TBWA\PAPERwww.tbwamanchester.co.uk

Four girls, four looks, four scenarios: the new ghd ‘See The Light’ brand campaign for 2009 captures moments in a girl’s life where her thoughts portray a newfound confidence and belief:

“I’m never going back”

“I’m more than you bargained for”

“I’ll make my own way”

Encapsulating a sense of their characters and their emotions,

these are the lines used to enchant, provoke and tempt the possibilities achieved by a girl in possession of ghd. They lead up to a final scene with a stunning

woman realising that she has discovered her true beauty and she thinks to herself, “This is only the beginning.”

As she opens up the curtains and daylight pours into the room, the end frame reveals the line – See The Light – giving aspiration and a promise that once you try ghd, things will never be the same.

Directed by London-based David Edwards from production company HANraHAN, and styled by Carly Brook who is famed for her work with Kylie and Vivienne

Westwood, our new ghd brand campaign reveals the next step in the fashion Superbrand’s evolution.

Filmed on location in Cape Town during October 2008 and aired from November 2008, the 60” TV advert is part of a global campaign spanning the UK and Australian TV, international press and online.

“Our customers go to great lengths to tell us that ghd has changed their lives”, says Sarah Lambley, group marketing director for ghd. “The new campaign celebrates this miracle and invites women to join the new religion for hair.”

Robert Harwood-Matthews of TBWA\Manchester adds: “ghd is a true Superbrand whose

phenomenal success is based on pushing boundaries and challenging conventions.

“The campaign opens a fantastic new chapter for ghd, marrying glamour and empowerment in an enticing combination.”

In support of the press and TV advert, an immersive flash-

driven section on the website, ghdhair.com, allows users to delve behind-the-scenes of the shoot and new campaign.

ghd SPONSORS

LIPSTICK JUNGLE

To coincide with the launch of the TV campaign, ghd teamed

up with Living TV as the official

sponsors for the second series of Lipstick Jungle, which aired from November 2008.

The best-selling chick-lit successor to Candace Bushnell’s Sex And The City, it was felt the sophisticated beauty regime of those upscale Manhattanites was the perfect pairing for ghd and a timely launch for the ‘See the Light’ campaign.

SEE THE LIGHT Style goes in the spotlight with the gorgeous new ghd campaign

Report by Claire Bingham Editor, TBWA\Manchester

Fergus McCallum, our former chief operating officer, is due to

step into the role of chief executive at TBWA\Manchester following the transatlantic move of Robert Harwood-Matthews.

Chief operating officer at

TBWA\Manchester since August 2005 and formerly managing director of KLP Scotland, Fergus will take up the position of chief exec in February, successive to Robert’s westward ho.

Based out of TBWA\Chiat\Day in LA, Robert is to become the global managing director for the Infiniti car account. Facing a new

challenge to create a global brand story around the Nissan-owned luxury car marque, which is due to launch in Europe later this year, the role will see Robert building a global team across markets including the USA, Europe, China, UAE, Russia and Korea.

Previously client services director at TBWA\London, Robert joined the agency in September 2006 and has been responsible for building it to the strength it is today.

On the subject of “doing a Beckham” as he puts it, he says that his proudest achievement is the strength of the agency and the team he is leaving behind.

He says: “Nothing gives me greater satisfaction than that. I think the fact the network has made an internal appointment demonstrates the faith they have in the current team.

“Fergus is absolutely the right man for the job and, although I’ll be sad to leave, I’m very happy about the real strength in depth here.

“I came here for the long haul,” he explains, “and even I have been taken by surprise a little by the timing of this – it’s about a year ahead, at least, of what I was anticipating.”

Our CEO-in-waiting, Fergus, adds: “This is testament to the quality of the whole team here and the undoubted legacy of the leaders who came before us.

“We’re building from a position of strength, but you can’t ignore the market environment, so we’ll continue to make sure we’re doing our best work all of the time.”

NEWCHIEFEXEC

A few years ago, there was this thing where artists would say, “I don’t want my music on an ad”. Not so any more. Now you can’t just rely on Radio 1 to break an act.

Partnering with the chart-topping Australian songstress, Gabriella Cilmi, The Co-operative were hoping for a Christmas hit with her cover version of “I’m

Gonna Be Warm This Winter”, which was used to back their festive campaign.

