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're using our five-star voting system, so to vote for your favourite, 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 earlier this week ahead of Christmas on Friday 22 December.

For project information, credits and more click on the project to expand to full screen. You can submit your own work via our online form.

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

: WeTransfer 'A Message from Earth'

Agency:

Client: WeTransfer

Date: December 2017

WeTransfer has rolled out an interactive exhibition of specially-commissioned music, film, art and literature which pays tribute to the the original Golden Record. Forty years ago, a group led by astronomer Carl Sagan set themselves a seemingly impossible challenge – to sum up what it means to be human, and capture these images, sounds, music and greetings on two Golden Records. These were placed aboard NASA’s Voyager I and II, and were intended as a message from Earth for any extraterrestrial life that might find them.

Credits:
 

 

A comic of illustrations by Sophy Hollington

Greetings: Wanda Díaz Merced, a blind astronomer who uses sonification to study interstellar events with a selection of images curated by NASA’s Rebecca Roth.

BBC 6 Radio’s Gilles Peterson and musicians include Christian Scott, Nubya Garcia, DJ Edu, Jordan Rakei, Maft Sai, DJ Lefto, DJ Soul Sista, and Dengue Dengue Dengue, DJ Juls, Nai Palm, Fatima Al Qadiri, and Luzmira (of Family Atlantica) Zerpa.

Sounds produced by Survive the group best known for scoring Netflix’s Stranger Things.

Photo essays from international photographers Chiara Goia, Albert Bonsfills, Luisa Dörr,Sasha Arutyunov, and Kent Andreasen 

Contributors include Aspen Matis, Charlie Skelton, Deepak Chopra, Hannah Giorgis, John Saward, Lawrence Krauss, Musa Okwonga, Nelly Ben Hayoun, The Range, Sara-Kate Astrove, Shelly Oria and Vera Chok.

Epilogue:  Musical score from Oneohtrix Point Never and Voyager short film by WeTransfer Studios.

Tags: World, WeTransfer

 

Luisa Dörr

 

Kent Andreasen

 

Sasha Arutyunovdörr

 

 

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Brothers and Sisters: WebuyAnyCar.com 'So Schofield'

Agency: Brothers and Sisters

Client: WebuyAnyCar.com

Date: December 2017

WeBuyAnyCar.com has launched an advertising campaign starring TV celebrity Phillip Schofield. Created by Brothers & Sisters, the campaign is the agency’s first work for WeBuyAnyCar.com since winning the account and launches with a 60-second TV teaser ad that creates a parallel between the ‘nicest man in Britain’, Phillip Schofield, and the brand that is striving to make selling your car the nicest experience possible.

Using the hashtag #SoSchofield, the 60-second spot will be followed by a series of 30-second TV ads in the New Year that star Phillip Schofield in a series of ‘being nice’ situations, supported by an integrated, through-the-line campaign, which runs throughout 2018. The campaign, which unveils the new strapline 'So Quick. So Simple. So Schofield' aims to prompt reappraisal of webuyanycar.com as “the most Phillip Schofield way to sell your car.”

Brothers & Sisters’ opening ad is set at the WeBuyAnyCar.com HQ, as staff members prepare excitedly for the arrival of a 14-foot Phillip Schofield statue. The voiceover narrates the statue’s arrival, explaining that everything at webuyanycar.com is inspired by Schofield, the most loved man in Britain…unofficially.

The 60-second launch campaign will be followed by a series of tongue-in-cheek ads in 2018. In these ads, viewers will secretly follow Schofield as he goes about his daily life, problem-solving and being lovely to everyone he meets, while WebuyAnyCar.com obsesses over how great he is, and strives to be just like him.

Credits:
 

 

Agency: Brothers and Sisters
Executive Creative Directors: Will Flack and Aaron Willmer

Senior Art Director: Robbie Ferrara

Senior Copywriter: Rory Robinson

Account Director: Amanda Wright

Senior Account Manager: Nadine Abeledo

Agency TV Producer: Kate Banks

Agency Print Producer: Seb Roskell

Photographer: Kent Mathews

Director/ Production Co: Andrew Gaynord/MindsEye

Producer: Ben Sullivan

Editor: Mark Davies

Post Production: ETC. Giles Cheetham/Ryan Knowles

Sound Design: String and Tins. Will Cohen/Mike Bamford

Voiceover: Tim Key

Typographer: Ricardo Stoco

DoP: Jamie Cairney

Media planning/buying: MediaCom Manchester

Tags: UK, advertising, Phillip Schofield

 

webuyanycar.com 'Big Phil'

 

 

 

 

 

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Royston Labels: Hidden Curiosities 'Gin label'

Agency: Royston Labels

Client: Hidden Curiosities

Date: December 2017

Hidden Curiosities is a company known for the unique appeal of its artisan gin. Crafted with 20 different botanicals, it’s a deliberately unusual drink – and therefore one that deserved an unusual label.

The Royston Labels team printed the new design on both the front and the reverse, allowing for strikingly different visual effects depending upon the placement of the bottle.

Seen from the front, the deep black label boasts the familiar Hidden Curiosities branding, which we have embellished with fine white line work and sharp copper foiling. Turn the bottle around and the reverse of the label – which bears an intricate, Morris & Co. inspired illustration – can be seen through the glass. Rich in shades of purple, orange and black, this label shifts hypnotically with the movement of the gin.

Along with the label for this main bottle, Royston also manufactured a label for a miniature, which bears exactly the same designs on the front and the reverse.

Credits:
 

Tags: UK, packaging, Label, design, Royston Labels

 

 

 

 

 

 

 

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Havas London: RB 'Mr Sheen – Back to Banish Dust'

Agency: Havas London

Client: RB

Date: December 2017

Mr Sheen, star of the iconic 1980s campaigns for the cleaning product of the same name, returns to screens this month after an almost decade-long absence. The character – reintroduced by Havas London’s RB team – is seen dusting off his trusty (but dusty) signature red plane in a long-abandoned hanger, on a renewed mission to banish dust from UK homes. The spot is notable for bringing the character back in live-action for the first time, after his animated self shot to fame in a series of 1980s advertising campaigns.

The ‘Back to Banish Dust’ campaign aims to increase awareness around Mr Sheen’s product range and drive market penetration in the category. Central to the £800,000 campaign is the TV spot, in which the audience will see the fully-fleshed realisation of Mr Sheen - flight suit, trusty wipes, signature bushy grey moustache, red plane and all – for the first time.

The TV spot reminds the UK of the product range’s dusting credentials – allowing them to fly through their cleaning throughout the home – and is supported by a media campaign comprising digital and in-store promotions to drive purchase of the Mr Sheen range.

Credits:
 

 

Client:
Holly McCarthy - Category Manager, Aircare & Surface Care - RB
Ian Escritt - Trade and Brand Manager, HH - RB

Creative agency: Havas London
Ben Mooge - ECD - Havas London
Elliot Harris - Creative Director - Havas London
Dan Scott, Tom Manning - Creative team - Havas London
Ainhoa Wadsworth - Business Director - Havas London
Matthew Ramage - Account Director - Havas London
Sophie Amodio - Account Manager - Havas London
Louise Bonnar - Executive Producer - Havas London
Alex Rofaila, Charlotte Lawrence - Agency TV Producer - Havas London
Maggie Roberts - Creative Producer - Havas London
Heleana Blackwell - Planner - Havas London

Media agency: Zenith

Film production:
Production company: Generator Films
Kate Arton - Producer - Generator Films
Rob Kaplan - Director - Generator Films
Rhian Gwenlan - Production Manager - Generator Films
Ben Grounds - Production Designer - Generator Films
Luke Palmer - DoP - Generator Films
Taff Williamson - Costumer Designer - Generator Films
Jerry Chatter - Editor - Generator Films

Post Production company: Absolute
Matt Turner - Colourist - Absolute
Belinda Grew - Post-production Manager - Absolute
Phil Oldham, Owen Saward - Online lead - Absolute

VO: Ben Harris

Dave Cooper - Audio Post-production - Scramble

Soundtrack composer: Massive Music

Tags: UK, advertising

 

Mr Sheen - Back to Banish Dust

 

 

 

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Snap LDN: Betsafe 'The Walk of Adversity'

Agency: Snap LDN

Client: Betsafe

Date: December 2017

Online bookmaker and gaming company Betsafe has released its latest advertising campaign with a host of leading global sporting stars. Entitled ‘The Walk of Adversity’, the work features new Betsafe brand ambassadors, Conor McGregor and jockey Sam Twiston-Davies, as well as boxer Tony Bellew and stars from Manchester City and Saracens respectively.

The campaign, which is the second phase of the ‘Passion Overcomes The Odds’ creative idea established earlier this year, tells the story of the struggles, adversity and odds faced by each ambassador before they walk out to overcome them in their specific sporting field.

Developed by creative marketing agency Snap London, the fully integrated campaign is running in the UK, Ireland and Norway, across 30-second TV, out of home, digital and sponsorship idents, while a series of 60-second online films will follow for each individual ambassador.

Credits:
 

 

Creative Directors: David Beattie & Mark Orbine, Snap LDN
Creative Team: Paul Kocur & Jermaine Hillman, Snap LDN
Executive Planning Director: Matt Wyatt, Snap LDN
Managing Partner: Louisa Tapper, Snap LDN
Account Manager: Victoria Thorniley, Snap LDN
Executive Producer: Chris Chaundler
Agency Producer: Maxine Denton
Director: Ben Newman
Producer: Rory Fry
Production Company: VCCP Kin
Editor: Max Windows
Colourist: Aubrey
Post Production: Stitch
Sound: Andy Humphreys - 750mph

Photographer: Doug Fisher
Agency Producer: Harriet Lea

Tags: UK, TV Advert, betting, creative, Ambassador, integrated campaign

 

 

 

 

 

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Webb deVlam: Sodiba 'Luandina'

Agency: Webb deVlam

Client: Sodiba

Date: December 2017

Angola has launched its first 100% Angolan beer, with a comprehensive brand identity and design by Webb deVlam. Strategic brand design consultancy Webb deVlam was approached to come up with a brand identity for the premium beer that embodies the passion, spirit and optimism of the emerging southern African nation.

