A soldier is about to execute someone. As he shoots, flying petitions get in the way of the bullet, slowing it down until it falls to the ground in front of the doomed.
Agency: TBWA\Paris, France
Executive Creative Director: Erik Vervroegen
Art Director: Nicolas Moreau
Copywriter: Nicolas Moreau
Account Supervisor: Guillaume Allilaire
Production Company: FESTEN FILMS, Paris
Director: Les Blin
Producer: Christian Delhaye
Brief: To get under the radar of hardened smokers who block out health advice and opinion. They know that smoking is bad for them but, as with any addiction, they blind themselves to the effects on their own health and the health of others. As a result they are pretty immune to the standard ’smoking is bad for you’ advertising which they deem to be ‘preachy’. We needed to find a fresh approach which would surprise them before they had time to block out the message.
Solution: Very few smokers know that smoke from a cigarette is made up of over 4000 chemicals including hydrogen cyanide, formaldehyde and benzene. The idea was to make smokers reappraise the highly dangerous nature of these chemicals by placing them in public places together with the hazardous warning signs that have to accompany them by law. The shock of seeing such a large group of chemicals together in town centres was compounded when it was further revealed that they are actually all present in cigarette smoke.
Result: The main aim of the chemical tanker was to launch the campaign which it did extremely successfully. It also generated £75,000 of free publicity with lead stories on the Guardian Media’s website and further extensive coverage on the BBC online, ITV, BBC Radio 4 and BBC Radio Scotland plus other local stations. Awareness of the poisons in smoke rose by 178%. The website received 62,467 unique visitors in just 14 days with 124,682 page views. 85% of people believed cigarette smoke posed real dangers while 58% of smokers took action to give up.
Agency: Ogilvy, London, UK
Executive Creative Director: Malcolm Poynton
Creative Director: Colin Nimick
Art Director: Charlie Wilson
Copywriter: Emma de la Fosse
Account Manager: Jenny Bust
Account Director: Donna Buckingham
Business Partner: Georgie Stewart
Production Manager: Philip Melaney
Brief: Most people think you need high professional equipment to take underwater photos. So our client wanted us to create a campaign that shows the advantages of the OLYMPUS mju 725 SW digital compact camera. It is easy to use and even enables shutterbugs to take funny snap shots of sea dwellers that are normally not as friendly.
Solution: Positioning of the OLYMPUS mju 725 SW as “digital snap shot camera” for underwater fun.
Result: Against the business trend Olympus was able to improve its operating by more than 66% up to 227 million Euros and exceeded the expectations. For the fiscal year, ending in March, the company raised its market objectives for digital compact cameras to 9.5 million units compared to the initial 9 million units.
Agency: Del Campo Nazca Saatchi & Saatchi, Buenos Aires, Argentina
Executive Creative Directors: Gastón Bigio, Jonathan Gurvit (Head of Art)
Creative Directors: Jorge Ponce Betti, Gabriel Huici
Copywriter: Jorge Ponce Betti
Art Director: Gabriel Huici
Photographer: MatÃas Posti
Account Supervisors: Andrea DÃquez, Enrique Vera Vionnet
Advertiser’s Supervisor: Erika Herrero
Digital Retoucher: Pablo Romanos
Agency Producer: Luli Dragan
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