US Creative Works: Featuring Carmichael Lynch, Y&R, Bernstein-Rein and more

Premium:

Welcome to The Drum's US Creative Works, in partnership with Workfront.

As always, this section is dedicated to showing the best creative work in North & South America and gives you, the reader, the chance to decide which work we feature as our US 'Creative Work of the Week.'

To vote for your favorite, make sure you click on the stars. The winner will be chosen based on the average rating and the number of votes cast. Voting closes on Wednesday, March 15.

Bernstein-Rein: McDonald's 'Pollock to Pollock'

Agency: Bernstein-Rein

Client: McDonald's

Date: March 2017

To promote its Filet-O-Fish sandwich during Lent, McDonald's has rolled out a campaign that plugs the fast-food chain's sustainably sourced fish. The campaign features a man named named Davis who hails from landlocked Pollock, South Dakota and "conveniently likes to fish," according to the agency. For the ads, McDonald's took Davis to Kodiak, Alaska where he spent time aboard Trident Seafood's Viking Explorer to see where the Alaska pollock in the chain's Filet-O-Fish comes from.

Credits:

ECD: Lara Wyckoff
CD/Art Director: Darren Brickel
CD/Copywriter: Bryan Mohr
Producer: Lauren Langfitt
Production Company: Supply & Demand
Director: Amy Nicholson
DP: Billy Peña
Line Producer: Ely Siler
Executive Producer: Rika Osenberg

Tags: United States, McDonald's, Bernstein-Rein

Resource/Ammirati: Mrs. Dash 'Group Therapy'

Agency: Resource/Ammirati

Client: Mrs. Dash

Date: March 2017

IBM-owned agency Resource/Ammirati has created a campaign for Mrs. Dash to help the B&G Foods brand promote its salt-free seasonings. In a TV spot, dejected salt shakers find themselves in a cardboard box at a yard sale after their owners opt to get healthier with Mrs. Dash's sodium-free seasonings.

Credits:

President, New York: Gabriel Miller
Executive Creative Director: Todd Wender
Creative Director: Steven Zizila
Creative Director: Nicole Zizila
Group Account Director: Cristina Frank
Account Executive: Mickey Coey
Senior Producer: Vincent Lin
Producer: Matthew D’Amato
Production: Honor Society Films, LLC
Director: Robert Boocheck
Executive Producer/Partner: Megan Kelly
Producer: Mikha Grumet
VFX/Editorial: Taylor James
Executive Creative Director: Mark Knowles
Executive Producer: Eve Ehrich
Head of Production: Marie de Leon
CG/Post Producer: Cuyler Mitchell

Tags: United States

Droga5: One 'Every Girl Counts'

Agency: Droga5

Client: One

Date: March 2017

Since 130 million girls around the world are not in school, the One Campaign - an advocacy organization working to end extreme poverty and preventable disease - has launched an initiative called #GirlsCount to raise awareness of this issue. The centerpiece of the digital campaign is a video that features people counting numbers ranged from one to 130 million, with each number representing a girl who has been denied education. Supporters of the initiative are encouraged to visit one.org to upload a video or photo of themselves counting one of the numbers. The photos and videos will then be combined to create the "world's longest ever film," which will then be leveraged to urge world leaders to take the action needed to ensure that every girl receives an education.

Credits:

