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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've now introduced our new five-star voting system. To vote for your favourite, make sure you click on the stars. The winner be chosen based on the average rating and the number of votes cast. Voting closes on Monday 31 October.
For project information, credits and more hover over the 'i' icon or expand to full screen.
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Publicis London: Nescafé 'Swooshy Man'
Agency: Publicis London
Client: Nescafé
Date: October 2016
Nescafe Original has kicked off the launch of a new brand campaign ‘LEAVE LIKE A LEGEND’ with a playful TV spot entitled ‘Swooshy Man’. The campaign aims to engage a younger generation of coffee lovers and continues to celebrate Nescafe Original as the nation’s biggest and favourite coffee brand
The idea dramatises the feeling Nescafe Original’s new ‘double filtered, fuller flavour’ provides. Nothing sets the scene for the day quite like a coffee made in your own kitchen; then you’re out of the house, ready to take on whatever the world throws at you.
The tongue-firmly-in-cheek spot opens on our hero, an ordinary young fella swooshing his fine head of hair through a shower of coffee beans…as you do! He hits the street, thrusting his way to work, an unstoppable force of flowing locks. Nothing can get in Swooshy man’s way, not even the endline it seems, as he strides through it as if it was made of polystyrene, (which it is!).
Credits:
Executive Creative Director: Dave Monk
Creative Director: Dave Sullivan, Sue Higgs
Art Director: Ben Smith
Copywriter: Dan Kennard
Additional Credits: Planner: Raj Thambirajah, Amy Whittaker
Account Handler: Patrick Flynn, Nick Hoile, Scott Needham, Stephen Hillcoat
Producer: Sharon Joyce
Assistant Producer: Holly Simmons-Betts
Media Buying Agency: Zenith Optimedia
Production Company: Rattling Stick
Director: Traktor
Editor: Richard Rusell
Producer: Polly Ruskin, Sophie Hogg
Flame Operator: Kamen Markov
Telecine Operator: Jean-Clement Soret
Post Production Company: MPC
Audio Post Production Company: Sam Ashwell, 750mph
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Ragged Edge: We Are Bar 'Brand Strategy and Identity'
Agency: Ragged Edge
Client: We Are Bar
Date: October 2016
Integrated branding agency Ragged Edge has created a brand strategy and identity for disruptive new City venue, We Are Bar.
The brand was brought to life across a suite of menus, brand collateral, photography and a website: www.wearebar.com
A bracket device repeated in the interiors communicates inclusiveness, while a typographic-led system provides a distinctive tone of voice. The primary typeface, Anzeigen Grotesk is no nonsense, confident and direct, and was selected to match the bold tone of voice. It’s supported by Berlingske Serif, which was chosen for its character and legibility in the low light of the bar.
A set of illustrations for wall posters were commissioned from artist Luis Dourado to reflect the brand idea ‘The Beat of The City’ and juxtapose escapist imagery with photography of the city.
Colours used in the design touchpoints include a premium dark green, paired with a more contemporary light green and gold highlights. Ragged Edge worked closely with Grapes Design to ensure the interiors and design worked together harmoniously.
Credits:
Co-Founder: Max Ottignon
Additional Credits: Grapes Design
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Disney: Disney 'What it means to be a Disney Princess'
Agency: Disney
Client: Disney
Date: October 2016
Over 5,000 parents have revealed the top ten values of what makes a modern ‘Princess’ in an effort to encourage young girls to follow their dreams.
The research, commissioned by Disney UK, has for the first time ever defined the principles of what it means to be a Disney Princess, which have been turned into motivational posters by some of the UK’s top female designers. The posters are being released for free to inspire the nation’s young girls to believe in themselves and dream big.
Disney UK commissioned parenting expert Judy Reith to analyse the characteristics of Disney Princesses including Belle (Beauty and the Beast), Rapunzel (Tangled) and Tiana (The Princess and the Frog), before putting a long list of their inner qualities and traits to a panel of over 5,000 parents. The parents then ranked the attributes they judged most relevant and important to their 6-12-year-old daughters.
Kate Moross, Rose Blake and Kate Forrester, have turned the Princess Principles into posters, which are being made available for free to young girls across the country.
Credits:
Artists: Kate Moross, Rose Blake, Kate Forrester
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FCB Inferno: npower 'Family Super Powers'
Agency: FCB Inferno
Client: npower
Date: October 2016
Across Britain millions of people, in millions of homes, possess what npower call ‘family super powers’. These are charming talents, some extraordinary, others simple and sweet.
On October 14 npower will launched a national campaign, created by FCB Inferno, that celebrates these families and their unsung super powers, linking them to the energy provider’s own super powers – a new range of innovative products and services.
