Samsonite Singapore has unveiled a multiplatform campaign to promote its new luggage line, Evoa.

The campaign aims to highlight features of the Evoa, such as Aero-Trac suspension wheel technology and the various colours it’s available in.

The brand campaign will run until August 26, and will focus on mobile, online and YouTube ads, as well as a print ad in The Business Times, and an out-of-home display at Singapore's Marina Bay Financial Centre, with lightboxes lining the route of the centre's link way.

Satish Peerubandi, general manager of Samsonite Singapore, Malaysia, Philippines and Indochina said: “The Samsonite Evoa collection allows business travelers to travel in style without compromising on the functionality of their luggage and bags. The Evoa is a nod to modern minimalist aesthetics, while featuring Samsonite’s signature durability and innovative Aero-Trac suspension wheel technology. It is the absolute epitome of form and function.“

Melvin Kuek, managing director at DDB Group Singapore said: “We are very excited to create a campaign that takes on a bold new direction that is visually refreshing yet relevant to the consumer’s travel experience. With Samsonite already a recognised leader globally, it is fitting that they are the ones to push the envelope.“

Missing Persons Advocacy Network (MPAN) has taken a traditional form of seeking information around missing persons and given it a modern twist, placing stories about missing people on biodegradable coffee cups.

The campaign, by WhiteGREY in Australia, uses the cups to tell the stories of six missing people and will be placed across cafes in Melbourne, a city famed for its coffee culture.

The idea is to update a tried and tested format, replacing the black and white images that is associated with missing people notices and adding more colour, to depict the human stories behind them.

MPAN CEO, Loren O’Keeffe, said: “The Unmissable campaign replaces stark, grainy missing persons photos with human reflections and stories.”

According to the release, almost 38,000 Australians go missing each year and Missing Person Week aims to give light to this, as well as specifically looking at the work that MPAN does.

Emily White, manager of Richmond’s Pillar of Salt Café, said: “MPAN is a tiny charity supporting the families and friends of missing people, many of whom are searching for their loved ones through the worst kind of grief, ambiguous loss. It’s a unique type of trauma I have personal experience with. We need to raise the profile of this issue. What better way to reach Melburnians than through their daily coffee and art?”

Welcome to The Drum Creative Works, supported by Workfront.

Spark44: Jaguar Land Rover 'Land of Land Rovers'

Agency: Spark44

Client: Jaguar Land Rover

Date: August 2018

Land Rover took its 70th anniversary celebrations to new heights by visiting a remote rural community in West Bengal that relies on a fleet of classic models for its very survival. Known as the ‘Land of Land Rovers’, the rural location in deep in the Himalayas is reliant on a fleet of meticulously maintained Series Land Rovers dating back as far as 1957.

A film, released today, highlights the spectacular 31km journey made often by residents of Maneybhanjang in West Bengal, India to Sandakphu for their means of living. Towering gradients, rock-strewn pony tracks and treacherous weather are just some of the hazards faced on a daily basis by the residents and their Land Rovers on the journey to the hilltop village, which sits at an altitude of 3,636m.

Land Rover’s team visited the remarkable collection of Series models, which provides a vital role for the community as reliable and unstoppable all-terrain transport. This year marks 70 years since the original Land Rover made its debut at Amsterdam Motor Show in 1948. Land Rover is marking this milestone with a series of celebrations throughout 2018, including a special broadcast, record-breaking convoys and a display in London’s Design Museum.

Credits:
 

 

Client: Land Rover
Agency: Spark44
Global Chief Creative Officer: Brian Fraser
Creative Director: Harald Wittig, Spark44
Producer: Chris Hook, Spark44
Executive Editor: Dan Drage, Spark44
Senior Content Head: Desikan Ranganathan, Spark44
Senior Account Manager: Adam Bewley, Spark44
Director: Matt Hopkins
Production Company: The Progress Film Company
Head of Production: Rich Guy
Production Manager: Heeva Hamed
DP: Matt Shaw
2nd Unit DP: Sam Rookes
Composer: Dan Graves
Colourist: Joseph Bicknell @ CHEAT

Tags: UK, advertising, automotive

 

Land of Land Rovers

 

 

 

 

 

 

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St Luke’s: Maltsmiths 'When You Love What You Do'

Agency: St Luke’s

Client: Maltsmiths

Date: August 2018

Maltsmiths is launching its first TV advert following the brand’s out-of-home and social campaign earlier this year. Highlighting the love the Maltsmiths have for what they do, the 30-second spot ‘When You Love What You Do’ aims to invite people into the craft beer category for the first time. With an upbeat musical track, the film positions Maltsmiths Lager as a crisp and flavourful beer for everyone to enjoy.

