The Work: New Campaigns - The World

campaignlive.co.uk, Friday, 28 November 2008 12:00AM

PLAYSTATION 3 MOTORSTORM: PACIFIC RIFT - AIR RAID - US
CREDITS
Project: Motorstorm: Pacific Rift 'air raid'
Client: Sony PlayStation 3
Brief: Promote Motorstorm: Pacific Rift
Creative agency: Deutsch Los Angeles
Writer: Kevin Butler
Art director: Jacob Kahana
Media agency: Deutsch Media
Media planner: Caleb Wines
Production company: Aero Film
Director: Klaus Obermeyer
Editor: Adam Parker
Post-production: Eight VFX
Audio Post-production: Human, Eleven Sound
Exposure: National TV, online

THE LOWDOWN

Motorstorm: Pacific Rift, a PlayStation 3 game that allows players to race power bikes across a tropical island, is being brought to life in a spectacular TV spot.

Professional stuntmen were drafted in by Deutsch Los Angeles to make the commercial, which begins with bikers revving their motors to start the contest.

However, it quickly becomes apparent that this is no ordinary race as the riders prepare to roar off the back of transport planes and skydive with their machines to the island where the real competition begins, under the theme: "Lunatics unite."

The original Motorstorm game launched in March 2007 alongside the PlayStation 3. Pacific Rift, its sequel, challenges players to negotiate various hazards - from rows of sugar cane that can pulverise riders to molten lava.

VAN GILS - IT'S ALL ABOUT THE SUIT - EUROPE
CREDITS
Project: It's all about the suit
Client: WaalWear Men
Brief: Encourage people to reappraise the Van Gils brand
Creative agency: Selmore
Writer: Dom Nash
Art director: Esin Cittone
Media agency: In-house
Photographer: Marc de Groot
Retouching: Magic
Exposure: Posters in the Netherlands, Belgium, Denmark, Sweden

THE LOWDOWN

A mannequin is brought to life in new advertising aimed at getting people to take a fresh look at the Van Gils men's fashion brand.

The poster campaign, through the Selmore agency in Amsterdam, comprises three executions featuring paparazzi-style shots of the Van Gils man surrounded by screaming devotees.

The advertising was preceded by a series of PR stunts, which included the Van Gils man being seen at the Venice Film Festival and with Pamela Anderson at London Fashion Week.

Selmore was appointed by Van Gils in February to help revitalise the company's fortunes across Europe.

Diederick Hillenius, Selmore's creative director, said: "People's reaction to the unveiling of the Van Gils man has been incredible and forced them to re-evaluate the brand and its clothes."

ALKA SELTZER - DISSOLVE YOUR PROBLEMS - LATIN AMERICA
CREDITS
Project: Dissolve your problems
Client: Clotilde Masson, marketing director, Alka Seltzer
Brief: Build Alka Seltzer's brand awareness in Latin America
Creative agency: CLM BBDO
Writer: Alexis Benoit
Art director: Paul Kreitman
Media agency: n/s
Illustrator: Paul Kreitman
Exposure: Newspapers and magazines in Latin America

THE LOWDOWN

A new family of cartoon characters has been created to build the Alka Seltzer brand in Latin America, where it is positioned not just as a headache reliever but an aid to digestion. CLM BBDO in Paris produced the print campaign, which features diminutive figures swallowing awkward objects to avoid a difficult situation, under the theme: "Dissolve your problems."

They include a peeping tom, who swallows his camera, and a magician, whose "sawing the lady in half" trick goes wrong.

The agency claims its twist on the classic stomach-ache campaign will enable the brand to stand out in a sector where ads have traditionally been conventional.

WHISKAS - ACCORDING TO HUBERT - CANADA
CREDITS
Project: According to Hubert
Clients: Summit Luthra, Kevin Cole, Damien Veran, marketing executives,
Mars
Brief: Build the Whiskas brand in Canada
Creative agency: TBWA\Toronto
Writer: Mark Biernacki
Art director: Steph Mackie
Media agency: n/s
Production companies: Partners Toronto, Another Film Company, London
Director: James Haworth
Editor: School, Toronto
Exposure: National TV

THE LOWDOWN

Hubert, a silver tabby cat, takes on human form to make his views known about what he will and won't eat in new TV advertising to boost sales of Whiskas catfood in Canada.

The 30-second commercial, produced by TBWA\Toronto, aims to show cat owners the benefits of Whiskas' high protein content for their pets.

In the spot, Hubert tells viewers: "Look, I'm a carnivore. I need meat. Meat keeps me at the top of my game."

He adds: "You give me vegetables, I give you the cold shoulder. But you give me meat - and I'm talking protein here - we'll get along just fine."

The film ends with a contented Hubert lying on a sofa having his tummy tickled by his owner.

This article was first published on campaignlive.co.uk

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