The Work: New campaigns - The world

Project: Wade 1.0 "Ready"
Client: Scott Nelson, advertising manager, Converse
Brief: Boost the brand's authentic credentials by showing the human side
of Dwyane Wade
Creative agency: Butler Shine Stern & Partners, Sausalito
Writers: Adrian Hilton, Tom Coates
Art director: Peter Vattanathan
Media agency: Sedgwick Road, Seattle
Media planner: Carolyn Yasui
Production company: Saville Productions
Director: Spike Lee
Editor: Lucas Eskin
Post-production: Mad River Post
Audio Post-production: Mad River Post
Exposure: National TV, cable, cinema


The director Spike Lee attempts to capture the US basketball star Dwyane Wade at his most relaxed in a new series of commercials promoting the Miami Heat player's latest Converse signature shoes.

The purpose of the films is to bolster the brand's authentic credentials by revealing the real man behind the public image.

Wade was signed by Converse at the end of 2005 in an attempt by the company to recapture its former dominance of the basketball shoe market and to become a more potent competitor to rivals such as Nike, Adidas and Reebok.

One commercial features the banter between Wade and a photographer as he poses for a shot. Another shows him talking about how he prepares for a big game and his elation after playing well.

Project: Open
Client: Gavin Krenski, European brand development vice-president,
Brief: Communicate Signal's role in promoting the feelgood factor
Creative agency: Bartle Bogle Hegarty
Writer: Nick Kidney
Art director: Kevin Stark
Planner: Sarah Watson
Media agency: MindShare
Media planner: Reika Hovell
Production company: Knucklehead
Director: Daniel Barber
Post-production: Jason Watts and Steve Murgatroyd, Finish
Audio Post-production: Jungle Studios
Exposure: TV in France, Italy, Spain, Greece, Finland


Unilever has dispensed with white-coated experts and diagrams of tooth cavities in new pan-European advertising for its Signal toothpaste brand, under the theme: "On a mission for better mouths."

Instead, the new TV initiative attempts to show how using Signal can help develop a sense of wellbeing and vitality because it takes care of the entire mouth.

Produced by Bartle Bogle Hegarty, the campaign is shot in extreme close-up and cropped so that only mouths are featured. Rather than explain how Signal works, the commercial demonstrates how the mouth can entertain, please, hurt and persuade.

A print campaign is supporting the strategy by showing close-ups of famous mouths, including those of Elvis Presley and Marilyn Monroe. BBH has produced five commercials to run across various European markets.

Project: Bank robber
Client: Lorne Simon, chairman, Toronto Crime Stoppers
Brief: Raise awareness of the need for people's help in solving crime
Creative agency: DDB Canada
Writer: Shane Ogilvie
Art director: Mark Bovey
Media agency: OMD
Media planners: Michelle Jairam, Frederick Routier
Production company: Untitled
Director: James Haworth
Editor: Brian Williams, Panic & Bob
Post-production: Notch
Audio Post-production: Up Is Louder
Exposure: National TV, cinema


An armed robbery ends in bizarre fashion with the raider offering his victim all his contact details in new advertising aimed at boosting calls to Canada's Crime Stoppers hotline.

DDB Canada produced the TV spot, which attempts to persuade the public that their help is needed to fight crime without exploiting feelings of guilt or playing on emotions.

Instead, the film takes a more provocative and surprising approach. A robber thrusts a gun into a cashier's face, but as she fills his bag with money, he gives her his name and address as well as his home and mobile phone numbers. The endline warns that "crimes don't solve themselves".

Project: Hunt for words
Clients: Jorg Beer, head of marketing; Monika Kessler, head of
advertising, Fleurop-Interflora
Brief: Put Fleurop-Interflora at the forefront of people's minds in the
run-up to Valentine's Day
Creative agency: Walker Werbeagentur
Writer: Pius Walker
Art director: Mr G
Media agency: Konnex
Media planner: Pete Dobeli
Production companies: Socialclub, Stockholm; Cobblestone, Hamburg
Director: Axel Laubscher
Editor: Linus Eriksson Berggren
Post-production: Stopp, Stockholm
Audio Post-production: JingleJungle, Zurich
Exposure: National TV


Fleurop-Interflora is boosting its advertising presence in the run-up to Valentine's Day with a new campaign to remind men in Switzerland that flowers speak louder than words.

A series of commercials for the flower delivery network features groups of men spending their weekends together in futile efforts to find the right words.

In one ad, a man in a tent compares his sweetheart's hair to the colour of his beer. In another, a pair of male wildlife lovers scare off the words "I love you" when one of their mobile phones goes off.

Each of the spots end with the advice: "Don't look for words. Say it with flowers."


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