Welcome to The Drum’s Creative Works, in partnership with Adobe Stock, dedicated to showing the best creative work from around the globe.

Scroll through the latest work from the likes of EasyJet, Oatly, Leica and more, then click through to the global Creative Works site and see what stands out.

For project information, creative credits and more, click on the project to expand to full screen and then click on the stars to vote for your favourite.

To submit work for our Creative Works section, please fill out this online form.

: 'Car-mate'

Agency:

Client:

Date: January 2021

The Suzuki Hybrid Swift is a real crowd pleaser, with a reversing camera, cruise control and fancy smartphone technology all coming as standard.

To illustrate this amazing value, creative agency Iris tapped into the global car-shopping insight that people often turn to a trusted and knowledgeable ‘car-mate’ when buying a car, who helps make sure they’re well prepared and get a good deal when they visit a dealership.

In the 30-second TV spot, an 80's inspired training montage shows the car buyer prepping for his purchase thanks to his trusty ‘car-mate’. Just as he gears up for his big moment of entering the Suzuki dealership to begin his negotiation for a good-deal he discovers that the Suzuki Swift SZ-L already has everything he was looking for. No hard-nosed haggling or ‘car-mate’ required.

The campaign launches on 12 Jan across TV and social. The media is handled by The 7 Stars.

Credits:
 

 

 

Lead strategic and creative agency – Iris

Executive Creative Director – Grant Hunter

Creative Director – Ross Taylor

Creative Team – David F & Peter C

Strategy Director – Tom Edwards

Group Account Director – Vicky Marlow

Account Manager – Megan Smith

Agency Producers – Holly Duhur, Chess Roberts

Media Agency – The 7 Stars

Production Company – Agile

Director – Fatal Farm

Post Production – The Mill

Audio post production – Grand Central

Designer – Roger Norris

Tags: Europe, TV

 

 

 

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: 'NYT Cooking'

Agency:

Client:

Date: January 2021

The latest campaign from The New York Times highlights how NYT Cooking inspires home cooks to make delicious meals every day.

In 2020, life changed for nearly everyone, creating everyday challenges that The Times helped readers work through. NYT Cooking helped readers find joy in preparing food, in trying new recipes and in conquering (and delighting in) the challenge of cooking with what’s in your pantry. 

With this in mind, the campaign inspires home cooks of every level to make delicious meals every day. 

Credits:
 

Tags: United States

 

 

 

 

 

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: 'First Aid Toolkit'

Agency:

Client:

Date: January 2021

 

 

@firstaidtoolkit

 

 

 

What is the bystander effect? with @drjuliesmith . ##learnontiktok##firstaid

♬ original sound - FirstAidToolKit

 

 

 

 

 

@firstaidtoolkit How to help if someone is having a severe allergic reaction, with @dr.karanr . ##learnontiktok##firstaid♬ original sound - FirstAidToolKit

 

 

 

 

@firstaidtoolkit

 

 

 

How to help someone with a strain or sprain, with @dralexgeorge . ##learnontiktok##firstaid

♬ original sound - FirstAidToolKit

 

 

 

 

 

@firstaidtoolkit Everyday items that can help in a ##firstaid emergency, with @doctor.emeka . ##learnontiktok♬ original sound - FirstAidToolKit

 

 

The British Red Cross and four TikTok doctors have launched a first aid channel on TikTok, helping the nation to stay safe this lockdown, as the NHS faces increased pressure from the coronavirus pandemic.

Dr Alex, Dr Julie, Dr Emeka and Dr Karan Raj star in a range of short educational videos on the Red Cross’s ‘First Aid Toolkit’ - a TikTok channel dedicated to helping people learn vital first aid skills.

The charity says learning first aid is more important than ever – for reasons you may not have realised.

As well as providing a worthwhile distraction from the boredom of lockdown, learning a new skill can give a much needed psychological boost. Mastering first aid also helps people feel more in control of their health, at a time of upheaval and uncertainty.

Credits:
 

Tags: UK

 

 

 

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: 'Elevate Your Plate'

Agency:

Client:

Date: January 2021

Rice brand Tilda has unveiled a campaign for its steamed rice range, 'Elevate Your Plate'.

The first major above-the-line campaign for the product range, it positions Tilda Steamed rice as an integral part to so many much-loved dishes from around the world – not something made to merely sit on the side.

Devised by creative agency Havas London, it highlights that the range – available in more than 20 different flavors – always delivers the right rice for the right dish, enabling people to explore a multitude of culinary cultures whenever and however they’d like.

Credits:
 

 

 

Title: Tilda – Elevate Your Plate

Client: Anna Beheshti (Tilda, Head of Marketing), Magdalena Bogusz (Tilda, Marketing Manager)

Creative Agency: Havas London

CCO: Vicki Maguire

Creative Director: Dave Mygind

Creative: Rosie May Bird Smith

Account Manager: Lily Barber

Account Director: Alexandra Webb

Business Director: Kate Woodruff

Agency Producer: Adrianne Godfrey

Head of Production: Patrick Cahill

Strategist: Kerrie Boyes

Media Agency: GoodStuff

Production Company: Merman

Executive Producer: Spencer Dodd

Producer:Amy Appleton

Director: Guy Manwaring

DoP:Alex Barber

Editor: Mark Edinoff at Work Editorial

Title Designer: Josh Toogood

Colourist: Toby Tomkins at Cheat

Lead Flame Artist: Phil Oldham

Flame/Nuke team: Carl Godwin Alvarez & Lucas Warren

Post-production: Absolute Post

Post Producer: Jenna Le Noury

Post Production Assistant: Ava Millard

Sound Designer: Mark Hills at Factory

Tags: UK, Havas London, Havas

 

 

 

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: '3 Minute Escapes'

Agency:

Client:

Date: January 2021

One of the many reasons why we love to travel is to get away from the stress of daily life and discover new places. So with the ongoing impact of the pandemic and coinciding with Blue Monday (traditionally the most depressing day of the year), easyJet has launched this campaign to give the public that holiday feeling that they are missing, whilst they wait for their next chance to step onto a plane. It aims to give people a little taster of the escapism they would normally get from a trip away.

Created by VCCP and OMD, this campaign will be a social-first and native content series for IGTV, featuring seven escapes that focus on stunning popular European destinations. From beautiful Greek beaches to the snowy peaks of Austria and the cityscapes of Budapest and Venice, these three minute films will transport the public away from the humdrum of life for a moment of mindfulness during a dreary January.

Four escape films will be released this week, with three more being rolled out the week after.

Credits:
 

Tags: UK

 

 

 

 

 

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: 'Little Angels '

Agency:

Client:

Date: January 2021

Hyundai has launched the latest campaign for the new Hyundai Santa Fe, bringing peace to family travel, created by its newly transformed creative agency, Innocean Australia.

The Santa Fe has long established itself as an award-winning favourite amongst Australian large SUV buyers as an innovative, luxurious family SUV. In a homogenous category from a campaign perspective, Innocean’s strategy was to position the new Santa Fe as the perfect antidote to family chaos, as it has been intelligently designed with today's families in mind. Intuitive design features create an environment that helps resolve family tension, making everyone comfortable and happier when on the road.

The campaign idea, 'Little Angels', was developed from an insight that in the midst of family chaos, parents are striving to achieve their own personal moments of harmony. The campaign sees two bickering siblings instantly transformed into little angels complete with harps, singing Enya’s 80’s classic Orinocco Flow in perfect harmony. The world outside the Santa Fe is populated by a motorcycle courier transformed into a gallant white horseman, a levitating windscreen squeegee lady and a busload of elderly people who join the celestial choir. 

Credits:
 

 

 

Hyundai:

Director of Marketing: Kevin Goult

Product Portfolio Marketing Manager: Helen Gilmartin

Product Marketing Specialist: Lisa Yau

Innocean Australia:

Executive Creative Director: Wes Hawes

Creative Director: Dan O’Connell

Creative Team: Dan O’Connell and V. Wassim Kanaan

Head of Strategy: Karl Bates

Head of CX: Romy Briers

Client Partner: Ian Hartley

Snr Account Director: Vincent Pled 

Account Director: Sarah Gardan 

Director of Integrated Production: Craig Sloane

Integrated Producer: Louis Moore

Snr Integrated Producer: Warrick Nicholson

Finished art/Design Juliana Bacmaga

 

Digital Production: Amanda Davis

 

Social Media Manager: Taylah Nilsson

 

Production:

Production Company: Scoundrel

Director: Michael Spiccia

Executive Producer: Kate Gooden

Executive Producer: Adrian Shapiro

DOP: Jeremy Rouse

Production Design: Sherree Phillips

Casting: Allison Meadows - Mullinars Casting

Editor: Mark Burnett, The Editors

Colourist: Ben Eagleton

VFX: Fin Design & Effects

Music: Sonar Music

Track: Enya - Orinocco Flow

Music Clearance - Anton Trailer - Trailer Media

Photography: Michael Corridore, Photoplay.

 

Media:

Hearts and Science

 

Tags: Australia

 

 

 

 

 

 

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: 'If The World Can See, The World Can Change'

Agency:

Client:

Date: January 2021

ITV and Uncommon ran a bespoke print ad across all UK nationals on the weekend of 17 January.

The print ad commends the powerful journalism from ITV’s own Robert Moore, whose brave reporting live from the US Capitol, won widespread praise for showing the world the truth amongst the chaos that broke out that day. The print ad leaves us with a poignant message: ‘If the world can see, the world can change.’

Robert Moore, the Washington correspondent for ITV News, went viral and won widespread praise from peers for an extraordinary report following Donald Trump’s supporters as they forced their way into the US Capitol.

Moore was in the thick of the carnage on a historic day in the US capital, surfing the mob wave as it battered down the doors and windows of the Capitol building, and calmly reporting on the events as they unfolded around him. The print ad from Uncommon reads:

On the 6 of January this year, in the corridors of the Capitol, windows were broken.

Doors were smashed. Reporters assaulted. Lives were lost.

‘This is exactly what was feared. But in no way is this a surprise’ says a voice, calm in the chaos.

The voice of ITV News journalist Robert Moore.

And we saw the truth in the Capitol that day, because he did.

If the world can see, the world can change.

 

Credits:
 

Tags: UK

 

 

 

 

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: 'Stop the Squeal '

Agency:

Client:

Date: January 2021

With all eyes on Washington in the run-up to President-Elect Joe Biden’s inauguration, Peta has plastered the district with ads calling for unity—not just across party lines but also across species lines. New pedicab, bike share, and transit shelter ads urge everyone to recognize, respect, and not eat other sentient beings, who also feel fear and pain and value their lives.

Peta believes that because of speciesism there is a misguided belief that despite their extraordinary talents and abilities, other animals are inferior to humans. The organisations states that confining or killing animals for food has led to swine flu, bird flu, and Covid-19, and slaughterhouses have allowed workers to face a practically unchecked spread of the novel coronavirus.

