Premium:
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'.
We've now introduced our new five-star voting system. To vote for your favourite, make sure you click on the stars. The winner be chosen based on the average rating and the number of votes cast. Voting closes on Monday 20 March.
For project information, credits and more click on the project to expand to full screen for credits and more.
To submit work for future publication contact Gillian West or submit online via our online form.
For voting updates and more follow The Drum Creative Works on Twitter @TheDrumCreative.
Lucky Generals: Hostelworld 'Clickbait Charlie'
Agency: Lucky Generals
Client: Hostelworld
Date: March 2017
Global mega-star, Charlie Sheen, has been discovered raising hell once again, but this time in a London hostel.
The footage reveals the actor sleeping with seven people, downing shots at 8am and beating a traveller with a bat. But all is not what it seems.
In a nod to the current real-world dilemma of fake news, Sheen has in fact teamed up with Lucky Generals and Hostelworld to debunk common misconceptions about hostels and highlight how their reputation, similarly to Sheen’s, is outdated.
Credits:
Media agency: Hostelworld in-house
Director: Vaughan Arnell
Production company: Moxie Pictures
Production company producer: Sue Caldwell
Editing house/editor: David Webb, Final Cut
Post production: The Mill
Sound design: Final Cut
Audio post production: Final Cut
Loading...
Don’t Panic : ChildLine 'Things guys don’t talk about'
Agency: Don’t Panic
Client: ChildLine
Date: March 2017
Childline have teamed up with Don’t Panic to create the campaign #toughtotalk that features hero film ‘Things Guys Don’t Talk About’ and supporting content with the aim to empower boys to seek support for suicidal feelings.
Childline is urging boys to speak out about suicidal feelings as figures reveal they are six times less likely than girls to talk to counsellors about thoughts of ending their lives. The film was created using real accounts from boys over suicidal thoughts and feelings which are subtly referenced throughout the film to indicate to the viewer the signs that someone might be experiencing suicidal thoughts.
The film utilises the listical theme popularised by sites like Buzzfeed but subverts it to tell the story of our main character, Jake. The film begins with humorous scenes that play into the stereotypes associated with teenage boys but as it continues we reveal that Jake is struggling with his feelings, displaying signs of suicidal thoughts. Despite the start scenes towards the end the film ends positively as Jake reaches out to Childline to talk.
The film was directed by Somesuch, duo Luke Seomore and Joseph Bull who worked alongside Don’t Panic in order to bring the creative to life, excellently portraying Jake’s struggle.
Credits:
Creative lead: Christopher Ross-Kellam
Designer: Sarah Louse Bingley
Managing director: Joe Wade
Client services director: Jane Marshall
Senior account manager: Nisha Mullea
Account executive: Gabriel Mathews
Director: Luke Seomore, Joesph Bull
Executive producer: Sarah Pearson
Production executive: Denna Cartamkhoob
Producer: Amy James
1st AD: Daniel Smith
DOP: David Proctor
1st AC: Sam Rawlings
2nd AC: Chris Rodgers
DIT: Matt Cole
Gaffer: Sol Saihati
Electricians: Genki McClure, Caspar Jones
Sound recordist: Florin Llie
Art director: Benedict Lack, Samuel Waters
Art assistant: Cassia Dickinson
Stylist: Verity May Lane
Hair and Makeup: Charlotte Craftsman
Casting director: Kharmel Cochrane
Runners: Jaspar Cable Alexander, Luca Barton
Editor: Darren Baldwin @ Final Cut
Colourist: Edwin Metternich @ Framestore
Audio engineer: Patch Rowland @ Final Cut
Branded content project manager: Paul McMahon
Communications manager: Grania Hyde-Smith
Loading...
WCRS: Women’s Aid 'Mind games'
Agency: WCRS
Client: Women’s Aid
Date: March 2017
To mark International Women’s Day 2017, anti-domestic violence charity Women’s Aid partnered with newspapers The i and The London Evening Standard to create “Mind Games” that reveal the hidden signs of domestic abuse.
On Tuesday 7March, the crossword in The i and the word search in The Evening Standard was taken over by Women’s Aid. The games look and work like any other newspaper puzzle, with one key difference: the answers are words relating to coercive control, defined as patterns of psychological and emotional abuse. On the following day, International Women’s Day, the answers and explanations to the crossword clues will be revealed.
