The Work: New Campaigns - The world

Project: Crashes
Clients: Pablo Gazzera, category marketing director; Florencia Pena,
brand marketing director; Cristian Cores, marketing brand manager, Axe
Brief: Communicate the launch of Axe 3 combinable fragrances
Creative agency: Vega Olmos Ponce
Writer: Matias Corbelle
Art director: Diego Sanchez
Media agency: Initiative
Media planner: Patricio Busso
Production companies: Blink London, Pioneer Productions
Director: Lynn Fox
Editor: Joe Guest
Post-production: The Mill
Audio Post-production: La Casa Post
Exposure: National and cable TV in Latin America


Unilever's Axe male deodorant continues its theme of presenting itself as an essential prerequisite to seduction in a fresh burst of TV advertising running across Latin America.

The new spot, created by the Vega Olmos Ponce agency in Buenos Aires, launches Axe 3, a combined deodorant and body spray.

Shot in Budapest, the film features a young man riding a motor scooter through a city centre seemingly oblivious of the effect the Axe 3 he is wearing is having on the women he passes. A whiff of the spray causes them to crash into each other in a cloud of white powder. When it clears, the two colliding women have morphed into one single and sexier version.

Unilever strengthened its relationship with Vega Olmos Ponce at the end of last year by appointing the agency to handle global creative work for its Impulse body spray.

Project: Launch campaign
Client: Peter Davies, chief executive, Caribbean Airlines
Brief: Launch Caribbean Airlines and position it as the flag carrier for
the Caribbean region
Creative agency: CST
Writers: Elaine Jones, Neil Crocker, Rob Decleyn
Art directors: Anna Goodyear, Simon Micheli
Planner: Dave Downing
Media agency: CMB
Media planner: Valerie Betaudier
Retouching: Saddington & Baynes
Exposure: Newspapers and magazines in the Caribbean, US, Canada and UK


The hummingbird - one of the most famous wildlife species to be found in the West Indies - is being used to promote the launch of the national airline of Trinidad and Tobago.

Caribbean Airlines began operations this month as a replacement for BWIA, which collapsed under the weight of heavy losses.

The Trinidad and Tobago government approved a $250 million capital injection to create the new carrier. It will operate within the Caribbean and fly to major international cities, including New York, Miami, Toronto and London, but on fewer routes than BWIA.

Britain's CST produced the print campaign, which comprises 14 executions - each of them using a hummingbird in a different guise - to publicise destinations, flight schedules and prices.

Project: Armageddon
Client: Veronika Rost, marketing director, Reckitt Benckiser France
Brief: Illustrate the strength of O'Cedar liquid wax
Creative agency: JWT Paris
Writer: n/s
Art director: Xavier Beauregard
Media agency: Media Planning Group
Media planner: Jose Da Silva
Photographer: Vincent Dixon
Retouching: Kilato
Exposure: National press


JWT is ending its relationship with Reckitt Benckiser with an apocalyptic press ad promoting the protective power of the company's O'Cedar furniture polish.

The JWT agency in Paris produced the ad, called "Armageddon", the latest in a series of offbeat executions for the brand.

The ad shows a man dressing beside his O'Cedar-waxed wardrobe, which appears to have survived intact despite the scene of total devastation around him.

The campaign is aimed at addressing the problem of falling furniture polish sales as a result of the growing popularity of furniture with laminate surfaces and of electrostatic wipes.

The ad is the swansong work for JWT, which lost its global Reckitt Benckiser business to Euro RSCG Worldwide last July.

Project: All-wheel drive
Client: Don Durst, vice-president, sales and marketing, Subaru Canada
Brief: Re-establish Subaru as the all-wheel drive company
Creative agency: DDB Canada
Writer: Denise Rossetto
Art director: Todd Mackie
Planner: Andrew Simon
Media agency: OMD
Production company: Untitled
Director: John Mastromonaco
Editor: Brian Williams, Panic & Bob
Post-production: Crush
Exposure: National TV


Subaru aims to link its name firmly with all-wheel drive technology among Canadian drivers with a pair of new ads demonstrating why such technology is important.

Both spots highlight Subaru's Symmetrical All-Wheel Drive system and demonstrate why the technology, installed in every Subaru, is important to car buyers.

In one film, a Subaru Outback is seen anchored to the spot while the debris from a tornado swirls around it.

In the other, viewers are told that buying a car without the Symmetrical All-Wheel Drive system would be as crazy as buying one without windows, brakes, a steering wheel or an engine.