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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, April 5.
Lapiz: Mexico Tourism Board 'Tequila Cloud'
Agency: Lapiz
Client: Mexico Tourism Board
Date: March 2017
Chicago agency Lapiz recently came up with a unique way to promote Mexico tourism in Germany. Chicago-based Lapiz, which is the Mexican Tourism Board's global creative agency, installed a "tequila cloud" at a Berlin art exhibit during Germany's rainiest month. Using "ultrasonic humidifiers," the agency turned tequila into visible mist to form the cloud. With help from a computer, the cloud would actually rain tequila every time it rained in Berlin (which, according to the agency, was "pretty frequent").
Credits:
Executive Creative Director: Luciana Cani
Creative Director: Lizette Morazzani
Head of Art: Flavio Pina
Associate Creative Director: Felipe Leite
Sr. Designer: Juan Carlos Montes
Copywriter: Ana Karina Da Silva
Art Director: Freddy Agostini
Editor: Rodrigo Cantalejo
Strategy Director: Felipe Cabrera
Strategist: Jaime Mougan
Executive Producer: Aldo Gagliardi
Producer: Juale Chavez
Account Director: Ernesto Adduci
Account Supervisor: Daniela Barceló
Account Supervisor: Maria Bonet
Assistant Account Executive: Marie Abboud
Collaboration & Process Director: Julie Ptasinski
Production Company: Two Bit Circus
Engineer: Chris Weisbart
Engineer: Robb Godshaw
FILMWORKERS
Executive Producer: Derek Goldsmith
Colorist: Jeff Altman
Videographer: Robin Lockmann
Sound: Earhole Studios
PR Agency: MSL Group
Creative Director: Lizette Morazzani
Head of Art: Flavio Pina
Associate Creative Director: Felipe Leite
Sr. Designer: Juan Carlos Montes
Copywriter: Ana Karina Da Silva
Art Director: Freddy Agostini
Editor: Rodrigo Cantalejo
Strategy Director: Felipe Cabrera
Strategist: Jaime Mougan
Executive Producer: Aldo Gagliardi
Producer: Juale Chavez
Account Director: Ernesto Adduci
Account Supervisor: Daniela Barceló
Account Supervisor: Maria Bonet
Assistant Account Executive: Marie Abboud
Collaboration & Process Director: Julie Ptasinski
Production Company: Two Bit Circus
Engineer: Chris Weisbart
Engineer: Robb Godshaw
FILMWORKERS
Executive Producer: Derek Goldsmith
Colorist: Jeff Altman
Videographer: Robin Lockmann
Sound: Earhole Studios
PR Agency: MSL Group
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Carmichael Lynch : Lorissa's Kitchen 'Snack More, Make Snacks Less'
Agency: Carmichael Lynch
Client: Lorissa's Kitchen
Date: March 2017
Lorissa's Kitchen, a recently launched jerky brand that uses grass-fed beef and no preservatives in its products, has rolled out four TV spots that will run on Food Network, HGTV, Bravo, Travel Channel, Hulu and RealSimple.com. The spots poke a bit of fun at society's current obsession with meal prepping by showing people that a healthy diet doesn't have to involve dozens of small containers or homemade concoctions. Each spot for the "prep-free protein" ends with the tagline "snack more, make snacks less." Created by Carmichael Lynch, the campaign also includes influencer partnerships, social elements and a redesigned website.
Credits:
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lg2: Alliance de l’industrie touristique du Québec 'A room with many views'
Agency: lg2
Client: Alliance de l’industrie touristique du Québec
Date: March 2017
It sounds like a dream: instead of dealing with pricey rent-a-cars, flight delays and confusing public transportation systems on your next trip, what if you could be personally transported around your vacation destination via a mobile room for you and your plus one?
For one lucky couple, that’s exactly what happened to them on their recent trip to Québec. Their experience traveling around the Canadian province was documented and turned into a short film called “A room with many views,” which is the crux of Québec’s tourism alliance’s latest campaign.
Created by lg2, the short doc features Glennis LaRoe and Kip Geddes, two “avid travellers who agreed to come to Québec and take part in a one-of-a-kind adventure,” according to the agency. During their visit, helicopters, trains and boats carried their room throughout Québec, giving the couple the chance to see everything from whales in the St. Lawrence River to the historic Château Frontenac.
