The Work: New campaigns - The World
campaignlive.co.uk, Friday, 08 April 2005 04:04PM
MINI - BIG TO SMALL - US Project: Big to small Client: Kerri Martin, marketing manager, Mini USA Brief: n/s Creative agency: Crispin Porter & Bogusky Writer: Scott Linnen Art director: Tiffany Kosel Planner: Tom Birk Media agency: Crispin Porter & Bogusky Media planner: Jim Poh Photographers: Sebastian Gray, Daniel Hartz Exposure: National magazines
THE LOWDOWN The Mini is on a roll in the US - sales of the iconic British car (albeit with a German owner) topped 36,000 last year and the 100,000th US sale was made two years ahead of schedule.
Crispin Porter & Bogusky continues its quirky advertising for the BMW brand with a series of press ads that focus on the car's small size - a notable point of difference in a US car market that still sees big as both beautiful and desirable in a car.
Three executions - "cell phones", "cameras" and "computers" - look at how everyday technology has been scaled down in size, ending with a shot of the Mini.
VW TOUAREG - AGARRA CALLE - US
Project: Agarra calle
Client: Volkswagen of America
Brief: Highlight the features the Touareg offers on- and off-road
Creative agency: Creative On Demand
Writers: Daniel Marrero, Priscilla Cortizas
Art directors: Daniel Marrero, Priscilla Cortizas
Planner: Julio Rodriguez
Media agency: MediaCom
Production company: Nexus Productions
Directors: Smith & Foulkes
Post-production: Nexus Productions
Audio post-production: Outpost Audio, Miami
Exposure: National TV
The animation duo Smith & Foulkes, the team behind the Honda "grrr" spot, have made a further foray into automobile territory with a new US spot for the Volkswagen sports-utility vehicle, the Touareg.
The ad is the second in the "agarra calle" series targeted at the US Hispanic market and uses 3-D animation combined with live action to pit the car against a devious graphic line which describes different environments the Touareg has to contend with.
VW had a rocky 2004 in the US, finishing with a market share down 0.6 per cent to 1.5 per cent. Sales declined on all vehicles except for the Touareg and the weak dollar was blamed for losses that topped $1.3 billion for 2004.
UNILEVER ORAL CARE - HIDDEN SUGARS - EUROPE
Project: Hidden sugars
Client: Tarun Turi, brand development director, Unilever Oral Care
Brief: Show that sugar can be found in unexpected places
Creative agency: Bartle Bogle Hegarty
Writers: David Chalu, Stephen Rutterford
Art directors: David Chalu, Stephen Rutterford
Planners: Matthew Gladstone, Frank Reitgassl
Media agency: MindShare
Media planner: Andrea Buchierri
Exposure: National newspapers and magazines
Unilever Oral Care is pushing its various brands, including Signal, Mentadent and Pepsodent, with a new campaign that aims to show that sugars can be found in some unexpected places.
A print campaign from Bartle Bogle Hegarty, London, uses shots of potatoes, pasta and bread to illustrate the fact that even good food can be bad for your teeth, and that regular brushing and flossing after meals is essential to maintain healthy teeth and gums.
The campaign will roll out in Finland, Greece and Austria before potentially being extended to other European markets later in 2005.
DANISH LOTTERY - DANISH LOTTO - DENMARK
Project: Danish Lotto
Client: Soeren Bruun Hansen, marketing manager, Danish Lottery
Brief: Maintain awareness of Lotto
Creative agency: Lowe Copenhagen
Writers: Kim Juul, Hans Henrik Langevad
Art director: Mads Kold
Planner: Lasse Sundin
Media agency: OMD
Media planners: John Herup, Torben Larsen
Production company: Social Club
Director: Axel Laubscher
Exposure: National TV, cinema
The Danish Lottery has been given an Oriental makeover in a new spot from Lowe Copenhagen.
Taking its cue from films such as Crouching Tiger, Hidden Dragon, the commercial is presented as a trailer for a forthcoming feature. A Hollywood-style voiceover explains that the film stars, and is written, directed and financed, by one Veronica Andersen, a chef with an over-active imagination. The spot continues Lowe Copenhagen's work for the Danish Lottery, in which everyday members of the public find themselves starring in feature films as the result of an imagined lottery win.
This article was first published on campaignlive.co.uk
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