Creative Works featuring Isobel, Now, Ogilvy & Mather London, BETC Paris and more

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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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BETC Paris: Lacoste 'Timeless'

Agency: BETC Paris

Client: Lacoste

Date: June 2017

Lacoste plays with time as it plays with desire. Whether it makes time stop – The Big Leap – or it makes the Hero of the new film cross decades to chase the object of his desire.

In a way, both stories tell the essence of the brand and its iconic piece, the polo: its desirability resists to time, it’s timeless elegance. Our new film “Timeless” turns the heritage of the brand into a very contemporary desire story.

Credits:

Executive creative director: Remi Babinet

Creative director: Antoine Choque

Art director: Aurelie Scalabre

Copywriter: Olivier Aumard

Additional credits: Agency TV producer: Fabrice Brovelli

Director: Seb Edwards

Production company: Wanda/Academy

Tags: Europe

One Green Bean: Visit Jersey 'Find Your Freedom'

Agency: One Green Bean

Client: Visit Jersey

Date: May 2017

Visit Jersey has launched a four-part content series, ‘Find Your Freedom’, which celebrates the holiday destination. The series follows the experiences of four visitors to the island, from the surprising to the extraordinary, each showcasing a fresh perspective on a Jersey escape.

As well as Jersey’s stunning sights, each episode highlights the unexpected backstories of the characters by following their day on the island from sunrise to sunset: The Foodie Firefighter, an unlikely gastronome explores the culinary offering; The Surfing Grandpa, an experienced wave rider takes on Jersey’s smooth sets; The Hiking Hipster, a Doc Marten clad East Londoner hikes the stunning coastline; and The Cycling Cabbie, a London taxi driver trades in his four wheels for two on Jersey’s Green Lanes.

The stories share the message that Jersey is full of unexpected experiences. This is a nod to Visit Jersey’s successful brand relaunch which aims to shift perceptions of the island and encourage new visitors, by showcasing the emotional benefits of Jersey as ‘the island break’. This push has already seen a third year of consecutive growth in visitors to Jersey, with 2017 already proving to be another strong year.

Credits:

Kat Thomas - Executive Creative Director - One Green Bean

Tags: UK, web design, Branding, digital, pr

The Surfing Grandpa

The Hiking Hipster

The Foodie Firefighter

The Cycling Cabbie

M&C Saatchi: FUJIFILM UK Ltd 'Fill your world with one offs'

Agency: M&C Saatchi

Client: FUJIFILM UK Ltd

Date: May 2017

M&C Saatchi has launched 88 original idents in a unique sponsorship campaign for FujiFilm instax, proving you can really ‘Fill the world with one-offs’.

As the sponsors of the new series of New Girl on E4, instax from FujiFilm, wanted to create a campaign with a difference. Not only is there a large crossover with fans, instax is all about creating original one-offs, which is exactly how you might describe the lead character in New Girl, Jess, played by Zooey Deschanel.

M&C Saatchi responded to the brief by creating 88 original idents to air over 22 episodes, all in keeping with the authenticity of the brand positioning, ‘Fill the world with one-off’s’.
Collated by a team of over 40 people, each ident features between 4-15
photographs that align with the individual ‘song’ of each spot, all shot during an
intense two-week period.

The inspiration for the idea came from the star of the show, Jess. In each episode she sings kooky little songs on her ukulele, so over a hundred little ditties were written by M&C Saatchi. The best ones were brought to life with real instax photos taken by real photography students.

Credits:

Creative Agency: M&C Saatchi
Chief Creative Officer: Justin Tindall
Creative Directors: Matt Collier & Wayne Robinson
Creative Team: Dominic Moira & Kieron Roe
Account Director: Lucy Williams
Account Team: Kelly Larken & Rebecca Hazell
Strategy/Planner: Camilla Chapman
Producer: Estella Alvares
Production Company: Mad Ruffian
Media Agency: MJ Media

Tags: UK, advertising, idents, TV advertising

Scorch Motion: Scorch Motion 'Wonder Women'

Agency: Scorch Motion

Client: Scorch Motion

Date: May 2017

Inspired by the highly-anticipated Wonder Woman feature film, design studio, Scorch Motion, have created an animated trailer that showcases the powerful and inspirational female figureheads of today.

