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Atomic London: Star Alliance 'Connecting People and Cultures'
Agency: Atomic London
Client: Star Alliance
Date: May 2017
Star Alliance has marked its 20th anniversary with the launch of a global campaign.
Created by Atomic London in partnership with The Wall Street Journal, National Geographic and MEC, the campaign is a celebration of 20 years of connecting people and cultures through its incredibly diverse network of member airlines.
The campaign marks a milestone in Star Alliance’s marketing strategy. Having previously targeted the world’s most frequent travellers, this audience in recent years has expanded beyond the more traditional middle-aged executives using corporate travel accounts, to younger millennial, digital and mobile-first independent business travellers. It’s an audience that uses apps and social networks to enhance and enrich their business trips with personal travel experiences.
Star Alliance’s creative strategy had to therefore evolve to a more engaging, human approach to reach this audience, reminding them that there are still things to be discovered in the world, if you look in the right places. The central campaign theme focuses on cultural experiences from around the world, getting people to share their own experiences, and inspire others.
To inspire people we created a series of documentary films starring National Geographic’s ‘Digital Nomad’, Robert Reid. Immersing himself in different cultures around the globe, Robert is challenged by Star Alliance and five founding member airlines (Air Canada, Lufthansa, SAS, THAI and United) to take part in unusual cultural experiences, from building his shelter for the
night in the arctic, to getting in the ring with a Muay Thai martial artist.
night in the arctic, to getting in the ring with a Muay Thai martial artist.
The campaign is rolling out from May through September, and is supported by online, digital display, social and print.
Credits:
Client: Mark Davies, Star Alliance
Advertising Agency: Atomic
Founding Creative Partner: Guy Bradbury
Creatives: Matt Lee and Brian Riley
Chief Strategy Officer: Richard Hill
Business Director: Christian Jaquest
Agency Producer: Becky Ormrod
Media Company: MEC
WSJ Custom Studios, Creative Director: Jim Piercy
Media Exposure
Paid for digital
Social
Digital Display
Owned channels
Advertising Agency: Atomic
Founding Creative Partner: Guy Bradbury
Creatives: Matt Lee and Brian Riley
Chief Strategy Officer: Richard Hill
Business Director: Christian Jaquest
Agency Producer: Becky Ormrod
Media Company: MEC
WSJ Custom Studios, Creative Director: Jim Piercy
Media Exposure
Paid for digital
Social
Digital Display
Owned channels
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Lucky Generals: Nytol 'Say Good Nytol'
Agency: Lucky Generals
Client: Nytol
Date: May 2017
Lucky Generals has launched its first campaign for Nytol.
The objective of the campaign is to normalise the Sleep Aid category - demonstrating that sleeplessness can affect us all from time-to-time, and there are products that can help.
The work aims to position Nytol as a helpful solution to sleeplessness and taps into the insight that people are often kept awake late at night by the mundane things running through their head.
Across TV, radio and online channels the integrated campaign brings to life the trivial range of things that go through people’s heads as they’re trying to drop off.
The 30 second TV ad visualises the thoughts of a man calculating how much sleep he can still get if he falls asleep right now.
In OOH commuter media the executions sympathise with those who lie awake reliving the time they offered their seat to a pregnant woman who wasn’t pregnant. Or worrying about whether they ‘replied all’ to that dreaded e-mail...
In social media the brand sympathises with those who lie awake fretting about their Twitter gaffes (like the fact they spelled ‘You’re’ without an apostrophe).
And on radio the 30 second campaign executions commiserate with parents who toss and turn trying to forget their offspring’s torturous renditions on the recorder.
Nytol is then introduced as the solution to all these unhelpful late-night preoccupations through the hashtag #SayGoodNytol. The campaign was created by Lucky Generals and the TV spot was directed by Us from Academy.
