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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.'
For project information, credits and more, click on the project to expand to full screen. To submit work for our US Creative Works section, fill out this online form.
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, May 17.
Hill Holliday: Planet Fitness 'Poster Boy'
Agency: Hill Holliday
Client: Planet Fitness
Date: May 2017
Hill Holliday has created an ad for Planet Fitness that features "Puffy Baby Man" who becomes irritated when the buff men on the billboards outside of his apartment begin to taunt him. The spot is the latest in the brand's ongoing "“The world judges. We Don’t" campaign, which launched on New Year's Eve last year.
Credits:
Chief Creative Officer: Lance Jensen
Creative Director: Khari Streeter
Creative Director - Copy: Ken Ratcliffe
Associate Creative Director - Copy: Ramon De Los Santos
Senior Art Director: James Barkley
Junior Copywriter: Bobby Durben
Junior Designer: Sabrina Johnson
Agency Executive Producer: Paul Shannon
Assistant Integrated Producer: Heather Hoglund
Group Account Director: Scott Rabshnuck
Account Director: Steve Briggs
VP, Management Supervisor: Courtney Holloway
Account Supervisor: Kristina Burke
Project Manager: Kristin Green
Project Manager: Emily Skipp
Chief Strategy Officer: Lesley Bielby
Planner: Audrey Chee
VP, Senior Digital Strategist: Michelle McCudden
Digital Strategist: Ryan Dunn
Associate Digital Strategist: Matt Hudgins
Associate Media Director-Planning: Victoria Belliveau
EVP, Director of Integrated Investments: Stacy Shepatin
Associate Media Director, National Video Investments: Michelle Gaudet
Supervisor, National Video Investments: Brian Cincotta
Assistant Buyer, National Video Investments: Adam Ochab
Production Company: Caviar Content
Executive Producer: Jaasper Thomlinson
Director: Keith Schofield
Cinematographer: Damian Acevedo
Line Producer: Adrianne McCurrach
Edit House: Bug Editorial
Edit House: Andre Betz
Music House: South Music
Original Music: Artist/Title: Auld Lang Syne
Music Producer: Sean Simmons / Ann Haugen
Sound Design/Mix: Soundtrack Boston
Sound Engineer: Mike Secher
Post Production: Brickyard VFX
Post Producer: Ellen Schmidt
VFX Supervisor: Sean McLean
Lead Flame: Andrew Diefenbach
Graphics: Black Math
Creative Director: Khari Streeter
Creative Director - Copy: Ken Ratcliffe
Associate Creative Director - Copy: Ramon De Los Santos
Senior Art Director: James Barkley
Junior Copywriter: Bobby Durben
Junior Designer: Sabrina Johnson
Agency Executive Producer: Paul Shannon
Assistant Integrated Producer: Heather Hoglund
Group Account Director: Scott Rabshnuck
Account Director: Steve Briggs
VP, Management Supervisor: Courtney Holloway
Account Supervisor: Kristina Burke
Project Manager: Kristin Green
Project Manager: Emily Skipp
Chief Strategy Officer: Lesley Bielby
Planner: Audrey Chee
VP, Senior Digital Strategist: Michelle McCudden
Digital Strategist: Ryan Dunn
Associate Digital Strategist: Matt Hudgins
Associate Media Director-Planning: Victoria Belliveau
EVP, Director of Integrated Investments: Stacy Shepatin
Associate Media Director, National Video Investments: Michelle Gaudet
Supervisor, National Video Investments: Brian Cincotta
Assistant Buyer, National Video Investments: Adam Ochab
Production Company: Caviar Content
Executive Producer: Jaasper Thomlinson
Director: Keith Schofield
Cinematographer: Damian Acevedo
Line Producer: Adrianne McCurrach
Edit House: Bug Editorial
Edit House: Andre Betz
Music House: South Music
Original Music: Artist/Title: Auld Lang Syne
Music Producer: Sean Simmons / Ann Haugen
Sound Design/Mix: Soundtrack Boston
Sound Engineer: Mike Secher
Post Production: Brickyard VFX
Post Producer: Ellen Schmidt
VFX Supervisor: Sean McLean
Lead Flame: Andrew Diefenbach
Graphics: Black Math
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MMB: Sam Adams 'Enjoy the Colors of Summer'
Agency: MMB
Client: Sam Adams
Date: May 2017
Just in time for summer, Boston agency MMB has created a fun, whimsical campaign for Sam Adams to promote the beer brand's Summer Ale.
