The Work: New Campaigns - The World
campaignlive.co.uk, Friday, 03 June 2005 03:28PM
NESCAFE - NESCAFE XPRESS - AUSTRIA
Project: Nescafe Xpress
Client: Alex Zigliara, marketing director, Beverage Partners Worldwide
Brief: Leverage new global sponsorship with McLaren Mercedes Formula One
team and communicate the taste appeal and benefit of drinking Nescafe
Xpress iced coffee
Creative agency: AWC
Writers: Simon Tuke, Andrew Ward
Art directors: Dave Lindsay, Andrew Ward
Media agencies: Universal McCann, ZenithOptimedia
Media planner: Varies with market
Production company: IPC, Prague
Director: Chris Watson
Exposure: European TV
THE LOWDOWN The iced coffee brand Nescafe Xpress launched in Germany five years ago and is now being rolled out across Europe.
To support the drive, Beverage Partners Worldwide has signed a sponsorship deal with the McLaren Mercedes Formula One team, which features in a 30-second TV spot created by the Zurich-based agency AWC.
Filmed at the Circuit de Catalunya in Barcelona during a test session, the McLaren driver Kimi Raikkonen takes time out to drink a can of Nescafe Xpress during a pit stop. The Ukrainian model Sasha Volkova also features in the spot as a helpful member of Raikkonen's pit crew. The ad ends with the tagline: "The pleasure that recharges. Nescafe Xpress."
In 2004, Nestle, which owns the Nescafe Xpress brand, announced a 1.4 per cent decline in global sales to 86.6 million Swiss francs.
BURGER KING - SITH SENSE - US
Project: Sith sense
Client: Russ Klein, chief marketing officer, Burger King
Brief: Leverage Burger King's marketing tie-up with Star Wars Episode
III: Revenge of the Sith
Creative agency: Crispin Porter & Bogusky
Writers: Paul Johnson, Larry Corwin
Designer: Rahul Panchal
Development: CP&B, Firstborn Multimedia
Think the Force is strong enough in you to get one over on Darth Vader? Crispin Porter & Bogusky has created an online game in which you can challenge the dark lord to a game of 20 questions.
The site (sithsense.com) aims to leverage Burger King's tie-up with Star Wars Episode III: Revenge of the Sith. Burger King has tied its marketing to the Star Wars films since the first was released in 1977. Marketing around the new film includes TV and print ads and in-store promotions including a new range of star- and lightning bolt-shaped Chicken Tenders and a range of toys available with meals in Burger King restaurants.
ARIEL - BEFORE/AFTER - ARGENTINA
Client: Erika Herrero, marketing director, Ariel, Procter & Gamble
Brief: Create a breakthrough communication ad that portrays superior
Creative agency: Del Campo Nazca Saatchi & Saatchi
Writers: Mariano Serkin, Jorge Ponce Betti, Guadalupe Pereira
Art director: Javier Lourenco
Planner: Andrea Diquez
Media agency: Starcom
Media planner: Patricia Salazar
Del Campo Nazca Saatchi & Saatchi is promoting Ariel with a press campaign running across South America that dramatises impossible stains.
Simple before and after print ads feature what appears to be a blue T-shirt with an orange stain; in fact, as the second shot reveals, it's an orange shirt with a huge blue stain.
Ariel's parent company, Procter & Gamble, posted a 19 per cent rise in global sales to $51.7 billion in the past fiscal year, as well as across-the-board growth in market share. P&G is the leading manufacturer in the detergent market, with a 50 per cent share of value sales. Its portfolio also includes Bold and Daz.
GENERAL ELECTRIC - ECOMAGINATION - US
Clients: Judy Hu, general manager, global advertising; Beth Comstock,
vice-president and chief marketing officer, General Electric
Brief: Highlight GE's investment in solving environmental issues
Creative agency: BBDO New York
Writer: Kara Goodrich
Art director: Jean Robaire
Media agency: OMD
Media planners: Toni Racioppo, Jamie Goodwin
Illustrator: John Perlock
Exposure: National magazines
General Electric has launched a new corporate campaign designed to demonstrate how the energy company is bringing its resources to bear on solving environmental issues and problems.
Dubbed "ecomagination", the through-the-line campaign is a multimedia effort which includes eight-page inserts in national newspapers, television ads and a print campaign styled on the work of John James Audubon.
The hand-illustrated ads update Audubon's botanical drawings by including such modern-day elements as factories, aircraft and trains, and will appear in magazines including Atlantic Monthly, Harvard Business Review, National Geographic and the New Yorker.
This article was first published on campaignlive.co.uk
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