CLIENT Gerber

AGENCY J. Brown Agency, Stamford, CT

Gerber knows that parents have promises to keep to their children. The baby food and products company launches its own Gerber Promise this month, to help those kids “Start Healthy, Stay Healthy.” The integrated campaign, from agency J. Brown Agency, supports the company’s expanding product line for infants and older babies. It starts with FSIs and a new Website filled with parenting tips and a premium offer for a safety pin-styled “Promise Pin.” In-store events (via J. Brown sibling, foodbroker Crossmark) reach more moms and dads. The campaign rolls out to the U.S. this year, and to Mexico in 2006.

Lifeguarding at the local kiddie camp? Bagging groceries? There are better ways for a college student to spend the summer. For a second year, MasterCard is offering three “Priceless Experience” internships to applicants who make its March 20 deadline. Chances to learn the ins-and-outs of running a Major League Baseball franchise, or the behind-the-scenes challenges of a Universal Studios production, or the roadie life on the Vans Warped Tour 2005, are all available at mastercard.com.

CLIENT Vermont Department of Health

AGENCY Kelliher Samets Volk, Burlington, VT

The Tobacco Control team at the Vermont Health Department wanted a low-cost way to target low-income young adults and persuade them to quit their smokes. (This demographic tends to consume cigarettes at a rate 30% higher than other adults.)

Bill Drew, creative director for local agency Kelliher Sametz Volk, decided on the Great Fake Out: package playing cards, imprinted with anti-smoking messages, to look like familiar tobacco brands. These and bar coasters, disguised as currency, urge smokers to spend their pocket money better — starting with a toll-free call to the Vermont Quit Line. Distribution was to bars and service stations.

CLIENT Coca-Cola, Atlanta, GA

AGENCY Driving Impressions, Seattle, WA

Coke is transforming some of its fleet of tractor trailer trucks into moving billboards to promote fridge packs of Diet Coke with Lime, as well as the Coke “Real” campaign. More than 100 trucks are outfitted with changeable fleet graphics systems with full-color designs that can be updated and changed in a hurry.

The initial contract for the designs is valued at $500,000, but is likely to exceed $5 million over the course of the five-year deal, said Ron Wittenberg, founder of Driving Impressions, which provides the graphics systems.

The rolling billboards are on the road in Atlanta, Chicago, Denver, CO, Sante Fe, NM, and throughout Florida, Louisiana, New York and New England.