Some 3,000 companies offer home loans in Australia, so in such a saturated market, you're inclined to feel a bit paranoid about whether you've chosen the right one. Tequila, TBWA's direct network, decided to present this sense of niggling doubt by personifying it. Hence the creation of Martin. The bearded, slightly odd Martin is always awkwardly hanging around a couple who are wrestling with which home loan to choose. He even pops up in the bath. But he disappears when the couple find St George Bank. The branding element to this campaign suggests that St George Bank is "big enough to be home lender of the year; small enough to make sure you get the right one". Thirty- and 15-second spots are backed up by print, radio, outdoor and online.
Client: St George Bank
Agency: Whybin Lawrence TBWA\Tequila, Sydney
Art director: Sam Hibbard
Writer: Tony Durston
Director: Steve Ayson
Production company: Curious, Sydney
SAB MILLER - Ogilvy & Mather US
The US beer brand Miller recently changed its advertising strategy from a one-size-fits-all approach to a more tightly targeted style. Yet the same themes of striving for more and choosing quality recur throughout the new advertising. One spot, "anthem", focuses on an everyday guy who drinks Miller to demonstrate his individuality. The tagline is: "Miller. Good Call." An Hispanic ad, featuring Spanish-speaking characters, is also part of the campaign, as is the impressive "dominoes", by Y&R Chicago.
Client: SAB Miller
Agency: Ogilvy & Mather New York, Chicago
Art director: Joe Johnson
Writer: David Apicella
Director: Erich Joiner
Production company: Tool, Los Angeles
PIPER-HEIDSIECK BETC - Euro RSCG France
As the industry's Champagne-quaffers will no doubt be aware, Piper-Heidsieck is a premium brand. So this outdoor campaign is designed to reflect the luxurious quality of the drink but in a fresh, unstuffy way.
Four posters have launched in New York with giant billboards across Manhattan, including Times Square. The campaign has also rolled out in The Netherlands as well as in Belgium, where it will incorporate some press advertising.
The strapline "let life flow" is a play on "let the Champagne flow", a rallying feel-good sentiment for the festive period. The tear, a common theme linking each ad, denotes joy, laughter and emotion. The photographer, Nadav Kander, has previously worked on campaigns for Levi's and Haagen-Dazs.
Client: Piper-Heidsieck
Agency: BETC Euro RSCG, Paris
Art directors: Sandrine Estrade, Romain Guillon
Writer: Jerome Argelich
Photographer: Nadav Kander
HEALTH PROMOTION BOARD - JWT Singapore
"Easy to start, very difficult to stop" is the message behind this anti-smoking campaign entitled "vicious cycle". The campaign focuses on the reasons why people start smoking and link them into how difficult it is to give it up once you're hooked. In one execution, a girl with yellow teeth is pictured, along with the copy: "You smoke to look cool, smoking stains your teeth, you don't look cool." Other ads focus on being dumped and becoming impotent. The child-like illustrations communicate the reasons why smoking is a bad habit to start, without hammering them home. Perfect for its teenage target audience, the ads neither patronise nor rely on shock tactics.
Client: Health Promotion Board
Agency: JWT, Singapore
Art director and illustrator: Ivan Hady Wibowo
Writer: Joji Jacob
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