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August 2006 - Strategy Magazine
Creative

Outstanding new campaigns

by Annette Bourdeau
page 24

No smoking

Who needs smoking when there are so many other fun ways to use your mouth?

A recent print ad for Montreal club Gogo Lounge depicts a few of those fun things, with attractive young urbanites engaging in various salacious activities in the club, with the tag: "Oh well, so much for smoking..."

Paulo Branco, the club's owner, was in a panic about the anti-smoking bylaw set to take effect in the city at the end of May, as most of his chic clientele is prone to puff. Members of the bleublancrouge creative team, including CD Gaëtan Namouric, ran into Branco one evening while hanging out at the club. When they mentioned they work in advertising, Branco shared his concerns.

"He said: 'You know, guys, I have a big problem - what am I supposed to do? I'm going to lose all of my customers,'" Namouric recalls. The team offered to help him, and the resulting print ad has helped Branco retain all of his customers post-bylaw. "We decided to go as far as we could."

The racy ad ran in Montreal alt weeklies like Voir, and as a poster effort inside the club. Many of the posters have mysteriously disappeared.

client: Paulo Branco, owner, Gogo Lounge

strategic planning:

Benoît Chapellier

CD: Gaëtan Namouric

creative team: Sébastien Deland, Pierre Nolin

photographer: Alain Desjean

production co-ordinator:

Lisa Arduini

retouching: Claude Lafrance

Bick's gets spacey

Oh, poor pickles. Held in captivity until they succumb to your selfish cravings.

The first in a series of three new 30-second spots for Bick's depicts an "intercepted transmission" of a fridge-based alien documentarian exposing the cruel way humans treat pickles. Quite the out-of-the-box concept for a mom-targeted condiment brand, yet nicely in line with Bick's "fun" brand identity.

"The notion is so absurd," says Janet Kestin, co-CD at Ogilvy & Mather. "The clients loved it. They laughed from the first script through to the last edit tweak."

Each spot features the animated alien and people eating pickles. "Bick's' briefs invariably involve the word 'crunch.'

In this case, it was about crunch and craving," explains Kestin.

The campaign also includes two radio spots featuring the affable alien.

client: Danielle Rudra,

group marketing manager;

Leslie Gage, director of marketing, Smucker Foods of Canada

CDs: Janet Kestin, Nancy Vonk

copywriter: Miles Markovic

AD: Nick Burton

account director: Jody Low-A-Chee

agency producer: Brenda Surminski

prodco: Reginald Pike

director: Mark Gilbert

DOP: Andre Pienaar

executive producer: Josefina Nadurata

producer: Tuula Hopp

animation: Hatch Studios

director of animation: Rich Rosenman

executive producer, animation:

Randi Yaffa

editor: Brian Wells, School Editing

sound: Pirate

touchy subject

Go ahead, touch it. You know you want to.

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