The Work: New Campaigns - The World
campaignlive.co.uk, Friday, 12 September 2008 12:00AM
NISSAN - ESCAPE THE PATTERN - BRAZIL
Project: Escape the pattern
Client: Arison Souza, marketing vice-president, Nissan Brazil
Brief: Build the Nissan brand in Brazil, rather than focus on individual
Creative agency: Lew'Lara\TBWA
Writers/art directors: Andre Laurentino, Carlos Lopes, Luciano Lincoln,
Manir Fadel, Joao Braga
Media agency: Lew'Lara\TBWA
Media planners: Luiz Ritton, Rodrigo Simoes, Clara Corrales
Production companies: Movi&Art, Republika Filmes
Director: Carlos Manga Junior
Editor: Alex Lacerda
Post-production: Vetor Zero
Audio Post-production: Sax So Funny
Exposure: National TV
Nissan is putting fresh impetus behind building its brand image in Brazil with a multi-media campaign using the theme: "Escape the pattern". It aims to promote the Nissan name rather than individual models.
The initiative, through Lew'Lara\TBWA in Sao Paulo, marks a significant change of strategy by the Japanese car-maker, which had been using different marketing strategies for each of its cars.
The campaign is also a curtain-raiser for the launch of new Nissan models into the Brazilian market during the coming year.
The company sold 9,770 vehicles in Brazil during the first half of the year - its best ever performance - and expects to repeat that during the second half.
The new TV spot illustrates the "Escape the pattern" theme by showing cars appearing to spin around old vinyl records until a Nissan model breaks free.
MORPHY RICHARDS - ANIMALS - INDIA
Client: K. Ragunath, head of marketing, Morphy Richards
Brief: Promote the Morphy Richards range of food blenders
Creative agency: JWT/Contract Advertising
Writers: Raghu Bhat, Nitigya Pasbola, Ankit Pandya
Art directors: Manish Bhatt, Sushil Chintak
Media agency: Insight Media
Media planner: Ajit Damodaran
Illustrators: Martin Cook, Milind Aglave, Subrata Bose
Exposure: National press
A trio of bizarre hybrid animals are being featured in a new national press campaign by Morphy Richards, the UK-based small domestic appliance brand, to promote its range of food blenders in India.
The animals, a "blend" of dogs' heads and birds' bodies, are meant to emphasise the company's range of high-quality blenders. The campaign was devised by JWT/Contract Advertising in Mumbai.
Morphy Richards, whose product range also includes mixers, ovens and kettles, launched into India in 2002 in a bid to capitalise on greater consumer demand for home appliances that has been spurred by a growing economy.
The brand is marketed in India by Bajaj Electricals.
MUNICH AIDS SUPPORT - FOREVER YOURS, AIDS - GERMANY
Project: Forever Yours, Aids
Client: Michael Tappe, chief executive, Munich Aids Support Organisation
Brief: Increase awareness of the HIV risk
Creative agency: Wachter & Wachter Worldwide Partners
Writers: Benedikt Opitsch, Raban Ruddigkeit
Art directors: Veronica Weber, Marc Zinser
Media agency: Wachter & Wachter Worldwide Partners
Exposure: National outdoor
An alarming rise in the number of people with Aids in Germany is being tackled by a Munich-based charity with a campaign warning that the condition is incurable.
The creative work features a variety of love declarations that are signed: "Forever yours, Aids". The Munich agency Wachter & Wachter Worldwide Partners created the campaign. Directed particularly at young gay men, the message appears as a note written on a mirror in lipstick and as graffiti.
The ads appear on various formats, such as posters, postcards and giveaway packs and - eye-catchingly - on an outdoor projection that simulates the appearance of words being spray-painted on to a wall.
The ads invite audiences to visit a website that hosts information about Aids and that allows users to download banners, send postcards and post their own comments about Aids on a message board.
JOHNSTON & MURPHY - BRAND CAMPAIGN - US
Project: Brand campaign
Client: Johnston & Murphy
Brief: Continue the strategy of making the Johnston & Murphy brand
fresher, more dynamic and relevant
Creative agency: Toth Brand Imaging
Writer: Jonathan Plazonja
Art director: Jen Matic
Media agency: Brand Cottage
Photographer: Walter Chin
Exposure: National magazines
David Duchovny, the actor best known as the conspiracy theorist FBI agent Fox Mulder in The X-Files, is the latest celebrity to front advertising intended to rejuvenate the image of the US shoemaker Johnston & Murphy.
He fronts a series of print ads for the 157-year-old Nashville-based company, which has been working on presenting a fresher and more dynamic image.
At the same time, it is looking to promote its newer product range for emerging categories such as luggage, small leather goods and outerwear. Toth Brand Imaging in Boston created the campaign, which aims to draw a parallel between Duchovny's style and the brand.
This article was first published on campaignlive.co.uk
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