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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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Adam&Eve/DDB: John Lewis 'Moz the Monster'
Agency: Adam&Eve/DDB
Client: John Lewis
Date: November 2017
John Lewis and Adam&Eve/DDB have released their Christmas ad for 2017 – Moz the Monster. Don’t expect too many surprises; despite the direction of Michel Gondry, the touching story of an unlikely, magical friendship forged during the festive period follows the winning recipe of previous years.
Like Monty the Penguin and Buster the Boxer, the ad’s protagonist is a young child – Joe – who discovers a monster is sleeping under his bed. He’s apprehensive at first and irritated by the beast’s snoring, but once Moz lets off a fart Joe laughs, and the two begin to form a friendship.
They play together every night, however a lack of sleep soon begins to take a strain on young Joe, who routinely nods off at the barbers, at breakfast and on the football pitch.
On Christmas Day he receives a badly wrapped nightlight, possibly from Moz himself. The story ends with the boy switching on his gift as he gets ready to sleep, which makes Moz disappear. But the minute he flicks the light off, a grumble under the bed is heard, and Joe smiles knowing that night-time adventures can still happen whenever he wants.
Continuing the John Lewis tradition for cover tracks, Moz the Monster is accompanied by the sounds of rock band Elbow, who perform The Beatles’ lullaby Golden Slumbers.
Credits:
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J. Walter Thompson London: Debenhams 'You Shall'
Agency: J. Walter Thompson London
Client: Debenhams
Date: November 2017
Debenhams has become the latest retailer to reveal its festive hand as the department store chain channels Cinderella for its own fairytale campaign.
‘You Shall’, launched today, offers a modern twist on the 1697 tale by depicting a young woman lose her shoe in front of a handsome admirer while rushing off her train.
Both parties duly launch their own social media searches; #FindMyShoe and #FindThatGirl as the pair struggle to reunite shoe and foot across a snowbound city at night. Fortunately a surprise appearance from Ewan McGregor helps save the day and guarantee a proper fairytale ending.
Credits:
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18 Feet & Rising: House of Fraser 'Bring Merry Back'
Agency: 18 Feet & Rising
Client: House of Fraser
Date: November 2017
Vaughan Arnell and Anthea Benton, the darling directing duo of the 80s and 90s, went 20 years without speaking after they split in 1996. Now they’re not only back in touch but are working together again, selecting House of Fraser’s Christmas story of sisterhood through the decades as their first spot of the 21st century.
The festive ad was created by 18 Feet & Rising as a marked departure from the upbeat, choreographed creative of the brand’s Christmases past. Driven by story more than aesthetics, ‘Bring Merry Back’ focuses on the bond between an older and younger sister across two timeframes – the 80s and today – and aims to revive the festive joy felt by children in House of Fraser’s adult audience.
Credits:
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Wieden + Kennedy London: TK Maxx 'White Christmas'
Agency: Wieden + Kennedy London
Client: TK Maxx
Date: November 2017
Shoppers dreaming of a White Christmas may find that their dreams come true this year, thanks to the innovative festive campaign that will see an exclusive group of shoppers receive the gift of real snow at their homes, for free, courtesy of TK Maxx, the store of big gifts at small prices.
Launching this Friday, the labels-for-less retailer’s bold and highly original Christmas campaign will offer shoppers the chance to pick up the ‘biggest gift at the smallest possible price’, an actual ‘White Christmas’ - for absolutely nothing.
Directed by Ian Pons Jewell and voiced by Bill Nighy, the 30” and 60” spots are shot in the hyperreal, cinematic style that has become the brand’s hallmark. In the film we see a ‘White Christmas’ come to life as a grandfather gifts his granddaughter the iconic ‘White Christmas’ snow globe. We then watch the excitement escalate as a team of TK Maxx ‘snow experts’ cover the house in snow, complete with branded helicopter and snow bazookas. The spot is soundtracked by a re-recorded festive version of pop-rock band Pilot's 1975 hit, Magic.