And a hit we had. The track received over 5,000 air plays reaching an audience of just under 50 million listeners and

made it to number 1 on the Radio 2 Christmas airplay chart. Over 396,000 people listened to the track on YouTube and due to digital downloads alone, many via The Co-operative Christmas website, the track shot up both the official UK singles chart and the

iTunes Download chart to reach peaks of 13 and 9 respectively mid-week before Christmas.

Developed by TBWA\Manchester creatives, Jennie Birchall and Kyna Griffiths, and

directed by Luke Scott, of Ridley Scott Associates, the suite of 10 TV executions demonstrates how a relationship between agency,

music consultancy and record company can benefit a brand.

Inspired by making music central to the ad, TBWA\Manchester briefed their brand content agency, Stream\, to find

something that would fit with a

script that shows how customers can find everything they need for

Christmas from their local store, without wasting precious family time shopping further afield.

Dominic Caisley, the music director at Stream\, says: “In April, we spoke to the creatives about a classic Christmas song that hadn’t been overused – a hidden gem. It had to convey a

feeling of family and warmth and a feeling of Christmas…. We sent them Connie Francis singing I’m Gonna Be Warm This Winter and they loved it.”

To bring the track into the 21st Century, Caisley talked with Mark Robinson, the director of film, TV

and advertising at Universal, who suggested using Cilmi.

“In terms of fit with our brand

personality, Gabriella and the track are an ideal match”, said Debbie Robinson, the director of food retail marketing at The Co-operative. “She is a contemporary and savvy artist and the track is fun, warming and upbeat.”

High spirits over The Co-operative Christmas dealSETTING NEW SCORES

www.tbwamanchester.co.uk www.tbwamanchester.co.uk

MANCHESTER INTERNATIONALFESTIVAL 2009

What’s in the offing for this year

Where we’re shopping:

FEW AND FARFew and Far wins the British Design

Awards for Best New Shop 2008

Manchester International Festival, the world’s first festival of original

and new work has unveiled the first

three shows of the 20-plus line up to premier at its biennial 2009 event. With dates scheduled for 2-19 July 2009, this year we’re hoping to get involved.

Launched in 2007, the artist-led, commission-based festival presents works from across the spectrum of performing arts, music, visual arts and popular culture. Among the 25 world premieres in the 2007 Festival were Monkey: Journey to the West, a new opera directed by Chen Shi Zheng composed by Damon Albarn and designed by Jamie Hewlett.

Exclusively for this year’s Festival, Zaha Hadid Architects will visually and acoustically transform

one of the exhibition spaces in Manchester Art Gallery into an extraordinary and intimate chamber music hall. Across a series of nine concerts, three internationally acclaimed musicians will perform Bach’s solo instrumental works.

Also on the bill is Rufus Wainwright’s debut opera, Prima Donna, which tells the story of a fading opera singer; set in Paris and sung in French.

The Royal Exchange Theatre is set to be transformed into a Bingo hall-cum-theatrical experience, a creation courtesy of the acclaimed director, Neil Bartlett with Simon Deacon and Struan Leslie.http://www.mif.co.uk

At a recent event at One Marylebone Place, Few and Far was awarded with the title of the ‘Best New Shop’ by Michelle Ogundehin, Editor of Elle Decoration.

A treasure trove mix of vintage and modern, the store was launched in February 2008 by Priscilla Carluccio (wife of Carluccio, sister of Terence Conran), who was the driving force behind the Conran Shop and Habitat for many years.

Unlike her brother’s store, Few and Far features craft-based quirky and one-off pieces alongside ethnic clothes and children’s hand-made toys. And if that wasn’t enough enticement, there’s food too.

Hosted by Elle Decoration, the British Design Awards celebrate the best and brightest in British

design talent. The hottest names in interiors, design, art and fashion gathered at the Grade II-listed venue to witness the designers shortlisted for the covetable awards.

Picking up the award for ‘Designer of the Year’ was the furniture luminary, Matthew Hilton, whilst ‘Best New Brand’ went to Decode London.

On receiving the award, Few and Far’s Priscilla said: “I am thrilled to have been given the award and I can assure you that all of us at Few and Far will treasure it.

“Our shop is very much about a team and I would like to thank them for all their hard work to make us successful.”www.fewandfar.com

‘Lotus’ by Zaha Hadid Architects

What we’re watching: HELVETICAGraphic designer, Wim Crouwel (and friends) on…

1 …Modernism “I’m a modernist. I was trained in the period. I lived in the period. I’m surrounded by furniture from that period. And that’s my life.”

