The Work: New campaigns - The world

Project: Shower gel
Client: Mohammed Ameen, category director, Unilever
Brief: Translate the Axe effect theme into Axe shower gel advertising
Creative agency: Lowe MENA
Writer: Clinton Manson
Art director: Dominic Stallard
Media agency: Initiative
Photographer: Clive Stewart
Retouching: Rob Frew
Exposure: Men's magazines


The Middle East's specific cultural sensitivities are reflected in new advertising across the region for Unilever's Axe brand, long famous for exploiting twentysomething sexual fantasies.

Lowe MENA in Dubai produced the work to promote Axe shower gel under the theme: "Any excuse to get dirty." It will run in men's magazines in Lebanon.

The Lebanese ad market has a reputation for being the most sophisticated in the Middle East, fuelled by a large pool of well-educated and multi-lingual consumers.

Each execution depicts a woman looking seductively at the viewer. However, the agency has produced less racy versions, in which the models' shirts are buttoned and their hemlines are lower, for use in other markets.

Project: White
Client: Eva-Lisa Hogstrom, brand manager, Mrs Cheng's
Brief: Promote the launch of Mrs Cheng's non-drip soy sauce bottle
Creative agency: Goss
Writers: Ulrika Good, Elisabeth Berlander, Michael Schultz
Art directors: Gunnar Skarland, Jan Eneroth, Mattias Frendberg, Emil
Jonsson, Mimmi Andersson
Media agency: In-house
Retouching: Fredrik Persson, Perssons Pixlar
Exposure: National press, magazines


Sweden's foodies are being reassured that their pristine white tablecloths and napkins will remain stain-free according to a new national print campaign that promotes Mrs Cheng's soy sauce in non-drip bottles.

The Goss agency in Gothenburg has produced the campaign, which features a bottle set against a blindingly white table setting.

Mrs Cheng's is owned by Mao Tzeng and his wife, Mei-Laing. They were both pharmacists in Taiwan, who moved to Hawaii in 1984 so that their children could get a better education. They bought the company from its previous owner, Hui C Cheng, who was retiring.

Project: Liberated toys
Client: Alan Guendelman, marketing director, Pampers
Brief: Show how Pampers allow babies freedom of movement
Creative agency: Del Campo Nazca Saatchi & Saatchi
Writer: Rodrigo Grau
Art director: Ramiro Rodriguez Cohen
Media agency: Starcom MediaVest
Production company: Campania Rojas
Director: Javier Blanco
Post-production: Dynamo
Exposure: National TV


Toy animals are "returned to the wild" in new advertising for Procter & Gamble's Pampers nappy brand in Argentina. Del Campo Nazca Saatchi & Saatchi in Buenos Aires produced the TV spot to underline the freedom of movement that Pampers Active Fit nappies allow babies.

Under the theme "Do more. Discover more", the ad features toy animals in places normally inhabited by their live counterparts. A toy frog sits on a water lily, a plastic duck floats in a pond and a fluffy orang-utan swings from the branches of a jungle tree.

Project: Metal shop
Client: Mark Gronsdahl, director of marketing and sales, Pacific Blue
Brief: Urge people to make sure they have adequate insurance cover
Creative agency: DDB Canada
Writer: James Lee
Art directors: Dean Lee, Angela Sung
Media agency: OMD Canada
Media planner: Erin McWhinnie
Production company: Industry Films
Director: Adam Goldstein
Editor: Don MacDonnel
Post-production: JMB Post
Audio Post-production: Colin Weinmaster
Exposure: TV in British Columbia


Pacific Blue Cross, British Columbia's largest healthcare insurance provider, is launching new advertising that urges people to make sure they are adequately covered before it's too late.

The warning is being underscored with TV ads that feature characters discussing other types of insurance, while oblivious to the fact that their lives are in danger. In one film, a man working without protection at a lathe talks about the importance of getting a warranty for his new plasma TV ("You can't be too careful") with his coughing workmate, who fails to wear a mask as he pours toxic liquid into a vat.

The company, a not-for-profit organisation with more than two million members, claims that too many Canadians only seek extra insurance after they have been involved in an accident or diagnosed with a medical condition.