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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 10 April.
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Adam&EveDDB: John Lewis 'AND/OR'
Agency: Adam&EveDDB
Client: John Lewis
Date: March 2017
John Lewis announces AND/OR, its first in-house denim lifestyle brand. Authentically L.A. crafted denim sits at the heart of the brand and is complimented by an impressive range of versatile womenswear, shoes, accessories and lingerie. Playful and youthful, the label channels ease and effortlessness throughout, comprising pieces that seamlessly slot into any wardrobe.
Credits:
Chief creative officer: Richard Brim
Creative team: Selma Ahmed, Genevieve De Rohan Wilner
Additional credits: Chief executive officer: Tammy Einav
Business director: Caroline Grayson
Account manager: Nina Godinho, Tom Peters
Producer: Matt Craigie Atherton, Amy Coomber
Assistant producer: Hayley Carter
Strategy: Martin Beverley
Production company: Stink
Director: Samy Mosher
Executive producer: Tor Fitzwilliams
Producer: Josh Barwick
Cinematographer: Jackson Hunt
Editing company: Final Cut
Editor: Daniel Sherwen
Post production: The Mill
Colourist: James Bamford
Producer: Alex Fitzgerald
Audio post production: Factory Studios
Audio engineer: Jack Hallett
Music supervision: Siren
Music supervisor: Sian Rogers
Music track: Makeba by Jain
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Ogilvy Italy : Merck Consumer Health 'We100'
Agency: Ogilvy Italy
Client: Merck Consumer Health
Date: March 2017
Have you ever thought “Am I too old for this”?
This is the question at the start of the video “First time, anytime” created by Ogilvy Italy for the launch of WE100, the corporate purpose movement of Merck Consumer Health, a global leader in the development and production of over-the-counter pharmaceuticals and nutraceuticals. Merck Consumer Health aims at helping to prepare the society for a new era of humans living 100 healthy years. Ogilvy Italy is the lead agency and global hub for the brands Neurobion, Pain Relief Franchise, and the WE100 Purpose Movement.
WE100 is a project born out of one simple fact: life expectancy is increasing more and more. For this reason, we must rethink society and our way of life in order to face what is, for all intents and purposes, a new era, the era in which we all live longer. But living longer is not enough. It is also essential that we live better, so that we feel healthy and well, and therefore have a high life quality.
This is why Merck Consumer Health envisions a society where both young and old live healthier as they live longer, hence the launch of WE100 to promote sharing, reciprocity and mutual help between the generations, as this is seen as the only valid response to this epochal change of such great consequences for society. WE100 wants to change the way society thinks about the older generations and supports us all on our journey towards healthy aging.
The video is, in fact, a social experiment. Ogilvy has brought together the young members of the Turin diving team and, while these budding young divers are training, their parents are asked if they would like to learn to dive themselves. Their totally candid replies are decisive: We’re too old for this.
Credits:
Chief creative officer: Giuseppe Mastromatteo, Pablo Iabichino
Client creative director: Marco Geranzani, Giordano Curreri, Matteo Pelo
Additional credits: General manager: Alessandro Pierobon
Client service director: Erica Dellago
Account executive: Camilla Fiorentini
Head of planning: Filippo Ferraro
Planner: Luca Tapognani
Choice architect: Emanuela Lovotti
TV producer: Lorena Padovan
Director: Amanda Blue
DOP: Ian Murray
Production house: The Family
Executive producer: Lorenzo Ulivieri
Producer: Tania Dal Pra’
Post producer: Simone Barbella
Junior producer: Francesca Pistorio
Post production: Iggy Post
Editor: Marco Bonini
Colour: Orash Rahnema
Music: Lennert Busch
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Sid Lee: Pages Jaunes 'Don’t do it yourself'
Agency: Sid Lee
Client: Pages Jaunes
Date: March 2017
After the success of the interactive music video created with Breakbot, PagesJaunes (Yellow Pages) is back with another offbeat viral campaign to once again put the spotlight on professionals.
This time, PagesJaunes turned to Sid Lee Paris to help them take a stand against the Do It Yourself movement and, with a dash of humor, remind us that nobody does it like a professional. To prove their assertion, the the agency created 3 videos of a whole new genre: Tutorials about how to not do it yourself.
PagesJaunes asked 3 of the most followed French tutorial YouTubers to try something new - create their own satirical tutorials wherein they sit idly by while a PagesJaunes professional gives a demonstration of their know-how - the way it should be done if you want the best results.
