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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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101 London: Costa Coffee 'Never a dull cup'
Agency: 101 London
Client: Costa Coffee
Date: October 2016
Costa Coffee has launched its new promise, ‘Never a Dull Cup’, with its biggest ever campaign.
The promise builds on what has seen Costa become the nation’s favourite coffee shop, delivering handcrafted, barista-made coffee to over a million customers every day through over 2,000 stores and 20,000 baristas.
To mark the launch, Costa has turned the spotlight on its baristas, the heroes of the company and the people who make that promise a reality. In the showcase TV spot, 170 Costa baristas are the enthusiastic audience for actor Javone Prince’s attempts to launch Costa’s new mission (despite some fairly unorthodox methods). The spot was originally created as a film for baristas up and down the country, but will roll out across TV, VOD, cinema and digital media from Saturday 8th October, and be accompanied by outdoor, social, CRM and in-store activity.
Credits:
Executive Creative Director: Mark Elwood, Augusto Sola
Creative Director: Joe Bruce
Creative: Jack Willoughby, Serhan Asim
Additional Credits: Agency Producer: Sarah Macron (Royle Productions), Alex Pemberton
Agency Production Manager: Agnes Szyperek (Royle Productions)
Account Lead: Ross Farquhar
Account Director: Alex Gillespie
Account Manager: Amy Lavington
Strategist: Sandie Dilger
Production Company: Somesuch
Director: Nick Gordon
Producer: Peter Knowles
Production Manager: Peter Arboine
DOP: Nicolas Loir
Casting: Leanne Flinn
1st AD: Griffin
Production Designer: Nathan Parker
Costume Designer: Hannah Edwards
Hair & Makeup Artist: Anna Wild
Post Production: Electric Theatre
Producer: Alannah Currie
Colour: Houmam Abdallah
Flame Op: Ally Burnett
Editing: Final Cut
Producer: Frankie Elster
Editor: Dan Sherwen
Music: Soundtree
Composer: Peter Raeburn
Producer: Jay James
Sound: 750 Sound Studio
Producer: Tara Oliver, Mary-Ann D’Cruz
Sound Engineer: Sam Ashwell
Artist: Javone Prince (Karen Hough @ Shepherd Management)
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M&C Saatchi Stockholm: Hemköp 'Launch Campaign'
Agency: M&C Saatchi Stockholm
Client: Hemköp
Date: October 2016
For the launch of one of Sweden’s largest grocery chains – Hemköp – new e-commerce concept, M&C Saatchi Stockholm decided to keep things simple. As Hemköp is last of the major Swedish grocery stores to try their luck on the e-commerce scene, the campaign’s main focus was to communicate that with Hemköp, pricing and range are always the same online as offline. To illustrate the lack of difference in a quick and playful way, digital counterparts now accompanied the products featured in Hemköp’s everyday FMCG-ads. The piece featured is but a small part in a larger ongoing campaign.
Credits:
Creative Director: Martin Cedergren
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DigitasLBi France: Finexkap 'Launch campaign'
Agency: DigitasLBi France
Client: Finexkap
Date: October 2016
For the launch of Finexkap, a revolutionary online money management solution that acts as an alternative to conventional banking solutions for enterprises, DigitasLBi in France has created this quirky and colourful TV spot.
Directed by Greg Barth (Première Heure Production), the film shakes up traditional financial communication in both form and content by showcasing a succession of entrepreneurs, each as unexpected as the last, forgotten by the banks, but not by Finexkap.
Credits:
Creative Director: Nicolas Thiboutot
Creative Lead: Frédérick Lung, Philippe Pinel
Art Director: Victor Miellin, Chisato Tsuchiya
Additional Credits: Agency Manager: Jean-Philippe Martzel, Véronique Beaumont
Strategic Planner: Jérôme Lavillat
Film Production: Première Heure
Director: Greg Barth
Producer: Elisabeth Fabri
Music Production: Apollo Studios
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BrandOpus: Willie’s Cacao 'Redesign'
Agency: BrandOpus
Client: Willie’s Cacao
Date: October 2016
Award-winning chocolate brand Willie’s Cacao has unveiled a new design across its core single estate and flavoured bars ranges.
