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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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Ogilvy & Mather London: Time to Change 'In your mate’s corner'
Agency: Ogilvy & Mather London
Client: Time to Change
Date: February 2017
O&M London & Time to Change have kicked off a 5-year campaign aimed at shifting attitudes toward mental health throughout England with the debut film ‘In your mate’s corner’. Since being appointed by Time to Change in September, O&M have set out to create a positive step-change in the way mental health is seen & spoken about across the country.
The new campaign is urging men to recognize how their attitudes and behaviors can influence others’ experiences of mental health problems - & that being in a friend’s corner can make all the difference. The campaign is relevant to everyone – men, women and young people, showing straightforward ways that anyone can be there for someone, being the friend they’ve always been.
Credits:
Chief creative officer: Mick Mahoney
Additional credits: Director of operations: Jo Loughran
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Robot Food: Ambrosia 'Centenary packaging'
Agency: Robot Food
Client: Ambrosia
Date: February 2017
As Ambrosia celebrates 100 years of their landmark heritage, Robot Food stir up some golden-age designs with a tasty pinch of retro
Ambrosia means ‘food from the gods’ and it was back in 1917 that Alfred Morris opened the doors of his Ambrosia factory in Devon. One hundred years on, Ambrosia is celebrating their landmark birthday by giving away 100 prizes every month throughout 2017, and asked Robot Food to design special centenary packs. The designs needed to be rooted in the brand’s visual tradition, but feel like a modern celebration of their heritage.
Taking inspiration from the very first Ambrosia can label, Robot Food stripped back the current pack design, and added vintage typography and a simplified colour palette for a subtle yet striking retro effect. Exclusive to Tesco, the charming designs do a great job of celebrating this milestone anniversary, and remind consumers of Ambrosia’s remarkable longevity.
Credits:
Additional credits: Account manager: Jess Cook
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BETC Corporate: Disneyland Paris 'Paris is waiting for you'
Agency: BETC Corporate
Client: Disneyland Paris
Date: February 2017
Disneyland Paris, the city of Paris, and the Île-de-France Region are unveiling a new joint campaign to promote tourism in the area, highlighting the magic of Paris and its Region.
Disneyland Paris is Europe’s number one tourist destination, and is uniting with the City of Paris and the Île-de-France Region to give pride of place to France’s capital city through their first joint tourism ad campaign ‘Paris is waiting for you.’ Favourite Disney characters such as Mickey and Minnie invite visitors from all over Europe to come and discover the magic of Paris. On February 24th, the campaign was officially unveiled by Anne Hidalgo, Mayor of Paris, Valérie Pécresse, President of the Île-de- France Region, and Catherine Powell, Présidente of Euro Disney S.A.S. The venue chosen was the Eiffel Tower, the international symbol of Paris.
Credits:
Creative director: Richard Desrousseaux
Art director: Christophe Vino
Additional credits: Brand manager: Francois Banon, Lorraine Lenoir, Clement Reverand, Nathalie Raverat, Thomas Hecart
Agency manager: Muriel Fagnoni, Marianne Hurstel, Solene Lecomte
Art director assistant: Typhaine Royer
Photographer: Vincent Desailly
Art Buying: Karine Grealou
Illustrator: Beacon Creative
Producer: Colomba Blanco
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Droga5 London: Uniqlo 'Because of life'
Agency: Droga5 London
Client: Uniqlo
Date: February 2017
: Droga5 London has created a global campaign for UNIQLO under the banner “Because of Life, We Made LifeWear”, a new articulation of UNIQLO’s quest to create clothes that make life better.
The campaign, which is the first work by Droga5 London for UNIQLO, features three ads: “Wireless Bra”, “AIRism”, and “Distressed Denim”. The films answer the question posed by the “Why do we Get Dressed?” work from Droga5 New York last year by showcasing the thought that goes into UNIQLO’s deceptively simple clothes.
“Wireless Bra”, choreographed by Ryan Heffington (who was behind the iconic videos for pop artist Sia and Netflix hit The OA, amongst others) and styled by Nancy Steiner (the award-winning costume designer behind Lost In Translation and The Virgin Suicides) is unique among bra commercials in that it challenges the stereotypes of what feminine movements look like.
“AIRism”, shot in the streets of Santiago by director Nick Gordon through Somesuch, focuses on UNIQLO’s high-tech innerwear made from breathable materials. The black-and-white film artfully captures images of people going about everyday activities, with perspiration evaporating from their bodies. The ad asks: “Shouldn’t our clothes breathe with us?”
“Distressed Denim”, also shot by Nick Gordon, captures two people in a chance romantic encounter at a remote gas station - both are wearing UNIQLO’s distressed denim, which is engineered to combine the two often opposing forces of comfort and imperfection.