Credits:
Executive creative director: Sylvain Thirache
Creative director: Celine and Clement Mornet Landa
Senior art director: Yoann Plard
Art director: Hugo Demaziere, Sophie Dherbecourt
Additional credits: Managing partner: Johan Delpuech
Deputy general manager: Bruno Lee
Account director: Jean-Baptiste Destabeau
Account manager: Thomas Lec’hvien
Production director: Thomas Laget
Producer: Nicolas Lasjaunias
Digital production director: David Bismut
Digital producer: Clement Cassajus
Production: Grand Crème
Director: Hugo Kerr
Producer: Julia Dutriez
1st assistant: Gilles Langlois
Director of photography: Sebastien Marchaland
Cameraman: Gabriel Dugue
Photographer: Hugo Souchet
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Leo Burnett: Kingfisher 'Start something new '
Agency: Leo Burnett
Client: Kingfisher
Date: March 2017
Kingfisher plc has launched its first international, multi-platform marketing campaign, ‘Start Something New’, to support the home improvement company’s new range of Unique outdoor products. Based on extensive customer research which included visits to hundreds of customers’ homes, the exclusive products have been designed and created by Kingfisher’s in-house teams to reflect the realities of their customers’ lives.
With heavyweight media support, the campaign is rooted in Kingfisher’s belief that the home is at the heart of people’s lives, with huge emotional significance.
Credits:
Chief creative officer: Chaka Sobhani
Art director: Rob Tenconi, Mark Franklin
Copywriter: Rob Tenconi, Mark Franklin
Additional credits: Client services director: Jo Tauscher
Agency producer: Michelle Hickey
Director/production company: Dexter Flecther – Black Label
Producer: Dom Freeman – executive producer, Jules Fennell – producer
Editor: James Rose – Cut & Run
Post production: The Mill
Sound design: Sam Robson – 750mph
DOP: Ed Wild
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Minima Advertising People: Carpenter Studio 'Branding'
Agency: Minima Advertising People
Client: Carpenter Studio
Date: March 2017
Carpenter Studio creates high quality furniture. Its main characteristics are prefect craftsmanship, ingenious design, and the employment of exquisite materials throughout the production cycle. This is truly noble furniture, perfected to the most minute detail.
Each piece brought to life at Carpenter Studio is unique. This guarantees a precise, craftsman finish, and designs that emphasize functionality and style. They are crafted to serve as the perfect quality complement to an interior and guarantee an unparalleled comfort of everyday use.
Built from the ground up, the communication strategy and visual identity are tasked with assuring the customer that if they are on the market for exceptional furniture, created with unparalleled care for detail, based on ingenious designs – they have found the right place.
The visual identification alludes to the main principles of the creators – the furniture is noble, made in limited production runs, natural and crafted to the finest of details. Hence the catchphrase “The devil’s in the detail” and the logo reminiscent of a wooden cross-section. All the materials designed highlight the precision, thoroughness and handwork that goes into the furniture’s production.
Credits:
Creative director: Krzysztof Fabianowski
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Adam&EveDDB: Halifax 'Thunderbirds are go'
Agency: Adam&EveDDB
Client: Halifax
Date: March 2017
The latest installment in adam&eveDDB’s campaign for Halifax is go! Starring Thunderbirds’ Lady Penelope and her long-suffering butler, Parker.
Parker visits a Halifax branch with a letter and is amazed to discover he has won the top prize of £500,000 in the Halifax Savers Prize Draw Superdraw.
When asked by a colleague what he’ll spend the money on, Parker thinks hard. Then we see him on a beach, cocktail in hand, whilst his boss Lady Penelope, is back at the mansion ringing the bell for attention with him nowhere to be seen.
Credits:
Chief creative officer: Richard Brim
Group executive creative director: Ben Tollett
Art director: David Mackersey
Copywriter: Jonathan John
Additional credits: TV producer: Catherine Cullen
Chief strategy officer: Davin Golding
Planner: Michelle Gilson, John Blight
Business director: Victoria Day
Account director: Chloe Harding
Account manager: Katie Gough
Account executive: Olivia Adamson
Production company: Outsider
Director: Dom&Nic
Producer: John Madsen
Production manager: Steve Elgar
Production assistant: Tom Benkins
Director of photography: Alex Barber
Thunderbirds consultant: Stephen La Riviere
Century 21 Films ltd puppeteers: Andrew T Smith, Geraldine Donaldson, Richard Gregory, Elliot Pavelin, Tony Chamberlin, Hilton Fitzsimmons
Editing company: Final Cut
Editor: Struan Clay
Producer: Frankie Elster
VFX & design: The Mill
Sound house: 750mph
Sound engineer: Sam Ashwell
Executive producer: Alex Fitzgerald
Producer: Kirsty Ratcliffe
Production assistant: Rosalien van der Bom
Shoot supervisor: Neil Davies, Jonathan Wood
Executive creative director: Neil Davies
2D lead artist: Fergal Hendrick
3D lead artist: Jonathan Wood, Alex Hammond
2D artist: John Thornton, Gavin Marler, Nick Sze, Federico Ghetta, Zoe Cosh, James
MacLachlan, Olivia O’Neil, Jose Caballero, Greg Spencer, Rebecca Clay, Adam
Maynard, George Rockliffe, David Wishart, Richard Payne, Dan Adams, Gary Driver,
Georgina Ford, Richard De Carteret, Sal Wilson
3D artist: Ashley Tilley, Giacomo Cavalletti, Sergio Xisto, Hitesh Patel, Peter Agg, Will
Burdett, Matthew Kavanagh, Jasmine Ghoreishi, Tom Hales, Alberto Lara, Alain Thay,
Adam Droy, Finlay Crowther, Arnau Gilabert, Joshua Barlow, Roberto Costas
Fernandez, Andrew Bartholomew
Matte painting: Rainer Stolle, German Casado, Jiyoung Lee
Art department: Aurelien Ronceray
Colour: The Mill
Colourist: David “Luddy” Ludlam
Colour assist: Thomas Mangham, Brendan Buckingham
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72andSunny: Bugaboo 'Move Freely'
Agency: 72andSunny
Client: Bugaboo
Date: March 2017
Mobility brand Bugaboo has released its first global brand campaign ‘Move Freely’, created with longtime partner 72andSunny Amsterdam. Bugaboo has been creating innovative strollers for almost 20 years, and the new campaign gives life to the brand’s vision of mobility — a vision that includes other groundbreaking products designed to help people go places.
