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Big Brother
Virgin Bets is a betting site for people who get put off by the complexity and seriousness of the high street bookies. We had to get people to bet on Big Brother.The idea was based around 'live' bets where the outcome happened then and there. To be topical each ad was written, filmed, produced and trafficked within 24hrs. *there are also a couple of secret 'spots' in the ads with Pete giving a glimpse of his forthcoming Edinburgh magic show. -
0 - AOL 9.0
The brief was to create an online campaign that persuaded media planners, communication planners and marketing managers to allocate more of their marketing spend online. There are obstacles these people need to get over before they buy into online advertising ranging from the rational: value, reach and demographics, to the emotional: creatively unrewarding, high risk. Due to the natural cynicism of this audience it was critical to deliver the messages within a powerful creative idea. The idea revolves around a scale from 0 to AOL 9.0 showing how the internet has progressed and placing AOL 9.0 at the forefront of that progression. -
It's time to fly United
High powered business people don’t relish the prospect of business travel but it’s simply something they have to do, after all there’s no substitute for meeting clients face-to-face. This advertising is intended to build awareness and understanding of the United Airlines brand by demonstrating an empathy with business people and the realities of their travel experiences. -
The Photographic Adventures of Nick Turpin
Brief: The Samsung Pixon 8MP camera phone is as good as a stand alone digital camera meaning you will never miss any of those unexpected moments. Idea: We got street photographer Nick Turpin to travel the world taking shots with the Pixon. However there was a twist, we wanted the project itself to be completely unexpected and spontaneous. On October 22nd his first photo was put on the Samsung website, the public could click anywhere on the photo, the object with the most clicks then became Nicks next subject and step in his Photographic Adventure. His adventure and the voting continued over 28 days taking in 3 continents along the way. -
LA Premiere
To celebrate the launch of their new route between Dubai and L.A, Emirates is giving people the opportunity to star in a short film. The Exposure of Tom King is a movie about blackmail and deceit, Hollywood egos and human relationships. The twist is the short movie has already been shot, in Los Angeles, but with absolutely no people in it at all. People from all around the world have been auditioning for a role, via their webcam. The Hollywood casting director, AVY KAUFMAN (Brokeback Mountain, Capote, Sixth Sense, The Bourne Ultimatum) will be casting for each of the main roles. The final movie will have a global cast, acting in the same scenes, but who have never actually met. -
ICT
Brief I.C.T stands for Information, Communication and Technology and ICT Specialists are the technical guys in the Royal Air Force that look after all the technological wizardry. Our brief was to generate interest in the role by doing something that proves the RAF is capable of walking the walk when it comes to digital technology. Solution Through advertising and a microsite we allowed users to configure a Micro Unmanned Aerial Vehicle (MUAV) and deploy it on a reconnaissance mission to the RAF Brize Norton base. The MUAV was to retrieve information on the ICT Specialist role in the form of video, photography and documentation. All the requested information was then sent back via email direct to the user who configured it. Each mission lasted for 13 days. -
Keep Discovering
Emirates use the endline “Keep discovering” to sum up their philosophy on travel: you get the most out of travel by getting off the beaten track, exploring and experiencing things that you might ordinarily miss out on. Our brief was to encapsulate this spirit through an online advertising campaign. Solution The ads open with an unbranded piece of film. If people are interested in it and choose to explore it, they will be guided by the cursor towards a hotspot. Rolling over the hotspot switches the film to the point of view of someone directly experiencing the subject. By excluding people who don’t have a sense of curiosity, we know that people who do see the reveal will relate to the spirit of “Keep discovering”. All the footage was shot bespoke for online advertising formats. -
Time will fly
Emirates have an amazing entertainment system called I.C.E (Information, Communication, Entertainment) that they are rolling out across their fleet. You can choose from over 600 channels consisting of all the latest cinema releases, classics, music, tv programmes, live sport etc etc. All on demand so you dont have to watch the same thing as your fellow passengers. The big idea behind this campaign was 'time will fly'. With so much to watch any flight will now seem shorter. -
Virgin Casino
Casino advertising on the whole encapsulates the worst of online advertising. Our brief was to create a campaign that was unlike any competitor advertising but also dramtised the fun of Virgin Casino. We used the Perrier-nominated comic ensemble The Dutch Elm Conservatoire to star in a series of ads that had them reacting in unexpected ways to well known casino phrases. -
NABS Art Show
The annual NABS Art Show takes entries from all corners of the advertising industry. From receptionists to the CEO, there is artistic talent out there that deserves to be rewarded. -
Lean Mean Fighting Machine 2054
Self promotion is a tough brief. We are all interested in ourselves but why should anyone else sit through a presentation on how good you think you are? We took a different approach to at least alleviate this narcissistic trap and tried to create something which was entertaining and gave a good insight into how we work. -
Source: AOL
Challenge: Position AOL as a thought leader by provoking thought and discussion amongst our target audience. Idea: Demonstrate opinion, principles and facts through interactive advertising formats. We qualified the message and tied all the executions together with the line: -
Breathless Arts Season
The International Herald Tribune recently sponsored an art season called Breathless. Comprising of avant-garde films, theatre and public art. The name Breathless comes from the famous French film. The girl in the film wears an IHT t-shirt. To advertise the season we filmed our own IHT girl walking around the venues where the arts season will be taking place. By clicking on the girl you follow her into the next ad thereby you can be taken on a tour through all the ads and all the breathless venues in London. This also provided another way of navigating the microsite. -