Credits:
W+K LONDON (Wieden + Kennedy)
Creative Director - Hollie Walker
Creatives - Freddy Taylor, Andrew Bevan, Philippa Beaumont
Executive Creative Directors - Tony Davidson, Iain Tait
Group Account Director - Matt Owen
Account Director - Ollie Pym
Account Manager - Preety Mudhar
Head of Planning - Paul Colman
Planner - Alex Allcott
Head of Technology - Michael Naman
Interactive Producer - Sam Sammons
TV Producer - James Laughton
TV Production Assistant - Jasper Ford
TV PRODUCTION
Production Company - Friend London
Director - Ian Pons Jewell
MD/Executive Producer - Luke Jacobs
Producer - Richard Fenton
Production Manager - Erinn Fitzgerald
Director of Photography - Mauro Chiarello
Editorial Company - Final Cut London
Editor - James Rosen
VFX Company - Time Based Arts
VFX Supervisor - Stephen Grasso, Adam Patterson,
Sound Company - 750 MPH
Sound Designer - Sam Ashwell
Music Company - W Songs
Music Supervisor - Tristan Wilson
Interactive Production
Production Company Crew
Technical Director - Jens Meijer
Lead Developer - Simon Cam
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The Corner: Toys R Us 'Geoffrey the Part Time Reindeer'
Agency: The Corner
Client: Toys R Us
Date: November 2017
London advertising agency The Corner has launched a new animated Christmas campaign for Toys R Us, the agency’s first project for the retailer since winning the pitch earlier in the year.
The Corner captured the anticipation of Christmas by producing a Pixar-esque, festive and story-led concept. In a Christmas twist, viewers don’t follow the usual point of view of a family arriving at Toys R Us via car but rather Santa arriving on his sleigh, where Geoffrey the Giraffe saves the day in the most unexpected way.
Viewers can still expect the traditional hallmarks associated with Toys R Us advertising, such as the iconic sing-along 'Magical Place'.
Credits:
• Agency Creative Director: Tom Ewart
• Copywriter: Matt Lancod & Rob Amstell
• Art Director: Matt Lancod & Rob Amstell
• Planning Director: Neil Hourston
• Business Director: Daisy Corbett
• Agency Producer: Megan Sutton
• Media Company: Mountain equipment co-op
• Production Company: AKAMA
• Audio post-production: Music composition - Wake the Town; Sound mix - 750
Image of Toys R Us store
Image of Christmas tree in store
Santa's sleigh
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BBH London: Tesco 'Everyone’s Welcome'
Agency: BBH London
Client: Tesco
Date: November 2017
Tesco has launched its 2017 Christmas campaign with the first of five television adverts airing on ITV last night. This year, the retailer will be celebrating the different ways millions of UK shoppers enjoy Christmas, and how great food sits at the heart of it all. It will also provide lots of little helps for customers during the fun and frantic festive period.
The campaign, which kicked off last night, features Tesco’s fantastic range of turkey. Tesco are also proud to be offering their finest* Narragansett turkey which won the award for top Christmas turkey in the recent BBC Good Food awards.
Tesco will donate £1 for every fresh turkey bought instore or online, shared between its food charity partners FareShare and The Trussell Trust to help people in need over the festive period.
The initiative builds on the continued support offered by the retailer to local communities through its annual Food Collection, and its food surplus redistribution scheme, Community Food Connection. Last year, Tesco became the first retailer to pledge that no food that is safe for human consumption will go to waste from its UK operations, and since 2012, Tesco customers and colleagues have donated the equivalent of over 60 million meals to people in need.
Credits:
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Amplify: Reeves 'Show Your Colours'
Agency: Amplify
Client: Reeves
Date: November 2017
Reeves has tasked brand experience agency Amplify with a comprehensive global relaunch that sees the 251-year-old company reposition as a youth-focused lifestyle brand. Centred around the Show Your Colours film, the relaunch is a collaboration with young arts influencers: London based illustrator and print maker, Elliot Kruszynski; Berlin tattoo artist, Daisy Watson; and New York illustrator and textile artist, Llewellyn Mejia.
The film also encourages self-expression whilst celebrating the fact that millennials are an extremely creative generation.
