The Work: New Campaigns - The World
campaignlive.co.uk, Friday, 03 December 2004 12:00AM
PRISMA PUBLICACIONES - INTERIORES MAGAZINE - SPAIN
Project: Interiores magazine
Client: Joan Corcoy, director of marketing, Prisma Publicaciones
Brief: Reposition Interiores as a magazine with affordable ideas and
raise awareness of the emotional side of home furnishing
Creative agency: J. Walter Thompson Barcelona
Writer: Jaime Chavarri
Art director: Napi Rivera
Planner: Nuria Serrano
Media buying: In-house
Photography: Image Bank
Exposure: National press
THE LOWDOWN J. Walter Thompson Barcelona has created a print campaign that aims to reposition Interiores, a Spanish monthly interior design and decoration magazine with a circulation of 143,601.
Interiores, which previously advertised using promotional spots, is attempting to differentiate itself from rivals such as El Mueble, Casa Viva and Habitania, by positioning itself as more realistic and affordable and less aspirational. Using repetitive stock footage drawn from Getty Images' Image Bank library, JWT's three print ads aim to make potential readers aware of the emotional side of home furnishing, drawing upon the desire to find a degree of individuality and personality in a society where both are hard to find. Interiores, the message reads, can help you stand out from the crowd by the way you decorate your home.
CHARAL - RACE FOR LIFE - FRANCE
Project: Race for life
Clients: Jean Chavel, director; Farah Tisseau, marketing communication
Brief: Build a link between the brand and the consumer and show we are
Creative agency: Leo Burnett Paris
Writer: Jean-Francois Goize
Art director: Stephan Ferens
Planners: Henri Blanc, Sonia Salem
Media agency: Starcom
Media planners: Corinne Pessus, Pascal Laroche, Sarah Formosa
Production company: Quad
Director: Remy Belvaux
Editor: Aurelien Dupont, Wizz
Exposure: National TV
A man challenges a cheetah and wins in this spot for the French meat producer Charal, from Leo Burnett Paris.
The ad, in which an average-looking Frenchman races a cheetah across the Serengeti to bag an antelope, aims to strengthen the link between consumers and the brand by demonstrating that we are all meat-eaters. Bizarre? Well, that's the French for you.
The endline asks who is the biggest carnivore. If the World Resources Institute is to be believed, it isn't the average Frenchperson. The average American eats 122kg of meat a year. France falls somewhere short, at just 99.7kg, and the UK is made to look positively vegan with its poor showing of just 75.8kg (just under 11 stone) a year.
CITI - THANK YOU REWARDS - US
Project: Thank you
Clients: Brad Jakeman, director of global advertising; Todd Harvey,
vice-president, North American Advertising, Citi
Brief: Showcase the breadth of rewards available on Citi's Thank You
Creative agency: Fallon Worldwide
Writer: Tim Gillingham
Art director: Bobby Appleby
Planner: Murray Hardie
Media agency: Fallon Worldwide
Media planners: Heather Kruse, Niki Dobratz
Production company: MJZ
Director: Craig Gillespie
Editor: Jim Hutchins, Nomad Edit
Audio post-production: Soundelux DMG
Exposure: National TV
Citi has infused its financial services advertising with some much-needed verve.The "thank you" campaign - the latest round of humorous executions from Fallon - touts Citi's new PremierPass credit-card reward programme. The campaign informs its audience that Citi offers everyday rewards for everyday people and offers a faster route to reward redemption than competing programmes.
Three 30-second television spots feature characters who are tired of waiting to redeem their rewards points.
In one spot, a mountain biker is undeterred by the fact that his bike - a reward from his credit company - has yet to arrive; in another, a man wears all his clothes for a business trip because he is still waiting for his suitcase and in a third, a woman is forced to cajole her husband into accompanying her on a jog, only he tags alongside her in his car, music blaring, to make up for her lack of a Walkman.
NOKIA - NOKIA 7610 - NEW ZEALAND
Project: Sharpen up your image
Client: Lane Stephens, marketing specialist, Nokia New Zealand
Brief: Show the megapixel camera on the Nokia 7610
Creative agency: Generator
Writers: Tony Bradbourne, Steve McCabe
Art director: Tony Bradbourne
Planner: Michael Prentice
Media agency: Media Palace
Media planners: Julia Smith, Adria Peck
Production company: Exile Films
Director: Gaysorn Thavat
Editor: Paul Maxwell
Exposure: National TV
Almost three-quarters of New Zealand's population of four million own a mobile phone, but they tend to upgrade less regularly than in the UK.
To promote its new 7610 phone (with megapixel camera, games console, personal organiser etc, etc), Nokia has kicked off with a steamy TV offensive. It's beautifully made, but the link to mobile phones seems tenuous to say the least.
The 30-second spot features a man and woman peeling off each other's clothes, which are made out of photos rather than fabric. The couple are down to their last snaps when the woman's jealous husband turns up and the lover dives into a wardrobe, bedroom-farce style.
This article was first published on campaignlive.co.uk
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