The Work: New Campaigns - The World

INPES - Free hugs - France
CREDITS
Project: Free hugs
Client: Stephane Delaunay, communications manager, INPES
Brief: Encourage people not to discriminate against those with Aids
Creative agency: BETC Euro RSCG
Writer: Olivier Apers
Art director: Hugues Pinguet
Media agency: OMD
Media planner: David Delannoy
Production company: Cosa
Director: Denis Thybaud
Post-production: Nighshift
Exposure: National TV, internet

THE LOWDOWN

A web-inspired movement, which encourages people to take to the streets with signs advertising "Free hugs", has been taken up by the French Health Ministry (INPES) for a campaign to curb discrimination against people with Aids.

The initiative follows research that showed if HIV sufferers are accepted by society, they will be less inclined to take risks, be more careful about prevention of virus transmission and follow treatment programmes.

BETC Euro RSCG produced the internet and TV campaign, which was shot over a two-day period as if by an amateur cameraman.

The spot features a man roaming city streets with a "Free hugs" placard. At first, people ignore or avoid him, but eventually many take him up on his offer.

The film ends with the line: "Aids is not transmitted like this. But love is."

FIAT - GIRLS - ITALY
CREDITS
Project: Girls
Clients: Stephen Norman, marketing director; Giovanni Perosino,
communications director, Fiat
Brief: Present the Grande Punto as fun to drive
Creative agency: Armando Testa
Writers: Pietro Verri, German Silva
Art directors: German Silva, Dario Anania
Media agency: Fiat Media Center
Production company: Movie Magic International
Director: Carlo Sigon
Post-production: Movie & Art
Audio Post-production: Top Digital
Exposure: National TV

THE LOWDOWN

A trio of women relive their childhoods in a new commercial aimed at presenting the Fiat Grande Punto as a fun car to drive.

The film is part of an initiative to link the Punto, launched in 1993 and now in its third generation, with childlike enjoyment.

The commercial begins with three small girls inside a Grande Punto, singing and wildly waving their arms to a pop song blaring from the car's radio.

But as the girls step out of the car, they are instantly transformed into adults. After a few steps, they turn to look at the car with broad smiles.

Launched at the Frankfurt Motor Show in 2005, the Grande Punto competes directly with the Opel Corsa and the Volkswagen Polo.

ZHUJIANG BEER - NEVER LOSE IT - CHINA
CREDITS
Project: Never lose it
Client: Zhujiang Beer
Brief: Highlight the perils of alcohol over-consumption
Creative agency: Oglivy Guangzhou
Writers: Fanny Lee, Yolands Zhang, Andrew Lok
Art directors: Simon Zhang, Gao Yuan, Owen Leung
Media agency: In-house
Photographer: Kim Chan
Retouching: Yufeng Li, Awei Huang, Spring Zhu, Denver Liu
Exposure: Print and outdoor, Southern China

THE LOWDOWN

The consequences of getting "legless" as a result of two much alcohol come to life in a series of print ads in China to promote Zhujiang's alcohol-free beer.

The ads, produced by Ogilvy Guangzhou, show a jumble of dismembered limbs, all of which seem to have a mind of their own. Each execution carries the message: "Because you should never lose it."

Owen Leung, the agency's creative director, said: "Anybody who has ever got drunk will know the feeling. Your arms and legs don't go where you want them to."

China's beer market has been growing at a rapid pace in recent years, fuelled by massive foreign investment and rising levels of consumer spending. The state-owned Zhujiang was established in 1985 to take advantage of advanced brewing technology available from Europe.

NEW MEXICO TOURISM - THE BEST PLACE IN THE UNIVERSE - US
CREDITS
Project: The best place in the universe
Client: Michael Cerletti, secretary, New Mexico Tourism Department
Brief: Increase awareness of New Mexico as a travel destination
Creative agency: M&C Saatchi Los Angeles
Writer: Craig Ghiglione
Art director: Jay Gundzik
Planner: Jason Riley
Media agency: Round2
Production company: Epoch
Director: Matt Aselton
Editor: Adam Parker, Chrome
Post-production: Ring of Fire
Audio Post-production: Sam Cassas, Lime
Exposure: Test markets in San Diego and Minneapolis

THE LOWDOWN

New Mexico, the focus of worldwide attention when an alien spacecraft is said to have crashed near the town of Roswell in 1947, is using depictions of creatures from outer space to attract tourists to the state.

The campaign, spearheaded by TV and supported by outdoor and online activity, aims to convince potential visitors that the US state is not just a hot and dry place with nothing to see or do. The message is reinforced with the theme "The best place in the universe", and features aliens who discuss New Mexico's attractions in a down-to-earth way. "People that have not visited often have no idea or the wrong idea about New Mexico," the Tourism Department's secretary, Michael Cerletti, said.