Creative Works EMEA featuring GTB Roma, The Community, AMV BBDO, Stink and more

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Welcome to The Drum Creative Works, supported by Workfront.

As always, this section is dedicated to showing the best creative work of the past week from Europe, the Middle East and Africa. We're using our five-star voting system, so to vote for your favourite, make sure you click on the stars.

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krow communications: Tic Tac 'Open Up'

Agency: krow communications

Client: Tic Tac

Date: May 2018

Italian mint brand Tic Tac is back on UK screens after a five-year absence from airways, bringing with it a new mascot in the form of the smooth-talking Mr Tic Tac.

The creative, developed by Krow, introduces a fresh brand proposition called 'Open Up' which focuses on the how the minty treat can help people build connections.

Credits:

Tags: UK, tic tac

VCCP: Nationwide 'Mortgage Number One'

Agency: VCCP

Client: Nationwide

Date: May 2018

Nationwide returns to the very beginning with the latest TV spot, 'Mortgage Number One'.

Telling the true story of everyday people Alfred and Elizabeth Idle, the first to ever get a Nationwide mortgage in 1884, a time where it was difficult for those not part of the gentlemen classes to gain a mortgage.

It sets the scene for the origins of the values that the brand says still hold true today.

Credits:

Creatives: Jon Wicks, Anstice Murray
Creative director: Jim Thornton
Directors: Greta Wynn Davies, Jim Thornton
Producer: Frank Hanrahan
Executive producer: Greta Wynn Davies
DoP: Luke Scully
Editor: Phil Curry, Stitch
Grade: Vic Parker, Raised By Wolves
Sound: Andy Humpries, 750mph

Tags: UK, nationwide

Show me entity :: 19850

Stink Studios: Pinterest 'Start Here'

Agency: Stink Studios

Client: Pinterest

Date: May 2018

Pinterest, the visual discovery engine, is unveiling its third UK advertising campaign titled “Start here” with a range of TV ads to show how people can use the app to find ideas for everyday life.

Launching May 4th, the new campaign will run over the summer with a media mix that includes three 30 second TV ads airing exclusively on Channel 4. With ‘Start here’, Pinterest wants to showcase those life moments when you need a good idea – from getting a new haircut to being a parent trying to reclaim some space. A preview of the first Channel 4 spots can be found here and here.

“Seeing a good idea is the spark you need to get started. When you see what you’re looking for, you’re one step closer to getting started,” said Mac Huynh, Creative Lead at Pinterest. “Pinterest is an essential tool for any self-starter: You find the right idea, and then save it, organise it, share it, build on it, and get right down to doing it. Whatever project you’re ready for, big or small, there’s no better place to start.”

Pinterest’s global creative team worked with UK Director Ben Whitehouse and Stink Studios to bring the ads to life.

Credits:

Zoe Pearson – UK Marketing Lead, Pinterest

Byron Parr – Creative Lead, Pinterest

Mac Huynh – Creative Lead, Pinterest

Jenifer Dasho – Brand Marketing Lead, Pinterest

Production: Stink Studios

Director: Ben Whitehouse

DOP: Nanu Segal

Editor: Julian Tranquille, Cut & Run

Music Producer: Leland Music

Track Artist: Knox Fortune

Online: Framestore

Colourist: Stef Perry

Audio Post Production: Jungle

Costume Designer: Rosa Dias

Production Designer: Joseph Bennett

Tags: UK

Berlin: Asics 'What the Gel'

Agency: Berlin

Client: Asics

Date: May 2018

A new lifestyle campaign which celebrates ASICS’ GEL-technology, a substance which has defined ASICS since the introduction of the material in 1986. Putting a human face to the current campaign, ASICSTIGER has selected three inspirational stories from creative talents across Europe who embody the WHAT THE GEL attitude of substance. The campaign, was created by Berlin agency and gallery ‘The Adventures Of’ kicks off with the stories of three influential individuals in London, Paris and Moscow, with each story giving an insight into what makes them stay true to themselves and what gives them their substance. The influencers featuring in the campaign are:

London producer Last Japan – who is making waves in the music world with his futuristic and visionary sets. Despite being signed to a major label, he has stuck to his guns and exudes an indie spirit.
Algerian hip hop artist Ta-Ra, who credits online culture for allowing her sound to be uncompromisingly independent.
Moscow-based stylist Ildar Iksanov is at the forefront of the Russian fashion scene, working with renowned designers and iconic streetwear retailers, in what is set to be a huge year for the nation.

