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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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We are Pi: Wrangler 'More Than A Bum'
Agency: We are Pi
Client: Wrangler
Date: September 2016
Today sees the launch of #MoreThanABum, the new European campaign from Wrangler, starring Grammy award winner Kimbra and a range of inspirational female ambassadors from different walks of life. The campaign also features Olympic volleyball player, Francesca Piccinini, dancer and choreographer Nikeata Thompson, and transgender activist Paris Lees.
#MoreThanABum marks the launch of a new denim range called “Body Bespoke”, which breaks the rules and redefines the design process of women’s jeans by going against the fashion industry norm of using model proportions as the base for designs.
Ideas agency WE ARE Pi was challenged with creating a launch moment that would tap into cultural conversations about gender in a positive way, as well as going beyond a traditional approach to advertising women’s fashion, and denim in particular. A female-led team of creatives and strategists at the agency worked closely with Wrangler in order to create this rallying cry against female stereotyping.
The result is Ain’t About What’s Behind Me, a bespoke song composed by Kimbra, including samples of women saying the word ‘Bum’, available now on all Kimbra’s and Wrangler’s social channels. The simple, yet bold, message of the campaign is that it’s time to enact a change in the cultural conversation, away from simply aesthetics and towards a deeper understanding of achievement and aspiration.
A short film sees Kimbra speaking with four inspiring Body Bespoke ambassadors about being more than a bum. Italian volleyball player, Olympian and gold medalist Francesca Piccinini, British columnist and transgender activist Paris Lees, Polish music journalist and radio presenter Gabriela Drzewiecka, and British-German dancer and choreographer Nikeata Thompson all have in common a powerful standpoint they’re keen to make understood.
Credits:
Executive Creative Director: Rick Chant
Executive Creative Director: Barney Hobson
Creative Director: Nessim Higson
Creative Lead: Anne Fleming
Art Director: Kazimier Salemink
Additional Credits: Producer: Ekaterina Golovkina
Head of Strategy: Jessica Perri
Strategist: Andrea van den Bos
Managing Director: Alex Bennett Grant
Senior Account Executive: Vienna Hartley
Business Affairs: Barrie Williams
Project manager: Emma Valk
Wrangler: Marketing Director: Ilaria Pasquinelli
Creative Director: Sean Gormley
PR Manager: Nicole Nanikashvili
Retail & Trade Project Coordinator: Foske Lof
Lyrics & Music: Kimbra
Production Company: Mr. Frank
Director: Brett de Vos
D.O.P: Noel Schoolderman
First AD: Miguel Teixeira
Make-up & Hair: Aga Dobosz
Stylist: Richard Sloan
Teaser Film Editor: Brett de Vos
Teaser Film Grading: Amator
Main Film Editor: Sjoerd Dekker
Main Film Grading: De Grot
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Adam & Eve: Volkswagen 'Mafia'
Agency: Adam & Eve
Client: Volkswagen
Date: September 2016
Volkswagen UK is launching a new campaign as it continues to promote its long-standing support of independent cinemas throughout the UK.
The series, created by adam&eveDDB, consists of three cinematic short films, each portraying classic Hollywood movie genres with a Volkswagen car taking a lead role.
The first in the funny trio is ‘Mafia’, directed by Nick Gordon of Somesuch. ‘Mafia’ sees a gangster’s plans foiled by his Volkswagen’s remote journey planner, learning the hard way that his Volkswagen is “Not made for Hollywood. But happy to support independent cinemas.”
It’s a step on from the previous “Made for real life, not the movies” campaign, continuing the observation that Volkswagen cars are perfect for the needs of everyday life, rather than the make-believe world of Hollywood movies, due to the smart technology they’re equipped with.
The campaign launches online on Friday 15 September with ‘Mafia’, and will also be showing in independent cinemas around the country. The following films ‘Finding Yourself’ and ‘Alien’ will be released in the coming months.
Credits:
Chief Creative Officer: Ben Priest
Executive Creative Directors: Ben Tollett, Richard Brim
Creative: Matt Gay & John Long
Additional Credits: Group Managing Director: Russell Hopson
Business Director: Mike Stern
Account Director: Matthew Harris
Account Manager: Josh Edwards
Agency Producer: Louise Richardson
Planner: Will Grundy
Media agency: Mediacom
Media planner: Dee Levison
Production company: Somesuch
Director: Nick Gordon
Producer: James Waters
Editor: Rick Russell @ Final Cut
Soundtrack name and composer: Volkswagen Independent Cinema Idents by Soundtree
Post-production: Swiss & Electric Theatre Collective
Audio post-production: Sam Ashwell @ 750mph
Exposure: UK Independent Cinemas
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Ogilvy Paris: Rocky Mountain MS Center 'MS Thru a Child’s Eyes'
Agency: Ogilvy Paris
Client: Rocky Mountain MS Center
Date: September 2016
Ogilvy’s Kim Ball was a key note speaker at the Rocky Mountain MS Center and decided to share her daughter’s story of ‘MS Thru a Child’s Eyes’ at the organisation’s annual gala of 550+ caring individuals behind the Center's determination to improve the lives of those with MS and their families through Care, Education and Research.
