Creative Works: Featuring 180 Amsterdam, SomeOne, Leith and more

A powerful new film, presenting the stories of a young Syrian refugee and a World War II child refugee has been released by Unicef as an illustration of the challenges that refugee children continue to face.

The film, created by 180 Amsterdam, draws stark parallels between the experiences of Harry, a World War II child refugee and Ahmed, a young boy displaced by the conflict in Syria, highlighting the gravity of the refugee crisis facing the world today.

Urging viewers to support Syria’s refugee children, the film is part of Unicef’s For Every Child campaign, a commitment to promoting the rights and improving the lives of the world’s most vulnerable children. 

 

 

Published: February 2017

Short rationale: SomeOne won the opportunity to become the lead brand partner and break out of the sector norms for leading doctor, Sarah Tonks — for her new brand ‘The Lovely Clinic’.

SomeOne’s Strategic review revealed that transformative approaches to our appearances, while seen as desirable — are underpinned by a deep worry that by changing the surface aesthetic you may mask or alter the personality of the person beneath. This inspired an unconventional strategic approach for the new endeavour. 

Dr.Tonks, while entirely able to radically alter a person’s appearance, takes a different view to many in the sector — preferring to get to know the person, before offering advice and actions to alter any part of their appearance. This way, her work compliments the person’s character — rather than sits awkwardly on top of it.

‘It’s you, just lovelier.’ is the way the brand is now described — and this strategic point of view informed a radical new way of looking at the visual brand identity.

 

A brave new marketing campaign highlighting the importance of women attending their routine smear test has launched.

Featuring a flower that bears a striking similarity to a vulva, the campaign urges women to “stop fannying around” and get a smear test by confronting one of the key barriers proven to put women off – it can be embarrassing.  The uncompromising campaign, created by The Leith Agency for NHS Health Scotland and Scottish Government, targets 25 - 35-year-old women in Scotland, the demographic who are most at risk of developing cervical cancer but who also have one of the lowest screening attendance rates.

 

The Naive New Beaters stars in the ‘Do Not Disturb’ documentary launched on January 24. Created by BETC Paris and shot by Raphael Frydman, Do Not Disturb shows the journey of the music band following a successful, but exhausting, world tour.

As a tribute to famous rock bands, the members of the Naïve New Beaters chose to stay in a Parisian hotel. After touring non-stop for months, they need a well-deserved break and decide to call home the ibis hotel of Porte de Clichy in Paris for an undetermined period of time. Protected from the outside world, they will experience the many perks and the best-in-class customer service provided by the hotel personnel.

 

An eclectic and eye-catching new brand identity for Higgidy has been unveiled by B&B studio. The brand repositioning moves Higgidy away from being a product-led challenger brand, launched 13 years ago, to an established British brand with a unique and differentiating philosophy.

The new identity is based around the strategic positioning of ‘the best food always looks a bit Higgidy’ and celebrates the hand-finished nature of Higgidy’s much loved pies and quiches. 

After establishing the engineering qualities of its brand over the past 10 years, Skoda is now looking to bolster its perception as a premium brand and its advertising has made a shift to reflect that with a Bradley Wiggins-fronted ad that suggests its drivers – like the cyclist – are ‘driven by something different.’

 

Glasgow branding agency Freytag Anderson has created a brand identity for the newly named Scottish Event Campus. The new brand is based around the idea of encapsulation. The three buildings are brought together under one marque that represents their significance and shared location on the Clydeside.

The identity utilises a series of shapes and patterns applied across print, screen and environment, inspired by the venues’ architecture and iconic shapes. A distinctive colour palate selected is in line with the income-generating divisions, supporting SEC’s international business development and strengthening the Campus’ national significance.

The launch of the identity is followed by extensive on-site application throughout 2017.

Brand and digital agency Mr B & Friends has developed a refreshed identity and responsive ecommerce site for employee benefits provider TechBenefits, offering the latest tech through salary sacrifice.

Mr B & Friends explored territories for the brand, working collaboratively with the TechBenefits team, before developing the brand idea and proposition of ‘sacrifice nothing.’ The Mr B & Friends creative team led by Richardson and Design Director Sheena Mistry   developing a refreshed identity, tone of voice, palette and visual language that was full of wit and energy. The identity system features a jumping man icon, evolved from an earlier marque. With this as our basis, the agency art directed a range of new product imagery featuring the beautiful technology on offer. Using a combination of these images, lifestyle shots and some playful illustrations of the team, the brand style started to take shape.

Leo Burnett London has created a campaign for McDonald’s beef which represents the first time the fast-food company has focused on the process by which its beef burgers are made.

The ads feature 40-second and 30-second spots and form the latest execution in McDonald’s overarching ‘Good to Know’ myth-busting campaign.  Through this approach, the brand continues to acknowledge some of the common misconceptions customers hold around its core products, before communicating the truth around the quality of the ingredients that it uses.  By promoting the quality of its food and dispelling myths, it aims to instil trust and maintain success in the UK market.

Following McDonald’s most recent advert focused on Chicken McNuggets, they now turn their attention to beef, with ‘Steve’.

In the upbeat and gently comical spots, we see a bus in the countryside, and Steve - who we’re told works at McDonald’s and who has been telling the ‘doubters’ on the bus that there’s nothing but pure cuts of beef in McDonald’s burgers.

