New Campaigns

Client: Swept Away Resort, Negril, Jamaica Design Firm: Pinkhaus, Miami Creative Director: Joel Fuller Designer: Todd Houser Copywriter: Doug Paley Production: Suzanne Bernstein Account Executive: Corey Weiner Photographer: Michael Dakota Four years after presenting an idea to client Swept Away Resort, Pinkhaus in Miami finally got the nod to move forward. The poster, which Pinkhaus had offered to design gratis, turned into an print campaign that broke this spring in consumer and trade travel magazines. "I did the layout, and every time I'd meet [the client] I'd pull it out and say, 'Hey, you still haven't done this,' " said Joel Fuller, director of design for 13-year-old Pinkhaus, a design firm that does little advertising for its clients. "We tried to create a look that paid off" the Swept Away name, he added. The result: a grid-type layout juxtaposing palm fronds with sepia tone photos of island images. "Somewhere between vacation and isolation" is the slogan. The print effort intends to build a brand image for the small Jamaican getaway, which Fuller said competes against bigger properties on the island. The account had been relatively quiet since Pinkhaus signed on five years ago. Still, for Fuller, persistence is key: "If you never give up on an idea, then maybe someday it gets done." - Katy Eckmann Davis Client: Thomasville Furniture, Thomasville, N.C. Agency: Long Haymes Carr, Winston-Salem, N.C. Chief Creative Officer: Jim White Associate Creative Directors: Jeff Arwood, Holly Fiss, Otis Gibson Art Director: Scott McMenemy Copywriters: Sims Boulware, John McCall, James Sawyer, Bob Barnwell Producer: Sara March Barber Account Service: Mark Hess, Julie Hayworth Director: Rick Levine Production: Rick Levine Productions An envious goldfish and accommodating bellhops help make a pitch for Thomasville Furniture in a new round of TV spots from Long Haymes Carr. The campaign, based on the concept that customers cannot leave home without their Thomasville furnishings, was launched earlier this year in spot markets with the tagline: "Make yourself at home." The latest installments, "Hotel" and "Jealous Fish," broke last month. The former depicts a businesswoman traveling with an entire Thomasville bedroom suite. As the hotel staff scurries to make room for her furniture, the woman casually mentions she is staying "just for the night." In the other commercial, a computer-generated goldfish watches as his owners unload a new Thomasville living room set. By the end of the spot, the aquatic pet has traded his underwater castle for the young couple's sofa, which somehow winds up partially immersed in the fish tank. - K.E.D Client: The Georgia Department of Industry, Trade & Tourism, Atlanta Agency: J. Walter Thompson, Atlanta Creative Director: Michael Lollis Art Director: Bill Cutter Copywriter: Page Ruddle Producer: Angie Trewhitt Account Representative: M'Balia Thomas For a client that wants to communicate that it encompasses everything recreational - from mountains to beaches - J. Walter Thompson's new campaign for the state of Georgia's tourism division, aimed at those living in the state, attempts to make the case that there's something for everyone. Each of the television commercials opens with a single shot of a scene - a beach, a canyon vista, people playing golf - somewhere in the state. As the camera pulls back, more views of Georgia are seen. These images quickly blend into a mosaic of yet another in-state destination, and the process begins again. Midway through each of the three, 30-second television spots, the voiceover chimes in with the message: "The perfect getaway has been here all along. Perhaps you were too close to see it." The collection of visuals then dissolves into a shot of a postage stamp with the Georgia peach symbol on it and the state's Web address underneath. The voiceover comes back to drive home the point: "Discover the treasures of Georgia. They're just a tank of gas away," leaving behind the impression that residents do not have to travel a great distance to find what they want. - Jim Osterman

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