“MS is a daily challenge (to have and to live with) but when you know that communities like the Rocky Mountain MS Center, friends and family are behind you all the way, you can't help but feel inspired by the love...every single day,” said Ball.
Credits:
Executive Creative Director: Susan Westre
Copywriter and Director: Nick Bakshi
Editor: Erin Bowser
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Jaywing: Hull City of Culture 2017 'Everyone Back to Ours'
Agency: Jaywing
Client: Hull City of Culture 2017
Date: September 2016
Hull UK City of Culture 2017 has revealed the first season of its new programme of diverse and high profile events and projects to support its transformational year of culture in 2017. Following on from the Olympics and Paralympics, Commonwealth Games and the Tour de France in Yorkshire, Hull 2017 is the next major event in the nation’s cultural calendar.
In preparation for its year as UK City of Culture, a key part of the Hull story, Jaywing was responsible for bringing Hull’s cultural ambition for the year to life through the creation of a brand universe and assets for the Hull community to harness and own.
The latest stage in the creative communications surrounding the Hull 2017 campaign is designed to build momentum as Hull heads into a year of fantastic cultural events and experiences. Collaboratively, Jaywing and the Hull 2017 team have taken a distinctive approach to marketing, using big, bold and brave messaging throughout all marketing communications to portray the city’s spirit and persona, which research with local Hull residents revealed during the initial branding phase.
Supporting this, a campaign under the core message “Everyone Back to Ours. 1.1.17” spans outdoor, press and video advertising. Epiphany, Jaywing’s media and search specialist, and Alchemy Media have played a key part in the display media planning and buying online.
In addition to this, Jaywing is involved with a number of the corporate partners supporting the year, developing individual campaigns, allowing integrated messaging to be carried through volunteering and other partner brand activity.
Credits:
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Edelman UK: Janssen 2015 'Make Blood Cancer Visible'
Agency: Edelman UK
Client: Janssen 2015
Date: September 2016
Over 900,000 people worldwide are diagnosed with blood cancer every year, but most people are unaware of these serious, often incurable diseases.
Because people don’t understand the disease or what the diagnosis means, blood cancer doesn’t get the attention it needs and is effectively invisible. This lack of awareness means that blood cancer is not prioritised by the EU and many national governments.
Edelman worked with Janssen to develop the‘Make Blood Cancer Visible’ campaign which encourages people to share their stories and experiences with blood cancer. The centre piece is a short film showing the internal emotional struggle many blood cancer patients go through.
Inspired by the story of a patient living with chronic lymphocytic leukaemia, and produced by Kode Media, the film visually portrays the internal and emotional struggle that many people who are diagnosed with blood cancer face. Shot in black and white on 16mm film, the film was overlaid with tones and textures to convey a visceral feel of the emotional and physical struggle and gain the audience’s understanding.
Credits:
Executive Creative Director: Bo Hellberg, Edelman
Creative Team: Stu Hallybone & James Woods, Edelman
Producer: Lucie Hackman
Additional Credits: Production Company: Kode Media
Director: Rollo Hollins
Producer: Jack Goodwin
Director of Photography: Tim Sidell
Casting Director: Maddy Hinton
Editing House: Cut & Run
Editor: Sally Cooper
Colouring House: Cheat
Colourist: Toby Tomkins
Audio House: Encore
Dubbing Mixer: Karl Mainzer
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Bigballs Media: The Liberté Cup 'The Liberté Cup'
Agency: Bigballs Media
Client: The Liberté Cup
Date: September 2016
A global football fans network, has united with charity and media partners in a force of solidarity to support refugees.
The result is the The Liberté Cup, a football tournament for refugees in the Grande-Synthe camp.
Inspired by an idea from the award-winning creative duo Ary & Joe, and conceived by Copa90, the tournament is a partnership with charities Fuze Beyond Borders, The Worldwide Tribe, Utopia 56 and supported by Football Supporters Europe, FARE network and the Grande-Synthe Mairie. The campaign also took shape with the work of sports photographer Philip Haynes and art directors Julen Saenz & Alfons Valls.
