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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'.
We've now introduced our new five-star voting system. To vote for your favourite, make sure you click on the stars. The winner be chosen based on the average rating and the number of votes cast. Voting closes on Monday 7 August.
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DigitasLBi: Nissan 'Electrify the World'
Agency: DigitasLBi
Client: Nissan
Date: July 2017
DigitasLBi Paris helps Nissan heighten awareness around noise pollution through a series of “unacceptable” videos.
A series of mischievous videos illustrate the negative effects of noise pollution. 80% of noise pollution in European cities is caused by traffic noise, but with the increase of electric vehicles, cities are about to become much quieter. Through these videos, Nissan’s Electrify the World program aims to raise awareness about a future free of traffic noise.
DigitasLBi have created the trio of “Unacceptable” videos in order to draw attention to the issue of noise pollution in an impactful way. These short videos are designed specifically for social media such as Facebook and Twitter.
The campaign will run in England, France, Germany, Spain, Italy, Norway and the Netherlands on Facebook, Instagram and Twitter.
Credits:
Advertising Agency: DigitasLBi Paris
Creative Director: Claudio Vieira
Creatives: Andre G. Gray, Thomas Marcusson
Creative / Strategic Program Director: Anthony Gandia
Client Services Director: David Ouanounou
Senior Project Manager: Clara Abila
Content Strategist: Michelle Keomany
Producers: Thomas Laurent, Olivier Dubocage
Production: Wanda
Director: Guilhem Machenaud
Creative Director: Claudio Vieira
Creatives: Andre G. Gray, Thomas Marcusson
Creative / Strategic Program Director: Anthony Gandia
Client Services Director: David Ouanounou
Senior Project Manager: Clara Abila
Content Strategist: Michelle Keomany
Producers: Thomas Laurent, Olivier Dubocage
Production: Wanda
Director: Guilhem Machenaud
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Robot Food: Saxa 'Rebrand'
Agency: Robot Food
Client: Saxa
Date: July 2017
To many UK households, Saxa is salt. Saxa has been around since 1907 and is one of the UK’s better known heritage brands. Premier Foods asked Robot Food to reinvigorate this trusted brand with a stronger, fresher purpose and to give it pride of place again in UK kitchens.
Robot Food held a workshop to pinpoint the brand’s unique role in the salt category and reassert its leadership position. The team uncovered a wealth of relevant themes and ideas, including how Saxa empowers ‘intuitive home cooks’ with choice and inspiration to make flavour come alive in every home. Armed with a clear design strategy, Robot Food took a thoroughly modern, upbeat and focused approach, leveraging Saxa’s rich heritage by simplifying key brand assets and amplifying the most relevant equities.
Taking inspiration from the sea, the sea salt products’ dashes and swirls evoke freedom of culinary expression and the invigorating experience of ocean waves. The coarse rock salt product is differentiated with a blocky design that evokes the texture of the natural rocks from which the salt is mined.
The team stayed loyal, choosing to use the iconic drum shape to strengthen Saxa’s well-established brand recognition and simplifying the holding device by refining the previous serif logo font. A contemporary sans serif was introduced for the variant name and descriptor, while ‘Est. 1907’ reinforces the heritage. Matte packaging gives a tactile, premium feel, and the result is a great-looking, clearly united, complementary salt range for the intuitive or creative home cook.
Credits:
Dave Timothy - Client Director - Robot Food
Katy Mair - Account Manager - Robot Food
Mike Johns - Design Director - Robot Food
Ben Brears - Senior Designer - Robot Food
Katy Mair - Account Manager - Robot Food
Mike Johns - Design Director - Robot Food
Ben Brears - Senior Designer - Robot Food
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Havas London: E45 'Straight Up Skincare'
Agency: Havas London
Client: E45
Date: July 2017
British skin care brand E45 has unveiled a significant brand repositioning campaign and new strapline: Straight Up Skincare. It is a marked shift away from previous communications, which had focused on the brand’s 60 years’ experience, and the historical perception of the brand as a remedy for extreme cases of dry skin.
Havas instead positioned it as a straightforward, uncomplicated, everyday product and championed its relevance in the modern world.