A two-year collaboration kicked off with an immersion trip to get a feel for the Angolan way of life. Consumer research showed that beer plays a key role there, as does coming together for celebrations. The ambition was to create a brand that would appeal to the hearts and minds of local people. The pilsner has been named Luandina, a feminisation of the capital city Luanda, which references the nation’s respect for mother nature. It’s produced by master brewers in a factory on the banks for the River Kwanza, a few kilometres outside the capital.

One of the biggest challenges that Webb deVlam faced was from Cuca, the leading brand, which had become a byword for beer itself. Blue was selected to set Luandina apart on shelf from Cuca and the sea of other beers, most with red labels. A yellow star on the label references the national flag, and a crest featuring antlers from the native sable antelope, turrets from a fortress that overlooks Luanda, and ‘established in 2017’, play with premium-style heritage cues without losing sight of Angola’s forward-thinking spirit.

Credits:
 

 

JP Hunter - Creative Director - Webb deVlam

Tags: Angola, Branding, design

 

 

 

 

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Blippar, Design Bridge: Cadbury's 'Heroes Christmas Advent–ure'

Agency: Blippar, Design Bridge

Client: Cadbury's

Date: December 2017

Blippar, the augmented reality (AR) and computer vision company, has launched an immersive experience for Cadbury’s customers through an AR-enabled advent calendar. Alongside the usual Cadbury Heroes chocolate bars, the calendar will encourage chocolate-lovers to share festive fun and laughter this Christmas by enabling customers to access an immersive AR winter wonderland and a new festive-themed selfie filter every day of advent. These experiences will be available directly through the Blippar app.

Blippar collaborated with brand design agency Design Bridge, who designed the 'Heroes Christmas Advent-ure' advent calendar and selfie filters. The calendar casts the seven Heroes bars as Santa’s little helpers on a snow-covered rooftop, lit with glowing Christmas lights. The traditional Cadbury Heroes circle asset has also been transformed into a wintry full moon, complete with Santa’s sleigh flying across it in the distance.

When customers activate the AR winter wonderland experience by scanning their calendar in the Blippar app, the calendar’s graphics come ‘alive’ and unlock a different selfie filter each day. As the campaign video 'A very Merry #Cadvent' shows, customers can play around with the filters before sharing selfie photos or videos on social media using the hashtag #Cadvent.

Credits:
 

 

Marie-Claire Lindsay – Project Manager – Blippar
Sam Hassen – Technical Artist – Blippar
Oliver Gili – QA – Blippar
Luke Zaki – Senior Brand Partner – Blippar

David Annetts – Creative Director – Design Bridge
Ed Mitchell – Director of Realisation – Design Bridge
John Sherwood – Design Director – Design Bridge
Rebecca Yorke – Client Director – Design Bridge
Daniel Norris – Lead Designer – Design Bridge
Jim Hare – Senior Digital Designer – Design Bridge
Matt Brown – Senior Creative Visualiser – Design Bridge
Fahud Ahmed – Realisation Designer – Design Bridge

Tags: UK, design, augmented reality, Online/Digital

 

A very merry #Cadvent from Design Bridge and Cadbury Heroes

 

 

 

 

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Singapore’s Health Promotion Board has partnered with Moove Media to create creative platform screen doors, step risers, floor stickers and wall murals at Bugis Station, part of the Downtown Line, (DTL) as part of its promotional campaign for the third season of its National Steps Challenge.

On the mezzanine level, floor stickers and giant badges on the wall are installed with motion sensors, allowing commuters, who are ‘bored’ with walking, to hop, jump and groove instead.

The badges light up and play “victory” music when commuters complete the movements and the step riser which connects the platform and mezzanine, also lights up with music when commuters step on them. The step riser will also encourage them to take the stairs instead of the escalator.

HPB hopes to send the message to commuters as they transit through the station that clocking 10,000 steps is not as difficult as it sounds and can be fun. The month-long campaign, which Publicis Singapore and Wavemaker, formerly MEC Singapore, worked on, ends at the end of the year.

“We are thrilled to be able to play an instrumental role in HPB’s continuous effort to encourage Singaporeans to achieve the goal of 10,000 steps a day, extending this year’s National Steps Challenge campaign to the DTL commuters.” said Jayne Kwek, chief executive of Moove Media.

Milo has launched “Back To School Mums" in Malaysia, a campaign where mums highlight that there is an energy gap for school children that skip breakfast, which will affect their performance in schools.

Mums were sent to the same school as their child and put through the exact schedule that they have packed their child with. From the early morning rush for the school bus, to every lesson in school and every activity thereafter, these mums did the same.

Through this activity, these mums felt what their children felt: The challenges they faced, the hunger they felt for skipping breakfast, the frustration of not being able to perform, and the mad rush from one activity to the next.

The campaign, which was created by Ogilvy Malaysia for the Nestle-owned energy beverage drink, was based on a study that found that one in four children in Malaysia skipped breakfast.

This deprived them of the energy they needed to perform in school and it resulted in the children not being able to concentrate in class and failing exams, before eventually dropping out of school.

As school days are not what they used to be because hours are now longer, syllabuses are tougher, and the day does not just end after school, Nestle hopes that this campaign will show that it takes a child more than 1500 kcal to get through a school day, which is about the amount of calories needed to run a half marathon or swim 50 laps in a pool.

“Mothers realised how unbelievably long and tiring their children’s day was. They understood the need to give their children breakfast so that they have the energy for school. Most importantly, we hope mothers will communicate with their children more and understand them better," said Gavin Simpson, chief creative officer at Ogilvy and Mather Kuala Lumpur.

The winner of this week's creative work of the week in Asia Pacific is Netsafe, which created an email AI assistant which will waste the time of scammers until they stop, rather than delete or warn users of scam.

The AI assistant, created by DDB New Zealand, is called Re:scam and works by using artificial intelligence to respond convincingly to scammers, wasting their time until they stop.

If a person has been sent some scam, they can forward it to Re:scam who will do all the hard work for them.

Adidas India wants to tell women that it is on them to run and that motivation should come from within and not outside in its latest campaign, titled #ItsOnYou.

The campaign video, which was conceptualised by Dentsu Aegis Network's Isobar, show women running, while a background voice narrates how not the playlist on their phone, the alarm clock or their favorite quote will inspire them to run. Its all about how much they themselves want to run, the voice explains.

Sunil Gupta, head of Adidas Running said:  “#ItsOnYou is a thought that echoes an urban dilemma – the clash between the excuse and the tiny voice within, that knows the hollowness of the excuse. Of the fact that if we’re to achieve something for ourselves, everything to make it happen – is ultimately, within’. "

"Through the film, we set out to showcase some of the thoughts people might have at the ‘moment of truth’ – that metaphorical wake-up call which may spur is into action or lull is into accepting another excuse."

"Through real people and their very real stories, we hope the message reaches women across strata, geographies and professions – that their run, their energy is in their own hands. The team at Isobar captured this thought beautifully.” 

Anish Varghese, national creative director, Isobar India said: “In today’s busy lifestyle, it’s getting easier for people to find excuses – whether it’s to run or not to run. This is an attempt to make people realise that no matter what excuse you choose, nothing in the world can make you run. There will be many things which will pull you back, but in the end the onus is on you to get up and go for that run.”

The Drum recently spoke with Sean Van Wyk, senior marketing director of the Adidas brand in India, to find out what makes Adidas as the number one sportswear brand in India.

Emirates has collaborated with Spotify to help Australians discover their ideal travel destination and find their ‘True North’ as part of a new campaign.

The campaign is an interactive and personalised experience that connects users with destinations across the globe that are aligned with their listening history and musical preferences on Spotify, using a custom algorithm on the True North microsite.

Visitors can identify their True North by linking their Spotify account and answering a series of questions about their music taste in order to be matched with one of 12 destinations from Emirates’ global route network. Their recommended destination, which can include Glasgow, Singapore and Madrid, is determined by matching the musical genres distinctly popular in that region with the genres that are distinct for that person based on their Spotify profiles.

Upon arriving at their True North destination on the microsite, users will be delivered a unique Spotify playlist developed exclusively for them based on their music taste, as well as a bespoke guide by hand-picked locals in each destination. The ‘insider guide’ will include the music scene of each destination, ranging from curated Spotify playlists to local music hotspots and best places to stay in the heart of the music scene.

Spotify and its technology vendor, Hydric Media, used a combination of data science and human curation to create unique music ‘profiles’ for each featured city that defined what was unique, musically, about that destination. The custom-built True North algorithm analyses an individual’s music taste to reveal the place that’s most likely to be in tune with them.

“Emirates is committed to connecting travellers to new destinations, music and cultures as part of its vast global route network. We strive to be at the forefront of innovation and have worked closely with Spotify to bring this exciting new concept to life, helping Australians find their True North,” said Boutros Boutros, divisional senior vice president of corporate communications, marketing and brand at Emirates. 

“Each destination has a story to tell, from the music to the people, which is why we continue to improve connectivity for our passengers. From the moment they step aboard our world-class aircraft, we want them to have the best experience possible,” she added.

The experience is not limited to Spotify listeners alone, people without an account can still visit the microsite and discover their True North by answering questions on their musical taste.

Kimberly-Clark has launched a campaign that aims to show contamination in labs and cleanrooms leads to low productivity, product recalls and even closures.

The “Dress for Success” campaign, which was created by Geometry Global Australia and Singapore, revolves around Kimtech Sterile Apparel, a single-use garment solution designed to the last detail to reduce human error, protecting both process and people seamlessly.

The online content features a larger-than-life product demo that gets Kimtech’s single-use apparel to face-off against reusable garments under the scrutiny of a robot arm and black light.

Kimtech is the scientific partner brand by Kimberly-Clark that provides a comprehensive and innovative range of “audit-ready” products, services, processes and training for the pharmaceutical industry. Its research shows that people are the number one cause of contamination in the cleanroom, hence everything is designed to eliminate or at least minimise human error.

