The Work: New Campaigns - The World

Project: Change climate change
Client: John Connor, chief executive, the Climate Institute
Brief: Encourage people to consider climate change policy when it comes
to election day
Creative agency: Love, Sydney
Writer: Guy Lemberg
Art director: Andrew Leftley
Media agencies: Bellemyhayden, MediaVest
Production company: Caravan Pictures
Director: Ben Lawrence
Post-production: The Editors
Exposure: TV in Queensland, New South Wales and South Australia


As Australia gears up for a general election, a pressure group has launched a TV campaign urging people to think about climate change issues when they vote.

The initiative comes from the Climate Institute, a non-partisan group, and takes the form of a commercial promoting a politician running for office. The difference is that the "politician" is a nine-year-old boy.

He pledges to do all he can to ensure measures are in place to combat climate change, but reminds people that he isn't old enough to vote and tells them: "It's your vote, but it's our future."

The Climate Institute wants to see Australia's rising greenhouse pollution reversed within the next five years and to ensure all new power is generated from "clean" energy sources.

Project: Walker Lake informational campaign
Client: University of Nevada, Reno
Brief: Increase awareness and use of the lake and generate interest in
preserving it
Creative agency: R&R Partners
Writer: Tim O'Brien
Art directors: Travis Bennett, Patrick Turner
Media agency: R&R Partners
Media planner: Kristin Bauer
Photography Jeff Dow Photography
Exposure: Newspapers and magazines in Nevada


Americans are being persuaded to become "conservation ambassadors" in new advertising by campaigners trying to preserve one of the country's most endangered lakes.

Nevada's Walker Lake, which is millions of years old, is one of only six freshwater terminal lakes (meaning that it feeds no rivers or streams) left in the US. It is home to many varieties of animals, birds and fish, but is slowly disappearing because of demands on its water. Its level has fallen by 140 feet, and fish are under threat from rising salt levels.

Now R&R Partners in Las Vegas has linked with the Mineral County Economic Development Authority to produce a print campaign under the theme: "Prehistoric doesn't mean extinct."

The ads appear in the form of an open book. One advises readers to: "Take a drive. See the unseen. Venture out and run amok in this world of forgotten wonders."

Project: Lucozade Alert
Clients: Stephen Cooke, group project manager; Mairead Tobin, senior
project manager, GlaxoSmithKline
Brief: Create and own the mental-energy drinks category
Creative agency: Ogilvy & Mather, Dublin
Writer: Ian Brower
Art director: Declan Hogan
Media agency: MediaCom
Media planners: Ross Molloy, Maureen Carrigan
Production company: HANraHAN
Director: Andre Stringer
Post-production: Piranha Bar, Dublin
Audio Post-production: Reelgood, Dublin
Exposure: National TV, cinema


Lucozade Alert, a new energy drink formulated to boost mental alertness, is being launched into the Irish market with a TV spot that blends animation and live action.

Ogilvy & Mather in Dublin created the 30-second ad, which underlines the Lucozade Alert claim by showing how the drink jump-starts the brain.

In the film, cogs begin to whirr, clock parts fly back together and mental problems seem solvable. The action is set to the track Drama Queen by the UK band Switches.

Lucozade Alert's ingredients include glucose, caffeine, ginseng and guarana to help overcome mental fatigue and improve alertness.

The TV initiative is supported by an outdoor campaign that asks "Could you be more alert?", and specially developed puzzle ads running on transit media.

Project: Tetley non-drip teabags
Client: Simon Carpmael, commercial controller, Tetley Group
Brief: Communicate the unique non-drip benefit of the drawstring teabag
Creative agency: n/a
Writer: Matt Ryan
Media agency: n/a
Production company: HANraHAN
Director: Matt Ryan
Editor: Jody Vandenburg
Post-production: The Mill, Scramble
Audio Post-production: Envy
Exposure: TV in France, Switzerland, Estonia, Latvia and Lithuania


Tetley, the tea manufacturer, is attempting to build its brand in Europe with new TV advertising promoting the benefits of its drawstring teabag.

The spots feature a fastidious character called Mr White who constantly strives to keep his world white. The Tetley non-drip bag helps him do this. However, each ad ends with an accident in which tea gets spilt on his pristine clothes.

The campaign was written and directed by HANraHAN's Matt Ryan and shot on location through its Cape Town office. Simon Carpmael, Tetley's commercial controller for France, said: "This simple but effective campaign is designed to reinforce our competitive advantage."

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