The Work: New Campaigns - The World

GUINNESS - THE DROP - REPUBLIC OF IRELAND Project: The drop Client: Ronan Beirne, Guinness marketing manager, Diageo Ireland Brief: Show the things that matter in Guinness drinkers' lives Creative agency: Irish International BBDO Writers: Nick Kelly, Mal Stevenson Art director: Mal Stevenson Planner: Sean Whitaker TV producer: Noel Byrne Media agency: Initiative Media planner: Emer McHugh Production company: MJZ Director: Lenny Dorffman Editor: Richard Orrick Post-production: The Whitehouse, London; Screen Scene, Dublin Audio post-production: Moynihan Russell, Dublin Exposure: National television and cinema


Guinness is using sport to reaffirm its connection to Ireland in a new television spot, which will run in the Republic of Ireland.

The latest execution in Guinness' "knowing what matters" campaign tells the story of an Irish-American man trying to do his father a good turn.

At the ad's outset, it appears that the main character, Seany, is up to no good, as he traverses the back streets of New York in search of something.

However, at the ad's climax, Seany appears at his father's house bearing a gift of a pair of tickets to the All Ireland Final, and a county scarf.

The final scenes show Seany's father leaving his New York neighbourhood to embark on a journey to his beloved homeland.

NIKE - ALWAYS ON THE RUN - FRANCE Project: Always on the run Clients: Stephane Bail, marketing director; Thomas Fabre, brand marketing manager, Nike France Brief: Target busy young urbanites and promote sales of Nike Retro-Running shoes Creative agency: DDB Paris Writer: Jerome Langlade Art director: Sebastien Pierre Planner: Sebastien Genty Media agency: MindShare Media planner: n/s Photographer: Ben Stockley Exposure: National press


A new campaign from Nike France targets busy young urbanites who are "always on the run".

The work, promoting Nike's Retro-Running range, explores the notion that modern young city dwellers are always flitting between one place and another, going from the office to the pub to the cinema.

The print executions show Parisian locations including the Canal Saint Martin and Le Sentier, punctuated with bright neon lines that highlight the paths taken by Nike Retro-Running wearers. Each of the executions features a different coloured line, to highlight the choice within the range.

The work, created by DDB Paris, will also be used to announce the opening of the Nike store on the Champs Elysee this autumn - a billboard featuring a coloured line can already be seen on the frontage of the store.

After running in France, the campaign will be extended to 41 markets in Europe, the Middle East and Africa.

SAMSUNG - IMAGINE - US Project: Imagine Client: n/s, Samsung Brief: Pushing the limits of technology so you can push the limits of life Creative agency: Berlin Cameron/Red Cell Writer: Rob Smiley Art director: Taras Wayner Planners: Carla Serrano, Caroline Wellman TV producers: Dane Johnson, Arrow Kruse Media agency: MindShare Media planner: n/s Production company: Omaha Productions Directors: Will Speck, Josh Gordon Editor: Andre Betz, Bug Editorial Post-production: Nice Shoes Audio post-production: Sound Lounge Exposure: International TV


Berlin Cameron/Red Cell has created a series of implausible, comic scenarios that demonstrate how Samsung's hi-tech products can improve people's lives.

Three TV executions imagine the results of using various products in everyday situations. The first tells the tale of a man who takes his Samsung video camera to his company's annual party. After he shows the recording to various members of his senior management, he is suddenly and mysteriously rewarded with a pay rise, a company car and a promotion.

Two subsequent ads focus on Samsung's flat-screen TVs and mobile phone MP3 players. All three end with the strapline: "Imagine."

JUST GOLD JUST DIAMOND - JEALOUS, COINS - CHINA Project: Jealous, coins Client: William Hui, group brand manager, Just Gold Just Diamond Brief: Cut through clutter and achieve a higher level of engagement with women who appreciate quality jewellery with great designs Creative agency: Leo Burnett Asia-Pacific Writers: Francis Chung, Thomas Tsang Art directors: Yiu Man To, Lau Tak Ho Planner: Kara Yang Media agency: OMD HK Media planners: n/s Exposure: Print, outdoor and in-store across China


The Hong Kong-based jeweller Just Gold Just Diamond is looking to tap into the Chinese jewellery market with a campaign to promote its autumn/winter collection.

The work explores two themes: envy and jewellery addiction. The first series of executions shows a necklace-wearing woman in front of a mirror, snatching the gold from her reflection. The second shows a woman sitting on the floor surrounded by more diamonds than she can carry.

The print and poster campaign, produced by Leo Burnett Asia-Pacific, will run throughout China until the end of the year. It will be supported by in-store activity. The initiative ties in to the company's 15th anniversary.