Feature

The Work: New Campaigns - The World

OLD SPICE - DIFFERENT SCENTS FOR DIFFERENT GENTS - US
CREDITS
Project: Different scents for different gents
Client: James Moorhead, Nick Patterson, Jim Urbaitis, Old Spice, Procter
& Gamble
Brief: Showcase Old Spice's variety of available scents
Creative agency: Wieden & Kennedy Portland
Writers/art directors: Craig Allen, Eric Kallman
Planner: Britton Taylor
Media agency: Wieden & Kennedy
Media planners: Bill Morgan, Kerry Antos, Kyle Bingham
Production company: MJZ
Director: Tom Kuntz
Post-production: The Mill Los Angeles
Audio Post-production: Lime Studios
Exposure: TV

THE LOWDOWN

Wieden & Kennedy Portland has created a humorous spot for Old Spice to demonstrate that every man is entitled to choose from a variety of scents.

A man ploughs through trees, ski slopes and a golf course, changing from macho weightlifter to golf pro to preppy charmer.

The campaign aims to show that men come in many different forms and therefore need their cologne to be as unique as they are. The strapline reads: "Different scents for different gents."

RHAPSODY - ARTIST SPOT - JAY-Z - US
CREDITS
Project: Artist spot - Jay-Z
Client: Rhapsody
Brief: n/s
Creative agency: Droga5
Writer: Kevin Brady
Art director: Jesse Juriga
Media agency: Optimedia
Media planner: Chet Gulland
Production company: Little Gino Productions
Director: Anthony Mandler
Post-production: Ghost Town Media
Audio Post-production: Nylon Studios New York
Exposure: TV

THE LOWDOWN

The rap star Jay-Z strikes a series of poses to recreate the artwork of his most iconic album covers in this spot from Droga5.

It promotes Rhapsody, the online music download site, which is one of the first places consumers can hear Jay-Z's new album, The Blueprint 3.

The ad, which was directed by Anthony Mandler, sees the rapper mimicking his various album artworks in one seamless shot.

A song from the album, Run This Town, featuring the singer Rihanna and fellow rap artist Kanye West, provides the backing track for the spot.

PEUGEOT - ADOPT A LITTLE RACING LOOK - FRANCE
CREDITS
Project: Adopt a little racing look
Client: Peugeot
Brief: n/s
Creative agency: BETC Euro RSCG France
Writer: Olivier Apers
Art director: Hugues Pinguet
Media agency: n/s
Exposure: Print

THE LOWDOWN

BETC Euro RSCG has unveiled a print campaign to promote the new Peugeot racer model, the 107 GT line.

The ads show caricatured images of women and men whose heads are shrunken at the top to fit a small racing helmet.

The campaign aims to demonstrate that despite the new Peugeot's size it has many racing car qualities that will make drivers feel like the next Formula One champion.

The strapline reads: "Adoptez un petit look racing."

NSW DEPARTMENT OF HEALTH - GET TESTED, PLAY SAFE - AUSTRALIA
CREDITS
Project: Get tested, play safe
Client: Dr Kerry Chant, chief health officer, New South Wales Department
of Health
Brief: Increase young people's awareness of sexually transmitted
infections testing and treatment
Creative agency: George Patterson Y&R Sydney
Writer: Bart Pawlak
Art directors: Robbie Kantor, Josh Evans
Planner: Julie Porter
Media agency: MediaCom
Production company: The Sweet Shop
Director: Sam Holst
Post-production: Fin Design, The Lab
Exposure: TV, print, online, washroom advertising

THE LOWDOWN

George Patterson Y&R Sydney has created a new government-backed campaign to encourage young people to get tested for sexually transmitted infections.

A young man sees his girlfriend off on the bus and as he walks away down the street, several people he passes make a comment on their personal experience of his sexual prowess and on their relationship with him.

The campaign demonstrates how, although you may only be sleeping with one person, it is important to guard yourself against their sexual history and the risk of contracting any number of STIs.

The TV spot is supported by ambient work that depicts a "family tree" of sexual encounters, which will appear in public bathrooms.

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