The Work: New Campaigns - The World

Project: Powerball
Client: Carole Hardy, assistant director for marketing, Oregon Lottery
Brief: Encourage people to play the lottery, despite the slim chance of
Creative agency: Borders Perrin Norrander
Writer: John Heinsma
Art director: Kent Suter
Media agency: In-house
Media planner: Karen Lulay
Production company: Reginald Pike
Director: Brian Lee Hughes
Editor: Chris Jones, Downstream
Post-production: Downstream
Audio post-production: Digital One
Exposure: TV in Oregon


The organisers of Oregon's state lottery are encouraging people to enter, despite the huge odds against winning, with new advertising that presents lottery tickets as a licence to dream.

Under the theme "what if?", a trio of commercials for the Powerball game show a man swapping one Ferrari for another because it has run out of petrol, a woman rolling a shopping trolley through the Louvre to pick up the Mona Lisa and a man opening up a packing case containing a huge tuna and a sushi chef to prepare it.

Daniel Baxter, the planning director of Portland's Borders Perrin Norrander, which devised the campaign, said: "For Powerball, the chances of winning are fairly slim so the real value people get from it is the chance to dream for a few days."

Players have won more than $8.4 billion since the Oregon Lottery was launched in 1984 to strengthen the state's economy and create jobs.

Project: Sumatra Extra Bold
Client: n/s
Brief: Launch Sumatra Extra Bold in a humorous way and illustrate its
Creative agency: DDB&Co
Writer: Karpat Polat
Art director: Ali Bati
Media agency: In-house
Media planner: Nur Ozsimsek
Photographer: Ilkay Muratoglu
Retouching: Ali Bati
Exposure: National magazines, outdoor


Cafe Del Mondo, the Turkish coffee brand with a legacy of award-winning advertising, has launched a national campaign to announce the arrival of a new extra-strong product.The national magazine and outdoor initiative supports the debut of Sumatra Extra Bold Coffee.

DDB&Co's three executions take a humorous approach. Each features the "before and after" effects on a person who drinks the coffee.

Cafe Del Mondo imports coffees from around the world and sells them through its coffee shops. Its advertising has proved a showcase for Turkish creativity, having won awards at Cannes and the New York advertising festivals.

Project: Hairy women
Client: Geraldine Malet, marketing director, Mercure International of
Brief: Demonstrate the performance of trainers sold in City Sport stores
Creative agency: JWT Paris
Writer: Vincent Pedrocchi
Art director: Xavier Beauregard
Media agency: Proxi Regie
Media planner: Sebastien Ardissone
Photographer: Vincent Dixon
Exposure: National press, in-store


A press campaign to promote France's City Sport chain of sportswear stores takes an irreverent look at the consequences of athletes using steroids.

Executions by JWT Paris show a woman tennis player and track athlete with beards and body hair. Each ad carries the line: "Don't do drugs, do trainers."

City Sport was founded by Adnan Houdrouge, the vice-president of Monaco Football Club. The chain has more than 70 outlets in Europe, Africa and around the Indian Ocean.

Project: Insects
Client: Javier Garcia Diaz, marketing manager, Egidio Feruglio
Palaeontological Museum
Brief: Increase visitor numbers
Creative agency: BBDO Argentina
Writer: Pablo Alvarez Travieso
Art director: Gonzalo Vecino
Planner: Florencia Leonetti
Media agency: BBDO Media
Media planner: Eugenia Ramirez
Photographer: Martin Sigal
Retouching: Hernan Sanchez
Exposure: National magazines, outdoor


One of South America's most important museums is hoping to attract visitors with images of awestruck people dressed in insect costumes.

BBDO Argentina has produced the national magazine and outdoor campaign on behalf of the Egidio Feruglio Palaeontological Museum.

Based 900 miles south of Buenos Aires in Argentine Patagonia, the museum houses a collection of more than 1,700 fossils and the remains of 30 dinosaurs.

The advertising is intended to attract adults as well as children. By casting people as insects, the museum aims to present itself as the place to get closest to prehistoric creatures.

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