Cochlear has created a piece of software called Hearprint that can adapt a range of audio levels on content to the viewers hearing ability.

The idea behind the campaign is to promote Cochlear’s technology, which adapts to a user’s needs, rather than just turning everything up.

Janet Menzies, general manager of Cochlear Australia and New Zealand, said: “No two people hear the world the same. The new Hearprint tool helps Australians to visualise their unique sound calibration.”

The centre of the campaign is a content series about influential people with hearing problems, of which the sound levels can be adjusted to create the best sound experience personalised to a users ability. Alongside that, Cochlear has released the software as a Google Chrome extension so that people can watch and listen to any content with the customised experience.

Two films follow the story of leading practitioners who thought they would suffer in their careers due to poor hearing but found solutions in technology. The first film features Jennie Brand-Miller, a leading nutritional scientist and professor of human nutrition at the University of Sydney, and the second film focuses on the story of Andy King, a high performance surf coach.

The project was created by CHE Proximity, alongside audiologists and sound engineers. While the documentary-style films were directed by The Glue Society.

Brian Jefferson, group creative director of CHE Proximity, said: “We don’t want to just make ads for Cochlear, we want to create experiences that help people reconsider their hearing and how Cochlear could help. Every day, thousands of Australians aren’t hearing as they should so for those people, the Hearprint turns every video on the Internet into a chance to realise there’s a better solution. And what better way to introduce it to the world than through the amazing stories of Jennie and Andy.”

The campaign will be supported via an addressable media campaign and PR activity.

CHE Proximity: Cochlear 'Hearprint'

Agency: CHE Proximity

Client: Cochlear

Date: March 2018

Cochlear has created a piece of software called Hearprint that can adapt a range of audio levels on content to the viewers hearing ability.

The idea behind the campaign is to promote Cochlear’s technology, which adapts to a user’s needs, rather than just turning everything up.

The centre of the campaign is a content series about influential people with hearing problems, of which the sound levels can be adjusted to create the best sound experience personalised to a users ability. Alongside that, Cochlear has released the software as a Google Chrome extension so that people can watch and listen to any content with the customised experience.

Two films follow the story of leading practitioners who thought they would suffer in their careers due to poor hearing but found solutions in technology. The first film features Jennie Brand-Miller, a leading nutritional scientist and professor of human nutritionat the University of Sydney, and the second film focuses on the story of Andy King, a high performance surf coach.

 

Credits:
 

 

Client: Cochlear Limited
Scott Housley, VP of Marketing & Business Development, Cochlear Australia and New Zealand
Janet Menzies, General Manager, Cochlear Australia and New Zealand
Ben Marosszeky, Senior Manager, Cochlear Asia Pacific
Kerryn Burke, Senior Marketing Communications Manager, Cochlear Asia Pacific
Linda Ballam-Davies, Senior Marketing Communications Manager, Cochlear Australia and New
Zealand
Kate Harrison, Consumer Campaign Manager, Cochlear Asia Pacific
Leonie Fewster, Cochlear Care Centre Manager, Cochlear Australia and New Zealand
Julie Decker, Cochlear Care Centre Manager, Cochlear Australia and New Zealand
Agency: CHE Proximity
Chris Howatson, CEO
David Halter, Managing Director
Ant White, Chief Creative Officer
Brian Jefferson, Group Creative Director
Letizia Bozzolini, Associate Creative Director
Lisa ONeill, Associate Creative Director
Cameron Brown, Senior Copywriter
Mariana Rice, Group Account Director
Charlotte Jones, Senior Account Director
Alice Jamieson, Senior Account Manager
Jason Young, Head of Design
Vanessa Saporito, Senior Designer
Julie Duff, Head of CHEP Films
Katena Valastro, Production Co-Ordinator
Roma Stein, Operations Manager
James Shaw, Head of Performance
Hannah Garcia, Senior Experience Strategist
Elliot Tindale, Performance Manager
Ryan Townsend, Experience Manager
Elaine Yang, Performance Executive
Tien Tran, Programmatic Manager
Leigh Munday, Data and Media Operations Manager
Jamie Metcalfe, Digital Products Director
Simon Ridley, Digital Project Manager
Matthew White, Creative Technologist
Patrik Fagard, Creative Technologist
Matthew Rose, Technical Director, Product & Communications
Matthew Willcox, Head of Strategic Design
Sebastian Perez de Arce, Senior Digital Designer
PR
Simone Pipkorn, General Manager
Fleur Williamson, Account Director
Elen Clement, Senior Account Manager
Direction: The Glue Society’s Jonathon Kneebone, Director
Production Company: Revolver/ Will O’Rourke
Michael Ritchie, Managing Director/Executive Producer
Josh Mullens, Executive Producer/Head of Projects
Isabella Vitelli, Producer
Jasmin Helliar, Producer
Alex Harrod & Jordan Maddocks, Director of Photography
The Glue Society Studios, Post House
The Glue Society, Editor
Viv Baker, Flame Artist
Trish Cahill, Colourist
Sound Studio: Noise International
Kathleen Burrows, Sound Designer
 

Tags: Australia

 

 

 

 

 

 

 

 

 

 

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Welcome to The Drum Creative Works.

As always, this section is dedicated to showing the best creative work of the past week. We're using our five-star voting system, so to vote for your favourite, make sure you click on the stars.

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.

Jason Taylor and Luka Tomac : Friends of the Earth 'Keepers'

Agency: Jason Taylor and Luka Tomac

Client: Friends of the Earth

Date: February 2018

'Keepers' is a photographic exploration of a diverse network of Friends of the Earth campaigners protecting nature across Europe.

It documents the efforts made by activists and volunteers to undo the damage done to Europe’s ecosystems by human activity.

From the fjords of Norway to the mountains of Bulgaria, its work to preserve biodiversity and reverse its devastating loss is captured in stunning photographs that illustrate the stories of these inspiring people – who truly are nature’s keepers.

