World: Gallery

Haagen-Dazs - TBWA Singapore This stylish campaign has the deliciously suggestive line of copy, "let your tongue travel", which, as well as continuing the brand's tradition of eroticising ice-cream, also fits in with the idea of experimenting with different flavours. So while the sepia, slightly transparent style of the photos is the same in each ad, the background reflects a different location that suggests an ice-cream flavour: New York is Strawberry Cheesecake, Hawaii is Macadamia Nut and Tokyo is Green Tea. The details in each are intended to reflect each destination: in Hawaii, for instance, the model wears a strappy dress and sandals and could easily be reclining on a sun lounger.

Client: Haagen-Dazs

Agency: TBWA\Singapore

Art director: Swee Chen

Writer: Andrew Lok

Photographer: Geoff Ang


"Rivers of chocolate" is the apt name for this campaign, which incorporates swirling, colourful M&Ms moving like liquid. It's a change of direction for M&Ms, which, in the past, relied on animated M&Ms. Remember that red one who behaved like a complete prima donna? This campaign, which includes two TV ads, uses the 1967 Petula Clark hit tune Colour my World. In one spot, it is sung in a ballad style while in the second spot, the tune starts to rock. The endline? "Chocolate is better in colour."

Client: Masterfoods M&Ms

Agency: BBDO, New York

Art director: Steve Rutter

Writer: Susan Credle

Director: Alex Weil

Production company: Charlex, New York

Head & Shoulders - Saatchi & Saatchi Australia

At last. An ad for an anti-dandruff shampoo that shuns snowy flakes and flowing locks. Seventy-five per cent of women go out with taller men, according to a National Omnibus Survey. So this ad implies that, since their partners can see the top of their heads, women need to use Head & Shoulders. The ad demonstrates the height differences through domestic scenes: the woman's (lower) shelf in the fridge with healthfood underneath the junk food on the shelf above, a pair of trousers crumpled high up on a towel rail, and his 'n' hers key rings hung at different heights.

Client: Head & Shoulders

Agency: Saatchi & Saatchi, Sydney

Art director: David Nobay

Writers: David Nobay, Jane Caro

Director: Tim Gibbs

Production Company: 8 commercials, Sydney

Second Hand Shop - Scholz & Friends Poland

Scholz & Friends has a strong presence in Eastern Europe and this neat press ad comes from the agency in Warsaw. The image of the boomerang sums up the idea of a second-hand shop. It also moves away from the image of second- hand shops as grubby and desperate places and instead makes them intriguing and colourful: you never know what you're going to find next.

Client: Second Hand Shop

Agency: Scholz & Friends, Warsaw

Art director: Piotr Kowalczyk

Writer: Mariusz Pitura

Photographer: Jacek Matulewicz

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