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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'.
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WCRS: Sky Mobile 'Say Hello'
Agency: WCRS
Client: Sky Mobile
Date: April 2017
The campaign reveals Sky’s new brand positioning ‘Say Hello’, which allows customers to ‘Say Hello’ to more choice, more flexibility, more control and more possibilities with Sky Mobile.
The campaign, created by WCRS, launches with three TV spots, starring Oscar-nominated actor Tom Hardy, best known for his performances in The Revenant, Mad Max: Fury Road, The Dark Knight Rises, Lawless, and, most recently, Taboo.
The first advert ‘Café’ focuses on Sky’s Roll proposition, which allows customers to Roll any unused data into a piggybank each month, which they can keep for three years and dip into whenever they like. This is brought to life through an analogy using sugar cubes during an interaction between Tom Hardy and an angered waiter, demonstrating how frustrating it is when other mobile phone providers take back data you haven’t used. The second spot ‘Shoes’ focuses on Sky’s Swap proposition, which gives customers the opportunity to Swap their phone to the latest model every 12 months, free of charges. This is illustrated by the story of a long journey that wears down Tom Hardy’s shoes, demonstrating the frustration with other mobile providers where you pay expensive upgrade fees or have long waits to get the latest models.
Finally ‘Factory’ focuses on Sky’s Mix proposition, which lets customers to change their data, text and calls up and down every month, depending on their needs. This is brought to life through the analogy of a standardised production line – illustrating other mobile providers – which produces the same thing month after month, while Sky’s offering is much more flexible.
Credits:
Executive creative director: Leon Jaume
Creative director: Simon Robinson
Creative: David Dearlove, Richard Nott
Additional credits: Agency producer: Sally Lipsius
Account handling: Torie Wilkinson, Hollie Alexander, Eve Bui, Kath Morris, Katie Gould, Isobel Fraser
Planning: Matt Willifer, Angharad Thomas
Media agency: Mediacom
Production company: Stink
Director: John Hillcoat
DOP: Nicolas Karakatsanis
Producer: Fran Thompson
Editor: Tom Lindsay
Sound design: Neil Johnson
Post production: MPC
Client team: Lyssa McGowan, Andy Heatley, Rachel Huggins, Lizzie Chasemore
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B&B Studio: Kit & Kin 'Name, identity and packaging'
Agency: B&B Studio
Client: Kit & Kin
Date: April 2017
Short rationale: B&B studio has created the name, visual identity and packaging for Kit & Kin, a new family brand featuring nappies that combine premium performance with bio-degradability, alongside a range of certified natural skincare for mothers and babies.
Co-founded by Emma Bunton and experienced baby entrepreneur Chris Money, Kit & Kin seeks to deliver affordable and effective eco-friendly products, taking away the stress new parents feel when trying to choose the best products for their children. Dermatologically tested and approved, each nappy uses more sustainable materials than other standard household brands, and contains significantly fewer chemicals for a drier and healthier start to life.
Vitally, Kit & Kin nappies biodegrade within three to six years as opposed to disposable nappies, which can take up to 500 years to decompose in landfill.
B&B’s strategy was to create a stylish, contemporary and gender-neutral brand that would appeal to modern parents, while signalling natural eco-friendly performance through simple, intuitive design. The brand name is a play on words inspired by the idiom ‘kith and kin,’ meaning ‘your family’, while the tone of voice is approachable, knowledgeable and slightly humorous, communicating brand values in a clear and friendly way that helps new parents navigate the baby care category with confidence.
The visual identity features fresh, soft colours that feel appropriate for mum and baby alike, alongside illustrations of mountains and flowers that feature geometric Scandi-influenced patterns and signal environmental responsibility. A brand character – Kit – is shown beneath a leaf, representing both dryness and eco credentials. The nappies themselves have irresistible animal faces on the back, including a panda, fox, bear, tiger and owl, all designed by B&B.
