The Work: New campaigns - The world

Project: Drop
Client: Shinichi Katsuyama, manager, operation management department,
Asia and Oceania, Honda
Brief: Dramatise Honda's i-VTEC engine technology and position the
company as a manufacturer of fuel-efficient, yet powerful, cars
Creative agencies: Wieden & Kennedy, London and Tokyo
Writers/art directors: Michael Russoff, Caroline Pay
Planner: Toru Yoshida
Media agency: n/a
Production company: RSA Films
Director: Jake Scott
Editor: Adam Rudd, Final Cut
Post-production: The Moving Picture Company
Audio Post-production: Wave
Exposure: TV in Asia


The Wieden & Kennedy offices in London and Tokyo have worked jointly to create a new commercial to boost Honda's reputation across Asia as a manufacturer of fuel-efficient, yet powerful, cars.

The 60-second spot marks the first TV work for Honda Asia and Oceania since W&K's appointment to handle the business in February.

Under the theme "drive every drop", the commercial tells the story of an ordinary car journey as seen by the drops of fuel suspended within the engine cylinder.

Real drops of fuel were ignited and filmed to create the images.

Michael Russoff, one of the creatives on the project, said: "We wanted to create a film that shows how the i-VTEC engine combusts every drop of fuel as fully as possible depending on the driving needs. So many fuel efficiency ads are worthy and dull."

Project: Airplanes, jack-in-the-box
Client: Frederic Guffroy, communication director,
Brief: Present flowers as the safe option with which to mark a special
Creative agency: Callegari Berville Grey
Writers: Mathieu Grichois, Lessly Chmil
Art director: Cedric Auzannet
Planner: Alex Gaudin
Media agency: Callegari Bervile Grey
Media planner: Carole Poncet
Photography Romain Laurent, Corbis
Illustrators: David Martin, Benoit Monceau, Le Bureau
Exposure: Online, press, outdoor


The French online flower delivery service takes a darkly humorous approach in its first-ever advertising campaign.

Callegari Berville Grey in Paris has created the print and online campaign on the theme that sending flowers can be less risky than other more flamboyant gestures to mark a special occasion.

One of the ads features an old lady who appears to have been scared to death after opening a package that contains a jack-in-the-box.

The other shows two aircraft colliding as they attempt to draw a vapour "heart" in the sky. Each ad carries the advice that "Flowers would have been a better idea".

Project: Be ahead of your time
Client: Tieturi
Brief: Increase Tieturi's brand awareness and promote its business
courses as innovative and effective
Creative agency: Publicis Helsinki
Writer: Tomi Winberg
Art directors: Anthony Wolch, Sami Anttila
Media agency: Carat
Media planner: Riina Salokangas
Photographer: Koen Demuynck
Retouching: The Living Room
Exposure: National press, magazines


Photographs that are not all they seem are being used to promote one of Finland's leading IT training providers as a company ahead of its time.

The shots used in the campaign for Tieturi look as if they were taken at the turn of the last century. But all are given a humorous modern twist.

In one, a Victorian barber entreats would-be customers to try a Brazilian wax, while a bar owner offers a "sex on the beach" cocktail. In a third, a French cabaret advertises a night of "disco fever".

Created by Publicis Helsinki, the campaign was shot in Belgium by the photographer Koen Demuynck.

Project: Go to the movies
Client: Screen Advertising World Association
Brief: Encourage people to go to the cinema rather than watch films at
Creative agency: Ogilvy Argentina
Writer: Hernan Rebalderia
Art director: Santiago Dulce
Media agency: Ogilvy Argentina
Production company: Argentinacine
Director: Zapiola Lopez Romanella
Editor: Agustin De Vittorio
Post-production: Che Revolution Post
Audio Post-production: La Casa Post Sound, Swing
Exposure: National TV, cinema


People in Argentina are being urged to abandon their TVs and head for the cinema.

The message is being delivered by two commercials that appear to be clips from feature films, but where the banal dialogue has nothing to do with the action.

In one spot, a thug beats up a man tied to a chair. However, the victim talks to his attacker as if he was a woman addressing her housemaid.

In the other, a witness breaks down in what appears to be a tense courtroom drama. In fact, a lawyer is cross-examining her about her choice of pizza.

Ogilvy Argentina created the commercials for the Screen Advertising World Association, a trade body operating across 35 countries to make it easier for advertisers to buy the cinema medium.

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