Dingbat world
The Dingbat is unique. A strange visual device that first appeared at the top of the New York Tribune in 1866 to celebrate the newspaper’s twenty-fifth anniversary. It has remained there ever since and become an intrinsic part of The International Herald Tribune. The adverts explode the Dingbat into a 3D world where traditional features of the paper will be interwoven with visualisations of the current editorial remit. Each ad takes people on a different journey through this world before zooming out in time for the elements to reform the International Herald Tribune masthead. -
Don't Waste It
Eyeblaster is a rich media technology company. Work with them and your online advertising can be extremely rich with big file sizes, lots of flexible formats, streaming video and audio and many more technical possibilities. The only problem is that this technology gets abused by poor digital creative agencies making crash bang wallop ads just because they can. The big idea behind this campaign was to highlight this abuse and stop it. Yes with eyeblaster technology you can even make a turd look amazing, but it's still a turd. The file size ad ran on New Media Age and the ESA network but was banned by The Guardian and Haymarket. -
Mileage Plus
This campaign raises awareness of a United Airlines promotion that earns you 50,000 bonus miles when you purchase and fly a qualifying roundtrip in United First® or United Business® to the US before April 30th 2005. The ads were specifically written in order to utilise animation and interaction of online formats. -
National Year of Reading 2008
Brief DCSF and the National Year of Reading asked us to help them in their quest to make 11-14 year old boys more enthusiastic about reading. Solution We wanted to show that reading isn't just about school, but the key to social currency and being 'in the know'. It was also important that the content could compete with the sort of things the boys watched on Youtube. 'Get the knowledge you need. Read': Every two weeks, the National Year of Reading set Garron (the presenter) a dare. The first was to become a hip-hop video director and convince members of the public they were performing in a real hip-hop music video. In the second dare Garron attempted to sell a box of tat as priceless football memorabilia. And for the final dare, Garron got a class to take part in the latest fitness craze 'Animalcise'. The boys were encouraged to read content and add information to his Youtube page to help him complete the dares. This proved a good way to get boys to read and contribute, in a fun rather than educational way. -
By Far
This campaign was developed to recruit 16-24 year olds into a variety of different jobs in the RAF. -
The Last Call
Brief Samsung asked us to promote the European launch of the Beat DJ -- a mobile phone with outstanding music playback quality (courtesy of Bang & Olufsen hardware) and unique DJ-style MP3-remixing features. Solution Our insight was that, so good is the Beat DJ at playing music, you would hate to have it interrupted -- there's nothing worse than having your favourite track fading out to an incoming call from work, or a text from your mum, after all. With this in mind, a competition was devised to highlight the music credentials of the handset, and on 7 July 2009, 100 individuals from across Europe competed in The Last Call, a 24-hour silent-disco contest, dancing to a non-stop playlist on their Beat DJ. If they received a call or a text, they were out. If they stayed in, they had the chance to win €10,000. The first part of the campaign saw all 100 contestants use their social networks to be anti-social i.e tell everyone they know not to call or text them on the big day. The contest was broadcast online for the full 24 hours. Visitors to the site could contribute to the competition playlist, upload video or images to be displayed live at the venue, and send in messages of support or distraction with Twitter. -
Speechbreaker
Political speech remixes and video mash-ups are ten-a-penny on YouTube, but Speechbreaker was different because it let everyone do it for themselves. Presented with a fridge magnet-like array of words from the keynote speeches of the three party leaders – the most recent, David Cameron, had happened only 12 hours prior to Speechbreaker's launch – visitors to the site could create their own speeches. They could email their customised political speech to a friend, or automatically upload their concoction to the Speechbreaker channel on YouTube. After a week the channel was the 7th most viewed and had reached its video upload limit. A new channel was added. Few speeches were made for Liberal Democrat leader Nick Clegg, because just four words were available for him – Liberal, The, Choose, and Democrats. With Speechbreaker, the Liberal Democrats made it possible, for the very first time, for the electorate to do all the talking. Political campaigning truly fit for 2009. -
NonStopFernando - The World's Longest Ad
The campaign is to announce Emirates new nonstop flight from Dubai to Sao Paulo (it used to take 31 hours). The idea is simple, Fernando talks about how great Brazil is nonstop for 14 hours and 40 minutes, the time of the new flight. It was done in one take, without any breaks, cuts or edits and is currently under review with the Guinness Book of Records for the longest advert ever. -
3 Para
The book 3Para by Patrick Bishop tells the real story behind the British troops battle against the Taliban in the Helmand Province, Afghanistan. Its a dramatic story which we felt had to be dramatically sold. We wanted to make something that got users as close to experiencing the war without leaving their PC. -
Flush Tracker
www.flushtracker.com is a site by Domestos to help raise awareness for World Toilet Day on 19th November. Tap in your location and the app will show you exactly what happens to your flush once it disappears down the toilet: track its exact position, speed and distance travelled as it navigates the length of Britain’s sewage system. Once you have interacted with the site, the real message hits home: 2.6 billion people aren't as fortunate and have no sanitation, their waste goes nowhere, causing disease.
Agency profile
Lean Mean Fighting Machine

Get in touch with Lean Mean Fighting Machine
Contact Email:
dearjim@leanmeanfightingmachine.co.uk
Website:
http://leanmeanfightingmachine.co.uk
Address:
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London
NW1 8EU
Country:
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Telephone:
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