The purpose of the campaign, which is targeted towards US, French and Canadian markets, is to illustrate that there’s more to Québec than some people might think.
“In Québec, our tourist offering is so rich and diverse that you can live a completely different experience each day,” said Sébastien Viau, vice president of Alliance de l’industrie touristique du Québec, in a statement. “It’s precisely this great diversity that sets us apart, and we wanted to capture it in the campaign.”
The campaign also includes a 360-degree online experience that lets travelers explore the different sights and sounds of Québec.
Credits:
Creative Direction: Marc Fortin, Marilou Aubin, Katherine Melançon
Film - Creative: Marie-Eve Leclerc-Dion, Jonathan Lavoie
Interactive Experience - Creative: Alexandre Jourdain, Jean-François Perreault, Marilou Aubin
Strategic Planning: Sabrina Côté
User Experience: Geneviève Monette
Account Services: Audrey Lefebvre, Nicolas Girault, Julia Lemyre-Cossette
Agency Producer: Johanne Pelland, Mélanie Bazinet, Nancy McDonald
Director: Mélanie Charbonneau
Production: Cinélande
Head of Production: Alex Sliman
Editing: Post 430, Mathieu Lebel
Post-Production: Circonflex
Post-Production Coordinator: Isabelle Borduas
Sound Studio/Engineer: Circonflex
Music: Circonflex
Web Production: Julie Doré-Renaud, Mathieu Lavoie, Cédric Givord, François Perreault
Media: Touché!
Film - Creative: Marie-Eve Leclerc-Dion, Jonathan Lavoie
Interactive Experience - Creative: Alexandre Jourdain, Jean-François Perreault, Marilou Aubin
Strategic Planning: Sabrina Côté
User Experience: Geneviève Monette
Account Services: Audrey Lefebvre, Nicolas Girault, Julia Lemyre-Cossette
Agency Producer: Johanne Pelland, Mélanie Bazinet, Nancy McDonald
Director: Mélanie Charbonneau
Production: Cinélande
Head of Production: Alex Sliman
Editing: Post 430, Mathieu Lebel
Post-Production: Circonflex
Post-Production Coordinator: Isabelle Borduas
Sound Studio/Engineer: Circonflex
Music: Circonflex
Web Production: Julie Doré-Renaud, Mathieu Lavoie, Cédric Givord, François Perreault
Media: Touché!
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FCB New York: Poland Spring 'Greatness Springs from Here'
Agency: FCB New York
Client: Poland Spring
Date: March 2017
Water bottle brand Poland Spring has rolled out a campaign called "Greatness Springs from Here" that features Edna Mitchell, an 88-year-old volunteer ambulance driver from Maine. Created by FCB New York, the purpose of the campaign is to shine a light on people who "make a positive impact in their local community and have a personal story that defies conventions." Since Poland Spring is exclusively sourced and only available in the Northeast region of the US, the campaign aims to drive home the point that "Poland Spring region residents don’t have to look too far to find greatness."
Credits:
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Grey New York: Pantene 'Celebrating Strong, Beautiful African American Hair'
Agency: Grey New York
Client: Pantene
Date: March 2017
Pantene is shining a spotlight on African American hair in the latest installment of its "Strong is Beautiful" campaign.
The ad, which stars Lion Babe singer Jillian Hervey alongside other African American women, promotes the brand’s recently launched Gold Series hair care collection. According to Pantene, Gold Series marks the first time that the brand worked with African American PhD scientists, stylists and dermatologists to co-create a hair care collection. The new line, which includes eight different styling and care products, was made for women who have relaxed, natural or transitioning hair.
In a press release, Pantene acknowledged that it hasn’t always done the best job of embracing African American hair and styles throughout its history.
