HEINZ - HEINZ REAL SOUP - AUSTRALIA
Project: Heinz real soup
Client: Suzanne Douglas, general manager marketing, Heinz Australia
Brief: Launch an innovative range of "wet concentrate" instant soups
Creative agency: DDB Melbourne
Writers: Andy Lish, Anna Rogers
Art director: Sam McCarron
Creative director: Michael Faudet
Planner: Philip Booth
Media agency: Mitchell's
Media planner: Jodie Munro
Production company: Prodigy Films
Director: Brendan Donovan
Editor: Nigel KariKari
Post-production: AAV-Digital Pictures
Audio post-production: Good Audio Sense
Exposure: National TV
Heinz has launched a TV campaign through DDB Melbourne to tout its new line of premium soups across Australia. Unlike the old-style dehydrated powdered soups, Heinz Real Soup is made from rich, concentrated puree, which means moisture and nutrients provide better freshness and taste. The product is available in six flavours and will compete at the premium end of the market
With the line "Take a break from fake", the ad promotes real soup by encouraging people to tell the truth.
The 30-second spot opens on a group of employees who are gathered round their boss to sing him a chorus of "For He's a Jolly Good Fellow". Obviously feeling the effects of her instant-but-natural cup of Heinz Real Soup, one woman continues the song with a verse detailing her boss' sleazy nature and bad wig.
Heinz's sales in Asia-Pacific increased by 7.3 per cent last year, with global sales reaching $13.3 million after tax, a 2.2 per cent increase year on year.
VISA - HONEYMOON - CHINA
Clients: Li Sheng, vice-president; Mi Mi Yu, marketing manager, Visa
Brief: Visa, all it takes to fulfil your dream
Creative agency: BBDO CNUAC
Writer: Rocky Hao
Art director: Kit Koh
Planner: Harjot Singh
Media agency: OMD
Media planner: Mentor Zou
Production company: Moviola
Director: David Tsui
Editor: Adrian Brady
Audio post-production: Touches
Exposure: National TV
For those Chinese in need of a bit of retail therapy, BBDO China has created a TV campaign for Visa China.
Shot in Paris and entitled "honeymoon", the 30-second spot follows a newlywed couple's romantic trip to the French capital.
They arrive at their hotel and the bride discovers she has left the entire contents of her suitcase in China. But, armed with their Visa card, the couple embark on an epic shopping trip. The ad ends with the line: "Visa, all it takes to fulfil your dream."
Visa Asia-Pacific announced a 12 per cent growth in retail sales volume for the nine months to September 2004, totalling $233 billion. Nearly 3.5 billion transactions were conducted during this period using Visa cards issued in Asia-Pacific, a 14.9 per cent increase over the first three quarters of 2003.
MOUNTAIN DEW - TIMES SQUARE - US
Project: Times Square
Creative agency: BBDO New York
Writer: Kevin Tenglin
Art director: Melinda Ward
Media agency: OMD
Media planner: Gail Stein
Photographer: Chris Collins
Exposure: Poster sites in Times Square, New York
BBDO New York has launched a Times Square guerrilla marketing effort for the soft drink Mountain Dew, with an interactive poster campaign designed to get passers-by to have their photos taken in front of billboards.
The campaign features posters with silhouettes of Mountain Dew drinkers, and markers on the pavements opposite explaining to pedestrians where to stand and what stance to take. When viewed from the right angle, the passers-by appear to be on the billboard, drinking from the can.
Mountain Dew, owned by PepsiCo, is the number-four soft drink in the US and was the only full-calorie brand to grow its share last year, with an increase of 1.5 per cent. The category leader, Coca-Cola classic, saw volume drop by 3 per cent for the same period.
BACARDI - THE NIGHT IS OURS - ITALY
Project: The night is ours
Client: Sergio Fava, marketing director, Bacardi-Martini Group
Brief: Strengthen Bacardi's position in the dark rum market with Bacardi
Creative agency: Armando Testa
Writer: German Silva
Art director: German Silva
Planner: Giacomo Boggetto
Media agency: Universal McCann
Media planner: Marco Fontana
Production company: (H) Films
Director: Luca Maroni
Editor: Marco Perez
Exposure: National TV, cinema
Bacardi is attempting to strengthen its presence in the dark rum market with a new TV and cinema campaign for its Bacardi Reserva brand from Armando Testa in Italy.
Entitled "the night is ours", the spot focuses on a night in Los Angeles, with all the variety, excitement and passion that entails. Curiously, it features a voiceover from the sun, who laments his inability to join in with the evening's festivities as they always take place when he's gone to bed. "Have you ever wondered if I had a wish?," he asks. " I long to experience one night ... just one."