Credits:
Creative partner: Shaun Bowen
Co-founder (Kit & Kin): Chris Money
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Adam&EveDDB: Waitrose 'Everything we do, goes into everything you taste'
Agency: Adam&EveDDB
Client: Waitrose
Date: April 2017
The latest installment of Waitrose’s brand campaign to show greater transparency and honesty around their farming and sourcing practices has launched.
Created by Adam&EveDDB with media planning & buying by Manning Gottlieb OMD, the next execution in the campaign transports viewers to the Indian Ocean and heroes the responsibly sourced handline-caught method of fishing for fresh Tuna. Viewers can explore the ad in 360° for ‘access all areas’ – an invitation to explore behind the camera lens and engage with an interactive window into Waitrose’s sourcing practices.
The latest campaign, which spans TV, VOD, digital display and print, builds upon last year’s ‘LIVE from the farm’ element to the Everything we do, goes into everything you taste campaign, further differentiating Waitrose for their commitment to treating people fairly, treading lightly on the environment and supporting responsible sourcing.
Credits:
Chief creative officer: Richard Brim
Art director: Sophie Knox
Copywriter: Miles Carter
Additional credits: Agency producer: Kreepa Laxman
Agency print producer: Louis Cubbon
Agency digital producer: Jenny Smart
Planner: Dom Boyd, Gail Anderson-Brown
Managing partner: Tammy Einav
Business director: Victoria Day
Account director: Joanne Murray
Account manager: Abi Robinson
Media agency: Manning Gottlieb OMD
Production company: Outsider
Executive producer: Simon Elborne
Producer: Jeremy Bannister
Director: Max Fisher
Cinematographer: Martin Hill (TAILS/ food footage) Luke Jacobson (TOPS / farm footage)
Underwater camera team: Richard Stevenson & Robert Hill from Waterproof Media
360 – videographer: Jonathan Curran c/o Visualise
360 editing and post production: Visualise
360 producer: Matthew Shannon / Arnaud Baernhoft / Henry Stuart
Editing company: Ten Three
Editor: Rebecca Luff
Post production: Absolute
Post producer: Dan Bennett
VFX supervisor: Ben Robards
Colourist: Matt Turner
Audio post production: Mark Hellaby @ 750mph
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Now: Women’s Equality Party 'Vote Tabitha Morton'
Agency: Now
Client: Women’s Equality Party
Date: April 2017
Now has created a visually arresting outdoor campaign for the Women’s Equality Party, to support their candidate Tabitha Morton at the upcoming Liverpool Metro Mayoral elections on May 4th.
As part of the UK’s ‘Metro Mayor’ elections this year, WEP’s Liverpool candidate is running against four male representatives of the Conservative, Lib Dem, Labour and Green parties and one female UKIP candidate. Morton’s agenda prioritises the ending of violence against women and redressing the gender pay gap.
To encourage Liverpool residents to vote for Morton, Now’s outdoor creative highlights in a visceral way the uncomfortable truths affecting gender equality.
Credits:
Executive creative director: Remco Graham
Art director: Clint Harding
Copywriter: Roger Morris
Additional credits: Head of design: Aaron Moss
Chief strategy officer: Kate Waters
Planner: Emma Barry
Account director: Samantha Vine
Agency producer: Callum Furminger
Media: Posterscope
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WCRS: Churchill Insurance 'Churchie’s Drive-Thru Car Insurance'
Agency: WCRS
Client: Churchill Insurance
Date: April 2017
Churchill Insurance partners with WCRS and Ocean Outdoor in the next phase of an award-winning digital out of home (DOOH) campaign featuring Churchie the iconic dog – serving live, personalised messages to drivers.
‘Churchie’s Drive-Thru Car Insurance’, created by WCRS won the 2016 Creative Techniques award in Ocean Outdoor’s annual digital creative competition that fosters innovation in digital out of home.
WCRS’ campaign leverages Ocean’s pioneering vehicle recognition technology on the large format Holland Park Roundabout tri-screen in West London, using a retro American drive-through diner theme to promote Churchill’s car insurance policy.