Peta is calling for a vegan revolution that recognizes that no group should be exploited, threatened, or killed because of perceived trivial differences.

Credits:
 

Tags: United States

 

 

 

 

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: 'Beats Zodiac'

Agency:

Client:

Date: January 2021

WMcCann and Beats have launched the Beats Zodiac campaign, featuring a film by Aries-born Anitta, content about astrological combinations.

There are 12 new Beats Zodiac with collectible cans, one for each sign of the zodiac and divided into 4 flavors, inspired by the elements: fire, earth, air and water. With a campaign, product development and packaging signed by the WMcCann agency, Beats chose Anitta, head of creation and innovation, to be the star of the first video of this initiative.

11 new films were revealed on Beats' social media channels and on digital media. Each of them portrayed how each sign behaves when partying starring the actors Thiago Martins and Rodrigo Simas, singer Gretchen, Urias, WC on Beat and Xamã; in addition to influencers Bielo, Lais Oliveira, Gabi Lopes, Thais Carla and Tati Zaqui.

Credits:
 

 

 

Agency: WMcCann

Client: Skol Beats

Product: Beats Zodiac

Campaign name: Beats Zodiac

CCO: Hugo Rodrigues, Kevin Zung and André Marques

Creative Direction: Alexandre Prado

Creation: Letícia Kohanoski, Luana Silva, Patrícia Kano, Rhaissa Bueno, Brenda Bandeira, Mellina Fontoura, Diego Silva, Felipe Araújo, Thiago Alves.

Planning VP: Renata Bokel

Planning: Acauã Bonifácio, Fernando Birche

Attendance: Danilo Ken, Michelle Latessa, Giovana Zanfelicce

Media VP: André França

Media: Maurício Cruz and Roberto Almeida

BI: Fernando Cardoso, Felipe Borges, Inês Carvalho, Marina Monteiro

Content Director: Bruno Érnica

Community Manager: William Ribeiro, Gustavo Braitt

Influencers: Maiara Garbin, Tassiana Cabral

Production VP: Tato Bono

Integrated Production: Cayan Lobo, Gabriela Chineze, Fabiana Diniz, Sasha Vilela

Technology: Marcelo Soares, Victor Hugo Odo

Creative Technology: Victor Hugo Odo, Caio Costa

Producer / Image: Capuri

Director: Breno Moreira

Executive Producers: Thiago Mascarenhas and Eduardo Rezende

Executive Director: Rodrigo Castello

Director of Photography: Fernando Young

Second unit photography: Bernardo Negri

Art Director: Andres Zarza

Coordination assistant: Nathalia Trindade

Editor: Danilo Abraham

Finisher: Vitor Amorim

Color: Studio Feather

Colorist: Ana Escorse

Post-Production: Atom

Technology Producer: Code and Soul

Audio Production: Antfood Music & Sound Design

Music Production Director: Lou Schmidt and Fernando Rojo

Music Production: Lou Schmidt, Fernando Rojo, Luis Bergmann, Pedro Curvello and Vinicius Nunes

Executive Producer: Christiane Rachel and Renato Castro

Coordination: Monique Munhoz

Finishing: Bruno Broaska, Fabian Jorge, Pablo Homen de Mello and Tiago Lins

Projects: Vanessa Motta

Client approval: Gabriela Gallo, Vinicius Viana, Marina Daur

Tags: Brazil

 

 

 

 

 

 

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: 'The World Deserves Witnesses'

Agency:

Client:

Date: January 2021

Leica, the legendary German maker of photographic devices, whose roots go back in time of more than 150 years, is celebrating the commitment of photographers who bear witness to the world in a new international advertising campaign whose claim is 'The World Deserves Witnesses'

Through this campaign, the company pays homage to all those who use their Leica camera to document the beauty and poetry of the world. It celebrates those who capture pivotal moments of history, or the fragility of our human condition through their own sensitivity and unique view.

In a time in which the act of taking a picture has become easier than ever, and perhaps too often careless and superficial, this campaign aims to highlight the value of looking at the world in a more meaningful way. Seeing those precious fragments of time in which the elements of the scene compose themselves through the lens and the photographer’s eye is unique and unrepeatable.

To preserve all the integrity and sincerity of these visual testimonials this campaign, created by advertising agency TBWA\Paris, was developed using only existing photographs. No photo was created or staged to suit the communication concept, nothing has been retouched or changed. 

Credits:
 

Tags: Europe

 

 

 

 

 

 

 

 

 

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: 'Money In Motion'

Agency:

Client:

Date: January 2021

N26, the mobile banking platform has launched its latest US marketing campaign.

The new content series titled 'Money In Motion' profiles award-winning comedian, Jimmy O. Yang, and his experience challenging the old way of doing things, inspired by the features and tools that puts N26 customers in control of their spending. In each episode, Yang demonstrates how N26 can make banking empowering, stress free, and rewarding while injecting humor along the way.

It launches with three 30-second videos across digital and social platforms as well as behind-the-scenes blooper content featuring Yang. The campaign was developed in partnership with ViacomCBS' in-house branded content studio, Velocity, leveraging ViacomCBS' award-winning marketing capabilities and expertise in creative development for Millennial and Gen-Z audiences to drive awareness, brand reinforcement and product adoption for N26 in the US.

Credits:
 

Tags: United States, marketing, digital, creative, social, mobile, partnerships, banking, millennials, Viacom, Video Campaign, gen z, campaign

 

 

 

 

 

 

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You may not be anywhere near the office water cooler right now, but we still want to spotlight the most talked about creative from the brands that should be on your radar. Today, we look at Beats by Dre’s Chinese New Year ad.

Beats by Dre has launched a visual campaign that uses Chinese illustration to tell four stories around the insight that the year of the Rat shifted people’s perspective away from monetary value.

As the year moves into the Ox Beats by Dre, and its agency Mother, wanted to tell stories that show how people may be prioritising their experiences in new ways, all while promoting its Beats Flex product. 

The target audience is younger consumers that will be planning trips home to see their families this year and the images tell stories that the brand hopes they will resonate with. 

For example, one image tells the story of a gamer that has managed to turn his passion into a career. Another shows a strong female athlete that is proving that you don’t need to have a small frame, as is expected for women. 

Mother worked with Inji Seo on the illustrations, adding a more modern aesthetic to the illustrations than would be expected from traditional Nian Hua-influenced imagery.

Kim Liu, Creative at Mother, said: “Working with Inji, we took inspiration from traditional Nian Hua, and updated with a modern twist to present a collection of art that has GenZ swag, attitude and surrealistic cultural elements through colour-saturated and contemporary-styled illustrations.”

There are four illustrations in total and the campaign will be executed in China across digital channels.

Beats By Dre CNY2021

Beats by Dre

 

 

Beats by dre

 

 

Beats by dre

 

 

Beats by dre

 

 

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You may not be anywhere near the office water cooler right now, but we still want to spotlight the most talked about creative from the brands that should be on your radar. Today, we look at Singtel's Chinese New Year ad.

Singtel has reprised its comedic take on family life in a story about how a competitive family saves Chinese New Year by using 5G technology.

The characters from 2020’s ‘His Grandfather’s Road’ return and are as kiasu as ever, racing to get to grandmother’s house first in order to be within the eight-person limit (a nod to Singapore’s safe distancing rules).

The story focuses on the grandma being reminded of a school friend she sorely misses by watching a concert she went to with her childhood friend. The memory turns a jovial gathering into a sad one until the children of the competing families come together with a plan to find her, using the internet.

Lian Pek, Singtel’s vice president for group strategic communications and brand said, “Chinese New Year has always been a great time for us to underscore Singtel’s brand message that connections in the deeper sense of the word should be esteemed, hence the film’s tagline, “Stay connected to what matters”. This is all the more pertinent as Singapore eases into Phase 3 with renewed hopes of post-COVID recovery. Ultimately, we’re all in this together and we should continue to help each other out of the woods. We also wanted to bring some fun and cheer through a film that everyone can relate to, as people look forward to better things ahead.” 

Throughout the film, references are made to 5G and faster connectivity, which is a core message for the telco brand this year as Singapore starts to roll out 5G coverage. 

Lian said, “As a company that’s been leading in the next-generation connectivity stakes, we made a subtle nod to the benefits of 5G – from faster GPS downloads which get the family to their destination earlier to faster gaming speeds and high- definition video calls. As we roll out our 5G network and coverage, this is a tongue-in-cheek way of illustrating how this next-generation technology can deliver positive new experiences and possibilities.” 

The film is part of a long-term strategy from Singtel to produce short films that tap into cultural insights while focusing on the brand’s values of family, community, diversity and inclusivity.

Welcome to The Drum’s Creative Works, in partnership with Adobe Stock, dedicated to showing the best creative work from around the globe.

Scroll through the latest work from the likes of The Guardian, Just Eat, Hovis and more, then click through to the global Creative Works site and see what stands out.

For project information, creative credits and more, click on the project to expand to full screen and then click on the stars to vote for your favourite.

To submit work for our Creative Works section, please fill out this online form.

: 'Understanding Changes Everything'

Agency:

Client:

Date: January 2021

Babbel, the world’s top-grossing language learning app, has now launched a new global brand campaign for January, focussing on the transformational effects that come with knowing another language.

Highlighting the claim 'Understanding Changes Everything', two new TV Spots have been created to show how small interactions in other languages can have profound effects on a personal and professional level.

This adds to one of Babbel’s core brand messages: to inspire conversations that transform your world. The campaign has been developed based on research and market tests conducted via the research institute IPSOS, and it’s the first collaboration between Babbel and the award-winning Amsterdam-based production company Media Monks, together with creative director Charlotte Moore.

Credits:
 

 

 

 

 

CREDITS

Year: 2021

Title: Understanding Changes Everything

Cuts: 30 sec + 20 sec + 10 sec

Director: Marie Schuller

DOP: Neus Olle

Executive Producer: Bernd Out

Senior Producer: Rogier Dorant

Line Producer MediaMonks: Laura Diez

Producer Babbel: Ethel Garrigues

Production company: Tantor Films

Script: Charlotte Moore

Editor: Marie Schuller

Colorist: Jax Harney

Sound Design: Media Monks

Photographer: Berta Pfirsich

MUSICS:

Music: Media Monks

Soundtrack title: Babbel Warm Vibes

Publisher: Big Sync

Scripts in other languages:

DEU: Katharina Günther

FRA: Hélène Gicquel

SPA: Maria Sicilia

ITA: Sara Garizzo

POR: Eduardo Boldrini

Tags: Europe, technology, Languages, Learning, education

 

Video of Understanding changes everything | Babbel

 

 

 

 

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: 'Hope is Power'

Agency:

Client:

Date: January 2021

A tactical print ad from Uncommon for The Guardian – a continuation of the brand message created last year, ‘Hope is Power,’ has run in the Guardian paper, ahead of Joe Biden's inauguration as US President.