In India, where the campaign is being launched, this behavioral challenge has epidemic proportions due to the established practice of using washable garments instead of single-use disposable apparel.

“These are very hard to change routines, due to the practical and financial implications”, said Dani Comar, regional executive creative director in Asia Pacific at Geometry Global. “But making the market switch to disposable sterile apparel is the single most important move towards reducing contamination events and making India’s pharma industry more competitive globally”.

“We looked into the research and the product truth was overwhelming. We wanted everyone to see this way. So we decided to scrap the conventional “sterile” approach in this field or communications and show the science behind the garment the way that sports brand would do. With drama and visual impact.”

After India, Kimberly-Clark plans to launch the campaign in China, Thailand and Australia.

Geometry Global: Kimberly Clark 'Transforming the pharmaceutical industry approach to contamination control'

Agency: Geometry Global

Client: Kimberly Clark

Date: December 2017

In an industry with no margin for error, contamination in labs and cleanrooms leads to low productivity, product recalls and even closures.

Kimtech, the scientific partner brand by Kimberly-Clark Professional, provides a comprehensive and innovative range of “audit-ready” products, services, processes and training for the pharma industry. But this innovation is not limited to the hardware. Research shows that people are the #1 cause of contamination in the cleanroom, hence everything is designed to eliminate or at least minimize human error.

In India, where the campaign is being launched, this behavioral challenge has epidemic proportions due to the established practice of using washable garments instead of single-use disposable apparel.

“These are very hard to change routines, due to the practical and financial implications”, says Dani Comar, Geometry Global’s Asia-Pacific Regional ECD. “But making the market switch to disposable sterile apparel is the single most important move towards reducing contamination events and making India’s pharma industry more competitive globally”.

Created with Geometry Global Australia and Singapore, a multi-faceted approach was developed to engage with production managers proactively and get them to be part of that change.

The “Dress for Success” campaign revolves around Kimtech Sterile Apparel, a single-use garment solution designed to the last detail to reduce human error, protecting both process and people seamlessly.

Comar explains, “We looked into the research and the product truth was overwhelming. We wanted everyone to see this way. So we decided to scrap the conventional “sterile” approach in this field or communications and show the science behind the garment the way that sports brand would do. With drama and visual impact.”

The online content features a larger-than-life product demo that gets Kimtech’s single-use apparel to face-off against reusable garments under the scrutiny of a robot arm and black light.

And that’s just the beginning of a journey that includes a new website, online advertising, customised black light demos on premise and trade-fairs, CRM and a large toolkit of various promotional materials.

The campaign has launched in India, and future plans include China, Thailand and Australia.

Credits:
 

 

Geometry Global

Planning/Strategy: Gregory Wells

Director of Account Services: Ben Walker

Business Director: Kate Warren-Smith

Creative Director: Jorge Thauby

Copywriter: Victor Bernal

Art Director: Kimmy de Leon

Tags: India

 

 

 

 

 

 

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Over 36,000 mothers in three cities across Indonesia will be treated to their favourite meals served up by three renowned chefs tomorrow (December 22) to celebrate Mother’s Day in the Southeast Asian country.

The ‘Thank You Mom Meal Service’, is part of a campaign launched by Kecap ABC, created by VML Indonesia, in partnership with Geometry Global and OMD. It wants to show that while Indonesian mothers give their all to their families, they are not recognised enough for the sacrifices and efforts they make, a difficult truth that is also acknowledged by their family members.

This insight was uncovered as a part of a study that Kecap ABC authored, in collaboration with Ipsos, to better understand the motivations and struggles of Indonesian mothers.

In line with the brand and company’s push towards creating acts, not just ads, mothers in the three cities of Jabodetabek, Surabaya and Semarang will be treated to their favourite dishes, cooked with Kecap ABC’s very own 1st press recipes, and served by three well-known chefs - Chef William (Jabodetabek), Chef Billy (Semarang) and Chef Ken (Surabaya).

“Marketing that is looking to change perceptions and behaviour; marketing where brands are genuinely invested in their consumers - this is what makes being in the advertising business fulfilling,” said Andreas Christiadi, head of VML Indonesia. “We are thrilled to have had the opportunity to do just that, as an agency partner to Kraft Heinz, in Kecap ABC’s Mother’s Day initiative.”

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're using our five-star voting system, so to vote for your favourite, 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 later in the new year on Monday 8 January.

For project information, credits and more click on the project to expand to full screen. You can submit your own work via our online form.

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

Adam&Eve/DDB: Esso 'The Reindeer Princess'

Agency: Adam&Eve/DDB

Client: Esso

Date: December 2017

Adam&Eve/DDB has drawn on a real-life story from a remote Norwegian community in its new campaign for Esso. The film, released on 18 December, is called ‘The Reindeer Princess’. It tells the story of Anne, a young woman growing up in a traditional community in the north of Norway, and her struggle to feel that she belongs, alongside her efforts to become the world's number-one reindeer racer.

An Esso service station is shown to provide a beacon of light and connection to the outside world for the people who live in this remote place.

The film runs online and on social media across European markets. It was directed by Wilkins and Maguire at Stink.

Credits:
 

 

 

 

Client: ExxonMobil

Brand: Esso

Project Name: Esso – Remote Stations

Client: Christophe Fay, Marketing Communications Manager EAME Retail Fuels

Chief Creative Officer: Rick Brim

Executive Creative Director: Paul Cohen

Creatives: Natasha Lyons and Dan Lacey

Agency Producer: Rebecca Holt

Planner: James Price and Philip Mattei

Global Business Director: Katie Toller and Peter Lewis

Business Director: Caroline Logan

Account Director: Emily Hahn

Senior Account Manager: Adriane Bowes

Media Agency: UM

Media Planner: Jack Graham

Production Company: Stink Films

Executive Producer: Jon Chads

Producer: Paz Parasmand

Director: Wilkins & Maguire

D.O.P: Tat Radcliffe

Editing Company: Peter Norrey at TVC Soho

Editor: Peter Norrey

Post Production: The Mill

Post Producer: Alexandra Paton

Colourist: Seamus, Luddy and James Bamford

Soundtrack composer: Adem Ilhan

Music Supervisor: Adem Ilhan

Audio Post Production: Mark Hellaby 750MPH

Tags: Europe, Adam&EveDDB, Esso, The Reindeer Princess, Norway

 

The Reindeer Princess

 

 

 

 

 

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: lululemon athletic inc. 'Tis The Season To Be Zen'

Agency:

Client: lululemon athletic inc.

Date: December 2017

Whilst Christmas can certainly be a time of fun and joy, even the most festive of us will usually admit it can bring its challenges. It’s small wonder that scientists identify it as one of the most anxiety-inducing times of the year.

Thankfully, some soothing help is at hand, and all it requires is five minutes of time to step back and simply breathe.

Breathe It All In is a series of guided mindful practices created by lululemon, the Canadian athletic apparel brand rooted in the philosophy of living a purposeful and inspired life. It aims to help people harness the power of breath to transform the moment, be it to boost energy, create calm or offer reprieve in mind, body and spirit during the festive season.

Created by a variety of experts from lululemon’s collective around the world, it includes one from best-selling author, meditation teacher and lululemon Global Yoga Ambassador - Gabby Bernstein. All are available on lululemon.co.uk, iTunes and Spotify.

Each guided practice offers listeners a different breath experience and outcome – from finding a quiet moment to create peace and calm, to connecting with the world or others around you.

In addition to the lululemon mindful practices, a digital visualisation will offer a moment of visual reprieve – a moment to stop and take it all in with soothing colourscapes and flowing animations.

Credits:
 

Tags: UK, digital

 

 

 

 

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M&C Saatchi: Dreams '#FallBackinLove'

Agency: M&C Saatchi

Client: Dreams

Date: December 2017

Through 'Replace Every 8', Dreams has sought to change the way the British public approaches sleep and their mattresses. This campaign, the latest iteration in Dreams' Replace Every 8 initiative, focuses on the impact a bad night’s sleep can have on our  relationships.

Dreams' new advert, which launched on ITV on 15 December, encourages the public to consider their mattresses and sleeping habits, to rediscover the joy of a good night’s sleep and ultimately to strengthen relationships by persuading couples to fall back in love with their beds again.

The music accompanying the commercial is a cover of ‘Last Request’ by Paolo Nutini, performed by Amber Leigh Irish. It will be released as a charity single, with all the proceeds donated to The Fostering Network, the UK’s leading fostering charity and a partner of Dreams.

Credits:
 

 

 

 

Phil Hawkins - Re:production
Lisa Bond - marketing & ecommerce director - Dreams

Tags: UK

 

Dreams #Fallbackinlove TV advert

 

 

 

 

 

 

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Ogilvy & Mather, Dublin, Ireland: Trócaire 'Trocaire Christmas '

Agency: Ogilvy & Mather, Dublin, Ireland

Client: Trócaire

Date: December 2017

The Irish overseas development agency, Trocaire has produced a striking new Christmas press ad called ‘Bethlehem 2017’ through Ogilvy Dublin / EightyTwenty, highlighting the work it does in the Middle East with both Palestinian and Israeli groups and is part of it’s wider Until Love Conquers Fear’ campaign.

Credits:
 

 

 

 

Client: Trocaire
Agency: Ogilvy/EightyTwenty
Concept: Emma Fielding and Mike Garner
Copywriter: Emma Fielding
Art Director: Mike Garner
Image: Getty/Martin Busek
Production Repro: Pat Hyland

Tags: UK

 

 

 

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Spark44: Jaguar Land Rover 'World's Largest Speed Bump'

Agency: Spark44

Client: Jaguar Land Rover

Date: December 2017

The Range Rover Evoque has conquered the world’s largest speed bump in a new piece of content from Spark44.

The car proved to be the ultimate nemesis to the speed bump which measured 10 metres wide, 1.5 metres high and six metres deep.

"We built the world’s largest speed bump to demonstrate just how capable the Range Rover Evoque is not just in the country but in the urban surroundings of Great Suffolk Street in Southwark," said Brian Fraser, chief creative officer at Spark44. "We then filmed the reactions of the general public as they came to terms with the gigantic structure that had suddenly materialised in their neighbourhood."

