The Work: New Campaigns - The World

Project: Heads
Clients: Mara Benjamin, assistant director, marketing and advertising;
Maria Velez, senior designer, Getty Center
Brief: Encourage a more diverse audience to consider visiting the Getty
Creative agency: M&C Saatchi, Los Angeles
Writer: Dennis DiSalvo
Art director: Ron Tapia
Planner: Kate Bristow
Media agency: MBMG
Production company: Sleeper Films
Director: Peter Martin
Editor: Patrick Griffin, Lost Planet
Exposure: TV and cinema in California


The Getty Center in Los Angeles, home to one of the most significant collections of pre-20th century European paintings in the US, has launched new advertising emphasising how its works of art live on in the memory.

The message is delivered via a commercial that shows ordinary people going about their business in Los Angeles. However, their heads are replaced by priceless objets d'art from the Getty.

Dennis DiSalvo, an art director at M&C Saatchi in Los Angeles, which created the spot, said: "Quality art isn't something you forget. You carry it with you."

The museum, which opened in 1997, is also well known for its architecture, gardens and spectacular views across the city. Its collection includes the painting Irises by Van Gogh.

Project: Unbutton the norm
Client: Levi's 501s Hong Kong
Brief: Launch the Levi's 501 Unbuttoned range into Hong Kong
Creative agency: TBWA\Tequila Hong Kong
Writers: Esther Wong, Law Chi Hang, Calvin Chow
Art directors: Joseph Mok, Ronald Tin
Planner: Vivien Kam
Media agency: OMD
Media planners: Caroline Chan, Steven Chan, Vanessa Wong
Exposure: East Touch magazine


Levi's Hong Kong has linked with the weekly youth magazine East Touch to produce an offbeat campaign introducing the new 501 collection.

Created by TBWA\Tequila Hong Kong, the initiative builds on Levi's new global "live unbuttoned" theme. It invites people to buy their copies of East Touch from specially created displays by unbuttoning a miniature version of the new 501s.

The displays are appearing on newsstands and in Seven-Eleven outlets across Hong Kong, accompanied by street events in the chic Causeway Bay area.

Florence Kong, the agency's business director, said: "We're excited about how this first-time creative use of media channels demonstrates how Levi's can continue to surprise and engage audiences, while building on its brand attitude and showcasing the new collection."

Project: Enduring love affair
Client: Patek Philippe
Brief: Sustain Patek Philippe's positioning as a pre-eminent watch brand
Creative agency: Leagas Delaney
Writer: Tim Delaney
Art director: Mark Fraser
Planner: Margaret Johnson
Media agency: Initiative
Media planner: Germain Couteleau
Photographer: Craig McDean
Retouching: The Box, TAG
Exposure: Global print


Patek Philippe has unveiled the latest stage of a campaign that began a dozen years ago to position itself as the world's pre-eminent watch brand.

Produced by London's Leagas Delaney, the women's campaign features close-up shots by the New York-based British fashion photographer Craig McDean of attractive, confident women and their relationship with their Patek Philippe. All carry the line: "Begin an enduring love affair."

The accompanying men's campaign moves on from the previous work showing fathers and their small sons. The new work aims to link the brand with emotions such as pride, friendship and new-found confidence by featuring fathers and their now teenage sons. The ads suggest that: "You never actually own a Patek Philippe. You merely look after it for the next generation."

Project: London
Client: John Pranger, national marketing director, Honda Australia
Brief: Introduce the new Honda Jazz into Australia
Creative agency: Draftfcb Melbourne
Writers/art directors: Mat Garbutt, Mick Bakos, Scott Lambert, Evan
Media agency: Optimedia
Media planner: Kate Graham
Production company: Iloura
Director: Glenn Melenhorst
Exposure: National TV, cinema, online


Honda's new version of its Jazz supermini is being introduced into Australia via a TV campaign featuring a cartoon version of the car amid the delights of London.

Shot in Thomas The Tank Engine-style by Draftfcb in Melbourne, the advertising extends the "Village Green" campaign that has run since 2005 and presents the Jazz as a likeable character that other cars admire.

Scott Lambert, Draftfcb's creative director, said: "The challenge with this new incarnation was to deliver the story in a more dynamic, contemporary style, yet keep all the charm, fun and humour of the original."