Page 1

Issue#2

// Great creative in the bleating heart of Cardiff Bay. Nothing woolly about that!

baa! Summer 09

! g n i d n a bra


Issue#2

// Great creative in the bleating heart of Cardiff Bay. Nothing woolly about that!

Summer 09

a strong brand, consistently applied A great identity is a powerful tool. It can shift perceptions, build awareness, create clarity, establish loyalty and change behaviours. ‘Our experience spans brand creation, application and evolution’ Jack Bland, Account Director

All organisations need a distinctive brand identity to compete and grow. One that people will connect with, understand and trust. We work hard to understand each client’s business so we can identify what makes their brand different. From this we can develop an engaging and effective way of communicating that difference. It is a four stage process: Define // Developing our understanding of the client. We examine its business, market and key competitors. Only with a comprehensive understanding of the problem can we find that perfect solution. Prescribe // Applying our strategic and creative brains to set a communications strategy that supports the organisation’s values and objectives. Apply // Innovative creative brings the brand to life. The organisation’s values and objectives are vividly expressed via effective brand communications. Evaluate // An ongoing process. Great ideas still require careful implementation, monitoring and review to achieve their full potential.


doodle do!

‘the client oversaw my my sketch book doodling during one of our focus group meetings and he rolled with it!’

Swansea based company, Life Health Solutions asked Black Sheep to create a unique, dynamic brand that would appeal to their corporate clients, communicating their health and wellbeing initiatives in the workplace through their core product, LIFE Health Trainer. A computer-based, health and wellness package for the workplace, specifically designed to address the key areas identified by health professionals, governments, academics and employers as essential for reducing sickness absence, staff turnover, enhancing productivity and morale.

Neil Asher, Creative Director

After research and focus group meetings, we set about creating a distinct identity that differentiates itself from its competitors. A marque that would be strong enough to sit on its own yet have the flexibilty to carry a bolt-on offering. Along with the brand identity we delivered their tone of voice through the positively charged strapline, ‘Life... start living it!’ which is used throughout their marketing collateral, setting an enthusiastic results driven tone.

Life website & Kiosk display

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Issue#2

// Great creative in the bleating heart of Cardiff Bay. Nothing woolly about that!

Summer 09

Managing the brand We’ve spent the last three years managing all the advertising and design requirements for Barratt Homes in South Wales. Our brief was to differentiate Barratt developments from the competitors in a saturated property market.

The service level agreement in place required the production of a minimum 20 press adverts per week. Our service included design, artwork, copywriting, proofing, media planning and insertion into the publications within four working days. A typical week’s campaign would run as follows:

This involved the design and copywriting for individual press advertisements for over 20 developments ensuring consistent, expressive, effective brand communication throughout. This was supported by a comprehensive suite of promotional materials. Barratt Homes saw sales in the South Wales region increase by 16%.

Monday We attended weekly strategy meetings every Monday afternoon to agree advertising requirements for the coming week. Tuesday Black Sheep prepares a contact report outlining the requirements, specifications, special offers, discounts etc. This is presented no later than 12 noon on Tuesday for approval that afternoon. Media space is booked. Wednesday Black Sheep proofs artwork internally before first pdf proofs are supplied to the client by 5pm. Thursday Client advises of changes/amends by 12 noon. Amended proofs are returned to client that afternoon. Friday Client approves artwork on Friday morning. Black Sheep outputs final artwork and supplies to various publications within their individual copy deadlines. Challenges The campaign did not stop for Bank Holidays! We simply condensed the whole process into three days instead of the usual four.

‘The turnaround time for this is very short and Black Sheep have never let us down.’ Sandra Dixon, Sales and Marketing Director Barratt Homes South Wales

Directives from Barratt’s Head Office often meant the campaign’s focus was changed entirely on Thursday mornings from what had been agreed in Tuesday’s contact report. However, media deadlines cannot be moved so we re-allocated resources accordingly.

Campaign results (‘06-‘07) Sales increased by 16% (an additional £14,240,000 million worth of property)


Weekly Press Advertising

Showhomes opening this weekend!