The message reads amongst a striking yellow background accompanied by a shot of the new Vice President, Kamala Harris:

1920 An American woman can vote.

1952 An Asian American woman can vote.

1965 A Black American woman can vote.

2021 A Black, Asian American woman can win.

Hope is Power.

The Guardian.

Credits:
 

Tags: UK

 

 

 

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: 'Today We Rise'

Agency:

Client:

Date: January 2021

The world watched as Kamala Harris stood where no woman, and no Black or South Asian woman, has ever stood before in US history. It was a milestone moment for millions of Americans who have yearned to see faces that resemble their own at the highest levels of our democracy.

This new film released by Girl Up, the gender equality youth initiative of the United Nations Foundation, in partnership with Ogilvy and Refinery29, captures this history-making moment through the eyes of girls who watched as the daughter of Indian and Jamaican immigrants was sworn in as the 49th Vice President of the United States, becoming the highest-ranking female politician in American history.

‘Today We Rise’ illustrates the immeasurable impact that the images of Vice President Harris taking her oath of office, administered by Supreme Court Justice Sonia Sotomayor—the first Latina to serve on the nation’s highest court—will have on generations to come.

‘Today We Rise’ was filmed and produced by a volunteer network of photographers and cinematographers during the inauguration in over 30 households across the country. It was edited immediately after the inauguration ceremony, going live within hours of the event. 

Credits:
 

 

 

 

 

Girl Up

Melissa Kilby, Executive Director

Beth Nervig, Director of Communications and Digital Media

Jennifer DaSilva, Advisory Board Member, Girl Up and President, Berlin Cameron

Agency - Ogilvy

Daniel Fisher – Global ECD

Alvaro Rivera — Creative Director / Creative

Luca Corteggiano – Creative Director / Creative

Sally Miller – Executive Producer

Vanessa Manley – Project Manager

Pumie Msengana – Global Client Director

Cristina Diago – Strategist

Production

Giovanni Messner – Director/Editor

Dannel Escallón – Cinematographer

Daniel Addelson – Additional Photography

UNIT Studios London – Post House

Music - “Dream”

Jack Bennett – Composer

1107 Studios – Label

Andrew Stafford @ Big Sync Music – Music Supervisor

Tags: United States, film

 

Video of Today We Rise

 

 

 

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: 'Don't Hold Back'

Agency:

Client:

Date: January 2021

Häagen-Dazs has launched a new global creative campaign in partnership with the blockbuster movie Wonder Woman 1984, encouraging women with the call to arms: 'Don’t Hold Back'.

#DontHoldBack will celebrate Wonder Woman’s iconic 'Empower Pose', encouraging women to take and share their own versions of the pose. Messages and poses will be amplified by influencers and UGC, creating a ripple effect throughout the markets from the day of launch.

The wide-ranging global campaign supporting the partnership includes advertising across Häagen- Dazs Shops and cinemas (where open), social media, influencer, brand experiences, sampling, in- store, digital, OOH, and radio.

Credits:
 

Tags: World

 

 

 

 

 

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: 'We're Here'

Agency:

Client:

Date: January 2021

Suicide prevention charity Campaign Against Living Miserably (CALM) has launched a hard-hitting OOH campaign in partnership with JCDecaux UK. At a time when the nation's mental health is under the spotlight, and people are not sure who to turn to for help, the ‘We’re Here’ campaign aims to generate greater visibility of the charities life-saving services. 

The last 12 months have been like no other.  With many of us experiencing struggles with our mental health, from social isolation, unemployment and money worries, through to domestic abuse, grief and bereavement. All of which have meant CALM’s helpline is needed now, more than ever.

Running across JCDecaux UK’s digital and billboard sites across the UK, the OOH campaign uses wordplay treatment to normalise CALM’s helpline service for people who might be scared of reaching out, or who don’t know where to turn when things get tough.  

Credits:
 

Tags: UK

 

 

 

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: 'Best of Both'

Agency:

Client:

Date: January 2021

Amid many consumer challenges over Free School Meals, Hovis' 'Best of Both' has committed to increasing its support for families living in food poverty by donating an additional 250,000 loaves. This is enough bread to make an additional 2.5 million sandwiches in 2021 on top of the annual donation of 250,000 loaves from the brand.

The bread is being donated in partnership with the charity FareShare, the UK’s longest running food redistribution charity, which, along with Hovis, also supports the Marcus Rashford Child Food Poverty Taskforce. In 2020, Hovis donated 250,000 loaves from across their range – providing enough slices for 2.5m sandwiches to those families living in food poverty.

Not only has Hovis committed to increasing its bread donations to create 2.5 million additional sandwiches in 2021, but it has also promised that its donations will be of Best of Both, one of its longest standing product ranges that has just re-launched with a new recipe. The new Best of Both is rich in Vitamin D which helps to support the immune system.

Credits:
 

Tags: UK

 

 

 

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: 'Mighty Hoopla'

Agency:

Client:

Date: January 2021

Global payments and shopping service Klarna have announced they have teamed up with iconic UK pop festival, Mighty Hoopla as tickets go on sale and the festival reveals its incredible 2021 comeback line-up.

As Mighty Hoopla’s official Ticketing Payment Partner, Klarna’s Installments product will be available for festival-goers to spread the cost of their tickets and pay in 3.

Payments are scheduled automatically, with the first payment made at the point of purchase via either a debit or credit card, with the final two payments being taken 30 and 60 days after purchase, interest and fee free. Festival-goers who are looking forward to the return of live events later this year following the inevitable 2020 hiatus, will be able to celebrate with the ultimate festival of revelry, inclusivity, and biodegradable glitter, and Mighty Hoopla will be returning with its biggest line-up ever.

Taking place in Brockwell Park, London on 4 September 2021, Mighty Hoopla will host the biggest names in pop and beyond. From the nostalgic to the new, the festival will welcome Cheryl, Becky Hill, special U.S guests En Vogue, Eve, Jimmy Somerville, Betty Boo, Love of Huns presents Katie Price, plus an abundance of other wild and wonderful acts, comedians, DJs and parades joining the party of the year.

Credits:
 

Tags: UK

 

 

 

 

 

 

 

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Adidas has launched a high energy, celebrity-packed Chinese New Year campaign for its Originals brand that focuses on a limited edition coin that users can redeem on or offline.

The campaign kicks off with a TV ad that uses special effects to tell stories of its celebrity stars traversing Chinese New Year in the city. The colourful ad featuresJackson Yee, Eason Chan, Liu Yi Fei, Zhang Jun Ning and Wang Sheng Di, which Jing Daily notes as a diverse demographic of stars, helping the ad to appeal to a wide range of customers. 

As with many fashion and sportswear brands, Adidas has launched limited edition products that tie into the year of the Ox. The designs feature traditional emblems and icons from Chinese New Year stories and tradition but with a sportswear twist.

 

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Alongside this, people can win Adidas ’coins’ if they make a purchase. Adidas has created both virtual and physical coins that link online and offline interactivity. The physical coins can be scanned by the Adidas app to unveil an interactive game, in which users need to collect wishes from the campaign’s stars to win prizes. 

The use of gamification and the focus on virtual connections is a sensible tactic in a year that will see many people’s Chinese New Year celebrations go virtual due. In previous years brands focused on stories around people travelling long distances to be with family for the holiday, but advertisers are now looking for new ways to connect emotionally with consumers this Chinese New Year.

You may not be anywhere near the office water cooler right now, but we still want to spotlight the most talked about creative from the brands that should be on your radar. Today, we look at Apple’s Chinese New Year ad.

Apple’s strategy of telling a well-crafted story filmed using its latest mobile phone consistently prevails .For Chinese New Year 2021, the brand has used its spot to tell the fantastical tale of a girl and a monster.

The tech firm has enlisted award-winning filmmaker Lulu Wang, who directed the film remotely from LA, with a film crew on the ground in China. 

The story of the film follows a brave young girl that discovers a monster from scare stories her parents told her is actually real. She faces up to the monster to find that he’s not actually that scary after all and befriends the beast. When her parents find out, they scold her for believing the tales, revealing it’s just a story they tell to warn children from wandering into the forest. However, they realise they themselves are just scared of their child growing up and instead decide to indulge in her fantasies, themselves discovering the stories they had been telling were true all along.

Apple has also released a film that shows the making of ’Nian’, including the challenges of directing a film crew remotely. 

The film, by TBWA\Media Arts Lab Shanghai and production company Iconoclast, follows its previous Chinese New Year Ads;  ’Daughter’ (2020), ’The ’ (2019) and ’Three Minutes’ (2018).

For many, Chinese New Year 2021 will be very different from any other that has come before. But will brands be taking a different turn too? As marketers tread into new territory with their ads this year, you can keep up to date with the best Chinese New Year creative right here.

This time last year, Coronavirus had already begun to affect the way people in China had to behave – and it was starting to show signs that it was going to be a global problem that stretched beyond Asia.

In spite of this, 2021 will be the first year that Chinese New Year looks very different for the many Asian families who celebrate. As a result, some of the more traditional advertising tropes, such as people travelling far and wide to be with their families, have been left behind in 2020.

Yet storytelling is still high on the agenda for many brands. And in lieu of the tried and tested themes, the campaigns have turned out more creative than ever.

Apple’s ad depicts a fantastical monster, Burberry urges for positivity, while Coca-Cola celebrates the joy in everyday activities. Adidas combines online and offline with some heady special effects, Beats By Dre uses illustration, and Singtel goes straight for the funny bone.

Scroll down to see what brands have come up with already and click on the images to watch the ads in full.

Adidas: Year of the Ox

Adidas has launched a high energy, celebrity-packed Chinese New Year campaign for its Originals brand that focuses on a limited edition coin that users can redeem on or offline.

The campaign kicks off with a TV ad that uses special effects to tell stories of its celebrity stars traversing Chinese New Year in the city. The colourful ad features Jackson Yee, Eason Chan, Liu Yi Fei, Zhang Jun Ning and Wang Sheng Di.

Apple: Nian by TBWA Media Arts Lab

Apple’s consistent strategy of telling a well-crafted story that’s filmed using its latest mobile phone prevails, but for 2021 the brand has used a fantastical tale of a girl and a monster.

The brand has also enlisted award-winning filmmaker Lulu Wang, who directed the film remotely from LA, with a film crew on the ground in China. 

Coca-Cola: Confessions by McCann Worldgroup Shanghai

Coca-Cola has launched its Chinese New Year campaign, ‘Confessions.’ Based on some real-life stories, the ad explores the meaning of Chinese New Year in a world that changed with the pandemic.

The campaign, conceptualised by Mccann Worldgroup Shanghai, is a pastiche of three independent stories about young citizens living in China.

Beats by Dre: Beats by Dre CNY 2021 by Mother

Beats by Dre has launched a visual campaign that uses Chinese illustration to tell four stories around the insight that the year of the Rat shifted people’s perspective away from monetary value.

