The Work: New Campaigns - The World


Project: Columns, street lamp

Client: Philippe Just, head of publicity and promotions, PSA Peugeot


Brief: Create a Peugeot 607 follow-up print campaign

Creative agency: BETC Euro RSCG

Writer: Olivier Couradjut

Art director: Remy Tricot

Media agency: Media Planning Group

Photographer: Marc Gouby

Retouching: La Cartoucherie

Exposure: National and international newspapers and magazines

THE LOWDOWN BETC Euro RSCG continues its cat-and-mouse theme in its work for the Peugeot 607 with two print executions depicting the 607 as a predatory car in the urban jungle.

The ads come at a time when competition is hotting up between the two main French car manufacturers, Renault and PSA Peugeot Citroen - French car sales are up 6.5 per cent on January 2004 levels. Much of the surge in sales comes from new Renault registrations - up 17.5 per cent on the previous year. In comparison, Peugeot's sales have fallen by 0.5 per cent over the same period.

French brands enjoy a 58.5 per cent market share in France. PSA Peugeot Citroen's share fell from 34.6 per cent to 31.9 per cent last year, while Renault's was up to 27.5 per cent from 24.9 per cent a year earlier.


Project: Nissan X-Trail map

Client: Anthony McLean, marketing communications manager, Nissan NZ

Brief: Make the X-Trail look like more of a family vehicle

Creative agency: TequilaAuckland

Writer: Valdean Klump

Art director: Zayed Siddique

Planner: Ben Goodale

Illustrator: Zayed Siddique

Typographer: Tom Vanderloos

Exposure: Direct mail to 5,000 prospects


The Japanese car manufacturer Nissan has launched a special edition Nissan X-Trail with a built-in DVD player and screens to keep the children quiet in the back. Previously positioned as an SUV for surfers and adventurers, TequilaAuckland has been briefed to illustrate how family friendly this version of the X-Trail is.

A mailer features a road map of New Zealand with the word "kids" inserted into the title. Inside, in crayon, as if a child had drawn them in, distance is indicated in terms of film lengths, rather than miles or kilometres.

As part of the campaign, consumers are also invited to take a test drive and fill in a questionnaire. Once they have done this, they are eligible to choose a free DVD from a list of 20 titles.


Project: Axe feather

Client: Michael Sheldon, brand manager for Axe/Lynx Europe, Unilever

Brief: Create online content that is entertaining enough to be passed


Creative agency: Dare

Art: director: Olivier Rabenschlag

Writer: Fiona Button

Planner: Rebecca Mackenzie

Exposure: Internet


Axe (Lynx in the UK) ads in general have a lot to live up to, coming off the back of the brand's jaw-dropping success with Pulse. Rather than promoting a specific scent, this viral is part of an ongoing series of brand-building executions aimed at titillating its male target audience of 16- to 20-year-olds.

Users are invited to tickle a rather attractive girl lying on a bed using a digital feather. Depending on where she is tickled, the scantily clad model gives a variety of different and increasingly wriggly reactions.

Under the Axe brand, the viral has just launched across parts of Europe, where the website,, has already received more than 1.8 million visitors (constituting a 20 per cent return rate), with the average time spent on the site a rather worrying 8.54 minutes.


Project: I need to talk to Jenny

Client: Scott Parker, vice-president of marketing Jenny Craig

Brief: n/s

Creative agency: JWT, New York

Writer: Belinda Broido

Art director: Mark Kelly

Planner: Kitty Ravenhall

Media agency: Carat

Production company: Little Minx at RSA

Director: Mark Seliger

Editor: 89 Editorial

Post-production: 89 Editorial

Exposure: National TV


The US diet company Jenny Craig is increasing its media presence in its battle against Weight Watchers for market share and to win back members after the Atkins Diet boom. In the pilot episode of her comedy series Fat Actress, Kirstie Alley jokes that the only work she can get is as a spokeswoman for Jenny Craig. In a case of life imitating art, Alley is now the face of the company.

JWT New York has created the first in a series of TV ads with the theme: "Have you called Jenny yet?" The ads feature the actress talking to fellow "chubby" viewers and will track Alley's efforts to lose more than 50 pounds. As part of the campaign, Alley will also keep a weekly diary on the Jenny Craig website.