American insurance giant AIG is stepping up its efforts to call out discrimination and prejudice of any form in Japan with the help of the New Zealand national rugby teams, of which it is a sponsor.

The campaign, which is part of its ‘diversity is strength’ movement, saw AIG design a new jersey for the All Blacks, with the help of TBWA/Hakuhodo, which is black on the surface and reveals the colors of the rainbow when it is stretched.

The All Blacks, the New Zealand men’s national rugby team and the Black Ferns, the New Zealand women’s national rugby team, also appeared in a film for the campaign, which is an extension of an online movie in 2017 called ‘#TackleTheRisk’.

“Building on the success of our #TackleTheRisk film last year, we really wanted to work with TBWA/Hakuhodo and the All Blacks again to tackle the bigger social issues in Japan – starting with diversity,” said Matthew Walker, regional chief marketing officer at AIG Japan.

“Our creative challenge to TBWA/Hakuhodo was how do we combine AIG, the All Blacks/Black Ferns and diversity in a relevant and impactful way that reflected our common values and aspirations? From TBWA/Hakuhodo’s initial organizing idea of ‘If you combine all colors of the rainbow, you get black’ through to their fabric innovation and film integration to achieve that promise, we knew it was a big idea.”

The winner of this week's creative work of the week in Asia Pacific is Tesco Malaysia, who launched a campaign to raise awareness about the harmful effects to ocean animals caused by plastic bags pollution.

The campaign, created by Grey Group Malaysia, wants to encourage customers to bring their own bags every time they go shopping. 

To do this, they have introduced the ‘The Unforgettable Bag’ , which uses a barcode that tells Tesco when a customer is reusing a bag. The supermarket will then give the customer a discount on the goods they are buying.

The bags are also decorated with pictures of ocean animals most at risk.

Aditya Birla Health Insurance (ABHI) has launched the second edition of its #JumpForHealth with the aim to encourage people to live a healthy lifestyle.

As part of the #JumpForHealth campaign, people are urged to jump up and on their feet and share the video on social media. Based on the shares, ABHI will donate prosthetic legs to the ones in need.

The TVC features a young boy thanking everyone who jumped and made it possible for him to receive prosthetic legs from ABHI.

Celebrities like Milind Soman , Ranvijay Singha, Jonty Rhodes, Bani J and Anand Narasimhan supported the cause by sharing their videos of jumping. ABHI aims to donate 1000 prosthetic legs by achieving 10 million jumps. This initiative is done in association with the Sadhu Vaswani Foundation. 

Mayank Bathwal, chief executive officer (CEO), ABHI said: "The #JumpForHealth campaign aims to educate people on the importance of living an active life by making exercise a part of their daily routine. It is our endeavour to promote healthy living amongst individuals to lead a successful life and to make this a real movement."

Welcome to The Drum Creative Works, supported by Workfront.

As always, this section is dedicated to showing the best creative work of the past week from Europe, the Middle East and Africa. 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.

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RAW London: Teenage Cancer Trust 'Gamer Girl'

Agency: RAW London

Client: Teenage Cancer Trust

Date: April 2018

Teenage Cancer Trust is the only UK charity to meet the critical need for specialised cancer nurses - but it needs more nurses and more funds in order to offer its services to every teen in the UK.

This short film created by Raw London tells the story of Ellie, a 14-year-old cancer survivor. She tells viewers about the impact of the disease and about how Teenage Cancer Trust's nurses helped her. The story is interwoven with animation and a 16-bit soundtrack, visualising Ellie's struggle with cancer as a journey in a classic platformer game.

Credits:
 

Tags: UK

Video of Gamer Girl: Ellie's story

Gamer Girl: Ellie's story

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Anthem Worldwide: Nestle UK 'KitKat Ruby'

Agency: Anthem Worldwide

Client: Nestle UK

Date: April 2018

Anthem Worldwide, the global creative agency, has continued its partnership with Nestlé to create packaging designs for the KitKat Ruby chocolate bar. The new product which launches in the UK this month, has been developed to target millennial ‘foodies’ who are eager to discover new tastes.

KitKat Ruby provides lovers of the KitKat brand with an opportunity to discover something new and delivers the perfect chance to have a break and escape. The creative team at Anthem was briefed to create packaging designs imbued with a sense of intrigue to entice consumers to engage fully with the new product.

Martin Ward, Nestlé creative lead at Anthem commented: “This is a really dramatic brand innovation. KitKat has been in existence since 1935 and has regularly connected with generations of consumers. It’s one of the world’s top three confectionery brands because it’s been able to continue to do this.”

Ellie Worley, senior brand manager at Nestlé added: “Through Anthem’s attractive pack design, consumers can now discover KitKat Ruby, a new, delicious and unique berry flavour experience. It’s important for us to continually find ways to refresh the brand and to keep captivating and surprising our consumers in a way that is relevant to them but also stays true to the brand and its values."

Credits:
 

Arturas Janusas - Designer
Rachel Ham - Designer
Martin Ward - Nestlé Creative Lead
Zoe Varley - Senior Account Manager
Jinny Truman - Account Director

Tags: UK, design, packaging, packaging design, Anthem, kitkat, KitKat Ruby, Nestle

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Introducing KitKat Ruby

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18 Feet & Rising: House of Fraser 'The Blackout'

Agency: 18 Feet & Rising

Client: House of Fraser

Date: April 2018

18 Feet & Rising has launched a new multi-channel, tactical campaign for House of Fraser entitled 'The Blackout'– the retailer’s biggest shopping event to date. The campaign kicks off with four TV commercials created together with renowned music video director-duo, Vaughan and Anthea, from Moxie Pictures.

Using short, sharp 10-second spots, the TVC is high-impact, set in a pitch-black studio, with dancers who move in and out of the dark into striking projector art, created especially by 18 Feet & Rising’s in-house design and animation team. The Blackout campaign aims to remind everyone that shopping is more than just a functional way of finding a good deal, but a fun way of bringing people together and escaping from reality.

The Blackout campaign includes five-day in-store takeovers across the country, playing host to secret sales with significant savings on new lines. Each of House of Fraser’s 59 homegrown stores will be activating the campaign in their own individual way – some with one-off experiential activities including dining in the dark, a Moet bowling alley and DJ sessions.

Credits:
 

Creative Partner Anna Carpen

Creative Julie Herskin
Agency Producer Georgia Dickinson
Assistant Producer Lewis O’Brien
Senior Account Manager Ella Rybacki
Emma French
Strategy Partner Rob Ward
Strategy Director Jack Carrington
Production Company Moxie Pictures
Director Vaughan Arnell and Anthea Benton
Executive Producer N/A
Producer Doochy Moult
Co Producer Lauris Beinerts
DOP Simon Chaudoir
Editor Rick Russell
Prod Designer N/A
Post Production ETC
Colourist Lewis Crossfield
VFX artist Sarah Crux
Post Production Producer Jess Easton / Johnny Fairburn
Sound Munzie @ Grand Central
Media Goodstuff Communications

Tags: UK, digital, TV Advert, Out Of Home, Radio, Social Media, Branding, Brand, promotion, advertising

Video of House of Fraser: The Blackout

House of Fraser: The Blackout

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BY Interactive Brands Agency: Vanguard Properties 'We Play at Home'

Agency: BY Interactive Brands Agency

Client: Vanguard Properties

Date: April 2018

Vanguard Properties, a real estate investment group, is one of the main sponsors of Estoril Open 2018, the biggest Portuguese tennis tournament. BY Interactive Brands agency was challenged with announcing this official sponsorship through a concept that could be communicated in a print ad. 

At Estoril Open, Portuguese tennis players have home advantage. Vanguard Properties acts in real estate, and for this reason it understands the “home” market. Through this conceptual merger, the 'We play at home' concept was born.

The print ads adapt tennis courts to houseplants, promoting the 'We play at home' and communicating the idea behind the campaign to readers.

Credits:
 

Carlos Pontes - Creative director - BY Interactive Brands Agency
Kiko Pedreira - Creative director - BY Interactive Brands Agency
Carlos Pontes - Art director - BY Interactive Brands Agency
Joana Dionísio - Art director - BY Interactive Brands Agency
Kiko Pedreira - Copywriter - BY Interactive Brands Agency
João Ruas - Artwork - BY Interactive Brands Agency
Gisela Macedo - Account manager - BY Interactive Brands Agency
Luísa Manso - Client executive - BY Interactive Brands Agency

Tags: Portugal, advertising, Design for Print, Poster, Sports Sponsorship

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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 8 May.

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.

To celebrate World Maternal Mental Health Day on 2 May, Australian charity Gidget Foundation has published a book of bedtime stories that also can be read as self-help tales for adults.

According to the not-for-profit organisation, one in five new mums and one in 10 new dads in Australian suffer from perinatal depression and anxiety (PNDA), which is almost 100,000 expecting and new parents each year.

Created by Naked, ‘The Little Helper Bunny Books’ are a collection of four titles filled with content for kids that puts proven psychological strategies between the lines for the reader.

Each book is also accompanied with its own online film, which explores the symptoms and strategies behind the book in more detail.

“The books aim to help parents tackle insomnia with visualisation; beat anxiety by anchoring themselves in the moment; handle low energy with discipline and exercise; and use gratitude to transform their point of view,” said Chris Barnes, clinical psychologist at Gidget Foundation Australia.

“The reader is immersed in powerful and gentle psychological exercises designed to positively transform their state of mind and most importantly, each book is an invitation to speak to a psychologist if they need help.”

Bahay Tuluyan has launched a campaign in the Philippines to tell the untold stories of sexually abused children.

​According to the shelter home for sexual abuse victims, from 2011-2016, there were reports in the Philippines of 7418 children raped, by uncles, fathers, older cousins and adults that children trusted.

However, because of fear, more cases are unreported as these victims were unwilling to speak up.

