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British Airways First Class

This was about the first time British Airways had used direct communications in place of traditional advertising. Our job was to find out who was flying First Class and tell them about the improvements.

The campaign most famously featured a genuine French Impressionist painting as a prize for the draw, which Art Director Duncan Gray and I found in a Bond Street gallery. The campaign picked up creative awards both in the UK and USA.

These campaigns make my top ten

CityJet

Nectar

Royal Mail Stamps and Collectibles

Santander

Volkswagen Passat

Antigua & Barbuda

Arthritis Research UK

Bowel Cancer UK

British Airways First Class

Alliance & Leicester

Volkswagen Passat

Volkswagen had struggled with their larger models, especially in the fleet market. For the new Passat, DDB developed a fabulous proposition and TV campaign based on ‘German for Detail’.

Wonderfully Art Directed by Steve Edwards, this campaign won loads of awards including a D&AD and marked the point the agency started to produce award-winning work on a consistent basis for Volkswagen.

CityJet

This account was fun. As the name suggests, Cityjet flies out London City Airport. Employing digital outdoor sites, press, airport advertising and digital display we succeeded in positioning the carrier as a challenger brand

As part of the campaign, we had to produce a new press strip advert for City A.M. every working day for six months. I’m sorry about some of the puns! We also worked with the stars of Irish rugby to produce a famous poster for the Dublin market.

Royal Mail Stamps
and Collectibles

I felt privileged to work on such an iconic account. The briefs are to promote the new stamp issues which we did very successfully with the multi-award winning 2012 Olympics Gold Medal Winners collection.

Each UK gold medal winner had a stamp produced with a photo of them holding their medal. The stamps were released within hours of each win. We produced digital cross track posters and display featuring the latest stamp within 2 hours of the medal being won.

© Chris Barraclough 2016

Antigua & Barbuda
Tourism Board

What could be better than working for an idyllic Caribbean island? Much of the advertising for the Caribbean is very sterile. Perfect people on perfect beaches, enjoying a perfect drink.

For Antigua we built the campaign upon our concept of “Welcome to our island life” and featured interesting characters living and working on the beaches of Antigua.

Overall the campaign saw a 36% uplift in out of season bookings.

Alliance & Leicester

As I recall, we were struggling with this brief. We needed a creative vehicle that would allow us to speak to different types of mortgage customer. The creative solution was to use the Peanuts characters to articulate different consumers needs.

The wit, humour and integrity of the characters perfectly reflected Alliance & Leicester’s values. Branch staff loved it, as did many award juries. It helped to sell loads more mortgages, too.

Nectar

Nectar is the largest loyalty programme in the country. It boasts more collectors than any other scheme.

We were responsible for all the collector communications, and in particular, the migration of those comms from paper to digital. The experience taught us what the key customer triggers were and what type of communication worked best and when.

Arthritis Research UK

Arthritis is a difficult cause to raise funds for. You don’t die of it and it’s perceived as a natural part of growing old. But it is immensely painful and distressing to millions of sufferers.

Our solution, after years of debating with a nervous client, was to show, right up front, some of the horrendous deformities that can result from severe arthritis. Shocking. Distressing. Ugly. But it worked better than anything they’d ever done.

Santander

Having worked on Barclaycard, Morgan Stanley and Goldfish, I’ve got a fair amount of credit card experience. And when it came to acquisition, we never once failed to beat a control.

One of the bigger campaigns we created for Santander was for their 1-2-3 card with Formula 1 legend Lewis Hamilton. All I will say is that we got there in the end.

Bowel Cancer UK

Bowel Cancer UK is a tiny charity. It has very little money even though bowel cancer is the second largest cancer killer in the UK. We produced one rather cheeky campaign for London Underground to raise symptom awareness.

We also created a campaign to capture interest with a survey leading on ‘when you wipe, do you sit down or stand up?’ It got a huge response, driving tens of thousands to the landing page. And you may be surprised at the answer.

© Chris Barraclough 2016