WORLD: GALLERY

campaignlive.co.uk, Friday, 28 November 2003 12:00AM

Guinness - BBDO, New York

"Brilliant!" the two lab-coated brewmasters keep exclaiming throughout this four-spot TV campaign for Guinness USA. With their bushy moustaches and tailored waistcoats, the Victorian duo bob up and down to communicate that Guinness Draft is now available in a bottle. In "party", the gentlemen enjoy bottled Guinness at a house party and look like fish out of water in their formal attire. This spot follows "bread", which compares the discovery of drinking Guinness straight from a bottle to other groundbreaking inventions such as sliced bread, the telephone and the bottle-opener. "Remember how I used to open it?" one says, displaying his broken tooth. Two further spots will follow. The small print reads: "Drinking responsibly is brilliant."

Client: Guinness

Agency: BBDO, New York

Art director: Joel Rodriguez

Writer: Gerry Graf

Director: Shaun Sewter

Production company: Moo Studios, New York

BMW - SCPF, Spain

This 60-second spot, "feet", for the BMW X5 builds on the company's global brand strategy "love to drive" that the agency introduced a few years ago. While animated angels feature in Fallon Minneapolis' spot for the same model in the US market, this campaign focuses on the experience of driving the X5 rather than its ability to adjust to different driving conditions. So we see a barefoot man experiencing various sensations as he walks on different surfaces. The endline reads: "Feel, keep on feeling."

Agency: SCPF, Barcelona

Client: BMW X5

Art director: David Caballero

Writers: Rory Lambert, Toni Segarra, Breno Cotta

Director: Nacho Gayan

Production company: Piramide, Barcelona

Amsterdam City Council - KesselsKramer, The Netherlands

KesselsKramer's 35 employees all cycle to and from work, so bike theft - a big issue in Amsterdam with one in five bikes getting swiped - is a subject close to the agency's heart. This confrontational campaign invites the city's cyclists to consider the alternative to keeping their bikes safe: taking their bikes with them wherever they go. So if you're in a swimming pool or in an art gallery, singing with a rock band or at the supermarket checkout, your bike is your constant companion. The campaign uses TV, posters and flyers to help prevent 100,000 bikes from being stolen every year in Amsterdam, and to direct cyclists to a website to give them helpful tips.

Client: Amsterdam City Council

Agency: KesselsKramer, Amsterdam

Art directors: Erik Kessels, Marieke Schooneman

Writer: Johan Kramer

Director: Johan Kramer

Photographer: Herman Poppelaars

Production company: KesselsKramer

Luogan - Ogilvy & Mather, China

Luogan launched in October, so this campaign aims to establish the Chinese clothing brand among both fashion buyers and young male shoppers. Luogan, with its mix'n'match fashions, wants to capture the attention of fashion-conscious young men in China. The television and print spots show just how many clothing combinations can be made throughout seven working days with the company's basic, easy-to-match designs.

Agency: Ogilvy & Mather, Shanghai

Client: Luogan

Art director: Benny Jiang

Writer: Jack Chow

Director: Chad Park

Production company: Ocean Monster, Los Angeles

This article was first published on campaignlive.co.uk

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