The Work: New Campaigns - The World

Project: Smile
Clients: Gregory Kukolj, marketing manager; Ian Caveney, campaign
manager, Canon Europe
Brief: Go further than a simple product message to capture the essence
of what makes photography fun
Creative agency: Cayenne Amsterdam
Writer: Edwin Latchford
Art director: Costanza Waetjen
Media agency: Mediaedge:cia, Dusseldorf
Media planners: Katrin Nussbaum, Rogier Leliveld
Production company: Stink
Director: Stylewars
Post-production: Swiss International AB
Exposure: European TV, cinema


Canon is putting fresh advertising impetus behind its digital compact camera range with a multimedia campaign that talks not about technology, but what makes photography fun.

The initiative is being spearheaded by a TV commercial featuring an unseen photographer on a whirlwind journey around the world in search of the best shot.

Cayenne, the Amsterdam-based agency, created the spot, which is being complemented by print and online activity.

It takes viewers from South America to North Africa and Eastern Europe, and features a stream of people trying to get into the shot. By the end, the photographer has travelled full circle to meet up again with his girlfriend, who delivers a winning smile.

Project: Keep it quiet
Client: Anna Lauttamus-Kaupila, communications director, Finnish
Communications Regulatory Authority
Brief: Persuade people to lower their voices when using mobile phones in
Creative agency: Publicis Helsinki
Writer: Suvi Lahde
Art director: Mikko Tikander
Media agency: Dagmar
Media planner: Marjut Aakko
Photographer: Justus Jarnefelt, Studio Fotonokka
Exposure: National press, transit


Finns who lose all their inhibitions and talk loudly about the most intimate subjects when using their mobile phones in public are being politely told to shut up by the country's transport chiefs.

A national press and transit campaign hammers home the message by featuring people wearing T-shirts containing the words their wearers are actually speaking into their phones.

One man is shouting out his pin number, while another declares that "it looks like a big pimple, but it's in a very weird place". Meanwhile, a bespectacled middle-aged woman claims: "I'm 22, long brown hair and horny." Another bus passenger announces: "I'm on my way home. Get the mask on."

All the ads carry the line: "Nobody needs to know your business. Keep it quiet."

Project: Enter
Client: Russ Johnston, executive vice-president, home entertainment and
business solutions group marketing and planning, Pioneer Electronics USA
Brief: Replicate the experience of watching a KURO plasma TV
Creative agency: TBWA\Chiat\Day, Los Angeles
Writer: Cage Clegg
Art director: Becca Morton
Media agency: OMD
Media planner: Sheila Sluk
Production company: Superfad
Director: Superfad
Editor: Charles Jensen
Post-production: Superfad
Audio Post-production: Eleven Studios
Exposure: National TV, cinema in US and Japan


Pioneer Electronics takes viewers through a fantasy journey of sights and sounds in a new commercial promoting its KURO range of state-of-the-art plasma TVs.

A rearing horse, a racing car, a basketball player, a tropical fish and a jazz trumpeter are among the images featured in the spot, which aims to replicate what goes on in somebody's mind when they watch a KURO screen.

The national TV spot through TBWA\Chiat\Day in Los Angeles presents the KURO offering as "seeing and hearing like never before".

KURO TVs are able to process images based on prevailing conditions. It means they can adjust brightness depending, for example, on whether a football match being screened is taking place during the day or under floodlights.

Project: 2lst century royalty
Clients: Christos Papadopoulos, commercial director; Giannis
Papadopoulos, international marketing manager, Kings & Queens
Brief: Present Kings & Queens as a brand that makes people feel like
everyday royalty
Creative agency: Lowe Athens
Writer: Rena Hrysoulaki
Art directors: Guannis Kouroudis, Stavros Papagiannis
Media agency: Brand Connection
Production company: Boo Productions
Director: Denis Iliadis
Editor: Giorgos Mavropsaridis
Exposure: National TV


Kings & Queens, the shower gel range developed by the Greek toiletries company Korres to help drive its international expansion, has launched new advertising for its domestic market featuring some of history's famous monarchs as they might look today.

King Caspar turns technocrat, Nefertiti becomes a raunchy lover, a Chinese princess experiments in her lab, while Solomon and Sheba opt for life in a trailer park in the national TV campaign created by Lowe Athens.

Its aim is to show that anyone using Kings & Queens products can feel like modern-day royalty.

Established in 1996 to exploit the natural cosmetics market, Korres now has a presence in 30 countries. It established the Kings & Queens brand last year.