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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: Aides 'Fight HIV with passion'
Agency: BETC Paris
Client: Aides
Date: June 2017
As a longstanding partner of the anti-AIDS NGO, BETC collaborates once again with AIDES for the Fashion Charity Sale.
The sale will take place from 9-11 June in Les Magasins généraux, the new office building of the advertising agency in Pantin, in the suburbs of Paris.
The theme of this edition ‘Fight HIV with Passion’ is illustrated by a powerful ad campaign shot by photographers Nick&Chloe.
A selection of the brands that have donated pieces for the sale, where clothing and accessories will be sold at up to -70%: Acne Studios, Balmain, Christian Louboutin, Dr Hauschka, Vanessa Bruno, Ami Alexandre Mattiussi, Jerôme Dreyfuss, Sonia Rykiel, Sandro, Zadig&Voltaire.
Credits:
Executive creative director: Stephane Xiberras
Creative supervisor: Julien Deschamps
Copywriter: Lucas Bouneou
Art director: Vincent Lesne, Sophian Bouadjera
Assistant art director: Bastien Sabot
Photographer: Nick&Chloe
Creative supervisor: Julien Deschamps
Copywriter: Lucas Bouneou
Art director: Vincent Lesne, Sophian Bouadjera
Assistant art director: Bastien Sabot
Photographer: Nick&Chloe
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True North : National Gallery Ireland 'National Gallery Ireland Rebrand '
Agency: True North
Client: National Gallery Ireland
Date: June 2017
Brand consultancy True North has unveiled its rebrand of the National Gallery of Ireland, the home of the national collection of European and Irish fine art.
The new visual identity features a bold, distinctive graphic symbol inspired by the gallery’s initial letterform ‘N’ and incorporates a stencil typeface inspired by engravings from its iconic building.
The simple but iconic marque is a useful brand device to communicate the breadth and diversity of National Gallery of Ireland, allowing the juxtaposition of words and images to really communicate the gallery’s offer, now and in the future.
Credits:
Victoria Pinnington: Senior Designer: True North
Ady Bibby: Creative Director: True North
Ady Bibby: Creative Director: True North
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Cavalier Communications / freuds / London & Partners: London Tech Week 'London Tech Week #LondonIsOpen'
Agency: Cavalier Communications / freuds / London & Partners
Client: London Tech Week
Date: June 2017
With Europe’s largest festival of technology, London Tech Week, taking place from 12-16 June, the following film was created in collaboration with the Mayor of London, Sadiq Khan, to spread the message that London is Open to the technology sector.
Credits:
Cavalier Communications / freuds / London & Partners
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The Leith Agency: IRN-BRU 'Unbelievable'
Agency: The Leith Agency
Client: IRN-BRU
Date: June 2017
Irn Bru has revealed a nationwide campaign in support of its latest variant, Irn Bru Xtra; the first permanent Irn Bru product to be released in 35 years.
Made with extra Irn Bru taste but no sugar, Irn Bru Xtra was launched in Scotland in early September and is already proving popular with consumers.
The new campaign, created by Leith, builds on the insight that consumers believe sugar free soft drinks don't have as full a flavour. The creative, which plays off this, features a new 30 second TV ad supported by the line: “No Sugar, Tastes Amazing. Unbelievable Stuff.
The heavyweight UK wide TV campaign was planned and bought by phd north.
Credits:
Head of Leith: Ed Brooke
Creatives: Jim Swan, Sam Muir
Director: Seb Cardinal
Producer: Mindseye
Additional Credits: MTP
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Saatchi & Saatchi London: Direct Line 'The Emergency Hotel '
Agency: Saatchi & Saatchi London
Client: Direct Line
Date: May 2017
Direct Line has launched a campaign in support of its latest home proposition, which finds customers a suitable hotel within one hour, if their home is left uninhabitable after a house fire. The Emergency Hotel TVC will blaze onto screens this evening during Coronation Street and then run within other mainstream programmes such as Gogglebox on Friday.
Created by Saatchi & Saatchi London, the campaign will also run across radio, social and digital. The digital will include a real-time digital fire display, alongside creative on Instagram and Facebook focusing on Direct Line as 'The Fixer'. This is the first time Direct Line has used 9x16 formats for video on social platforms, with the advert taking over the entire screen in portrait orientation.
