Creative Works EMEA featuring JWT Casablanca, WCRS, BBH London and more

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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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Wieden+Kennedy London: Lurpak 'Smoooth'

Agency: Wieden+Kennedy London

Client: Lurpak

Date: June 2018

Arla Foods is launching Lurpak Softest, a new soft blend butter that’s spreadable straight from the fridge, with a multi-channel advertising campaign created by Wieden+Kennedy London.

The spot, debuting during the 3 June final of ITV 1’s Britain’s Got Talent, builds on the reputation of Lurpak as the 'Champion of Good Food'. With Lurpak Softest, even a rushed moment can be a time to master food, which the ad proves with a continuous smooth spread.

Smoooth is directed by This Girl Can's Kim Gehrig via Somesuch, with VFX by Time Based Arts and sound handled by Twenty Below.

Credits:

Lead Client Name

Elena Marchenko

Päivi Piirala

W+K LONDON

Creative Director

Carlos Alija & Laura Sampedro

Creatives

Juan Sevilla & Mico Toledo

Executive Creative Directors

Iain Tait & Tony Davidson

Group Account Director

Paulo Salomao

Account Director

James McHoull

Account Manager

Pat Nally

Planner

Indiana Matine

TV Producer

James Laughton

Print Producer

Amy Leach

Head of Business Affairs

Helena Tomas

Business Affairs Manager

Becky Day

TV PRODUCTION

Production Company

Somesuch

Director

Kim Gehrig

Executive Producer

Seth Wilson

Producer

Jacob Swan Hyam

Line Producer

Rebecca Sykes

Director of Photography

Daniel Landin

1st AD

Jez Oakley

Food Creative

Katie Giovanni

Editorial Company

Trim

Editor

Tom Lindsay

VFX Company

Time Based Arts

Producer

Chris Aliano

Colourist

Simone Grattarola

VFX Supervisor

Francois Roisin

Lead Flame Artist

Stephen Grasso

Flame Artist

Adam Paterson

Nuke Artist

Linda Cieniawska

3D Artists

Federico Vanone & Federico Guzzardo

Music Company

Twenty Below

Producer

Emily Pritchard

Composer

Matt Tamsedge

Sound Company

750mph

Sound Designer

Sam Ashwell

Producer

Mary-Ann D’Cruz

Tags: UK

WCRS: TransPennine Express 'Where Next?'

Agency: WCRS

Client: TransPennine Express

Date: June 2018

TransPennine Express has launched ‘Anything You Can Do’. The playful 30-second commercial sees real locals from 25 different locations around the north of England and Scotland have a sing-off to boast about the great things their city or town has to offer.

Written by creative team Joe Roberts and Doug Redfern of WCRS, both proud northerners, the insight behind the campaign came from their own friendly rivalries and sense of pride in the amazing towns and cities of the North of England and Scotland. What better way to highlight what each corner of the region has to offer than a sing off of Broadway classic ‘Anything you can do (I can do better)’.

The launch commercial features residents of Newcastle at the Angel of the North, holidaymakers on the beach in Scarborough, an Alpaca farmer in Leeds and the Caladonia drummers in Glasgow among other colourful characters. While the many characters of the campaign sing the virtues of their beloved homes, it is the TransPennine Express service that connects them all.

The spot was directed by award-winning female director MJ Delaney through Merman.

Credits:

Executive Creative Director: Billy Faithfull

Creative Directors: Steve Hawthorne, Katy Hopkins

Creatives: Doug Redfern, Joe Roberts

Agency Producers: Katie Reynolds, Lara Blow

Account Handling: Rob Carter, Richard Williams, Dan Taylor

Planning: Adele Aitchison

Agency Designers: Charlotte Jackson

Media Agency: Wavemaker

Production Company: Merman

Director/Animator: MJ Delaney

DOP: Vanessa Whyte

Production Company Producer: Lucy Tate

Editor: Rebecca Luff, TenThree

Sound Design: Lawrence Kendrick, String & Tins

Post-Production: The Mill

Post Producer: Rebecca Perry

Tags: UK

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Sid Lee Paris: Moet & Chandon '20 Years of Greatness'

Agency: Sid Lee Paris

Client: Moet & Chandon

Date: May 2018

This year Federer is celebrating his 20th year as a professional player, a milestone Moet & Chandon decided to celebrate with a special-edition bottle. Created in partnership with agency Sid Lee Paris, the special packaging features a grand vintage bottled the year the tennis star entered the world of professional tennis, 1998.