Great Offers built around you

The Ultimate Move-In Package in Baglan

Join our house warming party this weekend & see our stunning new showhomes, the 3 bed Maidstone & the 4 bed Alderney

5% deposit

NEATH ROAD

Stamp duty paid + 5% deposit paid A48 + Legal Fees paid* 42 Jersey Marine + Carpets throughout* A483 + Turf to front and rear gardens OLD

RD

er Riv

Nea

Maes Y Ffynnon Selina Road Abercynon CF45 4LP

th

BAGLAN

M4 A48

Baglan Moors

Y WA

SAT NAV SA12 7BY ern est W

A+E Hospital

A4107

Aberavon

£234,995

M4

40 A48

Goytre Taibach M4

D OA

AY W

Port Talbot

Other 2, 3 & 4 bedroom homes from £123,995 to £234,995

Treharris B4275 Ynysboeth A RO IFF RD CA

3 stunning showhomes open daily from 11am to 6pm Call Mark or Jane on 01639 823 231

D

SAT NAV CF45 4LP

Edwardsville

A4059 AB ER CY NO N

MAES Y FFYNNON

B4275

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* Legal fees paid up to £500, Barratt standard range of carpets fitted. Offers available on selected plots only, subject to status, standard terms and conditions apply. Any promoted Barratt Homes offer is subject to contract, status, selected plots only, subject to availability and cannot be used in conjunction with any other Barratt Homes offer. Prices and details are correct at time of going to press. Images are typical of Barratt Homes.

Win a Fantastic Holiday worth £2,000!*

with Barratt

Call Julie or Richard 01443 742 320

A472

www.barratthomes.co.uk

Ynysybwl

Door drop mailings Vale Meadows, Radyr

Barratt Spring Newsletter

January

A4054

Offer available on selected plots only, subject to status, standard terms and conditions apply. Any promoted Barratt Homes offer is subject to contract, status, selected plots only, subject to availability and cannot be used in conjunction with any other Barratt Homes offer. Prices and details are correct at time of going to press. Images are typical of Barratt Homes.

Promotional newsletters

2008

Beautiful showhomes open daily 11am - 6pm

Quakers Yard RO AD

ABERCYNON

www.barratthomes.co.uk

paid for first time buyers

2, 3 & 4 bedroom homes from £114,995 to £204,995

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41

AN AF

Ch an ne l

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Bri st ol

‘Home of the Week’ Plot 1. Alderney. 4 bedroom detached house with garage

B4286

RD

A4241 AN GL BA

ABBOTTSMOOR

BAGLAN

Baglan Bay

SO VISIT THESE DEVELOPMENTS NOW for your chance to be entered into our fantastic prize draw.* Crymlyn Gardens, Neath

Make moving easy with Barratt in Radyr

Part Exchange Day with Barratt in Radyr Saturday 10th May 11am-6pm

Copper Quarter, Swansea

Enjoy living in your brand new home located in the pretty suburb of Radyr.

FrEE

Parc Tyn Y Coed, Sarn Coed Castell, Brackla

Independent Advice

Situated on the River Taff, only a few miles north of Cardiff, this delightful development will suit everyone from young professionals to families alike.

No HIPs, No Hassle

This range of 2, 3 & 5 bedroom terrace, semi detached and detached homes offers stylish, modern living in a desirable area.

Take the hassle out of moving

HURRY The closing date is Sunday 3rd February 2008

Take the stress and worry out of buying and selling by Part Exchanging your home with Barratt.

Featured home

Featured home

The Kingsbury

The Malvern

3 bedroom townhouse with

5 bedroom three storey

garage/parking

detached house with garage

From £254,000

From £420,000

Our Part Exchange Manager and local estate agents will be available to offer advice and book in valuations on your home

* holiday vouchers to the value of £2,000.

*The draw will take place on Monday 4th February 2008 and the winner will be notified in writing no later than Friday 8th February 2008.

Sales offices and stunning showhomes open daily 11am to 6pm please telephone first to avoid disappointment

www.barratthomes.co.uk

For further details visit www.barratthomes.co.uk

2, 3 & 5 bedroom homes from £165,000 to £420,000 Call Lynne or Alex on 029 2084 4749

Development ‘Welcome to..’ leaflet

Luxury you CAN afford

No HIPs, No Hassle

Independent Advice

For further information: www.barratthomes.co.uk

www.barratthomes.co.uk 5911 ValeMeadows A5 4pp PEx Lflt1 1

FrEE

3 fabulous showhomes open daily 11am-6pm

8/5/08 13:59:32

5911 ValeMeadows A5 4pp PEx Lflt2 2

8/5/08 13:59:42

5911 ValeMeadows A5 4pp PEx Lflt3 3

8/5/08 13:59:49

Development ‘Site Layout’ leaflet

Welcome to

Abbottsmoor, Baglan Site Layout

Abbottsmoor Enjoy living in your brand new home located in Baglan. Whether you are visiting for a day or have lived here your entire life, you will be sure to find something of interest to do or see in Neath Port Talbot. Abbottsmoor offers a range of 2 bedroom apartments, 3 and 4 bedroom terrace, semi and detached houses set in this lovely location. Take time to explore an area which boasts some of the best country and forest parks, dramatic waterfalls, meandering rivers and peaceful canals.

