The Work: New Campaigns - World



Project: Jet Tours brand awareness campaign

Client: Isabelle Cussac, marketing manager, Jet Tours

Brief: Establish the brand as a reference point in customer service and

develop brand desirability

Creative agency: Publicis Dialog

Writer: Jean-Louis Zuber

Art director: Jean-Christophe Esclafit

Planner: Alyette de France

Media agency: Publicis Dialog

Media planner: Marylene Fonteix

Photographer: Anne Menke

Retouching: Janvier

Exposure: National outdoor sites

THE LOWDOWN The French holiday market is highly competitive: France is the most popular tourist destination in the world and 90 per cent of French nationals prefer to holiday within their own borders.

The travel agent Jet Tours is attempting to lure French holiday-makers further afield. Its print campaign, created by Publicis Dialog, focuses on the benefits of a well-organised holiday; specifically, the sense of calm and well-being that two weeks away can create.

The agency worked with the photographer Anne Menke to create a series of ads that use three Eastern symbols of serenity - the lotus flower, the ying-yang and acupuncture needles - to highlight the Jet Tours promise: a line that roughly translates as "all the benefits of a successful holiday".


Project: Army, space

Client: M&M's

Brief: Generate awareness of the M&M's brand's iconic role in history

and establish the brand as a true American icon

Creative agency: BBDO New York

Writer: Peter Alsante

Art director: Brian Wilson

Media agency: MediaVest

Media planners: John Rau, Jeannie Kim, Niya Sims

Photographer: Shawn Michienzi

Retouching: Jkand

Exposure: Smithsonian and Air & Space magazines


The M&M's brand has launched an 18-month fundraising campaign to support the Smithsonian Institution's National Air and Space Museum's second facility at Dulles International Airport, Washington DC.

America's answer to the Smartie has placed commemorative advertising in both Smithsonian and Air & Space magazines to highlight the brand's role in the exploration of space. M&M's were included in the astronauts' food supply on the first Shuttle mission in 1981 and are part of the display at the new museum. The campaign also highlights M&M's support of the US Army, where they have been part of rations since 1951.



Project: Homemade by Robots

Client: Andrea Rosso, marketing manager, 55DSL

Brief: Launch the new 55DSL Homemade By Robots range

Creative agency: KesselsKramer

Writer: Job van Dijk

Art director: Ewoudt Boonstra

Planner: Chris Barrett

Photographer: Simen Johan

Exposure: International magazines, in-store


KesselsKramer is behind an international campaign for the fashion label 55DSL: a series of print executions that depict the Diesel off-shoot's robots adding "authentic" wear and tear to the clothes.

The ads maintain the pretence that 55DSL's jeans and shirts are individually roughed up by six machines that wouldn't look out of place in an episode of Scrapheap Challenge. The Amsterdam-based agency has also produced a series of short films, which can be viewed online. They show the robots burning, rubbing and pounding the clothes to create the desired worn effect.


Project: The Chocolate Gallery launch campaign

Client: The Chocolate Gallery

Brief: Launch a small, fine-chocolate retailer and allow the brand to

compete with bigger players without outspending them

Creative agency: Leo Burnett Singapore

Writers: Victor Ng, Jon Loke

Art directors: Victor Ng, Jon Loke, Ying

Illustrator: Ying

Exposure: In-store


When the Singapore-based chocolatier The Chocolate Gallery approached Leo Burnett Singapore with a request for an "against-the-grain" print campaign to launch its brand, it possibly wasn't thinking of ads as dark as its chocolate.

The suicide-themed in-store campaign, created by Victor Ng and Jon Loke, urges chocoholics to do away with the skinny girl inside them and surrender to the delights of cocoa. Four illustrations, by the Singaporean artist Ying, feature a skinny girl doing herself in with a rope, a gun, a knife and an overdose.