The Work: New Campaigns - The World

RENAULT - THE DUDE - FRANCE

Project: The dude

Clients: Lapo Brogi, advertising manager for France, Renault Modus;

Elisa Kovalenko, advertising executive for France, Renault Modus

Brief: Continue building Renault Modus' positioning: a nice and

welcoming small MPV for people who don't take themselves and their cars

too seriously

Creative agency: Publicis Conseil, Paris

Writer: Vincent Pedrocchi

Art director: Xavier Beauregard

Planners: Christophe Fillatre, Sandrine Bissoulet, Sacha Lacroix

Media agency: Carat

Production company: Les Telecreateurs, Paris

Director: Lisa Rubisch

Editor: WAM, Paris

Post-production: Alain Leborgne, WAM, Paris

Audio post-production: Boris Nicou, WAM, Paris

Exposure: National TV, cinema

THE LOWDOWN Renault is looking to capitalise on an encouraging recent performance in its native France, by launching a new commercial for its Modus MPV.

The execution, which was produced by the Paris-based Publicis Conseil, was filmed in Los Angeles. It explores a fantasy scenario in which a Modus-owner leaves the door of his car open overnight. A passing skateboarder can't resist taking it for a spin, but she too leaves the door open and loses the car to a crowd of youths. This situation is repeated several times until the car is finally returned to its original owner the following morning.

Renault is hoping that the open-door theme will convince viewers that the Modus is designed for free spirits. Recent figures from the French association of car makers, CCFA, reveal that Renault sold 66,653 cars in France in April, up 11.3 per cent year on year.

X-FACTOR GATORADE - ALPHABET - CANADA

Project: Alphabet

Clients: Derek Estabrook, director; Jeff Jackett, marketing manager,

Gatorade

Brief: Showcase the grit, and will to win inside the everyday athlete

Creative agency: Downtown Partners

Writer: Mark Fitzgerald

Art director: Linda Carte

Planner: Strategic planning is done by the account team

Media agency: OMD, Toronto, Ontario

Production company: Blink Pictures

Director: Tony Kaye

Editing house: Panic & Bob, Toronto

Editor: Michelle Czukar

Post-production: Panic & Bob, Toronto

Audio post-production: Vapor

Exposure: National TV

THE LOWDOWN

The soft-drinks company Pepsi-QTG has drafted in the commercials director Tony Kaye to help promote its X-Factor Gatorade line. The result is an extremely stylised 60-second film from the Canadian agency Downtown Partners, which comprises 24 scenes, each representing a letter of the alphabet from A to X.

Each piece of footage depicts a sports scene in which the outline of a letter can be seen. For example, in one clip, the stitches on an athlete's face take the shape of a C - in another, an ice hockey net is made to look like a B when viewed from above. The ad ends when it reaches X, with the tagline: "The X-Factor. Is it in you?"

CANON DIRECT PRINT - TOGETHER - THE NETHERLANDS

Project: Together

Client: Tobias Engel, consumer communications manager, Canon Europa NV

Brief: Present direct printing as the answer to people's photo printing

needs. It allows you to create "real" photos easily

Creative agency: Cayenne Communications

Creative director: David Moore

Writer: Paul Fraser

Art director: Paul Best

Planner: Gareth Evans

Media agency: Mediaedge: cia

Media planner: Angus Bannerman

Media spend: EUR6,500,000

Production company: RSA Films

Director: Mark Nunneley

Producer: Cindy Burnay

Online editor: Mark Nunneley

Offline editor: Condor Amsterdam

Post-production: Condor Amsterdam

Audio post-production: FC Walvisch

Exposure: Pan-European, Middle-Eastern, Russian and South African TV,

French and Belgian cinema

THE LOWDOWN

Despite the enduring popularity of digital cameras, one of their most unsatisfactory characteristics is the inability of the LCD screen to show pictures effectively to an audience of more than one person.

This frustration has been the inspiration behind a pan-European TV campaign from Cayenne Amsterdam for Canon's Direct Print printing technology.

The Canon Direct Print technology comprises a relatively simple piece of portable printing kit that plugs directly into the camera. The manufacturers claim that it produces prints similar to those from printing labs.

The campaign follows a series of vignettes of people leaning in closer to get a better look at a print from a Canon Direct Print printer.

To emphasise how simple it is to combine a digital camera with one of the printers, as well as to show how using photo print technology is a more communal experience than viewing photos on the LCD screen, it uses the endline: "Bring them together."

The TV campaign, planned by Mediaedge: cia, is supported by print and online activity.

US ARMY - TWO THINGS - US

Project: Two things

Client: Colonel Thomas Nickerson, director of strategic outreach, US

Army

Brief: Communicate the value of becoming a soldier to parents of

potential recruits

Creative agencies: Leo Burnett USA, Muse USA, Cartel Creativo

Writer: Gary Doyle

Art director: Larry Zuger

Production company: Gartner

Director: Ray Dillman

Exposure: National TV

THE LOWDOWN

The US Army is continuing its aggressive recruitment strategy with a new series of ads aimed at the parents of future volunteers. The four ads, produced by Leo Burnett and its fellow roster agencies Muse USA and Cartel Creativo, spell out what the Army can offer future soldiers, ie. money for college and job training.

The US Army is renowned for its bullish approach to recruitment, combining media with field marketing. In February, president George Bush requested $419.3 billion from Congress to fund the Department of Defense in 2006, a 5 per cent year-on-year increase.

Topics