The film follows a joyful male and female Maltsmith dancing around a brewery to the tune of Hall & Oates'‘You Make My Dreams’. The large brewery doors open to reveal a green open space full of family and friends enjoying Maltsmiths Lager. The ad finishes with the Maltsmiths pulling pints and sharing their passion with others, highlighting the positive, upbeat nature of the brand.

Credits:
 

 

Richard Denney - Executive Creative Director - St Luke’s
Laura Stevens / Claire Wombwell - Art director/copywriter - St Luke’s
Dan Hulse - Planning Lead - St Luke’s
Lara Poole - Business Lead - St Luke’s
Rory Gilbride - Account Manager - St Luke’s
Jenny Busby - Agency Producer- St Luke's
Jake Scott - Director - RSA Films
Garfield Kempton - Producer - RSA Films
Andy Salem - VFX Producer - Big Buoy
Tim Davies - VFX Supervisor - Big Buoy
Mark Horrobin - Colourist
Ollie White – Theodore - Music consultant
Jungle - Audio post-production
Starcom- Media agency:

Tags: UK, advertising, digital

 

WHEN YOU LOVE WHAT YOU DO

 

 

 

 

 

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Carmichael Lynch: Helzberg Diamonds 'The 'Will You?' Ring'

Agency: Carmichael Lynch

Client: Helzberg Diamonds

Date: July 2018

Love and relationships have evolved a lot in the past twenty years. But the way we get engaged hasn’t. If today’s relationships are all about partnership, equality and open communication, why doesn’t that begin when you’re looking for an engagement ring — a shopping experience fraught with anxiety for men and women alike.

When Carmichael Lynch started working with Helzberg Diamonds, they dug in to learn a little more about it and conducted an Engagement Attitudes Survey. It turned out that 73 percent of men and 63 percent of women in relationships think marriage proposals should be a surprise. But, 62 percent of men in relationships believe that the hardest part of a proposal would be picking out the ring, and half of women say the hardest part would be letting him know what style of ring they want.”

So, together, Helzberg and Carmichael Lynch invented an entirely new way to pop the question called the “Will You?” ring that offered a solution without compromising the surprise. The ring has generated an interesting conversation at a time when all types of cultural mores are being upended and helped in our efforts to position Helzberg as a thought-leader on love.

And it’s getting noticed. Upending a time-honored, down-on-one-knee, hiding-the-ring-in-your-sock-drawer type of love ritual also generated more than 90 million earned media impressions for the brand in just one week as well, including boatloads of foot-traffic driving local broadcast and digital outlets.

Credits:
 

 

Agency: Carmichael Lynch
Chief Creative Officer: Marty Senn
Creative Director: Allison Hayes
Associate Creative Director, Writer: Christine Gault
Art Director: Chris Carlberg
Design Director: Milton Un
Associate Creative Director, Designer: Daniel Alves
Head of Production: Joe Grundhoefer
Executive Content Producer: Brynn Hausmann
Senior Content Producer: Tara DiNicola
Executive Interactive Producer: Lisa Mason
Interactive Producer: Miles Dombrovski
Print Producer: Peg Layer
Business Manager: NeGail Torborg
Group Account Director: Amber Graves
Account Supervisor: Catherine Day
Account Manager: Taylor Obetz
Project Manager: Kelsey Doherty
Chief Strategy Officer: Lachlan Badenoch
Brand Planner: Gabriela Trejo
Senior Vice President, Partner: Eric Hausman
Media Relations Strategist: Lauren Cox
Account Supervisor: Cassie D’kae
Social Engagement Manager: Jeannie Czerner Rodway
Content Strategist: Gemma Forbush
Social Engagement Strategist: Matt Avignon Petersen
Community Manager: Aaron Komo

POST PRODUCTION (So.Many.Rings :15/:30):
Edit House: Pixel Farm
Editor: Paul Clark
Executive Producer: Kathy Yerich
Producer: James Lindeman
Audio Mix: Pixel Farm
Sound Design: Pixel Farm
Audio Engineer : Ken Chastain
VFX House: Pixel Farm
VFX Artists: Jordan Andersen and Nate Miller

MUSIC:
“Rebel” by Onders
Music Company: Marmoset

POST PRODUCTION (Do it Together :15/:30):
Edit House: Pixel Farm
Editor: Paul Clark
Executive Producer: Kathy Yerich
Producer: James Lindeman
Audio Mix: Pixel Farm
Sound Design: Pixel Farm
Audio Engineer : Ken Chastain
VFX House: Pixel Farm
VFX Artists: Jordan Andersen and Nate Miller

MUSIC:
“Easy’s First Tiger” by Bossfight
Music Company: Marmoset

Tags: UK

 

Together

 

 

 

So Many Rings

 

 

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NAB has unveiled the latest iteration of the NAB Mini Legends campaign to showcase its support for the players at the grassroot level.

