The Work: New Campaigns - The World

Project: Human
Client: Peter Dee, global marketing director, Johnnie Walker
Brief: Show how Johnnie Walker is able to inspire personal progress
Creative agency: Bartle Bogle Hegarty
Writer: Justin Moore
Art director: Steve Robertson
Planner: Orlando Hooper-Greenhill
Media agency: n/s
Production company: MJZ
Director: Dante Ariola
Editor: Andrea McArthur
Post-production: The Mill
Audio post-production: Wave Sound
Exposure: TV, cinema, online in Latin America and Europe


An android who wishes he was human gives a new twist to the "keep walking" strategy for Johnnie Walker, the world's best-selling Scotch whisky brand.

Bartle Bogle Hegarty created the 60-second spot, which relies on complex post-production techniques to underscore the brand's association with the idea of personal progress.

In contrast to previous films, which have featured celebrities including the actor Harvey Keitel and the footballer Roberto Baggio discussing their personal journeys through life, the latest commercial aims to counter the belief that the future world will be dominated by technology and run by machines.

In the film, the android tells viewers that, although he has been designed to last forever, human beings have the opportunity to achieve immortality by doing "one great thing".

Project: Bugs
Client: Jay Kuhnie, communications director, Jeep
Brief: Associate the Wrangler Unlimited with the Jeep values of freedom,
adventure, excitement and fun
Creative agency: BBDO Detroit
Writer: Ty Hutchinson
Art directors: John O'Hea, Paul Szary
Media agency: PHD
Media planner: Courtney Strang
Photographer: Madison Ford
Retouching: Midcoast Studio
Exposure: Outdoor in Chicago, Detroit and New York


The Jeep Wrangler Unlimited, the first four-door version made by the famous marque in a history that stretches back more than 65 years, appears as an insect crawling up walls in US cities as part of a multi-faceted campaign to launch the vehicle.

At first sight, the advertising appears to show insects travelling across landscapes and climbing buildings in New York, Detroit and Chicago. But a closer look reveals them to be Jeep Wranglers carrying items such as kayaks, surfboards, snowboards and backpacking gear.

The vehicle, which made its debut in New York earlier this year, claims to offer more comfort, space, off-road capability, power and fuel efficiency than previous models.

This month, DaimlerChrysler cited record US sales for the Wrangler brand, which, it said, had been driven in large part by the success of the Wrangler Unlimited. The advertising also includes national magazines and TV.

Project: Beautiful day
Client: Pam Davis, director of marketing, World Wildlife Fund, Canada
Brief: Make people aware of the threats of global warming so they will
not ignore them
Creative agency: Draft FCB Toronto
Writer: Chris Taciuk
Art director: Joe Piccolo
Media agency: Draft FCB
Media planner: Lidia Hardwicke
Production company: Untitled
Director: Chris Sargent
Editor: Pete McAuley, AXYZ
Post-production: AXYZ
Audio post-production: RMW
Exposure: National TV, cinema


A warning to Canadians that they ignore the threats of global warming at their peril is being delivered in a dramatic new commercial by the World Wildlife Fund.

Created by Draft FCB in Toronto, the spot is intended to shake people out of their complacency and encourage them to make a donation to the WWF in Canada.

To make an impact, the film juxtaposes dramatic footage of whirlwinds, forest fires and floods with a cute song about the joys of living. It ends with the line: "Ignoring global warming won't make it go away."

The WWF operation in Canada is currently putting a heavy focus on promoting practical methods to address climate change.

Its goal is to ensure the country implements the Kyoto Protocol, continues efforts to reduce greenhouse emissions through more energy efficiency and strives for more clean, renewable power.

Project: Skiing in Japan
Client: Peter Karlsson, chief executive, Langley Travel
Brief: Launch Japan as a new ski destination
Creative agency: Goss, Gothenburg
Writers: Ulrika Good, Michael Schultz
Art directors: Matthias Fendberg, Emil Jonsson, Gunnar Skarland, Jan
Eneroth, Mimmi Andersson
Planner: Johan Good
Media agency: In-house
Exposure: National print, outdoor


Langley Travel, the Swedish travel agency that specialises in introducing travellers to exotic ski destinations, takes a humorous approach to the height differences between Europeans and Orientals in advertising promoting its skiing trips to Japan.

Its print campaign shows a Westerner literally standing head and shoulders above his fellow skiers, against the backdrop of snow-clad Japanese mountains.

Langley, which already offers skiing trips to such unlikely locations as Morocco, Siberia and Iran, says that Japan, with its vast mountain range, is a country few European ski lovers have discovered.

The company currently takes 40,000 people a year on summer and winter holidays.

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