The Work: New Campaigns - The World


Project: USA, Africa, Australia

Client: Malcolm O'Brien, marketing manager, Lonely Planet Europe

Brief: Feel at home everywhere with Lonely Planet guides

Creative agency: Jung von Matt

Writer: Jo Marie Farwick

Art director: Simon Hiebl

Planner: Julia Kroemker

Media agency: Jung von Matt

Media planner: Julia Kroemker

Illustrator: Simon Hiebl

Exposure: National magazines

THE LOWDOWN The Hamburg-based agency Jung von Matt has created a German print campaign for the travel guide publisher Lonely Planet.

Based on the concept that with a Lonely Planet guide, travellers are armed with the information they need to feel at home wherever they are in the world, three print executions feature the US, Australia and Africa divided into room plans, complete with doors, beds, tables and soft furnishings.

Lonely Planet now publishes more than 650 guidebooks in 14 different languages.


Project: The moment

Client: The Volvo Corporation

Brief: Illustrate the V50's practical and secure yet enticing features

Creative agency: Forsman & Bodenfors

Writer: Jacob Nelson

Art director: Johan Eghammer

Planner: Meta Agren

Media agency: MindShare

Media planner: Torbjorn Larsson

Production company: Hungry Man

Director: Allen Coulter

Editor: John Smith, The Whitehouse

Post-production: Sto.pp

Audio post-production: Housework

Exposure: Scandinavian TV


Allen Coulter, the Hungry Man commercials director and sometime director on The Sopranos, is behind a new spot for Volvo, set to air across Scandinavia.

The ad, for the Volvo V50, was created by the Swedish agency Forsman & Bodenfors, and aims to position the car as an "inspiring hi-tec sports wagon".

"The moment" opens on a moodily shot New York street, with a woman waiting in her V50. She catches the eye of a young man at a bus stop who is reading the same book as her, and in the moment it takes for her to let her friend into the car, the man disappears.

Last year, Volvo sold 71,547 cars in Scandinavia, an increase of 7.5 per cent, which helped the manufacturer maintain its 20 per cent market share in the region.


Project: Disturbance

Client: Steve Davis, senior vice-president, Heineken USA

Brief: Capture and celebrate man's love affair with beer

Creative agency: Publicis New York

Writer: Ken Ratcliffe

Art director: Ted Royer

Planner: n/s

Media agency: MediaVest USA

Media planner: Kieran Colman

Production company: MJZ

Director: Dante Ariola

Editor: Andrea MacArthur, Cosmo Street

Post-production: The Mill

Exposure: National TV


A dropped crate of Heineken has widespread ramifications in a new spot from Publicis New York.

The loss of 24 bottles of Heineken is clearly almost enough to cause a rift in space-time. In the ad, it leads a boxer to take his eye off his opponent and a surgeon to stop in mid-operation, while a young man is so saddened by the loss that he is forced to spurn his lover.

Last year saw a 5 per cent increase in Heineken's sales volume in the US, a market where its most recent figures give it a 23.9 per cent share in the imported beer market, and an overall market share of 3 per cent.


Project: Punch drunk

Client: Rossi Ralenkotter, president and chief executive, Las Vegas

Convention and Visitors Authority

Brief: Portray Vegas situations that are open to several interpretations

Creative agency: R&R Partners, Las Vegas

Writers: Adam Cook, Mark D Taylor

Art directors: Rick Bryant, Alex Manosalvas

Media agency: R&R Partners, Las Vegas

Media planners: Paul McGuire, Steve Jaffe

Production company: Hungry Man

Director: Jim Jenkins

Editor: Tiffany Burchard, Filmcore

Exposure: National TV


Playing on its image as a party town that won't kiss and tell, a new spot for Las Vegas from R&R Partners features a punch-drunk pug who can't remember what city he's in, or, fortunately for his trainer, who has clearly got something to hide, what he and his entourage got up to the previous night.

The ad continues R&R Partners' popular "what happens here, stays here" campaign, which has seen the number of visitors increase 5.2 per cent in 2004 to 37.4 million, each with an average gaming budget of $545.

This year is Las Vegas' centennial, an anniversary it is marking with the opening of a new hotel, the Wynn Las Vegas, in April.