2 …Neutrality “Helvetica was doing away with manual details. It is neutral. And neutral was a word that we loved.”

3 …Meaning “The meaning is in the content of the text and not in the typeface and that’s why we liked Helvetica very much.”

4 …Helvetica “Helvetica was a real step from the 19th Century typeface. It was a little more machined.”

5 … Expression“There are people that think that type should be expressive. They have a different point of view from mine [Massimo Vignelli].”

6… Air“It’s air, you know. It’s just there. There’s no choice. You have to breathe, so you have to use Helvetica [Erik Spiekermann].”

CONTACTS:If you would like to contact us with comments, press releases and clarifications on editorial content,

please email the editor on:

claire.bingham@tbwamanchester.co.uk

TBWA\Manchester is part of TBWA\Worldwide. TBWA\ is one of the fastest-growing networks in the Top-Ten, and has been named by ADWEEK as Global Agency Network of the Year 2008.

TBWA\Worldwide is part of Omnicom Group Inc. (NYSE: OMC)(www.omnicomgroup.com), a leading global marketing and corporate communications company.

CreditsEditor Claire Binghamclaire.bingham@tbwamanchester.co.uk

Managing Editor Dani Briersdani.briers@tbwamanchester.co.uk

PR and Events Manager Liz Dewhurstliz.dewhurst@tbwamanchester.co.uk

Art Director Daniel Bickertondaniel.bickerton@tbwamanchester.co.uk

Editorial AssistantKate Nicolikate.nicoli@tbwamanchester.co.ukWith thanks to: Jenny Dalton, FT How to Spend It, design writer, Max Fraser and the Elle Decoration team.

*All prices include £9 first registration fee, delivery and 12 months road fund licence. Model shots shown are for illustration purposes only.Information correct at time of going to press. Refer to dealer for exact specification. This advert supersedes any previously advertised offers.This offer is not available in conjunction with any other offer. Models subject to availability. QASHQAI Sound & Style shown have optional metallicpaint at £425.74 including 15% VAT.

QASHQAI RANGE: CO2 139-208g/km, URBAN 25.7-47.1mpg (11.0-6.0L), EXTRA URBAN 40.9-58.9mpg (6.9-4.8L), COMBINED 33.6-54.3mpg (8.4-5.2L)

Yeomans Nissan WorthingBrougham Road, WorthingTel: 0845 659 1216www.yeomans.co.uk

Book a test drive today

NEW QASHQAI SOUND & STYLE:THE ULTIMATE MIX

QASHQAISOUND & STYLEONLY £18,796

TBWA\PAPER

Report by Jenny DaltonContributing Editor, FT How To Spend It

THE LONDON DESIGN FESTIVAL - FROM AFAR

Sorry Design Week, but a beach holiday beats trudging (in the wrong shoes) round acres and acres of claustrophobia-inducing Earl’s Court on the hunt for a ‘new trend’, hands down.

This is the first year I’ve

voluntarily missed the 100% Design show, Decorex, Tent London (the new alternative design exhibition venue in London’s East End), and all the

‘fringe’ design events across London since I started writing about design a decade ago. But beach holiday or not, Design Week has lost its gloss since it became more a design circus and less a niche exhibition profiling

the best of new British design for retailers, specifiers and interior

designers. Now, as in Milan at the annual April Salone, London’s Design Week has become an excuse for any mucker remotely interested in fashionable ‘design’ to hijack the week as a platform for their ‘new’ and ‘fabulous’ ‘offerings’. And an excuse for a million journalists and students to grab a freebie cocktail amongst

the scrums at the Brompton Cross showrooms of B&B Italia et al.

Finding the ‘good’ work is like trying to find the one nice, proper

fitting, well-made dress in Top

Shop. On a Saturday morning.There was of course great

new work exhibited during Design Week. Matthew Hilton’s own furniture collection is one of the ones to watch. On the fringe, Mallett’s new Design Art range – called Meta – is completely bonkers. And for a remarkable collection of furniture radiating with friendliness, Tord Boontje’s bronze and enamel leaf wardrobe is like jewellery for your home.