As the year moves into the Ox, Beats by Dre, and its agency Mother, wanted to tell stories that show how people may be prioritising their experiences in new ways, all while promoting its Beats Flex product.

Singtel: My Grandmother's House

Singtel has reprised its comedic take on family life in a story about how a competitive family saves Chinese New Year by using 5G technology.

The characters from 2020’s ‘His Grandfather’s Road’ return and are as kiasu as ever, racing to get to grandmother’s house first in order to be within the eight-person limit (a nod to Singapore’s safe distancing rules).

Burberry: No Sweetness Without Bitterness by BBH China

The arrival of spring every year signals that Chinese New Year is once again upon us, but with lockdowns across much of the world, celebrations this year are likely to be muted.

Fittingly, Burberry’s ad for 2021 makes subtle nods to how much Covid-19 has changed the way people celebrate the most important occasion in the Chinese calendar.

Created by BBH China and starring Burberry ambassadors, Zhou Dongyu and Song Weilong, the six-minute spot opens with a young girl wondering how spring looks like outside. As the young girl grows up and goes through life, she realises there is no sweetness without bitterness.

Welcome to The Drum’s Creative Works, in partnership with Adobe Stock, dedicated to showing the best creative work from around the globe.

Scroll through the latest work from the likes of Apple, Bud Light, Cadbury and more, then click through to the global Creative Works site and see what stands out.

And, with one of the sports and advertising world's biggest events coming up this weekend, see the highlights from this year's Super Bowl here.

For project information, creative credits and more, click on the project to expand to full screen and then click on the stars to vote for your favourite.

To submit work for our Creative Works section, please fill out this online form.

: 'Last Year's Lemons'

Agency:

Client:

Date: January 2021

Bud Light Seltzer Lemonade has released its first-ever Super Bowl television ad, titled 'Last Year’s Lemons.'

Inspired by the do-it-yourself haircuts, postponed weddings and other inconvenient but relatable situations in 2020, the ad looks at the bright moments in a challenging year, to turn last year’s lemons into the new Bud Light Seltzer Lemonade.

During the Super Bowl, Bud Light Seltzer Lemonade will also encourage fans to turn a lemon of a play into Bud Light Seltzer Lemonade. When there’s a turnover by either team, fans watching the Super Bowl can enter for a chance to win a case worth of Bud Light Seltzer Lemonade, by tweeting with #LemonsIntoLemonade and #Sweepstakes.

Bud Light Seltzer Lemonade launched earlier this month, bringing the bold flavor of lemonade with the refreshing bubbliness of seltzer. Available now nationwide, the Bud Light Seltzer Lemonade variety pack features four new flavors including Original Lemonade, Black Cherry Lemonade, Strawberry Lemonade and Peach Lemonade. 

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Tags: United States

 

 

 

 

 

 

 

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: 'Can a Burrito Change the World?'

Agency:

Client:

Date: January 2021

Chipotle Mexican Grill has premiered its first-ever Super Bowl commercial, to air during the second quarter of Super Bowl LV.

The spot, titled 'Can a Burrito Change the World?,' features a young boy rhetorically asking that question while highlighting the impact that Chipotle’s ‘Food with Integrity’ standards could have on the world, including reducing carbon emissions, saving water, and supporting local growers.

Evidenced in the ad, created by Venables Bell and Partners, Chipotle believes that how it grows its food affects how we grow the future. The company believes the global pandemic has shifted consumer behavior to lean towards a community-focused society, further igniting a passion inside of many for making purchasing decisions that drive difference in the world around them. With this spot as part of a series of brand actions,

Chipotle is shedding light on how greater awareness of where food comes from and how it is grown can not only help everyone, but also begin to reverse an agricultural industry crisis, which has lost 40x more farmers than it has gained over the last decade.

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Tags: United States

 

 

 

 

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: 'Send A Little Love'

Agency:

Client:

Date: February 2021

Royal Mail is lending its support to villagers of Lover who are this year launching a campaign aimed at broadening the appeal of Valentine’s Day by encouraging the nation to send cards to everyone they have missed over the past year.

The campaign 'Send A Little Love' aims to broaden the appeal of Valentine's Day and make it a day to remember for that special someone, a missed relative, parted friends and lonely neighbours. 

The villagers are determined to provide their special Valentine’s Day Lover postmark on Valentine’s cards and letters despite the ongoing impact of Covid-19 and the associated lockdown.

The famous postal service is all online this year due to lockdown rules and the village cupids will be working from home to stamp each card with their special postmark before it is sent anywhere in the world. 

Royal Mail, which continues to deliver during the lockdown, is lending its full support to the village so that the nation can reach out in style to much missed friends, family and loved ones over the past year.

The village postal service helps everyone send a little love with a range of beautifully designed cards with personalised messages, all lovingly sealed with the Lover cachet stamp before being sent on its way by the village postie. 

This year, the Lover Village Valentine post service has added two special cards to the collection that particularly appeal to grandparents and friends. The first features Stanley, the village mascot with the iconic rainbow symbol.

The second was designed by the local pre-school and features a cartoon child holding a bunch of heart balloons. The iconic Lover village card is still proving popular every year as are the pop-up cards designed by Cardology. 

The website lover.org.uk is already taking orders and will ensure all orders arrive in time for 14th February. The Lover Community Trust, responsible for the postal service, has provided the option to make an online donation to two NHS charities as another way to say 'thank you'. 

With a Valentine card being sent to a scientist working in Antarctica last year, Lover village is providing a global service having sent cards to every continent on the planet and over 4,000 cards sent abroad in the 5 years of operating. 

The small village of Lover in Wiltshire is close to the county border with Hampshire. It is within the New Forest National Park and part of the Redlynch parish.

When it comes to sending Valentine’s Day parcels, this year online shoppers also have the option of having Valentine’s parcels collected from their doorstep with Royal Mail’s new service - Parcel Collect.

Credits:
 

Tags: UK, Valentine's Day, royal mail

 

 

 

 

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: 'Better by Nature'

Agency:

Client:

Date: February 2021

Kallø, the organic stocks and rice cake brand has launched a new digital marketing campaign titled ‘Better by Nature’.

The execution aims to inspire and facilitate more natural food choices while connecting new customers to Kallø’s range of real-food products.

Wholesome animations linking the brand’s leading products with wild animals will feature in streamed video content across Facebook and Instagram. Bringing the playful brand personality to life, each animation is centred around catchy, play-on-word slogans such as: ‘I only opt for quality toppings, so only Kallø goes into my shopping’.

Running throughout January and February, the assets will be further amplified on news and lifestyle media sites to extend brand reach. 

Credits:
 

Tags: UK, Digital Marketing, influencer marketing

 

 

 

 

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: 'Abu Dhabi Alexa'

Agency:

Client:

Date: February 2021

Tripadvisor, the world’s largest travel platform, is announcing today the launch of the world’s first virtual voice tour of a destination on Alexa, in partnership with The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi). The immersive experience enables travellers in the UK to explore the wonders of Abu Dhabi from the comfort of their home. 

DCT Abu Dhabi is the first destination marketing organisation to test this new technology in the United Kingdom. Alexa customers in the U.K. will be able to say “Alexa, Explore Abu Dhabi” and be taken on an immersive voice tour of the destination. The themes and content within the experience have been selected based on Tripadvisor data and traveller sentiment, in order to create a unique experience that is powered by how consumers are feeling.

The Alexa skill enables would-be travellers to choose their own adventure, presented with various options detailing what they can explore in Abu Dhabi. Consumers using the Alexa skill can verbally request which path to take following prompts from the host. The full experience spans several minutes and comprises a choice of top relaxation and nature spots, cultural wonders and restaurants - all backed by reviews from the Tripadvisor platform. The skill remembers the path a user has taken and presents different options when they return. 

Credits:
 

Tags: UK

 

 

 

 

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: 'Cookstarter'

Agency:

Client:

Date: February 2021

Independent restaurants across the UK are the lifeblood of the UK's diverse and vibrant food culture. With so many of them at risk of closure due to the impact of the ongoing pandemic, today, Gousto, the UK’s leading recipe box provider is launching Cookstarter, a campaign designed to provide support to independent restaurants.

Cookstarter will see five independent restaurants, nominated by the public, receive £10,000 funding each, as well as a year-long programme of business coaching support spanningmarketing, finance, HR, SEO and social media. The programme will be delivered by a dedicated Board of Mentors at Gousto, put together by founder and CEO, Timo Boldt.

The Cookstarter campaign will also see the chefs of the five independent restaurants team up with Gousto’s recipe development team to co-create a recipe inspired by the restaurant’s menu. These recipes will be available to all Gousto customers in the UK, allowing the public to recreate the dishes at home and thereby widening the customer base and awareness of the restaurants.
Gousto subscribers who order a Cookstarter recipe will also be able to tip the restaurant’s teams through the cashless tipping solution TiPJAR, a digital tipping service. Gousto will also be encouraging donations to Hospitality Action, a charity that supports all workers in the hospitality sector.

To rally the public to participate during the nationwide search, Gousto has enlisted its long term brand ambassador and the nation’s PE teacher Joe Wicks MBE, along with chef and Chef and restaurateur Gizzi Erskine and comedian and foodie, Katherine Ryan. The trio will encourage Brits to nominate their favourite independent restaurants before 7 February. Independent restaurants are also encouraged to self-nominate during the search.

Credits:
 

Tags: UK

 

 

 

 

 

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: 'Find a Legend, Win a Legend'

Agency:

Client:

Date: February 2021

Cadbury has launched a new campaign to support the return of its Find a Legend, Win a Legend promotion. The push was developed in partnership with creative agency Elvis.

For the fourth year of the campaign, Cadbury is partnering with six of the nation’s top football clubs, lining up a legend from each club, including Arsenal FC’s Ian Wright, Chelsea FC’s Petr Cech, Manchester United’s Gary Neville, Liverpool FC’s Robbie Fowler, Manchester City’s Micah Richards and Tottenham Hotspur’s Rafa van der Vaart.

The push, which is part of Cadbury’s wider promotional activations strategy centred on its partnership with six of the nation’s top clubs, aims to get people buying standard chocolate following the festive period.

Consumers are invited to buy a promotional bar, and if they find a legend’s shirt inside their pack, they win an experience with the featured legend. If they don’t find a shirt in the pack, they can head online to legends.cadburyfc.com, enter their barcode, and find out if they have won a £5/€5 or £10/€10 club shop voucher, or a personalised video message from one of the six club legends.

Credits:
 

Tags: UK

 

 

 

 

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Welcome to The Drum’s Creative Works, in partnership with Adobe Stock, dedicated to showing the best creative work from around the globe.

Scroll through the latest work from the likes of Marmite, McDonald’s, The Office for National Statistics and more, then click through to the global Creative Works site and see what stands out.

Last week, love was in the air for Valentine’s Day, and you can find out how brands celebrated here.

For project information, creative credits and more, click on the project to expand to full screen and then click on the stars to vote for your favorite.