Credits:

Berlin agency
‘The Adventures Of’

Tags: Europe

Wieden+Kennedy Amsterdam: Corona 'Wooohooo'

Agency: Wieden+Kennedy Amsterdam

Client: Corona

Date: May 2018

Corona’s latest digital campaign centres on ‘the world’s most unapologetic out of office generator’, a microsite launched right in time for the UK’s May Day Bank Holiday weekend.

Launched under the moniker of WoooHooo.com, the site allows consumers to automatically generate unusual and poetic automatic replies to emails received while on holiday. Prose on offer includes ‘Right now letting the swell dictate my schedule’ and the alluring ‘You really don’t want to know what I’m doing right now’.

The user is served up video compilations of grainy vacation shots with each click.

The AB InBev beer brand also offers a DIY option: users are asked to select a gif that represents their holiday destination, a message related to the moving image and the date of their return. The final customised gif can then be downloaded and exported directly to the consumer’s email provider.

Credits:

Global VP Marketing - Global Brands Kyle Norrington

Global VP Marketing - Corona Felipe Ambra

Global Communications Director - Corona Christopher Jones

WIEDEN+KENNEDY AMSTERDAM

Executive Creative Director Mark Bernath & Eric Quennoy

Creative Director Alvaro Sotomayor

Art Director Vasco Vicente

Copywriter Toby Moore

Head of Broadcast Production Joe Togneri

Broadcast Producer Nelleke Rekers, Stacey Prudden

Interactive Producer Morgan Mendel, Alex Smith

Planning Director Nick Docherty

Senior Planner Maria Correa

Communications Planner Hillary Heath

Digital Strategist Freddie Young, Anna Chan

Group Account Director Courtney Trull

Account Director Franky Wardell

Account Manager Marie Lee

Art Buyer Stacey Prudden

Studio Artist Dean Paulley, Lucille Fenouil, Noa Redero

Project Manager Gabi Moreira

Business Affairs Akvilina Jaskunaite

EDITING COMPANY

Editor Will Judge Amber Hooijmans Hiro Ikematsu Arthur Couvat

AUDIO POST

Wave Sound Designer/Mixer Randall Macdonald

MUSIC Sound Works Services

Artist / Title Robin Datta/ Wooo Hooo Stomp

POST PRODUCTION MPC

Flame Ricky Weissman

AFX Stef Peral

Colorist Matthieu Toullet

Producer Gwenn Hardouin

INTERACTIVE PRODUCTION

Interactive Production Company Resn

PRINT PRODUCTION

Retouching Loupe, Dario Fusnecher

Tags: World

Leo Burnett London: McDonald's UK 'Great Tastes of America'

Agency: Leo Burnett London

Client: McDonald's UK

Date: April 2018

Following success over the last 12 years, McDonald’s ‘Great Tastes of America’ is back supported by an integrated campaign from Leo Burnett London that takes it to new levels. The campaign, comprising TV, radio, social, print and DOOH, shows how just craving the Great Tastes of America range can transform Brits into their American alter egos.

The four films show everyday British folk going about their everyday mundane business with their friends and families before the inevitable subject of ‘what’s for lunch?” comes up. With the suggestion of a McDonald’s Great Tastes of America burger, they gradually and unwittingly transform into all-out Americans. The media campaign, planned and booked by OMD, is supported by eCRM and in-store activity.

Credits:

Chief Creative Officer - Chaka Sobhani
Creative Director - Luke Boggins & Dan McCormack
Creative - Gareth Butters
Graphic Designer
Board Account Director - Sam Houlston
Account Director Jessica Lyons
Senior Account Manager Felicity Davies
Account Executive - Blake Field
Agency Producer - David Riley / Jack Robinson
Agency Planner - Adriana Ferran & Niall Moore
Agency Project Manager - Tim Wilks
Photographer
Director/ Production Co - Live Action – Sam Hibbard at Somesuch / Food – Myles New at You Are Here Productions
Producer - Live Action – James Waters at Somesuch / Food – Jeremy Goold at You Are Here Productions
Editor - Ben Campbell and Sam Bould at Cut + Run
Post Production - MPC
Sound Design - Sam Ashwell @ 750mph
Typographer
DoP - Marten Tedin

Tags: UK, McDonald's UK, Leo Burentt London, Great Tastes of America, New York Stack

The New York Stack - Stacking Books

Show me entity :: 19826

AMV BBDO: Sanctus 'Lifefaker.com'

Agency: AMV BBDO

Client: Sanctus

Date: April 2018

'Life isn’t perfect. Your profile should be'. That’s the mission statement of new startup Lifefaker, the world’s first online life faking service. Instead of going to the trouble of living a perfect life, now users can just get the photos instead. Lifefaker.com sells ready-made photo packages you can post as your own.

