The Work: New Campaigns - The World

PEPSICO - GOOD DEAL - GLOBAL CREDITS Project: Good deal Clients: Simon Lowden, Richard Lee, David Foulds, marketing executives, PepsiCo Brief: Promote the desirability of Pepsi Creative agency: CLM BBDO Writer: Vincent Pedrocchi Art director: Cedric Moutaud Media agency: n/s Media planner: Chris McCarthy Photographer: Vincent Dixon Retouching: Kilato Exposure: Magazines and outdoor globally, except North America


Pepsi has returned to print with a new campaign taking a tongue-in-cheek look at what people might be prepared to give up for a can of the cola.

The campaign comprises three print executions from CLM BBDO in Paris, the worldwide creative and strategic lead agency on the account outside North America.

In each ad, a character swaps his can of Pepsi for a dream situation. One features a young geek swapping his Pepsi with a lifeguard for the chance to give mouth-to-mouth resuscitation to a bikini-clad girl.

In another, a monkey exchanges his Pepsi for the keys to a lorry-load of bananas. In the third, a young man swaps his can for the chance to ride in a space shuttle.

The ads are the work of the New York-based British photographer Vincent Dixon.

GALLO - TOGETHER - US CREDITS Project: Together Client: Stephanie Gallo, senior director of marketing, Gallo Brief: Celebrate Gallo's 75th birthday by emphasising its role in family occasions Creative agency: BBDO West Writer: Michael Barti Art director: Heward Jue Media agency: Mediaedge:cia Production company: Tool of North America Director: Harry Cocciolo Editor: Hank Corwin Exposure: National TV


Gallo, a pioneer of TV wine advertising in the US, has returned to TV in its domestic market for the first time in a quarter of a century to celebrate its 75th birthday.

The company has remained a family owned and operated business since its launch in Modesto, California by the brothers Ernest and Julio Gallo. In the new campaign, it emphasises that fact under the theme: "We're all family."

Shot in black and white by BBDO West, the spot features family and friends coming together and the part that Gallo wines play on such occasions.

Gallo is currently the biggest wine exporter in the US, selling its products to 85 countries. It is regarded as the first company to have introduced modern brand management and merchandising into the wine industry.

BRITISH AIRWAYS - HYDERABAD LAUNCH - INDIA CREDITS Project: Hyderabad launch Client: Daniel Lloyd, marketing and communications manager, British Airways Brief: Launch the British Airways route from Hyderabad to North America Creative agency: Bartle Bogle Hegarty Asia-Pacific Writers: Peter Callaghan, Zayed Siddique Art director: Rashid Salleh Planner: Kelsey Hodgkin Media agency: ZenithOptimedia UK Media planner: Maya Epstein Photographer: Cactus Studio Retouching: Cactus Studio Exposure: National press, outdoor


Traditional Indian art is being featured in a British Airways campaign launching its new route from Hyderabad to North America.

Bartle Bogle Hegarty Asia-Pacific created the press and outdoor campaign launching the service, which will offer at least five flights a week from the end of the month.

Hyderabad, India's sixth-largest city, is the capital of Andhra Pradesh, as well as being an important IT and manufacturing hub. The campaign features the traditional Indian art form of rangoli, which uses coloured ground rice powder to create vibrant patterns.

The work in the ad is by the rangoli artist Vijaya Mohan, who is in the Guinness Book of Records for the largest rangoli ever created.

DIRECT INSURANCE - MURPHY - ISRAEL CREDITS Project: Murphy Client: Direct Insurance Brief: Promote Direct Insurance's catastrophic coverage Creative agency: Shalmor Avnon Amichay/Young & Rubicam, Tel Aviv Writer: Matan Yedidya Art director: Tani Zipper Planners: Hila Tamir, Zohar Reznik Media agency: Mediaedge:cia Production company: Og Director: Ranni Carmeli Exposure: National TV, cinema


Murphy, the character who inspired Murphy's Law (anything that can go wrong will go wrong), has been brought to life by an Israeli insurance company to promote its so-called "catastrophic coverage".

The need for a "catastrophic" policy, intended to cover unpredictable damage, is underlined in a commercial featuring clips from Murphy's life and all the disasters that follow him around as he is born, grows up and finally arrives in Israel.