The campaign aims to show that although emotional abuse is harder to spot than physical violence, it’s still a crime and can have a devastating effect on women’s lives.
Credits:
Executive creative director: Ross Neil
Creative: Chris Da Roza, Rosanna Walker
Media agency: MHO
Media owners: The i, London Evening Standard
WCRS account handling: Torie Wilkinson, Lucy Nebel, Louis Lunts
MHP account handling: Deborah Villiers, Alice Carter, Emily Canessa Davies
Planning: Stuart Williams
Designer: Russell Maher
Production company: Trailer Park
Loading...
Mother: SunLife Direct 'Welcome to life over 50'
Agency: Mother
Client: SunLife Direct
Date: March 2017
SunLife, the specialist over 50 savings and insurance company, launched its first ever brand campaign - “Welcome to Life After 50” which looks to challenge old fashioned stereotypes and show what life after 50 is really like.
The TV ad features a series of people in their 50s and 60s – from the cruise-escaping fun seeker and the snack-eating astronaut through to the 62-year-old-woman with head-turning good looks – all singing humorous lyrics, smashing stereotypes and demonstrating that the definitely still ‘have a life’.
Credits:
Art director: Mother
Copywriter: Mother
Production company: Prettybird
Director: Matt Piedmont
Music: Beacon Street Studios
Loading...
Robot Food: Electric Ink 'Branding'
Agency: Robot Food
Client: Electric Ink
Date: March 2017
Although deeply rooted in the counter-culture, tattoos continue to grow in popularity. After noticing a lack of credible long-term tattoo care brands on the market, Robot Food rolled up their sleeves to design and launch one.
Entrepreneurial to the bone, Robot Food is a branding agency widely experienced in helping start-ups create and establish brands. Applying their own foresight and formula for success, the team decided it was time to design and launch their own health & beauty brand.
While identifying gaps in the market, the agency discovered that people with tattoos were largely underserved in terms of care and maintenance. Although one in three young adults have tattoos, there was a clear space in the mainstream market for a credible specialist brand that Robot Food was determined to fill.
After developing the name and brand positioning, Robot Food designed the identity and packaging. Tom Gilmour, a London artist with hugely relevant credentials, was brought on-board to bring the brand’s supporting illustrations to life. Tom specialises in hand-drawn black and white illustration, tattoo imagery and flash sheet creation. He created a contemporary interpretation of traditional tattoo art for the range, resulting in a design style that blends technical excellence with credibility, standout and desirability. The overall aesthetic is hugely relevant with a strong nod to tattooing’s sub-culture roots.
The creative team also partnered with a product developer with a health & beauty background. Together they formulated a range of quality skin products aimed purely at those who are inked. Made with unique active ingredients and vegan-friendly, Electric Ink launches with three products in Superdrug stores nationwide from mid-March, alongside selected tattoo shops, barber shops and lifestyle fashion retailers.
Credits:
Creative director: Simon Forster
Illustrator: Tom Gilmour
Loading...
Voskhod: Accu-Chek 'Made by diabetics'
Agency: Voskhod
Client: Accu-Chek
Date: March 2017
422 million people worldwide have diabetes and this includes 7% of the Russian population. For some people this diagnosis is a huge impulse to keep fighting for their lives, but others feel helpless. As a result, one in three diabetes sufferers don’t follow medical recommendations, which increases the risk to their lives.
To address this issue, Voskhod, has partnered with Accu-Chek, to create ‘Made By Diabetics,’ a real-world film encouraging those affected by the condition to continue the fight.
The production crew and cast consist solely of people with the condition and their caretakers.
Credits:
Creative director: Andrey Gubaydullin
Copywriter: Anton Rozhin, Daria Ovechkina
Marketing director: Maria Molchanova
Marketing communication group head: Marina Gruzdova
Strategic planner: Roman Bukh
Post production: Ilya Linetsky
Digital creative director: Dmitry Maslakov
Digital art director: Anna Maslyakova
Technical lead: Valery Zaharov
Web designer: Lilia Zagidullina
Production company: SKBD.SH Production
Executive producer: Nastia Korkia, Michael Romanov
Producer: Vladimir Piskunov
Service company: Radioaktive UA
Executive producer: Darko Skulsky
Producer: Kate Galytska
Loading...
