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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'.
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 27 March.
For project information, credits and more click on the project to expand to full screen for credits and more.
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Grey Dusseldorf GmbH: Deichmann 'Rock your look'
Agency: Grey Dusseldorf GmbH
Client: Deichmann
Date: March 2017
Emil Nava has joined forces with Wanda and Ellie Goulding to launch her new footwear collection for German high-street brand Deichmann. Once again, Emil has successfully drawn from his music video roots to capture high-energy performance with a bold, fashion sensibility.
Credits:
Creative director: Gisela Kraft
Director: Emil Nava
DOP: Simon Chaudoir
1st assistant director: Ben Gill
Client service director: Mona Elobeid
Agency producer: Benedikt Goerts
Production company: Wanda Germany GmbH
Director’s representation: OB Management
Executive producer: Mandy Kothe
Producer: Matthias Wissmann
Service production company: Wanda London
Executive producer: Abi Bickley
Line producer: Julia Fetterman
Production manager: Rachael Donson
Production assistant: Claire Adcock
Production designer: Mark Connell
Gaffer: Marco Di Gullio
Grip: Daniel Essex
Stylist: Cher Coulter
Hair artist: Louis Byrne
Make up artist: Lucie Wearing
Stills photographer: Louie Banks
Editor: Vid Price
Editing company: The Assembly Rooms (London), Daniel Breheny
Colourist: Simone Grattarola
Grading company: Time Based Arts (London), Chris Aliano
Post production company: Harvest Digital Agriculture (Hamburg)
Post producer: Lena Schulz
Compositing artists: Michael Welz (lead), Andreas Wilcken, Christoph Gemeinholzer
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Robot Food: Vocation 'Brand design'
Agency: Robot Food
Client: Vocation
Date: March 2017
Vocation and Robot Food collaborate once more to unleash an exciting new craft lager range for discerning beer lovers.
Vocation is a pioneering craft brewery whose bold, distinctive beers enjoy huge success in retailers, bars and restaurants nationwide, and beyond. With their place in the craft beer market firmly established, Vocation asked Robot Food back to design their new craft lager range.
Having positioned, named and created the Vocation brand and original line-up in 2015, Robot Food took the same ‘rebellious and irreverent’ approach for the lager, choosing ‘crisp and fresh’ as their design strategy. Against a clean white background which captures the lager’s fresh flavours, the team added bright neon flashes of spray can paint. These slashes of vibrancy encapsulate the brand’s distinctive character and also differentiate the three inaugural SKUs – Pure Pilsner, Yakima Pilsner and Dirty Pilsner.
The bold designs, colourways and punchy tone of voice work together to express Vocation’s dynamism and self-confidence with delicious clarity, while the Vocation logo takes centre-stage for a louder, prouder brand expression. The new range is a perfect complement to the beer range’s dark, soulful intricacy, and launches in top-tier bars and beer shops and retailers from late March.
Credits:
Senior designer: Mike Johns
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Atomic: Cancer Research UK 'Mother’s Day'
Agency: Atomic
Client: Cancer Research UK
Date: March 2017
Cancer Research UK has launched an emotionally led, user-generated content campaign in the lead up to Mother’s Day. In a climate where trust in UK charities has dropped, this new campaign sets out to directly thank Cancer Research UK’s regular supporters, showing them the impact they have made on people’s lives. This 'survivor generated' campaign features mums that are alive today thanks to pioneering research, which is in part funded by monthly donations like theirs. The campaign highlights that survival rates have risen from 1 in 4 people surviving cancer for 10 years or more to 2 in 4.
Created by Atomic London, ‘Because of You’ thanks the many regular supporters of the charity by celebrating mums who ‘are still being mums right now’ through powerful and uplifting at-home footage taken by friends and family. In a bid to prove to supporters that donations really do make an incredible difference, the charity chose to use real content to strengthen the connection between supporters and those that are directly benefited.