Gone is Moet & Chandon’s signature tie, which is replaced with the rubber grip of a tennis racket, inscribed with a timeline of the player’s numerous personal and professional exploits.

Credits:

Agency: Sid Lee Paris
Client: Moët & Chandon
Title of ad: Roger Federer 20th years pro career
Brand Supervisor: Olivia De Longueil
Chairman / Executive Creative Director: Sylvain Thirache
Agency President: Johan Delpuech
Creative Director: Stephane Soussan
Account Director: Jean-Baptiste Destabeau
Art Director: Romain Lehur
Head of production: Thomas Laget
Producers: Marine Redon, Julia Flusin
Manufacturers (leather): Atelier Toolbox
Production Company: Acne
Photographer: Olle Bengtsson
Music: Nicolas De Grandi, Jonathan Ouanounou, Ludovic Gontrand
Post-Production: Acne

Tags: France

20 Years of Greatness

Alpha Century: Coral 'World's Biggest Sports Fan'

Agency: Alpha Century

Client: Coral

Date: May 2018

Coral has unveiled its latest TV ad campaign, which was created by newly appointed agency Alpha Century. The campaign introduces Sports Rodstein, the world’s biggest sports fan (although not the savviest) played by Hollywood star and comedian Danny McBride.

The new 60-second ad aired during the second break of the Champions League final and will run throughout the summer during the World Cup across TV, print, social media, digital and point-of-sale.

The campaign encourages bettors to keep their heads and make savvy bets and the ad introduces Coral’s new strap line, ‘The smart money’s on Coral’ using Sports Rodstein as the very opposite to a savvy bettor. The 60-second spot taps into the humour provided by Danny McBride’s character, and delivers an ad that creates memorability and instant impact.

Coral’s Marketing Director, Alexis Zamboglou says: “We wanted the campaign to create distinction from that of other brands. In the same vain as Super Bowl half-time ads, Coral is hoping to utilise the huge Champions League audience by creating an ad which speaks to the UK and taps into their emotion when they’re at their peak.
“Sports betting and gaming is fun and exciting and the aim was to capture this in the new ads. We think Sports Rodstein will resonate with sports fans. The character represents the hilarious comedy that Danny McBride is known for and delivers a memorable and impactful ad.”

Danny McBride added: "Ever since I heard we were sending Megan Markle over to sort out the Royal family, I’ve been looking for my excuse to get involved in UK culture. Coral was the perfect partner for me."

American filmmaker David Gordon Green directed the ad and his credits include Pineapple Express and Your Highness.

Credits:

Creative Agency: Alpha Century
Media Agency: the7stars
Director: David Gordon Green
Executive Creative Director: Barnaby Girling
Creative Director: Nathan Church
Production Company: Alpha Century
Major Talent Casting: Talent Republic
US Production Company: Chelsea Pictures
Agency Head of Production: Ed Pettit
Agency Senior Producer: Dan Smith
Assistant Producer: Jake Ainsworth
Agency Production Manager: Claire Adcock
Head of Strategy: Matt Buttrick
Client Service Director: Suzi Napier
Senior Account Manager: Holly Paton
Account Executive: Melissa Adamou
Editor: Geoff Hounsell and Will Husell - Arcade
Post production: Framestore
Audio: Lee Willis - Silk

Tags: UK

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J. Walter Thompson Casablanca: Nestle Tunisie Distribution 'Break The Speed'

Agency: J. Walter Thompson Casablanca

Client: Nestle Tunisie Distribution

Date: May 2018

KitKat believes that no matter how fast the world around us might be, we can always make time to stop, and take a break every now and again.

This campaign captures an individual’s moment, managing to take a break even within the speeding timeline of everyday occurrences.

