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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 6 February.
For project information, credits and more click on the project to expand to full screen for credits and more.
To submit work for future publication contact Gillian West.
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Lucky Generals: Pot Noodle '#YouCanMakeItGary'
Agency: Lucky Generals
Client: Pot Noodle
Date: January 2017
Lucky Generals and Pot Noodle have released a topical online film as part of their 'You Can Make It' campaign, which reminds millenials that they can make their dreams a reality through hard work (and a fast & tasty Pot Noodle in their belly).
Credits:
Additional credits: Media distribution: Mindshare, Mischief PR
Director: Kelvin Hutchins
Editor and VFX supervisor: Eldon Snelgrove
Visual post production: Smoke and Mirrors
Sound: Wave
Director: Kelvin Hutchins
Editor and VFX supervisor: Eldon Snelgrove
Visual post production: Smoke and Mirrors
Sound: Wave
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Grey London: Beer52 'Beer Buddy'
Agency: Grey London
Client: Beer52
Date: January 2017
Edinburgh-based craft beer club, Beer52.com, delivers a different selection of beers to its members’ doors each month. To celebrate its February collaboration with Stone – voted the world’s best brewery on RateBeer – the company has created its first ever commercial.
An ‘interactive’ Beer Buddy who will chit chat, play games and drink the beers with you.
Credits:
Director: J Marlow
Written by: J Marlow, Henrik Ridderheim, Lee McQueen
Additional credits: DOP: Bjorn Bratberg
Camera assistant: Austin Philips
Producer/1st AD: Elliot Tagg
Production assistant: Shea Colman, Harry Davidage
Post producer: Callum Johnston
Editor: Matt Newman
Art department: Charlie Whiteway
Costume: Poppy Bell
Make up: Ruth Pease
Gaffer: Darren Jackson
Sound: Hugh Griffith
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AMV BBDO: GOSH 'Ordinary World'
Agency: AMV BBDO
Client: GOSH
Date: January 2017
No child wants to be in hospital missing out on the everyday, ordinary things we all take for granted. This is especially true of the children at Great Ormond Street Hospital (GOSH), who are often seriously ill, and in hospital for extended periods of time.
Based on this insight, AMV BBDO has developed a fully-integrated brand campaign for Great Ormond Street Hospital Children’s Charity.
Credits:
Creative director: Tim Riley
Creatives: Charlotte Adorjan, Michael Jones
Additional credits: Agency planner: Bridget Angear
Agency account team: James Drummond, Alexandra Sandford Smith
TV producer: Verity Elvin
Senior art producer: Jaki Jo Hannan
Media agency: Mediacom
Media planner: Richard Law
Production company: Rattling Stick
Director: Andy McLeod
Production company producer: Stuart Bentham
Editor: Eve Ashwell - Assembly Rooms
Post-house: Electric Theatre Collective
VFX supervisor: Adam Watson
Post producer: Josh Robinson
Music composition: Alex Baranowski c/o Siren
Audio post production: Parv Thind - Wave Studios
Print/OOH photographer: Sue Parkhill
Photgraphic agent: Filipa Melo, Eyemade
Print/OOH graphics: Debut art: Matt Dartford, AJ/MDI Digital, hitandrun, Peter Crowther, Justin Metz
Events agency: RPM
Producer: Ben Cowell
Published: January 2017
Creatives: Charlotte Adorjan, Michael Jones
Additional credits: Agency planner: Bridget Angear
Agency account team: James Drummond, Alexandra Sandford Smith
TV producer: Verity Elvin
Senior art producer: Jaki Jo Hannan
Media agency: Mediacom
Media planner: Richard Law
Production company: Rattling Stick
Director: Andy McLeod
Production company producer: Stuart Bentham
Editor: Eve Ashwell - Assembly Rooms
Post-house: Electric Theatre Collective
VFX supervisor: Adam Watson
Post producer: Josh Robinson
Music composition: Alex Baranowski c/o Siren
Audio post production: Parv Thind - Wave Studios
Print/OOH photographer: Sue Parkhill
Photgraphic agent: Filipa Melo, Eyemade
Print/OOH graphics: Debut art: Matt Dartford, AJ/MDI Digital, hitandrun, Peter Crowther, Justin Metz
Events agency: RPM
Producer: Ben Cowell
Published: January 2017
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BETC Luxe, BETC Pop: YSL 'Get a shock'
Agency: BETC Luxe, BETC Pop
Client: YSL
Date: January 2017
For the first time, Yves Saint Laurent Beauté advertises the launch of its new mascara line, The Shock, alongside its new perfume Black Opium Floral Shock.