The campaign, conceptualised by Clemeger BBDO, features miniatures versions of American Football League (AFL) stars Richmond’s Trent Cotchin, Essendon’s Dyson Heppell, North Melbourne’s Ben Brown and Brisbane’s Charlie Cameron taking to the field.

NAB’s chief operating officer Antony Cahill said: “We’re celebrating our heroes on the field, and the youngsters across the country in grassroots programs who are inspired by their favourite AFL heroes.

"This year, we’ve used special effects so the NAB Mini Legends look to be playing out some great moments of this season. I’d imagine it won’t be the last time we see these kids playing in the big time.”

Clemenger BBDO creative director, Rich Williams said: “Through every iteration of the Mini Legends campaign, we’ve been looking to replicate the experience of kids across the country performing their favourite AFL star’s signature moves.

"This year, we’ve well and truly delivered on that promise by creating an experience where the kids get to see themselves up against some of their AFL heroes with the roar of a matchday crowd in the background.”

Three creative personalities Kazunori Shiina, Brendan Irving, and Niger Miles have created a campaign titled 'Letters of Empathy' to commemorate people who experienced World War II and also encourage youngsters to promote peace.

Message of peace from Americans have been translated into Japanese calligraphy which will be presented to Japanese veterans. The same will be done for American war veterans where peace messages in Japanese will be translated into English.

The messages will then be documented and shared across digital platforms to encourage people to have conversations about the same.

The letters aim to bridge the gap between Japan and America and encourage people to understand each other better. The project started when Shiina and Irving discovered that their grandfathers were both veterans of World War II.

They had fought as enemies, and then died. Shiina and Irving are trying to helping other veterans avoid such long-lasting pain and animosity. 

Paytm is urging Indians to break their habit of being dependent on cash and embrace digital payments in its Independence Day campaign.

The campaign titled #AadatSeAazadi (Freedom from Habits) aims to raise awareness about convenience of digital payments by highlighting various issues which people have to face with cash like no change availability, fear of going out with lot of cash, keeping it safe etc.

The campaign is currently live across all social media platforms. 

Jaskaran Kapany, vice-president, marketing, Paytm, said: "This film is an important initiative to encourage fellow countrymen to contribute towards building a cash-free nation. ‘AadatSeAazadi’ is a powerful message to break the ‘habit' of dependence on cash and embrace the convenience of digital payments. 

"We feel encouraged seeing millions of Indians using Paytm for their payments to kirana stores (convenient shops), for auto fares, electricity and to send money to their families among others. We are the pioneers in digital payments and we will continue investing in our efforts to take it to every nook and corner of the country.”

Paint company JAT Holdings has introduced a new range of paint called Petal Paint, which is developed from discarded flowers across various Buddhist temples in Sri Lanka, restoring Temple Art in the process.

The campaign case study, created by Leo Bunett Sri Lanka, highlights how the collected flowers are first dried and the pigments from the petals are then transformed into liquid paint, which is then used to restore temple art.

JAT Holdings will provide the Petal Paint to artists working on Temple Murals. The colours are currently available in five colours - Lotus Red, Pigeonwing Blue, Trumpet Yellow, Marigold Orange and Temple Flower White.

Ven. Beragama Wimaladhama Thero, chief incumbent of Nawala Vimala Viharaya, said: “This noble effort ensures that temple flowers, which are given with the greatest respect, have a more meaningful purpose and impact on our revered places of worship. Petal Paint breathed new life into faded flowers, enabling them to become a timeless offering. 

"This process preserves these precious petals that are given with so much veneration, and makes them an integral part of our holy temples. The murals that were restored with Petal Paint, tell the stories of the Buddha and highlight important religious events and tenants. In their new liquid form, the petals continue to remain a heartfelt offering – but one that leaves a lasting impression.”

Mark Tutssel, executive chairman and chief creative officer of Leo Burnett Worldwide stated: “This revolutionary idea harnesses the power of creativity to positively impact the world. It’s a wonderful example of a brand giving something back to Sri Lanka’s heritage and culture.

