Instead of the typical themes of happy, healthy dogs and their loving owners, this TV, print, poster and point-of-sale campaign promotes a giveaway with prizes such as Mini Coopers and holidays. To qualify, though, you need a pet. The ads show the lengths non-pet owners go to in order to qualify: one man at an airport baggage reclaim hall rams a dog into his suitcase; an old lady has her dog stolen while out walking him. A novel take on a sector that can present creative challenges.
Agency: Whybin Lawrence TBWA\Tequila, Sydney
Client: Pedigree Chum
Writer: Tony Durston
Art director: Sam Hibbard
Production company: Curious Films, Sydney
Director: Steve Ayson
SPECIAL K - JWT France
The Special K Challenge invites women to eat the cereal for breakfast and dinner for 15 days and notice the difference. Lucie, the campaign's central character, has a few kilos to shed and is deemed a credible representative of the target market (female-biased and aged 35 and over). A series of 20-second spots introduce Lucie and follow her progress until she fits into a red dress. The challenge, which is also featured on the pack, online, on leaflets and via a helpline, offers a T-shirt to anyone who completes the challenge.
Agency: J. Walter Thompson, Paris
Writer: Laurent Terreau
Art director: Francois Biehler
Production company: U Turn, Paris
Director: Erick Zonca
PHILIPS LIGHTING - Leo Burnett Singapore
Halloween arrives a week early in the form of this spooky new print campaign for Philips Lighting. Its aim is to change the way Singaporeans think about the lighting in their homes by locking into the most fundamental of childhood fears: monsters under the bed. The gloomily lit executions, showing the banished monsters sleeping rough (one taking refuge on a park bench, a second warming its hands by a fire and a third huddled in a blanket), all carry the strapline: "Banishes monsters from under the bed." An interesting twist on normal lightbulb advertising, this campaign makes a bold gesture in departing from the obvious creative treatment for lightbulbs: a warm and beautifully lit room.
Agency: Leo Burnett, Singapore
Writers: Victor Ng, Karl Dunn
Art directors: Jon Loke, Tay Guan Hin
Photographers: Szeling, Shooting Gallery, Singapore
Retouching: Lay Leng (Procolor)
TELECOM ITALIA - Armando Testa Italy
Armando Testa has created a teaser TV campaign for a new mobile phone service from Telecom Italia which allows users to watch TV on their phones. It stars the supermodel Naomi Campbell and Ettore the dog, a familiar face from previous ads for TIM, Telecom Italia's mobile division. In this spot, a fortune teller tells Ettore he will meet a beautiful woman - enter Campbell. Italy's unorthodox answer to the Gold Blend couple, Ettore and Naomi certainly make an odd pairing for one of Italy's biggest-spending advertisers.
Agency: Armando Testa, Milan
Client: Telecom Italia
Creative directors: Maurizio Sala, Michele Mariani
Production company: Film World, Milan
Director: Marty Weiss