Feature

The Work: New Campaigns - The World

SYFY - HOUSE OF IMAGINATION - US
CREDITS
Project: House of imagination
Client: The SyFy Channel
Brief: Handle key elements of the brand evolution to Syfy, helping to
crystalise Syfy's leadership role in imagination-based entertainment
Creative agency: 4Creative
Writer: Tom Tagholm
Art director: Brett Foraker
Planner: Olivia Browne
Media agency: In-house
Media planner: In-house
Production company: 4Creative
Director: Brett Foraker
Editor: Adam Rudd
Post-production: The Moving Picture Company
Audio Post-production: Rich Martin
Exposure: TV, online

THE LOWDOWN

4Creative has developed a new campaign to promote the US TV channel SyFy.

The "house of imagination" spot follows a couple, together with a larger group of people, up to a mysterious house on the hill. Once inside, they enter a magical party featuring many bizarre objects.

From upside-down staircases to papier-mache unicorns and remote-controlled dinosaurs, the ad illustrates the variety of shows available on the channel.

The couple finally leave the house to find themselves out on a normal suburban street.

BARCLAYS - BARCLAYS US BRAND ADVERTISING 2009 - US
CREDITS
Project: Barclays US brand advertising 2009
Client: Barclays
Brief: Even during tough economic times, Barclays is constantly creating
the future of finance
Creative agency: Venables Bell
Writer: Crockett Jeffers
Art director: Tom Scharpf
Planner: Harlan Kennedy
Media agency: Mediaedge:cia
Media planner: Megan Jones
Production company: MJZ
Director: Nicolai Fuglsig
Editor: Rick Russell, Final Cut
Post-production: The Mill
Audio Post-production: 740 Sound Design
Exposure: National network, cable

THE LOWDOWN

In Venables Bell's new spot for Barclays, a man discovers he is living in a world of cardboard cut-outs, until he comes across a building of substance, the Barclays head office.

The man leaves a noisy bar, which suddenly becomes silent, and steps out on to an equally quiet street filled with mannequins. He frantically runs around testing the structure around him and discovers he is living in a stage set reminiscent of Peter Weir's The Truman Show.

He finally happens upon a structure that doesn't crumble or collapse beneath his touch with real humans inside: Barclays Bank.

The campaign aims to dissolve people's fears of the current "strange financial times" by promoting the bank as a real, substantial organisation where they and their money can feel safe.

ROSEMOUNT - CREATED BY ROSEMOUNT - AUSTRALIA AND NEW ZEALAND
CREDITS
Project: Created by Rosemount
Clients: Eva Barratt, global brand director; Lachie Hayman, global brand
manager; James Brown, global assistant brand manager, Fosters EMEA
Rosemount
Brief: Launch a global brand campaign to revive Rosemount's creative
identity, sense of style and self-expression
Creative agency: Rainey Kelly Campbell Roalfe/Y&R
Writer: Graeme Cook
Art director: Stuart Elkins
Planner: Anna Tetlow
Media agency: n/s
Media planner: n/s
Production company: Peter Bailey
Director: Zena Holloway
Post-production: Tag
Exposure: Print, online, TV

THE LOWDOWN

Rainey Kelly Campbell Roalfe/Y&R has created a new print ad for the wine-maker Rosemount, as the brand aims to reposition itself as a "creator" of wine.

The campaign features the brand's extensive portfolio of wines, from Chardonnay to Merlot. In each shot, the wine is characterised by a female genie emerging from the bottle in a haze of colour portraying the drink type.

The campaign intends to set Rosemount apart from other wine manufacturers as a company that not only produces wine, but actually gets involved with the process to create the flavours and finished product.

The print campaign is supported by online and TV work.

MENTOS - BEAT IT - FRANCE
CREDITS
Project: Beat it
Clients: Corrado Bianchi, director; Flavio Lasalandra, area marketing
manager, Mentos
Brief: Launch new Mentos Aqua Kiss mouth-watering gum
Creative agency: Bartle Bogle Hegarty London
Writers/art directors: Dan Bailey, Brad Wolff
Media agency: n/s
Production company: Sonny
Director: Guy Manwaring
Editor: Mark Edinoff, The Quarry
Post-production: Finish
Audio Post-production: Wave
Exposure: National TV

THE LOWDOWN

Bartle Bogle Hegarty London has created a new television ad for the mint brand Mentos, featuring the famous beatboxer Killa Kela.

Kela, who has been practising his craft since the age of 16, enters a beatboxing battle with a local guy sitting on a porch swing. But as the two emit a series of sounds and beats, it soon becomes apparent that they are competing for the affections of a passing beauty.

The pair almost run out of steam before Kela's competitor recharges with a stick of refreshing Mentos gum and promptly beats him and wins the girl.

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