 

Belvita has launched a new ad spot featuring dynamic personalisation as part of its Good Mornings campaign, the first time this has ever been used in the UK for an FMCG. Created by Gravity Road, the advert will appear as YouTube pre-roll and incorporates Vogon, a dynamic YouTube overlay that contextualises the creative based on the content the viewer is watching.

Captured on 16 January, officially the most depressing day of the year, the advert follows a train guard on his boring Monday morning commuter journey. After his belVita breakfast, the guard decides to help commuters enjoy a good morning by cracking jokes over the tannoy. Proving just how contagious a good morning can be, the film sees passengers begin their journey by raising a few odd smiles, turning into hysterics by the time they arrive at their final destination.

 

Rothco and Allied Irish Bank have launched a new commercial that seeks to challenge the way that hopeful home-owners look at the commitment of a mortgage. Directed by Zak Emerson, ‘The Last Repayment’ features real AIB customers who have just completed their mortgage.

The stories told by the couple in the commercial are completely their own. Their unique journeys, from finding the right house to making it a home, are brought to life with photos and home videos from the family archive. By showing the end of the process rather than the beginning, Rothco and AIB are helping customers look at this somewhat daunting decision from the perspective of those that have done it and lived to tell the tale.

 

Independent creative agency, 18 Feet & Rising, has today launched a new hard-hitting pilot campaign for national charity, GambleAware. The “Voices” campaign, which is the first ever created for GambleAware, aims to raise awareness of problem gambling by building its profile in the public consciousness and tackling the secrecy that often surrounds gambling addiction.

The campaign targets young men and women, aged between 15-24, after recent Gambling Commission figures identified them as the most at risk age group for problem gambling. The campaign aims to create a new, more self-aware generation, helping to prevent future problems before they arise.

“Voices” externalises the hidden voice of problem gambling, shining a light on the internal battle that some victims may suffer on a daily basis. Aggressive yet seductive and persuasive, the physical embodiment of ‘the voice’ plays on his victims’ insecurities and vanities. The campaign shows that ‘the voice’ can strike anyone, anywhere at any time, playing on individuals’ relationships with gambling.

https://youtu.be/FrWA1VlHU20

McDonald’s Netherlands has introduced its new brand campaign: Always Open for Good Times. Always Open for Good Times. More than just a new campaign, it’s the central motto carrying out exactly what McDonald’s wants to be for their guests.

The first chapter of Always Open for Good Times is launched in February with the Maestro Burger.

Eating this delicious burger is much more than just exciting for your taste buds; McDonald’s calls everyone out to open up and ‘Ignite all your senses’. This fact will be demonstrated with an authentic, hidden camera, live registration of an unparalleled act. A 60-piece symphony orchestra (Guido’s Orchestra directed by Guido Dieteren) and a gospel choir are on a live connection with a nearby McDonald’s restaurant. Every step and every bite of the unsuspecting guest is supported musically, filmed with hidden cameras, finally leading to an epic climax: the first bite in this delicious burger!

This has resulted in a spectacular film, showing you what guests can come to McDonald’s for: a really Good Time. The campaign is kicked off with a 110 second film in a roadblock on all Dutch national broadcasters and sets the tone for what guests can expect from McDonald’s: less ads, more acts, less fiction, more realness, less food orientated, more about the experience. McDonald’s is Always Open for Good Times.

 

JDO Brand & Design has again partnered with Brown Forman, Australia this time to launch a new Jack Daniel’s ready to drink (RTD) product, ‘American Serve’ to target true whiskey lovers.

JDO was briefed to develop a new and innovative way to showcase the American ‘look & feel’ of the RTD packaging to target a more sophisticated drinker and to help grow the RTD market and recruit new consumers. The teams were asked to design an RTD concept that was premium, modern, confident and authentic but that still held true to the strong Jack Daniel’s values of heritage and craftsmanship.  The new design also needed to credibly own the ‘American Serve’ positioning in the Australian market.

The new range design embraces American design cues and colours whilst retaining the tradition, provenance and heritage of the Jack Daniel’s brand.  Lines have been introduced in the variant colour while small stars are added to the sub brand.  The challenge was to adapt the Jack Daniel’s branding to fit a small 250ml can format and to give the new ‘American Serve’ branding enough prominence.  The smaller can format helps differentiate from other Jack Daniel’s serves. 

ASICS has made a dramatic impact into the urban running category with its new campaign Find Adventure. The launch was marked by The Big Chase, a first-of-its-kind event that brought urban running together with a full-scale immersive theatre experience – as captured in a short film that celebrates the unique activation. The experiential event created by 180 Amsterdam saw over 60 influencers and journalists from across the globe gather in downtown L.A. for The Big Chase, an interactive running experience that put runners in the shoes of old-school Hollywood detectives with an L.A. Noir case to solve.

Using a customised communications and runner tracking system, precise mapping, routing and timing, the runners were choreographed across a 5k urban course and synchronized across multiple locations for theatrical interactions. The event and subsequent film release represents the start of the new ASICS Find Adventure campaign geared towards an urban, millennial audience. Along with the introduction of two new products – fuzeX RUSH and GEL-QUANTUM 360° KNIT – the event saw the debut of ASICS new fitness community Sound Body, Sound Mind and the #Run4Adventure social campaign.