Credits:
Agency (Havas):
ECD: Ben Mooge
Creative Director: Elliot Harris
Creatives: Joe Williams, Dave Mygind
Business Director: Ainhoa Wadsworth
Account Director: Matt Ramage
Account Manager: Sophie Amodio
Head of Strategy for RB: Chantelle Begley
Planning Director: Bianca Petroff
Production lead – RB: Louise Bonnar
Agency producer: Joseph Ogunmokun
Print executive producer: Maggie Roberts
Film production:
Production company: Knucklehead
Producer: Peter Knowles
Director: Finn McGough
Production manager: Lucy Chambers
Production designer: Nathan Parker
DoP: Chris Sabogal
Costume designers: Lucy Hagan, Tom O’Dell
Editor: Mark Burnett @ The Whitehouse
Assistant Editor: Amber Saunders @ The Whitehouse
Assistant Editor: Amber Saunders @ The Whitehouse
Colourist: Matt Turner @ Absolute Post
Post-production producer: Belinda Grew @ Absolute Post
Online lead: Zee Stoitchkov @ Absolute Post
Online assistants: Elliot Platt & Jack Kennedy @ Absolute Post
Narrator: Nicola Adams OBE
Audio post-production: Nick Angell @ Angell Sound
Soundtrack composer: Ashley Bates @ Adelphoi Music
Print production:
Executive producer: Maggie Roberts
Photographer: Diane Sagner
Retouching: Dipping Sauce
Design: Elizabeth Bukonova
Media agency: Zenith Optimedia
Hero casting: Talent Republic
Exposure: TV, PR, press, OOH, PoS, digital, social
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M&C Saatchi: Royal Mail 'Heist'
Agency: M&C Saatchi
Client: Royal Mail
Date: July 2017
Royal Mail, the brand usually associated with relatively chirpy TV advertising, has taken an uncharacteristically intense turn in its latest spot to highlight the dangers of identity fraud.
M&C Saatchi’s ‘Heist’ is set in a busy bank that comes under attack from armed robbers. Bank staff and customers offer them cash straight away, but the rogues in balaclavas tell them: “We don’t want your money.”
Instead they demand victims to give up their details, including date of birth, address and the names of their children. As one raider coerces the information out of the hostages, another types it all into an iPad.
Once they’ve collected the personal details, the gang leaves the bank with no money whatsoever. The line reads: ‘Your identity is now your most valuable possession’, and directs viewers to the company’s ID Fraud Centre.
Credits:
Creative Agency: M&C Saatchi
Chief Creative Officer: Justin Tindall
Creative Directors: Dan McCormack and Luke Boggins
Creative Team: Heist: Dan Seager and Steve Hall
Creative Team: Online You: Robert Graves-Morris and Dipesh Mistry
Strategy: Gaby Bell and Jasper Hunter
Account Team: Gemma Dodds and Lucy Partington
Producers: Gareth Williams and Casey Machen
Media Agency: Arena
Head of Communications Planning: Abi Ward
Business Director: Hannah Tucker
Chief Creative Officer: Justin Tindall
Creative Directors: Dan McCormack and Luke Boggins
Creative Team: Heist: Dan Seager and Steve Hall
Creative Team: Online You: Robert Graves-Morris and Dipesh Mistry
Strategy: Gaby Bell and Jasper Hunter
Account Team: Gemma Dodds and Lucy Partington
Producers: Gareth Williams and Casey Machen
Media Agency: Arena
Head of Communications Planning: Abi Ward
Business Director: Hannah Tucker
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Mayor of London : Mayor of London '#LondonIsOpen for Summer'
Agency: Mayor of London
Client: Mayor of London
Date: July 2017
As part of the #LondonisOpen campaign, a short 50 second video has been launched which features Sadiq Khan alongside a host of stars including Jimmy Fallon, Jenson Button and The Kaiser Chiefs. They are captured on camera lending their support to celebrate London as one of the world’s most international and diverse cities and discussing what they love about London during the summertime.
From summer food markets, to outdoor green spaces and some of the city’s most loved landmarks, everyone agreed that London was the best city to visit in the summer.
Both Britons and international travellers agree that the city is a great place to visit this summer. The latest research from visitlondon.com shows that one third of people in Great Britain are considering taking a tourist day trip or booking an overnight stay in London in the next six months. And the latest tourism booking analysis shows that international arrivals in London are set to be up 14% on last year, from July to October. International visitors are taking advantage of the great value offered by the city, with bookings for arrivals from America up 21%, and Asia Pacific, up 14%, over the same period.
Credits:
Sadiq Khan - Mayor of London
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BBH London: Absolut 'Kiss With Pride'
Agency: BBH London
Client: Absolut
Date: July 2017
Absolut has created a powerful poster campaign to highlight the fact that it is still illegal to engage in same-sex activity in 72 countries worldwide as part of its campaign for a more inclusive and open world. Launched on the 50th anniversary of the amendment of the Sexual Offences Act – the Act of Parliament that saw homosexuality partially decriminalised in England and Wales – the poster series features individuals from many of those 72 countries sharing a same-sex kiss to celebrate their own freedom of expression.