And there’s usually a nice bit of wallpaper from the likes of Erica Wakerley, and a nice new Scandi re-issue chair (okay, this year it’s Dieter Rams’ reissued plastic work for Vitsoe: he’s German). But I’ll visit the makers in my own time, thank you.

As for new trends? Good luck to those trudging the Earl’s Court aisles. This isn’t fashion, y’know.

The trends are exactly the same as last year and the year before that: a move towards design with longevity, that’s beautifully-made, purposeful, classic, and that thumbs its nose at the very idea of reducing design into trends.

WHAT I DIDN’T MISS

www.michelin.co.uk

*On

ave

rag

e co

mp

ared

to

its

pri

nci

pal

Eu

rop

ean

co

mp

etit

ors

. Bas

ed o

n r

esu

lts

fro

m

rolli

ng

res

ista

nce

tes

ts c

arri

ed o

ut

by

TÜV

SÜ

D A

uto

mo

tive

in 2

007/

2008

on

tyr

e si

zes

175/

65 R

14T

, 195

/65

R 1

5H a

nd

205

/55

R 1

6V. B

ased

on

ave

rag

e fu

el c

ost

s in

200

8.

MICHELIN Energy Saver. The tyre that saves fuel* mile after mile.

NEW

812955 Mich ad 113x113.indd 1 8/1/09 09:47:10

FASHION ROUND UPBritish Vogue editor-in-chief, Alexandra Shulman, talks to the Daily Telegraph on her highlights of London Fashion Week for Spring/Summer 2009

SPORTING PLANSSerco Leisure up their game at crucial time for UK sport

Healthier choices

Look for the green dot

Pop into your local Co-operative and you’ll find green dots on all sorts of surprising, healthier choice products.

50%less fat

1 of your5-a-day

richin omega

3

Coinciding with the run up to the London 2012 summer games, it’s sporting news that one of the UK’S leading leisure management companies, Serco Leisure, has appointed TBWA\Manchester to be their strategic marketing partner.

Selected over other specialist agencies following a competitive review, the appointment will see TBWA\Manchester undertake strategic market and consumer analysis with the brief to develop innovative local area marketing plans for each of its facilities. And with 65 leisure centres, including the Manchester Aquatic Centre, this is no mean feat.

Keith Thomas, managing director for Serco Leisure

commented: “We were looking for a full service agency to be our strategic marketing partner and Disruption fits in perfectly with

my vision for Serco Leisure.”The appointment comes as

part of Serco Leisure’s aim to increase participation in sport and leisure nationwide across all age groups whilst simultaneously delivering added value solutions to its clients. It also comes at a time that the UK Government is stepping up its investment in the sport and leisure industry in the lead up to 2012.

Discussing how Serco Leisure will set about meeting its objectives, Catherine Lunt, group marketing manager, said:

“We have adopted a new

marketing led approach at Serco Leisure. We are aiming to align branding and communications across the country whilst ensuring we deliver to diverse local markets and achieve our clients’ objectives. This is a very exciting time as we prepare for London 2012.”

Robert Harwood-Matthews of TBWA\Manchester commented: “Serco represents a key company that is set to change the nation’s approach to sport. The team is looking forward to working with them, especially at such an important time for UK sport.”

Work is expected to include online, direct mail, e-CRM, outdoor, press and PR on behalf of TBWA\’s sister agency, Staniforth\.

How was LFW for S/S 2009?“The London that we’ve just seen has been one of the best London’s that I’ve ever seen and I think it’s interesting that when you have a difficult economic

situation you quite often find

that creative businesses, such as fashion, rise to the challenge and people come out with their best. It’s a subliminal thing. I thought the fact that London was such a joyous explosion of particularly colour was marvellous and the kind of thing that people would feel like wearing.”

How do you think it fared?“London’s ebbed and flowed in

terms of the amount of time it’s had for a long time.

Although we’ve had fixed days

for the past few years there was this question about whether or not New York in particular was going to erode our slot on the schedule. Ultimately I think we’ve been able to keep our space. I think everyone appreciates how important London is in the general roster of things. We have our own personality and it’s quite an important footprint for the whole fashion world because it’s so creative and it boosts young designers. Everybody needs the new. They need new designers. If you’re in Milan you’re about big names and big brands, but those big names and big brands need someone coming up underneath them too.”