Credits:
 

Luka Tomac - Photographer - www.lukatomac.com
Jason Taylor - Photogrpaher and Videographer - www.thesourceimage.com

Tags: Europe, Environment, environmental, charity, photography, digital, Content, case study

 

Jazz Ketibuah

 

Sarah Houlston

 

Peter Williams

 

Sally Boys

 

Emily Mott

 

 

 

 

 

 

 

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M&C Saatchi: Dorset Cereals 'Breakfast on the Slow '

Agency: M&C Saatchi

Client: Dorset Cereals

Date: February 2018

M&C Saatchi has unveiled an integrated campaign for Dorset Cereals targeting young urban families and encouraging them to slow down for breakfast.

The 30-second ad is set in a kitchen, with a woman talking to the camera about how breakfast has evolved into something we have on the go, or miss altogether. The ad continues in slow motion ending with the idea of taking the ‘fast’ out of breakfast.

M&C Saatchi and Dorset Cereals have developed a new digital-first communications strategy to increase premium appeal among young urban families and drive trial.

Credits:
 

Client: Dorset Cereals
Agency: M&C Saatchi
Creative Directors: Matt Collier. Wayne Robinson
Group Chief Creative Officer: Justin Tindall
Account Director: Matt Hennell
Planner: Jasper Hunter
TV Producer: Angela Zabala
Production Company: Bare Films
Director: Gus Filgate
Executive producer: Helen Hadfield
DOP: Keith Goddard
Colourist: Daniel De Vue (Glassworks)
VFX supervisor: Chrys Aldred (nineteentwenty)

Tags: UK, digital, advertising

 

Dorset Cereals "Breakfast on the Slow"

 

 

 

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CheethamBell JWT: On the Beach 'Snow Stamp'

Agency: CheethamBell JWT

Client: On the Beach

Date: February 2018

In a spot of reactive marketing timed with recent weather disruption, CheethamBell JWT has used the ‘Beast from the East’ to show Mancunians how they could escape to the sun with Onthebeach.co.uk.

Using a snow stamp in and around the city to produce visuals for a tactical social campaign, the team used the event to remind the people of the Manchester that there are places in the world not beset by freezing winds and snow.

Credits:
 

Writer: Aron Sidhu
Art Director: Steve Lownes, Graham Cheal
Creative Directors: Andy Huntingdon, Martin Smith

Tags: Manchester, advertising

 

 

 

 

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Suge Graphics: Koleoglou Family 'Perseos redesign'

Agency: Suge Graphics

Client: Koleoglou Family

Date: March 2018

The Koleoglou family has been producing olive oil for generations. With the business now passed down to the newer generation, it was decided that a new, modern design was required for company's packaging.

The main objective was to create a minimalist look for the packaging that would be modern, yet indicate the quality and origin of the Greek olive oil. This packaging will be first exhibited for Helexpo's Dedrop 2018 Exhibition and will remain after.

The main concept consists of three parts; the logo (top), the delphi epsilon (middle) and the meander (bottom). The meander, an ancient Greek pattern, represents the previous generation and their experience and wisdom. The Perseos logo is depicted underneath geometrical symbols used in ancient Greek amphorae, and used here in a contemporary setting. Last, the delphi epsilon (3E), used by the Delphi oracle, represents the human initiation in light and knowledge.

Credits:
 

Tags: Greece, Branding, design, Graphic Design, packaging, packaging design, Print Design, print

 

 

 

 

 

 

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TMW Unlimited: Dogs Trust 'Family Pawtraits'

Agency: TMW Unlimited

Client: Dogs Trust

Date: February 2018

TMW Unlimited has put real life families and their pooches at the heart of a new campaign for Dogs Trust, which aims to raise awareness of the problem of dog theft. The film highlights the shocking fact that there are 2,000 incidents of dog thefts from homes each year and urges viewers: "Let's keep the family pawtrait complete."

Various dog owners are shown having 'family pawtraits' taken, with their four-legged family member taking pride of place. When asked what their pets mean to them and to contemplate what it would be like if their dogs were stolen, the response is that it would be akin to an abduction of one of their family members. It is part of a wider campaign that Dogs Trust is running to encourage dog owners to keep your dog "safe, spottable and searchable". At the same time, the charity is urging the Sentencing Council to hand down sterner sentences for people found guilty of dog theft.

The video will run on social channels starting late February, backed with print and digital assets for use in Dogs Trust's owned channels. A photo album highlighting the gap that dog theft leaves in families is being sent to the Sentencing Council.

Credits:
 

Creative Director: Jamie Coggans
Art Director: Brittony Collins
Copywriter: Fluff Higgins
Account Director: Anneli Shiel
Group Account Director: Jackie Bee
Agency Producer: Millie Campbell-Graham
Director/Production Co: Recipe
Editor/Post Production/Sound Design: Chris Moore/TMW Unlimited

Tags: UK, dogs trust, TMW Unlimited

 

Dogs Trust - Family Pawtraits

 

 

 

 

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Nokia snakes back into the smartphone world with the launch of it’s new ‘reliable’ phone. The campaign illustrates the launch with a story of two friends who have always depended on one another, and their phones.

The campaign opens to one of the duo playing the cult-classic game Snake before calling his friend on his Nokia 3310 to save him from the school bullies. It then continues with the same note as the same character later gets stranded in the middle of nowhere when his car breaks down, gets dumped on a date and forgets his suit on his wedding day, with the hero character coming to his rescue each time.

 

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The ad ends with that same hero character then relying on his friend when he needs a lift to the hospital for the birth of his son, with the now-trio taking a snap on their phone to celebrate. 

Created by Mother, the short film highlights the similarities the phone has to the fan favourite 3310 as it shows off its long battery life, ability to withstand heavy rain and even being dropped from a height onto concrete without smashing.

To view the spot, please click on the Creative Works box below.

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 13 March.

