World: Gallery

Kinokuniya Bookstore - Leo Burnett Malaysia Kinokuniya has a scattering of bookshops across Asia, Australia and the US, and they aren't exactly renowned for being petite corner-shop bookshops. The mammoth branch in Malaysia is, in fact, the largest bookshop in the country. Its sheer scale inspired the Burnett creative team to feature a maze in its advertising. The ad emphasises the size of the shop as well as the quantity of books available in it and brings to mind the feeling of being physically and mentally overwhelmed. The ad picked up a gold at Asia's recent AdFest Awards.

Client: Kinokuniya Bookstore

Agency: Leo Burnett, Malaysia

Art director: Jaideep Mahajan

Writer: Ramanjit Singh Gulati

Illustrator: Jaideep Mahajan

Computer artists: Jaideep Mahajan, Muhamad Aizan

Renault Scenic - Publicis Italy

"It's time to get out" is the message in this Renault Scenic ad. It captures that feeling of blowing off the cobwebs from the winter and being invigorated by spring. A woman walks past her husband and notices all the dust collecting on him. She taps him while he passively sits there and yet more dust appears. So she takes him out for a drive in the Renault Scenic and, feeling the sunshine, he slowly returns to life. In the UK ad for the Renault Scenic, the car behaves like a dog playfully demanding to be taken for a walk.

Client: Renault

Agency: Publicis

Art director: Claudia Ganapini

Writer: Massimo Muto

Director: Rocky Morton

Production company: MJZ, NY

Unilever Bestfoods Poland - DDB Poland

A bedraggled hairdresser is transformed into a glamorous babe, in one of these ads for Knorr, where the message is "Back to work". Once you've had a comforting mug of soup, you'll be ready for action. It's an outdoor and print campaign with back-up on radio. The strategy is the "hot mug" effect: when you're fed up, a hot mug of soup is an instant comforter. The concept of comfort through a hot drink is certainly not a new one; Nestle used it years ago for its instant coffee brand Nescafe. But the "before" and "after" shots in this campaign have been photographed so affectionately that it brings new zest to an FMCG sector where the advertising can seem as tired as these "before" shots.

Client: Unilever Bestfoods Poland

Agency: DDB, Warsaw

Art director: Basia Borkaa

Writer: Natalia Dudek

Absolut Level - TBWA\Chiat Day US

The Swedish vodka brand Absolut made packshots classy with its distinctive long-running print campaign. So can it do the same with its TV debut promoting its premium vodka, Absolut Level? This black-and-white ad airs on US cable networks such as Fox Sports Net, VH-1 and Spike TV. It features a couple enjoying Level martinis on a slightly wobbly table held up by poles. To reinforce the message of "the world's first perfectly balanced vodka", one of a team of acrobatic waiters stops the wobbling by slipping a matchbox underneath another waiter's shoe. A black-and-white print campaign backs up the TV work.

Client: Absolut

Agency: TBWA\Chiat Day, New York

Art director: Joseph Mazzafferro

Writer: Andy Hall

Director: Daniel Barber

Production company: Rock Fight, Los Angeles

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