The Work: New Campaigns - The World

campaignlive.co.uk, Friday, 02 December 2005 12:00AM

SFR - THE NIGHTCLUB - FRANCE Project: The nightclub Client: Patricia Levy, advertising brand manager, SFR Brief: Show how video-calling on your mobile can be a tool in everyday life, a daily habit that isn't confined to being a luxury or a toy any more Creative agency: Publicis Conseil, Paris Writer: Bruno Delhomme Art director: Andrea Leupold Planners: Vincent Leorat, Jocelyn Jarnier, Charlotte Clerc Media agency: Carat Media planners: Christophe Blain, Pamela Bruel Production company: Big Productions Director: Laurent Tirard Editors: Stephane Larrera, Eric Jacquemin Post-production: Vincent Bordier, WAM Audio post-production: Boris Nicou, WAM Exposure: National TV

THE LOWDOWN

Publicis Conseil is promoting the benefits, as well as one of the hitches, of using SFR's 3G video-calling service.

The TV ad is set in a noisy nightclub and centres on the idea: "Images speak as much as words."

Two men, one on the dancefloor and one at the bar, are shown communicating using the video-calling feature on their phones. Because of the noise, they are having to gesture at each other rather than talk. The man at the bar tries to get his friend to join him by holding up a drink and beckoning him. He also blows a kiss to a group of women his friend is filming with his phone.

Another man at the other side of the bar assumes that the man at the bar is calling him over. He does not realise he is using a phone and returns this apparent interest by going over and giving the suddenly worried man a big hug.

MADD - BEST FRIEND/PAST, PRESENT, FUTURE - CANADA Project: Best friend, past, present, future Client: Andrew Murie, chief executive, MADD Canada Brief: Raise awareness of the perils of drinking and driving among young males Creative agency: Saatchi & Saatchi Canada Writer: Simon Creet Art director: Simon Duffy Media agency: Saatchi & Saatchi Media planner: Esme Rottschafer Production company: Radke Films Director: Stephen Creet Editor: John Zubac, School Post-production: Technicolor Audio post-production: Vapor Music Exposure: National TV, Toronto outdoor

THE LOWDOWN

Mothers Against Drink Driving is a Canadian charity dedicated to reducing drink-driving among young people.

Two ads from Saatchi & Saatchi Toronto attempt to show how much you can lose by driving while drunk.

"Best friend" starts with a man sitting on a bench. A tagline says: "Your best friend." A girl walks up, meets him and kisses him. The line says: "Your girlfriend." As they skip off happily the camera pulls back through a window to show a man in a wheelchair, with the tagline: "You."

"Past, present, future" starts with a man looking at a photo of a woman and a young girl from his past. The camera pans around to show the interior of a prison (his present). As the man tries to leave his cell, he is forced back in by two burly fellow prisoners, leaving the viewer to contemplate his immediate future. Both ads end with the line: "You have a lot to lose."

CZECH AIRLINES - TRAVEL VOUCHERS - CZECH REPUBLIC Project: Travel vouchers Client: Karla Doleilova, marketing director, Czech Airlines Brief: Highlight Czech Airlines' travel vouchers Creative agency: Leo Burnett Prague Writer: Jiri Pleskot Art director: Martin Pasecky Planner: Martin Klco Media agency: Carat Media planner: Gabriela Ilkova Production company: Filmservice Productions Director: Tomas Barina Editor: Petr Mrkous Post-production: UPP Audio post-production: Studio Beep Exposure: National TV

THE LOWDOWN

Playing on the fact that many people are useless when it comes to buying presents, Leo Burnett has created a 15-second spot for Czech Airlines' range of travel vouchers, which it is pushing as ideal Christmas presents.

The execution shows an elderly woman opening a present in a cosy family Christmas scene. The family sit around looking expectant as she opens her gift. When she realises it is a disgusting, oversized blouse that she doesn't want, her reaction is honest.

The ad is backed by print work that depicts the Eiffel Tower gift-wrapped with a bow.

UNICEF - SAVE A CHILD AND THE FUTURE WILL FOLLOW - US Project: Save a child and the future will follow Client: Lisa Szarkowski, managing director, public relations, United States Fund for Unicef Brief: Show donors exactly how their money is spent Creative agency: SS+K Writer: Tonia Simon Art director: Aziz Rawat Planner: Rebecca Matovic Media agency: Media Kitchen Media planner: Imir Leveque Photographer: Unicef archives Photographer's agency: Unicef archives Exposure: National press and posters

THE LOWDOWN

A new Unicef campaign aims to show donors exactly where their money is going and illustrate that they can make a real difference.

The print ads, by SS+K, feature images of young children with a simple equation running above them.

One spot shows a child being weighed. The equation 4.2kg (her weight) plus $3.30 (donation) equals 7.5kg (her new, healthy, increased weight). The ad goes on to explain that $3.30 will provide one child with high-protein biscuits for a month.

Another spot shows a girl with her hand up in the classroom. The equation "grade 2 + $1 = grade 3" runs above it. All the ads use the line: "Save a child and the future will follow."

This article was first published on campaignlive.co.uk

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