Feature

The Work: New Campaigns - The world

GLAXOSMITHKLINE - AQUAFRESH, SENSODYNE - FRANCE
CREDITS
Project: Aquafresh, Sensodyne
Client: Heather Pelier, marketing director, GlaxoSmithKline
Brief: Promote Aquafresh Flexigel technology and the protective powers
of Sensodyne
Creative agency: Callegari Berville Grey
Writers: Yannick Savioz (Aquafresh), Pascal Poinsot (Sensodyne)
Art directors: Jerome Gonfond (Aquafresh), Gregory Renault (Sensodyne)
Planner: Alexandre Gaudin
Media agency: MediaCom
Media planner: n/s
Photographers: Laurent de Broca (Sensodyne), Ilario & Magali (Aquafresh)
Exposure: National magazines

THE LOWDOWN

GlaxoSmithKline has launched a new round of national magazine advertising in France to promote the technology and protective powers of its Aquafresh and Sensodyne brands.

Callegari Berville Grey in Paris has produced the trio of ads that support the new Aquafresh Flexigel toothbrush, while underpinning Sensodyne's claim to offer lasting relief for people with sensitive teeth. The problem is said to affect up to 40 per cent of adults.

The two Flexigel ads emphasise the ultra flexibility of the Aquafresh product by showing the brush seemingly appearing out of a user's nose and ear.

One of the executions makes its point by showing what appears to be a set of teeth, but are actually builders' hard-hats.

AMERICAN RED CROSS - BE PREPARED - US
CREDITS
Project: Be prepared
Client: Bay Area chapter, American Red Cross
Brief: Make Bay Area residents think and be prepared for a possible
earthquake
Creative agency: Publicis & Hal Riney
Writer: Mark Sweeney
Art director: Dominic Goldman
Media agency: n/a
Photographers: Brian Mahany, David Kermaninejad
Exposure: Guerilla marketing in San Francisco

THE LOWDOWN

People living in San Francisco, the city devastated by an earthquake in 1906, are being urged to be ready for the next one by a campaign that includes a huge simulated crack on the pavement in a prime tourist spot.

The offbeat approach is a joint effort by Publicis & Hal Riney and the Bay Area chapter of the American Red Cross, which asks people: "What do we have to do to attract your attention?"

Experts predict a 62 per cent chance that another catastrophic earthquake will hit the city within the next 30 years. However, a recent survey has found that 83 per cent of residents are not prepared for it.

Clear Channel Outdoor worked with the agency to create the "crack". Meanwhile, CBS Outdoor donated free bus-shelter space for ads using a shaking camera technique to recreate an earthquake experience.

VIRGIN ATLANTIC - MR MEN - SOUTH AFRICA
CREDITS
Project: Mr Men
Client: Virgin Atlantic
Brief: Persuade business travellers to fly Virgin Atlantic
Creative agency: Network BBDO
Writers: Gary Du Toit, Slade Gill
Art directors: Mariana O'Kelly, Brent Singer
Planner: Clive Evans
Media agency: Naledi Media
Media planner: Tebogo Molongoana
Illustrator: Jason Masters
Retouching: Vinny Lun
Exposure: National outdoor

THE LOWDOWN

The Mr Men characters, created by Roger Hargreaves 36 years ago, have been recruited to star in a campaign to persuade more of South Africa's business travellers to fly Virgin Atlantic.

Mr Lazy, Mr Grumble, Mr Grumpy and Mr Messy find themselves transformed by the Virgin Upper Class experience, in the outdoor campaign created by Network BBDO in Johannesburg.

Briefed to create a campaign on a limited budget, the agency used the Mr Men to emphasise that Virgin passengers land happier.

The agency claims the campaign contrasts with the cold style of most airline business-class ads, while drawing on the nostalgia for the Mr Men characters.

BRITISH COLUMBIA LOTTERY - LOTTO 649 BRAND CAMPAIGN - CANADA
CREDITS
Project: Lotto 649 brand campaign
Clients: Denis Grenier, marketing director; Mary-Margaret Bentley,
advertising manager, British Columbia Lottery Corporation
Brief: Generate excitement and reignite people's emotion for Lotto 649
Creative agency: DDB Canada, Vancouver
Writer: Kevin Rathgeber
Art director: Dan Strasser
Planner: Rob Newell
Media agencies: OMD Vancouver, TBWA Vancouver
Media planners: Rich Sanderson, Angela Dong
Production company: Soft Citizen
Director: Douglas Avery
Editor: Don MacDonnel
Post-production: JMB Post
Exposure: TV in British Columbia

THE LOWDOWN

The moment when a lottery winner realises their good fortune is elongated into a slow-motion sequence in new advertising promoting the British Columbia Lottery.

DDB Canada's Vancouver office has produced the TV campaign, which aims to reignite people's passion for the Lottery's Lotto 649 brand.

In one TV spot, a winner is so excited that he hugs the shop assistant who sold him the ticket. In the resulting encounter, the winner loses his toupee and the shop assistant spills the nacho cheese he is pouring into a container.

The TV campaign is being supported by out-of-home advertising and new point-of-sale material.