American Express has targeted specialist groups in Germany since 1998 with its Special Interest Cards. The gay community, horse riders, golfers and bikers all have their own cards through which they are targeted with promotions. Pride Card holders, for instance, can receive a discount from the Oscar Wilde Book Club, while the Amex Golfer Card offers a reduction in green fees. These striking print ads promote the cards in relevant magazines as well as doubling as posters in appropriate locations such as gay bars, golf and riding clubs.
Client: American Express
Agency: Ogilvy & Mather, Frankfurt
Writer: Lars Huvart
Art director: Minh Khai Doan
Photography: Thomas Balzer, Frankfurt
Ikea - SCPF Spain
To promote Ikea's new catalogue, SCPF invites us to imagine life without furniture. The viewer sees two old ladies trying to hang up clothes without a wardrobe, a young couple pulling back imaginary covers on a non-existent bed, and a father trying to put his feet up on an invisible footstool. These three ten-second spots continue Ikea's tradition of providing inspiration around the home while boasting a hefty dose of humour. The TV spots are backed by a print campaign that will run in national newspapers.
Agency: SCPF Barcelona
Writers: Breno Cotta, Elena Nieto, Elena Banos
Art directors: Jaime Martinez, Marta Herradura
Production company: Bus Films, Madrid
Post-production: Mad Pix, Madrid
Ligne Roset - Callegari Berville Grey France
Ligne Roset is a luxury home furnishings brand based in France. The photographer Christian Kettiger shot the campaign, which juxtaposes male and female bodies with the sumptuous furniture.
The key concept in these magazine ads is that the furnishings are so luxurious that they appear to blend effortlessly with the human body, so the furnishings and the bodies effectively become one.
This print campaign follows Callegari Berville Grey's previous work for Ligne Roset in 2001.
Client: Ligne Roset
Agency: Callegari Berville Grey, Paris
Writer: Baptiste Thierry
Art Director: Patrice Jean-Baptiste
Photography: Christian Kettiger
Vigorsol Air Action - Bartle Bogle Hegarty UK
This risque spot, "nipples", is on TV in Italy. To demonstrate how cool Vigorsol Air Action gum is, the central character notices his nipples become alarmingly erect after chewing a piece. Making the most of his new assets, he uses them to catch a Frisbee and to DJ. They come into their own when he holds a lift door open for a girl. Once inside, he offers her some gum ... one can only imagine what happens next. Water-cooler advertising at its best.
Client: Perfetti van Melle
Agency: Bartle Bogle Hegarty, London
Writer: Jon Fox
Art director: Rik Brown
Director: Erik van Wyk
Production: Harry Nash, London