Welcome to The Drum's APAC Creative Works.

As always, this section is dedicated to showing the best creative work and gives you, the reader, the chance to decide which work we feature as our APAC 'Creative Work of the Week.'

We've now introduced our new five-star voting system. To vote for your favorite, make sure you click on the stars. The winner be chosen based on the average rating and the number of votes cast. Voting closes on Tuesday 8 August.

For project information, credits and more hover over the 'i' icon or expand to full screen.

To submit work for future publication, contact Shawn Lim. For voting updates and more follow The Drum Creative Works on Twitter @TheDrumCreative.

BBDO Malaysia: Mercedes-Benz 'The Masterpieces of a Masterpiece'

Agency: BBDO Malaysia

Client: Mercedes-Benz

Date: August 2017

BBDO Malaysia has helped Mercedes-Benz Malaysia launch their 10th generation E-Class; a luxury sedan that integrates technology with sophistication and art.

The launch campaign involves a series of artworks created to reflect the car’s agility, dubbed a ‘Masterpiece of intelligence’, through the use of long-light exposure techniques. As a result, ‘The Masterpieces of a Masterpiece’ showcase was born.

The work was shot in absolute darkness and stunt drivers had to drift while relying on sheer instinct and experience. Cranes, flame resistant gear and a lot of patience were also required in order to take the perfect shot.

Credits:
 

 

 

 

General Manager: Farrah Harith McPherson

Business Director: Andrea Ma

Executive Creative Director: VJ Anand

Creative Director: Lay Jian Yi, Lee Tak Shune

Art Director: Talita Mutiara

Copywriter: Niamh Spurr

Associate Account Director: Vanessa Gan

Account Executive: Moses Wee

Producer: Zyra Khirudin

Photographer: Loh Lin Shan

Production: Studio 20 Twelve

Tags: Malaysia, mercedes-benz, bbdo

 

 

 

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M&C Saatchi, Sydney: Lexus 'The Lexus LC 500 '

Agency: M&C Saatchi, Sydney

Client: Lexus

Date: July 2017

Lexus Australia has collaborated with James Patterson, the best-selling author of Kiss The Girls and Along Came A Spider, to create a campaign for its new LC 500 model.

The automotive brand enlisted Patterson to use his descriptive prose to craft and read a review of the new vehicle, which serves as a soundtrack to the new ad. 

Lexus said the vehicle signals a new chapter for the brand as it evolves beyond a luxury automotive manufacturer to "a global luxury lifestyle brand.”

Credits:
 

 

 

 

Executive Creative Director - Michael Canning

Creative Director - Sharon Edmondston

Creative Director - Misha McDonald 

Post-Production House [Film] - Heckler

Post-Production House [Stills] - Cream

Tags: Australia, lexus, M&C Saatchi

 

 

 

 

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ClearChannel: McDonald's 'McDonalds' Nasi Lemak Burger'

Agency: ClearChannel

Client: McDonald's

Date: July 2017

McDonald’s has paid homage to what it believes makes Singaporean – by creating a spectacular burger inspired by local cuisine and connect with Singaporeans through Clear Channel Singapore’s platform.

In a deal to spread the joyous message, McDonald’s took over 150 Clear Channel Singapore’s DOOH screens on 13th July to promote their newly launched Nasi Lemak Burger. This is the first time ever that a single brand has bought out close to all the digital screens in a single day and it is estimated to generate about 234,123 views throughout the entire activation. The campaign has been running on 2 different SOVs to reach out to ideal target audiences at different time of the day, showcasing the flexibility of the Play 2.0+ Network.
 

Credits:
 

 

 

 

Media Agency: OMD
Creative Agency: DDB Singapore
 

Tags: Singapore, McDonald’s

 

 

 

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The Glitch: TLC India 'TLC India Launches ‘Queens of Comedy’ '

Agency: The Glitch

Client: TLC India

Date: July 2017

TLC India is launching India’s first-ever female stand up comedy show. Conceptualized by The Glitch, the ad features actress Richa Chaddha, stand-up comedians Kaneez Surka, Rohan Joshi and Varun Thakur.

Breaking the most common stereotype that, women can’t be inherently funny, the video sends out a tongue-in-cheek message about backward mindsets and leads to the launch of India’s first-ever female comedy challenge.

With the central message at the core and many laughs in store, India’s first female comedy challenge is all set to create waves. A teaser film has been broadcast to promote the film on Facebook.

Credits:
 

 

 

 

Creative agency: The Glitch
Client: TLC India
Creative Director: Sunetro Lahiri
Business Director: Prachi Maroo
Planning Director: RamyaNagesh
 
 

Tags: India, Advertising & Media

 

 

 

 

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WATConsult: Motilal Oswal 'Motilal Oswal - #TheOnlyTIP'

Agency: WATConsult

Client: Motilal Oswal

Date: July 2017

In India, people love to portray themselves as gurus. Naturally, as a result, they have a plethora of tips to usher on one seeking advice. Though tips come easy and aplenty, the bombardment is bound to leave one baffled. After all, not all tips are right. Regrettably, there isn’t any tip to filter these tips. So, how does one make a decision to achieve his/her goal? The solution lies in the product we created. TIP (Target Investment Plan) lends a hand in accomplishing investment targets. To communicate the same to our TG, we designed a campaign that clicks with all and sundry. We roped in Mallika Dua – a contemporary comedian with mass appeal, using humour as a tool to break the clutter in the category. Using wordplay, we turned the tables in our favour. We created a digital film featuring Mallika Dua, who very wittingly exploits the futility of unsolicited tips and draws attention to #TheOnlyTIP an individual needs.

Credits:
 

 

 

 

Production House & Agency: WATConsult
Vice President - Operations: Sahil Shah
Script Writer – Yash Danak
Assistant Vice President Video: Manu Bhadane
AVP - Operations - Manika Juneja
Lead Account Manager - Manish Jain
Client Servicing: Sumeet Gosh, Ekta Desai, Russel Mykel
Director: Yash Danak
DOP: Varun Sud
1st AC: Tanveer Riyaz
Assistant Directors: Kiran Vijayan & Arunesh Kripal
Production Manager: Apurva Mehta
Line Producer: Aayush Dua
Art Director: Suneel Kharat
Offline Edit: Madhukar Pawar
Online Edit: David Nadar (Lucia Entertainment)
Graphic Design: Ninad Kadam
Hair & Makeup: Simone
Costume: Divya Gupta & Prameet Saini

Tags: India, digital, advertising, Online/Digital, video

 

 

 

 

#TheOnlyTIP

 

 

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To keep up to date with the latest advertising, design and creative work from around the globe visit our Creative Works homepage where you can vote on which work you’d like to see crowned Creative Work of the Week and Creative Work of the Month. 

Welcome to The Drum's US Creative Works in partnership with Workfront.

This section is dedicated to showing the best creative work in North and South America and gives our readers the chance to decide which work we feature as our US 'Creative Work of the Week.’

For project information, credits, and more, click on the project to expand to full screen. To submit work for our US Creative Works section, fill out this online form.

To vote for your favorite, make sure you click on the stars. The winner will be chosen based on the average rating and the number of votes cast. Voting closes on Wednesday, August 9.

22squared: Shoe Carnival 'New Spin on Back to School with Zach King'

Agency: 22squared

Client: Shoe Carnival

Date: July 2017

Shoe Carnival has launched a new campaign, 'New Spin on Back to School' with influencer Zach King. The footwear retailer is breaking through the back-to-school noise with a little practical magic. The new integrated campaign was created by Shoe Carnival’s agency of record 22squared, who partnered with social media celebrity, author and digital magician Zach King to do what he does best: surprise audiences and grab their attention with charming tricks that make everyday life feel nothing less than extraordinary. The campaign includes broadcast, online, digital and social content, featuring Facebook, Instagram and Snapchat.

The Shoe Carnival and King partnership reaches teens where they are, with the content they’re craving and consuming daily. It appeals to moms, too, by inviting them to enjoy a fun shopping experience this back-to-school season.

22squared partnered with social media celebrity, author and super influencer Zach King on and off camera to create custom content for the Shoe Carnival audience, as well as his own. King played many roles in bringing the campaign to life in collaboration with the 22squared team and the production crew from Humble. He not only stars in the TV and digital videos, he and his team at King Studio also edited the video work, and King himself directed the digital videos. Lastly, King created custom content to run exclusively on his own social channels to leverage his large social following.

Credits:
 

 

 

 

 

Creative Credits
Client: Shoe Carnival Campaign
Title: New Spin on Back to School
Agency: 22squared
Agency Location: Atlanta and Tampa
Chief Creative Officer: John Stapleton
Executive Creative Director: Kevin Botfeld
Creative Director/s: Jennifer Tuel and Mindy Adams
Creative Team: Rachel Damond (Sr Art Director); Natalie Meeks (ACD copywriter); Eduarda Castro (Art Director), and Lindsay Edwards (copywriter)
Producers: Karen Burke (Executive Producer); Dana Taji (Sr Producer)
Account Director: Ashley Keetle
Account Supervisor: Joanna Graham
Photographer: Uchechi Anusiem
Production Company: Humble
Directors: Bright Black
Executive Producer: Mark Kovacs
Producer: Jason Haymond
Editorial Company: King Studio
Editor: Zach King/ Brandon Johnson
Executive Producer: Elisa Logan
Post Production: Postal
Producer: Jody Peters
Audio Record & Mix: Plush NYC
Sound Design: Plush NYC
Colorist: Chris Ryan@Nice Shoes

Tags: United States

 

 

 

Poster Boy

 

Shoe Explosion

 

 

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Arnold Worldwide: New England Revolution 'It Started Here'

Agency: Arnold Worldwide

Client: New England Revolution

Date: July 2017

In June 2017, the New England Revolution partnered with Boston-based creative agency Arnold Worldwide to capitalize on that passionate truth through the launch of a brand campaign that comes to life through TV/OLV, OOH, radio, game-day print, and social. In partnership with its creative agency of record, the New England Revolution celebrates the defining conflict that gave this team its name, and the region its character.

With cameras in tow, British redcoats were sent out to mess with modern New Englanders by enforcing old colonial acts. Two television spots, directed by Billy Rainey — former executive producer of MTV’s Punk’d — correspond to real historical grievances; The Hat Act and The Tea Act. New England’s famed toughness takes center stage as everyday folks react just as they did many years ago — angrily.

The shoot took place on the Friday before the 4th of July weekend in South Boston. Pompous soldiers dressed head-to-toe in period correct military costumes roamed the streets confiscating all hats not made in Great Britain. They also levied outrageous taxes on unsuspecting customers at Doughboy Donuts. The result? A lot of truly pissed off Bostonians.

Credits:
 

 

 

 

 

James Bray – Executive Creative Director – Arnold Worldwide
Sam Mullins – Creative Director – Arnold Worldwide
Justin Galvin – Creative Director – Arnold Worldwide
Matt McNulty – Art Director – Arnold Worldwide
AJ Warren – Copywriter – Arnold Worldwide
Pat Carney – Broadcast Producer – Arnold Worldwide
Julie Powell – Print Production Manager – Arnold Worldwide
Priscilla Patterson – Project Manager – Arnold Worldwide
Anne Joynt – Business Affairs – Arnold Worldwide
Taylor Thomas – Business Affairs – Arnold Worldwide
Elliott Seaborn – Managing Partner – Arnold Worldwide
Kristin Lane – Marketing – Arnold Worldwide
Christa Spengeman – Marketing – Arnold Worldwide
Sophie Dietz – Marketing – Arnold Worldwide 
Production Company – Mirror Films
Eric Barrett – Executive Producer – Mirror Films
Seth Levin – Line Producer – Mirror Films
Billy Rainey – Director
Editorial Company – Bug Edit
Andre Betz – Editor – Bug Edit
Music – Aircraft and Extreme Music
VFX – Brickyard
Dave Waller – VFX Artist – Brickyard
Ellen Schmitt – VFX Executive Producer – Brickyard
Sound Mix – Soundtrack Boston
Mikey Letourneau – Engineer – Soundtrack Boston
David Silverman – Photographer
Cathal Conlon – Vice President of Marketing – The New England Revolution
Dave Campopiano – Director of Marketing – The New England Revolution
Jason Dalrymple – Director of Digital Media – The New England Revolution

Tags: United States, Branding, advertising

 

 

 

Hat Act

 

Tea Act

 

 

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Riley Hayes: Insight Brewing Company 'The Brewmaster's Adventures: Prologue'

Agency: Riley Hayes

Client: Insight Brewing Company

Date: June 2017

While other craft breweries wax poetic about their local roots, Riley Hayes set its sights on the global origins of Insight’s fine ales by creating fantastical narratives that captured the epic quest for the inspiration behind each brew, as told by a fictional world wanderer, the Brewmaster. Excerpts from these quests unfold in a series of chapters on Insight’s packaging.

