Euro RSCG Wnek Gosper begins a pounds 7 million campaign for the
Peugeot 106 this week, with the latest instalment in the globe-trotting
adventures of its Thelma and Louise-style heroines, Rosie and Emma.
The new film finds Rosie and Emma in the searing heat of the Arabian
desert, where they discover a sheikh whose limousine has broken
After the girls offer both him and his chauffeur a ride in their Peugeot
106, the sheikh invites them back to his palace to thank them for their
During their stay at the sheikh’s palace, Emma misunderstands a
conversation between the sheikh and his servant.
Overhearing the sheikh exclaim: ’I want them for my wives,’ she assumes
- mistakenly - that the sheikh is referring to her and Rosie, which
prompts them to flee the palace.
In the final scene, however, it is revealed that the sheikh in fact
wants a fleet of 106s for his wives.
The television burst is backed by a 48-sheet poster and press campaign
to promote the new special edition 106, the Independence.
The campaign urges women to ’declare your Independence’, a theme which
is illustrated by some striking images, one showing a woman with ’106’
tattooed on her midriff, and another with ’106’ razored into her hair.
Media buying is through Mediapolis.
The TV film was written and art directed by Olly Caporn, and directed by
Alex Winter at Brave Films.
The press and poster work for the campaign was written and art directed
by Jane Brooks and Joe Hosp, and shot by the photographer, Nadav Kander.