Credits:
Brand: Nytol
Client name and job title: Miranda Osborne, Group Brand Director at Perrigo
Client Brief: Normalise the sleep aid category
Creative agency: Lucky Generals
Project name: Time
Media agency: ZenithOptimedia
Director: Us
Production Company: Academy
Client name and job title: Miranda Osborne, Group Brand Director at Perrigo
Client Brief: Normalise the sleep aid category
Creative agency: Lucky Generals
Project name: Time
Media agency: ZenithOptimedia
Director: Us
Production Company: Academy
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LOVE: Haagen-Dazs 'New design'
Agency: LOVE
Client: Haagen-Dazs
Date: May 2017
Love is behind a new brand design overhaul for Häagen-Dazs that delivers a bold, contemporary new aesthetic for the iconic global ice-cream brand. The first new work to appear is a re-design of their core packaging, the biggest packaging overhaul in almost 20 years.
The packaging’s vibrant new look reflects Häagen-Dazs’ new ‘Everyday Made Extraordinary’ positioning, aimed at millennials seeking unique and authentic experiences they can participate in, as well as share online.
Love’s brief was to make the packaging an object of desire, and bring to life all Häagen-Dazs’ extraordinary recipe textures, colours and sensations. As part of the design process, Love invited 13 artists from across the world, each with a distinct style, to create a unique illustrated pattern for each Haagen-Dazs flavour. From 3D illustrators to flat graphic artists and textile designers, each was paired with the flavours that felt most connected to their work.
In total 46 designs were created by renowned artists including, Santtu Mustonen - whose previous commissions include NYC ballet and Converse – and Kustaa Saksi, who’s worked with Marimekko designs.
After tasting the 46 different flavours, the Love team created word clouds and mood boards, which inspired the artists to create bespoke patterns that bring to life the wonder of eating each specific flavour.
In line with the brand redesign, Love has simplified the Häagen-Dazs logo and brand colour to ensure brand equities reflected the new design ethos. The new packaging designs are being rolled out over 101 SKUs, including ice-creams, sorbets and frozen yogurts.
Credits:
Packaging creative director: Sam Wilkes
Additional credits: Global marketing director (Haagen Dazs): Jennifer Jorgensen
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Leo Burnett: NSPCC 'Be share aware'
Agency: Leo Burnett
Client: NSPCC
Date: May 2017
Leo Burnett London is behind the latest instalment of the NSPCC and O2’s ‘Share Aware’ television, VOD and radio campaign, which empowers parents to protect their children when they are online.
It responds to parents’ concerns that while they can equip their children to cope with real world dangers, they have little control over what their children access the internet via their personal tablets and smartphones, and a feeling that it’s impossible to keep up as new apps appear so quickly.
The animated ad stars the character of Mia, who is voiced by acclaimed actor and comic Catherine Tate. Mia is a typical 10-year-old girl, assured but a little over-confident sometimes and needing guidance when she comes across unfamiliar situations online.
It is supported by a radio ad which highlights a young girl’s indecision over whether she should share her location with a stranger.
Both ads encourage parents to search “Share Aware” online where they can find a range of advice and tools to help them talk about and explore their child’s online world.
Credits:
Chief creative officer: Chaka Sobhani
Executive creative director: Beri Cheetham, Charlie Martin
Creative team: Alex Moore, Lewis Beaton
Additional credits: Client service director: Sarah-Jayne Ljungstrom
Account director: Jessica Lyons
Planning director: Frances Gibbs
Planner: Catherine Owen
Agency producer: Serena Schellenberg
Director: Yves Geleyn
Production company: Hornet
Executive producer: Hana Shimizu
Head of production: Greg Bedard
Supervising technical director: Sang Jin Bae
Producer: Mike Sullo, Cathy Kwan
Development producer: Kristin Labriola
Editor: Stephanie Andreou
Storyboard artist: Natalie LaBarre, Mark Pecoraro
Designer: Anna Bron
Lead 2D animator: Nivedita Sekar
2D animators: Angela DeVito, Nicole LaCroix
Compositor: Xiao Xiao Tang
Sound: Nick Angell, Angell Sound
VO artist: Catherine Tate
Media planning and buying: OMD UK
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Decembrist: Smart 'Smart cats'
Agency: Decembrist
Client: Smart
Date: May 2017
Turning circle. Its size coupled with the Direct-Steer system gives the smart forfour the smallest turning circle in its class of just 8.65 m measured from wheel to wheel.
