Byline: Dina Berta News Staff Writer
Denver is more international than you might think.
Italy, France, China, Japan and Spain - it's all right here, if you look.
With less than two months to create an ad campaign with an international feel for WholeTree.com Inc., HenryGill Advertising filmed around the globe without leaving Denver.
WholeTree.com is a young Colorado Springs dot-com that helps companies do their business over the Internet in multiple languages.
WholeTree.com, a subsidiary of LanguageWare.net Ltd., officially started in January with the $3.5 million ad campaign. Print ads are running in business publications such as The Wall Street Journal. The TV spot recently began airing on cable.
``Two years ago, we could not have launched Wholetree.com as a business,'' said Todd Oseth, president and chief executive officer of LanguageWare.net. ``Now, people are getting e-mails in another language.''
The campaign attempts to brand WholeTree.com as well as educate its target audience about the need to be multilingual on the Internet.
The print ads depict people in their native dress or country, such as Zhang-San - sitting in a candlelit room - using a laptop computer.
``Zhang-San is a techno geek. But he still can't figure out your Web site,'' the copy states.
The print ads were easier to do on a tight deadline than the TV spots, said David Henry, president of Henry Gill.
Some stock photography and a little imagery manipulation, et voila, a couple kissing turns into a couple kissing in France with the Eiffel Tower in the background.
But live action on a train in Japan? A Parisian cafe? Italian shoppers hopping on a Vespa? HenryGill didn't have three months to travel the world and do a lot of shooting.
Creative director Alan Koenke is also president of Urban Pictures, a television and film production company. Koenke scouted several locations, mostly lower downtown, and filmed the spot in two days.
The Japanese train is really good old RTD light rail. RTD approved the shoot but wouldn't stop the train for the crew, so they had to hop on at a stop and film around passengers.
That's the only hint I'll give. Downtowners might be able to figure out the other locations.
``It's amazing what the camera can make you see and not see,'' said Oseth, who admitted he was a little unsure in the beginning about HenryGill, having come from Sony Corp. where he worked with much larger, international ad agencies.
``I was very worried,'' he said. ``You wouldn't expect a bunch of cowboys to put together an ad campaign, but they were pure professional. These guys did nothing but impress.''
Accounts
TDA Advertising & Design for Bikestore.com, a division of Catalyst Communications in Boulder. Bikestore.com launches today as a free portal site for information about cycling, bike repair, trails and links to bike stores.
Connell Storer & Associates for Contra Vision North America Inc., a licensee of the United Kingdom Contra Vision Ltd. which holds worldwide patents and trademarks for see-through signage.
Pollack-Norman for the Overlook Retreat at Breckenridge, a luxury resort.
Forum21.com for Medical Simulation Corp. MSC developed a heart surgery simulator that replicates heart surgery for clinicians and surgeons.
Strategic Advantage Inc. for Recruiting Solutions LLC, a software development company.
Sukle Advertising for Denver Water's marketing and ad campaign to encourage businesses to support water conservation efforts.
Schenkein for United Airlines Worldwide Cargo. United Cargo serves 28 countries in U.S. territories on five continents.
Mango for Core Systems Inc., a wireless communications systems developer.
CAPTION(S):
Color Photo
A singing American pops up in various locations around the globe, stressing the need for businesses to have multilingual capabilities on the Internet. This scene is part of 30-second TV spot for Colorado Springs-based Wholetree.com Inc. By HenryGill Advertising.
No comments:
Post a Comment