The Work: New Campaigns - The World

AXE - SHOWER - SOUTH AMERICA Project: Shower Clients: Ricardo Pimenta, Florencia Pena, Cristian Cores, Fernando Laratro, group marketing directors, Unilever Brief: Launch Axe antiperspirant stressing the difference from Axe body spray Creative agency: Vega Olmos Ponce Writer: Hernan Ponce Art director: Geert Paredis Planner: Diego Luque Media agency: Initiative Media planner: Patricio Buzzo Production company: Director: Lionel Goldstein Editor: Patricio Pena Post-production: Ace Digital House Audio post-production: La Casa Post Sound Exposure: TV in Argentina, Uruguay, Venezuela, Colombia


Vega Olmos Ponce has created a spot to demonstrate the power of Axe antiperspirant to a South American audience, as well as highlight how it works differently from deodorant by stopping excessive sweating. The execution follows the worldwide Axe theme of seduction, but adds a sweaty twist.

The lead character is a man who sweats so much that his armpits gush like fire hoses, drenching everyone around him. His girlfriend becomes determined to find a way to stem the torrent of sweat spraying all over her.

The execution also shows the man dancing in a club, covering everyone in sweat and spraying it in his friend's face as he eats a sandwich.

To cure the problem, his girlfriend uses Axe antiperspirant on the man's offending sweat glands and lives with him happily ever after. "Now I love him," she says.

The spot ends with the cured man walking down the beach with his girlfriend. As he puts his now-dry arms into the air, she instinctively ducks out of the way.

DSTV - JOHN - SOUTH AFRICA Project: John Client: n/s Brief: Attract subscribers to DSTV Creative agency: Ogilvy South Africa Writer: Irene Perrivos Art director: Dantie van der Merwe Planner: n/s Media agency: MindShare Media planner: In-house Production company: Velocity Films Director: Greg Gray Editor: Ricky Boyd Post-production: Deliverance Audio post-production: Sterling Sound Exposure: National TV


With more than 55 channels, DSTV is South Africa's biggest cable-TV supplier. In this 60-second spot by Ogilvy South Africa, the company aims to attract new subscribers to its multitude of channels by showing how boring and confusing life would be if everything were the same.

The ad shows numerous situations, from christenings to an Alcoholics Anonymous meeting, where every single person is called John.

A woman is left to choose between three men called John on a Blind Date- style TV show, while a pizza delivery boy struggles to find the right customer in a block of flats where every buzzer belongs to a John.

The ad ends with the strapline: "Don't get stuck in a world without choice."

DOMINO'S PIZZA - 5-5-5 SPLURGE - US Project: 5-5-5 Splurge Client: Ken Calwell, executive vice-president of marketing, Domino's Pizza Brief: Highlight the cost savings in the company's "5-5-5 Splurge" promotion Creative agency: JWT New York Writer: Sean McLaughlin Art director: Randy Freeman Planner: Michael Doody Media agency: MindShare Media planner: Kathy Yeager Production company: Tool of North America Director: Sam Cadman Editor: Geoff Hounsell Post-production: The Mill Audio post-production: audioEngine Exposure: National TV


To highlight how cheaply families can eat with Domino's three-pizzas- for-five-dollars-each promotion, called "5-5-5 Splurge", JWT New York has created a 30-second spot that shows how the money saved can be spent.

A delivery boy delivers a pizza to a customer who is standing in the doorway of his house with all the lights switched off. The delivery boy explains how cheap the three pizzas are and the customer says: "I guess I can afford to live a little now, right?"

With that, he shouts into the house and tells his children, who are playing a board game in the dark, that they can turn the lamp on. As the children cheer, he says to the delivery boy: "They certainly love that lamp."

He then proceeds to tell the children that "lamp time is over", and makes them switch it off again to a round of disappointed wails.

PIPER HEIDSIECK - ONGOING EXTRAVAGANZA SINCE 1785 - EUROPE Project: Ongoing extravaganza since 1785 Client: Anne-Charlotte Amory, chairman and chief executive, Piper Heidsieck Brief: Position Piper Heidsieck as an essential contemporary luxury brand Creative agency: BETC Luxe Writer: David Azencot Art directors: Carole Ser, Amandine Garracio Planners: Marianne Hurstel, Nicolas Chemla Media agency: Mediaedge: cia Media planner: Sandarine Grognu Photographers: Sofia & Mauro, Rita Exposure: European posters, press


Remy Cointreau's latest poster and press campaign is designed to give its Champagne brand, Piper Heidsieck, an extravagant new positioning. The work highlights the fact that the brand is more than 200 years old and has always been associated with decadent society parties, stretching back to the time of Louis XVI and Marie Antoinette, when the drink was created.

The new strapline on the posters is: "Ongoing extravagance since 1785."

Through two images, the campaign aims to illustrate the essence of 18th- century libertine parties. The poster shows extravagantly dressed party- goers dancing around a Champagne cork while the press ad features a group of people partying inside a bottle.

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