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 29 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.

MullenLowe: Art Fund UK 'New Year, New You'

Agency: MullenLowe

Client: Art Fund UK

Date: January 2018

Art Fund's new print and digital campaign promoting its National Art Pass plays on people's enthusiasm for new hobbies during January.

The ads communicate that while New Year habits may be fleeting, the National Art Pass will keep giving all year long. The illustrations are by Dutch artist Xaviera Altena, and the campaign was created by Lee Manton and Mike Dawe at MullenLowe.

Credits:
 

 

Agency - MullenLowe
Clients - Carolyn Young, Director of marketing / Sam Grayson, Senior marketing manager Art Fund
Illustrator - Xaviera Altena
Creative team - Lee Manton, Mike Dawe
Account team - Georgina King, Katie Colhoun
Planner - Luke Stockil
Designer - Harry Ingrams
Creative producer - Josh Burley

Tags: UK

 

 

 

 

 

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WCRS: Churchill Insurance 'Shameful Tattoo'

Agency: WCRS

Client: Churchill Insurance

Date: January 2018

Churchill has launched its new TV advert, ‘Shameful Tattoo’, promoting Churchill’s Vandalism Cover, where its customers no claim discount is protected if they claim after their car is vandalised. Created by WCRS and directed by Joseph Mann, the ad is the latest in Churchill’s ‘Objects’ series and features Churchie comforting a talking car (voiced by comedian Josh Widdicombe) who has been marked with suggestive ‘Bootylicious’ graffiti while asleep.

Designed to appeal to a broad TV audience, the ad is a cheeky and playful take on one of the most frequently occurring and expensive to repair instances of vandalism, and features the track ‘Shake Your Booty’ by KC & The Sunshine Band.  A 20-second of the ad will run from March.

The campaign was also worked on by animation specialists Blinkink.

Credits:
 

 

Client: Churchill
Clients: Lucy Brooksbank, Ed Harland-Lang, Zoe Fidler, Naomi Kombe, Alison Traboulsi

Agency: WCRS
Executive Creative Director: Billy Faithfull
Creative Director: Chris Ringsell
Creatives: Tom Dixon & Jo Griffin
Agency Producer: Sally Miller, Oliver West
Account Handling: Emma Marsland, Carolina Gutierrez Vargas, Chris Moger, Dan Taylor
Planning: Elisa Edmonds, Kath Morris
Social Strategy: Duncan McLauchlan, David Blackett

Production Company: Blinkink
Directors: Joseph Mann
Executive Producer: Bart Yates
Producer: Joshua Smith
Production Manager: Jack Bingham
Art Director: Arthur De Borman
DOP: Simon Richards

Post House: Freefolk
Post Producer: Vittorio Giannini
Flame Op: Andy Coppin
Colourist: Paul Harrison
Sound Design: Angell Sound, Nick Angell
Editor: Max Windows at STITCH

Tags: UK, advertising, comedy, Churchill, WCRS

 

Churchill's 'Shameful Tattoo'

 

 

 

 

 

 

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McCann London: L'Oréal Paris 'World of Care'

Agency: McCann London

Client: L'Oréal Paris

Date: January 2018

In a new multimedia campaign, L’Oréal Paris Elvive explores and celebrates our complicated, emotional relationship with our hair. 

L’Oréal Paris has teamed up with a group of British ambassadors and influencers including Cheryl, Neelam Gill, Alexina Graham, Dougie Poynter, Nadine Baggott, and Lydia Millen to celebrate and explore their unique, sometimes complex, but ultimately fascinating relationship they have with their hair.

The campaign, photographed and directed by Rankin, showcases the ambassadors’ broad range of hair types and the often-complicated feelings they have towards it. The campaign, created by McCann London, breaks mid-January 2018 across social, out of home, TV, print, and the newly revamped, iconic Piccadilly Circus site.

Credits:
 

 

Client:
Adrien Koskas - General Manager, CPD - L’Oréal Paris
Ben Beharrell - Brand Business Director - L’Oréal Paris
James Satterthwaite - Brand Business Manager - L’Oréal Paris
Tara Baird - Product Brand Manager - L’Oréal Paris
Helena Osborne - Senior Social Brand Manager - L’Oréal Paris

Creative agency:
Rob Brown - Executive Creative Director - McCann London
Lisa Conway - Executive Vice President - McCann London
Alison Webber - Managing Partner - McCann London
Regan Warner - Creative Director - McCann London
Kate Pozzi - Creative Director - McCann London
Leyla Tezcan - Account Director - McCann London
Emma Reitman - Account Manager - McCann London
Joely Buxton-Smith - Account Executive - McCann London
Louise Hawthornthwaite - Project Director - McCann London
David Frymann - Planning Partner - McCann London
Emily Ellis - Planner - McCann London
Steph Dunk - Copywriter - McCann London
Andy Tannock - Design Director - McCann London
Beth Moss - Designer - McCann London

Production company:
Rankin - Director and Photographer - Rankin
Nicola Kenney - Global Executive Producer - Rankin
Julia Fetterman - Producer - Rankin
Eleri Evans - Production Manager - Rankin
Suzi Simms - Production Assistant - Rankin
Arnaud Stefani - DOP - Rankin

Post-production company - Williams Lee Tag

Tags: UK, advertising, Brand, mccann london, agency

 

L'Oréal Paris Elvive World of Care

 

 

 

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MullenLowe London: Subaru 'Better Where It Matters'

Agency: MullenLowe London

Client: Subaru

Date: January 2018

Renowned Japanese car brand Subaru is launching a new model, the XV, this month with an integrated campaign created by MullenLowe. It’s the agency’s first work since picking up the account last year. The ‘Better Where It Matters’ platform highlights Subaru as a brand that eschews meaningless gimmicks in order to focus on things that genuinely set the driving experience apart.

