The Work: New campaigns - The World
campaignlive.co.uk, Friday, 24 November 2006 12:00AM
GREFFE DE VIE FOUNDATION - LIFE PASSPORT - FRANCE
Project: Life Passport
Clients: Jean-Pierre Scotti, president; Yvanie Caille, managing
director; Jean di Sciullo, Greffe de Vie Foundation
Brief: Recruit more organ donors
Creative agency: Leo Burnett Paris
Writers: Eric Pierre, Lucas Bouneou
Art directors: Damien Boulier, Adrien Legrand
Media agency: Starcom
Media planner: Corinne Pessus
Production company: Gang Films
Director: Joachim Back
Editor: Frederic Baudet
Post-production: Gang Films
Audio post-production: O'Bahamas
Exposure: National TV
A young man's ghost tries in vain to persuade his family to allow his organs to be donated in new TV advertising, designed to persuade more people in France to carry a donor card.
The initiative, supported by press, radio, internet and outdoor activity, is being launched by the Greffe de Vie Foundation, which was set up two years ago to recruit more organ donors. At present, only a third of patients in French hospitals awaiting transplants actually get them.
The 40-second spot shows a doctor telling the young man's family that nothing more can be done to save his life, but that other lives could be saved if they would agree to his organs being donated. They refuse, despite the young man's pleas. The endline is: "Make sure your last wishes are really yours. Ask for the Life Passport."
GONDOLA VENEZIANA ITALIAN RESTAURANT - ANGEL HAIR - CHINA
Project: Angel hair
Client: Gondola Veneziana Italian restaurant
Brief: Generate extra exposure for Gondola Veneziana in Shanghai's
Italian restaurant business
Creative agency: Ogilvy & Mather Shanghai
Writers: Ng Fan, Andrew Lok, Shine Liu
Art directors: Ng Fan, Liang Zhen, Larry Lin
Media agency: In-house
Exposure: Outdoor in Shanghai
With Italian restaurants currently opening up all over Shanghai, the Gondola Veneziana has turned to poster advertising in an attempt to stand out from the crowd.
The city's Ogilvy & Mather agency has produced the outdoor campaign for the restaurant.
The posters are intended to launch the Gondola Veneziana's new menu, and to specifically focus on one of its specialities: angel hair - a fresh pasta made daily.
The posters adopt a tongue-in-cheek approach to show how far the restaurant will go to get its fresh pasta. Each one features angelic-looking winged children, who appear quite upset about having some of their golden hair cut off. All carry the line: "Freshly made angel hair."
ULTJE - CRISPERS - GERMANY
Client: Dirk Hochschorner, marketing manager, Ultje
Brief: Give Crispers a younger positioning
Creative agency: BSUP, Amsterdam
Writers: Ro Mulder, Jurjen Born
Art directors: Ro Mulder, Jurjen Born
Planner: Marcel Ossendrijver
Media agency: Initiative Germany
Media planner: Maren Ahting
Production company: Wolff Brothers
Director: Horst Czenskowski
Audio post-production: Giesing Team
Exposure: National TV
Ultje, which claims market leadership of the crisp and nut sector in Germany, has reinvented one of the country's most familiar advertising icons - the Ultje man. The company has undertaken this approach to give its Crispers brand a younger positioning.
The character returns to TV after a seven-year absence, but has been given a modern makeover. While the previous Ultje man, who first appeared 20 years ago, was a polite, older salesman, the new incarnation shows up in a younger, more modern guise with a quirky smile.
In the 20-second spot, Ultje man promotes paprika and chilli-flavoured Crispers with the advice: "Try them. They're excellent for on the move."
The national TV campaign is being supported by outdoor and viral activity.
MTV - MUSIC IS FOR LIFE - INTERNATIONAL
Project: Music is for life
Client: Steve Shannon, vice-president creative department, MTV UK and
Brief: Give expression to MTV's "Music is for life" strategy
Creative agency: John Doe Amsterdam
Writer: Diederieke Bok
Art director: Hein Mevissen
Planner: Denise Stork
Media agency: n/s
Production company: Keller Films
Director: Hen Mevissen
Editor: Annelien van Wijnbergen
Post-production: Post Office
Audio post-production: Studio de Keuken
Exposure: International MTV channels, national TV and cinema in the UK
A spoof documentary featuring a young boy talking about a mysterious mental condition he is afflicted with - which turns out to be having his life taken over by a brass band - forms the basis of a new pan-European ad push from MTV UK.
Created by John Doe Amsterdam, this new spot supports the channel's "Music is for life" initiative.
To give the commercial added authenticity, the agency posted the script on the internet to find somebody with whom the story would strike a chord.
Among the responses - some even came from as far afield as Japan - was one from a young boy in the North of England who had been raised on brass band music by his family.
The spoof documentary was shot over three days in Prague, where patients from a mental institution insisted on playing themselves.
This article was first published on campaignlive.co.uk
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