new campaigns: SOUTHEAST

Client: Citrus World, Lake Wales, Fla. Agency: WestWayne, Atlanta and Tampa, Fla. Art Directors: Catherine Durham and Chuck Mumah Copywriter: Tobi Carvana Agency Producer: Mike LaGatutta Director: Tim Bieber, Mr. Big Productions, Chicago The "family" of growers who provide the oranges for Citrus World's Florida's Natural brand of orange juice are back in two new television commercials from WestWayne. The TV spots show the growers nurturing their orange groves in a parental fashion. Their respect for their "elders" refers to the care they take with their mature orange trees. They also have newer trees growing in their fields, as they remind viewers that "the nursery's always full." The client is spending a company-record $12 million on the advertising effort, which will include placements on network programs (ER, Chicago Hope and Touched by an Angel, among others) and cable television (The Weather Channel, CNN, Lifetime and Turner Network Television). The campaign broke Sept. 28. --Jim Osterman ______ Client: Mint Museum of Art, Charlotte, N.C. Agency: Wray Ward Laseter, Charlotte Creative Director/Art Director: Jennifer Appleby Copywriter: Cheri Long Account Service: Bob Lawrence A print campaign for the Mint Museum of Art in Charlotte, N.C., has a dual purpose. Created by Wray Ward Laseter, the series of nine black-and-white print ads "educates the public on what the Mint does for Charlotte . . . particularly for our children," said Jennifer Appleby, WWL executive creative director. "The campaign is humorous, but on a more serious note, it asks professionals to become corporate members [of the museum]." One ad (shown), promoting the Mint Museum's Student Artist Gallery, displays the "refrigerator art" of local kids. Other ads describe the museum's hands-on history lessons through its eclectic exhibitions--such as ancient art and "If the Shoe Fits," featuring 160 years of footwear fashion. An artist mentoring program, sponsored by the museum, is the focus of other executions. The ads ran in local publications throughout the summer. --Katy Eckmann ______ Client: Softspikes, Rockville, Md. Agency: The Burris Agency, High Point, N.C. Creative Director: Rob Bodle Art Director: Mark Brown Copywriter: Jim Stadler Account Managers: J. Mark Burris, Stephanie Peele Photographers: Alex Bee (studio) and Steve Murray (location) When Softspikes began facing increasing competition from other makers of plastic golf cleats, the company decided to advertise nationally for the first time, with help from The Burris Agency. The shop came up with three full-page ads targeting both the consumer and trade markets in golf publications this summer. Each ad communicates a different Softspikes feature: durability, traction and the absence of spike marks on golf courses. The ad shown below addresses durability; body copy advises even avid golfers will most likely need just one set of Softspikes per season. "You can hit the ball 300 yards wearing our cleats," boasts the headline of a second ad selling the product's traction, followed by: "[Granted, some of you may have to hit it twice.]" The agency employed deep orange as a distinct visual element to set the ads apart from the abundance of green found in golf periodicals. --K.E.

Brand Marketing

new campaigns: SOUTHEAST

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