Nike's international "you're faster than you think" slogan gets an urban makeover in a new ambient campaign created by Publicis Mojo, Melbourne.
The campaign, running in Australia and across South East Asia, takes as its starting line the idea that there's a trigger inside everyone that allows them to find that extra burst of speed. Publicis Mojo commissioned four street artists to create large-scale stickers illustrating how these sparks may be ignited, and what to do if they are.
Four executions plot the paths of characters who urgently need to get to various everyday objects on the street. In "vomit", a man makes a dash for a litter bin, while "curry man" follows the digestive tract of an unidentified creature all the way to the public toilets. The campaign also includes "bees" - a bear rushing to rid itself of a bees' nest stuck on its foot, and "chilli" - a mouth on legs making a sprint for a water fountain.
Client: Ed Elworthy, advertising/digital manager, Nike
Project: "You're faster than you think"
Brief: Target young males and raise awareness of Nike's brand message
Creative agency: Publicis Mojo, Melbourne
Art director: Selena McKenzie
Copywriter: Toby Moore
Planner: Kellie Lennon
Media: agency n/a
Illustrators: REKA, Melbourne, Regular Product, Sydney, Cailan,
Production company: Magnify Media, Melbourne
Exposure: Ambient, Melbourne and South East Asia
JOHNNIE WALKER - TREE - INTERNATIONAL
Johnnie Walker continues its successful "keep walking" global campaign with "tree", the story of a mighty oak which, tired of country life, ups its roots to walk to the city.
The wooden star of the film was created digitally and inserted into the director Danny Kleinman's footage, shot on location in Vancouver between April and May this year.
The spot sees Kleinman teaming up again with the post-production company Framestore-CFC. This is the same combination that in 2003 created the successful "fish" ad for Johnnie Walker, which featured humans swimming like a shoal of fish and leaping like dolphins.
Client: Stephen Morley global category director, Diageo
Project: Johnnie Walker "tree"
Brief: Arrive at the next pioneering execution within the "keep walking"
Creative agency: Bartle Bogle Hegarty, London
Art director: Kevin Stark
Copywriter: Nick Kidney
Planner: Orlando Hooper-Greenhill
Director: Danny Kleinman
Production company: Large
Editor: Steve Gandolfi, Cut & Run, London
Post-production: Framestore-CFC, London
Media agency: Starcom (Europe and Asia)
Exposure: International television and cinema
LES EDITIONS DU MINOTAURE - LE MINOTAURE - FRANCE
The French news magazine Le Minotaure has unveiled a print campaign created by the Paris arm of the agency Springer & Jacoby. Two executions highlight the editorial focus of the next two issues of the magazine.
"Think tank" asks where politicians get their policy ideas from and, in the case of George W Bush, clearly decides there's external help at hand.
Meanwhile, "exhibitionism" highlights ... well ... that curious British propensity to strip off at sporting events and run on to the pitch, closely followed by the police, with their capacious helmets.
Client: Alban Savanet, editorial director, Les Editions du Minotaure
Project: Le Minotaure
Brief: Highlight editorial content on an issue-by-issue basis
Creative agency: Springer & Jacoby, Paris
Art directors: Benjamin Adida ("exhibitionism"), Christian Vouhe ("think
Photographers: Maxime Seve ("exhibitionism"), Christian Vouhe ("think
Media agency: Mint Regie, Paris
Retouching: Docs Ad Hoc, Paris
Exposure: National print and press
SHANGRI-LA HOTELS & RESORTS - HEAVEN AND EARTH - INTERNATIONAL
TBWA\Hong Kong is behind the new print campaign for Shangri-La Hotels & Resorts, one of the leading hotel groups in the Asia-Pacific region.
A follow-up to a TV campaign launched earlier in the year, the executions showcase the hotels' grandeur and opulence, aiming to engage the audience emotionally rather than focus on rooms, pool-size and beds.
Shots of hotel guests enjoying "Shangri-La moments" are topped and tailed with the words "heaven" and "earth". "That's where you'll find Shangri-La, somewhere between clouds seven and eight," James Cheung, the TBWA\Hong Kong executive creative director, explains.
Client: Martin F. Waechter, chief marketing officer, Shangri-La Hotels &
Project: "Heaven and earth"
Brief: Extend the brand in a global print campaign Creative agency
Art director: Darius Tang
Copywriters: James Cheung, Malcolm Costain
Planner: Catherine Wu
Media agency: Optimum Media Direction, Hong Kong
Photographer: Harry de Zitter, Shapeshifters, Cape Town
Retouching: Magic Group, Amsterdam
Exposure: International press