Feature

The Work: New Campaigns - The World

GATORADE - PUMP UP THE G - US
CREDITS
Project: Pump up the G
Client: Gatorade
Brief: n/s
Creative agency: TBWA\Chiat\Day Los Angeles
Creative team: Javier Castillo, Lori McMichael
Planners: Martin Ramos, Angela Craig, Daniel Teng
Media agency: n/s
Production company: n/s
Director: Joe Pytka
Post-production: The Mill Los Angeles
Exposure: TV, print

THE LOWDOWN

Gatorade is inviting sporting types to "pump up the G" in a new spot for the sports drink.

The ad, created by TBWA\Chiat\Day Los Angeles, features rapidly edited shots of sporting stars performing at their peak, accompanied by a rhythmical clapping soundtrack.

Interspersed between these shots are images of the Gatorade bottle being slammed down on a table. But instead of the usual Gatorade label, the exterior carries text such as "Bring it", "No excuses" and "Shine on".

The spot ends by driving consumers to the website, www.missionG.com.

AKATU - MORE IS LESS - BRAZIL
CREDITS
Project: More is less
Client: Akatu
Brief: n/s
Creative agency: Lew'Lara\TBWA
Writer: Roberto Kilciauskas
Art director: Pedro Rosa
Media agency: n/s
Media planner: Luiz Ritton
Art buyer Giuliano Springhetti
Illustration Seagulls Fly
Exposure: Print, outdoor

THE LOWDOWN

The dangers of deforestation, carbon emissions and pollution are highlighted in a new campaign for Akatu, a Brazilian institution that encourages conscientious consumption.

The outdoor ads, created by Lew'Lara\TBWA, each feature two inflatables: a tower block and a tree; a car and a rainbow; and a power station and a fish.

In each execution, the man-made object is fully inflated, but only because it has sucked the air out of the natural object, which lies limp on the floor beside it.

Text such as "More pollution. Less life" and "More cars. Less clean air" sits alongside the imagery.

NOBODY'S CHILDREN FOUNDATION - BOY, GIRL - POLAND
CREDITS
Project: Boy, girl
Client: Nobody's Children Foundation
Brief: Create an awareness campaign for young parents
Creative agency: DDB Warsaw
Writers: Filip Berendt, Maciej Waligora
Art directors: Maciej Waligora, Filip Berendt
Photographer: Julia Fullerton-Batten
Retoucher Stefano Cherubini
Exposure: Print, outdoor

THE LOWDOWN

DDB Warsaw has created a harrowing press ad for the Polish charity the Nobody's Children's Foundation that aims to reduce the incidents of child abuse.

The campaign consists of two executions featuring photo-real images of a boy and a girl.

In both spots, the children appear at first glance to be real. However, on closer inspection, parts of their bodies have been smashed as if they were made from china.

Text reading "You can lose more than your patience" is placed alongside the thought-provoking imagery.

XYLADECOR - FIGUREHEAD - FRANCE
CREDITS
Project: Figurehead
Client: Christelle Drolon, ICI Paints
Brief: Xyladecor is able to prevent age even to the most fragile and
ephemeral things
Creative agency: Callegari Berville Grey
Writer: Benjamin Dessagne
Art director: Cedric Auzannet
Planner: Anouk Benlolo
Media agency: CB Grey Media
Media planner: Carole Poncet
Art buyer Elena Mazzanti-Houel
Illustration 3D Waldo Lee
Retouching: Frederic Perrot
Exposure: Press, posters

THE LOWDOWN

Callegari Berville Grey has created a humorous print and poster execution for the wood protection paint Xyladecor.

By satirising signs of old age, the ad seeks to promote the paint's ability to prevent the ageing of even the most fragile of wooden objects.

The ad focuses on a mermaid figurehead at the front of an old ship. Unfortunately, the mermaid's frontage has succumbed to gravity and started to face southward.

The strapline reads: "Don't let wood get old."

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