Premium:
It’s been a bumper year for The Drum’s Creative Works across Europe with some amazing work from agencies like WCRS, Now, Brave and J. Walter Thompson crowned Creative Work of the Week during the second half of the year, but what’s our reader’s favourite work?
This week’s Creative Works looks back at all the choices of The Drum’s European readers from July to November and you can help chose which work we should consider as our Creative Work of the Year.
Last week we polled our readers’ favourites from January to June and we'll be polling our Creative Director’s choices next week to come up with a definitive shortlist before crowning our winner in December.
Creative Works will return as normal on Monday 19 December and you can submit work to Gillian West for consideration.
WCRS: Pride in London '#NoFilter'
Agency: WCRS
Client: Pride in London
Date: June 2016
Credits:
Creative Director: Ross Neil
Creatives: Carly Williams & Tian Murphy
Additional Credits: Agency Producer: Emily Mules, Louise Bonnar & Nick Cruttenden
Client Producer: Iain Walters
Agency Designer: Jacinto Caetano
Account Handling: Emma Marsland, Ariel Haber, Francesca Danczak
Planning: Stuart Williams & Matt Rhodes
Production Company: DOOH: Trailer Park; Manifesto film: The Mill,
Media Agency: Exterion Media
VFX and Design: The Mill
Executive Producer: Reece Ewing
Producer: Elena Pagliei
Creative Director: Ivo Sousa
2D Artists: James Lee, Paul Bloomfield, Diogo Pinheiro, Oliver Johnson, Gavin Marler
3D Artists: Rajinder Davsi, Jessica Tan, Craig Maxwell
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Adam&EveDDB: Skittles 'Give the rainbow'
Agency: Adam&EveDDB
Client: Skittles
Date: June 2016
Credits:
Chief Creative Officer: Ben Priest
Executive Creative Director: Ben Tollett, Richard Brim
Creatives: Matt Fitch, Mark Lewis
Additional Credits: Integrated Producer: Maebh Kelly
Experiential Producer: Emilie Verlander
Project Manager: Caroline Tripp
Managing Partner: Fiona McArthur
Account Director: Brittany Lippett
Account Manager: Matt Dankis
Joint Head of Planning: Jessica Lovell
Senior Planner: David Mortimer
Design: Stanley’s King Henry
Head of Design: Alex Fairman
Media Agency: Mediacom
Media Planner: Lindsey Jordan, Eloise Huntingford
Content Production Company: cain&abel
Executive Creative Director: Ben Tollett, Richard Brim
Creatives: Matt Fitch, Mark Lewis
Additional Credits: Integrated Producer: Maebh Kelly
Experiential Producer: Emilie Verlander
Project Manager: Caroline Tripp
Managing Partner: Fiona McArthur
Account Director: Brittany Lippett
Account Manager: Matt Dankis
Joint Head of Planning: Jessica Lovell
Senior Planner: David Mortimer
Design: Stanley’s King Henry
Head of Design: Alex Fairman
Media Agency: Mediacom
Media Planner: Lindsey Jordan, Eloise Huntingford
Content Production Company: cain&abel
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Now: BT 'In Sync'
Agency: Now
Client: BT
Date: July 2016
Credits:
Executive Creative Director: Remco Graham
Creative Team: Tom Devenport, Aubrey O’Connell
Additional Credits: Head of Film & Content: Jeremy Muthana
Business Director: Toby Fairclough
Planning Director: Ben Stewart
Account Director: Sam Souter
Account Manager: Luciana Bhangu
Production Company: Academy Films
Directors: US (Luke Taylor, Christopher Barrett)
Producer: Medb Riordan
Production Manager: Stephen Overs
DOP: Ben Fordesman
Editing House: The Assembly Rooms
Editor: Vid Price
Post Production: Electric Theatre Collective
Colourist: Houmam Abdullah
Audio Post: Factory Studios
Sound Engineer: Phil Bolland
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Bray Leino: Freederm 'There’s nothing like feeling free'
Agency: Bray Leino
Client: Freederm
Date: July 2016
Produced out of Not To Scale Amsterdam, directors Hello Savants teamed up with communications agency Bray Leino to create a series of fun and colourful TVC’S for spot skincare brand Freederm.
