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

director, Charal

Brief: Build a link between the brand and the consumer and show we are

all carnivores

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

Post-production: Wizz

Exposure: National TV

THE LOWDOWN

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

Redemptions Network

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

Post-production: Nomad

Audio post-production: Soundelux DMG

Exposure: National TV

THE LOWDOWN

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

Post-production: Oktobor

Exposure: National TV

THE LOWDOWN

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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