Having established the existing brand design in 2012, BrandOpus was challenged to build on the success and growth of the brand by refreshing the design to reflect the individuality and personality of the products and ranges. As the portfolio has grown over the years into a world of flavours and inclusions, the design has evolved to reflect the individual cues inherent in each product experience. This level of craft and detail needed to be introduced into the proposition of the core single estate range.
The redesign aims to elevate the look and feel of the single estate origin by introducing personality that reflects the cacao’s unique characteristics. The emphasis of the descriptors has changed from country of origin to focus on a more specific provenance of each cacao to enhance the sense of discernment and appeal for true chocolate connoisseurs seeking an authentic cacao experience. The bright and colourful decorative embellishments reflect the destinations where Willie’s adventures led him to discovery the wide array of cacaos that make his chocolate so distinctive.
Credits:
Executive Creative Director: Paul Taylor
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Ragged Edge: Foley’s 'Brand and Visual Identity'
Agency: Ragged Edge
Client: Foley’s
Date: October 2016
Integrated branding agency Ragged Edge has created a brand and visual identity for Foley’s, a new restaurant in Fitzrovia, London.
The design incorporates four different hand drawn typefaces to mirror the restaurant’s unexpectedly diverse offer. A total of four hand drawn, bespoke typefaces were created. Each typeface has its own distinct character which combine to form an unexpectedly harmonious whole, illustrating the restaurant’s eclectic approach. The typefaces included a sans serif, slab serif, script and stencil weight.
The typefaces are supported by a paired back design system that features a neutral colour palette, complemented by bright blue and orange highlights. Menus, uniforms and collateral are refined and elegant, yet playful and relaxed, just like the food. Ragged Edge also teamed up with PAC Architecture to ensure the design and interiors complemented one another.
Credits:
Co-Founder: Max Ottignon
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Leith: Street Soccer 'A way out for homeless people'
Agency: Leith
Client: Street Soccer
Date: October 2016
As part of a new partnership with social enterprise, Street Soccer, Leith has created and released a new print ad.
Using the line, 'A way out for homeless people', Leith worked with photographer David Boni to create a simple and powerful ad which sums up the power of football to create positive change in the lives of the people Street Soccer work with.
Credits:
Creative Director: Troy Farnworth, Phil Evans
Art Director: Vinnie Walsh
Junior Creatives: Megan Bryden, Mairi Wilson
Additional Credits: Photographer: David Boni
Digital Artist: Stuart Whibley
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BSUR: Princess Yachts International 'Experience the Exceptional'
Agency: BSUR
Client: Princess Yachts International
Date: October 2016
BSUR was asked to create the first ever global brand campaign celebrating the exceptional Princess experience. Our challenge was to find a fresh approach within the category and reach enthusiasts beyond the boat world with unique stories of quality time at sea.
Contrary to what many boat magazines communicate, yacht owners do not eat lobster and caviar daily. Challenging category clichés, we shot four images portraying people in normal situations heightened by the fact that they happen offshore on a yacht. No actors or models, just real people enjoying diverse casual and personal times. The scenes, in black and white are understated and were shot in an intimate way to make the viewer feel part of the moment. The campaign shows that you can be highly sophisticated whilst remaining down-to-earth, while at sea.
Credits:
Chief Creative Officer: Joost Perik
Creative Director: Shandor Gancs
Art Director: Bob Booms
Copywriter: Ben Holder
Additional Credits: Photographer: Roger Neve
Strategist: Antonin Jamond
Account Director: Niels Spaans
Project Manager: Marianne Johnston-Wood
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White Bear Studio: UKNY Music 'Brand Identity'
Agency: White Bear Studio
Client: UKNY Music
Date: October 2016
White Bear Studio was challenge with this piece of work was to communicate choice, diversity of music and position UKNY Music at the forefront of the music scene. We created a bold yet classic and premium logo with a contemporary brand language. This allows UKNY music to be flexible in their tone of voice, therefore it can appeal to an exclusive private wedding and a new brand music event with top brands.
Photography is where UKNY found their voice. By creating a strong image treatment, we enabled UKNY music to own their photography. Using bright colour saturated live imagery we appealed to youthful and vibrant brands. We then contrasted this with impactful, high contrast black and white profile shots to engage a more exclusive audience creating an interesting dichotomy. Previously it had been difficult to acquire bespoke shots with a lot of imagery relying heavily on PR agencies so this was a powerful solution.
