The Work: New Campaigns - The World
campaignlive.co.uk, Friday, 10 December 2004 12:00AM
GENERAL ELECTRIC - OLYMPIC CAMPAIGN - CHINA
Project: GE Olympic campaign Beijing Airport
Client: Geoff Li, communications director, GE
Brief: Promote General Electric's position as one of the 11 IOC Top
Creative agencies: BBDO China, BBDO New York
Writer: Blues Wang
Art director: Eric Van Skyhawk
Planning: BBDO New York
Media agency: OMD China
Photographer: Jen Halim, The Loop
Exposure: Beijing airport door stickers, posters, lightboxes
THE LOWDOWN It may seem premature to be talking about the next summer Olympics (Beijing, 2008) when the Greek flame has only just been snuffed out, but the organisation for the 2008 event is moving at lightning speed.
That includes advertising and sponsorship. BBDO China has developed an extensive outdoor campaign to raise awareness of General Electric's Chinese operation and its relationship with the 2008 summer games.
A series of striking poster ads intelligently link Olympic events with GE's technological solutions and capabilities pertinent to the building and operating of the games.
The campaign stems from GE's position as one of the 11 sponsors on the International Olympic Committee's global sponsorship programme, which allows the brand priority in selling its products or services.
AMAZON - TOOTH FAIRY - US
Project: Amazon Theatre - "Tooth Fairy"
Clients: Kathy Savitt, vice-president, strategic communications; Chris
Bruzzo, director of strategic communications, Amazon.com
Creative agency: Fallon Worldwide, in association with RSA Films USA
Writers: David Carter, Terry Rietta
Art director: David Carter
Production company: RSA Films USA Inc
Director: Jake Scott
Editor: Charlie Johnson, Lost Planet
Post-production: Digital Domain
Fallon and RSA Films USA are repeating the success they enjoyed with online short films for BMW by collaborating on a series of shorts to be available only on Amazon.com.
Amazon theatre features five films, which range in length from four to seven minutes. The films subtly integrate items available on the Amazon.com website, and each focuses on a different product category.
Tooth Fairy, directed by Jake Scott, features kitchen appliances in a comedy about a father's quest to find his daughter's hidden tooth. Other films include Portrait, directed by Jordan Scott and starring Minnie Driver; Agent Orange, directed by Tony Scott, and Do Geese See God, starring Blair Underwood and directed by David Slade.
VIRGIN ATLANTIC - LAUNCH CAMPAIGN - AUSTRALIA
Project: Launch campaign
Client: Gia Acitelli, sales and marketing manager,Virgin Atlantic
Brief: Differentiate Virgin Atlantic from Virgin Blue and create
Creative agency: Host
Writer: The Glue Society
Art director: The Glue Society
Planner: Olly Taylor
Media agency: Mitchell's
Media planner: Kelly Miller
Photographer: Jez Smith, 2c Management
Retouching companies: Screen, Momentum
Exposure: National press,magazines, outdoor, online
Virgin Atlantic has launched a print campaign in Australia to introduce its Upper Class Suite as it moves to take on Qantas, British Airways and Cathay Pacific on the Hong Kong to Sydney route. The campaign, by Host and The Glue Society, seeks to establish Virgin Atlantic's credentials as a premium carrier and clear up any confusion between the operator and its low-cost sister airline, Virgin Blue.
Entitled "rumours", the campaign touts "first class at business-class prices" - passengers can enjoy a massage in the salon area, or mingle at the bar.
The ads are running in newspapers and magazines and online around last week's inaugural flight.
VEKKAUS OY - LIVE BETTING - FINLAND
Project: Live betting
Client: Ari Tuuli, marketing director, Vekkaus Oy
Creative agency: TBWAPHS
Writer: Erkko Mannila
Art director: Juha Larsson
Planner: Tommi Laiho
Media agency: Carat Finland
Media planner: Sami Kankkunen
Production company: Elohopea-Filmi
Director: Pete Riski
Exposure: National TV
TBWAPHS Finland has just completed a four-part live advertising campaign for Live Betting, a new service from the Finnish National Betting Office.
Based on 50s live advertising, the campaign ran four consecutive nights after the main evening news on MTV3, the largest Finnish commercial channel, and took the form of surreal educational films designed to explain how to place live bets during a sports event. In one, a man walks into a shop, enquires about making a live bet and is told he needs to use his mobile phone; a second ad features talking horses from an earlier Betting Office campaign. In all the ads, reference was made to events in the news broadcast that preceded the commercial.
This article was first published on campaignlive.co.uk
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