The campaign uses ‘real people’, not actors, and a nationwide search was undertaken to unearth these quirky talents. These range from Kenny who can match dates to days, to Milo the family dog who can balance just about anything on his nose. Throughout the campaign a bright neon ‘powerpointer’ lights up to celebrate the individual and their super power.
‘Super Powers’ will run into the start of 2017, and is brought to life across multiple platforms including VOD, Press, OOH, and radio, with experiential, social and editorial also being activated.
Credits:
Chief Creative Officer: Al Young
Creative Director: Greg Mullen, Alistair Mills
Additional Credits: Photographer: Jude Edington
Digital Retouching: Richard Bagley
Project Manager: Lara Blow
Managing Director: Sharon Jiggins
Account Director: Sam Edwards
Senior Account Manager: Kirsten Barnes
Planning Director: David Jackson
Producer: Kate Grenfell
Production Company: Knucklehead
Director: Finn Mcgough
Produce: Bill James
Editor: Mark Burnett (Whitehouse Post)
Post Production Producer: Antonia Porter
Post Production: Cherry Cherry
Audio Post Production: Unit
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FHF: BT 'Grannies try Snapchat'
Agency: FHF
Client: BT
Date: October 2016
Ever wondered what would happen if you gave grannies that have never used social media before, free reign on Snapchat? So did BT, who masterminded a social experiment and filmed it. BT invited eight over-65s to try the popular Snapchat lenses for the very first time, capturing their candid reactions which ranged from fits of laughter to total bewilderment.
Credits:
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Leo Burnett London: McDonald’s 'Learn'
Agency: Leo Burnett London
Client: McDonald’s
Date: October 2016
Burnett has launched an outdoor campaign for McDonald’s to show that no matter where you are in the world, its all time favourite menu items transcend the barriers of language.
Running on 6- and 48-sheets, the ‘Learn’ campaign shows McDonald’s’ iconic products – Big Mac, Fries and McNuggets – pictured alongside other everyday items with the foreign translation of their name.
For example, the ‘Learn Hawaiian’ execution shows a lamp, a violin and a camera, which are known as ‘Kukui’, ‘Pila’, and ‘Pahupa’iki’i’ in Hawaii, alongside McNuggets, which are known as McNuggets the world over.
Credits:
Creative Director: Matt Lee, Pete Heyes
Art Director/Copywriter: Laura Randall, Gareth Butters, Matt Lee, Pete Heyes
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BBH London: KFC 'Visual Identity'
Agency: BBH London
Client: KFC
Date: October 2016
Created by BBH London and inspired by KFC’s American heritage, the new work delivers a fresh, bold and modern feel for the brand. It aims to relaunch the brand’s most distinctive brand assets with a bang, creating consistency across all media and cut-through from competitors.
As part of the new campaign, KFC has released a provocative 96 sheet with the headline ‘It’s finger lickin’ good’, bringing a whole new edge to the brand’s iconic ‘finger lickin’ good’ tagline.
The ad will be shown in selected outdoor locations across the UK, and has already caused controversy.
The Out of Home campaign launches across a wide range of outdoor formats, including 96 sheets and train station screens, and will be further rolled out across KFC’s social and digital channels.
Credits:
Creative Director: Hamish Pinnell
Creative Team: Hamish Pinnell, Martha Riley
Additional Credits: Strategist: Lucian Trestler
Strategy Director: Fernando Ribeiro
Business Lead: Becky Russell, Leo Sloley
Account Manager: Katharine Grittne, Jamie Kisilevsky
Print Producer: Katie Callagham, Lauren Daniels, Simon Taylor
Photographer: Dan Matthews
Wellcome Producer: Dawn Kershaw
Design: Christian Tunstall, Niek Van Den Wingerden
Studio: Gareth Williams
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Leo Burnett London: McDonald’s 'Our breakfasts are freshly prepared, even if you’re not'
Agency: Leo Burnett London
Client: McDonald’s
Date: October 2016
McDonald’s has launched a new TV campaign celebrating the freshness and quality of its breakfasts.
The TV ad, created by Leo Burnett, contrasts the freshly prepared quality of McDonald’s breakfasts with the characteristics of those of us who rise but don’t necessarily shine in the morning times.
The ad shows a sleepy man making an order at a McDonald’s Drive Thru who doesn’t realise he is actually talking to a bin. The endline is: “Our breakfasts are freshly prepared, even if you’re not.”