These include ‘The Look At My Holiday and Cry Package’, ‘The I Found Love and Babies Package’, and ‘The My Weekend Was Amazing Thanks Package’. The launch is accompanied by an advertising campaign featuring testimonials from real Lifefaker users. Ruby, 22, said she’s “never seemed happier”.

However, anyone who tries to use Lifefaker.com will learn the real purpose of the project. They'll receive a message from Sanctus, a mental health start-up. The site reminds readers that everyone has felt the pressures of social media - with 62% of people feeling inadequate comparing their lives to those online. The site users can click through to Sanctus.io for a film exploring unhealthy behaviours on social media that impact our mental health and what we can do to change them.

Credits:

Project: Lifefaker
Client name & job title:James Routledge, Scott Piggott, George Bettany @ Sanctus
Creative Agency: AMV BBDO
Creative Directors: Rob Messeter & Mike Crowe
Copywriter: Oliver Frost
Art Director: Josephine Shedden
Partnership Director: Matthew Harrington
Agency Account Team: Katy Talikowska & Jess Middleton
Project Director: Sarah Benson-Lloyd
Agency Producer: Kieran Sadler
Media Agency: Jungle Creations
Media Planner: Melissa Chapman @ Jungle Creations
Digital developer: Oliver Frost & Carlos Pedrosa
Lead designer: Mario Kerkstra
Production Company: AMV Flare
Director: Oliver Frost
Production Co. Producer: Elizabeth Griffin
Editor: Edward Bailey
Post-production: Envy Post
Business Affairs: Michelle Holmes
Audio Post-production: Envy Post

Tags: UK

Lifefaker.com

Show me entity :: 19777

The Community: Tesco Mobile 'Mobile Life'

Agency: The Community

Client: Tesco Mobile

Date: April 2018

This integrated campaign – which includes TV, cinema, print, OOH, and digital – marks the launch of a new creative direction for Tesco Mobile.

The 30-second spot, 'Mobile Life,' features British non-actors utilizing their phones in several different ways. One woman uses her front-facing camera to apply mascara on the tube, while a father and son play with Snapchat filters. A couple hugs, while the man in the relationship checks his texts quite literally behind his partner’s back.

Through highlighting their ubiquity, Tesco Mobile underscores cell phones' importance. The spot also showcases the brand’s dedication to making customers’ lives better through specific product designs.

Credits:

Team Credits:
Agency: The Community
Executive Creative Director: Mark Hunter
Managing Director: Ryan Lietaer
Creative Director/Copywriter: Ed Copeland
Creative Director/Art Director: Lee Williams
Senior Producer: Ally Gunn/ Leah Mitchell-Waite
Account Director: Fiona Robertson
Account Manager: David Jenkins
Senior Interactive Project Manager: Mark Clifford
Head of Design: Adam Brewster
Design Manager: Marcos Quinn/ Stephen Vaughan

Production
TV
Production Company: Outsider
Director: Max Fisher
Producer: Joseph Taussig
Director of Photography: Jaime Feliu
Casting – Anna McAuley Casting

Print
Photographer: Hannah Maule-Ffinch
Production Agent: Germaine Walker

Tags: UK

Mobile Life

GTB Roma: FORD 'Feel The View'

Agency: GTB Roma

Client: FORD

Date: April 2018

A new initiative from Ford of Italy and GTB Roma aims to make automotive innovation as inclusive as possible. 'Feel The View' is a new device, that when installed on a car window, is able to encode landscapes seen from the road, allowing visually impaired people to experience the Italian countryside with the tips of their fingers.

The device is able to transform a flat surface of a car window into a tactile display. The prototype captures and transforms the photos taken by the integrated camera into haptic sensory stimuli, not visible, but perceptible through touch and hearing. The photo taken from the device is converted by internal software into a greyscale image.