"This innovative work not only invites people to engage in a truly unique way, it also ensures the very important preservation and restoration of sacred temple art.”

Leo Burnett Sri Lanka: JAT Holdings 'Petal Paint'

Agency: Leo Burnett Sri Lanka

Client: JAT Holdings

Date: August 2018

JAT Holdings have introduced paint called Petal Paint which is developed from discarded flowers across various Buddhist temples in Sri Lanka.

The campaign case study created by Leo Burnett Sri Lanka highlights how the collected flowers are first dried and the pigments from the petals are then transformed into liquid paint – which is then used to restore temple art.

Credits:
 

 

CLIENT: JAT Holdings
CREATIVE AGENCY: Leo Burnett Sri Lanka
EXECUTIVE CREATIVE DIRECTOR: Lalindra Nanayakkara
EXECUTIVE PRODUCER: Jude Benedict
DIRECTOR: Malaka Samith
CONCEPT: Janath Gamage
PRODUCTION COMPANY: Strawberry Films

Tags: Sri Lanka

 

 

 

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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.

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

To submit work for future publication, contact Taruka Srivastav or upload via our online form. For voting updates and the latest campaigns, check our global Creative Works page, and follow The Drum Creative Works on Twitter@TheDrumCreative.

: Chatime ''Blow me, I'm a Hot-Tea''

Agency:

Client: Chatime

Date: August 2018

Australian bubble tea franchise, Chatime has unveiled a cheeky ALT campaign to increase its brand awareness.

 

As part of the campaign to let people know about the brand's hot tea offerings , creatives with words 'Blow Me, I'm a Hot-Tea'  are live across national street furniture in all capital cities, nation-wide prime billboards, and transit advertising across Australia. The creative for the campaign are developed by the brand's in-house creative development team.

 

Chatime has also made personalised tea cups which will be distributed by influencers.

Credits:
 

Tags: Australia

 

 

 

 

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Extra Gum has unveiled ‘Support Acts’ to aid Australia's grassroot musicians by transforming pre-roll ads on YouTube into a digital stage.

The Support Acts program consists of 16 Australia’s upcoming musicians being paired with Aussie music royalty, Five Seconds of Summer, Alison Wonderland, The Rubens and 360, promoting the grassroots talent involved in the program.

The headline artists, before their videos on YouTube, will have the pre-roll ads of the grassroot artists involved in the program, quite literally taking the concert format to YouTube via media buying.

Clemenger BBDO Sydney chief creative officer, Ben Coulson, said: “Turning ads in to a stage for emerging artists seemed like an interesting idea, and fit nicely with Extra’s brand position.”

MediaCom head of strategy and planning, Dan Connor said: “This is a brilliant example of how you can innovate and change the way you partner with platforms like YouTube – building reach and using real music discovery data to bring the idea to life.”

Universal Music Australia, managing director, new business, Roddy Campbell said: “We’ve seen all manner of branded music platforms and really feel this will be one of the best – an authentic role for the brand that creates value for consumers and artists alike. Our acts have been so passionate about supporting the next generation of talent and I think that shines through in the engaging content we’ve created with them. We can’t wait to see how the journey unfolds."

United Colors of Benetton has unveiled a social experiment campaign to commemorate India's 72nd Independence Day.

The digital campaign #UnitedByHope features 'Older India' where people talk about the importance of religion and the importance of accessories associated with religion like kada (bangle), pagdi (turban), rosary, burkha etc. 

They are then asked to keep all the religious accessories in a box. The box is then handed over to kids who accessorize themselves with all those religious essentials in different ways thus highlighting that the 'Younger India' chooses its own ways to do things.

Sundeep Chugh, CEO Benetton India said: “On this significant occasion of our nation’s Independence Day, we at Benetton India, once again strive to knit together the diverse colors of India to promote unity through the innocent and thought-provoking sentiments of the nation’s future generation. 

"This video is our effort at fulfilling our commitment as a responsible brand to challenge social norms and force the viewers to question their definition of diversity and unity as well as seeding the thought of social change where diversity creates the foundation for a stronger and united nation. It is important to understand how the younger generation subtly leads the older generation along the path of unity while striking a chord with every Indian, irrespective of religion or caste, and slowly but surely paving the way for a united future.” 

Manchester United has unveiled an official mobile app powered by its digital transformation partner, HCL.