The digitally lead campaign is being rolled out in the lead up to Mother’s Day across pre-roll, social, digital and owned channels. The campaign is also launching in partnership with NetMums, and will form a full website and communications takeover.
Credits:
Founding creative partner: Guy Bradbury
Creative director: Matt Gilbert
Senior art director: Dave Tokley
Planning director: Richard Hill
Account director: Sophie Marshall
Agency producer: Charlie China, Sarah Browell
Media company: Mediacom
Editor: James Sheehey
Post production: Big Bouy
Audio post production: Big Bouy
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Together Design: Eat 17 'Brand design'
Agency: Together Design
Client: Eat 17
Date: March 2017
Independent creative agency Together Design are delighted to share their latest work for the innovative grocery store/restaurant concept Eat 17: branding and packaging for a tasty craft beer brewed in Walthamstow, a stone’s throw away from the Eat 17’s award-winning original store. Since they began working together in 2012, the team at Together Design have carved out a very distinctive brand identity for Eat 17 that celebrates their commitment to local produce and the diverse communities that they serve. Their design for Eat 17’s Session IPA builds on this work.
For the Eat 17 Session IPA, Together Design two people effortlessly enjoying a beer in relaxing surroundings. The idea was to communicate the feeling of ‘sharing good beer with good people’ and reflect the welcoming, relaxed atmosphere that Eat 17 are well known for.
The design uses a bold, graphic colour palette to stand out in the craft beer category and the illustration style has a strong, independent feel that Together Design felt was important to the craft beer customer and the Eat 17 brand. Adapting and developing ideas from the original ‘House of Eat 17’ illustration means that there is strong and consistent identity through both the digital and physical experience of the brand, and when customers tuck in to one of their famous Eat 17 Cheeseburgers or, of course, crack open one of their new and refreshing Session IPAs.
Credits:
Creative director: Katja Thielen
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krow communications: DFS 'DFS spring collection'
Agency: krow communications
Client: DFS
Date: March 2017
Krow has launched a new campaign for the UK’s biggest sofa manufacturer, DFS, which focuses on the testing that all DFS sofas undergo to ensure their high quality.
Krow’s brief was to showcase how seriously DFS take its role in delivering the highest standards in quality sofas to their customers. The work centres on the surprising lengths DFS goes to, to ensure the quality of your sofa.
In this Aardman campaign for DFS, we see lead character Dawn - a Quality Administrator from the DFS workshop in Yorkshire - as she visits an independent sofa-testing site and sees a DFS sofa put through its paces in a series of stringent quality tests. Aardman’s unique approach to animation helps bring to life these rigorous tests in an engaging, charming and entertaining way.
We hear from Dawn, in her own words, as she explains why DFS sofas are built to last, outlining the tests they are all put through.
Credits:
Executive creative director: Nick Hastings, Steve Harding Hill
Creative director: Darryl George, Jon Mitchell
Art director: Jon Mitchell, Helen Javes
Copywriter: Darryl George
Business director: Blake Armstrong
Account director: Felicity Pelly
Account manager: Camilla Renny-Smith
Agency producer: Emma Rookledge
Production company: Aardman Animations
Director: Jay Grace
Senior producer: Stephanie Owen
Production manager: Louise Johnson
Production co-ordinator: Hannah Campbell
Storyboard: Rob Richards
Character designer: Krystina Litten
DoP: Jeremy Hogg
Head of model making: Chris Entwhistle
Mini sofa prop makers: Scary Cat Studios
Editor: Ben Craske
Post production: Aardman/The Mill
Sound design: Evolutions & Jungle Studios
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McCann London: L’Oreal Paris UK 'French lessons with Helen'
Agency: McCann London
Client: L’Oreal Paris UK
Date: March 2017
L’Oréal Paris (UK) has released its latest campaign by McCann London starring Oscar-winning actress and British icon Dame Helen Mirren. Launching the new Age Perfect Face, Neck & Décolleté skincare, the campaign continues to challenge attitudes towards older women.