That is why the shelter home enlisted the help of TBWA\SMP to produce an animated film using actual illustrations by abused children, given by sociologist Dr. Elspeth McInnes of University of South Australia.

 The film, is set to the tune of Grammy-nominated song ‘Torn’, which was provided free of royalties by the producers to Bahay Tuluyan, makes it all the more tougher to watch.

The shelter home hopes that this campaign will inspire the public to take action and support its programmes.

The winner of this week's creative work of the week in Asia Pacific is Speights, a New Zealand beer brand, which produced a two minute film called 'The Dance', which shows men learning to dance.

In the film, which was created by DDB New Zealand, two colleagues teach each other how to dance. Their other colleagues then provide feedback on the men’s style and dance moves.

The film culminates in one of the men picking up the courage to ask a woman for a dance.

In a bid to promote its work for the upcoming Thomson-East Coast Line (TEL) in Singapore, Japanese construction firm Taisei Corporation has released an animated video.

The video is based on a character named Ayano, a Japanese engineer, who leaves Japan and goes to Singapore to work on the a new MRT (subway) station on the TEL. The two-minute video also shows the lifelikeness of the iconic Marina Bay area.

It is directed by Makoto Shinkai, who rose to fame for his work on ‘Your Name', which was the fifth highest-grossing non-English film worldwide in 2016 and won awards at the 60th BFI London Film Festival.

Previously, an episode of a Japanese anime show called ‘A Place Further Than The Universe’, also featured several tourist attractions and iconic landmarks of Singapore in their lifelikeness.

: 'Thomson-East Coast Line by Taisei Corporation'

Agency:

Client:

Date: May 2018

In a bid to promote its work for the upcoming Thomson-East Coast Line (TEL) in Singapore, Japanese construction firm Taisei Corporation has released an animated video.

The video is based on a character named Ayano, a Japanese engineer, who leaves Japan and goes to Singapore to work on the a new MRT (subway) station on the TEL. The two-minute video also shows the lifelikeness of the iconic Marina Bay area.

It is directed by Makoto Shinkai, who rose to fame for his work on ‘Your Name, which was the fifth highest-grossing non-English film worldwide in 2016 and won awards at the 60th BFI London Film Festival.

 

 

Credits:
 

Tags: Singapore

 

 

 

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Welcome to The Drum Creative Works, supported by Workfront.

Wieden+Kennedy Amsterdam: Corona 'Wooohooo'

Agency: Wieden+Kennedy Amsterdam

Client: Corona

Date: May 2018

Corona’s latest digital campaign centres on ‘the world’s most unapologetic out of office generator’, a microsite launched right in time for the UK’s May Day Bank Holiday weekend.

Launched under the moniker of WoooHooo.com, the site allows consumers to automatically generate unusual and poetic automatic replies to emails received while on holiday. Prose on offer includes ‘Right now letting the swell dictate my schedule’ and the alluring ‘You really don’t want to know what I’m doing right now’.

The user is served up video compilations of grainy vacation shots with each click.

The AB InBev beer brand also offers a DIY option: users are asked to select a gif that represents their holiday destination, a message related to the moving image and the date of their return. The final customised gif can then be downloaded and exported directly to the consumer’s email provider.

Credits:
 

 

 

Global VP Marketing - Global Brands Kyle Norrington

Global VP Marketing - Corona Felipe Ambra

Global Communications Director - Corona Christopher Jones

WIEDEN+KENNEDY AMSTERDAM

Executive Creative Director Mark Bernath & Eric Quennoy

Creative Director Alvaro Sotomayor

Art Director Vasco Vicente

Copywriter Toby Moore

Head of Broadcast Production Joe Togneri

Broadcast Producer Nelleke Rekers, Stacey Prudden

Interactive Producer Morgan Mendel, Alex Smith

Planning Director Nick Docherty

Senior Planner Maria Correa

Communications Planner Hillary Heath

Digital Strategist Freddie Young, Anna Chan

Group Account Director Courtney Trull

Account Director Franky Wardell

Account Manager Marie Lee

Art Buyer Stacey Prudden

Studio Artist Dean Paulley, Lucille Fenouil, Noa Redero

Project Manager Gabi Moreira

Business Affairs Akvilina Jaskunaite

EDITING COMPANY

Editor Will Judge Amber Hooijmans Hiro Ikematsu Arthur Couvat

AUDIO POST

Wave Sound Designer/Mixer Randall Macdonald

MUSIC Sound Works Services

Artist / Title Robin Datta/ Wooo Hooo Stomp

POST PRODUCTION MPC

Flame Ricky Weissman

AFX Stef Peral

Colorist Matthieu Toullet

Producer Gwenn Hardouin

​INTERACTIVE PRODUCTION

Interactive Production Company Resn

PRINT PRODUCTION

Retouching Loupe, Dario Fusnecher

Tags: World

 

 

 

 

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Leo Burnett London: McDonald's UK 'Great Tastes of America'

Agency: Leo Burnett London

Client: McDonald's UK

Date: April 2018

Following success over the last 12 years, McDonald’s ‘Great Tastes of America’ is back supported by an integrated campaign from Leo Burnett London that takes it to new levels. The campaign, comprising TV, radio, social, print and DOOH, shows how just craving the Great Tastes of America range can transform Brits into their American alter egos.

The four films show everyday British folk going about their everyday mundane business with their friends and families before the inevitable subject of ‘what’s for lunch?” comes up. With the suggestion of a McDonald’s Great Tastes of America burger, they gradually and unwittingly transform into all-out Americans. The media campaign, planned and booked by OMD, is supported by eCRM and in-store activity.

Credits:
 

 

 

Chief Creative Officer - Chaka Sobhani
Creative Director - Luke Boggins & Dan McCormack
Creative - Gareth Butters
Graphic Designer
Board Account Director - Sam Houlston
Account Director Jessica Lyons
Senior Account Manager Felicity Davies
Account Executive - Blake Field
Agency Producer - David Riley / Jack Robinson
Agency Planner - Adriana Ferran & Niall Moore
Agency Project Manager - Tim Wilks
Photographer
Director/ Production Co - Live Action – Sam Hibbard at Somesuch / Food – Myles New at You Are Here Productions
Producer - Live Action – James Waters at Somesuch / Food – Jeremy Goold at You Are Here Productions
Editor - Ben Campbell and Sam Bould at Cut + Run
Post Production - MPC
Sound Design - Sam Ashwell @ 750mph
Typographer
DoP - Marten Tedin

Tags: UK, McDonald's UK, Leo Burentt London, Great Tastes of America, New York Stack

 

The New York Stack - Stacking Books

 

 

 

 

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AMV BBDO: Sanctus 'Lifefaker.com'

Agency: AMV BBDO

Client: Sanctus

Date: April 2018

'Life isn’t perfect. Your profile should be'. That’s the mission statement of new startup Lifefaker, the world’s first online life faking service. Instead of going to the trouble of living a perfect life, now users can just get the photos instead. Lifefaker.com sells ready-made photo packages you can post as your own.

These include ‘The Look At My Holiday and Cry Package’, ‘The I Found Love and Babies Package’, and ‘The My Weekend Was Amazing Thanks Package’. The launch is accompanied by an advertising campaign featuring testimonials from real Lifefaker users. Ruby, 22, said she’s “never seemed happier”.

However, anyone who tries to use Lifefaker.com will learn the real purpose of the project. They'll receive a message from Sanctus, a mental health start-up. The site reminds readers that everyone has felt the pressures of social media - with 62% of people feeling inadequate comparing their lives to those online. The site users can click through to Sanctus.io for a film exploring unhealthy behaviours on social media that impact our mental health and what we can do to change them.

Credits:
 

 

 

Project: Lifefaker
Client name & job title:James Routledge, Scott Piggott, George Bettany @ Sanctus
Creative Agency: AMV BBDO
Creative Directors: Rob Messeter & Mike Crowe
Copywriter: Oliver Frost
Art Director: Josephine Shedden
Partnership Director: Matthew Harrington
Agency Account Team: Katy Talikowska & Jess Middleton
Project Director: Sarah Benson-Lloyd
Agency Producer: Kieran Sadler
Media Agency: Jungle Creations
Media Planner: Melissa Chapman @ Jungle Creations
Digital developer: Oliver Frost & Carlos Pedrosa
Lead designer: Mario Kerkstra
Production Company: AMV Flare
Director: Oliver Frost
Production Co. Producer: Elizabeth Griffin
Editor: Edward Bailey
Post-production: Envy Post
Business Affairs: Michelle Holmes
Audio Post-production: Envy Post

Tags: UK

 

Lifefaker.com

 

 

 

 

 

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The Community: Tesco Mobile 'Mobile Life'

Agency: The Community

Client: Tesco Mobile

Date: April 2018

This integrated campaign – which includes TV, cinema, print, OOH, and digital – marks the launch of a new creative direction for Tesco Mobile.

The 30-second spot, 'Mobile Life,' features British non-actors utilizing their phones in several different ways. One woman uses her front-facing camera to apply mascara on the tube, while a father and son play with Snapchat filters. A couple hugs, while the man in the relationship checks his texts quite literally behind his partner’s back.

Through highlighting their ubiquity, Tesco Mobile underscores cell phones' importance. The spot also showcases the brand’s dedication to making customers’ lives better through specific product designs.