Credits:
Creative Team: Scott Franklin, Henry Challender
Additional Credits: Production Company: Not to Scale Amsterdam
Directors: Hello Savants
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WCRS: Duchenne UK 'World’s Strongest Boys'
Agency: WCRS
Client: Duchenne UK
Date: July 2016
Duchenne Muscular Dystrophy charity, Duchenne UK’s launch campaign enlists a cast of famous sporting heroes and other performers to create short films showcasing jaw-dropping feats of physical strength.
Credits:
Executive Creative Director: Billy Faithfull
Creative Team: Conrad Swanston, Alex Bingham
Design: Howard de Smet
Additional Credits: Account Handling: Archie Tollast, Vicky Janaway
Agency Producer: Joseph Pawsey, Alex Honnor
Strategist: Stuart Williams
Production Company: Somesuch
Director: George Belfield
Production Company Producer: James Lowrey & Holly Abey
Editor: Vid Price @ Assembly Rooms
Post: Creative Outpost
Post Producer: Kathryn Wiggington
Colourist: Houmam Abdallah @Electric Theatre Collective
Audio production: 750 MPH
Sound Design: Mike Bovill & Sam Ashwell
Campaign Photography: Kuba Wieczorek
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Brave: Lovehoney 'Fuzzy Buzzy Slinky Kinky'
Agency: Brave
Client: Lovehoney
Date: July 2016
The new ad for Lovehoney, which received the Queen’s Award for Enterprise in April for boosting British exports, features bonking furry rabbits, cheeky spanking with a fly swatter and a happy, satisfied couple crashing on a bed in a post-coital glow.
The aim is to convert the millions of adults currently considering buying sex toys into Lovehoney customers by showing the added excitement sex toys can bring to a relationship along with the firm’s excellent customer service and discreet packaging.
Credits:
Creative Head: Caroline Paris
Additional Credits: Account Director: Claire Knowles
Senior Producer: Emma Smalley
Director: Mary Clerte
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OLIVER: Northern 'We are Northern'
Agency: OLIVER
Client: Northern
Date: August 2016
Train company Northern, the largest UK rail network outside London, has launched a £2 million integrated marketing campaign, spanning TV, radio, out-of-home, digital, employee engagement, PR and experiential.
The campaign is the biggest Northern has ever run and the activity reinforces its new ‘We are Northern’ positioning, highlighting the lasting memories a great day out by train can create. No other single transport provider can take you as far and wide across the North as Northern can.
Credits:
Chief Executive Officer: Sharon Whale
Additional Credits: Media Planning and Buying: Mediacom
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Innocean Worldwide UK: Hyundai UK 'Car Wash'
Agency: Innocean Worldwide UK
Client: Hyundai UK
Date: August 2016
Innocean Worldwide UK has created a light-hearted and playful campaign to launch Hyundai’s new i20 Turbo Edition. The TV spot shows Hyundai Motorsports’ World Rally Championship Car, which is based on the road going model of the i20 – hurtling through a forest which then comes to an abrupt stop at a cattle grid. It then gently rolls through a quaint English village to raised eyebrows, before driving into a car wash to reveal the gleaming new i20.
Credits:
Creative Director: Andy Wyton, Chris Kirk
Additional Credits: Planning Director: Michael Herbert
Account Team: Marcus Cronan, Tim Manners, Caroline Rosenberg
Agency Producer: David Shute
Production Company: Thomas Thomas Films
Directors: Andy Poyiadgi
Executive Producer: Philippa Thomas
Producer: Trent Simpson
Editor: Final Cut
Audio: Factory
Post Production: Framestore
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White Bear Studio: Hot Chiu 'Brand design'
Agency: White Bear Studio
Client: Hot Chiu
Date: August 2016
White Bear Studio's challenge was to create an unforgettable and vibrant brand, one that would be instantly recognisable. It needed to evoke the energy of traditional Asia but appeal to a more contemporary adventure seeking Western audience.
White Bear's design inspiration came from researching Asian heritage; it was during this research they discovered that each Asian country has a national Dragon. As each flavour was based on the great tastes of China, Japan and Thailand this concept married superbly with the brand story. The perfect metaphor for an Asian hot sauce that awakens your taste buds and fires up your senses.
