The Work: New Campaigns - The World



Project: "Creativity"

Client: Patrick Sztajnbok, marketing and communication director, Ligne


Brief: Create a new visual language for furniture

Creative agency: Callegari Berville Grey

Writer: Yannick Savioz

Art director: Patrice Jean-Baptiste

Planner: Frederic Girard

Media agency: ZenithOptimedia

Photographer: Christian Kettiger

Exposure: French national press, design, home decoration, women's and

news magazines


Callegari Berville Grey has created its fourth annual campaign for the French furnishings company Ligne Roset. Shot by the beauty photographer Christian Kettiger, four press ads use juxtaposed stills of body parts and upmarket furniture and living-room clutter to echo, the agency says, current social and lifestyle trends: greed, body art, alternative medicine and, worryingly, a return of the 70s aesthetic.

A variety of shots of waxed stomachs, powdered lips and painted nipples are a far cry from Ligne Roset's origins as a family business that launched in 1860 making bentwood walking sticks.



Project: "Retro basket"

Clients: Stephane Bail, marketing director; Thomas Fabre, communication

manager, Nike

Brief: Create interest in Nike's retro basketball shoe range

Creative agency: DDB Paris

Writer: Alexandre Herve

Art directors: Tashi Bharucha, Sylvain Thirache

Planner: Sebastien Genty

Media agency: MindShare

Media planner: Franck Huchon

Illustrators: Guillaume Huger, Pierrette Diaz, Tashi Bharucha, Emmanuel

Begon, Julie Verhoeven, Paul Davis, Billy Jean

Exposure: Posters and exhibition


Nike has opted to celebrate three decades of basketball court dominance with a retrospective of its various trainers, held in the unlikely location of the Paris Metro.

Created by DDB Paris, the retro basketball exhibition at Auber station relates 30 years of air-cushioned history and focuses on the trailblazing Blazer, the ankle-hugging Vandal and Terminator shoes, and the long-running Air Jordan range (now in its 19th incarnation).

The exhibition is backed up with a suitably old-school-styled print campaign, created by a collection of street artists and illustrators working in media including felt tip, biro and Tipp-Ex.



Project: Bi-polar disorder

Client: Dr Jimmy How, executive chairman/director, the Anglican Welfare


Brief: Destigmatise mental illness by highlighting historical figures

that suffered the disease

Creative agency: Ogilvy & Mather, Singapore

Copywriter: Eugene Cheong

Art directors: Tham Khai Meng, Claire Chen

Media agency: MindShare

Media planner: Vidyadhar Kale

Illustrator: Agathe de Bailliencourt

Designer: Koh Hwee Peng

Exposure: Bus-shelter posters, magazines and newspapers


What do Winston Churchill, Isaac Newton and Charlie Chaplin have in common? All three suffered from bi-polar disorder, more commonly known as manic depression.

The Singaporean Anglican Welfare Council is aiming to destigmatise the illness and its sufferers by highlighting the great men's personal histories, showing that bi-polar disorder is neither selective in those it affects, nor a barrier to great feats, ideas and work.

Oglivy & Mather Singapore has created three mania-inspired executions that focus on the figures' achievements and give a short history of how their illnesses affected and, ultimately, inspired them.



Project: "Transformer"

Client: Elena Panizza, creative director, Motorola

Brief: Launch the Motorola V3

Creative agency: Ogilvy & Mather, New York

Writer: Ryan Blank

Art director: Mike Hahn

Planners: Robin Bardolia, Meridith Jamin

Media agency: Universal McCann

Media planners: Kelly Poynter, Jodine McKay

Production companies: Chelsea Pictures, New York, Film Planet, Sao Paulo

Director: Bruce St Clair

Editor: Vito DeSario, Version Two Editorial

Post-production: The Orphanage

Audio post-production: Devlin Video

Exposure: International television and cinema


Demonstrating that your phone now has the capacity to manage almost every facet of your busy, busy life, Ogilvy & Mather New York's new film for the launch of the Motorola Moto Razr V3 features a woman's home - and all her possessions - folding up into her mobile. From laptop to MP3 player, plasma screen to the walls and floors, her entire apartment - including the kitchen sink - ends up in her 13.9mm thick phone.


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