The Work: New Campaigns - The World

SAFILO - MANY WAYS - ITALY Project: Many ways Client: Roberto Vedovolto, chief executive, Safilo Group Brief: Strengthen Safilo Group's image as the worldwide leader in the high-end and luxury eyewear sector Creative agency: Publicis Italy Writer: Sara Pollini Art director: Letizia Pettinari Media agency: ZenithOptimedia Media planner: Stefano Augello Production company: Fred Film Director: Matthias Zentner Editor: Velvet Post-production: Velvet Audio post-production: Velvet Exposure: National TV, cinema, radio, press


Safilo is attempting to build on its position as the world's largest supplier of luxury eyewear with new advertising intended to strengthen its image within its Italian domestic market.

Publicis Italy has created a national campaign under the theme: "Freedom to look." The film takes the form of a journey of discovery in which real-life and surreal images are juxtaposed.

In one sequence, a nervous woman puts on her sunglasses to hide her embarrassment. In another, a man rushes to board a departing helicopter. The commercial climaxes with a shot of a bespectacled model wearing a flamingo on her head. The aim is to present Safilo products as a way for people to express themselves and show their personalities.

GATORADE - MIX SPORTS - JAPAN Project: Mix sports Clients: Shin Takaue, advertising planning general manager; Yusuke Takeyama, head of advertising planning, Suntory Brief: Remind athletes of all levels at the start of the season that Gatorade is the drink for sports-lovers Creative agency: Tugboat Writer: Taku Tada Art director: Taku Tada Media agency: Tokyu Agency Media planner: Yusuke Takeyama Production company: Pyramid Film Director: Junpei Kojima Editor: Ai Nohara, Post Production Center Post-production: Omnibus Japan Audio post-production: Omnibus Japan Exposure: National TV


Japan's most famous sumo wrestler, Asashoryu Akinori, is seen stopping a speeding motorcycle in its tracks in a new TV commercial for the isotonic drink Gatorade.

The Mongolian-born Akinori, 25, is one of the few non-Japanese wrestlers to achieve the top rank of yokozuna. He features among nationally famous athletes, including football, baseball, tennis and polo players, in the 60-second spot created by Tugboat.

In the film, all the sports stars seem to be playing a combination of baseball and their own sports. Baseball, like sumo, is a national sporting obsession in Japan.

Gatorade, owned by PepsiCo but distributed in Japan by Suntory, promotes itself to sports players as an instant thirst-quencher that absorbs immediately into dehydrated bodies.

NATIONAL DAIRY COUNCIL OF IRELAND - CHATTING COWS - IRELAND Project: Chatting cows Client: Aidan McCarthy, chief executive, National Dairy Council of Ireland Brief: Promote the nutritional benefits of dairy products Creative agency: Hunter/Red Cell Writer: Mike Mesbur Art director: Mark Nolan Planner: Barry Kennedy Media agency: ZenithOptimedia Media planner: Larry Neary Production company: Brown Bag Films Exposure: National TV


Ireland's dairy producers have drafted in a trio of animated cows for a fresh burst of TV advertising aimed at sustaining sales amid the controversy over obesity and its causes.

The National Dairy Council of Ireland is concerned that some consumers are cutting milk out of their diets in the mistaken belief that it is fattening. It is attempting to counter this by promoting the fact that dairy products can provide important nutrients, including protein, calcium, riboflavin and vitamin B12.

The new commercial, produced by Hunter/Red Cell, features the cows in a trendy cafe discussing the news that three portions of dairy products a day help people stay in shape.

HOCKEY CANADA - WHEN THE LIGHTS GO ON - CANADA Project: When the lights go on Client: Brad Pascal, senior director of communications, Hockey Canada Brief: Underscore the importance of hockey in the lives of young Canadians Creative agency: DDB Canada Writers: Shane Ogilvie, Andrew Simon Art directors: Mark Bovey, William Hammond Media agency: DDB Canada Production company: School Director: Hubert Davis Exposure: National TV


Ice hockey's special place in Canadian culture is being reinforced in a new TV ad from the body charged with encouraging young people to take up the sport.

The 30-second spot, created for Hockey Canada by DDB Canada, shows a series of lights turning on early in the morning. This turns out to be the lead-up to a hockey game played by youngsters in an arena. Both English- and French-language versions of the ad will be broadcast.

The latest initiative marks a shift away from the previous advertising, which ran for two years from 2002 under the theme: "Relax, it's just a game."