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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 13 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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Cloudfactory: Booking.com 'One Mission'
Agency: Cloudfactory
Client: Booking.com
Date: February 2017
Co-created by Dutch creative studio Cloudfactory and Booking.com, the campaign originated in 2016 with Booking.com encouraging its 14,000 global employees with a mission to document their year of travel. The result is a compelling and inspiring video titled One Mission, which uniquely puts the brand’s diverse and passionate employees centre stage as they travelled to over 190 countries on personal holidays.
The short travel film captures the company’s mission of connecting travellers with the widest choice of incredible places to stay as well as empowers the viewer to go out and experience the world and all it has to offer, speaking through its own people who embody this mantra every day.
Credits:
Creative director: Sandrine Huijgen, Jessica Kersten
Creative team: Barbara Ryan, Mariusz Wysocki
Additional Credits: Marketing team: Pepijn Rijvers, Manuel Douchez, Andrew Smith, Diana Agudelo Hernandez, Julian Poole
Managing director: Sandeep Chawla
Account director: Lennard Franken
Agency producer: Lars Fabery de Jonge, Saffron Pape
Production company: Czar
Director: Willem Gerritsen, Booking.com
Producer: Willem Bos, Marius van de Weerd
Offline editor: Martin Heijgelaar
Post production: De Grot
Music: Paraphrase
Sound: Wave
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Quiet Storm: Pukka Pies 'Everything’s Pukka'
Agency: Quiet Storm
Client: Pukka Pies
Date: February 2017
Pukka Pies has appointed creative agency and production company Quiet Storm as part of its new agency network launching an £8m nationwide campaign.
Tasked with devising the overarching creative idea, executional look and feel as well as communications strategy for the campaign, the push coincides with a product relaunch featuring a new recipe, as the brand seeks to drive reappraisal as ‘main meal’ consideration among busy mums. The strapline ‘Everything’s Pukka’ focuses on the good mood feeling created by tucking into a delicious, comforting and heart-warming Pukka Pie in the face of life’s everyday ups and downs.
Credits:
Creative team: Trevor Robinson, Matthew Mifsud, Martin Jeyes
Additional credits: Marketing director: Lindsay Filmer
Production company: Quiet Storm
Director: Trevor Robinson
Producer: Daniel Healy
Sound: Angell Sound
Edit & post production: Quiet Storm
Grade: MPC
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Lucky Generals: Paddy Power 'You Beauty'
Agency: Lucky Generals
Client: Paddy Power
Date: February 2017
Lucky Generals has launched its latest spot for the new Paddy Power “You Beauty!” brand campaign that launched in November, which uses the rousing power of song to celebrate the unbridled optimism of die-hard sports fans.
The 60 second spot celebrates the valiant efforts of a long-suffering coach driver who has to ferry around a busload of disorderly football fans who have tickets to the game. Once they arrive at the match, the coach empties and our driver is left behind minding his vehicle in the parking lot. But never fear, because whilst he might be missing out on the action in the stadium just a few agonising metres away, he has a cheeky bet in play on his Paddy Power mobile app.
Credits:
Additional credits: Media agency: Mediacom
Director: Randy Krallman
Production company: Smuggler
Editor: Tim Thornton-Alla @ Marshall Street Editors
Post production: Electric Theatre Collective
Grade: Jason Wallis
Music recording and arrangement: Adelphoi Music
Music supervision: Lucky Generals
Audio post production: 750mph
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Exposure Digital, Electric Glue, Gems at Work: Kallo '#SavourSimple'
Agency: Exposure Digital, Electric Glue, Gems at Work
Client: Kallo
Date: February 2017
Kallo, the natural and organic food brand owned by Wessanen UK, is using a combined mobile advertising and office sampling drive to further establish itself in the snacking-on-the-go category. The joint campaign looks to raise awareness of Kallo’s low-calorie, natural snack range.
Targeting approximately 400,000 commuters across London, Kallo’s mobile advert will be triggered when consumers are in close range to convenience stores in and around the major rail stations who stock Kallo snacking lines.
Using GPS tracking, 3G/4G and train line and station wi-fi signals, the campaign will enable Kallo to detect the location of commuters and target those with a keen interest in healthy eating.
Under the brand’s ‘Delightfully Nonsense-Free’ tagline, a 25-second video pops up on the users’ phone highlighting the ‘simple’ philosophy of the Kallo brand and the uncomplicated ingredients in its chocolate rice cakes. Users are encouraged to join in the conversation on social media using the hashtag, #SavourSimple.
Credits:
Marketing director: Gill Green (Wessanen UK)
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SomeOne: Maplin 'Brand strategy'
Agency: SomeOne
Client: Maplin
Date: February 2017
Maplin turned to SomeOne after identifying it needed a new brand identity in order to connect with new customers, while not alienating its core, loyal audience. Working together Maplin and SomeOne created the new strategic cornerstone ‘Connecting brilliant ideas’ – building on Maplin’s heritage to encourage customers to try and discover more about how technology can improve their everyday lives supported by impartial expertise.
The rebrand covers brand strategy, brand architecture and visual identity with SomeOne also advising on uniforms, product and lifestyle photography, as well as motion graphics, signage and packaging guidelines.