Embodying femininity by playfully encouraging the consumer to ‘reveal a little more’, the campaign defies current cultural expectations to cover up after a certain age. In the TV spot Helen questions, “Why should your skincare stop at your face?” and cheekily concludes, “Tone, tighten…unbutton!”.
The campaign launches with content films including ‘French Lessons with Helen’; her unique take on a French lesson where she reminds British women that we’re a lot more ‘au-fait’ with the language than we might think.
Credits:
Creative director: Rob Brown
Copywriter: Steph Dunk
Design lead: Andy Tannock
Producer: Anita Osbourne
Managing partner: Lisa Conway
Planning director: David Frymann
Planner: Emily Ellis
Business lead: Alson Webber
Account director: Emma Forsyth
Project director: Louise Hawthornthwaite
Director: Peter Lindbergh @ Working Girl
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Rosapark: Decathlon 'The first meter'
Agency: Rosapark
Client: Decathlon
Date: March 2017
To promote the release of the new running shoe model Ekiden Run Active for beginning runners, Kalenji and agency Rosapark created a new international TV campaign. In order to attract the attention of these amateur runners, the brand Kalenji started with a simple, yet poignant outlook, that there’s a reality that routinely plagues novices: the hardest part is getting started.
Running is, above all, a battle with one’s inner self. Because we have a cold, because it’s raining, because we’re tired… endless excuses to not get off the sofa. Ultimately, the most difficult part of running is finding the determination to cross that first hurdle, that distance between ourselves and our shoes.
Emboldened with this argument, Kalenji wants to build itself as the champion of making running obtainable for everyone, with the idea that the Ekiden Run Activ user should feel empowered, encouraged, and should have that desire that motivates them to start again, to not give up.
The strength behind the film, is portrayed both through the message and the artistic direction envisioned by Rosapark and director Ben Strebel (Sovage), who worked tirelessly to create a run entirely in reverse. This approach, carried out in slow motion, adds an even deeper sense of soul, poesy, and emotion to the film that contrasts the focus on technique and performance that we usually see in the sector.
Credits:
Co-creator and executive creative director: Gilles Fichteberg, Jean-Francois Sacco
Creative director: Mark Forgan, Jamie Standen
Art director: Julien Saurin
Copywriter: Nicolas Gadesaude
Co-founder: Jean-Patrick Chiquiar
Strategic planner: Alexandre Ribichesu
Account manager: Victor Faubert, Adelaide Destaillats
TV production: Yael Eligoulchvili, Juliette Vignerot Martin
Production: Sovage
Director: Ben Strebel
DOP: Benjamin Todd
Producer: Willy Morence
Sound: Les Kouz
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Bulletproof: Quorn 'Global brand identity'
Agency: Bulletproof
Client: Quorn
Date: March 2017
Strategic brand and packaging design agency Bulletproof has created a new global brand identity and packaging design for meat-free brand Quorn as part of a £10m relaunch. Bulletproof was appointed to the project in August 2016 by brand owner Quorn Foods.
Credits:
Marketing director (Quorn): Peter Harrison
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R Design: Stoer 'Branding'
Agency: R Design
Client: Stoer
Date: March 2017
London consultancy R Design has teamed up with a leading beauty expert to deliver a complete brand design solution for Stoer skincare, including naming, identity, packaging, website, print and stationery.
Men’s grooming is now a multi-billion pound worldwide industry, with the likes of L’Oreal and Estee Lauder successfully launching masculine ranges in recent years, and several challenger brands also entering the market.
Stoer’s founder, Marianne Morrison, spotted a gap in the market for a brand that balances rugged beauty with high-performance - designed by a beauty expert and tested by men.
Credits:
Creative director: Dave Richmond
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ROTHCO: Irish Defence Forces 'A new dawn'
Agency: ROTHCO
Client: Irish Defence Forces
Date: March 2017
Over the past week the launch of a mystery FPS (First Person Shooter) video game has been piquing the attention of Irish gaming aficionados. Little do the eagerly awaiting gamers know, the origin of ‘A New Dawn’ is not a developer it is in fact the start of a clever recruitment campaign driven by the Irish Defence Forces and created by advertising agency Rothco.
