24. May 2013
It’s almost the bank holiday weekend
so to celebrate our infamous British resolve, we are proud to launch ‘Britain
vs the Weather’ as Elastoplast launch a new range of Fabric Waterproof
We rejoice in British stoicism
in the face of extreme weather so join us by clicking on the link below, type
in where you’re planning to go over the weekend and discover what weather
awaits you at your destination. Whilst we know you’ll pray for sun, don’t worry
if it’s raining! We’re British after all…And waterproof is a state of mind…
21. May 2013
Do you remember the raw, guttural sound of the GTi?
As you know, we don’t like curbing innovation, nor creativity at CMW, however it’s usually our digital work that takes the spotlight! Not so on this occasion as we proudly present our latest piece of DM for our Peugeot client to support the launch of the 208 GTi; a pack that is conventional in delivery but we hope, inspired in its design.
We wanted to create a pack that would evoke memories of Peugeot’s previous iconic hot hatch – the 205 GTi – and reignite the passion of racers-at-heart everywhere. And what is the one thing that everyone remembers about the GTi? The raw, guttural sound of its 1.6 litre 200 bhp engine of course.
So, to bring this to life we brought the roar of the engine to the recipient’s home by adding a recording of the engine to a soundchip and had these inserted into the launch brochure. When the pack is opened the roar of the engine plays automatically, bringing back all the thrill of the original.
All credit goes to the hard work of our client and the Peugeot
team here which includes Mark, Beckie, Sarah, Andrew, John B, Krystina and Tom.
21. March 2013
We're always really proud when an existing client entrusts us with more of their business, so we're really delighted to be taking on the Eucerin brand from our client Beiersdorf.
We already work with Nivea for Men across Northern Europe and Elastoplast in the UK, and now we're looking forward to helping Eucerin become the skincare success story here as it is in other parts of the world.
We're starting to prepare a campaign that breaks later this spring to launch the ‘Even Brighter’ range in print, online, social and CRM.
Our client, Becky Lee, who looks after Eucerin said in the press: “Eucerin is a brand that builds enormous trust with people and we are committed to providing solutions that work for all skin requirements; in CMW we’ve found a partner who can help us to grow the brand by building closer bonds with existing and new audiences."
Eucerin has real stature in its more established markets, and there’s definitely a growth opportunity here, given the UK’s increasing interest in more specialist skincare. We think it’s one of the best kept secrets of the skincare market (we've been trying the products over the last few months) and we look forward to putting that right with British women.
18. February 2013
We are very proud to be the creative partner for the new and exciting initiative, Pimp My Cause. If what follows resonates with you then we would love you to help us spread the word and for some of you, make a commitment.
Pimp My Cause is the brainchild of social entrepreneur Paul Skinner and operates as an online match-making service between not-for-profit organisations that require marketing support, and marketers who are keen to make a meaningful social impact. This could be anything from a charity shop looking for a graphic designer to create an in-store poster, to a larger organisation seeking to build its annual digital plan.
As their creative partner, we are helping to raise the profile of Pimp My Cause and have developed ‘The Year of Great Marketing Karma’. The campaign kicks off with the launch of the inaugural Karma Audit which scans your career history to reveal one of 8 animals you’ll return as in the next life. You could be a fly with questionable work karma, or be an Eagle who sits on a higher plane above everyone else.
Pimp My Cause is looking for marketing professionals who are happy to give up a few hours to help a good cause. There’s no immediate commitment to sign up so please help spread some good karma and join this great initiative.
30. May 2012
Nivea For Men has unveiled a social media aspect to to function alongside its Euro Campaign with ‘Soccer Stars Soundboard’, created by none other than your friends at CMW.
Using images of England’s Euro ‘96 squad members, including Paul Ince, Les Ferdinand, and David Seaman, we created a soundboard app that allows people to select their backing track – rock, reggae, hip hop or house - and add a vocal accompaniment from Ince, Ferdinand and Seaman who appear on-screen.
Users can then record their favourite mix and share it with friends.
The app will be promoted via Facebook, as well as through an eNewsletter to the database and a presence on Nivea’s YouTube channel.
10. May 2012
CMW and Elastoplast have teamed up with Lewis Moody to create some 'Xtreme DIY' virals to show the strengh and durability of Elastoplast plasters.
Ex-England ruby international, affectionately known as ‘Mad Dog Moody’ on the pitch for his fearless approach to play, perfectly represents the toughness and durability of the Elastoplast product and resonates well with the predominately male audience the brand is looking to engage.
The campaign comprises of three films showing Moody getting to work with some extreme DIY. The first film, ‘freestyle vertical tiling’, launched on Friday, sees the star try to tackle a tiling job while being restrained by a heavy-duty bungee. Its launch was timed to promote the brand ahead of the bank holiday weekend, a notorious time for DIY mishaps that traditionally sees in a spike in product sales.
By Tuesday morning the film had already received almost 100k views.
The second and third films, ‘Velocity concrete drop off’ and ‘Jetstream wallpapering’ launching later this week, will feature Moody tested to the max with more extreme DIY challenges. (www.youtube.com/UKelastoplast.)
The films dramatise the tough, waterproof nature of the product and demonstrate that it will offer protection no matter how tough the task becomes. Want to know more? Give our Business Development Director, Paul, a call on 020 7927 3657.
8. May 2012
Excellent news on the new client front for CMW!
After some exciting pitching, CMW has been awarded the Diet Chef account, and will be responsible for repositioning the business to focus communications on the brand’s proposition of chef prepared and calorie controlled meals.
Activity will launch across TV, print and digital and social media. The campaign will launch over the summer in the UK before rolling out to other European markets.
