The Work: New Campaigns - The world

Project: Inspirations
Client: Peter Baumgartner, executive vice-president marketing and
product, Etihad Airways
Brief: Communicate how Etihad's Abu Dhabi home is an intrinsic part of
its brand
Creative agency: \E-GROUP
Writer: Martin Lever
Art director: Sachin Chitale
Media agency: OMD
Media planner: Dennis Tuckwell
Production company: Bare Films UK
Director: Jim Weedon
Exposure: International TV


Etihad Airways, the national airline of the United Arab Emirates, is embarking on a new round of global advertising designed to link its standards of service with the luxury for which the region is synonymous.

The TV campaign, under the theme "From Abu Dhabi to the world", aims to show how much the airline's offering to passengers is inspired by its home state.

The commercial is the work of \E-GROUP, set up by TBWA as a boutique agency specifically to handle the Etihad account.

Etihad was established in July 2003, after the UAE government decided to tap into the rapid growth of air travel in the Middle East.

Today, the airline has a fleet of 38 aircraft and flies to 41 countries. It says it is trying to align itself with high-yield, high-end consumers, while remaining an accessible brand.

Project: StreetWear
Client: Miesj Hoffstatter, marketing distributor, Fenchurch
Brief: Build on Fenchurch's skateboarding roots while broadening the
brand's appeal
Creative agency: McCann Erickson Amsterdam
Writer: Paul Fraser
Art director: Paul Best
Planner: Jochem van Berne
Media agency: Universal Media Amsterdam
Photographer: Maurice Heesen
Retouching: Stephan Lesger
Exposure: National outdoor


Fenchurch, the British company that built its reputation by making clothing for skateboarders, is extending its urban fashion scene credentials with a new outdoor campaign in The Netherlands.

McCann Erickson in Amsterdam has created the campaign under the theme "StreetWear". It aims to draw on the brand's skateboarding origins, while extending its appeal to a wider audience.

The two executions show young people appearing to enjoy their street sports while lying in the road.

The agency said the ads were meant to ground the product and inspire fashion followers in a "highly competitive, image-conscious market where everything is a 'me-too' product". They could be seen either as "extreme" or "wittily ironic".

Project: Murano 2009 launch
Client: Ben Poore, vice-president of marketing communications, Nissan
North America
Brief: Launch the 2009 version of the Nissan Murano
Creative agency: TBWA\Chiat\Day Los Angeles
Writer: Steve Howard
Art director: Brent Anderson
Media agency: OMD, Los Angeles
Media planners: Miriam Aardahl, Brad Souva, Aaron Anderson
Production company: Caviar, Los Angeles
Director: Bram van Riet
Editor: Jason Lewis
Post-production: Cristy Pacheco, Venice Beach
Exposure: National TV


Nissan is backing its claim to be the first car-maker to bring a 2009 crossover to market with a campaign that presents its new Murano as a vehicle ahead of its time.

Nissan did not launch a new version of the Murano, its best-selling sports utility vehicle in the US, for 2008. Instead, it presented the 2009 model at the Los Angeles Auto Show last November.

The TV campaign, through TBWA\Chiat\Day in Los Angeles, takes up the theme of the rest of the world trying to catch up with the Murano. "Introducing the future of the crossover," a voiceover declares. "Here, now."

The new model boasts new innovations, including a dual-panel sunroof and a rear seat that appears at the touch of a button.

Project: Teen prescription drug abuse
Client: Bob Denniston, director of media campaign, Office of National
Drug Control Policy
Brief: Educate parents about teen prescription drug abuse
Creative agency: DraftFCB
Writers: Claudio Lima, Rob Rooney, Henry Mathieu
Art directors: Daniel Prado, James Mochnsky
Media agency: Initiative
Media planner: Ted Ellet
Production company: Smuggler
Director: Renny Maslow
Editor: JJ Lask
Exposure: National TV


The US government has launched its first federal ad initiative to alert parents that drug threats to teenagers come not just on street corners, but from the family medicine cabinet. US health chiefs estimate that more teenagers abuse prescription drugs than any other illicit drug, apart from marijuana.

DraftFCB has produced the campaign on behalf of the White House Office of National Drug Control Policy.

The broadcast, print and online initiative is spearheaded by a pair of documentary-style ads. In one, a street dealer bemoans his lack of business because his young customers are getting their drugs at home. In the other, a boy furtively shows off his stash of pills used to treat medical conditions he knows nothing about.