Churchie interacts directly with motorists by serving them super-targeted creative which is triggered by the make, model and colour of stationary vehicles as they wait at the traffic lights opposite.
Each vehicle that stops will trigger one of over 18,000 possible messages each day – everything from “Morning red convertible! Keep the wind in your hair with our free roadside assistance” and “Sporty turquoise Boxter, Keep those wheels hot. Repairs guaranteed for 5 years”, to “Morning Prius! You care for the planet; we care for you. 24/7 breakdown cover”.
Credits:
Executive creative director: Ross Neil
Creative director: Orlando Warner
Creative: Chris da Roza, Rosanna Walker
Additional credits: Agency producer: Callum Procter
Account Handling: Emma Marsland, Carolina Gutierrez Vargas, Chris Moger, Katie Briefel
Planning: Alicia Gaworska
Agency Designer: Craig Townsend
Director of Technology: Dino Burbidge
Media Owner: Ocean Outdoor
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Five By Five: Beaulieu 'There’s nothing like Beaulieu'
Agency: Five By Five
Client: Beaulieu
Date: April 2017
Short rationale: Award-winning family visitor attraction Beaulieu has launched its first ever user-generated TV advert, created by launch activation agency Five by Five, to showcase the attraction’s appeal as a must visit family destination in the beautiful New Forest National Park.
The ad is a part of a wider campaign, created by Five by Five, involving a new brand positioning which highlights the breadth of exciting things to do at Beaulieu. Content for the TV advert has been generated by Beaulieu visitors who participated in the museum’s #MyBeaulieu campaign last year, where families used the hashtag to post their favourite Beaulieu memories to social media. The best entries to the competition won an annual pass to the attraction, as well as the opportunity to feature in the TV ad.
The 30-second ad, which will air on ITV between April 3rd – April 16th, establishes Beaulieu as a forerunner of family days out. The user-generated approach lends an air of authenticity and warmth that really conveys what Beaulieu offers to its visitors.
Credits:
Creative director: Martin Flavin
Art director: Barry Markham
Copywriter: Neil Glasspool
Designer: Tom Weir
Videographer: Mark Hunter
Producer: Alex James
Client Service Director: George Roberts
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The Partners: Meti (Messaging extra-terrestrial intelligence) 'Branding'
Agency: The Partners
Client: Meti (Messaging extra-terrestrial intelligence)
Date: April 2017
The Partners has designed a new visual brand identity for METI (Messaging Extra-terrestrial Intelligence), the organisation that conducts scientific research and educational programmes in Messaging Extra-terrestrial Intelligence (METI) and the Search for Extra-terrestrial Intelligence (SETI).
The Partners was asked to develop a visual identity that would help establish METI in the extra-terrestrial sector, raise awareness of the organisation’s work and rally its audiences.
The sector is crowded and filled with repetitive trends. The Partners wanted to create an identity which would encapsulate METI’s mission: ‘In one word, messaging’.
Credits:
Design director: Katherina Tudball
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TMW Unlimited: Lynx 'Men in progress'
Agency: TMW Unlimited
Client: Lynx
Date: April 2017
TMW Unlimited has created a candid digital campaign for Lynx about what it means to be a man in 2017.
The 'Men In Progress' campaign comprises of nine videos featuring a cross-section of British men talking honestly about a range of personal topics, from the last time they cried to how they feel about their body and even their relationships with their fathers.
The stripped-back, monochrome films put the viewer's attention squarely on the men, their opinions and their stories.
The final film in the series, called 'Boys Don't Cry', features professional boxer Anthony Joshua and footballer Bobby Petta. The film sees men talking about the last time they cried.
The 9-month long campaign has run across digital and social media platforms.
