A.I. robot. We’ve even taught them how to code. Now we’re powering them up into code breakers.  After all, they’re a talented bunch. This is about providing them with an opportunity to use their skills in the real world. And fast-tracking the very best into real careers in cyber security.”

The campaigns are rooted in research that revealed that 61% of UK teens game and snack after school – and that when they get home, they open the fridge door before they open the cupboard. This latest work forms part of Mattessons’ ambition to make Fridge Raiders the ultimate protein–rich gaming snack for hungry teens.

Alastair Gibbons, Senior Brand Manager at Kerry Foods added: "Our ambition is to make fridge raiders to gaming, what popcorn is to film. Over the past 5 years we've seen significant commercial and brand health growth from targeting gamers and we're excited to see the success of our Call Of Duty partnership over the next coming months."

To launch Code Strike three 30 second films have been created for VOD and Social, targeting gamers on Twitch and gaming YouTube channels and will also appear at DOOH sites at Tesco, ASDA stores nationwide as well as in select Student Unions.

Special promotional Call of Duty packs of Fridge Raiders will also be available on shelf with UK exclusive 2XP codes which will enhance the gaming experience. These codes can only be redeemed by downloading the Code Strike app.

Continuing the relationship with Ali A, which began with the successful FRHANK campaign for Fridge Raiders in 2014, Mattessons have teamed up again with the YouTube star and UniLad to create a Facebook live event to launch the app.

The Code Strike APP is available now to download on iOS and Android. To experience the app for yourself now, simply search CODE STRIKE in the app store of your choice.


Mattessons 'Snackarchist' (Integrated)

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Mattessons new nationwide campaign aims to disrupt the status quo of the nation’s snacking habits, and incite a revolt against crisps. Starring the ‘Snackarchist’, a geeky, tongue-in-cheek character who embodies the Mattessons rebellious spirit

Richmond ‘Sausages & Chip’ (Integrated)

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Helping to fuel family bonds, Richmond’s new ‘Sausages & Chip’ campaign taps into the insight that a child’s favourite toy is a vital part of family life. With the caption ‘Keep the whole family together with Richmond and a toy tracking chip,’ Saat