In addition to developing the comms platform Show Your Colours and creating all video content, Amplify also captured new look brand photography; created and executed a visual direction for Instagram; developed POS marketing materials; delivered the launch event; and devised experiential concepts and materials as part of a global toolkit.
Credits:
Video Content: Amplify / Appleseed Productions / Victor Frankowski
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St Luke's: Very.co.uk 'Get More Out Of Giving'
Agency: St Luke's
Client: Very.co.uk
Date: November 2017
Online department store Very.co.uk is encouraging shoppers to ‘get more out of giving’ this Christmas by taking viewers on an animated journey. A young girl, Anna, embarks on an epic adventure, in an attempt to make Christmas the best she can for all the people she loves.
The TV commercial was created by St. Luke’s and introduces kind hearted Anna, aided by her cherished toy wolf, determined to give a pink cubed gift to everyone on her list, including the person who deserves it the most as he never receives presents of his own – Santa.
For the first time Very has added merchandise to its Christmas campaign, making featured items in the TV commercial available to shoppers. These include the toy wolf Ulfie (pronounced “Ool-fee”, the Swedish for wolf), which is available to buy alongside pyjamas, slippers and Anna’s duffel coat – a new range inspired by the advertisement.
Print, digital, and out of home activity will support the TV commercial.
Credits:
Kenyatte Nelson, group marketing director, Shop Direct
Al Young, Chief Creative Officer, St Luke’s
Julian Vizard, Creative Partner, St Luke’s
Marcus Smith, Art Director, St Luke’s
Tom Hopkins, Copywriter, St Luke’s
Lara Poole, Business Lead, St Luke’s
Joanne Hill, Account Director, St Luke’s
Maeve Brissenden, Account Manager, St Luke’s
Chloe London, Agency Producer, St Luke’s
Rose Van Orden & Hannah Ray, Planners, St Luke’s
againstallodds, Directors (Swedish Collective)
Fritte Colliander, Producer, againstallodds
Kate Goodwin, Producer, Passion Production Company
CG Production, Milford Creative Studio
Johan Gustafsson, CG EP, Milford Creative Studio
Demian Zarins, CG Producer, Milford Creative Studio
Sebastian Ekman, CG Supervisor, Milford Creative Studio
Daniel Holmgren, Lead Lighting, Milford Creative Studio
Kenneth Nyman, Lead Modelling, Milford Creative Studio
Aman Bhanot, Lead Animation, Milford Creative Studio
Simona Cristea, Grade, Rushes
Guy Farley, Composer
Munzie, Audio post-production, Grand Central
nineteentwenty, Post-production
Native Music, Music Production Company
Media Planning and Buying, Vizeum
Mobile Agency, Fetch
Al Young, Chief Creative Officer, St Luke’s
Julian Vizard, Creative Partner, St Luke’s
Marcus Smith, Art Director, St Luke’s
Tom Hopkins, Copywriter, St Luke’s
Lara Poole, Business Lead, St Luke’s
Joanne Hill, Account Director, St Luke’s
Maeve Brissenden, Account Manager, St Luke’s
Chloe London, Agency Producer, St Luke’s
Rose Van Orden & Hannah Ray, Planners, St Luke’s
againstallodds, Directors (Swedish Collective)
Fritte Colliander, Producer, againstallodds
Kate Goodwin, Producer, Passion Production Company
CG Production, Milford Creative Studio
Johan Gustafsson, CG EP, Milford Creative Studio
Demian Zarins, CG Producer, Milford Creative Studio
Sebastian Ekman, CG Supervisor, Milford Creative Studio
Daniel Holmgren, Lead Lighting, Milford Creative Studio
Kenneth Nyman, Lead Modelling, Milford Creative Studio
Aman Bhanot, Lead Animation, Milford Creative Studio
Simona Cristea, Grade, Rushes
Guy Farley, Composer
Munzie, Audio post-production, Grand Central
nineteentwenty, Post-production
Native Music, Music Production Company
Media Planning and Buying, Vizeum
Mobile Agency, Fetch
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