The Work: New Campaigns - The world

Project: The green road
Client: Vijay Santhanam, marketing director, Asia-Pacific lubricants,
Brief: Depict Castrol's role in leading the advancement of lubricant
Creative agency: Ogilvy & Mather Singapore
Writer: Jerry Wan
Art director: Ng Fan
Media agency: MindShare
Media planner: n/s
Production company: 8 Commercials
Director: Lance Keller
Post-production: Simon Brewster, Sydney; VHQ, Singapore
Audio post-production: Hylton Mowday
Exposure: TV in Asia and the Middle East


Castrol trumpets its involvement in some of the most famous record-breaking achievements of the past 100 years with a new commercial that juxtaposes freshly shot film with archive material.

The spot features footage of Amy Johnson, who, in 1930, became the first woman to fly solo from the UK to Australia, as well as of Donald Campbell breaking the world land speed record in 1964.

The film links old to new via a symbolic "green road" to illustrate Castrol's role in important technological achievements. Its famous "liquid engineering" endline, which first appeared 30 years ago, is retained.

Ogilvy & Mather Singapore produced the ad, which was originally intended to be shown only in China, but will now be aired in 18 other markets throughout the Middle East and Asia.

Project: Not here, but now
Client: Daniel Meienberger, head of marketing, Amnesty International
Brief: Raise awareness of Amnesty International and its work on human
rights abuses
Creative agency: Walker Werbeagentur, Zurich
Writer: Pius Walker
Art director: Marianne Friedli
Planner: Hans Beer
Media agency: APG Zurich
Media planner: Karin Komar
Photographer: Federico Naef
Exposure: National outdoor


Amnesty International is aiming to raise awareness of its work with a poster campaign that juxtaposes images to make it appear that human rights abuses are taking place on the streets of Switzerland's cities and towns.

The Zurich agency Walker Werbeagentur created more than 200 individual posters. Each features a printed backdrop of its own location with a scene of suffering posted on it.

On one poster, a prisoner's brutal treatment at Guantanamo Bay appears to be happening in the middle of Zurich. In another, a starving child seems to be searching for food on the streets of Berne. All carry the line: "It's not happening here, but it is happening now."

Daniel Meienberger, Amnesty International's head of marketing, said: "The posters work in a really simple way. They don't gloss over things but, at the same time, they don't dramatise them. They simply tell it like it is."

Project: Lots of dots
Clients: Esther Lim, vice-president of haircare; Tamara Maple, brand
director, Sunsilk
Brief: Launch the Sunsilk range into the US
Creative agency: JWT New York
Writers: Bee Reynolds, Emily Sander, Jennifer Johnson, Xander Strohm
Art director: Nicole Bianco
Planner: Mark Murray
Media agency: MindShare
Media planner: Susan Noble
Production company: Believe Media, Los Angeles
Director: Anthea Benton
Editor: Avi Oron, Bikini Edit
Post-production: Hornet
Audio post-production: Sound Lounge
Exposure: National TV


Unilever has recruited Mario Cantone, the camp comedian best known to UK audiences for his appearances as Anthony Marentino in Sex and the City, to introduce its Sunsilk haircare range into the US.

He provides the voiceover for a series of commercials intended to establish Sunsilk as a problem-solving brand that does not take itself too seriously.

Each spot features Cantone's caustic observations about women with hair problems. "She's got more splits than a Vegas divorce court," he comments about one victim. He suggests that another has hair so flat that "a training bra is more appropriate".

Unilever claims worldwide annual sales of $1.2 billion for Sunsilk, which is already sold in 80 countries. It is the market-leading haircare brand in Asia, Latin America and the Middle East.

Project: Curfew
Client: John Pranger, marketing manager, Honda Australia
Brief: Present the Odyssey as so cool you could forget you have a family
Creative agency: FCB Melbourne
Writer: Eric Blakeway
Art director: Mikey Tucker
Planner: Steve McLardie
Media agency: Optimedia
Media planner: Sarah Thom
Production company: Revolver Films, Sydney
Director: Rey Carlson
Exposure: National TV

THE LOWDOWN An impatient mother interrupts her son's moment of passion in a new ad by FCB Melbourne. The ad aims to show that the new version of Honda's Odyssey people carrier looks and handles like a normal car.

The ad opens with a couple kissing on the front seats of their Odyssey on returning from a party. The husband's mother, who has been looking after their children, decides their three minutes of passion is long enough, shines a torch through the window, and asks to be driven home. A voiceover says: "The new sexy seven-seat Honda Odyssey. It really doesn't feel like a family car."