The new app features exclusive content, including the United Now feed – which collates the latest news, polls, stats, videos and blogs about the club– and a live matchday experience, including line ups, up-to-the-second match updates, live blogging, player stats and score updates from rivals.

The app will also provide exclusive content and behind-the-scenes player access.

Manchester United’s group managing director, Richard Arnold said: “This app will allow our 659 million Manchester United followers to easily connect to the club they love, wherever they are in the world. Fans will now have the opportunity to follow all Manchester United matches through the app with up-to-the-second notifications and updates.

"The app was created by a dedicated project team from HCL Technologies and Manchester United, ensuring a truly collaborative approach to the project. The team not only built the new app and website, but also created an advanced underlying platform that will give the club the ability to adapt as new technologies emerge.”

HCL Technologies’ corporate vice president, Ashish Gupta said: “Our partnership with Manchester United has been one of continuous co-innovation. HCL’s digital experience platform has driven significant business transformation combining digital product strategy and technology innovation to deliver a compelling user experience. The Manchester United official app has received excellent reviews from a worldwide fan base with downloads in over 210 markets."

R U OK?, the suicide prevention charity, has launched a campaign urging people to notice the signs that someone they know might be struggling.

The campaign, called Signs, reveals a host of different scenarios where the characters are behaving differently to usual and not acting like themselves. The aim is to provide subtle reminders to people to check in on others to ensure they are ok.

The ad, which was created by Simon Frost and Mick Hunter, was inspired by a speech in Australian Parliament by Julian Lesser, the Member for Berowra. Lesser's speech focused on the small behavioural signs that were missed in the lead up to his father's suicide when he was 20 years old. The ad is narrated by Australian actor, and R U OK? Ambassador, Jack Thompson.

Brendan Maher, chief executive officer of R U OK? said, the campaign was one of the strongest ads created by the charity. "We've had nothing but positive feedback and hope that 'Signs' will help change behaviours around checking in with mates and loved ones and prompt us all to be a bit more aware."

The campaign will run across TV, cinema, and online nationally. 

Forget about Bake Off and the time and energy involved in baking, Greens Baking has launched a quirky campaign to promote its time-saving microwave cakes.

The ‘Sneak in a Cake Break’ campaign promotes the brand’s single-serve Cake Break range, which can be “baked” in the microwave in under a minute.

To showcase the ease and convenience of the products, the quirky ads feature people armed with microwaves, “baking” in a host of unlikely scenarios, such as in the park, schoolyard and while walking through the office.

The campaign, which was created by Saatchi & Saatchi Melbourne, will run across TV, cinema, social media and OOH.

Simon Bagnasco, executive creative director, Saatchi & Saatchi Melbourne, said, “I love baked goods. And I love microwaves. Finally, someone has brought these two wonderful things together. The world is a better place for it.”

Qantas is celebrating diversity and the Australian spirit in a new campaign from the national airline.

The ad, which is fronted by actor and Qantas Ambassador Hugh Jackman, aims to promote the importance of diversity and inclusion and calls on Australians to “stand up for a fair go”.

The ad features a host of leading Australians and organisations including former AFL player and Indigenous leader Adam Goodes, Defence Force veteran and Paralympian Curtis McGrath and Qantas staff celebrating Sydney’s Gay & Lesbian Mardi Gras.

The ad also includes athletes from Rugby Australia, Football Federation of Australia, Cricket Australia, Australian Olympic and Paralympic teams as well as sporting teams the Wallabies, and Matildas and Socceroos, members of the Australian Ballet and Indigenous dance company Bangarra and features music from singer Bernard Fanning.

The campaign aims to promote the airline’s longstanding support for equality and inclusion as well as its work to champion gender diversity, Indigenous reconciliation and LGBTI issues.

Vanessa Hudson, Qantas Group Executive, said: “We carry over 50 million people a year from all walks of life. And we have over 30,000 people working at Qantas who represent a cross-section of the community. We don’t all think, look or act the same and that’s a huge asset. This video is about celebrating the strength that comes from diversity and why it’s one of the great things about the kind of place Australia is.”

The campaign, which was created by Brand+Story, launched during the Bledisloe rugby match between Australia and New Zealand on 18 August and will run nationally across social media and onboard Qantas flights.

Welcome to The Drum Creative Works, supported by Workfront.

BrandOpus: Rowse Honey 'Wonder Bees'

Agency: BrandOpus

Client: Rowse Honey

Date: August 2018

Global branding agency BrandOpus has created a new kids innovation; Rowse Wonder Bees with long-term client partner Rowse to change children’s perceptions of honey. Despite breakfast being the biggest occasion for honey consumption, it features in less than 2% of children’s breakfasts. However, this is rapidly changing, driven by the growing consumer need for a natural and healthy start to the day. Honey is growing +38% year on year making it the second fastest growing product at breakfast time for children, growing ahead of all other spreads.