Credits:
 

 

 

 

Brian Fraser, Chief Creative Officer, Spark44,
Matt Statham/Chris McDonald, Creative Directors, Spark44
Ben Breathwick/Nikki Heathcote, Creatives, Spark44
Maggie Blundell, Executive Producer, Spark44
Ellee Prior, Assistant Producer, Spark44
Chris Goulder, Director, Bare Films
Tim Marshall/Jessica Turner, Producers, Bare Films
Matt Felstead, Editor, Big Buoy
Mark Horrobin, Post Production/Grade, Smoke & Mirrors
Chris Major, VFX, Big Buoy
Nick Olsouzidis, Sound, Smoke & Mirrors
Igor Dvorkin, Composition/Composer
Dan Drage, Content Director Social, Spark44
Sevil Crespo, Business Director, Spark44
Richard Oakes, Account Director, Spark44
Adam Bewley, Account Manager, Spark44
Carl Leo, Social Editor, Spark44
Holly Abbotson, Account Executive, Spark44
Matt Best, Account Executive, Spark44

Tags: UK, digital

 

Range Rover Evoque tackles World's Largest Speed Bump

 

 

 

 

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: ActionAid UK 'A Story of Hope'

Agency:

Client: ActionAid UK

Date: December 2017

As part of ActionAid UK's Christmas appeal, No Girl Afraid, the charity has produced an alternative children's story about displacement and its effect on girls.

A Story of Hope, written by children’s author Giles Paley-Phillips, is the fictional story of a girl, Amala, displaced by conflict. Paley-Phillips used real-life accounts of displacement from women and girls that ActionAid works with to write Amala's story, to show how child sponsorship can make a difference to the lives of these girls.

A Story of Hope has also been turned into a short film, in the style of a CBeebies bedtime story, narrated by Motherland, and Bafta award winning actor Anna Maxwell-Martin - with illustrations by Hannah Asen.

Credits:
 

 

 

 

Concept - Claire Wilkinson, ActionAid UK
Giles Paley-Phillips - Author
Hannah Asen - Illustrator
Anna Maxwell-Martin - Narrator

Tags: UK, digital

 

A Story of Hope

 

 

 

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The Full Service, Jelly London: The Climate Coalition 'The Very Hot Snowman'

Agency: The Full Service, Jelly London

Client: The Climate Coalition

Date: December 2017

This year The Full Service, The Climate Coalition and Jelly London have teamed up to create a Christmas tale about a snowman coping with the reality of climate change. The film is part of The Climate Coalition’s Show The Love campaign, intended to encourage viewers to take action against climate change.

The film is narrated by the famous voice of Liam Gallagher - a classic Full Service twist on a theme. His gravelly tones provide the perfect contrast to the fairytale animation, created by the Jelly team.

Rankin, who founded The Full Service and directed this project said: "It was and is a fantastic project.

"The animation was a first for all of us at The Full Service, so we were delighted to have Jelly on board who did an amazing job. Plus we were over the moon to have the iconic voice of Liam to give the piece a twist and really get it noticed.

"But above and beyond everything it was a privilege to make something for such an important cause. Younger generations are the ones who will have to deal with these issues, so we tried to make something that could communicate to all ages. I’m still just thrilled that The Climate Coalition were as excited about the concept as we were."

Credits:
 

 

 

 

Creative/Director - Rankin

Exec Producer - Katherine Pitman

The Full Service
CD - Russell Weaver

Jelly London
Animation director, design, artwork, compositing – Sharon Liu
Key animation, Nicolette Van-Gendt
Additional animation compositing – The Kitchen

Sound Mix
Gramercy Park Studios, London.
Audio mixer - Henry Frith
Sound Engineer - (not Audio Mixer) - Henry Frith

Tags: UK, @Rankinarchive, #Climatecoalition, #JellyLondon, #Climate, #Snowman, #LiamGallagher

 

The Very Hot Snowman

 

 

 

 

 

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: Dropbox 'Creative Energy Artwork'

Agency:

Client: Dropbox

Date: December 2017

Dropbox has teamed up with some of London’s top street artists and challenged them to unleash the capital's creative energy through a mural artwork in Shoreditch. The artists, Pref, Will Gates, Jamie Julien Brown and Camille Walala, spent five days working together on the collaborative mural, which showcases the art scene in the city which continues to grow despite obstacles. Each of the artists added their own style to produce the unique piece of art which was on display until 22 December.

Dropbox itself went through a major creative rebrand earlier this year. Prior to completing the work, the artists brainstormed and shared ideas using Dropbox Paper. The final piece exudes vibrant colour, with the individual style of each artist being prevalent throughout the mural.

Walala said: "As artists you are constantly evolving, learning and looking for inspiration. This was a really amazing and unique opportunity to take inspiration from this vibrant city, work with some of its best artists and produce something special.

"When you come together like this your creative energy flourishes and you are challenged beyond your comfort zone to produce something truly meaningful - which I hope we’ve done here."

Credits:
 

Tags: London

 

 

 

 

 

 

 

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Adam&Eve/DDB: Volkswagen 'Bam the Ram'

Agency: Adam&Eve/DDB

Client: Volkswagen

Date: December 2017

Volkswagen’s ‘Born Confident’ campaign for the launch of the T-Roc SUV is to launch first-of-its-kind cross-media campaign. Bam, the self-confident ram featured in Adam&Eve/DDB’s ads, will leap into commercials from other advertisers, interrupting ads in national press, out-of-home, press, display and social.

On Boxing Day, Bam will burst into the latest TV ads by Admiral Insurance and Virgin Atlantic across Sky One, Sky Sports, and Sky Movies, while other spots will see Bam invading ads from Wall’s, Harvey Nichols, and Castle Howard.

The idea was conceived and produced by Adam&Eve/DDB, managed by Omnicom Media Group’s PHD and executed via Sky.

Volkswagen's national communications manager, Glyn Butterworth, said: “The self-confident ram symbolizes everything T-Roc is about, so we’re delighted to kick off our communications with an approach that amplifies this idea. Media and creative solutions need to be increasingly innovative to drive cut-through and this is a great example of how both have been carefully considered together to drive the maximum impact of our communications.”

Credits:
 

 

 

 

Group Chief Creative Officer : Ben Priest
Chief Creative Officer: Rick Brim
Creative Director: Patrick McClelland
Creative Director: Feargal Balance
Copywriter: Darren Beresford
Art director: Rick Gayton
Managing Partner: Michael McConville
Business Director: Mike Stern
Account Director: Matthew Harris
Media Director: Michael Bensley
Producer: Michael McCarthy
Producer: Olly Ravaux
Project Manager : Daniela Cossu
Head of Planning: Nick Hirst
Media agency: PHD
Post Production : MPC
Executive Producer: Anandi Peiris
VFX 3D Supervisor: Jessie Amadio
CG Team: Pedrom Dadgostar, Thanos Kousis, Platon Filimonov, Joffrey Zeitouni
Nuke: Kalle Kohlstrom
Flame: Dan Sanders
Sound Company: 750mph
Sound Design & Mix: Mark Hellaby
Audio Producer: Antonia Vlasto

Tags: UK, Adam&EveDDB, volkswagen, BAM, Born Confident

 

 

 

 

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Havas London: Lemsip 'Berry Gistbas'

Agency: Havas London

Client: Lemsip

Date: December 2017

Not only is it the festive season, but it’s also the cold and flu season - the last thing anyone wants for Christmas.

For cold and flu remedy Lemsip, they decided to wish everyone a Merry Christmas with a playful twist on a classic Christmas message. The company deliberately misspelled this greeting to sound as though it's being said by someone with a nasty cold. The perfect antidote to avoid having your Christmas ruined by a cold? Lemsip, of course.

Credits:
 

 

 

 

Creative agency: Havas London
Client: Lemsip (RB)
Creative Directors: Elliot Harris, Dave Mygind
Senior creatives: Jonathan Rands & Alex Tizard
Designer: Dan Scheer
Planner: Rose Owen
Account Director: Matt Ramage
Executive producer: Maggie Roberts
 

Tags: UK

 

 

 

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Publicis Groupe: Morrisons 'Jingle Bells'

Agency: Publicis Groupe

Client: Morrisons

Date: December 2017

Morrisons and its charity partner, Clic Sargent, have launched a short Christmas film to raise awareness about the work that is done with children with cancer. The film shows 12 children singing ‘Jingle Bells’ before it becomes clear that they have all received treatment for cancer.

The children are seen ringing the End of Treatment Bell – which marks the point at which chemotherapy, radiotherapy or other treatment finishes. The bell is rung in many children’s cancer wards throughout the UK to mark this important moment.

Credits:
 

 

 

 

Mike Hoban - Marketing Communications Director - Morrisons
Jodie Locking - Head of Marketing - Morrisons
Luke Johnson - Senior Account Executive - Publicis
Yann Secouet - Director - 76ltd
Nikki Chapman - Publicis

Tags: UK, digital, advertising

 

Jingle Bells

 

 

 

 

 

 

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The Drum received plenty of creative submissions over the last year, enough to fill 52 weeks of Creative Works roundups in our three regions – EMEA, Americas and Asia. While many campaigns were worthy and deserving, a few stood out in each region as our favorites.

Take a look through the choices made by The Drum's Creative Works team and see what you think, then vote on which ones you feel are the best by clicking on the stars. 

These campaigns range from the humorous to the amazing, the dramatic to serious social issues. For the rest of the best, visit our Ad of the Day page, and check back each week for our Creative Works roundups.

EMEA

​Europe, the Middle East and Africa represented the largest bulk of submissions.

Americas

While the US still generates the greatest amount of submissions, Brazil, Argentina and Canada are making inroads and establishing themselves as great creative countries.

WorkInProgress: 37.5 Technology/Cocona 'The Cliffside Shop'

Agency: WorkInProgress

Client: 37.5 Technology/Cocona

Date: August 2017

Outdoor brand 37.5 Technology opened a remote pop-up shop 300 feet up on the side of a cliff in Colorado to cater to climbers on the go.