The film ‘Get A Shock’ blends the universe of the fragrance and the universe of the mascara: the perfume bringing a shock of freshness and the mascara, a shock of volumes.
The model Edie Campbell fronts the new film, shot in an Asian city, just like the previous episodes of the Black Opium series. Through a seduction game between Edie and an attractive man, we alternate between the universe of the mascara, dark and gloomy, and the universe of the perfume, bright and summer-like.
Credits:
Creative director: Jasmine Loignon
Creative team: Clara Lafuente, Nicolas Prado
Additional credits: Director: Nicolas Davenel
Production company: Iconoclast
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Livity: Dyson 'The Smart Rooms'
Agency: Livity
Client: Dyson
Date: January 2017
Dyson has announced plans to recruit 110 software engineers across the globe. The company is on a quest to find the brightest software engineering minds to fuel its technology pipeline launching 100 new products over the next four years.
To attract the best talent, the company will host a pop-up challenge in London where players will traverse The Smart Rooms: a series of themed spaces encoded with cryptic software-based challenges to be solved in teams. The four stages will test applicant’s tenacity, ingenuity and problem-solving approach.
The players will enter The Smart Rooms, where they must complete specific software engineering based challenges. Participants advance to the next room only once they solve the problem in their current room. The winners will each receive a signed Dyson 360 Eye vacuum cleaner, from James Dyson.
Credits:
Creative director: James Hogwood
Creative team: James Hogwood, Josh Denton, Shahnaz Ahmed
Additional credits: Strategy: Felix Morgan
Animator: Peter Dickinson (Animo Studio), Tom Watson
Sound design: Tim Montague
Games designer: Minkette, Sam Wray
Event production: Adam Smith
Account director: Kate Harwood, Elspeth Hoskins
Business director: Tom Ellis
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Rosapark: Decathalon 'Wear a helmet'
Agency: Rosapark
Client: Decathalon
Date: January 2017
For over 40 years, Decathlon’s mission has been to help sports enthusiasts meet their safety needs. Wed’ze, its brand dedicated to winter sports, is taking things a step further this year, with a new TV campaign created by agency Rosapark. A campaign designed to stress the importance of safety for everyone taking on the slopes.
To communicate this idea, the brand Wed’ze began with a basic concept that all skiers and snowboarders should keep in mind: when it comes to the slopes, safety doesn’t just depend on our own actions, it depends on those of others, actions we can’t always predict. With this notion as a starting point, Decathlon decided to speak out about the importance of wearing a helmet as, while 97% of those 10 and under wear a helmet, 2/3 of skiers overall* neglect to do so. In order to raise awareness amongst winter sports fans about the importance of protecting themselves, Decathlon and Wed’ze are relaying the simple message ‘Wear a Helmet’.
Credits:
Co-founder: Jean-Patrick Chiquiar
Co-founder/chief creative officer: Gilles Fichteberg, Jean-Francois Sacco
Art director: Julien Saurin
Copywriter: Nicolas Gadesaude
Additional credits: Brand director: Victor Faubert
Brand manager: Adelaide Destaillats
Agency TV producer: Adelaide Samani
Strategic planning: Sacha Lacroix, Alexandre Ribichesu
Production: Standard Films
Director: David Bertram
Production director: Domitille Laurens
Sound: Les Kouz
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Arthur London: Age UK 'When you leave'
Agency: Arthur London
Client: Age UK
Date: January 2017
Age UK, the UK’s largest charity dedicated to helping and supporting elderly people, has launched a new TV and online campaign to raise awareness of the loneliness that many of our elderly generation experience on a daily basis.