Given parents’ desire to give their families natural products, Rowse saw an opportunity to create a fun range of honey that kids would love and parents would feel good about serving. The new range uses honey that is naturally mild in taste and fortified with Vitamin C, a first in the breakfast category.

The task lay in how to reframe honey and increase its relevance to kids at breakfast. We needed to create a playful and engaging eating experience and wanted to celebrate the wonder of bees and honey. The new design champions are the honey bees - the hardworking heroes that play an integral role in maintaining our planet’s ecosystem.

The range features two superhero Wonder Bees; Lizzy the Queen Bee and Whizzy the Worker Bee, who each educate children on the different roles that bees play in the hive and the importance of pollination. Rowse Wonder Bees brings the natural wonder of honey to life and the playful, friendly characters create interesting and engaging breakfast-times for the whole family.

Credits:
 

Paul Taylor - Chief Creative Officer
Ellen Munro - Creative Director
Gill Sheraton - Designer

Tags: UK, honey, design, Branding, packaging, Branding & Packaging, packaging design, Rowse, Brand Design

 

 

 

 

 

 

 

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Adam&Eve/DDB: Hey Girls 'The Pad Ad'

Agency: Adam&Eve/DDB

Client: Hey Girls

Date: August 2018

Social enterprise Hey Girls UK has printed a DIY sanitary towel in this morning’s newspapers to highlight the grim options available to young girls who cannot afford sanitary items.

The double-sided ad has been designed to capture the attention of readers with a cut-out outline of a sanitary towel, with ‘fold’ printed on its wings.

Those that turn the page, however, are presented with a stark fact: ‘One in 10 girls in the UK can’t afford sanitary products. Every month they’re forced to use loo roll, socks, or even a newspaper.’

The copy also features a call to action – for every box of Hey Girls sanitary towels purchased, the organisation donates a pack to girls in period poverty.

Credits:
 

Client: Celia Hodson

Chief Creative Officer: Richard Brim

Deputy ECDs: Ant Nelson, Mike Sutherland

Copywriter: Sali Horsey

Art director: Zoe Nash

Design: King Henry Design

Designer, King Henry Design: Santi Rey

Artwork, King Henry Design: Emma Vincent-Pagden

Agency Producer: Nickie Dixon

Planner: Milla McPhee

Managing Partner: Charlotte Cook

Account Managers: Kathryn Gooding, Katie Briefel

Media Agency: 7Stars

Managing Partner, 7stars: Liam Mullins

Media Planner, 7stars: Isaac Atite

Sampling Agency: Pod Staffing

Tags: UK, Ads We Like

 

 

 

 

 

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Brown&co: Anadolu Efes Sports Club 'Team Crest'

Agency: Brown&co

Client: Anadolu Efes Sports Club

Date: August 2018

Anadolu Efes Sports Club is one of the biggest basketball teams in Turkey – where basketball and football are the country’s two biggest sports, with very passionate supporters. Even though the club has been around since 1976, supporters and players have never really connected to the team's emblem – a flat red, white and blue star – saying that it lacks depth and meaning.

Brown&co was asked to progress the symbol and overall identity of the club (building in relevant mental and emotional equity) and in so doing, mark a new era for the club as a whole. A subject close to the hearts of so many in Turkey, it was always going to be a challenge to make everybody happy, but early indications are very positive.

With experience in re-branding sports teams, the agency was asked to reinvigorate the Anadolu Efes Sports Club identity – given free (and responsible) reign to revolutionise things as much as it saw fit. The agency's approach began with asking 42 respondents from 13 different stakeholder groups (players, supporters, coaches, media pundits, etc.) a set of 10 questions about the current identity, the club, and what it means to them.

Credits:
 

Dave Brown / Alex Robertson - Creative Directors - Brown&co
Troy Wade - Strategy Director - Brown&co
Alex Robertson, Sue Bicknell, Ian Finch - Designers - Brown&co
Kaylee Dobie - Strategist - Brown&co
Rea Willemse - Illustrator - Brown&co

Tags: Turkey, design, logo design, brown&co, anadolu efes

 

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Honda Australia has unveiled an ad with actor Krew Boylan playing eight different roles to launch its latest model.

