The Work: New Campaigns - The world

Project: Professionals
Client: Neil Goklani, global marketing director, American Express
Brief: Promote American Express premium cards by producing a global
Creative agency: Ogilvy London
Writer: Tim Charlesworth
Art director: Michael Kaplan
Planner: Mick Byrne
Media agency: n/s
Production company: Giant Films
Director: Ian Gabriel
Editor: Ricky Boyd, Deliverance, Cape Town
Post-production: Black Ginger, Cape Town
Audio Post-production: Arnold Vermaak, B&S Studios, Cape Town
Exposure: Global TV, online


Two jet-setting journalists with credit crunch-defying expense accounts are the unlikely stars of a new commercial promoting the advantages of using American Express plastic.

The spot tells the far-fetched tale of a reporter and photographer chasing their interview subject from Shanghai to Istanbul and Dubai, enjoying seemingly expensive hospitality along the way. Everything is paid for with an American Express gold card.

In the end, their frantic journey across the world seems rather pointless when their quarry proves to be not at all elusive.

The film is the latest in the "My life. My card" initiative, launched by Ogilvy & Mather in 2004. Since then, the campaign has featured a series of celebrities, including Robert De Niro, Tiger Woods and Jose Mourinho.

The commercial is intended to boost the use of American Express premium cards in more than 100 markets.

Project: Curiosity
Client: O2 Germany
Brief: Illustrate O2's offer to allow customers to test products before
they buy
Creative agency: VCCP
Writer: Lars Wohlnick
Art director: Oliver Frank
Media agency: Mindshare
Media planner: Dale Gall
Production company: Stink Berlin
Director: Adam Berg
Editor: Paul Hardcastle, Trim Editing
Post-production: The Moving Picture Company
Audio Post-production: 750mph
Exposure: National TV


The O2 brand is attempting to build its presence in Germany with a national TV campaign that draws inspiration from people's natural curiosity.

A cat cautiously approaching a dog kennel and a boy blowing bubblegum under water are among the images featured in the commercial, a joint venture between the VCCP offices in London and Berlin.

The aim is to promote an O2 offer that allows customers to test their products before making a commitment to use them.

Oliver Frank, the creative director at VCCP in Berlin, said: "The language of the images is emotional because viewers identify themselves with the test situations."

The theme is being extended into point-of-sale, online and a print campaign that includes "find the error" picture puzzles.

Project: Forever young
Clients: Dale Hooper, vice-president, marketing; Jennifer Blackburn,
senior marketing manager, carbonated soft drinks, PepsiCo Americas
Beverages Canada; Cheryl Radisa, vice-president, Pepsi-Cola Company
Brief: Associate Diet Pepsi with feeling youthful
Creative agency: BBDO Toronto
Writer: Adam Bailey
Art director: Andrew Hart
Planner: Ed Caffyn
Media agency: OMD
Media planners: Derek Fung, Daniele Boem
Production company: Partners Film
Director: Joachim Back
Editor: Griff Henderson
Post-production: School Editing
Audio Post-production: Ricochet
Exposure: National TV


Diet Pepsi's "forever young" campaign, now in its tenth year, continues its strategy of rekindling youthful memories in new TV advertising that takes a couple of thirtysomethings back in time.

Grown-ups behave like children in the two spots, created by BBDO Toronto, where the central characters imagine what it would be like if they could still enjoy sleepovers and school playtimes.

However, their idyllic daydreams are shattered when memories of playground bullies and sleepover shenanigans creep back into their minds.

In the end, they draw comfort from the fact that they can still feel youthful by enjoying a Diet Pepsi.

Project: Lect-up
Client: Essilor
Brief: Demonstrate the advantages of using correcting lenses for vision
Creative agency: Callegari Berville Grey
Writer: Yannick Savioz
Art director: Jerome Gonfond
Media agency: Grey Matos, Sao Paulo
Media planner: Denise Lima
Photography Ilario & Magali
Illustrator: La Souris sur le Gateau
Exposure: Print, outdoor


Essilor, the world's largest maker of ophthalmic lenses, takes a tongue-in-cheek look at the problems of short-sightedness in a new print campaign aimed at building its brand across Latin America.

In one execution, a woman appears to have enlarged her foot so that she can paint her toenails. In the other, an old lady's enormous hands help her thread a needle.

Both ads were created by Callegari Berville Grey in Paris, which handles Essilor's international account.

The company, which has a presence in five continents, last month reported a 12.6 per cent fourth-quarter sales rise and said it expected continued growth in emerging markets despite the recession.