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.

: Johnnie Walker 'Mark Your Step'

Agency:

Client: Johnnie Walker

Date: February 2018

Johnnie Walker has collaborated with 7 young creative artists from 6 cities across Indonesia to unleash their creativity on life size statues of the Striding Man, and transform the global icon of personal progress into an invitation to mark every step in the journey of progress.

The world’s leading scotch whisky brand with over 190 years of history, started with a single step from a very exceptional man – John Walker. That single step has evolved into a journey that covers 200 countries across the globe.

Centred around inspiring personal progress, the brands KEEP WALKING campaign celebrates positive attitudes and actions which are helping bring about a better tomorrow, motivating us to be more than we are today.

Progress is what defines Indonesians today and with the emergence of Indonesia as a globally recognised hub of entrepreneurship and innovation, the meaning of personal progress has also evolved for the nation.  Creativity, collaboration, experiences that enrich, and finding ways to inspire others now hold much more meaning as individuals define and live their own journeys.

Johnnie Walker’s Indonesian Campaign “Mark Your Step” recognizes and celebrates this modern attitude – focusing on the positivity, confidence, creativity and generosity of spirit that people experience everyday to bring them further and thus, Keep Walking. With “Mark Your Step” Johnnie Walker invites Indonesians to recognize and celebrate every step they take as worthy of celebrating”.

Working on this inspiring art collaboration are Muklay (Illustrator, Jakarta), Elsa Diora (Collage Artist, Jakarta), Hardthirteen (Graphic design/ spray paint, Bandung), Dnztwo (Graffiti/Street, Bali), Onggoo (Graffiti, Medan), Daske (Graffiti, Surabaya) and Ruge (Graffiti/ Yogjakarta). Each of them has a unique personal story of success, pursuit of passion and love for their city which lends a distinctive artistic lens to each Striding Man.  

These 7 stunning “Mark Your Step” Striding Man statues will be installed in licensed outlets across the country starting with Jenja in Jakarta on 17th February followed by South Bank, Bandung, Foreplay Surabaya, Vi Ai Pi Bali, Retrospective Medan, Boshe Yogyakarta and Leon Jakarta. 

Credits:
 

Tags: Indonesia

 

 

 

 

 

 

 

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Kellogg’s has launched a series of new executions for its Amazing Creations Masterbrand campaign, featuring YouTube star Zach King.

The campaign, which was created in collaboration with J. Walter Thompson Sydney, went live this week (March 6), comprising of two TVCs and one longform video, drawing on the talents of Simone Giertz, a YouTube content creator known for building useless machines and has more than 900,000 subscribers.

Her robots were put to work demonstrate how Kellogg’s products like Crunchy Nut and Froot Loops can be mixed with other ingredients to create snacks.

“The campaign is a huge opportunity to showcase how Kellogg’s cereals can be enjoyed outside the traditional breakfast occasion,” said Tamara Howe, Kellogg’s ANZ marketing director.

“By sharing fun and delicious snacking ideas with our foods we’re engaging with people who might not have considered using cereal in this way.”

Peet has rolled out a campaign using virtual reality and 360° footage to reinvent the home buying journey for its customers and change the way they imagine their lives in their new surroundings.

The Peet Vision360 application, created by Ogilvy Melbourne for the residential land developer, uses the VR and 360° footage to help homebuyers envision their new home in the new surroundings, through the eyes of the developer, instead of just reading brochures.

Key features of the community like parks, playgrounds, waterways and sports precincts, will be available in the interactive virtual space called the ‘Experiential Room’

“At Peet we are always looking for new and innovative ways to enhance the buyer experience,” said Brendan Gore, managing director and chief executive of Peet.

“Using virtual reality technology, Peet Vision360 allows customers to fly through established Peet communities to get a full 360° picture of what their life could look like.”

Customers will be able to use this technology in seven communities in Melbourne like Acacia and Summerhill in Botanic Ridge, Aston in Craigieburn, Cornerstone in Werribee, Newhaven in Tarneit, and the established communities Aspect in Greenvale and Quarters in Cranbourne.

Ogilvy Group: 'Vision360 by Peet'

Agency: Ogilvy Group

Client:

Date: March 2018

Peet, one of Australia’s largest residential land developers, is revolutionising the home buying journey by changing the way customers envision life in their new communities.

Peet Vision360, created in collaboration with Ogilvy Melbourne, is a virtual reality experience bringing Peet communities to life in the hearts and minds of homebuyers.

Using a unique combination of virtual reality and high-definition 360° footage, Peet Vision360 solves the problem faced by homebuyers building a home in a new community: they have often been reliant on marketing brochures to see the developer’s vision for what will be delivered on the ground.

Peet ensures that all of their communities compliment the natural features of the area, and Peet Vision360 showcases this in their new developments through 360° flyover footage of the area, created in collaboration with Plato Reality, while also showcasing the qualities that make Peet’s master-planned communities the perfect place to live.

Customers then experience key features of the future community, such as innovative parks and playgrounds, waterways and epic sports precincts, rendered into an interactive virtual space dubbed the ‘Experiential Room’ that brings these features to life in a way that they have never seen before.

The unique experience includes seven communities in Melbourne: Acacia and Summerhill in Botanic Ridge, Aston in Craigieburn, Cornerstone in Werribee, Newhaven in Tarneit, and the established communities Aspect in Greenvale and Quarters in Cranbourne.

Credits:
 

Tags: Australia

 

 

 

 

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Coca-Cola is launching a major campaign across key global markets, aimed at getting young people to drink the fizzy drink to avoid post-lunch fatigue.

The campaign focuses on the concept of ‘fizz up your afternoon’ – an insight that there's a moment of lethargy after eating lunch – which was developed more than two years ago in Southeast Asia. This year it’s been widened out to more global markets and uses the idea of meme culture and social sharing to bring it up to date.