The campaign created by Leo Burnett Melbourne and Zenith  is the continuation of 2017 brand campaign and purpose ‘You are at the centre of everything we do'.

The spot, which was the result of real stories of Honda drivers across Australia.features Boylan playing the role of a young woman, an old women, an old man with the dog, fitness enthusiast and a middle aged woman. 

Scott McGregor, general manager, customer and communications for Honda said: “We were determined to demonstrate the human, personal side of car ownership and set ourselves apart in the category. This launch showcases how the HR-V stands out as different, by fitting into your unique life."

Jason Williams, chief creative officer at Leo Burnett, said: “We wanted to tap into real-life, relatable stories about how people use their cars. The sometimes unglamorous, insightful, funny moments. We knew that if we could bring them to life in an engaging way, we could make Honda feel more relatable and more human.”

‘As different as the people who drive it’ defined the entire strategic approach of the HR-V through to media, with the eight stories becoming the basis for a sophisticated content journey that matched individuals’ interests with relevant HR-V features. Smart utilisation of a comprehensive campaign ecosystem including TV, social and digital drives 50+ permutations of the campaign."

Taking the mick out of zany self-described job titles in the creative industry, the Brazilian non-profit project Upgrade Your Portfolio has taken advertising stereotypes to the next level in an advert for its student initiative.

Upgrade Your Portfolio aims to increase young students' access to the creative market, by offering them the opportunity to sit with some of Brazil’s most lauded creatives who will guide them on their quest for a dream job in the industry.

With the tagline ‘Making up a job title is easy, what’s difficult is landing a good job’ the ad satirises those creatives in the industry who spend too much time conjuring up an OTT job title. Their aim? To poke fun at industry-wide arrogance, where an important position is often more important than the work that is produced.

The production company Fantástica Filmes aimed to generate a sense of aesthetic schizophrenia through a collage of completely different visual elements.

Filmed in one set location, the film shows an ‘industry representative’ morph in and out of ridiculous job roles. One minute she is a Buddhist power ranger, the next a hackathonist queen. 

Mastercard has unveiled Facebook AR camera filter for the fans to show their support at the 2018 Asian Games in Jakarta - Palembang.

The campaign, launched in collaboration with Octagon and tech company AliveNow, lets users pay homage to indigenous Indonesian tribes, by allowing themselves paint their faces with tribal face paint, record messages of encouragement for their nation and share their messages on social media throughout the 2018 Asian Games.

Mastercard has even set up a kiosk on ground, where users could try out the filter on the big screen.

Iciri Rai, senior account director for Octagon, said: “Working with AliveNow for our Mastercard campaign has been a pleasure. The AR Camera Filter they developed for our Asian Games activation was extremely well received for its creativity and the UI for this has also been lauded by our client and consumers alike. We look forward to working with the AliveNow crew on more such innovative projects.”

Siddharth Satyanath, senior strategist at AliveNow said: “From the vivid colours, to the tribal music, this entire experience was mesmerising. It was one of the most engaging ways of getting users to try on tribal war paint from around the world, and tie it all back to the Indonesia, the host of the Mastercard Asian Games 2018!”

Domino's India highlights the bond between brother and sister to mark the occasion of Raksha bandhan (a Hindu festival wherein sisters take a promise from their brothers to protect them, all their life).

The spot titled 'The Letter', conceptualised by WATConsult, showcases a sister reading the letter from her brother, in which he mentions how since childhood she protected him when he broke something while playing, from bullies at school,  got poor grades and how she was always there when he was going through difficult moments.

The brother appreciates everything his sister has done for him and brings her Domino's pizzas and a rakhi to celebrate the occasion. 

WATConsult: Domino's 'The Letter'

Agency: WATConsult

Client: Domino's

Date: August 2018

Dominos India highlights the bond between brother and sisters to mark the occasion of Raksha Bandhan ( Hindu festival wherein sisters take a promise from their brothers to protect them, all their life).

 

The spot titled 'The Letter' conceptualised by WATConsult showcases how since childhood, sister protects her brother when he breaks something while playing, has got poor grades and is always there when he is going through difficult moments.

 

As grown up, brother realizes everything his sister has done for him and brings her Dominos pizzas and a rakhi to celebrate the occasion. 

