The Work: New campaigns - The world.(Tourism Victoria launches campaign for tourism in Melbourne)(Li-Ning footwear campaigns for newly launched sports shoe)(Method launches a magazine campaign for its cleaning products)

 
TOURISM VICTORIA - MELBOURNE - AUSTRALIA AND NEW ZEALAND 
CREDITS 
Project: It's easy to lose yourself in Melbourne 
Client: Tourism Victoria 
Brief: Promote Australia's capital as a sophisticated, stylish and 
romantic city 
Creative agency: Publicis Mojo 
Writer: Toby Moore 
Art director: Selena McKenzie 
Media agency: Optimedia 
Media planner: Torie Hooper 
Production company: Exit Films 
Director: n/s 
Editor: Jack Hutchings 
Post-production: Tide Edit, Fin Design 
Audio post-production: Colin Simkins, Gusto Music 
Exposure: TV in Australia, New Zealand 

Tourism Victoria has launched a campaign to encourage Australians - and New Zealanders - to reconsider the hidden and unexpected secrets of Melbourne, a city many of them will expect to know already.

The ad shows a woman unfurling a giant ball of string as she navigates her way around interesting locations, so she can find her way back. Melbourne is portrayed as a stylish, sophisticated and romantic metropolis, rich in art and culture, with a vibrant nightlife.

In discovering new attractions, the woman points out that the city is constantly evolving and can offer new experiences to people every time they visit. The ad ends with the line: 'It's easy to lose yourself in Melbourne.'

The TV ad is being supported by a print campaign and online activity.

 
LI-NING - BOW-CUSHIONING TECHNOLOGY LAUNCH - CHINA 
CREDITS 
Project: Bow-cushioning technology launch 
Clients: Abel Wu, vice-president marketing, Gavin Yang, head of brand 
marketing; Li-Ning Company 
Brief: Enhance the Li-Ning brand and its 'bow- cushioning' technology 
Creative agency: Leo Burnett Beijing 
Writers: Stephen Mui, Donghai Liu 
Art directors: Stephen Mui, Apple Jiang 
Planners: Luis da Rosa, Delia Liu 
Media agency: Starcom Beijing 
Production company: Odeon Productions 
Director: Tong-Beng Sng 
Editor: Nelson Ng 
Post-production: Touches, Digit Digit 
Audio post-production: The Click Music 
Exposure: National TV 

The Chinese sports footwear brand Li-Ning has launched a TV ad to promote its latest shoe technology, offering oriental wisdom a contemporary twist.