The trailer includes women who have made a positive impact to society, spanning from politics and social equality through to art and science.

Credits:

Dan Hankinson, Post-Production Manager and Creative, Scorch Motion
Garth Vickers, Animator, Scorch Motion
Tom Stratford, Animator, Scorch Motion
Dan De Silva, Animator, Scorch Motion
Craig Smith, Animator, Scorch Motion
Victoria Edgerley Andrews, Researcher, Scorch Motion
Sarah Rose Skinner, Researcher, Scorch Motion

Tags: Europe, design, animation, 3D Animation/Video, video production

Wonder Woman

Ogilvy & Mather London: Vodafone 'The Wedding'

Agency: Ogilvy & Mather London

Client: Vodafone

Date: May 2017

Vodafone has enlisted actor Martin Freeman to create a ‘quintessentially British’ TVC to advertise its No Roaming Charges offer.

The Wedding – the first creative produced by Ogilvy & Mather London since it won the account from Grey earlier this year – sees Freeman play a blundering guest at a wedding in Majorca. His character, Mr Interruption, attempts to give advice to a fellow attendee who is filming the couple’s first dance, only to be caught in an embarrassing situation.

A follow-up film made for social has also been released, which gives viewers Mr Interruption’s personal take on the situation.

The spot aims to portray Vodafone’s UK business as a ‘quintessentially British’ brand and spotlight how it is removing barriers to connection for its customers. The campaign will feature above the line, social, radio, press and digital, with media being handled by O&M’s WPP Team Red partner MEC.

Credits:

Chief Creative Officer: Mick Mahoney

Creative Team: Richard Barrett and James Manning

Agency producer: Kim Parrett

Managing Partner: Jon Tapper

Business Director: Katharine Easteal

Chief Strategy Officer: Kevin Chesters

Production company: Rattling Stick

Director: Daniel Kleinman

Producer: Johnnie Frankel

Editor: Julian Tranquille @ Cut and Run

Assistant editor: Megan Thorne @ Cut and Run

Sound engineer: Hass @ Jungle

Music Supervisor: Kate Young @ Soho Music

Post production: GPS

Post production producer: Annika Gustavsson

Tags: UK, vodafone, Ad of the Day

Rafineri Ad Agency: LÖSEV 'Laughing Switch'

Agency: Rafineri Ad Agency

Client: LÖSEV

Date: April 2017

On the radio, listeners hear ordinary laughing sound effect after every jokes. But these laughs belong to dead people. So we decided to give a life to them by using children with leukemia’s laughs to collect donations for LÖSEV (Foundation for Children with Leukemia).

We organized events for children with leukemia and make them laugh because good morale is another medicine for children who fight with leukemia. Then we recorded their sound and used it as a laughing sound effect on the most popular radio programs in Turkey. Donations were made by sending a smiley face emoji to an SMS line.

We aimed to show that: a children with leukemia can be happy as well, a good morale is like a necessary for them, and foundations can collect donations by being positive too.

Credits:

Advertising Agency: Rafineri, Istanbul, Turkey

Agency website: http://www.rafineri.net

Executive Creative Director: Emre Kaplan, Ayşe Bali

Creative Director: Can Erdogan

Creative Group Head: Ahmet Ugurel

Copywriter: Mustafa Can Demir

Art Director: Emre Onacak, Gizem Arlı, Can Şahin

Chirf Technical Officer: Ibrahim Hizlioglu

Agency Producer: Sema Tulubas

Strategy: Zühre Erdogan

Account Team: Erbek Onur, Cagla Ishak

Published: April, 2017

Tags: Europe, Radio, Advertising & Media, NGO, non profit

LOSEV: Laughing Switch

Land Rover and Jaunt Inc : The America's Cup 'Americas Cup VR experience'

Agency: Land Rover and Jaunt Inc

Client: The America's Cup

Date: May 2017

Jaunt Inc and Land Rover have announced further momentum in EMEA with a new collaboration involving Land Rover and the release of ‘Above and Beyond’ – ahead of the America’s Cup.

