Feature

The Work: New campaigns - The world

METRO - THE FACTS - FRANCE
CREDITS
Project: The facts
Client: Metro International
Brief: Position the paper as delivering raw facts, leaving readers to
make up their own minds
Creative agency: CLM BBDO Paris
Writer: Edouard Perarnaud
Art director: Martin Darfeuille
Media agency: Easy Carat
Photographer: Jean-Yves Lemoigne
Exposure: National print and outdoor

THE LOWDOWN

The first work from CLM BBDO Paris for new advertiser Metro celebrates the free daily's sixth anniversary in France this month, and its position as an unbiased source of information. The agency was appointed to handle Metro International's first advertising in France in January without a pitch.

The print and outdoor campaign features a character clad entirely in black who manipulates people by directing their movements or causing them to make mistakes. In one, he controls a woman placing her vote; in another, he raises a man's hand into a Nazi salute.

The strapline, "Think for yourself", emphasises the paper's remit to deliver raw information and allow readers to form their own opinions.

DAIRY FARMERS OF CANADA - ALL YOU NEED IS CHEESE - CANADA
CREDITS
Project: All you need is cheese: the musical
Client: Ian MacDonald, national director, marketing and nutrition, Dairy
Farmers of Canada
Brief: Broaden consumers' use of cheese and increase cheese consumption
Creative agency: Taxi Montreal
Writer: Andrea Usher-Jones
Art director: Roberto Baibich
Media agency: M2 Universal
Media planner: Jammie Ogle
Production company: Moskito TV
Director: Trevor Cornish
Post-production: Bureau de Post/Fly Studio
Exposure: National TV, radio and print (except Quebec), online and
microsite

THE LOWDOWN

Building on last year's ads that billed Canadian cheese as "love food", Dairy Farmers of Canada is attempting to ramp up the emotional connection with "All you need is cheese: the musical".

The spring campaign from Taxi Montreal features famous 70s and 80s songs humorously reworked to include cheese-related lyrics. In the TV ads, a family sings the Motown classic Just A Little Bit and an upbeat rendition called Cheese Will Keep Us Together. Online spots and a microsite both showcase singing vegetables, such as a green bean serenading a wedge of Canadian cheddar in a heavy French accent.

The light-hearted work, accompanied by easy-to-follow recipes, aims to create feel-good qualities and highlight the versatility, simplicity and dependability of cheese.

ARIEL - RUNWAY - ARGENTINA
CREDITS
Project: RunWay
Client: Ariel, Procter & Gamble
Brief: Communicate that liquid Ariel protects clothes as well as cleans
them
Creative agency: Del Campo Nazca Saatchi & Saatchi Buenos Aires
Writer: n/s
Art director: n/s
Media agency: Starcom MediaVest Group
Production company: Rebolucion/Baby
Director: n/s
Post-production: Cinecolor
Exposure: National TV

THE LOWDOWN

Procter & Gamble switches its traditional advertising focus from domestic scenes to the catwalk for the Argentinean launch of its high-performance Ariel liquid.

In a national TV campaign from Del Campo Nazca Saatchi & Saatchi Buenos Aires, outlandish outfits are paraded at a fashion show, while a voiceover warns that if these are the fashions that are on their way, you'd better take care of the clothes you have.

The spot ends in a more conventional style, as a hand applies some neat detergent to a stained garment.

The new Hidrogel Max 5 estrellas (five star) Ariel product is marketed as an improved detergent designed to protect clothes as well as clean them.

VESPA AUSTRALIA - LIGHT TRAIL - AUSTRALIA
CREDITS
Project: Light trail
Client: Vespa Australia
Brief: Show the ease and speed with which Vespa can cross any city
Creative agency: JWT Sydney
Writer: Charlie Ross
Art director: Brendan Donnelly
Exposure: Print (Sydney Morning Herald and trade press) and dealerships

THE LOWDOWN

Vespa Australia uses this Getty Images photo of cars rammed bumper to bumper to portray visually the benefits of being able to zip between the traffic easily and quickly on a Vespa bike.

The ad - the first for this client by JWT Sydney - steers away from the obvious benefits of fuel economy to focus on the convenience factor of scooter riding.

The Vespa is the classic scooter model owned by the Italian Piaggio company, which invented scooters in 1946. The company claims the now iconic scooter, known for its metal-bodied design, helped liberate war-torn Italy.

Piaggio also markets the more sporty Gilera and contemporary Piaggio marques.