Credits:
Creative director: Jeff Bowerman
Additional credits: Account director: Kathryn Bryan
Agency producer: Tracy Woodford
Director/production company: David Stoddart, Dark Energy
Media planning/buying: Mindshare
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DigitasLBi Nordics: Smakis 'Plant a Smakis'
Agency: DigitasLBi Nordics
Client: Smakis
Date: April 2017
Smakis, a family-owned, organic fruit juice maker in Sweden, is stepping up to help save the bees with a new integrated campaign created in partnership with DigitasLBi Nordics. Called ‘Plant a Smakis’, the initiative launches a specially developed new flavour that contains a dash of every bee’s favourite nectar – lemon balm.
Smakis’ kid-sized cartons make perfect little plant pots, so together with DigitasLBi, they’ve attached organic lemon balm seeds and planting instructions to each one. That means children can plant what they just drank, making Smakis’ juice cartons as ecological as the organic juice inside. This also provides struggling bee colonies with what they need most – pesticide-free pollen and nectar.
“Plant a Smakis’ has an educational aspect that comes to life on Instagram under the hashtag #PlanteraEnSmakis. Together with the Swedish Society for Nature Conservation and the organic certification KRAV, Smakis is teaching children and their parents about the plight of the bees, the importance of organic and environmental initiatives, as well as sharing their best organic gardening tips. Parents are then encouraged to share photos of their children’s gardening experiences and lemon balm plants.
Credits:
Executive creative director: Paul Collins
Senior copywriter: Kurt Beren-Geiger
Designer: Joacim Örnebjär, Oskar Wimmerman, Emilie Jansson, Johanna Cryer
Photographer: Pelle Röjfors
Account director: Jesper Jacobsen
Strategist: Amin Lemrini
Agency producer: Talya Pulver-Lindqvist
Production company: Haymaker
Sound: Red Pipe
Paper artist: Helen Musselwhite
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Rosapark: Ouigo 'Let’s Go'
Agency: Rosapark
Client: Ouigo
Date: April 2017
Launched in 2013, OUIGO (pronounced we-go) a low-cost, high-speed train service in France, has already brought in 13 million bargain-hunting passengers. After broadening its routes extensively over the last
few years, OUIGO, which is run by national rail carrier SNCF, is adding on 5 new destinations, bringing the total to 19, and offering tickets as low as 10€ for adults and 5€ for children. The 300 km/h trains afford friends and family the ability to escape for a weekend, the perfect opportunity to spend time together and discover the country.
Since winning the account in November 2016, Rosapark has been working with OUIGO to redefine the territory for the brand which espouses values of conviviality, cheer, and dynamism.
To depict how easy OUIGO makes travel and to demonstrate its contagious positivity, the agency came up an analogy, likening the brand and its offers to the world of pinball. Pinball, the game which transcends generations and in which, for only a few euros, you can experience a unique colorful adventure.
Credits:
Co-founder: Jean-Patrick Chiquiar
Co-founder and chief creative officer: Jean-Francois Sacco, Gilles Fitchberg
Art director: Cerise Leclerc
Copywriter: Louise Mussot
Additional credits: Account director: Delphine Drutel
Account manager: Lucile Wissocq, Thibaut Thureau
Head of amplification: Mickael Mougenot
TV producer: Yael Eligoulachvili
Film and print production: Niko Picto – Studio 3D
Agent and producer: Watch Out Agency
Game production: Merci Michel
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Peter & Paul: Thornbridge Brewery 'Faux Lord – Real Beer'
Agency: Peter & Paul
Client: Thornbridge Brewery
Date: April 2017
Short rationale: Peter & Paul launch their first campaign for Thornbridge Brewery, tapping into the history and eccentricity of Thornbridge hall, as they embark on their search to crown a new Faux Lord who will win a year’s supply of beer and takeover of the breweries stately home, Thornbridge Hall.
The competition is part of the brewery’s new “Faux Lord - Real Beer” campaign which aims to reignite the spirit of George Marples who became the self-appointed ‘Lord Marples’ after buying Thornbridge Hall in 1896.
As the main inspiration for the campaign, the extraordinary hall plays a pivotal role in the styled creative, as the backdrop and canvas for the campaigns highly stylised photography and online stings, which will be released weekly on social media.
