The Work: New Campaigns - The world

Project: Big egg love
Client: Scott Graham, marketing director, MLC
Brief: Position MLC as a caring and forward-thinking leader in the
financial field
Creative agency: Clemenger BBDO Sydney
Writers/art directors: Paul Sharp, Ian Watson
Planner: John Schonegevel
Media agency: Starcom
Production company: 8 Films
Director: Josh Frizzel
Editor: Drew Thompson
Post-production: Fin
Exposure: National TV, cinema


MLC, the wealth management division of the Australia National Bank, is attempting to re-invigorate its image as a big financial player with a new TV brand campaign under the theme: "It all adds up."

Clemenger BBDO in Sydney, which created the latest 60- and 40-second spots, said the work marked a new and more thoughtful and understanding tone of voice for the company. This is symbolised by a golden egg in a bird's nest, which is carefully handed over to MLC executives by a man and a woman. The ads follow the care and attention lavished on the egg to ensure that it grows to its full potential.

MLC manages more than AUS$102 billion on behalf of individual investors and corporate customers. It adopts what it calls a "manager of managers" approach, using the expertise of up to 28 leading investment managers from around the world.

Project: Young gentleman
Clients: Tuomo Meretniemi, commercial director; Leila Repo, marketing
manager, Aurinkomatkat
Brief: Promote Aurinkomatkat's tropical holidays as an antidote to the
long months of darkness
Creative agency: Publicis Helsinki
Writer: Timo Heikkila
Art director: Pekka Rouhiainen
Media agency: Dagmar
Media planner: Raija Piitiulainen
Production company: Otto Tuotanto Oy
Director: Jappe Paivinen
Editor: Antony Bentley
Post-production: Generator Post
Audio Post-production: Vapor Music Group
Exposure: National TV


With Finland's daylight period soon to drop to just five hours a day, the country's leading travel agency is launching new advertising to capitalise on winter-weary Finns' longing for warmer climates.

The campaign for Aurinkomatkat is based on the premise that Finns always have travel on their minds. It was shot in Thailand, one of the company's most popular destinations.

The advertising underlines its offer of simple and affordable holidays with a commercial featuring a child trying to escape the miserable confines and terrible food of his school dining room by fantasising about eating lobster while on holiday with his family.

Project: Live beautifully
Client: Ligne Roset
Brief: Show that Ligne Roset furniture combines high-quality design and
comfort with an aesthetic appearance
Creative agency: BBDO Stuttgart
Writer: Christian Stamp
Art director: Claudia Dechant
Media agency: Concept Media
Photographer: Julia Fullerton-Batten
Exposure: National magazines


Ligne Roset, the French modern furniture manufacturer, is launching a fresh round of international print advertising that aims to link its products with a laid-back attitude to life rather than as status symbols.

Created by BBDO Stuttgart, the ads were shot by the Germany-born fashion photographer Julia Fullerton-Batten, who has Clio and D&AD awards to her credit.

All the ads, which focus on the elegance and comfort of the furniture, will appear in national magazines, on posters and at point-of-sale.

Founded in 1860 in Montagnieu as a small business manufacturing bentwood walking sticks, Ligne Roset began making upholstered furniture in 1936. It currently has more than 2,000 stores and more than 1,000 retail distributors worldwide.

Project: Autumn print campaign
Client: Jason Dasal, vice-president marketing, Johnston & Murphy
Brief: Reposition Johnston & Murphy as a multi-use lifestyle brand
Creative agency: Toth Brand Imaging, Cambridge, Massachusetts
Writer/art director: Joanne Reeves
Planner: Liza Snell
Media agency: PGR Media, Boston
Media planner: McKenzie Larkin
Photographer: Marc Hom
Exposure: GQ, Esquire, Men's Health, Forbes, Golf Digest


Jeremy Piven, the six-time Emmy award-winning and Golden Globe-nominated actor, has been signed by the US shoemaker Johnston & Murphy to star in a campaign to reposition its brand.

The Nashville-based company, which has been in business since 1880, and has become synonymous with dress shoes, aims to present itself as a lifestyle brand more relevant to the modern working man.

The company also makes a range of leather goods, luggage and sportswear.

Piven, best known for his role as Ari Gold in the TV series Entourage, has also featured in The Larry Sanders Show, Black Hawk Down and Runaway Jury.