The Work: New Campaigns - The World

ALFA ROMEO - NUOVA RAZZA ALFA - ITALY Project: Nuova razza Alfa (a new species of Alfa) Clients: Roberto Zuccato, marketing director; Maurizio Melzi, communications manager; Angelo Muratore, marketing planner, Fiat - Alfa Romeo Brief: Launch the new Alfa 159 saloon car Creative agency: Armando Testa Writer: Vincenzo Vigo Art directors: Michele Mariani, Rafael Balducci Planner: Leonardo Nicastro Media agency: Fiat Media Centre Media planner: Massimo De Cesare Production company: Buddy Film Director: Jurgen Bollmeyer Editors: Igor Patranis, Mauro Filipponi Post-production: Edi Audio post-production: Edi Exposure: TV across Europe


Alfa Romeo is launching its Alfa 159 saloon car across Europe in a bid to challenge the dominance of Mercedes and BMW in this market.

The manufacturer will focus on the model's engineering and chassis strength in a EUR20 million advertising campaign by Armando Testa.

The agency has created a 45-second TV ad showing the car gliding through a town and out into the surrounding countryside. It draws visual analogies between the workings of the car and those of a human or animal body.

As it travels along, close-ups of the vehicle reveal that underneath the bodywork are not mechanical structures but anatomical body parts. The side of the car reveals a twisting mass of blood-red muscles and tendons, while inside the roof is a shining silver backbone.

Backed with a haunting trip-hop melody, the shots of the car are intercut with symbolic images of a beautiful woman, youths on BMX bikes and a wolf.

The campaign will be supported by radio and press executions, as well as a dedicated internet site where interested consumers can book test drives.

VISIT LONDON - TOTALLY LONDON - INTERNATIONAL Project: Totally London Client: Martine Ainsworth-Wells, marketing director, Visit London Brief: Showcase the breadth of what London has to offer visitors Creative agency: Publicis Writer: Robert Steeles Art director: Andrew Pogson Planner: Beth Clayden Media agency: OMD International Media planner: Adam Nunn Designer: Roman Kowalczyk Exposure: Global press, local press, posters, radio, online


In its first work for Visit London, Publicis has created a range of press ads using the capital's distinctive street signs to highlight many of the attractions that the city has to offer.

Grouped in threes, the street names on the signs have been replaced with the names of some of London's best-known attractions, which are linked together by humorous explanations.

For instance, one execution promoting London's free attractions reads: "National Gallery. Free art","Science Museum. Free answers" and "Speaker's Corner. Free speech".

The campaign will be running in local and global press in the US, Italy, Spain, France, Germany and The Netherlands until the end of the year.

MCDONALD'S - INNER CHILD - AUSTRALIA Project: Inner child Clients: Dion Workman, marketing director; Helen Farquhar, national marketing manager; Madeline da Costa, senior brand manager, McDonald's Australia Brief: Develop a campaign that reignites consumers' emotional connection to the McDonald's brand Creative agency: Leo Burnett Sydney Writer: Steve Coll Art director: Matt Ryan Planner: Todd Sampson Media agencies: OMD Sydney, Universal McCann Brisbane Media planners: Steve Sinha, Gillian Hamer Production companies: Collider, Exit Films Director: Joel Pront Post-production: Guillotine, Fin Exposure: National TV


To promote its new range of salads and deli sandwiches in Australia, McDonald's is attempting to appeal to its grown-up customers' inner child with a ú4.3 million campaign.

Through this execution, Leo Burnett Sydney is trying to impress on consumers the excited feeling a child gets when entering a McDonald's restaurant, or to remind them of their own first visit as a youngster.

In the 60-second spot, people in their everyday lives become frozen in time as trapdoors in their chests open up and their inner children climb out.

The children then congregate and make their way to the nearest McDonald's, where they buy food, take it back to their grown-up hosts and place it in their catatonic hands. The campaign will be backed by national press and poster advertising.

FEDEX - DAY AHEAD - CANADA Project: Day ahead Client: n/s Brief: Show how quick and effective FedEx deliveries are Creative agency: BBDO Canada Writer: Patrick Scissons Art director: Mark Mason Media agency: In-house Media planner: Darryn Wright Production company: Untitled Director: Tim Godsall Editor: Griff Henderson, School Editing Audio post-production: The Eggplant Exposure: National TV


In its latest ad for FedEx, BBDO Canada has taken a comedic look at the business world by lampooning some of the crazy ideas self-important marketing executives come up with to solve problems.

In the 60-second spot, two company executives explain to a new employee how they have to pretend it's a day later than it actually is because its delivery company is often a day late.

After hearing the explanation of how it works, the employee asks: "Why don't you just use FedEx?" The executive, looking hurt, replies: "Why don't you just get me a sandwich?"

BBDO has also filmed three virals with the same theme, which are available to view at

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