Credits:
Creative Director: Matt Lee, Pete Heyes
Art Director: Harry Osborne, Sam Sword
Copywriter: Harry Osborne, Sam Sword
Additional Credits: Account Director: Beth Watts
Account Manager: Steph Bates
Account Executive: Vicki Sinclair
Agency Producer: Hannah Boase
Director/Production Company: David Kerr
Producer: Emma Butterworth
Editor: Adam Spivey
Post Production: MPC
Sound Design: Dugal Macdiarmid – Wave
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Disney Media+ Creative: Heelys '‘The Lodge’ Sponsorship'
Agency: Disney Media+ Creative
Client: Heelys
Date: October 2016
As the exclusive European sponsor of Disney Channel’s latest live-action drama series, The Lodge, Heelys has worked with Disney to create a series of sponsorship videos.
The pan-European campaign, aims to raise awareness of Heelys’ new Autumn/Winter range to its core audience of 8 – 14 year olds, kicked off in the UK and Ireland in September and is running across 11 different territories including France, Germany, Spain, Italy, Belgium, The Netherlands, Portugal, Norway, Sweden and Denmark.
Credits:
Creative Director: Angela Affinta
Additional Credits: Director: Matthew Giffen
Producer: Sally Pring, Lisa Giffen
Graphics House: Blue Zoo Animation
Audio: Silk Sound
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Global Influence: FATE – Families Against Terrorism and Extremism 'We Are Tomorrow'
Agency: Global Influence
Client: FATE – Families Against Terrorism and Extremism
Date: October 2016
London-based strategic communications firm, Global Influence, has announced a global initiative with Families Against Terrorism and Extremism (FATE) in a bid to help vulnerable families come together and stand up to violence and terror. The powerful campaign unites families and survivors with charities to join forces against violent extremism and prevent radicalisation.
The culmination of a six-week Target Audience Analysis using RAID (Rapid Audience Insights Diagnostics), Global Influence’s audience profiling tool. Developed over 10 years, RAID takes the methodology used in marketing, military, conflict and political contexts, and applies it to social-change campaigns. In this way the guesswork of ‘we think’ or ‘we believe’ is replaced by rigorous assessment of data against 24 peer-reviewed scientific parameters to undertake a deep-dive into the psychology of the target audience achieving the granularity of insight needed to truly, and scientifically, deliver behaviour change.
The first video entitled ‘We Are Tomorrow’ establishes modern Muslim youth as a force to be reckoned with, who are rejecting DAESH’s divisive ideology. Set within a gritty urban location, young people are seen to gather together – seemingly for menacing reasons. However, the viewer soon discovers that the individuals are in fact a group of percussion musicians, performing a counter-DAESH drum / poetry performance. The sinister becomes optimistic and dynamic, with the youth transitioning from menacing to united in the verbal fight against DAESH. They are owning their futures, not allowing them to be stolen by warped narratives.
Credits:
Chief Executive Officer: Sven Hughes
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J. Walter Thompson London, Biscuit Filmworks: National Centre for Domestic Violence, Victim Support '#breaktheroutine'
Agency: J. Walter Thompson London, Biscuit Filmworks
Client: National Centre for Domestic Violence, Victim Support
Date: October 2016
With figures showing that, on average, high-risk victims live with domestic abuse for over two years before getting specialist support, a new online film based on a disturbingly captivating and physically intense dance. Choreographed by Sidi Cherkaoui and backed by a haunting music track by Ellie Goulding the film lets victims of domestic abuse know that help and support is available to #breaktheroutine.
Through the disturbingly captivating choreography of Sidi Cherkaoui and heady music by Ellie Goulding, it takes on the difficult task of raising awareness and creating emotions among an audience immune to hard facts and images.
The film shows the hardships of an abusive relationship through dance. Showing how trapped the woman is – how she feels there is no escape. The dancers, real-life couple Jennifer White and Jason Kittelberger, mimic the savage physicality of domestic abuse in a bare house. As the film ends the man is finally stopped by an invisible barrier and although it is not the end of her struggle, the woman knows she is safe.
Credits:
Executive Creative Director: Russell Ramsey
Additional Credits: Choreographer: Sidi Cherkaoui
Soundtrack: Ellie Goulding
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Lambie Nairn: University College London 'Brand Identity'
Agency: Lambie Nairn
Client: University College London
Date: October 2016
International branding agency Lambie-Nairn has unveiled a new brand identity for UCL’s (University College London) new global Philanthropy and Engagement Campaign.
The agency was tasked with creating a brand identity which captured the uniqueness of UCL, its strong personality and the big story behind the campaign. The brand also needed to reflect the university’s belief in pushing boundaries, which is based on its experience of delivering innovative solutions by doing things differently.