Lucky Generals: Yorkshire Tea 'Where everything’s done proper'
Agency: Lucky Generals
Client: Yorkshire Tea
Date: March 2017
Yorkshire Tea has recruited a host of famous faces to star in its latest TV adverts, as part of a new £7m campaign aimed at celebrating the brand as a place ‘where everything’s done proper’.
The trio of adverts, produced with creative agency, Lucky Generals, feature some of the nation’s favourite stars, from TV veteran Michael Parkinson through to Olympic triathletes the Brownlee Brothers and Brit award-winning indie rockers, the Kaiser Chiefs.
They appear in a variety of comic scenarios aimed at demonstrating Yorkshire Tea’s unwavering passion and uncompromising dedication to doing things properly. And while it’s the first time the brand has used celebrities in starring roles in its adverts, true to form it has once again cast its own employees from across the business.
https://www.youtube.com/watch?v=Lo2_J3BR7IU
https://www.youtube.com/watch?v=m2oz2aumbi4
Credits:
Founding partner: Danny Brooke-Taylor
Loading...
18 Feet & Rising: Thortful 'Prosecco princess/Fantastic boom'
Agency: 18 Feet & Rising
Client: Thortful
Date: March 2017
Published: March 2017
Short rationale: 18 Feet & Rising, has launched a new ad campaign for unique greetings card company, thortful, following the agency being awarded the £4m business through a competitive pitch that ended just before Christmas.
Thortful was founded by Powwownow creator Andrew Pearce and wants to change the way that consumers buy cards. An industry first, thortful enables consumers to upload their own handwriting to bespoke, creative and quality cards that are delivered the next day.
In the last quarter alone the company grew 10-fold eating share from the 1 billion greeting cards sold in the UK every year. thortful invested in their first ever advertising campaign, taking their idea straight to TV in a bid to drive high street shoppers online for quality cards created by the largest marketplace of designers, illustrators and photographers.
The advert tackles head on the problem that before thortful, with only limited cards available online, people often struggle to find cards that truly mean something to the person they are sending them to.
Credits:
Executive creative director: Anna Carpen
Creative: Oli O’Neill, Louis Jopling
Producer: Russell Taylor
Assistant producer: Lewis O’Brien
Business director: Andrew Barnard
Account manager: Ella Rybacki
Chief executive and co-founder: Andrew Pearce (Thortful)
Head of marketing: Sarah Pearch (Thortful)
Executive producer: Otis Bell, Jess Bell
Production company producer: Harriett Towler
Editor: Ben Crook
Post producer: Kirsty Oldfield
Colourist: Lewis Crossfield
Flame artist: Taran Spear
Post producer: Olivia Jessop, Jessica Eaton
Sound: Jon Clarke
Media: Daniel Fisk, Benjamin Quiroga
Loading...
JDO: Lumene 'Brand Identity'
Agency: JDO
Client: Lumene
Date: March 2017
Finnish beauty brand Lumene has partnered with JDO Brand & Design to re-launch a new series of skincare and cosmetic ranges. These exceptional, natural products feature rare and potent ingredients that are sourced from the depths of the Finnish wilderness and transformed into pure and uncompromising skincare and makeup solutions.
Lumene partnered with JDO to bring the new brand proposition to life, working for twelve months to create a visual world that would leverage the brand’s heritage and provenance, as well as the arctic luminescence at its heart.
Developing a unique visual identity was imperative to stand out in an exceptionally competitive category. The new identity and pack design hero the ‘wheel of light’, a powerful and iconic new equity that was created to cue and connect the brand’s unique and rich Nordic provenance story across all touchpoints. JDO also created the brand’s entire retail experience for flagship, duty free and other channels. Crucially, the wheel of light has become a pivotal storytelling strategy for Lumene that will go on to help the brand convey natural Finnish beauty deeply distilled with luminosity in a consistent way.
The team sought inspiration outside of the beauty category and adopted ‘Nordic Chic and Style’ as the visual anchor for the skincare and makeup ranges. This vision borrows emerging trends from the fashion world, infused with simple Scandinavian and premium category cues to deliver solutions that enhance, not cover up.