Credits:
Agency: Decembrist. St.Petersburg
Creative director/Art director/ copywriter: Anton Mokhov
Director: Ivan Egorov
DOP: Ivan Egorov
Editor: Victor Isamuhamedov
Colorist: Victor Isamuhamedov
Sound Design: Alexander Karelin
Producer: Denis Smagin
Music: Tchaikovsky - Waltz of the Flowers
Creative director/Art director/ copywriter: Anton Mokhov
Director: Ivan Egorov
DOP: Ivan Egorov
Editor: Victor Isamuhamedov
Colorist: Victor Isamuhamedov
Sound Design: Alexander Karelin
Producer: Denis Smagin
Music: Tchaikovsky - Waltz of the Flowers
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The Allotment: Air Business 'From A to Beyond'
Agency: The Allotment
Client: Air Business
Date: May 2017
The Allotment have rebranded distribution and subscription services business, Air Business and their subsidiary, Quadrant.
Research by The Allotment indicated that Air Business are the ‘first and last link’ in managing subscriptions and distribution of magazines and newspapers, and are known for their reliability, exceptional customer service and human approach.
The ‘Big idea’ was that Air Business doesn't just take things from A to B - they use their exceptional customer service and support to take clients on a journey spanning acquisition and retention right through to data analysis, physical and digital delivery and beyond. It was this insight that led to the brand proposition; From A to Beyond. This clever twist on language familiar to the sector perfectly sums up Air Business’ strong service mentality and illustrates the added value they provide through their brilliant customer service.
The new brand and proposition has been bought to life across all Air Business touch points, including the website (www.airbusiness.com). The design uses a red flowing line which runs throughout the whole brand, connecting and interacting with human photography and clever brand messaging to tell compelling stories of success.
Credits:
Paul Middlebrook - Managing Partner - The Allotment.
James Backhurst - Creative Director - The Allotment.
Tom Russell - Account Manager - The Allotment.
Harry Lee - Designer - The Allotment.
Adam Cale - Designer - The Allotment.
Jordan Allen - Designer - The Allotment.
Website Build - Roll Studio.
Photography: John Angerson.
James Backhurst - Creative Director - The Allotment.
Tom Russell - Account Manager - The Allotment.
Harry Lee - Designer - The Allotment.
Adam Cale - Designer - The Allotment.
Jordan Allen - Designer - The Allotment.
Website Build - Roll Studio.
Photography: John Angerson.
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Jabberwocky: Jabberwocky 'Guerrilla Gardener'
Agency: Jabberwocky
Client: Jabberwocky
Date: May 2017
What started out as a one-off PR stunt to highlight the perilous state of many roads in Bath has turned into a national media frenzy resulting in this short, tongue-in cheek film created by Jabberwocky.
The film shows Jason, the real-life ‘guerrilla gardener’ from Bath preparing for a day’s gardening, loading his car with tools and plants and setting off to an unspecified destination with a jaunty 50’s soundtrack playing throughout.
After a while he pulls over and alights the car to grab a bag of compost which he pours out and proceeds to plant an array of colourful plants. As he begins to water them the camera pulls back to reveal he’s standing on a road having planted a pothole.
The film concludes with the endline : ‘Show our roads some love. Report a pothole at www.gov.uk/report-pothole’.