The film, created by Arthur London in collaboration with Royle Productions, also aims to encourage people to leave a monetary gift in their will to Age UK.
Directed by Louise Osmond, the film depicts two elderly people as they struggle with the normal, everyday tasks that most of us take for granted. From going shopping, to crossing busy roads, the film - which marks Osmond’s directorial debut in the commercial world - carries a powerful and compassionate message as it encourages viewers to leave a legacy.
Credits:
Production company: Royle Productions
Director: Louise Osmond
Executive producer: Frances Royle
Producer: Ben Catford
Production manager: Agens Szyperek
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The Allotment: Radical Sportscars 'Rebrand'
Agency: The Allotment
Client: Radical Sportscars
Date: January 2017
The Allotment has launched a new brand for the world’s largest manufacturer of purpose-built club racing cars, Radical Sportscars. Radical still hold the record for the fastest lap at the Nurburgring and through research, it was evident the Radical Racing experience is second to none; heart pumping, adrenaline fuelled joy!
This led The Allotment to the new brand proposition of ‘Nothing Compares’ to the Radical experience. The new identity with the ‘R’ racetrack and the red ‘Racing line’ reflects Radical’s maverick spirit, and the uncompromising performance and thrill of the ride. The identity needed to be flexible, working not only on their new website, stationary and on printed collateral, but the brand needed to work (and be seen) on assets that move very, very quickly, from their racings cars to the drivers helmets.
Credits:
Managing partner: Paul Middlebrook
Creative director: James Backhurst
Creatives: Adam Cale, Harry Lee
Digital: Roll Studio
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Red Bee Creative for FOX Networks Group: Exodus Travel 'Exodus People'
Agency: Red Bee Creative for FOX Networks Group
Client: Exodus Travel
Date: January 2017
Adventure travel experts Exodus Travels wanted to launch a new campaign for 2017 with the goal of reaching an audience of travellers who are interested in getting under the skin of a country when they travel.
Shooting in Italy, Iceland and Sri Lanka, Red Bee produced a series of short films highlighting the human element of an Exodus adventure, focusing on the award-winning local leaders who welcome travellers to their homelands. Each destination has three short films where the leaders introduce the viewer to some of the cultural highlights, adventure activities and the local people they can expect to encounter, each offering their own insights into what makes their home a special place to visit. The first set of films shows some of the hidden gems in the Puglia region of Italy, including an olive farm and a local bike shop; the sorts of places travellers will only find with the local knowledge offered by the Exodus leaders, all of whom they can meet and be guided by in person, should they book an Exodus adventure holiday.
Credits:
Creative director: Jim De Zoete, Ruth Shabi
Producer: Kate Woodhouse, Sarah Caddy
Production coordinator: Nicholas Leer
Director: Joan Hillery (Italy), Damian Clarke (Iceland, Sri Lanka)
Planning director: Kath Hipwell
Business director: Christopher Godfree
Account executive: Holly Doherty
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Publicis Chemistry: Save the Children 'Toughest kids on Earth'
Agency: Publicis Chemistry
Client: Save the Children
Date: January 2017
Save the Children has launched a 90-secound TV ad which aims to tackle the problem of hunger. The film follows the story of a four-year-old boy called Robert, as seen through his eyes.
With Mark Strong as the voiceover, Robert is introduced as ‘one of the toughest children alive. Because the conditions he lives in are some of the harshest on Earth.’ His journey takes him to a Save the Children centre, where he is monitored and fed as he fights to survive.
Credits:
Executive creative director: Marcus Iles, Jason Fletcher
Art director: David Finch
Copywriter: Mark Teece
Account handler: Jake Richards, Amelia Leachman
Producer: Colin Hickson, Emma Harvard-Jones
Media buying agency: John Ayling & Associates
Media planner: Shahnur Islam
Director: Fran Robertson
Editor: Justine Wright
Post production company: 750 MPH
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McCann London: Delta 7 'The Jungle (music video)'
Agency: McCann London
Client: Delta 7
Date: January 2017
Delta 7, an inclusive band featuring members with various learning disabilities, have released their debut single.