The Cliffside Shop was opened by materials maker Cocona Inc, which makes the 37.5 Technology fabric, which is found in performance brand products like Carhartt, Tommy Bahama, Katusha, Mission, Bauer, Kenneth Cole, Babolat and others.

The dizzying stunt shop, was opened on the Bastille Wall in Eldorado Canyon, just outside Boulder, Colorado and supplied climbers with apparel from Adidas, Rab, and Point6, allowing customers to test the gear in real-time. 

Cocona raised awareness and support of the company’s ongoing mission to provide access to public lands for climbing, donating $5,000 each to the Access Fund, the American Alpine Club, and the Action Committee for Eldorado (ACE) to replace aging anchors.

Credits:
 

 

 

 

 

 

 

 

 

Agency: WorkInProgress

Client: 37.5/Cocona

Jeff Bowman: CEO

Christy Raedeke: EVP, Marketing & Sales

Dave Bywater: VP, Sales Commercial & Military

Alex Joyce: Marketing Assistant

 

Agency: WorkInProgress

Partner/Creative: Matt Talbot

Partner/Creative: Andrew Lincoln

Partner/Business + Legal: Pete Sheinbaum

Partner/Production: Stafford Bosak

Partner/Account + Strategy: Evan Russack

Partner/Account + Strategy: Alex Guerri

Partner/Technology: Harold Jones

CD: Stephanie Kohnen

Art Director: Jimmy Rosen

Business Affairs: Jen DeCastro

Production Company: Shine & Polish

Director: Jon Glassberg

Executive Producer: Rich Minkoff

Photographer: Matt Irving

Line Producer: Andrew Campbell

Production Manager: Tyler Young

Fabrication Lead: Jonathan Irons

Fabrication Lead: Brian Green

PR Lead: Clarissa Driban

Editor: Jon Glassberg

Colorist: Shawn King

Motion Designer: Josh Troob

Stills Post Production: Catchlight Digital, NYC

Founder: Gene Bresler

Tags: United States

 

 

 

 

 

 

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Asia

Our Singapore office has scoured the continent to find the best creative coming from all points between India and Japan.

R/GA Singapore: Uber 'Year With Uber'

Agency: R/GA Singapore

Client: Uber

Date: December 2017

Uber has brought back its data visualisation campaign #YearWithUber as a way of personalising a thank you message to its users.

Started last year, the campaign by R\GA Singapore uses Uber user data to create a personalised story about how they travelled in the past year.

Those wanting to make a video must be based in specific markets in Asia Pacific (Australia, New Zealand, Hong Kong, Indonesia, India, Malaysia, Philippines, Singapore, Thailand, Taiwan and Vietnam) and have an Uber account and can create it by logging into the website. 

This year the data is used to create a ‘one of a kind’ music video for each user, based off location personalisation, as well as a combination of 5,000 story and song combinations. For each country, different cultural visual cues will be used, such as cricket in India and tuk tuks in Thailand. Kay statistics are presented, such as when you most travelled, how many miles you clocked up and how many cities were visited. Presumptions are made, which dictate the video content, such as pointing out that you rode on a particular milestone, like Chinese New Year.

 

Credits:
 

 

 

 

 

 

 

 

 

 

R/GA

Senior Technology Director - Laurent Thevenet

Senior Software Engineer - Rollen Gomes

Software Engineer - Aaron George

Senior QA Engineer - Donna Gonzales-Mapagu

Senior Technology Director, DevOps - Nauman Hafiz

Software Engineer - Dragon Chiang

NYU Intern, Prototype Studio - Bruce Luo

SUTD Intern, Prototype Studio - Ruth Wong

Creative Director - Cyril Louis

Associate Creative Director - Pimwadee Lai

Associate Creative Director - Mark Law

Visual Designer - Daseul An

Senior Producer - Sebastien Py

Group Account Director - Joe Poynter

Audio - Fuse

Illustration/Animation - Le Cube

Tags: Singapore, Uber

 

 

 

 

 

 

 

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In the first campaign of its 60th anniversary (and its first with new creative AOR Droga5), Ihop released a brand new TV spot, 'Pilots,' to promote its long-running 'all you can eat pancakes' promotion.

In the 30-second spot, directed by Tom Kuntz, two pilots perform a safety check before takeoff. "Have you checked the pancake?" the captain asks his co-pilot, replacing the jargon with the breakfast dish.

"Pancakes," the co-pilot flips a switch. The two perform checks for other "pancake" switches, before giving the final "We're all pancakes, sir" go-ahead.

"We'll that sounds flipping pancakes to me, the captain exclaims before announcing to his crew and passengers, "Ladies and gentlemen, we are cleared for pancakes." The plane then 'crash-lands' the parking lot of an Ihop restaurant.

On the spot and campaign, Droga5's executive creative director Scott Bell said: "Ihop is a brand that always has pancakes on the brain and believes that everything would be better if it were all about pancakes. Knowing this, our priority going into this new integrated campaign was to capture this simple truth in just three words: Pancakes, Pancakes Pancakes."

Said Ihop chief marketing officer Brad Haley: "The love that people have for the Ihop brand – and especially for our pancakes – was the natural launching pad for our new advertising campaign and the basis of its rallying cry of 'Pancakes, Pancakes, Pancakes.'" He said the Droga5 team, is having a lot of fun with the task, "We're excited to see the campaign come to life across every channel."

Droga won the IHOP account in December and looks to amplify the campaign through social and digital content via Facebook, Twitter and Instagram throughout their promotional window, as well as more TV, print and radio assets for the larger campaign throughout the year.

Welcome to The Drum's US Creative Works, in partnership with Workfront, and Happy New Year to all of our readers.

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

To vote for your favorite, click on the project and make sure you click on the stars. The winner will be chosen based on the average rating and the number of votes cast. This is our last US Creative Works before the new year. Thanks to all our readers for continuing to vote and bring attention to the region's best campaigns. Voting closes on Wednesday, January 10, 2018.

Droga5: UFC '25th Anniversary logo'

Agency: Droga5

Client: UFC

Date: January 2018

To celebrate the UFC's 25th anniversary, the organization has unveiled its commemorative 25th anniversary logos.

The logo, designed in conjunction with Droga5, combines the silver anniversary with UFC’s Octagon, the organization’s iconic symbol that debuted at UFC 1: The Beginning, which took place on Friday, November 12, 1993 in Denver, Colorado.

The 25th anniversary commemorative logos, along with additional creative designs, will be integrated into UFC broadcasts, across social and digital platforms, in-Octagon branding, UFC Fight Night collection, event posters, fan activations and merchandise throughout 2018.

UFC Fight Night: Stephens v Choi, which takes place on January 14, in St. Louis, Missouri, will be the first event that incorporates the campaign. 

Credits:
 

 

 

 

 

 

 

 

 

 

Agency: Droga5

Client: Ultimate Fighting Championship (UFC)

Tags: North America

 

 

 

 

 

 

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Welcome to The Drum 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 'Creative Work of the Week'.

We're using our five-star voting system, so to vote for your favourite, 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 for this week on Monday 15 January.

For project information, credits and more click on the project to expand to full screen. You can submit your own work via our online form.

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

B&B Studio: ROCKTAILS 'The Citrus Spritz'

Agency: B&B Studio

Client: ROCKTAILS

Date: January 2018

Alcohol-free craft drinks specialist Rocktails has unveiled the first lightly sparkling botanical blend in its range, 'The Citrus Spritz', with design from B&B studio. The agency created a characterful brand identity to reflect the quality of the drink, craft of the steam distillation process and character of the flavour.

B&B worked with a printmaker to design a bespoke back label for the bottle, viewed through the clear glass and showcasing the botanicals through the purity of the drink within. A diamond-shaped label on the front of the bottle and tasting notes nod to the sophistication of the spirits industry.

B&B’s concept for the Rocktails brand was born out of the creative idea of ‘exquisite combinations’, inspired by the brand’s fusion of art, nature and science, and as a result, a mermaid has been introduced as the brand’s icon. Holding botanicals aloft as a crest on each bottle, she is represented as a modern icon, kept simple and polished, and finished in metallic copper as a subtle link to the pots used in the Rocktails distillation process.

Credits:
 

Tags: UK, design, Branding, Food & Drink

 

 

 

 

 

 

 

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Daughter: Rolls-Royce Motor Cars 'Light The Way'

Agency: Daughter

Client: Rolls-Royce Motor Cars

Date: December 2017

Rolls-Royce Motor Cars has launched its latest campaign and brand film for the Wraith, featuring former FIA Formula One World Champion, Jenson Button.

Created by independent creative agency Daughter and directed by Intro’s Julian Gibbs, the campaign showcases Wraith as the ultimate Grand Tourer, a car crafted for the world’s trailblazers who seek adventure.

Credits:
 

 

 

 

 

 

Agency Team:

Stu Jackson (Creative Partner)

Gareth Hopkins (Creative Partner)

Rich Newell (Creative Partner)

Lee Jackson (Strategy Partner)

Director: Julian Gibbs

Production Company: Intro

Campaign Photography: Randall Slavin

Product Photography: Benedict Campbell

Tags: UK, advertising, Branding, digital, design

 

Video of Light the way

Light the Way

 

 

 

 

 

 

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Isobel: Hammerson 'Be Ready'

Agency: Isobel

Client: Hammerson

Date: January 2018

For those serious about bagging a bargain, the January sales require thorough preparation - an idea this campaign for Hammerson's Brent Cross Shopping Centre in north west London plays with by depicting fashionistas practising boxing moves and lifting weights.

The 40-second spot was created by Ben Stump and Simon Findlater for Isobel, and directed by Samuel Hicks through Black Dog.

