What's New at Draftfcb
OREO: MADE IN SHEFFIELD
20. May 2013 | To celebrate the opening of the first factory manufacturing OREO in the UK, Draftfcb London have put together a print campaign honouring Sheffield’s unique heritage.
Inspired by OREO’s recent Daily Twist campaign commemorating the cookie’s 100th Anniversary, the new print ads feature local legends with classic Northern tongue-in-cheek humour.
"Mondelez are very excited to bring OREO to Sheffield. We’re thrilled to be producing our iconic biscuits in an iconic city with a rich industrial history," said Toby Bevans, senior brand manager for OREO.
OREO encourages their new neighbours to rejoice in the arrival of the black and white treat by tapping into the sporting prowess of Sheffield Wednesday and Sheffield United football clubs. The ad will feature in local press and 60 different sites across the city.
The campaign also includes two additional executions of the creative concept which are being used to feed excitement internally. One continues the sporting theme alluding to the home of World Snooker, The Crucible. The other gives a nod to one of Yorkshire’s most famous film plots in the form of four cheeky cookies in a state of undress, promising to go the Full Monty.
Steven Bennett-Day commented, "Given the city’s fertile cultural background it was easy for us to find different executions celebrating OREO Made in Sheffield using the popular Daily Twist concept, which presented a whimsical humorous and eye-catching campaign to celebrate OREO’s anniversary last year."
The official opening ceremony for the new home of OREO took place on May 10th and was attended by Deputy Prime Minister Nick Clegg, and David Blunkett, MP for Sheffield Brightside and Hillsborough. The campaign will run from 20th May through 2nd June.
NIVEA DARE WOMEN TO DIP INTO SUMMER
01. May 2013 | The dreaded first swimsuit reveal of the summer is an anxious moment for women and research has shown it is approached reluctantly and alone. NIVEA believes it’s time for women to own this moment together. With some NIVEA care and support from their friends, women will feel good enough in their skin to not only embrace the moment but also celebrate it. This summer, NIVEA challenges all women to join together and take part in a series of amazing bikini bare-alls throughout the summer with their new “dare-to-dip” campaign.
The campaign created and stewarded by Beiersdorf’s global lead agency Draftfcb focuses on building awareness of the dare-to-dip movement in the UK, The Netherlands and the Nordics, supported by a unique multi-agency partnership.
Women will be challenged to rally their friends and take their confidence to the next level by sharing their first swimsuit reveal of the season with NIVEA in a spectacular open air dip in London, managed by Jack Morton Worldwide, the global brand experience agency.
So as many women as possible join the movement, Draftfcb London will amplify resulting content from the ‘first dip’ with creative across TV, print, online and radio in a partnership with Bauer, brokered by MEC. This will be supported by social media and community management by Agency Republic as well as a consumer PR drive by Zeno.