The Work: New Campaigns - The World

campaignlive.co.uk, Friday, 28 October 2005 12:00AM

CAPITALIA - THE LAST WAR - ITALY Project: The last war Client: n/s, Capitalia Brief: Highlight the different customer services provided by Capitalia Bank Creative agency: Armando Testa Writers: Ekhi Mendibil, Alessandro Mian Art directors: Haitz Mendibil, German Silva Media agency: Media Italia Media planner: Helga Tomsits Production company: Filmmaster Director: Samuel Bayer Editor: Angus Wall, Rock Paper Scissors, Los Angeles Post-production: BUF, Paris Audio post-production: Amber, Los Angeles Exposure: National TV, print

THE LOWDOWN

Italy's Capitalia Group believes it has created a set of integrated services for its customers, which it claims are completely different from anything else offered by Italian banks.

To advertise this change in approach, Armando Testa has created a spectacular 60-second spot reminiscent of the battle scenes in the Lord of the Rings movies.

Two huge armies line up against each other with weapons at the ready, the combatants screaming with bloodlust as they run across an open plain to engage in pitched and bloody battle.

Viewed from a swooping overhead camera, the two armies near a collision as a dust cloud obscures the view. However, once the dust clears the armies have stopped. As the song Let the Sunshine In begins playing, the sun comes out and the armies drop their weapons and begin dancing. The ad ends with the company's new slogan: "Everything can change. Just imagine it. Capitalia is changing everything."

The ad was shot over three days in a studio in Los Angeles and used 200 extras in full battle armour. The two tigers used in the ad are the same ones used in Ridley Scott's Gladiator.

TIDE - TIDE TO GO LAUNCH - US Project: Tide to Go launch Clients: Kevin Burke, marketing director; Sally Sarratt, brand manager, Tide Brief: Develop a communications idea to support the launch of Tide To Go, a stain-removing pen Creative agency: Saatchi & Saatchi New York Writer: Neil Levin Art director: Michael Vaughan Media agency: SMG United Media planner: Dave Bagchi Production company: Bravo Zulu Director: John Mastromonaco Exposure: TV, internet

THE LOWDOWN

Tide to Go is a stain-removing pen that dissolves food and drink blemishes and Tide is backing its launch with a £2 million ad campaign, including a 30-second TV spot by Saatchi & Saatchi New York.

The ad shows a group of soldiers standing to attention as their drill sergeant, reminiscent of Full Metal Jacket's gunnery sergeant Hartmann, bellows at them. He notices a stain on one recruit's T-shirt and starts a tirade about cleanliness. As he rants, the recruit uses Tide to Go to eliminate the stain without his sergeant noticing.

RENAULT - REINCARNATION - FRANCE Project: Reincarnation Client: n/s Brief: Make Clio the new icon in its sector, thanks to its attractive new design and its improved dynamism Creative agency: Publicis Conseil, Paris Writer: Eric Helias Art director: Charles Guillemant Planners: Marie-Pierre Benitah, Ivan Roussin, Aurore Duhamel Media agency: Carat, Paris Production company: Bandits, Paris Directors: Dom & Nic Editor: Struan Clay, Final Cut Post-production: Framestore CFC Audio post-production: Laurent Favard, WAM Exposure: National and cable TV

THE LOWDOWN

For the launch of its latest Clio model, Renault is positioning the product as a small car with the power and space of a larger luxury car.

The latest TV spot, created by Publicis Conseil, begins in a scrap-yard, where an old car is crushed and its spirit floats into the air. It is then joined by a whole host of ghostly cars that fly around the city streets, through the subways and into an opera performance looking for new cars to possess.

As one of the ghost cars possesses a new Clio, the voiceover says: "Even cars dream of a better life."

NOKIA - VIDEO-CALL BACKGROUNDS - AUSTRALIA Project: Nokia video-call backgrounds - for when you're somewhere you shouldn't be Client: Lane Stephens, marketing manager, Nokia New Zealand Brief: Bring to life the possibilities of Nokia's first video-calling phone, the 6680 Creative agency: Generator Writer: Steve McCabe Art director: Tony Bradbourne Media agency: Media Palace Media planner: Matt O'Sullivan Photographers: Stephen Langdon, stock Retouching company: Carbonate Exposure: Metrolites, posters

THE LOWDOWN

Nokia has launched its first mobile in Australia with video-conferencing capabilities. This means it is more difficult for people to lie about where they are when making important phone calls to bosses, girlfriends, wives or mistresses.

With this in mind, Generator has produced a number of posters that have been placed around nightspots in Sydney depicting boring backgrounds such as gym changing rooms, supermarkets or the inside of an office. The campaign idea is that people can stand in front of these poster and successfully lie about where they are when making video calls.

This article was first published on campaignlive.co.uk

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