For the XV those things are found in safety, capability and reliability.

Subaru’s communications manager, Alexandra Lyons, said: “Auto advertising all looks and feels the same. The engineering that goes into our cars sets Subaru apart from that style over substance.

"We don’t have the biggest marketing spend in the car market so we need to outsmart others to win attention, and this work for the XV does just that."

The work launches on 19 January 19, made up of TV, cinema, print and online creative and a media partnership with National Geographic.

Credits:
 

 

Client | Subaru
Group Marketing Director | Chris Hawken
Communications Manager | Alexandra Lyons
Creative Agency | MullenLowe London
Executive Creative Director | Mark Elwood
Creative Lead: Gavin Cumine
Creatives | Greg Stekelman, Drew Davies, Angus Crombie
Designer | Dave Allen, Harry Ingrams
Executive Partner | Laurence Green
Business Lead | Ross Farquhar
Account Directors | Alex Gillespie, Georgina King
Account Manager | John Stowell
Strategist | Joe Smith
Producer | Luke Judlin
Creative Producer | Josh Burley
Production Company | Stink Films
Director | Keith McCarthy
Executive Producer | Jon Chads
Producer | Josh Barwick, Peter Knowles
Production Assistant | Chloe Fernandes
DOP | Christopher Sabogal
Sound Design | UNIT
Sound Designer | Jamie Thomas, UNIT
Post Production | Stitch
Editor | Tim Hardy
Colourist | George K, MPC

Tags: UK

 

Better Where It Matters

 

 

 

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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 30 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.

Having previously introduced the SelfieSTIX, a specially designed clip that attaches the DentaStix to the top of your smartphone to help dog owners create perfect selfies with their pets, Pedigree has now launched the SelfieSTIX app that lets people add fun filters to their dogs’ perfect photos.

The app easily converts peoples’ canine companions into a delightful cast of characters, including police officers, aviators, university graduates, safari explorers and cowboys by using a unique combination of canine facial recognition technology and machine learning to track the dog’s face, which allows for accurate placing of the filters.

It then lets people share their filtered selfie through social media and will release new filters around special occasions like Valentine’s Day and Easter. The campaign was created in partnership with Colenso BBDO.

“We love our dogs, so why not give dogs access to all the fun things us humans have too?” said Cormac van den Hoofdakker, brand manager of Pedigree at Mars NZ.

“The Pedigree SelfieSTIX phone clip meant that people could have meaningful moments of closeness with their dogs in the form of a perfect selfie. But with the Pedigree SelfieSTIX app, it truly takes those selfies to the next level.”

Colenso BBDO: Pedigree 'Pedigree SelfieSTIX app'

Agency: Colenso BBDO

Client: Pedigree

Date: January 2018

Pedigree and Colenso BBDO have launched the Pedigree SelfieSTIX app that lets people add fun filters to their dog’s perfect photo.

Like Snapchat Lenses, but for dogs, the Pedigree SelfieSTIX app easily converts peoples’ canine companions into a delightful cast of characters, including police officers, aviators, university graduates, safari explorers and cowboys.  Dog owners can also expect a new release of filters around special occasions like Valentine’s Day and Easter.

The app transforms the campaign and activation into a platform that can be refreshed time and time again, driving repeat purchase of the DentaStix product, and uses a unique combination of canine facial recognition technology and machine learning to track the dog’s face, which allows for accurate placing of the filters. It then lets people share their filtered selfie through social media.

Credits:
 

Tags: New Zealand

 

 

 

 

 

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Ahead of the Olympic Winter Games PyeongChang 2018 opening ceremony, Visa has launched a campaign called ‘Resetting Finish Lines’, which features all 54 members of the Team Visa roster, including Olympic and Paralympic athletes, hopefuls, and legends from around the world.

The film, which is part of Visa’s sponsorship of the Olympics, highlights the inspirational and historic stories of eight Team Visa athletes en route to the Games.

Along the way, athletes use payment innovations, such as Visa Checkout, contactless cards and wearable payment devices. It also features Visa's suite of sensory branding, developed to support an expanded universe of connected, payment-enabled devices.

13 versions of the film was shot by sports marketing director Stacy Wall in New Zealand and South Korea, and localised versions includes Canada, China, Japan, Italy, Poland, United Kingdom and the United States.

"Creating a film and inviting Team Visa athletes to be the stars and represent the Visa brand is our way of celebrating their inspiring stories and cheering them on throughout their journey, "said Lynne Biggar, chief marketing and communications officer at Visa.

"When it came time to launch the film, we couldn't have asked for a better medium than the athlete's own 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 5 February.

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.

Rosapark: ING Direct France 'The Bank Invested in Me'

Agency: Rosapark

Client: ING Direct France

Date: January 2018

Rosapark have created a new campaign that seeks to illustrate the nature of client/bank relationships at ING Direct.

Each film in the new campaign features a phone conversation between an ING Direct advisor and a client in dire straits. Each call is related through an allegory of how the client perceives their urgent scenario and the fact that the right answer, at the right time, can save their life. The agency created different rescue scenes from action/adventure films, which illustrate these conversations.

The films, directed by Nalle Sjöblad at Birth, are a mix of live action images and integrated 3D, giving the films a cinematic feel. All of the usual action movie elements are present in the films, in their precision, realism, and in the most minute details, giving you the sense you’re watching a blockbuster movie, with an entertaining story and palpable tension.

The cinematic character is further reinforced by the music, which was specially composed (Laurent Perez Del Mar) and recorded by an orchestra.

