The Work: New Campaigns - The World

Project: Max it moments
Client: David Foulds, vice-president advertising, PepsiCo Beverages
International (Colas)
Brief: Boost the appeal of Pepsi Max to young adult men
Creative agency: CLM BBDO
Writers/art directors: David Bertram, Leo Berne
Media agency: n/s
Media planner: n/s
Production company: Soixante Quinze
Director: Matthijs Van Heijningen
Editor: Philippe Doria Machado
Post-production: Mikros
Audio Post-production: AOC
Exposure: TV worldwide excluding the US, Canada and Japan


Pepsi Max is bidding to extend its appeal among young adult men with new TV advertising that links the brand with memorable moments involving male bonding.

The strategy is being brought to life by CLM BBDO in Paris, Pepsi's lead agency for soft drinks outside North America, with two commercials on the theme of "Max it moments".

In one spot, a young man sits alongside other candidates waiting to be interviewed for a job. Meanwhile, loud noises are heard from the boss' office as his friend pretends to be beaten up. All the other candidates take fright and run off, leaving the man to nail the job before celebrating with his mates.

In the second spot, another young man cons his way into a date with a girl on a beach by appearing to rescue a swimmer from an octopus' clutches.

Project: Lines
Client: Audi China
Brief: Launch a customised version of the Audi A4L in China
Creative agency: Lintas China
Writer: n/s
Art director: Tian Hang
Planner: Rita Lee
Media agency: n/s
Production company: Twentyone Plus
Director: Jorn Threlfall
Editor: Ben Stephens
Post-production: Concrete
Audio Post-production: Line In Shanghai
Exposure: National TV


Audi is looking to make further inroads into the Chinese premium car market with advertising announcing the arrival of a customised version of its A4L model.

Manufactured in Changchun, the long-wheelbase version of the A4L is being produced exclusively to meet the demands of Chinese drivers.

The car's chassis has been tailored to cope with Chinese road conditions and provide what Audi claims is exceptional suspension comfort.

Lintas China created the TV spot in which the lines of the car appear to be "painted" in light before the shape of the car is revealed.

The sequence then blends into live action showing the car being driven through a contemporary city landscape.

Project: Bears
Client: Erez Paz, marketing director, Orange
Brief: Promote Orange as a comprehensive communication company
Creative agency: Shalmor Avnon Amichay/Y&R Interactive Tel Aviv
Writer: Paul Paszko
Art director: Ran Cory
Planners: Zohar Reznik, Hila Tamir
Media agency: Union Media
Production company: Paradiso
Director: Eli Sverdlov
Editor: Dedan Uziel
Post-production: Gravity
Exposure: National TV


Orange tugs at the heartstrings with new advertising that underpins its drive to be seen by Israelis as a comprehensive communication company.

The 60-second ad spearheading the campaign features a story of people coming together to aid a polar bear cub who has been separated from his mother.

Created by Shalmor Avnon Amichay/Y&R Interactive in Tel Aviv, the commercial emphasises the power of togetherness. It shows a fleet of small boats combining to push a pair of icebergs together, thus reuniting mother and cub. The campaign runs under the theme of "together we can do more".

Orange, which launched in Israel ten years ago, wants to use its claimed position as the country's leading communication brand by becoming a "one-stop shop" for all communication services.

Project: Shiny happy relay
Client: Jacquie Ryan, director Olympic marketing, Royal Bank of Canada
Brief: Encourage Canadians to help make their country a better place in
which to live
Creative agency: BBDO Toronto
Writer: Peter Ignazi
Art director: Carlos Moreno
Media agency: M2 Universal
Media planner: n/s
Production company: The Ebeling Group
Director: Bitstate
Post-production: Ricochet
Audio Post-production: TA2 Music
Exposure: National TV


The Royal Bank of Canada is using the build-up to next year's Winter Olympics in Vancouver as the basis for a campaign to galvanise Canadians into helping make their country a better place.

Its campaign, under the theme "shiny happy relay", is offering people the chance to win a once-in-a-lifetime opportunity to carry the Olympic torch as it passes through or near to their community on its way to its destination.

BBDO Toronto and Proximity Canada produced the campaign, which embraces TV, print and online and encourages people to "create a better Canada and carry the torch".