The Work: New Campaigns: The World

Project: Salty
Client: Knorr
Brief: n/s
Creative agency: DDB Canada
Writer: David Ross
Art director: Paul Wallace
Media agency: n/s
Production company: Sons and Daughters, Toronto
Director: David Hicks
Editor: Brian Williams, Panic and Bob, Toronto
Exposure: TV


An animated salt mill called Salty is the star of this latest work by DDB Canada promoting Knorr's new Sidekicks.

The action opens with a plate of Sidekicks being placed on a table in front of a pair of salt and pepper mills. Salty steps forward to look at the Sidekicks packet and sees that it is branded with a stamp stating: 25 per cent less sodium.

Dejected, Salty bows his head and leaves the house to wander in the rain, with Michael Bolton's How Am I Supposed To Live Without You providing a melancholic backing track.

The character then returns home to find a family sitting at the table enjoying Knorr Sidekicks. Salt streams out of his eyes as the voiceover says: "Sidekicks now have 25 per cent less sodium than before ... not everyone's happy about it."

Project: Smiling 9th floor
Client: Molinos Rio de la Plata
Brief: Launch of the new brownies by Exquisita
Creative agency: Madre Buenos Aires
Writer: Madre
Art director: Madre
Planner: Madre
Media agency: BrandConnection
Media planners: Alejandra Lopez, Florencia Schaer
Production companies: Ursula, Hungry Man
Director: Hungry Man
Editor: Guillermo Grillo
Post-production: Che Revolution Post
Exposure: TV


Molinos Rio de la Plata is promoting its Exquisita Brownies brand with a TV campaign featuring a rollerskating family who live in an apartment shaped like a smile.

Created by Madre Buenos Aires, the ad shows how the family have adapted to their novel surroundings by attaching wheels to their feet and furniture.

They shift from one side of the apartment to the other to Steve Harley's Make Me Smile (Come Up And See Me) as they wait for brownies to bake in the oven.

Project: Music
Client: Heineken
Brief: n/s
Creative agency: McCann Erickson Dublin
Writer: Rory Hamilton
Art director: Jonathon Cullen
Media agency: n/s
Production company: Psyop, Los Angeles
Director: Psyop
Editor: Brett Nicoleti
Exposure: TV


McCann Erickson Dublin has created a new TV campaign for Heineken, in which a bottle of the beer experiences the lifestyle of a rock star.

A security heavy lifts the lid from a bottle of Heineken and, in so doing, opens it up to a musical rollercoaster, taking it from stage set to DJ deck to nightclub cage to a reveller's outstretched hand.

The campaign aims to position the brand as the quintessential accompaniment to any good gig, with the strapline: "Heineken Music. Live every last drop."

Project: Post-it Flags
Client: 3M
Brief: The campaign brings to life the pages of several books to show
how 3M's Post-it Flags make finding exactly what you are looking for a
lot easier
Creative agency: Euro RSCG Flagship
Writers: Puttipong Pattanapongsagorn, Rerngchai Prompicharn
Art directors: Thongrob Chantarak, Thawatchai Chanachaiyoungyuen
Media agency: n/s
Photographer: Sorayut Pumpakdee, Paapniyom
Retoucher Paiboon Intasri, Neabniyom
Exposure: Print


A chair balances on one leg on top of a book, a fish dangles precariously from a line and a roasted pig is suspended on its spit in Euro RSCG Flagship's new campaign for 3M Post-it Flags.

The objects are used to flag pages in books relating to their subject matter in a bid to demonstrate how using Post-its can make it easier to keep tabs on your discoveries.

The pig's spit is wedged into a book on Chinese food, the fishing line is earmarking a book called Bluewater Fishing and the chair leg is holding open a book about modern chairs.


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