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Welcome to The Drum Creative Works, in partnership with Workfront.
As always this section is dedicated to showing the best creative work and gives you, the reader, the chance to decide which work we feature as our 'Creative Work of the Week'.
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McCann London: MasterCard 'Brits 2017 – Priceless side of music'
Agency: McCann London
Client: MasterCard
Date: February 2017
McCann London kicked off its latest creative for Mastercard - the headline sponsor of The BRIT Awards 2017 - ahead of the event at The O2. The campaign uses the new ‘Priceless Side of Music’ tagline and features a Priceless Surprise in which a major star delivers the surprise of a lifetime to a deserving Mastercard holder.
This year superstar Robbie Williams delivers the Priceless Surprise in the shape of an intimate performance for a fan who thought she was taking part in a documentary. Williams, who last year received The BRITs Icon Award, follows a number of global stars who have taken part in Mastercard’s Priceless Surprises, including Mark Ronson, Ellie Goulding, Kylie and Mary J Blige.
MasterCard’s global music strategy - to demonstrate the effect music has on people physically, emotionally and culturally - underpins this activity. McCann London’s work includes the creation of a series of idents for The BRIT Awards 2017 on ITV, out-of-home at The O2 venue and the Greenwich area, animated banners for The O2, and a print and digital campaign for The Telegraph.
McCann London has also created a Priceless Surprises film for digital platforms that will show the fan, Danielle, being surprised by Robbie Williams before he sings a duet onstage at the local cinema with Danielle’s daughter.
Credits:
Chief creative officer: Rob Doubal, Laurence Thomson
Creative director: Matt Crabtree, Simon Hepton
Creatives: Adam Bernet, Rory Tregaskis
Managing partner: Rob Smith
Business lead: Tom Vick
Account director: Jaclyn Kaminski
Planner: James Appleby
Project director: Richard Ross
Production company: Craft London
Director: Blake Clardige
Head of production: Sergio Lopez
Executive producer/producer: Zara Balfour
Production manager: Rosanna Gouldman
Director of photography: Berndt Wiese
Sound recordist: Ashok Kumar
Live sound: Output Audio
Editor: Max Downey, Mike Harris, Graham Taylor at Craft
Sound mix: Adam Smyth, Chris Gilbert at Craft
Grade: Framestore
Post: Andy Tusabe at Craft
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Now: Leo Vegas 'Double brand ambassadors'
Agency: Now
Client: Leo Vegas
Date: February 2017
Leo Vegas, the Swedish mobile gaming and online casino company, is launching a new campaign in the UK starring British comedy legend, Johnny Vegas.
The campaign aims to communicate that Leo Vegas is the 'king of mobile casino' because it has got more mobile games than anyone else, so naturally Leo Vegas needed not one, but two brand ambassadors. It doesn't get any more Vegas.
The campaign shows the two Vegas brand ambassadors, Johnny Vegas and Leo Vegas, fulfilling their ambassador duties to varying degrees of success. Despite his best efforts, Johnny Vegas finds it hard to keep up with the natural talents of Leo Vegas the lion, who seems to trump him effortlessly at every stage.
The 90 second spot follows their comedy ambassador journey together from starring as dolls on Japanese shopping TV to jumping out of helicopters over the Vegas strip.
Credits:
Executive creative director: Remco Graham
Creative director: Harv Bains
Head of film and content: Jeremy Muthanan
Account director: Jack Howker
Account manager: Jess Woolley
Planner: Michael McCourt
Client: Shenaly Amin
Production company: Pulse
Director: Ninian Doff
Producer: Jane Lloyd
Production manager: Jack Horn
Director of photography: Mattias Nyberg
Local production company (Kiev): Radioaktive Films
EP: Darko Skulsky
Line producer: Tanya Neistova
Audio post: Parv Thind @ Wave Studios
Editor: Ross Hallard @ Trim
Post production: Freefolk
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Minima Advertising People: HiHello 'New brand'
Agency: Minima Advertising People
Client: HiHello
Date: February 2017
All smiles, good fun and crazy ideas – this is what the pictures taken by HiHello are like. The list of HiHello clients is long, and the number of places where you can see the company designs is impressive. The work can be found in catalogues made for small local companies as well as in famed magazines like La Petite, Vouge and Milk Magazine, or on the Ralph Lauren website. The success called for creating a new, pronounced brand to properly represent Paulina Kania and Pior Półtorak’s work.
