PEDIGREE CHUM - TBWA Tequila Australia

Instead of the typical themes of happy, healthy dogs and their loving owners, this TV, print, poster and point-of-sale campaign promotes a giveaway with prizes such as Mini Coopers and holidays. To qualify, though, you need a pet. The ads show the lengths non-pet owners go to in order to qualify: one man at an airport baggage reclaim hall rams a dog into his suitcase; an old lady has her dog stolen while out walking him. A novel take on a sector that can present creative challenges.

Agency: Whybin Lawrence TBWA\Tequila, Sydney

Client: Pedigree Chum

Writer: Tony Durston

Art director: Sam Hibbard

Production company: Curious Films, Sydney

Director: Steve Ayson


The Special K Challenge invites women to eat the cereal for breakfast and dinner for 15 days and notice the difference. Lucie, the campaign's central character, has a few kilos to shed and is deemed a credible representative of the target market (female-biased and aged 35 and over). A series of 20-second spots introduce Lucie and follow her progress until she fits into a red dress. The challenge, which is also featured on the pack, online, on leaflets and via a helpline, offers a T-shirt to anyone who completes the challenge.

Agency: J. Walter Thompson, Paris

Client: Kellogg

Writer: Laurent Terreau

Art director: Francois Biehler

Production company: U Turn, Paris

Director: Erick Zonca

PHILIPS LIGHTING - Leo Burnett Singapore

Halloween arrives a week early in the form of this spooky new print campaign for Philips Lighting. Its aim is to change the way Singaporeans think about the lighting in their homes by locking into the most fundamental of childhood fears: monsters under the bed. The gloomily lit executions, showing the banished monsters sleeping rough (one taking refuge on a park bench, a second warming its hands by a fire and a third huddled in a blanket), all carry the strapline: "Banishes monsters from under the bed." An interesting twist on normal lightbulb advertising, this campaign makes a bold gesture in departing from the obvious creative treatment for lightbulbs: a warm and beautifully lit room.

Agency: Leo Burnett, Singapore

Client: Philips

Writers: Victor Ng, Karl Dunn

Art directors: Jon Loke, Tay Guan Hin

Photographers: Szeling, Shooting Gallery, Singapore

Retouching: Lay Leng (Procolor)

TELECOM ITALIA - Armando Testa Italy

Armando Testa has created a teaser TV campaign for a new mobile phone service from Telecom Italia which allows users to watch TV on their phones. It stars the supermodel Naomi Campbell and Ettore the dog, a familiar face from previous ads for TIM, Telecom Italia's mobile division. In this spot, a fortune teller tells Ettore he will meet a beautiful woman - enter Campbell. Italy's unorthodox answer to the Gold Blend couple, Ettore and Naomi certainly make an odd pairing for one of Italy's biggest-spending advertisers.

Agency: Armando Testa, Milan

Client: Telecom Italia

Creative directors: Maurizio Sala, Michele Mariani

Production company: Film World, Milan

Director: Marty Weiss