campaignlive.co.uk, Friday, 17 October 2003 12:00AM
Baynoona Oasis Trading was launching a new product, Vegetal Wash, a wash for fruit and vegetables. This concept pioneered a new product category in United Arab Erimates, offering a "bath for your fruit and vegetables".
The new product aimed to address concerns over hygenic food among the target market, an increasingly health-conscious group.
However, this group spans an ethnically diverse and eclectic audience in the United Arab Erimates, so the need for the idea to have universal appeal was of paramount importance.
The agency's strategy was to compare washing fresh food to an everyday event in consumers lives: taking a bath.
This enabled the print execution to demonstrate the product's benefits vividly and simply.
Client: Baynoona Oasis Trading
Agency: TEAM/Y&R Dubai
Art director: Syam Manohar
Writer: Shahir Ahmed
Photographer: Suresh Subramanian
Retouching: Anil Palyekar
INTERFLORA - Robert/Boisen & Like Mind Denmark
An Interflora delivery van drives painstakingly over a road hump. But the reason for this is not because the driver is worried about upsetting beautiful bouquets - he is more concerned about not smashing the wine bottles in the back of his van.
The ad promotes Interflora Denmark extending its services to wine delivery. The service extension came from research that suggested men were reluctant to send flowers to each other, thinking such a gift had homosexual connotations.
Agency: Robert/Boisen & Like Mind, Copenhagen
Art directors: Michael Robert, Michael Nyrop
Director: Stefan Treschow
Production: Moland Film Company, Copenhagen
AXE - Lowe Singapore
Shot on location in Malysia, these three commercials follow the Axe (or Lynx) effect theme. In "lingerie", a sexy woman emerges from a changing room and asks a man who you think is her boyfriend: "What do you think?" Then the man's real girlfriend appears and he trips over a lingerie display while looking at the first woman's next outfit: her underwear.
A second execution sees a couple walking along a beach. You think the woman will ask a handsome topless man to take their photo. But instead she asks her boyfriend to snap her with the topless man. Funny, memorable and perfect for the brand message.
Agency: Lowe Singapore
Writer: Jeremy Filgate
Production company: Hungry Man, New York
SBC - Merkley Newman Harty/Partners US
SBC is a full-service telecommunications company that operates in 13 US states. Its rivals include AT&T, Verizon and BellSouth.
The driving force behind the campaign was to draw parallels between the competitive worlds of telecoms and sport through SBC's college football sponsorship. In "commentators", the most humorous spot, an SBC engineer is at work. Two sports commentators provide a running commentary on the engineer cutting wires in inimitable US fashion.
Agency: Merkley Newman Harty/Partners, New York
Art director: Craig Cimmino
Writer: Ben Hieger
Director: Andrews Jenkins
Production company: Food Chain, Portland, Oregon
This article was first published on campaignlive.co.uk