Credits:
Senior designer: Helen Altoungarian
Additional credits: Photographer: Simon Warren
Animation: Paradigm Creative
Marketing and multi-channel director: Siobhan Fitzpatrick
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Soul : British Airways, Avios 'Madrid 360'
Agency: Soul
Client: British Airways, Avios
Date: February 2017
Published: February 2017
Short Rationale: Avios and British Airways are launching a new virtual reality campaign to encourage people to collect Avios when booking flights to Madrid with British Airways. The campaign features a 360 degree VR video allowing users to visit the city from the comfort of their own sofa.
Created by Soul, the video centres on 360 degree footage exploring lots of different locations in Madrid, including the Temple of Debod, San Miguel Market and Retiro Park. Viewers can immerse themselves by exploring a full 360 degree view of parts of the city and learn interesting facts, such as the location of Botin, the oldest restaurant in the world.
The campaign will be the focus of an ad in the March edition of The Sunday Times Travel Magazine, out 2 February 2017, which will drive people online to watch the video. The magazine will also come with Avios and British Airways branded Google Viewers in Tesco stores[1] to provide a convenient and engaging VR experience.
Additionally, Avios and British Airways have partnered with leading performance agency iProspect to push the video out via YouTube, TrueView ads and 15-second 360 teaser videos on Facebook.
Credits:
Executive creative director: Shaun Moran
Art director: Pete Willams
Copywriter: Chris Day
Account director: Sam Whiston
Account manager: Joe Slevin
Agency producer: Joe Slevin
Photographer: Pete Williams
Director/production company: George Messa, Rock Hound; Paulo Tromp, VRMADA
Producer: Louise Hardy, James McLaughlin, Rock Hound
Editor: VRMADA
Post production: VRMADA
Sound design: VRMADA
Typographer: VRMADA
Media planning/buying: iProspect
Senior account manager: Becca Richman
Head of video: Thomas Clark
Display director: Emilia Hancock
Biddable account manager: Rob Williamson
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Jaguar: Jaguar 'What makes Jose Mourinho tick'
Agency: Jaguar
Client: Jaguar
Date: February 2017
José Mourinho stars in a new Jaguar film, celebrating the successful partnership between the two iconic brands. Taking to the streets of Manchester in the Jaguar XJ, Mourinho reveals what it takes to be ‘special’.
Credits:
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Now: New York Bakery Co. 'Speak Cheesy'
Agency: Now
Client: New York Bakery Co.
Date: February 2017
The New York Bakery company is releasing the next installment of their campaign for the Cheese Bagel, with a multi-media campaign created by Now.
‘Research told us that the bagel flavour most Britons wanted to try – by a long way – is cheese’ says NYB Marketing Director, Tim Barkey.
The campaign idea continues to promote the new language playing off the word cheesy - #SpeakCheesy. The media includes press, content, OOH, social media, and display. The campaign was created by Jopseph Moloney and Suzi Paddison, and Now creative director, Harv Bains.
Credits:
Executive creative director: Remco Graham
Creative director: Harv Bains
Creative team: Joseph Moloney, Suzi Paddison
Head of film & content: Jeremy Muthana
Account director: Jack Howker
Account manager: Katy Stanage
Planner: Amelia Wood
Animation: Jelly London
Production company: Jelly London
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Peacock Cider: Butcher & Gundersen 'Rebrand'
Agency: Peacock Cider
Client: Butcher & Gundersen
Date: February 2017
Kingfisher are building on their expertise of pairing refreshment with Asian foods, by introducing a new premium cider to fuse European consumers’ love for homegrown cider with their appetite for exotic Eastern flavours.
Created in collaboration with Aspall, Peacock Cider has been crafted to have an elegantly crisp apple taste, to perfectly balance the aromatic spices found in Asian food.
Butcher & Gundersen used the image of the Peacock to represent the proud, strong and elegant character of the brand. Inspired by the symmetrical decorative patterns found in different Asian cultures, a peacock pattern in gold foil radiates from the centre of the bottle. The vibrant palette evokes the colours of Asia and creates a distinct identity, in deliberate contrast to the yellows and greens so commonly used by other brands in the category.
Credits:
Creative director: Zeffy Dougekou
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Wunderman UK: Legal and General UK 'Things that go bump in the night'
Agency: Wunderman UK
Client: Legal and General UK
Date: February 2017
Legal and General’s January Life Insurance campaign has launched. Wunderman UK has created a digital campaign to support JWT’s ATL creative. The agency has produced a long-form video acting as the hero piece of content at the centre of the campaign, which includes a written guide in partnership with an acclaimed child psychologist. The work will be distributed online across owned and paid channels.
The campaign, which is focussed on the theme of ‘protection’, is centred on how parents with young children think about life insurance and how it can help them protect their family’s wellbeing, as well as their financial security should the unthinkable happen.
To bring this to life, Wunderman UK has produced a heart-warming video which captures children explaining their biggest fears. As we are taken through a world of monsters, snakes and scary clowns, the outtake is that a child knows that their parents will always protect them.
Credits:
Creative director: Lauren Pleydell-Pearce
Art director: Lucy Kaitcer
Copywriter: Georgie McCarthy
Account director: Carole Guiet
Agency producer: Sophie Williams, Anna Bosworth
Strategist: Simon Luff, Stacey Neumann
Production company: Reel Nice
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