The Work: New Campaigns - The world

Project: Concert
Client: Gianluca Di Tondo, marketing director, Heineken Italia
Brief: Position Heineken as the entertaining beer
Creative agency: JWT Milan
Writer: Bruno Bertelli
Art director: Cristiana Boccassini
Planner: Andrea Betti
Media agency: MC&A MediaVest
Media planner: Michela Lingiardi
Production company: Outsider
Director: Dom & Nic
Editor: Tony Kearns
Post-production: Peepshow London
Audio Post-production: Steve Sidwell, Jeff Wayne Music
Exposure: National TV


A "band" of bottle-blowing amateur musicians are the stars of a new Heineken commercial that aims to associate the beer brand firmly with entertainment in the minds of Italy's drinkers.

In the spot, created by JWT in Milan, the 50-strong ensemble gathers on a roof above a busy city to perform their piece.

The music draws people to their windows, a huge crowd gathers beneath them and the police struggle to control the passing traffic.

The end of the music is greeted with a huge round of applause and the bottle-blowers enjoy a beer in celebration of their feat.

Jeff Wayne Music devised the soundtrack, which was recorded by six musicians using actual Heineken bottles in a North London studio.

Project: Paranoid eye
Client: Unilever
Brief: Launch Axe Dry Sharp Focus
Creative agency: Vegaolmosponce
Writer: Joaquin Cubria
Art director: Bruno Tortolano
Planner: Diego Luque
Media agency: MindShare
Media planner: Elena Merzlyakova
Production company: Traktor/Pioneer Productions
Director: Traktor
Editor: Eliane Katz
Post-production: Cinecolor
Audio Post-production: La Casa Post
Exposure: Cinema in Latin America, Australia, New Zealand, the UK


Axe, Unilever's deodorant with lad appeal, continues to present itself as an aid to seduction with a campaign to launch its latest brand variant into key markets across the world.

The advertising introduces Axe Dry Sharp Focus and is based on the premise that, once used, you don't have to keep checking whether or not you're sweating.

The commercial tells the story of a young man who keeps losing girls because he has to check for underarm odour every time he meets one. Only when he starts using Axe Dry Sharp Focus do his fortunes improve.

Vegaolmosponce in Buenos Aires created the spot, which was shot by Traktor in the Uruguayan capital, Montevideo.

Project: The Wofty
Clients: Magdalena Kot, marketing director, Wrigley France; Robin
Blondel, Amel Ben Meriem, senior brand managers, Freedent
Brief: Launch Freedent White Tabs
Creative agency: CLM BBDO
Writer: Leo Berne
Art director: David Bertram
Media agency: OMD
Media planner: Candice Taieb
Production company: Passion Pictures
Director: Pierre Coffin
Post-production: David Fayo
Audio Post-production: Kouz Productions
Exposure: TV


A mythical furry animal called the Wofty has been brought to life in a new TV campaign to bring Freedent White Tabs chewing gum to a largely female target audience in France.

Wofty - an amalgam of white and soft - was devised by CLM BBDO in Paris for the Wrigley-owned brand.

The plan is to build curiosity about the Wofty, which is being billed as an endearing creature caught by chance on a home video in a remote location.

Using TV and online activity, the campaign aims to get viewers wondering whether the animal exists, creating excitement around the Freedent launch.

Project: Respect for the future
Client: Mona Nicolici, corporate social responsibility communications
manager, Petrom
Brief: Educate people about the responsible use of energy
Creative agency: Ogilvy Group, Bucharest
Writer: Cristian Simion
Art director: Cristi Dita
Media agency: Optimedia
Media planner: Catalin Palcau
Production company: Multimedia Est
Director: Thor Omar Jonsson
Exposure: National, cable and satellite TV


Petrom, the Romanian gas and oil producer, has turned to TV advertising to warn people about the consequences of wasting natural resources. Its message is that unless consumers act now to conserve resources, future generations will be denied them.

The spot, by Ogilvy Group Romania, features a father-to-be talking nonchalantly about how he forgets to switch lights off and doesn't bother turning off the heating when it gets warm, but just opens a window.

His words are juxtaposed with those of an older man who has to manage with limited amounts of water and a single light bulb that only lights occasionally. It becomes clear that the older man is the younger man's son.

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