BROOKLYN - SUNBED - ITALY
Client: Alberto Bruno, marketing manager, Perfetti Van Melle
Brief: Create awareness that Brooklyn gum is now fresher than ever
Creative agency: Bartle Bogle Hegarty, London
Writer: Jon Fox
Art director: Rik Brown
Planner: Alastair Green
Media agency: Selection Media
Media planner: Tina Sacca
Production company: Independent
Director: Erik van Wyk
Editor: Andrea McArthur, Peepshow
Exposure: National TV
THE LOWDOWN Pain is the theme in Bartle Bogle Hegarty, London's new spot for the Perfetti Van Melle Italian chewing gum brand Brooklyn.
In the 45-second ad, "sunbed", a man falls asleep in a solarium, only to awake with severe sunburn. After a string of painful run-ins with friends keen to pat him on the back, a maid with a fly-swatter and some towel-whipping high-spirits in the bathroom, he leaves the hotel and seeks solace in a stick of extra-fresh Brooklyn, the only thing able to relieve his discomfort.
Perfetti Van Melle was formed in 2001 after the Italian Perfetti group bought out the Dutch confectionery producer Van Melle. The company also produces Mentos and Fruittella.
LOUIS PHILIPPE - PHILOSOPHY - INDIA
Client: Shailesh Chaturvedi, vice-president, new products, Louis
Brief: Launch Philosophy into the men's cologne segment
Creative agency: Contract Advertising, Bangalore
Writer: Viju Menon
Art director: Ra-Ben Almeida
Planner: Arun Kumar
Media agency: Universal McCann
Media planner: Sushanto
Retouching: Contract Advertising, Bangalore
Exposure: National dailies, men's magazines, point-of-sale posters
The Indian menswear label and all-round purveyor of the finer things in life Louis Philippe continues its style assault on the sub-continent with the launch of an eau de cologne line, Philosophy.
Thankfully, the launch campaign, from the Bangalore-based agency Contract Advertising, is less cavalier in its approach to the brand than the company website, which advertises Louis Philippe's wines using the bizarre line: "The preferred drink of both the elite and the tramp."
Instead, the writer, Viju Menon, makes a series of enigmatic statements positioning the after-shave as one that will imbue its wearer with power and depth, avoiding the typical perfume route of seductive photography of semi-nude models.
IRIVER - SWEETER ONE - JAPAN
Project: Sweeter one
Client: Hanna Young, brand marketing director, Reigncom
Brief: Develop a global brand campaign to establish a solid, unique and
creative perception of the iRiver brand and product
Creative agency: Tugboat, Japan
Writer: Norihisa Dohmen
Art directors: Seijo Kawaguchi, Kengo Kato
Planner: Kan Taniguchi
Media agency: Starcom, Japan
Media planners: Allison Barnes, David Sebastian, Steve Parker
Photographer: Shoji Uchida
Exposure: International poster sites, magazines
The Japanese creative shop Tugboat is behind a new international campaign for Reigncom's iRiver H10 mp3 player, a 5Gbyte rival to Apple's iPod Mini.
The print and poster campaign features bright young things chewing shiny red apples and positions the Korean-made device as the "sweeter one". The work aims to drive sales of the ú189 player across Europe, the US and Japan and is the first global work the five-year-old Tugboat has produced for a non-Japanese client.
Recent US figures show Apple remains the market leader in the hard-drive-player market, with a share of more than 67 per cent. Reigncom's player is third in the US market, with a 4.9 per cent share.
PALMONE TREO 650 - CAUTION - FRANCE
Client: Franck Gaget, marketing director, Europe, Middle East and
Brief: Create a launch campaign for PalmOne's new smartphone, the Treo
Creative agency: Springer & Jacoby
Writer: Alexandre Toso
Art director: Christian Vouhe
Planner: Pierre Humeau
Media agency: OMD
Media planners: Mounir Gerraoui, Isabelle Lefebvre
Photographer: Vincent Fournier
Retouching: KeepCoul, Docs-ad-hoc
Exposure: Europe-wide poster campaign, selected magazines
PalmOne is backing the European launch of its Treo 650 "smartphone" with a print and poster campaign from Springer & Jacoby, Paris, designed to prey on keen business minds concerned they might be missing important e-mails.
Two executions feature worried-looking businessmen waiting at airports. Bright yellow cleaning signs warn that they're in danger of missing vital messages.
PalmOne is one of a number of manufacturers, including Extended Systems, Visto and Smartner, keen to put a squeeze on BlackBerry's lead in a mobile e-mail market estimated to be worth up to EUR3 billion by 2008 in Western Europe alone.