Interviews, insight & analysis on digital media & marketing

NDA Agency News: News from Starcom, VCCP, the7stars and more

Starcom has announced the launch of a new multi-sensory campaign for E.ON Next, the renewable electricity sub-brand of energy supplier E.ON. Illuminating the senses with scent showers, sound boxes and unmissable vibrant colours, this new campaign seeks to drive awareness of E.ON Next by making energy more “real” for shoppers. The campaign, working with OOH media owner Limited Space, will tackle the senses in order to promote ‘positive energy’. For the next two weeks, E.ON Next will be taking over the lift areas of some of the UK’s biggest shopping centres across London, Edinburgh, Sheffield, Newcastle, Manchester, Glasgow and Liverpool with ‘Positivity Boxes’. Targeting shoppers while they are transported from floor to floor, the Positivity Boxes will feature 360o interior wraps, designed by the in-house creative team at E.ON Next, covering the walls and surrounding lift areas with colourful red E.ON Next posters to promote the launch. Motion sensor scent shower dispensers will mist the air around the lifts with the comforting scents of bergamot, orange and lavender to transport shoppers to a calm and happy place. To further entice this feeling of positivity, soothing sounds will be playing with a voiceover to drive a positive message telling shoppers to “breathe in and breathe out” and visualise saving our beautiful planet with cleaner energy.

VCCP Group, the challenger global network, has announced the launch of a global content creation studio named Girl&Bear. Girl&Bear becomes the new home to makers from across the VCCP network and will deliver world-class content creation, global production services and a bespoke technology solution. Spanning the full range of content production, the studio’s capabilities will include film, audio, design, print, photographic and digital production and brings together 250 makers with VCCP’s expertise and focus on craft. Alongside the makers within the studio, Girl&Bear will continue to work with production partners to ensure access to the best talent in the industry. Brought together by a team of passionate makers, Girl&Bear will be led by Managing Director, Claire Young, Executive Head of Production, Anthony Austin and Global Head of Operations, Dan Montalbano. Girl&Bear launches with a large portfolio of clients including Domino’s, O2 and White Claw. Recent celebrated campaigns include Domin-oh-hoo-hoo for Domino’s and The O2 in Fortnite Creative for O2.

Matalan, the nationwide fashion and homeware retailer, launches its Christmas campaign “Real Moments, Real Magic”. Created by McCann Manchester, the campaign will run across TV, VOD and social, and sees three people share their Christmas celebrations, and why they’re special to them. Warm, funny, uplifting and above all relatable, the three separate TV ads each show a different scenario demonstrating the emotional connection many people feel during this season. Created to stir a sense of nostalgia and emotion with the audience, the campaign plays to Matalan’s on going brand message of Real Life Ready.

Philips has come together with Movember, launching a new campaign promoting men’s health awareness and kickstarting the discussion around some of its most important topics. The work has been created by international creative agency Dept, shot by comedy-master Augusto Zapiola and produced by Wenneker. The digital campaign features several situations and conversations men can relate to, featuring topics such as prostate and testicular cancer, but also mental health. The situation is always followed by a ridiculously simple ‘right under your nose’ solution, accompanied by the appearance of a moustache, symbolizing the moment when the solution has been found. Crafty copy, a stunning visual world and an important message are the secret ingredients for Dept’s latest social-first campaign, which also marks the first collaboration between Philips and Movember. The campaign was shot by Argentinian director Augusto Zappiola, one of the industry’s most awarded directors, famous for his layered comedic narratives, under the lead of production house Wenneker. 

House of Fraser has become House of Festive as it launches its 2021 Christmas TV campaign – created in collaboration with What’s Possible Creative Studio and The Specialist Works, both part of the What’s Possible Group. The creative is a collaboration between House of Fraser and What’s Possible Creative Studio. Media strategy, planning and buying is managed by stablemates The Specialist Works – both part of the recently launched independent marketing business – What’s Possible Group. The inspiration came from insight into our desire to make this year’s Christmas particularly special after the disappointment of last year’s cancelled celebrations – where better to go to meet all your Christmas needs but House of Fraser as the ultimate House of Festive. The TV campaign debuts in Wednesday’s Coronation Street with spots to follow in the best of heart-warming, festive content including tonight’s Pride of Britain Awards, The Great British Bake Off: An Extra Slice, I’m A Celebrity… Get Me Out Of Here, and The Chase. The campaign is aimed at Christmas gifters, in particular those who see the Christmas shopping trip as an annual event, buying for all, and so needing the unique mix of brands and departments on offer at House of Fraser. The campaign centres on AV broadcast media through linear TV, BVOD and Sky AdSmart and will be supported with OOH, radio, digital and in-store activity.

In an integrated campaign created by Creature London, the Department for Opportunities –the Social Mobility Foundation’s advocacy and campaigning arm – is calling on employers and the UK government to measure, report and close the Class Pay Gap. The inaugural Class Pay Gap Day will be used to aid their ongoing ambition to tackle workplace classism. Workplace classism often hides in euphemism – with employers describing middle-class employees as having more “polish” than their working-class peers. This so-called “polish” justifying the Class Pay Gap in employers’ eyes, despite the employees doing the same job as one another. In response to this, Creature have created an integrated campaign for fictional product “Class Polish” to highlight the very real – yet ridiculous – idea that accent has any correlation with ability. It launches with an evocative film starring comedian Fern Brady, supported with impactful OOH and print inspired by the packaging design (also created in-house at Creature). Class Polish is being sent to influential figures in government, business and media to campaign for action. The film will be supported by Cinema, TV and social throughout November.

Kopparberg has recently appointed the7stars as their new media planning and buying agency. The7stars are the UK’s largest independent media agency and are committed to delivering stand-out campaigns in the rapidly evolving media landscape. Earlier this year, Kopparberg launched their new To Firsts That Last creative platform with Neverland, which brings to life the role that Kopparberg has played in many of life’s most memorable moments. The campaign kicked off with a series of epic 60” TV spots that capture the origins of the iconic High Five gesture, before being bolstered by wider media support. This included large-scale dynamic OOH and Social activations which aimed to further the positive sentiment associated with genuine long-lasting consumer memories. Following their appointment, the7stars will aim to help take the Kopparberg brand, and current campaign, To Firsts That Last to new heights through their media expertise.