The Work: New Campaigns - The World
campaignlive.co.uk, Friday, 26 November 2004 12:00AM
FORD - FORD MUSTANG - US
Brief: Launch the new Ford Mustang, and give it instant legendary status
Creative agency: J. Walter Thompson, Detroit
Copywriter: Curt Catallo
Art director: Carl Warner
Media planning: J.Walter Thompson
Media buying: Ford Motor Media
Media planners: Mark Blown, Joe Minnella
Production companies: Believe Media, Street Light Films
Director: Paul Street
Editor: Nick Wayman Harris, Filmcore
Post-production: Believe Media
Exposure: National TV
THE LOWDOWN Steve McQueen is back. For Ford. Again. In 1997 the iconic, ice-cool film star made his first posthumous appearance for Ford's Puma car in a spot from Y&R - his face and body from the film Bullitt cleverly composited into new action featuring the sporty hatchback.
With the Mustang back in production, McQueen is again behind the wheel, this time in an ad from J. Walter Thompson which shamelessly borrows Y&R's theme: a new car; an iconic driver; instant "legend status". Although this time, instead of driving through the streets of San Francisco, McQueen takes the car through its paces on a track built in a 75-acre cornfield, in a homage to the 1989 film Field of Dreams.
Ford is hoping that the Mustang - one of a string of new models - will boost market share and end a long decline in sales in the US: for the first nine months of 2004, sales were down 13.5 per cent and the manufacturer is currently on target to drop to a 16.6 per cent market share - its ninth consecutive year of decline.
NAPCAN - STEP UP TO PROTECT KIDS - AUSTRALIA
Project: Step up to protect kids
Client: Adam Foster, executive director, National Association for the
Protection of Child Abuse and Neglect
Brief: Raise awareness of Napcan
Creative agency: DDB Sydney
Creative director: Garry Horner
Copywriter: Peter Ogden
Art director: Michael O'Rourke
Planner: Nicky Brugnola
Media agency: OMD
Production company: Plaza Films
Director: Sean Meehan
Editor: Peter Whitmore, Winning Post
Post-production: The Lab
Audio post-production: Stellar Sound
Exposure: National television
The Australian child protection charity estimates a child is abused in Australia every 13 minutes. DDB Sydney, which has been working with this pro bono client for more than five years, has developed a new TV campaign designed to challenge public nonchalance over child abuse and encourage people to speak out.
This year, the agency has persuaded a collection of big-hearted suppliers, including the production company Plaza Films and the post-production house The Lab, to donate their time and resources to produce a striking and beautifully executed TV campaign.
Through a series of captivating shots of people standing motionless and staring into space, the campaign combines real-time and slow-motion and acts as a powerful reminder that protecting children is everyone's business.
SKYTEAM - SEAMLESS TRAVEL - INTERNATIONAL
Project: Jetway, "Seamless travel"
Clients: Rachel McCarthy, regional director, international marketing,
Delta Air Lines; Guillermo Morrone, SkyTeam marketing manager, Delta Air
Brief: Dramatise the importance of choosing the right alliance when it
comes to international, multi-flight business trips.
Creative agency: BETC Euro RSCG
Copywriter: Pierre Riess
Art director: Romain Guillon
Planner: Jerome Guilbert
Media agency: MPG Media Planning France
Media planner: Jorge Irizar
Photographer: John Offenbach, Agence Taffetas
Exposure: International press
Imagine the fun the Paris agency BETC Euro RSCG had getting the French, American, Mexican, Korean, Italian and Dutch clients to agree on the creative for this one.
Following the arrival of three prestigious new members - KLM, Continental and Northwest - the air alliance SkyTeam has launched a new international advertising campaign to illustrate the concept of "seamless travel". with visuals shot by the renowned English photographer John Offenbach.
Through a playful set of visuals based on an airport jetway (a metaphor for SkyTeam), the campaign aims to show how attentive to detail the alliance is: SkyTeam pledges not only a smooth international multi-flight trip, but a direct delivery of each passenger to their final destination, even if it's to a honeymoon suite by the turquoise Caribbean sea.
SABMILLER - DORADA - SPAIN
Client: Compania Cervecera de Canarias
Brief: Create a new campaign for Dorada
Creative agency: Vitruvio Leo Burnett Madrid
Copywriter: Alberto Jaen
Art director: Ivan de Dios
Planner: Olalla Escriva de Romani
Media agency: Starmedia
Media planner: Javier Torre-Main
Director: Ramses Albinana
Exposure: National television
What is it with booze and ruminants at the moment? In the UK, Young's is advertising its bitter with a ram; meanwhile, in Spain, a bizarre old goat stars in three new spots for Dorada, the SABMiller beer brand vying with the market leaders Heineken, Damm and San Miguel.
The campaign, created by Vitruvio Leo Burnett Madrid, overdramatises the consequences of letting your friends down - for instance, by dodging out of buying a round. The goat character hounds offending drinkers, reminding them that drinking is about friendship, and regaling them with his vast knowledge of microwave recipes.
This article was first published on campaignlive.co.uk
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