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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're using our five-star voting system, so to vote for your favourite, make sure you click on the stars. The winner will be chosen based on the average rating and the number of votes cast. Voting closes on Monday 27 November.
For project information, credits and more click on the project to expand to full screen. You can submit your own work via our online form.
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Leo Burnett London: McDonald's '#ReindeerReady'
Agency: Leo Burnett London
Client: McDonald's
Date: November 2017
Leo Burnett has created a Christmas campaign for McDonald’s focused around the anticipation and excitement of Christmas, with work that builds on the magic in the air as everyone prepares for the big day.
The creative is delivered through the lens of one little girl’s excitement for the arrival of Father Christmas’s reindeer, as McDonald’s helps to get the UK #ReindeerReady. A 90-second tells the young girl’s story as she decides to take her last carrot stick home for the reindeer on Christmas Eve. She carries it very carefully through the hustle and bustle of Christmas-time on the high street, much to the admiration of her dad, who we realise will do anything to help her out on her mission.
The narrative then follows the girl and her father as she carefully carries the carrot home, before realising Father Christmas has more than one reindeer. Her dad then supports her in her quest to find enough carrots for the fictional animals in time for their arrival.
Channel 4 will air the exclusive broadcast premiere, negotiated by OMD, on 17 November 2017 during Friday night’s Gogglebox. In the build-up viewers will see bespoke 10-second teasers across Channel 4’s schedule featuring carrots, crafted in the shape of the iconic Channel 4 blocks, being eaten by a reindeer. Special edition carrot stick packaging will also be available in restaurants.
Credits:
Chief Creative Officer: Chaka Sobhani
Creative Director: Pete Heyes & Daniel Evans
Creatives: Mark Franklin & Rob Tenconi
Account Directors: (BAD) Sam Houlston, (AD) Steve Halliday, (SAM) Felicity Davies, (AM) Amy Love, (AM) Gracie Smith
Project Manager/Digital Producer: Sarah Ioannou
Agency Producer: Graeme Light
Director/ Production Co: James Rouse / Outsider
Producer: Benji Howell
Editor: Art Jones
Post Production: Louise Unwin - producer; Jean Clément Soret – Telecine; Paul Wilmot – VFX Supervisor at MPC
Sound Design: Sam Robson at 750mph
DoP: Christophe Beaucarne
Production Company: MPC Creative
Creative Director, MPC Creative: Pete Conolly
Producer, MPC Creative: Sinead Catney
Project Manager: Carl Ellis Coward
Executive Producer, MPC Creative: Dan Phillips
Lead Developer, MPC Creative: Dan Lewis
Media Agency: OMD
Comms Planning: (BD) Kathryn Howcroft, (AD) Lucy Johnson, (AM) Katie Griffiths
Partnerships Team: Emma Parrett, Stephen Berti
Investment Management: Paul Milsom, Alex Neary
Agency: DGLB
DOP: Matt Fox
Offline / Grade / Post: Envy Post Production
Audio: Rich Martin at Envy Post Production
Reindeers: Cracker & Tinkabelle
Creative Director: Pete Heyes & Daniel Evans
Creatives: Mark Franklin & Rob Tenconi
Account Directors: (BAD) Sam Houlston, (AD) Steve Halliday, (SAM) Felicity Davies, (AM) Amy Love, (AM) Gracie Smith
Project Manager/Digital Producer: Sarah Ioannou
Agency Producer: Graeme Light
Director/ Production Co: James Rouse / Outsider
Producer: Benji Howell
Editor: Art Jones
Post Production: Louise Unwin - producer; Jean Clément Soret – Telecine; Paul Wilmot – VFX Supervisor at MPC
Sound Design: Sam Robson at 750mph
DoP: Christophe Beaucarne
Production Company: MPC Creative
Creative Director, MPC Creative: Pete Conolly
Producer, MPC Creative: Sinead Catney
Project Manager: Carl Ellis Coward
Executive Producer, MPC Creative: Dan Phillips
Lead Developer, MPC Creative: Dan Lewis
Media Agency: OMD
Comms Planning: (BD) Kathryn Howcroft, (AD) Lucy Johnson, (AM) Katie Griffiths
Partnerships Team: Emma Parrett, Stephen Berti
Investment Management: Paul Milsom, Alex Neary
Agency: DGLB
DOP: Matt Fox
Offline / Grade / Post: Envy Post Production
Audio: Rich Martin at Envy Post Production
Reindeers: Cracker & Tinkabelle
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The Corner, National Film and Television School : Jigsaw 'Together Through The Years'
Agency: The Corner, National Film and Television School
Client: Jigsaw
Date: November 2017
British fashion brand Jigsaw has collaborated with the National Film and Television School (NFTS) for its hero Christmas film, which tells the story of childhood neighbours through the years via the medium of fabric puppetry.