Credits:
 

 

 

Team Credits:
Agency: The Community
Executive Creative Director: Mark Hunter
Managing Director: Ryan Lietaer
Creative Director/Copywriter: Ed Copeland
Creative Director/Art Director: Lee Williams
Senior Producer: Ally Gunn/ Leah Mitchell-Waite
Account Director: Fiona Robertson
Account Manager: David Jenkins
Senior Interactive Project Manager: Mark Clifford
Head of Design: Adam Brewster
Design Manager: Marcos Quinn/ Stephen Vaughan

Production
TV
Production Company: Outsider
Director: Max Fisher
Producer: Joseph Taussig
Director of Photography: Jaime Feliu
Casting – Anna McAuley Casting

Print
Photographer: Hannah Maule-Ffinch
Production Agent: Germaine Walker

Tags: UK

 

Mobile Life

 

 

 

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GTB Roma: FORD 'Feel The View'

Agency: GTB Roma

Client: FORD

Date: April 2018

A new initiative from Ford of Italy and GTB Roma aims to make automotive innovation as inclusive as possible. 'Feel The View' is a new device, that when installed on a car window, is able to encode landscapes seen from the road, allowing visually impaired people to experience the Italian countryside with the tips of their fingers.

The device is able to transform a flat surface of a car window into a tactile display. The prototype captures and transforms the photos taken by the integrated camera into haptic sensory stimuli, not visible, but perceptible through touch and hearing. The photo taken from the device is converted by internal software into a greyscale image.

This image is then reproduced across the glass window by special LEDs. The device causes vibrations of 255 different intensities at the point of touch: the lower the intensity of gray, the greater is the intensity of the vibration. The user is in this way able to sense the different vibrations exploring the window with their fingers and will be able to visualize and reconstruct the view in their mind.

The prototype, connected to the internet, combines artificial intelligence and vocal synthesis in order to complete the experience. A voice assistant connected to the car’s audio system provides context for the image captured by the built-in camera, allowing them to explore all shapes of the surrounding areas autonomously, simply and intuitively. The video was made by the production company Whyworry and directed by Mauro Mancini.

Credits:
 

 

 

Chief creative officer GTB EMEA: Julian James Watt
Agency: GTB Roma
Executive creative director: Federico Russo
Art director: Stefania Esposito
Copywriter: Leonardo Pastacaldi
Client service director: Andrea Manfredonia
Business director: Chiara Di Loreto
Account executive: Marta Vagnarelli
IT Manager, Data Administrator and Analyst: Massimiliano Pacilio
Head of production: Mara Bruschetti
Production and post production Company: Why Worry Production
Director: Mauro Macini
DoP: Agostino Vertucci
Executive producer: Diego Panadisi
Line producer: Francesca Esposito
Editor: Julien Panzarasa
Sound design: SUONI LAB - Rome
Editing: Claudio Bresciani

Tags: Italy

 

Ford presents Feel the View

 

 

 

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Daniel Kelly: 'May Contain'

Agency: Daniel Kelly

Client:

Date: May 2018

To raise awareness for anaphylaxis, I produced a fashion magazine aiming to show the Epi-Pen out of a medical context. It gained over 22,000 tweet impressions, 4,200 unique visitors and over 1,500 shares on social media.

  ̌

Credits:
 

 

 

Art Director & Designer: Daniel Kelly 

Tags: UK

 

 

 

 

 

 

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gyro London: Square 'Square and Fair'

Agency: gyro London

Client: Square

Date: April 2018

Square, the payments company founded by Jack Dorsey, will launch a new integrated advertising campaign this week to celebrate the UK’s small business owners and encourage them to accept card payments. The ‘Square and Fair’ campaign has been created by Gyro London and celebrates the UK as a nation of shopkeepers and independent business owners.

Set to the 1942 wartime song 'The Thing-Ummy Bob', performed by Gracie Fields, the ad features a selection of real businesses of all ages and backgrounds who use Square’s technology.

The campaign will appear across TV, print, online and social media platforms, with targeted press and performance digital media to target business owners. It is the first national advertising campaign that Square has created specifically for the UK, and has been designed to reflect the unique spirit and character of the UK’s small business community. 

Credits:
 

 

Chief Creative Officer - David Harris
Creative Directors - Matt Allen and Luke Ashton
Art Director - Matt Allen
Copywriter - Luke Ashton
Production company - Floating Pictures
Senior Producer - Kate Miller
Producer - Helen Morley
Director - Rob Sanders
Director of Photography - Martyna Knitter
Photographer - Tom Hull
Integrated Account Lead - Rob Walker
Strategy Director - Giselle Okin
Group Account Director - Angela Gotsi
Project Manager - Sofi Andersson
Editing House - TRIM
Editor - Leila Sarraf
VFX company - CherryCherry
Sound Designer - Jonathan Miller
Retouching - ColourWorks
Planning Director - Ian Bell
Brand Media Account Director - Stefania Arioli
Performace Media Account Director - Craig Dempsey

Tags: UK, square, Square and fair, gyro London

 

Square and Fair

 

 

 

 

 

 

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Pizza Hut has launched a new campaign which wants to show how uncomplicated food should be.

The video for the campaign, created by Ogilvy & Matter Singapore, shows a group of food lovers in a therapy session, where they share their dismay about ‘food overcomplication and pretentiousness’ they have encountered.

According to the brand, even though Singapore’s culture today sees people insisting on taking photos of their food before eating, never ending food trends and complicated menus, there are younger Singaporeans are looking for ‘simple, precious moments’.

“This brand platform aims to drive local resonance in Singapore while staying in line with our global brand positioning. It also reinforces our core brand values of offering Singaporeans a simple, delicious pizza experience in today’s complex world,” a marketing spokesperson for Pizza Hut said.

“We are very eager to see Singaporeans’ response to this campaign and hope it resonates with them as much as it did with us!”

Hong Kong Ballet has taken a new approach to its design, placing its dancers in iconic Hong Kong landmarks for a major print and branding campaign.

The new look aims to showcase its new direction, after appointing former Washington Ballet’s Septime Webre as its artistic director.

The ads, which encompass brand photography and program brochure creative, is described as “fairy tale-esque”, depicting the dancers as characters that are caught in exaggerated ballet poses.

The campaign, by Design Army, takes on a classic Chinese celebratory colour palette of red and blues but has intentionally made the ads feel modern.

Some of the images, which use dancers from the 2018/2019 season, are recreations of famous pieces of art.

The ads celebrate a new direction for the company, following Webre’s appointment last year. Since joining, he has established shows including Le Coraise and Rush, while the new campaign promotes upcoming shows, such as The Great Gatsby and Alice in Wonderland.

Design Army: Hong Kong Ballet 'Hong Kong Ballet 2018'

Agency: Design Army

Client: Hong Kong Ballet

Date: May 2018

Hong Kong Ballet has taken a new approach to its design, placing its dancers in iconic Hong Kong landmarks for a major print and branding campaign.

The new look aims to showcase its new direction, after appointing former Washington Ballet’s Septime Webre as its artistic director.

The ads, which encompass brand photography and program brochure creative, is described as “fairytale-esque”, depicting the dancers as characters that are caught in exaggerated ballet poses.

The campaign, by Design Army, takes on a classic Chinese celebratory colour palette of red and blues but has intentionally made the ads feel modern.

Credits:
 

 

CLIENT: Hong Kong Ballet

Artistic Director: Septime Webre

CREATIVE AGENCY: Design Army

Co-Founder & Chief Creative Officer, Design Army Pum Lefebure

CEO, Design Army: Jake Lefebure

Creative Director, Design Army Sucha Becky

Art Director, Design Army Heloise Condroyer

PHOTOGRAPH CREW 

Director/DP: Dean Alexander

DP Assistant: Erin Winebrenner, Digitech

Producer: Eva Chui Loiterton, AJL Studio

Production Assistant: Spencer Leung

Props Stylist, Flow Films: Billy Lau

Wardrobe Stylist: Tasha Ling

Wardrobe Stylist Assistant: Cat Yeong

Hair Stylist: Alistair Rae

Creative Director, Paul Gerrard

Hair Hair Stylist Assistant: Jodi Tang

Make Up Artist 1: Dale Johnson Make Up Artist 2: Megumi Sekine Make Up Assistant: Jan Din

Lighting Assistant 1: Theo Wong Lighting Assistant 2: Scottie Wong Lighting Assistant 3: Jacob Liu

Tags: Hong Kong

 

 

 

 

 

 

 

 

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Welcome to The Drum Creative Works, supported by Workfront.

As always, this section is dedicated to showing the best creative work of the past week from Europe, the Middle East and Africa. 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.

TBWA\London: PlayOJO 'Dancing Alpaca'

Agency: TBWA\London

Client: PlayOJO

Date: May 2018

Play Ojo, the fair online casino, has appointed TBWA\London to develop its 2018 creative strategy.

The resulting campaign disrupts online casino marketing norms by avoiding male-skewed, glamourised advertising to instead simply show how PlayOjo stands for fairness.

So we see a sad, lonely, depressed alpaca who is fed-up with being treated unfairly by other online casinos. But once he finds Ojo, he gets his (M)ojo back and we see the exhilarating feeling of fairness, as interpreted through the medium of alpaca song and dance.

The TV ad’s humour is further aided by a voice-over from Ewen MacIntosh, aka Keith from The Office.

Credits:
 

 

Brand: PlayOJO
Campaign name: Find your OJO
Client: Peter Bennett, Head of Brand Marketing @ PlayOJO
Agency: TBWA\London
Chief Creative Officer: Andy Jex
Creatives: Harriet Russell-Vick and Lauren Coates
Business Director: Jarrod Cocksedge
Senior Account Manager: Max Phillips
Chief Strategy Officer: Anna Vogt
TV producer: Malika Patel
Media company: All Response Media
Production company: Hungry Man
Director: Lucy Forbes
Producer: Paula Garr
Executive Producer: Ben Roberts
DOP: Benedict Spence
Editor: Ben Stephens @ Final Cut
Post Production: MPC
Post Producer: Anandi Peiris
Colourist: George K
VFX Team: Toby Aldridge, Kalle Kohlstrom, Fabio Santoro
Sound: Parv Thind @ Wave
Music Supervision: David Bass @ Theodore

Tags: UK, advertising, digital, Branding

 

Find Your OJO

 

 

 

 

 

 

 

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ITV Creative : ITV 'Forget'

Agency: ITV Creative

Client: ITV

Date: May 2018

This campaign is a call to arms to football fans all around the country, encouraging them to forget two things. Forget the burden of the past, the highs and lows of previous World Cups... And forget their pre-conceptions. Ultimately, we want them to forget every game that has gone before, because all that matters is what happens in Russia this summer, on the pitch, and on ITV.