Credits:
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The Onion: Kind Snacks 'Restless Palate Syndrome'
Agency: The Onion
Client: Kind Snacks
Date: May 2017
Kind Snacks is asking fans to vote for its next limited-edition flavor via a contest called 'Raise the Bar.'Voters will have the option to choose from four new potential flavors: Sangria, Sesame Seaweed Wasabi, Pistachio Cardamom Fig and Sweet Pretzel Crunch. To promote the contest, Kind Snacks teamed up with The Onion to create a faux PSA for Restless Palate Syndrome, which the brand describes as "the fear of missing out for your taste buds and a constant need to satisfy oneself with new, exciting flavors." The PSA, which was produced and distributed by The Onion, will run on digital and social.
Credits:
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The Idea Brand: Father Joe's Villages 'Shine'
Agency: The Idea Brand
Client: Father Joe's Villages
Date: May 2017
Integrated marketing agency The Idea Brand recently created a moving short film for Father Joe's Villages, a San Diego non-profit that provides housing, rental assistance, healthcare, food and more to the homeless. The animated film, which was developed in partnership with Dallas-based animation studio Reel FX, tells the story of a piece of coal named "Nicoal" who is often ignored and scoffed at by passersby on the streets. When Father Joe's Villages takes her in and welcomes her, she transforms into a shining diamond that is able to help others who are in need.
Credits:
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Carhartt Creative Department: Carhartt 'All Hail the Carhartt Woman'
Agency: Carhartt Creative Department
Client: Carhartt
Date: May 2017
For Mother's Day, workwear brand Carhartt has created a spot that celebrates modern day "Rosie the Riveters." Created in-house, the spot - which features real women who are farmers, welders, bakers, mechanics, builders, teachers, and mothers - will air nationally on channels including HGTV, the DIY Network and USA through May 14.
Credits:
Creative Director: Brian Bennett
Art Directors: Ron Harper, Travis Yarrington
Copywriters: Brian Bennett, Dan Catterson
Producers: Chris Robinson, Matt Cleary, Tye Alexander, Brian Andrew Mendoza
Production Company: Pride of Gypsies
Director: Brian Andrew Mendoza
Director of Photography: Thomas Scott Statton
Editor: Brian Andrew Mendoza
Art Directors: Ron Harper, Travis Yarrington
Copywriters: Brian Bennett, Dan Catterson
Producers: Chris Robinson, Matt Cleary, Tye Alexander, Brian Andrew Mendoza
Production Company: Pride of Gypsies
Director: Brian Andrew Mendoza
Director of Photography: Thomas Scott Statton
Editor: Brian Andrew Mendoza
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360i: Oreo 'Ellie Kemper & Friends Share Their Oreo Ideas'
Agency: 360i
Client: Oreo
Date: May 2017
Credits:
Oreo is taking a page of out of Lay’s playbook for its latest campaign. In similar fashion to Lay’s popular ‘Do Us A Flavor’ promo, Oreo is asking fans to come up with its next cookie flavor for a chance to win $500,000 and “unprecedented” access to some of the brand’s top-secret creations.
The contest comes as Oreo, which has become known in recent years for coming out with bizarre limited-edition flavors like Watermelon and Swedish Fish, launches its latest flavor: the Firework. The new limited-edition variety includes “popping candy creme” and comes just in time for Memorial Day and Fourth of July festivities.
According to Oreo, the #MyOreoCreation contest marks the first time that fans will be asked to submit ideas for what the brand should create and release next. Fans of the Mondelez-owned cookie brand can submit their ideas via Instagram or Twitter by uploading a photo, video or just text along with the hashtags #MyOreoCreation and #Contest. Oreo said that submissions will be judged on taste appeal, creativity and originality.
Three finalists will each receive $25,000 and the opportunity to see their flavor idea come to life on retail shelves across the country in May of 2018. The grand prize winner will eventually be chosen via fan vote in July of next year.
According to Oreo, the winner will not only get $500,000 but will also have the chance to participate in a “never-been-done-before tasting experience” where he or she will be able to taste Oreo products that are still in the prototype phase.
