The Work: New Campaigns - The World

HOCKEY CANADA - HAND - CANADA Project: Hand Client: Brad Pascall, marketing manager Hockey Canada Brief: Promote the love of the game and hockey's special place in Canadians' hearts Creative agency: DDB Canada Writer: Todd Mackie Art director: Denise Rossetto Media agency: OMD Production company: Reginald Pike Director: Scott Keith Editor: Chris Van Dyke, School Editing Post-production: Soho Post Exposure: National TV


To show how dedicated Canadians are to ice-hockey, DDB in Canada has created a 30-second spot for Hockey Canada that traces a man's life back to the point when, as a small boy, he met his favourite hockey star.

The execution begins with an old man sitting in a retirement home, playing cards. One of his hands is covered in dirt and totally discoloured. The next shot shows his 60th birthday, which is in turn followed by a shot of him clearing his desk at work on his retirement day. At all times, his unwashed hand is on display.

He is then shown on his wedding day, leaving a dirty mark on his bride's face as he pulls her close to kiss her.

In the final shot, the boy is hanging over the side-wall at a hockey rink. He looks awestruck when a player who is walking past stops to shake his hand.

EA GAMES - BLACK - THE NETHERLANDS Project: Black Client: Ian McGregor, creative director, Electronic Arts Brief: Celebrate mass destruction. With Black, you go in all guns blazing Creative agency: Wieden & Kennedy Amsterdam Writer: Richard Gorodecky Art director: Joseph Ernst Media agency: MediaCom Production company: RSA Films UK Director: Sean Ellis Editor: Adam Marshall, Post-production: Glassworks UK Audio post-production: 750mph UK Exposure: Global TV


The systematic destruction of an ornate Eastern European stateroom is the basis of Wieden & Kennedy Amsterdam's latest ad for EA Games.

Black, a first-person shoot-'em-up, is the company's latest release and the execution uses the same point-of-view perspective as the game.

The audience sees the room from the gunman's point of view as a barrage of bullets, shot in slow-motion and accompanied by Verdi's La Traviata, destroy everything in the room including bookcases, antique leather chairs, marble statues and a grand piano.

The ad finishes with a massive explosion, which blows a huge plasma screen - on which screenshots of the game are displayed - to bits.

MAZDA - SAN DIEGO - FRANCE Project: San Diego Client: Jean-Rene Levy, marketing director, Mazda France Brief: Feature the sporty and playful character of the new Mazda RX-8 Creative agency: JWT Paris Writer: Vincent Pedrocchi Art director: Xavier Beauregard Media agency: MindShare Photographer: Vincent Dixon, Ask My Agent Retouching company: Kilato Exposure: National press


The idea behind JWT Paris' latest campaign for the Mazda RX-8 is to highlight the car's acceleration, speed and 231 brake-horsepower engine.

The poster and press ad shows a hitch-hiker at the side of a long, empty road, trying to thumb a lift to San Diego.

The Mazda RX-8 travels so fast that the hitch-hiker decides he needs to make a giant sign, as this is the only way the driver will be able to see him.

CHELLOMEDIA PROGRAMMING - FILM1 - THE NETHERLANDS Project: Film1 Client: Hein Barnhoorn, director of marketing, Chellomedia Programming Brief: Introduce the new channel Film 1 Creative agency: Selmore Writer: Selmore Art director: Selmore Planners: Branded, Selmore Media agency: Mediamaatschap Media planner: Andre Roof Production company: Bike Film Director: Bram van Riet Editor: Jonno Griffith Post-production: Valkieser Audio post-production: FC Walvisch, Massive Music Exposure: National TV


Chellomedia Programming, a Dutch digital TV content company, is launching two new channels, Film1 and Sport1.To promote the launch of the film channel, Selmore has created two ads that reprise classic film roles using elderly actors.

Designed to show that old films are still enjoyable, the first execution shows an aged Travis Bickle, resplendent with grey Mohawk, repeating his famous "are you talking to me?" line from Taxi Driver, only to be told by the person he is speaking to that he needs to turn his hearing aid on.

The second is a remake of the infamous Basic Instinct leg-crossing scene, but with Sharon Stone's character played by an OAP.

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