In a fast paced, provocative and anthemic 60" promo, we're breaking all conventions of World Cup advertising, physically painting over the highs and scrapping the lows of World Cups past. Together with German Director Hauke Hilberg, we've selected the moments that fans and players alike hang on to too tightly, using a diverse mix of edit and post techniques along with specially shot scenes, and the voice of Ashley Walters to build momentum and hype for the most unpredictable World Cup in decades.

Credits:
 

 

Agency: ITV Creative

ECD: Tony Pipes

Creative Director: Rachel King

Creative: David Brooks

Head of Campaign Production: Katie Carew

Head of Campaign Management: Gemma Dunford

Senior Campaign Manager: Emma Reith

Director of Network Marketing: Paul Ridsdale

Head of Marketing: Ed Ross

Marketing Manager: Nicolas Jayr

Marketing Executive: Chris Anstey

Production Company: ITV Creative

Director: Hauke Hilberg

Producer: Jon Hinton

Editor: David Gesslbauer

Grade: Richard Fearon @ MPC

Audio: Loft Berlin

Tags: World, Fifa World Cup, Sports Marketing

 

 

 

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Y&R Madrid: AEFI 'Sorry'

Agency: Y&R Madrid

Client: AEFI

Date: March 2018

Spain has one of the highest rates of violence against women. In 2017, 44 women were murdered by a current or former spouse or partner. So, the Spanish Association of Florists (AEFI) made a statement: their flowers are not meant to say sorry - the kind of sorry that comes from abusers.

Bouquets are not meant to hide evil and harmful acts of abuse, physical or emotional - they’re not meant to be used to manipulate victims to obtain their forgiveness because abuse should never be forgiven.

The campaign, created by Y&R, features five images that show a dramatic contrast between the beauty of magnificent bouquets and the beaten and/or depressed faces of five different women. Each image features a woman alongside her story of domestic violence.

Credits:
 

 

Mauricio Rocha - Chief Creative Officer – Y&R
Covadonga Díaz - Creative Director – Y&R
Emilia Bertola - Creative Director – Y&R
Bea González - Art Director – Y&R
Ale Burset – Photographer
Diego Speroni - Retoucher
Gabriel de la Morena - Photographer Assistant

Tags: Spain

 

 

 

 

 

 

 

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Fresh Film: Mitsubishi Motors 'Documentary Idents'

Agency: Fresh Film

Client: Mitsubishi Motors

Date: May 2018

Mitsubishi Motors in the UK continues its long-standing sponsorship of Documentaries on 4 with a new series of idents, shot by freelance car director, River through Fresh Film for Golley Slater Cardiff. The new films depict many of Mitsubishi Motors’ and Channel 4’s shared values, invoking their daring, powerful, challenging and pioneering spirits.

In the idents, six Mitsubishi models showcase their unique features whilst a series of synonymous animated objects approach them. Each film in the series sees varying objects gradually draw closer to the featured Mitsubishi model, ultimately getting absorbed into them whilst illustrating the individual lifestyle connections across the range.

Freelance director, River, shot the campaign in London with Fresh Film over three days and worked alongside post-house Jam Films to help create the 3D animated objects. River is renowned for work that seamlessly blends in-camera action with VFX and has shot for the client a number of times through Cardiff-based creative agency Golley Slater Cardiff.

Excited to bring a direct connection to the sensibility of documentary filmmaking, River was keen to incorporate a dynamic floating hand-held look to the camera work. This, combined with the dramatic cinematic lighting that wraps around each model, helps to highlight the individual lines, angles and dynamic bodywork of each model in the range.

Viewers are invited to familiarise themselves with the individual features across the Mitsubishi range that may be suitable for their own unique lifestyle purposes. In keeping with the same playful tone as previous campaigns, the films also illustrate the portrayal of individual lives within the documentaries.

Credits:
 

 

Client: Mitsubishi Motors in the UK
Agency: Golley Slater Cardiff
Creative Directors: David Abbott and Paul Williams
Account Director: Sophie Young
Director: River
Production Company: Fresh Film Production
Producer: Amanda Lowit
Line Producer: Richard Carter-Hounslow
Production Assistant: Louise Jackson
Edit House: Figment
Editor: Sean Weil
Post House: Jam Films
VFX Supervisor/Lead compositor: Dan Andrews
VFX Producer: Evren Olgun
CGI Lead : Alex Polo
Flame artists: Pete Young & Matt Clarke
Colour: Tobias Tomkins @ CHEAT

Tags: UK, cars, idents, mitsubishi, Channel4

 

Mitsubishi ASX SUV

 

Mitsubishi Eclipse Cross SUV

 

 

 

 

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Dinosaur: The Gym Group 'Live It'

Agency: Dinosaur

Client: The Gym Group

Date: April 2018

The Gym Group has launched its new enhanced membership package, 'Live It' across its network of 124 gyms. 'Live It' has been developed in response to member feedback and offers a range of attractive additional perks, including multi-gym access, bring a friend and unlimited body composition measurements.

The launch campaign activity has been developed by Manchester-based creative agency, Dinosaur.

'Live It' will be promoted to new and existing members with a multi-channel campaign centring around two brand films. The documentary-style shorts, directed by Emmy Award-winning director, Matt Bloom, and produced by The Gate, follow London-based gym members, Harriet and James.

In the films, they talk candidly about challenges they faced, and The Gym’s role in helping them transform their physical and emotional wellbeing. The films are currently being shown in the gyms to encourage member conversion, with cut-downs featuring on paid and organic social accompanied by the hashtag '#ImLivingIt'. The campaign is further supported with eCRM, retargeting, competitions and specially designed gym classes – all working to build a picture of how ‘You get more out of the gym when you live it'.

Credits:
 

Tags: UK, digital, advertising, web design, Branding

 

Harriets film

 

James film

 

 

 

 

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LOLA MullenLowe: Burger King Spain 'Stories Ordering'

Agency: LOLA MullenLowe

Client: Burger King Spain

Date: May 2018

Burger King Spain has hacked the Stories feature on Instagram to create a one of kind Whopper building experience.

They created nine stories, one for each of the Whopper's fresh ingredients and invited people to customize their Whopper, by picking their favorite ingredients via polls.

Each set of completed polls generated a unique coupon (that we sent through a DM) for people to redeem their custom Whopper at the Burger King of their choice, for free.

Credits:
 

 

Client Contact: Bianca Shen, Yvette Karen Altet, María Maroto, Lucía Girón
Chief Creative Officer: Chacho Puebla
Executive Creative Director: Pancho Cassis
Creative Director: Fred Bosch, Tomás Ostiglia, Fabio Brigido
Copywriter: André Toledo, Isabel Rey
Art Director: Aida Pozuelo, Rocío Meseguer
Community Manager: Alex Sánchez, Silvia Naranjo
Global Business Director: Tom Elliston
Account Manager: Beatriz Sanz
Account Executive: Adriana González
Agency Producer: Florencia Caputo, Diego Baltazar, Sebastián Arce
Production House: LOLA MullenLowe
Producer: Cristina Calabuig
PR Director: Sarah Okrent
Business Development Director: Anouchka Bala

Tags: Spain, Instagram, Whopper, burger king

 

Ordering Stories

 

 

 

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VCCP, Havas: O2 'Walk'

Agency: VCCP, Havas

Client: O2

Date: May 2018

O2 and Shawn Mendes are joining forces ahead of the artist’s 2019 UK tour.

Following in the footsteps of other megastars including Beyoncé, Ed Sheeran and Lady Gaga, the exclusive partnership will see the artist appear in one of O2’s iconic 'Walk' TV ads, as part of a major through-the-line campaign to promote the UK leg of his worldwide tour.

VCCP was the lead creative agency while Team O2 at Havas planned and executed the campaign. The spot's social campaign was devised and implemented by Socialyse.

Credits:
 

 

ECD: Darren Bailes
Creative Team - Aly Golani and Emma Jackson
TV Producer - Carly Parris
Business Director - Katya Obolensky
Account Director - Matt Flint

Prod. Co: Merman
Director: Kiku Ohe
DOP: Nanu Segal
Production Co. Producer: Jonny Kight
Exec Producer: Dan Dickenson

Editor: Joe Guest @ Final Cut
Sound: Jack Sedgwick @ Wave
Post: Electric Theatre Company
Colourist : Tim Smith @ Electric Theatre Company
Post Producer: Johnny Fairburn

Tags: UK, music, O2

 

O2 launches new Walk advert with Shawn Mendes

 

 

 

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Happiness Brussels: Ouders van Verongelukte Kinderen 'Behind the Numbers'

Agency: Happiness Brussels

Client: Ouders van Verongelukte Kinderen

Date: May 2018

‘Parents of Road Victims’ has teamed up with FCB alliance agency Happiness to launch a year-long radio campaign you’d rather not hear. Because every time it airs, somebody just died in a road accident – in real-time.

Last year in Belgium, ‘only’ 640 people lost their lives in road accidents. While that’s a decrease of 13% compared to 2016, it’s still way too many, especially in a country with a population as small as Belgium’s (approximately 11.5 million). To illustrate this fact, Happiness has created a thought-provoking campaign that makes the number of fatalities more tangible and human, rather than just a statistic.

The dynamic radio campaign, ‘Behind the Numbers’, is directly connected to national police data. This means that every time somebody gets killed in traffic, a pre-recorded radio spot with an updated number of victims airs instantly across five different radio channels simultaneously.