Credits:
 

 

 

 

 

 

Creative directors
Ben Stump
Simon Findlater

Creative partner
Rob Fletcher

Business director
Sarah Frackowiak

Account manager
Juliet Cornick

Producer
Amy Hansen

Production company
Black Dog

Director
Samuel Hicks

Director of photography
Neirin Jones

Stylist
Pamela Harris

Gaffer
Peter Hepplewhite

Production company
Black Dog

Edit
Jam

Post
Jam

Sound house
Scramble

Sound designer
James Lyme

Tags: London, advertising, retail, fashion, sales

 

Video of Brent Cross Winter Sales

Be Ready

 

 

 

 

 

 

 

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Aardman: Whitworths 'Nutwing'

Agency: Aardman

Client: Whitworths

Date: January 2018

Whitworths has partnered with Aardman to create an advertising campaign supporting their new Bright Little Nuts - a nut snack created for kids.

The lively animation, directed by Aardman’s Asa Lucander, has launched exclusively on Whitworths’ social media channels. The 30-second ad brings to life the Bright Little Nuts ‘Nutwing’ characters through the art of 2D Flash Animation.

Bright Little Nuts will also be supporting Change4Life’s campaign this January to help families choose healthier snacks and reduce their children’s sugar intake.

Credits:
 

 

 

 

 

 

Aardman’s Asa Lucander - Director - Aardman Animations
Ricky Neault - Agency Director - Chapter

Tags: UK, advertising

 

Video of WHITWORTHS PARTNERS WITH AARDMAN FOR THE LAUNCH OF BRIGHT LITTLE NUTS AD CAMPAIGN

Whitworths has partnered with Aardman to create an advertising campaign that features their Bright Little Nuts.

 

 

 

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Marks: Maynards Bassetts 'Jolly Mouth'

Agency: Marks

Client: Maynards Bassetts

Date: January 2018

Marks has reimagined Maynards Bassetts' jelly chew pack designs as Jolly Mouth, a bag designed to jump off the shelf into the digital space.

Commissioned to capitalise on the growth space among teenage consumers, the agency sought to combat boredom by providing a pick-me-up and a moment of happiness. Following a review of the teenage audience, they identified a single core insight: "If you don’t exist in their digital life, you don’t exist." With that in mind, they set about creating a pack that could jump off the shelf into their social world – without the need for an expensive social budget.

Each Jolly Mouth flavour has been given its own smiley personality, both in name and style. The bags have been designed with social media in mind, with consumers encouraged to fold the bag in half and share their #JollyMouth. The Jolly Mouth range received a limited launch into independent retailers in November 2017 and will see a wide-scale launch in Q1 2018.

Credits:
 

 

 

 

 

 

Andy Rouse - Creative Director - Marks
Lou Chorley - Lead Creative - Marks
Tom Jones - Designer - Marks
Rosie Whyley - Project Manager

Tags: UK, Branding & Packaging, Social Media, Brand strategy

 

 

 

 

 

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Brothers and Sisters: WeBuyAnyCar.com 'Library'

Agency: Brothers and Sisters

Client: WeBuyAnyCar.com

Date: January 2018

The second ad in the major new campaign for Webuyanycar.com has launched, again starring daytime celebrity Phillip Schofield.

Created by Brothers and Sisters, the second ad, ‘Library’ – one of a series of tongue-in-cheek ads in which viewers secretly follow Schofield as he goes about his daily life while webuyanycar.com obsesses over how great he is – features Phillip Schofield zip-wiring at speed to open a library. Phillip cuts the ribbon and dashes off again, with the voiceover stating that whilse Webuyanycar.com may not be as ‘quick as Phill’, you could sell your car within an hour of getting a quote.

The campaign, which launched with a 60-second TV teaser in December, uses the new strapline 'So Quick. So Simple. So Schofield.' and aims to prompt reappraisal of webuyanycar.com as "the most Phillip Schofield way to sell your car".

Credits:
 

 

Will Flack and Aaron Willmer, Executive Creative Directors, Brothers and Sisters
Robbie Ferrara, Senior Art Director, Brothers and Sisters
Rory Robinson, Senior Copywriter, Brothers and Sisters
Amanda Wright, Account Director, Brothers and Sisters
Nadine Abeledo, Senior Account Manager, Brothers and Sisters
Kate Banks, TV Producer, Brothers and Sisters
Seb Roskell, Print Producer, Brothers and Sisters
Kent Mathews, Photographer
Director/ Production Co: Andrew Gaynord at MindsEye
Producer: Ben Sullivan
Editor: Mark Davies
Post Production: Giles Cheetham/Ryan Knowles at ETC
Sound Design: Will Cohen/Mike Bamford - String and Tins
Voiceover: Tim Key
Typographer: Ricardo Stoco
DoP: Jamie Cairney
Media planning/buying: MediaCom Manchester

Tags: UK, advertising, Phillip Schofield

 

webuyanycar.com 'Library'

 

 

 

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Scoot has launched a new 360 degree and 3D virtual tour experience of its Boeing 787 Dreamliner to give prospective customers a very unconventional tour of its flagship aircraft.

The low-cost long-haul airline, which is owned by Singapore Airlines, hopes the VR experience, which will be activated in pop-up showcases in nine countries across Asia Pacific, will challenge the conventional notion that low-cost means low expectations.

The experience, which is a mixture of real footage and animation, combined with a tongue-and-cheek approach, was created by experiential design studio Untitled Project to support the airline’s new campaign ‘Permitted on Board’ and the launch of the Scoot brand in new cities across Asia.

It invites the viewer on board one of Scoot’s Boeing 787 Dreamliners, which has been shot in 360 and provides options to select ‘Scoot Economy’, ‘ScootBiz’ or ‘ScootinSilence’ for a guided tour of the respective cabins.

Once on board the real aircraft, viewers will find dancing holiday-makers, mischievous children, astronauts, robots and a levitating yogi as some of the fun, animated characters making up the cabin crew and passengers.

Creating this complex VR experience was no mean feat, as it required a 360 shoot of the aircraft itself and creation of animated CGI characters, which are based on the portfolio of illustrated characters that the airline has created for marketing purposes. To achieve this, Untitled Project used 3D modelling and motion capture to bring these characters to life and star in the VR content.

“This is the type of brief that Untitled Project thrives on – a VR project that enabled us to fuse 360 footages, 3D animation, motion capture and mobile app development. VR has unrivalled power to take consumers straight to the heart of the action,” said Warren Mackenzie, founder & creative director of Untitled Project.

“The result is that viewers will walk away with a sense that Scoot gives them complete control over their flight experience, without taking itself too seriously. Thanks to our brave and forward-thinking client, we can’t wait for people across the region to take part.”

Added Jacqueline Loh, vice president of marketing at Scoot; “People have low expectations when it comes to low-cost travel, and what better way to change perceptions than to let them experience Scoot for themselves? Thanks to the creativity and technical skills of the team at Untitled Project, we have created a very impactful experience.”

“The immersive VR content has enabled us to communicate the rational benefits of flying Scoot such as Wi-Fi, in-flight entertainment, extra leg-room and meal options, while also connecting with potential customers on an emotional level by demonstrating how Scoot gives you the freedom to tailor your flight experience according to your needs, all at an accessible price. This was our first foray into VR and we are delighted with the results.”

Untitled Project also built a custom VR player for Scoot to allow consumers to navigate through the virtual cabins seamlessly and make use of ambisonic spatial audio to elevate the aural experience. In addition, an array of 360 videos in different languages were created for use on social media, each highlighting the different benefits of flying with Scoot.

The roll-out is taking place across nine territories including China, Malaysia, Philippines, Thailand, Indonesia, Australia, Japan, Taiwan and Indonesia, while pop-up VR experience zones will be created in high traffic areas in each market.

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 16 January.

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 or upload via our online form. For voting updates and more follow The Drum Creative Works on Twitter @TheDrumCreative.

R/GA Singapore: Uber 'Year With Uber'

Agency: R/GA Singapore

Client: Uber

Date: December 2017

Uber has brought back its data visualisation campaign #YearWithUber as a way of personalising a thank you message to its users.

Started last year, the campaign by R\GA Singapore uses Uber user data to create a personalised story about how they travelled in the past year.

Those wanting to make a video must be based in specific markets in Asia Pacific (Australia, New Zealand, Hong Kong, Indonesia, India, Malaysia, Philippines, Singapore, Thailand, Taiwan and Vietnam) and have an Uber account and can create it by logging into the website. 

This year the data is used to create a ‘one of a kind’ music video for each user, based off location personalisation, as well as a combination of 5,000 story and song combinations. For each country, different cultural visual cues will be used, such as cricket in India and tuk tuks in Thailand. Kay statistics are presented, such as when you most travelled, how many miles you clocked up and how many cities were visited. Presumptions are made, which dictate the video content, such as pointing out that you rode on a particular milestone, like Chinese New Year.

 

Credits:
 

 

R/GA

Senior Technology Director - Laurent Thevenet

Senior Software Engineer - Rollen Gomes

Software Engineer - Aaron George

Senior QA Engineer - Donna Gonzales-Mapagu

Senior Technology Director, DevOps - Nauman Hafiz

Software Engineer - Dragon Chiang

NYU Intern, Prototype Studio - Bruce Luo

SUTD Intern, Prototype Studio - Ruth Wong

Creative Director - Cyril Louis

Associate Creative Director - Pimwadee Lai

Associate Creative Director - Mark Law

Visual Designer - Daseul An

Senior Producer - Sebastien Py

Group Account Director - Joe Poynter

Audio - Fuse

Illustration/Animation - Le Cube

Tags: Singapore, Uber

 

 

 

 

 

 

 

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WAT Consult: Lotus Herbals '#SparkleEveryday with #LotusMakeUp '

Agency: WAT Consult

Client: Lotus Herbals

Date: December 2017

Lotus Make-Up has launched its first brand video to promote its unique make-up range, and establish itself as a strong competitor in the cosmetics industry.
The premise for #SparkleEveryday campaign is largely that the modern woman of today is done and fed up of dealing with stereotypes and justifying herself in a rather male dominated world.

Conceptualised and executed by WATConsult, part of the Dentsu Aegis Network, the campaign focuses on how Lotus Make-up is an enabler for women from various walks of life.

The campaign idea is to show how the modern women break all the stereotypes to sparkle everyday in their life. By showcasing a photographer, cricketer, and stand-up comedian, the brand clearly states how women are sparkling in every sphere.