The film was shot in an immersive 360 format and places viewers in the heart of Americas Cup preparation with decorated Olympian Ben Ainslie and his crew in Bermuda as they look to take home the prestigious title in 2017, in a three-part series. Using the latest VR technology and the free app, fans will be to immerse themselves in Ben’s team, participate in gruelling training sessions and sail out on the most technologically-advanced boat in America’s Cup history.

The collaboration with Jaunt and Land Rover demonstrates how VR continues to play a huge part in the future of technology, providing a unique opportunity for everyone to live and breathe compelling sport experiences.

Credits:

Dominic Collins, General Manager International, Jaunt Inc
Mark Cameron, Jaguar Land Rover Experiential Marketing Director

Tags: Europe, Virtual Reality, Sports Marketing, America's Cup, Sailing, VR, Content, 360, immersive, land rover, Jaunt VR

Above and Beyond in 360 with Land Rover BAR

Now: Women’s Equality Party 'General Election 2017'

Agency: Now

Client: Women’s Equality Party

Date: May 2017

Now has created a poster campaign for the Women's Equality Party to support their General Election campaign which sees them fielding an all women list of 7 candidates in constituencies across the UK.

One poster highlights the party's ground-breaking free childcare policy. The Women's Equality Party is offering a new shared parental leave policy with three months for each parent at 90% of pay and a further three months to share, followed by universal free childcare for all until school age. Its plans are more comprehensive than anything offered by any of the other parties, giving both parents the choice to work full time if they want to. The Party is committed to equal parenting as one of its cornerstone objectives.

The copywriters were Suzi Paddison, Joseph Moloney and Roger Morris and the creative was overseen by Now’s ECD and Partner Remco Graham. There was no media agency and Posterscope donated regional digital outdoor exposure for the campaign.

The WEP candidates core objectives include equal pay, equal parenting, equal representation in politics and business and ending violence against women.

Credits:

Client: Women's Equality Party, Catherine Riley, Head of Communications
Agency: Now
Brief: Get awareness for Women's Equality Party and their policies in the General election
Media exposure: Digital outdoor and posters
ECD: Remco Graham
Copywriters: Suzi Paddison, Joseph Moloney and Roger Morris
Head of Design: Aaron Moss
Designer: Luke McClure
CSO: Kate Waters
Planner: Emma Barry
Client Service Director: David Mannall
Account Director: Samantha Vine
Agency producer: Callum Furminger
Media: Posterscope

Tags: UK, Out Of Home

Ogilvy Italy : Nutella 'Nutella Unica'

Agency: Ogilvy Italy

Client: Nutella

Date: June 2017

Could Nutella be even more unique? We think so. We think Nutella can be as special and expressive as every single one of its customers. With this objective, Nutella Unica was born - the first limited edition made by seven million different jars: dozens of patterns, thousands of color combinations, one special algorithm.

The algorithm combined dozens of patterns and colors to create millions of combinations.

Each one of the combinations was then printed on the classic Nutella label, given a unique ID code to customize it and authenticate it as a unique jar. Like a piece of art.

The seven million ‘Nutella Unica’ jars were distributed all over the country in the usual point-of-sales (supermarkets etc, reaching its intended target of families and individuals. And, the jars were sold out in one month.