Each spot was recorded by real parents of road victims. By creating one unique radio spot for every life lost, every victim in the statistics becomes more tangible. This emphasises the scale of the problem to everybody listening to the radio, including drivers. And by doing so, each life lost becomes a reason to drive more carefully.

Credits:
 

 

Client: OVK – Ouders van Verongelukte Kinderen
Contacts: Koen van Wonterghem, Ellen Ruys
Agency: Happiness Brussels
CCO: Geoffrey Hantson
Creation: Roxane Schneider, Pieter Claeys
CEO & Strategic Director: Karen Corrigan
Group Account Director: Hans Smets
Account Manager: Tine Van Hasselt
Junior Account Executive: Gaelle Maes
Radio Production: Raygun
Radio Director: Peter Baert
Production: Jérôme Gijsen, Toon Jansegers, Liesbeth Demolder
Camera team: Lisa Gadeyne, Sumi Arcos Mina
Motion: Remke Faber, Karlien Huygels

Tags: Belgium, Radio, database, real time, road safety

 

Behind the Numbers

 

 

 

 

 

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180 Kingsday: bonprix 'It's Me'

Agency: 180 Kingsday

Client: bonprix

Date: May 2018

Bonprix has launched a new positioning and pan-European campaign. By completely reinterpreting the brand’s tagline ‘Bonprix – It’s Me’ for 2018’s woman, the new strategy challenges and defies conventional thinking around what women in middle age like – and are like. ‘Bonprix – It’s Me’ is an ode to women of all ages, shapes, sizes, and walks of life – and shows that when it comes to women and how they see themselves, there’s always more than meets the eye.

The new campaign proves in an inspiring and joyously irreverent way that women’s lives do not stop during their 30s, 40s, 50s and 60s - on the contrary in fact. The campaign features real and authentic women in the middle of life literally shattering the stereotypes around the concept of ‘Alte Mutti’ – German for old mother and the generalisation of women after they have children.

The campaign film takes one of advertising old school methodologies – the vox pop interview – and remixes it into an original song by Amsterdam’s Sizzer Music, and a music video featuring real women who are as comfortable in their skins as they are with their identities.

The integrated campaign includes TV, print, OOH, digital and experiential activities.

Credits:
 

 

Client: Bonprix
Vice President Brand & Communication Global: Lars Gerber
Team Leader Brand Camp: Verena Herdegen

Creative Agency: 180 Kingsday
Team
Executive Creative Director: Kalle Hellzen
Creative Director: Stephane Lecoq
Copywriter: Brenda Waegemaekers / Wawa Wang
Art Director: Rachel Kennedy / Sander Litjens
Account Director: Nicole Scopes
Brand Director - Sam Jones
Head of Strategy - Tiina Salzberg
Brand Planner - Vincent Johnson
Social Strategy - Christiana Courtright
Executive Producer: Bethany Papenbrock
Agency Producer: Yuka Kambayashi
Social Media Content Producer: Karen Bruinsma

Production Company:
Team - Solab
Director: Ace Norton
Executive producer: Nicolas
Producer: Maxime Bouyer
Director of photography: Erik Henrikson

Photography Company:
Team – Halal Amsterdam
Photographer: Karen Rozetsky
Photo Assist: Won Tuinema

Editorial Company:
Team – Final Cut
Editor: Dan Sherwen
Assistant Editor: Matt Gabzdyl

Music Company: Sizzer
Composers: Robin Anthony Peters Francesco
Lewis Michael Dransfield
Track: Bon Prix: Alte Mutti’s, Saaie tantes, Les Mémeres
Publisher: Sizzer Music

Sound Design: The Ambassadors
Sound designer/mixer: Rens Pluim

Post Production: Glassworks
Post producer: Dave Moore
VFX Lead: Alex Pattinson
Colourist: Scott Harris

Tags: UK, Branding, Brand strategy, TV Advert, ooh

 

bonprix 'it's me'

 

 

 

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Wieden + Kennedy London: Arla Foods 'Fibre'

Agency: Wieden + Kennedy London

Client: Arla Foods

Date: May 2018

Arla Foods UK has launched Fibre, a new range of fibre-packed yogurts, with a national multi-channel campaign created by Wieden+Kennedy London.

The widespread promotional push kicked off with a 40-second TV spot, which debuted during ITV1’s Britain’s Got Talent on 5 May. The campaign acknowledges that it’s hard to be fussed about fibre, even though you’re probably not getting enough of it.

The TVC is directed by Jake Dypka and produced by Independent Films, with VFX from Time Based Arts and sound courtesy of 750mph. The campaign will also be supported by digital, social and print advertising.

Credits:
 

 

Carlos Alija - creative director - Wieden+Kennedy London
Laura Sampedro - creative director - Wieden+Kennedy London
Alexandra Sattlecker - creative - Wieden+Kennedy London
Linda Weitgasser - creative - Wieden+Kennedy London
Iain Tait - executive creative director - Wieden+Kennedy London
Tony Davidson - executive creative director - Wieden+Kennedy London
Nick Owen - group account director - Wieden+Kennedy London
James McHoull - account director - Wieden+Kennedy London
Vicki Sinclair - account manager - Wieden+Kennedy London
Vicky Mockler - account manager - Wieden+Kennedy London
Georgia Challis - planner - Wieden+Kennedy London
Rachel Hamburger - planner - Wieden+Kennedy London
Sam Rendle Short - TV producer - Wieden+Kennedy London
Becky Day - business affairs manager - Wieden+Kennedy London
Production company - Independent Films
Jake Dypka - Director
Simon Eakhurst - producer
Patrick Meller - director of photography
Marshall Street Editors - editorial company
Toby Conway-Hughes - editor
VFX Company - Time Based Arts
Chris Aliano - VFX Producer - Time Based Arts
Music and sound - 750MPH
Sam Ashwell - sound designer
Mary-Ann D’Cruz - producer

Tags: UK

 

Arla - Fibre

 

 

 

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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 22 May.

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.

Naked: Gidget Foundation Australia 'Little Helper Bunny Books'

Agency: Naked

Client: Gidget Foundation Australia

Date: May 2018

Across Australia, 1 in 5 new mums and 1 in 10 new dads suffer from perinatal depression and anxiety (PNDA). That’s almost 100,000 expecting and new parents each year.

To coincide with World Maternal Mental Health Day on May 2nd, not-for-profit organisation Gidget Foundation Australia is launching the Little Helper Bunny Books: bedtime stories for little ones which double as parental self-help books, to tackle common symptoms of PNDA.

The books have been created by Naked as part of an ongoing partnership with Gidget Foundation to bring the often-silent issue of perinatal depression and anxiety into the open.

The Little Helper Bunny Books are a collection of four titles, beautifully illustrated and carefully written to deliver immersive content for little ones that puts proven psychological strategies between the lines for the reader. Each book is accompanied with its own online film, which explores the symptoms and strategies behind the book in more detail.

Credits:
 

 

Agency: Naked

Executive Creative Director: Jon Burden 

Creative Lead: Daniel Miller 

Author: Daniel Miller

Illustrator: Jenny Tang

Copywriters: Daniel Miller and Chris Nguyen

Art Directors: Jenny Tang and Bryce Waters

Design Director: Marcus Key

Artworker: Gabriel Mangulabnan

Strategy Director: Craig Adams 

Managing Director: Tim Kirby 

Account Director: Helen Adams  

Agency Producer: Claire Cocks 

PR: Lu Borges and Addie Freyne

 

Film Production: Symmetry Media

Director and Cinematographer: Dean Ginsburg

Producer: James Carr

Camera Assistant: James Campbell

Editors: James Campbell and Aimee Kubo

Additional Film Production: Channel 9

Animation: Sixty40

Animation Director: Fred Venet

Senior Producer: Charu Menon

Producer: Catherine Terracini

Photography: Juliet Taylor

Retouching: Limehouse Creative

 

Client: Gidget Foundation Australia

CEO: Arabella Gibson

Adviser/Clinical Psychologist: Christine Barnes 

Chairman: Dr Vijay Roach 

Tags: Australia

 

 

 

 

 

 

 

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: 'Thomson-East Coast Line by Taisei Corporation'

Agency:

Client:

Date: May 2018

In a bid to promote its work for the upcoming Thomson-East Coast Line (TEL) in Singapore, Japanese construction firm Taisei Corporation has released an animated video.

The video is based on a character named Ayano, a Japanese engineer, who leaves Japan and goes to Singapore to work on the a new MRT (subway) station on the TEL. The two-minute video also shows the lifelikeness of the iconic Marina Bay area.

It is directed by Makoto Shinkai, who rose to fame for his work on ‘Your Name, which was the fifth highest-grossing non-English film worldwide in 2016 and won awards at the 60th BFI London Film Festival.

 

 

Credits:
 

Tags: Singapore

 

 

 

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BBDO Bangkok: Air Asia 'Weekdays 2'

Agency: BBDO Bangkok

Client: Air Asia

Date: May 2018

Air Asia has re-created its Weekdays campaign from 2015 to encourage more people to travel within Thailand.

 

As part of the Weekdays 2 campaign, BBDO Bangkok has created posters which highlights how travelling on weekdays is better than weekends.

 

The images on the posters are in the form of a calendar representing activities and places popular among the tourists. Places featured on the images include Chiang Rai, Krabi and Udon Thani.

