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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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Bulletproof: Arla Foods 'Apetina Brand and Packaging Redesign'
Agency: Bulletproof
Client: Arla Foods
Date: June 2017
Arla Foods has teamed up with the London office of strategic brand and packaging design agency Bulletproof to create a contemporary new brand visual identity and packaging design for global cheese brand Apetina.
With an ambition to reposition Apetina as a cooking cheese brand, Arla Foods needed a design that would drive reappraisal, inspiring ‘casual creative cooks’ (those who enjoy experimental cooking and love entertaining in the kitchen) to become more inventive with their cooking habits and start introducing Apetina into their cooking repertoire rather than just using it in the salad bowl.
Taking centre stage on pack is the new Apetina diamond device, which frames an array of delicious, fresh ingredients chosen to complement each variant, alluding to the exciting variety of recipes that can be created with each cheese.
A fresh and bold, dark blue colour palette set on a natural wooden texture finishes the design to give maximum shelf impact in store and add natural culinary cues.
Credits:
Bulletproof
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CP+B Boulder: Hotels.com 'FIRST MULTI-REGION CAMPAIGN '
Agency: CP+B Boulder
Client: Hotels.com
Date: June 2017
Booking a holiday through Hotels.com should always rewarding, thanks to the travel company’s Rewards Programme – Get Instant savings with Secret Prices and collect 10 nights for a reward night.
That’s the idea behind the travel company’s first multi-regional campaign from Crispin Porter + Bogusky, which launched this week. This new work for additional markets puts a deadly scorpion, a flock of hungry pigeons, a keen-to-please taxi driver and an overenthusiastic husband front and centre, in a lighthearted look at some of the less enjoyable aspects of holiday travel.
Four TV spots and a range of print and digital assets launch first in Spain, marking the brand’s first TV advertising campaign in the country, with the campaign rolling out in the coming weeks to Denmark, Sweden, Norway, Finland, France, Spain, Brazil, Mexico, French Canada and Australia.
Credits:
Creative: Brian Friedrich and Brett Dixon, CP+B Boulder
Producer: Rachel Noonan, CP+B Boulder
Director: Traktor
Producer: Rachel Noonan, CP+B Boulder
Director: Traktor
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Peter and Paul: Factory 'New Factory Website'
Agency: Peter and Paul
Client: Factory
Date: June 2017
IdeaMakers Peter and Paul announced they have designed and created a new website for sound production company Factory. The website is central to a campaign that celebrates the 20th anniversary of Factory, the company behind some of the most significant commercials over the past two decades.
Factory’s initial brief was for a new site and a celebratory timeline that documented 20 years in the business. Peter and Paul pushed the idea further by approaching code artist Brendan Dawes to create a visual timeline of sounds that Factory worked on. Brendan created 3D generative shapes that build and expand in synchronisation with sounds that were created by Factory, each one representative of a year in their life.
Credits:
Agency: Peter and Paul
Client: Factory
Design and Art Direction: Lee Davies
Web Development: Tom Smedley
Client: Factory
Design and Art Direction: Lee Davies
Web Development: Tom Smedley
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Spark44: Jaguar Land Rover 'Jaguar visualises 'The Art of Sound' through cymatic science in new film'
Agency: Spark44
Client: Jaguar Land Rover
Date: June 2017
The Art of Sound by Jaguar F-Type SVR, the first in a series of films, demonstrates the science of cymatics and making sound waves visible. Bringing to life the utterly distinctive and pulse-quickening sound of the F-Type SVR, it visualises the sports car’s Titanium Active Exhaust frequencies as intriguing patterns.
The 130-second film, directed by Steve Downer, was filmed in the Jaguar Land Rover semi-anechoic chamber at Gaydon, Coventry, UK. The social-led campaign will launch on Jaguar’s global channels including Facebook, Twitter, Instagram and YouTube targeting Jaguar fans.