Credits:
Founder and chairman: Tim Jebb
Loading...
mcgarrybowen: Western Union 'Education for better'
Agency: mcgarrybowen
Client: Western Union
Date: March 2017
As an official sponsor of International Women’s Day 2017, Western Union is launching a powerful campaign, created by mcgarrybowen, that celebrates the role of education in helping girls reach their goals. The campaign will run globally across digital, social media and video on demand platforms.
Used as a hook for the campaign is the fact that over the last few years around 25% of all Western Union customers moved money with the brand to support education.
Western Union believes that moving money for girls’ education in particular is critical to driving gender equality.
mcgarrybowen’s campaign highlights the power of education as the driving force to achieve gender equality – pointing to the fact that education acts as a starting gun in achieving whatever dream a girl may have: Whether it’s to be the first woman on the moon, the first female President of the USA or the first person on Mars.
Credits:
Executive creative director: Angus Macadam, Paul Jordan
Creative director: Rich Holmes
Creative team: Holly Fallows, Charlotte Watmough
Business director: Louise Lang
Account director: Zara Gregory
Account manager: Henry Carless
Head of strategy: Chris McKibbin
Strategist: Fiona Lenahan
Agency producer: Alessia Small
Director/production company: MJ Delaney at Moxie Pictures
Producer: Barry Heaps
Editor: Ben Jordan at Work Post NYC
Post production: Jam Post
Sound design: String and Tins
DOP: Gerardo Madrazo
Music: Finger Music
Media planning/buying: Mullenlowe MediaHub
Loading...
Mill+, Studio Sixty Billion: IPA UK 'The Ad of Ads'
Agency: Mill+, Studio Sixty Billion
Client: IPA UK
Date: March 2017
To mark the start of the Festival Of British Advertising, the IPA (in association with Mill+ and Studio Sixty Billion) today release The Ad Of Ads - the most iconic commercials of the past 40 years brought together in one glorious, celebratory film.
Credits:
Loading...
Antoni GmbH: Mercedes-Benz 'Grow up'
Agency: Antoni GmbH
Client: Mercedes-Benz
Date: March 2017
Published: March 2017
Short rationale: With "Grow up.", Mercedes-Benz is taking a new approach to marketing communications. The most extensive content creation in the history of the brand has been realised for the five models of the compact-car family. With more than 100 moving-image sequences and over 90 lifestyle and product images, stories of a new generation will be told until the end of this year. The campaign focuses on people caught between the coolness of adolescence and the squareness of adulthood who embody the attitude to life of the new compacts. One of the main characters is the US rapper A$AP Rocky. The campaign launches in early March 2017.
"'Grow up.' is much more than a major campaign about model series. It is a further move forward by the brand as a whole towards more modernity, progressivism and dynamism across the entire brand identity of Mercedes-Benz," says Dr. Jens Thiemer, Vice President Marketing Mercedes-Benz Cars, outlining the goal of the campaign. "With 'Grow up.', we are reinterpreting traditional values and attitudes towards Mercedes while showcasing their modern-day interpretation and relevance within generations x and y. Realised in collaboration with our agency antoni, 'Grow up.' is an unconventional campaign, which, in terms of its consistent digital focus and the mechanics of its content, does not immediately come across as advertising."
Credits:
Chief creative officer, founder: Andre Kemper
Executive creative director: Matthias Schmidt, Martin Pross
Creative director: Veit Moeller
Art director: Sol Oh
Writer: Sebastian Lyman
Additional credits: Managing partner: Dr. Tonio Kroger
Executive producer: Mark Rota
Creative director, digital: Thomas Heinz, Veit Moeller
Head of digital design: Nuno Marcelino
Production: Iconoclast Germany GmbH
Managing director: Nils Schwemer, Nicolas Lhermitte
Director: Gustav Johansson
Executive producer: Jan Dressler
Line producer: Tim Augustin, Bjorn Kruger
Director of photography: Niklas Johansson
Music (stories): Universal Music Publishing AB
Score composer: Petter Winnberg, Adam Hagstrand, Petter Tarland
Artists: Petter Winnberg feat. MishCatt
Petter Sebastian feat. El Pero Del Mar
Petter Sebastian feat. Amanda Bergman
Petter Sebastian feat. Kleerup
Music (anthem): Universal Music Publishing AB
Song: Let me try
Production (stills): Iconoclast Germany GmbH
Executive producer: Jan Dressler, Felix Mondino
Photographer: Alicr Moitie
Online/web special: Pixelpark AG
Project manager: Maximilian Burket
Loading...
