Y&R/Mother

What a trip.

London was once again, a superb outing. After crits at RKCR/Y&R with Thom Whittaker and Danielle Noel and 2 at Mother with Paddy Fraser, Freddy Mandy and Tim Mcnaughton - we are chomping at the bit and are motivated more than ever to get down London.

Here's some of our notes that we took:

RKCR/Y&R Thom & Danielle

Chewits: Headlines don't match with strategy. Think of more things to do when chewing (mouth training/exercise?). Gurning kids at school discos on pills?

Jif: Nice line, executions aren't very interesting. Too safe. Idea not coming through. Keep product - go mental. It's like a waxwork lemon - plastic surgery for lemons?

Lilt Zero: "Caribbean Vogue" idea much better than ''Kick Back" . Once again, go a bit mental. Stop being safe! Fashion shows ran by Rastas?

Twiglets: Nice line, pictures are a bit forced. Get across the fact that they're fuckin minging, yet really moreish. Push truth more. Don't want it, but you eat anyway. Vanity concious snack.

Innocent: Nice, like idea of drinking a unicorn.

Water Aid: Nice idea, bring it more to life. Get people excited, free ticket? Tunnel take over? Free water, rewarding - make an event of it?

Tipp Ex: Glad you turned it on it's head, facebook - there's more in it, keep looking!

To summarise: The guys said it was a good overall book, keep writing strategies. Think bigger, don't hold back madness. Lateral thinking. Too many FMCG's though. BIG 5. Things your Mam would buy. If it's dark, make it dark.

Mother Paddy Fraser/Freddy Mandy & Tim Mcnaughton

Chewits: (Paddy) Do something different. Same execution pretty much 3 times. Tone of voice funny, so do something really funny. Headline's not working, get back to truths. Unexcpected.

(Freddy & Tim) Hard to show in scamps. Don't rely on executions. Headlines don't help.

Jif: (P) Have direction in mind, art direction. Kind of an obsolete product. Need more of a reason why to buy instead of fresh Lemon. Get back to the product. Cover up product, can ad be used for anything else? If yes, change it. Lemon accuracy?

(F & T) Abit contrived. We don't want to see ads that could run, want to see madness (which works). More visual campaign.

Lilt Zero: (P) Interesting, the way we have focussed on sugar getting you hyper - instead of the usual 'weight loss' way of thinking. Steer clear of cliche'd headlines 'chilled out' etc. Make visuals better and more intersesting. Perhaps use a characters? Nice because nobody else is doing it.

(F & T) Too much going on. Animals not right, especially if using already chilled out animals to show lilt making people more chilled.

Twiglets: (P) Not right. Get shot of 'tastebuds'. Interesting product, weird as fuck - get back to your research (truths, benefits & insights). Plant a cow for Beef Trees (haha, fuckin class).

(F & T) Stick with truth's. Twiglets are really wierd, so be really fuckin wierd with ads.

Ravioli: (P) How do you bring to life the premise of Ravioli running the show. Ravioli is behind the gread minds of the mob?

(F & T): Push as many iconic images as possible

Innocent: Brand is strong, cover up product, could it be anything, cover up product could it be anything else? Set up a problem. Think out propositions.

Water Aid: Studenty, leave it out!

Brilliant trip, it really helped. The guys we went to see were all spot on and we really appreciate them taking the time out to see us!

Next we have NEW YORK on the 29th, going to be a fuckin beast. Trying to get into Droga 5 at present, amongst others.

We will be back in London a couple of weeks after that (unfortunately we're proper skint)!!

Cheers

Thompson and Jamie