The social media creative and PR activity will also be supported internally by Direct Line’s in-house team, who will use Facebook 360 and animated infographics to bring to life the threat posed by house fires across the UK.
Direct Line is the only insurance provider that offers customers a suitable hotel if they are unable to stay in their home after a house fire within one hour of them reporting their claim, giving them somewhere to rest, recuperate and recover from their ordeal.
Credits:
Adam Chiappe - Creative Director - Saatchi & Saatchi
Rob Potts - Executive Creative Director - Saatchi & Saatchi
Andy Jex - Executive Creative Director - Saatchi & Saatchi
Ben Mills - Creative - Saatchi & Saatchi
Matt Butterfield - Creative - Saatchi & Saatchi
David Gray - Director - Outsider
Rob Potts - Executive Creative Director - Saatchi & Saatchi
Andy Jex - Executive Creative Director - Saatchi & Saatchi
Ben Mills - Creative - Saatchi & Saatchi
Matt Butterfield - Creative - Saatchi & Saatchi
David Gray - Director - Outsider
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TBWA\London: Lidl UK 'Lidl Toujours'
Agency: TBWA\London
Client: Lidl UK
Date: May 2017
Lidl UK features real-life mums in its latest advert created by TBWA\London. The campaign debuted during the ad breaks of ITV’s Britain’s Got Talent, reaching an estimated 1.8 million viewers across the UK.
The creative, which features mums and babies cast from the Mumsnet community, highlights Lidl’s Baby Essential products, focusing specifically on the high-quality nappies from the supermarket’s Toujours range, which have won a number of awards with Mumsnet, Mother & Baby and Good Housekeeping Insitutute.
The ad tells the real story behind a group of mums advocating Lidl’s Toujours range, and opens up with one mother bouncing her baby on her lap, referring to the low cost of Lidl’s nappy range, priced from just £1.15 for a pack of 24. Viewers then watch two other mums claiming that they also use Lidl’s nappy range because they do the job well and are cost effective.
It builds on Lidl’s previous ‘Big On Quality, Lidl On Price’ campaign, which directly compares Lidl’s products with those of its supermarket competitors, highlighting their quality and value. It’s clear that the best advice mums can get when it comes to their babies, is from other mums, reinforcing Lidl’s quality and value credentials through the eyes of real parents in the ad.
Credits:
Andrew Mcevoy - Creative - TBWA\London
Alessandro Perri - Creative - TBWA\London
Leigh Gilbert - Creative Director - TBWA\London
Scott Andrews - Creative Director - TBWA\London
Eve McDonald - Assistant Producer - TBWA\London
Maria Coyle - Account Manager - TBWA\London
David Owen - Business Director - TBWA\London
Alessandro Perri - Creative - TBWA\London
Leigh Gilbert - Creative Director - TBWA\London
Scott Andrews - Creative Director - TBWA\London
Eve McDonald - Assistant Producer - TBWA\London
Maria Coyle - Account Manager - TBWA\London
David Owen - Business Director - TBWA\London
Marc Ingham - Director - You Are Here
Jeremy Goold - MD & Exec Producer - You Are Here
Simon Ashen - 1st AD - You Are Here
Ian Murray - DOP - You Are Here
Jeremy Goold - MD & Exec Producer - You Are Here
Simon Ashen - 1st AD - You Are Here
Ian Murray - DOP - You Are Here
Jake Saunders - Producer - Unit
Simon Astbury - Senior Colourist - Unit
Simon Astbury - Senior Colourist - Unit
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Bray Leino: I heart Wines 'I heart Wines'
Agency: Bray Leino
Client: I heart Wines
Date: June 2017
In a cluttered, complicated, sometimes even pretentious category, i heart Wines has a compelling proposition: reliably delicious, varietal-led wines that speak your language and won’t break the bank.
What’s not to love?
Not much, it turns out. Since launching in 2011, the brand’s impressive sales have rocketed them into the top 20 UK wine brands, but despite this success, brand awareness remained low. i heart came to Bray Leino for a campaign that would grow the love in 2017 and beyond.