JWT hopes the different situations, varied walks of life and a diverse pool of people within the deceptively simple executions will mean the audience connects with both the individual, the story and the moment.

Credits:

Managing Director : Hazem Kaddour
Creative Director : Mohamed Oudaha
Associate Creative Director : Amine Radi Benjelloun
Copywriter: Ayoub Boukdir
Photographers: Marc Paeps & Thomas Francois – of Alimentation Générale

Tags: Morocco, kitkat

Oyster: Sands (Stillborn and Neonatal Death Charity) 'Finding The Words'

Agency: Oyster

Client: Sands (Stillborn and Neonatal Death Charity)

Date: June 2018

Sands, the stillbirth and neonatal death charity, has launched a campaign urging the public to break the silence around baby loss, leading with a poignant animated film exploring the daily life of a bereaved parent.

The 90-second short follows a grieving mother navigating daily life following the loss of her child. Illustrated alongside her husband in black and white, she gets up in the morning, walks to the office and carries on with her work – but is largely ignored by her friends and colleagues who can’t find the words to express their sympathy.

On her lunchbreak she sits alone scrolling through her phone, however struggles with the constant stream of baby photos posted to her social media feed by her friends.

At the end of the film, a supportive colleague simply offers her a tea and says “I’m so sorry”. This small gesture is enough to turn her world from monochrome to colour, symbolising the power of human interaction when it comes to grief.

The overarching campaign is dubbed ‘Finding the Words’ and is rooted in Sands’ latest webpages, which offer advice on how to talk to and support someone whose baby has died. They also feature information for employers who are supporting a bereaved parent of their return to work.

Credits:

Tags: UK, Ad of the Day

: Qatar Airlines 'Dancing in the Street'

Agency:

Client: Qatar Airlines

Date: June 2018

There’s nothing quite like the World Cup on the horizon to put a spring into everybody’s step. This sense of fun and anticipation is perfectly captured in Qatar Airways’ first World Cup campaign, which features a re-recording of the classic song 'Dancing in the Streets' with singer and TV star Nicole Scherzinger – best known as judge on both the UK and US’s X-Factor. The result is an upbeat and infectiously fun-filled ‘musical’ style TV commercial.

The World Cup is set to bring fans from all over the world together in Russia this summer, and this new anthem from Qatar Airways will unite them as never before. The catchy and uplifting song expresses the airline’s firm belief that sports is a universal language which has the power to inspire and encourage people to follow their dreams.

Qatar Airways Group Chief Executive, His Excellency Mr. Akbar Al Baker, said: “Our latest commercial expresses our excitement in being part of the 2018 FIFA World Cup RussiaTM, one of the most anticipated events on the global sports calendar. And we are delighted to have partnered with the extremely talented Nicole Scherzinger on this commercial. Nicole’s voice truly conveys the excitement we all feel in the run-up to the FIFA 2018 World Cup Russia™, and captures our own enthusiasm about sports, as well as the power of an event like this in bringing people together.”

“Music is a force for good,” said Scherzinger. “Historically, it is one of the most powerful forces for uniting humans because it transcends language barriers. This particular song that we’re working on is so powerful and it has a strong message – it celebrates and unites.”

Credits:

Tags: UK, Sports Marketing, Fifa World Cup

DDB Nord: unibet '#BetAndBreakfast'

Agency: DDB Nord

Client: unibet

Date: May 2018

Unibet has unveiled a new content series to encourage customers to make more informed bets on the upcoming the World Cup. The six-part video series titled #BetAndBreakfast features former football legends Didier Drogba and Djibril Cisse, who coach two celebrity teams as they compete head-to-head in a survival of the smartest.

Credits:

Tags: Europe, Unibet, World Cup 2018, Football, gambling, Kindred Group

Bet And Breakfast | Episode 1 - Knockout Games

FP7/DXB, Dubai: Babyshop 'World Without Walls'

Agency: FP7/DXB, Dubai

Client: Babyshop

Date: May 2018

Ramadan is a time of the year when Muslims around the world fast during the day, every day, for an entire month. People wake up, pre-dawn, to eat the morning meal. And they abstain from all food and liquids until dusk. Ramadan serves as a reminder about empathy, tolerance, humanity, unity and togetherness; values that are often forgotten in today’s world beset with prejudice, divisions and walls – both physical as well as emotional.