“Pantene has helped to define ‘Beautiful Hair’ for 40 years through powerful images of strong, healthy hair; however, while diversity and inclusion continue to improve in society, there is still a level of inequality in how African American hair is represented in popular culture and in mainstream hair care advertising,” the brand stated. “Mass brands, like Pantene, have inadvertently been a part of this pervasive hair bias with a history of advertising showcasing a limited representation of African American hair styles and textures and promoting long, shiny, smooth hair as the pinnacle of hair health and beauty. Pantene has set out to change this perception and empower all women to embrace their strong and unique hair, because all strong hair is beautiful hair.”
Other women who have appeared in Pantene’s "Strong is Beautiful" campaign, created by Grey New York, include Ronda Rousey, Priyanka Chopra and Selena Gomez.
Credits:
Global Group Creative Director: Joanna Carver
Creative Director, Copy: Thom Hackett
Creative Director, Art: Arturo Macouzet
Art Director: Emily Pracher
EVP, Global Account Director: Emma Armstrong
SVP, Account Director: Courtney Berry
VP, Account Director: Erica Giordano
Senior Account Executive: Colleen Paxton
Assistant Account Executive: Sumner Payne
Global Planning Director: Lindsey Randolph
Strategist: Jhanell Biggs
Strategist: Anna Gerz
VP/Executive Integrated Producer, Townhouse: Judi Nierman
Integrated Producer, Townhouse: Lauren Gordon,
VP Director of Art Integration,Townhouse: Jayne Horowitz
Music Producer, Townhouse: Ben Dorenfeld
Editor, Consulate: Holle Singer
Pantene Hair Stylist: Chuck Amos
Music: 'Gomenasai' by Kelela
Creative Director, Copy: Thom Hackett
Creative Director, Art: Arturo Macouzet
Art Director: Emily Pracher
EVP, Global Account Director: Emma Armstrong
SVP, Account Director: Courtney Berry
VP, Account Director: Erica Giordano
Senior Account Executive: Colleen Paxton
Assistant Account Executive: Sumner Payne
Global Planning Director: Lindsey Randolph
Strategist: Jhanell Biggs
Strategist: Anna Gerz
VP/Executive Integrated Producer, Townhouse: Judi Nierman
Integrated Producer, Townhouse: Lauren Gordon,
VP Director of Art Integration,Townhouse: Jayne Horowitz
Music Producer, Townhouse: Ben Dorenfeld
Editor, Consulate: Holle Singer
Pantene Hair Stylist: Chuck Amos
Music: 'Gomenasai' by Kelela
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Leo Burnett Toronto: National Canadian Film Day 'The Woman Who Can’t Lie'
Agency: Leo Burnett Toronto
Client: National Canadian Film Day
Date: March 2017
Canadian actress Sandra Oh is starring in a promo film for National Canadian Film Day in which she plays a woman who is unable to lie.
Aptly titled “The Woman Who Can’t Lie,” Oh plays the role of Esther Parks, a woman who is literally incapable of lying since doctors say “the part of her brain that filters thoughts is missing.”
Throughout the short film, her inability to lie puts her in some awkward, albeit amusing, situations. At one point, she says to a woman with a gummy smile that she thinks her “lip to gum ratio” is fascinating. Later in the film, she tells a man she’s just slept with that his lovemaking skills are subpar.
While the majority of the film is just Parks hurling insults at people, her lying deficiency comes in handy at the end when she gives her honest opinion of the films she saw at National Canadian Film Day.
“I saw the films. They’re fantastic,” she says, promising attendees that they won’t be disappointed.
The film is one of two promos for National Canadian Film Day, which takes place on April 19 this year. A second film, called “The Man Who Was Always Late,” stars Canadian actor Vinay Virmani. In the video, Virmani plays Abe Verma, a man that was “born eleven days late” and couldn’t even manage to make it to his own funeral on time. Despite having a biological clock that’s “permanently jet lagged,” Verma tries his hardest to make a National Canadian Film Day screening – only to be disappointed when he arrives and realizes he’s one day late.
“Don’t be like Abe,” a voiceover says at the end. “Join us April 19th.”
Both promo films were created by Leo Burnett Toronto for Reel Canada, the nonprofit that hosts the annual film event. Since 2017 marks Canada’s 150th anniversary, this year’s film day will honor the country by putting on more than 1,500 screenings in schools, theatres and public squares across Canada and in consulates and embassies around the world.
