The winners of the latest Creative Works have been revealed in the 8 March issue of The Drum.
Check out the top creative work picked by The Drum UK and US readers, our sponsor, Workfront, and this issue's creative director Iain Hunter, executive creative director, Stack.
Creative Director and Sponsor's Choice
The One Off: Primark 'Workout 2017'
There’s no doubt about it, we’ve entered an age of self-aware fitness fanatics and Primark has realised fitness is a great way to engage young shoppers. With Primark being the retail powerhouse and experienced advertiser that it is, the ad might be missing a trick with no call to action or exclusive groups to join. It would also be nice to see its real customers in the ad.
Primark wants you to know about its compelling sports apparel and I like how the brand’s positioning is overtly addressed in a slick and edgy way, using young people coming together to build a team. It’s an interesting move for a fashion brand, but it is hard to watch more than once.
Iain Hunter, executive creative director, Stack
It seems that more of us than ever before are turning to a focus on our health and wellbeing, with one in seven people in the UK now having a gym membership. This ad for Primark is edgy from the start, combining mirror images, asymmetric lines, and a fantastic soundtrack immediately grabbing my attention, and that’s why I chose this ad.
The ad takes you on a journey of a workout, starting with an upside down mirror image already making me wonder what is coming next. It also then continues to include different exercise, all delivered in a very artistic way which I really liked.
The ad cleverly includes the social element of fitness, that we like to exercise with someone, whether that be a friend, partner, fitness peer or within a team sport, noted by the concept of ‘Same Time Tomorrow’. I know if I were exercising with one of these groups, I would want to look the part.
Jada Balster, marketing director EMEA, Workfront
UK Readers' Choice
Cloudfactory: Booking.com 'One Mission'
Booking.com offers a glimpse into its unique, fun and inspiring culture with its ‘One Mission’ film co-created with Dutch studio Cloudfactory. After encouraging its 14,000 employees to document their year of travel, the film features footage shot by real booking. com staff on GoPro cameras. With footage from over 190 countries included, the campaign features a number of different perspectives and activities from climbing volcanoes to surfing and dancing the tango.
US Readers' Choice
VML: Wendy's 'Cold Storage'
Wendy’s made its Super Bowl debut with an ad plugging its ‘fresh, never frozen’ beef. In the ad, Foreigner’s ‘Cold as Ice’ plays while an employee of a fictional Wendy’s rival – ‘Othr-Guyz LLC’ – defrosts hamburger patties with a hairdryer. The spot directs viewers to Othr-Guyz.com which features infomercial-like ads promoting ‘Freezy Diskz’ patties. According to Wendy’s, the idea for the campaign stemmed from research that showed ‘seven out of 10 consumers don’t believe Wendy’s serves fresh beef’.
The 8 March Creative Works also features work from Rosapark, McCann London, Wunderman UK, AMV BBDO, Lucky Generals and Wieden & Kennedy London.
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