Credits:
 

Co-founders :
Jean-Patrick Chiquiar, Jean-François Sacco, Gilles Fichteberg

Managing Director :
Sacha Lacroix
Account Director :
Soraya Cottin
Account Manager :
Caroline Planty
Creative Directors :
Jean-François Sacco/Gilles Fichteberg
Copy-writer :
Pierre - Antoine Dupin
Art Director :
Frédéric Leclerc
Strategic Planner :
Sonia Guitz
TV Producer:
Elodie Jonquille
Art Buyer:
Camille Asal

Production House:
Birth
Director:
Nalle Sjöblad
Post Production:
Mathematic
Photographers :
Nick & Chloé

Tags: UK

 

The Temple of Crocodiles

 

The Infernal Planet

 

 

 

 

 

 

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Wieden+Kennedy Amsterdam: Facebook 'Let's Get To Work'

Agency: Wieden+Kennedy Amsterdam

Client: Facebook

Date: January 2018

Facebook is set to embark on an integrated advertising campaign underscoring its work with Britain’s small business, including the UK’s oldest boxing club and a jeans manufacturer in Cardigan, Wales.

Created by Wieden+Kennedy Amsterdam, the campaign is fronted by a 60-second hero film voiced by Game of Thrones’ Kit Harrington. ‘Let’s Go To Work’ features clips of traditional businesses’ hard working routines, such as a training session in a boxing gym, a round of shaves at a barbers and knife sharpening at Charlotte’s Butchery.

The eight-week campaign, which will span outdoor, TV, print, online and cinema, features 16 small and medium businesses (SMBs) in total.  It hopes to shine a light on Facebook’s investment in these types of local enterprises, as well as the depth and diversity of their business models.

Credits:
 

Tags: UK

 

 

 

 

 

 

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GTB : Ford 'Built For Your Next Steps'

Agency: GTB

Client: Ford

Date: January 2018

Ford has taken to Scotland to shoot a cinematic new ad, ‘Built For Your Next Steps’, to promote the EcoSport model. Created by GTB and produced by Radical Media and LS Productions, the 30-second spot puts viewers in the shoes of the British public.

Directed by Josh & Xander, the spot pays tribute to the narrative device used in classic movie scenes as the shot focuses on a character’s foot as they step out of a vehicle to confront a challenge. In the advert the dramatic camera technique is adapted to introduce us to a cast of everyday British individuals.

Identified only by their footwear, we see each anonymous character step gallantly out of their Ford EcoSport cars. As each character takes their next steps, the commercial shows a range of unique but sentimentally British journeys.

Credits:
 

Agency: GTB
Production Company: Radical Media
Director: Josh Melnick and Xander Charity
Production Service: LS Productions
Executive Producer: Sarah Drummond
Producer: Deva Smith

Tags: UK, Branding, advertising

 

 

 

 

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Force Majeure, MW Luxury Packaging: Johnnie Walker 'Ghost & Rare Special Release'

Agency: Force Majeure, MW Luxury Packaging

Client: Johnnie Walker

Date: December 2017

Johnnie Walker Blue Label Ghost & Rare is a special release created from eight unique Scotch whiskies and brought to life by the brand's master blender Jim Beveridge. Of the eight whiskies included, three were sourced from 'ghost' distilleries.

To celebrate this unique whisky, Force Majeure designed and MW manufactured a pack honouring the ghost and rare whiskies that went into its creation. The result is a cleverly engineered sliding pack constructed with premium grey board and wrapped in high quality art paper printed with a map of Scotland. To create texture, gloss varnish was applied to the illustrated map in a contoured pattern. The location of each ghost distillery was picked out in looping, screen-printed script, while the remaining sites were marked with eye-catching gold foil.

The bottle of Johnnie Walker itself is held in a cream vacuum-formed fitment within a diagonally finished rigid board compartment, which is in turn held in a slide-out drawer wrapped in colour-matched, core-dyed paper. A bespoke sliding mechanism and concealed magnets make it easy to pull out the drawer; upon completion of its “journey” the drawer clicks satisfyingly into place. Meanwhile, a discreet gap in the inner fitment controls the vacuum effect created by the sliding drawer. The finishing touch comes in the form of a gold foil band wrapping around the edge of the slide-out drawer and bearing the story of this unique whisky in sleek, debossed lettering.

Credits:
 

Tags: UK, MW Luxury Packaging, luxury, design, Packaging; luxury; consumer, packaging, packaging design, Product Packaging design, premium, premium drinks

 

 

 

 

 

 

 

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Nonsense: Lottoland 'Pies'

Agency: Nonsense

Client: Lottoland

Date: January 2018

Lottoland, the lotto-betting brand, has launched a new multi-media campaign. The lead film and content, 'Pies', demonstrates that Lottoland gives consumers the opportunity to have your ‘fingers in more pies’, by betting on more than 30 lotteries from around the world.

Devised by creative agency Nonsense, the campaign targets 25-45 year olds and will appear in the ad break of Hunted on Channel 4 and Through the Keyhole on ITV. A three-month media schedule, planned and bought by Home, features UK broadcast TV, dynamic TV, broadcast VOD, social media, pre-rolls, radio, OOH and digital display.

As part of the content creation approach by Nonsense, all the executions were shot in one day by Sebastian Hedin through Hobby Films – encompassing three TVC edits, 20 social executions, radio, OOH, digital display and 200 Sky Dynamic variants to respond to live information updates in real-time. 

