The Work: New Campaigns - The World
campaignlive.co.uk, Friday, 30 January 2009 12:00AM
HEINEKEN - WALK-IN FRIDGE - NETHERLANDS
Project: Walk-in fridge
Clients: Floris Cobelans, marketing manager; Ilona van Wegen, senior
brand manager, Heineken Netherlands
Brief: Reflect Heineken's "refreshing your pleasure" brand strategy
Creative agency: TBWA\Amsterdam
Writer: Jeroen van de Sande
Art directors: Cor den Boer, Jorn Kruijsen
Media agency: Kobalt
Media planner: Hans Deenan
Production company: Czar NL
Director: Bart Timmer
Editor: Annelien van Wijnbergen
Post-production: Ton Habraken
Audio Post-production: Rens Pluym
Exposure: National TV, online
Heineken is putting fresh advertising impetus behind the brand in its domestic market with a TV campaign that takes a tongue-in-cheek look at the different way men and women view home improvements.
TBWA\Amsterdam created the commercial, which shows a wife showing her friends around her new home during a housewarming party.
The women scream with delight at her walk-in closet, which has been transformed into a showroom full of designer clothes and shoes.
But their screams are cut short by the sounds coming from the neighbouring room. It is their partners who have just discovered a closet converted into a walk-in fridge full of Heineken beer.
The agency said the aim of the campaign was to draw the brand and its users closer together.
COCA-COLA - FIRST COKE OF THE YEAR - CHINA
Project: First Coke of the year
Client: Coca-Cola China
Brief: Associate the sharing of a Coke with humanity and optimism
Creative agency: Red Lounge
Writers: Julian Hernandez, Antonin Lelievre, Cain Peng, Tim Doherty
Art directors: Paul Gong, Vicky Zhang
Media agency: Starcom
Media planners: Benny Lam, Grace Wu
Production company: The Clan Too
Director: Steve Yuen
Editor: Holly Ho
Audio Post-production: Play Music
Exposure: National TV, online
Liu Xiang, China's most famous athlete, who stunned his countrymen by walking injured from the track at the start of the 110-metre hurdles at last summer's Olympics, re-lives his anguish in new advertising for Coca-Cola.
Created by Red Lounge to coincide with the Chinese new year, the commercial focuses on the close relationship between Liu and his father after the incident, which attracted worldwide media coverage.
The campaign invites people to go online to share their own stories about who they chose to share their first Coke of the year with.
Damian Coren, Red Lounge's managing director, said: "We felt that the act of giving someone their first Coke of the year was a small yet symbolic way of passing on your hope and goodwill for the year ahead."
MEAT & LIVESTOCK AUSTRALIA - WE LOVE OUR LAMB - AUSTRALIA
Project: We love our lamb
Client: David Thomason, general manager, marketing, Meat & Livestock
Brief: Boost sales of Australian lamb
Creative agency: BMF
Writer: Dennis Koutoulogenis
Art director: Jake Rusznyak
Planner: Gerry Cyron
Media agency: Universal McCann
Production company: Orange Whip Films
Director: Simon MacRae
Editor: Dan Mitchell
Post-production: Jim Bullard, MRPPP
Exposure: National TV
Australia's lamb producers are taking their cue from Blackcurrant Tango's iconic 1996 "St George" commercial with new advertising to boost consumption.
In the 90-second ad produced by Sydney's BMF, Blackcurrant Tango's Ray Gardner becomes Sam Kekovich, who works himself up over what he claims is the "unAustralianism" causing the global credit crunch.
Hitting out at everything from "Wall Street wankers" to the movie Australia, he maintains that the only way to beat the depression is by eating more Australian lamb.
BIG BROTHERS BIG SISTERS - THE CRUCIAL MOMENT - US
Project: The crucial moment
Client: Lydia Muniz, chief executive, Big Brothers Big Sisters
Brief: Boost the number of male volunteers for Big Brothers Big Sisters
Creative agency: SCPF America
Writers: Gonzalo Lopez-Marti, Guillermo Fernandez-Lomana
Art directors: Fermin Gonzalez, Carmelo Rodriguez
Planner: Lais Matos
Media agency: In-house
Exposure: National TV
Big Brothers Big Sisters, which claims to be the oldest and largest youth mentoring organisation in the US, has turned to national advertising to help solve its serious shortage of male volunteers.
The charity has a particular problem recruiting Hispanics and African-Americans to help children aged between six and 18 to reach their potential.
The commercial, created by SCPF in Miami, features a boy wrestling with his alter-ego about whether or not he should play truant. It ends with the message: "It's just a moment but it can change a life. Got a moment?"
This article was first published on campaignlive.co.uk
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