DIE ZEIT - AIDS - GERMANY
Client: Ellen Dietrich, Die Zeit
Brief: Raise awareness that Aids is more dangerous than ever
Creative agency: Shanghai, Berlin
Writer: Stefan Karl
Art director: Heiner Rogge
Planner: Armin Speer
Media agency: Die Posterfabrik
Media planner: Tina Huschenbeth
Exposure: National poster sites
UNAIDS estimates that more than two million people were living with HIV in Europe at the end of 2004, with 58 per cent of people newly diagnosed with the virus contracting it through heterosexual contact. The German daily newspaper Die Zeit commissioned the Berlin-based agency Shanghai to create a poster campaign to coincide with a series of features about the continued presence of Aids in Germany.
Eschewing the careworn images from the social and health campaigns of the past, Shanghai has opted to grab attention by styling the campaign along the lines of a bland relaunch for a washing powder or similar FMCG.
The copy reads: "Now super effective, more powerful than ever. Available everywhere from unprotected sex."
BOSCH - SKILL X-DRIVE DRILL - US
Project: Skil X-Drive drill
Clients: Barbara Warwick, communication and event marketing manager;
Greg Ferguson, Skil brand manager, Robert Bosch Inc
Creative agency: Taxi, Toronto
Writer: Pete Breton
Art director: Dave Douglass
Media agency: Media Experts
Media planner: Richard Ivey
Production company: Reginald Pike
Directors: The Pelorian Brothers
Editor: Brian Wells, Third Floor Editing
Post-production: The Other Side
Audio post-production: The Eggplant
Exposure: National TV
With a hint of M Night Shyamalan 's The Village and a strong dash of central-European weirdness, Taxi's new campaign for the Skil X-Drive cordless drill ignores all of the feature-packed conventions of most US home improvement advertising.
Two spots, "project" and "harvest moon", star a wizened wood-dwelling old woman who gives a fascinating insight into her superstition-filled life as she prepares for the coming harvest moon and its accompanying onslaught of werewolves and vampires. Luckily, her drill comes with everything she needs to get her hovel ready: spare batteries, a laser spirit level, cloves of garlic and chickens' feet.
WRIGLEY - ORBIT FOR KIDS - THE PHILIPPINES
Project: Orbit for Kids
Brief: Produce a campaign for Orbit for Kids which will appeal to both
mothers and children
Creative agency: BBDO Guerrero Ortega, Manila
Writers: Raoul Panes, Tin Sanchez
Art directors: Dave Ferrer, Carl Urgino
Media agency: Media Direction Philippines
Media planner: Hermie de Leon
Photographer: Ivanho, Groovy Singapore
Exposure: Nationals, mothers' magazines, comics
With dental studies putting child tooth decay at an astonishing 98 per cent in the Philippines, Wrigley is targeting its Orbit for Kids brand directly at mothers and their children.
Orbit for Kids' "clean mouth, strong teeth" message aims to promote the gum as a preventative measure against tooth decay and cavities. BBDO Guerrero Ortega's print campaign for the gum aims the "strong teeth" message squarely at mums, but also attempts to make the idea of chewing to avoid the dentist's drill fun for children too.
KSARA - CHATEAU KSARA - THE LEBANON
Project: Chateau Ksara
Client: Charles Ghostine, managing director, Ksara
Brief: Promote the warming properties of red wine
Creative agency: Leo Burnett Production House
Writer: Omar Boustany
Art directors: Roula Ghalayini, Celine Khoury
Planners: Roula Ghalayina, Celine Khoury
Media agency: Starcom
Media planners: Nada Daccathe, Ghayath Fiou
Photographer: Nadim Asfar
Exposure: National poster sites
"Warmth and wine", a new campaign for the 150-year-old Lebanese wine producer Chateau Ksara, attempts to highlight the warming properties of red wine as the Lebanese winter bites.
Two print executions, created by Leo Burnett Production House, feature two Ksara corks as toggles on a duffle coat, and another as a stopper in a hot water bottle. The ads will be displayed along the coastal road from Beirut to Jounieh, and in downtown Beirut and other Lebanese cities.