Feature

The Work: New Campaigns - The World

RAY-BAN - COLOURIZE - GLOBAL
CREDITS
Project: Colourize
Clients: Erika Ferszt, global advertising director; Fabio
d'Angelantonio, group chief marketing officer; Sara Beneventi, group
chief marketing officer, Ray-Ban, Luxottica Group
Brief: Show the colourful side of Ray-Ban's iconic set. With a line-up
of more than 30 new colours, the campaign brings the colours to life and
capitalises on the colour
Creative agency: Cutwater
Writer: Noah Phillips
Art director: Kele Dobrinski
Planners: Rob Klingensmith, Nathan Gray
Media agency: Vizeum
Production company: Method Labs
Director: Seb Caudron
Exposure: Online, TV, print

THE LOWDOWN

Cutwater has created a viral for Ray-Ban that invites consumers to "colourize" their lives by purchasing a pair of glasses from the new summer collection.

The viral features a very clever chameleon walking across a counter top. As the chameleon moves, someone places different coloured Ray-Bans in front of it, causing the creature to change its colour to that of the glasses.

A TV campaign, also created by Cutwater, runs alongside the viral, featuring colourful imagery such as a bunch of red roses exploding from a painted gun.

The brightly coloured imagery can also be found in the print activity that supports the TV and viral executions.

O2 - RETIRED - GERMANY
CREDITS
Project: Retired
Client: O2 Germany
Brief: O2 aims to always make life easier for its customers. One way of
doing this is by offering a telephone helpline run by well-trained
advisors and not robots
Creative agency: VCCP Berlin
Writer: Oliver Frank
Art director: Lars Wohlnick
Production company: CZAR Germany
Director: Lieven van Baelen
Exposure: National TV, press, outdoor, digital

THE LOWDOWN

O2 Germany has launched a campaign highlighting that it has ditched robotic voice-response technology on its helpline in favour of well-trained human advisors.

VCCP Berlin created the TV spot, which shows the redundant telephone robots making the most of their retirement in a variety of locations, from lounging poolside to enjoying fresh mountain air.

The TV campaign is supported by press, outdoor and digital activity, all promoting O2's customer service helpline.

HAHN SUPER DRY - IN THE SPIRIT OF GOOD TASTE - AUSTRALIA
CREDITS
Project: In the spirit of good taste
Clients: Arno Lenior, category director, premium; Andy Disley, marketing
manager, domestic premium and craft, Lion Nathan Australia
Brief: Position Hahn Super Dry as the benchmark of good taste
Creative agency: BMF
Writer: Steven Thomson
Art director: Paul Bruce
Planner: Christina Aventi
Production company: O Positive NY
Director: David Shane
Editor: Stewart Reeves, Guillotine
Exposure: TV

THE LOWDOWN

BMF has created a TV campaign for Hahn Super Dry that aims to position the beer as the benchmark of good taste. The campaign is based on the thought that most of us make errors of judgment when it comes to the matter of taste and features a man experiencing one such lapse.

He is seen sharing lunch with his girlfriend and her family and trying valiantly to impress. Unfortunately, his efforts prove in vain when he receives a phone call and the ringtone sings out: "I'm a titty arse man."

Scandalised, the mother leaps up, thrusts a Hahn beer towards him and shouts: "In the spirit of good taste, turn that damn thing off."

SLAVYANSKAYA - VODKA SLAVYANSKAYA - RUSSIA
CREDITS
Project: Vodka Slavyanskaya
Client: Novozhilova Marina, marketing director, Gross
Brief: Put Slavyanskaya in the heart of one thing that embodies true
Russianness - Russian folklore
Creative agency: Rodnaya Rech, Leo Burnett Group Russia
Writer: Alexandra Golovina
Art director: Dmitry Legotin
Production company: DAGO
Illustrator: Damir Muratov
Exposure: Online, print

THE LOWDOWN

Slavyanskaya, the Gross-owned Russian vodka brand, is promoting its quintessentially Russian roots with a new print and online campaign.

The ads use an artistic style called "lubok", which are simplistic paintings on wood that depict visual imagery from Russian folklore.

Damir Muratov, a Siberian artist famous for having given lubok a modern and ironic twist, produced each execution, which depict scenes from Russian poetry, folk tales and songs.

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