Credits:
Founder: Mark Humphries
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Ogilvy Italy : Urban Vision 'Ad/sorbent'
Agency: Ogilvy Italy
Client: Urban Vision
Date: May 2017
15 days, 4 environmentally useful billboards, 3 of the most polluted cities in Europe, 67,612 cars disappeared. Advertising reducing outdoor pollution vs adding to the problem?
Ogilvy Italy, in partnership with Urban Vision (one of the leading Italian outdoor companies) created Ad/sorbent and replaced the wrapping of 4 grand spaces in Milan, Rome and London with The Breath technology, a made in Italy, cutting-edge fabric that captures and absorbs air pollution.
Credits:
Chief creative officer: Giuseppe Mastromatteo, Paolo Iabichino
Client creative director (art director): Giordano Curreri
Client creative director (copywriter): Marco Geranzani
Senior art director: Gigi Pasquinelli
Senior copywriter: Serena Pulga
Additional credits: Graphic artworker: Mario Colombo
Client service director: Daniele Bacigalupi
Account supervisor: Giulia Calderoni
Print producer: Milena Sirtori
Producer: Lorena Padovan
Senior copywriter: Serena Pulga
Additional credits: Graphic artworker: Mario Colombo
Client service director: Daniele Bacigalupi
Account supervisor: Giulia Calderoni
Print producer: Milena Sirtori
Producer: Lorena Padovan
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Crispin Porter + Bogusky: Hotels.com 'Leisure'
Agency: Crispin Porter + Bogusky
Client: Hotels.com
Date: May 2017
Hotels.com knows that everyone loves a freebie. So they created the Hotels.com Rewards Programme – book 10 nights, get 1 Reward Night. In its latest TV campaign, launched 13 May during ITV’s Britain’s Got Talent, the brand’s Captain Obvious character reminds viewers that, thanks to the Rewards Programme, booking via Hotels.com is, well, more rewarding.
Two spots running over the summer, “Leisure” and “Business”, feature the Captain and fellow hotel guests singing the praises of the Rewards Programme as they dance their way through a rendition of Singin’ in the Rain’s ‘Good Morning’ song (in a creative curveball, in “Business” we see Howard, from the famous all-singing all-dancing high street bank ads, mistakenly pop up).
A third spot airing later in the year shows a voice assistant struggling to understand Captain Obvious’s musical tunes and joyous ‘woo-hoos’ as he celebrates his latest Reward Night (Voice Assistant: ‘OK, Calling Jenny Woo’).
The TV campaign is supported by a collection of shorter formats; Phoney, Notification and Moonwalk that will appear on digital platforms as bumpers, pre-rolls and curtain raisers for online content.
Credits:
Dave Buonaguidi - ECD - Crispin Porter + Bogusky London
Graham Storey, Phil Cockrell, David Carr and Martins Millers - Creatives - CP+B
Charles Faircloth - Head of Client Services, CP+B
Tania Delamotte - Account Director, CP+B
Mark Denton - Director
Graham Storey, Phil Cockrell, David Carr and Martins Millers - Creatives - CP+B
Charles Faircloth - Head of Client Services, CP+B
Tania Delamotte - Account Director, CP+B
Mark Denton - Director
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Publicis Italy: Subito.it 'The Offline Test'
Agency: Publicis Italy
Client: Subito.it
Date: April 2017
We all know the basic safety rules to buy something without being frauded.
Subito.it wanted to remind these rules to its users to avoid each scam’s attempt that can happen on the platform.
To do so Publicis Milan repeated the same scam attempts that happen on the net in a real store with real customers.
Proving that to shop safe online, you just have to do it as if you are offline.