To submit work for our Creative Works section, please fill out this online form.

: 'Marmite Dynamite '

Agency:

Client:

Date: February 2021

Adam&eveDDB, in partnership with Mindshare and Kinetic, have delivered a suite of explosive OOH special builds to celebrate the launch of chili-infused Marmite Dynamite, encouraging both lovers and haters to handle the new product with extreme care.

The launch execution features the giant lid of a Marmite Dynamite jar, which has exploded out of a 48-sheet poster and into a nearby car windscreen. Follow up executions feature huge lids blown skywards and hooked onto nearby buildings and trees.

Whether you love it or hate it, this eye-catching and unique OOH campaign will absolutely remind you to be careful with your jar of Marmite Dynamite.

Adam&eveDDB’s explosive concept for Marmite’s new fiery, chilli flavoured variant has also been extended to a social campaign on Instagram and Facebook, implemented by Mindshare and U-Studio. Media strategy developed and executed by Mindshare, with the special build OOH sites created and delivered by Kinetic and Jack Agency.

The PR strategy was developed and executed by W Communications, with the aim of igniting mass consumer awareness ahead of the product’s launch. 

Credits:
 

 

 

 

 

Client: Unilever

Brand: Marmite

Project/Campaign name: Dynamite

First Air Date: 08.02.21

Client/s Team:

Vice President, Foods & Refreshment, Unilever UKI: Andre Burger

Marketing Director, Foods, Unilever UKI: Fikerte Woldegiorgis

Marketing Manager, Unilever UK: Kyrie Merryman

Brand Manager, Unilever UK: Sophie Allan

Assistant Brand Manager, Unilever UK: Rebecca Prior

Agency: adam&eveDDB

Group Executive Creative Director: Ben Tollett

Chief Creative Officer: Richard Brim

Copywriter: Alex Lucas

Art director: Jon Farley

Agency Integrated Producer: Jaki Jo Hannan

Planner/s: Will Grundy, Sara Keegan

Project Manager: Jacqueline Lynch

Joint CEO: Tammy Einav &/ Mat Goff

Managing Partner: Tom White

Account Director/s: Oliver Lester

Account Manager/s: Emily Bristowe

Design: King Henry

Head of Design: Paul Knowles

Artworker: Dave Callow

Supply: Gutenberg Global

Senior Producer: Tony Hutton

Media agency: Mindshare

Client Director/s: Nika Dohoczky

Account Director: Tess Domenet

Account Manager: Ismaila Bojang

Special Build OOH Agency: Kinetic

Head of projects and operations: Sam O’Connell

Billboard sites: Jack Agency & JCDecaux

Post Production: Dennis Tuffnell

PR Agency: W Communications

Associate Director: Nikki Collins

Senior Account Director: Jess O’Donohoe

Senior Account Manager: Sam Beer

Account Manager: Paige Hartley

Senior Account Executive: Susana Micolta

Account Executive: Ella Bull

Photographer (Still Life): James Day

Agent (Still Life): Siobhan Squire

Photographer (Landscape): Sue Parkhill

Agency (Landscape): PLEAT

Model Making (Still Life): Andy Knight

Tags: UK, adam&eve/DDB, Marmite

 

 

 

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: 'Faster Brings Us Closer'

Agency:

Client:

Date: February 2021

Virgin Media’s latest campaign features a timeless love story that is set in the world of online gaming, powered by its fast and reliable WiFi.

The ‘Faster Brings us Closer’ campaign plays on the power of Virgin Media’s ultrafast network with the touching story of students Jade and Jake, who form an instant connection after meeting in an online video game.

Virgin Media’s new TV film, which debuts tonight (5 February) on ITV, emulates a classic love story reimagined for today’s digital world. After Jade defeats Jake in a gaming battle, they decide to team up and the more time they spend in the virtual world, the more their feelings for each other grow.  The narrative builds up to a virtual ‘meet cute’ where the characters take their relationship to the next level, meeting face-to-face via video call.

 

Credits:
 

Tags: UK

 

 

 

 

 

 

 

 

 

 

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: 'It's about us'

Agency:

Client:

Date: February 2021

The Office for National Statistics (ONS)has revealed a major new integrated launch campaign to drive awareness of Census 2021 across England and Wales. The push was developed in collaboration with creative agency M&C Saatchi following its appointment as agency partner for Census 2021 communications last year.

M&C Saatchi has partnered with the ONS to develop an inclusive campaign with broad appeal across the entire population, to ensure completion across diverse community groups. With an objective of achieving over 75% online completion, it has been described as a ‘digital-first census’.

The push will help people to understand the relevance and importance of the census, and to recognise the power of data and statistics to improve lives. In particular, Census 2021 will give the ONS fresh information to increase its long-term understanding of the impact of the pandemic, and make sure that the services people use meet the needs of our changing society.

The integrated ‘It’s About Us’ campaign is brought to life through a series of portraits from across the length and breadth of England and Wales – almost 80 in total – celebrating who we are and the communities we come from. A TV spot, directed by Max Fisher at Knucklehead, features a version of The Zombies track This Will Be Our Year, rerecorded by the Norwich-based busking band featured in the advert, in a nod to the campaign’s community focus.

The campaign is unique in its scale and breadth. Designed to reach all adults in England and Wales, irrespective of age, location, race, sex, religion or living circumstances, the inclusive push features nearly 200 members of the public from across England and Wales. It has been developed in 44 languages, with activity running across TV, radio, audio, social media, digital, out-of-home, press and PR. This is supported by student communications, a primary and secondary school education programme, commercial and public sector partnerships, and community outreach.

Developed during the Covid-19 pandemic, the campaign was produced under government and APA guidelines and under the strict supervision of a Covid-19 Compliance Officer. Measures included casting members from the same household or support ‘bubble’.

Media planning and buying for the campaign is by Manning Gottlieb OMD/OmniGOV. The secondary schools education programme is delivered by EVERFI.

Credits:
 

 

 

 

 

 

Creative agency: M&C Saatchi

Executive Creative Director - Ben Golik

Creative - Jordan Morris

Creative - Danny Jones

Art Director - Tom Kennedy

Design Lead - Andy Harris

Design Director - Sophia Ben Yedder

Managing Partner - Mark Newnes

Account Director - Tia Kulkarni

Strategy Director - Matt Kemp

Programme Director - Hayley Ziepe

Producer - Rosie Nolan

TV Producer - Eliot Liss

Production Company: Knucklehead

Director - Max Fisher

Producer - Francis Mildmay-White

Production Manager - Cat Irving

Production Assistant - Becky Thompson

Location Manager - Ben Carter

Director of Photography - Christopher Sabogal

Casting - Sally McCleery

Editor - Rebecca Luff @ The Quarry

Grade - James Bamford @ The Mill

Online Post-Production - Tim Gaydon @ Creative Outpost

Audio Post-Production - Dave Robinson @ Creative Outpost

Music - ‘This Will Be Our Year’ – written by Chris White / performed by Jose McGill & The Vagaband

Stills Photographer - Dan Ross

Tags: UK, TV, integrated

 

 

 

 

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: 'Nike Cycle Syncing '

Agency:

Client:

Date: February 2021

R/GA London has partnered with Nike and female physiologist, Stacy Sims, to build the first-ever cycle syncing training collection on the Nike Training Club App.

The work will launch across Nike Women’s Global Social handle and in the Nike Training Club app, and aims to help educate women on how to sync their training to their menstrual cycle - to not only perform better and stronger, but to optimise their energy and listen to what their body needs for each phase of the cycle.

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R/GA Credits:

Rob Kent, Group Account Director

Gretel Oehme, Program Manager

Bruno DiLucca, Creative Director

Charlie Green, Visual Designer

Laura Randall, Senior Copywriter

Natalie Ranger, Senior Copywriter

Camille Magnan, Senior Visual Designer

Juliette Arnaud, Producer

Rob Watts, Senior Art Director

Amar Babbar, Senior Strategist

Anna Bulman, Strategy Director

Hannah Vatandoust, Associate Strategist

Nick Pringle, SVP Executive Creative Director

 

Tags: UK

 

 

 

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: 'Popcorn Chicken Pizza'

Agency:

Client:

Date: January 1970

Two of the world’s most loved brands joined forces to launch the Pizza Hut KFC Popcorn Chicken Pizza.

The global integrated campaign, created by Iris, launches in the UK with a 30-second announcement film starring Pizza Hut’s long-time brand ambassador, Parker J Parkerson.

Parker warns the internet to ‘brace itself’ as he reveals a collaboration so mind-blowing it could possibly break. As soon as the Pizza Hut KFC Popcorn Chicken Pizza is introduced, the meltdown begins and Parker takes us on a journey through the internet collapsing on itself, in his signature tongue-in-cheek style.

Credits:
 

 

 

 

 

 

Lead creative and strategic agency – Iris

Chief Creative Officer – Shaun Mcilrath

Creative Directors – Lou Bogue and Rupert Thornborough

Agency Producer – Rachel (Chops) Amess

Strategy Director – Raj Thambirajah

Managing Partner – Ian Bradbury

Group Account Director – Isabelle Taylor

Production Company – Biscuit Filmworks

Director – Clay Weiner

Editing House – Stitch Editing

Editor – Gareth McEwen

Post Production – Black Kite

Audio post production – Grand Central Studios

CGI artist - Nina Mossand (flame artist) & Ivo Sousa (design)

PR – Laura Dilnot & Lucy Hancock

Tags: Europe, kfc

 

 

 

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: 'We Deliver'

Agency:

Client:

Date: February 2021

Simple and instantly recognisable, Leo Burnett has produced more satisfying minimalism for McDonald's.

This latest outdoor campaign sees McDonald's iconic 'golden arches' serve customers a timely reminder that even when they can't go in-store, they can get it delivered instead.
 

Credits:
 

Tags: UK

 

 

 

 

 

 

 

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: 'AD-cademy'

Agency:

Client:

Date: February 2021

 

Credits:
 

 

 

Brixton Finishing School has officially launched the AD-Cademy, a free, online advertising course aimed to help address the lack of diversity in advertising, with a campaign developed by Mother London that will run across donated media in local and national press, OOH, digital and social.

The AD-Cademy is led by industry experts from all disciplines and it aims to encourage and inspire young people from anywhere in the UK to pursue jobs in the creative, digital and tech industries, no matter their background.

The campaign uses visual effects playing on the tropes and conventions of these different roles within the industry, whilst arresting headlines were created to spike interest. Mother aims to make these diverse roles feel accessible to anyone who has the talent and drive to succeed, and show how one can turn their talents into a successful career in the advertising industry.

Other partners include Mail Metro Media which has donated cover wraps and digital inventory, Clear Channel which has donated national OOH advertising, including through its prestigious Storm portfolio of super-premium digital screens in cities like Manchester, Glasgow and London, Brand Advance which donated £50k worth of inventory across its media diversity network and lent expertise. Similarly, Refinery29, part of the Vice Media Group, has provided an inventory donation whilst Wilderness Agency is offering social campaign support.

