The Work: New Campaigns - The World


Project: Sunbed

Client: Alberto Bruno, marketing manager, Perfetti Van Melle

Brief: Create awareness that Brooklyn gum is now fresher than ever

Creative agency: Bartle Bogle Hegarty, London

Writer: Jon Fox

Art director: Rik Brown

Planner: Alastair Green

Media agency: Selection Media

Media planner: Tina Sacca

Production company: Independent

Director: Erik van Wyk

Editor: Andrea McArthur, Peepshow

Post-production: VTR

Exposure: National TV

THE LOWDOWN Pain is the theme in Bartle Bogle Hegarty, London's new spot for the Perfetti Van Melle Italian chewing gum brand Brooklyn.

In the 45-second ad, "sunbed", a man falls asleep in a solarium, only to awake with severe sunburn. After a string of painful run-ins with friends keen to pat him on the back, a maid with a fly-swatter and some towel-whipping high-spirits in the bathroom, he leaves the hotel and seeks solace in a stick of extra-fresh Brooklyn, the only thing able to relieve his discomfort.

Perfetti Van Melle was formed in 2001 after the Italian Perfetti group bought out the Dutch confectionery producer Van Melle. The company also produces Mentos and Fruittella.


Project: Philosophy

Client: Shailesh Chaturvedi, vice-president, new products, Louis


Brief: Launch Philosophy into the men's cologne segment

Creative agency: Contract Advertising, Bangalore

Writer: Viju Menon

Art director: Ra-Ben Almeida

Planner: Arun Kumar

Media agency: Universal McCann

Media planner: Sushanto

Photographer: Senthil

Retouching: Contract Advertising, Bangalore

Exposure: National dailies, men's magazines, point-of-sale posters


The Indian menswear label and all-round purveyor of the finer things in life Louis Philippe continues its style assault on the sub-continent with the launch of an eau de cologne line, Philosophy.

Thankfully, the launch campaign, from the Bangalore-based agency Contract Advertising, is less cavalier in its approach to the brand than the company website, which advertises Louis Philippe's wines using the bizarre line: "The preferred drink of both the elite and the tramp."

Instead, the writer, Viju Menon, makes a series of enigmatic statements positioning the after-shave as one that will imbue its wearer with power and depth, avoiding the typical perfume route of seductive photography of semi-nude models.


Project: Sweeter one

Client: Hanna Young, brand marketing director, Reigncom

Brief: Develop a global brand campaign to establish a solid, unique and

creative perception of the iRiver brand and product

Creative agency: Tugboat, Japan

Writer: Norihisa Dohmen

Art directors: Seijo Kawaguchi, Kengo Kato

Planner: Kan Taniguchi

Media agency: Starcom, Japan

Media planners: Allison Barnes, David Sebastian, Steve Parker

Photographer: Shoji Uchida

Exposure: International poster sites, magazines


The Japanese creative shop Tugboat is behind a new international campaign for Reigncom's iRiver H10 mp3 player, a 5Gbyte rival to Apple's iPod Mini.

The print and poster campaign features bright young things chewing shiny red apples and positions the Korean-made device as the "sweeter one". The work aims to drive sales of the ú189 player across Europe, the US and Japan and is the first global work the five-year-old Tugboat has produced for a non-Japanese client.

Recent US figures show Apple remains the market leader in the hard-drive-player market, with a share of more than 67 per cent. Reigncom's player is third in the US market, with a 4.9 per cent share.


Project: Caution

Client: Franck Gaget, marketing director, Europe, Middle East and

Africa, PalmOne

Brief: Create a launch campaign for PalmOne's new smartphone, the Treo


Creative agency: Springer & Jacoby

Writer: Alexandre Toso

Art director: Christian Vouhe

Planner: Pierre Humeau

Media agency: OMD

Media planners: Mounir Gerraoui, Isabelle Lefebvre

Photographer: Vincent Fournier

Retouching: KeepCoul, Docs-ad-hoc

Exposure: Europe-wide poster campaign, selected magazines


PalmOne is backing the European launch of its Treo 650 "smartphone" with a print and poster campaign from Springer & Jacoby, Paris, designed to prey on keen business minds concerned they might be missing important e-mails.

Two executions feature worried-looking businessmen waiting at airports. Bright yellow cleaning signs warn that they're in danger of missing vital messages.

PalmOne is one of a number of manufacturers, including Extended Systems, Visto and Smartner, keen to put a squeeze on BlackBerry's lead in a mobile e-mail market estimated to be worth up to EUR3 billion by 2008 in Western Europe alone.