The Work: New Campaigns - The world

Project: Pinata
Client: Osher Hoberman, marketing manager, Mars Snackfoods US
Brief: Create awareness and trial of new Skittles Chocolate Mix
Creative agency: TBWA\Chiat\Day, New York
Writer: Eric Kallman
Art director: Craig Allen
Planner: Lauren Hutter
Media agency: MediaVest New York
Media planner: n/s
Production company: MJZ
Director: Tom Kuntz
Post-production: The Mill, New York
Exposure: National TV, online


An office worker who looks like a pinata and has suffered injury at the hands of a colleague is the central character in the first of two new ads to launch Mars Snackfoods' chocolate flavour Skittles in the US.

In the spot by TBWA\Chiat\Day New York, the pinata man, who has his arm in a sling, berates his co-worker, asking if he really expected chocolate sweets to fall out of him when hit.

Aimed at Skittles' core target consumers (12- to 17-year-olds), the ad is part of the ongoing "Experience the rainbow" campaign that dramatises what can happen at the intersection of real and imaginary.

Skittles' Chocolate Mix includes flavours such as S'mores, Vanilla, Chocolate Caramel, Chocolate Pudding and Brownie Batter. A second commercial for Chocolate Mix will break next month.

Project: Ballad, bromance, man blade
Client: Tami Cunningham, category director, premium, Lion Nathan
Brief: Convey the beer's "perfect combination" of the best brewing
ingredients in the world
Creative agency: BMF
Writers: Richard Morgan, Cleve Cameron, Michael Canning
Art directors: Paul Bruce, Justus von Englehardt
Planner: Jeremy Nicholas
Media agency: ZenithOptimedia
Production company: The Sweetshop, New Zealand
Director: n/s
Exposure: National TV, outdoor, print, online


Tragic love ballads and over-the-top male bonding are some of the things viewers of the new Australian campaign for Hahn Super Dry are warned can ruin the beer's perfectly balanced, super dry taste.

When encountering such events, drinkers are urged to place their hands over their beer to protect it. The ads, by BMF Sydney for the brewer Lion Nathan, end with the line: "Protect your Hahn Super Dry. Keep it dry. Keep it super."

The campaign incorporates TV, outdoor, print, point-of-sale, online communications and a website.

BMF was bought in September 2007 by Photon, the Australian communications company that owns more than 30 specialist businesses in the marketing and communications industry.

Project: Marker
Client: Olay, Procter & Gamble
Brief: Communicate that Total Effects makes skin look younger and more
Creative agency: Del Campo Nazca Saatchi & Saatchi, Buenos Aires
Media agency: Starcom MediaVest Group
Photographer: Vincent Dixon
Exposure: National print and outdoor


Print and poster ads for Olay's Total Effects skincare line aim to show that the product can make skin look younger and beautiful, with the inference that there is no need to go under the cosmetic surgeon's knife.

Instead, the ads suggest, surgical markers can be used to draw prettier things than dotted lines.

The series of three executions from Del Campo Nazca Saatchi & Saatchi Buenos Aires launches the Procter & Gamble-owned Total Effects in Argentina. The national campaign attempts to focus on the pride that women feel when they refuse to have cosmetic surgery.

Project: Damn boots
Client: Simon Skirrow, founder, Nomis Sports
Brief: Highlight problems of falling for hype over comfort in buying
sports shoes
Creative agency: Johannes Leonardo, New York
Writer: Johannes Leonardo
Art director: Johannes Leonardo
Media agency: n/a
Production company: Nexus Productions
Director: Woof Wan-Bau
Post-production: The Mill, New York
Exposure: Online


Nomis Sports, the sports shoe company founded by the former Adidas vice-president Simon Skirrow, is debuting in the US with a two-minute online film created by the five-month-old New York agency Johannes Leonardo. The brand is already in the UK, Ireland, Australia, New Zealand, Scandinavia, Germany, Spain and the UAE, from where the film can be seen on YouTube and the company website (

"Damn boots" plays out before the eyes of a soccer player the perils of choosing the wrong boot - from blisters all the way to losing his house. The lengthy ad is backed by a cockney-intoned rap track, written and performed by Philip Mossman.

Skirrow believes sports shoe manufacture is increasingly influenced more by lifestyle than performance these days; his goal is to create the most comfortable sports shoes that also boost performance.