The Liberté Cup is not political and it’s not asking to open borders. The aim is simple – to change the way refugees are viewed in the media and to move perceptions away from the ‘swarms’ talked about by politicians towards being viewed as people with their own skills and passions. The project has gained huge coverage ever since footballers like Lionel Messi and Bojan Krkic and basketball player Luol Deng talked about it on social media.
Held near the refugee camp at Grande-Synthe’s, Stade Jean Deconinck on 10th September 2016, the Liberté Cup involved eight teams, comprised of refugees and various refugee-supporting teams from across Europe. Bohemians FC, Clapton FC, Dulwich Hamlet FC, Les Degommeuses, Hackney Wick FC, FURD, and Freedom United FC all travelled far and wide to come and get involved. Supporters contributed with football shirts from their home teams to create a wash of football colour. The day was emotional with an epic penalty shoot out and FURD (Football Unites racism divides) scoring the winning goal.
A documentary, produced in partnership with ITV, is set to follow and planning for the next Liberté Cup is due to start in the coming months.
Credits:
Creatives: Joe Watson, Aryven Arasen, Gav Rowe
Art Directors / Designers: Alfons Valls, Julen saenz
Photographer: Phil Haynes
Producer: Emily Brancher
Additional input: Mark Black, Tobias Snall, Luke Patton, Gus Ocampo, Tom Parkes, Naoise boyle, Mariana Lobos, Ze Paz, Alex Meyer, Pablo Lozano, Borade Mirbilek, Emilie Chanteloup, MAlle Koido, Eric Beard.
Companies: Bigballs Media, 6pointer, Bullion Productions
Companies: Bigballs Media, 6pointer, Bullion Productions
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TBWA\Paris, TBWA\Else: l'AND (DNA) 'The Little Critters Tale'
Agency: TBWA\Paris, TBWA\Else
Client: l'AND (DNA)
Date: September 2016
L'ADN (DNA in english) is a quarterly journal that decrypts the best in the field of innovation. Teams from TBWA\Paris and TBWA\Else examined the subject in order to provide an animated film that embodied their vision of the media.
For Brice Garçon, the General Manager of TBWA\Paris, this meant expressing an editorial line. "L'ADN deals with innovation on a societal level, which is an issue that concerns us as communicators, and which also directly affects our customers and the general public". But from among the constant stream of innovations splashed across our screens every day, it is important to be able to sort through them ... "That's the whole idea of the film, which promotes the idea that not all innovations are appropriate".
Credits:
Executive Creative Directors : Benjamin Marchal & Faustin Claverie
Copywriter: Vincent Pedrocchi
Additional Credits: AD : Cédric Moutaud
Agency Account Team : Brice Garçon, Morgane Lejeau
Client Team : Adrien de Blanzy, Béatrice Sutter
Production: TBWA\Else
CEO : Maxime Boiron
Producer: Cathy Pericone
Directors : Patrick Cassir & Christine Shin
Illustrators : Les jeanClode
Post Producer: Mélanie Bernard
Animators : Christine Shin, Olivier Lescot and Boris Belghiti
FX : Guillaume Degroote
3D Designer : Valentin Gault
Compositing : Bastien Malmanche, Jonathan Bignon and Sebastien Moiscecot
Edit: Quentin Collombet
Sound Production: TBWA \Else
Head Of Sound and Music : Olivier Lefebvre
Sound AD : Philippe Mineur
Sound Director : Fabrice Pouvreau
Sound Engineer and Sound Designer: Alexis Venot
Title: Flex_spread Your Wings@
Title: Flex_spread Your Wings@
Song Writer: Paul-étienne Côté & François-pierre Lue
Les Productions Circonflex Inc (Montréal) For \else
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Fuel Lisboa: Queer Lisboa 'Welcome'
Agency: Fuel Lisboa
Client: Queer Lisboa
Date: September 2016
LGBT cinema festival Queer Lisboa and Fuel Lisboa had been responsible for Queer's campaigns since 2010, the duo’s latest spot looks to welcome fans from around the world to the event.
