The Work: New Campaigns - The World

Project: Land of the wolf
Client: Guy Lawrence, global brand director, Eristoff
Brief: Create a distinctive positioning of the brand by drawing on its
Creative agency: Leagas Delaney
Writer: Matt Moreland
Art directors: Paul Copeland, Chris Clarke
Media agency: Universal McCann
Production company: Blink
Director: Vaughan Arnell
Editor: Fraser Lawson, Cut & Run
Post-production: The Mill
Audio Post-production: 750mph
Exposure: Global TV


Bacardi is giving a renewed advertising boost to its Eristoff premium vodka brand in a new worldwide TV campaign that draws on its historic associations with an area famous for its large wolf population.

Leagas Delaney in the UK has created the new commercial, which is making its debut across Europe and India before rolling out worldwide later this year backed by press and outdoor activity.

Based on a 19th-century recipe, Eristoff has achieved rising popularity in the Benelux countries over the past four years and is second only to Smirnoff in the Spanish market.

The spot features a man who appears to be fleeing from a wolf pack in a snowbound central European forest. But the action ends with a surprising twist when it is revealed to be taking place inside a "snowstorm" paperweight.

Project: A summer classic
Clients: Josy Shaw, head of marketing; Kara Haskell, marketing manager;
Brent Whelan, brand manager, Nestle Peters
Brief: Reinforce Drumstick as a summer ritual
Creative agency: Publicis Mojo
Writer: Justin Ruben
Art director: David Klein
Media agency: ZenithOptimedia Melbourne
Production company: Goodoil Films
Director: Hamish Rothwell
Exposure: National TV, cinema


Hundreds of Australian sun-lovers carrying out their poolside rituals in unison feature in a campaign to emphasise how Drumstick ice-cream is synonymous with summers Down Under.

Created by Publicis Mojo, the advertising resulted from agency research showing that Drumstick has become regarded as an essential part of the summer season since Nestle Peters introduced it 44 years ago.

The commercial presents Drumstick as familiar a summer ritual as laying out the towels on the sun loungers, swatting flies and "bombing" into the water.

Project: Silhouettes
Clients: Emilo Laugier, director; Laura Salles, marketing manager,
Buenos Aires Zoo
Brief: Show how the zoo makes it possible to see different animals in
the same place
Creative agency: Del Campo Nazca Saatchi & Saatchi
Writer: Hernan Rebalderia
Art director: Santiago Dulce
Illustrator: Gocho Espagnol
Exposure: National press, outdoor


Optical trickery is being employed in new advertising to illustrate the huge number of animals that can be seen at Buenos Aires Zoo.

Del Campo Nazca Saatchi & Saatchi has produced seven executions in support of the zoo, one of the most famous in South America.

Established in 1874, the zoo houses more than 2,500 animal species. It is also heavily involved in animal research and public education programmes.

The advertising runs under the theme of "animals together". Each ad shows two animals of the same species in silhouette creating the image of another.

Project: Inner M
Clients: Michelle Kessler, vice-president marketing established brands;
Anibal Martini, director; Arjun Charanjiva, marketing manager; Osher
Hoberman, associate marketing manager, M&M's
Brief: Show how M&M's allows people to embrace the fun in life
Creative agency: BBDO New York
Writers: Lauren Connolly, Tim Bayne
Art directors: Tim Bayne, Bryan Wilson
Media agencies: MediaVest (planning), Mediaedge:cia (buying)
Production company: Believe Media
Director: Albert Kodagolian
Editors: Maury Loeb, Zarina Mak, Jenna Warnecke
Post-production: PS 260
Exposure: National TV


Masterfoods is using new TV and print advertising for its M&M's confectionery brand to drive consumers to an interactive website where they can create their own "Inner M" character.

The initiative is the result of an online survey carried out on the brand's behalf among 1,570 people, less than a fifth of whom admitted that they had enough fun.

The website,, features the Character Creator, where users can customise their own Inner M likeness by choosing from the shapes, colours, hair, facial features and accessories on offer.

Visitors to the website can also play online games and enter a gallery in which they can share their Inner M images with family and friends.

Over time, a virtual store will offer visitors the chance to personalise items such as mugs, mouse pads and shirts.

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