The Work: New Campaigns - The world

Project: Snake well
Client: Judy Everett, head of corporate identity, Shell
Brief: Demonstrate Shell's search for responsible energy solutions
Creative agency: JWT
Writers: Greg Martin, Mike McKenna
Art directors: Greg Martin, Mike McKenna
Media agency: n/s
Production company: Serious Pictures
Director: Ivan Bird
Exposure: Global TV


Shell, previously under fire over its environmental credentials, is running a new global TV campaign stressing its commitment to finding innovative and responsible solutions to the world's energy problems.

The film, created by JWT, was inspired by the so-called "snake" well-drilling technology, which is being used by the company in Brunei. The technique enables engineers to drill around obstructions, and reduces the need for lots of oil wells, while increasing the efficiency of oil recovery.

The ad tells the story of a Shell scientist, who gets the idea for developing the drill while watching a small boy in a cafe reverse his bendy straw into a glass of cola.

Shell drew flak from Friends of the Earth last year over its alleged flaunting of environmental legislation in Nigeria and the Philippines.

Project: Dress for it
Clients: John Pranger, national marketing manager; Marian Decker,
promotions and events manager, Honda Australia
Brief: Launch the third-generation Honda CR-V
Creative agency: DraftFCB Melbourne
Writers/art directors: Scott Lambert, Romani Mieszkowski, Mick Bakos,
Mikey Tucker, Eric Blakeway
Production company:
Director: Patrick Hughes
Editor: Adam Wills
Post-production: Animal Logic
Exposure: National TV


A man changes clothes several times within a few seconds in a new campaign by Honda to promote its CR-V compact crossover sports utility vehicle in Australia.

The spot, created by DraftFCB in Melbourne, is intended to reflect the versatility of the third-generation CR-V, which made its debut at last year's Paris Motor Show.

Set in a busy city street, the film features the man stripping off to reveal a number of different outfits: jeans and a casual top, a dinner suit, and, finally, shorts and a vest. It ends by revealing the redesigned CR-V.

Honda introduced the CR-V in 1996, basing it loosely on its Civic model. The latest version is lower, wider and shorter than its predecessors.

Project: Rooster
Clients: Peter Huettmann, brand manager, Goderet van de Heuval,
assistant brand manager, Ariel
Brief: Introduce Ariel Luminous White
Creative agency: Saatchi & Saatchi, Amsterdam
Writer: Dennis Hendriks
Art director: Kristel Hendriks
Planners: Tanya Jaspers, Mark Brounen
Media agency: Starcom
Media planner: Caroline Dommerholt
Illustrator: Jasper Schreurs, Roughmen
Retouching: Tim Bishop
Exposure: National press


Ariel, Procter & Gamble's biggest washing powder brand, abandons its traditional tactic of boasting about its stain-removing qualities in new print advertising running in Holland.

Created by Saatchi & Saatchi in Amsterdam, the ad introduces Ariel Luminous White, and features a rooster to demonstrate how the product produces brilliantly white clothes.

So brilliant, in fact, that the clothes will illuminate everything around them, confusing a rooster who thinks dawn has arrived and begins crowing.

Project: Pinball, beach-ball
Clients: Cie Nicholson, senior vice-president and chief marketing
officer; Russell Weiner, vice-president colas, Pepsi-Cola North America;
James Miller, director, Brand Pepsi
Brief: Symbolise the physical and emotional feelings that drinking Pepsi
Creative agency: BBDO New York
Writer: Brad Roseberry
Art director: John Leu
Media agency: OMD
Production companies: Partizan (pinball), HIS (beach-ball)
Directors: Traktor (pinball), Samuel Bayer (beach-ball)
Editors: Paul Martinez, Lost Planet (pinball), Avi Oron, Bikini Edit
Post-production: Method
Exposure: National TV


Pepsi is reacting to shrinking cola sales in its domestic market with new TV advertising, which tries to capture what it feels like to drink the brand under the theme "more happy".

The initiative is being spearheaded by two ads created by BBDO in New York. In one, a man is taken for a wild ride on top of a giant red, white and blue Pepsi globe across a city which has been transformed into a giant pinball machine. In another, the Pepsi globe appears as a giant beach-ball, which is lobbed between people in different countries.

PepsiCo has pledged to refocus on its core brand, which has been repackaged, in an effort to halt falling sales.