Orange will be launching its most expensive integrated campaign called “I am” in few days. The campaign has been estimated to cost the company 30 million pounds. The campaign will start on July 5 and run for the rest of the year. The whole advertising jamboree will feature unknown random people and celebrities telling who they are and what makes them, them. There will also be ads for Sony Ericsson camera phone along with memory cards and Dolphin deals. Watch this space fore more on this.

Things are not hapenning for Axe in Asia which has now compelled Russel Taylor,Unilever’s global V-P for Axe deodorants to say in public that “No one had yet found a way of making Asians self-conscious about body odour.” See the news here.

While Axe has brought out a new TVC to market its antiperspirant variant called Axe Dry Sharp Focus which is expected to be a global campaign. The ad is called “Paranoid Eye” and it has been created by Vegaolmosponce, Buenos Aires.

Creatives:
Hernán Ponce (Executive Creative Director)
Bruno Tortolano (Art Director)
Joaquin Cubria (Copywriter)
Roberto Carsillo (Head of Broadcast)
Jose Silva (Agency Producer)

Director(s): Traktor
Production Company: Pioneer Productions (Argentina), Traktor (Sweden)