The region enjoys a wide variety of things to do and places to go throughout the year including the famous Aberavon Beach resort, popular with surfers; Margam Country Park which is a frequent destination for the World Rally Championships and is very popular with tourists all year round; Afan Forest Park was once a quiet country park for walking and recreation. In recent times, it has become a mecca for mountain biking with the development of a number of demanding off mountain biking trails.

ThorNToN 4 bedroom detached house EssEx 3 bedroom terrace/semi detached house GloucEsTEr 4 bedroom detached house DErwENT 3 bedroom semi detached house ENDAlE 3 bedroom detached house AlDErNEy 4 bedroom detached house MAIDsToNE 3 bedroom terrace/semi detached house AshToN 2 bedroom coach house

LA

ND

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MIlToN 2 bedroom apartment AS

PAlMErsToN 3 bedroom terrace/semi detached house DS

MA

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37

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39

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50

49

40

MA

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17

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67

86

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61

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PLAYING FIELDS

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Important Notice This site layout is intended for illustration purposes only and may change for example in response to market demand or ground conditions. Consequently, it should be treated as general guidance and cannot be relied upon as accurately describing any of the Specified Matters prescribed by any Order made under the Property Misdescriptions Act 1991. Nor do the contents constitute a contract, part of a contract or a warranty.

A range of 2 bedroom apartments, 3 & 4 bedroom terrace, semi & detached homes

1

2

3

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10

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B A G L A N WAY

“Abbottsmoor combines the best of rural and out of town living”

53

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Issue#2

// Great creative in the bleating heart of Cardiff Bay. Nothing woolly about that!

summer 09

Spread the love A little praise goes a long way, especially when most clients aren’t usually forthcoming with it. After 10 years in the industry we still get a buzz from this kind of feedback, it’s a great morale boost for the whole studio. So thanks Jon, it really made our day.

breathe swansea Your guide to Swansea’s great outdoors

anadlu abertawe Eich arweiniad i Abertawe yn yr awyr agored

‘I took delivery yesterday of the Breathe Swansea, brochures and have to say that the brochure is one of the nicest jobs, both in terms of design and print that we’ve ever produced, it looks absolutely great. I’ll send some samples in the post. As it’s fully in compliance with Welsh Language best practice guidelines I think it would be worth entering into the Language Board’s bilingual design awards.’ Marketing Services Manager. City & County of Swansea

Culture and Tourism Diwylliant a Thwristiaeth

city and county of swansea dinas a sir abertawe

Thanks again, Jon 5714 CCS A5 Breathe Swansea.indd2 2

your guide to swansea’s great outdoors

eich arweiniad i abertawe yn yr awyr agored

Park lifegrass Green

Breathe Swansea

Anadlu Abertawe

Fun. Fresh air. Exercise. Just some of the experiences you’ll get from visiting the great outdoors of Swansea. From fabulous parks to leisure fun on the sweep of Swansea Bay, this stunning corner of Wales is blessed with unique outdoor attractions. So whatever the weather – just get out and breathe Swansea!

Hwyl. Awyr iach. Ymarfer. I enwi ond rhai o’r profiadau a gewch o ymweld ag Abertawe yn yr awyr agored. O barciau gwych i hwyl hamdden ym Mae Abertawe, mae’r ardal drawiadol hon o Gymru wedi’i breintio ag atyniadau awyr agored unigryw. Felly, boed law neu hindda - dewch allan i anadlu Abertawe!

ofShopping, home culture and the city buzz or peaceful walking, tranquillity and picturesque surroundings? What would be your ideal day out? How about both? In Swansea, city really does meet country with nearly a quarter of the country’s award winning parks, a choice of 52 green spaces (some big and beautiful, some small and….!), and unique flowers and wildlife – best of all there are no country roads to damage the car! We’ve got some great parks spread across the whole city, with fantastic and unexpected facilities. There truly is something for everyone!