The audience, women in their late 20s, tend to choose their wine right there in the aisle, based on price and varietal. i heart scores highly on impulse buys because products like i heart Pinot Grigio and i heart Prosecco cleverly simplify this decision.
And hence the insight: i heart Wines is for people who know what they love.
From this, we developed a beguilingly simple idea that plays off the brand name, raising awareness without compromising on charm.
Credits:
Chief executive officer: Kate Cox
Marketing manager: Lucy Auld
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CSM Sports and Entertainment: Land Rover 'Land Rover's 'Tracking the Lions''
Agency: CSM Sports and Entertainment
Client: Land Rover
Date: June 2017
Land Rover is a principal partner of the British and Irish Lions tour to New Zealand, and together they are producing an exclusive content series; ‘Tracking The Lions’, that will take rugby fans inside the Lions tour.
In the second installment of ‘Tracking The Lions’, British and Irish Lions legend Will Greenwood meets George North to talk through everything from musical roommates on tour, putting the All Blacks on a pedestal, Sam Warburton’s love affair with bicep curls and the Lions chances on tour in New Zealand.
Through the help of its ambassadors, Land Rover will give viewers the chance to hear from players who have pulled on the famous Lions jersey, shed light on what it means to be a Lion and provide undiluted insight into life on tour.
Credits:
CSM Sports and Entertainment - Land Rover's sponsorship agency
Land Rover - Client
British & Irish Lions - Rights Holder
George North - Land Rover ambassador - Northampton Saints and Wales
Will Greenwood - Land Rover ambassador - Rugby World Cup winner with England
Land Rover - Client
British & Irish Lions - Rights Holder
George North - Land Rover ambassador - Northampton Saints and Wales
Will Greenwood - Land Rover ambassador - Rugby World Cup winner with England
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Publicis Italy: City Council of Fucecchio 'Local Heroes of Fucecchio'
Agency: Publicis Italy
Client: City Council of Fucecchio
Date: April 2017
Italy has around 6,000 small villages where everything speaks of the country identity and local life. From the buildings to the small shops, everything shapes the local unique personalities, except the streets. Most of their names have nothing to do with local history and are repeated in every village.
For this reason the City Council and the Municipality of Fucecchio, a small village in the heart of Tuscany, launched Local Heroes, a project to replace the initial street names with local living personalities who had a crucial role in their community recent history.
Residents of Fucecchio propose their personal hero via a dedicated microsite, choosing a street from Google Maps and submitting his story with a video, pictures and written content.
The most admired personalities give their names to the village streets and will be remembered forever. The project started during the first days of April thanks to a video call-to-action that activated people of Fucecchio trough local social media pages. The inauguration of the first streets were held 22-23 April.
Close to road signs, people can unlock Local Heroes stories on their smartphones thanks to Estimote beacons through Google Nearby technology.
Credits:
Publicis Italy
Executive Creative Director: Bruno Bertelli
Executive Creative Director: Bruno Bertelli
Executive Creative Director: Cristiana Boccassini
Creative Director & Art Director: Giovanni Settesoldi
Creative Director & Copy: Cristiano Tonnarelli
Digital Creative Director: Massimo Guerci
Copywriter: Albertina Coacci
Digital Art Director: Dario Citriniti
Account Supervisor: Filippo D’Andrea
Digital Project Manager: Vittorio Cafiero
Agency Producer: Maria Vittoria Ceresoli
Agency Producer: Jonathan Grassi
Director: Davide Agosta
Director: Riccardo Paoletti
Photographer: Luca Palatrasi
Editor: Roberto De Vita
Editor: Romina Bagatin
DIGITAL PRODUCTION COMPANY
Baroque Worldwide | Creation + Production
Baroque Worldwide | Creation + Production
Ali Mansoor – CEO & Executive Producer
Kerem Iseri – Digital Producer
Baroque Design and Development Team
Kerem Iseri – Digital Producer
Baroque Design and Development Team
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Sky Sports : Summer of Sport 'Sky Sports launch #MySummerofSport Campaign '
Agency: Sky Sports
Client: Summer of Sport
Date: May 2017
Sky Sports has launched #MySummerofSport to kick off the biggest ever sporting summer on Sky.
