Aides is an association fighting against Aids on two fronts: encouraging support for those who are diagnosed and building awareness about protection against Aids. This new poster campaign is shot as if it is promoting a fashion brand; at first you think the two posters are advertising shoes or a handbag. It uses as its central image, the red ribbon, the international symbol which has paid homage to people with HIV since 1991. The two poster ads focus on a bag and a shoe which both carry the symbol. More Prada than not-for-profit, the campaign hopes to encourage individuals to wear the red ribbon and display their solidarity towards people who are affected by the HIV virus. The line of copy roughly translates as "some external signs are more important than others". JCDecaux/Avenir has offered Aides and TBWA\ Paris 9,000 advertising spots across France, largely comprising bus shelters and 12-sheet poster sites. The photographer, Cleo Sullivan, also donated her services free of charge.
Concept designer: Ghislaine de Germon
Art director: Marianne Fonferrier
Photographer: Cleo Sullivan
BMW - SCPF Spain
This corporate image campaign for BMW is called "crossroads". Throughout the picturesque and beautifully shot TV ad, crosses weave in and out. It's psychedelic in its vivid colours and editing, and so marks a new departure for a big car brand. The soundtrack is more traditional and comprises heartbreakingly gentle orchestral strings. SCPF's ongoing work for BMW continues the theme "Love to drive?" and seeing the foliage at the end of this spot makes you long to go for a Sunday spin in the country in a comfy car. The television commercial is backed up by print work.
Agency: SCPF Spain, Barcelona
Art director: David Caballero
Director: Piccolo de Orbe
Production company: The Lift, Barcelona
Wizard Homes - The Glue Society/DCB Advertising
Ads for mortgages don't tend to rock anybody's world. But the "mortgage beast" in this campaign for Wizard Home Loans livens up a traditionally staid sector. In the TV work, the "mortgage beast" wreaks havoc throughout the house, even urinating on the floor while the family are enjoying a meal together. The beast's other crimes include stealing the best bits of the newspaper and claiming the comfiest spot on the sofa. The solution? His beleagured homeowner takes him for a spanking. The print work extends the theme, inviting you to "spank the beast".
Client: Wizard Homes
Agencies: The Glue Society, DCB Advertising, Sydney
Creative directors: Gary Freedman, Jonathan Kneebone
Production company: @radical.media, Sydney
Nike - Wieden & Kennedy US
This ad "fast" is pure Nike style. It features a dizzying number of sports including swimming, skiing, basketball, cycling, tennis and football. The beauty of the spot comes in the way it is shot from the athletes' point of view. The viewer feels like he or she is participating in the action to such an extent that the heart rate rises and the viewer is left feeling breathless. Watching this ad on a regular basis would probably result in a cancelled gym membership. Nike-sponsored athletes such as the cyclist Lance Armstrong, the Chinese speed skater Yang-Yang, the Japanese baseball pro Matsui and the tennis player Roger Federer feature in the ad, which has just launched across Asia, Australasia and India. It was shot over three weeks in Britain, the US, Spain and Italy and no doubt made the production team break out in hives: to film the wake boarders, for instance, the crew followed on a boat travelling at 30 miles per hour.
Agency: Wieden & Kennedy, Portland
Art director: Storm Tharp
Writer: Alison Rusen
Director: Gerard de Thame
Production company: Gerard de Thame Films, London