Credits:
 

 

 

Advertised Brand: Domino’s India

Advert Title: The Letter

Advertising Agency: WAT Consult Media Pvt Ltd, Delhi, India Concept and Scripting: Surbhi Arora, Kshitij Rishishwar Director: Saptadeep Mondal

Executive Producer: Vindhya Malik

DOP: Deepak Arya Line Producer: Gagan Judge

Asst. Director: Gayatri Sahai

Art Director: Diksha Prabhakar Hair & Makeup: Guneet Bagga

Production Manager: Bernard Cantopher Production Asst: Preksha Jain Lead Cast: Vivaan Chawla, Mehak Malhotra, Dhruv Khurana, Ana Ilmi, Charu Shankar, Raghav Laul

Editors: Chetan Tyagi, Saptadeep Mondal, Bernard Cantopher

VO Artists: Damandeep Singh Sound Studio: Kshitij Studios

 

CS Team: VP – Operations – Faisal Haq Regional Head – Chanda Sharma Lead Account Manager – Keith Roy

Deputy Account Manager – Shreya Bhatnagar and Nisha Meena

Sr. Digital Media Executive – Darpan Mehla, Charvi Walia, Ankit Jain

Digital Media Executive- Abigail Darlong and Mohammed Mazen

Tags: India

 

 

 

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Havas: E45 'Different Days'

Agency: Havas

Client: E45

Date: August 2018

Olympic boxing champ Nicola Adams has reprised her role as the face of Reckitt Benckiser-owned skincare brand E45, starring in the second ad of its 'Straight Up Skincare' campaign.

The professional boxer once again takes centerstage as a fuss-free, straightforward and uncomplicated figurehead, espousing the self-same qualities as the skincare products she champions.

Developed by Havas London the latest commercial promotes E45 Rich, a new premium range of skincare products, by depicting Adams and her skin through their paces on a freezing jog in her hometown of Leeds and a dip into a chlorine-filled swimming pool at her San Francisco training base.

Credits:
 

Client: Charlotte Schloesing (Marketing Director), Marian Gual (Category Manager)
Creative agency: Havas London
ECD: Elliot Harris
Creative Director: Dave Mygind  
Copy Writer / Art Director: Joe Williams
Account team: Ainhoa Wadsworth (Business Director), Matt Ramage (Account Director), Sophie Amodio (Senior Account Manager)
Agency producer (film): Joseph Ogunmokun, Anya Williams
Agency producer (print): Claire Lillis
CSO: Chantelle Begley
Planner: Rose Owen
Media agency: Zenith
Production company: Somesuch & Co
Director: Raine Allen-Miller
DoP: Rina Yang
Editor: Elise Butt @ Trim
Narrator: Nicola Adams OBE
​Music supervision: Wake The Town
Hero Casting: Talent Republic

Tags: UK

 

 

 

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Brave: Sofology 'The Little Things'

Agency: Brave

Client: Sofology

Date: August 2018

Sofology has teamed up with creative agency Brave to create an immersive brand campaign covering OOH, instore, digital and TV. Focussing on ‘The Little Things Which Make Life Better’, the TVC takes us from individual atoms, elements and components which through craftsmanship and attention to detail, come together offering comfort and bliss when at home.

Utilising CGI produced by MPC, ethereal, abstract elements weave and grow from the heart of an atom, through microscopic fabric, wood and fibre. The £22m campaign which goes is aimed at driving awareness and customer consideration, showing that Sofology has the dedication to quality and detail, and knows the importance of a safe, warm and comfortable home environment.

Credits:
 

Jason Tyldesley - CEO - Sofology
Andy Leadbetter - CMO - Sofology
Sebastian Brown - Senior Marketing and Creative Manager - Sofology

Colin Jones - Creative Director - Brave
Peter Booker - Business Director - Brave

Antar Walker - Director - MPC Creative

Tags: UK, advertising

 

Sofology - The Little Things

 

 

 

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McCann Europe: Coca-Cola 'One Way or Another'

Agency: McCann Europe

Client: Coca-Cola

Date: August 2018

Coca-Cola Great Britain has revealed a new design for the Coca-Cola range featuring new look packaging for Coca-Cola original taste and Coca-Cola zero sugar. The changes unify both variants with the iconic Coca-Cola red and form part of the company’s commercial strategy to encourage more people to try Coca-Cola zero sugar.

A £5m marketing campaign will communicate the changes to consumers and will include a 10-second and 30-second TVC alongside out of home advertising.

An extensive Coca-Cola zero sugar sampling campaign will see seven million cans sampled by the end of the year.

Credits:
 

Executive Creative Director: Lee Tan
Creative Director: Mario Anchorena
Production: Landia
Director: Maxim Blanco
Director of Photography: Christos Voudouris

Tags: Europe, Coca-Cola

 

 

 

 

 

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