In the ad a group of young adults are in a cafe, with all but one drinking Coca-Cola. A bottle is opened under his nose and it awakes him at such force that he does a dance, the recording of which ends up going viral.

Pratik Thakar, head of creative content and design excellence at The Coca-Cola Company Asia, has led the project and says Coca-Cola’s mission is to take this idea of helping reinvigorate young people to a wider audience.

“We are not up against any particular category; we have understood a universal human insight around the ‘afternoon slump’ and we feel ice cold Coca-Cola is a perfect refreshment solution to fizz up your afternoon," he explained to The Drum. 

"Our target audience lives in digitised world, social media and meme culture is a significant part of their everyday life. Our content is going to be living and spreading in social media environment – it needs to fit in easily and be relatable."

He added: “Asia, Africa, Russia and Turkey have large teen and young adult population who didn’t grew up drinking ice-cold refreshments – they need to know ‘how Coke’s great taste and ice cold refreshment can be meaningful in fighting post lunch slump’."

A bigger global remit has also resulted in an unusual grouping of markets working on the campaign. The Coca-Cola Company’s South East Asia Business Unit (HQ in Singapore) is leading the project, with Thakar at the helm, while the integrated creative agency is FCB Cape Town, who won the campaign after a pitch process.

According to Thakar, geography isn’t a limiting factor for campaigns but rather the agency chosen is about finding the right partner for the project at hand.

“I gravitate towards great talent, irrespective of geography or big agency names," he said. "We have partnered with many different creative partners from different markets – this is not the first case. Droga5 Sydney helped me create Share A Coke Emoticons campaign and Santo Miami helped me create Minute Maid South East Asia campaign.

"Two years back I worked with FCB South Africa team on very large global Coca-Cola from Atlanta, since than we were looking for a right opportunity to partner once again and create something awesome."

With the theme of the ad being around viral or shareable moments, the concept had to appeal globally too. He added: “We were looking for an idea which can transcend different cultures and be relevant to everyone. Historically Coca-Cola content has tapped into universal insights and trends.”

Different markets were in the running for the location for the ad, according to Thakar, but FCB’s South Africa home was the final choice.

“We shot it in South Africa because Mike Barnwell [chief creative officer at FCB] found a great film director in Adrian De Sa Garces from Cape Town and he was equally passionate to work on brand Coke, and this particular creative idea. Adrian instantly became part of our core team. We did explore options of shooting it in Bangkok but during December, it’s summer time in SA: great sunlight and different locations in and around Cape Town provided the wide variety we needed for this story,” he explained.

Thakar added that the key to success in a campaign that aims to inspire relevance in markets with different cultures is diversity in casting.

“Always global projects are more complex, especially managing cultural relevance and sensitivity. Mike and team at FCB did great job in developing the 'meme' story – something which lives in a 'virtual world' we all instantly understand and relate to," he said. 

"Diversity of casting and global scale fits perfectly well with Coca-Cola’s brand values. I would love to see people drinking ice cold Coke and jigging, uploading their own stories, it has very good potential to go viral and live in a popular culture within social media."

The campaign went live this week and will roll out over eight to 12 months in markets including the Caucasus, Russia and Central Asia (CIS), Pan Africa, Turkey and the entirety of Southeast Asia (Philippines, Vietnam, Singapore, Malaysia, Cambodia, Myanmar, Thailand, Indonesia and more).

Olay is hoping to change the conversation on ageism, which is a taboo subject in China, for International Women’s Day.

To do this, the Procter and Gamble brand is using 100 female influencers in the country on social media and a film on female celebrities to share their personal stories.

In the film, female influencers like celebrity Lin Chiling, model He Shui and actress Gao Yuan Yuan talk about how they achieved success without their age being a factor.

Instead, they say they would rather be judged by the number of roles, accomplishments and runways they have been involved in.

In addition, Olay partnered with Bazaar to feature 20 women in the magazine about what inspires them and how they get through life’s obstacles and turned a area of a subway station in Shanghai into a library of all the stories it collects for the campaign, where vox pops will be conducted with women against the backdrop.

KFC Malaysia has temporarily changed its logo of Colonel Sanders to Claudia Sanders across its social media and digital platforms for a day.

This was done in conjunction with International Women’s Day to shine the spotlight on the women working across its outlets and those who corporate roles.

In addition, it also sharing the stories of three female staff who have achieved success in their own right despite facing multiple obstacles and encourages Malaysians to do the same on social media, tagging their posts with #KFCIWD.

“57% of people working for KFC Malaysia are women. We recognise that a diverse workforce is good for the business. Women are committed; they possess a unique flair and finesse. It is a fact that they, too, play extraordinary roles for the business,” said Merrill Pereyra, chief executive officer for the Restaurant Division of QSR Brand.

“To all women of KFC and the world out there, we would like to say that your future is always bright, equal, safe and rewarding. Keep inspiring us and impacting lives, and thank you for all your hard work and contribution to our community, family and this organisation,” he adds.

KFC’s logo change follow similar moves by Johnnie Walker, which temporarily changed its walking man logo to Jane Walker.

The campaign was created in conjunction by IPG Mediabrands Malaysia’s agencies Society and Universal McCann (UM).

To raise awareness of the discrimination and gender bias that women are facing in the the workplace in Australia, a short film called Beside Not Behind has been produced by a crew made of mostly women.

Olivia Cheung, an integrated producer at The Royals and Cassie De Colling, a director with The Otto Empire produced the film after studies found that in the Australian film industry, women make up 32% of producers, 16% of directors and 23% of writers.

The film follows three women talking about the times in which they face gender bias, presumption and misconception. It hopes to promote the message that support can, and should, go both ways, based on the old saying of “behind every great man is a great woman”.

The film was written, shot and edited in two weeks, and released in conjunction with International Women’s Day.

“It was an ambitious goal to begin with; typically a social campaign of this size would be planned for at least six months, and we managed to get this together from concept to delivery in three weeks, with the support of so many people willing to donate their time and skills,” Cheung said.

