Feature

The Work: New campaigns - The world

RENAULT - FISHERMAN - FRANCE
CREDITS
Project: Fisherman
Client: Lapo Brogi, head of advertising, Renault
Brief: Sustain the Clio's position as France's best-selling car
Creative agency: Publicis Conseil
Writer: Marc Rosier
Art director: Jean Marc Tramoni
Planner: Bruno Planty
Media agency: Carat
Production companies: Psyop Inc, Stink
Director: Eben Mears
Editor: Mungo Maclagan
Post-production: WAM
Audio Post-production: Boris Nicou, WAM
Exposure: National TV

THE LOWDOWN

Renault is seeking to sustain the popularity of its Clio model, the best-selling car in France last year, with a bizarre new commercial that presents the car as "bait" on the end of a giant's fishing line.

Using a combination of live action and special effects, the spot appears to show a mass of city people inexorably "hooked" by the Clio.

Publicis Conseil devised the commercial, in which almost every scene was digitally enhanced to create a fairytale-like world.

First introduced in 1990, the Clio supermini is now in its third generation. It has been a substantial critical and commercial success, and is largely credited with restoring Renault's reputation after a difficult period in the late 80s.

WHO - ADDICTS - AUSTRALIA
CREDITS
Project: Addicts
Client: Mark Kelly, publishing director, Time Inc
Brief: Protect Who's leadership in the crowded celebrity magazine market
Creative agency: DraftFCB Sydney
Writer: Simon Edwards
Art director: Michael Simons
Planners: Jonathan Samengo, Bella Howe, Robyn Wardell
Media agency: Fusion Strategy
Media planner: Steve Allen
Production company: Cherub Pictures
Director: Justin Kurzel
Editor: Jane Nicholls
Post-production: MRPPP
Audio Post-production: Original Music
Exposure: National TV

THE LOWDOWN

Who, the Time Inc South Pacific-owned celebrity magazine, is fighting to hold its own in an increasingly congested Australian marketplace with advertising promoting the title as an addictive read.

DraftFCB in Sydney has created the campaign that embraces TV, print, viral and ambient. It aims to support what the magazine claims is its editorial superiority in the area of celebrity gossip.

The TV work, shot in documentary style, features a train guard and an estate agent voicing their concerns about the "addicts" hanging around. The "addicts" turn out to be elegantly dressed women buried in their copies of Who.

Jonathan Samengo, the DraftFCB head of strategic services, said Who's big advantage was its editorial standards - "they don't make stuff up" - and its access to unrivalled US resources.

SALVATION ARMY - LIFE SENTENCE - CANADA
CREDITS
Project: Life sentence
Client: Andrew Burditt, territorial PR director, Salvation Army, Canada
Brief: Raise donations to support Salvation Army services
Creative agency: ACLC, Toronto
Writer: Steve Conover
Art director: Howard Beauchamp
Media agency: ACLC
Media planner: Carole Roberts
Photographer: David Wile
Retouching: David Wile
Exposure: National outdoor

THE LOWDOWN

The Salvation Army, Canada's largest direct provider of social services, has launched a fresh round of advertising to generate more money to fund its programme aimed at breaking the cycle of poverty, addiction and dependence.

The national outdoor campaign comprises two executions, one featuring an impoverished woman and her child, the other a vagrant. All of them are cast as prisoners marking off the days before their release. The ads carry the line: "Poverty shouldn't be a life sentence."

Produced by ACLC in Toronto, the ads are intended to show people that homelessness does not have to be without hope, and to convince them that the money they give generates real results. Canada's Salvation Army runs more than 150 social-service institutions.

BIGG'S - DISCOVER SOMETHING BIGG'S - US
CREDITS
Project: Discover something bigg's
Clients: Steve Kaczynski, president; Bonnie Reed, marketing and
advertising director, bigg's
Brief: Relaunch the revamped bigg's stores
Creative agency: Olson
Writers: Derek Bitter, Scott Dahl
Art director: Kelly Gothier
Media agency: Olson
Production company: Teak Motion Graphics
Director: Dave Laden
Exposure: TV in the Cincinnati area

THE LOWDOWN

Bigg's, the Cincinnati-based grocery store chain, is taking an unconventional approach with advertising featuring the strange effects that its low prices have on its customers. The ads are being used to reintroduce bigg's to its customers after a revamp.

All the spots underline bigg's "True Minimum Price" philosophy. In one, a man ends up in a doctor's surgery having spent too long with his nose pressed against the glass of a meat display. In another, a man in a lift feels the bald heads of two of his fellow passengers as if they were melons.