Credits:
 

 

 

 

 

Agency: Riley Hayes
Client: Insight Brewing Company
Creative Director: Eric Weiss
Senior Designer: Trent Edwards
Senior Copywriter: Ethan Miller
Production Company: Kobamm Productions
Engineering: Babble-On Recording Studios
Animator: Tom Coben
Composer: Levi Brown
Voice Actor: Andy Dosdall

Tags: United States, advertising, animation, design, Graphic Design, illustration, craft beer, beer, alcohol, Branding, brand identity, Branding/Identity, Branding & Packaging

 

 

 

 

The Brewmaster's Adventures: Prologue

 

 

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The Community: Corona Extra 'Summer Specialists'

Agency: The Community

Client: Corona Extra

Date: July 2017

With August upon us, there’s just one month left to soak up the summer sun. Highlighting all that the season has to offer, cross-cultural creative agency the community has launched a campaign for Corona Extra that celebrates the “sunshine specialists” — those who understand all the happiness that comes with summer.

Consisting of two TV spots running in both English and Spanish across the US, this Corona Extra campaign celebrates those people who “make summer happen.” In the spots, relaxed, fun-loving individuals kick back with Corona Extras beside light-filled window sills, in outdoor patios, and, of course, at the beach. The narration states, “Wanted: Seekers of the sun. People who understand the relationship between happiness and light.” because Corona Extra hopes to recruit all those fun, carefree, spirited individuals who “work” so hard to bring the season to life and keep at it yet again. 

Credits:
 

 

 

 

Agency: the community
Chief Creative Officers: José Molla and Joaquin Molla
VP, Executive Creative Director: Rodrigo Butori, Kristina Slade
Senior Copywriters: Mark Leephaibul, Federico Díaz, Daniel Milán
Senior Art Director: Guilherme Nóbrega
VP of Integrated Production: Laurie Malaga
Producer: Julio Rangel
Group Account Director: Mattia Nicodano
Account Director: Agustina Massa
Senior Account Executive: Erika Rivera
Account Coordinator: Jacqueline Aran
VP, Executive Director of Planning: Andrew Speyer
Planner: Amilynn Soto
Manager of Creative Services: Maru Sokolowski

Tags: United States

 

 

Summer Specialists

 

Sunseekers (Spanish)

 

 

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Innocean USA: Hyundai USA 'Duet'

Agency: Innocean USA

Client: Hyundai USA

Date: July 2017

Hyundai, in partnership with Innocean Worldwide is introducing the fully redesigned 2018 Sonata to a national audience in its first national TV spot, titled “Duet.”

For millions of Americans, one of the most frustrating parts of every workday is the traffic-clogged slog they face on their daily commutes. Stuck in a massive traffic jam, a delighted Sonata driver sings along to one of the world’s most beloved karaoke songs and unites with another happy Sonata owner among several angst-ridden drivers on the road. The new Sonata 2.0T is prominently featured and showcases how its captivating new design stands out in the sea of vehicles it shares the road with during a typical stop-and-go commute.

A 60-second and 30-second version of the new 2018 Hyundai Sonata commercial began airing on national and regional TV, and digital platforms this week.

Credits:
 

 

 

 

Creative

Chief Creative Officer Eric Springer

Group Creative Director: Barney Goldberg

Group Creative Director: Jeff Bossin

Associate Creative Director, Art:: Kiran Koshy

Associate Creative Director, Copy: Will Gorman

Account

VP, Group Account Director: Mike Braue

Account Director: Christy Ferguson

Account Supervisor: Allison Morrissey

Account Executive: Alison O'Neil

Assistant Account Executive: Corissa Heins

Director of Product Information: Brian Bittker

Product Information Specialist: Lawrence Chow

Planning & Strategy

VP, Planning Director: Tim Anderson

MEDIA

VP, Media Planning: Ben Gogley

Media Director: Sean Gilpin

PRODUCTION

EP/ Content Production: Nicoletter Spencer

Content Producer: Melissa Moore

PRODUCTION SERVICES

Business Affairs Director: Ann Davis

Business Affairs Associate Director: Lisa Nichols

Broadcast Traffic Supervisor: Theresa Artaserse

Broadcast Traffic Manager: Valerie Neibel

Content Manager: Rachel Werner

Project Management Supervisor: Darin Schnitzer

Project Manager: Jason Reneman

PRODUCTION CREDITS

Production Company: Biscuit Filmworks

Director: Aaron Stoller

DP: Peter Donahue

Executive Producer: Holly Vega

Producer: Mala Vasan

Production Mgr: Brian Taravella

Casting Agent: Francene Selkirk

COLOR CORRECTION & FINISHING

Color Correction Studio: Company 3

Color Producer: Natasha Uppal

Colorist: Dave Hussey

AUDIO

VO Record Studio: Lime

EDITORIAL

Edit House: NO6

Tags: United States

 

 

Duet / Hyundai Sonata

 

Duet / Hyundai Sonata :60

 

 

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VSA Partners: Museum of Science and Industry Chicago 'Chicago Sparks Curiosity'

Agency: VSA Partners

Client: Museum of Science and Industry Chicago

Date: July 2017

The Museum of Science and Industry, Chicago has just launched a new campaign that's reflective of the museum's interactive experience. Unlike most museums, MSI offers exhibits that visitors are encouraged to touch, experiment with and even control — not just observe — living out its mission to "inspire the inventive genius in everyone."

The new campaign takes a different approach to marketing in the category, centering messaging around the brand and brand experience rather than upcoming or featured attractions. Creative elements offer people the opportunity to experience what MSI is all about outside of the museum — asking provocative questions about everyday life and rewarding curiosity.

Credits:
 

 

 

Bob Winter, Executive Creative Director
Tohru Oyasu, Creative Director
Rainer Schmidt, Creative Director
Denison Kusano, Creative Director
Lisa Plachy, Copywriter
Joe Nio , Director of Strategy
Jessica Sochol, Strategy
Melissa Keller, Project Manager
Adam Brown, Client Engagement

Tags: United States, advertising, ooh, marketing

 

 

 

 

 

 

 

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Solve: Rally Pro Cycling 'Longevity'

Agency: Solve

Client: Rally Pro Cycling

Date: July 2017

Rally Cycling is a professional bike racing team whose title sponsor helps businesses cultivate healthier employees. Their message is that cycling is a powerful way for people to take ownership of their well-being.

To drive awareness, the agency created an online film that debuted during the final stage of the Tour de France. The film cites a recent Dutch research study that links regular cycling with a longer life expectancy. To emphasize our point, they partnered with 92-year old triathlete Bob Powers.

Credits:
 

 

 

Agency: Solve
Creative Directors: Eric Sorensen, Hans Hansen, Sam Weibe
Director: Shawn Michienzi
Editorial: Channel Z
Management Company: Circuit Global Sports
Client: Rally Cycling

Tags: United States, advertising, Digital Marketing

 

 

 

Rally Cycling "Longevity"

 

 

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Office of Baby: StreetEasy 'Find Your Place'

Agency: Office of Baby

Client: StreetEasy

Date: August 2017

“Find Your Place” showcases all of the amenities and options available to buyers and renters on StreetEasy and captures how each New Yorker’s personal journey fuels their real estate search.

The ads show how life experiences can dictate what people want or need in a new home and how you can filter through available listings to pick and choose the combination of amenities that works for them. Among the many filters highlighted are: “outdoor space,” “laundry in building” and “doorman.”

OOH ads will appear throughout the city with a focus on placements where New Yorkers spend most of their time, on the streets and sidewalks, in subway stations, subway cars, buses, and taxis. Radio will run on Spotify and Pandora, as well as on local NYC terrestrial stations.

Credits:
 

 

Print

Art Director: Kelsey Shang

Copywriter: Jordan Chouteau

Creative Director: Michael Hagos

Illustrator: Tulips & Chimneys

Producer: Connor Hall

Chief Creative Officer: Paul Caiozzo

Chief Creative Officer: Nathan Frank

Radio

Producer: Connor Hall

Producer: Jason Gagnon

Chief Creative Officer: Paul Caiozzo

Chief Creative Officer: Nathan Frank

Mixing Studio: Heard City

Mixer: Mike Vitacco

Producer: Sasha Awn

Tags: United States

 

 

 

 

 

 

 

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‘Namaste’ says an unsettling ad from Three UK that is shining a light onto the almost religious fervour in which we regard our mobiles.

The work from Gravity Road is to run on social as part of the company’s ‘Go Binge’ campaign, underlining that entertainment addicts can stream content from the likes of Netflix, TV Player, Deezer and SoundCloud without impacting their data limits.

Directed by Tom Geens, the slot was built upon data stating that that 44% of people aged 16-24 watch more than an hour of mobile video each day – a habit that can really eat up data.

Shruti Veeramachineni, creative director at Gravity Road, said: “Three has gone to great lengths to understand this new tribe of social bingers who want the freedom to binge on the go, on their own terms.

"So, tapping into the tribe and the associated cult behaviour, we’ve created a quirky, unconventional film that encourages people to ‘Go Binge’ and feel liberated.”

Vote for it below in The Drum's Creative Works.

India is a land of cultures and festivals. Amazon.in has started a campaign #DeliverTheLove to mark the occasion of Raksha Bandhan (an Indian festival where sisters tie a string on their brother's hand for them to protect them). The ad has been conceptualized by Ogilvy Bangalore.

Ravi Arun Desai, director, mass  and brand marketing at Amazon India, said: "Our current lifestyle keeps us on our toes 24x7, and sometimes also ends up eating into the time we ought to be spending with probably the most important thing in our lives – our loved ones! With the new Amazon.in’s Raksha Bandhan campaign, we want to encourage everyone to slow down, take a step back and experience the magical moments of the festival with their cherished siblings to renew as well as create new memories."

"Our brand always attempts to tell a story that the customers feel connected with, in a manner that is simple and relatable. The campaign #DeliverTheLove is about connecting with our customers in the context of Raksha Bandhan and in some way touching their heart amidst this fast paced life we all lead today,' he added.

Mahesh Gharat, chief creative officer, Ogilvy Bangalore, said: 'More than the gift, any sister actually wants her brother to actually come and meet her. There are some things beyond materialistic gifts, and the campaign reminds you of that."

Vodafone has will return to its #LookUp campaign to mark  Friendship's Day having previously used it on Valentine's Day earlier and then extended it to Father's Day. 

The campaign, conceptualized by Ogilvy India, aims to discourage people from phubbing, the term used to describe the habit of snubbing someone in favour of a mobile phone. 

According to a recent study by Kantar, IMRB and MMA , people in India spend about 3 hours a day on the phone.

Siddharth Banerjee, EVP - marketing, Vodafone India  said, "India is one of the fastest growing Data markets today, and more and more conversations happen online on social media. The #LookUp campaign has struck a chord among millions of Indians - with over 50 Million Video Views, 80,000 conversations, almost 260,000 people engaged & industry best Video View Completion rates, the #LookUp movement in only growing from strength to strength, and continues to inspire the youth & grow brand love for Vodafone.” 

Hirol Gandhi, EVP Ogilvy India commented, "Relationships have moved from being warm and personal to being online and distant. While one can argue that the internet brings the world together, it is also making people grow more apart. As a brand which is a partner to one's relationships, we wanted to take a relevant stand against Phubbing and ask the youth to indulge in real conversations with each other."

Birds Eye is showcasing the transformation of the humble potato into deli chips in a new campaign by J. Walter Thompson Melbourne. 

The campaign aims to challenge peoples perceptions of frozen food by showcasing the craftsmanship that goes into its premium chip range Birds Eye Deli Chips. 

Director Simon Harsent and the production team created movie-like sets for the ad, which was shot at Sydney's Fox Studios. The sets featured 7m by 3m hanging backdrops that featured working mechanical sets and aimed to provide an added level of craft and quality. The campaign required one ton of dirt and 320 potatoes to create the finished product.

