The Work: New Campaigns - The World

Project: Washington's Lottery
Client: Michael Cousins, marketing director, Washington State Lottery
Brief: Promote the Washington Lottery scratch games
Creative agency: Publicis West
Writer: Kevin Jones
Art director: Rob Rich
Media agency: Optimedia
Media planners: Kari Callahan, Keith Mackay
Production company: Biscuit Filmworks
Director: Perlorian Brothers
Editor: Kelly Vander Linda, Slice Editorial
Post-production: Slice Editorial
Audio post-production: Pure Audio
Exposure: TV in Washington State


Two old college friends who enter into million-dollar bets, with painful slapstick consequences, feature in a trio of commercials promoting the Washington State Lottery.

The films, created by Publicis West, aim to show that there are easier ways of winning a big cash prize than risking life and limb.

In each commercial, one of the men challenges his friend, a diminutive weakling, to perform an over-ambitious stunt for one million dollars.

Each spot ends in disaster as the challenger crashes through a car's windscreen, is hurled off a mountain bike and knocks out a passer-by with a hubcap he throws as a makeshift discus. The endline asks: "Want a real chance to win big money?"

Project: World Cup widows
Client: Urs Emch, head of marketing, Swiss Tourism
Brief: Encourage women to visit Switzerland during the World Cup
Creative agency: Spillmann/Felser/Leo Burnett AG
Writers: Martin Spillmann, Peter Bronnimann
Art directors: Martin Spillmann, Tabea Guhl
Planner: Rolf Zimmermann
Media agency: Media Schneider
Media planners: Urs Schneider, Nicole Cubler, Sylvia Welti
Production company: Wirz & Fraefel
Director: Martin Spillmann
Editor: Sebahat Derdiyok
Post-production: Wirz & Fraefel
Audio post-production: Jingle Jungle
Exposure: National TV in France, Germany and Italy


The Swiss Tourist Board has drafted in some of the country's sexiest men to tempt the abandoned wives and girlfriends of World Cup fans.

The Swiss studs are being used to attract Europe's desperate housewives to enjoy the delights of Switzerland while their football-loving husbands are chained to the TV.

The beefcake selection for the 35-second spot includes a farmhand, a ferryman, a lumberjack, a mountaineer, a cable-car conductor and Renzo Blumenthal, last year's Mr Switzerland, milking a cow. Meanwhile, a seductive male voice asks: "Why not escape this summer's World Cup to a country where men spend less time on football and more time on you?"

This claim may be put to the test, however, when the Swiss team opens its World Cup campaign against France on 13 June.

Project: Car audio
Client: David Tan, regional marketing manager, Kenwood
Brief: Highlight the power of the Kenwood car audio system
Creative agency: David Singapore
Writer: Kalpesh Patankar
Art director: Kalpesh Patankar
Media agency: In-house
Photographer: Wizard Photography
Retouching: Groovy Studios
Exposure: National press and outdoor


Boy racers who drive around with their car sound systems thumping out music at eardrum-splitting levels are the target of a new national campaign by Kenwood in Singapore.

The advertising illustrates the power of its product with a print execution showing an empty parking bay surrounded by broken glass.

Kenwood is seeking to position its car audio systems as combining rugged reliability with superior sound quality and to concentrate on young drivers who regard a loud sound system as a status symbol.

Competition within the sector has been increasingly fierce in the Far East, following initiatives by companies such as Sanyo, Philips, Skyworth and Desay, which have been attracted by the high profits to be made from car audio systems.

Project: It only takes five minutes
Client: Heidi Simonsen, advertising manager, Fakta
Brief: Build awareness and likeability
Creative agency: Uncle Grey
Writer: Thomas Falkenberg
Art director: Rasmus Gottliebsen
Media agency: OMD
Production company: Lassie Film
Director: Jan Gleie
Exposure: National TV


Fakta, the Danish supermarket known for low prices and high staff turnover, is extending its "candid camera" ads featuring customers bemused by the eccentric behaviour of checkout staff. In one, a Fakta employee refuses to sell a product to a customer because it "belongs" to the store. In others, disbelieving customers look on as staff struggle with a new scanner and "robot arm".

All turn out to be ruses to keep people in the store. The endline is: "It only takes five minutes to shop at Fakta but we wish you would stay longer."