“Our newest limited edition flavor got us thinking – if we can create a Firework Oreo cookie, what else could we create? And who better to ask than those who are already sharing their flavor and creation ideas,” said Madeline Vincent, brand manager of Oreo, in a statement. “We’ve always loved hearing and seeing our fans’ ideas and now we’re thrilled to merge that passion and creativity with Oreo innovation to come up with future Oreo Wonder Vault creations.”
To promote the contest, the brand has launched a video that shows ‘Unbreakable Kimmy Schmidt’ star Ellie Kemper explaining what her ideal Oreo flavor would be. Oreo has also teamed up with celebrities including actor Tituss Burgess and ‘Scandal’ star Katie Lowes to promote the contest on social media.
Oreo worked with 360i, Carat, Weber Shandwick and The Martin Agency to develop #MyOreoCreation.
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Captain Worldwide: Tushy 'Time To Get With The Clean Poop Program, People'
Agency: Captain Worldwide
Client: Tushy
Date: May 2017
Miki Agrawal, the founder of “period-proof” underwear brand Thinx who recently stepped down as chief executive amid allegations that she fostered a culture of harassment and substandard pay, is now busy trying to get her bidet brand Tushy off the ground via a campaign that explains why bidets are more hygienic and eco-friendly than toilet paper.
Tushy hit the market in 2015, but according to a brand spokesperson, this is its first-ever campaign. Created in partnership with agency Captain Worldwide, the star of the campaign is a young boy named Danny who spends his time making the case for bidets to the adults around him.
In a two-minute video, Danny argues that toilet paper “just smears around the residoo-doo instead of washing it away.” As someone who spends his days walking around “with their nose at butt level all day,” Danny ensures viewers that his opinion can be trusted.
The video uses the same sort of tongue-in-cheek humor that Agrawal opted for in her Thinx subway ads, which caught the eyes of many New Yorkers when they first launched two years ago because of their suggestive imagery and clever taglines.
The aim of the Tushy campaign is to convince Americans that bidets aren’t a weird thing of the past, but are actually a cleaner and more sustainable alternative to toilet paper. Aside from making “your hiney super clean and shiny,” Danny explains in the ad that Tushy’s bidet attachment can also help prevent hemorrhoids and UTIs. On its site, Tushy claims that its bidets only use 1.3 gallons of water per use, an amount significantly smaller than the 37 gallons it takes to make one roll of toilet paper.
The brand’s launch campaign will run on Facebook, Instagram and YouTube. According to Tushy, there is also a TV element in the works.
Credits:
Directors: Dan Morales and James Maravetz
Writers: Dan Morales, James Maravetz, Elliot Friar, Miki Agrawal
Creative Director: Dan Morales
Producer: Blake Farber
Writers: Dan Morales, James Maravetz, Elliot Friar, Miki Agrawal
Creative Director: Dan Morales
Producer: Blake Farber
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Team N: DiGiorno 'Power of Pizza'
Agency: Team N
Client: DiGiorno
Date: May 2017
What gives DiGiorno a leg up over the likes of Pizza Hut and Domino's? According to the frozen pizza brand’s latest marketing stunt, it’s the fact that pizza lovers are actually happier when they’re smelling a pie cooking in the oven than when they are eating a slice.
At least that’s what a social experiment recently conducted by the Nestlé-owned brand found. To conduct the experiment, DiGiorno recruited 24 “real people” to attend three different pizza parties at a New York City loft. During the parties, more than 40 cameras captured footage of guests before and after the pizza was served. Using facial recognition and emotion-tracking software, the brand then analyzed the footage to identify patterns in emotion.
According to DiGiorno, the “highest observable increase in joy” came when the pizza was in the oven. Research found that “partygoers were happiest” when the smell of pizza permeated the room, with joy increasing up to 24 percentage points. When the pizza was taken out of the oven, joy increased up to 20 percentage points. When it was finally served, partygoers experienced an 11 percentage point bump in joy. DiGiorno said that all measurements of joy were compared to five minutes after the beginning of each party.
“This experiment gave us unique insight into our belief that oven-fresh pizza helps people get more out of their occasions,” said Jeff Hamilton, president of Nestlé Foods Division at Nestlé USA, in a statement. “We were able to learn about how, when and why moods may change in response to pizza in an exciting new way.”
Team N, a bespoke team model of IPG’s Weber Shandwick and Golin, led creative development and executed the social experiment for DiGiorno. Reach Agency created social content to push across the brand’s social channels and use for digital pre-roll ads.