Credits:
 

Dan Sherratt, UK Head of Marketing, Lottoland
Rob Mosley, Executive Creative Director, Nonsense
Alexi McCarthy, Art Director, Nonsense
Will Savage, Executive Producer, Nonsense
Greg Hemes, TV Producer, Nonsense
Sebastian Hedin, Director, Hobby Films
Tom Rickard, Producer, Hobby Films
Mark Stein, Producer, Hobby Films
Craig Smith, Editor, Smoke and Mirrors
Ignacio Rodriguez, VXF, Smoke and Mirrors
Sam Fletcher, Artist, Smoke and Mirrors
Sophie Williams, Photographer
Matt Hobbs, Retouching
Sven Kaifel, Design Director, Nonsense

Tags: UK, design, Branding, advertising

 

 

 

 

 

 

 

 

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Gap announced the launch of its 'Archive Reissue – Logo Remix,’ apparel collection highlighting its almost 50-year-old brand via a remix of the Thompson Twins''Hold Me Now' and a music video.

To launch the collection, Gap collaborated with director Tabitha Denholm, who has directed music videos for Florence and the Machine, Haim and Jessie J, along with performance and movement director Tanisha Scott, who is best known for her work with Beyoncé, Drake and Rihanna, to create the ‘Logo Remix’ film.

The film brought together, according to Gap, some of the “leading culture remixers in a moment of joy evoked through music and movement by paying homage to the nostalgic Gap ads of the past with a modern, remixed twist. While Tabitha used motion control video techniques to play with space and perspective, Tanisha choreographed a dance sequence that includes remixed versions of unforgettable group dances including 'The Wobble,' 'Cha Cha,' and 'Kid-n-Play.'"

‘Logo Remix’ features a global cast of talent, including Grammy-nominated singer-songwriter SZA and and producer Metro Boomin, the latter who remixed iconic 80s anthem ‘Hold Me Now’ by British band the Thompson Twins. Other talent includes actors and musicians such as Awkwafina, Bria Vinaite, Connor Franta, Maya Jama, Miles Heizer, Naomi Watanabe, and Sabrina Claudio.

“Following the strong consumer and social interest in our '90s Archive Reissue’ from last year, we are launching the Logo Remix collection by looking forward at the talent who are reshaping and remixing culture in their own way,” said Craig Brommers, chief marketing officer for Gap. “Gap is always one to celebrate and bring culture to the mainstream and what better way to do this and highlight this group of global individuals.”

To celebrate its evolution, the ‘Logo Remix’ collection includes signature Gap styles, including tees, sweatshirts, and rugby shirts, thoughtfully designed with logos from throughout the decades. The track went live for streaming on Spotify and Apple Music late last week.

Alibaba Group has launched its first brand campaign as part of its 10 year partnership with the Olympics, using emotional storytelling techniques to drive awareness of its support of small businesses.

The ‘To the Greatness of Small’ campaign comprises of TV in China, digital in China, Korea, The US, UK and Japan and on the ground activation, including outdoor ads, at the Winter Olympics in PyeongChang, South Korea, which starts in February.

The idea aims to use sports to draw links between its work with small businesses, showing how powerful small can be with the right support. In one TVC, a true story of an ice hockey team in Kenya aims to show the power of a small number of people, who go against the odds to build a sport that doesn’t sit naturally in its environment.

During the TVCs, the voice over reads: “A small character has unrivaled power. A small corner can impact the whole world. A small country’s story can inspire all humanity. From big to small, everyone is making a difference. Alibaba Group, together with the Olympic Games, gives everyone an equal chance. To the greatness of small.”

Another TVC tells a historical story of an Olympiad that stopped canoeing to let some ducks pass, while still managing to win his race.

Alibaba CMO Chris Tung, said as part of the announcement: “To the Greatness of Small’ harks back to Alibaba’s founding in 1999. “The first company Jack Ma and his fellow founders built was Alibaba.com to help small businesses in China export their best products to the world. Then came Taobao – the largest online marketplace in the world, home to millions of small merchants who started businesses and built brands fulfill their own dreams. There are millions of people selling and half a billion people shopping on our platforms today. We have a vision to make it possible for any small business to be able to sell to consumers anywhere in the world, seamlessly.”

The winner of this week's creative work of the week in Asia Pacific is Downy, which marked its entry into China by using text messaging to promote their fabric softener products.

The Proctor & Gamble-owned brand partnered with a digital scent technologist in Japan to choose 100 frequently texted words to act as keywords to trigger one of the three scents built into the device.

The campaign, created by Grey Group, wants to use scent to trigger emotions, as well as promote Downy's , in-wash scent booster Unstoppables as one of the most popular in-wash fragrance beads. It also wanted to change the perception that text messaging, while popular, is cold and is toneless.

Headlines tell the story of the New York Times' longtime investigation of concussions, CTE and the NFL in a haunting spot that the publisher has released ahead of Super Bowl weekend.

The spot opens with the headline "Seau to Enter Draft," in reference to professional football hall-of-famer Junior Seau from the San Diego Chargers.

For the uninitiated, the subsequent headlines look as though they're showcasing career highlights of a legend taking shape over the '90s, coinciding with the league's record numbers in attendance.

Then the spot flashes forward a headline (and a decade) to 2007, with Seau returning from injury for his final season. It then jumps to 2012, when the Times announced the linebacker's suicide.

In the years that followed, the Times' investigative journalism was in the midst of what would happen next: conflict with the NFL over the ties between brain trauma, football and suicide, and the outlet's presence leading up to the NFL's eventual change to its concussion protocol.

This is the second spot that the Times has aired so far this year, the first being its "He said. She said" spot during the Golden Globes, timely with the #MeToo and #TimesUp social campaigns taking off.

The ad, says the Times, is the latest in the series that draws from its “The Truth is Hard” campaign that debuted during the Academy Awards last year.

The Times says plans to release ads highlighting other major Times investigations focusing on holding power to account in the sports arena, including its coverage of Russian doping at the 2014 Winter Olympics in Sochi as well as its corruption investigation of FIFA officials in 2015.

