CLUB MED - BEACH, DIVERS, GOLF COURSE - FRANCE
Project: Beach, divers, golf course
Clients: Caroline Puechoultres, strategic marketing director; Katia
Hersard, brand manager; Amandine Morel, media project manager, Club Med
Brief: Show that the most beautiful travel is not just that which leads
you to marvellous landscapes, but that which leads you to other people
Creative agency: Publicis Conseil
Writer: Eric Helias
Art director: Jorge Carreno
Planner Xavier Charpentier
Media agency: Carat
Media planner: Thierry Joly
Photographer: Michael Lewis
Exposure: International magazines
THE LOWDOWN The French-owned package holiday operator Club Med is abandoning its straw-hut villages in favour of boutique hotels. To publicise the changes, the Club, as it is known to devotees, has charged Publicis Conseil with creating a TV and print campaign which takes potential holiday-makers on a tour of its resorts.
Based on the concept of "a new kind of luxury, designed to be shared with others", the TV and print ads feature scenes of turquoise seas, white beaches and green forests, with faces embedded in the images with varying degrees of subtlety. The ads all carry a luggage label reading: "It's not where you go. It's who you meet."
Following the decision to target the brand at more upmarket customers, Club Med's annual results showed a rise in operating profits to p17 million.
MASTERCARD - BULL - US
Client: Larry Flanagan, chief marketing officer, Mastercard
Creative agency: McCann Erickson
Writers: Robert Frost, Tim Dillingham
Art directors: Robert Frost, Tim Dillingham
Planner: John Kottmann
Media agency: GDS&M
Production company: Traktor
Editors: Jun Diaz, MacKenzie Cutler
Post-production: The Mill
Exposure: National TV
Taking its lead from the Grand Tour of old, McCann Erickson New York's latest spot in the Mastercard "priceless" campaign takes in a string of European highlights. The ad follows a rogue bull that takes a diversion from its intended route chasing Australian tourists through the streets of Pamplona.
A "hero" bull, shot on location in Spain, is superimposed on various shots of Bordeaux, Rome and Vienna before it ends up with a herd of cows in an alpine pasture.
Mastercard has a 29.2 per cent market share in the US, with $503 billion in gross volume, a figure that leaves it some way behind the market leader, Visa, which has $924 billion in volume and a 53.6 per cent share.
VALENTINO - CEREMONY - FRANCE
Client: Carla Liuni, marketing director; Riccardo Vola, brand manager;
Stephanie Bedei, assistant brand manager, Procter & Gamble Prestige
Brief: Support the global launch of the Valentino V fragrance
Creative agency: Callegari Berville Grey
Writer: Yannick Savioz Fouillet
Art director: Patrice Jean-Baptiste
Media agency: MediaCom
Media planner: Jennifer Gold
Production company: Bandits
Director: Dominique Issermann
Editor: Thierry Hosse
Post-production: La Maison
Audio post-production: Ma Joie
Exposure: International TV
The Paris-based agency Callegari Berville Grey is behind a new television and print campaign for the Italian fashion house Valentino to support the launch of its new perfume line, Valentino V. Valentino plans to invest some p25 million to promote the perfume, created in co-operation with Procter & Gamble.
Entitled "ceremony", the TV ad features a very modern-looking goddess who wears only a red feather mask and is surrounded by hundreds of swarming red letters V. The model scoops a handful of the floating Vs, which then mysteriously morph into a bottle of the Valentino fragrance.
Last year, Valentino generated revenue of more than p70 million, a 13 per cent year-on-year increase.
CITIBANK - KITES, SWING, CANNONBALL, SKATEBOARD - GREECE
Project: Kites, swing, cannonball, skateboard
Brief: Launch the "live richly" campaign
Creative agency: Fallon London
Writers: Greg Hahn, George Manoloudis, Greg Moumouris
Art directors: Steve Driggs, Manolis Kapidis, Chis Toland, Richard
Flintham, Antonis Stavropoulos
Media agency: Mediaedge: cia
Production company: radical.media
Director: Errol Morris
Exposure: National TV
Following the launch of the Citibank "live richly" campaign in North America, Japan and Germany, Fallon London has created a new version of the campaign for Greece, the bank's second-largest European market.
The campaign, which includes six TV spots and six press executions, acknowledges the southern European view that there's more to life than money with straplines such as: "The value of friendship isn't dependent on the dollar."
Citibank is the largest foreign bank in Greece. It opened its first office in 1964 and now has a network of 57 branches and more than 600,000 customers.