The Work: New campaigns - The world

PEPSI - DARE FOR MORE - ARGENTINA
CREDITS
Project: Dare for more
Client: Francisca Mangiarotti, marketing co-ordinator, Martin
Cortabarria, marketing manager, Pepsi Argentina
Brief: Strengthen Pepsi's "dare for more" positioning
Creative agency: BBDO Argentina
Writer: Luciano Bellelli
Art director: Gustavo Chiocconi
Planner: Florencia Leonetti
Media agency: Relator
Media planners: Maria Teresa Balboa de Castro, Fernando Uema, Victor
Rean
Production company: Argentinacine
Director: Daniel Rosenfeld
Editor: Cesar Custodio
Post-production: FX Iturmendi
Audio post-production: Nandu
Exposure: National TV, cable

THE LOWDOWN

Pepsi Argentina has launched an irreverent TV campaign aimed at teenagers who are beginning to make independent decisions.

"Dare for more" is a trio of commercials that each tell a short story relating to teen life. In one, a football-playing youth eggs on an opposing forward to aim the ball at his groin instead of the goal.

In another, a girl overcomes some damaging mishaps to procure her driving licence. In the third, a boy disguises himself as a giant teddy bear in order to get near the girl he fancies.

The advertising is intended to encourage teenagers to dare to get more out of life without alienating their parents.

TARGET - EXPECT MORE, PAY LESS - US
CREDITS
Project: Expect more, pay less
Client: Tim Murray, senior creative manager, Target Corporation
Brief: Showcase - in a single shot - all the things that cost less at
Target
Creative agency: Peterson Milla Hooks
Writer: Dave Peterson
Art director: Dave Peterson
Planner: Michael Sharp
Media agency: n/s
Production company: Sticks & Stones
Director: Randy Roberts
Editor: Brett Astor
Post-production: Fischer Edit
Exposure: National TV

THE LOWDOWN

Target, the US discount retailer, has launched an ad to showcase its offerings - in a single shot.

A series of characters is shown balancing on each other's shoulders. The film spearheads a national campaign by the retailer, highlighting its mission to offer high-quality and stylish items at affordable prices.

The commercial's "human tower", which features a waiter, a surfboarder and a unicyclist, is topped by a woman with a shopping trolley.

I Want More, a track by the band Ragg, which accompanies the ad, is being played in Target stores and at sponsored events around the US.

Target was set up in Minnesota 44 years ago, and now operates more than 1,300 outlets in 47 states.

MCDONALD'S - GOODNESS OF BEEF - CHINA
CREDITS
Project: Goodness of beef
Client: Phyllis Cheung, senior national marketing manager, McDonald's
China
Brief: Educate people about the benefits of beef and stimulate
consumption
Creative agency: TBWA\China
Writers: Sharon Xu, Nemo Jiang, Zhang Yufan
Art directors: Elyn Dong, Lawrence Wang
Planners: Lisa Wang, Nick Barham
Media agency: OMD
Media planner: Sam Liu
Photographer: Alex KaiKeong
Retouching: Yifan Studio
Exposure: National print, retail outlets

THE LOWDOWN

McDonald's is attempting to build on its presence in China, with a print campaign aimed at increasing the consumption of beef.

The fast-food chain wants to change the perception of the meat as a special-occasion indulgence.

The campaign, produced by TBWA\China in collaboration with the China Health Education Association, takes a comical approach by featuring keep-fit cattle sporting dumbbells and skateboards.

Yang Yeo, the agency's executive creative director, described it as "a fresh departure from the usual".

The ads also aim to associate the McDonald's brand with quality in the minds of consumers.

GENERATIONS 88.2 FM - DOG, KEYS, 50 CENT - FRANCE
CREDITS
Project: Dog, keys, 50 cent
Client: Bruno Laforestrie, vice-president, Generations 88.2 FM
Brief: Promote the 100 per cent rap radio station Generations 88.2 FM
Creative agency: JWT Paris
Writer: Hadi Hassan
Art director: Ahmed El Zoghlami
Media agency: In-house
Exposure: National magazines

THE LOWDOWN

The French radio station Generations 88.2 FM has launched a print campaign which plays on the French Government's demand for a proportion of broadcast music to be "truly" French.

The hip-hop, soul and funk station's ads feature the names of famous hip-hop artists, translated into French.

JWT Paris has created the advertising under the theme "Parlez-vous franaais?". The translated names of the artists appear against a colourful background of modern graphics.

Generations 88.2 FM, which has been broadcasting in the Paris area for more than ten years, has also launched a number of music and film festivals.

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