The social campaign encourages sports fans from around the country to post and share pictures of where they are watching the big events over the summer. It is designed to engage the nation in sport this summer, encouraging them to watch the pros and give it a go themselves.
The summer is set to be a scorcher with action from the British and Irish Lions Tour to NZ, ICC Champion’s Trophy, Women’s Cricket World Cup, The Open, Formula One and much more.
Credits:
Kirsty Gallagher - Sky Sports News
Natalie Pinkham - Sky Sports F1
Sean Fitzpatrick - Sky Sports Rugby
David 'Bumble' Lloyd - Sky Sports Cricket
Andrew 'Beef' Johnson - Golf
Natalie Pinkham - Sky Sports F1
Sean Fitzpatrick - Sky Sports Rugby
David 'Bumble' Lloyd - Sky Sports Cricket
Andrew 'Beef' Johnson - Golf
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St Luke's: Aunt Bessie's 'Us or Them'
Agency: St Luke's
Client: Aunt Bessie's
Date: June 2017
St Luke’s is delighted to share its latest work with Aunt Bessie’s – unveiling the launch of its vegetable chip range. Made from parsnips, carrots and sweet potato, this new product is a category first and is a low carb alternative to the potato chip – and also counts as one of your 5-a –day.
This campaign stars the brand ambassadors Margaret and Mabel, in what appears to be their last outing with the brand. The campaign follows the duo as they are being filmed making their latest advert for Aunt Bessie’s and they discover, much to their disgust that the chips they are selling are not potato chips, but vegetable chips. Outraged, Margaret leaves the set announcing ‘either they go, or we do”. The multi media campaign, which also features short form content, goes on to show the duo sabotaging the chips being prepared and spraying graffiti on outdoor posters. Is this the end of the line for Britain’s most famous grannies?
Directed by Sye Allen, through Apostle, this activity runs across ITV broadcast and digital channels, as well as VOD and social media. The lead advert launches during the final of Britain’s Got Talent on Saturday 3 June on ITV, followed by a subsequent 10” spot during Britain’s Got More Talent on ITV2. The rest of the campaign will roll out across social and VOD during June.
Credits:
Executive creative director: Al Young
Creative: Marcus Smith, Tom Hopkins
Additional credits: Agency producer: Chloe London
Planner: Dan Hulse
Business lead: Eva Philipps
Account director: Joanne Hill
Media agency: Vizeum
Production company: Apostle
Director: Sye Allen
Editor: Sye Allen
Grade: Henri Pulla @ CCVFX
VFX producer: Ian Harland
VFX supervisor: James ‘Krispy’ Cornwall
Music track: Grieg – Morning (Peer Gynt)
Audio post production: Grand Central
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Clubhouse Studios: Clubhouse Studios '86½ Years'
Agency: Clubhouse Studios
Client: Clubhouse Studios
Date: May 2017
86½ years reimagines the celebrated photography journal by independent East London publisher, Hoxton Mini Press. Eye-tracking technology combines with beautiful interactions, photography and original sound design to draw you into the world of two unlikely strangers that changed each other’s lives.
Credits:
Will Orrock - Managing Partner - Clubhouse Studios
Dan Coppock - Co-Founder & UX Director - Clubhouse Studios
Rory O'Connor - Creative Partner - Clubhouse Studios
Nick Mulley - Co-Founder & Design Director - Clubhouse Studios
Josh Noble - Delivery Director - Clubhouse Studios
Dan Coppock - Co-Founder & UX Director - Clubhouse Studios
Rory O'Connor - Creative Partner - Clubhouse Studios
Nick Mulley - Co-Founder & Design Director - Clubhouse Studios
Josh Noble - Delivery Director - Clubhouse Studios
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Leo Burnett Italy: Samsung Electronics Italy 'Samsung Wemogee '
Agency: Leo Burnett Italy
Client: Samsung Electronics Italy
Date: April 2017
Samsung Wemogee was created to restore the possibility for aphasia sufferers to communicate easily and quickly with their friends and family. In fact, Samsung Wemogee performs a dual function: for chatting with people far away and communication support for face-to-face interactions.
