The Work: New Campaigns - The World

BURGER KING - JACKHAMMER, LUMBERJACK - CANADA Project: Jackhammer, lumberjack Client: Leslie Root, chief marketing officer, Burger King Brief: Promote the mushroom and swiss cheese burger Creative agency: Communication Bleu Blanc Rouge Writer: Melanie Delisle Art director: Laura Kim Planners: Olivier Caron, Benoit Chapellier Media agencies: Initiative, Popcorn Media planner: Simon St-Germain Production companies: Cinelande, Reginald Pike Director: Brian Lee Hughes Editor: Graham Chrisholm Post-production: Buzz Audio post-production: Audio Z Exposure: National TV


Communications Bleu Blanc Rouge is claiming that the latest sandwich from Burger King, the "'Shroom and Swiss", is so tasty, you'll want to sit down to eat it and never stand up again.

The two executions show people in manual jobs, who have just eaten the burger, being injured because they attempt to complete their work while remaining seated.

In "jackhammer" a workman finishes his burger and, while still sitting down, gets to work with his pneumatic drill. However, the chair has wheels and the vibrations propel him backwards and off a cliff. Once he has landed, he turns the chair upright and sits back down.

In the second execution, a lumberjack tries to get his chainsaw going while remaining in his seat. HW doesn't realise until too late that his colleague behind him has just chopped down a tree.

Instead of getting up and running, he remains in his chair and the tree falls on his head.

BUD LIGHT - HEADLESS HORSEMAN - US Project name: Headless horseman Client: Anheuser-Busch Brief: Highlight the good times to be had while drinking Bud Light Creative agency: DDB Chicago Writer: Jeb Quaid Art director: Aaron Pendleton Planner: n/s Media agency: n/s Production company: Villains Director: Douglas Avery Editors: Matt Wood, Grant Gustafson Post-production: White House Exposure: National TV


The latest work from DDB Chicago is designed to show what great times can be had with Bud Light. But also, how bad times can get if, for some reason, you are prevented from drinking the beer.

Based on the Tim Burton film Sleepy Hollow, the 60-second execution shows a headless horseman arriving home from a hard day galloping through the forest, collecting heads.

As he drops his keys on the table and looks at his mail he heads over to the fridge for a frosty bottle of beer.

The absent-minded horseman goes to take a swig, only to spill it down the front of his tunic because he hasn't got a mouth to pour the beer into. After trying again without success, he flies into an impotent rage, gets back on his horse and chops off the sign of the local pub, called the Wig and Thistle.

CANON IXUS - BRIGITTE, STUART AND LIESBETH - AMSTERDAM Project: Brigitte, Stuart and Liesbeth Clients: Tobias Engel, consumer communications manager; Kevin Sliva, project manager, Canon Europa NV Brief: Promote the stylish quality of the Ixus 750 camera Creative agency: Cayenne Communications Writer: Claudia Korpadi Art director: Regina Wysny Planner: Gareth Evans Illustrator: David Moore Media agency: Mediaedge: cia Media planner: n/s Production: Esther Verkaaik Exposure: International press


The Amsterdam-based agency Cayenne Communications has developed a EUR1 million print campaign to market the Canon digital Ixus 750 camera.

The minimalist illustrations, by the British artist David Moore, aim to depict the camera as a stylish fashion accessory, rather than just a functional piece of equipment. Three executions feature three characters; Brigitte, Stuart and Liesbeth, who are all holding the Ixus camera. The ads all run with the strapline: "You can with Canon." The camera offers an optical zoom and 7.1 megapixel resolution, as well as a 2.5-inch LCD screen.

SUZUKI GRAND VITARA - WONDERFUL WORLD - INTERNATIONAL Project: Wonderful world Client: Hirotaka Ono, senior general manager, European division, Suzuki Motor Corporation Brief: Launch the new Suzuki Grand Vitara on the back of the brand's new proposition "way of life" Creative agency: Nexus/h Writer: Glenn Smith Art director: Craig Roderick Planner: John Reynolds Media agency: In-house Production company: RSA Director: Luke Scott Editor: Cyril Metzger, Cut and Run Post-production: The Mill Audio post-production: Wave Exposure: Global TV, regional press


Suzuki is launching its first global TV campaign for its flagship model, the Grand Vitara, with the premise that driving one is not a necessity but a "way of life".

The ads, by Nexus/h, aim to highlight the enjoyment of driving the car, as well as its off-road capability. The TV spot features people around the world enjoying great driving moments while singing along to Louis Armstrong's What a Wonderful World. One shot shows a family speeding across beautiful countryside while in another, a group of friends drive down a snowy mountain.

The campaign will run in Australia and New Zealand this month before being rolled out across Europe and North America later this year. It will be supported by outdoor and press advertising in local markets.

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