Creative Chairman: David Droga
Chief Creative Officer: Ted Royer
Executive Creative Director: Kevin Brady
Group Creative Director: Lauren Costa
Group Creative Director: Denise Zurilgen
Associate Creative Director: Victor Monclus Gonzalez
Associate Creative Director: Will Lowe
Junior Copywriter: Frank Garcia
Junior Art Director: Giulia Magaldi
Design Director: Devin Croda
Senior Designer: Indah Shillingford
Junior Designer: Hena Seo
Senior Experience Designer: Luis Violante
Junior Design Technologist: Danielle Clemons
Project Manager: Laura Rothman
Chief Creation Officer: Sally-Ann Dale
Co-Director of Film Production: Jesse Brihn
Co-Director of Film Production: Bryan Litman
Producer, Film: Leah Donnenberg
Associate Director Business Affairs: Librado Sanchez
Business Affairs Manager: Whitney Vose
Director of Interactive Production: Niklas Lindstrom
Executive Producer, Experiential: Bo Djogo
Producer, Interactive: Grace Wang
Director of Technology: Andy Prondak
Director of Art Production: Cliff Lewis
Technology Lead: Michael Moseley
Senior Producer, Media: Madison Goldberg
Director of Print Services: Rob Lugo
Graphics Studio Manager: Virginia Vargas
Senior Producer, Integrated: Riely Clough
Production Apprentice: Jesse Vega
Global Chief Strategy Officer: Jonny Bauer
Strategy Director: Tom Haslow
Strategist: Tulani Foy
Group Communications Strategist: Director Samantha Deevy
Senior Communications Strategist: Courtney Bernstein
Chief Operating Officer: Susie Nam
Group Account Director: Rachel Kornafel
Account Director: Alli Neef
Account Manager: Yardley Hansen
Assistant General Counsel: Leigh Checchio
Counsel: Sarah Fox
Talent: Rihana Schulters
Production Company: Not To Scale
Director: Lucinda Schreibner
DOP: Luca Del Puppo
Executive Producer: Eve Strickman
Supervising Producer: Angela Foster
Live-Action Producer: Kristin Krall
Designers: Lucinda Schreiber, Sarah Orenstein
Animator: James Bartley
Junior Animator: Lisa Ferguson
VFX compositor: Eric Epstein
First Assistant Director: Tom O’hare
First Assistant Camera: Josh Ruffner
DIT/ VTR: Joe Bottozzi Jr
Gaffer Jason Duffett
Key Grip: Danny Green
Wardrobe Stylist: Liz Polden
Hair and Makeup: Chansopheak
Production Designer: Erin Lark Gray
Production Assistant: Molly Crowley
Production Assistant: Nav Narayanan
Editorial: Fluid NY
Editor: Heather Danosky
Assistant Editor: Dan Nasser
Executive Producer: Laura Revolsky
Producer: Meg Hall
Conform & Finishing: Lost Planet / Blackhole
Flame Artist: Tim Farrell
Flame Assistant: Luke Bedillion
Executive Producer: Krystn Wagenberg
Producers: Felix Cabrera, Alejandra Alarcon
Color: Sixteen19
Colorist: Andrew Francis
Music: Pulse Music
Sound: Heard City
Mixer: Jody Levine
Interactive Production Company: Nickel Media
Principal: Jason Nickel
Lead Developer: Greg Webber
Sr. Developer: Josh McGrath
Dev Ops: Zack Brenton
Developer: Angela Kinder
Developer: Andrey Kulakevich
Producer: Joy Kuraitis

Tags: United States, droga5

FCB Chicago: Allergan 'Eyepowerment'

Agency: FCB Chicago

Client: Allergan

Date: March 2017

Pharmaceutical company Allergan has rolled out a campaign called "Eyepowerment" to raise awareness of chronic dry eye. In a TV spot, images of notable women like Frida Kahlo and Lucille Ball drive home the company's point that a person's eyes can reveal a lot about their character.

Credits:

Tags: United States, FCB Chicago

Badger & Winters: Procter & Gamble '#WeSeeEqual'

Agency: Badger & Winters

Client: Procter & Gamble

Date: March 2017

Procter & Gamble (P&G) has launched a campaign dubbed “#WeSeeEqual” to advocate for gender equality ahead of International Women’s Day on March 8.

The crux of the effort is a video that tears down stereotypes via footage of women and men defying traditional gender roles. For example, a clip of an older women bungee jumping is accompanied by the statement “fears don’t care who conquer them.” Clips from P&G brand campaigns are also scattered throughout the film, like the iconic “#LikeAGirl” effort for Always and Secret’s “Raise” spot that pushes for equal pay.

The campaign was spearheaded by Badger & Winters, the same agency that created the “#WomenNotObjects” initiative last year in an effort to end the objectification of women in advertising.

P&G’s effort comes as rival Unilever takes similar steps to position itself as a company that puts a premium on fighting for gender equality. Last year, Unilever announced its plans to purge female stereotypes from ads across the company’s more than 400 brands. Earlier this year, a Unilever-commissioned study of more than 9,000 men and women found that “outdated stereotypes and social norms are prohibiting positive change.”

A number of P&G brands have also been working in recent years to better portray women in advertising. According to P&G, 76% of consumers now consider “like a girl” to be a positive expression versus only 19% before Always’ “Like A Girl” campaign launched. The company also drew attention to the problems surrounding gender stereotypes in a powerful ad created by BBDO India for laundry detergent brand Ariel last year.

Credits:

Tags: United States, Procter & Gamble

Firehouse: Interstate Batteries 'Be There'

Agency: Firehouse

Client: Interstate Batteries

Date: March 2017

Marketing something as dull as car batteries is no easy task, but Dallas-based agency Firehouse has managed to create a fun, clever campaign for Interstate Batteries that shows drivers how the brand's trusty products can prevent calamity.

