The Work: New Campaigns - The World, Friday, 02 November 2007 12:00AM

Project: Fight against Aids
Client: Christine Tabuenca, communication director, Sideaction
Brief: Halt the decline in Aids awareness in France
Creative agency: Leo Burnett Paris
Writers/art directors: Edward Capelle, Stephane Santana
Media agency: Starcom
Media planner: Christian Le Nouy
Production company: Marcassin Production
Director: Dimitri Daniloff
Editor: Vincent Marchand
Post-production: Mikros Image, Wam
Audio Post-production: Nova Prod, Wam
Exposure: National TV, cable


A French charity has turned to television in an attempt to halt what is claimed to be a growing complacency about the threat of Aids in the country, particularly among young people.

Sideaction claims misconceptions and an "emotional downgrading" of the disease are helping to maintain the number of Aids-related deaths in France.

An estimated 65,000 people are infected each year and, of those who test positive for HIV, half are unaware they are a carrier.

Leo Burnett Paris, which created the commercial, drafted in Le Gens d'Uterpan, a contemporary dance troupe, to deliver the message.

The film features naked men and women inside a giant sand timer, writhing and twisting in passion. At ten-second intervals, they fall one after the other into the sand below.

Project: Love food
Client: Nathalie Noel, marketing director, Dairy Farmers of Canada
Brief: Emphasise the importance of cheese in everyday life
Creative agency: TAXI Montreal
Writer: Ryan Wagman
Art director: Patrick Chaubet
Planner: Elana Gorbatyuk
Media agency: M2 Universal
Media planner: Anne-Marie Leclair
Production company: Avion Films
Director: Sean Ehringer
Editor: Aaron Dark
Post-production: School Editing
Audio Post-production: Eggplant
Exposure: TV in English-speaking Canada


Canada's 14,000 dairy farmers are changing their marketing tactics with new advertising by TAXI Canada, which emphasises the emotional appeal of cheese, rather than promoting its healthy-eating credentials.

Under the theme "all you need is cheese", the TV campaign presents the product as an important part of family life. Nathalie Noel, the Dairy Farmers of Canada marketing director, said: "The campaign is a return to our key values."

The advertising coincides with a new microsite that uses a gameshow competition that challenges consumers to serve more cheese at mealtimes.

Project: Romeo and Juliet
Client: Sandra Eikelenboom, head of marketing, Dutch National Ballet
Brief: Raise awareness for the new production of Romeo and Juliet
Creative agency: ADK Europe, Amsterdam
Writers/art directors: Kriss Spape, Stella Geurtsen, Joeri Rodenburg,
Rodger Beekman
Planner: Rob Findlay
Media agency: n/a
Photographer: Andre Bouwman
Exposure: Outdoor projections, posters, national newspapers, magazines


The Dutch National Ballet has adopted a novel advertising approach in an effort to generate interest in its latest production, Romeo and Juliet.

Night-time movie projections, spoof "missing person" posters and phone hotlines have all been used to bring the love story up to date.

The Amsterdam-based agency ADK Europe devised the initiative, which includes posters, featuring a picture of either Romeo or Juliet, alongside a message imploring the other to get in touch via a hotline number.

Callers to the number hear a message from one of the distraught lovers and are directed towards the ballet company's website and the chance to win free tickets.

Project: Free will
Client: Las Vegas Convention and Visitors Authority
Brief: Create buzz and excitement about Las Vegas, and reinforce its
brand positioning, drive web traffic, build its database and boost hotel
Creative agency: R&R Partners
Writer: Tony Marin
Art director: Glen Scott
Media agency: R&R Partners
Media planner: Dave Kersey
Production company: Hungry Man
Director: David Shane
Editor: Tiffany Burchard
Post-production: Filmcore
Audio Post-production: Pete Mayor, Vendetta Post
Exposure: National TV, cinema


Las Vegas is running a new round of risque advertising to assure would-be visitors to the world's gambling capital that "what happens here, stays here".

Having recently run a campaign directed at the gay community, the new campaign extends the idea of unashamed self-indulgence with a national TV campaign featuring a man visiting the city with his friend, the Devil.

Sporting horns and a bright red suit, the girl-chasing Devil is soon leading his sidekick into temptation. The final straw comes when he spots an angel sipping Champagne, surrounded by a bevy of women.

The campaign was created by R&R Partners on behalf of the Las Vegas Convention and Visitors Authority.

The body was formed to promote Las Vegas via a room tax on all hotels in the area. Last year, the city attracted about 40 million visitors.

This article was first published on


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