The entire communication strategy was devised around the motto ‘the best shot at bringing out the best in children’. This suggestive claim perfectly describes the studio character. The claim goes closely with the new name and logo, and all the elements together help to create a positive relationship with the clients from the very beginning. On this basis, the new website was built. On the one hand, the website is an expression of the extraordinary energy that the company has; on the other, it presents neatly organised information about the portfolio, services, achievements and the children’s model agency.
Minima is responsible for developing the communication strategy, name, logo, claim, website and the materials for B2B communication.
Credits:
Creative director: Krzysztof Fabianowski
Art director: Krzysztof Fabianowski
Copywriter: Pawel Dobrowolski, Lucyna Eich
Business director: Anna Szymczak
Photographer: Paulina Kania
Set building: Ula Kaczmarek, Kasia Traczyk, Pitor Poltorak
Makeup: Karolina Zgola, Anastazja Borowksa, Iza Kucmierczak, Kamila Ankutowicz
Styling: Asia Murawksa, Asia Kutcha, Marta Harner
Documentary photography: Kasia Kitajgrodzka
Production: Krzysztof Krolak, Pitor Poltorak, Marzena Jarczyk
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LOVE: Haagen-Dazs 'Flowers by Haagen-Dazs'
Agency: LOVE
Client: Haagen-Dazs
Date: February 2017
Love has revealed their new packaging design for ‘Flowers by Häagen-Dazs’, a limited edition collection to be launched globally in Spring 2017. The creative agency collaborated with designer Kitty McCall on a series of colourful patterns to reflect two new flavours of the iconic ice-cream: Elderflower & Blackcurrant and Rose, Raspberry & Lychee.
McCall, who has her own brand of textile home-ware, was chosen because her work is bright and bold with a focus on floral and botanical imagery.
The patterns lead with a floral flavour element, with other ingredient cues visible on the front of pack. The lid features Kitty McCall's signature as a mark of craft and the lid colours match the different flavour variants. The latter acts to separate the limited range from the core range so customers can navigate the shelf with ease. Monochrome branding adds a degree of modernity and stand out to the packs.
Credits:
Executive creative director: Dave Palmer
Illustrator: Kitty McCall
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Leo Burnett London: McDonald's 'McCafe'
Agency: Leo Burnett London
Client: McDonald's
Date: February 2017
McDonald’s is gently lampooning urban hipster coffee culture in its latest campaign from Leo Burnett London.
The campaign for the McCafé range contrasts its simplicity and great taste with the complexity of the overcomplicated coffee world, with its extravagant menus and expensive price tags. It shows bamboozled customers trying to order a coffee in various cafés and then compares it to the ease with which they can do so from the McCafé range at their local McDonald’s restaurant.
Credits:
Creative director: Matt Lee, Pete Hayes
Art director: Matt Lee, Pete Hayes
Copywriter: Matt Lee, Pete Hayes
Board account director: Simon Hewitt
Account director: Sam Houltson
Senior account manager: Emily Reed
Account executive: Gracie Smith
Agency producer: David Riley
Director/Production company: Tony Barry/Knucklehead
Producer: Sara Cummins
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Somesuch: EUROSTAR 'Travel state of mind'
Agency: Somesuch
Client: EUROSTAR
Date: February 2017
Eurostar has launched a new pan-European campaign called ‘Travel State of Mind’, introducing a philosophy of life that encourages opening up to new experiences.
The campaign, which features a new TV ad and consumer platform, was created by production company Somesuch. The campaign is the first work by Somesuch, and aims to show that the 'Travel State of Mind' comes to us all when we are in the right mindset, and Eurostar offers the best environment in which to achieve it.