Credits:
Creative: Martyn Garrod, Kelly Mackenzie
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Now: Leo Vegas 'Carcass'
Agency: Now
Client: Leo Vegas
Date: August 2016
Leo Vegas, the online casino, is launching a new brand campaign created by Now. The ad highlights how Leo is the undisputed king of mobile casino and is able to find ways to play in the most ordinary, everyday situations. The spot, called ‘Carcass’, is the first in two-part series of films shot by directorial duo Big Red Button through Biscuit.
The new work features Leo Vegas, the lion, on a night out at his local social club when he spots a partner he finds simply irresistible. After a passionate spin around the dance floor with the object of his desires, we’re left to watch as Leo takes a bite of his new-found partner.
Credits:
Executive Creative Director: Remco Graham
Creative Team: Clint Harding, Juliet Kent
Additional Credits: Head of Film & Content: Jeremy Muthana
Account Director: Jack Howker
Account Manager: Jessica Woolley
Planner: Michael McCourt
Production Company: Biscuit Filmworks
Directors: Big Red Button
Producer: Sara Cummins
Executive Producer: Orlando Wood
Production Manager: Lucy Chambers
DOP: Richard Mott
Editing House: The Work
Editor: Rachael Spann
Grade: The Mill
Colourist: James Banford
Post Production: Electric Theatre Collective
Audio Post: Factory Studios
Sound Engineer: Phil Bolland
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Now: betty 'A New Brand For a New Generation'
Agency: Now
Client: betty
Date: September 2016
betty is a new femcare brand aimed exclusively at 11-14 year olds that seeks to break down barriers and help them feel comfortable about talking about the things that are happening to their bodies. Anchored around betty.me and key social platforms, betty is aiming to be the go-to place for 11-14 year olds to find out all they need to know about growing up as well as fashion, love and health and wellbeing. The site will be the first ‘real’ lifestyle hub for this age group.
Launching with a full through-the-line campaign including cinema, social media, press, DOOH with an education programme for schools starting in the new year, betty has the vision to help this generation to become trailblazers - empowered to stop periods being an awkward taboo or stigma.
Credits:
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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
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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Minima Advertising People: Tattoo.PL 'Brand Identity'
Agency: Minima Advertising People
Client: Tattoo.PL
Date: October 2016
Changing the dark image of tattoos was the aim with which the new communication strategy and visual identity were designed by the Minima agency for the Poznań based TATTOO.PL studio. What the tattoo artists and the studio owners expected of the design was that it would reflect the philosophy they embrace in their everyday work.
The Key Visual shows photos of TATTOO.PL clients posing against light background, which directs attention to the artistic meaning of their tattoos. This idea is also accentuated by the claim “Show you are not afraid”.
Thanks to the minimalist setting, the beauty of the tattoo designs is brought to the foreground, while the visual identity appears to be completely different from how tattoo studios are usually advertised. Minima was responsible for the communication strategy, the Key Visual, CI, BTL marketing materials and the studio website.
Credits:
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YOU Agency: GBK 'Vote Rump'
Agency: YOU Agency
Client: GBK
Date: October 2016
YOU answered the brief from GBK, which asked for a communications strategy to regain thought leadership having been the original premium burger joint in the UK since 2001. Due to dozens of new entrants in the UK market it needed to leverage its brand further to cut through the noise. YOU’s creative hive then came up with the ‘Vote Rump’ campaign, aimed to play on the fact that GBK’s burgers are so good they could get voted as a party candidate for the U.S election, with the strapline – Vote Rump, our thickest burger ever.
YOU Agency have developed the creative idea further with payoff lines, such as;
‘It’s a no-brainer’
‘It’s really rich and incredibly cheesy’
‘It’s a bit of an arse’
‘It’s really rich and incredibly cheesy’
‘It’s a bit of an arse’
GBK loved the idea so much they are going to market with a specially developed Rump Burger in all of their 78 restaurants for the course of the campaign.
