The Work: New Campaigns - The World

CITIBANK - STEAK, TRAIN - US Project: Steak, train Client: n/s Brief: Promote Citibank's "press 0 to talk to a person" initiative Creative agency: Fallon Minneapolis Writer: Tim Gillingham Art director: Steve Sage Planners: Murray Hardie, Magnus Blair Media agency: Fallon Media planners: Mel Roberts (TV), Shala Tefehr (print) Production company: Partizan Director: Traktor Editor: Steve Gandolfi Post-production: Cenveo Audio post-production: BWN Exposure: National TV


Fallon Minneapolis has unveiled two new executions in its Citibank "simplicity" campaign, launched last year.

The work aims to promote the bank's "press 0 to talk to a person" initiative, which cuts out the laborious task of fighting through time-consuming and annoying menu choices before reaching a real person.

Both executions star an average man on his telephone trying to pay a credit-card bill. In "train", he sits in a packed carriage shouting out the answers to his security questions to the obvious chagrin of his fellow passengers. At one point, he is forced to repeat the words "big boy" three times before the automated voice accepts his answer.

In "steak", the same man attempts to prepare his dinner while trying to get through to his bank. As he keeps returning to the receiver to press option buttons, his frying-pan catches fire.

SALVATORE FERRAGAMO - I LOVE SALVATORE - ITALY Project: I love Salvatore Client: Clarice Pecori Giraldi, head of communications, Salvatore Ferragamo Brief: Bring Ferragamo back to a distinct identity and modernise the brand Creative agency: Armando Testa Writer: Maurizio Sala Art director: Michele Mariani Planner: Tiziana Travo Media agency: In-house Photographer: Nicolas Moore Exposure: Magazines and dailies in Europe, Asia and the US


Armando Testa has created a set of ads for Salvatore Ferragamo's spring/summer collection, aiming to modernise the brand and reposition it in the luxury market. There are four executions showing models wearing Ferragamo clothing, which is shown in colour in contrast to the black-and-white backgrounds and models.

Some of the ads are split down the middle, with the left-hand side showing the top half of the model and the right-hand side showing the bottom half, so all of the accessories are in bold view.

BUENOS AIRES ZOO - ELEPHANT, GIRAFFE, SEAL - ARGENTINA Project: Elephant, giraffe, seal Client: Liu Dambolena, marketing director for services and new business, Buenos Aires Zoo Brief: Show the number of different animals on display at Buenos Aires Zoo Creative agency: Del Campo Nazca Saatchi & Saatchi Writer: Paula Sabater-Hernan Rebalderia Art director: Vanesa Pogoda-Santiago Dulce Media agency: n/s Photographer: Gisella Filc Photographer's agency: Del Campo Nazca Saatchi & Saatchi Retouching company: Pablo Romanos Exposure: National posters


Del Campo Nazca Saatchi & Saatchi is attempting to demonstrate the variety of animals on display at Buenos Aires Zoo by placing the creatures outside of their usual habitats.

The campaign consists of three posters, which will be displayed in Argentina.

In "elephant", the mammal balances on a mountain-top next to a hawk, while the "giraffe" execution sees the animal in an Arctic landscape, standing next to a polar bear. The "seal" ad shows the creature stranded in the desert next to a camel, with its tongue hanging out, gasping for a drink.

HAPPYTAXDAY.COM - UNCLE SAM - US Project: Uncle Sam Client: n/s Brief: Create a compelling viral piece that would drive consumers to a website where they can get resources that will help them lower their tax bills Creative agency: Tribal DDB Dallas Writers: Travis Staut, Geoff Owens Art director: Braden Bickle Media agency: Tribal DDB Dallas Media planner: Cindy Wells Designer: Justin Kipker Exposure: Online, viral


In the run-up to the due date for tax returns in the US, a website was set up at, giving Americans the chance to save money on their returns. The site will remain live so people can reuse it.

To advertise the site, Tribal DDB Dallas has produced a viral campaign starring Uncle Sam as he has never been seen before.

The classic American character is sporting nothing more than the usual star-spangled hat and a stars-and-stripes thong. Backed by cheesy dance music and surrounded by flashing lights, Uncle Sam dances provocatively while the user is directed to run their mouse over his posterior to tuck dollar bills in his pants. The user is then directed to the website.

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