Inspired by the visual style of New Wave cinema and films such as ‘Zazie dans le Métro', the TV ad is a playful, witty, colourful take on travel and how it can make you and your life better. The film is directed by the multi-award-winning Kim Gehrig and lensed by acclaimed cinematographer Robbie Ryan (I Daniel Blake, American Honey, Catch Me Daddy).
It follows a seasoned young traveller and his fellow adventurers as they go through their day experiencing new things. In the voiceover, the young traveller shares his travel state of mind philosophy, urging viewers to “pack small, live big”, “ask a local, not your phone”, and to “say yes, and see what happens”. The cinematic film is shot in 4:3, the aspect ratio used in the early days of motion pictures, which gives it its distinct New Wave look.
Credits:
Creative director: Tim Nash, Kim Gehrig
Copywriter: Ben Harris, Mathieu Cuvelier
Strategist: Alex Sullivan
Production company: Somesuch
Director: Kim Gehrig
Producer: Lee Groombridge
Editor: Tom Lindsay at Trim
Post production: Framestore
Music and sound design: Soundtree Music
Cinematographer: Robbie Ryan
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DDB & Tribal Worldwide, Amsterdam: Centraal Beheer 'Just call us'
Agency: DDB & Tribal Worldwide, Amsterdam
Client: Centraal Beheer
Date: February 2017
Dutch insurance company Centraal Beheer and DDB & Tribal Worldwide, Amsterdam have launched the latest ‘Just Call Us’ spot ‘HULK’, featuring Hulk Hogan himself. ‘HULK’ is the 60th commercial in 30 years of Centraal Beheer’s iconic ‘Just Call Us’ campaign.
In this latest film, we see Mark, Margreet and their two sons on holiday in America. The family visits one of the busy piers along the coast, only to see a street thief snatch away Magreet’s bag. Luckily for them, the pickpocket is spotted by impressive beefcake Hulk Hogan. But does he come to rescue, or steal the show? The commercial was filmed in Hulk Hogan’s hometown of Clearwater Beach, Florida, with the usually quiet Pier 60 given a tourist makeover. The 63-year old wrestler and actor who put ‘Hulkamania’ World Wrestling Entertainment on the map was only happy to attend the shoot for a full two days.
Just like the ‘Just Call Us’ commercials before it, the commercial was developed by advertising agency DDB & Tribal Worldwide, Amsterdam and follows the consistently tongue-in-cheek format that’s lasted 30 years.
Credits:
Executive creative director: Dylan de Backer
Production company: In Case of Fire
Director: Sven Super
Producer: Yuka Kambayashi, Arjan Easterfeather
Business director: Milo van der Mejj
Client: Marteyn Roose, Peggy Spaapen, Karin Wekema, Ellen van der Horst
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Music: British Fashion Council 'London Fashion Week AW17'
Agency: Music
Client: British Fashion Council
Date: February 2017
Branding and communication agency Music has revealed the creative brand assets for London Fashion Week AW17.
The creative approach is simple, timeless design working across various communications. Interesting paper stocks, print finishes and sharp black and white imagery dominate the creative. In January 2017 Music aligned London Fashion Week Men’s branding by using a similar aesthetic.
Credits:
Creative: Emma Benyon
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Ogilvy & Mather London: Vodafone 'Amy’s birthday'
Agency: Ogilvy & Mather London
Client: Vodafone
Date: February 2017
Vodafone is celebrating being named the UK’s #1 network for voice and London’s #1 network by P3 Connect. The 40 second ad highlights the strength of Vodafone’s UK network whilst demonstrating that some calls are too important to drop.
The ad centres around Amy’s 8th birthday present: tickets to see her favourite popstar, Nathan Sykes, in concert. As Amy celebrates the rest of the family realise the tickets are yet to be purchased as they actually go on sale the next day. From 6am the next day, her uncle (one of Vodafone’s star leads) stays connected to the automated ticket hotline while he is at home, commuting on the bus and at work - all with 5 bars of coverage and a call that never drops. When his turn comes he’s asleep after a long day in the queue: luckily his girlfriend comes to the rescue and is able to order the tickets for Amy.