Zj]Yl`]ÛkoYfk]Y YfY\dmÛYZ]jlYo]Û

5714 CCS A5 Breathe Swansea.indd3 3

25/6/08 14:56:38

your guide to swansea’s great outdoors

your guide to swansea’s great outdoors

A selection of parks Detholiad o barciau across the city ledled y ddinas

Bywyd parciau Siopa, diwylliant a phrysurdeb y ddinas neu gerdded yn hamddenol mewn lleoliad tawel a phrydferth? Beth fyddai eich diwrnod delfrydol? Beth am y ddau? Yn Abertawe, mae’r ddinas yn cwrdd â chefn gwlad gyda bron chwarter o barciau arobryn y wlad, dewis o 52 man gwyrdd (rhai mawr a hardd, ac eraill yn fychan ac yn....!), a blodau a bywyd gwyllt unigryw - a gorau oll, dim heolydd cefn gwlad i ddifrodi’ch car!

25/6/08 14:56:43

5714 CCS A5 Breathe Swansea.indd4 4

25/6/08 14:56:46

Gogledd Abertawe Coedbach, Pontarddulais Mwy na Pharc arferol! Gyda thrywyddion cerdded newydd drwy goetiroedd aeddfed, ardal chwarae newydd ei hadnewyddu, cyfarpar trywydd ffitrwydd, cyrtiau tenis, meinciau picnic a hyd yn oed cwrs cyfeiriadu!

Coed Gwilym, Clydach Fantastic facilities to get the heart racing. Tennis courts, multi use games area, walking trail around park and woodland area, and children’s play area. You can also break a sweat on our newly installed fitness trail.

Mae gennym rai parciau arbennig ar draws y ddinas gyfan, gyda chyfleusterau gwych ac annisgwyl sy’n darparu rhywbeth at ddant pawb!

Zj]Yl`]ÛkoYfk]Y YfY\dmÛYZ]jlYo]Û

Breathe Swansea identity and brochure

Swansea North Coedbach, Pontarddulais More than just your average Park! With newly installed walking trails through mature woodlands, newly renovated play area, fitness trail equipment, tennis courts, picnic benches and even an orienteering course.

Coed Gwilym, Clydach Cyfleusterau gwych i wneud i’r galon rasio. Cyrtiau tenis, ardal gemau aml-ddefnydd, trywydd cerdded o amgylch y parc ac ardal goetir, ac ardal chwarae i’r plant. Gallwch hefyd dorri chwys ar ein trywydd ffitrwydd newydd.

Zj]Yl`]ÛkoYfk]Y YfY\dmÛYZ]jlYo]Û

5714 CCS A5 Breathe Swansea.indd13 13

25/6/08 14:57:37

5714 CCS A5 Breathe Swansea.indd11 11

25/6/08 14:57:31


breathe swansea anadlu abertawe

Breathe Swansea, Plantasia & Enjoy Swansea brand identities


Issue#2

// Great creative in the bleating heart of Cardiff Bay. Nothing woolly about that!

Summer 09

8 years of consistency With 100 heritage attractions in its care, Cadw is Wales’ counterpart to English Heritage and Historic Scotland. Its remit is to conserve, protect and promote the nation’s built heritage. We have provided a comprehensive marketing support service to Cadw since 2001. When we won the account, the existing brand communications were tired, outdated and ineffective. The brand required a dramatic refresh to re-engage with existing audiences whilst broadening its appeal to those yet to experience Cadw’s attractions. Our core brief is to generate footfall to Cadw’s sites. We ensure Cadw communicates effectively with both its general public and trade audiences. Traditional target markets include ABC1 empty nesters or families with children aged 7-12, usually tourists (domestic and international). We have worked hard to build on existing audiences to reach new potential visitors in line with Cadw’s widening access programme. This includes targeting local communities and other under-represented groups such as C2DEs and black and minority ethnic groups, as well as encouraging repeat visits. An ongoing programme of consumer research and focus groups ensures that we continue to identify and build relationships between new audiences and the Cadw brand.

Imagery is key. Cadw already held an extensive library of photographs depicting sites in their landscapes. These are stunning images but lack a vital human element that allows the viewer to imagine themselves there. We expanded the library to include images showing real visitors (ordinary people) not posed, but engaging with the site. This delivers the brand promise of an inspirational day out with family and friends. Copy is also vital. We moved away from historical textbook style prose to adopt a more widely accessible conversational approach. Using short-sharp sentences and avoiding jargon we are able to deliver educational content in an intriguing and stimulating way. Visual coherence is critical. Cadw’s ‘product’ presents a particular challenge. There are 31 staffed attractions and over 70 smaller unstaffed monuments to represent each dating from a different period with its own unique story to tell. We created a brand system that allowed each of the sites to express its individual personalities whilst remaining undeniably part of the whole. Careful implementation is key to the brand’s success.