Credits:
Chief creative officer: David Kolbusz
Executive creative director: Steve Howell, Rick Dodds
Creative director: Devon Hong
Copywriter: Ulrika Karlberg
Additional credits: Group account director: Rebecca Lewis
Account director: Michelle Villarreal, Alex Dousie
Senior strategy director: James Broomfield
Agency producer: Wireless bra: Chris Watling
Denim: Peter Montgomery
Airism: Peter Montgomery
Director/production company: Wireless bra: Autumn de Wilde/Somesuch
Denim: Nick Gordon/Somesuch
Airism: Nick Gordon/Somesuch
Producer: Wireless Bra: James Waters
Denim: Chris Harrison
Airism: Chris Harrison
DOP: Wireless Bra: Chris Blauvelt
Denim: Evan Prosofsky
Airism: Evan Prosofsky
Choreographer: Wireless Bra: Ryan Heffington
Stylist: Wireless Bra: Nancy Steiner
Denim: Lyson Marchessault
Editor: Wireless Bra: Darren Baldwin/Final Cut
Denim: Dan Sherwen/Final Cut
Airism: Dan Sherwen/Final Cut
Post production: MPC
VFX: MPC
VFX producer: Sophie Hogg
2D supervisor: Bruno Fukumothi
Grade: MPC
Colourist: Houmam Abdallah, Richard Fearon
Sound design: Will Cohen/String and Tins
Music: Wireless Bra: ‘Ants’ by Starcrawler
Denim: Baby by Donnie and Joe Emerson
Airism: Evaporate by William Doyle
English VO Artist: Tuppence Middleton
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TBWA\Manchester: Bombardier 'March to your own drum'
Agency: TBWA\Manchester
Client: Bombardier
Date: February 2017
Bombardier has launched a new brand campaign ‘March To Your Own Drum’, following the appointment of TBWA\Manchester to handle its creative advertising.
The campaign ‘raises a glass’ to those individual in spirit, across both brand and trade activation communications. And the core brand TV ad celebrates the talents of blind Paralympian and musician Roy Turnham as he unleashes an epic solo on the drums.
Turnham, a footballer and musician from Liverpool, lost his sight due to a hereditary condition. In addition to playing drums, guitar and clarinet, he has 52 caps and 16 goals to his name for the England & GB Blind Football squad, and devotes much of his time working with Sports4Schools encouraging children to engage in sports.
The next phase for the campaign launches in February in the on-trade, aiming to raise consumer awareness of the brands quality credentials by focusing on events in the Bombardier drinker’s cultural calendar: such as St George’s Day, and major sporting events.
Credits:
Chief executive: Fergus McCallum
Additional credits: Brand manager: Sarah Mahoney
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Adam & Eve: AA Charitable Trust 'Designated Driver '
Agency: Adam & Eve
Client: AA Charitable Trust
Date: March 2017
Driving along and your phone pings with a new text alert. Quick read of the message; maybe a one-word reply; and your eyes are back on the road. No harm done…
Since 2011 the number of casualties caused by drivers who are distracted by their mobile phone has increased by a quarter (24%). In light of this, the AA Charitable Trust is raising awareness of the dangers of distracted driving with a new spot by adam&eveDDB to be shown in cinema and online.
The commercial highlights the underrated danger of texting whilst driving with a narrative that follows a couple leaving a nightclub: the woman, who is the designated driver for her intoxicated boyfriend, starts to reply to a text as they start their journey. The boyfriend notices and suggests they swap places, in a move that makes a bold statement on the dangers of using a mobile phone whilst driving.
The spot is supported by the Department for Transport’s Think! campaign, who create road safety information and campaigns to reduce road deaths. The new ad coincides with new stricter penalties being introduced (1 March) for those caught using hand-held phones whilst driving.
Credits:
Chief creative officer: Richard Brim
Group executive creative director: Ben Tollett
Art director: Jon Farley
Copywriter: Alex Lucas
Additional credits: Client: Edmund King, AA president
Group chief strategy officer: David Golding
Planner: Nick Hirst
Agency producer: Lucy Georgeson
Media agency: Carat UK
Production company: Outsider
Director: James Rouse
Producer: Benji Howell
DOP: Alex Melman
Editor: Bill Smedley at Work Editorial
Post production: Framestore
Audio post production: Sam Ashwell @ 750mph
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Design Bridge: National Archief (National Archives of the Netherlands) 'Their past, our present'
Agency: Design Bridge
Client: National Archief (National Archives of the Netherlands)
Date: March 2017
Independent brand design agency Design Bridge are excited to share details of their latest project: a nation-wide campaign for the Nationaal Archief (National Archives of the Netherlands) that repositions the government-run resource as a public-facing heritage centre, accessible to all. Design Bridge's 'Their past. Our present’ campaign marks the opening of a major exhibition, the world of the Dutch East India Company, and capture the public’s imagination by revealing the influence this vital part of national heritage has had on shaping Dutch life today.
Credits:
Executive creative director: Claire Parker
Design director: Gary Nettleton
Additional credits: Director collection and public affairs: Irene Gerrits (National Archives of the Netherlands)
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Antidote: Royal Ascot 'A world like nowhere else'
Agency: Antidote
Client: Royal Ascot
Date: March 2017
Antidote commissioned the London-based artisan globe makers Bellerby & Co to create a one-of-a-kind globe adorned with hand-painted illustrations as part of a new campaign for Royal Ascot. The handmade globe, called ‘A World Like Nowhere Else’, features 30 illustrations that tell the tale of Royal Ascot’s long-standing traditions, history and heritage.
From a dramatic race finish through crashing waves to the Royal Procession via a Champagne waterfall and a gathering of fashionably dressed ladies, the piece brings together the eclectic combination of elements that make Royal Ascot unique.
The ‘A World Like Nowhere Else’ campaign, by Antidote, features images and films showcasing the globe and will run across outdoor, press, digital, ECRM, social and on VOD.
The campaign will launch in Press and OOH in March.
Credits:
Creative director: Tim Ashton
Art director/copywriter: Teddy Keen
Additional credits: Planner: Chris Ridd
Account handler: Marcus Gilbert
Artist: Joe Wilson (Illustrator), Bellerby and Co (globemakers)
Client: Juliet Slot (commercial director, Ascot Racecourse), Chris Bevan (head of marketing, Ascot Racecourse)
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