“It just goes to show how many people connected with the #BesideNotBehind message – to make things truly equal and not about gender, it’s about supporting each other. There’s a lot of mixed feelings around the gender equality and feminist movement that can divide men and women, and that’s why we felt it was important to share a message that it’s about supporting each other, which I think is the unique thing about our campaign.”

In an out-of-home activation for its Mate 10 smartphone, Huawei installed a portable battery charging station at Bondi beach in Sydney, Australia.

The Chinese smartphone maker wanted to play on Australians’ love for the outdoors just as much as their smartphones. That is until their phone runs out of battery, cutting their day at the beach short.

With its increased battery life, Huawei wanted to show that Mate 10 has phone users' back all the time.

Surprised Bondi beach goers, who charged their smartphones, found that it had not been charging via a power source, but had in fact been charging with Huawei Mate 10 smartphone.

Lexus has collaborated with artist Michael Murphy to create a piece of art to celebrate the brand's guest experience.

The work, made up of more than 2,000 thank you letters from customers and folded into origami, is hung in such a way that from one angle, a viewer will see the car company’s 2018 LS sedan — while from another, it takes the shape of the Lexus logo.

The 'Letters' art installation, an eight foot by 16 foot structure that’s suspended 13 feet off the ground, was made by Murphy with mobility in mind. Select corporate and dealer events across the country will feature the piece, inspired by a pledge that the carmaker calls the Lexus Covenant.

Cooper Ericksen, Lexus’ vice president of marketing, said: “The Lexus Covenant is what drives dealers and associates to treat customers as they would treat guests in their own home and to go to any lengths to serve them better."

Lexus has created a 60-second video that features guests reading their handwritten letters to dealerships as a Lexus craftsman carefully folds and hangs each one.

One reads, “It is with a very grateful heart that I write you about your amazing employees,” while another adds, “Eric volunteered to come to my rescue that evening as soon as Lexus closed” and “Brad met me personally in the service bay.” A mother concludes: “This may seem like a little thing, but to a mom, these things really matter. My three-year-old even noticed, and said, ‘He wanted to be sure we were really safe, didn’t he?’”

Murphy refers to his pieces as perceptual art because the main emphasis of the work is on the viewers’ perception.

“I took my ability to make things and combined it with my passion to create experiences for people and put them together,” said Murphy.

The project took hundreds of hours to complete, with the folding and hanging of each origami piece taking nearly 200 hours. “This is a very tight, precise craft,” added Murphy. “If it is more than one millimeter off it is considered an error.”

Ericksen added: “Lexus crafts experiences for its guests with the same level of care it crafts its vehicles. Using actual letters sent to our dealerships shows how each interaction, large or small, makes the overall Lexus experience exceptional. These experiences are the very DNA of what makes Lexus, Lexus."

Porsche has kicked off its 70-year anniversary celebrations by releasing a special trailer during a movie screening in a cinema in Asia Pacific.

The trailer, titled ‘The Gift of Time’, was aired for the first time on 22 February, which is also known as ‘renri’ or or ‘people’s birthday’ during the 15 days of Chinese New Year, in a cinema in Singapore.

After cinema-goers watched the trailer, which showcases Porsche’s achievements the last 70 years, a message appeared, encouraging them to send either a message, an emoji or a selfie to someone special.

The purpose of this, according to Porsche, was to give the audience 70 seconds of airtime to connect with family and friends, and highlight how precious time can be their daily lives.

In a new campaign that plays on the global average life expectancy, Glico has released an advertisement in Japan that uses 72 different actresses to portray a woman at various stages of her life.

The Japanese confectioner, which is the maker of Pocky, wants to show through the ad that more than one hundred years ago, the global average life expectancy was only 31 years. Fast forward to today, it has increased to 71.8 years.

The ad titled ‘71.8-Second Life’, begins with a birth of a baby and ends with a woman on her deathbed. A new actress is introduced every second, with each of them representing a different year of the character’s life.

Throughout the film, the characters use Glico’s products like Bisco cookies, Pocky and Bifix yogurt at different stages of their life.

Welcome to The Drum Creative Works.

As always, this section is dedicated to showing the best creative work of the past week. We're using our five-star voting system, so to vote for your favourite, make sure you click on the stars.

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.

Publicis Lisbon: Dacia 'Unnecessories'

Agency: Publicis Lisbon

Client: Dacia

Date: February 2018

This new campaign from Publicis Lisboa for car manufacturer Dacia, focuses on convincing consumers that Dacia models are the best cars for them, by poking fun at useless and superfluous accessories of other models.

In the spots, an overly smooth car salesman tries to convince viewers of the brilliance of the Dacia Sandero's many pointless features, including a 'celeb effect carpet system' which releases a red carpet on the passenger door side; the 'Dog Cruiser Window Support' which provides canine passengers with a cushion to rest their heads on, as they enjoy the breeze of the open road; and the 'Car Trip Companion', a smiling blow-up doll which inflates to accompany drivers on lonely excursions.

At the end of each ad, a voiceover reminds prospective car buyers that they don't need such 'Unnecessories' and that the new Dacia already has everything they could ever want.