Credits:
Brand director: Paul Reardon
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portas agency: Habitat 'Habitat Voyeur'
Agency: portas agency
Client: Habitat
Date: April 2017
Following the success of its last TV commercial, The Kiss, Habitat has once again teamed up with creative communications agency Portas.
Founded on the premise that people can’t help themselves from looking into the homes of others, the 30-second sport is shot from the perspective of a Habitat Voyeur looking into somebody’s apartment. Watching a woman and her dog as she frantically looks for the perfect outfit, the voyeur isn’t interested in the goings on but is, instead, captivated by The Lyle Sofa. Under the strapline ‘You can’t help but look’ the campaign reflects the nation’s obsession with interiors.
Credits:
Director: Thomas Hiland
Director of photography: Mattias Rudh
Stylist: Cynthia Lawrence-John
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AMV BBDO: National Lottery 'Winners'
Agency: AMV BBDO
Client: National Lottery
Date: April 2017
A new National Lottery campaign launched on 3 April. Created by AMV BBDO – and initially launching on radio, social media and OOH – the ‘Winners’ campaign aims to demonstrate and celebrate the volume and variety of prizes won on The National Lottery, while at the same time making an emotional connection around that moment of becoming a millionaire that everyone has dreamed of.
The new work will use real winners’ responses to winning life-changing prizes, as well as providing surprising, fun and meaningful facts about winning – using Camelot’s huge bank of winner data. So, at any one time, audiences might hear or see an advert containing an emotional real-life call into the National Lottery hotline from a player confirming a £1 million win, while the same day seeing a bus stop poster revealing that The National Lottery creates the same number of winners every minute as there are people on a packed rush-hour double-decker bus.
Credits:
Creative director: Alex Grieve, Adrian Rossi
Art director: Dalatando Almeida
Copywriter: Michael Hughes
Agency planner: John McDonald, Lisa Stoney
Agency account man: Bobbie Gannon, Nikki Peddie, Toby Symington
Agency project manager: Sarah Benson-Lloyd
Agency producer: Tara Megson
OOH retouching: Russel Deamer
Designer: Max Henderson
Media agency: Vizeum
Media planner: James Cross, Rory Graham
Radio production company: Wave
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Content GmbH, C3 Creative Code: MERCEDES BENZ '#QuickMick'
Agency: Content GmbH, C3 Creative Code
Client: MERCEDES BENZ
Date: April 2017
SevenC3’s European parent company, C3, is working for Daimler AG for the first time. An international content marketing campaign was developed in Stuttgart to establish Formula 3 driver Mick Schumacher’s name around the world, as well as encourage younger target groups to take a greater interest in motorsports and cars.
As the main element of this campaign, C3 has produced a five-part video series. The creative idea: even Mick Schumacher has to do the test to get a standard driving license. The son of Formula 1 world champion record-holder Michael Schumacher has been racing for a long time, but this season sees him debut in the FIA Formula 3 European Championship. His racing talent is already clear, yet he still doesn’t have a standard driver’s license. For the creative minds at C3, this was an open invitation for plenty of self-irony and humorous angles – thus gaining some real drive.
The “Fahrschule Furious” car comedy series, or “Furious Driving School” in English, follows Mick Schumacher’s progress at driving school in five video installments primarily targeted at social media platforms (http://bit.ly/2nAYXaj). The 60-second, self-contained episodes are accompanied by more than 70 postings on 20 different channels aimed at creating awareness and interest. In this project, C3 combines the efforts of creation, distribution and performance/analysis.
At the Stuttgart site, the C3 Content Marketing Network has already created the Mick Schumacher web portal (mickschumacher.ms) as well as the website for the Keep Fighting charity initiative inspired by Michael Schumacher (www.keepfighting.ms).
