Project: Belem, matrushka
Client: Carlos Garcia de Leon, marketing manager, La Condoneria
Creative agency: JWT Mexico
Writers: Carlos Teran Pluma, Saul Escobar
Art directors: Adrian Zavala, Francisco Marco
Planner: Francisco Marco
Media agency: In-house
Media planner: Carlos Garcia de Leon
Photographer: Francisco Marco
Exposure: National magazines, posters
THE LOWDOWN JWT Mexico has produced a provocative print and poster campaign for the South American condom manufacturer La Condoneria. The ad plays on a re-interpretation of Christian theology by suggesting what might have happened had the Holy Spirit used a condom when it paid the Virgin Mary a visit.
Entitled "Belem", the ad features models from a nativity scene, with a china Mary and Joseph staring into the space where the swaddled baby Jesus should be. A second execution, "matrushka", is based on the slightly less inflammatory image of an empty Russian doll.
FIRST UNITED MISSION - THERE'S ALWAYS MORE TO THE STORY - CANADA
Project: There's always more to the story
Client: Rose-Hannah Gaskin, executive director, First United Mission
Brief: Tell the stories of the homeless, so that we can all have an
understanding of the events that lead to their predicament
Creative agency: DDB Canada
Writer: Jospeh Bonnici
Art director: Cosmo Campbell
Planner: Karen Martin
Media agency: OMD Canada
Media planner: Leonora Kaltenborn
Photographer: Tom Feiler
Retouching company: Fellini Aerographics
Exposure: Viral, buses, national newspapers
With the 14,000 Canadians who live in shelters estimated as representing only a fraction of the true homeless figure in the country, DDB Canada has created a fund-raising campaign for First United Mission, a Vancouver-based shelter and homelessness charity.
Illustrating that each street dweller has a different story, a range of bus-side ads tells the everyday stories of people who have found themselves homeless. The ads run with the tagline: "There's always more to the story."
The campaign is backed with print ads that show how unobtainable even the most basic items - such as toothpaste - are to those who live on the street. Guerilla ads placed on rubbish bins feature a mock menu of a maggot-ridden apple core and stale bread rolls covered in cigarette ash.
SONY PLAYSTATION - AIR GAMES WINTER TOUR - PARIS
Project: Air Games
Client: Nathalie Dacquin, marketing director, Sony PlayStation
Brief: Launch the Sony PlayStation Air Games Winter Tour 2005
Creative agency: TBWAParis
Writers: Benoit Leroux, Alexandre Roujon
Art directors: Philippe Taroux, Thierry Buriez
Planner: Corinne Malsert
Media agency: MindShare
Media planner: Mathieu Chomel
Photographers: Thomas Mangold, Vincent Dixon
Exposure: National press
Shaking up the cosy, sofa-focused world of video gaming and showing off its brand extensions, Sony PlayStation launches the Air Games Winter Tour 2005 this month.
The event, launched on the back of the ESPN Winter X Games title, features enthusiasts competing at snowboarding, snowmobile snowcross and skiing.
To promote the event, which will tour a selection of French ski resorts, TBWAParis has created a print campaign which aims to capture the spirit of the sports - that the ability to slide will give you the edge.
Typically off-beat executions, the ads feature an octopus shaving the suckers off its tentacles and a man replacing his feet with bananas. Both executions run with the tagline: "Prepare to slide more."
UPS - ICONIC VAN - WORLDWIDE
Project: Iconic van
Client: Kevin Keith, international advertising manager, United Parcel
Brief: Show that UPS is the brand that more businesses the world over
trust to deliver
Creative agency: McCann Erickson London
Writer: Rob Brown
Art director: Gary Marjoram
Planner: Dawn Coulter
Media agency: Universal McCann
Media planner: Duncan Pointer
Production company: Pink Films
Director: Michael Geoghegan
Exposure: International TV
United Parcel Service is under increasing threat from FedEx and DHL, with UPS's market share falling a point to 47 per cent last year while FedEx increased its share from 29 per cent to 31 per cent.
In an attempt to stem further inroads, UPS has turned to McCann Erickson London to create a global branding campaign, based around the iconic brown van idea.
Breaking in Japan before rolling out westwards across Asia and Europe, the campaign is based around a TV spot, entitled "iconic van", starring a fleet of the famous brown UPS trucks delivering packages everywhere, from big cities to frozen wastes.