 

Tags: UK

 

 

 

 

 

 

 

 

 

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: 'Do It Safely'

Agency:

Client:

Date: February 2021

August is the first period product brand built for Gen Z, founded by two Gen Z-ers themselves. Launched in late 2020, August is revolutionizing period care by reimagining and redefining the period experience.

August has teamed up with Safely to put out a PSA campaign with real people asking real questions about periods and sexual health; both brands are on a mission to normalize periods and STIs and believe its time for society shaming to stop. The campaign’s goal is to promote self-advocacy around menstrual and sexual health.

 

 

Credits:
 

Tags: North America

 

 

 

 

 

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: 'Shreddie for Anything'

Agency:

Client:

Date: February 2021

Nestlé Cereals has launched a UK campaign created by McCann London aimed at empowering British families to be ‘Shreddie For Anything’.

Shreddies turned to the only man that can captivate an entire nation to re-establish the classic British breakfast cereal. Some say he built Milton Keynes in a week; others say he does not believe in scaffolding. Nick Knowles, TV presenter and builder of dreams, is waking up the nation with his can-do attitude and celebrating the UK’s ordinary, no-nonsense families who are tackling life’s everyday challenges head on.

In the 30-sec TV spot, Nick ‘get it done’ Knowles comes armed with his belt of tools, packs of Shreddies and words of wisdom: “when things get tough, don’t eat soft” to help a dad get through the daily struggle of getting his kids up for school.

 

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Project Name: Shreddie for Anything

Client Name: Nestle Cereals

 

Nestlé Cereals

 

Regional Marketing Director UK & Australia: Toby Baker

Nestle Brand Marketing Controller at Cereal Partners: Rebecca Gale

Marketing Manager: Tudor Turtudau

Brand Manager: Lauren Cooksley

 

McCann London

 

Creative Agency:  McCann London

Chief Creative Officers: Laurence Thomson & Rob Doubal

Chief Strategy Officer: Theo Izzard-Brown

Executive Creative Directors: Ray Shaughnessy & Dan Norris

Creative Director: Greg Mullen

Creatives: Rory Peyton Jones & Elliot Lee

Managing Partner:  Tommy Smith

Account Manager:  Joely Buxton – Smith 

Senior Digital Strategist Jonathan Bender 

Head of Design: Lisa Carrana 

Creative Director of Design: Richard Hart

Design Director: Jonathan Harper

Junior Designer: Lauryn Raymond

Junior Designer: Chloe Insall-Jones

 

Craft

 

Chief Production Officer: Sergio Lopez

Head of Integrated Production: Sophie Chapman-Andrews

Executive Producer: Jonathan Davis 

Producer: Tom Ayling

Business Affairs Lead: Molly Strasser

Sound Engineer: Giselle Hall

 

ITB

 

Senior Account Director: Jan Taubert

Account Director: Frankie Ballentyne

 

Production/Post Production - Agile Films

 

Director: Fatal Farm

Live Action Producer: Tom Ford

Post Production Producer: Lucy Hayes & Alizee Levrino

DOP: Theo Garland

Editor: Martin Fickling / Jean-Philippe Blunt

Online/VFX supervisor: Chris Dunleavy

 

Grade - Nineteen Twenty

 

Colourist: Kai Van Beers

Post Producer: David Keegan

Tags: UK

 

 

 

 

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You may not be anywhere near the office water cooler right now, but we still want to spotlight the most talked about creative that should be on your radar. Today, Google Australia takes its AFL sponsorship to an emotional level.

Google Australia has launched a film that shows how Google can help power parenting, through the story of a girl trying to get into women’s Australian football (AFLW).

The emotional video follows a father-daughter story of a girl that wants to get into Australian football, despite her father’s lack of knowledge about the sport. Starting with a Google search about where to buy a football, to translating classic Australian colloquialisms, the story shows that through supportive parenting, the girl eventually becomes great at the sport.

The ad, by 72andSunny, is part of a partnership that Google has with the Australian Football League (AFL), and will be shown during the competition. It’ll air specifically during the women’s final in mid-April.

According to Google, it wanted to show that through resourceful parenting, children can thrive through sports, despite it being tough for some children to get into, particularly girls. 

Cameron Luby, director of marketing, consumer apps and platforms, Google Australia, said: “We know community matters to Australians more than ever before. We’re excited to build on our partnership with the AFL by telling an emotionally driven story about how Google Search can help parents help their kids thrive by playing sports. We’re proud of the work, and of our partnership with 72andSunny.”

Alongside the TV activity, a YouTube channel and partnership with Channel 7 will showcase Google tech.

At The Drum, we believe great work deserves recognition and that talented creatives should get their share of reverence for the hard work they put in. So each week we will update our hall of fame, celebrating the 10 best ads from our Creative Works section. Welcome, and don’t forget to vote for your favorite! 

In partnership with Adobe Stock, The Drum’s Creative Works is a handpicked selection of our favorite work from around the globe, covering digital, OOH, print, TV and radio. Each week, The Drum selects the 10 best ads from the section. To submit work, please fill out this online form.

Never failing to disappoint, this week Ryan Reynolds’s production company, Maximum Effort, brought back Satan in a mockumentary-style ad that sees him working for Mint Mobile competitor ’Big Wireless’. 

M&S Food, meanwhile, is giving consumers an insight into how its products reach shelves, embarking on its biggest ever ’quality campaign’ in collab with ITV Creative.

At Miracle-Gro, the plant food brand is paying homage to plant lovers everywhere with a range of adorable plant-pot covers.

And Grab has gone out of this world to celebrate Ramadan with a spot inspired by sci-fi classics Star Trek and Star Wars, the adventure film seeing humans take on aliens. It has proved popular, racking up over a million views on YouTube since the video broke.

That’s just for starters. Scroll down to see the best work from our Creative Works section. And don’t forget to vote! 

Are you a creative with work that deserves recognition, a PR working on a great brand campaign, or an ad junkie with really good taste? If so, please email nominations to imogen.watson@thedrum.com to be considered for next week’s round-up. 

Mint Mobile: Dream Job by Maximum Efforts Productions 

Another hit from Ryan Reynolds’ production company, Maximum Effort, the mockumentary-style ad for Mint Mobile sees Satan wreaking havoc at the generic mobile provider. ”Finding love on Match inspired me to look for other ways to be happy,” he candidly tells the camera as he works at his desk decorated with a dead plant and a human skull.

Vote for the work here. 

Miracle Gro: Pot-y Covers by Rethink 

 

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Many of us have extended our plant families during lockdown – particularly millennials, who are putting off raising children and buying homes, filling their hearts with plants instead.

To pay homage to plant lovers everywhere, Miracle-Gro Canada has brought out a range of hilarious and cute plant clothes. The line, called Pot-y Covers, taps into the trend for bringing nature and its therapeutic properties inside our homes.

Vote for the work here.

The Humane Society: Save Ralph

To shine a spotlight on the issue of animal testing, anti-animal cruelty charity Humane Society International (HSI) created a star-studded short film called ’Save Ralph’. 

Voiced by Hollywood stars including Taika Waititi, Zac Efron, Ricky Gervais, Olivia Munn, Tricia Helfer and Pom Klementieff, the stop motion animation follows the routine of the working rabbit Ralph, voiced by Waititi. The self-contempt the fluffy rabbit shows is darkly funny in contrast to the real horrors he faces.

Vote for the work here.

M&S: Fresh Market Update by ITV Creative

Going back to its roots, Marks and Spencer (M&S) has put the British farmers, growers and producers who source its food at the front of its latest push.

Restarting its Fresh Market Update, for four months M&S Food will broadcast its commitment to its ’select farms’. The spot gives a behind-the-scenes look at how M&S cultivates the products that end up on the shop floor. It is fronted by ITV weather presenter Lucy Verasamy and foodie Chris Barber.

Vote for the work here.

Tesco: Pop to Your Local If You Can by BBH

 

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After a long, arduous winter in lockdown,12 April marked the day that it all ended in England, with people descending on their local pubs. 

It’s no secret that supermarkets have come out of the pandemic unscathed, so as pubs with beer gardens reopen for people in England, Tesco took a moment to remind its shoppers to support their local. ’Pop to your local if you can’, insists the print ad.

Vote for the work here.

Grab: Bisalah Ramadan Lancar Jaya Bareng Grab!

Each year, brands fall into the trap of celebrating Ramadan in a similar way, pushing tired cliches of a glamorous family gathering ready for Iftar or Suhoor.

Breaking away from such tropes this year, Grab Indonesia’s Ramadan ad is set on a space ship, with the sci-fi-inspired film seeing humans take on aliens.

Vote for the work here.

Lego: Rebuild the World by We Are Social

The Lego Group teamed up with three renowned creators from the fields of art, architecture and film as part of its ongoing ’Rebuild the World’ campaign.

The films feature US perspective artist Alexa Meade, actor Billy Porter and architect Sir David Adjaye. They follow the creators’ processes as they explore the unlimited creativity that can be unlocked through Lego play, inspired by the creativity of the children.

Vote for the work here.

Airbnb: I Got You Babe

Of the many things the pandemic took away, not being able to travel freely has been hard. As the UK opens back up after a long lockdown, Airbnb has marked the occasion with ’I Got You Babe’, part of its wider ’Made Possible by Hosts’ campaign.

For the series, Airbnb invited photographers to take a trip with their family and friends, shoot photos of their stays, then sending the photos back in return. ’I Got You Babe’ hones in on photographer Siân and her daughters, Alice and Martha. 

Vote for the work here.

Graze: Chief Eating Officer 

The star of snack-brand Graze’s latest ads is none other than its newly appointed ’Chief Eating Officer’.

With the ad marking the debut of the brand’s furry ‘CEO’ who is passionate about making snacks that help people enjoy healthy living every day and helps graze to not just deliver great ideas, but ‘graze ideas’.

Vote for the work here.

Converse: Forest City by Amplify

Converse has collaborated with All-Star member and Gumbaynggirr activist artist Aretha Brown in Melbourne to paint a mural that not only cleans the air but sparks conversation around Indigenous urban identity and the importance of elders within the community.

The mural, located at the Converse Fitzroy store, uses air-purifying paint that absorbs the equivalent air pollutant of 128 trees in inner-city Melbourne. Globally, Converse has activated these sustainable murals from Singapore to São Paulo and ‘planted’ the equivalent of 8,033 trees, which it hopes to continue.

Vote for the work here.

That’s it for this week’s round-up of the 10 best ads from The Drum’s Creative Works. Remember to email nominations to imogen.watson@thedrum.com and to vote for your favorite ad. 

Outdoor brand Patagonia is continuing its mission to keep its customers eco-conscious through its latest environmental campaign, ‘We the Power’, which encourages citizens to imagine a new energy system that is local, community-owned, renewable, and rooted in bringing social and economic benefits to local communities. 