“We wanted to develop a creative platform for Deli that shifts people’s perceptions of the frozen food aisle. The concept of ‘prep’ moves the conversation to one of choice over convenience," said Jess Lilley, creative director, JWT Melbourne.

"With Harsent directing, we were able to beautifully execute our pride in the creation of a bloody tasty chip.” 

Nissan and DigitasLBi have claimed gold in Creative Work of the Week with their trio of ‘Unacceptable’ spots, which each feature a serene location, a loudspeaker and noise pollution caused by traffic.

Falling under the #ElectrifyTheWorld campaign, each video aims to raise awareness of how our cities could soon become free of traffic noise thanks to electrification. By literally bringing the traffic noise of European cities to the yoga studio, a picnic and a camping spot, the spots  aim to highlight just how ‘unacceptable’ traffic noise is.

Each person’s reaction to the unexpected cacophony is natural. At the end of each clip, Nissan appeals: “Let’s make our cities quieter”.

The social campaign is currently live in England, France, Germany, Spain, Italy, Norway and the Netherlands on Facebook, Instagram and Twitter.

Claudio Vieira, creative director at DigitasLBi Paris, said: “Most people watch content on mute, it was an interesting challenge to convey the effect of noise in a visually impactful way.”

Want to see your campaign take the Creative Work of the Week crown? Upload your latest showcases here and vote in our weekly roundup here. 

DigitasLBi: Nissan 'Electrify the World'

Agency: DigitasLBi

Client: Nissan

Date: July 2017

DigitasLBi Paris helps Nissan heighten awareness around noise pollution through a series of “unacceptable” videos.

A series of mischievous videos illustrate the negative effects of noise pollution. 80% of noise pollution in European cities is caused by traffic noise, but with the increase of electric vehicles, cities are about to become much quieter. Through these videos, Nissan’s Electrify the World program aims to raise awareness about a future free of traffic noise.

DigitasLBi have created the trio of “Unacceptable” videos in order to draw attention to the issue of noise pollution in an impactful way. These short videos are designed specifically for social media such as Facebook and Twitter.

The campaign will run in England, France, Germany, Spain, Italy, Norway and the Netherlands on Facebook, Instagram and Twitter.

Credits:
 

Advertising Agency: DigitasLBi Paris
Creative Director: Claudio Vieira
Creatives: Andre G. Gray, Thomas Marcusson
Creative / Strategic Program Director: Anthony Gandia
Client Services Director: David Ouanounou
Senior Project Manager: Clara Abila
Content Strategist: Michelle Keomany
Producers: Thomas Laurent, Olivier Dubocage
Production: Wanda
Director: Guilhem Machenaud

Tags: Europe

 

 

 

 

 

 

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Welcome to The Drum Creative Works, in partnership with Workfront.

As always this section is dedicated to showing the best creative work and gives you, the reader, the chance to decide which work we feature as our 'Creative Work of the Week'.

We've now introduced our new five-star voting system. To vote for your favourite, make sure you click on the stars. The winner be chosen based on the average rating and the number of votes cast. Voting closes on Monday 14 August.

For project information, credits and more click on the project to expand to full screen for credits submit online via our online form. 

For voting updates and more follow The Drum Creative Works on Twitter @TheDrumCreative.

McCann London: Subway 'Say Goodbye to Blandwiches'

Agency: McCann London

Client: Subway

Date: August 2017

McCann London is inviting workers to dump their boring homemade sandwiches in favour of something more exciting from Subway’s lunchtime range, including the new Rotisserie-style Chicken Sub.

In the ad shot by Max Sherman at Blink, a young office worker sits outside a Subway store staring in. As he enviously watches people inside eating Turkey breast and Ham and new Rotisserie-Style Chicken Subs , his gaze drops to the ‘blandwich’ in his hand.

Accompanied by sad, romantic music, the blandwich tearfully tells our hero that he knows he is better off without him. The scene then switches to the same office worker now standing inside the restaurant, before a sandwich artist, making a sound of pure joy. Full of a new-found confidence, he asks for a Rotisserie-Style Chicken Sub.
The ad ends by suggesting that true love does exist – and that Subway® can help people discover it with their new lunchtime choices.

The new campaign, which coincides with the new Rotisserie-style Chicken Sub’s limited appearance at Subway stores, starts on 2 August and will run until 26 September on TV, cinema and VOD.

Credits:
 

 

 

 

 

 

 

Client
Sacha Clark - marketing director for Subway UK and Ireland
Head of Integrated Production
Sergio Lopez
Executive Producer
Sophie Chapman – Andrews
Senior Producer
Lois Newcombe
Clare Sullivan
Michelle Prinsloo
Business Affairs Executive Producer
Nicholas Mugridge
Co-Presidents and CCOs
Rob Doubal and Laurence Thomson
Creative Directors
Alexei Berwitz and Rob Webster
Creatives
Rory Tregaskis, Adam Bernet
Business Director
Jason McNamee
Katie Morris
Account Director
Francois d’Espagnac
Account Executive
Lauren Watts
Planners
Nathaniel Hill
Matt Saunders
Production Co
Blink Productions
Director
Max Sherman
DOP
Simon Richards
Production Co Producer
Giles Skillicorn
Production Co Executive Producer
Ben Sharpe
Editor
Saam Hodivala @ Work
Music:
Goldstein Music Ltd
Jonathan Goldstein & Oscar Garvin
Music Supervisor:
Chris Graves - Frukt
Sound Engineer
Giselle Hall
Adam Smyth
Sound Studio
Craft
Media Agency
Mediacom
Media Planner
Dan Sear

Tags: UK

 

Goodbye Blandwich

 

 

 

 

 

 

 

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mcgarrybowen: Honda 'Karaoke'

Agency: mcgarrybowen

Client: Honda

Date: July 2017

Honda has turned to karaoke to reveal the philosophy that created its latest range of cars in a new 30 second spot.

In its new film, Karaoke, we see the brand's models driving through the Tabernas Desert in southern Spain, set to a reinvented version of the iconic ‘Over the Rainbow’. As the cars drive, they pass giant neon lyrics that illuminate in time with the music, simulating the classic karaoke screen experience.

The whole spot was filmed using camera drones and ends with all five cars coming together under another giant neon sign revealing the the global brand slogan: ‘Honda. The Power of Dreams.’

Fabrice Esteve, marketing communications department manager at Honda Motor Europe, said: “We wanted to create a campaign that tells a simple yet powerful story. This film celebrates the individuality of all five Honda cars and the spirit that inspired Honda to reinvent its range by dedicating a specific section to each vehicle and then bringing them together under the collective Honda banner. It’s the perfect combination of reenergised brand and revitalised product.”

Credits:
 

 

 

 

 

 

 

ECDs
Paul Jordan and Angus Macadam

Creative Team
Simon Connor and Stephen Cross

Business Director
Brendan Taylor

Account Manager
Annabella Smith

Account Executive
Megan Cullen

Agency Producer
Sasha Mantel

Planning Director
Tom Keane

Director/ Production Co.
Scott Lyon / Outsider

Producer
Zeno Campbell

DOP
Tom Townend

Editor
Art Jones

Post Production
ETC

Post Producer
Matt Williams / Jessica Easton

Lead CGI
James Sindle

Lead Flame & Lead Nuke
Giles Cheetham & Taran Spear

Colourist
Seamus O’Kane

Sound Design
Will Cohen @ String & Tins

Music Supervision
Soho Music

Music Track
Over the Rainbow

Publishers
EMI Music Publishing

Music Company
Mad Planet

Singer
Joy Downer

Tags: Europe

 

Honda: The 2017 Car Range

 

 

 

 

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Jon Lawton: Global Breastfeeding Week 'This Sucks'

Agency: Jon Lawton

Client: Global Breastfeeding Week

Date: July 2017

Despite it being illegal to prevent a woman breastfeeding in public, many women still experience prejudice, feel embarrassed, judged and are publicly humiliated being told to cover up, do it in a toilet or worse yet, leave.

To coincide with World Breastfeeding Week, director and father, Jon Lawton has made a short film - a proud image of a mother serenely feeding her child set against grotesque mouths scoffing food. 

Jon Lawton, creative director at Stink Studios and director of the film, said: “Have you seen people eating? It’s disgusting. All lips, sauce and gob. It’s like we go backwards in our ability to do the most simple human task.

"Babies feeding, by comparison, is the most elegant form of the act. If one mother feels more confident breastfeeding in public because of the film - that's all I want.”

Credits:
 

 

 

 

 

 

 

Mother & baby: Tosin & Issiah
Director: Jon Lawton
Editor: Pete Fullarton
DOP: Mark Warmington
EP: Fergus Hynd
Producer: Sara Nouman
Assistant Producer: Shea Coleman
Steadicam Op:Amy Wilson
Focus Puller: Kelly Smith
Gaffer: Lee Parfitt
Spark: Martin Kloud
Hair and Make-Up: Kate Lipsius
Camera Assistant: Simon Walker
PR: Veronique Rhys-Evans & Emma Nabridnyj
Music: Peaches "F*** The Pain Away" performed by Peaches
Courtesy of XL Recordings
Written by Merrill Nisker
Published by I U She Music GmbH
Administered by Kobalt Music Publishing Limited

Tags: Europe, breastfeeding

 

THIS SUCKS

 

 

 

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ROTHCO: AIB 'Jeff and Kammy’s Journey to Croker'

Agency: ROTHCO

Client: AIB

Date: July 2017

Sky Sports’ legendary football pundits are have been put to the test in Ireland for new online branded entertainment series.  Allied Irish Bank (AIB) and Rothco have launched new campaign ‘Jeff and Kammy’s Journey to Croker’ in support of AIB’s sponsorship of the Gaelic Athletics Association (GAA) Senior Football Championship.

The two Sky Sports commentators will be put to the challenge in an eight-part branded entertainment series that will see them learn about GAA from the grassroots up. On their journey, they will encounter some of the most unique GAA Clubs and players in Ireland. They’ll meet county stars and their families as well as legendary GAA commentators, hearing tales of sacrifice and hard work, bitter losses and epic victories, all whilst discovering the unbelievable levels of professionalism and commitment for amateur sport.

Mark Doyle, head of group brands at AIB, said of their impending journey: “The GAA is unique. We have world class athletes that compete as amateurs with an unbelievable level of dedication. We think they will amaze both Jeff and Chris.

"We want to teach them about AIB’s belief of ‘Club Fuels County’, so this journey will let them experience the grassroots of GAA and discover where county players start their career - at home with their local club. We’re looking forward to seeing the reaction of two of the most recognisable pundits from one of the world’s most famous leagues as they take on this epic journey.”

Credits:
 

 

 

 

 

 

 

Agency - Rothco
Agency Producer - Aideen O’Sullivan
Executive Creative Director - Alan Kelly
Copywriter- James Pash
Art Director - Steven Mangan
Finished Art - David Gallagher
Account Director - James Moore
Senior Account Manager - Alan McQuaid
Strategy - Casey Smyth
Business Director - Jimi McGrath
Senior Agency Producer- Margaret Levingstone
Production Company - Top Films Ltd.
Director - Garry Keane
Producer - Liz Murphy
Director of Photography - Michael O’Donovon
Post House - Outer Limits
Editor - Paul Giles
Post Production Supervisor - Ciara Walsh
Production Manager - Isobel Nolan
Sound - Mick Cassidy

Tags: Ireland

 

 

 

 

 

 

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BETC Paris: Canal+ 'Canal Experience'

Agency: BETC Paris

Client: Canal+

Date: June 2017

The new Canal Experience campaign for French pay TV Canal by ad agency BETC Paris aims to communicate its cutting-edge technology by highlighting how the not-so distant past now feels unmistakably old.

This tongue-in-cheek campaign is comprised of five films (B3000, Portatech, FootClub, Grundt, Video Boulevard), each playing on a feature that was once perceived as best-in-class.

Credits:
 

 

 

 

 

 

 

Executive Creative Director: Stephane Xiberras
Creative Director: Eric Astorgue
Creatives: Chrystel Jung, Romain Ducos
Director: Blacktool

Tags: France, advertising

 

CANAL Experience: B300

 

CANAL Experience: FootClub

 

CANAL Experience: Grundt

 

CANAL Experience: Portatech

 

CANAL Experience: Video Boulevard

 

 

 

 

 

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Edelman, unit9: Asics 'I Move London'

Agency: Edelman, unit9

Client: Asics

Date: July 2017

Asics has announced a new global brand message, identity, retail concept and integrated brand activation – the brand’s most significant marketing initiative in over 25 years. The new brand message, I Move Me, was developed by Saatchi & Saatchi LA.