In one ad, an indignant grandmother decides to write her grandson out of her will after she learns that his dead car battery is what’s keeping him from visiting her. In another, a cheesy heavy metal band called Pegasus can’t make their gig at the local county fair because their van won’t turn on. A third features a defeated superhero dubbed “Super Guy” who is unable to save his city from attacks since his car won’t start.

In addition to the TV spots, the campaign also features two mobile videos that will be served up to viewers that have low batteries on their cell phone. Another element of the campaign is a YouTube pre-roll ad that, similarly to Geico’s “Unskippable” campaign, has some fun with the platform’s “Skip Ad” button.

Credits:

ECD: Tripp Westbrook
Writer/GCD: Greg Hunter
Art Director/GCD: Everett Wilder
Art Director: Matt Kern
Copywriter: Chase Zreet
Account Director: Amanda Driggers
Account Supervisor: Ryan Phillips
Sr. Project Manager: Phil Brito
Producer: Chelle McDonald

Tags: United States

CP+B LA: Jose Cuervo 'Last Days'

Agency: CP+B LA

Client: Jose Cuervo

Date: March 2017

Jose Cuervo has released a YOLO-esque campaign created by CP+B LA that the tequila brand hopes will appeal to those who like to live in the moment.

Running under the new tagline ‘Tomorrow is Overrated,’ the campaign’s centerpiece is an apocalyptic two-minute video that features a group of bar goers who aren’t bothered by the chaos and destruction taking place outside of the bar’s doors.

Instead of panicking when a TV newscaster proclaims that “the end of civilization is upon us,” the crowd inside of the bar decides to have some tequila-drenched fun while Elvis’s 'It’s Now Or Never' plays on the jukebox. As the bar’s walls begin to shake and crumble, the patrons dance with each other while downing shots of Jose Cuervo.

The video, which was directed by Ringan Ledwidge, is airing as a one-minute spot on television. The ‘Tomorrow is Overrated’ campaign also includes 15-second pre-roll ads that juxtapose mundane tasks with exciting ones - for example, one ad contrasts the sounds of a boring conference call to music playing at a concert.

Credits:

CHIEF CREATIVE OFFICER: Kevin Jones
CREATIVE DIRECTOR: Paddy Fraser
ASSOCIATE CREATIVE DIRECTOR / ART DIRECTOR: Jeff Dryer
ASSOCIATE CREATIVE DIRECTOR / COPYWRITER: Andrew Jasperson
VP/EXECUTIVE INTEGRATED PRODUCER: Aymi Beltramo
INTEGRATED PRODUCER: Jennifer Malki
MUSIC SUPERVISOR: Andy Hamm
VP/DIRECTOR OF BUSINESS AFFAIRS: Rebecca Williams
SR. BUSINESS AFFAIRS MANAGER: Joanna Lee
JR. BUSINESS AFFAIRS MANAGER: Taylor Tsuji
MANAGING DIRECTOR(s): Ryan Skubic and Ivan Perez-Armendariz
ACCOUNT DIRECTOR: Tobey Bennett
ACCOUNT SUPERVISOR: Nina Rushing
ACCOUNT MANAGER: Ana Boyadjian
EXECUTIVE STRATEGY DIRECTOR: Benny Thomas
ASSOCIATE STRATEGY DIRECTOR: Melissa Cabral
PROJECT MANAGER: Jade Whitford
PRODUCTION COMPANY & CITY: Rattling Stick, Santa Monica
DIRECTOR: Ringan Ledwidge
DIRECTOR OF PHOTOGRAPHY: Adam Arkapaw
LINE PRODUCER: Greg Haggart
EXECUTIVE PRODUCER(s): Joe Biggins and Jeff Shupe
HEAD OF PRODUCTION: Richard McIntosh
EDITORIAL COMPANY & CITY: Work Editorial, Culver City
EDITOR: Rich Orrik
ASSISTANT EDITOR: Ben Foushée
EDITORIAL PRODUCER: Brandee Probasco
EDITORIAL EXECUTIVE PRODUER: Marlo Baird
POST FX COMPANY & CITY: Electric Theatre Collective (ETC), Santa Monica
POST SENIOR PRODUCER: Louisa Cartwright
POST LINE PRODUCER: Therese Mayer
POST CREATIVE DIRECTOR/TD: Daniel Marum
SHOOT SUPERVISOR(s): James Sindle, Remi Dessinges, Tommy Smith
POST CONCEPT/DMP(s): Jamie O'Hara and Mark Sullivan
2D LEAD: Tommy Smith
FLAME ARTISTS: Adam Watson, Fefo De Souza, Gretchen Capatan
NUKE ARTISTS: Kevin Jones, Dave Damant, Brendan Smith, Joseph Zaki, Krystal Chinn
CG LEADS: Remi Dessignes, Corinne DeOrsay
CG TEAM: Steve Beck, Nate Lapinski, Arrev Chantikian, Katie Schiffer, Jared Broddle, Huisoo Lee, Ali Rizvi, Charlie Deogracias
POST INTERN: Christian Olan-Geddes
MIX COMPANY & CITY: Lime Studios, Santa Monica
AUDIO ENGINEER: Mark Meyuhas
AUDIO ASSISTANT ENGINEER: Peter Lapinski
MUSIC COMPANY & CITY: Beacon Street Studios, LA
TELECINE COMPANY & CITY: Company 3, New York
COLORIST: Tom Poole
TELECINE PRODUCER: Claire Movshon