So, this Ramadan, Babyshop, a children’s retailer in the Middle East is inviting people across the Middle East and the world to reconsider accepted thinking and behaviour. In an uncertain time, when the world around us remains divided between “us” vs. “them”, when we’re all building walls between countries, families, neighbours, economic and social statuses and each other, Babyshop is sharing a message of unity during the month of togetherness - but, with a ‘little’ difference; encouraging us to open up our hearts, doors and minds to others by embracing its philosophy of 'World Without Walls'.

A film on YouTube and Facebook is launching the idea. It follows the journey of a child making his way through an actual world without walls – from his room to his parents’ room to a luxurious Middle East home to a refugee tent to a South Asian home (where a dad is spotted making some morning sandwiches) to an old people’s nursing home and finally, to an orphanage, and beyond.

Through the film, Babyshop is encouraging people across the region to share the message of a #WorldWithoutWalls. The brand is also implementing in-store activities, on-ground initiatives, social content as well as a co-creative social media activation to bring #WorldWithoutWalls to people around the region, and around the world too.

Credits:

Client team: Ruban Shanmugarajah, Deepak Mahnot, Mitin Chakraborty, Dina Barakat - Babyshop

Creative Direction: Tahaab Rais - FP7/MENA
Director: Mikkel Blaabjerg Poulsen - Octopuss.tv
DOP: Jonas Berlin - Octopuss.tv
Copywriting, Art Direction, Screenplay: Tahaab Rais - FP7/MENA
Agency Producers: Karol Akl, Darine Kanj Maalouli - FP7/DXB
Regional Head of Strategy: Tahaab Rais - FP7/MENA
GM - Business Unit: Nima Askari - FP7/DXB
Senior Account Director: Vicky Kriplani - FP7/DXB
ECD: Oliver Robinson - FP7/DXB
Creative Director: Mark Williams - McCann Manchester

Singer: Brittin Lane
Songwriter: Tahaab Rais - FP7/MENA
Composer: Joe Dickinson - BKP

Set Art Director: Tibi Hristu
Construction Coordinator: Alex Gherghe
Wardrobe Stylist Brandusa Ioan
1st AD: Cristi Ciurea
Focus puller: Ionut Perianu
Gaffer: Gabi Sora
Key Grip: Cristi Toader
Editor: Theodora Penciu
Colourist: George Bodrug
Graphic Department: Mihaela Magopat, Anca Adascalitei, Razvan Dit, Lucian Prorocu
Dailies & Data: Cristi Sandu
Post-production Producer: Loredana Moise
Production Manager: Liviu Gherghe
Producer: Costin Rantes

Tags: United Arab Emirates, Ramadan, Muslim, ISLAM, Middle East, unity, Peace, fp7, McCann, MENA

World Without Walls - Soundtrack

World Without Walls - Film

Cogent : Yorkshire Water 'Course It's Better '

Agency: Cogent

Client: Yorkshire Water

Date: March 2017

Yorkshire Water suffers from low brand affinity: around annual billing time, it experiences a dip in customer satisfaction and positive brand perception.

The ‘Course it's better’ campaign platform by Cogent draws on the heritage and folklore of Yorkshire. It created an integrated campaign designed to rally regional pride and positivity towards the brand.

Living across outdoor, social media, press advertising, giveaways and more, Cogent created a range of content that the people of the county could really get behind.

Credits:

Richard Payne - Creative Director - Cogent
Dan Neville - Strategy - Cogent
Suzi Crawford - Social Media Account Manager - Cogent
Sam Armistead - Art Director - Cogent
Alex Fraser - Copywriter - Cogent
Rae Reeves - Producer - Cogent
Trevor Morphew - Client Director - Cogent
Joel Veitch - Animator - Rathergood

Tags: UK, digital, Social media campaign, advertising, marketing, integrated campaign, Brand strategy