The Work: New Campaigns - The World

EMPRISE - LOUIS VUITTON - INTERNATIONAL

Project: Louis Vuitton Emprise

Clients: Marc Jacobs, artistic director, Mimma Viglezio, communication

manager, and Isabelle des Garets, advertising and publications manager,

Louis Vuitton

Brief: Launch the new range of Louis Vuitton jewellery

Creative agency: BETC Euro RSCG Luxe

Writer: Sylvie Munier

Art director: Safia Bouyahia

Media agency: MPG

Photographers: Inez Van Lamsweerde, Vinoodh Matadin

Photographers' agency: Art + Commerce

Retouching: Box

Exposure: Fashion magazines in 40 countries

THE LOWDOWN Louis Vuitton's first jewellery range, announced in the fashion press in July this year, launches this winter with a print campaign created by the Paris-based agency BETC Luxe. The jewellery in question adorns three models who are styled as china dolls - one blonde, one brunette and one redhead.

"Emprise", which translates as "under the influence", comprises six vaguely unsettling images in which the "dolls", BETC explains, "appear to be animated by one passion only: Louis Vuitton jewellery".

The ads were created under the gaze of Louis Vuitton's artistic director, Marc Jacobs, and shot by Inez Van Lamsweerde and Vinoodh Matadin.

KUBANSKAYA - WIMM-BILL-DANN - RUSSIA

Project: Kubanskaya Burionka

Client: Elena Rebrik, brand manager, Wimm-Bill-Dann

Brief: Show that milk is an ingredient in a longer, happier life, both

for people and cows

Creative agency: BBDO Russia

Writer: Andrey Amlinsky

Art director: Andrey Musin

Media: Wimm-Bill-Dann

Production company: Yar Che

Director: Yaroslav Chevazhevsky

Editor: Yaroslav Chevazhevsky

Post-production: Yar Che

Audio post-production: Yar Che

Exposure: National TV

THE LOWDOWN

"Brothers" is an anarchic, faintly disturbing spot from BBDO Moscow for Wimm-Bill-Dann, a leading Russian dairy manufacturer, that makes the recent efforts of the Milk Marketing Board look distinctly past the sell-by date.

Following their father's death, two brothers set about the task of splitting up his estate by carving a line down the centre of their house and making a dash for everything they can get their hands on. The only possession they can't agree on is the old man's cow, so they chase after it with a knife to divide it up the only way they know. Hiding in the loft, the cow starts producing milk, which drips on the sons' heads, giving them a money-making idea - keep the cow, sell the milk ...

STRAW - HEINZ - ISRAEL

Project: Straw

Client: Heinz

Brief: The world's leading ketchup

Creative agency: Shalmor Avnon Amichay/Y&R

Writer: Tal Riven

Art director: Tal Riven

Planner: Tali Kashtan

Media agency: United

Media planner: Ilana Monka

Photographer: Ya'acov Harari

Retouching: Meishav

Exposure: Daily newspapers

THE LOWDOWN

The Heinz brand is the hero in Shalmor Avnon Amichay/Y&R's print ad, which illustrates just how full of fruit Heinz Tomato Ketchup is. The clean, simple execution uses a bent French fry as a "straw" to illustrate "our desire for ketchup", Gideon Amichay, the chief creative officer at the agency, says.

The 135-year-old company experienced international sales growth of 5.7 per cent this year, and predicts similar growth for 2005, with a further push on its "top down" ketchup across Europe.

A GREAT DAY - LOTTOMATICA - ITALY

Project: Lottomatica a great day

Clients: Fabrizio Felizani, director of communications, Teresa Zompetti,

marketing director, Lottomatica

Brief: Capture the joy of a win on the lottery

Creative agency: Armando Testa

Creative director: German Silva

Writers: Ekhi Mendibil and Pietro Verri

Art directors: German Silva and Haitz Mendibil

Media agency: Carat

Production company: The Family

Director: Federico Brugia

Post-production: You Are

Exposure: National TV, radio, national press

THE LOWDOWN

Positivity, hope and the sheer joy of a win - these are the three emotions Armando Testa was charged with capturing in a new campaign for Lottomatica's Gioco del Lotto (lottery game). Two TV spots, a cinema execution, radio and print ads show an Italy which laughs at life and enjoys itself dancing, singing, shouting, playing and, of course, winning the lottery.

"Today could be a great day, give yourself a chance," is the message exhorted in the campaign. It's a message which won't be lost on Lottomatica's shareholders. Net profits for the year ending March 2004 were up Euro 13 million on the previous year, at Euro 24.3 million.