WORLD: Gallery

BMW X5/M3 - JUNG VON MATT GERMANY

The brief for this print campaign was to communicate the improved performance of the new 4.6is engine for the BMW X5, an SUV in disguise. As the model was launched three years ago, the creatives assumed that the consumer would be familar with its look and opted not to show the product. Instead, the idea demonstrates the X5's powerful engine and its potential - even as a miniature toy car.

When it came to communicating what is special about the new lightweight M3csl model, however, (below) the car takes centre stage. The idea was to show the model as a high-performance saloon but to strip it of "everything that your mother-in-law would like". Hence the copy line, which translates as: "100% Muscle. 0% Fat".

Client: BMW

Agency: Jung von Matt, Hamburg

Writer: Henning Patzner

Art director: Carl-Johan Naes

Photography: Daniel Hartz

PEPSI VANILLA - BBDO NEW YORK Launched during the MTV Video Music Awards in 45- and 15-second versions, the ad opens with two men approaching a Pepsi Vanilla vending machine which keeps turning on and off. Another machine is selling Vanilla Coke, but one of the men says: "Trust me, it's not even close." They persevere in trying to get the machine to work. The end of the spot reveals shop staff flicking a switch to turn the machine on and off. The tagline is: "The not-so-vanilla vanilla."

Client: Pepsi

Agency: BBDO, New York

Writer: Bill Bruce

Art director: Bill Bruce

Director: Chris Smith

Production company: Independent, New York

OPTO-PHARM P2 - FALLON SINGAPORE

Opto-pharm is a local optical care manufacturer in Singapore. For the launch of its P2 contact lens care solution, the company needed to overcome low awareness of its product because Singaporeans are more familiar with foreign eyecare brands. Fallon's strategy was to use a series of print ads backed up a 20-second TV commercial to communicate the message that you no longer have to suffer from eye discomfort when wearing contact lenses.

Client: Opto-pharm

Agency: Fallon, Singapore

Writers: Terrence Leong, Raymond Chin

Art directors: James Lee, David Seah, Aaron Phua

Production house: TVC-Moviola

Photography: Shutterbug Studio

Retouching: Procolour

SONY WALKMAN - LEO BURNETT THAILAND

Leo Burnett Thailand's first work for Sony Walkman aims to maintain the brand's premier position among young consumers. With the tagline "R U Walkman", the 45- and 30-second TV ads show a girl surrounded by mannequin-like people who unveil her secret - listening to a Walkman under her hood. She throws the Walkman at one dummy who comes to life. The specially composed music complements the drama.

Client: Sony

Agency: Leo Burnett, Bangkok

Writer: Sarawut Hengsawad

Art director: Sahaath Limlucksana

Director: Michael Warr

Production company: The Film Factory, Bangkok

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).