Credits:
Brand: Subito.it
Advert Title: The Offline Test
Product: Online Security
Media: Experiential, Content, Digital
Advertising agency: Publicis Italy
Agency website: Publicis.it
CEO Publicis Italia and Global CCO Publicis WW: Bruno Bertelli
Executive Creative Director Publicis Italy: Cristiana Boccassini
Associate Creative Directors: Aureliano Fontana, Bruno Vohwinkel
Art director: Giovanni Greco
Copywriter: Enrico Pasquino
Group Account Director: Simona Coletta
Account Supervisor: Serena Girola
Agency Producers: Luana Strafile, Matilde Bonanni
Strategic Planner: Noa Dekel
CDP: Bedeschi Film
Director: Claudio Gallinella
Editor: Fabrizio Squeo
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FCB Lisboa: ACA-M - Drivers safety association 'Hangman'
Agency: FCB Lisboa
Client: ACA-M - Drivers safety association
Date: March 2017
Mobile phones are more present than ever in our lives. We’ll use them at work, while in the bathroom and even in the car, while driving. Therefore, accidents involving texting are on the rise. We need to keep creating awareness about it, but in a different, more striking, way. ACA-M presents “Hangman”, a series of graphic pieces with strong and disturbing illustrations that mimic a hangman game in which only one letter is missing. After all, when we text and drive, “Every letter could be the last.”
Credits:
Advertised brand: ACA-M - Drivers safety association
Advertising Agency: Fcb Lisboa, Lisbon, Portugal
Advertising Agency: Fcb Lisboa, Lisbon, Portugal
Advert title(s): Every letter could be the last.
Headline and copy text (in English): Don’t text and drive.
Headline and copy text (in English): Don’t text and drive.
Creative Directors: Edson Athayde
Art Director: Eduardo Pastor
Copywriter: Leo Gomez
Illustrator: Marcelo Dalbosco
Account Director: Sónia Gonçalves
Published: 04, 2017
Media: Print, Outdoor
Art Director: Eduardo Pastor
Copywriter: Leo Gomez
Illustrator: Marcelo Dalbosco
Account Director: Sónia Gonçalves
Published: 04, 2017
Media: Print, Outdoor
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CHI & Partners: Freedom Brewery 'A taste of freedom'
Agency: CHI & Partners
Client: Freedom Brewery
Date: May 2017
CHI&Partners has teamed up with artist Thomas Danthony to create a double-D&AD-pencil-winning suite of limited edition prints for Freedom Brewery, after the agency took a stake in the craft lager brand last December.
The campaign, ‘A Taste of Freedom’, includes four pieces of artwork which aim to drive reappraisal of the Freedom brand – reflecting the quality and sophistication of its multi-award-winning range of craft lagers, and repositioning Freedom as the lager of choice for modern discerning pint choosers.
In a nod to the old world of beer advertising, which saw brands create art for the walls of pubs, CHI&Partners chose to create a series of branded art for Freedom that publicans and beer lovers alike would value and choose to display of their own accord, creating free publicity for the brand.
Credits:
Executive creative director: Micky Tudor, Yan Elliott
Creative director: Danny Hunt
Creatives: William Cottam, James Crosby
Head of art: Marc Donaldson
Additional credits: Chief executive officer: Sarah Golding
Visualisers: Rob Swainson and Charlie Townsend
Art buyer: Emma Modler
Business director: Alex Best
Account manager: Sophie Holt
Planners: Oli Feldwick, Paul Martin
Artist: Thomas Danthony
Agent: Handsome Frank
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BrandOpus: Hall & Woodhouse 'Collector’s Edition'
Agency: BrandOpus
Client: Hall & Woodhouse
Date: May 2017
BrandOpus has designed a unique Collector’s Edition bottle for Hall & Woodhouse’s signature brew Badger which has picked up a coveted D&AD Graphite pencil.
Like the beautifully balanced brew, bringing together hints of marmalade and toffee, with spices of ginger and clove, the extraordinary bottle is a realisation of a project lead by passion and the notion of craft. The 75cl bottle is shaped like a badger’s head, decorated in the familiar black and white stripes, with the nose represented by a corked neck adorned with a hand-waxed seal. The bottle is presented in a cylindrical tube depicting the scene of a badger’s sett, made from untreated craft stock paper. The concept sees the badger emerge from his cosy, leafy sett upon opening the package.