Credits:
 

 

 

 

Client: Thai AirAsia

 

Advertising Agency: BBDO Bangkok

 

Chairman & Chief Creative Officer: Suthisak Sucharittanont

 

Deputy Chief Creative Officer: Anuwat Nitipanont

 

Creative Director: Pitha Udomkanjananan

 

Creative Group Head: Thiti Boonkerd

 

Art Director: Nuttawee Pisanprechatam

 

Copywriter: Chanyoot Weeranorapanit

 

Account Manager: Mira Komolwanich

 

Producer: Thananya Tagoporn

Tags: Thailand

 

 

 

 

 

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Chang Beer is taking its Urban Pulse series to Vietnam, partnering with Vice on a “tribute” to hip-hop originator Vietmax and his collaborators Wowy, Ha Le, DJ Slowz and SubyOne.

The tribute will premier on 18 May and a series of events across Vietnam, curated by Vietmax, will follow, helping to promote the partnership.

The campaign is the latest to come from a new major brand platform for Chang Beer, which is looking to shed its old image, literally, as it has a cleaner, greener look. The first of the platform, which took place in Singapore, took the MMA scene and saw Chang integrate itself as part of the community by putting on events and creating content.

Ronnie Teo, head of global marketing at Chang, said: “As a brand, we want to showcase artists who embody the fiery passion for excellence. We also want to recognise the unspoken bond that they forge as they encourage each other to the top of their respective crafts. After all, these values are integral to what the Chang brand stands for.”

The brand is also launching a capsule collection of streetwear, designed by Vietmax, which tell stories about his collaborators. The items will be sold online and in streetwear outlets.

The campaign, created by creative agency Iris, will also be promoted on Chang’s social channels.

Shawn Foo, deputy creative director at Iris, said: “Working with Chang we wanted to do something to elevate and celebrate the amazing dedication that Vietmax and his friends have to their underground scene. Whilst everyone is looking to the west,  a new breed of artist is emerging from the east. Performers that aren’t hustling our feeds with cheap stunts. But true creatives who have had to fight censorship, stereotypes and cultural biases to stay true to their craft and are now getting the fame that they deserve.”

Smile Asia has created a special set of cutleries to show users how difficult it is for children with cleft lip and palate to have their meals.

The non-profit organisation, which specialises in bringing treatment and care to children with cleft lip, cleft palate and other facial deformities across Asia, is keen to help over 100,000 children in Asia who are born with these conditions every year.

The cutleries, which are named ‘The Cleft Collection’ and created by McCann Health Singapore, was introduced at four-course dinner prepared by executive chef Massimo Pasquarelli at the Ritz Carlton hotel, where guests experienced how difficult it was to dine with the cutleries.

“The Cleft Collection allows you and I to experience the struggles children with cleft lip and palate face at every meal.” said Vincent Yeow, chairman and founder of Smile Asia.

“We hope that with this initiative, we will be able to get more people to support the cause of helping children across Asia living with these conditions.”

The winner of this week's creative work of the week in Asia Pacific is Nike, which  launched its ‘The Road to HBL’ campaign in China as part of the lead up to its High School Basketball League (Nike HBL)’s Greater China invitational finals.

Fans will be able to experience the training regime, including team bonding, pep talks and match excitement from the point of view of a young player, creating their own personalised basketball diary and shareable team poster.

For this campaign, Nike engaged R/GA Shanghai to work closely with real life HBL players, coaches and fans from Beijing, Shanghai and Taiwan in order to identify shared experiences.

The Drum spoke to Terence Leong, executive creative director and Laurent Thevenet senior technology director at R/GA, as well as Gus Karam, executive producer at Final Frontier to delve deeper into the campaign.

Pink Dot Singapore has launched three campaign videos to commemorate its 10th anniversary of advocating for diversity and LGBT rights in Singapore.

The not-for-profit organisation also announced, at the launch of the 2018 event at TheatreWorks on Tuesday (22 May), that all its celebrity ambassadors for the past nine years will reunite to be its ambassadors this year and will appear at its annual rally on 21 July.

The theme for this year is ‘We Are Ready’, which the three videos will seek to portray.

The first video, titled ‘Woke in Progress’, tells the story of how a group of teenagers started a petition to reduce the rating of the movie ‘Love, Simon’ from R21 to M18 in Singapore. The second video, titled ‘Building Bridges’ is a story of a mother-daughter Pink Dot volunteer, who are explain why they keep coming back and their search for a relative who was ostracised many years ago for being a lesbian. The third story tells the story of how a Malay-Muslim female struggled with her sexual identity, before deciding to focus on her mortality after suffering a stroke. The video is titled ‘Home Truths’.

All three videos are filmed by different directors under the guidance of Boo Junfeng, whose debut feature film ‘Sandcastle’, was the first Singaporean film to be invited to the International Critics' Week at Cannes Film Festival in 2010.

“For the past nine editions, Pink Dot has worked hard to win the hearts and minds of Singaporeans, to help bring the message of inclusion and diversity to everyone on this Little Red Dot,” said Pink Dot SG spokesperson, Paerin Choa.

“Hence, as we celebrate this important milestone, we want to call on every Singaporean who seeks a more open-minded and inclusive Singapore to stand with us, to say We Are Ready. We Are Ready to embrace diversity. We Are Ready to stand with our LGBTQ friends and family members. We are ready to engage in meaningful conversations on this issue that matters dearly to us. We Are Ready for a Singapore that truly celebrates equality and inclusion.”

There will also be festivities and activities leading up to the event, like PinkFest, which will see close to a dozen businesses, groups and individuals, LGBTQ and straight allies, organising an assortment of privately-run activities and events geared towards greater engagement with Singaporeans.

As foreign sponsorship of the event is still banned by the Singapore government, the organisers announced that they have managed to secure more than 60 local sponsors, with the help of Darius Cheung, founder of property search engine company, 99.co.

Welcome to The Drum Creative Works, supported by Workfront.

As always, this section is dedicated to showing the best creative work of the past week from Europe, the Middle East and Africa. 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.

VCCP: Britvic 'Find Your Mojo'

Agency: VCCP

Client: Britvic

Date: May 2018

J2O, the adult soft drink made by Britvic, is on a mission to help people make the most of any social occasion in its latest, multi-million-pound campaign launching today, with the help of a colourful cockney alpaca named Mojo.

As the friendly new face of J2O and J2O Spritz, Mojo will feature at the heart of the campaign as he encourages people to seize the moment with his pearls of wisdom and a bottle of J2O. In a new TV spot, we see Mojo giving a motivational speech to a hapless barbecue host, encouraging him to dream big and master the grill with the help of J2O’s vibrant flavours.

Annabelle Cordelli, brand director for adult socialising at Britvic said: “We all have a fun-loving, social side – sometimes we just need someone or something to help bring it out. Mojo’s cheeky one-liners and fun-loving attitude will resonate with our audience, reminding consumers why J2O is at the heart of key social moments at any time of day and at any time of year.”

Mark Orbine, creative director at VCCP added: "We wanted to bring to life the fun and fruity flavour of J2O and its enlivening effect on social occasions. What better way than a colourful cockney alpaca doling out mojo-boosting pearls of wisdom to Britain's socialisers?"

This J2O creative is the first in a series of spots featuring Mojo the alpaca launching on 25th May and running until the end of August. This includes a new TV advertising creative, comprising 30 and 10-second edits, that will feature on mainstream channels nationwide.

The campaign will be further supported with outdoor advertising which will run alongside the TV campaign. Produced at Passion Animation Studios, the spot was directed by Tim Hope.

Credits:
 

 

Executive creative director: Mark Orbine
Creative director: Colin McKean
Creative team: Teodora Nicolae & Malina Giurgea
Planning director: Hannah James
TV producer: Elliot Liebermann
Creative producer: Layla Boyd
Business director: Ed Maxwell
Account director: Kate Mackinnon
Account executive: Alex Prew

Tags: UK, TV Advert, Tv/Film Production, soft drinks, animation

 

 

 

 

 

 

 

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TBWA\London, CSM Sports and Entertainment, Starcom Worldwide, GOAT, 360i: Lidl 'Dream Big With Lidl '

Agency: TBWA\London, CSM Sports and Entertainment, Starcom Worldwide, GOAT, 360i

Client: Lidl

Date: May 2018

Lidl UK, the Official Supermarket of the England football team launches its Dream Big with Lidl campaign, celebrating their three-year partnership and endorsement of the Three Lions as they prepare for The World Cup.

 

With support from agencies CSM Sport & Entertainment, TBWA\London, Starcom, 360i and GOAT, the campaign brings together both the supermarket’s backing of the England team and Lidl’s grassroots initiative ‘FA Lidl Skills’, which has created 3 million opportunities for 5-11 year olds to play football over the last three years.

 

TBWA\London has created a series of TVCs, which feature cheeky under-11s whom impart their wisdom to England footballers Gary Cahill, Kyle Walker and Raheem Sterling to help them succeed in the tournament.

Credits:
 

 

Lidl:

Maya Orr/ Ashley Jamieson: Campaign Management

Helen Oberlin-Harris/ Jo Gomer: Partnerships

Tony Hunt:Creative

 

Creative Agency: TBWA\London

Chief Creative Officer: Andy Jex

Creatives: Dan Kenny & Tom Gong

Strategy Director: Justin Clouder

Account Director: Steph Ross

Account Manager: Ben Trenchard

TV Producer: Malika Patel

Production Company: Rattling Stick

Director: Gabe Turner

Producer: Stuart Bentham

DOP: Fede Alfonzo

Editor: Mark Edinoff @ Work

Post Production: MPC

Post Producer: Anandi Peiris

Colourist: Matthieu Toullet

VFX Supervisor: Jonathan Box

VFX Team: Kalle Kohlstrom, Vivekananthan R, Pratyush Paruchuri

Sound: Parv Thind @ Wave

Music: Wave Music

 

Sponsorship marketing agency: CSM Sport & Entertainment

Director of Communications: Joe Laing

Senior Account Director: Emma Williams

Senior Communications Manager: Sarah-Jane Emerton

Senior Communications Manager: Sam Wakefield

Account Manager: Naivasha Oakes

Account Coordinator: Matilda Oram

 

Media agency: Starcom

Business Director:  Rachel Hayes

Client Investment Director:  Jon Manning

Associate Director:  Anna Peters

Senior Executive:  Jamie Day

 

Influencer agency: GOAT

Head of Client Services: Alex Burgess

Head of Delivery: Frankie Hobbs

Campaign Director: Tom Bore

Campaign Manager: Oliver Bond

 

Digital agency: 360i

Executive Creative Director :Melissa Ditson

Creatives: Daniele Pulega & Martino Spavento

Strategists: Danielle Allen & Elise Madoe

Managing Partner:  Simon John

Account Director: Max Austin

Account Manager: Ryan Hiscoke

 

Visual Communications Agency: The Delta Group

Andrew Dennis – Account Director

Kerry Afxentiou – Client Services Director

Tags: UK, Fifa World Cup

 

 

 

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Knas: Puma 'The Beat of the City'

Agency: Knas

Client: Puma

Date: May 2018

Puma’s creative agency of record for football special projects, Knas, has tapped into London’s architecture and youth culture aesthetics to create a series of energetic print, Instagram and video teasers to promote the 2018/2019 Arsenal kit.

