McCann Melbourne has created a tactical campaign for Lifebroker featuring troubled Libyan leader Muammar Gaddafi. The ad will run in The Age, The Australian and Sun Herald. Credits: Agency: McCann Melbourne Creative Directors: Julius and Ethal Rosenberg Planning Director: Felix Group Account Director: John Bosley Work Experience Kid: Haley Joel Osment
DHL Express, the international express services provider, is running “International Specialists”, an advertising campaign translated into 25 local languages in 42 key markets worldwide with television, print, outdoor, digital and radio features. Two television commercials, “Grow” and “Runway”, introduce the “Speed of Yellow” concept, showing how key events are made possible by DHL, from creating a concept car in Paris, to receiving a circuit board in space, and putting the finishing touches to a designer dress in New York. The focus is on DHL’s expertise in logistics so it can deliver to its customers on time, every time, anywhere in the world. The TV and radio spots are accompanied by a modern cover of the classic anthem “Ain’t No Mountain High Enough,” which first featured in DHL adverts in 1991, now re-recorded by award winning producer Paul Epworth. This re-mixed version is available to download from iTunes.
A scientific breakthrough is made in Hong Kong. The next day it’s aiding research in Tromso.
A dress is stitched in Hong Kong. The next night it’s applauded in Paris.
A contract is signed in London. By 10.30 am the next day it touches down in Wall Street.
A bearing sits in a box in Guangzhou. By the end of the next day it’s in a chassis in Frankfurt.
Credits
The International Specialists campaign was developed at 180 Amsterdam by creative director Stephen Hancock, executive creative director Al Moseley, creative director Galen Graham, art director James Sadler, copywriter Dan Brooks, account directors Nicole Reid and Audrey Lefebvre, planner Mandy Graham, client team director Wolfgang Giehl, and agency producer Eline Bakker
Filming was shot by director Antoine Bardou-Jacquet via Partizan with director of photography Damien Morisot, producer David Stewart, executive producer Joe Togneri.
Post production was done at MPC (The Moving Picture Company). Visual effects were produced by Flame artist Karmen Markov. Editor was Bill Smedley at Work Post.
America, Japan and Europe have low interest rate for many years. It was thought that low interest rate would reduce cost to business and encourage more businesses to be created to create jobs for the people. It did not seem to work well.
The low interest rate has caused asset prices to increase, especially property prices. It has made housing more expensive and out of reach to ordinary citizens - although the low interest rate helps to remove the pain of paying the mortgages.
At a certain point in the future, the housing prices will collapse. It happened in Japan, USA and Europe. This is why the banks are shaky, as they have lent too much on the inflated housing prices. There seem to be no escape from the disaster down the road.
There is actually a solution - and that is to get away from the concept of marking to market of property prices. I shall not go into much discussion here - as it requires a totally different approach. It may be necesary to avoid the global disaster.
A more fundamental question is - could the developed economies have adopted a different approach (instead of low interest rate) to grow the economy and create sufficient jobs for everyone? The answer is "yes" - and that is to get everybody to work less, so that the available work can be distributed to all those who are willing to work. There will be more time for social life. Life is not just work alone.
How can work be better distributed? This is another interesting question and requires a more detailed discussion. At this juncture, I only wish to bring out this concept. Maybe, some economists have already written about it, and we can share their thinking.