The launch was accompanied by a TVC, an online video and a digital activation that alowed people to create a customized video to celebrate someone unique. Hence the name of the initiative: Nutella Unica

Credits:

Chief creative officer: Paolo Iabichino, Giuseppe Mastromatteo

Client creative director: Lavinia Francia

Senior art director: Andrea Guzzetti

Additional credits: Group head of digital and business development: Michael Berger

Account director: Simone Zanelli

Project Leader: Serena Lombardo

Printing and software technology: HP

Tags: Europe

Collective London: Hyundai '#DriveTheRebellion'

Agency: Collective London

Client: Hyundai

Date: May 2017

Collective London created the promotional micro-site and got our photography team out supporting Hyundai's world-first Contactless Car- the IONIQ at an event as part of the brands #DriveTheRebellion fundraising campaign for Stand Up To Cancer.

IONIQ has five embedded contactless payment points where people can TAP TO GIVE £5 or £10 to Stand Up To Cancer. The bespoke car reacts to every donation through audio, visual or electronic movement. Hyundai's brand ambassadors- Double Olympic Champion Nicola Adams and TV Presenter Jake Humphrey were on hand to help encourage donations.

Following the initial launch at Kings Cross Station on 22 May- the Contactless Car will be driven across the UK appearing at a number of Hyundai and Stand Up To Cancer events between May and November 2017.

http://standuptocancer.hyundai.co.uk/

Credits:

Tags: UK, Hyundai, Microsite, Promotional Campaign

The Red Consultancy: Bayer '@DangerousSnail has a secret'

Agency: The Red Consultancy

Client: Bayer

Date: May 2017

Red Consultancy created the latest Insta-celeb, turning a snail into a social media hit that took the country by storm with celebrity fans and thousands of followers.

@DangerouSnail25 had a secret….he was a carrier of lungworm and had been created for Bayer to raise awareness of the parasite amongst unsuspecting dog owners. A video revealing his message amassed over 200,000 views.

Red Consultancy chose Instagram as their initial research showed pet owners are obsessed with sharing images of their pets online. Nearly one in five have social media channel dedicated to their pup and #dogsofinstagram attracts over 750k posts each day.

To make best use of budget, Red Consultancy’s strategy was to create digital content which could be pushed out socially (specifically targeting dog owners) which would also give us content to bounce into traditional wide-reaching national and regional editorial alongside vet and pet owner press.

As lungworm itself is unrecognizable to dog owners we focused on the carriers of the disease – namely slugs and snails. The resulting ‘insta-snail’ was named

@DangerousSnail25 because 25 varieties of slugs and snails carry lungworm giving us a neat hook back to our message.
Working with a celebrated wildlife photographer, we created an Instagram feed full of beautifully shot images of our snails with witty, topical conversation to give @DangerousSnail25 a charming and cheeky personality. Once @DangerousSnail had a decent profile we revealed the true purpose with a fast-cut video compilation with @DangerousSnail confessing he carries the lungworm larvae.

Initial results are impressive - engagement with content was fantastic, and dog-owners have clicked through to an online lungworm map to check for lungworm in their area & vets across the country reported dog-owners actively asked them about the campaign.

Credits:

Emily Morgan - MD - Red Consultancy
Joff Sumner - Head of Creative Services - Red Create
Danni Daly - Associate Director - Red Consultancy
Dan Lambden - Creative Planner - Red Consultancy
Shelley George - Account Director - Red Consultancy
Sophie Kinsella - Account Manager - Red Consultancy
Lequan Johnson - Senior Account Executive - Red Consultancy
Matt Jervis - Account Executive - Red Consultancy
Matt Moran - Photographer
Alexandra Toale, Senior Planner- MediaCom
Alice Hajek, Paid Social Planner Buyer - MediaCom

Tags: UK, digital

@DangerousSnail reveals his secret

Isobel: Fab 'Where There’s Fab, There’s Fun'

Agency: Isobel

Client: Fab

Date: June 2017

Fab, the three-tiered childhood favourite, has launched a new fun themed campaign to coincide with its 50th anniversary.

Three posters have been designed for Where There’s Fab, There’s Fun: Quicksand, Sharks and Cannibals. Each creative shows how the ice lolly automatically create a sense of fun, even in a perilous situation.

