Feature

The Work: New Campaigns - The World

VODACOM - SO JAIVA - SOUTH AFRICA
CREDITS
Project: So Jaiva
Client: Enzo Scarcella, managing executive marketing, Vodacom
Brief: Highlight Vodacom's involvement with football in South Africa
Creative agency: DraftFCB Johannesburg
Writer: Neo Mashingo
Art director: Ntsikelelo Nukwa
Planner: Judy Jarvis
Media agency: Carat
Production company: The Bomb Production
Director: Teboho Mahlatsi
Editor: Richard Starkey, Guillotine
Post-production: Ministry of Illusion
Audio Post-production: Cut and Paste
Exposure: National TV, cinema

THE LOWDOWN

With two years to go before the Fifa World Cup kicks off in South Africa, Vodacom, the country's leading cellular network, has launched new advertising to reinforce its links with the sport.

Some of the country's past and present football stars come together in the new TV spot, which aims to highlight the support Vodacom offers South Africa's football fans.

The commercial, created by DraftFCB in Johannesburg, recreates the life of Johannesburg's Sophiatown black township in the 50s. A dance hall replaces the football field as the stars show off their moves to the music of a jazz band playing Louis Prima's Oh, Marie.

Vodacom, which is owned jointly by Vodafone and South Africa's Telekom, has an estimated 58 per cent share of the country's cellular market with more than 23 million customers.

LEVI'S - MOONWALKER - US
CREDITS
Project: Moonwalker
Client: Robert Cameron, vice-president of marketing, Levi Strauss
Brief: Promote the Levi's brand via viral activity
Creative agency: Cutwater
Writer: Eric King
Art director: n/s
Media agency: n/a
Production company: Tate USA
Director: Eric King
Editor: Dan Oberle
Post-production: Sue Dawson, Whitehouse
Audio Post-production: Audio Engine
Exposure: Online

THE LOWDOWN

Levi's has opened up a new marketing front with a series of unbranded viral ads that are attempting to boost the jeans giant's profile via the web.

The latest spot features a youth who appears to float across the streets of Los Angeles after his friends fill his jeans with helium.

The spot leaves viewers wondering whether or not the stunt is a spoof.

The virals are the result of the brand being reunited with Chuck McBride, the creative chief of Cutwater (formerly Chiat\Day San Francisco), who previously worked on the brand at FCB.

Levi Strauss said it was looking at ways of incorporating the viral activity with the work of Bartle Bogle Hegarty, which remained lead agency on the business.

ORIENTAL PRINCESS - MONSOON - THAILAND
CREDITS
Project: Monsoon
Client: Pasana Intratip, chief executive, OP Natural Products, Bangkok
Brief: Launch Monsoon limited edition cosmetics range
Creative agency: JWT Bangkok
Writer: Taya Soonthonvipat
Art directors: Satit Jantawiwat, Teeravit Kimsatra
Planner: Sivaporn Majaroen
Media agency: MindShare
Production company: Mu.An.Ja.I
Director: Tanakorn Soontornantagit
Editor: Pasuree Pananond
Post-production: Octane
Audio Post-production: Pumpumpum Studio
Exposure: National TV, cinema

THE LOWDOWN Beautiful women shot against scenes of spectacular climate changes are being used to launch a limited edition cosmetics range into Thailand.

The Monsoon range, produced by Oriental Princess, aims to link the unpredictability of the climate - as symbolised by the monsoon wind - with the unpredictability of an interesting woman's character.

JWT Bangkok produced the film that targets women aged between 25 and 35 who live in the country's urban areas and who keep themselves updated with the latest fashion and beauty trends.

The Oriental Princess brand was established in 1990 to manufacture beauty products made from natural ingredients. With 226 outlets in Thailand, it claims to be four times larger than its Body Shop rival.

FOUR'N TWENTY - MAGIC SALAD PLATE - AUSTRALIA
CREDITS
Project: Magic Salad Plate
Client: Paul Byham, brand manager, Four'N Twenty
Brief: Present Four'N Twenty as the unpretentious, basic pie
Creative agency: Clemenger BBDO Melbourne
Writer: Julian Schreiber
Art director: Tom Martin
Planner: Mike Hyde
Media agency: Mitchells
Production company: Renegade
Director: Tony Rogers
Post-production: MRPP
Audio Post-production: Flagstaff Studios
Exposure: National TV, online

THE LOWDOWN

An Australian pie-maker is thumbing its nose at the healthy eating lobby with a shamelessly politically incorrect campaign to get its blokish customers laughing - and garner pages of free PR.

Four'N Twenty has gone to TV to promote its limited edition Magic Salad Plate, which it hails as "a miracle of modern science that eclipses such wonders as the telephone, the Polaroid camera and even the iPod".

This "miracle" turns out to be a plate on which pie addicts can enjoy their food conscience-free while fooling those around them that they're enjoying a green salad.

Four'N Twenty, whose products are hailed as the staple diet of Australian football fans, says the plates will stop the "sheilas" badgering their men to eat healthily.