Credits:
Executive Creative Director: Kat Mitchell
Art Director: Conor Murphy, Jason Vrakas
Copywriter: Kat Mitchell, Jason Vrakas
Additional Credits: Typographer/Designer: Conor Murphy
Head of Client Services: Anna King
Senior strategic planner: Beverly Mail
Media account manager: Harriet Gorman
Manging Director: Gary Grant
Art Director: Conor Murphy, Jason Vrakas
Copywriter: Kat Mitchell, Jason Vrakas
Additional Credits: Typographer/Designer: Conor Murphy
Head of Client Services: Anna King
Senior strategic planner: Beverly Mail
Media account manager: Harriet Gorman
Manging Director: Gary Grant
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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
Director of Production: Noam Murrow
Director of Production: Noam Murrow
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White Bear Studio: UKNY Music 'Brand Identity'
Agency: White Bear Studio
Client: UKNY Music
Date: October 2016
White Bear Studios 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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Drum: Play-Doh 'George the Blob'
Agency: Drum
Client: Play-Doh
Date: November 2016
Created by Drum with media planning and buying handled by OMD UK, the 30” TVC George the Blob sees Play-Doh bring to life the imaginary world of a young brother and sister featuring Girraffagon: half giraffe, half dragon, Eleparrot: half elephant, half parrot and the protagonist George the Blob, who wants to be as colourful as the other animals. Thanks to the power of the children’s imagination, George is transformed from a grey blob, into a magical, friendly half-shark, half-unicorn.
The campaign celebrates ‘opening a tub of imagination’, Play-Doh’s new global strapline and coincides with Play-Doh’s 60th Anniversary this Autumn. To support the TVC, Drum has created a Facebook strategy including a 50” Facebook edit of the ad, four animated GIF Play-Doh tutorials and a ‘Star of the Week’ incentive that calls for Play-Doh’s Facebook community of mums and their young children to share their recreations of the four characters from George the Blob and be in with the chance of winning 40 tubs of Play-Doh.
Credits:
Creative Director: Claire Baker
Associate Creative Director: Rebecca Rowntree
Creatives: Andrew Wilson, Madina Paulig
Additional Credits: Designer: Michael Ballantyne, Ben Jewkes, Fillippo Romano
Account Handlers: Jessica Sinclair, Georgia Weyman, Gemma Parry
Producer: Gracie Oury, Natasha Gottlieb, Laura Botten
Media Buying Agency: OMD
Media Planner: Lauren Chandler, Chloe Hardy
Production Company: Drum OMG UK
Editor: David Mowbray
Post Production Company: Gutenberg Networks
Audio Post Production: Gutenberg Networks
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Now: Intu 'Your kind of shopping'
Agency: Now
Client: Intu
Date: November 2016
Intu, the owner of some of the UK’s largest and most popular shopping centres, is launching a new TV campaign under a new brand platform this Christmas: ‘Your kind of shopping’.
The Christmas campaign, created by Now, features beautifully and painstakingly crafted bird puppets inspired by stage shows such as War Horse and The Lion King to personify seven different types of shoppers and shopper behaviours - from the ‘Last Minute Panic Shopper’ in a flap to the ‘Wise Shopper’. The message of the campaign is that, no matter what type of shopper you are, intu understands you and can make your Christmas shopping experience better.
The puppeteers in the film include specialist performers from Henson and War Horse and the puppets, film and photography were produced by Blinkink and directed by Joseph Mann, who together have also helped create loveable characters for the likes of Cravendale and Churchill.
Credits:
Executive Creative Director: Remco Graham
Creative Team: Juliet Kent, Clint Harding
Additional Credits: Head of Film and Content: Jeremy Muthana
Planner: Amelia Wood
Account Director: Jack Howker
Account Manager: Katy Stanage
Production Company: Blinkink
Director: Joseph Mann
Producer: Ben Lole
DOP: Matthew Day
Editing House: Stitch
Editor: Max Windows
Post Production: Wave Studios
Music: Simon Charles Pegg
Media: Blue449
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DDB Brussels: Ikea Belgium 'Operation Treenapping'
Agency: DDB Brussels
Client: Ikea Belgium
Date: November 2016
Ikea Belgium and DDB Brussels launched a contemporary Christmas tale. The spot tells the story of three young boys who embark on an epic journey to reunite an unexpected friend with his family.
Operation Treenapping - as the spot is dubbed - is a metaphor-driven story with a message: the one thing that really matters during the holiday season is being together with the people you love.
Credits:
Creative director: Peter Ampe, Odin Saille
Creatives: Ralf De Houwer, Jonas Caluwe
Strategy: Dominque Poncin
Account team: Francis Lippens, Annelies Nyns, Maria-Laura Laubenthal
PR: Kenn Van Lijesbeth
TV producer: Brigitte Verduyckt
Production company: Caviar
Director: Bruce St. Clair
Executive producer: Ilse Joey
Producer: Thomas Hofman
Music: Raygun
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