The concept was devised by Spark44, the global creative and demand creation partner agency for Jaguar Land Rover; and executed by the FX specialist Machine Shop. A bespoke algorithm was built to interpret the exhaust note of the F-Type SVR and transform it into frequencies to form these patterns, transforming the poppy seeds into kaleidoscopic visuals. The multiple pattern images formed and changed, subject to the changes in exhaust sound.
Credits:
Werner Krainz - Chief Creative Officer -Spark44; Nick Hearne - Creative Director - Spark44; Steve Downer - Director - Mad Cow Films; Justin Hackney - BTS Director - Mad Cow Films; Nicholas Unsworth - Executive Producer - Mad Cow Films; Jonas Blanchard - Producer - Mad Cow Films; Nick Armstrong - Editor - Cut and Run; Jim Allen - Flame Op - Big Buoy; Polly Durrance - VFX Producer - Big Buoy; Mark Horrobin - Grade - Big Buoy; Munzie Thind - Head Sound Engineer - Grand Central Recording Studios; George Castle - Sound Engineer - Grand Central Recording Studios; Paul Mann - Senior SFX Supervisor - Machine Shop; Mats Rivenes - SFX Supervisor - Machine Shop; Iain Suffield - NVH Advanced Technologies Specialist - Machine Shop; Paul Cooper - SVO Project Engineer - Machine Shop; Nigel Harniman - Photographer; Nick Dobson - Business Director - Spark44; Natalie Coomer - Account Director - Spark44; Oliver Creamer - Agency Producer - Spark44
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MERó: Code Computerlove 'Brand Identity Refresh'
Agency: MERó
Client: Code Computerlove
Date: June 2017
MERó brought digital agency Code Computerlove’s never stops tagline to life in a new identity that can be applied across all digital and offline applications. MERó focused on Code’s positioning ‘brilliant never stops’ when shaping the new visual identity, drawing on the idea of an ongoing journey made up of many moving parts.
Code’s different disciplines were visualised in three striking shapes and these shapes were used to create eye catching patterns.
The idea was to capture a sense of movement and motion with a strong rhythm and clear focus. The patterns apply across every brand execution – from bespoke exhibition stands to the use of motion on the new website.
Credits:
Collaboration between Andy Culbert - MERó and Code Computerlove
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Coker Brand Design: Neigh Ltd 'Neigh Raw Puds'
Agency: Coker Brand Design
Client: Neigh Ltd
Date: June 2017
New packaging design and identity created by Coker Brand Design.
Neigh and Coker Brand Design set out to redefine the image of super foods. These premium quality, delicious puds required packaging that would create desire. Neigh wants to spread the word that natural products are not only good for your health, but they can taste far better than their processed counterparts.
Avoiding the typical visual codes of natural and raw products and building on Neigh’s iconic horse box, Coker captured a sense of freedom, of living life in the moment with the vibrant water colour horse illustration unconfined by the box face. Its execution reflects the raw and unprocessed product whilst at the same time being effortlessly sophisticated. The packaging form unfolds on opening, presenting the puds as little irresistible treats, waiting to be nibbled and enjoyed.
Credits:
Simon Coker, Creative Director, Coker Brand Design
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antoni Berlin: Mercedes-Benz 'Tongue Twisters: “Biker” by Noma Bar'
Agency: antoni Berlin
Client: Mercedes-Benz
Date: June 2017
Artist Noma Bar uses animation with fast transitions to highlight the benefit of a safety system by Mercedes-Benz, using of negative space, iconic graphics and double-meaning imagery.
His film Biker, which was released online, tells the story of a Mercedes that succeeds in braking right on time to avoid a collision with a biker on its blind spot. All of this, thanks to a nifty safety feature: Active Blind Spot Assist.
The film dramatizes a complicated traffic situation as a tongue twister and literally narrates it from the perspective of the safety system, fast and flawlessly.
Bar created several visual metaphors and mixed them with typography to accompany the fast voice-over. Each frame fits exactly a word. The film is the first in an animated series to be released highlighting Mercedes-Benz smart safety systems.
