The Work: New Campaigns - The World

DELL - TREATS - US
CREDITS
Project: Treats
Client: Dell Computers
Brief: Dell's colourful, affordable line of Inspiron laptops are truly
irresistible
Creative agency: Mother New York
Writer: Greg Hunter
Art director: Mat Driscoll
Planner: Phil Graham
Media agency: MediaCom
Media planner: n/a
Production company: Partizan
Director: Traktor
Editor: Avi Oron, Bikini Edit
Post-production: The Mill
Exposure: TV

THE LOWDOWN

Dell has launched a campaign in the US featuring its factory workers singing the song Lollipop by Julius Dixon.

Promoting its Inspiron laptops, the campaign, created by Mother New York, sees the workers observing the manufacturing process in a magical factory, powered by fantastical machines.

Elephants' feet mould the colourful laptops into shape, while kitchen ovens bake the electrical goods until they are done.

The spot ends with the strapline: "Dell, yours is here."

STANDARD CHARTERED BANK - LIVING WITH HIV - HONG KONG
CREDITS
Project: Living with HIV
Clients: Vanessa Green, head of HIV and Aids education programme; Joyce
Lee, head of public websites, Standard Chartered Bank
Brief: Educate one million people on what HIV/Aids is, how it can be
prevented and how to live and deal with the disease - by March 2010 -
through eLearning modules
Creative agency: TBWA\Tequila Hong Kong
Writer: Star Nkanyezi Masango
Art director: Hoon Kim
Designer: Yuen Yee Lui
Exposure: Viral, online

THE LOWDOWN A new website and online campaign has been launched by the Standard Chartered Bank and TBWA\Tequila Hong Kong to raise awareness of HIV and Aids.

The website, www.vir.us, incorporates facts about HIV and Aids in a story about Mr HIV and his plan to attack and destroy the human race, told through six fast-moving animated video modules.

Special "anti-HIVirus software", which is free with the website, arms visitors with the knowledge to help protect themselves against HIV and Aids and to dispel the myths that surround them.

MTV - GYM, BIRD, MODEL - LATIN AMERICA
CREDITS
Project: Gym, bird, model
Client: MTV
Brief: n/s
Creative agency: La Comunidad
Writer: Julian Tachela
Art director: Agustina Anguita
Planner: n/s
Media agency: n/s
Production company: The Lift
Director: Jose Prat
Post-production: Cinecolor
Exposure: TV, online

THE LOWDOWN

The Argentine agency La Comunidad is reaching out to teenagers with a series of TV ads for MTV.

The awkwardness of being a teenager is addressed in each of the spots, which highlight perceived characteristics such as naivety, hormonal embarrassments and unrealistic early ambition.

In the first ad, "bird", a teenage boy falls for the promises he hears coming from his pet bird, which is offering to help him with his social shortcomings in return for being released from its cage.

"Gym" highlights the embarrassing tendency for adolescent boys to become sexually aroused at inopportune moments.

The third ad, "model", features a father shooting down his young daughter's ambitions of becoming a model by telling her that the best she can hope for is to grow up looking like her mother.

The strapline reads: "If it's MTVish, we have it."

CREATIVE RECREATION - WHAT YOU GOT - GLOBAL
CREDITS
Project: What you got
Client: Creative Recreation
Brief: n/s
Creative agency: n/a
Writer: Whitcher
Art director: n/a
Planner: n/a
Media agency: n/a
Production company: Element Productions, Boston
Director: Whitcher
Editor: Whitcher
Post-production: Remo Studios, Argentina
Audio Post-production: Dylan Schwartz
Exposure: Viral

THE LOWDOWN

This viral for Creative Recreation footwear opens on a young guy spray-painting a graffiti design on to a brick wall in an deserted urban area.

In the next instant, the graphic comes to life in the form of a Godzilla-like brick monster, which begins to chase the graffiti artist through the surrounding buildings and alleys.

The choreographed chase sequence comes to a halt as the monster finally catches up with his quarry, who covers his face, but, after removing his hands, sees that the monster, and his shoes, have disappeared.

The spot concludes by driving viewers to the Creative Recreation website.

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