Edelman UK, has created the UK campaign – #IMoveLondon – to celebrate this and Asics’ sponsorship of the 2017 International Association of Athletics Federations (IAAF) World Championships in the UK.

#IMoveLondon incorporates research, consumer communications, event and athlete sponsorships, media partnerships, influencer engagement, OOH, social media, digital content, paid media, CRM, campaign website and experiential activations. A fully integrated agency campaign, #IMoveLondon has been designed to help inspire Londoners to trade the misery of the daily commute for the benefits of getting outside and moving more.

Credits:
 

 

 

 

 

 

 

EDELMAN UK
Global Account Lead – Fiona Berwick
Account Director – James Donovan
Head of Content- Ben Hooper
Creative Directors - Stuart Hallybone & Jamie Cordwell

Production Company- UNIT9 Films
Directed by- A Common Future
DOP - Tom Elliott
Editor - Simon Reichel
Producer- Harry Starkey- Midha
Production Manager -Nurjan Nevzat
Production Assistant - Joe Youens
Sound Design and Composer - Chris Banks

Tags: Europe, Branding, advertising

 

ASICS #IMoveLondon hero film

 

ASICS #IMoveLondon Calisthenics

 

ASICS #IMoveLondon Urban Athletics

 

ASICS #IMoveLondon Run

 

ASICS #IMoveLondon Yoga

 

 

 

 

 

 

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Engine: Capital One 'Check it, Don't Chance It '

Agency: Engine

Client: Capital One

Date: August 2017

Capital One has unveiled a new campaign promoting its credit card eligibility checker, QuickCheck, in a conscious effort to improve the process people go through when applying for a credit card. 

The advertising campaign is based on the core idea that it’s surely better to check things before chancing them. Directed by director James Rouse, the AV depicts this idea through a series of comical scenarios – everything from misguided fancy dress at a party to an awkwardly sweat-inducing spicy dish at a dinner date – all as a result of taking chances. This is juxtaposed with a positive end resolve of someone having used the QuickCheck tool.

The 30-second AV will be supported by a full 360 campaign, with OOH, DOOH and digital launching in parallel and will run until November. Media for the campaign was planned and bought by Spark Foundry.

Credits:
 

 

 

 

 

 

 

James Rouse - director/animator
Benji Howell - producer
Art Jones - editor, Work Editorial
Neil Johnson – sound design, Factory Studios
Steffan Perry - colourist, Framestore

Tags: UK, digital, advertising, design

 

Check it. Don't chance it.

 

 

 

 

 

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CreativeRace: Evans Cycles 'Bicycle Scissors'

Agency: CreativeRace

Client: Evans Cycles

Date: July 2017

CreativeRace's graphic treatment brings together a bicycle and a pair of scissors to show that prices have been cut - bringing wit and flair to their seasonal sale.

This integrated campaign launched in the last week of July in-store, online and in specialist cycling press.

Credits:
 

 

 

 

 

 

 

Steve Chetham - Creative Director - CreativeRace

Richard Benjamin - Design Director & Retoucher - CreativeRace

Stacey Heathfield - Senior Designer - CreativeRace

Nick Hoadley - Group Strategy Director - CreativeRace

Katie Brewer - Group Account Director - CreativeRace

James Backhouse - Marketing Director - Evans Cycles

Tags: UK, Graphic Design, advertising, print, Digital Advertising

 

 

 

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Jazzbones Creative Ltd: 'Visit Swindon'

Agency: Jazzbones Creative Ltd

Client:

Date: August 2017

Swindon, the much-lambasted Wiltshire town once home to Billie Piper and Melinda Messenger, has found itself on the receiving end of some creative love thanks to a new campaign from agency Jazzbones.

The creative shop has previously worked on campaigns for the likes of Honda, Virgin Media and Miele, but for its latest project it took inspiration from outside its front door in Swindon’s Old Town. Led by designer and illustrator Mitchell Nelson, Jazzbones’ design team were inspired to design a range of vintage inspired travel posters and postcards to promote Swindon’s 'hidden gems'.

These include the Meccano-style former Renault distribution centre (designed by Sir Norman Foster, no less), the landscape-dominating David Murray John tower, Coate Water Country Park and its art deco diving board and the Oasis Leisure centre, which – rumour has it – is the namesake of the Britpop band.

Credits:
 

Tags: England

 

 

 

 

 

 

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BBR Saatchi & Saatchi: Super-Pharm 'Frames'

Agency: BBR Saatchi & Saatchi

Client: Super-Pharm

Date: July 2017

Unlike in other parts of the world, where there are many YouTubers women can turn to for advice on how to create the latest look, in Israel there are but a handful of beauty YouTubers. That's why Super-Pharm decided to fill in the gap and launch a search for Israel's next big "Beauter".

The commercial BBR Saatchi & Saatchi created for the launch of the search was inspired by the shape of the YouTube video frame and took several months of planning. Most of the action revolves around seven different frames that were hand crafted out of paper and cardboard. Elements such as cogs, folding concertinas, LED lights and more were added to each frame.

Credits:
 

 

 

 

 

 

 

Client: Super-Pharm
Advertising Agency: BBR Saatchi & Saatchi, Israel
Air Date: July 15th 2017
CEO: Yossi Lubaton
CCO: Idan Regev
Creative Director: Idan Levy
Digital Creative Director: Idan Kligerman
Creative team: Eran (Shushu) Spanier, Tani Zipper, Carmel Gilan
Craft Artist: Carmel Gilan
VP Production & Content: Dorit Gvili
Production: Maya Palmon
UI/UX: Gal Mamalya
VP-Group Account Head: Ben Muskal
Account Supervisor: Noa Sharf
Account Executive: Gili Peer & Rotem Mizrachi Yoshia
VP Strategy: Joe Baruch
Planning Supervisor: Moran Nurok
Creative Coordinator: Eva Hasson
Production company: Udini (Udi Efrat)
Director: Eran (Shushu) Spanier
Advising Director: Ram Baruch
Studio: Zehava Gonen Greenberg, Anastasia Poltavski, Yaniv Shahar, Michael Shely, Liron Harel

Tags: Israel, design, advertising

 

Frames

 

 

 

 

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iris: Ella's Kitchen 'Kleine Foodies Club'

Agency: iris

Client: Ella's Kitchen

Date: August 2017

Organic baby food brand Ella’s Kitchen has a strong British heritage, however, to launch the brand in the Netherlands a completely new proposition was necessary. 

Iris positioned Ella's Kitchen as an extension to the mealtime experience rather than a substitute with Kleine Foodies Club, the first major Dutch campaign. The goal was to help parents encourage their babies to develop a good relationship with food, using all their senses and becoming little foodies in the process.

The "Little Foodie" personas each embody different aspects of a healthy relationship with food and come to life though online films, print and social media executions. What started as a Netherlands only launch, has now evolved into a global campaign that’s being rolled out around the world.

Credits:
 

Tags: Netherlands, advertising, social, Content, digital, eCRM

 

 

 

 

 

 

 

 

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Grabarz & Partner, Hamburg: Volkswagen 'Arteon shot by Pete Eckert'

Agency: Grabarz & Partner, Hamburg

Client: Volkswagen

Date: August 2017

Volkswagen has partnered with photographer Pete Eckert, a self-described “visual person” who “just can’t see”, to produce a luminescent 10-image series capturing the avant-garde design of its new Arteon model.

Like all of his subjects, Eckert shot the Volkswagen Arteon after researching its features and gaining sensory impressions of the car by feeling and tapping. The photographer shot in complete darkness with an analog camera and light sources using long exposure times and double exposures to create his signature “light paintings”.

Volkswagen worked with German creative agency Grabarz & Partner to devise the campaign. Alongisde Eckert’s photos, the project also features a behind-the-scenes film of the shoot.

Credits:
 

Tags: World, volkswagen, Ad of the Day

 

 

 

 

 

 

 

 

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Welcome to The Drum's US Creative Works in partnership with Workfront.

This section is dedicated to showing the best creative work in North and South America and gives our readers the chance to decide which work we feature as our 'Creative Work of the Week.’

For project information, credits, and more, click on the project to expand to full screen. To submit work for our US Creative Works section, fill out this online form.

To vote for your favorite, make sure you click on the stars. The winner will be chosen based on the average rating and the number of votes cast. Voting closes on Wednesday, August 16.

Blonde + Co: Arm & Hammer/Premier Brands 'Foot Care/Summer Campaign'

Agency: Blonde + Co

Client: Arm & Hammer/Premier Brands

Date: July 2017

Looking for an inventive creative approach to raise awareness for its new line of foot care products featuring its new sweat-activated Fresh Guard technology – Premier, the makers of Arm & Hammer Foot Care – turned to creative agency Blonde + Co, led by company founder and chief creative officer Julie Stahl, to create a new three-spot campaign for the consumer products giant’s new line of foot powders, insoles and shoe refreshers. 

Credits:
 

 

 

 

 

 

 

 

 

 

 

Agency: Blonde + Co, New York
Founder/CEO: Julie Stahl
Creative Director: Grey Zisser
Associate Creative Director: Cueva Andrea
Account Director: Victor Larue

Post: Blonde + Co, New York
Editor: Louie Metzner
Color: Izzy Cohn

Tags: United States, Branding, advertising, broadcast

 

 

 

 

Arm & Hammer Foot Care #1

 

Arm & Hammer Footcare #2

 

Arm & Hammer Footcare #3

 

 

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Wieden+Kennedy and Awesome Inc: KFC 'Big Chicken Small Movie'

Agency: Wieden+Kennedy and Awesome Inc

Client: KFC

Date: August 2017

A new animated short, Big Chicken Small Movie, pays homage to Marietta, Georgia’s beloved 56-foot-tall steel fowl. In the film, a young boy who’s a bit of an outcast finds a friend in the gigantic steel chicken, and they go on an adventure in North Georgia. 

For KFC franchisee owner and VP of Marketing for KBP Foods Anthony Gianino, the film marks the culmination of an exciting project. The beloved “Big Chicken” KFC restaurant reopened to the public May 11 following a $2.2m renovation.

From the beginning, the intention was to make this film as Atlanta-focused as possible. The creative team from Wieden+Kennedy Portland, KFC’s creative agency, is from the Atlanta-area, and Georgia’s own Awesome Inc was tapped to bring this to life.

Credits:
 

 

 

 

 

 

 

 

 

 

 

W+K PORTLAND
Executive Creative Directors - Eric Baldwin, Jason Bagley
Creative Directors - Jason Kreher, Freddie Powell
Copywriter - Mike Egan
Art Directors - Matthew Carroll, Tim Semple
Producer - Blake Carrillo

PRODUCTION
Production Company: Awesome Inc
Director & Lead Design - Craig Sheldon
Executive Producer - Ashley Kohler
Line Producer - Allison Sanders
Design - Chris Anderson
Lead Storyboard Artist - Craig Sheldon
Storyboard Artists - Guillermo Comin, Billie Liao
Character Design - Sofia Salazar
Animators - Craig Sheldon, Chris Anderson, Joshua Mullinax, Mark McDonald, Edgar Ferrer, Nathan Churney, Jeff DiMaggio
Production Assistant - Titus T. Bug
Editor - Thomas Fine
Studio Manager -Lauren Teasley

MUSIC + SOUND DESIGN
Music+Sound Company: Bluetube
Composer - Michael Kohler
Sound Designer - Michael Kohler
Producer - Michael Kohler

Tags: United States

 

 

 

 

Big Chicken Small Movie

 

 

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LP/AD: EYRI '#fortherestofyourlife'

Agency: LP/AD

Client: EYRI

Date: July 2017

Toronto-based creative boutique LP/AD has unveiled a new integrated campaign for EYRI Iceland Mattresses this week in Brooklyn, New York featuring Robert G. Smith, divorce attorney extraordinaire.

The campaign, which features OOH in Brooklyn as well as an AI argue-bot to simulate pointless conversations with your ex and a cross-promo on Tinder explores the idea that after a messy breakup a good mattress is the second most important thing to have upon securing a top notch lawyer.

The integrated campaign includes a website, social media outreach with the hashtag #fortherestofyourlife, OOH, a micro-site with an AI Chatbot, a presence on Tinder for the recently single and a running promo offering 50% off mattresses, because if you’re going to give up half then so should EYRI.

