The Work: New campaigns - The world

Project: The overlord
Client: Gavin Yang, brand marketing manager, Li-Ning
Brief: Drive sales for the LN-SHAQ-branded product series
Creative agency: Leo Burnett Beijing
Writer: Zhou Jing
Art director: Sean Yang
Media agency: Starcom
Production company: All In One
Director: Zheng Xian Feng
Editor: Nilson Ng
Post-production: Touches
Exposure: National TV


Li-Ning, the Chinese sportswear manufacturer, is leveraging the deal signed last year with the US basketball star Shaquille O'Neal to launch a co-branded series of basketball clothes and shoes.

The TV, print and outdoor campaign promotes the new LN-SHAQ range. It follows the $1.25 million five-year sponsorship agreement announced last summer with the Miami Heat player.

The advertising draws on O'Neal's experience in the NBA to show that only those players with remarkable courage can be "the overlord" of the court and make anything possible.

Li-Ning, whose eponymous founder was an Olympic gold medal-winning gymnast, continues to outsell its main competitors, Nike and Adidas, in its home market.

O'Neal is the second NBA star to be signed by the company, which also has a deal with the Cleveland Cavaliers player Damon Jones.

Project: Weeks of wellness
Clients: Andreas Poulionakis, product management leader; Pawel Nowotny,
product communication team leader; Susanne Vetter, project leader,
product communication, DaimlerChrysler Germany
Brief: Present the Mercedes-Benz brand as both classy and comfortable
Creative agency: Shanghai DGM
Writer: Stefan Karl
Art director: Heiner Rogge
Planners: Frank Buchin, Katharina Beich
Media agency: PHD
Production company: Markenfilm Hambourg
Director: Patrick Walder
Audio Post-production: Never Heard Before
Exposure: National TV


DaimlerChrysler is putting extra advertising resource behind Mercedes-Benz in Germany in an effort to give fashion appeal to a brand long renowned for its quality.

A new national TV campaign concentrates not on individual Mercedes models, but on the luxurious features that they offer.

The campaign, under the theme "Weeks of wellness", was created by the Shanghai DGM agency, and is based on the concept of high class combined with comfort.

The idea is underscored by various images of luxury from an orchid to a thick bath towel spread across a driver's seat.

The TV initiative is being supported by radio and outdoor campaigns, as well as point-of-sale material.

Project: India brand campaign
Client: Vaishali Sharma, head of marketing and communication India, BBC
Brief: Demonstrate the relevance of global news, as broadcast on BBC
World, to Indian viewers
Creative agency: Vyas Giannetti Creative
Writer: Deepti Parekh
Art director: Rajib Gupta
Planners: Tarini Mohindar, Lavanya Seshadri
Media agency: MediaCom
Photographer: Kiran Owal
Retouching: Saeed Shaikh
Exposure: Outdoor


BBC World, the BBC's international news and information TV channel, has launched its first-ever brand advertising focused on India under the theme: "What affects the world, affects you."

The press and TV campaign highlights how the news as broadcast on BBC World is relevant and how it could impact on the lives of Indian audiences. Created by Vyas Giannetti Creative, the campaign is running in Delhi, Bangalore, Mumbai, Kolkotta and Kerela.

Each of the executions depicts an international news event and its implications for India. One links the deforestation in the Americas with the floods in Mumbai, while another connects Indian price fluctuations with the Middle East crisis.

Client: Rev Dr Keith Howard, executive director, United Church of Canada
Brief: Raise awareness among young Canadians of
Creative agency: Smith Roberts + Co, Toronto
Writer: Brian Smith
Art director: Malcolm Roberts
Planner: Liz Atkins
Media agency: Willow Media
Media planner: Rachael Smith
Production company: Untitled
Director: Aleysa Young
Editor: Ross Birchall, Bijou
Exposure: Internet


The United Church of Canada, the country's largest Protestant denomination, has turned to the web in a bid to reinforce its relevance to young people.

A squirrel that seems to have a mind of its own is the unlikely star of the church's new viral ad, which promotes, its new online community.

The spot features people asking the rodent spiritual and moral questions. One participant asks: "Does God hate me because I'm gay?" After each question the squirrel pulls on an acorn, causing a "yes" or "no" lightbulb to flash. The spot ends with the message: "Looking for easy answers? Ask the squirrel. Looking to explore a little deeper? Visit"


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