Credits:
 

 

Concept and Scripting: Surbhi Arora, Megha Marwah and Mridu Sharma
Director: Heren Nasta
VP Video Strategy: Manu Bhadane
Executive Producer: Aayush Dua
DOP: Sudip Sengupta
Art Director: Kristel Dias
Wardrobe Stylist: Ayushi Bhardwaj
Hair & Makeup: Tarsha Khorana
1st AD:Vishal Mundra
2nd AD-Abhishek Mishra
Production Asst : Ayub khan
Casting Director: Navrattan Mehta
Camera Assitant : Romit Pillai
Story Board: Abhijt Soman
Focus Puller: Sharad Wagh
Gaffer: Munna ( A1Lights)
Head Spot :Asif khan
Actors : Hira Ashar, Mansi Shah, Apeksha Portal
Offline Editor: Akshay Mehta
Colorist: Michele Ricosa( Prime Focus)
Online Editor : Shailendra( Prime Focus)
VO Artists : Archita Trisal & Megha Marwah
Music and Sound : Sachin 'Rabbitsackc' Chandla
Sound Engineer: Percy Lima
Sound Studio: Mothership Productions
CS Team:
VP – Operations – Faisal Haq
Group Account Manager – Chanda Sarma
Lead Account Manager – Zoya Ruth Shakeel
Account Lead – Nitika Saini
Sr. Digital Media Executive – Aditi Chauhan

Tags: India, digital, video, Social Media, advertising

 

 

 

 

#SparkleEveryDay

 

 

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AIG is putting a fresh spin on old tales to launch a new brand out of two older businesses in Japan.

AIG General Insurance is the new brand that comes after a merger between AIU Insurance Company and the Fuji Fire and Marine Insurance Company.

A campaign to promote the new brand to its Japanese audience called ‘Know Your Risk, Change Your Destiny’, plays on the idea that if AIG had been involved, characters like Red Riding Hood and The Three Pigs would have been better safeguarded. It hopes to promote a key part of the AIG General Insurance offering of Active Care.

In the Red Riding Hood story, the helpful lady at AIG plots a way for Red Riding Hood to deliver her food to her customers (while not her grandmother, it is still an older lady). In a nod to another classic tale, some AIG magic turns Red Riding Hood into Robin Hood at the last minute, scaring off the Big Bad Wolf.

The ads, created by TBWA\Hakuhodo, will be shown on Japanese TV from the start of this year. They follow up a campaign by the agency for AIG last year that won the businesses a stream of awards, called #TackleTheRisk. 

The latest campaign was filmed in Los Angeles in studio and outside and the animal masks were specially controlled to create life-like expressions and movements. Behind the scenes footage will be shared on YouTube and on AIG’s social media channels.

Welcome to The Drum 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 'Creative Work of the Week'.

We're using our five-star voting system, so to vote for your favourite, 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 for this week on Monday 22 January.

For project information, credits and more click on the project to expand to full screen. You can submit your own work via our online form.

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

Buzzman: Oreo 'Do You Speak Oreo'

Agency: Buzzman

Client: Oreo

Date: January 2018

Owen Wilson is butchering the French language in new spots for Mondelez International’s Oreo peanut butter cookie.

In two new spots, Wilson is on a tranquil French park bench, touting the peanut butter Oreo after saying, in a very American accent, his name and the cookie. In one, he stops a passing jogger and asks him how to say peanut butter. After some awkward exchanges, Wilson ends up saying in French that “this is the Oreo sorry I don’t understand flavor.”

A second spot he is on the same park bench, being coached by a French man with a walkie-talkie hiding behind a tree. In the same manner, Wilson blurts out everything the man says, even though he is not talking to Wilson, to comic effect.

Credits:
 

 

 

Mondelez International France

Marketing Director Elisabeth Bloch
Marketing Manager Matthieu Guignard
Account Manager Nicolas Hénault
Project Manager Anne-Laure Lemoussu

Buzzman

President and Executive Creative Director Georges Mohammed-Chérif
Vice – President Thomas Granger
Managing Director Julien Levilain
Creative Directors Patrice Lucet & Philippe Boucheron
Art Director Julie Greffier
Copywriter Bastien Bouchard
Account Director Maïté Orcasberro
Head of Account Thomas Crouzet
Account Executive Marie Hénaff
Strategic Planner Fanny Camus-Tournier
Strategic Planner Edouard N’Diaye
Head of Social Media Julien Scaglione
Social Media Manager Lucas Cirillo
Head of PR & Communication Amélie Juillet
PR & Communication Assistants Suzanne Langlais & Victoire Fouquet-Lapar

Rights Management Dee Perryman
Head of TV Production Vanessa Barbel
TV Production Géraldine Bourguignat & Assya Mediouni
Motion Designer Théo Berdrin
Production Iconoclast
Sound Production Schmooze
Director Adrien Armanet
Producer Nathalie La Caer

Tags: Europe, Ad of the Day

 

 

 

 

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Performance Communications: SKODA 'Cardboard SUV'

Agency: Performance Communications

Client: SKODA

Date: January 2018

Known for some of the most family-friendly cars in the business, Škoda has taken things a step further with the creation of a special one-off Karoq made entirely from cardboard. The handmade ‘Kid Karoq’ has been designed as the perfect play area for those who aren’t quite old enough to enjoy the many grown-up toys available in the brand’s all-new compact SUV.

The life-size cardboard creation took 10 weeks and more than 600 hours to construct by British design studio, Lazerian, and has been built to the exact scale of the real Karoq: 4.4 metres long and 1.6 metres tall. Commissioned by Škoda UK to celebrate the launch of the new compact SUV, which goes on sale in the UK on 11 January 2018, the brand drew inspiration for the cardboard version from 1,000 kids aged six to 11 - who told Škoda what features they’d pack into their perfect car.

Inside, the Kid Karoq has everything the children asked for – plus some additional goodies. Mini-motorists can climb into a hand-crafted driver’s seat and play with a portable games console installed in the dash display. The cardboard centre console also houses a digital tablet that controls a set of wireless Canton speakers, and mirrors many of the features found in the real Karoq’s 9.2-inch Columbus infotainment system. This means they can choose the music without pesky grown-ups changing the track.

Credits:
 

Tags: UK, design, family, automotive

 

ŠKODA UK Cardboard KAROQ

 

 

 

 

 

 

 

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72andSunny Amsterdam: AXE 'You're Gold'

Agency: 72andSunny Amsterdam

Client: AXE

Date: January 2018

In its quest to help guys everywhere be the best version of themselves, Axe is launching Axe Gold body spray with ‘You’re Gold’, a new campaign targeting young guys, telling them that when you smell fresh all day, you can be your most confident self.

The campaign pays tribute to what young guys are into today – mixing internet memes, entertainment, sports and gaming references to create short scenarios that guys all over the world can relate to. Using short, snackable media formats ‘You’re Gold’ heroes individuality in a fun and progressive way, showing guys in situations in which being confident (and smelling good) is what makes them stand out.

Created with partner agency 72andSunny Amsterdam, ‘You’re Gold’ speaks the language of today’s guys, in the places they spend the most time - Snapchat, Instagram, YouTube and Facebook. With contextualization at its heart, ‘You’re Gold’ heroes short and pithy content built for the formats our guys like and watch. The campaign includes 20-second films, as well as 15-second, 10-second and six-second cutdowns, gifs, Boomerangs, cinemagraphs, and DOOH that land the ‘You’re Gold’ point of view.

The campaign will launch globally this spring and will be supported by local activations throughout the summer.

Credits:
 

 

 

Paul Polman - CEO - Unilever
Keith Weed - CMO - Unilever
Pablo Gazzera - EVP - Axe
Rik Strubel - Global Vice President - Axe
Victor Hugo Jr. - Global Brand Director - AXE
Michael Coden - Global Senior Brand Manager - AXE
Izabela Rekos - Global Brand Manager - AXE
Carlo Cavallone - Executive Creative Director - 72andSunny Amsterdam
Stuart Harkness - Executive Creative Director - 72andSunny Amsterdam
Richard Harrington - Director of Design - 72andSunny Amsterdam
Laura Visco - Creative Director - 72andSunny Amsterdam
Adam Koppel - Creative Director - 72andSunny Amsterdam
Matt Heck - Creative Director - 72andSunny Amsterdam
Patric Franz - Designer - 72andSunny Amsterdam
Frenkel Schonfeld - Writer - 72andSunny Amsterdam
Fernando Ribeiro - Strategy Director - 72andSunny Amsterdam
Paul Chauvin - Strategist - 72andSunny Amsterdam
Simon Summerscales - Director of Comms Strategy - 72andSunny Amsterdam
Ruro Efue - Senior Comms Strategist - 72andSunny Amsterdam
Bruno Steffen - Comms Strategist - 72andSunny Amsterdam
Rob Conibear - Group Brand Director - 72andSunny Amsterdam
Angelina Joy - Brand Director - 72andSunny Amsterdam
Henry Poynor - Brand Manager - 72andSunny Amsterdam
Caitlin McStravick - Brand Coordinator - 72andSunny Amsterdam
Maaike Baan - Brand Coordinator - 72andSunny Amsterdam
Stephanie Oakley - Director of Production - 72andSunny Amsterdam
Eline Bakker - Film Producer - 72andSunny Amsterdam
Veronique Beumer - Film Production Coordinator - 72andSunny Amsterdam
Matt Marty - Interactive/Film Producer - 72andSunny Amsterdam
Nili Zadok - Print Producer - 72andSunny Amsterdam
Laen Sanches - Editor 10” & 6” films - 72andSunny Amsterdam
Jake Catterall - Editor/Designer social Assets - 72andSunny Amsterdam
WLT - Adaptation company
Selam Kehishen - Business Affairs Senior Manager - 72andSunny Amsterdam
Keith Schofield - Director - Caviar UK
Jallo Faber - Director of Photography - Caviar UK
Kwok Yau - Producer - Caviar UK
Sorcha Shepherd - Executive Producer - Caviar UK
Davina Abrahams - Production Manager - Caviar UK
Whitehouse post - Editing company for 15” & 20” films
Patric Ryan - Editor for 15” & 20” films - Whitehouse post
Nicole Stewart - Edit assistant for 15” & 20” films - Whitehouse post
Chris Allen - Producer for 15” & 20” films - Whitehouse post
Hecho - Editing company for 10” & 6” films - Hecho
Laen Sanches - Editor for 10” & 6” films - Hecho
Wave Amsterdam - Audio Post
Alex Nicholls- Lee - Sound Designer/Mixer - Wave Amsterdam
Mirjam Gevers - Sound Producer - Wave Amsterdam
Estelle Papougnot - Sound Producer - Wave Amsterdam
Big Sync - Music Supervision company
Alexandra Carlsson Norlin - Music supervisor - Big Sync
Music Company - AMP Amsterdam
Music supervisor - AMP Amsterdam

Tags: Europe, advertising

 

AXE GOLD BODYSPRAY - EPIC TRIP

 

AXE GOLD BODYSPRAY - RUSH HOUR

 

AXE GOLD BODYSPRAY - HANGING HIGH FIVE

 

 

 

 

 

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La Chose: Road Safety / Sécurité Routière '#RespectSam '

Agency: La Chose

Client: Road Safety / Sécurité Routière

Date: December 2017

We all know a person who, one evening, took the wheel for us and brought us home safe and sound. A new campaign for French road safety agency Sécurité Routière, and its agency La Chose decided to express to their gratitude and respect to designated drivers across the world, for getting their friends and loved ones home safe at the end of the night.