Tags: United States, Jose Cuervo, CP+B

J. Walter Thompson Toronto: Tourism Toronto 'The Views Are Different Here'

Agency: J. Walter Thompson Toronto

Client: Tourism Toronto

Date: March 2017

J. Walter Thompson Toronto has created a campaign for Toronto's tourism arm called "The Views Are Different Here" to promote the city's landmarks, entertainment, sports, nightlife and culture. The US-focused effort comes as many Americans contemplate moving to Canada in light of Donald Trump's presidency. The spot includes statements like "in this city, beauty has many faces" and "all flavours are welcome" to plug Canada's diversity and progressiveness.

Credits:

Tags: United States, JWT

Carmichael Lynch : Evereve 'Dress Like a Mom'

Agency: Carmichael Lynch

Client: Evereve

Date: March 2017

Evereve, a clothing retailer with nearly 70 stores in 25 states, has launched its first-ever campaign. Created by Carmichael Lynch, the campaign - which includes online video, out-of-home, social and banner ads - is running under the tagline 'Dress Like a Mom.' The goal of the campaign is to break down the stereotype that women become less stylish once they become moms. The online videos feature a series of models who are also mothers wearing Evereve's "fashionable, bold and unique" clothing. The campaign was photographed by fashion and lifestyle photographer Meredith Jenks.

Credits:

Chief Creative Officer: Marty Senn
Associate Creative Director: Puja Shah
Art Director: Sam Perry
Writer: Annika Lapakko
Account Director: Sarah Scherbring
Senior Account Executive: Sarah Chivers
Project Manager: Jessica Anderson
PRODUCTION:
Photographer: Meredith Jenks
Videographer: Jonny Stuckmeyer
POST PRODUCTION:
Edit House: CLIP
Editor: Ben Stauffer
Producer: Greg Bakun

Tags: United States, Carmichael Lynch

Y&R: Cirque du Soleil 'Get to Know Your Neighbor'

Agency: Y&R

Client: Cirque du Soleil

Date: March 2017

Y&R has created a campaign for Cirque du Soleil called "Locals" that puts a spotlight on the show's Las Vegas performers. In a similar vein to Us Weekly's "Stars - They're Just Like Us," series, the videos show elaborately dressed Cirque du Soleil performers doing everyday things like grabbing coffee and picking up dry cleaning. The goal of the campaign is to show people that Cirque du Soleil performers are not only incredible artists but also everyday Las Vegas residents.

"The ads bring to life their extraordinary feats in contrast to their everyday errands, and really highlights the personality of Cirque du Soleil,” says Nathalie Brown, VP group creative director at Y&R, in a statement.

Credits:

Chief Creative Officer: Leslie Sims
VP, Group Creative Director: Nathalie Brown
Head of Design: Hamish Mcarthur
CD/Writer: Margot Owett
CD/Art Director: Nathalie Brown & Fern Cohen
Art Producer: Louisa Gargiulo
Art Director: Emily Lahourcade|
Copy Writer: Allison Reuben
Group Account Director: Caleb Lubarsky
Account Supervisor: Kim Reyes
Strategist: Ethan Scott
Photo Production
Photographer: Russ Quackenbush
Photographer Assistant: Heshua Hipp
Photography Agent: Jason Eason
Producer: Justin Folger
Location Manager: Mark Baliant
TV Production: TamTam Films
Director/Editor: Alvin Tam
Director of Photography: Clayton Moore
Production Assistant: Meg Macdonald
Production Assistant: Derrick Webber
Key Grip: Frank Arant
Gaffer: Eric Pool
1st AC: Lynsey Cook

Tags: United States