‘The Beat of the City,’ (which is part of the 'We are The Arsenal’ campaign) featuring club stars Héctor Bellerín, Nacho Monreal and many others, highlights the new kit design by using graphics inspired by different elements of the club’s heritage. The campaign also represents a shift in how Arsenal communicates with its fan base, understanding that youth culture influences football and not the other way around.

Knas, says: “We approach consumers as people, friends and enthusiasts who see world with the same optimism we share. As an agency our aim is to create something that is culturally relevant to the consumer. For 'The Beat of the City', we went after the city’s youth culture which is propagated from the inside out. The kit changes are brought to life in a way that speaks to a younger audience through the city of London.”

Credits:
 

 

 

Agency - KNAS
Client - PUMA
Directors/post production - AUTOBAHN
Photographers - JON W JOHNSON (print) and VICKY GROUT (social)
Production company - FALCA

Tags: UK, print, Online/Digital, film, Social Media Marketing, Puma;, knas

 

 

 

 

We are THE Arsenal

 

 

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: Together For Yes 'Irish Comedians Abroad: Be Our Yes'

Agency:

Client: Together For Yes

Date: May 2018

A group of Irish comedians unable to vote in Friday’s (23 May) Irish referendum on legal abortion have come together to urge those with a poll card to ‘Be Our Yes’.

The online film features Irish actors and comedians such as Chris O’Dowd, Ed Byrne and Graham Linehan, as well as the half-Irish Katherine Ryan, Jimmy Carr and Roisin Conaty – all of whom cannot get to the polls on Friday themselves.

In various clips they explain how voting to repeal the Eighth Amendment from the country’s constitution is a matter of women’s liberty, and ask those able to vote to ‘Be Our Yes’. As it stands, the Eight Amendment guarantees unborn right to life, hence criminalising the majority of abortions.

Credits:
 

Tags: Ireland

 

 

 

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PB Creative: Titsey Brewing Co 'Brand design'

Agency: PB Creative

Client: Titsey Brewing Co

Date: May 2018

Titsey Brewing Co, a micro-brewery located on the Titsey Estate in Surrey, has launched a collection of three unique beers, with brand identity and packaging design by PB Creative.

PB Creative was initially approached by Titsey Brewing Co to design a pump clip but responded by creating a completely new brand identity that leverages the heritage of the Titsey Estate with a modern and progressive feel.

The brandmark crafted by PB Creative takes its inspiration from the crests of two of the most prominent families from the estate, Gower and Gresham, and their family emblems, the wolf and the grasshopper.

By bringing these historical elements together, and adding a chalice to represent brewing, PB Creative crafted a modern take on the heraldic shield. The resulting logo is unique and ownable, presenting a cohesive link between the heritage of the estate, the crests and the brewery.

Playful language, such as ‘A rich bitter with a dark tale’ for the Gower Wolf bitter and ‘A hoppy ale with a bittersweet kick’ for the Gresham Hopper ale, bring the provenance of the beers to life, while bespoke typography subtly nods to the grasshopper and wolf emblems.

Credits:
 

 

 

 

 

Pete Hayes - director - PB Creative
Ben Lambert - director - PB Creative

Tags: UK, design, brand identity, Branding, beer, packaging, packaging design

 

 

 

 

 

 

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Arthur London and Rankin: World Cancer Research Fund 'Are you making yourself attractive to cancer?'

Agency: Arthur London and Rankin

Client: World Cancer Research Fund

Date: May 2018

World Cancer Research Fund has joined forces with renowned photographer and director Rankin to create a series of images and short films to launch a new Cancer Health Check - a 5 minute ‘test’ to make people aware that diet and cancer risk are linked.

Created by Arthur London and shot by Rankin, the campaign takes classic cues of a fashion shoot - the beautiful person, the lighting, the clothes - but they are eating something unusual in an extreme way.

The campaign concept ‘Are you making yourself attractive to cancer?’ is aimed at dispelling the common myth that cancer risk is unavoidable when in fact it is directly linked to lifestyle and what you consume.

The images are shot in a high fashion style, and juxtaposes fashion models ‘flirting’ with the types of food and drink that increase cancer risk.

Launching on May 24th, the national campaign runs across social media, out of home and press. Media is through John Ayling & Associates.

Nick Whillis, partner at Arthur London, comments: “Our idea needed to challenge the entrenched belief that cancer 'gets you' not that you can 'cause it'. We are so proud of the work and thrilled that Rankin chose to photograph this for us. He not only understood the creative idea but truly believed in the messaging behind it - if you do not follow the recommendations, you could be flirting with the disease.”

Rankin comments: "In the last few years, people have been much more conscious of their diet and lifestyle – myself included.  However there is a large majority who don’t realise the risk of their food habits. I chose to shoot this campaign as it is so important to find a way to tell people that what they consume affects their cancer risk, in a way that grabs their attention and provokes thought. World Cancer Research Fund UK’s (WCRF) campaign promoting a healthy lifestyle to prevent cancer, is so vital and extremely relevant today”

Jane Heath, director of communications and marketing, WCRF UK comments: “We are hugely excited about this campaign and what it could achieve. Around 1 in 6 deaths annually worldwide are due to cancer. However, we face the issue that the public are tired of hearing what often seem to them contradictory health messages and there is a risk that people are no longer listening.

Our cancer prevention recommendations, when followed together, provide the most reliable blueprint available to reduce people’s risk of developing cancer. We are committed to giving people the most up-to-date, scientific and authoritative information about the links between diet, weight, physical activity and cancer, which is why we hope this campaign highlights our aim that no one should die from a preventable cancer.”

Credits:
 

 

 

 

 

 

Executive creative directors: Lyndsay McMorrow & Andy Kelleher
Creative directors: Neil Bazell & David Fitzduff
Planner: Nick Whillis
Account team: Alice Egan, Jan Rane

PRODUCTION
Photographer - Rankin
Executive producer - Katherine Pitman
Producer - Christine Wright
Assistant producer - Cassie Robinson

Makeup artist - Marco Antonio
Hair stylist - Nick Irwin
Hair assistant - Marco Iafrate
Stylist - Ellie Witt
Stylist assistant - Holly Chapman

TALENT
Tuuli Shipster
Kate Goombridge
Olga Polienko
Yanilka
Orlando
Lemuel

Tags: UK

 

World Cancer Prevention Mash Up

 

 

 

 

 

 

 

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Wash Studio: Hyundai Motor UK 'Turning Petrol Heads'

Agency: Wash Studio

Client: Hyundai Motor UK

Date: May 2018

New Hyundai campaign 'Turning Petrol Heads' aims to capture the attention of the UK's car enthusiast audience with the car maker's new i30 N hot hatch. The TVC showcases i30 N’s performance and handling characteristics on UK roads, and features three characters who are all ‘petrol heads’ in both the literal and metaphorical form.

These passionate individuals replicate the debate that’s currently happening amongst the community of UK car enthusiasts, designed to be a physical expression of how heads are being turned, perceptions changed and attention grabbed by the new i30 N.

CGI was used to bring the petrol head characters to life with the use of a new render engine, Corona Renderer. Whilst mostly used in architectural visualisation, its speed and efficiency at producing photo-real metals and plastics meant that it was ideal for the project. Hyundai are amongst the first to use this technology for visual effects and in commercial advertising.

The fully integrated campaign will run through a broad media selection – to include TV, print, cinema and innovative Out of Home formats - and featured within a UK consumer track day experiential programme.

Credits:
 

 

 

 

 

Andy Walmsley, creative direction/concept: Wash Studio
Nate Camponi, director: Wash Studio
Colin Offland, production: Chief Productions
John Crawshaw, CGI: We Are Lut

Tags: UK, advertising, digital, marketing, video, CGI

 

 

 

 

 

 

Hyundai i30N Turning Petrol Heads

 

Check it out

 

Hot debate

 

 

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Y&R London: Viagra Connect 'Come Up and See Me'

Agency: Y&R London

Client: Viagra Connect

Date: May 2018

Pfizer Consumer Healthcare has released an ad to promote its Viagra Connect product. Created by Y&R London, the advert will first air on national terrestrial TV on Thursday, 24 May, on Channel 4 at 11:15pm. The airing marks the first time that an advert for a medicine to treat the symptoms of erectile dysfunction will be broadcast on British television. 

Approximately 21% of men in the UK suffer from erectile dysfunction, which is equivalent to an estimated 4.3 million men in the UK. Despite the high prevalence, 44% of men with erectile dysfunction aged 40 and over have not sought medical help.

The ad tells the story of a man who is moved to dance after getting his love life back on track. This is a story of a couple reconnecting as much as it is about his new-found sense of vitality, and his wife joins him in his dance. It is set to the joyful, uplifting track Make me Smile (Come Up and See Me)’ by Steve Harley.

