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,
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
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
Production company: Yar Che
Director: Yaroslav Chevazhevsky
Editor: Yaroslav Chevazhevsky
Post-production: Yar Che
Audio post-production: Yar Che
Exposure: National TV
"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
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
Exposure: Daily newspapers
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
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.