The stop-motion spot is entitled ‘Together Through The Years’ and stars the cloth-formed Isabel and Caspian as neighbours who anonymously surprise each other a present each year. Disaster strikes in 2005 when a misunderstanding prevents Isabel from opening the door to her beau, who has plucked up the courage to hand her his present in person for the first time.
All ends happily, however, when they are adults. They reunite over a present in 2017, and amorous photos displayed throughout the end credits suggest a romantic relationship blossoms soon after.
The film will be shown on Jigsaw’s website and social media channels as part of the brand’s festive ‘Have a Holly Jolly Lobster’ campaign, which ‘calls for optimism during surreal times’.
Credits:
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J. Walter Thompson London: Girlguiding 'Know Your Place'
Agency: J. Walter Thompson London
Client: Girlguiding
Date: November 2017
The new campaign by J. Walter Thompson London for Girlguiding has flipped the once demeaning phrase ‘Know Your Place’ to become an empowering message with the aim of inspiring more volunteers to sign up and help the charity empower the next generation of young women.
Currently, there are over 70,000 girls and young women across the UK unable to access the huge range of activities that Girlguiding offers, as they wait for more volunteers to sign up. The campaign aims to recruit more volunteers to help meet the overwhelming demand.
The campaign, J. Walter Thompson London’s first work with Girlguiding, includes a hero online film, posters, a dedicated campaign landing page and website updates, video ads across Twitter and Facebook, a media partnership, and an engagement programme for existing volunteers.
The film begins with arresting, close-up shots of young women’s faces with the voiceover 'I Know My Place', intended to sound like a derogatory statement. However, as the film unfolds it reveals that all the women are taking part in Girlguiding activities, from paddle boarding to science experiments, all designed to empower young women.
The social activity will work alongside a media partnership with The Pool that will continue to engage the target audience on how and why Girlguiding is so important.
The social ads run concurrently to an existing volunteer engagement programme. Girlguiding are encouraging volunteers to promote the campaign within their communities via posters, leaflets and local press. Volunteers are also featured in the campaign film and photography, and have been given regular campaign updates and behind the scenes materials through social media, magazines, and emails.
Credits:
Credits List
Project name: Girlguiding volunteer recruitment
Client and Job Title: Girlguiding – Know Your Place
Brief: Create a campaign to recruit an additional 1,000 volunteers to Girlguiding
Creative agency: J. Walter Thompson London
Executive Creative Director: Lucas Peon
Creative Director: Chermine Assadian
Creative: Katia Schutz and Stefan Foster
Agency TV Producer: Rosanna Lawson
Planners (creative agency): Lucy Moody and Salome Vanleuven
Business Director: Emma Howarth
Board Account Director: Sam Brooks
Account Director: Emma Bass
Creative Producer: Romana Kit
Media Consultant: James Schad (We Grow Startups)
Director: Raine Allen Miller
Production Company (Film): Somesuch
Prod Co Producer: Tarquin Glass
Editor: Matt Newman @ Hogarth @ Grey London
Sound: George Castle @ Grand Central
Colourist: Jack McGinty @ Time Based Arts
Production Company (Stills): Lemonade
Photographer: Yann Stofer
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Creature: Photobox 'Photobox Gold'
Agency: Creature
Client: Photobox
Date: November 2017
Creature has launched Photobox’s first brand campaign for the UK and French markets.
The brief was to create an ad expressing the Photobox belief that photos are things to be cherished - and not buried in the depths of phones never reaching their full potential.
The idea – ‘Photobox Gold'– sees different people or characters trying everything they can to make it into a Photobox Photo Book - the absolute ‘gold’ standard for photos.
The film will be supported with social and digital activity across the campaign period.
Credits:
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Above+Beyond: Amazon Music 'Moments (Christmas)'
Agency: Above+Beyond
Client: Amazon Music
Date: November 2017
Amazon Music has revived its ‘Song for Every Moment’ campaign in time for the festive season, continuing its concept of pairing meme-worthy video clips alongside the perfect accompanying track with a baby wheeling past a Christmas tree to Charmillionaire’s ‘Ridin’ Dirty’.
As the tot crosses the screen, gangsta-style, the line reads: ‘40 Million Songs. One for Every Moment’.
‘New Wheels’ forms part of the campaign extension alongside ‘Merry Christmas’, which stars a cat wrapped up in Christmas tree lights to the screaming chorus of Kelis’ ‘I Hate You So Much Right Now’. The brand has also reworked its previous cat-fronted creative ‘Rearranging the Bathroom’ to become ‘On the Naughty List’.
Devised by Above + Beyond, the ads will run online through to the end of December in the UK and US.
Credits:
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AMV BBDO: BT 'Great TV Brings Us Closer'
Agency: AMV BBDO
Client: BT
Date: November 2017
BT is championing the power of TV to bring people closer together for its latest heartwarming advertising campaign.
Packing an emotional punch, the AMV BBDO devised advert follows a boy and his grandmother through various points in their lives, together with the special moments they share re-living favourite moments from TV programmes and films.
