The Work: New Campaigns - The world, Friday, 14 March 2008 12:00AM

Project: Feet have feelings too
Client: SSL Healthcare
Brief: Promote Scholl's range of footcare products
Creative agency: Ogilvy RedCard
Writer: Joanne Collings
Art director: Elyn Wong
Media agency: ZenithOptimedia
Media planner: Dominic Tan
Photographer: Roy Zhang
Exposure: Women's magazines, outdoor


Feet are featured lamenting their suffering in a new campaign promoting Scholl's range of footcare and footwear products in Singapore.

The magazine and poster campaign, created by Ogilvy RedCard, is based on the premise that, in a world where image is everything, feet are surprisingly neglected and suffer in silence, despite the vast amounts spent on beauty products and treatments.

The message is delivered via advertising showing feet complaining at their neglect.

The aim is to draw attention to the comfort that Scholl products provide, be it relief from aching "stiletto" feet, cracked heels or foot odour.

Project: Border town
Client: Terry Jicinsky, senior vice-president of marketing, Las Vegas
Convention and Visitors Authority
Brief: Promote Mesquite's visitor attractions
Creative agency: R&R Partners, Las Vegas
Writer: Jason Luery
Art director: Jessica Hazen
Media agency: R&R Partners
Media planners: Rhoda Hamilton, Brandi Lethbridge
Production company: Cosmic Pictures
Director: Greg Kiefer
Editor: Dan Hollister
Post-production: Universal Post
Audio Post-production: AirWave Productions
Exposure: TV in Colorado and Utah


TV advertising that draws inspiration from the crime writers Raymond Chandler and Dashiell Hammett (and their creations Philip Marlowe and Sam Spade) is being used to draw visitors to a Nevada resort.

The campaign, commissioned by the Las Vegas Convention and Visitors Authority, is on behalf of Mesquite, which is located in the Virgin River Valley 80 miles north of Las Vegas.

The resort claims to combine a small-town atmosphere with big-city attractions ranging from 24-hour gaming and fine dining to celebrity entertainment and championship golf.

Under the theme "escape momentarily", the spots play on the idea of a mother and father escaping to an out-of-the-way border town to recapture some magic, albeit only for a weekend.

Project: Kisses
Clients: Andrea Alvares, marketing director; Martin Cortabarria,
marketing manager; Alessandra Castro, brand manager, PepsiCo Beverages
Brief: Revitalise the relationship between Paso de los Toros and its
Creative agency: BBDO Argentina
Writer: Joaquin Espagnol
Art director: Miguel Usandivaras
Planner: Florencia Leonetti
Media agency: Relator
Media planner: Fernando Gustavo Uema
Production company: Awards Cine
Director: Felipe Gomez Aparicio
Post-production: Awards Post
Exposure: National TV


A couple of swooning lovers are given a sharp reality check in new TV advertising that positions Paso de los Toros, the Argentine mineral water brand, as the antidote to sweetness.

The new work, through BBDO Argentina, is the latest stage of a campaign promoting the PepsiCo-owned product's intense thirst-quenching flavours.

The commercial features the couple in the street finding ever more inventive ways of "catching" kisses from each other.

The man is dismayed when a passer-by "catches" one of the kisses and throws it away. The endline warns: "Cut it out with the sweetness. It doesn't quench your thirst."

Paso de los Toros originated in Uruguay, where it was created by a chemist for his English rail worker friends.

Project: Beetle boy
Client: Mike Pressendo, director of brand communications, Make-A-Wish
Foundation of America
Brief: Invite people to donate time and talents to bring joy to
terminally ill children
Creative agency: Kaplan Thaler Group, New York
Writer: John Murphy
Art director: Simon Hunt
Planner: Chris Wauton
Media agency: In-house
Production company: Sticks & Stones, LA
Director: Jerry Brown
Editor: David Gioiella
Exposure: National TV


The Make-A-Wish Foundation of America, the charity that helps children with life-threatening medical conditions realise their dreams, has launched a campaign showing people that its work goes beyond fundraising.

Instead, its TV campaign invites viewers to offer their time and talents to bring happiness to such children. It tells them: "We all have the power to grant a wish."

In the ad, a teacher volunteers to dress up as a villain and an off-duty policeman give their time so that a small boy can save the day in Batman-like fashion.

Jerry Brown, the ad's director, said: "It's a typical kid's fantasy brought to life by average but caring people."

This article was first published on


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