Welcome to Thierry Secheresse, Art Director, Creative Director. Case Study

TV KIT KAT
JWT Russia – Nestle KIT KAT launch in Russia
Have a break, have a Kit Kat

TV Russian sea 1
JWT Russia - Launch “Russian Sea” fresh seafood products.
Campaign for urban people who are in love with the sea.

TV Dadak
JWT Czech Republic - Kraft Jacobs Suchard -
Re-positioning of Dadak as the coffee for enjoying moments with the family.

Print Jacobs
JWT Russia. Kraft Jacobs Suchard - The aroma and friendliness of Jacobs coffee

TV 2 Tanzanie (graduation)
FCB Tanzania – Vodacom, one nation, one network.

CASE STUDY 1

FCB Tanzania for VODACOM (VODAFONE)

FACTS:
Tanzania, 38 millions, languages: Swahili/English + ethnics
Estimated economical growth for 2006: 5,8%

INSIGHT
Vodacom, leader of the mobile communication in Tanzania suffered from a poor image. Vodacom was perceivedas being a cold-blooded monster, haughty and expensive which were causing detrimental consequences to its growth.

MY IMPLICATION
I was the senior creative director/art director for Tanzania working in relation with the FCB regional creative director for Vodacom Africa.

CONCEPT
Vodacom is a true citizen of Tanzania, that brings people
closer together and that offers the best value for money.
Vodacom reflect the image of modern Tanzania.
- Phase 1: Vodacom is close to people. Vodacom is the people of Tanzania.
- Phase 2: Vodacom brings people closer together wherever you are. Vodacom helps develop Tanzania.

FCB Tanzania launched a national campaign that includes
TV, press, outdoor and radio as well as developed tactical campaigns including promotions and special events to prove the best value for money Vodacom had to offer.

IMPACT
Vodacom Tanzania passed the million subscriber and
had record benefits for 2005 while the brand progressed
very positively in the consumers mind (national audit 2006). Vodacom and FCB Africa requested the adaptation
of the creative for the Democratic republic of Congo.

CASE STUDY 2

JWT Russia for ORIFLAME, Natural Swedish Cosmetics

FACTS:
RUSSIA, population, 143 millions.
Russia ended 2005 with its seventh straight year of growth, averaging 6.4% annually

INSIGHT
Oriflame was orchestrating it’s comeback in advertising
after 10 years of silence. The company was mainly
focusing on direct sales to extend their distribution
network and had lost their image as cosmetic manufacturers. The task was to re-position the brand in the cosmetics segment and bring it back to its roots, all in a very competitive environment. The primary target is women 18 to 30 +.

MY IMPLICATION
I was involved as Senior Creative Director, Art Director on the international pitch for Russia and Eastern Europe.
The concept tested successfully and JWT Russia won
the pitch for the international campaign.

CONCEPT
Cosmetic advertising being standardized, the consumer
worships at the temple of glamour, where the high-priestesses are the super-models. Ordinary women believe they can be beautiful while staying true to themselves and Oriflame is their natural path to beauty.

- Phase 1: To intrigue and bring attention to the natural beauty of Oriflame girls, causing even super models to be envious.
- Phase 2: To explain the natural beauty of Oriflame girls and bring humor to the super models reactions when other women match their beauty.

Oriflame 1 - Your natural path to beauty

Oriflame 2 - Your natural path to beauty

IMPACT
3 months after its launch, Oriflame achieved its best
sales since 10 years. The campaign inflamed lots of
talk among women who admired or hated top models.
Oriflame International appointed JWT Russia as their
agency for Eastern Europe.

For fun, how can top models prevent Oriflame spreading
as new year gifts?

CASE STUDY 3

JWT Russia for UNILEVER with Brooke Bond tea and Lipton yellow label.
Brooke Bond is part of the Uniliver russian tea brand portfolio.
Russia is a tea market, mainly for tea leaves.

INSIGHT
Lipton realized that its offers in the tea sector was
relatively poor in comparison to the range of flavors
offered by the competition. Unilever chose to launch
as a test, « The Brooke Bond Ceylon Tea ».

MY IMPLICATION
I was the senior creative director/art director for the launch of « Brooke Bond Ceylon Tea ». I worked closely with the JWT regional creative director on Lipton, to adapt a unique concept for Russia.

CONCEPT
Brooke Bond brings true Asian spirit to Russia with a pure Ceylon tea allowing true tea lovers to discover a new original taste.

IMPACT
The rate of trial scored high and Unilever appointed JWT
Russia for the launch of the Lipton global campaign and
develop Russia’s own concept.

CASE STUDY 4

McCann Cameroon for France Telecom MOBILIS

FACTS :
Cameroon, Western Africa
Population, 18 millions. Language french/english + ethnic
Because of its oil resources and favorable agricultural conditions, Cameroon has one of the best-endowed primary commodity economies in sub-Saharan Africa.

INSIGHT
The national telephone network being a catastrophe, France Telecom decided to launch Mobilis the first mobile phone network ever in Cameroon. Mobilis positioned itself as the only telephone network you can have faith in, allowing a nation to communicate together.

CONCEPT
The task was enormous starting with the ABC’s of a mobile phone network in a country where more than half of the population is illiterate. An educational campaign was launched to introduce Mobilis using animation as the best way to deliver the message at large.

- Phase 1: Educational – the network you can count on.
- Phase 2: If you are not mobile, you are immobile. Launch of the Joker prepaid card nationwide. The campaign was based on music, the only way to reach the different ethnic groups, and to communicate with the whole nation.
- Phase 3: Joker K, Keep in touch the Koolest way.
The introduction of SMS with The Joker K campaign targeted youth in a very fashionable way. The spot featured Sami Diko, an up and coming local star in the music industry.

IMPACT
The introduction of the mobile phone in Cameroon was
long awaited for and Mobilis was a triumphant leader allowing the population the freedom of communication. Mobilis, now Orange, is still the leader in Cameroon.
The JOKER campaign was awarded at the Worldwide
Francophone Advertising Awards.

TV Timotei Shower gel
JWT Russia- Unilever launched it’s first Timotei shower gel, Vanilla fantasy, on the Russian market as a test market.

FCB Tanzania – Kilimanjaro is the premium beer for Tanzanians and the highest mountain in Africa situated in Tanzania

FCB Tanzania: Print. Nothing protect you like lifeguard condoms

JWT Ukraine – outdoor for the Ukrainian Ministry of heath
Beware, alcohol and tobacco can eat you alive.