Opening with footage of the pair playing in a park the minute-long clip fast forwards to Luke’s first day at school by way of quality couch time, before drawing to a close in hospital as an adult Luke revisits these memories with his grandmother.
There is a happy ending however as Luke settle down alongside his very own Wonder Woman on the sofa after his gran politely declines the offer of a wheelchair after arriving home.
Serving to drive familiarity of popular BT TV content such as Peppa Pig, Star Wars and Wonder Woman the ad also highlights the diversity of programming with appeal to all age groups.
Credits:
Creative director, Paul Brazier
Copywriter, Toby Allen
Art director, Jim Hilson
Agency planner, Tim Whirledge
Agency account managers, Nick Andrew, Joey Griggs, Matt Thomas, Helen Limbrey
Executive agency producer, Yvonne Chalkley
Agency producer, Felicity Bamber
Media agency, Maxus
Media planner, James Williams, Tom Harris
Production company, Sweetshop
Director, Mark Albiston
DOP, Karl Erik Brondbo
Copywriter, Toby Allen
Art director, Jim Hilson
Agency planner, Tim Whirledge
Agency account managers, Nick Andrew, Joey Griggs, Matt Thomas, Helen Limbrey
Executive agency producer, Yvonne Chalkley
Agency producer, Felicity Bamber
Media agency, Maxus
Media planner, James Williams, Tom Harris
Production company, Sweetshop
Director, Mark Albiston
DOP, Karl Erik Brondbo
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VCCP: Cobra 'Cobra Foodie World Tour'
Agency: VCCP
Client: Cobra
Date: November 2017
As part of Cobra’s ‘Brewed Smooth for All Food’ campaign created by VCCP, the beer brand is setting off on a worldwide road trip to demonstrate how Cobra is the perfect partner for all food. Celebrated in a new advertising campaign launching on 10 November in cinema and online, the Cobra Food Truck will travel the world to visit a diverse range of restaurants and meet world renowned chefs who will feature in the new ads.
During the first leg, which has just taken place in New York, the adverts show Cobra teaming up with British model Jack Guinness and native New York chef Camille Becerra. The duo travel the city, famed for its diverse street food and restaurant scene and try out first-hand how well Cobra’s smooth and complex recipe goes with a wide array of food.
The advertising campaign will run in cinemas nationwide, as well as digital and social platforms this year. It will extend on to video on demand and outdoor advertising billboards 2018, as the gastronomic journey around the city continues.
Credits:
Head of World Beers – Rob Hollis
Brand Manager – Helen Jones
Assistant Brand Manager – Soeli Bonham
Production Company – Somesuch
Director: George Belfield
Producer: Tarquin Glass
Executive Creative Director – Mark Orbine
TV Producer – Carly Parris
Associate Creative Directors – Paul Kocur & Jermaine Hillman
Group Account Director – Jane Aitchison
Account Director – Sam Downing
Account Manager – Annabel Singer
Head of Creative Production – Julia Arenson
Editing house: Big Chop
Editor: Matthew Felstead / Shaun Gardiner
Post Producer: Ben Spalding @ Big Buoy
Sound: Sam Ashwell @ 750 MPH
Planning Director – Christine Asbury
Media - Zenith
Brand Manager – Helen Jones
Assistant Brand Manager – Soeli Bonham
Production Company – Somesuch
Director: George Belfield
Producer: Tarquin Glass
Executive Creative Director – Mark Orbine
TV Producer – Carly Parris
Associate Creative Directors – Paul Kocur & Jermaine Hillman
Group Account Director – Jane Aitchison
Account Director – Sam Downing
Account Manager – Annabel Singer
Head of Creative Production – Julia Arenson
Editing house: Big Chop
Editor: Matthew Felstead / Shaun Gardiner
Post Producer: Ben Spalding @ Big Buoy
Sound: Sam Ashwell @ 750 MPH
Planning Director – Christine Asbury
Media - Zenith
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Above + Beyond : Betway 'Temple'
Agency: Above + Beyond
Client: Betway
Date: October 2017
Betway has taken on Indiana Jones in the latest of its classic movie spoofs. We watch a pair of explorers make their way through a Temple of Doom, while one is distracted from the looming horrors by keeping an eye on his latest bet.
The soundtrack is somewhat overpowering, but the design is great and the film makes a worthy addition to Betway’s ongoing series – particularly the implied brutality of the final shot.
Credits:
Creative: Above+Beyond
Director/ Production Co: Hanna Maria Heidrich, Believe Media
DoP: Tim Maurice-Jones
Executive Producer: James Covill, Believe Media
Editor: Mischa Meyer
Post Production: Russ Shaw, Nice Biscuits
Sound Design: James Lyme, Scramble Soho
Music Publisher: Scuta Salamanca, Soviet Science
Music Supervisor - Scuta Salamanca, Soviet Science.
Music Composition - Soviet Science
Set Designer: Marketa Korinkova
Photographer: Marco Mori, Horton Stephens
Media planning/buying: Starcom Mediavest
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