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Posts Tagged ‘Martin Leroy’

JWT Atlanta Unveils Natural Gas Motor Oil for Pennzoil

Today, JWT Atlanta is launching a new campaign for Pennzoil, introducing the brand’s “first-of-its-kind motor oil made from natural gas, Pennzoil Platinum with PurePlus Technology – the first true innovation in the category in over 35 years.”

JWT Atlanta wanted to parallel the innovation of Pennzoil’s new product, so they created a “first-of-its-kind TV commercial shot on gaseous vapor clouds.” Due to the technical difficulty of pulling off such a stunt, the project took almost a year to complete. Entitled, “Complete Protection,” the 30-second spot features a Maserati driving through “a series of 3D animations projected onto moving gaseous vapor clouds,” which produces an other-worldly effect. To accomplish this, JWT teamed up with MPC NY, Skunk LA and director Raf Wathion. Among the technical challenges associated with the creation of “Complete Protection” were “synchronizing naturally forming elements and choreographing a live performance of a moving automobile, an uncontrollable vapor cloud and projected animation, all in-camera, all in a certain window of time, in a pitch black environment,” with the projections the only light source for the shoot. The spot is part of a larger, integrated campaign which roll out over the course of the year with the tagline “Motor Oil Reimagined.” Stay tuned for a behind-the-scenes video and credits after the jump. Read more

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TBWA\Shanghai Launches Second ‘All in for My Girls’ Campaign for Adidas

TBWA\Shanghai have launched an integrated campaign for Adidas’ “All in for My Girls” platform in China.

The follow-up to last year’s Gold Effie winning campaign from Sid Lee rolled out with n exclusive launch event in Shanghai on February 28th, and an official launch across mainland China on March 1st. Centered around the 60 second spot “TGIF,” the new campaign, like its predecessor, centers around the concept that “the idea of sisterhood and how sports for young Chinese women can be fun, playful and social without having to be too competitive.” It is a very natural evolution from Sid Lee’s spot last year,(Update: Hearing from TBWA\Shanghai this was their joint, but we heard otherwise last year…ok then) depicting sisterly groups of women enjoying a friendly workout to kick off the weekend. In addition to the television spot, the new campaign also includes “print, OOH, PR, digital, retail and activation” components. Credits after the jump. Read more