The Work: New Campaigns - The World

Project: Man-made machines
Client: Emami Industries
Brief: Build awareness and sales of Himani Fast Relief
Creative agency: Publicis Ambience
Writer: Ashish Khazanchi
Art directors: Prasanna Sankhe, Prashant Godbole, Akash Das
Media agency: Prachar
Production company: Equinox Films
Director: Ram Madhvani
Editor: Anshuman Gokel, Pixion
Post-production: Tata Elxsi
Audio Post-production: Famous Studio
Exposure: National TV, cinema


One of the most expensive commercials in India this year has been made to boost sales of the most unlikely of products - a muscular pain-relief cream.

About 200 people, mainly gymnastics performers, were assembled and trained for four months to produce the spot, which was shot over a ten-day period.

The Publicis Ambience agency in Mumbai created the 60-second film for Himani Fast Relief, which features humans taking the place of various parts of vehicles and machines.

The campaign is part of a concerted effort by the Calcutta-based FMCG company Emami to turn Himani into a core brand.

The advertising presents Himani as an antidote to modern life, in which people become consumed by life's daily chores.

Project: Unlimited
Client: Steeve Hagege, international marketing director, Diesel Perfume
Brief: Launch Diesel's new feminine fragrance
Creative agency: Fred & Farid Paris
Writers/art directors: Pierre Escarment, Victor Marrec, Juliette Lavoix,
Pauline de Montferrand
Media agency: n/s
Production company: Irene/Flynn
Director: Paul Gore
Post-production: Reepost
Audio Post-production: Hot Line
Exposure: National TV, online


Diesel is launching a new female fragrance with a TV campaign emphasising freedom and sensuality, under the theme: "For women only."

Fred & Farid Paris created the spot, which, it says, moves Diesel on from its previous fragrance advertising that spotlighted sexual hedonism to celebrate the joy of being alive. The 60-second film uses a combination of rapidly changing close-ups and wide shots to create a world in which it becomes difficult to distinguish reality from fantasy.

The commercial is the work of Paul Gore, a former photographer who has directed music videos for Amy Winehouse and Massive Attack.

Project: Corporate identity launch
Client: Saudi Telecom
Brief: Promote Saudi Telecom's ability to simplify things so as to make
life easier for its customers
Creative agency: JWT Riyadh
Writers: Sarah Nasr, Ghassan Alghaddaf, Turki Al Jaber
Art directors: Ahmed Nabil, Amr Wagih
Media agency: Starcom
Photographer: Roger Moukarzel
Exposure: Press, outdoor

THE LOWDOWN Saudi Telecom, the largest operator of its kind in the Middle East, has launched new corporate advertising promoting its ability to make life easier for its customers.

JWT's Riyadh office devised the press and outdoor campaign under the theme: "Easier life."

The advertising capitalises on what the company says has been its success at keeping pace with new technologies and its move beyond local boarders.

The company now has a footprint in Kuwait, India, Indonesia, Malaysia, Turkey and South Africa.

Project: Dirty drivers
Clients: Jeff Schulz, vice-president, strategic marketing; Reg Romero,
advertising marketing services manager, Insurance Corporation of British
Brief: Promote safe driving as better for the environment and a money
Creative agency: Wasserman & Partners, Vancouver
Writers: Liam Greenlaw, Steve Zaozirny
Art director: Liam Greenlaw
Planners: Karen Nishi, Sean Weller
Media agency: Wasserman & Partners
Media planners: Andeen Pitt, Antonella Frustaci
Production company: The Garden, Toronto
Director: Liam Grenlaw
Editor: Don Macdonell
Post-production: JMB Post
Exposure: Regional TV, online


A Canadian insurance company eager to present itself as the champion of environmentally conscious motorists is underlining its message with advertising that depicts a group of offenders as recovering alcoholics.

The initiative, by the Insurance Corporation of British Columbia, aims to educate people about safe driving and explain how even small behavioural changes can save them money and reduce their carbon emissions.

The Vancouver-based Wasserman & Partners created the TV spots featuring meetings of a fictional support group for "dirty drivers".

Each member introduces themselves, admits to being a "dirty driver" and reports on their progress towards recovery.

The campaign aims to drive traffic to a website where visitors can pick up more information and make use of an emissions calculator.

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