Media Mix: Loaf Creative; Refresh PR; Dreamscope TV; Equator Design; IF

A TV commercial inspired by hit film musical Annie sees Loaf Creative take a bow as Liverpool ONE’s new lead brand advertising agency this Christmas.

The 30-second TV spot is Loaf’s first above the line creative work for the retail and leisure destination since being appointed to a newly consolidated brief in the summer.

Having supported Liverpool ONE on below the line activity since 2013, Loaf won a four-way competitive pitch for both above and below the line creative work in June.

It was shown last night (Thursday, November 10) in the Granada region, the Annie-inspired TV commercial is a highlight of Liverpool ONE’s Christmas advertising campaign.

The musical-themed commercial celebrates the 1982 film version of Annie, showing a flame-haired visitor discovering everything that Liverpool ONE has to offer in the run up to Christmas.

Accompanied by dancers executing a routine arranged by celebrated advertising and film choreographer, Supple Nam, the star sings along to a remixed version of one of the most famous songs from Annie, declaring: “I think I’m gonna like it here.”

Dave Mullen, Loaf’s Creative Strategy director, said: “Paying tribute to a piece of musical theatre beloved of old and young has allowed us to capture the Christmas ‘feel good’ factor experienced by every Liverpool ONE visitor.

“Our musical execution is inspired by the famous scene where Annie visits Daddy Warbucks’ mansion home for the first time and declares: ‘I think I’m gonna like it here.’ It fits perfectly with the unique offering at Liverpool ONE of shopping, restaurants and entertainment on the waterfront.”

Alan Houghton, Loaf’s Creative Director, added: “Having supported Liverpool ONE for the past three years on below the line branding activity, we’re delighted to now be making our debut as their lead creative agency with a memorable TV commercial and campaign.”

Donna Howitt, marketing & business performance director at Liverpool ONE, said: “Christmas is fast approaching and we want people to choose to spend time here in the heart of the city.
 
“We wanted to capture the experience that you get at Liverpool ONE and I’m tremendously excited about the way that Loaf Creative has enabled us do to that.”

The commercial was shot on location at Liverpool ONE and Chief Productions’ Longhouse studio at MediaCityUK in Manchester.

Film and commercial director Nate Camponi supported Loaf on the project, which required the construction of two full-size store interiors and more than 70 members of cast and crew.

Loaf has also produced billboard, press and radio executions of the Annie musical campaign. A radio execution of the Christmas campaign was scripted and recorded by Loaf in collaboration with Navy + Gray, with former Hollyoaks actress Lucy Dixon providing vocals.

Rights to use the Annie song were negotiated with American Picture House.

The Liverpool ONE brief is the latest in a series of new business wins for Loaf Creative, which has a studio in Ancoats, Manchester.

The agency has recruited an additional five new members of staff in the last six months, including a designated Brand Planner and three new members for its growing digital team.

Media buying and planning for the Liverpool ONE Christmas TV campaign is being handled by Carat.

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MANCHESTER-based Refresh PR is celebrating after winning two categories at the 2016 CIM Northern Awards.

Held in Newcastle, the CIM Northern Awards celebrated the insight, creativity and success of the Northern marketing industry, the outstanding campaigns and the talent from across the region.

There were 16 award categories, 12 of which were open to entries, and the evening was hosted by TV’s Andy Crane.

Diane Earles, Network Manager for CIM, said: “Congratulations to Refresh PR, which won the Northern Region campaign and Small Agency of the Year categories.”

Refresh PR’s winning campaign was for its work for STM Photography on the ‘Food Porn Awards’.

Say-DE Consulting owner and director Paul Say, who judged the Region Campaign category, said: “It was low cost, but had high impact tactics showing how a small budget can be well utilised with a big idea at the heart of the strategy.”
 
Charlie Nettle, chair of CIM North East, who judged the Small Agency category, said: “The strategic focus, implementation of company values and business processes alongside a commitment to training and development suggest this business is mature beyond its years from the perspective of business excellence.”

Laura Mashiter, managing director at Refresh PR, said: “The CIM is one of the most respected organisations for marketers worldwide. To have been recognised as the best small agency in the North of England is testament to our talented and professional team which works incredibly hard.”

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ONE of Manchester’s longest established film production companies Dreamscope TV has relocated from MediaCityUK to Allied London’s Old Granada Studios on Quay Street.

“This is where it all began’ explained Darren Hutchinson, owner of Dreamscope.

“I started at Granada as a research assistant in the early months of the new millennium and worked my way up to producer within quite a short time.

“I have so many happy memories working on hundreds of different broadcast shows within the complex so when the opportunity to base our operations here came up we jumped at the chance.

“From our first visit the atmosphere was electric and we immediately felt welcome by a team that genuinely wanted us to be part of their family, which was refreshing. I sincerely hope we stay on site for a very long time.”

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CREATIVES at a Manchester-headquartered design and branding agency have been named the Design Team of the Year at UK Packaging Awards 2016.

Announced during the glittering ceremony at Grosvenor House Hotel in London, Equator Design scooped the industry gong which rewards consistently outstanding creative work across the packaging sector.

Judged by a wide range of big brands and retailers including Tesco, Waitrose, Coca-Cola, Heineken and Nestlé, Equator’s creative output was assessed in terms of the design work it has delivered on behalf of its incredible client roster in 2016.

The judges also weighed up the evidence detailing the value Equator’s creative work added to its clients’ products and brands in terms of increasing sales and awareness.
 
Howard Wright, creative director at Equator, said: “We are absolutely thrilled to have been judged by such well-established household names and to have won an award that acknowledges and celebrates our work.

“Equator is a one stop shop when it comes to brand packaging. From strategy development to design, propping, photography, retouch and production we take care of the entire process all under-one-roof. Meaning we deliver every project from concept to shelf quicker, slicker and more cost effectively than our competition without comprising creativity.”

Equator’s long-standing clients include in the UK include The Co-operative, Aldi, Nisa and Next.

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THE IF agency – the insight-led creative agency based in Altrincham, Greater Manchester – has created a set of three Christmas themed short films for Chef & Brewer as part of its ‘Putting Our All Into Christmas’ campaign.

Each video will be used across a multitude of digital channels, including Instagram, Facebook and Chef & Brewer’s own Christmas-themed website landing page.

The first video focuses on the importance of using quality ingredients and how to produce the ultimate Christmas dinner. It will put the delicious into Christmas.

This will be followed by a second video in mid-November that brings to life the lengths Chef & Brewer are going to prepare for the festive season; pud mixing, yule logging and even festive kissing.

The final film will be released in early December and will be devoted to Chef & Brewer’s famous – and award winning – roastie.