Through the translation of text to emoji and vice versa, the app allows the person affected with aphasia to communicate only through images. Samsung Wemogee is based on a library of more than 140 phrases: in collaboration with a team of speech therapists, a list of the most common phrases in informal chat was defined, relating to basic needs as well as to their emotions.
These words were then translated into logical sequences of emojis.
Aphasic patients identify what they want to communicate through a panel of exclusively visual options, sending the chosen sequence of emojis to the non-aphasic recipient. The non-aphasic user will receive the message in text form and can then reply using written words.
Aphasic patients identify what they want to communicate through a panel of exclusively visual options, sending the chosen sequence of emojis to the non-aphasic recipient. The non-aphasic user will receive the message in text form and can then reply using written words.
Credits:
Advertising Agency: Leo Burnett, Italy
Executive Creative Directors: Francesco Bozza, Alessandro Antonini
Creative Director / Copywriter: Nicoletta Zanterino
Innovation Director / Head of Art / UX Designer: Mattia Montanari
Art Director / Creative Technologist / UX Designer: Stefano Knoll
Project Manager: Andrea Castiglioni
Brand Leader: Bruno Borsetto
Account Director: Carlotta Piccaluga
Account Executive: Francesca Ajelli
Producer: Alessandra Caldi
Developers: 3x1010
Production Company: Basement HeadQuarter
Director: Vittorio Bonaffini
Audio Production Company: BKM Production
Original Music: Fabio Gargiulo
Executive Creative Directors: Francesco Bozza, Alessandro Antonini
Creative Director / Copywriter: Nicoletta Zanterino
Innovation Director / Head of Art / UX Designer: Mattia Montanari
Art Director / Creative Technologist / UX Designer: Stefano Knoll
Project Manager: Andrea Castiglioni
Brand Leader: Bruno Borsetto
Account Director: Carlotta Piccaluga
Account Executive: Francesca Ajelli
Producer: Alessandra Caldi
Developers: 3x1010
Production Company: Basement HeadQuarter
Director: Vittorio Bonaffini
Audio Production Company: BKM Production
Original Music: Fabio Gargiulo
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Barclaycard : Barclaycard 'Start something new idents '
Agency: Barclaycard
Client: Barclaycard
Date: June 2017
Barclaycard is launching a new nationwide television idents campaign on Channel 4, to show consumers how easy it is to start something new by making a simple purchase.
For over 50 years Barclaycard has been helping people buy and sell and with every £1 in every £3 spent through Barclaycard, the brand is, through a unique ident partnership with C4, encouraging Brits to take the first step to start something new - whether it be taking up a sport or learning a new skill.
From 5 June, the 12-month campaign will appear before Channel 4’s Inspired Living strand of programming, which includes popular shows such as Body Coach, Super Shoppers and Food Unwrapped and will be encouraging people to focus on the purchase they need to help them get started.
The Barclaycard idents feature people beginning something new and we learn about the barriers in their way and ultimately, reveal the object that motivates them to get started - an old car to help make a dent in the banger racing world, shoes that can help get to grips with rock climbing and record decks to give DJing a spin.
Credits:
Andrew Hogan - Global Head of Brand Strategy - Barclaycard
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VCCP: Suzuki 'Suzuki Swift - 'The Swift List''
Agency: VCCP
Client: Suzuki
Date: June 2017
Kevin Thomas has directed the launch commercial for the new Suzuki Swift through Thomas Thomas Films. Shot in and around Lisbon, the film is accompanied by a track called ‘Baby baby’ by the Tropkillaz.
The campaign launches with a 60-second spot followed by 30-second and a series of 10- and 6-second cut downs.
The campaign, 'The Swift List', is a twist on the traditional bucket list, all the things you could do in your Swift. We see various people enjoying their Swift in an array of unexpected ways. In one scene people are playing musical doors with a Swift, a twist on the classic game. In another a man creates his own theatre by shining headlights onto a wall and uses hand puppetry to create shadowy figures that his girlfriend interacts with. And in another a couple watch a film at a drive in, with a difference. They're simply parked outside their house watching a film on a TV pointed out of their kitchen window.
