The Work: New Campaigns - The World

HYUNDAI A-LEAGUE - FOOTBALL, BUT NOT AS YOU KNOW IT - AUSTRALIA Project: It's football, but not as you know it Client: Geoff Parmenter, head of marketing and strategy, Football Federation Australia Brief: Showcase the creativity and skills of the players in the new A-League in a way that resonates with a younger audience Creative agency: Lowe Hunt Writers: Adam Lance, Richard Loseby Art directors: Adam Lance, Richard Loseby Planner: n/s TV producer: Darren Bailey Media buying: Zenith Media Media planning: Contact Media planners: Serge Gluhajic, Simon Rutherford Production company: RSA Los Angeles Director: David Slade Editor: Art Jones, Speade Post-production: The Lab Exposure: Australian and New Zealand TV


The Sydney-based agency Lowe Hunt has created the launch campaign for Hyundai's sponsorship of the Football Federation Australia's A-League.

Based on the line "it's football, but not as you know it", the campaign features players from all eight Hyundai A-League clubs showing off their skills with footballs dipped in paint, which they use to create graffiti with a football theme.

The TV commercial, which was shot in Los Angeles by David Slade, is backed with radio, online and print work designed to boost the sport's appeal among a larger, younger audience.

Hyundai is one of six sponsors of the FFA A-League - the others are Foxtel, Telstra, Nike, Qantas and Powerade - that have pledged AU$12 million (ú5 million) for the 2005-2006 season.

MERCEDES - PUNK LULLABY - GERMANY Project: Punk lullaby Client: J Justus Schneider, director of global marketing, Mercedes-Benz DaimlerChrysler Brief: n/s Creative agency: Springer & Jacoby Writers: Jens Theil, Tobias Ahrens Art directors: Gerrit Zinke, Frank Bannohr Planner: Alison Segar TV producer: Mirco Seyfert Media agency: Springer & Jacoby Media Media planner: Sylvia Schmidt Production company: Markenfilm Director: Hans-Juergen Lewandowski Editor: Constantin von Seld Post-production: Markenfilm Video Audio post-production: Markenfilm Video Exposure: National TV


"Punk lullaby" is a film from Springer & Jacoby that touts the new Mercedes E-Class and its combination of power and comfort.

While his wife drives, a young father snoozes in the passenger seat of his Mercedes E-Class, dreaming of tearing up the road in the car, racing bikers and pulling off the kind of cornering rarely seen away from the Formula One track. He's awoken by a squeak - he is sitting on one of his children's toys - and it's only when he dozes off again that his wife puts her foot down and continues driving in the manner he has been dreaming about.

The Mercedes Car Group enjoyed a positive first quarter this year, with unit sales up 2 per cent on a year ago.

RECKITT BENCKISER - BRASSO CRISTAL - COSTA RICA Project: Brasso Cristal Client: n/s Brief: n/s Creative agency: JWT Costa Rica Writer: Christian Caldwell Art director: Christian Caldwell Planner: Adrian Cotroneo Media agency: K-media Media planner: Rolando Rodriguez Photographer: Julio Monterghifo, Voodoo Estudio Exposure: National press


Brasso Cristal, a glass-cleaner from Reckitt Benckiser, is being advertised in South America with a clean and crisp print campaign from JWT Costa Rica.

Two executions aim to demonstrate that the product gets glass so clean that you won't be able to see the finished product. Good news when it comes to car windscreens; an altogether riskier proposition when it's used on patio doors.

HEINEKEN - MEET YOU THERE (GAME) - TAIWAN Project: Meet you there (game) Client: Barry Chang, marketing manager, Heineken Brief: Develop an online initiative that plays upon and reinforces the brand's "meet you there" global positioning in a creative and relevant way Creative agency: ARC WW Taiwan Writer: Willy Chang Art director: Big Cheng Planner: Anita Cheng Media agency: ZenithOptimedia Media planner: Alice Tong Exposure: Internet


ARC WW Taiwan has created an interactive online game for Heineken as part of the brewer's international "meet you there" branding strategy.

The game aims to reinforce the beer's "go beyond" idea by asking players to fulfil a number of requirements before they are eligible to win the top prize of a holiday in Egypt. After registering and creating an online avatar, players must pick a random Taiwanese postcode, visit the location, take a picture of the postcode on a street sign and post it online. They are then invited to meet a fellow player and take a picture together at a designated location. When each task is completed, players are awarded points or on-the-spot prizes. Those with the most points will be entered into a draw for the holiday.