Credits:
Creative: Martyn Garrod, Kelly Mackenzie
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Citizen Films: Epson 'Lewis gets inked'
Agency: Citizen Films
Client: Epson
Date: October 2016
Three-time FIA Formula One Drivers’ World Champion, Lewis Hamilton stars in a tongue-in-cheek film created with Epson. Lewis Gets Inked, which highlights the benefits of the new EcoTank printer, is available to watch on Epson’s YouTube channel, and Epson’s website.
This playful piece of content has been created in collaboration with the Mercedes AMG Petronas Formula One Team to mark the launch of Epson’s EcoTank printer, and aims to highlight its revolutionary refillable ink tank technology and the huge amount of ink that comes with the printers. The benefits of the EcoTank printers – high-volume printing without the need to use cartridges - are communicated in a surprising and entertaining way in the irreverent film. It is part of a multichannel content strategy, comprising the main Lewis Gets Inked campaign film and a range of behind the scenes material.
Credits:
Managing Director: Gretchen Shoring
Additional Credits: Film Director: Rollo Hollins
Director of Photography: Rina Yang
Special effects: Machine Shop
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Handsome Frank: Leon '#ThoughtfulCoffee'
Agency: Handsome Frank
Client: Leon
Date: October 2016
Naturally fast food chain Leon has been working with paper sculptor and illustrator Helen Musselwhite to create imagery in support of their #ThoughtfulCoffee campaign. The campaign sets out to tell the story of Leon coffee. From the Arabica beans shade-grown in the mountains, to the cup served by a Wing Tsun trained barista, and coffee grounds converted into renewable energy by Bio-Bean, Leon relay all the thoughts that they put into the coffee. In fact, they can’t think of anything they haven’t thought of.
Credits:
Creative Director: Jo Ormiston
Additional Credits: Illustrator: Helen Musselwhite
Photographer: Jonathan Beer
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Mr B & Friends: Victoria Hall Management 'Host branding'
Agency: Mr B & Friends
Client: Victoria Hall Management
Date: October 2016
Brand, creative and digital agency Mr B & Friends has completed a brand transformation programme for student accommodation provider Victoria Hall Management Ltd.
Rebranded as Host, the Bath based group has worked with the organisation to develop a new brand positioning, name, identity, trademark, brand guidelines and transactional website which features student accommodation across the UK. The 18-month contract was won without a creative pitch against three other brand consultancies.
The brand transformation ties in with Victoria Hall’s 20th anniversary and demonstrates their commitment to a market that is rapidly scaling with investors seeing positive revenues and long-term capital growth in a market that is structurally undersupplied.
The new brand positioning is centred around ease and hassle free customer experience while the new name Host – which perfectly describes the brand purpose - is derived from a functional idea: homes for students. This, along with the new logo has been registered as a trademark.
Credits:
Creative Director: Kate Gorringe
Senior Designer: Tom Shenton
Copywriter: Harriet Whitehorne
Additional Credits: Brand Strategist: Simon Barbato
Account Director: Amy Osbourne
Designer: Sara Foley
Digital Director: Rob Lowe
Digital Team: Stuart Nelson, Cliff Williams, Aphra Kiely
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Iris Sport: Adidas 'Backed by Messi'
Agency: Iris Sport
Client: Adidas
Date: October 2016
Backed by Messi is a series that follows 10 of the world's most promising young footballers, selected by Adidas and Lionel Messi, on their journey throughout the season. The series airs once per month, and documents the players’ unique styles as players, dedication to the game and self-belief. It's their story, as told by them.
Credits:
Art Director: Amilcar Guevara
Copywriter: John McDonnell
Additional Credits: Production Company: Blindeye Films
Editor: Ben Cowan
Sound: Scoredraw Music
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The Corner: Mencap 'Here I am'
Agency: The Corner
Client: Mencap
Date: October 2016
Mencap, the UK’s leading learning disability charity, today launches its biggest campaign to date, created by London advertising agency The Corner. Debuting as a human rights rallying cry, “Here I Am” aims to educate and promote the closer integration of people with a learning disability within modern social culture.