Credits:
Suzuki Europe - Client
VCCP - Agency
Hugh Todd - Creative Director - VCCP
Veryan Prigg - Associate Creative Director - VCCP
Kieran Knight - Associate Creative Director - VCCP
Becky Grove - Agency Producer - VCCP
Agathe Marian - Planner - VCCP
Jonathan Armstrong - Business Director - VCCP
Hayley Gilson - Account Director - VCCP
Louise Sully - Account Manager - VCCP
Hugh Todd - Creative Director - VCCP
Veryan Prigg - Associate Creative Director - VCCP
Kieran Knight - Associate Creative Director - VCCP
Becky Grove - Agency Producer - VCCP
Agathe Marian - Planner - VCCP
Jonathan Armstrong - Business Director - VCCP
Hayley Gilson - Account Director - VCCP
Louise Sully - Account Manager - VCCP
Thomas Thomas Films - Production Company
Kevin Thomas - Director
Trent Simpson - Producer
Philippa Thomas - Executive Producer
Bob Pender - Hughes - DOP
Kevin Thomas - Director
Trent Simpson - Producer
Philippa Thomas - Executive Producer
Bob Pender - Hughes - DOP
Scot Crane - Editor - The Quarry
Post Production - The Mill
Seamus O'Kane - Colourist - The Mill
Post Production - The Mill
Seamus O'Kane - Colourist - The Mill
Sam Ashwell - Sound - 750 mph
Wave Music - Music Consultant
Wave Music - Music Consultant
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BrandOpus: 9NINE 'Brand identity and packaging '
Agency: BrandOpus
Client: 9NINE
Date: June 2017
9NINE has unveiled a new identity and packaging for their range of healthy snacks with the help of leading strategic brand packaging design agency BrandOpus.
Originally named ‘9Bar’, the brand needed to elevate itself from a single product format to a brand that can offer a wider portfolio of products to a more mainstream audience.
Through the re-design, we defined a single minded Masterbrand approach with a bespoke brand colour to achieve standout, excitement and impact in a multi-coloured and cluttered category. A symbolic ‘9’ has been created as the icon for the brand, reflecting the idea of potential, growth and energy, and a brand tone of voice has been developed that communicates the key benefits and attributes of seeds – that sits at core of all products.
As a part of the re-design, 9NINE has re-launched their core bars and created an innovative range of great tasting snacking options - Seed Fusions and Seed Bombes, with further ambition to expand into new product development in the coming months.
Credits:
Chief creative officer: Paul Taylor
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Geometry Global: Colombia Ministry of Environment 'Posters for catching fishermen'
Agency: Geometry Global
Client: Colombia Ministry of Environment
Date: June 2017
The Lionfish is a beautiful but invasive and venomous species which is destroying the Caribbean ecosystem. Due to the danger it poses to both human and marine life, Colombia’s Ministry of Environment has spent 4 years trying to stop the spread of this threat. To date, a volume of literature has been published about the Lionfish and its impact on newly adopted environments, to help local communities understand the damage it can cause. But, fisherman travel light and, understandably, don’t carry Ministry literature on fishing trips. Our goal was simple: we needed more fishermen to join in the hunt for the Lionfish. We had to capture their attention and puncture myths surrounding the fish.
Following previous successful campaigns, we wanted to design something that was useful in more way than one… We created “Posters for catching fishermen”: beautifully designed posters explaining everything a fisherman needed to know: toxicology, how to treat a sting, where to find and capture the fish.
But our posters had a twist.
Each one was printed with an innovative perforation technique which meant, when pulled apart, they literally transform into a working lightweight bag or net that fisherman use to bring home their catch. In short, the posters performed a powerful practical fishing function too. As a result, information Colombian fishermen routinely ignored was transformed into constructive support they wanted to keep and use.
Credits:
Chief creative officer: Juan José Posada
General creative director Geometry Global Bogota: Edwin Pineda
Art director: Danilo Berzaghi
Creative director/copywriter: Nick Corbett
Additional credits: CEO: Sarah Todd (UK), Xavier Serrano (Bogota)
Graphic designer: Yan Cucco
Head of 3D design: Richard Hartle
3D designer: Kyle Dawney
Project manager: Charlotte Hall
Editor: Michael Friddle, Santiago Llano
Producer: Alejandro Ramiez
Photographer: Nicolás Galeano
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