Nokia has launched its first major campaign since its re-launch in China, in time for the upcoming Chinese New Year.

The film for the campaign, which was jointly created by Mother and The Secret Little Agency, is a story about Yun, a handsome young actor starring in a period drama who must shoot a grueling war scene through CNY.

This takes him away from his loving mother, who is always a video call away. After discovering that he had left his favorite winter coat at home, she surprises him on set with a home-cooked meal, his favorite coat and most important of all, the gift of her presence during CNY.

Nokia hopes that that as families all over the world take time to reunite this CNY, the film will be a reminder that millions of individuals will be working hard through the most important holiday in the Chinese calendar.

“The best gift you can give to the people you love is time – this is something we really wanted to convey through the film. Although technology can connect people across distance, there is no substitute for genuine moments of human unity. We wanted to remind people of that this Chinese New Year season,” said Anastasia Orkina, global marketing director, B2C (Nokia phones), HMD Global.

The film will roll out not just in China, but across Asia Pacific in markets such as Thailand, Malaysia, Singapore, Vietnam and Taiwan.

Colle McVoy helped Minnesota’s tourism board launch an immersive pop-up experience during Super Bowl week.

The experience, called ‘Sota Pop, is an immersive storytelling experience that the agency said is “flipping the script to show visitors that Minnesota is more than cold; it’s cool.” The temporary installation in downtown Minneapolis during through Super Bowl Sunday allows people to journey through a maze of brightly colored, themed rooms with specially designed backdrops that inspire social media selfies.

The exhibition, which took cues from the Museum of Ice Cream and Refinery29’s 29 Rooms experience, contained five main rooms, as well as several smaller scenes. All were designed by local artists and celebrate the wide variety of destinations, four-season activities and attractions that make Minnesota unique. Colle McVoy considers 'Sota Pop the first "single-brand installation" of its kind.

Mike Caguin, chief creative officer of Colle+McVoy said, "We rented out a space near Super Bowl Live, where you could walk into this multi-room experience and get a flavor of the things that happen during the other three seasons, from golf to all the lakes and boundary waters, fall leaves and colors. representing all regions of the state during their different seasons through the vibrant, colorful artist installations."

Both agency and client predicted that during Super Bowl week, to expect around 10k visitors. Caguin said within the first three days of the installation, they surpassed that. "It's been lot of fun," he continued,  "We looked at what are people doing during their travels that are becoming sharable, and we definitely look at these experiences. We've seen brands do partnerships, but we haven't seen the tourism space take advantage of this opportunity."

The experience encourages its visitors to check out all that's good in Minnesota by exploring its tourism board's instagram and using #OnlyinMN

Australian insurance company GIO has unveiled a new brand positioning which seeks to question people’s views on insurance and ask them if they think they are covered or know for sure that they are.

The new brand positioning, which was created by Leo Burnett, is supported by a fully integrated campaign, which spans personal and business insurance, and was developed after extensive research with consumers.

The campaign revolves around conversations that revealed that,while there are some Australians who are okay to ‘set and forget’ their insurance, there are many more who do not just want to think they are covered for the things that matter to them most. It says they want to know for certain that they are because it gives them a measure of certainty in an otherwise uncertain world.

“To get people to stop and question their cover we focused on the moments before a potential accident, because that’s when knowing what you’re insured for counts,” said Grant McAloon, executive creative director at Leo Burnett Sydney.

“With a series of light-hearted interactions featuring the witty voice of Shaun Micallef we have played on those gulp-inducing moments of uncertainty and doubt when people wonder if they actually have the right insurance cover.”

Schweppes has partnered with Vice Media to launch a new soft drink range called ALT. The partnership will see Vice produce a four-part co-branded video series and large-scale, roving festival activation on ALT.

The video series, titled ‘Self Portraits’, was developed in collaboration with Schweppes Australia’s media agency Carat and creative agency TBWA and sees Vice help ALT position itself as a brand that does not just talk about self-expression, but enables it.

For example, one of the videos features Shanae ‘Sheezy’ Collins, an Australian female skateboarder who hopes to follow an X Games appearance with a shot at the 2020 Olympics. The intended message is that in a skate community dominated by young men, Sheezy has made it to the top, not by doing what everyone else was doing, but by being unashamedly herself.

Future episodes will feature Australian Paralympic sprinter, painter and fashion designer, Gabriel Cole and Melbourne’s Otis Armada, creators of cultish bootleg dining experiences which honour engaging service, artistic collaboration and creative eating.

“ALT is a brand that wants to ‘do things differently’, so a partnership with a like-minded collaborator such as VICE was a fantastic opportunity to help us champion the spirit of the individual, and amplify our ”Keep Doing You” campaign,” said Lisa Saunders, general manager of marketing at Schweppes Australia.

“We wanted a partner to talk to the millennial audience on our behalf with credibility, at scale, and in an engaging way. VICE was able to do this and more, with access to a range of unique and diverse young talent captured with expertise and pushed out across multiple platforms, exceeding reach targets. ALT is part of a broader business strategy to expand our low sugar offering, and the sentiment to date has been incredibly positive."

VICE and Schweppes have worked together on co-branded content before, producing the Knapsack Bartender series that ran for two seasons, visiting Sierra Leone, Romania, Bolivia and Japan and received over six million views.

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 12 February.

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: Sodastream 'Join The Revolution'

Agency:

Client: Sodastream

Date: February 2018

SodaStream has teamed up with Game of Thrones Star, Thor Bjornsson aka 'The Mountain', in a first of its kind recruitment video.

SodaStream International released a disruptive recruitment video campaign, 'Join the Revolution,' aimed to attract extraordinary talent from around the globe to fill positions in 45 countries.