The resulting campaign is built around the idea ‘It’s All Academic’, enabling UCL to take a well-known phrase and turn the meaning on its head to declare that being academic is no longer seen as delivering less.
Lambie-Nairn has created a deliberately disruptive look and feel for ‘It’s All Academic’ to compete with, rather than complement, UCL’s existing corporate identity. The design uses classical fonts combined with provocative language and an eclectic handmade, punk inspired aesthetic. The subsequent communications feel surprising; intelligent yet rebellious.
Credits:
Executive Creative Director: Adrian Burton
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Whistlejacket London: Addison Lee 'Addison Lee for Me'
Agency: Whistlejacket London
Client: Addison Lee
Date: October 2016
Addison Lee have been driving passengers for over 40 years, offering a high-quality product to discerning customers. In recent years their preeminence in the private hire market has been eroded by the disrupters like Uber and Gett. We worked with the management team to deliver an internal Purpose that would guide their evolution as a brand and a business, focussing around the exceptional service they deliver. We then created a new brand identity and tone of voice for Addison Lee, exemplified in this film.
Credits:
Creative Director: Kathy Kielty
Art Director/Copywriter/Director: Tom Clark, Rob Palmer
Additional Credits: Black Revolver Films
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BBH London: St John Ambulance 'CPR Babygrow'
Agency: BBH London
Client: St John Ambulance
Date: October 2016
BBH London has created an exclusive babygrow for St John Ambulance that is designed to help teach parents how to give first aid to their baby. The limited-edition garment, which is being handed out in Tesco stores, will teach baby CPR after research revealed that 74% of parents said that their baby not breathing is the first aid emergency they fear most. The babygrow will be available for free in selected Tesco stores on Thursday 13 October, with a suggested donation of £3 to St John Ambulance.
Credits:
Deputy Executive Creative Director: Ian Heartfield
Creative Team: Fred Rodwell, Andy Parsons
Additional Credits: Strategist: Alana King
Strategy Director: Rowenna Prest
Business Lead: Jon Barnes
Account Director: Emma Johnston-Donne
Account Manager: Louisa Steele
Producer: Billy Dupée
Production Company: Hangar 7
Director: Matt Carroll
Producer: Lucy Anderson, Hangar 7
DoP: Alex Frois
Post Production: Hangar7
Editor/Editing House: Hangar 7
Sound: Hangar 7
Music: Ed Marquis
Illustrator: Joseph Pelling
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Bruketa&Zinic OM: Addiko Bank 'Banking Mornings of Poetry'
Agency: Bruketa&Zinic OM
Client: Addiko Bank
Date: October 2016
Addiko Bank advocates for clear, simple and straightforward banking, therefore its communication needs to be clear and understandable to everyone. Although the banking terms are like poetry to bankers, they are incomprehensible for the majority of people.
The campaign started with teaser ads featuring typical banking jargon, and asked the public if they have an ear for banking poetry. In response, people even wrote their own banking poetry on the Facebook page “Mornings of banking poetry”.
In the reveal phase some of the incomprehensible terms were explained and the slogan was introduced in the form of an easily understandable mathematical formula.
Credits:
Creative Director: Sinisa Waldinger, Davor Bruketa
Art Director: Ivana Momcilovic, Sonja Surbatovic, Mia Maric
Copywriter: Mario Radoševic, Martina Tupek
Additional Credits: Account Director: Ivanka Mabic
Strategic Planners: Ivan Tanic, Tea Silvia Vlahovic
Account Managers: Jelena Babic, Sandra Grkovic
Account Executives: Eliza Ragac, Adela Dulan
Digital Account Manager & Strategist: Jasna Manzoni
Digital Strategist: Marko Matejcic
Social Media Manager: Karla Andric
TV production: Val produkcija
Video production: Poster
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Our Design Agency: Costa Coffee 'One-off Graffiti Installation'
Agency: Our Design Agency
Client: Costa Coffee
Date: October 2016
Costa Coffee opened the doors of this first-of-its-kind trial store in Wandsworth. The store is the result of close collaboration between Edge, Our Design Agency, and Costa’s Innovation and Store Design teams. Promising to deliver new coffee experiences in a contemporary coffee shop environment, Costa is ramping up its efforts to share its perpetual passion for coffee with the customer, and in a first for its UK high street stores, will also be trialing an extended evening offering including a small selection of alcoholic drinks to complement its food and drink range.
In 1971 the Costa brothers arrived in London with a burning desire to make fine coffee part of London life. This store is also a real celebration of the brand’s heritage made relevant for today’s coffee lovers.
Credits:
Director: Grant Willis
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