The Work: New Campaigns - The world


The lowdown

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


The lowdown

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


The lowdown

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


The lowdown

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

TBWA\Hong Kong

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

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