The Work: New Campaigns - The World

Project: Sex tourism involving children
Clients: Carole Bartoli, programme co-ordinator, ECPAT; Franaois
Brousse, senior vice-president, corporate communications, Air France
Brief: Combat child sex tourism and raise awareness of the issue
Creative agency: BETC Euro RSCG
Writer: Remi Noel
Art director: Eric Holden
Media agency: n/s
Production company: White
Director: Taryn Simon
Post-production: Mikros
Exposure: Long-haul Air France flights, worldwide TV


ECPAT, the international network dedicated to ending the sexual exploitation of children, has renewed its association with Air France in a new drive to combat the problem of sex tourism.

BETC Euro RSCG in Paris created the film, which is being screened on all Air France long-haul flights, as well as being made available to the French travel industry.

Shot in Brazil, the film puts the viewer in the shoes of the predator; it features a rent boy and girls as young as 13 drinking and seducing men in a bar. It concludes with a list of men who have been jailed for sex offences against children across the world.

The film follows changes in French law, which allows the country's courts to impose jail sentences of up to ten years on men found guilty of sexually abusing children abroad.

Project: Zero emissions
Clients: Eric Drosin, manager corporate affairs; Maria Isabel Rodriguez
Leon, assistant manager, corporate affairs, Toyota Motor Europe
Brief: Communicate Toyota's commitment to the environment through its
total approach to sustainable mobility
Creative agency: Dentsu Brussels
Writer: Jan Vandenplas
Art directors: Wain Choi, Eric Jamez
Media agency: Carat International
Photographer: Olaf Veltman
Retouching: Olaf Veltman, Bernard Blistin
Exposure: National press in the UK, France, Germany, Italy, Spain,
Russia, international magazines


Toyota is touting its green credentials to drivers and opinion-formers across Europe, with advertising aimed at underlining the company's commitment to ensuring its cars have increasingly less impact upon the environment in the coming years.

The Japanese car-maker claims its hybrid engine technology is setting the pace towards its ultimate aim of zero emissions. Meanwhile, it has promised to further limit the amount of energy, water, paint and packaging used during the manufacturing process.

The print campaign, produced by Dentsu Brussels, underscores this philosophy by featuring a tree trunk in the shape of a giant human hand.

The print initiative is being supported by web banners and six Toyota-sponsored one-minute "green" films on Euronews, BBC World, CNN and National Geographic.

Project: Be nice to your money
Clients: Christine Veber, associate vice-president, retail banking
marketing online; Sara Rankin, manager, retail banking marketing,
Canadian Tire Financial Services
Brief: Launch new retail banking products
Creative agency: GJP Advertising, Toronto
Writer: Trevor Schoenfeld
Art director: Lisa Greenberg
Planner: Kevin Pfuhl
Media agency: MBS Media, Toronto
Production company: Circle Productions
Director: Bruce Dowad
Editor: Mark Morton, School Editing
Post-production: Crush
Audio post-production: Grayson Matthews
Exposure: TV in Alberta and Ontario


A reputation for being polite and friendly, which many Canadians see as a natural characteristic, is being harnessed in new advertising in order to launch a range of retail banking products.

This pilot campaign, by Canadian Tire Financial Services, supports a range of new initiatives, including high-interest savings accounts, variable- and fixed-rate mortgages and guaranteed investment certificates.

It is being spearheaded by two commercials showing people being nice to everything and everybody around them. A voiceover ends each one by asking: "If you're nice to all of them, why aren't you nice to your money?"

The TV campaign, which is being supported by outdoor, online, direct mail and in-store activity, aims to make the company synonymous with trust, friendliness and care.

Project: Glasses
Client: Banu Olcay, head of marketing, Doluca Wines
Brief: Reinforce Doluca's position as a leading wine-maker
Creative agency: DDB&Co
Writers: Karpat Polat, Volkan Karakasoglu
Art directors: Ali Bati, Gamze Ichedef
Planner: Ela Gokkan
Media agency: OMD
Photographer: Gokce Erenmenisoglu
Retouching: Ilkay Muratoglu
Exposure: National press, magazines


Doluca, Turkey's leading wine-maker, is taking an oblique approach to promoting itself in its home market, in order to avoid falling foul of the country's strict rules concerning alcohol advertising.

Restrictions prevent alcohol producers claiming brand leadership in their sector. As a result, the company's new print campaign attempts to suggest its dominant position in a more subtle fashion.

A series of executions feature a number of bizarrely shaped wine glasses, which illustrate the pleasures of drinking Doluca products.

In one, an elongated glass is accompanied by the line: "Wines of bottomless pleasure." Another shows a long-stemmed glass and the line: "Wines held in high regard."

Doluca, part of the Turkish wine-making industry for three generations, currently produces more than 20 different products, and has an annual bottling capacity of 12 million.

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