Credits:
 

 

Nuno Salvaterra; Steve Colmar - Executive Creative Directors - Publicis Lisbon
José Picka - Creative Supervisor - Publicis Lisbon
Freddie Brando - Copywriter - Publicis Lisbon
David Pires; Marta Carvalho - Art Directors - Publicis Lisbon
António Silva - Design Director - Publicis Lisbon
Joana Carvalho; Rui Lousão - Designers - Publicis Lisbon
António Segurado - Motion Designer - Publicis Lisbon
Tiago Strecht - General Manager - Publicis Lisbon
João Ruas - Account Executive - Publicis Lisbon
Jorge Pais - Brand Supervisor - Publicis Lisbon
Duarte Rato - Account Executive - Publicis Lisbon
Cristina Almeida - Head of Audiovisual Production - Publicis Lisbon
Inês Correia - Video Editor - Publicis Lisbon
António Júnior - Head of Graphic Production - Publicis Lisbon
Rui Caracol - Art Finisher - Publicis Lisbon
Edgar Meira - Head of Digital Production -Publicis Lisbon

Tags: Portugal, design, Online/Digital, Content Marketing, film, ONLINE FILM, DACIA, UNNECESSORIES, advertising

 

DACIA Unnecessory - Car Detection Antenna Topper

 

Dacia Unnecessory - Car Trip Companion Assist

 

Dacia Unnecessory - Sky Night Assistive Lights

 

DACIA Unnecessory - Dog Cruiser Window Support

 

DACIA Unnecessory - Celeb Effect Carpet System

 

 

 

 

 

 

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Santo: Vodafone 'Vodafone Supports Gender Equality'

Agency: Santo

Client: Vodafone

Date: March 2018

Gender equality is of central importance to Vodafone. The company’s commitment to women’s empowerment is at the very core of the business. With this in mind, new short film ‘Raising Voices’ has launched across Vodafone’s markets, as the company commits to join around 20 other companies in UN Women’s UNstereotype Alliance - a global coalition with the common goal to eliminate gender bias and harmful gender stereotypes in advertising.

Vodafone, a HeforShe Impact Champion, has a strong commitment to diversity and women’s empowerment, both within its own business and within the communities in which it operates. It believes that the initiatives underway to achieve greater gender parity will strengthen the company significantly over time.

As part of this, the Vodafone ReConnect programme is designed to attract talented women across 26 countries who have left the workplace for several years (in most cases to raise a family) who would like to return to work but are struggling to make the professional connections needed or refresh the skills required. Other initiatives within the organisation include the Global Maternity Policy, which provides an inclusive working environment for women across the company's global footprint. This provides women across 30 countries with a minimum of 16 weeks fully paid maternity leave and a return to work policy for the first six months back after maternity leave, allowing them to work for four days a week and get paid for five.

Credits:
 

 

Director: Hanna Maria Heidrich

Production Co: Believe Media

Exec Producer: James Covill

Producer: Barty Dearden

Production Manager: Lucy Banks

D.P: Tim Maurice Jones

Editor: Matt Newman

Post Production: The Mill

Colourist: James Bamford

Post Producer: Ian Berry

Sound: Scramble Sound

Sound mixer: James Lyme

Music: Goldstein Music

Tags: UK, vodafone, Santo, international Women's Day

 

Raising Voices

 

 

 

 

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Wieden+Kennedy London: Tyrrells Potato Crisps 'Best in Class'

Agency: Wieden+Kennedy London

Client: Tyrrells Potato Crisps

Date: March 2018

The 'Absurdly Good' new advert from Tyrrells Hand-Cooked English Potato Crisps is set to showcase the brand’s Best Ever Recipes across its core flavours.

Created by Wieden+Kennedy London, the new advert is the second of the Absurdly Good series.

Credits:
 

 

Dan Norris, Ray Shaughnessy - Creative Directors - Wieden+Kennedy
Adam Newby, Will Wells - Creatives - Wieden+Kennedy
Tony Davidson, Iain Tait - Executive Creative Directors - Wieden+Kennedy
Aaron Reynolds - Sound Designer - Aaron Reynolds

Tags: UK

 

Tyrrells Best Ever Recipe

 

 

 

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Fold7: L&C 'Glide'

Agency: Fold7

Client: L&C

Date: March 2018

UK mortgage broker L&C is launching its latest campaign, ‘Glide’, created by London-based advertising agency Fold7. Homebuyers, especially first-timers, can find navigating the mortgage market daunting.

The Glide campaign pulls back the curtain on those people who seem to breeze through life’s difficult decisions. Calm like a swan, these people appear to manage such moments with ease. As L&C knows, the only advantage they have on the uninitiated is knowing who to ask for help.

The Glide TV advert, voiced by David Mitchell, shows us the calm exterior of a swan on a lake, before diving underwater to show us the furiously paddling legs propelling it. This, as Mitchell tells us, is L&C’s role – driving us through the tumultuous waters of the mortgage market while on the surface, all is under control.

Credits:
 

 

Creative Agency: Fold7
Company/Brand: L&C
Clients: Jane Harrison, Marketing Director
Creative Director: John Yorke
Strategy: Georgie Cavendish
Business Director: Laurence Sassoon
Agency Producer: Ben Catford
Director: Future Deluxe
Production Company: MPC Creative
EP, MPC Creative: James Niklasson
VFX: Mikros-MPC
VFX supervisor: Alain Boutillier
VFX producer: Pascal Giroux
Grade: MPC Remote Grade
Colourist: Richard Fearon
Audio: 750 mph

Tags: UK, advertising

 

L&C Mortgages TV Advertising Campaign - Glide by Advertising Agency Fold7

 

 

 

 

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Uncommon: Ovo Energy 'Power Your Life Differently'

Agency: Uncommon

Client: Ovo Energy

Date: March 2018

Uncommon, the creative agency founded by the ‘Grexiteers’, has released its first work – a sweeping, cinematic film for energy supplier Ovo featuring the voices of climate change deniers alongside the music of thrash metal band Slayer.

‘Power Your Life Differently’ will comprise print ads, out of home, digital, social, below the line and PR, as well a hero spot and aims to educate consumers on the impact their everyday energy use has on the environment.

The latter opens with a shot of household appliances plugged into the earth – a visual metaphor for how renewable energy can power the world. As the camera sweeps onto a cluster of TVs, their screens light up with a host of climate change deniers protesting against the theory.

Meanwhile, a recording of the rousing ‘Get Mad’ speech from the film Network plays as a juxtaposition to the pseudoscience chatter, and Slayer’s track ‘Raining Blood’ gains in volume.