The video exhibits SodaStream's welcoming corporate atmosphere and extols the virtues of its existing employees, in order to attract new ones.

Credits:
 

Tags: Israel, advertising

 

Join The Revolution

 

 

 

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Koto: Blablacar 'Rebrand'

Agency: Koto

Client: Blablacar

Date: January 2018

European startup BlaBlaCar has a new logo and visual identity. Founded in Paris, BlaBlaCar is now used by more than 60 million people worldwide. The new logo and visual identity are a significant departure from BlaBlaCar’s previous focus on primary colours and educational messages, and are designed to better reflect the company’s current scale, maturity and confidence as it moves into its second decade.

The logo trades its primary colours for a more mature look. The two ‘Bs’ of BlaBlaCar come together like two people in a car, a departure and arrival point, and the speech marks framing a conversation – whether in the car, or with loved ones at their destination.

Credits:
 

Tags: UK, visual identity, Branding, rebrand, logo, logo design, technology

 

BlaBlaCar brand launch

 

 

 

 

 

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Daughter: Marine Conservation Society '#StopThePlasticTide'

Agency: Daughter

Client: Marine Conservation Society

Date: January 2018

#StopThePlasticTide is a digital out of home and online campaign from the Marine Conservation Society which highlights the threat to marine life from plastic pollution in the world’s seas. The campaign, created by daughter, launched on 29 January across 14 Ocean Outdoor screens in four cities: London, Manchester, Bristol and Birmingham.

The campaign aims to raise support for the MCS and its work to save the oceans from pollution and poisons.

Credits:
 

 

Client: Marine Conservation Society
Daughter - creative agency
Guy Farrow - photographer
Ocean Outdoor - media planning

Tags: Europe, digital, digital out of home, advertising

 

 

 

 

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Hato: D&AD 'Start With A Mark'

Agency: Hato

Client: D&AD

Date: January 2018

D&AD is celebrating the creative process and calling on the industry and the public to make their mark and build a collaborative visual identity for the 2018 Festival and New Blood Awards. D&AD has enlisted London-based graphic design and experience studio Hato to create the campaign ‘Start with a mark’, a co-design tool that will be shared with D&AD’s community to generate this year’s festival identity.

The campaign was created in the belief that every great idea starts with a mark. Whether it’s a quick sketch, a quote or mid-thought doodle, plotting something on paper is the bridge to make your ideas a reality; every Pencil-winning campaign started with a mark.

The digital drawing tool allows users to think, play and experiment in three dimensions and to create an animation that will be shared on a collaborative gallery, which already includes contributions from D&AD President Steve Vranakis, Carly Ayres and Pio Abad. 

Credits:
 

Tags: UK, design, Art Direction, advertising, drawing, digital tools

 

 

 

 

 

 

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MullenLowe London: sloggi 'Zero Feel'

Agency: MullenLowe London

Client: sloggi

Date: February 2018

Sloggi has launched a global campaign introducing the Zero Feel range - seamless bodywear with no wires or fastenings, made from 360 stretch fabric for an ‘unfeelable feeling’ that seeks to revolutionise the bra category and bring true comfort to women across the globe. From those consumer truths came the thought ‘Unfasten Yourself’, as much an expression of the physical benefit of Sloggi Zero Feel, as it is the emotional benefit of being unconstrained all day, every day.

The campaign has been created by MullenLowe Group and consists of TV, print, social and media partnerships, as well as in-store activation.

Credits:
 

 

Nicola Tacchi – Global Head of Brand & Marketing
Tom Jacobs – Global Head of Marketing Strategy
Olesya Di – Global Head of Marketing Communications

ACCOUNT TEAM
Managing Partner: Ed Lee
Account Director: Lee Allen, Laura Mahony, Suzanne Rundle
Account Executive: Roxanna Parry, Joseph West

STRATEGY
Strategy Director: Sandy Doran
Retail Strategist: Natalie Chester
Social Strategist: Kayley Almond

CREATIVE
CCO: Jose Miguel Sokoloff
ECD: Mark Elwood
Creative Director: Katrina Encanto & Edgar Galang, Emma Perkins
Creatives: Charlotte Robins, Nina Griffiths, Loren Cook, Bronwyn Sweeney
Design Directo: Ryan Self
Studio Manager: Dom Scriven
Head of Activation Design: Silvia Sella
Head of digital Design: Rachel Wells
Retoucher: Pete Stedman
Designer: Augusta Linqusist, Rob Carew, Jeff Workman, Bethia Connolly, Ben Gilpin,
Elizabeth Bolzon

PRODUCTION
Senior TV producer: Nicholas Kurs
Senior creative producer: Lisa Tuck, Marie Gilot
Producer: Rose Reynolds
Production company: Blur Films
Director: Martin Jalfen
International Executive Producer: Pablo Herraiz
Photographer – Aleksandra Kingo c/o Angela Woods
Photographer – Jesus Alonso c/o AProductions
Unfasten Yourself Handwriting – Alison Carmichael c/o Jelly London

Tags: UK, advertising, design, Sloggi, triumph, TV, Brand, digital

 

sloggi - ZERO Feel - Unfasten Yourself

 

 

 

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& Co. NoA: HK 'Katblocker'

Agency:& Co. NoA

Client: HK

Date: January 2018

A Danish labour union has declared war on cat videos in a new campaign video for The Katblocker, an extension that blocks cat videos in a browser to help workers overcome the natural urge to procrastinate.

The labour market is under constant development, and the pressure is on all of us to learn and grow. According to a new campaign from Danish union HK, procrastination is the enemy that stands between union members and the next step in their careers. That's why they've now invented the Katblocker to fight the mother of all procrastination: Cat videos.