Credits:
BBH Creative: Vinny Olimpio
BBH Creative Director: Pablo Gonzalez de la Pena, Paco Conde, Beto Fernandez
BBH ECD: Ian Heartfield
BBH Strategist: Raphael Bittner
BBH Strategy Director: Melanie Arrow
BBH Business Lead: Kate Roberts
BBH Senior Account Manager: Aymara Blanco
BBH Account Executive: Janki Shah
BBH Producer: Lauren Daniels
BBH Assistant Producer: Mercedes Januszczak
Photographer: Sam Bradley
BBH Creative Director: Pablo Gonzalez de la Pena, Paco Conde, Beto Fernandez
BBH ECD: Ian Heartfield
BBH Strategist: Raphael Bittner
BBH Strategy Director: Melanie Arrow
BBH Business Lead: Kate Roberts
BBH Senior Account Manager: Aymara Blanco
BBH Account Executive: Janki Shah
BBH Producer: Lauren Daniels
BBH Assistant Producer: Mercedes Januszczak
Photographer: Sam Bradley
The Absolut Company
Gaia Gilardini: Global Communications Director
Sina Neubrandt: Global Marketing Manager
Oscar Danielsson: Global Brand Manager
Sina Neubrandt: Global Marketing Manager
Oscar Danielsson: Global Brand Manager
Pernod Ricard UK
Adam Boita: Head of Marketing
Jenny King: Senior Brand Manager
Sean Gillespie: Brand Manager
Jenny King: Senior Brand Manager
Sean Gillespie: Brand Manager
Sophie Strang: Assistant Brand Manager
Sunni Peterson: Senior Community Manager
Sunni Peterson: Senior Community Manager
Three posters from the campaign
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TBWA\Media Arts Lab: Apple 'The Rock x Siri Dominate the Day'
Agency: TBWA\Media Arts Lab
Client: Apple
Date: July 2017
Apple has tapped the Hollywood powerhouse that it Dwayen 'The Rock' Johnson to show the world how productive Siri can make its users.
The ad/movie positions the iPhone 7 as the most important weapon in the arsenal of any busy person.
Credits:
Agency: TBWA/Media Arts Lab
Lead Actor: Dwayne Johnson
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LOVE: Umbro 'Pepe gets to know the new Medusae II''
Agency: LOVE
Client: Umbro
Date: July 2017
Umbro is getting meta with a witty ad campaign that strips the technical terms it has constructed around its Medusae II football boots.
Tim Grimble, supposed Umbro boot designer, in great detail describes his new product to ambassador and Beşiktaş defender, Pepe, before learning that the Portugese does not speak English.
Pepe, dependent on his translator condenses the ad pitch into ‘Speed’ and ‘Touch’ – adding a level of humour absent from rival ads in the sector.
Credits:
Director - Chris Cottam
Production - Chief Productions
Executive Creative Director - David Palmer
Creative Director - Kevin Phillips
Writer/Creative Head - Gary Toal
Senior Account Director - Richard Attwater
Senior Account Manager – Matthew Cooper
Global Brand Operations, Umbro - Helene Hope
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Amsterdam Worldwide: Asus 'Ocean Heart'
Agency: Amsterdam Worldwide
Client: Asus
Date: July 2017
Free diver Sofía Gómez Uribe is the star of Amsterdam Worldwide’s latest film for Asus, designed to promote the tech brand’s Transformer 3 Pro.
Dubbed Ocean Heart, the two-minute shoppable spot sees the Colombian-born Gómez Uribe tell the story of her life in the water as she prepares for an 83 metre dive. This particular adventure into the deep is special, though – she’s kitted out in a custom made light suit that reflects her heartbeat.
The suit is – naturally – powered by the Asus Transformer 3 Pro model. The resulting shots feature the diver travelling through the darkness of the ocean, illuminated by the pace of her heartrate.
