The Work: New Campaigns - The World
campaignlive.co.uk, Friday, 12 August 2005 12:00AM
FEDEX - STEPPING STONES - HONG KONG Project: Stepping stones Client: Malcolm Sullivan, vice-president, marketing and corporate communications, FedEx Brief: Bring the platform "we live to deliver" to life Creative agency: BBDO Guerrero Ortega Writer: David Guerrero Art director: David Ferrer Planner: n/s Media agency: OMD Media planner: n/s Production company: Sweet Shop, New Zealand Editor: Sam Burnette Audio post-production: Liquid Studios (New Zealand), Hit Productions (Manila) Exposure: Local and regional TV across Asia
The internet still doesn't appear to be hurting courier companies. Flush with end-of-year results that reported revenue up 19 per cent and operating income up 73 per cent, FedEx has commissioned a brand campaign to increase its presence in Asia.
The FedEx "we live to deliver" proposition is taken to a new level in a spot from BBDO Guerrero Ortega, which shows how a dedicated team of FedEx professionals go above and beyond the call of duty to ensure delivery.
"Stepping stones" shows the determination of a lone FedEx courier who, when faced with a bridge blocked by a traffic jam, calls on his colleagues to help him walk on water to make the delivery on time.
CSA - BRAND CAMPAIGN - CZECH REPUBLIC Project: Brand campaign Client: Mila Medek, marketing communications manager, Czech Airlines Brief: Create a brand campaign for CSA Creative agency: Leo Burnett Prague Writer: Jiri Pleskot Art director: Martin Pasecky Planner: n/s Media agency: Carat Media planner: Gabriela Ikova Photographer: Steffen Jahn Retouching: Commando Exposure: Czech national press, outdoor
Leo Burnett Prague's first work for Czech Airlines since it won the account in a seven-way pitch earlier this year is a brand campaign that aims to demonstrate a passion for customer service.
The campaign features a series of images that echo each other in appearance - loyalty cards and a luggage carousel, a piece of cheese and the moon, and a watch and an altimeter - to show how CSA pays equal attention to all aspects of travel. Luggage is as important as loyalty, food as sleep and comfort, and punctuality as safety.
CSA is one of Europe's fastest-growing airlines and last year saw a 22 per cent increase in passenger numbers to 3.74 million. It flies to 75 destinations in 44 countries.
SALVATORE FERRAGAMO - AUTUMN/WINTER 2005 - ITALY Project: Autumn/winter 2005 Client: Clarice Pecori Giraldi, communication manager, Salvatore Ferragamo Brief: Launch the Salvatore Ferragamo autumn/winter 2005 range Creative agency: Armando Testa Writer: Maurizio Sala Art director: Michele Mariani Planner: Pier Paolo Pacchiarotti Media agency: In-house Photographer: Nicolas Moore Exposure: International newspapers and magazines
Salvatore Ferragamo, the fashion house and shoe designer famous for cladding Marilyn Monroe in stilettos, is advertising its forthcoming autumn/winter 2005 range with an international print campaign from the Milan-based agency Armando Testa.
Ignoring the brand's Hollywood pedigree, the campaign opts to let Salvatore Ferragamo fans (albeit very good-looking fans who suspiciously resemble models) have their say with simple black-and-white photography and the superimposed line "I love Salvatore". In each execution, the products - shoes and bags - are highlighted in natural colour.
The campaign will break across Europe in newspapers and magazines later this month, before rolling out in the US and the Far East.
HONDA - CONQUER - AUSTRALIA Project: Conquer Client: John Pranger, marketing director, Honda Australia Brief: Change the perception that the Honda MDX is not a well-credentialled 4x4 Creative agency: FCB Melbourne Writers: Scott Lambert, Mark Ringer, Michael Simons, Paul Fenton Art directors: Scott Lambert, Mark Ringer, Michael Simons, Paul Fenton Planner: Simon Rich Media agency: Optimedia Melbourne Media planner: Susie Wall Photographer: Ian Butterworth Retouching: Electric Art Exposure: National press
FCB Melbourne has created a press campaign for Honda's flagship off-road 4x4, the MDX. The ads pit the vehicle against hordes of warriors reminiscent of The Lord of the Rings, albeit in toy form.
FCB commissioned a model-maker with experience of working on the Matrix and Star Wars films to create 20 toy figures. These were then used to create a battle scene that attempts to show that the MDX's performance can trivialise the most difficult of situations. Rampaging dwarves and goblins are, however, thankfully rare on the school run, even in Australia.
This article was first published on campaignlive.co.uk
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