Credits:
Executive creative director: Mick Mahoney
Creatives: James Manning, Richard Barrett
Managing partner: Jon Tapper
Account executive: Amy Dooley
Planning director: Ed Hayne
Producer: Jody Allison
Production company: Knucklehead
Director/Director of photography: Patrick Duroux
Editor: Eve Ashwell at The Assembly Rooms
Producer: Sara Cummins
Post production: Grade: Paul Harrison at Freefolk
Online: Steve at GPS
Sound: Aaron and Parv at Wave
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bmb: Hula Hoops 'When it comes to the crunch'
Agency: bmb
Client: Hula Hoops
Date: February 2017
KP Snacks is supporting Hula Hoops with a new TV campaign created by BMB.
Backed by a £4.5 million marketing campaign, BMB’s step-changing work marks a new strategy for Hula Hoops, in a push that will appeal to more households across the UK than ever before.
The idea focuses on the national obsession of eating Hula Hoops off your fingers mixed with the national obsession of getting out of things you don’t want to do. The first execution in the campaign features a comedic confrontation between a cashier and a bank robber.
The robber bursts in and tries his luck only to be met by a cashier with Hula Hoops on her fingers who delivers the line, “Sorry love. I’ve got my hands full”. From this point, the robber’s day takes a turn for the worse. The ad ends with the line “When it comes to the crunch…it has to be Hula Hoops”.
Credits:
Chief creative officer: Jules Chalkley
Creative director: Jay Pond-Jones
Creatives: Pete Ioulianou, Ollie Agius
Account director: Katherine Watson
Agency producer: Catharine Griffiths
Director/Production company: Jim Gilchrist @ Outsider
Producer: Tex Travi
Editor: Ben Campbell @ Cut & Run
Sound design: Parv Thind @ Wave
DOP: Tim Maurice-Jones
Media planning/buying: Vizeum
VFX: MPC
VFX supervisor: Iain Murray
VFX producer: Louise Unwin
Grade/Colourist: Jean-Clement Soret @ MPC
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BlindPig, Absolute Post : Clarks 'Nature IV. Redesigned. Redefined. Reborn'
Agency: BlindPig, Absolute Post
Client: Clarks
Date: February 2017
Clarks has launched a new campaign that shakes up perceptions of the brand as it debuts the radical redesign of its flagship shoe, Nature. The updated design gives the 30-year-old model a new lease of life whilst retaining the same craftsmanship of the much-loved original.
Creatively executed by animation and production studio, BlindPig, sister company of Absolute Post, the film follows the journey of the shoe’s transformation, revealing the time-honed process unique to the shoe manufacturer, as well as its pioneering use of cutting-edge technologies. Using a unique blend of animation and live action, the action-packed film follows the Nature IV shoe on a step-by-step journey through its redesign and rebirth.
Credits:
Director: Ric Comline
Producer: Kirsty Murray
Live action DOP: Gareth Ward
3D artists: James Coore, Matt Burn, Christina Castelo Branco, Stephen (Huggy) Henry, Aaron Masih, Dan Baiton, Jesse Baber
2D artists: Owen Saward, Chris Tobin
C4D artists: Ric Comline, Tom Cardo-Moreno, Christine Peters
Sound design and music: Joe Worters
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White Bear Studio: Popcorn Shed 'Branding and packaging'
Agency: White Bear Studio
Client: Popcorn Shed
Date: February 2017
Popcorn Shed came to us with packaging that just wasn’t cutting the mustard for them. Their main challenge was their current confusing flavour differentiation plus the quickly growing competition. Popcorn is a saturated market and they needed branding and packaging that set them apart from their competitors in a quickly growing category.
