The Work: New Campaigns - The World

CITI - THANK YOU - US CREDITS Project: Thank you Clients: Brad Jakeman, managing director of global marketing; Todd Harvey, vice-president of North America advertising, Citi Brief: n/s Creative agency: Fallon Minneapolis Writer: Tim Gillingham Art director: Bobby Appleby Planner: Murray Hardie Producer: Joe Grundhoefer Media agency: Fallon Media planner: Niki Dobratz Production company: MJZ Directors: Kuntz & Maguire Editor: Rick Lawley Post-production: White House Editorial Audio post-production: Sound 11 Exposure: National newspapers, radio, network and cable television


Citi has infused its financial services advertising with some much-needed verve. Its "thank you" campaign - the latest round of humorous executions from Fallon Minneapolis - touts the bank's new credit-card reward programme, which offers customers a faster route to reward redemption.

The 30-second TV spot features two men sitting on a sofa. They do not have a games console but instead shout instructions to real-life characters who are fighting in their living room. One of the characters, dressed as a wizard, executes moves such as "one strike, spin attack, magic spell, under-arm attack and cobra bite". He defeats his martial arts opponent, much to the chagrin of the other player, who shouts "restart, restart!" repeatedly.

The ad ends with the image of a PlayStation, while a voiceover asks: "Tired of waiting for your reward?"

HUMMER H3 - THREE BEARS - US CREDITS Project: Three bears Client: Liz Vanzura, director of marketing and advertising, General Motors Brief: The Hummer H3 is like nothing else Creative agency: Modernista! Writer: Joe Fallon Art director: Tim Vaccarino Planner: Gareth Kay Media agency: GM Planworks Media planner: Michael Macri Production company: RSA Director: Jake Scott Editor: Kirk Baxter Post-production: Rock Paper Scissors Audio post-production: Robot Repair Exposure: National TV


General Motors is promoting the H3, the baby of the Hummer family, with an ad from Modernista! that updates the Goldilocks and the Three Bears fairytale.

The bears have moved out of their woodland cabin and into a Laguna Beach apartment. One day, they return home to discover their chairs have been tested for comfort, their porridge has been eaten and their beds slept in. The story deviates from the traditional tale when the bears rush outside to their garages and discover that, while father bear's H1 and mother bear's H2 are still there, baby bear's H3 has gone.

GM launched the H3, a "mid-sized" sports utility vehicle, earlier this year in an attempt to combat falling sales and to tackle declining interest in the larger Hummer models.

ELLE MACPHERSON INTIMATES - INTIMATE STORIES - AUSTRALIA CREDITS Project: Intimate stories Client: Elizabeth Thomas, marketing director, Bendon, New Zealand Brief: Evolve the Intimates campaign by finding new ways to engage the audience in the idea of intimate moments Creative agency: The Glue Society Writers: Jonathan Kneebone, Elton John, Matt Ford, Damien Hirst, Tracey Emin, Sandra Bernhard Art directors: Gary Freedman, Pete Baker Photographer: Regan Cameron Designer: Malcolm Watt, The Glue Society Exposure: International magazines


The model Elle Macpherson has collaborated with Elton John, Sandra Bernhard and the artists Damien Hirst and Tracey Emin to create a series of print ads and a book of short stories that promote her underwear line, Elle Macpherson Intimates.

The book was created by the Australian agency The Glue Society. It contains images from the print advertising campaign, which the celebrities have taken as the inspiration for their stories.

Each ad depicts a model - whose face is never shown - in a setting that offers a glimpse into her private world. In one photograph, entitled "letter", a model sits by a bed surrounded by note paper and envelopes. Another, entitled "Keith", shows a woman in a study. On the wall are photos of a man at various stages of his life.

NEW ORIENT LANGUAGE SCHOOL - CHINA CREDITS Project: New Orient Language School Client: Susan Xu, New Orient Language School Brief: Communicate how the school can teach you to speak authentic English Creative agency: Leo Burnett Shanghai Writers: Ruth Lee, Yvonne Ye Art directors: Alex Leu, Alexis Mardapittas, Fish Feng Planner: Baiping Shen Media agency: Zenith Media planner: Janny Zhao Typographer: Alex Leu Illustrator: Alexis Mardapittas Exposure: National magazines


English is booming in China. More Chinese than British children are learning the language and there will soon be more English-speaking Chinese than native English speakers. This has led to an explosion in language schools in a market sector worth more than $1 billion annually.

To promote the New Orient Language School, Leo Burnett Shanghai has developed a series of print ads that feature people with speech bubbles coming out of their mouths. At first glance, the writing in the bubbles appears to be written in Chinese characters but a closer inspection reveals it to be English. One ad uses the line "Excuse me" while another asks: "Can I help you?"

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