The Work: New Campaigns - The World

Project: Duenos
Client: Ana Gazcon Araoz de Bullrich, advertising manager, Banco
Brief: Reinforce the bank's position as the leading mortgage lender
Creative agency: Madre
Writer: Madre
Art director: Madre
Planner: Madre
Media agency: Media Strategy
Media planner: Madre
Production company: Landia
Director: Andy Fogwill
Editor: Agustin De Vittorio
Post-production: Metrovision
Audio post-production: Inaudito
Exposure: National TV, cinema


Madre, Mother's Buenos Aires-based offshoot, has taken its founding client, Banco Hipotecario, on to TV with a campaign to reinforce and extend its position as the country's leading mortgage lender.

The spot parodies a highly charged revivalist meeting. In fact, it is an "owners' convention" at the Luna Park Stadium in Buenos Aires, where hundreds of clapping and dancing people cheer a preacher-like figure extolling the joys of property ownership. His rousing speech is interspersed with scenes of renters wrecking their homes in frustration. This contrasts with the freedoms enjoyed by owners, including an old lady who enjoys playing the drums. The endline is: "Banco Hipotecario, the creator of owners."

The bank, which is jointly owned by the Argentinian government and private investors, claims a 27 per cent share of the country's mortgage market.

Project: Develop a point of view
Client: Seema Kotecha, head of marketing, BBC World News
Brief: Launch BBC World News channel in the US
Creative agency: BBDO New York
Writers: Adam Kanzar, Ari Weiss
Art directors: Jamie Overkamp, Jerome Marucci
Planner: Tracy Lovatt
Media agency: Mediaedge: cia
Media planner: Allison Coley
Exposure: Billboards, newspaper inserts in New York


A digital billboard that encourages New Yorkers to vote on a contentious news topic is the centrepiece of a campaign to launch the 24-hour BBC World News channel in the US.

The channel aims to plug what the BBC claims is a gap in the market created by the rising interest among US viewers in international news at a time when US networks are devoting less time to it.

The billboard, situated on the corner of Broadway and 50th Street, displays dramatic news pictures and invites people to vote by text on such issues as whether illegal immigrants should be considered citizens or criminals.

This is being supplemented by posters wrapped around building corners, which urge people to "see both sides of the story". Other posters focus on the channel's global content under the theme: "News beyond your borders."

Project: Jetty, swimming pool
Client: Francois Brousse, communications director, Air France
Brief: Reactivate the intent to travel and inspire the desired closeness
between the airline and its clients
Creative agency: BETC Euro RSCG
Writer: Remi Noel
Art director: Eric Holden
Media agency: Media Planning Group
Media planner: n/s
Production companies: Premiere Heure, Radical
Directors: Hou Hsiao Hsein, Daniel Askill
Post-production: Def 2 Shoot
Audio post-production: Nova Prod
Exposure: Global TV


Air France is responding to overhauled ad campaigns from its major rivals with new TV advertising aimed at building strong and lasting relationships with its customers.

The push comes as the airline battles against the effect of surging oil prices. At the same time, its biggest rivals, including British Airways, Lufthansa and American Airlines, have focused their ads heavily on passenger wellbeing.

The two ads spearheading the initiative promote Air France as "one of the best places on earth". One spot, directed by the Taiwanese moviemaker Hou Hsiao Hsien, compares the passenger experience to that of a girl on a jetty jutting out into a tranquil lake. In the other, shot by the Australian director Daniel Askill, a man and a woman recline in airline-style seats after a swim.

Project: Via Staedtler
Client: Sharon Emery, marketing manager, Staedtler (Pacific)
Brief: Stimulate consumer demand for Staedtler by assuming category
leader role and making brand choice more important
Creative agency: Host
Writer: Scott Nowell, Three Drunk Monkeys
Art director: Justin Drape, Three Drunk Monkeys
Planner: Olly Taylor
Media agency: Match
Media planner: John Preston
Photographer: Ingvar Kenne, The Kitchen Creative Management
Retouching: Cream Studios
Exposure: National magazines


Staedtler, one of the world's oldest stationery brands, is taking inspiration from everyday notes and scribbles for its return to consumer advertising in Australia.

Its national print campaign is an attempt to get people to make a conscious decision about the pens and pencils they use and not just to regard them as disposable commodities.

The ads mark a change of tactics for the company, which previously focused almost exclusively on trade activity. The prime target is office workers who can influence the behaviour of whoever buys their stationery.

The creative work is from the Sydney-based creative consultancy Three Drunk Monkeys. It was set up last year by the former Saatchi & Saatchi team Scott Nowell and Justin Drape.

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