Feature

The Work: New Campaigns - The World

AUDI - INTELLIGENTLY COMBINED - EUROPE
CREDITS
Project: Intelligently combined
Client: Audi AG
Brief: Use consumers' knowledge of the intelligence needed to finish a
Rubik's Cube to convey the technical superiority of the Audi A4 2.0 TDIe
by splitting the car up into a huge Rubik's Cube that viewers see solved
as the ad unfolds
Creative agency: Kempertrautmann
Writer: Willy Kaussen
Art directors: Florian Schimmer, Simon Jasper Philipp
Planner: Nils Wollny
Media agency: MediaCom
Media planner: MediaCom
Production company: Markenfilm & Co
Director: Carl Erik Rinsch
Editor: Russ Glasgow
Post-production: Digital Domain
Audio post-production: NHB
Exposure: TV

THE LOWDOWN

The Hamburg-based agency Kempertrautmann has constructed a giant Perspex Rubik's Cube to demonstrate the intelligent combination of the Audi A4 2.0 TDIe's technologically efficient parts.

Set in a minimalist museum space, the cube is suspended from the ceiling and contains all the parts comprising the marque. As the cube twists and oscillates independently, the parts come together to form the car.

Directed by Carl Erik Rinsch, the ad concludes with the strapline: "Efficient technologies, intelligently combined."

NIKE - PRO COMBAT: ALTER EGO - US
CREDITS
Project: Pro Combat: alter ego
Clients: Todd Pendleton, Bill Maginnis, Laura West, Nike
Brief: Demonstrate the way Nike Pro garments can enhance athletic
performance
Creative agency: Wieden & Kennedy Portland
Writer: Anthony Goldstein
Art director: James Moslander
Planners: Desmond Marzette, David Terry
Media agency: Wieden & Kennedy
Media planners: Daniel Sheniak, Reme DeBisschop, Ryan Haskins
Production company: Anonymous Content
Director: David Fincher
Editor: Angus Wall, Rock Paper Scissors
Exposure: TV

THE LOWDOWN

Nike is attempting to show how the right undergarments can lead to a superhuman performance on the American football field in this new TV spot, directed by David Fincher.

Promoting its Pro Combat protective gear, the Nike ad features a number of American football heroes battling it out on the field.

One player, who outruns all the others scoring a touchdown, reveals his secret weapon when he gets off the pitch.

As he undresses in the changing room, the viewer sees that he is not only wearing Nike Pro Combat gear, but that his skin is also the same texture, giving him superhuman footballing abilities and protection.

GETTY IMAGES - RETRO CAMPAIGN - ISRAEL
Credits
Project: Retro campaign
Client: Getty Images
Brief: Raise awareness that Getty Images' picture library bank houses
old as well as new material, including a back catalogue of retro music,
photos and films
Creative agency: Shalmor Avnon Amichay/Y&R Interactive Tel Aviv
Writer: Matan Yedidya
Art directors: Erez Avshalom, Eyal Carmi
Planner: Yehoram Davidi
Media agency: n/a
Exposure: Print

THE LOWDOWN

The picture library and research agency Getty Images has launched a new print campaign by the Israeli agency Shalmor Avnon Amichay/Y&R Interactive Tel Aviv.

The campaign features executions of a cassette, floppy disc and video all placed on dated wallpaper designs. Each device is labelled for old music, images and footage.

The executions aim to communicate that Getty houses old as well as new material, with a back catalogue of retro music, photos and films.

WRANGLER - STOP THINKING - EUROPE
CREDITS
Project: Stop thinking
Client: Wrangler
Brief: Publicise the "we are animals" campaign
Creative agency: Fred & Farid Paris
Writer: Fred & Farid Paris
Art directors: Feng Huang, Yannis Rachid, Frederic Lung, Philippe Pinel,
Benoit Armstrong
Media agency: Fred & Farid Media
Media planner: Pascal Crifo
Production company: DPE7
Director: Yannis Rachid
Exposure: TV

THE LOWDOWN

In a bid to encourage people to live life to the full, Wrangler is asking consumers to "stop thinking" in a new TV campaign created by Fred & Farid Paris.

The spot suggests that if we over-think things, we will never do anything daring. Shots of daredevil activities such as boxing and rodeo horseriding are overlayed with a narrator explaining: "If you think too much, this would be too high, this would be too violent, this would be too far, this would be too frightening, this would be too steep, this would be too extreme."

The ad, directed by Yannis Rachid, ends by driving consumers to the brand website, weareanimals.com.

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