ButterflyCannon: Glemorangie Bacalta 'Packaging design'
Agency: ButterflyCannon
Client: Glemorangie Bacalta
Date: March 2017
Glenmorangie Bacalta, Scots Gaelic for ‘baked’, is the eighth addition to Glenmorangie’s award winning Private Edition range. This unique expression has been extra-matured in rare, former Malmsey Madeira casks. As part of the process of ageing the sweetest and most prized of all Madeira wines, the casks are baked in the warm sun on the island of Madeira; when used for extra-maturation this baked quality is imparted to the spirit within, resulting in a whisky which delivers complex layers of sweetness and flavour.
Taking inspiration from the unique sun-baked nature of the casks and the island they come from, ButterflyCannon used rich shades of yellow, orange and terracotta to create an evocative vignette that would convey all the warmth and colour of a Madeiran sun set. To evoke the complex flavours of the whisky, over this impactful backdrop is overlaid an intricate, interlocking web of graphical motifs; a contemporary re-interpretation of the traditional arts and crafts cues, such as lacework and basket weaving, found on Madeira. Executed in spot varnish and accentuated by a subtle shift in the background gradient, the pattern shimmers as it catches the light, communicating all of the vibrancy and warmth of the whisky contained within.
Credits:
Design director: Ben Cox
Loading...
Seymourpowell: Fat Duck 'Like a kid in a sweet shop'
Agency: Seymourpowell
Client: Fat Duck
Date: March 2017
Leading design and innovation company Seymourpowell revealed details behind the breathtaking mechanical sweet shop they've created with Heston Blumenthal for his Fat Duck restaurant in Bray, Berkshire. A stunning combination of British craft and cabinetmaking with cutting edge digital technology and innovation, the sweet shop is a spectacular showpiece to present and serve the final course of the meal, an array of petit fours Heston has named ‘Like a kid in a sweet shop’.
In close collaboration with Heston and his confectionery chefs, Seymourpowell designed and made an exquisitely detailed scale model of a Victorian sweet shop packed with innovative digital technology that stuns and surprises The Fat Duck diners by seemingly coming to life and serving them each a personalised petit four.
Credits:
Chief creative: Ade Caroen
Loading...
OPX: Invacare 'Style is forever'
Agency: OPX
Client: Invacare
Date: March 2017
Integrated design consultancy OPX has launched a new creative campaign for Invacare, the market leader in mobility scooters. Challenging preconceptions around ageing and what a scooter user ‘should’ be, OPX brings energy and passion to the mobility category with its ‘Style is Forever’ campaign.
OPX was briefed to launch a new generation of two of Invacare’s most well-known scooters, the Orion and Comet, and attract end users direct into dealerships with a make and model in mind, much as they would with a car or motorcycle.
In response, OPX developed ‘Style is Forever’, an inspirational campaign with a bold visual style and confident tone of voice that employs six larger than life characters who embody the positioning. They are drawn from across Europe to resonate with Invacare’s customers in an authentic, yet fun way. From Valentin who looks scary but is really a big softy who loves his Chihuahua Mango, to Betty whose days on the catwalk mean she’s a fashionista with a sharp eye for design.
The characters inspire by showing how the new scooters help them lead rich and full lives; and inform by showing the benefits and attributes of the new scooters through the stories they tell. Like the characters themselves, the visual style has bags of personality and is deliberately retro to stand out from the accepted expectations of the sector.
Credits:
Client director: Simon Goodall
Loading...
To keep up to date with the latest creative, design and advertising projects from around the globe visit our Creative Works homepage.
Location:
Secondary categories:
Main Image:
Sector:
Article Type:
Sponsored Content:
Sponsored Content
Sponsored by:
Choose Featured Video:
Random Featured Video
Badge Text:
Badge Color:
Article Layout:
Section:
Other