Credits:
 

 

 

 

 

Agency: Y&R London
Chief Creative Officer: Jon Burley
Creative Director: Jim Bolton
Creatives: Josh Pearce, Sean Johnson
Executive Producer: Quiche Campbell
Production Assistant: Emily Brownlow 
Business Director: Ben Van der Gucht 
Account Director: Marta Jales 
Account Executive: Karolina Dovgialo 
Production Company: Knucklehead
Prod company producer: Matthew Brown
Director: Siri Bunford
DoP: Alex Barber
Sound: Wave, Dugal Macdiarmid
Post production: MPC, Amy Richardson 
Edit: Xavier Perkins, Studio X
Music: Dan Neale, Native  
 
 

Tags: UK, Viagra

 

 

 

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Eurosport: Eurosport 'Eurosport Summer Playlist'

Agency: Eurosport

Client: Eurosport

Date: May 2018

Eurosport’s Summer Playlist campaign connects the two biggest passion points on the planet – music and sport – to promote the sports channel’s summer schedule and the 'whenever-wherever' feature of its OTT streaming and catch-up service, Eurosport Player.

The creative inspiration was driven by Eurosport’s understanding of fan behaviour and centres on the popularity of creating music playlists to listen to while travelling and to share with friends.

The creative is underpinned by the creation of a Eurosport 'Summer Playlist' ad spot which features an original soundtrack Heat Up The Score composed by Mr Clean featuring Kelli and Mansa Wakili, exclusively for Eurosport. The track samples the sounds of 10 separate sports set to feature on Eurosport over the summer, including; Formula E, tennis, athletics, superbikes, cycling, football, racing cars and swimming – fuelling the passion of sports fans for the summer ahead.

Credits:
 

 

 

 

 

David Bernard-Bret, marketing director, Eurosport
Guillaume Mouillé, creative director, Eurosport
Ilaria De Gregorio, copy strategy, Eurosport
Boris Vassallo, director, HVH Films
Production, HVH Films
Music, Mr Clean

Tags: UK, advertising, marketing, digital

 

 

Eurosport Summer Playlist

 

 

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Above+Beyond: Pilgrims Choice 'Charlie's Dream'

Agency: Above+Beyond

Client: Pilgrims Choice

Date: May 2018

Cheese-loving consumers will soon see their dreams turned into advertising in a new integrated advertising campaign for Ornua UK-owned cheddar brand Pilgrims Choice, created by Above+Beyond. The TV launch film, 'Charlie’s Dream', blends live performance, puppetry and CGI to recreate a consumer’s real dream, which was one of many dreams sourced from cheese lovers across the UK. The ad kicks off with 'Cheese Dreams', an integrated campaign for Pilgrims Choice, which is the UK’s number two branded cheddar.

The strategy was inspired by research into the naturally occurring amino acids in cheese, which indicates that the idea of eating cheese at night leading to vivid, unusual dreams may be more than an old wives’ tale; and that a strong cheddar is more likely to have this effect.

The social and out-of-home campaign will be followed by TV at the beginning of June as part of a major push that also includes print and in-store promotions. For the social element, consumers will be invited to submit their own cheese-fuelled dreams for a chance to see them turned into animated gifs.

Credits:
 

Client: Ornua UK
Agency: Above+Beyond
Production co: Blinkink
Director: Joseph Mann
Co-Director: Rune Spaans
Executive Producer: Bart Yates
Producer: Matt Marsh
Post production Blinkink
Sound design: Scramble
Media: Yonder

Tags: UK, Above+Beyond, pilgrims choice, cheese, Charlie's Dream

 

Charlie's Dream

 

 

 

 

 

 

 

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Red Bee: Westons Cider – Stowford Press 'The Wonderfulness of Local'

Agency: Red Bee

Client: Westons Cider – Stowford Press

Date: May 2018

Red Bee has released a new campaign – ‘The Wonderfulness of Local’ – for Westons Cider brand Stowford Press. Red Bee was tasked with helping the brand stand out in a category crowded with images of summer apple orchards and happy friends at festivals. The aim is to increase both brand saliency and category reach, alongside helping support Westons’ ambitious volume targets for Stowford Press, across both the on-trade and off-trade.

The campaign consists of 60-second, 30-second and 10-second TV commercials, as well as social media content. Designed to highlight the fact that Stowford Press only uses locally sourced apples, the work features comedian Ellie Taylor and renowned local adventurer Alastair Humphreys going off in search of adventures in the beautiful countryside that surrounds the Stowford Press mill in Herefordshire. Social media will feature cutdowns of the TVC, as well as a content series based on clips of Alastair Humphreys giving tips for local adventures anyone can go on.

Positioning Stowford Press as a quality ‘step up’ from mainstream ciders, the campaign targets 28-year-old and above male and female cider drinkers. Insight indicated this audience is united by an appreciation of quality ingredients, a good sense of humour and a taste for adventure – hence the creative execution.

Credits:
 

Jim de Zoete, Deputy Executive Creative Director, Red Bee
Lisa Matchett, Head of Planning, Red Bee
Ruth Shabi, Creative Director, Red Bee
Ollie Parsons, Director, Red Bee
Christopher Godfree, Head of Client Services, Red Bee
Holly Doherty, Account Manager, Red Bee
Viggo Blegvad, Producer, Red Bee

Tags: UK, advertising, digital, marketing

 

The Wonderfulness of Local

 

 

 

 

 

 

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We are Pi: Nikon 'Four Weddings'

Agency: We are Pi

Client: Nikon

Date: May 2018

Nikon has teamed up with The Guardian and We Are Pi’s premium entertainment arm Pi Studios, to create a new documentary called Four Weddings.

Focusing on brides’ wedding days from the UK, US, Romania and India, this landmark contemporary look at marriage unpacks the different ways global societies treat love, relationships and brides.

The documentary looks at the shifting perceptions of marriage around the world, examining what it means to be a bride in 2018. It explores how the couples met, what their relationship means, what their future holds, and how their marriages relate to the challenges they face.

Credits:
 

Client: Nikon Europe

European Manager Marketing Communications - Benito Roig

European PR & Social Media Manager - Rob Boella

European PR - Karla Winch

Creative agency: WE ARE Pi

Chief Strategy Officer - Alex Bennett-Grant

Senior Strategist - Chloe Ribas

Account Director - Alanna Southgate

Managing Director - Clare Jones

Social Strategist - Anne-Laure Archambeau

Campaign Creative - Kyle Foreman

Business Affairs - Ravinia Thwaites-Batteau

Production: Pi Studios

Executive Producer - Ravi Amaratunga Hitchcock

Producer - Alice Lewis

Assistant Producer - Francesca Ali Mirza

Production Manager - Kim Buttery

Editorial Partner: The Guardian

Executive Producer - Charlie Phillips

Executive Producer - Lindsay Poulton

Co-Production: Pulse Films

Director - Matt Houghton

Director Of Photography - James Blann

Producer - David French

Camera Operator 1 - Anna Macdonald

Camera Operator 2 - Jess Colquhoun

1st Ac/Dit 1 - Michael Hobdell

1st Ac/Dit 2 - Nick Baker

Sound Recordist - Stephen Hodge

Executive Producer - Lucy Kelly

Production Manager - Ben Burdock

Production Assistant - Tom Nutting

Romanian Fixer - Penelope Ridgley

Udaipur Production Fixer - Amit Vachharajani

Udaipur Transport Fixer - Ashish Singh

Edit

Editor - Ben Canny

Edit Assistant - Finn White -Thompson (Pi Studios)

Sound

Composer - Jessica Jones

Sound Designer & Re-Recording Mixer - Tom Jenkins

Post Production House- Audium Post

Post Production Colourist - Vic Parker @ Raised By Wolves

Visual Identity & Title Design (Pi Studios)

Tags: UK, photography, Videography, nikon, WE ARE Pi, Pi Studios, branded documentary

 

Four Weddings: A documentary shot on the Nikon D850 with The Guardian

 

 

 

 

 

 

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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 5 June.

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.

McCann Health: 'The Cleft Collection by Smile Asia'

Agency: McCann Health

Client:

Date: May 2018

Smile Asia has created a special set of cutleries that aims to show users how difficult it is for children with cleft lip and palate to have their meals.

The non-profit organisation, which specialises in bringing treatment and care to children with cleft lip, cleft palate and other facial deformities across Asia, is keen to help over 100,000 children in Asia who are born with these conditions every year.

The cutleries, which are named ‘The Cleft Collection’ and created by McCann Health Singapore, was introduced at four-course dinner prepared by executive chef Massimo Pasquarelli at the Ritz Carlton hotel, where guests experienced how difficult it was to dine with the cutleries.

“The Cleft Collection allows you and I to experience the struggles children with cleft lip and palate face at every meal.” said Vincent Yeow, chairman and founder of Smile Asia.

“We hope that with this initiative, we will be able to get more people to support the cause of helping children across Asia living with these conditions.”

Credits:
 

 

McCann Health Singapore

Alejandro Canciobello – Creative Director

Rodrigo Mitma – Associate Creative Director

Yuan Ling Tan – Jr. Art Director

Emily Mok – Jr. Art Director

Mellisa Go – Copywriter

Kirby Ho – Producer

Nicole Lade – General Manager

Smile Asia

Abhimanyu Talukdar – Secretary-General

Phoebe Low – Manager, Programme

The Ritz-Carlton

Mark Fletcher – Director of Human Resources

Massimo Pasquarelli – Executive Chef

Lewis Quinn – Director of Food and Beverage

Ken Fong – Banquet Operations Manager

Nathalyn Fong – Director of Public Relations and Marketing Communications

Tags: Singapore

 

 

 

 

 

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