Site specific leaflets

Beaumaris Castle I am Britain’s most technically perfect castle

Prices held

Anglesey, North Wales 2009/10

I am Britain’s most revealing Roman site

Chepstow Castle

Caerphilly Castle

Caerleon Roman Fortress and Baths free eNtry

I am the largest castle in Wales

Prices held

PricES hEld

South-East Wales 2009/10

south Wales 2009/10

Nr Newport, South-east Wales 2009/10

I am home to the oldest castle doors in Europe

A World Heritage site

ional Inspirats O Day ut

ional Inspirats O Day ut

ional Inspirats O Day ut

ional Inspirats O Day ut

www.cadw.wales.gov.uk

www.cadw.wales.gov.uk

www.cadw.wales.gov.uk

www.cadw.wales.gov.uk

Harlech Castle

Kidwelly Castle

Oxwich Castle

Plas Mawr Conwy

I am impregnable from almost every angle

PriceS held

Snowdonia, North-West Wales 2009/10

I am a match for any of Wales’s great castles

PriceS held

South-West Wales 2009/10

I am a grand udor mansion

PriceS held

I am Britain’s finest Elizabethan town house

PriCes held

North Wales Coast 2009/10

Gower Peninsula, South Wales 2009/10

A World Heritage site

ional Inspirats O Day ut

ional Inspirats O Day ut

ional Inspirats O Day ut

ional Inspirats O Day ut

www.cadw.wales.gov.uk

www.cadw.wales.gov.uk

www.cadw.wales.gov.uk

www.cadw.wales.gov.uk

Rhuddlan Castle

Tintern Abbey

Valle Crucis Abbey

White Castle

I am strategically located on the River Clwyd Nr Rhyl, North Wales 2009/10

ional Inspirats O Day ut

www.cadw.wales.gov.uk

PRices held

I am the best-preserved medieval abbey in Wales Wye Valley, South-East Wales 2009/10

ional Inspirats O Day ut

www.cadw.wales.gov.uk

PricES hEld

I am a remarkably complete Cistercian abbey Nr Llangollen, North Wales 2009/10

ional Inspirats O Day ut

www.cadw.wales.gov.uk

Prices heLd

I am one of the ‘three castles’ – am I the best? Nr Abergavenny, South-East Wales 2009/10

ional Inspirats O Day ut

www.cadw.wales.gov.uk

PricES hEld


Issue#2

// Great creative in the bleating heart of Cardiff Bay. Nothing woolly about that!

summer 09

10 years of support The 2009 BAFTA Cymru Awards were certainly an 18th birthday to remember, not only for the organiser but it marked ten years of Black Sheep working in partnership with them. With the awards moving to the Wales Millennium Centre last year and a growing sense of having ‘arrived’ on the celebrity circuit- we took a very clean, elegant approach to the literature design and art direction to convey the sense of style and sophistication of a premier awards ceremony held in Wales. Since 1999 Black Sheep have delivered their visual communications for this prestigous event. This year’s marketing collateral included 5 sets of invitations, event 2895.BC_2003 AwardsBroch.aw.qxd

6/4/04

5:16 pm

programmes, menus, photographic backdrops and exhibition materials which conveyed their celebratory 18th birthday theme. Again, it proved to be their biggest and best show to-date, with appearances from Hollywood star Matthew Rhys of Brothers & Sisters, Port Talbot star Micheal Sheen of Frost Nixon and Siân Phillips award winner Ruth Jones of Gavin & Stacey, for outstanding achievement. We’re also delighted to have once again sponsored the category of ‘Best Youth Programme’, won this year by S4C’s ‘Uned Pimp‘ - our sincere congratulations go out to the team on a well deserved win.

Page 2

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Selection of Bafta programme covers from the past ten years

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*No funny business or small print! Just get up to 10 jobs finished and invoiced by the end of November 2009.


we build brands Call us today to find out how we can help build yours 029 2049 0722

We try our best to adopt environmentally friendly solutions for ourselves and our clients, without banging on about it too much! Let us know if you want to do it too and we’ll advise you of the options! Printed on revive 100 Uncoated, a recycled grade, containing 100% post consumer waste and manufactured at a mill accredited with ISO 14001 environmental management standard. The pulp used in this product is bleached using an Elemental Chlorine Free process (ECF).

One last thing! Please, please, please try and recycle baa when you’ve finished with it!

Black Sheep Bute Chambers 103 Bute Street Cardiff CF10 5AD greatcreative@blacksheep.info www.blacksheep.info Blog: www.baabaablacksheep.co.uk Follow us on Twitter @BlackSheepWales

Baa! Issue #2  

Issue 2 of our wuarterly work review