The campaign began with a teaser trailer similar to the type of advertisement people would normally associate with the launch of a major video game. Titled ‘A New Dawn’ the game’s teaser trailer received widespread attention as gaming aficionados attempted to establish its origins.
But the real part of the campaign has been put into action post-launch. Visitors to the custom-built site who are expecting to find a game will instead find out they can play for real. A first-person interactive video will put skill, determination and courage to the test, ultimately determining if gamers have the right stuff to apply for the Defence Forces.
Credits:
Executive creative director: Alan Kelly
Creative director: Jonathan Cullen
Copywriter: Frances O’Rourke
Finished art: Gerry Cole
Account director: Katie Oslizlok
Account manager: Aiofe O’Shea
Strategy: Sarah Walsh
Connection strategy: Catherine Halford Shaw, Emer Fitzgerald
Digital technical director: Daire Lennon
Digital designer: Stephen Flynn
Post production producer: Darach McHugh
Director: Brian O’Malley
Post production picture: Windmill Lane
Post production graphics: Darach McHugh
Producer: Gary Moore, Red Rage
Editor: Philip Cullen
Sound: Mutiny
Web design and development: Rothco
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Grey London: Sixt 'Drive Smug'
Agency: Grey London
Client: Sixt
Date: March 2017
Published: March 2016
Short rationale: Creative agency Grey London has unveiled the latest execution of its Drive Smug campaign for car rental firm Sixt. Three comic TV spots, which air on TV and online from March, introduce a series of brazenly smug characters delighted – often ostentatiously so – with the economy prices they have paid to rent premium cars.
The spots are timed to coincide with the launch of the new BMW 5 series which will be available exclusively through Sixt during the campaign period. They continue the brand’s Drive Smug positioning, first launched by the agency in 2015. Drive Smug captures that warm, self-satisfied glow you get when you’ve pulled off a little victory. It’s a feeling Sixt wants its customers to experience every time they rent one of their cars – because for the same price other firms will charge to rent you something ordinary, Sixt will rent you something extraordinary.
Credits:
Executive creative director: Vicki Maguire
Creative director: Jay Marlow
Creative: Ben Buswell, Andrew Singleton
Agency producer: Fritha Dickie
Assistant producer: Jessie Gammell
Planning Director: Rachel Walker
Planner: Oliver Pople
Account Team: Bianca Bensemann, James Jarman, Andy Samuels
Production Company: Stink
Director: Linear Dove
Editor: Guy Savin
Producer: Jay Lovelock
DoP: Olivier Cariou
Post production: Gramercy Park Studios
Audio post production: Gramercy Park Studios – Zak Kurtha
Grade: Gramercy Park Studios – Ben Rogers
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Brass: CBBC 'My Life'
Agency: Brass
Client: CBBC
Date: March 2017
Brass has created a series of illustrations and digital animation sequences which are featured throughout the brand new CBBC children’s television program My Dog Ears. Produced as part of the award-winning My Life documentary series, Brass was brought on board to provide illustration and digital animation expertise to bring to life the story of Joe, age 12, who has been made deaf through his battle with cancer.
The CBBC My Life series follows the highs and lows of children across the world, each with a unique story to tell. My Dog Ears focuses on Joe’s story and how cancer has affected his life through hospital appointments and operations. The documentary also follows Joe’s creation of an alter ego “Titanium Man” (a superhero that can hear, and who like Joe, has a titanium leg) and how he is helped by his best friend in the world, a specially trained hearing dog called Travis. The episode aired on Monday March 6.
Brass was appointed by Juggle TV, the production company behind My Dog Ears, to animate selected scenes of Joe’s journey in a sensitive way to appeal to younger audiences. The Brass digital team are also currently working with Juggle TV to create titles and trailers for the Deaf Funny sketch show in collaboration with the British Sign Language Broadcasting Trust; due to be aired on Film 4 and online.
