BACARDI LIMON - John Doe, The Netherlands

This outdoor campaign creates a mood of adventure by mimicking Marvel comic strips. A lemon is the recurrent, if slightly bizarre, central character in each of the eight executions. In one ad, the large lemon is DJing to a club crowd, and in other spots the lemon flirts with foxy ladies, jumps the queue for a nightclub and tries his luck shooting craps at a casino. The campaign aims to put lemon-flavoured Bacardi on the map and, in particular, make the clubbing crowd aware of the brand.

Client: Bacardi Martini

Agency: John Doe, Amsterdam

Art director: Hein Mevissen

Writer: Diederiekje Bok

Illustrator: Vince

Production: Henriette Beij, Amsterdam

LA SALLE BANK - Cramer-Krasselt, LA

Helpful staff and competitive interest rates are the usual fodder in bank ads. But these two 30-second spots focus on the efforts people go to to earn a living, the idea being that La Salle will look after your hard-earned pennies. So two workers sweat it out - a male receptionist trips over a tongue twister of a company name (take note Messner Vetere Berger McNamee Schmetterer Euro RSCG) and a desperate estate agent almost faints with shock when she makes her first sale.

Client: La Salle Bank

Agency: Cramer-Krasselt, Los Angeles

Art director: David Estoye

Writer: John Carstens

Production company: Blink USA

THE OROTON GROUP - Host/The Glue Society, Australia

The Oroton Group acquired the Australian fashion label Marcs a year ago and commissioned a radical relaunch campaign through the advertising agency Host and the creative collective The Glue Society. The company's research had shown that wearing Marcs clothes made consumers feel good, which inspired Host and The Glue Society to come up with the slogan "advertise yourself" for a press and poster campaign. The creative turns the ads around and puts viewers in the picture looking out, as though they were the subject of the ad. On the "other side" of the ads, passers-by stop and stare. The back-to-front writing completes the unusual effect.

Client: The Oroton Group

Agency: Host

Creative: The Glue Society, Sydney

Photography: Max Doyle

NINTENDO - Leo Burnett, Chicago

"Schools out", this 60-second spot, launched in 10,000 US cinemas on 30 October . It charts the journeys of kids flocking to play the new Super Mario Bros 3 for Game Boy Advance. Their jumps and rolls echo the movements of Super Mario characters. The music, Hatsukai by Mayumi Kojima, and the Asian location all add to the sense of the exotic. The cinema work, shortened to 15- and 30-second spots for TV, is backed up by a print campaign.

Client: Nintendo

Agency: Leo Burnett, Chicago

Art director: Jeff Labbe

Writer: Kash Sree

Production company: Identity, New York

Director: Anthony Atanasio

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