The Work: New campaigns - The world

Project: It's easy to lose yourself in Melbourne
Client: Tourism Victoria
Brief: Promote Australia's capital as a sophisticated, stylish and
romantic city
Creative agency: Publicis Mojo
Writer: Toby Moore
Art director: Selena McKenzie
Media agency: Optimedia
Media planner: Torie Hooper
Production company: Exit Films
Director: n/s
Editor: Jack Hutchings
Post-production: Tide Edit, Fin Design
Audio post-production: Colin Simkins, Gusto Music
Exposure: TV in Australia, New Zealand


Tourism Victoria has launched a campaign to encourage Australians - and New Zealanders - to reconsider the hidden and unexpected secrets of Melbourne, a city many of them will expect to know already.

The ad shows a woman unfurling a giant ball of string as she navigates her way around interesting locations, so she can find her way back. Melbourne is portrayed as a stylish, sophisticated and romantic metropolis, rich in art and culture, with a vibrant nightlife.

In discovering new attractions, the woman points out that the city is constantly evolving and can offer new experiences to people every time they visit. The ad ends with the line: "It's easy to lose yourself in Melbourne."

The TV ad is being supported by a print campaign and online activity.

Project: Bow-cushioning technology launch
Clients: Abel Wu, vice-president marketing, Gavin Yang, head of brand
marketing; Li-Ning Company
Brief: Enhance the Li-Ning brand and its "bow- cushioning" technology
Creative agency: Leo Burnett Beijing
Writers: Stephen Mui, Donghai Liu
Art directors: Stephen Mui, Apple Jiang
Planners: Luis da Rosa, Delia Liu
Media agency: Starcom Beijing
Production company: Odeon Productions
Director: Tong-Beng Sng
Editor: Nelson Ng
Post-production: Touches, Digit Digit
Audio post-production: The Click Music
Exposure: National TV


The Chinese sports footwear brand Li-Ning has launched a TV ad to promote its latest shoe technology, offering oriental wisdom a contemporary twist.

The 30-second spot features the 1,400-year-old Anji bridge in China's Hebei province, its oldest surviving stone bridge. It also shows an ancient bow being plucked. The images aim to illustrate the "bow-cushioning" technology in Li-Ning running shoes.

The Li-Ning brand was founded by Li-Ning, one of China's leading gymnasts and a triple-gold medallist at the 1984 Los Angeles Olympics. The company has since moved to the international stage through its sponsorship of the French and Spanish gymnastic teams and recently signed an endorsement deal with the US basketball player Shaquille O'Neal.

Project: People against dirty
Client: Eric Ryan, co-founder, Method
Brief: Make household cleaning fashionable and fun
Creative agency: Crispin Porter & Bogusky
Writer: Scott Linnen
Art director: Tiffany Kosel
Planner: Missy Jaffe
Media agency: Crispin Porter & Bogusky
Photographer: Chris Shipman
Retouching: Lab NYC
Exposure: Magazines


Method has launched a national magazine campaign through Crispin Porter & Bogusky to promote its eco-friendly range of cleaning products.

The print drive features people dressed in brightly coloured combat fatigues under the banner "people against dirty".

Method was started five years ago by college friends Eric Ryan and Adam Lowry. They have introduced dozens of products and taken $32 million in annual sales.

The campaign underlines the company's philosophy of offering environmentally friendly products, with well-designed packaging and a pleasant smell.

This is reflected in the clothing people wear in the ads, with colours that reflect Method's product scents: pink grapefruit, French lavender and eucalyptus mint.

Project: Let's talk
Clients: Olivier Guiguet, marketing and communication director; Corinne
Poncey-Courtois, PR director, Europe 1
Brief: Build a brand image that is easy to identify and one that stands
out among the competition
Creative agency: Publicis Conseil
Writer: Eric Helias
Art directors: Jorge Carrena, Benoit Blumberger
Media agency: Carat
Photographer: Olivier Rheindorf
Exposure: National and regional press, magazines


Europe 1, the French radio station that encourages listeners to debate current affairs topics, has launched a campaign through Publicis Conseil.

Themed "let's talk", the print ads aim to stimulate discussion. One ad features politicians dressed as teenagers with the line: "How can politicians make young people believe in politics again?"

Another shows a footballer player wearing a sandwich board that invites debate about whether money is taking over sport. The campaign aims to promote the station as one that is sensitive to the public mood, and the idea that anyone can take part in its on-air discussions.