Feature

The Work: New Campaigns - The World

MECCA RESTAURANT - DRIVE SAFE CAMPAIGN - FINLAND
CREDITS
Project: Drive safe campaign
Client: Palace Kamp Group, Mecca Restaurant
Brief: Encourage young drivers to be more responsible
Creative agency: Publicis Helsinki
Writer: Anthony Wolch
Art directors: Mikko Tikander, Marcus Merkl
Media agency: n/a
Illustrator: Marc Ngui
Retouching: Mikko Tikander
Exposure: Outdoor in Helsinki

THE LOWDOWN

Publicis Helsinki has teamed up with the city's Mecca Restaurant to run a campaign aimed at getting young motorists to behave more responsibly.

The agency drafted in Marc Ngui, a Canada-born illustrator living in Thailand, to create an outdoor campaign that blends collage with classic illustration.

Each ad focuses on a dangerous practice while driving. These include putting on make-up, eating and using a mobile phone.

Anthony Wolch, the agency's executive creative director, said: "Helsinki isn't known only for 24 hours of summer light, but is also getting a reputation for irresponsible driving habits. Last year, there was an alarming number of traffic fatalities caused simply by careless driving."

The campaign will run in the city during the coming months.

NFL - COMMISH, ABSENT - US
CREDITS
Project: Commish, absent
Client: Robert Stecklow, director advertising/media, National Football
League
Brief: Introduce the new season's NFL Fantasy Football
Creative agency: BBDO New York
Writers: Paul Janzen, Al Merrin
Art director: Jason Hirsh
Media agency: n/a
Production company: Form
Director: Jesse Dylan
Editor: Debbie McMurtey, Nomad
Post-production: Charlex
Exposure: National TV

THE LOWDOWN

As the National Football League season begins in the US, the NFL has kicked off a national TV campaign focusing on the fanaticism that its Fantasy Football competition inspires among its devotees.

Produced by BBDO New York, the new spots are built around a group of young men united by their devotion to the competition - and their unforgiving attitude towards one of their more slow-witted members.

In one spot, a member of the group is making his play to become the NFL commissioner by offering fans valet parking. His bemused friend asks him what he means by "ballet parking".

AL SHIFA - BRAND AWARENESS CAMPAIGN - MIDDLE EAST
CREDITS
Project: Brand awareness campaign
Client: Al Shifa
Brief: Build brand awareness of Al Shifa honey, while taking into
account cultural restrictions
Creative agency: Lowe Mena, Dubai
Writer: Clinton Manson
Art director: Dominic Stallard
Planner: Jacqueline Ratcliffe
Media agency: Magna Global
Illustrator: B Vallesteros
Exposure: Outdoor and press in Saudi Arabia, Bahrain, Kuwait, Oman,
Qatar and the United Arab Emirates

THE LOWDOWN

The Lowe agency in Dubai has created a cartoon bee and a fruit fly to promote the Al Shifa honey brand in the Middle East, where strict controls on outdoor advertising apply.

The characters are the result of cultural restrictions that, in Saudi Arabia, forbid the appearance of women in outdoor ads. Men are allowed to be shown, but only if their eyes are pixilated.

The ads also meet what the agency said was Al Shifa's demand for a large pack shot in each ad.

Honey has special significance for Muslims. The Prophet Muhammad is said to have prescribed it to cure stomach ailments and many people in the Arab world rely on it to help sick relatives, particularly those suffering from liver problems.

The ads feature the characters resorting to extreme measures to protect their stock of Al Shifa honey.

SONY - VAIO COLORED NOTEBOOKS - LATIN AMERICA
CREDITS
Project: VAIO colored notebooks
Client: Sony VAIO
Brief: Show how colour makes life more entertaining
Creative agency: Ignited, Los Angeles
Writer: Dave Muraca
Art director: Christian Osmers
Media agency: n/a
Production companies: Green Dot Films, Rojo Films
Director: Matt Luem
Animation Three Legged Legs, Santa Monica
Post-production: 20Twenty Post
Exposure: TV, cinema, online

THE LOWDOWN

Sony is presenting its VAIO CR notebooks as a hip and essential piece of hi-tech for students across Latin America in new advertising under the theme: "Color like no other."

Created by the Ignited agency in Los Angeles, the three TV spots combine animation and live action. They feature students doing seemingly mundane things while a VAIO CR notebook transforms their surroundings.

In one, a student is engulfed by a blue wave that he ends up riding. In another, a parachute spills out of a student's backpack and carries her across a cityscape as the floor beneath her falls away. In a third, a student is transported across celestial bodies in a night sky.

Christian Osmers, Ignited's art director, said: "The idea was to show how colour adds life to ordinary situations."