Directed by Andreas Nilsson at Biscuit, the film ends with another camera sweep into the ocean to linger on a lone wind turbine. The line reads: ‘It’s time to power your life differently. Switch to 100% renewable energy from Ovo.’

Credits:
 

 

Uncommon Creative Studio
Director, Andreas Nilsson @ Biscuit
Post Production, Wes @ The Mill
Editor, Ben Campbell @ Cut and Run
Sound, Aaron Reynolds @ Wave
Licensing, David Born @ Born Licensing and Dominic Bastyra @ Wake the Town
Illustrator, Edel Rodriguez

Tags: UK, Ad of the Day

 

 

 

 

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Heimat Hamburg: Lotto 24 'Finger'

Agency: Heimat Hamburg

Client: Lotto 24

Date: March 2018

A new campaign for Lotto 24 - Germany's state lottery provider – from Heimat Hamburg, encourages viewers to disregard their curious urges and protect their digits, by playing lotto games on their smartphones instead of endangering themselves.

While a succession of overly curious characters come close to moments of certain doom - such as losing a finger to a spinning fan blade, receiving a sting from a scorpion tail or getting a coating of sticky doughnut sugar - the spots' voiceover tells viewers to 'Give your finger something better to do - like become a millionaire with the new Lotto24 app.'

Credits:
 

 

Agency: Heimat Hamburg
ECD: Mathias Stiller
CD: Petra Schotten
Production Company: Cobblestone Film
Director: Greg Bray
EP: Philipp Schmarlriede
Producer: Ulla Vogel
Cinematographer: Christian Datum
Editor: Hannes Schaefer

Tags: Germany

 

Lotto 24. Fan.

 

Lotto 24. Scorpion.

 

Lotto 24. Speedos.

 

Lotto 24. Glove.

 

Lotto 24. Donuts.

 

 

 

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Here Design: RISO D'UOMO 'Visual Identity'

Agency: Here Design

Client: RISO D'UOMO

Date: March 2018

Milanese artisan rice brand Riso D'Uomo has revealed a new visual identity by Here Design. Cultivated from pure carnaroli rice grown within sight of the historic Duomo di Milano, Riso D'Uomo's refreshed design takes direct inspiration from the product’s place of origin, reflecting the ornate marble floor tiles of this impressive cathedral.

Using rich tones of navy blue and terracotta which are derived from the striking colour of the marble floors of the Duomo, the new brand identity adopts a timeless quality and strong design aesthetic, standing out on the shelf.

Here Design therefore delivered an authentic design rooted in the history and heritage of the product, demonstrating the brand’s commitment to artisanal techniques, and differentiating it from the plethora of rice varieties on offer.

Credits:
 

Tags: Italy, design, packaging, Food & Drink

 

 

 

 

 

 

 

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The winner of this week's creative work of the week in Asia Pacific is Hotel Ramada, which launched a makeover campaign of its hotel rooms in India to make it more accessible for its visually-impaired guests.

The campaign titled 'Blind Faith Upgrade', which was created by Isobar India, aims to remove the challenges that the visually-impaired usually face by installing tools like braille and raised grooves around the hotel.

Ultimately, the hotel hopes that this initiative will help encourage India to provide more support for the disabled in the country and tourists.

AIA is celebrating 70 years in Malaysia with a corporate video on its achievements, which is filmed entirely on an escalator.

The escalator was chosen by its creative agency Leo Burnett because AIA’s 1965 headquarters housed one of the first escalators in Malaysia.

The insurance giant hopes that the video will show what the company has achieved in the past 70 years while looking towards the future.

“The film might be about our history, but thanks to Laura and the Leo Burnett team, it narrates our legacy in a fresh and exhilarating way,” said Eric Chang, chief marketing officer of AIA Malaysia.

“As a company, we recognise the importance of balance. We may have been around for 70 years, but we’re going to be around for a lot more. And we’re always going to be focused on helping Malaysians live healthier, longer and better lives.”

Welcome to The Drum Creative Works.

As always, this section is dedicated to showing the best creative work of the past week. We're using our five-star voting system, so to vote for your favourite, make sure you click on the stars.

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.

Arthur London: Dementia UK 'Together Again'

Agency: Arthur London

Client: Dementia UK

Date: March 2018

Dementia UK has launched a three-minute film ‘Together Again’ that highlights the specialist one to one support its Admiral Nurses deliver to people living with dementia. Created by Arthur London and produced by Royle Productions, the animated film brings to life how an Admiral Nurse can provide vital support. The film visualises dementia as an ocean dividing a couple, and depicts how the Admiral Nurse helps the couple reconnect using techniques such as memory triggers and sensory recall.

Credits:
 

CREATIVE AGENCY: ARTHUR LONDON

Lyndsay McMorrow & Andy Kelleher - Executive Creative Directors - Arthur London

Simon Lane & Hannah Wallis - Creative Directors - Arthur London

Tash Delliston - Brand Planner - Arthur London

Account Team: Anna King, Jan Rane

AGENCY PRODUCTION: ROYLE PRODUCTIONS

Sarah Marcon - Executive Producer - Royle Productions

Nina Bacchus / Agnes Szyperek / Frank Hanrahan - Producers - Royle Productions

PRODUCTION COMPANY: PASSION PICTURES

Reuben McNaughton - Direction & Design - Passion Pictures

Lucie Friar - Executive Producer - Passion Pictures

Matt Saxton - Producer - Passion Pictures

Neil Boyle, Aude Carpentier, Joshua Exposito, Anna Bohac, Natasha Pollack - Animation - Passion Pictures

Jade Weldon - Creative Development - Passion Pictures

Ronnie Mitchell - Colouring - Passion Pictures

Francois Pons - CG (Look Development) - Passion Pictures

Kirk Hendry - Compositing - Passion Pictures

MUSIC PRODUCTION: Goldstein

Angus MacRae - Composer - Goldstein

Alexander Parsons (Violin) - Goldstein

SOUND DESIGN: Factory

Mark Hills - Sound Designer - Factory

Tags: UK, creative, campaign, digital, Short Film, animation

 

Dementia UK ‘Together Again’

 

 

 

 

 

 

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Carnage, Initials Marketing: McLaren 'Senna'

Agency: Carnage, Initials Marketing

Client: McLaren

Date: March 2018

Carnage has created a launch film worthy of the most extreme road car that McLaren have ever built - the P15, the latest in the Ultimate series, which also bears the name of legendary Formula 1 driver, Ayrton Senna.

