The Work: New Campaigns - The World

Project: Land of ideas
Client: Mike de Vries, managing director, FC Deutschland GmbH
Brief: Attract investment in Germany
Creative agencies: Scholz & Friends Berlin, Scholz & Friends Agenda
Writers: Daniel Bodeker, Gregor Willimski
Art director: David Fischer
Planners: Sven Weiche, Penelope Winterhager
Media agencies: Scholz & Friends Berlin, Madmedia London
Media planner: Iris Mittelberg
Photographer: Peter Lindbergh
Retouching: Shoemakers Elves, London; Appel-Grafik, Berlin
Exposure: Outdoor in Tokyo, New York and London


The German government has called on the country's most famous supermodel, Claudia Schiffer, to stimulate more foreign investment in the country in the wake of the publicity generated by its hosting of the World Cup.

Schiffer, who lives in Britain, is pictured wrapped in the German flag for the poster campaign, which aims to rebrand Germany as a "land of ideas".

The phrase was coined by Germany's president, Horst Koehler, who wants the country to be seen as cosmopolitan, innovative and modern. One of the posters carries the line: "You don't have to be able to spell Mittelstandsentlastungsgesetz to profit from it."

Schiffer has said she hopes the campaign will convince the rest of the world that Germany is "fun and cool".

Project: The Business Guys
Client: Mark Snyder, senior vice-president, brand management, Holiday
Inn Hotels and Resorts in the Americas
Brief: Change perception of the brand so that it is seen as a first
option for business travel as well as leisure
Creative agency: Fallon Minneapolis
Writers: Paula Maki, Tom Sebanc
Art director: Michael Rogers
Planner: Murray Hardie
Media agency: Starlink
Media planner: Mary Duncan
Production company: Biscuit Filmworks
Director: Tim Godsall
Editor: Jim Hutchins, HutchoCo Technologies
Exposure: National network cable TV


Holiday Inn, the hotel chain traditionally associated with families, is mounting its first sustained broadcast campaign in the US for four years, in an attempt to win more business customers.

The initiative is being spearheaded by a series of spots featuring three business travellers, Ted, Marcus and Zack, of varying levels of experience and known collectively as The Business Guys.

The commercials chronicle the interaction and antics of the trio at work and play. Each film highlights a Holiday Inn service for business travellers, including free high-speed internet access and Priority Club rewards.

Project: Whale watch
Client: Ewan Isbister, direct marketing manager, Greenpeace Australia
Brief: Jolt people into contributing money to Greenpeace to help it stop
Japanese whaling in the Southern Ocean
Creative agency: Draft FCB, Sydney
Writers: Michael Simons, Paul Fenton
Art director: Paul Fenton
Planner: Jonathan Samango
Production company: Film Construction
Director: Perry Bradley
Post-production: Frame Set & Match
Exposure: National TV


With the ban on commercial whaling under threat, Greenpeace is turning to TV advertising to convince Australians of the need to continue protecting whales from mass slaughter.

The Draft FCB agency in Sydney has created a TV spot that opens with people on a cruise ship seemingly watching whales at play. Moments later, the camera tilts down to show that the passengers are actually witnessing a whale dying a slow and bloody death after it has been harpooned.

The International Whaling Commission imposed a moratorium on commercial whaling in 1986, but the Japanese government has been leading efforts to overturn it.

Project: Marble
Client: Arun Puri, European brand director, Unilever Oral Care
Brief: Promote the first toothpaste with mouthwash in the core
Creative agency: Bartle Bogle Hegarty
Writer: Will Bingham
Art director: Victoria Daltry
Media agency: MindShare
Production company: Great Guns
Director: Luis Gerard
Editor: Ludo
Post-production: The Moving Picture Company
Audio post-production: Marmalade
Exposure: European TV


Unilever is attempting to remove the "fear factor" from its oral care advertising with new work that focuses on the positive aspects of tooth-brushing, rather than warning people of what happens when teeth are neglected.

Bartle Bogle Hegarty has created the latest work, which presents Unilever Oral Care as "on a mission for better mouths".The new spot features an oral care scientist who literally stumbles on an idea when he walks downstairs and slips on one of his young son's marbles.

Picking up the marble, he notices a dark blue swirl running through the middle of it. This provides the solution to the problem he has been pondering - how best to combine mouthwash with toothpaste.

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