Credits:
Director: Moritz Grub
DOP: Moritz Grub
Creative Director: Moritz Grub Underwater Director: Julie Gautier Underwater DOP: Julie Gautier
Creative Director: Moritz Grub Underwater Director: Julie Gautier Underwater DOP: Julie Gautier
1st Assistant Director: Stefan Dotter
Camera Assistant: Stefan Dotter
Underwater Camera Assistant: Arthur Lauters
Camera Assistant: Stefan Dotter
Underwater Camera Assistant: Arthur Lauters
Production: Amsterdam Worldwide
Producer: Christy Colon
Art Director: Martí Panes
Account Director: Agathe Wiedemair
Post Production: Paul Schwabe Digital Production Music: YouGuys Music Berlin
Producer: Christy Colon
Art Director: Martí Panes
Account Director: Agathe Wiedemair
Post Production: Paul Schwabe Digital Production Music: YouGuys Music Berlin
On-screen Talent and Freediver: Sofía Gómez Uribe Dive Center and Dive Equipment: Blue Life Dive Safety Divers: Walid Boudhiaf / Jonathan FaneStock Footage: Vitali Gelwich
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Taylor Herring: Samsung UK 'Art of the Nation'
Agency: Taylor Herring
Client: Samsung UK
Date: July 2017
To celebrate the launch of its new TV The Frame, which disguises itself as a piece of art when not being used, Samsung worked with Taylor Herring to commission The Frame National Art Audit.
A shortlist of artworks was created by a series of arts editors and writers before being put to public vote, revealing that Banksy's 'Balloon Girl' is the nation's favourite British artwork. The study also showed that 73% of Brits admit they judge people by the art hanging on their walls.
Culture Show presenter, Miranda Sawyer acted as ambassador for the campaign, presenting the results of the research in a video as well as conducting a number of radio interviews.
Credits:
Balraj Singh - PR Manager - Samsung UK
Pete Mountstevens - Managing Partner - Taylor Herring
Kat Day - Group Account Director - Taylor Herring
Lora Martyr - PR & Content Consultant - Taylor Herring
Pete Mountstevens - Managing Partner - Taylor Herring
Kat Day - Group Account Director - Taylor Herring
Lora Martyr - PR & Content Consultant - Taylor Herring
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Select Property Group: CitySuites 'Online Campaign'
Agency: Select Property Group
Client: CitySuites
Date: July 2017
Select Property Group has created an in-house film to promote CitySuites, its luxury serviced apartment brand. The commercial, which will be shown on the CitySuites website, is a stop motion video that reflects the company’s premium tailored accommodation for business travellers and city tourists.
After the first long day of the shoot only equated to ten seconds of film, the team soon realised that to make it really work they had to slow down and work at the craft of the production.
Credits:
Creative Director: Select Property Group’s Marketing Director, David Ancell
Creative Director: Select Property Group Director, Max Bielby
Producers: Pantling studio
Creative Director: Select Property Group Director, Max Bielby
Producers: Pantling studio
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ZAK: New Balance 'Dictate the Play, Devastate the Defense'
Agency: ZAK
Client: New Balance
Date: July 2017
New Balance Football has launch an integrated campaign titled ‘Dictate the Play, Devastate the Defence’ to mark the arrival of the new Furon 3.0 football boot and a new colour-up for the Visaro boot silo. The campaign will roll out globally, featuring in retail and going live across outdoor, print, social and digital channels. The campaign is aimed at a core audience of 17 to 24-year-old, football obsessed players.
It centres on a series of video challenges including the ‘Devastate Time Trial’ and ‘Devastate Extreme Volley’ where New Balance’s Furon pros, Jesus Navas and Kevin Mirallas challenge fans to test their skills and see if they have what it takes to beat them. Both challenges are inspired by the boot’s unique properties: blazing acceleration and devastating strike accuracy.
Additional elements of the campaign showcase the technical evolution of the footwear collection with a hi-definition tech video and stunning campaign photography.
Credits:
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The Gate London: Chiltern Railways 'Radio Ad on World's Biggest Slide'
Agency: The Gate London
Client: Chiltern Railways
Date: July 2017
Full service advertising agency, The Gate London, part of MSQ Partners, launched its new summer campaign for Chiltern Railways, featuring a radio advert recorded at the ArcelorMittal Orbit, home to the world’s biggest slide.
The advert forms part of a wider campaign to promote Chiltern’s Family Travelcard, and features a 30-second clip of a voice-over artist hurtling at high speed down the 178-metre slide. The clip is also accompanied by a video, which will be shared across social channels including Facebook, Twitter and Instagram for the duration of the campaign.
The agency’s remit involved the production of all creative, as well as the buying and media planning for both digital and print. Print, outdoor and digital media have also been supported with illustrations from renowned typographic artist, Andy Smith.
Credits:
Claire Phillips & Hugo Bone, Copywriters
Beri Cheetham, Art director
James Champ, Planner/CSU Director
Ollie Mills, Designer
Beri Cheetham, Art director
James Champ, Planner/CSU Director
Ollie Mills, Designer
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Ogilvy Group: Coca-Cola 'Love Story'
Agency: Ogilvy Group
Client: Coca-Cola
Date: July 2017
Coca-Cola Great Britain has created its first ever ad made entirely out of its 100% recyclable packaging. Love Story, created by Ogilvy and Mather Berlin, tells the story of two bottles who fall in love as they meet over and over again after being disposed of properly and recycled into new bottles. The ad aims to encourage more people to recycle and highlights how plastic bottles can be reused to produce more plastic bottles.
