ORANGE - ROCKCORPS - FRANCE
Clients: Alice Holzman, sponsorship and commercial communication
manager; Nicolas Guiramand, brand and creative director; Isabelle
Quinlan, advertising director; Francois Baroin, advertising manager TV;
Veronica Hardouin, Esther Gordon, advertising managers, Orange
Brief: Prove that charitable action can be a fun, celebratory experience
when carried out together with music
Creative agency: Publicis Conseil
Writers: Mathieu Degryse, Olivier Dermaux
Art directors: Yves-Eric Deboey, Mathieu Vinciguerra
Media agency: n/s
Production company: 75
Director: Vincent Lobelle
Post-production: Jeanne Raibaut, WAM
Audio Post-production: Eric Cervera, Boris Nicou, WAM
Exposure: TV, online
In a bid to get young adults more involved with charitable work, Publicis Conseil has created an ad campaign for Orange's RockCorps initiative, which rewards people for taking part in community service projects with tickets to gigs.
The ten-second teaser films on TV and the 20- and 45-second formats online show different "tribes" of young people united by their taste in music. Fans of hip-hop, electro and heavy metal are each seen dancing to their choice of music while carrying out volunteer work.
Online users can also visit YouTube and Dailymotion, and customise videos with personal messages to encourage friends to sign up.
LEVI'S - THE GO FOURTH FORTUNE - US
Project: The go fourth fortune
Client: Megan O'Connor, director of digital marketing, Levi Strauss & Co
Brief: Create a continuation of the Levi's "go forth" expeditions
campaign that drives traffic to levi.com/goforth and builds brand equity
and relevance among male progressive consumers
Creative agency: Wieden & Kennedy Portland
Writer: Nathan Goldberg
Art directors: Mike Giepert, Azsa West, Julia Blackburn
Planner: Andy Lindblade
Media agency: Razorfish
Media planners: Carly Syke, Ian Mundorff
Exposure: Nine million US men aged 18 to 34
Levi's has launched an interactive challenge, urging consumers to uncover the $100,000 fortune of Grayson Ozias IV, which has been buried somewhere in the US.
Ozias was a friend of Levi Strauss' nephew Nathan and explored the US in the 1890s. In 1896, he disappeared into the American wilderness after hiding his fortune.
The elaborate scavenger hunt marks the latest phase in Levi's "go forth" campaign. It recently launched at levi.com/goforth and asks players to solve mysteries and puzzles and compete with each other as they journey across the country.
The campaign will be supported by social media (Facebook and Twitter), online (rich media) and offline (ESPN The Magazine) executions.
AMBI PUR - NOW THAT'S AN EAU DE TOILETTE - AUSTRALIA
Project: Now that's an eau de toilette
Clients: Karen Gerard, marketing manager; Anthony Fotoulis, brand
manager, Ambi Pur, Sara Lee
Brief: Launch Ambi Pur's Burst of Lemon and Burst of Lavender toilet
gels in Australia
Creative agency: JayGrey
Writers/art directors: Jay Furby, David White
Planner: Simon Rich
Media agency: MediaCom
Production company: The Sweet Shop, Auckland
Director: Mark Lever
Exposure: TV, print, in-store
The fragrant aroma of Ambi Pur is the source of some relationship drama in this new work from JayGrey, the rebranded Grey Sydney.
Eager to impress his lady friend, a man makes an extra-special effort to clean his house, including applying Ambi Pur cleaner to the toilet, in preparation for her visit. However, as soon as she arrives, she mistakes the scent for another woman's perfume, slaps the man and leaves.
The voiceover explains that Ambi Pur is a toilet cleaner that doesn't smell like one, describing it as an eau de toilette.
LESIEUR - MAGNIFIES EVERY FLAVOUR - FRANCE
Project: Magnifies every flavour
Creative agency: Fred & Farid Paris
Writers: Frederic Raillard, Farid Mokart, Feng Huang
Art directors: Feng Huang, Laurent Leccia
Media agency: n/s
Photographers: Nicolas Bertherat, Thierry Calba, Grigroi Rassinier,
Francois Ha Minh Tinh
Fred & Farid Paris has created a print campaign demonstrating the difference Lesieur condiments can make to any meal.
The ads resemble bright, colourful wallpaper designs that feature repeating patterns of food types, which correspond with the condiment shown at the bottom of each execution. The accompanying strapline reads: "Magnifies every flavour."