The Work: New Campaigns - The World

Project: Monster
Client: Tom Verehaegen, marketing director, InBev
Brief: Sustain Jupiter's position as Belgium's biggest-selling beer
Creative agency: Leo Burnett Brussels
Writer: Gregory Ginterdaele
Art director: Marie-Laure Cliquennois
Media agency: Universal Media
Media planner: Laura Busselot
Production companies: Bang London, Made in Brussels
Director: Jeremy Haccoun
Editor: Jeremy Haccoun
Post-production: Scanline VFX, Condor
Audio post-production: Sonicville Brussels
Exposure: National TV, cinema


An Alien-style sea monster is brought to life in a spectacular commercial promoting Jupiter, which is claimed to be Belgium's best-selling beer.

Under the theme "the taste of adventure", the spot, created by Leo Burnett in Brussels, features a group of fishermen who join forces to destroy the beast after it emerges from the deep to attack their boat.

The film was shot over four days in Cape Town, South Africa. Post-production was done by the specialist 3D water company Scanline VFX in Munich, whose film credits include Poseidon and 300.

Jupiter is owned by the Belgium-based company InBev, now the world's biggest brewer since its acquisition of Anheuser-Busch for $52 billion.

Project: The mirror
Client: Shirley Hooper, head of marketing, Bendon
Brief: Take intimacy in a new direction for the 2008 collection
Creative agency: The Glue Society
Writers/art directors: Gary Freedman, James Dive
Media agency: n/a
Photographer: Vanina Sorrenti
Retouching: Vanina Sorrenti
Exposure: Outdoor, fashion magazines


The five-year-old campaign for Elle Macpherson's Intimates lingerie range is returning to its original simple format under the theme "the mirror".

Produced by The Glue Society in Sydney, the ads feature scenes from a sparsely furnished apartment where various girls' reflections are captured on camera.

Each season, the Intimates campaign has explored various aspects of the intimacy theme using both photography and film.

In 2005 and 2006, the campaign created images to inspire famous people to write "intimate" stories. The writers included Elton John, Tracey Emin and Damien Hirst.

Gary Freedman, one of the creatives who worked on the campaign, said: "This year we wanted to create something truly classical. The mirror device feels effortless."

Project: Whirlpool steam-assisted oven
Client: Roberta Bianchi, communication and PR manager, Whirlpool Europe
Brief: Launch the Whirlpool steam-assisted oven across Europe
Creative agency: Publicis Italy
Writer: Michela Talamona
Art director: Elisa Stangalini
Media agency: ZenithOptimedia
Photographer: Alix Malka
Exposure: European magazines


Whirlpool is launching its "smart" oven across Europe with a "goddess"-like figure intended to represent the brand's power.

Created by Publicis Italy, the campaign introduces Whirlpool's sensor-controlled steam-assisted oven.

The manufacturer claims the oven will not dry out food during the cooking process, while preserving the tenderness and natural goodness of meat, fish and vegetables. It will sense the weight of the food, calculate the cooking time needed and adjust the temperature accordingly.

Steam power can also be used to clean the oven, which is said to reduce cooking time by up to 35 per cent.

The ad reinforces the claims by portraying the "goddess", wearing a gown created by the fashion designer Antonio Berardi, as a snake charmer and the steam as her snake.

Project: So cute
Client: Unilever
Brief: Enhance the male appeal of Axe shower gel
Creative agency: Vegaolmosponce, Buenos Aires
Writer: Joaquin Cubria
Art director: Ignacio Ferioli
Media agency: Initiative
Production company: Garlic Films
Director: Marcelo Burgos
Editor: Pablo Plant
Exposure: Latin American TV


Unilever presents Axe shower gel as the macho antidote to fluffy femininity in a campaign to reinforce the brand's blokeish appeal to South America's twentysomethings.

In the spot, inspired by Walt Disney's Snow White and the Seven Dwarfs, furry animals towel down and dress a young man after he has had a shower. Much to his dismay, they attempt to put women's clothes on him.

The ad, which breaks in Argentina, Uruguay and Chile, warns that "if you use a woman's soap, you'll feel like one".