The Work: New Campaigns - The World

Project: Bad listener
Client: Austin Simms, brand connections manager, Nike
Brief: Tell the courageous story of Oscar Pistorius
Creative agency: Wieden & Kennedy Amsterdam
Writer: David Smith
Art director: Sezay Altinok
Media agency: MindShare
Media planner: Tracy Kirkman
Production company: Bonkers
Director: Brent Harris
Editor: Richard Starkey, Guillotine
Post-production: HecticElectric and AVP
Audio Post-production: Rens Pluijm, The Ambassadors
Exposure: National TV


Oscar Pistorius, the South African Paralympian sprinter dubbed "the fastest man on no legs", is the star of a commercial for Nike that associates the brand with triumph over adversity.

Shot in documentary style, the ad tells the story of Pistorius from his perspective. Having had both legs amputated as a baby, his hi-tech carbon fibre limbs have made him almost as fast as the best able-bodied sprinters in the world.

The commercial, which features Pistorius' medals and childhood photographs, was partly shot at Pretoria Boys' High School, which he attended as a teenager.

Eric Quennoy, the creative director at Wieden & Kennedy Amsterdam, which produced the ad, said: "We were truly inspired by Oscar's spirit and the way he turns conventional wisdom on its head."

Client: Catherine Captain, vice-president of marketing,
Brief: Distinguish from its competitors based on political
non-bias and breadth of coverage
Creative agency: SS+K
Writer: Sam Mazur
Art director: Matt Ferrin
Planner: Michelle Rowley
Exposure: National magazines

THE LOWDOWN MSNBC, the US-based 24-hour cable news channel, is using the graphic metaphor of a colour spectrum to promote its online service.

New York's SS+K produced the campaign under the theme: "A fuller spectrum of news." The ad is intended to show that offers extensive political coverage without bias.

MSNBC, a joint venture between Microsoft and NBC, was founded in 1996. The website features original stories and video, as well as content from NBC News and partners such as The New York Times and The Washington Post.

Project: New Beetle timeless classic
Client: Volkswagen
Brief: Position the new Beetle as the ultimate fashion statement
Creative agency: Dynamic Marketing Group
Writer: Leo Dong
Art directors: Ni Yuanyuan, Alan Guo
Media agency: Dynamic Marketing Group
Media planner: Jasmine Zhang
Illustrators: Caroline Beckert, Liu Xinyu
Photographer: Sheng Yan Dong
Exposure: National newspapers, style magazines


Volkswagen is promoting its new Beetle as a fashion accessory to trendy, affluent Chinese in their thirties.

A national print campaign is spearheading the push, which also spans online and experiential marketing.

The Shanghai-based Dynamic Marketing Group created the campaign, which includes three print ads. One shows a Chinese woman dressed in a 30s Qi Pao dress opposite a younger woman wearing a modern version. The second ad presents a traditional Chinese chair opposite a contemporary one. The third ad shows a classic Beetle alongside the 2008 model.

Dan Mintz, DMG's chief creative officer, said: "All the creative work integrates and maintains Chinese tradition while emphasising the stylish values of the Beetle brand."

Project: Must drink more milk
Client: Liz Gurszky, director of market development and communication,
BC Dairy Foundation
Brief: Make drinking milk more socially relevant to teenagers
Creative agency: DDB Vancouver
Writer: Kevin Rathgeber
Art director: Dan Strasser
Media agency: OMD Vancouver
Media planner: Aileen Mortimer
Production company: Curious Pictures
Director: Abe Spear
Editor: Sam Goetz
Post-production: Curious Pictures
Exposure: TV in British Columbia


BC Dairy Foundation, which is funded by British Columbia's dairy producers, is encouraging teenagers to drink more milk.

Six TV ads and eight online films are part of the three-year drive. DDB Canada's Vancouver office and Tribal DDB Canada worked on the campaign to make milk "part of pop culture and youth vernacular".

The TV work includes a spot spoofing a cartoon action series in which the characters are transformed into ferocious animals after drinking milk.

Each ad invites viewers to visit a website where they can post their own videos about milk and compete for prizes.

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