In the UK, this would mean boosting the grassroots networks that are already taking shape and driving legislative change to ensure communities can financially benefit from producing their own renewable energy.

Currently, UK law differs from mainland Europe in that there are restrictions on harvesting and selling energy to your community. Not-for-profit organizations such as Power For People are campaigning hard for the UK to shift to 100% clean energy for the benefit of local people through laws such as the Local Electricity Bill. 

The bill, which is now backed by over a third of the House of Commons, would enable people to directly purchase their energy from their local community, bringing community benefits as well as increasing the uptake of renewable energy. 

Community Energy gives citizens the power to produce their own renewable power and share the benefits among their community. The popularization of community energy would mark a shift away from large, extractive energy companies that are currently contributing to the climate crisis. 

Emma Bridge, chief exec of Community Energy England, says: “Community energy empowers people and communities to play an active role in helping to change the energy system.

“It is an incredibly effective way of not only tackling climate change directly, but acting as a trusted intermediary to engage people and enable behavior change, ensuring that climate action isn’t done to people but done with them.”

With ‘We the Power’, Patagonia aims to galvanize citizens to switch their electricity provider to one that sources from community-owned renewable energy schemes, and to join or invest in their own community energy group to support local jobs, communities and those in energy poverty. 

“Community energy is a win-win situation, whereby local, renewable energy production puts money directly into local communities and speeds up the creation of a cleaner, healthier future for our children,” says Patagonia’s environmental action and initiative director, Beth Thoren.

“Patagonia is committing – through our voice, our support for grassroots groups across Europe and our actions as a responsible business – to advocating for this revolution in energy.”

The ’We the Power’ campaign demonstrates the advantages to people and the planet that this clean energy transformation could bring – culminating in a full-length documentary of the same name. 

You can watch the documentary ’We the Power’ in full above or click on the Creative Works gallery below to vote for it. To get in touch about Ad of the Day, email: imogen.watson@thedrum.com.

In India, parents traditionally collect jewellery for their child’s wedding, beginning early in life. This is why an ad by Bhima Jewellery has gone viral in India because, instead of following the customary wedding narrative, it instead depicts the journey of a trans woman as she moves towards the same end goal. 

’Pure as Love’ is a beautifully shot tale of a brooding boy transforming into a confident young woman with the full, loving support of her family. 

Created by Delhi-based agency Animal, the film is shot in Kerala, which serves as a vibrant backdrop. It introduces a young, brooding child seen receiving two gold anklets, gifted by his parents who crowd around in support, clutching his hand encouragingly.

As the protagonist starts experimenting with makeup and clothes, she accumulates more and more jewellery, and begins to prepare for marriage. Throughout the ad, she has the full loving support of her family – there are no scenes where the protagonist is shown to be a victim.

When the Supreme Court of India decriminalised homosexuality 2019, it paved the way for Asian countries to follow its lead on LGBT+ rights. However, two years later, progress is dwindling. Same-sex couples are still fighting for the right to marry, while India’s trans rights bill has been widely condemned. So ads like ’Pure as Love’ are so welcome. 

Despite the slow progress, a number of equally progressive ads precede ’Pure as Love’, with the LGBT+ community turning to brands to inject their story into popular culture in a way that reflects an acceptance of alternate sexuality.

Indian fashion e-commerce company, Mynta, paved the way with a piece of work that showed a lesbian couple preparing to meet the parents. Intending to avoid stereotypes associated with LGBTQ+ people, the ad instead showed two women in a live-in relationship who candidly talk about their day ahead, while displaying their love for each other, without having to spell out the fact that the two are in a relationship.

Another brand that leads the way in India is Vicks. Its ’Generations of Care’ campaign had a mission to tell evocative stories that inspire a change in people and recognise, applaud and support real people with extraordinary stories.

One film in the series, ‘Family is where Care is’ went viral. It portrayed the real-life story of an orphan and her newfound ’mother’ – a transgender woman. In 2014, India declared transgender people to be a ‘third gender’ and so the campaign saw the orphaned girl Gayatri tell her story of the challenges that her adoptive mother faces from the rest of society.

You can watch ‘Pure as Love’ in full above or click on the Creative Works gallery below to vote for it. To get in touch about Ad of the Day, please email imogen.watson@thedrum.com.

At The Drum, we believe great work deserves recognition and that talented creatives should get their share of reverence for the hard work they put in. So each week we will update our hall of fame, celebrating the 10 best ads from our Creative Works section. Welcome, and don’t forget to vote for your favorite! 

In partnership with Adobe Stock, The Drum’s Creative Works is a handpicked selection of our favorite work from around the globe, covering digital, OOH, print, TV and radio. Each week, The Drum selects the 10 best ads from the section. To submit work, please fill out this online form.

With Earth Day just around the corner, we saw several brands including Levi’s and Patagonia highlight the importance of combating climate change in the years to come. Levi’s ’Buy Better, Wear Longer’ is the brand’s first global campaign in three years and serves as a call-to-action for gen Zers, urging them to reuse, repurpose and reduce their consumer footprint. You can see what other brands have been up to for Earth Day on April 22 when we will be highlighting our top green picks.

In other news, as much of the world starts to come out of hibernation following winter in quarantine, Not on the High Street released its latest campaign the ’Extraordinary Awaits’, which reflects the UK’s mixed feelings of excitement, anticipation and trepidation as Covid-19 lockdown restrictions lift.

Also celebrating the return to normality is Heineken with its campaign ’We'll Meet Again’, which celebrates people’s resilience and creativity over the last year and looks at how people have found inventive ways to keep the spirit of ‘going out’ alive from the safety of their own homes.

That’s just for starters. Scroll down to see the best work from our Creative Works section. And don’t forget to vote! 

Are you a creative with work that deserves recognition, a PR working on a great brand campaign, or an ad junkie with really good taste? If so, please email nominations to imogen.watson@thedrum.com to be considered for next week’s round-up. 

Bhima Jewellery: Pure as Love by Animal

Marking a departure from traditional wedding narratives of a bride-to-be shopping with her parents, or being gifted jewelry by her in-laws, Bhima Jewellery has introduced ‘Pure As Love’ – a film that depicts the journey of a trans woman.

Conceptualized by advertising agency Animal and produced by Ransom Film, it portrays the story of a trans woman and her story of acceptance into an otherwise heteronormative role and social construct of a young woman growing up and getting married.

Vote for the work here.

Heineken: We’ll Meet Again by Publicis Italy

‘We’ll Meet Again’ celebrates people’s resilience and creativity over the last year and looks at how people have found inventive ways to keep the spirit of ‘going out’ alive from the safety of their own homes.

The creative showcases different ways people have made the mundane, everyday moments of lockdown something unexpected and fun in relatable ways – from dressing to impress when taking the garbage out, through to turning a dog walk into a dance party for one.

Vote for the work here.

Not on the High Street: Extraordinary Awaits by Friendly Giants

Not on the Highstreet‘s latest campaign the ‘Extraordinary Awaits’ reflects the UK‘s mixed feelings of excitement, anticipation and trepidation as Covid-19 lockdown restrictions lift.

Inspired by the classic Dr Seuss poem Oh, the Places You’ll Go, the minute-long ad puts a spotlight on fast-growing lifestyle categories such as homeware, gardenware and food and drink, while encouraging people to ‘find their extraordinary’ as they venture out to reconnect with family and friends.

Vote for the work here.

Expedia: All By Myself

Expedia is switching up its strategy as consumers around the world start to plan trips again, and has launched a major ad campaign to spread the word.

The new brand positioning includes the tagline of “It matters who you travel with” to illustrate Expedia’s desire to be more of a companion that can support travelers get more out of their trips.

Vote for the work here.

H&M: One/Second/Suit by Uncommon 

H&M’s latest ad ‘One/Second/Suit‘ was built on the insight that not every man going for a job interview owns a suit, nor has the money to invest in one.

First impressions in a job interview are everything, so H&M has highlighted this in the campaign, which unveils its free 24-hour suit rental service to help young men searching for a job.

Vote for the work here.

B&Q: We Will Grow Again by Uncommon

 

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Following on from B&Q’s campaign film ‘We Will Grow Again’, Uncommon has also launched a series of OOH and print executions for the brand. The vibrant artwork supports the message of celebrating the resilience and re-emergence of the UK as a grinding winter in lockdown comes to an end as spring blooms.

Vote for the work here.

Levi’s: Buy Better, Wear Longer by AKQA

Levi’s first global campaign in three years, the ’Buy Better, Wear Longer’ initiative serves as a call-to-action for gen Zers, urging them to reuse, repurpose and reduce their consumer footprint.

The campaign stars six young influential faces shaping the future of activism and sustainability. These are rapper Jaden Smith, Manchester United star Marcus Rashford, YouTuber Emma Chamberlain, climate activist Xiye Bastida, entrepreneur Melati Wijsen and hip-hop artist Xiuhtezcatl Martinez.

Vote for the work here.

Patagonia: We the Power

Patagonia launched ‘We the Power’ to encourage citizens to imagine a new energy system that is local, community-owned, renewable and rooted in bringing social and economic benefits to local communities.

Community Energy is a system of energy production in which groups of citizens produce their own renewable power and share the economic benefits among the local community. 

The goal of Patagonia’s We the Power campaign is to galvanize citizens to switch their electricity provider to one who sources from community-owned renewable energy schemes, to join or invest in a community energy group – thereby supporting local jobs, communities and those in energy poverty – or to start their own.

Vote for the work here.

Operation Black Vote: All For Nothing by Saatchi & Saatchi

Operation Black Vote (OBV) has released an awareness campaign, created by Saatchi & Saatchi, as part of an urgent appeal to encourage underrepresented communities to register to vote.

In the UK, May 6 sees the first major vote since George Floyd’s death nearly one year ago. However, minority ethnic groups still show worryingly low levels of registration compared to the national average.

OBV is urging underrepresented people – not just Black, Asian and minority ethnic individuals, but also young people too – not to underestimate the power of their vote to help create real change.

Vote for the work here.

Julie’s Bakeshop: Stop Tita Shaming by Gigil

To celebrate local bakery chain Julie’s Bakeshop turning 40, independent agency Gigil has created a spot that serves as a warning to anyone who would ‘auntie shame’ at the gym.

The spot also features pandesal, a popular bread roll in the Philippines, and pays homage to Julie’s Bakeshop founder Julie Gandionco and other women who accomplish great things in the years after their 20s and 30s.

Vote for the work here.

That’s it for this week’s round-up of the 10 best ads from The Drum’s Creative Works. Remember to email nominations to imogen.watson@thedrum.com and to vote for your favorite ad.

In a time before digital, glossy photoshopped ads in women’s mags were condemned for their part in generating a dangerously idealized definition of beauty.

Today young girls face the same problem. Claiming that by the age of 13, 80% of girls distort the way they look online, beauty brand Dove is on a mission to tackle the issue of real beauty standards in a digital era. It’s using its platform to highlight the widespread damage caused by the trend of heavily edited selfies. 