Credits:
Noma Bar - Illustration & Direction
Alejo Accini - Animation - Ale Pixel Studio
antoni Berlin - Advertising Agency
Marcell Francke - Creative Director - antoni Berlin
Erick Barrios Hernández - Copywriter - antoni Berlin
Matti Lietsch - Copywriter - antoni Berlin
Wolfgang Warzilek - Art Director - antoni Berlin
Daniel Righi - Art Director - antoni Berlin
Valerie Opitz - Art Buyer - antoni Berlin
Dutch Uncle - Production Company
Sound – nhb studios Berlin GmbH
Alejo Accini - Animation - Ale Pixel Studio
antoni Berlin - Advertising Agency
Marcell Francke - Creative Director - antoni Berlin
Erick Barrios Hernández - Copywriter - antoni Berlin
Matti Lietsch - Copywriter - antoni Berlin
Wolfgang Warzilek - Art Director - antoni Berlin
Daniel Righi - Art Director - antoni Berlin
Valerie Opitz - Art Buyer - antoni Berlin
Dutch Uncle - Production Company
Sound – nhb studios Berlin GmbH
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Mother Design: BBC Three 'Sorry Not Sorry For Being Me'
Agency: Mother Design
Client: BBC Three
Date: June 2017
BBC Three's campaign with Mother Design supports a season of original programming about self-expression called Sorry Not Sorry For Being Me. The season is part of the channel’s aim to engaging the target young, diverse audiences with a message about self-identity and uniqueness.
Credits:
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Karmarama: CBeebies 'Everyone's Welcome'
Agency: Karmarama
Client: CBeebies
Date: June 2017
Karmarama has created a new TV campaign for CBeebies advocating diversity for the children’s television brand. The work aims to promote positive childhoods by celebrating inclusiveness and kindness.
Directed by Joshua Neale, the candid TV spot documents real pairs of friends struggling to spot their differences, demonstrating that from a child’s point of view, when it comes to difference, children see things differently.
The campaign will run for four weeks across BBC’s broadcast and social platforms and will form part of this year’s brand campaign for CBeebies.
Credits:
Client Name (single name): Jamie Dodds
Client Job title: Marketing Director
Creative Agency: Karmarama
Chief Creative Officer: Nik Studzinski
Executive Creative Director: Adam Kean
Executive Creative Director: Dickie Connell
Copywriter: Rachel Holding
Art Director: Dan Leppanen
Planner (Creative Agency): Claire Taylor
Agency Producer: Ben Catford
Assistant Producer: Sam Topley
Business Director: Charlotte Hodgson
Account Director: Kate Fitzgerald
Account Manager: Sophie Coyne
Production Company credits:
Production Company: Smuggler
Director: Josh Neale
Producer: Nick Fewtrell
Production Manager: Polly Leach
Director of Photography: David Proctor
Production Designer:
1st AD: Simon Ashen
Client Job title: Marketing Director
Creative Agency: Karmarama
Chief Creative Officer: Nik Studzinski
Executive Creative Director: Adam Kean
Executive Creative Director: Dickie Connell
Copywriter: Rachel Holding
Art Director: Dan Leppanen
Planner (Creative Agency): Claire Taylor
Agency Producer: Ben Catford
Assistant Producer: Sam Topley
Business Director: Charlotte Hodgson
Account Director: Kate Fitzgerald
Account Manager: Sophie Coyne
Production Company credits:
Production Company: Smuggler
Director: Josh Neale
Producer: Nick Fewtrell
Production Manager: Polly Leach
Director of Photography: David Proctor
Production Designer:
1st AD: Simon Ashen
Offline Editor: Eve Ashwell @ Assembly Rooms
VFX Post House: Moving Picture Company
VFX Supervisor:
VFX Artist:
VFX Producer: Ryan Handcock @ MPC
DMP Aritst:
Colourist: Richard Fearion @ MPC
Sound Design: Alex Wilson-Thame @ Jungle
Music Composition: Mat Davidson
VFX Post House: Moving Picture Company
VFX Supervisor:
VFX Artist:
VFX Producer: Ryan Handcock @ MPC
DMP Aritst:
Colourist: Richard Fearion @ MPC
Sound Design: Alex Wilson-Thame @ Jungle
Music Composition: Mat Davidson
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Joint: Badger Ales 'Ultimate Beer Sheds'
Agency: Joint
Client: Badger Ales
Date: June 2017
Joint have launched a new content series for Badger, partnering with Unilad to showcase the ‘ultimate beer shed’ created for lucky Badger fans.