There's currently about 91.6m, cat videos on YouTube totaling around 3,194,656,867 minutes of cats that can distract us from the next important step in our careers. The Katblocker was launched last week with a comical parody of the traditional TED Talk format, and the video has already earned a lot of nationwide attention with more than 1m views in its first week.

Credits:
 

 

Agency: &Co NoA, Copenhagen, Denmark
Client: HK
Director: Peter Harton
Production Company: Bacon Production
Senior Copywriter: Kristian Eilertsen
Art Directors: Martin Storgaard, Kristoffer Winther & Ole Hoffmann

Tags: Denmark, union, CATS

 

Katblocker

 

 

 

 

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Don't Panic: dotdotdot 'SOMNAI'

Agency: Don't Panic

Client: dotdotdot

Date: January 2018

dotdotdot has launched its first immersive experience, SOMNAI. The live experience - which mixes live performance, multi-sensory elements and immersive technologies - invites guests to explore the realm of lucid dreaming to master their subconscious minds. 

dotdotdot, part of ex-ad man Andrew McGuinness’ company Ellipsis Entertainment, has partnered with creative agency Don’t Panic and its sister design agency Don’t Panic Partners to create all imagery and branding for SOMNAI. Designed to intrigue, the creative intends to lead people to the edge of the experience, but not tell.

Alongside a 60-second video, created for social channels, an out-of-home campaign to promote SOMNAI has been launched today and is live in 11 spots across London in space provided by Outdoor Plus. The 90-minute immersive experience is spread over the two floors of a 20,000-square old printing plant in Clerkenwell, London, and is due to premiere on 1st March 2018.

Credits:
 

 

Campaign Imagery & Branding
Creative Agency - Don’t Panic London
Project Lead: Juliet Turner
Strategy: Ellie Moore
Photography: Joshua Bareham
Photographer’s Assistant: Sean Wyatt
Design Agency - Don’t Panic Partners
Creative Director: Matt Partis
Design Lead: Kevin Macey
Designer: Joe Baglow
Production Manager: Paul Howard

Film
Creative Agency - Don’t Panic London
MD: Joe Wade
Project Lead: Juliet Turner
Strategy: Ellie Moore
Creatives: Joe Hampson, George McCallum
Production - Burning Reel
Director: Gemma Yin Taylor
Producer: Cal Gordon
DOP: Davey Gilder
Sound: Ben Ring
Post Production - Creep
Motion Graphics: Gemma Yin Taylor
Colourist: Chris Bell

Tags: London, Branding, design, digital, Out Of Home

 

Sleep with us

 

 

 

 

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mortierbrigade: Bike For Brussels 'Bike Light Lane'

Agency: mortierbrigade

Client: Bike For Brussels

Date: November 2017

One cyclist in four rides without a bike light in Brussels, putting themselves and others at risk of serious accidents.

To tackle this problem, independent agency Mortierbrigade came up with an experience for its client Bike for Brussels – the first 'Bike Light Lane'.

In a tunnel, cyclists without lights were detected and experienced what could happen to them first hand, encouraging riders to change their ways and ride safer.

Credits:
 

 

Client: Brussel Mobiliteit
Client contacts: Sofie Walschap, Véronique Dehasque, Damiaan De Jonge

Agency: Mortierbrigade
Creative Directors: Philippe De Ceuster, Jens Mortier, Joost Berends
Creatives: Jesse Van Gysel & Tom Meijer, Zoé De Priester

Head of production: Charlotte Coddens
Strategy: Dorien Mathijssen
Producer: Margot Van Daele
PR Manager: Anne-Cécile Collignon
Social: Jonas Van Bael

Digital Director:
Digital Project Manager: Jeroen De Bock
Design: Wim De Dobbeleer

Production company: Beyond
Producer: Anner Tiete, Kevin Verelst

Tags: Belgium

 

Bike Light Lane

 

 

 

 

 

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To pay tribute to Julian Yee, Malaysia’s first national figure skater who is making his debut in the upcoming Olympic Winter Games PyeongChang 2018, Samsung has produced a short feature entitled ‘Julian and His Magical Skates’ for its ‘Do What You Can’t’ campaign.

The campaign was created by Ensemble, IPG Mediabrands Malaysia’s creative agency, and production took 30 days from start to end with the team collaborating with MFX, a post production studio that specialises in animation and with Fuse on sound design.

All illustrations were done on a Samsung Galaxy Note8 with the S Pen. As background research, the team watched Julian’s performance videos numerous times to fine-tune movements and allow the audience to feel the fluidity and art form of skating.

“This was a culmination of lots of people coming together to do what they thought they couldn’t, which truly embodies the spirit of the ‘Do What You Can’t’ campaign, to defy barriers and achieve the impossible. Samsung stops at nothing to create innovative technologies so that people can do impossible things,” said Elaine Soh, chief marketing officer of Samsung Malaysia Electronics.

“We are proud to support Julian, whose personal story serves as inspiration to us all; and we are inspired with the work of Ensemble who has managed to weave this magical story so beautifully and seamlessly with the use of innovative technology.”

The Tourism Authority of Thailand has launched a new global campaign centered around the next generation of world travelers, named ‘Open to the new shades’.

The campaign, which was produced by BBDO Bangkok, aims to highlight that Thailand has been one of the preferred destinations for travellers across the world, who come to its shores for its signature dishes, beaches, cultural festivals and most of all, the kindness of Thai people (and their smiles).

The two minute online short film shows three diverse groups of travellers on their journey to find the spirit of diversity while travelling in Thailand and along the way, they uncover hidden, diversified and unique Thai local cultural experiences that are yet to be discovered in terms of locations, food and craftsmanship.

