The Work: New Campaigns - The World

campaignlive.co.uk, Friday, 25 November 2005 12:00AM

ADIDAS - NATIONAL SOCCER TEAM JERSEY LAUNCH - GERMANY Project: Adidas national soccer team jersey launch Client: Marcus Rachals, brand concept manager for football, Adidas Salomon AG Brief: Present the new team jersey, celebrate the team spirit and motivate the German national football team for the 2006 Fifa World Cup Creative agency: TBWAGermany Writers: Stefan Schmidt, Kurt Georg Dieckert Art directors: Boris Schwiedrzik, Helge Block Production company: Hager Moss Commercials, Munich Director: Bruce St Clair Post-production: ARRI Film & TV Service, Munich Audio post-production: Stream, Hamburg Exposure: National TV, 3,000 cinemas, internet

THE LOWDOWN

For another one of its football tie-ins, Adidas is promoting its new kit for the German football team.

The sportswear brand is the main sponsor of the German team and, with Germany hosting the 2006 Fifa World Cup, Adidas is raising its connection with the game.

The ad, by TBWAGermany, aims to celebrate the team spirit that has helped them in previous World Cups.

In a combination of super-slow-motion and embedded real-time sequences, the team's stars are shown playing football while explaining to the viewer that they cannot be successful on their own. The six stars each throw in a line reflecting their position in the team.

The winger Kevin Kuranyi says: "No cross - no goal. Dead simple." The midfielder Bastian Schweinsteiger, adds: "Deadly pass without a striker to receive it? Impossible." The goalkeeper, Oliver Kahn, explains: "Titan ... Titan, without my defence they wouldn't call me 'Titan'."

The final word comes from the captain, Michael Ballack, who scores a goal and skids across the grass holding his Adidas shirt. "This jersey you'll never wear alone," he says.

MTV - MADE IN ROMANIA - ROMANIA Project: Made in Romania Client: MTV Romania Brief: Position MTV as the international music channel with local relevance Creative agency: McCann/Creative Services Writer: Constantin Milu Art director: Andrei Tripsa Media agency: Universal McCann Media planner: Victor Stroe Production company: Multimedia Est Director: Radu Muntean Editor: Tudor Lucaciu Post-production: Multimedia Est Audio post-production: Multimedia Est Exposure: National TV

THE LOWDOWN

MTV Romania launched in 2002, taking over from MTV Europe. However, the channel only supported international acts and failed to create airtime for Romanian artists.

Realising that this needed to change, MTV Networks is relaunching the channel to include more local content and make it more relevant to Romanian viewers.

The 60-second spot starts with the funeral of a pig, who provides the voiceover, telling the viewers how he is the only pig in the country to die of old age.

Instead of being slaughtered for food like his brother, the pig is spoilt and allowed to live a happy life because his owner is no longer eating unhealthily because he is desperately trying to get into shape to look like the stars he sees on MTV.

LEVI'S - LEVI'S SLIM JEANS - INDIA Project: Levi's Slim Jeans Client: Shyam Sukrami, marketing manager, Levi Strauss & Co (India) Brief: Launch Levi's Slim Jeans in India Creative agency: JWT India Writers: Prahlad Nanjappa, Karan Amin Art directors: Vivek Kakkad, Hital Pandya Planner: Navonil Chatterjee Media agency: MindShare Media planner: Girish Menon Illustrator: Nilesh Naik Exposure: Posters, press, in-store posters, ambient stickers - restroom stickers, exit signs, stairway signs, smoking-zone signs

THE LOWDOWN

Levi's has just launched its latest range of slim fit jeans in India, and to promote the launch JWT India has created a set of posters highlighting just how slim the denim is cut.

Each execution features stick people drawn in black and blue ink, with the famous red Levi's tag protruding from their legs.

One poster depicts two women showing off their jeans while another shows a man and a woman in a clinch.

OFFICE OF NATIONAL DRUG CONTROL POLICY - ABOVE THE INFLUENCE - US Project: Above the influence Client: Tom Riley, director of public affairs, White House Office of National Drug Control Policy Brief: Discourage drug use in high-school students Creative agency: Foote Cone & Belding NY Writer: Matt Bottkol Art director: Daniela Montanez Planner: Steve Schiller Media agency: Initiative Production company: Partizan, Hollywood Director: Paul Goldman Post-production: The Mill Exposure: National TV

THE LOWDOWN

The White House Office of National Drug Control Policy has invested $25 million in a drug awareness campaign.

Aimed at high-school students, "above the influence" aims to encourage them to resist peer pressure.

The ad shows a teenage boy standing in the middle of a room as people rush around making decisions for him.

Somebody dresses him, while another person cuts his hair, then another person puts a beer in one hand while the other is furnished with a joint.Then the boy stops everyone and walks out of the room as the voiceover says: "When you give up the ability to decide for yourself, you give up the ability to decide what makes you, you."

This article was first published on campaignlive.co.uk

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