With Move Freely as a brand platform, Bugaboo turned to 72andSunny to help them bring this vision to life. Bugaboo and the creative agency have been partners for almost 15 years - the brand was one of 72andSunny’s founding clients.
The global campaign kicked off on 31 March 2017. The hero film will run in select independent cinemas in key markets (US, UK, and ES) and as targeted pre-roll ads on selected video-on-demand programs. Shot over three days in New York City and Toronto, the film follows the journeys of two urban explorers in parallel as they make their way through the bustling city. The cinematic approach combines the chaos of the cities with a specially-commissioned version of Lee Marvin’s classic Wandrin’ Star, where the Bugaboo products allow the characters to move seamlessly. The film shows how — even amidst the non-stop chaos of a metropolis in full flow — there’s a smoother, freer way to move.
Credits:
Executive creative director: Carlo Cavallone, Stuart Harkness
Creative director: Rey Andrade, Gregg Clampffer
Additional credits: Director of design: Richard Harrington
Senior designer: Christian Lopez
Senior writer: Craig Hanratty
Strategist: Alexandra Matine, Paul Chauvin
Communications strategy director: Michael Roberts
Director of brand management: Tom Griffin
Brand coordinator: Felix Mensing-Goke
Director of production: Stephanie Oakley
Senior film producer: Jennifer Cursio
Senior interactive producer: Matt Marty
Art producer: Nili Zadok
Business affairs manager: Melissa Kincaid
Production company: Somesuch
Director: Bob Harlow
Director of photography: Patrick Meller
Producer: Peter Knowles
Service company: Steam Films (Toronto), All Expanded (NY)
Executive producer: Krista Marshall, Jill Brennan
Line producer: Christopher Scherk (Toronto), Tara Bassam (NY)
Editor: Trim/Thomas Grove Carter (Brand Film), Hecho/Matthew Mullholland (Cutdowns)
Sound designer/mixer: Nick Smith, Stainless Sound
Music company: Apollo
VFX supervisor: Glassworks Amsterdam, Hecho
Colourist: Simon Bourne, Framestore
VFX producer: Jason Bartnett, Anya Kruzmetra
Digital content: Verb Films
Production company: Hecho, Mr Frank
Director: Leonardo Cosme
Director of Photography: Rutger Storm
Producer: Miguel Teixeira
Editor: Hecho, Leonardo Cosme, Sanne van Hecke, Laen Sanchez
Photographer: Sylvia Foz
Retouching: Sylvia Foz, Loupe
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Bruketa&Zinic OM: Adris Group 'A book about hope'
Agency: Bruketa&Zinic OM
Client: Adris Group
Date: March 2017
60.1% of Croats think that their country is going in the wrong direction. In 2016 alone, 62.000 young, educated Croats left the country. In the last decade, the country’s population decreased by 5.6%.
The Adris Foundation has supported hundreds of educational and scientific projects in Croatia. 24 of the best Croatian illustrators portrayed those projects for this book. Seeing them gathered inside, you feel HOPE that Croatia has a future. The book’s cover is sensitive to touch. The more it is used,
The more Hope there is (the word “nada” on the book’s covers means “hope” in Croatian).
The book was presented and distributed during the Adris Foundation anniversary ceremony in the Croatian Academy of Science and Arts.
