The Work: New Campaigns - The world

Project: Teens
Client: Melinda May, director of marketing strategy, International
Olympic Committee
Brief: Show that sport brings out the best in everybody
Creative agency: Senora Rushmore (United), Madrid
Writer: Carlos Alija
Art director: Jesus Morilla
Planner: Laura Sampedro
Media agency: n/a
Production company: MJZ
Director: Victor Garcia
Editor: Victor Garcia
Post-production: Serena (Spain)
Exposure: International TV


The International Olympic Committee is launching a multimedia campaign to convince young people around the world that taking part in sport will bring out the best in them.

The Senora Rushmore (United) agency in Madrid has created the campaign under the theme: "The best of us." It will run in more than 200 countries in the run-up to next year's Beijing Olympics and beyond.

It is being spearheaded by a 60-second TV spot, featuring young people from all over the globe denying they are failures, losers, misfits or even that they have big ears. The commercial ends with them playing a wide range of sports and declaring: "I'm an athlete."

The TV work is being supported by print, online and experiental activity.

Project: Sony Alpha print
Client: Sony
Brief: Promote the new Sony Alpha DSLR-A700 digital camera
Creative agency: BBDO New York
Writer: Tommy Troncoso
Art director: Jason Hirsch
Media agency: Universal McCann
Media planner: Chris Noonan
Retouching: Act Two Studios
Exposure: National magazines


Famous photographs are changed to show how they might have looked had they been taken a few moments later in new advertising promoting the latest addition to the Sony digital camera range.

Under the theme "the camera that knows seconds can make a world of difference", the national magazine campaign humorously doctors two instantly recognisable shots.

One is the picture taken by Charles Ebbets of New York construction workers lunching on a crossbeam in 1932.

The other features Brandi Chastain, the former captain of the US women's national soccer team, stripping off her shirt after scoring the winning penalty against China at the Women's World Cup in 1999.

The campaign supports the new Sony Alpha DSLR-A700 camera, which is aimed at serious amateurs.

Project: Winter tyres
Client: Stefan Sonntag, head of sale service Mercedes-Benz and Smart,
Daimler AG, Mercedes-Benz
Brief: Promote tyres sold by Mercedes-Benz dealers as high quality and
competitively priced
Creative agency: Shanghai
Writer: Stefan Karl
Art directors: Heiner Rogge, Daniel Firsching
Planner: Frank Buchin
Media agency: PHD
Photographer: Iver Hansen
Exposure: National press


Germany's Mercedes-Benz car dealerships are trying to rid themselves of the perception that their parts and accessories are prohibitively expensive with a print campaign promoting their range of winter tyres.

Created by the Shanghai agency in Berlin, the national press campaign uses images of tyres. One of them creates a hypnotic effect on readers and draws them into the ad. It carries the line: "Simply hypnotic. Winter tyres from just 59 euros."

Stefan Karl, the copywriter on the campaign, said: "The Mercedes dealerships sell well-known tyre brands, but they're perceived to be quite expensive. As the quality is high and the prices competitively low, we decided to show the amazement and hypnotic factor of this offer."

Project: McDonald's hockey cards
Client: Hope Bagozzi, national ad manager, McDonald's Canada
Brief: Launch the latest collection of McDonald's hockey cards
Creative agency: Cossette Communication Marketing, Toronto
Writer: Sean Atkinson
Art director: Shawn James
Media agency: OMD
Media planner: Mike Cortiula
Production company: OPC, Toronto
Director: Brian Lee Hughes
Editor: Jason Stinson, Soda Post
Post-production: Jason Stinson
Exposure: National TV


McDonald's is reinforcing its links with Canada's national sport with new TV advertising promoting its latest collection of Upper Deck Ice Heroes hockey cards.

In their 17th year, the cards are part of Canadian culture, the rarest ones being highly coveted. This is reflected in the new TV spot that features a trade between two men in a McDonald's. One, who is bald, swaps a rare card for the other man's beard, which he converts into a wig.

As well as the 84-card collection, there are 4,000 prize cards randomly inserted into the packs. These give fans the chance to win cards autographed by hockey stars and jerseys which have been worn in actual games.

McDonald's sponsors the Canadian Hockey Association and many of the country's leading teams.