What were the highlights?“I thought Erdem did a brilliant show. Richard Nicholl was incredibly beautiful and probably one of my favourites. Luella did brilliantly. Aquascutum I liked. I loved their take on the blues. It was lovely colouring.”

What about trends?“There was a big 80’s vibe going on, which I think has been happening everywhere and we’re starting to see it in the Cruise collections we’re about to shoot. There’s that slightly punky, batwing, neon pink, a lot of black, leggings, lots of zips. Actually I think it’s a lot more appealing than the first time around. It’s

been toned down and remixed.”

Aqu

ascu

tum

Erde

m

Luel

la

Rich

ard

Nic

oll

ATTITUDE COMES OF AGEHealthy and wealthy: Rejuvenating selling to the over 55s

The over 55s are the wealthiest group in contemporary society. Healthier than any previous generation of over 55s, they are actively seeking new experiences and demonstrate strong opinions on the ethical reputation of companies and brands.

However, 86% of over 50s feel ignored by the marketing industry and 70% feel patronised by advertising. They see the rise of youth culture as dumbed down and obsessed with celebrity. Real achievement, depth and experience are not celebrated as they once were and marketing reflects this.

Not all baby boomers are the same. There are the ‘Traditionalists’, the Victor Meldrews, mourning the loss of adult culture, retreating and

drawing comfort from the past. Then we have the ‘Refuseniks’ who play to the rules of youth culture and deny their age. Think Patsy from Ab Fab.

Then meet the ‘Celebrators’: the most significant in potential

size, who possess the most opportunity for brands. They don’t define themselves by age,

but by attitude, they’re into change, reinvention, they have recourses and confidence - it’s

a chance for a new start full of possibility.

This new ‘age fluidity’ sees

them rejecting marketing stereotypes. There’s greater connection across the generations and they feel they have much to give, if only someone would listen. They grew up in the sixties and still want to shape the world

their way: 64% worry about food miles compared to 42% with 16 to 34s. Positive brand narratives exist around life experience, wisdom and discernment, where vitality and independence should be rewarded. Brands need to be both attentive: valuing their experience and wisdom, and inclusive, ie. don’t make them feel ‘targeted’, but celebrate individuality instead (they love the M&S ads).

There’s a large group of people with plenty of money to spend, yet they feel excluded by brands. The question is, what’s your brand doing to harness them and make the most of what they see as an exciting new chapter in their lives? Get in touch and allow us to introduce you to the Peter Pan generation.

Unwanted sofa?It’s smarter to clickmycouncil.gov.uk

New sofa? Smart choice. Now make another. Click mycouncil.gov.uk to dispose of your old one. As a local resident, you can arrange for your council to collect it, along with washing machines, cookers and many other bulky items you don’t want. So give it a go. You’ll find it’s a comfortable experience.

811899 MEN 25x4 Sofa.indd 1 21/10/08 11:28:33

Report by Andrew Hovells. Account Planner, TBWA\Manchester

ghd SEE THE LIGHT

“I’LL MAKEMY OWN WAY”

Photograph by Dan SmithStyling by Carly Brook

Hair by Sophie Roberts and Dimitrios Fronis for ghdMake-up by Carol Lupton at Gloss

Model: Bao

www.tbwamanchester.co.uk www.tbwamanchester.co.uk

THIS TIME IT’S EMOTIONAL

The desire for touchy-feely design

HELLO FUTUREA radical approach to launching new Nissan dealerships

Designers with an eye for the emotional...

Design shouldn’t just look good. It should also speak to the body and soul. Heralding a holistic approach to design, interiors legend (founder of Elle Decoration, launch editor of Bare, designer and StudioIlse creative director), Ilse Crawford creates environments that resonate emotionally, subliminally and sensorially.

Spanish-born, Italian-adopted product designer, Patricia Urquiola, may use functionality as her signature, but produces powerful pieces (for Moroso, De Padova, Agape, B&B, Kartell, Flos), which are curvy and fun.

The question is, in this m a s c u l i n e - d o m i n a t e d world of design, can men do emotional design (quite as good as a woman)?

DEE IVAArt director

“I do think men can produce products that speak to the heart, but they are few and far between. In the last decade, there has been a noticeable move towards design that captures the imagination as well as performing the function for which it is intended.

Computers, bathrooms, furniture and lighting have all been given a softer more emotional skin that completely eschews the pared back minimal style of earlier years. And men, traditionally known for a harder, more restrained, problem solving approach, are definitely

playing a part in this shift into new touchy-feely territory.