Celebrating the British love affair with the garden shed, the campaign brings together one of the oldest beer brands with one of the newest (and largest) publishers and is designed to showcase Badger’s commitment to making ‘beer time’ better.
The campaign will launch on Unilad platforms, social and influencer networks and coincides with a refresh of Badger’s owned channel strategy and content led by Joint.
The first of the Ultimate Beer Shed series, a rugby themed shed, features former England Rugby player David Flatman. The campaign uses an influencer strategy designed to appeal to the interest areas relating to each shed.
Credits:
Agency: Joint London
Client: Badger Ales in partnership with Unilad
Client: Badger Ales in partnership with Unilad
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BBDO: Mercedes-Benz '#4Fathers'
Agency: BBDO
Client: Mercedes-Benz
Date: June 2017
Papaya Films was tapped by BBDO Warsaw and Mercedes-Benz to create an inspiring Father’s Day story of familial bonding, imagination, and adventure.
The spot was directed by Papaya’s Julia Rogowska and shows a young brother and sister searching the wilderness for a mysterious fairytale creature. With Rogowska and cinematographer Filip Załuska showing the natural beauty of Poland’s Giant Mountains, the spot has an ethereal quality that stands out from traditional Father’s Day ads.
“We wanted to find a memorable way to show the family side of the Mercedes-Benz brand, and to encourage fathers to nurture the spirit of adventure within their kids,” shared Rogowska. “It was inspiring to work in such beautiful surroundings to tell this story, and we had a fabulous crew and actors who bravely tackled the many physical challenges of the shoot. The end result is a timeless, engaging story that lets our imaginations run free.”
Credits:
Title: #4fathers
Client: Mercedes-Benz
Agency: BBDO Warsaw
Creative Director: Kamil Redestowicz
Creative Team: Michał Włodarczyk & Mateusz Reiss
Agency Producer: Bartosz Okólski
Business Directors: Agata Ciecierska, Renata Gerek, Maja Laudańska – Tomczak
Production Company: Papaya Films
Director: Julia Rogowska
Executive Producer: Kacper Sawicki, Paweł Bondarowicz
Producer: Michał Trusiewicz
Production Manager: Ada Kornecka
DP: Filip Załuska
Costume Designer: Agata Zalewska
Production Designer: Natalia Giza
Editor: Maciej Kozłowski
Post production: Televisor
Post Producer: Iwona Kachel
Post Supervisor: Wojtek Świątek, Karol Kisiel
Audio Production: Efektura – Andrzej Bogucki
Music: Upright Music
Client: Mercedes-Benz
Agency: BBDO Warsaw
Creative Director: Kamil Redestowicz
Creative Team: Michał Włodarczyk & Mateusz Reiss
Agency Producer: Bartosz Okólski
Business Directors: Agata Ciecierska, Renata Gerek, Maja Laudańska – Tomczak
Production Company: Papaya Films
Director: Julia Rogowska
Executive Producer: Kacper Sawicki, Paweł Bondarowicz
Producer: Michał Trusiewicz
Production Manager: Ada Kornecka
DP: Filip Załuska
Costume Designer: Agata Zalewska
Production Designer: Natalia Giza
Editor: Maciej Kozłowski
Post production: Televisor
Post Producer: Iwona Kachel
Post Supervisor: Wojtek Świątek, Karol Kisiel
Audio Production: Efektura – Andrzej Bogucki
Music: Upright Music
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