The group first found themselves in the limelight when a documentary about them won a short film competition judged by James Bond producer Barbara Broccoli, BAFTA-award winning director Asif Kapadia ('Amy' and 'Senna'), Edith Bowman and 'Bend It Like Beckham' director Gurinder Chadha.
Now they're taking the next step in their career with the release of first ever track ‘The Jungle’.
Earlier this year, the band inspired Brixton-based young filmmaker Rosie Baldwin to write a documentary script about them, called ‘We Rise’. The script beat stiff competition to win the Picturehouse Members Film Competition. And, as part of the prize, a two-and-a-half-minute short film was professionally shot and produced by London-based advertising agency McCann London and production company Craft London.
Following a positive reception of the film and interest generated in the band including BBC TV news coverage, McCann London has now produced a song recorded with the band during filming. The official track and pop video for the band’s debut single ‘The Jungle’ will raise money for Culture Shift, the charity organisation that brought the band together and which continues to support the band and others with disabilities in the south of England.
Credits:
Creative director: Mike Oughton
Production company: Craft London
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Wieden+Kennedy London: Arla Skyr 'The judge'
Agency: Wieden+Kennedy London
Client: Arla Skyr
Date: January 2017
Arla Foods, the farmer-owned dairy company is today launching a new TV advert for one of its best-selling products, Arla skyr. The Icelandic-style yogurt brand is returning to screens for a second time following a successful stint on TV with its first advert “The Messenger”.
The new advert called “The Judge”, which was created by Arla and Wieden+Kennedy London, captures the spirit of Iceland and focuses on highlighting the strength of the Nordic nation. Featuring everyday folk doing adventurous things across Iceland - all those featured in the ad are fuelled by one secret power: skyr.
The Judge's story builds on “The Messenger’s” in that it brings in the small-town nature of Iceland where people like to be kept busy and often work more than one job. The advert begins with The Judge in her day-to-day role by settling a case in an Icelandic courthouse and then expands to her judging extra-curricular activities around the country such as determining the winner of a tug of war contest and measuring the fastest person to courageously climb a cliff-face. Finally, it’s revealed how ‘The Judge’s’ day has been fuelled - fortitude on a spoon in the form of skyr.
Credits:
Creative director: Ray Shaughnessy
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McCann Manchester: Harveys Furniture 'Spaghetti, Table, Spillage'
Agency: McCann Manchester
Client: Harveys Furniture
Date: January 2017
Any excuse will do when it comes to the value on offer in the Harveys sale.
Credits:
Creative director: James Cross, Tim Jones
Art director: Tim Jones
Copywriter: James Cross
Account director: Laura McConvill
Account manager: Joe Michaelides
Production: The Gate Films/Another Film Company
Director: Adam Johnson, Lucy Blakstad
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The One Off: Primark 'Workout 2017'
Agency: The One Off
Client: Primark
Date: January 2017
The fitness industry has grown impressively within the last year, 1 in 7 people in the UK now have gym memberships which is the highest it's ever been. With continual growth in the industry Primark needed a campaign that would drop with impact. The brief for Workout 2017 was to create a complete 'takeover' of their stores. This meant that as of Boxing Day Primark windows would be filled with our latest Workout Campaign as well as refreshing instore POS.
We researched 2017's fitness trends, graphic trends, consumer behaviour and combined our findings to create the concept for 'Same Time Tomorrow.' Our chosen route focuses on a combination of the ever growing ‘teamwork’ mantra with an underlying notion of fashion meets performance. This is echoed the athleisure trend which Primark were particularly focused on for the upcoming year. The graphic style was influenced by motion, the photography shot to inspire. The entire campaign was shot in Valencia with art direction included for both the main campaign and social elements. The campaign will continue to refresh in store in phases throughout 2017.
Credits:
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