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."
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.
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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