Feature

The Work: New Campaigns - The world

SAAB - CHANGE PERSPECTIVES - EUROPE
CREDITS
Project: Change perspectives
Client: Annika Priou, marketing communications director, Saab Automobile
Brief: n/s
Creative agency: Lowe Brindfors Stockholm
Writers: Martin Bartholf, Henrik Haeger
Art directors: Rickard Villard, Patrik Westerdahl, Carl-August Savgard,
Michael Fox, Richard Gronlund
Planner: Bjarte Eide
Media agency: n/s
Production companies: Acne Film/Acne Digital, Stockholm
Director: n/s
Exposure: TV

THE LOWDOWN

The Swedish agency Lowe Brindfors has created a TV campaign for Saab to promote its new 9-3X model.

The spot, entitled "change perspectives", shows the conceptualisation of the Saab 9-3X through a designer's eyes from prototype to road-ready.

The designer sits at his desk where he brainstorms, conjuring up sketches of mini animals, trees and a lightbulb seemingly out of thin air. The images indicate the various elements that need to be considered while devising the new model, such as the environment and safety.

By delving into the thought process behind Saab's engineering team, the campaign aims to fit in with the branding idea of "move your mind".

COMTEL - JUST 15 PREPAID MOBILE - AUSTRALIA
CREDITS
Project: Just 15 Prepaid Mobile
Client: Comtel, Just Prepaid Mobile
Brief: n/s
Creative agency: Whybin\TBWA
Writers/art directors: Matt Kemsley, Garry Horner, Janelle Shearer, Joe
Craig
Media agency: PHD Sydney
Production company: GobStopper
Director: Perry Westwood
Audio post-production: Beau Silvester
Exposure: TV, print, online, in-store retail

THE LOWDOWN

Whybin\TBWA is launching its first campaign for Comtel, the Australian telecoms company, since winning the account earlier this year.

The campaign, promoting the Just Prepaid Mobile service, aims to tap in to the fact that consumers are becoming more committed to living within their means, even though the recession may be petering out.

Four spots feature Davo, a character who has unique ways of saving money. He takes a date to a free wine-tasting session, nabs a bouquet of flowers from a roadside memorial to give to his mum for her birthday and pulls a hair out of his date's head to use as dental floss - all without any shame.

The campaign's message is "it's all right to be tight", a message to belt-tightening consumers about the benefits of its low-cost prepaid service.

EA GAMES - NEED FOR SPEED: SHIFT - GLOBAL
CREDITS
Project: Need For Speed: Shift
Client: Andrew Tomkins, EA Games
Brief: Alert the public to the latest Need For Speed: Shift game
Creative agency: Wieden & Kennedy Amsterdam
Writer: Brandon Davis
Art director: Craig Melchiano
Planner: Jonas Vail
Media agency: n/s
Production company: Paranoid US
Director: Nieto
Post-production: Benjamin Bridet
Exposure: TV

THE LOWDOWN

EA Games is transporting gamers into the driving seat of a racing car in a campaign for its Need For Speed: Shift game.

The 30-second spot, created by Wieden & Kennedy Amsterdam, is shot from the gamer's perspective as though the viewer is actually in the car racing along the highway.

Every emotion and physical reaction is reflected, including racing heartbeats and goosebumps. The ad aims to excite the viewer and provide a taster of the experience the game will give them.

LEAGUE AGAINST CANCER - COLD, STIFF NECK, ATHLETE'S FOOT - PERU
CREDITS
Project: Cold, stiff neck, athlete's foot
Client: The League Against Cancer
Brief: Demystify cancer and eradicate the fear by telling people that it
doesn't equal death when you catch it in time
Creative agency: Young & Rubicam Peru
Writers: Flavio Pantigoso, Jose Miguel Rivera, Daniel de Leon
Art directors: Christian Sanchez, Erick Galvan
Media agency: Mediaedge:cia
Exposure: TV

THE LOWDOWN

Young & Rubicam Peru has unveiled a campaign for The League Against Cancer, which aims to raise people's awareness of the need for an early diagnosis.

The work aims to highlight the fact that, if caught early enough, cancer can be cured as easily as a common cold, stiff neck or athlete's foot.

Three TV spots feature each of these ailments with those affected saying they've got cancer and a cast of characters including bosses, coaches and friends giving them simple advice for treatment.

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