New Campaigns: Western

Client: Easton Sports, Van Nuys, Calif. Agency: O'Shaughnessy-Parr, San Diego Creative Directors: Simone Sato and Neil Bellefeuille Copywriter: Simone Sato Art Directors: Lawrence Bautitus and Neil Bellefeuille Photographer: Jonathan WoodwardEaston Sports attempts to establish itself as a brand for people who can discern quality products for the sports they play in a new national campaign. The print ads by O'Shaughnessy-Parr show players using Easton's Redline baseball and softball bats and gloves, with accompanying text. One execution reads, 'You don't need to wear a cape or change your clothes in a phone booth; you just need the right bat.' The advertisements use a stitching and leather look to convey the company's seriousness about the game. 'We wanted to get into the passion of the game with these ads,' said O'Shaughnessy-Parr chief executive officer Shawn Parr. 'We needed to show that Easton is in tune with the player and part of the game.' The ads are running in softball and baseball trade publications throughout the year.--Teresa Buyikian------------Client: Molbak's Nursery, Woodinville, Wash. Agency: Matthaeus Halverson Ayriss, Bellevue, Wash. Creative Director/Copywriter/Art Director: David Ayriss 3-D Board Construction: Dillon Works, SeattleMatthaeus Halverson Ayriss wanted to convey that Molbak's is not your garden variety nursery. So the agency came up with an unusual concept to show how healthy its plants are. The message, appearing in the Seattle area on billboards, states 'Molbak's plants don't just grow, they thrive.' Starting out with that simple statement, the billboards begin to bloom. Each week, flowers and foliage are added to the signs. Finally, the only words visible are 'Molbak's plants thrive.' David Ayriss, Matthaeus Halverson Ayriss' creative director, explained: 'We thought this idea of a blooming billboard would help in the positioning of the nursery.' He added,'Because of the level of care Molbak's provide with young plants, they not only look good at the nursery, they actually thrive once you get them home.' Unlike most teaser billboard campaigns, Molbak's advertisements deliver a message up front and continue to build on it, Ayriss said.--Angela Dawson------------Client: Clarion Car Audio, Gardena, Calif. Agency: dGWB, Irvine, Calif. Creative Directors: Jon Gothold and Felipe Bascope Art Directors/Copywriters: Felipe Bascope and Mark Bernath Producers: Amy Krause and Cat Sautter Director: Steve SchofieldIn an effort to promote Clarion's multimedia products, dGWB has created a startling 30-second TV spot. The ad, which will run during the Clarion U.S. Surf Tour this summer on Fox Sports and later be available to Clarion dealers, opens with a shot of a mime. With his face painted in black and white, he performs a silent routine. A voiceover starts to cite the modern electronic conveniences that consumers can own: handheld phones, passenger televisions in cars and six-disk CD changers. After the voiceover says, 'There's never been a better time to break the sound barrier,' an aggressive grunge type comes crashing down on the mime, beating him senseless. The mime finally utters 'Ow' in defeat. 'We wanted to (target) young people that Clarion had previously never spoken to,' said agency partner and creative director Jon Gothold. 'We needed to get across that car multimedia products are cool.'--Teresa BuyikianCopyright ASM Communications, Inc. (1997) ALL RIGHTS RESERVED West

Brand Marketing

New Campaigns: Western

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