The brand has also created a custom #PowerOfPizza Twitter emoji for pizza fans to share on social media.
Credits:
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GTB: Ford 'Be The Guardian of Your Galaxy'
Agency: GTB
Client: Ford
Date: May 2017
The newly-released Ford EcoSport commercial features the character Groot from Marvel Studios’ Guardians of the Galaxy Vol. 2. Directed by Bullitt director Peyton Reed for GTB, the spot centers on a young woman who receives a Groot figurine from her boyfriend. After receiving the toy, she dreams up a fantasy in which she and Groot – animated by Method Studios - escape enemies in a high-speed chase thanks to Groot’s advice and the Ford EcoSport before being launched back into reality.
Of the commercial, Reed said: “The biggest challenge of the project was balancing the action and effects with the comedy. Tone is crucial in a spot like this, especially when taking a character like Baby Groot out of the context of ‘Guardians’ and putting him into our world. I’ve always gravitated toward kinetic, visual comedy in my film work. More recently, with the Marvel Studios’ ‘Ant-Man’ movies, I’ve been able to work on a much bigger canvas with extensive visual effects. The Ford spot was a perfect fit.”
Credits:
Executive Creative Director, Brand Content & Alliances: Carl Spresser
Group Director, Brand Content & Alliances: Curt Jaksen
SVP, Executive Creative Director - SUV: Eric McClellan
ACD, Sr. Writer: Michael O’Connell
Art Director: Katie Brandt
Art Director: Susan Alinsangan
VP Planning Director, Brand Content & Alliances: Tara Schaeffer
Associate Planning Director, Brand Content & Alliances: Jacqueline Salliotte
Senior Planner, Brand Content & Alliances: Imogen Venn
Senior Producer: Mark Nicholas
Production Company: Bullitt
Director: Peyton Reed
Executive Producer: Todd Makurath
Executive Producer: Luke Ricci
Head of Production: Jennifer Sprunger
Producer: Geoff McLean
Editorial: Arcade
Editor: Paul Martinez
Producer: Alexa Atkin
VFX: Method Studios
Producer: Pip Mal
Movie Production: Marvel Entertainment
Director, Partnerships: Chris Lisciandro
Franchise & Promotional Partnerships Manager: Adam Davis
Group Director, Brand Content & Alliances: Curt Jaksen
SVP, Executive Creative Director - SUV: Eric McClellan
ACD, Sr. Writer: Michael O’Connell
Art Director: Katie Brandt
Art Director: Susan Alinsangan
VP Planning Director, Brand Content & Alliances: Tara Schaeffer
Associate Planning Director, Brand Content & Alliances: Jacqueline Salliotte
Senior Planner, Brand Content & Alliances: Imogen Venn
Senior Producer: Mark Nicholas
Production Company: Bullitt
Director: Peyton Reed
Executive Producer: Todd Makurath
Executive Producer: Luke Ricci
Head of Production: Jennifer Sprunger
Producer: Geoff McLean
Editorial: Arcade
Editor: Paul Martinez
Producer: Alexa Atkin
VFX: Method Studios
Producer: Pip Mal
Movie Production: Marvel Entertainment
Director, Partnerships: Chris Lisciandro
Franchise & Promotional Partnerships Manager: Adam Davis
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Ogilvy & Mather New York: IBM 'Feedback'
Agency: Ogilvy & Mather New York
Client: IBM
Date: March 2017
Ogilvy & Mather New York has created a spot for IBM Watson to show how the technology can help agencies create smarter, more effective marketing campaigns.
Credits:
Victoria Azarian - Executive Creative Director - Ogilvy & Mather
George Tannenbaum - Executive Creative Director - Ogilvy & Mather
Greg Kissler - Sr. Copywriter - Ogilvy & Mather
Simon Woodham - Sr. Art Director - Ogilvy & Mather
Steve Ford - Executive Producer - Ogilvy & Mather
Sarah Pascale - Sr. Producer - Ogilvy & Mather
Sam Reinstein - Producer - Ogilvy & Mather
Production Company - Alkemy X
Dave Bradley - Co-Director - Alkemy X
Brandon Williams - Co-Director - Alkemy X
Dave Bradley - Editor - Alkemy X
Janet Falcon - Sr. Colorist - Alkemy X
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