Created by Ogilvy, ’Reverse Selfie’ features a young girl locked into the artificial world of social media. We are introduced to her in the form of an highly edited photograph, that she has posted with the caption ’my new look’.

As the name suggests, the campaign is a story told in reverse, revealing which digital effects were used to create the image.

The first to go is the filter. Using ’Photofix’ we see that her ’perfect’ selfie is the result of an app that enables her to modify her face. Her hair gets less thick, her chin returns back to its normal shape. We see that she’s made her eyes bigger, her nose smaller and has erased all skin blemishes to a perfect glow.

The ad goes on to deconstruct her makeup routine, engineered to capture the perfect selfie. The reverse journey ends with her staring at the mirror, obviously discontent with the way she looks. 

‘The pressure of social media is harming our girls’ self-esteem,’ states the ad. ’More screen time during the pandemic has made things worse. Have the selfie talk today.’

It is a sequel to ’Evolution’, an ad Dove released in 2006, which highlighted the false and unrealistic nature of the beauty ideals perpetuated by the advertising industry and the media.

This 2021 campaign marks the beginning of a new, freshly activist chapter for Dove, as the brand steps up its efforts to change the toxic nature of the beauty industry and highlight threats to the self-esteem of young people across the world.

You can watch ‘Reverse Selfie’ in full above or click on the Creative Works gallery below to vote for it. To get in touch about Ad of the Day, please email imogen.watson@thedrum.com.

Two-thirds of over 65s say sex and intimacy for their age group is rarely represented in media, while the majority of people (60%) aren’t comfortable talking openly to anyone about sex and intimacy. 

Rankin and the relationships charity Relate is determined to smash the age-old taboo by showing what sex and intimacy can mean in later life. 

To get people thinking and talking about sex and intimacy, Rankin shot five older couples and one woman caught in their most intimate settings.

The beautifully shot film includes Andrew and Mark, who have been together for 31 years, to Chrissie – who has had a double mastectomy – and her partner Roger, to Daphne and Arthur, who still hold hands when they walk.

“The simple fact is it that we all need intimacy now more than ever – and age, of course, really is just a number,” insists Rankin, stressing that the greatness of love and affection – the very things we can’t stop writing books, films and pop songs about – doesn’t need to change as we find our later years.

“This campaign sets out to break convention, and that’s what it did, both before and behind the camera.”

The campaign was conceived by advertising and marketing agency Ogilvy after seeing advertising failing to represent older generational intimacy.

You can watch ‘The Joy of Later Life Sex’ in full above or click on the Creative Works gallery below to vote for it. To get in touch about Ad of the Day, please email imogen.watson@thedrum.com.

Before anyone could really prepare, the pandemic arrived and upended life as we knew it. After 12 long months living in ‘Confusing Times’, Burger King has wonderfully imagined the state of mind felt by many as they try to re-enter ‘normal’ life after this unprecedented captivity. 

Created by David Madrid, the Impossible Whopper ads first appeared in radio form back in March. “It’s all so confusing nowadays,” boomed the deep voice of a man who starts verbalizing people’s anxieties. “Terrence knows that shaking hands is not OK. But bumping elbows is. Terrence also knows that he should sneeze into his elbow, no Terrence is confused.”

The darkly funny radio ads that could be mistaken for a public service announcement have now been brought to life in live-action. “Joe wonders if this is working from home, or living at work?” it begins, as a man dressed in boxers and a shirt searches through his fridge while working from a meeting using a headset. 

The ad then flicks through various people who are dealing with these ‘confusing times’, like Emma who has discovered she likes dating Mark’s profile more than she likes dating Mark, or Jason who has stumbled into a real-life conversation but struggles to communicate because he can’t mute, turn off his camera or pee while he listens. 

“These are confusing times,” ends the ad. “Which is just about the right time to have the Burger King Impossible Whopper. A Whopper made without beef that tastes just like... a Whopper.” The ultimate message: the most confusing thing about these confusing times is Burger King’s vegan burger.

‘Confusing Times’ joins a long list of work that Burger King has created during the pandemic. In November, it asked burger fans to ‘order from McDonald’s’ to highlight the need to support food outlets struggling at the hands of the pandemic. 

While in June, it launched the ‘Lockdown Whopper‘. At the time, Brazil was having a hard time getting people to stay home at the beginning of the pandemic, and the president wasn‘t necessarily leading by example.

So it decided to gamify the lockdown. By using the geolocation feature in the BK app, the brand allowed users to earn meal rewards for staying home, receiving better deals the longer they stayed in.

Earlier this month, the tenure of its famous chief marketing officer Fernando Machado came to an abrupt end. He first joined the company as head of brand marketing in March 2014. 

You can watch ‘Confusing Times’ in full above or click on the Creative Works gallery below to vote for it. To get in touch about Ad of the Day, please email imogen.watson@thedrum.com.

2020 was fight or (no) flight for the travel industry, with the pandemic disrupting airlines like never before. With trepidation, the UK is slowly opening back up, but with cases in India spreading like wildfire it feels like a long time until we can travel with ease – with or without the vaccine passport.

And so British Airways (BA) has the impossible task of encouraging people to fly again, when the UK Government would rather they stayed put. And so, for its first campaign in two years, BA wants to reassure its customers that they’re in safe hands when they choose to fly again, relying on a big brand campaign to pull it from a turbulent year that saw flights reduced by two-thirds, causing a total annual operating loss of £6.4bn.

“There is a lot of pent-up demand. We know that from what we’ve been seeing and hearing,” insists director of brand and customer experience Tom Stevens, when asked whether people needed to be encouraged to fly at the moment.  

“We want to make a really confident statement about British Airways, about our brands. We are in a very competitive marketplace, so it’s important for us to give customers and potential customers that reassurance that when they fly with us, they’re going to get that unique British Airways service.”

Created by BA agency Team Horizon (which comprises teams from Ogilvy, Wavemaker and Hogarth), ‘You Make Us Fly’ features real BA employees, all of whom volunteered to feature in the advert. “Our colleagues across the business have been missing what they do best – caring for our customers,” says Stevens.

“We want our customers to know we’re there for them. That they can feel reassured that they’re in safe hands when they choose to fly with British Airways. So the purpose of the campaign is to remind customers that they’re at the heart of our airline. That they drive a lot of the decisions we make. And, ultimately, it’s what gets us out of bed in the morning.”

‘You Make Us Fly’ is BA’s first campaign since 2019, when it celebrated its 100th birthday with a star-studded campaign. ‘A Love Letter to Britain’ explored ‘modern Britishness’ and national pride, and starred Olivia Colman, Anthony Joshua, Gary Oldman, Nicola Adams and Grayson Perry, who are shown boarding a plane dubbed BA100. 

The celebrations marked the airline’s first major brand campaign since 2012’s ‘Don’t Fly’, which encouraged Brits to stay at home and support Team GB and ParalympicsGB at the London Olympics.

You can watch ‘You Make Us Fly’ in full above. To get in touch about Ad of the Day, please email imogen.watson@thedrum.com

Although 2020 promised a summer of sports, fans were left disappointed when the pandemic got in the way, with the Euros and the Tokyo Olympic Games being postponed to 2021. 

Five years since Portugal won the last competition, with the Euros scheduled to begin from June 11, anticipation is mounting. To highlight the BBC’s coverage of the tournament, its in-house agency has created a hand-drawn animation, directed by Nicos Livesey out of Blinkink, a London-based animation studio. 

To illustrate that ‘Our Wait Is Over’, the animation opens in a waiting room, big enough to fit the whole of Europe, as players and fans wait for the Euros to begin. Harry Kane and Raheem Sterling, England favorites, are first seen waiting as a woman snores between them. A group of Scotland fans sit in kilts, wearing Euro 96 gear – the last time the team made it to the Euros – while Gareth Bale passes the time in his Welsh kit, playing a spot of indoor golf. 

With a roar of a football crowd, gradually the waiting room music heats up, morphing into The Chemical Brothers’ new track The Darkness That You Fear as the footballers start getting into action. 

“It’s been a long time coming, but it’s finally here. The Euros starts 11th of June across the BBC,“ reads the voiceover, as the players are seen walking in unison on to the bright pitch. 

The BBC’s Euros push follows Heineken’s ‘Finally Together’. Similarly, it depicted fans getting ready for the tournament, with a bit of friendly competition as they are ‘finally together’ to be rivals again. 

You can watch ‘Our Wait Is Over’ in full above. To get in touch about Ad of the Day, please email imogen.watson@thedrum.com.

Pepsi has been making itself very clear lately as it claims its fizzy drink goes better with burgers than rival Coca-Cola. And much like Burger King, the challenger brand has shown it knows how to have more fun. 

To commemorate #NationalBurgerDay (Friday, May 27), a simple but effective execution from Pepsi features packaging from fast food joints Burger King, McDonald’s and Wendy’s and circles where the Pepsi logo coincidentally appears. All to illustrate that its drink naturally goes with burgers. 

’Even when we’re not on the menu, we’re always in the picture’ reads the line, with the ad part of a competition to win a Pepsi to accompany your burger as it encourages more consumers to make the switch from Coca-Cola. All they need to do is share a photo of themselves with a Pepsi and any burger on social media with the hashtag #BetterWithPepsi. 

 

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Part of a wider ’#BetterWithPepsi’ push started earlier in May, the campaign centers on research around how signature offerings from the top three burger chains paired with different beverages. The Pepsi-commissioned blind taste test and consumer survey found 60% of participants preferred their Big Mac, Whopper or Dave’s Single with a Pepsi rather than a Coke. 

You can view the campaign in full by clicking on the box below. To get in touch about Ad of the Day, please email imogen.watson@thedrum.com.

: '#BetterWithPepsi '

Agency:

Client:

Date: May 2021

Over the past few weeks, Pepsi has been making itself very clear: its fizzy drink goes better with burgers than rival Coca-Cola. Like Burger King, the challenger brand always has more fun. 

Pepsi has commemorated #NationalBurgerDay on Friday (27 May) with a simple but effective execution, using packaging from fast food joints KFC, McDonald's and Wendy's and circling where the Pepsi logo coincidentally appears. All to illustrate that its drink naturally goes with burgers. 

Teasing - 'even when we’re not on the menu, we’re always in the picture' - the ad is part of a competition to win a Pepsi to accompany your burger, to encourage more consumers to make the switch from Coca-Cola. All they need to do is share a photo of themselves with a Pepsi and any burger on social media with the hashtag, and it will provide a rebate for the price cost. 

The ad campaign is part of a wider #BetterWithPepsi push it started earlier in May. After Pepsi commissioned a third-party blind taste test and consumer survey to discover how burgers with signature offerings from the top three burger chains paired with different beverages if found 60% of participants preferred their Big Mac, Whopper and Dave's Single with Pepsi over Coke. 

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Tags: United States

 

 

 

 

 

 

 

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