The creative celebrates this in a TV and cinema commercial shot by acclaimed Director Ed Morris of Rattling Stick, and a photo shoot led by famous photographer Rankin, which will be used for OOH. Designer Anthony Burrill, known for his persuasive, up-beat style of communication, created the “Here I Am” design which will act as the key visual for the entire movement.
The TVC takes a quote from Atlantic Magazine in 1968, where a leading academic suggests that someone with Down’s Syndrome is not in fact a person, and that there should be no guilt “putting them away” in a sanitarium or even lethal sense.
This quote is then cut up by DJ Casey Rochell, a young man with Down’s Syndrome, who turns these shocking words into something positive and upbeat.
“A Down’s is not person” becomes “A Down’s is a person”.
Credits:
Executive Creative Director: Tom Ewart
Art Director: Niall Kerry
Copywriter: Jack Denyer
Additional Credits: Chief Strategy Officer: Neil Hourston
Strategist: Charlie Kirkbride
Business Director: Massimo Fiori
Account Director: Greg Hall
Agency Producer: Katrina Morelli, Theo Philips, Alycia Stol
Media Company: The7Stars
Production Company: Rattling Stick
Director: Ed Morris
Producer: Ellie Fry
Edit Company: Speade
Editor: Ben Crook
Post Production: The Mill
Audio Post Production: 750
Photographer: Rankin
Illustrator: Anthony Burrill
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The Shape: Tristan Thomson Photography 'Brand identity – Lines'
Agency: The Shape
Client: Tristan Thomson Photography
Date: October 2016
Inspired by a personal photography project shot by Tristan, the brand identity uses a series of three lines that are consistently used across his portfolio, website and stationary.
The branding allows Tristan to tell his story when engaging with creative directors and production departments in a simple, vibrant and professional manner.
Credits:
Creative Director: Paul Harrison
Art Director: James Gaffney
Copywriter: Lynn Hord
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The Leith Agency: Irn Bru 'It Makes No Sense '
Agency: The Leith Agency
Client: Irn Bru
Date: October 2016
Irn Bru Xtra is made with extra Irn Bru taste but no sugar. The outdoor campaign, created by Leith, builds on the insight that consumers feel soft drinks with no sugar have a weaker taste. The creative which plays off this, features a series of outdoor posters with confusing headlines, supported by the line: “Xtra taste and no sugar. It makes no sense”.
The campaign was teased with a striking large scale building wrap on Glasgow Central Station, and officially launched on 24 October, with media planned and bought by PHD Manchester, and with support from Stripe Communications and Dare.
The heavyweight campaign will be delivered across multiple formats throughout Scotland.
Credits:
Agency Head: Ed Brooke
Additional Credits: PHD Manchester, Stripe Communications, Dare
Brian Tonner: Copywriter. Robb McAulay: Art Director.
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MullenLowe London: NHS Blood and Transplant, MOBO '#Represent '
Agency: MullenLowe London
Client: NHS Blood and Transplant, MOBO
Date: October 2016
NHS Blood and Transplant and MOBO have launched a new online film ‘Represent’, which aims to drive registrations of blood donors from the Black and Asian community.
The film, created by MullenLowe London, features UK grime artist Lady Leshurr and showcases some leading UK celebrities including record breaking Olympian Nicola Adams MBE, TV presenter and wheelchair basketball plater Ade Adepitan, Chuka Umunna MP and MOBO’s own Founder and CEO Kanya King MBE.
Credits:
Executive Creative Director: Rich Denney
Creative Team: Ewan Harvey, George Walters, Adam Sears, Bernard Burton
Additional Credits: Planner: Tom Lindo
Account Team: Charlie Hurrell, Paul Wilde, Hunter Evans
Agency Producers: Nicholas Kurs, Rose Reynolds
Head of Agency Broadcast Affairs: Simon Sole
Media Agency: MediaCom & Carat
Designer: Ryan Self
Production Company: Iconoclast
Director: Rohan Blair-Mangat
DOP: Ben Thomas
Executive Producer: Anna Smith
Producer: Tom Knight
Editing House: Speade
Editor: Ellie Johnson
Post Production: MPC
Audio Post Production: WAVE
Music Lyrics: Lady Leshurr
Music Production: Sky Beats
Recording Studio: Krafthouse
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