It may interest the creatives at Abbott Mead Vickers BBDO working on its newly won Camelot account that Germany's lottery campaign is fronted by a female archery expert. The woman, sporting a modern-day Robin Hood outfit in lurid green, makes dreams come true by firing an arrow at them. In this ad, a man in a shop gazes wistfully at a snowstorm paperweight showing an idyllic scene where a woman sits underneath two palm trees in front of a huge mansion. As the arrow hits the snow-filled vignette, it suddenly becomes real. It's such a literal interpretation that two snow cannons even put in an appearance and scatter snow all over the Caribbean scene.
Client: NKL Lottery
Agency: Springer & Jacoby, Hamburg
Art director: Soren Porst
Writer: Tom Hauser
Director: Jan Wentz
Production company: erste liebe film, Hamburg
PRESIDENT FOODS - Leo Burnett China
Kefir, a fermented yoghurt drink from President Foods, launched in China last year. This commercial, "boy", targets mothers and seven- to 12-year-old children. A boy at school washes his hands and then turns the tap off. The trouble is, he has twisted it so tightly that the teacher who tries to use it after him can't get it to budge. The endline reads: "Kefir. Good for building physical strength." A simple message that satisfies the brief of appealing both to mothers and children.
Client: President Enterprises Corporation
Agency: Leo Burnett, Guangzhou
Art directors: Forest Young, Sunny Yang
Writer: Echo Lee
Director: Ho Hong
Production company: Film Plus Productions, Guangzhou
CARREFOUR - BETC Euro RSCG France
Carrefour moved its £120 million business to Havas in Paris in one of 2003's biggest account moves. This is BETC Euro RSCG's debut for the French hypermarket - a campaign that culminates in Carrefour's first customer loyalty programme. The strategic idea is "mieux consommer" (which roughly translates as "consuming better"). Based on interviews with Carrefour customers, the agency found their priorities were quality, saving time, value, a balanced diet and ethical considerations. These print and poster ads depart from Carrefour's tradition of tactical executions to reveal the bigger picture: eating organically grown and non-GM food, saving the planet's resources and protecting the health of future generations.
Agency: BETC Euro RSCG, Paris
Art director: Gerald Schmite
Writer: Patrice Dumas
Photographer: Nicolas Descottes
VOLVO - Forsman & Bodenfors Sweden
Using a mobile phone handset while driving has been made illegal in certain countries, so car manufacturers have begun building communications technology in to the dashboard. This 180-second film, "the inside story", for the Volvo S40, is divided into four separate ads. Each spot shows off the car's dashboard computer, which can receive calls and text messages. Shot on location in Toronto, the ads focus on a family car trip and specifically on the journey's slapstick highlights. The aim of this multimedia campaign is to build traffic to the Volvo website.
Agency: Forsman & Bodenfors, Gothenburg
Art directors: Andreas Malm, Jacob Nelson, Filip Nilsson
Writers: Andreas Malm, Jacob Nelson, Filip Nilsson
Director: Mikael Cueasta
Production company: Hungry Man, New York