In 1998, Jonathan Ive’s radical restyling of the desktop computer for Apple Macintosh changed our perception of technology forever. The curvy jewel-coloured iMac suddenly feminised what had always been a boring grey box and gave the computer personality and warmth. Tord Boontje’s magical pastoral designs featuring animals, flora and fauna gave

lighting, furniture and tableware a new connection with nature

that kick-started a decorative revolution in homewares, while Jaime Hayon’s recent Fantasy

Collection for Lladro brings a contemporary fairytale to life.”

THORSTEN VAN ELTENDesign producer and distributor

“Of course men can do emotional design.”

JENNY DALTONContributing Editor,

FT How to Spend It

“I think they do it differently. For example you might not see the ‘emotive’ in Arik Levy’s work as it can seem quite clinical and minimal, but he claims it’s the only thing that motivates him.

He’s inspired by his own and other people’s relationships and how they influence the function

of design. For him, function follows

emotion, which is very humanising. Also, even if you’re a cynic you have to credit Marcel Wanders with a degree of influence

in this field - although he is Dutch

and ex-Eindhoven Academy, so

you could argue it’s all really down to Li Edelkoort and Ilse. That aside, he’s very convincing on the person comes first and the

furniture comes second (to fit the

second, so to speak).”

AMY BRADFORDFeatures Editor,

Elle Decoration

“I don’t think you can ascribe meaningful differences to the way men and women design. For every woman such as Patricia Urquiola and Ilse Crawford who are producing colourful/soft/tactile design (which you might define

as ‘feminine’ or ‘emotional’), there’s a Tord Boontje or Marcel Wanders working with similarly ‘emotional’ ideas; or an Andree Putman, whose austere simplicity disregards any preconceived ideas about women doing ‘emotional’ design.

For me Tord Boontje’s designs are just as emotion-driven as any of the women designers I can think of. Like Marcel Wanders he’s dedicated to creating his own complete design world that’s inviting, humorous, tactile,

even childlike - and both have been successful because they’ve managed to construct that whole ‘universe’ around themselves.

I would also say someone like Naoto Fukasawa does very ‘emotional’ design, but that’s something that’s driven by his Japanese background and a ‘zen’ philosophy that values nature, rather than his gender - his soft, organic forms, based on things like clouds and pebbles, work on your emotions with their tranquil, serene quality.

And at the end of the day isn’t anything you find beautiful,

whether it’s soft and touchy-feely or sleek and sharp-edged, guaranteed to produce positive emotions?

The idea that women approach design differently to men seems like a large generalisation to me - all designers are individuals with wildly varying and personal approaches.

The only difference for me is between good designers, who design for other people and the world around them, and bad ones, who design to serve their own egos!”

MAX FRASERDesign writer and curator

“I think men are principally functionalists, with decoration always coming second.

Decoration is seen as being the emotional side of a design, and therefore sometimes a frivolous addition. Function is easy to justify. Emotion is harder.

That said, men seem to take a turn when they have kids. They get all mushy. Tord Boontje is a case in point. He used to design well, now he just produces flowery

butterfly scenes for anyone that

will have him...Emotion is hard to define.

I think more designers, men included, are putting storytelling and provenance higher in their agenda (Jaime Hayon, Jurgen Bey, Studio Job etc). Emotion doesn’t have to be positive. A lot of designers are referencing political turmoil in their designs that obviously has negative connotations.

I think women are better at knowing what people actually want to live with, considering tactility and the senses in a more holistic way.”

Flags, bunting, balloons, very ‘busy’ brash local press and posters, radio commercials that shout at their audience - these are the conventional promotional elements associated with the opening of a new car dealership and everything a new campaign for Nissan from TBWA\Manchester has created to dispel.

At a time when Nissan are growing and strengthening their dealer network across Europe, from the UK to Russia, and introducing some of the most exciting vehicles in their history; the agency recommended that the opening of a new dealership should not just inform potential customers in its catchment area of the date, time and location, but that it should equally celebrate the futuristic designs and technology of Nissan and communicate a brand message at a local level. Thinking which is realised in the striking and very different HELLO FUTURE campaign.

Quite unlike anything usually associated with the launch of a new dealership, the sleek, abstract monochrome imagery is drawn from aspects of various

models in the Nissan range and features headlines that highlight the innovative features and developments that can be found not only in the vehicles but also the manufacturing process.