To us, the answer was in the name, Simple. Lets make Sheds. Why not? Each flavour tells its story. Pecan Pie was inspired by an American barn, Salted Caramel by the bright lights of the Brighton seafront and chocolate, a winter log cabin. The window allows us a subtle view of the flavours to add extra appetite appeal and the packaging allows for double facing with the side profile being inspired by quintessential British beach huts which made sense as the brand was proud to be British!
We really got into the world of Popcorn Shed creating mini experiences for each flavour that take place around our shed shaped packaging. Popcorn Shed have since won a Great Taste Award and been listed in a number of stores including Harrods and The Picture House Cinemas. Unlock the flavour and discover the taste.
Credits:
Creative director: Kelly Mackenzie, Martyn Garrod
Designer: Kelly Mackenzie, Martyn Garrod
Illustrator: Perry Rowe
Photographer: Matthew Booth
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BETC Luxe: Yves Saint Laurent Beaute – L’Oreal Luxe 'La Nuit De L’Homme Eau Electrique'
Agency: BETC Luxe
Client: Yves Saint Laurent Beaute – L’Oreal Luxe
Date: February 2017
Yves Saint Laurent Beauté launches new male fragrance, La Nuit De L’Homme Eau Electrique, with a commercial created by BETC Luxe & BETC Pop.
The film shot by famed music video director Colin Tilley and featuring fascinating models Jacquelyn Jablonski and Vinnie Woolston is a collection of six adventures (The Entrance, The Concert, The Pool, The Mirror, The Lift, The Rooftop) showing how the night never ends.
Credits:
Creative director: Jasmine Loignon
Art director: Mathilde Fallot
Copywriter: Gullit Baku
Managing director: Brune Buonomano
Account manager: Imane Touati
Traffic: Marine Point
TV production: BETC Pop
Vice president, head of BETC TV production and head of BETC Pop: Christophe Caurret
Music art director: Thibault Blacque-Belair
Production company: Phantasm
Sound production company: GUM – Green United Music, Ghost City by Thomas Azier
Director: Colin Tillley
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DigitasLBi: Honda 'Real view test drive'
Agency: DigitasLBi
Client: Honda
Date: February 2017
Honda Motor Europe has announced the launch of Real View Test Drive, its biggest-ever European content programme. The platform was developed in partnership with global marketing and technology agency DigitasLBi and is the first work to launch since the agency was appointed as Honda’s pan-European content agency of record in 2016.
Based on research which shows that the average car buyer only visits one or two dealerships during their three-month car-buying process, Honda has worked with DigitasLBI to create a platform which brings the test-drive experience to prospective customers through digital channels, so they can truly experience and understand what it’s like to drive a Honda without stepping inside a showroom.
The Real View Test Drive content platform aims to bring the test-drive experience to life, offering potential Honda buyers a unique, immersive experience of the Honda vehicle of their choice.
Honda has worked with DigitasLBi to develop film content for each of Honda’s four key models: the CR-V, the HR-V, the Civic 5-door and the Jazz. The films are split into two sections. The Drive offers a real-life first-person test-drive narrative experience, created in partnership with Mad Cow Films; while The Showroom features a virtual CGI environment that clearly demonstrates and explains multiple complex features in a simple, easy-to-understand way. CGI for the films was developed by creative production studio Saddington Baynes.
Credits:
Creative director: Aran Burtenshaw, Gav Gordon-Rogers
Copywriter: Sam Clements, Bernie Thornton
Strategy director: Harold Pugsley
Account director: Clare Macauslan
Data director: Delamee Goh
Producer: David Lamb
Senior designer: Bradley Leeming
Technology lead: Richard Ots
Production company: Mad Cow Films
Director (Drive films): Ryan Heron
Director (VR Civic film): Justin Hackney
Executive producer: Pete Chambers
Producer: Jonas Blanchard
DOP: Ryan Heron
Prague line producer: Radim Dusek
Production manager: Freddie Haines
Editor: Lee Mitchell at Mad Cow Films
Online editor: Otis Guinness-Walker @ Mat Cow Films
Colour grading: Simona Cristea @ Rushes
Sound mixing: James Saunders at LFO
Aerial photography: SkyEdge 360
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