Fab enlisted Isobel to develop the creative, who in turn worked with Carioca Studios to execute the campaign across out of home, digital, social and point of sale.

Susanne Frecker, brand manager at Fab, said as the ice lolly turns 50, the company wanted to make sure it is still kept relevant for the younger generation

“With the new creative that Isobel has created for fab, we hope that we can portray the genuine fun that sits at the heart of the fab brand and we’re looking forward to the feedback from our consumers,” she said.

Jamie Williams, partner at Isobel, added: “At Isobel our passion is supercharging the brands we work with, so the challenge Fab set us was one the team has really enjoyed. Many of us grew up with Fab and have great memories that feature the ice lolly so capturing the fun of the brand has been a pleasure from day one.

“The team wanted to be bold with the new campaign and we hope that what we’ve created with them will go down as well with consumers as a Fab itself.”

Credits:

Creative Partner: Rob Fletcher
Creative Directors: Ben Stump & Simon Findlater
Account Partner: Jamie Williams
Account Manager: Juliet Cornick
Planning Director: Sarah Sandford
Designer: Chan Spencer
Photography: Carioca Studios
CGI / Retouching: Carioca Studios
Production Company: JSR

Tags: UK, Ad of the Day, creative works, isobel

pd3: Imperial War Museums 'Syria: A Conflict Explored'

Agency: pd3

Client: Imperial War Museums

Date: May 2017

To promote the Syria: A Conflict Explored season, PD3 has created a series of videos for the museum that explore the audience’s understanding of the conflict. Hosted on social media and IWM’s website, the films reinforce the museum’s position as a destination for those looking to gain a balanced understanding of conflicts throughout history and their continued impact on people’s lives.

PD3 identified a cultural tension amongst the audience – that they are hyper aware of the fragility of what they use to inform their understanding of major events in an era of fake news and information overload. The team’s strategy was to play on this tension by putting a spotlight on the unreliability of contemporary news sources in building a balanced and comprehensive view on topics as vast and convoluted as the conflict in Syria.

The 90” hero film features members of the public that reflect the target demographic answering questions about the Syria conflict, highlighting the complexity of conflict and the difficulty of finding a cohesive and unbiased point of reference, particularly within the current post-truth climate.

PD3 has also created six shorter films for social that amplify the message of the hero film plus display ads that encourage the audience to consider the validity of their news sources and seek to understand the wider context of conflict.

Credits:

Catherine Botibol - ECD - PD3
Rachel Robinson - Creative Director – PD3
Julie Herskin - Creative - PD3
Holly Attrill - Creative - PD3
Richard Parry - Producer – PD3
Tom Frain - Production Director – PD3
Rosie Leach - Account Manager – PD3
Simon Richardson - Creative Planner – PD3
Lucinda Gosling - Planning Director – PD3
Pascal Barry - Senior Designer - PD3

Mark Lunt - Camera / Editor - Rise Media
Owen Pratt - Sound Recordist - Rise Media
Jim Harrison - Assistant - Rise Media
Josh Jones - Interviewer - Rise Media
Daniel Morbin - 2nd Editor - Rise Media

Tags: UK, digital, advertising, Branding

Syria: A Conflict Explored at IWM London

Innocean: Hyundai 'Hyundai: Santa Fe Endurance Edition'

Agency: Innocean

Client: Hyundai

Date: April 2017

Primesight, Havas Media’s Adcity, Innocean and Hyundai partnered for a three-week Digital Out of Home campaign to raise awareness of Hyundai’s Santa Fe Endurance Edition.

The campaign creative tells the compelling story of Ernest Shackleton’s great-grandson, Patrick Bergel. He decided to head to the South Pole late last year to re-create his ancestor’s epic expedition in a Hyundai Santa Fe, becoming the first passenger car to cross the Antarctic last year. The 5800km journey of snow and ice across the South Pole was captured in a short film for Hyundai.

Credits:

Primesight
Havas Media’s Adcity
Innocean

Tags: Europe, advertising, Out Of Home, digital, Cinema advertising, cinema