So the line ‘Part sports car, part 4x4’, refers to the development of the Nissan Murano. It is a car that is the result of a philosophy uniquely Nissan - that of taking the best attributes of two entirely different sectors, in this case the performance and exhilaration of a sports car and the handling and high-ride of a 4x4, to establish an entirely new category in the market – that of the crossover. A category that Nissan’s competitors have not only recognised but also, belatedly, entered.

Under the heading ‘Paint that fixes its own scratches’, the story

is told of Nissan’s development of a self-healing paint finish

that is currently available on the Nissan X-TRAIL Platinum, but which will be extended out into the range over time.

Finally, Nissan’s use of wind-generated electricity within their Sunderland plant is celebrated in the execution headed, ‘A

car shaped by the wind’.The campaign has been

rolled out through press, online, outdoor and DM, and consists of three phases: tease, reveal and post-launch, which, as the names suggest, allow a degree of consumer intrigue to be built. This is then satisfied

with the relevant information relating to the launch of the dealership and, finally, interest is

sustained by the communication of offers available during the immediate post-launch period.

Commenting on the campaign, Lisette Nieuwenhuis, manager of marketing programmes and events for Nissan Europe, said: “The campaign steps away from the conventional hard sell, reinforcing Nissan’s attitude, strengthening its retail positioning and maintaining brand consistency across Europe.”

TBWA\Manchester’s Robert Harwood-Matthews says: “For Nissan buyers, the future is here. The work hints at the brand’s edge, our loyalists know this, but there’s way more innovation in every Nissan than most people realise. It’s time to turn up the heat on the competition.”

One beautiful and talented young lady, the London-based, Russian-born illustrator, Yulia, is the brightest thing we’ve seen for ages.

Creating gorgeously intricate paper sculptures, her work is original looking and fresh. Whilst

the 3-D look may be the current thing, this maintains a strong identity all of her own.

Says Yulia: “My greatest passion is to explore the ways of combining illustration and typography: it took me some time to find and establish my style and

technique which brings together all the things I like most – typography, paper and decorative line drawing.

“Recently, I’ve been experimenting with paper-cutting techniques in an attempt to bring all my ideas to life.”

Marcel Wanders Soapstars bathroom for Bisazza

Jaime Hayon Fantasy Collection for Lladro

Tord BoontjeGarland Light

Stephen Johnson “Now isn’t that Lovely” #22

Jonathan AdlerCeramics and textiles

Design that is good enough to eat

TO EAT OR

NOT TO EAT?

Showcased at the canny Marylebone interiors store, Mint, during the London Design Festival, the Amsterdam eating-design studio, Proef, took people on a journey of the root vegetable.

Wrapping golden beetroot in potter’s clay before firing in an

on-site kiln, visitors were invited to crack open the ‘sculptures’ to reveal a beautiful meal inside.

All about the experience of eating food, Marije Vogelzang of Proef has been experimenting with creating exceptional food since graduating from the Design

Academy Eindhoven in Holland. Her projects take the form of

one-time installations to complete concepts for restaurants and cafes (from the interior design to the food itself). This is not merely food on a plate, but everything related to it. www.proefamsterdam.nl

Aviators and tattoos

Photographer, Antonia, shopping in the Long Street boutique, Misfit.

Deeva, 22

Fleeing Cape Town for the fashion lights of New York, Deeva described her hair as “quite space age. It’s a bit Cleopatra.”

“I felt summery today”

Lihle, 21, on her way for Sunday brunch at Camps Bay, Cape Town.

Eggs-travagence

Cape Town’s iconic eggy eggy man in full egg-decorated finery.

STYLE CITYTaking time out for a little R&R during the filming of the ghd advert, TBWA\Manchester’s resident fashion

spy scoured the Cape Town streets for the best dressed and top tressed of all. Here is what we found…

Who we’re loving…YULIA BRODSKAYA

www.tbwamanchester.co.uk

Skinbliss softSkinbliss supple Skinbliss smooth Skinbliss beautiful

Skinbliss is a unique moisturising bodywash that works in a completely new way. Using patented Moisture LockTM technology and packed with 50% moisturising ingredients, your skin will be softer, smoother and more hydrated after just one wash. Choose from three stunning fragrances and dress yourself in gorgeous skin.