Credits:
Creative director: Davor Bruketa
Additional credits: Editor in chief: Predang Grubic
Executive editor: Kristina Milijavac
Editor: Bozo Skoko
Account director: Masa Ivanov
Head of illustration: Miran Tomicic
Head of pre-press/DTP: Radovan Radicevic
Account executive: Zrinka Podar
Production manager: Vesna Durasin
Pre-press/DTP operator: Danko Durasin
Video editor: Ivan Pavicic
Illustrator: Iva Curic, Nebojsa Cvetkovic, Ana Zaja Petrak, Danijel Srdarev, Luka Juras, Davor Sunk, Hana Tintor, Anita Celic – Cella Klarxy, Klaexy, Vedran Klemens, Filip Peraic, Alen Lipus, Tomislav Torjanac, Imelda Ramovic (Mireldy Design studio), Tea Jurisic, Srdana Modrinic – BooBoo, Helena Janecic, Igor Taritas, Slaven Kosanovic – Lunar, Tomislav Sestak, Dominik Vukovic, Tonka Lujanac, Vendi Vernic, Davor Rukovanjski
Data researchers: Lidija Gedike, Marica Kozarec
Covers technical solution: Miha Karoly
Print: Cerovski Print Boutique
Print: Cerovski Print Boutique
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Robot Food: Honey Monster Puffs 'Rebrand'
Agency: Robot Food
Client: Honey Monster Puffs
Date: March 2017
Leading cereal manufacturing experts, Brecks, recently acquired the Honey Monster brand. A well-loved family staple for decades, Honey Monster Puffs commands enormous consumer affection and recognition, but had lost a little relevance. After reducing the sugar content down from ‘red’ to ‘amber’, the next step was a full repositioning and rebrand. Brecks chose Robot Food based on their reputation for rejuvenating classic British brands. The aim was to spark consumer reappraisal, and modernise Honey Monster Puffs.
Working to the new brand blueprint, the team’s design strategy aims to throw consumers off their autopilot while retaining key brand equities – including the new-look Honey Monster, who proudly takes center-stage on packs. Moving him on from his old suited character, Robot Food created a flat, clean graphic Honey Monster for a friendlier, contemporary effect.
The new pack hierarchy is cleaner and clearer, and the prouder, bolder brand marque replaces the previous brash red logo with a tastier, more considered yellow and white colourway. The fun, straight talking tone of voice is accessibly witty with transparent pack claims – a refreshing contrast to some cereal brands’ tendency to over-claim on health and under-claim on sugar content.
Credits:
Creative director: Simon Forster
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Creative Health: Activa Healthcare 'Rebrand and launch'
Agency: Creative Health
Client: Activa Healthcare
Date: March 2017
Activa is now a fully-fledged part of Lohmann & Rauscher under the new name, L&R. Healthcare marketing agency, Create Health, supported the rebrand and transition which launched externally this month. Whilst the logo and brand colours will be new, the relationship between L&R and Activa isn’t. Activa has been a part of the L&R network for the past 8 years but decided to wait until now to transition the two companies into one.
L&R sought the help of Create Health to ensure the brand transition was successful and clearly communicated to internal and external audiences. The healthcare marketing agency took a bottom up approach to ensure they communicated the rebrand story from a place of knowledge. Once they had a solid understanding of both internal and external audiences, the team devised a campaign inspired by origami.
The campaign worked on two levels; welcoming internal audiences ‘into the fold’ and showing external audiences that Activa are ‘transforming’ into L&R. A suite of rebrand collateral was produced following the campaign origami theme, including: an animation, emails, brochures and merchandise.
Credits:
Creative director: Phil Blackmore
Copywriter: Rebecca Wass
Additional credits: Marketing director: Jane Fox
Client services director: Sam Fenwick-Smith
Senior account manager: Anna Joseph
Planning director: Jenny Baddeley
Technical director: Chris Baines
Designer: Ben Hall, Jasmine Matthews
Video production: Happy Hour Productions
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TBWA\Manchester: Thorpe Park 'Alone in the dark'
Agency: TBWA\Manchester
Client: Thorpe Park
Date: March 2017
This year, Thorpe Park Resort, is launching a new terrifying destination for Derren Brown’s Ghost Train: Rise of the Demon, which will be deeper, darker and more intense.
The ride is the only experience in the world of its kind, encompassing state of the art VR technology, thrilling physical effects and intense live action.
TBWA\Manchester has created a campaign that captures both the physical and emotional effects riders will experience as Derren Brown’s master plan unfolds around them.
Credits:
Executive creative director: Gary Fawcett, Lisa Nichols
Art director: Rhys Hughes
Copywriter: Ciaran Watkins
Additional credits: Business director: Mark Bostock
TV producer: Lou Vasey / Nigel Foster
Director: Toby Meakins
Producer: James Jeffreys
Production: MTP
Post production: Hoxton Redsox
Media agency: Mediacom
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