Credits:
 

 

 

 

 

 

 

 

 

 

Alex Shifrin - Creative Director - LP/AD
Erin Rodness - Art Director - LP/AD
Sergey Skrebnev - Art Director - LP/AD
Rinita Barua - Copywriter - LP/AD
Paul Eng - Photographer - LP/AD
Sasha Zaprudska - Account Planner - LP/AD

Tags: North America, design, Branding, billboard, integrated campaign, outdoor, Toronto, lp/ad, Canada

 

 

 

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PMH: Sleep Number 'It Bed'

Agency: PMH

Client: Sleep Number

Date: August 2017

As lead creative agency for Sleep Number, PMH has just launched its first campaign to promote the It bed:

Every person is different, especially when it comes to how they sleep, which is why people need a bed that changes as they do. The OOH and social campaign reflects the infinite adaptability of the It bed, the first ever bed-in-a-box mattress that can be adjusted on each side to be as firm or soft as you want with the use of a Bluetooth-enabled smartphone or tablet synced to the mattress.

Inspired by the random yet relatable moments that impact a person, even just for one night, the campaign focuses on the notion that human beings change constantly, as It bed has the technological capacity to evolve with the sleeper.

The campaign will roll out first in Minneapolis and Denver in August with light rail station takeovers, craft beer runs, paid and organic social, digital OOH board take-overs, with events and signage at Minnesota United soccer games (in MN) and Colorado Rapids soccer teams, and more. Social media will roll out later this month.

Credits:
 

 

 

 

 

 

 

 

Client: It Bed by Sleep Number
Agency: Peterson Milla Hooks
Executive CD: Dave Peterson
Creative Director: Courtney Vincent
Art Director/ACD: Andrea Hyde
Designer: Daniel Lurvey
Copywriter: Madeline Harkness
Producer: Andrea Shimp
Account Supervisor: Molly Loken
Strategy: Lauren Buckley
Project Management: Kate Meehan, Rachael Moench
Studio Artist: Steve Carlson
Business Affairs: Tracie Kittelson
Director: Aldo Hertz
Photographer: Cameron Wittig
Video Production: Aldo Hertz, Topper Anton
Edit: JoLynn Garnes, Topper Anton
Music: Daron Walker, HiFi Project, Inc.
Wardrobe Stylist: Sarah Cohran
Hair/Make-Up Artist: Carol Stopera
Prop/Set Stylist: Liz Gardner
 

Tags: United States

 

 

 

 

 

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Tactic and J. Walter Thompson SF: Treasury Wine Estates 'Wine bottles brought to life in new immersive AR app'

Agency: Tactic and J. Walter Thompson SF

Client: Treasury Wine Estates

Date: August 2017

Treasury Wine Estates’ brand 19 Crimes recently collaborated with creative technology company Tactic and J. Walter Thompson SF to release a wine label unlike any other. Using augmented reality (AR), the San Francisco-based Tactic developed an innovative 19 Crimes app for iOS and Android devices.

The easy-to-use technology brings the torrid stories of each bottle to life by animating the labels’ photographs and prompting characters to give unique monologues. You can check it out in the video attached.

Led by principal Creative Technologist Peter Oberdorfer, Tactic’s AR specialists, known for Jose Cuervo’s “History in a Bottle” AR app, managed most facets of the experiential project from casting and voice overs to programming, creating digital assets and crafting 3D versions of the characters that become animated and speak aloud with the app’s technology.

Credits:
 

 

 

 

 

Client - Treasury Wine Estates

Agencies - JWT SF + Tactic

Creative Technologist - Peter Oberdorfer

Tags: United States, digital, augmented reality, wine, design

 

 

19 Crimes App

 

 

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Post revising their fares in India, Uber is trying to please its customers by introducing its first integrated marketing campaign themed 'Apnapan' (translates into Belongingness). 

In a similar style as their recently launched campaign ‘Where to?’ , Uber aims to build everyday brand relevance and reframe personal mobility through their TVC titled 'Ise Apni Hi Gaadi Samjho' (translated as Consider this as your own car) in India.

The newly appointed head of marketing, Uber India, Sanjay Gupta said: “At our scale, there are millions of amazing stories that we hear each week – stories of heart-warming experiences that take place between riders and driver-partners across the country. It’s these stories that keep people coming back to ride and drive with us. 

"Over the last four months, we’ve spent hours listening to our riders and driver partners across the country to co-create our communication strategy, and build out the idea of Apnapan in the truest sense," he added.

The campaign conceptualized by Taproot Dentsu is inspired by real rider and driver partner stories. Uber has adopted a digital approach through which the ad will run in multiple languages on Facebook and Youtube as primary channels, television for broader air cover and radio to communicate with the commuting audience.

 Pallavi Chakravarti, executive creative director, Taproot Dentsu said, "Being a regular Uber user, I can vouch for the fact that it’s changed my life. It’s rare to work on a campaign where the idea is true to the brand and the service, where you don’t have to create a story because the real thing IS the story."

"The Uber experience is as good as having your own car, and sometimes even better. And this experience is something we think everyone should enjoy. So we’ve attempted to capture the Uber way of life through a simple thought around Apnapan," she further added.

Indian multinational steel-making company Tata Steel is embarking on a journey to uncover the stories of India’s doors in a campaign for its Pravesh Doors brand.

The campaign, called ‘Every Door Has A Story’, will feature six travel bloggers who will travel across different regions of India to unearth stories and facts about India’s most prominent doors.

The bloggers will share the content on a dedicated campaign website which will be amplified across Facebook, Twitter, Instagram and YouTube. The digital campaign is also being supported by print, OOH, and below-the-line activations.

The #DoorsOfIndia campaign was conceptualized by J. Walter Thompson Kolkata in collaboration with its network partner Hungama Digital Services (HDS).

Peeyush Gupta, vice president-steel (marketing & sales) at Tata Steel said; "The campaign will help us to tell the world the importance of doors in a home. The Doors of India campaign will help us to reach out to the people and open doors to more business in this category which has huge potential." 

Tarun Rai, CEO, J Walter Thompson South Asia said; “The Doors of India campaign is an example of taking a strong concept and amplifying it across media – from on-ground to online. From activation and traditional media through to digital."

"I am very happy that two of the Thompson group companies’ J Walter Thompson and Hungama Digital Services are collaborating on this project to implement a challenging but exciting, 30,000 Kms Pravesh Doors journey through India.”
 

Most brands are likely struggling to find any sort of real or viable connection to the upcoming solar eclipse, but Chiquita’s rebranding of the event as the ‘Banana Sun’ has provided it with a bevy of jokes that it’s using to poke fun at the hype surrounding the spectacle. 

On August 21, those who are in the moon’s 70-mile-wide “path of totality” will experience a few minutes of darkness when the moon blocks the view of the sun. The eclipse will begin off of the coast of Oregon before moving across the country to South Carolina, a rare event that many consider to be an astronomical wonder. But for Chiquita, the real excitement lies within those “two glorious moments before and after the total eclipse” when it will appear as though a giant, glowing banana is in the sky.

In partnership with Wieden + Kennedy, the brand has rolled out a video called ‘Banana Sun Announcement’ to kick off the festivities that will lead up the big day. In the video, a voiceover reveals that on August 21, “Chiquita will physically move the moon in front of the sun to create an enormous, fiery yellow banana in the sky.” 

On August 14, Chiquita will unveil a chat bot on Facebook Messenger that will tell users the exact time to look for the banana sun based upon where they live. On the eve of the eclipse, a ‘Big Banana’ glowing out-of-home installation will be constructed near the Flatiron Building in New York City where passersby can pick up a pair of eclipse-viewing glasses.

The brand is also teaming up with Funny or Die on August 21 for a Facebook “livestream” of the banana sun. A countdown to the event along with other banana sun content can be found on the campaign’s dedicated website. 

“From debuting our iconic Blue Stickers in 1944 to introducing the world to Miss Chiquita, we’ve always aimed to drive Chiquita’s message of fun through vibrant and light-hearted visual storytelling,” said Chiquita Brands International’s president and chief executive Andrew Biles in a statement. 

“We’ve always strived to move mountains with our work, but until now, moving the fifth-largest natural satellite in our solar system was simply a pipe dream,” added Wieden + Kennedy creative Jarrod Higgins. “We’re so honored to celebrate this wondrous moment with banana devotees around the country free of charge.”

Ogilvy Japan has partnered with Sony Music Japan to unveil Japanese electrocore metal band Crossfaith’s latest album titled “Freedom” using an interactive site.

The site requires fans to headbang in front of the webcam to unlock live-streaming of an exclusive new track called ‘DiavolosI’. The moment a fan stops the headbanging movement, the music stops. Fans are also rewarded along the way with a long sequence of tantalizing visual effects that showcases the contemporary artwork of the album cover that morphs into a metal aesthetic.

The site’s API captures the varied prowess of the headbanging movement by rewarding fans with an artwork generated from the image-tracking algorithm and depending on how well they had done to successfully make it metal as the bragging rights.

Ajab Samrai, chief creative officer of Ogilvy & Mather Japan, said: “Traditional ways of promoting music albums just aren’t as effective anymore as it was in the past.

"In its place is a new era in which musicians blend art, advertising and technology in smart and exciting ways. That is why we created this unprecedented piece to help launch and propel the band’s new music."

Ogilvy & Mather Japan: Sony Music Japan 'Headbanging activated website'

Agency: Ogilvy & Mather Japan

Client: Sony Music Japan

Date: August 2017

According to Spotify, heavy metal is ruling the streaming airwaves across the world, revealing metal fans as the most loyal among music fans.

To announce Japan’s electrocore metal band Crossfaith’s latest “Freedom” EP with the first single ‘DiavolosI’, the band introduces a one-of-a-kind promo, by engaging with their fans digitally, where visitors of the interactive site are required to headbang in front of the webcam to unlock live-streaming of a new track not available anywhere else in the world. The moment the fan stops the headbanging movement, the music stops.

In addition to fans earning the exclusive rights to sample the new song, they are rewarded along the way with a long sequence of tantalizing visual effects that showcases the contemporary artwork of the album cover that morphs into a metal aesthetic that the community are more accustomed to as the song proceeds towards a crescendo.

Upon the completion of the song -by utilizing the site’s deep learning API, capturing the varied prowess of the headbanging movement- fans are further rewarded with an artwork generated from the image-tracking algorithm and depending on how well they had done to successfully make it metal as the bragging rights.

This experiential idea out of Ogilvy Japan alongside Sony Music Japan, is a unique promo fitting to Crossfaith - whom originated from Osaka, Japan - citing the likes of Slipknot, Bullets For My Valentine, Trivium even electro band Prodigy as their many influences, is also renowned for their intense live performances. This website surely feels like it and with a hell of a lot of conviction.

“Traditional ways of promoting music albums just aren’t as effective anymore as it was in the past. In its place is a new era in which musicians blend art, advertising and technology in smart and exciting ways. That is why we created this unprecedented piece to help launch and propel the band’s new music.” said Ajab Samrai, chief creative officer of Ogilvy & Mather Japan.

“The band has been known for fusing metal with hardcore, dubstep and other electronic forms, but is ultimately a metal band,” added Ogilvy creative director Aaron Phua of this work. “It is important that the idea is authentic and natural for the band and their fans to engage in without being a “sellout”, headbanging certainly connects them with the music both physically and emotionally.”

Credits:
 

 

 

Ajab Samrai - Chief Creative Officer - Ogilvy & Mather Japan
Aaron Phua - Creative Directors - Ogilvy & Mather Japan
Kensui Arao - Creative Directors - Ogilvy & Mather Japan
Aaron Phua - Art Director - Ogilvy & Mather Japan
Yousuke Ozawa - Art Director - Ogilvy & Mather Japan
Aaron Phua - Copywriter - Ogilvy & Mather Japan
Kensui Arao (Japanese) - Copywriter - Ogilvy & Mather Japan
Aaron Phua - Designer - Ogilvy & Mather Japan
Aaron Phua - Illustrator - Ogilvy & Mather Japan
Natsuki Tosa - Agency Producer - Ogilvy & Mather Japan
Chie Sato - Traffic Manager - Ogilvy & Mather Japan
Miyauchi Shunjiro - Web Developer - YAYA Inc.
Kazoo Nakazawa - A&R, Vice President - Sony Music Records
Rew Kubayashi - Artist Manager - Sony Music Artists (Japan) Inc.