“Thailand’s ‘Open to the new shades’ is not just an advertising concept, but also a philosophy that we are proud to announce to the world,” said Suthisak Sucharittanonta, chairman and chief creative officer of BBDO Bangkok.

“To encourage global citizens to embrace the spirit of diversity, discover the unknown, and be open to everything and everyone. And those who want to be open can discover millions of shades waiting for them in Thailand. This will give more depth to Thailand’s tourism overall."

AirAsia is welcoming in the year of the dog by telling the, now widely used, story of reunion at Chinese New Year, but with a twist, it’s told from the dog’s perspective.

The ad starts out in a very recognisable storyline of a mother awaiting her family to return for Chinese New Year. For the majority of the ad it’s unclear who she is talking too, though the film is shot from a lower perspective.

The mother frequently references to ‘Ah Boy’ that his ‘Papa’ will be home at some stage, creating the illusion that it may be a small child.

As ‘Papa’, one of the sons, arrives back, ‘Ah Boy’ is revealed to be a dog, a cute beagle, who welcomes his owner back.

Spencer Lee, head of commercial, AirAsia Berhad, commented: “We are in the business of connecting people, so stories of family reunion resonate well with us. By providing travel convenience, we’re glad to play a role in connecting people with their families across geographies, more so during festivities like Chinese New Year."

The message of the ad is ‘the ties that bind us lead us home’, which helps segue into AirAsia’s wider brand messaging.

Lee further shared the importance of having a strong tie to an agency when going against the norm for storylines.

“I suppose you can say that we’re taking the Year of the Dog quite literally! Seeing the world from a dog’s point of view is certainly not common for a festive campaign. We’re glad to have a good client-agency partnership with DAN to enable us to bring this whacky project to life!” 

Yap Chee Weng, CEO of Dentsu X Malaysia, said: “True to its innovative spirit, AirAsia once again takes the unconventional approach of presenting a typical story but from a different perspective. To this end, we’re very much aligned in that we share the same vision of wanting to be differentiated in our respective industry.”

“Besides this hero video, we’re also working with them on other features in its overall Chinese New Year campaign, including both online and offline media planning & buying for branded content pieces and tactical airfare promotion. DAN’s collaborative operating structure enables us to leverage our network capabilities to deliver integrated marketing solutions to AirAsia, ultimately strengthening the AirAsia-DAN partnership,” Yap added.

To see other Chinese New Year Ads from brands across Asia Pacific, The Drum has created a roundup.

Eu Yan Sang has launched a Chinese New Year campaign across Hong Kong and Macau, which taps into the emotional side of the festive period and calling attention to how Chinese parents show their love.

The campaign, which was created by independent creative agency Constant for the traditional Chinese medicine brand, wants to show how the Chinese way to say ‘I love you’ presents itself in many complex forms but is rarely obvious.

It focuses on ‘unspoken feelings’ between generations, recreating relatable scenarios that illustrates the way traditional Chinese families tend to not openly say how they feel, but express affections in their own way, whether expressing verbal disapprovals under the guise of encouraging strength and growth, or discreetly taking care of family problems quietly and unprompted.

“In this campaign, we intend to connect with our audience by bridging an “unspoken” gap between generations,” said Richie Eu, managing director of Eu Yan Sang Trading (Hong Kong). “As a 138-year old company, we’re honored to have supported the health and wellbeing of generations. This campaign underlines our commitment in continuing to be progressive and modern, while remaining authentic and relatable.”

The campaign is the first of a series which will see the brand take a more modern approach to its marketing. It is being run across online, social, print and MTR advertisements until February 16.

TBWA\Hakuhodo, Yukai Engineering, Crimson Technology and Kotobukisun have partnered to form the Animegaphone Creators Committee to launch a new megaphone that can convert the user’s voice into someone else’s voice instantaneously to provide better crowd control in Japan.

The four companies were motivated to launch this new megaphone because Japanese authorities have trouble controlling large crowds of people in a country with some of the world’s most avid and passionate fans. Megaphones are regularly used, but have become so common that now announcements and instructions are often ignored.

The Animegaphone is equipped with voice changing artificial intelligence technology that analyses vocal data input while reflecting the user’s speech pattern, accent, intonations and other individual vocal characteristics. It then synthesises and merges the voice into a pre-registered voice of another person, with almost no lag or delay.

The companies hope that the changing the voices of security personnel into the famous person the crowds are there to see, which will capture the attention of excited fans at events and concerts. 

Mudah.my, a Malaysia online marketplace, has created another campaign to follow up on its 2017 Ho Ee Ki campaign.

The campaign, named ‘Uncover Prosperity’, brings back characters from last year’s video to encourage people to let go of the old and to usher in prosperity. This year’s ad focuses on lucky numbers with a twist as he Chinese community commonly associate numbers with luck and prosperity.

It also wants to encourage people to ‘Uncover Prosperity’ through their own efforts of selling on Mudah.my, instead of relying on chance (numbers).

 “The original team was really happy to come together again and produce another piece of work for Mudah.my. We had a lot of success last year, so the team felt excitement rather than pressure,” said Sanyen Liew, executive creative director for Isobar Malaysia.

“It's hard to come by such chemistry and relationship among the clients, agency, production and talents, but that’s exactly what we have here, and it shows in the output of what we have produced.”

According to YouGov Brand Index, the 2017 Ho Ee Ki campaign exceeded expectation and garnered a 213% increase in “value for money” evaluation* with listings going up by 7% versus 1.7% average monthly rate.

Aside from that, its relatability (common habit of hoarding) drove audiences to not just watch ( more than five million views within a month) but also share the video (more than 22,000 shares).

It was also The Drum's Creative Works APAC of the Week last year, during the month of Chinese New Year 2017.