World: Gallery

campaignlive.co.uk, Friday, 22 October 2004 12:00AM

Air France - BETC Euro RSCG France

Air France is the proud owner of a new print campaign from BETC Euro RSCG, Paris. The ads aim to reinforce the airline's claim that it provides "enjoyable air travel", while casting a nod towards its recent business success. Each of the series of executions places an Air France jet in a wide vista, politely hinting at the quality of service, comfort and luxury of the carrier. In one ad, two relay-runners pass a baton as the plane flies overhead, illustrating the smooth operation of the Roissy Charles de Gaulle hub. In another, the plane slips past a full moon - one of the few places Air France doesn't fly.

Client: Air France

Agency: BETC Euro RSCG, Paris

Art directors: Aurelie Scalabre, Romain Guillon

Writers: Valerie Chidlovsky, Pierre Riess

Photographers: Stefan Ruiz, Nadav Kander, Joel Sternfield

Orange - Shalmor Avnon Amichay/Y&R Israel

Brandless branding campaigns seem to be all the rage at the moment, what with the current French Connection "something beginning with F ..." ad wilfully avoiding any mention of four-letter words in its new UK campaign. Over in the Middle East, Orange has blazed a similar trail, making no reference to any brand-name (or colour) in a new ad from Shalmor Avnon Amichay/Y&R. The spot, created for the Israeli market, comprises a series of black screens upon which a sentence plays out, word by word, in a very familiar font, eventually reading: "Everyone knows who this commercial is for."

Client: Orange

Agency: Shalmor Avnon Amichay/Y&R Tel Aviv

Art directors: Gabby Salzman, Gideon Amichay

Writers: Meital Shkedi, Tzur Golan

Production company: Paradiso, Tel Aviv

Citi - Fallon US

These ads don't tell us why Citi decided to drop the word "bank" from its name, but Fallon's new campaign for the American financial giant aims to demonstrate that the institution is still dedicated to the interests of its customers. A series of spots feature people looking for assistance in a number of everyday settings - such as taking a pet to the vet, choosing a nail colour at a manicure salon or picking the kids up from the nursery -- only to discover that the people they're talking to can only speak in automated phone menu prompts. Citi's phone banking, we assume, is different.

Client: Citi

Agency: Fallon, Minneapolis

Art director: Chris Toland

Writer: Mike Smith

Director: Kevin Thomas

Production company: Thomas Thomas Films, London

Sky - DDB New Zealand

DDB New Zealand is behind the retro-styled poster campaign for Sky Movies - a series of guerilla-type postings that use existing poster sites to flag up Sky Movies' commercial-free broadcasts (com-mercial free, that is, until you get to the end of the film). "This is what an ad looks like," the posters scream, pointing a finger at real ads for everything from Skoda cars to New Zealand nightclubs. The ads were written by Martin Brown and Paul Catmur, with art direction by Pete Thompson.

Client: Sky Movies

Agency: DDB, Auckland

Art director: Pete Thompson

Writers: Martin Brown, Paul Catmur

Typography: Mike Davison

This article was first published on campaignlive.co.uk

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