The Work: New Campaigns - The World

Project: Dummies
Clients: Annina Brandt, campaign publicist, traffic safety; Karita
Kontula-Sokka, publicist, Ministry of Transport, Finland
Brief: Convince young drivers to wear seatbelts
Creative agency: Publicis Helsinki
Writer: Tomi Winberg
Art director: Sami Anttila
Media agency: ZenithOptimedia
Production company: Spy Films
Directors: Alex Kiesl, Steffan Hacker
Post-production: Unexpected
Exposure: National TV, cinema


A role-reversal in which crash-test dummies try in vain to convince headstrong teenagers to wear seatbelts forms the basis of a major new road safety campaign by Finland's Ministry of Transport.

Alex Kiesl and Steffan Hacker, the German duo that won the 2005 Young Directors Award at Cannes, were part of the multinational team assembled by Publicis Helsinki to produce the campaign.

Combining animation and live action, the spot features the dummies running the crash-test centre, while young drivers take their place in the test cars. They brush away the dummies' warnings that they should wear seatbelts before they are sent hurtling to their deaths. The endline warns: "Even dummies wear seatbelts."

The campaign, described by the agency's executive creative director, Anthony Wolch, as a "wake-up call" to young people, is being supported by print and web activity.

Project: Coffee
Client: FedEx Kinko's
Brief: Introduce customers to FedEx Kinko's print online service
Creative agency: BBDO New York
Writer: Dan Kelleher
Art director: Jonathan Mackler
Media agency: OMD
Media planner: Fran Pessagno
Production company: Moxie Pictures
Director: Martin Granger
Editor: Ian MacKenzie
Post-production: MacKenzie Cutler
Exposure: National TV, cable


FedEx is promoting its Kinko's high-speed copying and binding services with new advertising that presents them as an alternative to a long night in the office.

The national TV campaign, aimed mainly at small businesses and home office workers, is intended to drive traffic to, a microsite where visitors can learn more about Kinko's online service.

The commercial features a junior manager facing the prospect of an all-night session preparing a presentation. He attempts to drink the contents of a coffee jug in one go. Having soaked his shirt and trousers, he is assured by a colleague that Kinko's has already done the work.

The Kinko's service grew out of a chain of specialist stores bought by FedEx for $2.4 billion in February 2004.

Project: KT WiBro brand launch
Client: Chang-hwan Sin, brand manager, KT
Brief: Launch KT WiBro and highlight its super-quick upload speeds
Creative agency: Cheil Communications
Writer: Bo-young Lee
Art directors: Jae-hoon Jung, Seung-ah Choi
Media agency: Cheil Communications
Media planner: Soo-young Kim
Production company: Oyster Pictures
Director: Seung-ju Lee
Post-production: Seoul Visions
Audio Post-production: Stone Sound Works
Exposure: National TV


KT WiBro, a service that enables subscribers to receive wireless broadband internet services even inside moving vehicles, is being launched in South Korea via a national TV campaign.

The service is a joint venture between KT, the country's largest broadband service provider, and SK Telecom, the mobile communications company.

KT claims WiBro will allow ten million customers in and around Seoul to surf the internet as they move at speeds of more than 70mph.

The former state monopoly is taking a huge financial gamble on WiBro, which it sees as its next-generation growth engine. However, some analysts are sceptical the service will ever grow much beyond a niche market.

Project: Memorials
Clients: Dr Chris Mazza, chief executive; Marilyn McCrea, vice-president
of marketing and communications, Ornge
Brief: Reassure people that wherever they live in Ontario, they are
never far from advanced medical care
Creative agency: Taxi Canada
Writer: David Mueller
Art director: Mark Scott
Media agency: Media Experts
Media planner: Kareem Boulos
Production company: Avion Films
Director: Chris Woods
Editor: Chris Van Dyke
Post-production: School
Exposure: TV in Ontario


Poignant images of roadside memorials to road accident victims feature in a new TV campaign to raise the profile of Ornge, Ontario's air ambulance service.

The commercial shows a series of roadside shrines, complete with pictures, flowers and other mementoes, seemingly being blown away by a high wind.

The wind turns out to be generated by the rotor blades of an Ornge helicopter. The film ends with the message: "Last year, 18,077 lives were saved. With a little help from above."

The Ontario air ambulance service was established in 1977, mostly to serve remote areas in Northern Ontario that are either inaccessible to land ambulances or that land ambulances would take too long to reach.