The Work: New campaigns - The world

DELL - PURELY YOU - US
CREDITS
Project: Purely you
Client: Eric Levine, director of advertising, Dell
Brief: Persuade consumers that Dell builds technology that is customised
for them
Creative agency: BBDO Atlanta
Writer: Bill Pauls
Art director: Stephen McMennamy
Planner: Jeff Upshaw
Media agency: PMI
Media planner: Amanda Barbee
Production company: Smuggler Films
Director: Filip Engstrom
Editor: Maury Loeb
Post-production: PS260
Audio post-production: Big Foote
Exposure: National and cable television

THE LOWDOWN

Dell has recently been forced into an aggressive round of price cutting to ward off low-cost competitors from Asia. The embattled computer manufacturer has now launched an ad campaign in an attempt to restore its faded lustre.

The ads, the first to be produced by BBDO since it picked up the business in February, run under the theme "purely you". This is an adaptation of the "pure Dell" line the company uses in the corporate market.

The work moves away from price-led advertising, which, the company admits, eroded the brand.

The latest commercial is intended to remind people that buying a computer from Dell is all about customisation. The ad illustrates this by showing a customer being driven around a Dell plant in a golf cart as he selects the features he wants for his new machine.

VEX - OUTDOOR CAMPAIGN - CANADA
CREDITS
Project: Vex outdoor campaign
Client: Kelly Kretz, brand manager, Vex Hard Lemonade
Brief: Build awareness of Vex and promote new flavours as well as a new
litre-sized plastic bottle
Creative agency: GJP Advertising, Toronto
Writer: Trevor Schoenfeld
Art director: Gerald Flach
Planner: Kevin Pfuhl
Media agency: GJP Advertising
Photographer: Chris Woods, JK Productions
Exposure: National outdoor

THE LOWDOWN

The Vex alcopop brand is using an outdoor campaign that draws heavily on sexual innuendo to increase sales among young Canadians.

The work features a series of outlandish characters, such as the Toronto drag queen Enza, who express how they enjoy their Vex. Enza declares: "Vex with three fruits? I am so into that."

The campaign launches two new flavours of the vodka-based drink - blueberry/raspberry and orange/pineapple - as well as a lightweight litre-sized bottle.

GJP Advertising in Toronto first introduced Vex, which is produced by Vincor Canada, to challenge Mike's, the market-leading alcoholic lemonade.

Earlier advertising, which used the theme "something to be Vexed about", presented the product as an antidote to petty annoyances, among them the discovery of a condom past its sell-by date.

PRIZM - SPIDER-MAN - CHINA
CREDITS
Project: Spider-Man
Client: Chan Wai Wah, executive director, Prizm
Brief: Communicate the core benefits of Prizm's exterior paints
Creative agency: Ogilvy & Mather, Shanghai
Writer: Murphy Chou
Art director: Murphy Chou
Media agency: Nanjing Yindu
Photographer: Edward Loh, Karwai, Singapore
Retouching: Edward Loh
Exposure: Print and outdoor in Guangzhou

THE LOWDOWN

The superhero Spider-Man is the unlikely star of a brand-building print campaign for Prizm, the Chinese paint manufacturer.

The advertising promotes the company's exterior paints, which are presented as being so smooth and glossy that they defy Spider-Man's famous ability to climb walls.

The posters target new house owners rather than flat dwellers or businesses. In one, Spider-Man is forced to take the lift. In another, he is seen disappearing up a flight of stairs.

Launched as a challenger brand in Southern China, Prizm is hoping its advertising, under the theme "inspiring your life", will establish its paint as a premium product at home and abroad.

RACING VICTORIA - SPRING RACING CARNIVAL - AUSTRALIA
CREDITS
Project: Spring Racing Carnival
Client: Nicole Coughlan, manager of events, tourism and communications,
Racing Victoria
Brief: Communicate that there is a lot more to the Spring Racing
Carnival than the Melbourne Cup
Creative agency: DDB Melbourne
Writer: Ben Maher
Art directors: Aaron Lipson, Linda Fahrlian
Planner: Lucy Cochran
Media agency: n/s
Photographer: Andy Vukosav, Coco
Retouching: Matt David
Exposure: National press, outdoor

THE LOWDOWN

The Spring Racing Carnival, Australia's largest sporting fixture, is announcing itself with advertising that aims to show there is a lot more to the event than just the famous Melbourne Cup.

The carnival, which begins in October, comprises 79 race meetings held across the state of Victoria. An estimated 730,000 people are likely to attend, injecting £223 million into the state's economy.

The print campaign is the first DDB Group Melbourne has produced for Racing Victoria since the agency won the business in March.

Using the line "It's bigger than you think", the campaign features exaggerated images of the carnival. The shoot involved jockeys, owners and trainers as well as the Melbourne Cup-winning horse Sub-Zero.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).