Credits:
CEO/CCO North America: Judy John
GCD/Writer: Steve Persico
GCD/Art Director: Anthony Chelvanathan
Group Account Director: Richard Bernstein
Executive Producer/SVP Director of Production: Franca Piacente
Assistant Producer: Sabrina De Luca
Production Company: Skin + Bones
Executive Producer: Dan Ford
Directors: Don McKellar (The Woman Who Can’t Lie) Atom Egoyan (The Man Who Was Always Late)
Director of Photography: Doug Koch
Line Producer: Marie Walsh
Production Manager: Peter Vanstone
Editing Facility: Rooster Post Production
Editors: Marc Langley (The Woman Who Can’t Lie) Michelle Czukar (The Man Who Was Always Late)
Assistant Editors: Joey Whitelaw (The Woman Who Can’t Lie) Colin Murdock (The Man Who Was Always Late)
Finishing: Fort York VFX
Lead Flame Artist: Andrew Rolfe
Audio House: SNDWRX
Audio Producer: Didier Tovel
Colour: Alter Ego
Colourist: Eric Whipp
GCD/Writer: Steve Persico
GCD/Art Director: Anthony Chelvanathan
Group Account Director: Richard Bernstein
Executive Producer/SVP Director of Production: Franca Piacente
Assistant Producer: Sabrina De Luca
Production Company: Skin + Bones
Executive Producer: Dan Ford
Directors: Don McKellar (The Woman Who Can’t Lie) Atom Egoyan (The Man Who Was Always Late)
Director of Photography: Doug Koch
Line Producer: Marie Walsh
Production Manager: Peter Vanstone
Editing Facility: Rooster Post Production
Editors: Marc Langley (The Woman Who Can’t Lie) Michelle Czukar (The Man Who Was Always Late)
Assistant Editors: Joey Whitelaw (The Woman Who Can’t Lie) Colin Murdock (The Man Who Was Always Late)
Finishing: Fort York VFX
Lead Flame Artist: Andrew Rolfe
Audio House: SNDWRX
Audio Producer: Didier Tovel
Colour: Alter Ego
Colourist: Eric Whipp
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Red Lion Canada: Toronto Silent Film Festival 'Instagram Puzzle'
Agency: Red Lion Canada
Client: Toronto Silent Film Festival
Date: March 2017
This year, the Toronto Silent Film Festival will focus on playing newly restored movies - in fact, some of them will be shown for the first time in nearly a century. To garner some buzz for both the upcoming festival and this year's theme, Toronto agency Red Lion Canada has created an Instagramcampaign that leverages the app’s recently added “save” feature.
Since restoring a lost film is a bit akin to solving a jigsaw puzzle, the agency decided to create an Instagram game that asks users to piece together different images from old movie posters. Utilizing Instagram’s “save” button, players who go to @TSFF2017_puzzle on the app can start solving the puzzle by saving photos in the order that they think is correct. With only 21 photos to arrange, it might sound like a simple feat, but Red Lion Canada says that there are literally millions of possibilities and only one solution.
The first seven people to send a screenshot of their completed (and correct) puzzle “may be in for a surprise,” according to Red Lion Canada.
This isn’t the first time that the Toronto Silent Film Festival has used Instagram to promote the event. Last year, Red Lion Canada created a complex “Escape Room” Instagram game for the festival. In 2015, the agency made a “choose your own adventure” experience for the app.
Credits:
Chief Creative Officer: Matt Litzinger
Associate Creative Director: Pepe Bratanov
Senior Copywriter: Kyle Carpenter
Copywriter: Andrew Parsons
Designer: Christopher McCluskey
Client Service Director: Kaitlin Doherty
Account Supervisor: Amanda McMillan
Account Coordinator: Rebecca Damiani
Producer: Meghan Cassidy
Producer: Alisa Pellizzari
Associate Creative Director: Pepe Bratanov
Senior Copywriter: Kyle Carpenter
Copywriter: Andrew Parsons
Designer: Christopher McCluskey
Client Service Director: Kaitlin Doherty
Account Supervisor: Amanda McMillan
Account Coordinator: Rebecca Damiani
Producer: Meghan Cassidy
Producer: Alisa Pellizzari
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JWT New York: Northwell Health 'The Fin'
Agency: JWT New York
Client: Northwell Health
Date: March 2017
JWT New York and Northwell Health recently partnered to create a custom-fitted 3D-printed prosthetic amphibious leg for Dan Lasko, a 33-year-old Afghanistan war veteran who wanted to swim with his kids. In a short documentary, Northwell explains how it developed the leg for Lasko and why an innovations like this has the potential to be life-changing for amputees.
