Feature

The Work: New Campaigns - The World

DR PEPPER - UNBELIEVABLE - US
CREDITS
Project: Unbelievable
Client: Sharon Leath, advertising manager, Dr Pepper Snapple Group
Brief: Promote Dr Pepper's diet variant
Creative agency: Deutsch LA
Writer: Chris Ribeiro
Art director: Curt Enderle
Media agency: Initiative
Production company: Bent Image Labs
Director: Ken Lidster
Post-production: Downstream
Audio Post-production: Lime Studios
Exposure: TV

THE LOWDOWN

This latest work for the diet version of Dr Pepper evokes a touch of fairytale magic as Deutsch LA rounds up a host of mythical characters to discuss "believability".

Santa Claus, the Tooth Fairy and the Easter Bunny, among others, gather at an "I exist" meeting to relate their desire to be believed.

During the meeting, the newest member, Diet Dr Pepper Guy, laments that people don't believe his low-calorie soft drink is satisfying.

The other group members laugh at his plight, sarcastically wishing him luck in his quest to convert consumers to his beverage.

PINK RIBBON - TWO GIRLFRIENDS - NETHERLANDS
CREDITS
Project: Two girlfriends
Client: Pink Ribbon
Brief: Unite women in the fight against breast cancer
Creative agency: Grey Amsterdam
Writer: Pieter van den Heuvel
Art directors: Pieter van den Heuvel, Ecco Vos
Media agency: n/s
Production company: Gorgeous
Director: Chris Palmer
Editor: Jonnie Scarlett
Exposure: TV, viral

THE LOWDOWN

More than 1,000 women bare their breasts in this latest work by Grey Amsterdam, which aims to raise awareness of breast cancer on behalf of Pink Ribbon magazine.

Stills of breasts are shown in sequence to depict their journey through life, from immaturity, through puberty and pregnancy, to old age.

A voiceover reads a poem that describes how a woman's "two girlfriends" accompany her through all of life's experiences.

The women who took part, aged between 16 and 72, were invited to volunteer their services for the TV spot.

The ad is part of an integrated campaign, which includes print work shot by the UK photographer Rankin.

CADBURY - COLLEGE - US
CREDITS
Project: College
Client: Cadbury
Brief: Promote Cadbury's Hall Refresh mints
Creative agency: JWT New York
Writer: Bonnie Pihl
Art director: Luis Iglesias
Planners: Rodrigo Maroni, Sean Boyle
Media agency: Horizon
Production company: Station Films
Director: Harold Einstein
Editor: Tom Scherma
Exposure: TV

THE LOWDOWN

A mother gets more than she bargained for when she delivers her son to his college dorm room in JWT New York's spot for Cadbury's Hall Refresh mints.

As her son and husband leave to get more bags from the car, a room-mate offers her one of the mints. The two stare at each other while their thoughts focus on the juicy taste of the sweet.

The son and his father re-enter the room to find the pair locked in a state of unadulterated pleasure, much to their dismay.

AXE - DAY AND NIGHT - URUGUAY
CREDITS
Project: Day and night
Client: Axe
Brief: Communicate that Axe should be used twice per day - morning and
night
Creative agency: Lowe
Writer: Jorge Gonzalez
Art director: Agustin Acosta
Planner: Victoria Martin
Media agency: Initiative Media
Exposure: Print, outdoor

THE LOWDOWN

To promote Axe as an antiperspirant that should be used twice a day, both day and night, Lowe's Uruguay office has created an innovative print and outdoor campaign.

The print ad uses an incomplete image of a woman, whose semi-naked torso has been blanked out by white squares. The accompanying copy encourages consumers to send a text after 9pm to complete the rest of the ad.

Once the text is received, a picture message is sent back revealing the woman in underwear.

Outdoor ads that reveal the bottom half of a woman's body after 9pm support the print activity.

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