Credits:
Creative Director: Marcelo Lourenço / Pedro Bexiga
Copywriter: Marcelo Lourenço
Art Director: Gabriel Mendes / Pedro Bexiga
Additional Credits: Head Of Production: Pedro Silva
Tv Producer: Vasco Pamplona
Production Company: Krypton
Director: Fred Oliveira
Assistant Director: Sérgio Matos
Dop: Pablo Hernandez
Executive Director: Ricardo Estevão / João Vilela
Production Director: Alexandra Ribeiro
Production Assistant: Neia Oliveira
Production Chief: Joana Synek
Set Art Director: Rui Pina
Styling: Isabel Quadros
Sound: Indigo
Approved By: João Ferreira / Cristian Rodriguez
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M&C Saatchi: Ageas 'Back Me Up'
Agency: M&C Saatchi
Client: Ageas
Date: September 2016
For too long insurance has just been for conservative old people. But with Ageas' new insurance app Back Me Up (designed for young people) the brand wanted to flip that on its head and make insurance something for people who live their lives like nothing can go wrong - whether that's taking a selfie with a Cobra or flying a drone into a meeting to wish your girlfriend good luck.
Credits:
Executive Creative Director: Justin Tindall
Creative Director: Sam Ball
Copywriter: Alan Jones
Art Director: Angelo An
Director: Chris Palmer (Gorgeous)
Additional Credits: Tom Bazeley, Jasper Hunter, Kat Maidment
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WPP Team Huawei : Huawei '#DefyExpectations'
Agency: WPP Team Huawei
Client: Huawei
Date: September 2016
Huawei Smartphones #DefyExpectations just like the people who choose Huawei
#DefyExpectations is more than an ad slogan. It’s a mindset. It says that if we’re going to achieve greatness, we’ll undoubtedly need to silence some doubters. It’s with this simple rallying cry that Huawei and WPP Team Huawei aim to support the global launch of Huawei’s latest smartphones – the Nova and Nova Plus.
Cinematically told with an attitude of defiance, Huawei’s latest film, ‘The Gift’, beautifully illustrates the story of a young boy’s determination to #DefyExpectations. Listening to no one, believing only in himself, the hero deftly uses the new Huawei Nova to help him achieve unexpected heights.
Shot in Madrid, Spain, the film was directed by burgeoning talents Salomon Ligthelm and Kevan Funk of Gang Films. Salomon was the recent recipient two golds at Cannes Young Director’s Awards, while Kevan’s first feature film premiered at Toronto International Film Festival (TIFF) in September.
Having risen from relative obscurity in the last 5 years to become the third largest player in the global smartphone market, Huawei is no stranger to defying expectations. The company hopes that the message will penetrate to consumers, who often default to the status quo, big 2 smartphone brands.
Credits:
Executive Creative Director: Susan Westre
Copywriter: Nick Bakshi
Art Director: Erika Reyes
Additional Credits: Producer: Jane Bessey
Strategic Planner: David Hofmeyr
Production Company: Gang Films
Directors: Variable at Gang Films
Post Production Company: Digital District
Editor: Gang Films
Sound: O'Bahamas
Music: Wake the Town
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Purple Creative Design: Glenfiddich 'Experimental Series'
Agency: Purple Creative Design
Client: Glenfiddich
Date: September 2016
Purple Creative has designed a visual identity for the Glenfiddich Experimental Series, a new range of ‘game-changing’ Glenfiddich whiskies borne of experimentation and collaboration.
“The Experimental Series represents a new chapter within the wider Glenfiddich visual identity that we originally created in 2014; one where we have permission to express its maverick DNA" says Gary Westlake, founding partner and creative director of Purple Creative.
"The identity represents a visual narrative of each experiment – graphically capturing the authentic journey from light bulb moment to final product – which will naturally change with every experiment. The visuals are a wonderful story-telling mixture of portraits, signatures, tasting notes, hand-lettering, photography, scientific equations, technical drawings, diagrams and key messages. We hope it’s beautifully eye-catching and expresses the diverse personalities behind each experiment."
To help capture the experimental stories and character, Purple commissioned Alison Carmichael to write key expressions in a fluid and spontaneous way.
Carmichael notes: "The thumbprint was made by creating a template of a real thumbprint, set loosely with holding place typography to make sure that the copy all fitted in without any gaps. Then I traced the shapes with different styles of handwriting to represent the twenty whisky collaborators and pieced it back together on screen like a puzzle. The artwork was around a metre squared.”
Credits:
Purple: Founding Partner and Creative Director: Gary Westlake
Designer: Shang Dat-Tang
Designer: Olga Frolova
Designer: Lyndsey Ellis
Head of Copy: Jamie Fleming
Project Manager: Lucy Sutton
Collaborators: Illustrators: Silke Werzinger and Demon Studio
Hand-lettering artist: Alison Carmichael
Photographer: Jo Hanley
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