This image is then reproduced across the glass window by special LEDs. The device causes vibrations of 255 different intensities at the point of touch: the lower the intensity of gray, the greater is the intensity of the vibration. The user is in this way able to sense the different vibrations exploring the window with their fingers and will be able to visualize and reconstruct the view in their mind.

The prototype, connected to the internet, combines artificial intelligence and vocal synthesis in order to complete the experience. A voice assistant connected to the car’s audio system provides context for the image captured by the built-in camera, allowing them to explore all shapes of the surrounding areas autonomously, simply and intuitively. The video was made by the production company Whyworry and directed by Mauro Mancini.

Credits:

Chief creative officer GTB EMEA: Julian James Watt
Agency: GTB Roma
Executive creative director: Federico Russo
Art director: Stefania Esposito
Copywriter: Leonardo Pastacaldi
Client service director: Andrea Manfredonia
Business director: Chiara Di Loreto
Account executive: Marta Vagnarelli
IT Manager, Data Administrator and Analyst: Massimiliano Pacilio
Head of production: Mara Bruschetti
Production and post production Company: Why Worry Production
Director: Mauro Macini
DoP: Agostino Vertucci
Executive producer: Diego Panadisi
Line producer: Francesca Esposito
Editor: Julien Panzarasa
Sound design: SUONI LAB - Rome
Editing: Claudio Bresciani

Tags: Italy

Ford presents Feel the View

Show me entity :: 19756

Daniel Kelly: 'May Contain'

Agency: Daniel Kelly

Client:

Date: May 2018

To raise awareness for anaphylaxis, I produced a fashion magazine aiming to show the Epi-Pen out of a medical context. It gained over 22,000 tweet impressions, 4,200 unique visitors and over 1,500 shares on social media.

Credits:

Art Director & Designer: Daniel Kelly

Tags: UK

Whitespace, Frame: 'For the Love of Scotland'

Agency: Whitespace, Frame

Client:

Date: May 2018

Credits:

Tags: UK, tourism

Show me entity :: 19751

Anomaly : Freeview 'The nation's favourite TV for free'

Agency: Anomaly

Client: Freeview

Date: May 2018

Anomaly has launched a new advert for Freeview; a fun and fast paced mash-up of visuals and theme tunes from the nation’s favourite TV shows.

The ad builds on Anomaly’s ongoing The Other Way campaign for the brand by taking the voice of Freeview and further dialling up emotional resonance through the use of iconic footage from well-loved programmes. The ad reminds viewers that Freeview brings the nation's favourite TV together in one place, for free.

Credits:

Anomaly

Tags: UK

gyro London: Square 'Square and Fair'

Agency: gyro London

Client: Square

Date: April 2018

Square, the payments company founded by Jack Dorsey, will launch a new integrated advertising campaign this week to celebrate the UK’s small business owners and encourage them to accept card payments. The ‘Square and Fair’ campaign has been created by Gyro London and celebrates the UK as a nation of shopkeepers and independent business owners.

Set to the 1942 wartime song 'The Thing-Ummy Bob', performed by Gracie Fields, the ad features a selection of real businesses of all ages and backgrounds who use Square’s technology.

The campaign will appear across TV, print, online and social media platforms, with targeted press and performance digital media to target business owners. It is the first national advertising campaign that Square has created specifically for the UK, and has been designed to reflect the unique spirit and character of the UK’s small business community.

Credits:

Chief Creative Officer - David Harris
Creative Directors - Matt Allen and Luke Ashton
Art Director - Matt Allen
Copywriter - Luke Ashton
Production company - Floating Pictures
Senior Producer - Kate Miller
Producer - Helen Morley
Director - Rob Sanders
Director of Photography - Martyna Knitter
Photographer - Tom Hull
Integrated Account Lead - Rob Walker
Strategy Director - Giselle Okin
Group Account Director - Angela Gotsi
Project Manager - Sofi Andersson
Editing House - TRIM
Editor - Leila Sarraf
VFX company - CherryCherry
Sound Designer - Jonathan Miller
Retouching - ColourWorks
Planning Director - Ian Bell
Brand Media Account Director - Stefania Arioli
Performace Media Account Director - Craig Dempsey

Tags: UK, square, Square and fair, gyro London