The Work: New Campaigns - The World

Project: Bubble man
Client: Pearl River Beer
Brief: Showcase the purity and freshness of Pearl River and underline
the fact that it is produced in sealed conditions
Creative agency: Ogilvy Shanghai/Guangzhou
Writers: Fan Ng, Kevin Lee, Jerry Wan, Owen Leung
Art directors: Fan Ng, Owen Leung, Gao Yuan
Planner: Frank Dong
Media agency: ZenithOptimedia
Media planner: Grace Wen
Production company: Perfect Life Beijing
Director: Li Wei Ran
Post-production: Touches Ltd, Perfect Life
Exposure: National TV


A young man forced to spend his life living in a plastic sphere is the star of new TV advertising to drive sales of Pearl River Draft Beer, the first of its kind to be produced in China.

The appearance of the campaign comes amid a massive expansion of the Chinese beer market, which has been fuelled by the country's economic growth.

The Chinese beer market was almost non-existent in the early 80s. Today, the country is the world's largest market in terms of both production and consumption.

As demand has grown, the number of customers willing to pay more for a better quality product has been increasing. Interest in draft beers is also rising.

The new TV spot uses the man in the plastic bubble to draw a parallel with the sealed conditions in which Pearl River is produced.

Project: Axe shower gel
Client: Mohammed Ameen, category director, Unilever AMET
Brief: Communicate that Axe is now available as a shower gel
Creative agency: Lowe MENA, Dubai
Writer: Clinton Manson
Art director: Dominic Stallard
Media agency: Initiative
Retouching: Param K
Exposure: National press, outdoor


Axe, the Unilever deodorant brand famous for using sexual innuendo to promote itself around the world, has had to tone down its bawdy style in new advertising designed not to offend audiences in the Middle East.

In one ad, Lowe MENA in Dubai uses one Unilever product (Cif bathroom cleaner) to promote another (Axe shower gel). Other executions attempt to demonstrate the "Axe effect" on promotional towels being given to gym users.

"This advertising had to find ways to evolve without resorting to the 'in-your-face' style. Sexuality, whether implied or alluded to, is taboo," Dominic Stallard, the Lowe Middle East and North Africa creative director, said.

Project: Call to action
Client: Pfizer Australia
Brief: Launch Nicorette into the viral medium
Creative agency: Clemenger BBDO
Writers: Paul Sharp, Annika Johansson
Art directors: Paul Sharp, Annika Johansson
Media agency: n/a
Production company: Film Construction Sydney
Director: Steve Saussey
Editor: Stuart Morley
Post-production: Frame, Set & Match
Exposure: Viral


Pfizer Australia is turning to viral advertising to support its Nicorette brand with a new ad featuring the campaign's already familiar characters - Gary, a smoker trying to kick the habit, and a group of cheerleaders dedicated to saving him from temptation.

Clemenger BBDO in Sydney created the spot, an extension of its "No Gary No" TV campaign. The latest ad sees Gary, in the middle of a golf course, about to lapse and light up. As he does so, a man blows a hunting horn to alert the cheerleaders, who advance in golf buggies.

Gary drops his unlit cigarette, which is crushed under a buggy wheel, before he is carried off shoulder-high by his saviours.

Project: Job histories
Client: Aoife Curtin, marketing manager,
Brief: Drive traffic to the online recruitment site
Creative agency: Chemistry, Dublin
Writer: Anne Fleming
Art director: Nicole Sykes
Media agency: Chemistry
Media planner: Garret O'Beirne
Production company: Head Gear Animation, Toronto
Directors: Steve Angel, Julian Grey
Editor: Head Gear Animation
Audio Post-production: Lotus Films, Dublin
Exposure: National TV


An online recruitment company is attempting to give itself an edge in the fiercely competitive Irish market with an animated TV campaign featuring some unusual customer testimonials.

The initiative by intends to grab the attention of a youthful audience in the Irish jobs market, where recruiters fight hard to find candidates to feed a robust economy. The offbeat campaign includes a character called Beep, who, unfulfilled by his job on an answerphone, goes to the company's website to get a job as a TV censor.

Another spot tells the story of Creak, who progresses from working on a door in an old lady's house to winning a role in a horror movie.

RecruitIreland is owned by Thomas Crosbie Holdings, the parent company of the Irish Examiner, the Sunday Business Post and the Evening Echo.

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