Credits:
Chief Creative Officer: Brent Choi
Executive Creative Director: Ben James
Creative Director: Karl Ackermann, Sean Ellman
Creative: Bob Broadfoot, Rob Colucci
Business Director: John Danbeck
Account Director: Javier Bracero
Account Manager: Vincent Falcetano
Account Associate: Charlotte Deavers
Strategist: Marina Pen, Marta LaRock, Chan Ruanglek
Director of Digital: Jennifer Usdan McBride
Director of Technology: Kamran Aslam
Associate Director of Technology: Juan Turcios
Digital producer: Angela O'Neill
Project manager: Christine Fiorentino
Prod Co: J. Walter Thompson New York
Head of production: Anthony Nelson
Head of Music: Paul Greco
Director/Producer: Tom Mishra
Underwater Cinematographer: Ahad Mahmood
Editorial: Yacht Club Films (Henry Hayes, Matt Morgan, Zach Law)
Music: Duotone Audio Group
Audio: Duotone Audio Group
Audio Mastering: Bongiovi DPS Technology
Color: CO3
Media: Metavision Media
Executive Creative Director: Ben James
Creative Director: Karl Ackermann, Sean Ellman
Creative: Bob Broadfoot, Rob Colucci
Business Director: John Danbeck
Account Director: Javier Bracero
Account Manager: Vincent Falcetano
Account Associate: Charlotte Deavers
Strategist: Marina Pen, Marta LaRock, Chan Ruanglek
Director of Digital: Jennifer Usdan McBride
Director of Technology: Kamran Aslam
Associate Director of Technology: Juan Turcios
Digital producer: Angela O'Neill
Project manager: Christine Fiorentino
Prod Co: J. Walter Thompson New York
Head of production: Anthony Nelson
Head of Music: Paul Greco
Director/Producer: Tom Mishra
Underwater Cinematographer: Ahad Mahmood
Editorial: Yacht Club Films (Henry Hayes, Matt Morgan, Zach Law)
Music: Duotone Audio Group
Audio: Duotone Audio Group
Audio Mastering: Bongiovi DPS Technology
Color: CO3
Media: Metavision Media
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Cramer-Krasselt: Nikon 'Love Letters'
Agency: Cramer-Krasselt
Client: Nikon
Date: March 2017
Cramer-Krasselt has created an extensive out-of-home campaign for Nikon called "Love Letters from the N Line" in New York City. The campaign features photos of New York that were taken on Nikon cameras overlaid with short love notes to the city - for example, one features a picture of a food truck gyro with text that reads, "Dear NY, I love your white sauce. I'll tell you when to stop. Just don't tell me what it is." The billboards, posters and other displays are currently running throughout the city's N subway line and stations. New Yorkers are encouraged to snap their own photos of the city and post them with the hashtag "#NikonLoveNY" for a chance to be featured on the campaign's dedicated website.
Credits:
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Goodby Silverstein & Partners: Stacy's Pita Chips 'Stacy's Stands With You'
Agency: Goodby Silverstein & Partners
Client: Stacy's Pita Chips
Date: March 2017
Earlier this month, Stacy's Pita Chips unveiled limited-edition bags to honor Women's History Month. Created by GS&P, the designs on the bags were inspired by the artwork and signs that women have made throughout history. For every bag ordered, Stacy's pledged a $10 donation to Step Up, a nonprofit that helps young girls graduate from school through mentorship and after-school programs. During an International Women's Day rally at San Francisco City Hall, the pita chip brand handed out some of these limited-edition bags. In a short video, Stacy's captures reactions from the crowd and shares some of the success that the campaign has seen since launching on March 8.
Credits:
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