Credits:
Creative director: Patrick Amor, Elmar Brummer
Business director: Benjamin Baumann
Creative concept: Selim P Gungor
Head of project management: Lisa Grossmann
Social media concept and creation: Bjorn Deuster
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Studio Lambert, 4 Sales, Carat UK & Rubber Republic , The Story Lab, Leo Burnett: Kellogg’s 'Gogglebox cast share ultimate Kellogg’s Corn Flakes experiences'
Agency: Studio Lambert, 4 Sales, Carat UK & Rubber Republic , The Story Lab, Leo Burnett
Client: Kellogg’s
Date: April 2017
Short rationale: Channel 4 has announced a bespoke ad campaign in partnership with Kellogg’s featuring the much-loved cast of Friday night smash hit Gogglebox discuss how they best enjoy their Corn Flakes. Launched with 10-second teasers on Channel 4 on Monday April 3, the fill two-minute ad break premiered on Friday 7th at approx. 9.12pm, during Gogglebox.
Sid Siddiqui insists his Corn Flakes must be enjoyed in the right size bowl; Lee confesses to being a “slurper”; Stephen’s must be pushed down and broken up into the milk; George insists his Corn Flakes remain “the ultimate crispiest crispness” but “the mushier the better” for Umar. Viewers will be encouraged to share what makes their perfect bowl on social media using #myperfectbowl.
The campaign is the result of collaboration between Gogglebox producers Studio Lambert, 4 Sales, Kellogg’s, and media partners Carat UK and The Story Lab as well as Leo Burnett. Following Friday’s premiere, the campaign will continue across Channel 4 and All 4 in the form of twenty second versions of the ad, each featuring a different family.
Credits:
Agency principal: Angus Mitchell
Marketing director (Kellogg’s): Gareth Maguire
Director of client services (Story Lab): Jenna Voyce
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Above+Beyond: Meantime Brewing Company 'Meantime Brewing Company Packaging '
Agency: Above+Beyond
Client: Meantime Brewing Company
Date: April 2017
Above+Beyond, appointed as lead creative shop for Meantime in October last year, has designed the packaging for the brewer’s range of flagship beers which are launching in 330ml cans for the first time.
The distinctive matt black cans contain Meantime’s three best-selling beers – London Lager, London Pale Ale and Yakima Red. A bold typeface and illustrations of the clock from which the Greenwich-based company got its name feature in the stand out design which is markedly different to other cans in the market.
The can launch will be celebrated with an animation show, also created by the London Bridge based agency, at Flat Iron Square on Thursday 6 April.
Credits:
David Billing - ECD - Above+Beyond
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J. Walter Thompson Amsterdam: Free a Girl Movement 'School for Justice'
Agency: J. Walter Thompson Amsterdam
Client: Free a Girl Movement
Date: April 2017
Agency J. Walter Thompson Amsterdam has gone far beyond the traditional ad campaign for India’s burgeoning ‘Free a Girl Movement’ with its work to create a School for Justice where the victims of child prostitution in India are taught law, enabling them to prosecute the criminals responsible. This radical approach taken to help raise awareness about child prostitution in India for the movement is both a solution to a problem as well as a communications idea to boost its profile.
Credits:
EXECUTIVE CREATIVE DIRECTOR: Bas Korsten, Marcel Hartog
CREATIVE DIRECTOR: Friso Ludenhoff (concept), Maarten Vrouwes (concept) CREATIVE ART: Maarten Vrouwes, Guney Soykan
CREATIVE COPY: Friso Ludenhoff
BUSINESS DIRECTOR: Erik-Jan Koense
PR DIRECTOR: Jessica Hartley
CONNECTION STRATEGIST: Angelique Schreuders
STRATEGIST: Lex Noteboom
JUNIOR STRATEGIST: Lisse Mastenbroek
ACTIVATION DIRECTOR: Vera Korsten
SENIOR CONCEPT PRODUCER: Catherine van Acker
CONCEPT PRODUCER: Linda Jansen
PRODUCER: Sanne Kragten
SCREEN PRODUCER: Lotte de Rooij
PRODUCER DIGITAL: Reinier Slothouber
PRODUCER DIGITAL: Sandra Balke
EDITOR: Tim Arnold
VISUAL DESIGNER: Robert Harrison, Ronald Mica
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