Feature

The Work: New Campaigns - The World

NEW YORK LOTTERY - SWEET MILLION - US
CREDITS
Project: Sweet Million
Client: New York Lottery
Brief: n/s
Creative agency: DDB New York
Writer: Howard Finkelstein
Art director: Bonnie Lutz
Media agency: n/s
Production company: Smuggler
Director: Randy Krallman
Editor: Gavin Cutler
Post-production: Framestore CFC
Exposure: TV

THE LOWDOWN

Imagine the sweetest thing possible. Well, that isn't as sweet as the Sweet Million prize draw from the New York Lottery, according to this new campaign by DDB New York.

Featuring images of adorable kittens, piglets and puppies, the campaign seeks to promote the prize draw as the best way to secure a million for just one dollar.

The cute creatures are shown wrapped up in their pyjamas and enjoying a peaceful night's sleep when they are rudely awakened by a neon sign crashing into their bedroom that declares: "Sweet Million is sweeter than sweet. Which is Sweet."

HEALTH SERVICE EXECUTIVE - LET SOMEONE KNOW - IRELAND
CREDITS
Project: Let someone know
Client: Geoff Day, director, National Office for Suicide Prevention,
Health Service Executive
Brief: Improve young people's awareness and understanding of mental
health and wellbeing
Creative agency: Ogilvy & Mather Dublin
Writer: Des Kavanagh
Art director: Colman Bourke
Planner: Jo Wood
Media agency: Mindshare
Media planner: Gillian Jordan
Production company: Russell Curran
Director: Damien O'Donnell
Post-production: Screenscene
Audio Post-production: Slate
Exposure: National TV

THE LOWDOWN

Ogilvy & Mather Dublin has created a campaign for the Health Service Executive that addresses mental health issues among young people.

A teenage boy describes a hooded figure who tags along with him and his friends. He explains how his companion irritates him because when he's got a problem, he just reverts into himself and doesn't talk about what's bothering him. At the end of the ad, the hooded figure is revealed to be the boy himself.

The campaign, "let someone know", aims to highlight the importance of sharing problems with others and encourages young people to find someone trustworthy to lean on in their hour of need.

A dedicated website and a page on the social networking site Bebo supports the TV campaign.

HARVEY NICHOLS - DOLLS - DUBAI
CREDITS
Project: Dolls
Client: Harvey Nichols
Brief: Promote the autumn/winter 2009 collection at Harvey Nichols
Creative agency: Y&R Dubai
Writer: Shahir Zag
Art director: Komal Bedi Sohal
Planner: Nadine Ghossoub
Media agency: n/a
Photographer: James Day
Retouching: Core Digital, London
Exposure: Print, outdoor

THE LOWDOWN

Y&R Dubai indulges in some black magic to promote Harvey Nichols' autumn/winter 2009 collection.

By showcasing some edgy pieces from this season's range on life-size voodoo dolls, rather than on traditional models, the print and outdoor work aims to emphasise the desirable nature of the clothes.

The voodoo dolls are intended to symbolise the envy felt towards the stylish customers of the high-end department store.

ADIDAS - IT'S ON ME FOR MY BROTHERHOOD - GLOBAL
CREDITS
Project: It's on me for my brotherhood
Clients: Ryan Morlan, global communications director; Lorrin Pascoe,
Mitty Arnold, global communications managers, Adidias
Brief: If you want to make your brotherhood better, you have to accept
accountability and responsibility for your role on the team
Creative agency: 180 Los Angeles
Writers: Tom Hamling, Amir Farhang
Art director: Erwin Federizo
Planner: Matt Johnson
Media agency: Carat Los Angeles
Media planner: Paul Salumbides
Production company: Elastic
Director: Patrick Murphy
Editor: Jon Hopp
Exposure: Global TV, online, retail, US cinema

THE LOWDOWN

Adidas is launching a global campaign featuring the rising NBA stars Dwight Howard and Derrick Rose.

The ads, by 180 Los Angeles, focus on the skills of the two men, demonstrating how Adidas Basketball footwear and apparel enhances their performance and solidifies their "brotherhood".

The message behind the campaign is that while the players are part of a larger brotherhood, each individual is responsible for doing his bit to strengthen the team as a whole. Kevin Garnett, Chauncey Billups, Tim Duncan, Tracy McGrady and Josh Smith also feature in the ads.

As part of the digital initiative, the campaign will be housed at the updated www.adidasbasketball.com, which was developed by 180's sister company Riot.

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