The Work: New Campaigns - The World
campaignlive.co.uk, Friday, 08 December 2006 12:00AM
FLEUROP-INTERFLORA - BRAND CAMPAIGN - SWITZERLAND
Project: Fleurop-Interflora brand campaign
Clients: Jorg Beer, head of marketing; Monika Kessler, head of
advertising, Fleurop-Interflora, Switzerland
Brief: Illustrate the powerful emotions evoked by the giving of flowers
Creative agency: walker Werbeagentur
Writer: Pius Walker
Art director: n/s
Media agency: Konnex
Media planner: Peter Dobeli
Production company: Weilands
Director: Anthony Minghella
Editor: Lisa Gunning, The Whitehouse
Post-production: Adam Glassman, Framestore CFC
Audio post-production: Tony Rapaccioli, Wave Studios
Anthony Minghella, the Academy Award-winning film director, and veteran actress Anna Massey combine to pluck shamelessly at the heartstrings in a new ad for the flower delivery network Fleurop-Interflora.
Minghella, who rose to fame on the back of films such as The English Patient and The Talented Mr Ripley, and Massey, best known for her Bafta-winning performance in Hotel du Lac, were drafted in to bring to life the powerful emotions generated by the giving of flowers.
In the spot, created by the Zurich agency walker Werbeagentur, Massey plays the part of a widow visiting her husband's grave on their wedding anniversary. Her silent vigil is interrupted when she receives a bouquet accompanied by a poignant message from her late spouse.
Fleurop-Interflora, which processes more than 320,000 orders per year, is also the umbrella brand name for Switzerland's leading florists.
REPETTO - WORLDWIDE CAMPAIGN - INTERNATIONAL
Project: Repetto worldwide campaign
Client: Jean-Marc Gaucher, chairman, Repetto
Brief: Position Repetto as the world's leading dance shoe brand
Creative agency: icilondres
Writer: Franck Rey
Art director: Franck Rey
Media agency: AEC
Media planner: Parissa Gholizadeh
Photographers: Lucianna Val, Franco Musso
Retouching: Studio Jean Luc
Exposure: Magazines and newspapers in France, Italy and Japan
Repetto, the French shoe brand much favoured by celebrities such as Kate Moss and Charlotte Gainsbourg, has launched a new round of advertising, which draws on the company's dance heritage, while at the same time promoting its products as suitable for everyday use.
The international print campaign marks the brand's return to advertising following a long absence, and the first work by icilondres, a Paris-based independent agency that launched in June.
A trio of ads reflect Repetto's origins by showing a shoe being modelled by an unseen wearer behind a stage curtain. Each scene is inspired by a famous city - Paris, New York and Toyko.
Founded in Paris in 1947, Repetto's flat shoes were worn by the Kirov Ballet, the dancers of the Folies Bergeres and Brigitte Bardot. The company was bought six years ago by Jean-Marc Gaucher, the former chairman of Reebok France.
NIKE - POOL - US
Client: Adam Roth, advertising director, Nike
Brief: Continue the building of LeBron James' brand image and promote
his make of basketball shoes
Creative agency: Wieden & Kennedy
Writer: Stacy Wall
Art director: Jayanta Jenmins
Media agency: Wieden & Kennedy
Media planner: Daniel Sheniak
Production company: Epoch
Director: Stacy Wall
Editor: Tom Muldoon, Nomad
Post-production: Company: 3
Exposure: National TV
The US basketball star LeBron James appears as four different versions of himself in the same ad, which is helping to launch Nike's Zoom LeBron performance basketball shoes. The national TV spot is one of three running as part of Nike's "Meet the LeBrons" series, made following the $95 million deal Nike signed with the Cleveland Cavaliers player three years ago.
The film features Wise LeBron, Business LeBron, and LeBron as himself. In the ad, Wise LeBron sits beside a swimming pool imparting knowledge and drinking lemonade, while an athletic LeBron works out in the water. Meanwhile, Kid LeBron cannonballs into the pool. Not to be outdone, a white-suited Business LeBron accepts Wise's challenge and executes a perfect high-dive into the pool.
SIERRA MIST - HOLIDAY HAWK - US
Project: Holiday hawk
Brief: Launch Cranberry Splash special holiday flavour
Creative agency: BBDO New York
Writer: Jim LeMaitre
Art director: n/s
Planner: Tracey Lovatt
Media agency: OMD
Media planner: Gail Stein
Production company: Hungry Man
Director: Hank Perlman
Editor: Tom Muldoon, Nomad
Post-production: The Mill
Exposure: National and cable TV
PepsiCo has brought back Jim Gaffigan and Michael Ian Black, two of the troupe of comedians used regularly in its Sierra Mist TV advertising, to launch a seasonal extension called Cranberry Splash.
The pair feature in the first spot of what is the third season of the brand's "Mist-Takes" campaign, in which the comedians mix scripted dialogue and improvisation.
Launched in the US six years ago, Sierra Mist represents Pepsi's attempt to take a significant portion of the lemon-lime drinks market, the second-largest soft drinks category in the country behind cola. Other major players in the sector are Sprite and 7Up.
The new spot shows the pair sharing a bench. Black compares the new drink to the "holiday hawk". Gaffigan is sceptical such a bird exists - until one lands on his head, singing Jingle Bells.
This article was first published on campaignlive.co.uk
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