The Work: New Campaigns - The World



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

Retouching: Box

Exposure: International lifestyle and business magazines



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

Post-production: Glassworks

Audio post-production: 750mph

Exposure: US, Canadian and Australian television



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

Cancer Foundation

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



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

Post-production: Sto.pp

Audio post-production: Housework

Exposure: Swedish national television

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