This is not the first time that Brass has produced content with the BBC, having previously developed an online game for the CBBC characters Hacker and Dodge which was shortlisted for both a Webby Award and a Children’s BAFTA. Brass continues to work on animation projects commissioned by the channel.
Credits:
Creative director: Andrew Brown
Animator: Damon Winterburn,
Account director: Amy Cockram
Creative project manager: Claire Thackray
Animator: Damon Winterburn,
Account director: Amy Cockram
Creative project manager: Claire Thackray
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Droga5: SEAT ' A car race set free'
Agency: Droga5
Client: SEAT
Date: March 2017
Droga5 London’s first work for Seat builds a powerful connection between the brand and the audience through the simple story of a race car, confined to the track.
For years, Seat have raced and won in competitions such as the World Rally Championships and the World Touring Car Championships with their models. With the new Seat Leon CUPRA 300HP road car (that everyone can buy) sharing 60% of its technology and parts with the Seat Leon CUPRACER Evo 17, we wanted to both celebrate its race car credentials and make a link to the road car that was credible and compelling to our audience.
So to influence the conversation around this new car we flipped the logic. The race car may be the pinnacle of automotive engineering and technology, but it is condemned to drive around the same monotonous loop, day after day, in all weathers, and then spend every night locked up in a garage. In contrast, the new Seat Leon CUPRA 300HP is free to enjoy the exhilaration of the open road. It is a race car set free.
Credits:
Chief creative officer: David Kolbusz
Executive creative director: Rick Dodds, Steve Howell
Art director: Charlene Chandrasekaran, Frazer Price
Copywriter: Dan Morris, Teddy Souter
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180 Amsterdam: Asics 'Don’t run, fly'
Agency: 180 Amsterdam
Client: Asics
Date: March 2017
Asics has launched its new Flytefoam campaign, celebrating a new innovation in Asics shoes that uses organic fibres for better performance giving runners the perfect combination of lightness and protection. The global campaign created by 180 Amsterdam aims to inspire and educate every runner to get faster. The simple message is with Asics Flytefoam, 'Don't run, fly'.
With the combination of a technology partner, advertising, retail, events and mobile, the campaign is brought to life with an online film, print, ooh and digital advertising executions that showcase some of Asics athletes including world record breaking sprinter Candace Hill from the US and German triathlete and IronMan World Champion Jan Frodeno in a dramatic demonstration of what speed can feel like and what it means to ‘fly'.
Across major European cities including London, runners will also be able to take part in FlytePath challenges, where long straights in urban running routes are turned into takeoff zones, reflecting the core campaign message.
Credits:
Chief creative officer: Al Moseley
Creative director: Martin Terhart, Adam Noel
Creative: Lachlan Palmer-Hubbard, Chase Kimball
Head of production: Bethany Papenbrock
Film producer: James Southward
Print producer: Mike Winek
Account director: Jim O’Regan
Communications strategy director: Pete Fishman
Planner: Vincent Johnson
Business affairs manager: Pamela Villaflores
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Verbatim: UNICEF 'There is Hope'
Agency: Verbatim
Client: UNICEF
Date: March 2017
Award-winning photojournalist Jonathan Torgovnik from Verbatim teamed up with Weber Shandwick London to create a series of compelling short films and photo features for the launch of Unicef's There Is Hope global testimonial campaign, part of the humanitarian organisation’s 70th anniversary celebrations.
Spearheaded by photographer and filmmaker Torgovnik, the campaign features still photography and video testimonials of children and adults from across the world who have benefitted from the essential services and support UNICEF provides. The interviews were shot on consecutive trips out on location in 2016 with UNICEF beneficiaries from El Salvador, Pakistan, Greece, Macedonia, Sierra Leone and Namibia.
Credits:
Photojournalist: Jonathan Torgovnik
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