The Work: New Campaigns - The World
campaignlive.co.uk, Friday, 30 November 2007 12:00AM
YELLOW TAIL - GODZILLA - US
Client: Mark Lyle, group brand director, W J Deutsch & Sons
Brief: Make people aware of the Yellow Tail wine brand in the US
Creative agency: Cramer-Krasselt Hampel Stefanides, New York
Writer: Larry Hampel
Art director: Dean Stefanides
Media agency: Cramer-Krasselt Hampel Stefanides
Media planner: n/s
Production company: Saville Productions
Director: Lance Kelleher
Editor: David Cornman, Crew Cuts
Post-production: Spontaneous, New York
Audio Post-production: Tommy Jucarone, Sound Lounge
Exposure: National TV
Yellow Tail, claimed to be the fastest-growing imported wine brand in the US, draws inspiration from 50s cult films in new advertising to boost awareness of the brand.
The three television spots include a spoof of the Japanese movie Godzilla, complete with out-of-sync English dubbing.
The director, Lance Kelleher, used 35mm reversal stock to give the commercials a 50s look and feel.
The other spots feature a mermaid who appears to be enticing viewers to follow her into the deep and people watching a comet hurtling across the sky.
Yellow Tail was produced specifically for the US market in 2000 by Casella Wines, which has operations in Sydney, Australia.
Marketed by W J Deutsch & Sons, the brand is aimed mainly at young consumers who tend to avoid what they consider confusing and pretentious wine labels.
CHEEKY MONKEY - BY NAME. BY NATURE - AUSTRALIA
Project: Cheeky Monkey. By name. By nature
Client: Amanda Howard, marketing manager, Cheeky Monkey Snack Foods
Brief: Launch the Cheeky Monkey nut clusters range
Creative agency: Clemenger BBDO Sydney
Writers/art directors: Gary Dawson, Paul Sharp
Planner: Tony O'Halloran
Media agency: Eight K's
Illustrator: Christian Borstlapp
Retouching: Giles Davies
Exposure: National press, magazines
Cheeky Monkey, the Australian snack-food company, attempts to live up to its name in a campaign promoting the health credentials of its newly launched nut clusters.
The print initiative, through Clemenger BBDO in Sydney, positions Cheeky Monkey as a challenger brand aimed mainly at women between 25 and 35 who are aware of the benefits of a balanced diet.
Under the banner "Cheeky Monkey. By name. By nature", the executions are based on the theme that the company shamelessly pilfers the best of what nature has to offer.
The new range is being launched with three variants - Nut Mania, Orchard Situation and Casablanca Crunch.
FINDUS - RESPONSIBLE FISHING - FRANCE
Project: Responsible fishing
Client: Steven Libermann, marketing director, Findus France
Brief: Warn about the consequences of over-fishing
Creative agency: Callegari Berville Grey
Writer: Yannick Savioz
Art director: Jerome Gonfond
Planners: Anouk Benlolo, Alex Gaudin
Media agency: MediaCom
Photographers: Ilario & Magali
Exposure: National press, magazines
Findus, the frozen-food producer, is setting out its conservation credentials with advertising warning of the consequences if the world's oceans become over-fished.
The print campaign, by Callegari Berville Grey in Paris, takes a glimpse into a bizarre future in which the fishing industry has failed to act responsibly and fish have become extinct. Frustrated fishermen, no longer able to go after their usual catches, try to snare a pig, a cow and a chicken instead.
Findus was established in Sweden in 1941 and launched its first frozen-food products four years later. The brand was owned by Nestle from 1962 to 2000, when it was sold to the Swedish company EQT.
NISSAN ROGUE - MARBLE MAZE - US
Project: Marble maze
Client: Mike Fischer, marketing communications director, Nissan
Brief: Establish the Rogue as a performance-driven crossover vehicle
Creative agency: TBWA\Chiat\Day, Los Angeles
Writer: Jason Rappaport
Art director: Ken Lin
Media agency: OMD
Media planner: Ed Beadle
Production company: Paranoid US
Director: Thierry Poiraud
Editor: Richard Learoyd
Post-production: Whitehouse Post Productions
Audio Post-production: Paranoid Sound
Exposure: National TV, viral
Nissan is attempting to drive US sales of its Rogue compact crossover sports utility vehicle with advertising that sets the vehicle against the background of a constantly moving cityscape, full of hidden hazards.
The TV spot, from TBWA\Chiat\Day in Los Angeles, attempts to show how the Rogue responds to the changing demands of city driving.
Unveiled at the Detroit Motor Show in January, the Rogue is targeted mainly at suburban drivers who have previously gone for the Honda CR-V or the Toyota RAV4.
Nissan chiefs believe the arrival of the Rogue is timely given the increasing numbers of US motorists wary of committing themselves to gas-guzzlers, such as the Ford Explorer or the Jeep Grand Cherokee.
This article was first published on campaignlive.co.uk
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