Liz Wilson, chief executive, CMW, said: "This is a fantastic opportunity for the agency. Diet Chef is an exciting and brave client operating in a hugely crowded sector. While the category is obsessed with the end result, weight loss, research shows us that half the dieting audience are more concerned about the quality and taste of food so this represents a massive opportunity for us to own this area."
Liz Dale, marketing director, Diet Chef, said: "CMW's pitch provided us with exactly what we're looking for in an agency. They showed a deep insight into our business and consumers and provided some truly integrated creative thinking."
We're looking forward to taking on the account and a whole lot of tasty meals!
3. April 2012
CMW created an April Fools Day spoof for Peugeot this year. The ‘mood paint’ film was seeded on various automotive, news and sports sites, picked up by the Telegraph and featured on Peugeot’s Facebook page, YouTube channel and Homepage. The video already has already clocked up 178,500 hits, just three days after release.
Read the full prank below:
Peugeot UK has unveiled an RCZ that uses an innovative reactive paint to change its body colour to reflect your emotions – be it happy, sad or anything in between.
Technicians at Peugeot developed this pioneering new technology by using a psychochromatic coating (mood paint), which alters the molecular structure of the paint to emit light at varying wavelengths. The driver’s moods are detected via heat sensors integrated into the steering wheel, which read their body temperature and pulse rate to change the exterior colour of the car accordingly.
So if you’re feeling happy, the specially-coated RCZ will turn a shade of yellow, depending on the extent of the emotion sensed, but should your feelings change to anger and you’re hit by a fit of road rage, then the car will turn a deep shade of red.
And as long as drivers are ‘happy’ to express their emotions, the whole emotional spectrum of body colours is available to them, including: dark blue – for when drivers are feeling a little down, while a hue of green will spread across the exterior when a driver is detected to be feeling very relaxed.
Speaking about the innovative new ‘mood paint’ concept, product manager, Vince Clisham at Peugeot, said: “This really is a world first for motoring, to have developed a paint that accurately reflects the emotion of the driver, will no doubt have our competitors green with envy. Particularly as our customers can experience this innovation behind the wheel of the RCZ – a sports coupé that already inspires goose-bumps with its double-bubble roof line.”
2. February 2012
The ad industry collectively held its breath with excitement when news filtered through from twitter and the vastly expanding ‘See all the cool stuff first’ blogs, that VW’s Superbowl ad was going to have another Star Wars theme.
Hooray! Who would be in it – would Star Wars kid feature again? Could it be Jabba the Hutt squeezing into a Golf? Perhaps Han & Chewy would be taking a VW camper to Florida.
I didn’t know. In truth, I didn’t care. I was excited because whatever it was, it was going to be a-m-a-z-i-n-g.
A few days later, a teaser circulates with all sorts of dogs sat on white plinths of various shapes and sizes (both pooches and plinths). After a few seconds I recognised the inane barking as the opening score to Darth Vaders entrance music. Da da da da ddda da da dddadda da.
‘This is going to be good’ I thought and it conjured up even more ideas. Ewoks on a road trip in a Polo? Are these dogs Chewy’s kids and he needs more boot space so he’s buying a Passat Estate?
As the lunch bell silently rang at CMW towers today, one of the cool blogs announced ‘it was here!’ A preview of the ad that will be aired this Sunday during the Superbowl – an extended version in fact. Double-click!
<One minute and sixteen seconds later>
What I saw was one minute of a fat dog exercising so he can chase the new Beetle before cutting to the infamous Cantina Bar (now taken over by the Sports Café with TV screens dripping from everywhere) where space pirates debated which of the ads was better. Star Wars Kid from last year or this year’s Fat Dog? The debate was quickly settled though by a returning Lord Vader, fresh from the sales at PC World - pink Dell notebook just £399 - with a good old-fashioned death pinch.
Is it possible to be angry about an ad? I shouldn’t be but I am. I feel let down and hurt. I wanted Ewoks and Death Stars and AT-AT’s, and all I got was an even older cliché about dogs chasing cars. If you’ve paid all that money for the Star Wars franchise, you don’t bolt it on to the end of another ad. You essentially just wasted $15 million ($1million a second) on a gag that wasn’t funny to start with. All you’ve done is drag Star Wars into it. Just because everyone loved it last year doesn’t mean they’ll love it this time around. I think part of the charm of last year was that it was new. Now we’ve got Yoda selling mobiles, R2-D2 shaped washing machines and the Sith Lord telling us to turn right at the next set of traffic lights. I think the tide of Star Wars endorsements is well and truly out for the time being. It does make you think though -
I wonder what Bill Bernbach would think of the ad? Personally, ‘Lemon’ is a pretty fair description.
Saying all this, it could be a fake, a rouse, only for them to reveal a full Jedi epic at half time on Sunday.
As a 34-year old who grew up wanting to be Han Solo and now looking more like his sidekick, I hope it is.
Disclaimer: The views expressed by an employee is not shared with that of CMW. We love everybody’s work, and would never stoop so low as to put down/diminish/belittle/criticise/degrade or slag off any piece of creativity : )
12. August 2011
Our much-loved and totally addictive social game developed for Krave goes mobile today so now you can continue the chocolate hunt on the move.
As well as all the existing Krave Krusader game elements, the mobile app features a chocolate hunt, a virtual game challenging you to search for and collect choc chunks located in your immediate surroundings while you're out and about. By checking into these locations online, you can capture the chocolate and add them to your Facebook account to earn rewards to progress to further levels of the game.
Big thanks to Unit9 for making it happen!