Carnage went back to both the FOM archive, but also to the most iconic photography of the period. This approach offered a glimpse of Senna the man, and not just the racing driver.

Working with Final Cut and the Coffee & TV team, Carnage worked to develop our vision for the project, combining the most evocative driving footage from the F1 races with the most iconic photography of the man himself. The archive footage was then intercut with new and incredibly dynamic footage of the McLaren hypercar.

The final film offers the audience more than just the promise of a fast car. They get a celebration of Ayrton Senna, the man, and everything he stood for, distilled into McLaren's ultimate offering. 

Credits:
 

Client McLaren
Global Brand Manager Kristian Dean

Agency Initials
ECD Nick Presley
Project Director Phil Norris
Head of Live Engagement Rachel Bateman
Senior Communications Manager Claire Wilson

Production Company Carnage
Director Piggy Lines
Executive Producer Ben Hampshire
Producer Neil Edson
Head of Production James Howland
DOP Bernd Wondollek
Production Manager Seb Jowers

Edit House Final Cut
Producer Frankie Elster
Editor James Rosen

Sound Machine
Sound Design & Mix Patch Rowland

CG & Post Production Coffee & TV
Colourist Simona Cristea

Track title Brazilian Legend
Composer Lennert Busch
Music Supervisor Justin Andree @ CORD
Publisher Pale Blue

Tags: UK

 

Senna

 

 

 

 

 

 

 

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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 27 March.

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.

Impero: Chivas Regal 'NBA shorts'

Agency: Impero

Client: Chivas Regal

Date: March 2018

Independent agency Impero designed a series of CGI videos to support the Chivas Regal NBA sports partnership in China.

In September 2017 Pernod Ricard announced a partnership with the National Basketball Association (NBA) in China, for its flagship whisky brand, Chivas Regal.

For this brief, Impero created a series of short CGI videos that played alongside the NBA Championships in China on TV, online and during stadium games.

Credits:
 

Michael Scantlebury - Creative Director - Impero
Lauren McGregor - Account Director - Impero
Samantha Russo - Project Manager - Impero
Sarah Burrows - Art Director - Impero
Alex Kosterman - Creative Copywriter - Impero

Tags: China, alcohol, commercial and advertising photography, basketball, NBA, china, chinese, design, Graphic Design, Tv/Film Production, CGI, Beverage Alcohol, Chivas Regal, pernod ricard, sports, digital

 

Chivas Regal Chinese NBA Ad by Impero

 

 

Chivas Regal Chinese NBA Ad by Impero

 

 

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IPG Mediabrands: KFC 'Claudia Sanders'

Agency: IPG Mediabrands

Client: KFC

Date: March 2018

KFC Malaysia has temporarily changed its logo of Colonel Sanders to Claudia Sanders across its social media and digital platforms for a day.

This was done in conjunction with International Women’s Day to shine the spotlight on the women working across its outlets and those who corporate roles.

In addition, it also share the stories of three female staff who have achieved success in their own right despite facing multiple obstacles.

The campaign includes an outreach by KFC to provide support to two single mothers in Segambut and Cheras, joined by Merrill Pereyra.

His message to Malaysians, documented in a short video, emphasised the important role played by Mrs. Sanders, without whom, we might not have had KFC as we know it today.

 

Credits:
 

Tags: Malaysia

 

 

 

 

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In a new campaign to help customers gain new experiences while traveling, Zuji Singapore is looking for a ‘hospitality curator’ to try beds before they are sold on the e-commerce travel platform.

Customers can apply to be an official bed tester for Zuji and successful applicants will travel around the world in business class in airlines to review Zuiji’s merchants by providing their account of the sheet thread count, mattress support, room temperature, pillow firmness, duvet thickness and accessibility to facilities. 

The role is open to travel lovers who appreciate diverse cultures around the world.

“This initiative has been something that we have been discussing for a long time,” said Arun Ratnaa, head of marketing at Zuji.  

“As trivial as it seems, a bed tester will be able to give customers a chance to know what they will be paying for and travelers now can travel without a negative enigma of their accommodation.”

: 'Bed tester by Zuji'

Agency:

Client:

Date: March 2018

With its 360-degree travel offering, from flights and hotels to car hire and destination experiences, ZUJI Singapore is going one step further in a bid to ensure the perfect holiday for its customers. The leading e-commerce travel platform seeks an individual to be its designated ‘Hospitality Curator’ responsible for trying all of the beds available to customers and ensuring they have the ZUJI seal of approval before being sold on the site. 

Nicknamed as the ‘Bed Tester’ for literal reasons, the new role is open to all with a thirst for travel and an appreciation for culture across the globe. Not limited to those trained in hospitality, the opportunity is a dream come true for all that are bitten by the travel bug.

As the official Bed Tester for ZUJI, the successful applicant will travel around the globe, one region at a time, reviewing the ZUJI hotel partners.  Following each stay, the Bed Tester will then be required to provide a detailed breakdown of the experience with, looking at sheet thread count, mattress support, room temperature, pillow firmness, duvet thickness and accessibility to facilities. 

The ZUJI Bed Tester will be flown in business class at all times and will be encouraged to spend time in each destination, getting to know the local cultural landscape. 

Credits:
 

Tags: Singapore

 

 

 

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