The Work: New Campaigns - The World

Project: QuietComfort headphones
Client: Bose
Brief: Develop a campaign for the QuietComfort range of acoustic
noise-cancelling headphones from Bose, communicating how these
headphones silence the sounds you don't want to hear
Creative agency: Euro RSCG Singapore
Writers: Victor Ng, Tham Yin May
Art directors: Shawnn Lai, Hans Ibrahim
Planner: n/s
Media agency: n/s
Photographer: Jimmy Fok, Calibre
Illustrator: Kris Tan, Magic Cube
Exposure: Press


Euro RSCG Singapore has created a print campaign to demonstrate the noise-cancelling power of Bose's QuietComfort headphones.

The campaign features mime artists in situations where people would typically make loud, unwelcome sounds (shouting, crying and pain-induced yelling), silently acting out the scenes.

A woman sits comforting two sobbing babies in one shot, while a couple have a heated argument in another. In the final shot, a man appears to be in agony as he waxes himself.

The mime artists are dressed in typical street-performer garb, with black-and-white painted faces and matching outfits.

Project: Enemies
Client: ESPN
Brief: n/s
Creative agency: Wieden & Kennedy NY
Writer: Scott Hayes
Art director: Kurt Lenard
Planner: n/s
Media agency: n/s
Production company: O Positive
Director: David Shane
Editor: Andrew Robertson
Exposure: TV


The Texas Rangers baseball star Josh Hamilton gets snubbed by the New York Mets' mascot in the latest instalment of ESPN's "This is SportsCenter" campaign.

In the ad, created by Wieden & Kennedy NY, Mr Met is shown confiding with a colleague in the SportsCenter kitchen when Hamilton walks in.

The mascot, whose head resembles an oversized baseball, promptly throws down his cup, glares at Hamilton and storms out. Why? Because a couple of balls hit by the all-star in a recent game were Mr Met's cousins.

Project: Cyclist
Client: Warren Kim, TV category manager, LG Electronics Australia
Brief: Launch LG's new Full HD Plasma TV with Timemachine, which allows
you to pause, rewind and record live TV
Creative agency: George Patterson/Y&R Sydney
Writer: Bart Pawlak
Art director: Robbie Kantor
Planner: n/s
Media agency: Mindshare
Production company: Plaza Films
Director: Paul Middleditch
Post-production: The Editors
Exposure: National TV


George Patterson/Y&R Sydney has created a new TV spot to showcase the live pause, record and rewind capabilities of the LG Full HD Plasma TV with Timemachine.

A man takes time out from watching the Tour de France to enjoy some afternoon golf in his garden. But the cyclists, displeased at the interruption and delay to their progress, assemble on the lawn to remind him that they are ready to start the next stage of the race.

However, the man admits he nodded off earlier and would like them to go back and do the mountain climb stage all over again, much to the cyclists' annoyance.

Project: Only the strong survive
Client: Zvika Gior, chief executive, Newpan Israel
Brief: Show Magimix's long-lasting superiority over the other products
in the category
Creative agency: Shalmor Avnon Amichay/Y&R Interactive Tel Aviv
Writer: Shuki Berg
Art director: Alon Zaid
Planners: Hilla Tamir, Zohar Reznik
Media agency: SAA Media
Media planner: Adam Avnon
Photographer: Yoram Aschheim
Exposure: Print


The Israeli agency Shalmor Avnon Amichay/Y&R has created a print campaign for Magimix, the manufacturer of kitchen appliances, using fruit and vegetables to form an animated jungle scene.

The campaign plays on the Darwinian notion of "the survival of the fittest" and centres on the dynamics and food chain within the animal kingdom.

Lions, monkeys, crocodiles and parrots are crafted out of strawberries, melons, courgettes, carrots and cucumbers in a colourful, organic representation.

A picture of the Magimix blender is shown at the bottom of the ad with the strapline "Only the strong survive", as it is clear that the grocery-inspired creatures are set for an untimely end by being whizzed into soup and smoothies.