Tags: Japan, website, digital, website design, web development, advertising, Graphic Design, marketing, Experiential Marketing, illustration, music, Creative Technology, audience engagement, activation

 

 

 

 

 

 

 

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Welcome to The Drum Creative Works, in partnership with Workfront.

As always this section is dedicated to showing the best creative work and gives you, the reader, the chance to decide which work we feature as our 'Creative Work of the Week'.

We've now introduced our new five-star voting system. To vote for your favourite, make sure you click on the stars. The winner be chosen based on the average rating and the number of votes cast. Voting closes on Monday 21 August.

For project information, credits and more click on the project to expand to full screen for credits submit online via our online form. 

For voting updates and more follow The Drum Creative Works on Twitter @TheDrumCreative.

La Red GmbH, Berlin: Jägermeister 'Whipped Cream'

Agency: La Red GmbH, Berlin

Client: Jägermeister

Date: July 2017

Jagermeister returns to comedy with this grocery spot via La Red, Berlin.

Credits:
 

 

 

Advertised brand: Jägermeister
Advert title: Whipped Cream

Advertising Agency: La Red GmbH, Berlin, Germany
Executive Creative Director: Jan Hellberg

Production Company: It’s Us, Berlin.
Director: Greg Bray
Executive Producer: Gwen Teichmann
Producer: Patrick Zeller
Cinematographer: Christian Datum
Editor: Johannes Schaefer
Music & Sound: Richard Blaha

Tags: Germany

 

 

Jagermeister: Whipped Cream.

 

 

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BBDO Düsseldorf: Daimler AG, smart MBD 'Already Turned'

Agency: BBDO Düsseldorf

Client: Daimler AG, smart MBD

Date: July 2017

The Smart fortwo has one of the smallest turning circles available. It makes you feel as if you already turned the moment you see a reason to turn.

The campaign visualizes this unique benefit in a humorous, disruptive and simple way.

Credits:
 

 

 

CCO: Ton Hollander, Wolfgang Schneider
Creative Managing Director: Kristoffer Heilemann
ECD: Ton Hollander
Creative Director: Jacobo Concejo
Art Director: Martino Monti
Copywriter: Schakir Islamow
Illustration: Jesús Fernández
Director Print Production: Bernhard Burg
Account Director: Marc Hines, Steffen Günther
Art Buying: Eva à Wengen

Tags: Europe, advertising

 

 

 

 

 

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M&C Saatchi: Royal Mail 'Royal Mail, Online You'

Agency: M&C Saatchi

Client: Royal Mail

Date: August 2017

The new campaign from Royal Mail highlights the dangers of ID Fraud, outlining the risks including oversharing on social media.

‘Online You’, shines a light on the dangers of behaviours commonplace online that would be deemed unacceptable while in an offline world.

Credits:
 

 

 

Client: Royal Mail
Director of Marketing: Ben Rhodes - Royal Mail
Head of Consumer Marketing: Heidi Kieran - Royal Mail

Creative Agency: M&C Saatchi
Chief Creative Officer: Justin Tindall - M&C Saatchi
Creative Directors: Dan McCormack and Luke Boggins - M&C Saatchi
Creative Team | Online You: Robert Graves-Morris and Dipesh Mistry - M&C Saatchi
Strategy: Gaby Bell and Jasper Hunter - M&C Saatchi
Account Team: Gemma Dodds and Lucy Partington - M&C Saatchi
Producers: Gareth Williams and Casey Machen - M&C Saatchi

Media Agency: Arena
Head of Communications Planning: Abi Ward - Arena
Business Director: Hannah Tucker - Arena

Tags: UK, digital, Online/Digital, advertising

 

 

 

 

Online Shopping

 

Email Phishing

 

Social Media

 

 

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The Brooklyn Brothers : Mini 'A Room With a View'

Agency: The Brooklyn Brothers

Client: Mini

Date: August 2017

The Brooklyn Brothers have created some exciting new work for client Mini, who has partnered with VisitEngland and Visit Wales to launch ‘A Room with a View’.

'A Room with a View' allows you to stay in a rooftop tent and wake up on the doorstep of some of the most iconic spots of natural beauty in the UK with the Mini Countryman. Locations include Durdle Door on the Jurassic Coast in Dorset; Cheddar Gorge in Somerset and Snowdonia in Wales.

Credits:
 

 

 

Creative agency: The Brooklyn Brothers
Director: Luke Jacobs
Photographer: Finn Beales

Tags: UK, film, Digital / social media

 

 

 

 

Invite film

 

Influencer film

 

 

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Above+Beyond: Betway 'Lair'

Agency: Above+Beyond

Client: Betway

Date: August 2017

Betway, the global online betting company, is launching two new episodes under its “For the Love of the Game” platform, taking inspiration from the golden age of cinema.

Created by Above+Beyond, the campaign breaks on 6 August in the UK and Germany, and will roll out across TV, online, digital, out-of-home and press.

Two new storylines have been created, ‘Temple’ and ‘Lair’, each dramatizing the ‘For the Love of the Game’ campaign thought, that when the game’s on everything else is a mere distraction. Both episodes were produced using Above+Beyond’s Modular approach, where multiple storyline variants are tightly plotted and shot to create a flexible, rapidly deployable toolkit that can be combined to create a large number of distinct narratives and different communication needs throughout a campaign's lifecycle. The technique also allows the brand to work at the cutting edge of real time advertising and collaborate with broadcasters to display real time betting odds.

Credits:
 

 

 

Creative: Above+Beyond
Director/ Production Co: Hanna Maria Heidrich, Believe Media
DoP: Tim Maurice-Jones
Executive Producer: James Covill, Believe Media
Editor: Mischa Meyer
Post Production: Russ Shaw, Nice Biscuits
Sound Design: James Lyme, Scramble Soho
Music Publisher: Scuta Salamanca, Soviet Science
Music Supervisor - Scuta Salamanca, Soviet Science.
Music Composition - Soviet Science
Set Designer: Marketa Korinkova
Photographer: Marco Mori, Horton Stephens
Media planning/buying: Starcom Mediavest

Tags: Europe

 

 

 

 

 

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Wieden+Kennedy: Babbel 'Missing Out'

Agency: Wieden+Kennedy

Client: Babbel

Date: August 2017

This ad, created by Wieden+Kennedy, was commissioned as part of language-learning app Babbel’s ‘Be A Better Brit Abroad’ campaign, encouraging British travellers to break down linguistic and cultural barriers before going abroad so as not to miss out on the opportunities that foreign travel holds.

The ad shows tourists in Barcelona being offered unique and valuable opportunities, but because they do not speak Spanish the offers are turned down.

Credits:
 

 

 

Hollie Walker - Creative Director - Wieden+Kennedy
Richard Biggs - Creative - Wieden+Kennedy
Jolyon White - Creative - Wieden+Kennedy
Iain Tait - Executive Creative Director - Wieden+Kennedy
Tony Davidson - Executive Creative Director - Wieden+Kennedy
Paulo Salomao - Group Account Director - Wieden+Kennedy
Sophy Woltman - Account Director - Wieden+Kennedy
Sam Hunton - Account Manager - Wieden+Kennedy
Andy Wright - Head of Planning - Wieden+Kennedy
Jo Charlesworth - TV Producer - Wieden+Kennedy
Tom Gorst - Director - Full Fat Films
Fred Bonham Carter - Line Producer - Full Fat Films
Simon Plunkett - Director of Photography - Full Fat Films
Phillipa Edwards - Editor - Full Fat Films
Ollie Clark - Music - Full Fat Films
Jessica Vile - Colourist - Framestore
Sound company - Strings & Tins

Tags: UK, digital, advertising

 

 

 

Babbel: Missing Out (created by Wieden+Kennedy)

 

 

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OLIVER: The Guardian 'Learn about the world of…The Media Planner'

Agency: OLIVER

Client: The Guardian

Date: August 2017

The Guardian is changing tack in its drive to win the business of media buyers, collaborating with Oliver Group to produce the tongue-in-cheek publication ‘Learn about the world of…The Media Planner’.

The guide is reminiscent of the Ladybird Books For Grown Ups series, which includes childlike advice on subjects such as ‘The Hangover’ and ‘The Mid-Life Crisis’. The Guardian’s version, however, has been devised as part of its ongoing Platform for Action B2B campaign, which aims to ‘to cut through the noise and explain the value and effectiveness of the Guardian’s platforms and audiences’.

The Media Planner’s story, which will be sent to real-life media planners across London, follows the adventures of Claire, David, Toby and Julian. The first two planners partner with the Guardian and, unsurprisingly, their campaign reaches the top levels of engagement.

Toby and Julian, however, go down a wild variety of different routes. Their story ends in bad publicity for their client, accusations of demonstrable racism and the latter being sent a bag of teeth in the post.

The moral of the story – the book tells us – is “the Guardian is where it’s going on”.

Credits:
 

Tags: UK, The Guardian

 

 

 

 

 

 

 

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Wham!, London Alley: Miller Genuine Draft 'Smooth Is'

Agency: Wham!, London Alley

Client: Miller Genuine Draft

Date: August 2017

London Alley’s Courtney Phillips has collaborated with Wham! agency to explore what smoothness means in Miller World.

Following the success of his work for Superdry, Phillips decided to add a more considered cinematic approach to compliment the brand's premium feel.

Credits:
 

 

 

Courtney Phillips - Director - London Alley
Mikey Levelle - Producer - London Alley
Jess Bell - Executive Producer - London Alley
Ben Todd - DOP
Jaime Jarvis - Costume Designer
Jack Sedgwick - Sound Design - Wave
Coffee & TV - Online Post Production
The Mill - Telecine
Chris Gane - Agency Producer - Wham!
OB Management - Rep

Tags: UK

 

Miller Genuine Draft 'Smooth Is'

 

 

 

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Big Al's Creative Emporium: Ladbrokes 'Kammy Strikes Again in ‘Unbelievable’'

Agency: Big Al's Creative Emporium

Client: Ladbrokes

Date: August 2017

Big Al’s Creative Emporium kicks off the Premier League season with two new ‘unbelievable’ TV ads for Ladbrokes, featuring the nation’s favourite football pundit, Chris Kamara.

Created and produced by Big Al’s, the campaign marks its first work for Ladbrokes since winning the £40m account earlier this summer.

In ‘Penalty’ and ‘Salmon’, Kammy lends his iconic commentary and infectious energy to various startling sporting moments, dishing out his instantly recognisable catch phrase - ‘unbelievable!’ - in the process. The comedic ads, which are supported by digital OOH creative work, were created to promote a suite of offers and promotions in support of a wider New Season campaign for Ladbrokes.

Credits:
 

 

 

Creative Agency – Big Al’s Creative Emporium
Creative - Kevin Balwin
ECD - Tom Burnay
Producer - Ali Fraser
Production Company - Hotspur&Argyle
Director - Theo Delaney
Post-Production - Framestore
Sound - Guilt Free Post

Tags: UK

 

 

Penalty

 

Salmon

 

 

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DUKE: Imperial War Museums 'Peace '

Agency: DUKE

Client: Imperial War Museums

Date: August 2017

Imperial War Museums (IWM) has introduced an outdoor, digital advertising campaign and live installation, to support the People Power: Fighting for Peace exhibition at IWM London. Created by creative agency Duke, the campaign aims to promote the final weeks of the exhibition and highlights IWM’s ongoing role in exploring different perspectives on conflict as a social history museum.

Duke was tasked with promoting IWM to a younger audience, to challenge perceptions, raise awareness of the history behind People Power, and reinforce IWM’s role as a social history museum which explores different perspectives on conflict.

The campaign will run throughout the remainder of the exhibition. IWM London has also temporarily placed flowers on the two 15-inch naval guns positioned in front of the museum to allude to the exhibition, highlighting IWM’s ongoing mission to explore war and conflict from multiple perspectives – including the peace movement and its important role in British history.

