The Work: New Campaigns - The World

ELECTRONIC ARTS - BURNOUT REVENGE - INTERNATIONAL Project: Burnout Revenge Client: Ian McGregor, creative director, Electronic Arts Brief: Promote the anarchic style of EA's latest driving game Creative: agency: Wieden & Kennedy Amsterdam Writer: Luca Grelli Art: director: Luca Grelli Planner: Alex Barwick Media: agency: Varies by country Media: planner: Varies by country Production: company: Czar Director: Toon Aerts Editor: Adam Marshall Post-production: Joint/Amsterdam Audio: post-production: FC Walvisch Exposure: International TV

THE LOWDOWN

Anarchy rules in Wieden & Kennedy Amsterdam's debut work for Electronic Arts.

The TV spot, promoting EA's latest racing game, Burnout Revenge, takes its cue from the game's unconventional racing style. In a departure from classic racing games, where style and control count, Burnout Revenge players win points by causing as much mayhem as possible.

In the ad, two men antagonise each other with acts of vehicular vandalism, accompanied by Sink That Ship by the Kaiser Chiefs. When one man spells out "Loser" on his opponent's car in mustard, the other driver retaliates by dumping rubbish on his rival's vehicle. The battle escalates into a showdown at the junkyard, where the guys grab each other's cars with cranes and smash them into wreckage.

CARLSBERG - CARLSBERG CHILL - CHINA Project: Carlsberg Chill Client: Carlsberg Brief: Highlight the effects of Carlsberg Chill lager Creative: agency: Fallon, Hong Kong Writer: Terence Leong Art director: James Lee Planner: Tamsin Davies Media agency: ZenithOptimedia China Media planner: Leslie Yao Production company: Lunar Films Director: Eric Coignoux Editor: Ken Yap Post-production: Mikros Audio post-production: Mikros Exposure: National TV

THE LOWDOWN

Carlsberg appeals to the frivolous side of Chinese youth culture in its Chinese launch campaign for Carlsberg Chill.

In the TV spot, which targets young urbanites, Fallon Hong Kong suggests that the premium light beer will bring out your wild side.

Two geeky lads in a nightclub dance woodenly until they try Carlsberg Chill. Suddenly, they are transformed into freaky dancers fit to rival John Travolta. They sprout spiky hairdos, don outrageous outfits and perform ever more daring moves as their inner selves emerge. The line "unleash the inner you" flashes across the screen as one of the lads is shown wearing women's clothing.

The campaign was developed specifically for the Chinese market, in which Carlsberg competes with Heineken, Budweiser, San Miguel and Corona.

PALMERS - WHAT WOMAN DO YOU WANT TO BE TODAY? - EUROPE Project: What woman do you want to be today? Client: Thomas Weber, chief executive, Palmers Brief: Accompany the evolution of the modern woman and her relationship with her body Creative: agency: Betc Luxe Writer: Patrice Dumas Art: director: Aurelie Scalaber Planner: Christophe Pradere Media: agency: Varies by country Media: planner: Varies by country Photographer: Michelangelo di Battista Exposure: European print and outdoor

THE LOWDOWN

The lingerie manufacturer Palmers appeals to the naughty and nice sides of a woman's character in its new advertising from Betc Luxe.

In each of the three posters, a woman in white poses demurely in the foreground, while her wicked shadow - sporting sexy black-lace lingerie - gets up to mischief behind her.

In "voodoo", the nice lady holds a soft toy but, in the background, the nasty girl sticks pins in it. In "photo", the woman in the foreground holds a picture of a man, while the woman behind her tears it in half.

NUROFEN - STREAMS OF CONSCIOUSNESS - US Project: Streams of consciousness Client: Paul Aikens, global marketing manager, Boots Healthcare International Brief: Demonstrate that Nurofen is a better way to deal with pain because it works directly at the source Creative agency: McCann Erickson, London Writer: Roger Beckett Art director: Marc Bennett Media agency: Universal McCann Media planner: Melissa Haggerty Exposure: National TV

THE LOWDOWN

Nurofen Plus takes US viewers on a nightmare plane journey in an ad from McCann Erickson in the UK.

The 30-second TV ad combines filmed and animated scenes in which the protagonist suffers agonies while rampaging Vikings run a battering ram into the back of his aeroplane seat. Then, for good measure, the plane is plucked out of the sky and shaken around by an animated B-movie monster. But fast-acting pain relief comes to the rescue. The unhappy traveller looks out of the window to see two Hanna Barbera-style "Nurofen" rockets fly into the source of his pain, wiping it out.