Credits:
Executive creative director: Paul Taylor
Additional credits: Marketing manager (Badger Ales): Anna Corbett
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Mr President: Annoushka 'Run the World'
Agency: Mr President
Client: Annoushka
Date: May 2017
London-based independent creative agency Mr President is helping fine jeweller Annoushka Ducas launch her Crown collection with a new campaign that steps outside the fine jewellery mould. The “Rule the World” print, store and digital campaign features a diverse set of female hand models showing off the new Crown Rings in a playful and powerful way sharing messages of empowerment in Universal Sign Language (USL).
The campaign will roll out from 12May on the web and social channels. On Annoushka.com (https://www.annoushka.com/uk/crown), visitors can create and share their own messages of empowerment by spelling out messages in Universal Sign Language. Store window displays at the Annoushka flagship store on South Molton Street in London will follow shortly as well as adverts in high end fashion & jewellery titles, including Harpers Bazaar and Tatler, in the coming months.
Credits:
Creative agency: Mr President
Claire Hynes - Managing Partner - Mr President
Nick Emmel - Strategy Partner - Mr President
Jon Gledstone - ECD + Partner - Mr President
Dan Viveiros - Head of Design- Mr President
Sarah Hardcastle - Creative- Mr President
Elliott Shiels - Creative- Mr President
David Clulow - Senior Designer- Mr President
Clancy Walsh - Connections Planner - Mr President
Harriet Bell - Account Manager - Mr President
James Fricker - Senior Producer- Mr President
Claire Hynes - Managing Partner - Mr President
Nick Emmel - Strategy Partner - Mr President
Jon Gledstone - ECD + Partner - Mr President
Dan Viveiros - Head of Design- Mr President
Sarah Hardcastle - Creative- Mr President
Elliott Shiels - Creative- Mr President
David Clulow - Senior Designer- Mr President
Clancy Walsh - Connections Planner - Mr President
Harriet Bell - Account Manager - Mr President
James Fricker - Senior Producer- Mr President
Photographer: Turi Løvik Kirknes
Photographer assistant: Katie Boyle
Stylist: Victoria Wright
Makeup: Lan Nguyen
Nail artist: Cherrie Snow
Photographer assistant: Katie Boyle
Stylist: Victoria Wright
Makeup: Lan Nguyen
Nail artist: Cherrie Snow
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Music: British Cycling 'For Everyone '
Agency: Music
Client: British Cycling
Date: May 2017
Music launches British Cycling’s new ‘For everyone’ campaign to inspire people nationwide to get on their bikes
Music has launched a brand campaign for British Cycling that spans communications for their recreational events and initiatives. The main objective is to inspire everyone to visit Letsride.co.uk and sign up to one of the many free rides including mass-participant city rides, local women-only riding groups, or under-16s coaching.
British Cycling appointed Music to create a year-long campaign that will encompass the organisation’s five key partnership programmes with HSBC UK; HSBC UK City Ride, HSBC UK Go-Ride, HSBC UK Ride Social, HSBC UK Breeze and HSBC UK Guided Rides. The campaign spans OOH, digital advertising, radio and a 60 second film. Music have also created event branding for HSBC UK City Ride events – continuing the theme of the campaign into the experience itself.
Credits:
Adam Rix - Creative Director
Paolo Carniel, Adam Rix and Chris Miller- Copywriters
Lottie Brzozowski - Designer
Oliver Wigglesworth- Designer
Photographer - Shaw and Shaw
Project Management - Amy Alexander
Production Management- Shelley Wood
Paolo Carniel, Adam Rix and Chris Miller- Copywriters
Lottie Brzozowski - Designer
Oliver Wigglesworth- Designer
Photographer - Shaw and Shaw
Project Management - Amy Alexander
Production Management- Shelley Wood
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