Credits:
 

 

 

Brief Challenge outdated perceptions of IWM
Agency DUKE
Agency contact Kate Tweed
Agency contact job title Business Director
Client name Claire Tomley / Steve Gambardella
Client job title Marketing Manager / Head of Marketing
Copywriter Jo Tanner
Art director Mark Howard
Planner/CSU Director Steve Stokes
Designer*
Photographer**
Photographer's agency**
Media agency AKA
Media planner
Production company***
Director
Audio Post Production
Post Production
Exposure (media channels) DOOH, OOH, digital display

Tags: UK, DOOH, ooh, digital, Online/Digital

 

 

 

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Silver Worldwide: Dell EMC 'Dennis'

Agency: Silver Worldwide

Client: Dell EMC

Date: July 2017

B2B marketing agency Silver has created ‘Dennis’, an EMEA-wide integrated campaign to drive awareness of Dell EMC’s new 14G (14th generation) PowerEdge Server range. This is Dell EMC’s first campaign for the PowerEdge server since the merger between Dell and EMC last year - which created the world’s largest privately controlled technology company.

Silver created a character called ‘Dennis’, an IT manager and unsung hero, largely ignored by his colleagues who transforms into a super-slick popular character who garners widespread adulation after installing the new 14G PowerEdge Server. The character plays across all touch-points of the campaign including video, physical (direct mail), digital and social.

Credits:
 

 

 

Silver - Creative agency
Graham Dodridge - Creative Director, Silver
Matt Hurley - Studio Director, Silver
Jeremy Bliss - Account Director, Silver
Silver - Production agency
Merrick Cardew - Director, Silver
Curt Postill - Head of Motion, Silver
Lisa Ferrari & Rosie Phillpot - Editors, Silver
George Terry - UX/UI Designer, Silver
Levi Cole - Programming, Silver

Tags: Europe, digital, Print Design, print, design, Brochure

 

 

 

 

 

 

Dennis

 

 

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Digital Natives: VistiBritain 'Romance of Rail'

Agency: Digital Natives

Client: VistiBritain

Date: August 2017

Tourism body VisitBritain is luring visitors from the US with a new series of adverts capturing the romance of rail.

Digital Natives embarked with VisitBritain on a 10-day shoot across England, Scotland and Wales – from scaling the Ben Nevis ski range to champagne cruising on the Windermere and donning bonnets in Jane Austen’s Bath.

The videos are being used across trade, website and social.

Credits:
 

 

 

Oliver Elmes – Creative Director – Digital Natives
Rupert Elmes – Producer – Digital Natives
Craig Bilham – Content Creative – Digital Natives

Tags: Europe, digital, advertising

 

 

Edinburgh – Fort William

 

Manchester – Lake District

 

London – Cardiff

 

London – Bath

 

 

 

Visit Britain by Train

 

 

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M&C Saatchi Milan: SKY 'The First ‘Real’ Game of Thrones Marathon'

Agency: M&C Saatchi Milan

Client: SKY

Date: August 2017

For the launch of Game of Thrones season seven, Sky and M&C Saatchi created the first TV marathon actually run by fans of the award-winning show.

A group of marathoners addicted to the TV series crossed Italy behind a moving screen, while watching the first six seasons of the most followed series in the world.

An epic adventure, beginning in Rome, continued despite heat and pain, across Italy’s countryside and villages. Through true passion and grit they conquered the course and crossed the finish line, Sforzesco Castle, for a spectacular last stage that involved hundreds of other Game of Thrones fans.

After the marathoners arrived at Sforzesco Castle, their bravery and determination was awarded in the best possible way for a Game of Thrones fan. There, thousands of Italian fans stayed up until the early hours of the morning to watch the premiere of Game of Thrones season seven, broadcast exclusively on Sky Atlantic simultaneously with the USA.

Credits:
 

 

 

Agency: M&C Saatchi Milan
Executive Creative Director & Partner: Vincenzo Gasbarro, Luca Scotto di Carlo
Creative Director: Daniele Dionisi, Paolo Perrone
Copywriter: Federica Scalona
Art Director: Lorenzo Guagni
Designer: Fabio Furnari, Luca Capretti
Account: Roberta Aiello, Martina Colombo
Head of Planning: Massimo Capucci
Social Media Manager: Serena Giovinazzo
Digital Producer: Chiara Lops
Producer: Federico Fornasari, Francesco Di Trani, Guja Quaranta
Cdp: Utopia
Director: Vincenzo Gasbarro
DP: Lukasz Pruchnik
Client: Sky Italia
Brand Director: Jane Villeneuve
Cinema & Entertainment Communication: Manager Cristina Cipriani
Advertising Specialist Cinema & Entertainment: Daniela Sirtori, Federica Elena Ratti di Desio Levi
Executive Producer: Annalisa Orsi
Producer: Federica Magnabosco
Head of Digital Sales: Marco Storti
Head of Social Media: Livia Falcioni

Tags: Europe, Branding, advertising

 

 

 

 

 

 

The First ‘Real’ Game of Thrones Marathon

 

 

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The Drum’s Creative Work of the Week, as voted by you, goes to Ella’s Kitchen and Iris Amsterdam’s Kleine Foodies – the first major campaign for the baby food brand in the Netherlands.

To launch the brand in the Netherlands, Iris has developed a fresh proposition away from the British strategy in order to reflect the different way in which children are raised in the Benelux country. Here, Ella’s Kitchen has been positioned as an extension to the mealtime experience rather than a substitute through the Kleine Foodies Club – a group of four distinct baby characters.

A series of online films, print and social media content feature Daan the flavour magician, Ann the ambassador of the five senses, Fleur the Food Artist and Finn the professor of food fun. Each execution aims to help parents encourage their babies to develop a good relationship with food, using all their senses and becoming little foodies in the process.

Amy Brown, head of planning at Iris Amsterdam, said: “Ella’s Kitchen has a strong reputation in the UK but needed a new vibrant proposition, one that would reflect the Dutch parenting style.

“Parents in Netherlands aren't looking for convenient ready-made replacements – they genuinely enjoy making food for their babies and the whole process around family dining, so the challenge was to position Ella's Kitchen as an extension to that experience rather than a substitute.”

iris Amsterdam: Ella's Kitchen 'Kleine Foodies Club'

Agency: iris Amsterdam

Client: Ella's Kitchen

Date: August 2017

Organic baby food brand Ella’s Kitchen has a strong British heritage, however, to launch the brand in the Netherlands a completely new proposition was necessary. 

Iris Amsterdam positioned Ella's Kitchen as an extension to the mealtime experience rather than a substitute with Kleine Foodies Club, the first major Dutch campaign. The goal was to help parents encourage their babies to develop a good relationship with food, using all their senses and becoming little foodies in the process.

The "Little Foodie" personas each embody different aspects of a healthy relationship with food and come to life though online films, print and social media executions. What started as a Netherlands only launch, has now evolved into a global campaign that’s being rolled out around the world.

Credits:
 

Tags: Netherlands, advertising, social, Content, digital, eCRM

 

 

 

 

 

 

 

 

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The Finnish arm of humanitarian group Plan International has commissioned a line of maternity wear for 12-year-olds in order to raise awareness of the issues faced by child mothers.

Scandinavian creative agency Hasan & Partners devised the campaign to promote the range of maternity wear designed specifically for girls under 18, a fashion line that ‘the world should not need’.

Six maternity dresses have been made by Finnish designer Paola Suhonen. The collection, which is entitled ‘Hamptons’, features fringing, bright colours and soft blues, as well as prints of kittens.

 

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The childlike aesthetic was designed to starkly contrast the harsh lives lived by the 7 million children who give birth in the developing world each year. Plan hopes to educate those in the west about the problems associated with giving birth at such a young age – for instance, girls will often give up their education to raise their children and, in the worst cases, commit suicide to avoid bringing shame to their households.

Suhonen’s collection was unveiled today (14 August) in Esplanadi, a fashionable street in Helsinki, while the campaign will reach an international audience through two online films, social media and a PR programme.

In the films and campaign photos shot by Meeri Koutaniemi, the clothes are modelled by a Zambian girl named Fridah. She is 12 and her baby is due in September.

Anu Niemonen, senior creative at Hasan & Partners, said: "Designing a maternity wear collection for young children is unnatural and disturbing, which is exactly the point we want to make. This is a collection that shouldn’t exist or even be needed in the first place."

Koutaniemi added: "Our aim was to use the frame and visuality of a classical fashion spread to create these images, emphasising a very dark and distressing issue. I hope the campaign will make people think about the vulnerability of children in developing countries."

Hasan & Partners: Plan International Finland 'Maternity Wear For A 12-Year-Old'

Agency: Hasan & Partners

Client: Plan International Finland

Date: August 2017

The Finnish arm of humanitarian group Plan International has commissioned a line of maternity wear for 12-year-olds in order to raise awareness of the issues faced by child mothers.

Scandinavian creative agency Hasan & Partners devised the campaign to promote Plan International’s range of maternity wear designed specifically for girls under 18, a fashion line that ‘the world should not need’.

Six maternity dresses were designed for the creative by Finnish designer Paola Suhonen. The collection, which is entitled ‘Hamptons’, features fringing, bright colours and soft blues, as well as prints of kittens. Suhonen’s collection was unveiled today (14 August) in Esplanadi, a fashionable street in Helsinki, while the campaign will reach an international audience through two online films, social media and a PR programme.

In the films and campaign photos shot by Meeri Koutaniemi, the clothes are modelled by a Zambian girl named Fridah. She is 12 and her baby is due in September. 

Credits:
 

 

 

Photographer – Meeri Koutaniemi

Director/designer – Paola Suhonen 

DOP – Leandro Righini

Producer – Marc Stevenson

Tags: Finland, Ad of the Day, Finland, Plan International

 

 

 

 

 

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To commemorate India's 71st Independence Day fashion brand United Colors of Benetton and storytelling platform Terribly Tiny Tales have created a digital campaign titled #UnitedByFaith.

The film captures the diversity of India by narrating the story of Noorul Hasan, a Muslim resident in Lucknow, Uttar Pradesh (India), who gave up a part of his house to restore an abandoned old Hindu temple that he was sharing a wall with.

Sundeep Chugh, CEO Benetton India Pvt. Ltd, said: “Benetton’s ethos has been to bring forward opposing social norms and emotions, and further uniting them with a clear message on humanity first."

"Benetton’s campaigns in India paints a similar picture in regards to the brand ideology while highlighting the social causes and knitting the diverse colors of India together," added Chugh.

Chintan Ruparel, co-founder and chief creative officer, Terribly Tiny Tales said: “We’re glad the brand came on board with this idea, because they added a lot to the narrative and the edit with their inputs. In that way, it was a truly collaborative effort.”

Benetton created a similar campaign last year titled #UnitedbyPlay.

As Manchester United kick starts their Premier League journey with a win, Adidas rolled out a creative campaign titled #HereToCreate, which positions the team as 'performers'.

The one minute video integrates virtual reality and shows Paul Pogba dribbling, Herrera  and Mata as puppets being controlled by some men in black and Jesse Lingard as a rapper, grooving to the tunes.

Later comes in David de Gea playing the drums and Daley Blind appearing to be surrounded by journalists as phones and recorders in virtual reality pop in.

The video concludes with a confused man dressed as a rabbit who hops out of the frame and, finally, United's manager Jose Mourinho watching the entire show from the stands at the Old Trafford and utters the final words, "Ok! that's it!" 

On YouTube, Adidas describes the advert as 'In the Theatre of Dreams, only the creative shine. Manchester United are always ready to perform.'

Adidas has released a similar film with Leo Messi and have given him the epithet of 'The king creator.' Adidas launched a similar campaign last year called 'Sports need creators' last year.

They partnered with Stormzy for Manchester United film in First Never Follows series.   The brand also allowed fans to design the third kits of its big teams, a part of Adidas' ambition to be the most shared and engaging brand amongst its rivals.

The video has received mixed responses from fans globally.

Winner of this week's creative work of the week in Asia Pacific is TLC India, which used digital channels to promote an all-female comedy show.

The campaign was conceptualised by The Glitch and features actress Richa Chaddha, stand-up comedians Kaneez Surka, Rohan Joshi and Varun Thakur.

The idea behind the show is to break the most common stereotype that women cannot be inherently funny.

The teaser video sends out a tongue-in-cheek message about backward mindsets and hopes to promote the launch of India’s first-ever female comedy challenge.

Sunetro Lahiri, creative director at The Glitch, said: “The visibility problem when it comes to women in comedy is an unspoken truth. And, the reasons behind them? All based on pure lack of logic. So, from a campaign point of view, we figured that making that sheer lack of logic the focus point for the campaign would be the best, most hard-hitting way to state the obvious, that Women are funny, period!"

