CENTERS FOR DISEASE CONTROL - GIVE YOUR THUMBS A REST - US Project: Give your thumbs a rest Client: Lori Asbury, creative team leader, Centers for Disease Control and Prevention Brief: Promote healthy activity in children Creative agency: Saatchi & Saatchi New York Writer: Leo Premutico Art director: Jan Jacobs Planner: Lana Plecas Media agency: Starcom, Chicago Media planner: n/s Retouching: Saatchi & Saatchi Exposure: National press, national TV, radio
Verb is an integrated campaign run by the Centers for Disease Control and Prevention that aims to persuade children to engage in more physical activity.
Saatchi & Saatchi New York has created four press ads for the campaign in the style of screenshots from computer games. Scenes of dilapidation imply that the games have been neglected and have fallen into disrepair.
"Soccer" shows the inside of a football stadium where the stand is decomposing, the grass is overgrown, the goal is rusting and there is debris all over the pitch.
Similarly, "baseball" shows a decrepit stadium with fat baseball players lazing around and enjoying a barbecue. One is even urinating against the wall.
All the executions use the strapline: "Give your thumbs a rest. Play for real." The press ads will be backed by a 30-second TV spot and radio ads.
FAMILY VIOLENCE PREVENTION FUND - FATHER AND SON - US Project: Father and son Client: Priscilla Natkins, executive vice-president, campaign management, The Advertising Council Brief: Address the problem of domestic violence Creative agency: McCann Erickson Writer: Jesse Gazzuolo Art director: Tim Stier Production company: Tool of North America Director: Sam Jones Editor: Doug Walker Post-production: Company 3 Audio post-production: M Squared Productions Exposure: National TV
A study of more than 24,000 women by the World Health Organisation found that women are at greater risk of violence at home than they are in public. In an attempt to address the problem, the charity Family Violence Prevention Fund has worked with McCann Erickson San Francisco to produce a 30-second TV ad entitled "father and son".
The spot shows images of a boy and his father playing sports together, from American football and hockey to baseball and golf.
A voiceover says: "You taught him how to hit a baseball. How to hit a receiver. A nine iron. The bull's-eye. The strike zone. The net. You even taught him how to hit the open man. But how much time have you spent teaching him what not to hit? All violence against women is wrong. Teach them early. Teach them often."
TUBORG - STEEL TEETH - ITALY
Project: Steel Teeth
Italian drinkers will now be able to purchase the Danish beer Tuborg in bottles with pull-off caps.
To promote the innovation, Publicis Italy has created a 30-second TV spot about a boy called Steel Teeth.
Like Jaws from the James Bond movies, the boy is blessed with a set of metal gnashers.
The execution starts with him working in a bar, where he opens beer bottles with his teeth. One day, a talent scout spots him and decides to make him a star.
At the height of his fame, he attends a showbiz party where he finds that all the beer bottles have pull-off caps, and suddenly becomes obsolete.
ARIEL - MANNEQUINS - ARGENTINA
Del Campo Nazca Saatchi & Saatchi's press work aims to show how washing clothes with Ariel leaves them looking as if they are brand new.
The four executions, which will appear on billboards, bus shelters and in magazines across Argentina, show mannequins, on which consumers are used to seeing new clothes, performing everyday activities.
"Tennis" is an action shot of two mannequins on a court. In "cooking", a mannequin prepares a potentially messy stir-fry meal. In both instances, their clothes are spotless.