New intense moisturising bodywash

810085_Elle_dps_land.indd 1 1/8/08 13:25:18

TREND ALERT: PETAL CUT-OUTS &LOOK-AT-ME HAIR

THE FINAL WORDSighted in various guises on the runways during the Spring/Summer 2009 collections at London Fashion Week, floral forms adorned dresses

and accessories - most sculpturally at design label, Modernist, which craftworked floral motifs on

necklines, around hems and also, on stylish caps.

Sharply-cut and intricately designed, monochrome floral

pieces were gripped into the hair at Karl Lagerfeld to match the stunning jewellery models wore on their arms. Held with kirbies, the look proves attention-seeking accessories need not stop at the neck this spring.

HOME WHERE DO YOU LIVE? Chester. FAVOURITE PASTIME? Sport (gambling). FAVOURITE GADGET? Sky+ Multiroom.MODE OF TRANSPORT? Car. FAVOURITE DRINK? Whisky, Guinness, tea. MOST TREASURED POSSESSION? A scar.WHO ARE YOUR THREE GUESTS FOR DINNER? Hugh McIlvanney, Harvey Smith, Billy Connolly.

WORKWHAT ARE YOU EXPECTING? Challenges.WHAT ARE YOU LOOKING FORWARD TO? Today and tomorrow.WHAT DO YOU FEAR? People accepting mediocrity. CURRENT STATE OF MIND? Relaxed.WHAT ARE YOUR DREAMS? Success, longevity, continuing enjoyment. ALL-TIME FAVOURITE AD? I wish I was in Greenall Whitley Land.

INSPIRATIONSFAVOURITE DISCOVERY? Betfair “In-Running” betting.NECESSARY EXTRAVAGANCE? Gifts for my wife, Denise, and/or racehorses.FAVOURITE HOTEL? La Valencia in La Jolla, San Diego. THE BEST PLACE IN THE WORLD? Cheltenham (on the first day of the festival).

FAVOURITE SAYING? What’s for you, won’t go past you.

PHILOSOPHYBEST PIECE OF ADVICE? Listen. WHO ARE YOUR HEROES?My sons.WHAT NATIONALITY WOULD YOU BE? Still Scottish.YOUR MOST MARKED CHARACTERISTIC? Impatience.WHEN YOU WERE YOUNG, WHAT DID YOU DREAM OF? Giants.HOW DO YOU WISH TO BE REMEMBERED?I’d just like to be remembered.

Modernist and Karl LagerfeldSpring/Summer 2009

Self-styled Admiral of the Fleet, cheeky gits. Short man, big hat, drinks cabinet inside a globe beside the desk, I get it.

Eccentricities an’ all, I’m going to miss TBWA\ Manchester and I hope the feeling is mutual.

Living in LA will be fun but not without its cultural differences, a bit like the NW.

I’ll try not to do my scrappy dappy doo routine and pick a fight

with Schwarzenegger. I promise to wait at least a week before I

am dismissive of US creative and I promise to never use the word ‘awesome’ in public.

You will have to do something for me too. TBWA\Manchester must continue as a rebellious but bright star in the network and

not a ‘provincial shop’. People must continue with the challenger mentality and keep the faith in creativity to change things, smile lots and ignore the naysayers.

Do that and 2009 will be an awes@*&...year, totally.

MY STUFFFergus McCallum, CEO, TBWA\Manchester

Joining TBWA\Manchester in August 2005 as chief operating officer, Fergus is our newly

appointed CEO and is due to take to the helm following the departure of the self-styled “admiral of the fleet”, Robert Harwood-Matthews

this February.To surmise his career history

in brief, Fergus cut his teeth as a marketing graduate with Grand Met before joining Greenall Whitley to spearhead the launch of Labatt’s Lager in the UK.

Shifting over to the Agency side of things with Euro RSCG KLP, he became managing director of KLP Scotland and latterly a partner in the UK Group, being tasked with KLP’s Diageo business for Smirnoff, Guinness and Baileys.

An advocate of inspiring passion and curiosity within the industry, herewith are his favourite things….

CLOTHESJEANS? Black. SHOES? Black. WATCH? Black.FAVOURITE BRAND? Diesel. LAST THING YOU BOUGHT? T-Shirt. Black.

By Robert Harwood-Matthews, TBWA\Manchester