Credits:
Agency: Ogilvy & Mather Berlin
Director: Cris Wiegandt
Director: Cris Wiegandt
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BBDO New York: My Black is Beautiful 'The Talk'
Agency: BBDO New York
Client: My Black is Beautiful
Date: July 2017
Credits:
Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, New York: Greg Hahn
Creative Director: Marcel Yunes
Creative Director: Rick Williams
Associate Creative Director: Nedal Ahmed
Associate Creative Director: Bryan Barnes
EVP, Global Account Leader: Anita May
EVP, Group Planning Director: Sangeet Pillai
Director of Integrated Production: David Rolfe
Executive Producer: Dan Blaney
Senior Producer: Whitney Collins
Executive Music Producer: Melissa Chester
Senior Integrated Business Manager: Matt Friday
Production Company: The Corner Shop
Director: Malik Vitthal
Exec Producer: Anna Hashmi
Director of Photography: Lasse Frank
Production Designer: Wynn Thomas
Costume Designer: Isis Mussenden
Producer/ Head of Production: Jessica Miller
Line Producers: Stephen Love & Blake Pickens
Editorial: Work Editorial
Lead Editor: Rich Orrick
Editor: Theo Mercado
Producer: Jamie Lynn Perritt
Executive Producer: Erica Thompson
VFX Studio: The Mill NY
2D Lead: Jeff Robins
Producer: Sophie Mitchell
Executive Producer: Rachael Trillo
Music: Pulse Music NY
Composers: Julia Piker & Dan Kuby
Producer: Steve Grywalski
Executive Producer: Dan Kuby
Sound Design: Trinite Studios
Sound Designer: Brian Emrich
Mixing Studio: Heard City
Mixer: Phil Loeb and Keith Reynaud
Producer: Sasha Awn & Andi Lewis
Color Grade/Transfer: Company 3
Producer: Clare Movshon & Alex Lubrano
Colorist: Sofie Borup
Agency Partners
Multicultural Strategic Communications:
Egami Consulting Group
CEO: Teneshia Jackson Warner
Senior Strategic Advisor: Cheryl Overton
Vice President: Liv Lewis
Media: Hearts & Science
Website: Barefoot Proximity
Multi-Cultural/Collateral: Burrell Communications
Chief Creative Officer, New York: Greg Hahn
Creative Director: Marcel Yunes
Creative Director: Rick Williams
Associate Creative Director: Nedal Ahmed
Associate Creative Director: Bryan Barnes
EVP, Global Account Leader: Anita May
EVP, Group Planning Director: Sangeet Pillai
Director of Integrated Production: David Rolfe
Executive Producer: Dan Blaney
Senior Producer: Whitney Collins
Executive Music Producer: Melissa Chester
Senior Integrated Business Manager: Matt Friday
Production Company: The Corner Shop
Director: Malik Vitthal
Exec Producer: Anna Hashmi
Director of Photography: Lasse Frank
Production Designer: Wynn Thomas
Costume Designer: Isis Mussenden
Producer/ Head of Production: Jessica Miller
Line Producers: Stephen Love & Blake Pickens
Editorial: Work Editorial
Lead Editor: Rich Orrick
Editor: Theo Mercado
Producer: Jamie Lynn Perritt
Executive Producer: Erica Thompson
VFX Studio: The Mill NY
2D Lead: Jeff Robins
Producer: Sophie Mitchell
Executive Producer: Rachael Trillo
Music: Pulse Music NY
Composers: Julia Piker & Dan Kuby
Producer: Steve Grywalski
Executive Producer: Dan Kuby
Sound Design: Trinite Studios
Sound Designer: Brian Emrich
Mixing Studio: Heard City
Mixer: Phil Loeb and Keith Reynaud
Producer: Sasha Awn & Andi Lewis
Color Grade/Transfer: Company 3
Producer: Clare Movshon & Alex Lubrano
Colorist: Sofie Borup
Agency Partners
Multicultural Strategic Communications:
Egami Consulting Group
CEO: Teneshia Jackson Warner
Senior Strategic Advisor: Cheryl Overton
Vice President: Liv Lewis
Media: Hearts & Science
Website: Barefoot Proximity
Multi-Cultural/Collateral: Burrell Communications
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