The Work: New Campaigns - The World

Project: Honda Fit launch
Client: Tom Peyton, senior manager for national advertising, American
Brief: Showcase the unique features of the Honda Fit in launching the
Creative agency: RPA
Writer: Todd Carey
Art director: Curt Johnson
Media agency: RPA
Media planners: Sharon Enright, Kae Shoji
Production companies: MJZ, HSI
Directors: Phil Joanou (MJZ), Arni & Kinski (HSI)
Editors: Brad Waskewich, Rock Paper Scissors; Tony Hall, Stardust
Post-production: A52, Stardust Studios
Audio post-production: 740 Sound, Elias Arts, Lime Studios
Exposure: National TV, internet


Honda has taken the unusual step of launching its new five-door hatchback, the Honda Fit, with five-second spots as part of efforts to reach drivers who have little time for conventional advertising.

As well as running on national TV, the commercials are appearing on a variety of non-traditional media, including blogs and urban websites. They draw inspiration from a variety of sources, including video games and Japanese science-fiction films, under the theme: "The Fit is go!"

They target urban motorists who are looking for a fuel-efficient car and who enjoy art, music and fashion. The Fit will go up against models such as the Mini, the Toyota Yaris and the Chevrolet Aveo.

Tom Peyton, American Honda's senior manager for national advertising, said: "We were looking for a campaign that helped define the personality for the vehicle."

Project: My first CTi
Clients: Carola Lorenzoni, marketing director; Maria de Rio, brand
manager, CTi Movil
Brief: Illustrate with humour that when a child stops being a child they
need their own space for talking
Creative agency: Del Campo Nazca Saatchi & Saatchi
Writer: Rodrigo Grau
Art director: Ramiro Rodriguez Cohen
Media agency: Media Planning Group
Production company: Cia Cinematografica
Director: Javier Blanco
Exposure: National TV


A small girl bursting to tell her friend that she has just started wearing a bra is the star of new national TV advertising by CTi Movil aimed at boosting mobile phone sales among Argentina's young teens.

In the spot, by Del Campo Nazca Saatchi & Saatchi, a schoolgirl shepherds her friend away to confide her secret only to be interrupted by their classmates. The endline is: "You want your privacy. You want your first mobile."

CTi Movil was the first telecoms company to provide nationwide coverage throughout Argentina, backed by an investment of almost £1.5 billion.

Project: The guide
Client: Andrea Newman, head of global brand communications, HSBC
Brief: Reinforce HSBC's position as a global brand by talking to people
all over the world about subjects that divide and unite them
Creative agency: JWT London
Writer: Ken Muir
Art director: Ray Howard
Planner: Paul Shearman
Media agency: MindShare
Media planner: Ailsa Lochrie
Production company: Independent
Director: Jake Nava
Editor: Adam Crossland, Marshall Street Editors
Post-production: The Mill
Audio post-production: Wave
Exposure: Global satellite, cable and terrestrial TV


The World Cup's ability to provoke a wide range of reactions - from raw passion to total lack of interest - has been seized upon by HSBC for the latest stage of its "points of view" global campaign.

A man working as a tour guide at the famous Maracana stadium in Rio de Janeiro is the star of the new 30-second spot created by JWT.

As he shows a group of tourists around the venue, it is clear that his enthusiasm borders on the obsessive. To some, he may seem like a devoted fan, to others an over-zealous lunatic.

The commercial is the 11th in the bank's campaign, which launched globally in October last year. The campaign aims to encourage viewers to form and discuss their opinions on a specially created website.

Project: Greed
Client: Mikael Apelgard, marketing director, FlyNordic
Brief: Show that quality "business travel" should be affordable to
everyone and that FlyNordic's commitment is genuine
Creative agency: Scholz & Friends Stockholm
Writer: n/s
Art director: n/s
Media agency: Maxus Communications
Media planner: Leena Lundladh
Production company: RAF
Director: Johan Renck
Post-production: Chimney Pot
Audio post-production: HouseWork
Exposure: National TV


FlyNordic, the Swedish low-cost airline, is running a commercial packed with scenes of conspicuous consumption and over-indulgence to reinforce its positioning of offering quality service at affordable prices.

The film, created by Scholz & Friends Stockholm, draws inspiration from pop promos and was directed by Johan Renck, whose work includes music videos for Madonna and Robbie Williams. The result is a fast-paced spot featuring a succession of images signifying greed and excess, ranging from shopaholics and prowling jackals to vultures, roulette wheels and cascades of dollar bills. The closing message is: "We can't change the world but we can make the sky a better place."

Kay Hook, the agency's managing director, said the ad's aim was to make people think about how they spent their own and their companies' money.

FlyNordic, which is owned by Finnair, flies out of Stockholm to 19 European destinations.