The Work: New Campaigns - The world

Client: Glen Brassington, marketing manager, Pepsi-Cola Bottlers,
Brief: Target twentysomething men with an engaging film that will drive
them to the strayhounds website
Creative agency: Clemenger BBDO Sydney
Writer: Gary Dawson
Art director: Paul Cottrell
Planner: Jade Horton
Media agencies: Eight K's, Bellamy Hayden
Production company: Robbers Dog
Director: Adam Stevens
Editor: Dan Lee at Karl Marx
Post-production: Cutting Edge
Audio post-production: Sound Orchard
Exposure: YouTube, Video Bomb, MySpace and other websites


Pepsi Australia is introducing young consumers to the seedy and bizarre, but fictitious, underworld of "strayhound racing" in the company's first venture into viral advertising.

The two-and-a-half-minute spot, produced by Clemenger BBDO, gives viewers the chance to win daily cash prizes and up to £43,000 in the Pepsi Max Cup to be held at Sydney's Wentworth greyhound stadium in October.

The film's operatic soundtrack is in stark contrast to the mayhem-filled world that is depicted. It features mongrels and street dogs competing to catch a remote-controlled cat stuffed with cash, people cavorting in dog suits and a series of eccentric characters, including the "Stray Twins" from Britain.

A series of four commercials will direct people to a website where they can learn more about strayhounds and how they can race a real greyhound.

Project: Three stripes are coming
Client: Craig Waugh, marketing manager, Adidas New Zealand
Brief: Launch a new Adidas concept store
Creative agency: TBWA\Whybin
Writer: Guy Roberts
Art director: Guy Roberts
Media agency: n/a
Photographer: Paul Jones
Retouching: Tom Vander Loos
Exposure: Adshels, Auckland


Adidas is using a new technique that allows posters to display one image during the day and another at night to launch a new store in Auckland.

Seventy-five bus shelters across the New Zealand capital carry the posters. During the day, they show an athletic-looking arm or leg. At night, the same image is lit with three stripes and carries the message "Three stripes are coming", plus the opening date and location of the store.

TBWA\Whybin produced the posters, which are created by fixing two skins together, with a negative of the night-time image on the back skin. When the shelter is lit up, the back images shine through.

Project: Metro
Client: Annemarie Janssens, staff member for fundraising, communications
and direct marketing, Disabled Sports Foundation
Brief: Show how sport gives disabled people the confidence to lead more
independent lives
Creative agency: Van Walbeek Etcetera
Writer: Stan van Zon
Art director: Gido van der Vlies
Planner: Patrick Nelemans
Media agency: OMD
Media planner: Peter Brouwer
Production company: BijBrand
Director: Olaf van Gerwen
Editor: Kim Hinrichs
Post-production: AVP Amsterdam
Exposure: National TV


A man climbs out of his wheelchair to slide down a stair rail in a new commercial by a Dutch charity showing the liberating effect sport can have on disabled people.

The film, produced on behalf of The Netherlands' Disabled Sports Foundation, is intended not only as a fundraiser but also to show how sport can help disabled people overcome the barriers of everyday life, while giving them a fun pastime and the opportunity to meet new people.

The national TV spot was produced by Amsterdam's Van Walbeek Etcetera, part of the DDB Worldwide network. It shows a wheelchair user wondering how to descend a flight of dimly lit outdoor stairs until he hits on a novel solution.

Project: Refill, money bags
Client: John Kelly, marketing director, oral care platform, Wrigley
Brief: Build Orbit's share of the sugarfree gum market
Creative agency: Energy BBDO
Writer: Mike Roe
Art director: Frank Dattalo
Media agency: MindShare
Media planner: Erin Vitellaro
Production company: Smuggler
Director: Flip Engstrom
Editor: Adam Pertofsky
Post-production: Rock Paper Scissors
Audio post-production: Animation
Exposure: National TV


Bungling bank robbers and an office worker with bizarre eating habits feature in a new round of advertising intended to drive Wrigley's leadership of the sugar-free gum market in the US.

The TV spots, by BBDO Energy, also feature the brand's glamorous "scientific" spokesperson. She spoofs the clinical heritage of rival brands by suggesting people use Orbit "for a good clean feeling, no matter what". In one film, the robbers' heist comes to a halt when their aged getaway car fails to start then blows up, leaving the gang with dirty faces and under arrest but with shining teeth. In the other, an office worker resorts to licking the sole of her shoe and swallowing the soil from her pot plant in frustration at finding her Orbit pack empty.

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