The Work: New Campaigns - The World

XBOX 360 - JUMP ROPE - US Project: Jump rope Client: Microsoft Xbox Brief: Promote the launch of the Xbox 360 Creative: agency: McCann Erickson, San Francisco Writer: Scott Duchon Art: director: Geoff Edwards Planner: Mike Harris Media: agency: Universal McCann Production company: Gorgeous Director: Frank Budgen Editor: Angus Wall Post-production: Rock Paper Scissors Audio: post-production: 740 Sound Design Exposure: National TV


Demand for the Xbox 360, Microsoft's latest games console, has spiralled out of control in the US.

Desperate punters have been staking out electrical stores, while wealthier individuals have been shelling out up to $5,000 on eBay.

Microsoft backed the launch with some heavy-duty publicity and is still making ads to push the product.

In the latest spot, directed by Frank Budgen, a group of adults and children jump rope in an inner-city playground. The skipping becomes more outrageous as more people join in, performing increasingly impressive tricks.

One skipper back-flips into the rope and front-flips out, while another person on a BMX bike jumps through it.

The most impressive part of the ad, however, is that it was filmed in one take with no camera-trickery and was choreographed to last exactly 60 seconds.

AIDS VANCOUVER - ADMIRAL WINKY - CANADA Project: Admiral Winky Client: Aids Vancouver Brief: Promote safe sex among gay men Creative agency: Rethink Writer: Katie Ainsworth Art director: Tony Hird Planner: Laura Rioux Media agency: n/s Producer: Jennifer Walker Production company: Reginald Pike Director: Lena Beug Editor: Alan Bartolic Post-production: n/s Audio post-production: Wave Productions, Vancouver Exposure: PSA rotation


The charity Aids Vancouver is promoting the use of condoms among Canada's gay community, so Rethink created a spot resembling the Channel 4 ads in which famous people answer questions such as: "What is your favourite swear word?"

In this instance, however, the ad surveys men in the street and asks them to reveal the secret names they have for their penises. In quick cuts, the men - some of whom are clearly embarrassed, while others are extremely upfront - say what those names are.

Here is the full list: Captain Howard, Action Jackson, Senor Fantastico, The Bald Adventurer, Slim Jim and the Twins, The Little Prince, My Third Leg, Mr Wigley, Curly, Skippy, Kickstand, Salty Sausage, Chief Justice Wetherby and Huge.

ACTIVIA - BUBBLE POSTERS - GERMANY Project: Bubble posters Clients: Henner Rinsche, marketing director; Gerd Beilke, brand manager, Danone Germany Brief: Develop a poster campaign for Activia yoghurt that communicates its digestive benefits Creative agency: Y&R Germany, Frankfurt Writer: Christian Daul Art director: Monika Spirkl Planner: Achim Rietze Media agency: Carat Munich Media planner: Markus Spangler Illustrator: Monika Spirkl Retouching: H Reuffurth Exposure: National indoor and outdoor poster sites


The new Activia yoghurt from Danone contains a unique strain of bifido bacteria, which, it is claimed, provides relief from fullness and bloating.

The campaign illustrates a bloated sensation without actually showing a ballooning belly. The posters, inspired by psychedelic illustrations from the 70s, were created by Y&R Germany. They use a computer-generated distortion effect to create the impression of distention. The tagline roughly translates as: "When bloated, use Activia."

The work targets twentysomething urban types who have been slow to take up on the benefits of probiotics.

VW UTILITAIRES - SOMETIMES YOU DON'T WANT TO BE ALONE - FRANCE Project: Sometimes you don't want to be alone Client: Herve Delabriffe, managing director, Volkswagen Utilitaires Brief: Promote the space and cost-effectiveness of a Volkswagen Utilitaires van Creative: agency: DDB Paris Writer: Edouard Perarnaud Art: directors: Alexandre Herve, Sylvain Thirache Planner: Martine Corbusie Media: agency: MediaCom Paris Media: planner: T Gazeau Photographer: Nick Meek Retouching: Keep Cool Exposure: National print


Volkswagen Utilitaires is launching its new range of lightweight, economy people carriers.

These are the Ludospace, a six-seater family vehicle, the Multivan, the business alternative to a luxury people carrier, and the California, a camper-van-style vehicle.

The poster campaign, backed by a EUR1.2 million media spend, aims to communicate the idea that although the vehicles are not as sexy or luxurious as many of their counterparts, their carrying capacity is greater. All three ads carry the tagline: "Sometimes you don't want to be alone."

One execution shows a solitary workman standing on a piece of waste ground. Next to him, a huge sign says: "Imperial King Palace Hotel, coming soon."

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