Feature

The Work: New Campaigns - The World

LEVI'S - GO FORTH - US
CREDITS
Project: Go forth
Clients: Doug Sweeny, vice-president, brand marketing; Len Peltier,
creative director; Sarah An, senior brand manager; Marisa Bartning,
brand manager, Levi's
Brief: Prepare to pioneer while making Levi's relevant and authentic
Creative agency: Wieden & Kennedy Portland
Writers: Julia Oh, Rudy Adler
Art directors: Azsa West, Julia Blackburn
Media agency: OMD LA
Production companies: Anonymous Content, The Directors Bureau
Directors: Cary Fukunaga, M Blash
Exposure: TV, print, online

THE LOWDOWN

Wieden & Kennedy Portland has unveiled its first work for Levi's since it secured the US account last December, with a campaign encouraging the American youth to "go forth".

It aims to position the brand as possessing a youthful optimism and energy in a bid to reconnect with the Obama generation who are striving to build a new America.

The spots, entitled "America" and "O pioneer", feature the works of the renowned American poet, Walt Whitman, a figure who stands for people power.

In keeping with this young and vibrant motif, the spots were directed by two up-and-coming young directors, Cary Fukunaga and M Blash.

EVIAN - ROLLERBABIES: LIVE YOUNG - FRANCE
CREDITS
Project: Rollerbabies: live young
Clients: Martin Renaud, president, Evian Volvic International; Veronique
Penchienati, general manager, Danone Waters France; Michael Aidan, Evian
global director; Peter Pintens, Evian global marketing director, core
business
Brief: Create an enthusiastic modern-day musical comedy that positions
Evian as a great contemporary worldwide brand
Creative agency: BETC Euro RSCG
Writer: Valerie Chidlovsky
Art director: Agnes Cavard
Media agency: Havas Media
Production company: Partizan
Director: Michael Gracey
Exposure: TV

THE LOWDOWN

Following on from the success of the synchronised swimming babies, Evian has given another group of infants an equally impressive physical skill in its new campaign in the "live young" series.

The ad, by BETC Euro RSCG, features a troop of roller-skating babies, or "rollerbabies", dancing a choreographed roller breakdance sequence.

Shot at Pinewood Studios, 96 babies took part in the ad, which aims to position the brand as the universal source of youth.

GUINNESS - TO ARTHUR - GLOBAL
CREDITS
Project: To Arthur
Client: Ronan Beirne, Guinness global marketing manager, Guinness
Brief: Recruit the next generation of Guinness drinkers to join the
250th birthday celebrations
Creative agency: Saatchi & Saatchi
Writer: Dave Govier
Art director: Levi Slayin
Planner: Karl Bates
Production company: Partizan
Director: Antoine Bardou-Jacquet
Editor: Bill Smedley
Post-production: The Mill
Audio Post-production: Wave
Exposure: TV

THE LOWDOWN

A pattern of Chinese whispers commences as two men toast the Guinness founder, Arthur Guinness, in this Saatchi & Saatchi-created 250th anniversary campaign.

In the first ad, "Chinese whispers", the toast carries over to a neighbouring pub where a young man thinks the toast is "to Martha". The toasts become more diverse as the "whispers" travel around the world.

The second spot shows the toast "to Arthur" being carried throughout the world, as people from different nationalities and cultures unite to toast to a global beer favourite, Guinness.

The first of the ads will run in the UK, Ireland and Asia, while the second will air in Africa and parts of Asia.

PEUGEOT - 3D SATNAV - AUSTRALIA
CREDITS
Project: 3D satnav
Client: Peugeot
Brief: n/s
Creative agency: The Furnace
Writers/art directors: Paul Fenton, Luke Duggan
Media agency: n/s
Exposure: Print

THE LOWDOWN

The Australian agency The Furnace has created this clever new print campaign for the car manufacturer Peugeot.

In what appears to be an optical illusion, the new 407 Peugeot model is seen stationary with a backdrop of a bird's-eye view of the surrounding roads and landmarks.

The campaign aims to highlight the car's new 3D satnav technology, which guides you through the roads by bringing to life the surrounding landscape.

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