The film focuses on a series of individual characters, each named Sam, and the sacrifices they make to ensure that everybody else's nights end safely.

Credits:
 

 

 

Agency : La Chose
Director : Stéphane Barbato
Sound Production : THE, Das Ding

Tags: France, advertising

 

#RespectSam

 

 

 

 

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Droga5 London: Bulk Powders 'Dominate Life'

Agency: Droga5 London

Client: Bulk Powders

Date: January 2018

Anthony Joshua, the Watford-born world heavyweight boxing champion, is the star of a new advertising campaign for Sports Nutrition brand Bulk Powders, created by Droga5 London. The work avoids the usual po-faced tone of fitness marketing and instead takes a tongue-in-cheek approach with the strapline ‘Dominate Life’.

In the TV commercial, a used-car salesman is shown sweating over the signing of a deal as he notices the muscular physique of his customer and starts making assumptions about how capable he must be. It finishes with Anthony Joshua revealing that he dominates life by drinking Bulk Powders.

Credits:
 

 

 

Agency: Droga5 London

Chief Creative Officer: David Kolbusz

Executive Creative Directors: Steve Howell & Rick Dodds

Creatives: Ed Redgrave & Dave Wigglesworth, Frazer Price & Teddy Souter

CEO: Bill Scott

Account Director: Jonny Price

Head of Production: Chris Watling

Agency Producer: Goldie Robbens

Strategy Director: Zoe Scaman

Director/Production Company: Aaron Stoller/Biscuit Filmworks

Executive Producer: Rupert Reynolds-MacLean

Post Production: The Mill

Tags: UK, droga5 London, Bulk Powders, Dominate Life, Anthony Joshua

 

Dominate Life

 

 

 

 

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Royston Labels: Griffiths Brothers 'Cold Distilled Gin'

Agency: Royston Labels

Client: Griffiths Brothers

Date: January 2018

Royston Labels has created label packaging for Griffiths Brothers' Cold Distilled Gin, combining simple black line work with evocative detailing and flashes of blue.

The Griffiths Brothers name is associated with premium gin that has been created using cold distillation to better capture the flavours of the botanicals, so in manufacturing the label for this special drink, the Royston team used a series of specialised techniques to ensure the highest quality finish.

The label was printed on a clear material to ensure that it was sufficiently and that the large, bold design was clearly delineated. High definition raised print was applied to give a smooth textural quality to the text, and vibrant blue detailing was achieved with premium inks.

For an innovative finishing touch, a heat-responsive section was added to the back. We manufactured this portion of the label using thermochromic ink, which turns blue when the gin is cold enough to drink. At warmer temperatures, the blue fades – indicating that it’s time for a trip back to the refrigerator.

Credits:
 

Tags: UK, packaging, packaging design, Royston Labels, design, Branding & Packaging, Brand Identity/Packaging

 

 

 

 

 

 

 

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PrettyGreen: Betsafe 'Man City v Saracens'

Agency: PrettyGreen

Client: Betsafe

Date: January 2018

Betsafe has launched the battle of Britain’s sporting giants, as Man City take on Saracens in a series of challenges. In the first episode, ‘The Drop’, the Manchester City players are tasked with controlling balls of different shapes and sizes that have been dropped from nearly 20ft.

Created by bookmaker and gaming company, Betsafe, with support from their UK agencies Fuse and Pretty Green, the content series contains a number of challenges include aiming kicks into a 20-metre-high crane, taking shots at goal in the face of a wind machine, and catching balls through a wall of smoke.

Credits:
 

 

 

Betsafe.com

Tags: UK, digital

 

Episode 1 | Manchester City v Saracens | Overcome The Odds

 

 

 

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The winner of this week's creative work of the week in Asia Pacific is Kraft Heinz, which treated 36,000 mothers in three cities across Indonesia to their favourite meals, served up by three renowned chefs to celebrate Mother’s Day in the Southeast Asian country in December 2017.

The campaign, which was created by VML Indonesia, in partnership with Geometry Global and OMD for Kecap ABC, wanted to show that while Indonesian mothers give their all to their families, they are not recognised enough for the sacrifices and efforts they make, a difficult truth that is also acknowledged by their family members.

This insight was uncovered as a part of a study that Kecap ABC authored, in collaboration with Ipsos, to better understand the motivations and struggles of Indonesian mothers.

In line with the brand and company’s push towards creating acts, not just ads, mothers in the three cities of Jabodetabek, Surabaya and Semarang were treated to their favourite dishes, cooked with Kecap ABC’s very own 1st press recipes, and served by three well-known chefs - Chef William (Jabodetabek), Chef Billy (Semarang) and Chef Ken (Surabaya).

When Scoot wanted to create a virtual reality experience that would engage consumers across the Asia Pacific and support the brand’s regional re-launch after merging with Tiger Air in 2017, it turned to experiential design studio, Untitled Project.

The brief from the low-cost long-haul airline to the agency was to challenge people’s preconceptions of flying with a low-cost carrier and allow people to experience the unique product and service features found on board its flagship aircraft, the Boeing 787 Dreamliner.

“The client was looking for a fun, quirky VR experience that could be rolled out in a series of on-ground events in nine countries and six languages, as well as a range of bite-sized 360 content, aimed at selected local markets that could amplify these events via hyper-targeted social media campaigns,” Warren Mackenzie, founder and creative director at Untitled Project tells The Drum.

The final result? A mixture of real footage and animation on board one of Scoot’s Boeing 787 Dreamliners, shot in 360 and provides options to select ‘Scoot Economy’, ‘ScootBiz’ or ‘ScootinSilence’ for a guided tour of the respective cabins. Once on board the real aircraft, viewers find dancing holiday-makers, mischievous children, astronauts, robots and a levitating yogi as some of the fun, animated characters making up the cabin crew and passengers.g

Mackenzie goes on to explain the creative process, saying that nothing beats the exhilarating feeling we all get when a plane takes off, so to encapsulate this feeling and convey it to a consumer, we chose to immerse the audience in full 360 content.

“Scoot's brand assets are a rich array of quirky cartoon characters and at Untitled Project, we have a strong background in character animation and motion capture. The only way to get through the volume of animation and to breathe a larger-than-life performance into a huge production cast was to create them in 3D, and animate using our inhouse Mocap system,” he says. “Our team of character modelers, riggers and animators gave us the flexibility for changes even after the ‘Mocap’ shoot with real actors.”

Revealing that the hardest part of the process was creating full three-dimensional characters from their 2D art, Mackenzie says: “This time-consuming process had to be spot on, mirroring Scoot's strong and recognisable brand assets. Working in 3D with a final 2D cell shaded look and can be quite hard and took some time to perfect.”

Further challenges included creating the cell shaded ‘toon’ look for the piece proved quite difficult, at the time of production none of the off the shelf solutions would support a 360-camera lens required for rendering the content. “During project we had to create a predictable, production ready solution. As a result, we developed our own set of 3D cell shaders that would talk to our render engine, and outline the characters with a toon line,” Mackenzie explains.

The roll-out is currently taking place in China, Malaysia, Philippines, Thailand, Indonesia, Australia, Japan, Taiwan and Indonesia, while pop-up VR experience zones will be created in high traffic areas in each market.

The on-ground execution was planned and executed by Publicis and he roll-out took place across nine territories in the last quarter of 2017, covering China, Malaysia, Philippines, Thailand, Indonesia, Taiwan, Japan, Australia and India. “We created twelve different 360 videos and a custom branded VR Scoot VR player with four languages options that amplify Scoot’s message, supporting social media outreach in key markets,” says Mackenzie.

ANGFA, a Japanese health business, has created a book that can be washed by soap to help educate children in Cambodia about the benefits of using medicated soap.

The book is designed so that the storyline is only revealed when children wash the character’s hands with the soap. As the hands of the character are washed, the story appears in colour. The idea being that the children will start to learn that using germicidal soap can help prevent diseases, and give them a brighter future.

In the first part of the campaign, 400 of the books will be sent to Cambodia, along with 400 ANGFA soaps.

The campaign was created for ANGFA by McCann Health in Japan and will be promoted within the country around ‘Hand Washing Day’.

Jeremy Perrott, global chief creative officer of McCann Health, said: “The true human instinct to touch feel and experience is brought to life in this simple, engaging and powerfully compelling book. What I love most about this book, is the lack of high tech and sophisticated systems to convey a message. Instead we learn through an experience and remember because of the simple act of washing a surface to reveal its message. Simply genius.”

The link between Cambodia and ANGFA in Japan has been running for a while, as last October the brand launched a campaign called ‘Save Soap’ in which it sent a soap to Cambodia for every soap sold in Japan.