Feature

The Work: New Campaigns - The World

RUSSIAN UNION OF AUTOMOBILE INSURERS - ROAD SAFETY - RUSSIA
CREDITS
Project: Road safety campaign
Clients: Russian Union of Automobile Insurers, Russian Interior Ministry
(Road Safety Department)
Brief: Scare motorists into driving more carefully
Creative agency: YesTasteWinNow
Writer: Dmitry Lomakin
Art director: Alexander Bazheno
Media agency: YesTasteWinNow
Production company: Fetish Film
Director: Erick Ifergan
Editor: Vladimir Boboshin
Post-production: Pixtrim
Audio Post-production: V Films
Exposure: Cable TV, cinema, online

THE LOWDOWN

The Russian government is adopting scare tactics in a new national campaign to reduce the carnage on the country's roads.

Russia consistently records the highest number of road deaths in Europe - more than 33,000 - each year.

The casualty figures are so bad that it has led the president, Dmitry Medvedev, to compare them to the death-toll of a military campaign.

The Moscow-based agency YesTasteWinNow has produced five commercials for the initiative.

One spot features a man saying goodbye to his family before setting off for work. But instead of leaving his apartment by the front door, he steps on to the windowsill and then plunges to his death.

The ad aims to show that the impact of a car crash at 30mph is comparable to a fall from a five-storey building.

DETROIT INSTITUTE OF ARTS - LET YOURSELF GO - US
CREDITS
Project: Let yourself go
Client: Annmarie Erickson, executive vice-president, planning and
administration, Detroit Institute of Arts
Brief: Boost visitor numbers at the Detroit Institute of Arts
Creative agency: Perich Advertising + Design
Writer: Chuck Mahnken
Art director: John Pappas
Media agency: J Bashill & Associates
Production company: Head Gear Animation, Toronto
Director: Julian Grey
Animators: Sean Branigan, Julian Grey
Post-production: Head Gear Animation
Audio Post-production: Head Gear Animation
Exposure: TV in Detroit area

THE LOWDOWN

The Detroit Institute of Arts, home to one of the largest and most significant art collections in the US, has launched a pair of animated TV spots to boost visitor numbers after a major renovation and expansion project.

The Institute not only wants to boost attendances at its blockbuster shows but to showcase its permanent collection.

One of the spots, which were produced by the Ann Arbor-based agency Perich Advertising + Design, was inspired by the fact that the Institute's collection includes a casting of Rodin's sculpture The Thinker.

The agency describes the campaign as "sophisticated but not elitist".

Founded in the 1880s, the Institute has more than 100 galleries showing 65,000 exhibits ranging from ancient Egyptian works to contemporary art. The collection is valued at more than $1 billion.

SONY PSP - WHOLE WORLD IN YOUR HANDS - EUROPE
CREDITS
Project: Whole world in your hands
Client: Mark Hardy, marketing director, Sony Computer Entertainment
Europe
Brief: Launch the Sony PSP 3000 across Europe
Creative agency: Love Creative
Writer/art director: Dave Bevan
Media agency: Manning Gottlieb OMD
Production company: The Neighbourhood
Director: John Humphreys
Post-production: The Neighbourhood
Audio Post-production: wevie.tv
Exposure: TV, online

THE LOWDOWN

Sony is promoting its new PlayStation Portable - the PSP 3000 - across Europe with a TV campaign that emphasises its diverse range of capabilities.

Manchester's Love Creative produced the commercial - a combination of animation and live action - that underlines the product's offerings, which include the internet, travel, games, music, movies, chat and photos.

Launched at the Leipzig Games Convention, the PSP 3000 is said to eclipse Sony's earlier models by featuring an improved LCD screen that allows gamers to see brighter colours and better defined images.

The TV initiative is being supported by press and in-store posters.

NEW YORK NEW YORK HOTEL & CASINO - SHUT UP AND PLAY - US
CREDITS
Project: Shut up and play
Clients: Cynthia Kiser Murphy, president, New York New York Hotel &
Casino; Jessica Cipolla, executive director, corporate accounts, MGM
Mirage
Brief: Promote the remodelled New York New York Hotel & Casino
Creative agency: David & Goliath
Writers: Brett Landry, David Povill, Sean Vij
Art directors: John Kieselhorst, Eric Waetzig
Media agency: MGM Mirage Media
Photographer: Lauren Greenfield
Retouching: Richard Maier, Gabe Apodaca
Exposure: National magazines, outdoor in Los Angeles and San Francisco

THE LOWDOWN

One of the largest casinos on the Las Vegas Strip is launching its first national brand advertising in five years under the theme: "Shut up and play."

The campaign promotes the New York New York Hotel and Casino.

The recently remodelled casino, owned by MGM Mirage, has a New York theme - including architecture that creates an impression of the Manhattan skyline - and the advertising takes its cue from the language commonly heard in the city.

The Las Vegas agency David & Goliath created the print and outdoor campaign, which, it says, aims to differentiate the advertising from what it claims is the "hip and sexy" sameness of rival casinos.

The campaign features real people rather than models, and shows them enjoying themselves on the casino floor, at slot machines and at the newly opened nightclub.