The Work: New Campaigns - The World

Project: No-one to play with
Client: Arjen Kruger, head of advertising, PartyGaming
Brief: Communicate to European players the benefits of playing poker
Creative agency: In-house
Writers: Murray Partridge, Anthony Smith
Art directors: Murray Partridge, Anthony Smith
Planner: Simon Tilbury
Media agencies: MediaCom (UK), OMD (Germany), Mediaedge:cia (Sweden)
Production company: Therapy Films
Director: Tim Brown
Editor: Joel Milner, Cut & Run
Post-production: Nice Biscuits
Audio post-production: Wave
Exposure: TV in Sweden, Germany, UK


PartyGaming, the online poker house that will take a £135 million hit as a result of the US government's clampdown on online gaming, is turning its attention to European punters with a fresh advertising burst for its operation.

The campaign is spearheaded by four 30-second TV spots featuring a homicidal ringmaster, a gay cowboy, a sadistic jailer and a doctor in a psychiatric hospital.

The former TBWA creative director, Murray Partridge, and one-time JWT creative, Anthony Smith, produced the films in-house at PartyGaming.

Under the theme "No-one to play with", one spot features a ringmaster forced to play poker with a monkey after killing off a knife-thrower's assistant and a human cannonball. Another shows a doctor in a psychiatric unit despairing of having to play poker with his patients.

Revenues from PartyGaming's US-facing businesses are currently down 2 per cent compared with a 21 per cent growth over the past three months.

Project: Crazy for passion
Clients: Thomas Weber, chief executive; Sonia Ortner, marketing
director, Palmers
Brief: Launch Palmers' latest stocking range
Creative agency: Euro RSCG BETC
Writer: Josepha Waem
Art director: Josepha Waem
Media agency: Optimedia Vienna
Media planner: Maurizio Berlini
Photographer: Bruno Dayan
Retouching: Marie Zacchi
Exposure: Magazines, outdoor


Ten long-legged dancers from the famous Crazy Horse cabaret in Paris have been drafted in by the exotic lingerie manufacturer Palmers to promote its new range of stockings.

The dancers, all of similar height and build, were chosen by Euro RSCG BETC for the shoot. The aim was to create a campaign that was sexy, without being too daring, that would have equal appeal to women and men.

The London-born photographer Bruno Dayan, who has worked on campaigns for Louis Vuitton, Moschino and Yves Saint Laurent, shot the dancers. All wear similar wigs. In fact, the only difference between them is their hair colour and stockings.

Palmers, Austria's largest textiles producer, markets under a variety of international labels, including Lejaby, Triumph and Jockey.

Project: Tiger FC
Clients: Jwee Peng Tan, assistant general manager; Lizzy Johnson, senior
marketing manager, Asia Pacific Breweries
Brief: Leverage Tiger Beer's ESPN football sponsorship and its
partnerships with Arsenal and Barcelona
Creative agency: Leo Burnett Singapore
Writer: Jatinder Sandhu
Art director: David Joubert
Planners: Mike Foster, Phil McDonald
Media agency: MindShare
Production company: Silver Screen Productions
Director: Gary John
Editor: Tim Mauger
Post-production: Oktober, VHQ Post
Audio post-production: Liquid Studios
Exposure: National TV, Singapore, cable TV, South East Asia


Sir Alex Ferguson's infamous "hairdryer" rants at Manchester United, and Arsenal's multinational squad of players are mocked in new advertising to mark Tiger Beer's sponsorship of English Premier League match broadcasts in the Far East.

The commercials feature "in" jokes that only football fans would understand and are intended to reinforce Tiger's credentials with genuine followers of the game.

In one spot, a Manchester United player takes advantage of Ferguson's verbal hot air to actually dry his hair. In the other, each Arsenal player sits with an interpreter to listen to a tactical talk by their French manager, Arsene Wenger.

Tiger's football links date back to the early 90s and its sponsorship of the Malaysia Cup. More recently, it has established partnerships with Arsenal and Barcelona.

Project: Solar billboard
Client: Greg Garden, marketing director, Nedbank
Brief: Transform Nedbank's "make things happen" line into a tangible
Creative agency: Network BBDO, Johannesburg
Writer: Brad Reilly
Art director: Jonathan Santana
Planner: Clive Evans
Media agency: Wicus Swanepoel
Exposure: Outdoor, Johannesburg


The BBDO agency in Johannesburg has achieved what it claims to be a world advertising first by creating a billboard that doubles as a solar panel providing power for a school kitchen.

The billboard, which promotes Nedbank, one of South Africa's top four banks, stands alongside the MC Weiler primary school in Johannesburg's Alexandra township.

Its billboard asks: "What if a bank really did give power to the people?" It generates enough power to boil 18 domestic kettles at any one time.

The billboard is part of the bank's environmental and educational programme, and is the first of a series planned for school sites around the country.

The school says the scheme is allowing more impoverished children to receive breakfast and lunch.

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