The Glitch: TLC India 'TLC India Launches ‘Queens of Comedy’ '

Agency: The Glitch

Client: TLC India

Date: July 2017

TLC India is launching India’s first-ever female stand up comedy show. Conceptualized by The Glitch, the ad features actress Richa Chaddha, stand-up comedians Kaneez Surka, Rohan Joshi and Varun Thakur.

Breaking the most common stereotype that, women can’t be inherently funny, the video sends out a tongue-in-cheek message about backward mindsets and leads to the launch of India’s first-ever female comedy challenge.

With the central message at the core and many laughs in store, India’s first female comedy challenge is all set to create waves. A teaser film has been broadcast to promote the film on Facebook.

Credits:
 

 

Creative agency: The Glitch
Client: TLC India
Creative Director: Sunetro Lahiri
Business Director: Prachi Maroo
Planning Director: RamyaNagesh
 
 

Tags: India, Advertising & Media

 

 

 

 

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Welcome to The Drum's US Creative Works in partnership with Workfront.

This section is dedicated to showing the best creative work in North and South America and gives our readers the chance to decide which work we feature as our 'Creative Work of the Week.’

For project information, credits, and more, click on the project to expand to full screen. To submit work for our US Creative Works section, fill out this online form.

To vote for your favorite, make sure you click on the stars. The winner will be chosen based on the average rating and the number of votes cast. Voting closes on Wednesday, August 23.

Battery: Skyrocket 'No Hat Hair'

Agency: Battery

Client: Skyrocket

Date: August 2017

No Hat Hair shows an inventive use of the Skyrocket brand’s soon-to-launch drone that gives a (literally) cool new way to get through the sweltering summer.

Battery shows the hero shaded as he walks down the street, controller in hand as bystanders and passers-by battle the sun’s rays. The lens eventually pans up to show his perpetual shade is being caused by a perfectly controlled drone, and ends with the tag 'Stay cool. Stay Fly'.

Credits:
 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Client: Skyrocket
CEO & Co-Founder: Nelo Lucich
CMO & Co-Founder: John Ardell
Creative Director & Co-Founder: Jon Proudfit
Social Media, Public Relations, and Corporate Communications Manager: Jessica Nassi

Agency: Battery
CEO/Co-Founder: Anson Sowby
CCO/Co-Founder: Philip Khosid
VP Creative Director: Scott Brown
Creative Director: Joseph Shands
Brand Director: Maximilian Kislevtiz
Brand Supervisor: Zach Hill
Executive Producer: Sam Baerwald
Executive Producer: Kristine Ling
Producer: Mackenzie Busch

Production Company: Hey Baby Films
Director: Josh Soskin
Director of Photography: Rachel Morrison
Executive Producer: Johnny Parker
Associate Producer: Emi Lofgren
Line Producer: Dennis Beier

Editorial/VFX: NO.6 Editorial & No.7 VFX
Managing Partner: Carr Schilling
Editor: Scott Butzer
Producer: Michelle Dorsch
Flame Artist: Verdi Sevenhuysen

Color: The Mill
Colorists: Adam Scott
Executive Producer: Thatcher Peterson
Producer: Diane Velara

Music Supervisor: Me Knowing The Truth
Michael Gross

Audio: Formosa
Mix Engineer: John Bolen
Executive Producer: Lauren Cascio

Business Affiars: Waving Cat
Jeff Estow

Tags: United States, advertising

 

Skyrocket - No Hat Hair

 

 

 

 

 

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BBH NY : Southern New Hampshire University 'Online degree national television campaign'

Agency: BBH NY

Client: Southern New Hampshire University

Date: July 2017

Southern New Hampshire University (SNHU), a private, nonprofit institution, has selected BBH NY as its agency partner to create a new marketing and brand campaign to highlight the university’s transformative approach to higher education. As part of the campaign, three new television spots, produced by BBH NY, are airing nationwide.

The new spots include, Forward, a spot that asks the question, “What would happen if everyone had equal access to education?” The other two spots - Break the Cycle and Dreams - demonstrate how access to education can change people’s lives and the lives of their families.

Credits:
 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Agency

BBH Creative Chairman: John Patroulis
BBH Chief Creative Officer: Gerard Caputo
BBH Creative Director: Hemant Anant Jain
BBH Creative Team: Taylor Marsh, Diego Fonseca, Alanna Watson, Alex Thompson
BBH Head of Production: Kate Morrison
BBH Executive Content Producer: Abbie Noon
BBH Senior Content Producer: Christina Carter
BBH Content Producer: Corinne Porter
BBH Head of Business Affairs: Breck Henson
BBH Global Chief Strategy Officer and Chairman: Sarah Watson
BBH Global Chief Growth Officer: Michael Densmore
BBH Business Director: Alex Monger
BBH Account Director: Michelle Kordahi
BBH Account Manager: Shana Honig
BBH Account Planner: Dylan Fauss
BBH Communications Planner: Zack Green

Film Credits
Production Company: Stink
Director: Eliot Rausch
DP: Ben Loeb
Executive Producer: Jeff Baron
Producer: Mark Walejko

Post Production
Editing House: Cut and Run
Executive Producer: Lauren Hertzberg
Producer: Eytan Gutman
Editor: Gary Knight
Editor Assistant: James Donahuue

Sound Mixing: Sound Lounge
Engineer: Tom Jucarone

Music Company: Future Perfect
Composer: John Connelly
Music Producer: Maxwell Gosling

Music Tracks:
Forward:
Future Perfect
Composer: John Connolly
"Memories"

Dreams:
Amy Stroup
"Till we get there"

Break the Cycle:
Twin Bandit
"For You" 

VFX House: MPC NY
Managing Director : Camila De Biaggi
Producer: Paulina Salazar
Colorist: Mark Gethin

Tags: United States

 

 

Forward

 

Break the Cycle

 

Dreams

 

 

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Translation: NFL 'The Handoff'

Agency: Translation

Client: NFL

Date: August 2017

The NFL has launched a new youth-focused campaign called “The Handoff.” The campaign, created by Translation, debuted a 60-second spot, 'Handoff Across America,' on national television during the NFL Hall of Fame Game on August 3.

Along with 90- and 30-second spots and a series of :15s, the campaign includes videos and Instagram Stories created by kids and NFL players as they hand off to each other and share their experiences on- and off-the-field. The scenes feature professional athletes, celebrities and teenagers alike on various “fields” - a bona fide gridiron, a summer pool and a front yard, among others - highlighting a different side of the game.

NFL stars participating in the Handoff Across America include Landon Collins, Stefon Diggs, Devonta Freeman, Travis Kelce, and Marquette King, along with NBA star Nick Young and chart-topping rapper Kyle. The spot also features Mac Miller’s song, Knock Knock. This diverse group of talent and youth blurs the lines between traditional football tropes and other ways kids enjoy spending their time, underscoring the idea that “there is no offseason.”

Credits:
 

 

 

 

 

 

 

 

 

 

 

 

 

 

Client: National Football League

Advertising Agency: Translation
Chief Executive Officer: Steve Stouts
President: Patrick Lafferty
Chief Creative Officer: John Norman
Chief Strategy Officer: John Greene
Group Creative Director: Lance Ferguson & Eric Steele
Copywriter: Colin Frawley
Art Director: Dylan Simel
Jr. Art Director: Bo Han
Brand Strategy Director: Geoff McHenry
Jr. Strategist: Rex Nwerem
Sr. Social Strategist: Renee Miller
Context Strategist: Jazo Moises
Director of Broadcast Production: Miriam Franklin
Executive Producer: Carole McCarty
Associate Producer: Maxine Reyer
Business Affairs Manager: Thalia Tsouros & Grant Thompson
Group Account Director: Jimmy Euwer
Account Director: Austin Scherer
Account Supervisor: Brandon Ghio
Account Executive: Jordan Meiselas
Senior Project Manager: Matt DeSimone

Production Company: Bullitt
Director: Tim K.
Director of Production: Tim Hudson
Asst. Director: Bardy Sloan
EP: Luke Ricci
Producer: Jon Dawes

Editorial Company: Cut + Run
Editor: Joel Miller
Assistant Editor: Shannon Strong / Katie Pehowski
Executive Producer: Lauren Hertzberg
Producer: Eytan Gutman

Color Correct: Company 3
Colorist: Jamie O’Bradovich

Conform/Online Facility: Jogger
Online Editor: Joseph Grosso

Audio Post: Heard City
Mixers:  Eric Warzecha and Jeremy Siegel 

Tags: United States, advertising

 

 

 

 

 

 

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J. Walter Thompson Atlanta: Pennzoil 'Exorcising the Demon'

Agency: J. Walter Thompson Atlanta

Client: Pennzoil

Date: August 2017

Pennzoil is taking on the fastest production car ever made, the brand new 2018 Dodge Challenger SRT Demon, in its latest product demonstration meets cinematic car film, “Exorcising the Demon.”

Shot on the streets of Pittsburgh, the next evolution of Pennzoil Films continues following an elusive driver carrying out a mission of tracking and locating the Demon before returning it to its rightful owner.

The driving and driving conditions are 100% real, helping display the power and excellence of Pennzoil Synthetic performance.

Credits:
 

 

 

 

 

 

 

 

 

 

 

 

 

J. Walter Thompson Atlanta - Creative Agency
Vann Graves - Chief Creative Officer - J. Walter Thompson Atlanta
Jeremy Jones - Executive Creative Director - J. Walter Thompson Atlanta
Lucas Heck - Associate Creative Director/ Art Director - J. Walter Thompson Atlanta
Erin McGivney - Account Director - J. Walter Thompson Atlanta
Breanna Caldwell - Account Supervisor - J. Walter Thompson Atlanta
Rhett Kearsley - Producer - J. Walter Thompson Atlanta

Lemonade Films - Production Company
Ozan Biron - Director - Lemonade Films
Trevor Cawood - Producer - Lemonade Films
Ted Herman - Executive Producer - Lemonade Films
Philip Fyfe - Production Supervisor - Lemonade Films
Macgregor - DP - Lemonade Films

Cycle Media - Editorial
Matthew Griffiths - Editor - Cycle Media
Peter DeBay - Compositor - Cycle Media

The Embassy - Visual Effects
David Casey - VFX Supervisor - The Embassy
Michael Blackbourn - CG Supervisor - The Embassy
Winston Helgason - Executive Producer - The Embassy
Danielle Kinsey - VFX Producer - The Embassy
Annie-Claude Lapierre - VFX Production Manager - The Embassy
Paul Copeland - Asset Supervisor - The Embassy

CVD - Additional Visual Effects
Chris van Dyck - Visual Effects - CVD
Ben Case - Visual Effects - CVD
Ricardo Quintero - Visual Effects - CVD
Michelle Kee - Visual Effects - CVD
Lauren Aspden - Visual Effects - CVD

Source Sound Inc. LA - Sound Design
Charles Deenen - Supervising Sound Designer & Mixer - Source Sound Inc. LA
Csaba Wagner - Sound Designer - Source Sound Inc. LA
Braden Parkes - Sound Editing - Source Sound Inc. LA
John Fasal - Sound Recordist - Source Sound Inc. LA
Travis Pratert - Sound Recordist - Source Sound Inc. LA

Generdyn Music - Original Music
Joshua Crispin - Composer - Generdyn Music

Company 3 - Color
Dave Hussey - Colorist - Company 3

Tags: United States, automotive, film, Online Marketing, Online Video, Branded Content

 

 

 

 

Exorcising the Demon

 

Unleashing Unprecedented Power: Behind the Scenes of Exorcising the Demon

 

 

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Grow: Oxygen Network 'The Pursuit'

Agency: Grow

Client: Oxygen Network

Date: August 2017

Norfolk, Virginia-based digital agency, Grow has launched a new social campaign  in support of Oxygen Network's rebranding to a true crime network. 'The Pursuit' is a social crime thriller that plays out entirely on Facebook and is one of the first branded uses of Facebook Live 360°. The first-person criminal investigation has viewers stepping into a Live 360° walkthrough of the crime scene, allowing fans to examine and uncover evidence and clues.

Photo and video evidence is posted to Oxygen’s Facebook page and will ultimately lead to the killer, as the experience culminates on August 18 in a live interrogation where viewers can ask questions and hear suspects respond in real-time. Grow was given a brief to create a social activation for the re-brand, and in turn created this interactive experience that unravels entirely on Facebook.

Credits:
 

 

 

 

 

 

 

 

 

 

Agency: Grow

Client: Oxygen Network

Tags: United States

 

 

 

 

 

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