PENINSULA HOTELS - PORTRAITS OF PENINSULA - INTERNATIONAL
The new global campaign for the Peninsula Hotel Group brings to life the people and personalities behind the brand - bus boys, housekeepers, chefs and waiting staff.
It's a bit of a departure for the photographer Annie Liebovitz, whose usual subject is more A-list than back of house, and for hotel advertising in general: there are no room, bed or swimming pool shots.
The campaign, created by the New York-based shop AgencySacks, was shot on location at hotels in the US and Asia. Liebovitz was given free rein to roam the hotels and choose scenes or staff members she felt best represented the spirit of the hotels.
"I love the stories behind what people do, and in portraiture, once you know these stories, the image comes to life for you," she explains.
The black-and-white campaign was introduced in an eight-page insert in current issues of international lifestyle and business magazines including Travel & Leisure, Departures, Town & Country and Forbes.
Project: Portraits of Peninsula
Clients: Peter Borer, chief operating officer, and Dianna Balabon and
Arthur Kiong, vice-presidents, marketing, The Peninsula Hotels
Brief: Capture the essence of a Peninsula Hotel
Creative agency: AgencySacks
Writer: Beth Levine
Creative director: Lynn Kokorsky
Media agency: AgencySacks
Planner: Barbara Bank
Photographer: Annie Leibovitz
Photographer's agency: Art & Commerce
Exposure: International lifestyle and business magazines
KAHLUA - EVERYDAY EXOTIC - INTERNATIONAL
Kahlua, the world's favourite coffee liqueur (and essential White Russian ingredient), aims to show drinkers how it can add a little exotic flavour to the daily grind in its new international TV campaign. To demonstrate this, the 30-second spot, directed by Christian Loubek, shows a helpful giraffe handing a spanner to a phone engineer, a tiger walking through a living room and a woman taking her pet crocodile for a walk.
The campaign, which has a budget of ú5.4 million, includes press ads and publicity material, and launches in the US and Canada before rolling out into Australia in the early part of next year.
Project: Kahlua "everyday exotic"
Client: Sinead Walsh, global brand vice-president, Allied Domecq
Brief: Position Kahlua as a drink that makes the everyday a little less
Creative agency: Publicis Worldwide/Publicis Dialog
Writer: Danny Kellard
Art director: Dave Hillyard
Planner: John Clark
Media agency: ZenithOptimedia
Planner: Stephanie Ressort
Production company: Independent
Director: Christian Loubek
Editor: Sam Sneade
Audio post-production: 750mph
Exposure: US, Canadian and Australian television
SINGAPORE BREAST CANCER FOUNDATION - AWARENESS - SINGAPORE
DDB Singapore's simple ambient campaign for the Singapore Breast Cancer Foundation uses fruit labels to stress the necessity for self-examination in the detection of breast cancer.
Stickered oranges, which read "Do you check your breasts as carefully?", are available in the fruit-and-veg section of FairPrice, Singapore's largest supermarket chain. They were created by the writer/art director team of Roy Toh and Khalid Osman, under the creative direction of Neil Johnson.
Project: Breast cancer awareness
Client: V Prema, manager, awareness and education, Singapore Breast
Brief: Reinforce the critical necessity of breast self-examination for
housewives in Singapore. Devise ways to reach them through a
non-traditional, low-cost communication channel
Creative agency: DDB Worldwide, Singapore
Writer: Roy Toh
Art director: Khalid Osman
Planner: Yvonne Low
Exposure: FairPrice supermarkets, Singapore
CARPE DIEM BEDS - SWEET DREAMS - SWEDEN
Was this the dream brief? Jesper Kouthoofd, the Swedish director represented by the Two Star Film Company, could have easily lapsed into subconscious cliches when he was asked to represent what goes on in a sleeping head. But his 40s-inspired spot steers clear of twisted David Lynchian imagery and closer to the surreal efforts of Dali and Bunuel, introducing the viewer to a number of odd characters and even odder situations: a brass band in a country lane; an enormous dancing Stetson and a Champagne-drinking lobster.
"I wanted to make a different sort of bed commercial," Kouthoofd says. "I was inspired by surreal art films and the classic symbols that are used in them."
Project: Carpe Diem Beds of Sweden
Client: Jorgen Thuressen, managing director, Carpe Diem
Brief: Show a pleasant dream and emphasise the comfortable quality of
Carpe Diem beds
Creative agency: King
Writer: Jon Ronstrom
Art director: Max Munck
Planner: Per Wilson
Media agency: Starcom
Planner: Peter Pettersson
Production: company: Two Star Film Company
Director: Jesper Kouthoofd
Editor: Joakim Pietras
Audio post-production: Housework
Exposure: Swedish national television