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The Drum, in association with Synergist, brings you a round-up of some of the latest interesting creative work.

Every fortnight The Drum, in association with Synergist, publishes a selection of new creative work.

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Grey London: Puma Dance Dictionary

Brand: Puma

Title(s): Puma Fragrances presents the Puma Dance Dictionary

Agency: Grey, London, UK

Agency website:

Chief Creative Officer: Nils Leonard

Creative Director: Andy Lockley

Additional credits: Creative team: Ryan Connolly, Henrik Ridderheim

Designers: Ryan Connolly, Chris Chapman

Agency Producer: Rebecca Pople

Assistant Agency Producer: Alex Manzi

Creative Producer: Maxine Hose

Digital Producer: Andreas Zaremba, Sarah Brennan, Peter Jacobs

Digital Strategist: Jez Dutton

Information Architect: Colin Franks

Managing Partner: Sam Southey

Business Director: Susan Pratchett, Blair Meyler

Account Director: Youssri Rahman

Planning Director: Christianne Hamilton

Production Company: SomeSuch&Co

Director: Daniel Wolfe

Director of Photography: Andre Chematov

Production Company Producer: Lee Groombridge.

Editors: Matt Newman, Chris Brown, Tom Lindsay, Vee Pinot, Michelle Difrancesco, Marvin Alvarez @ Hogarth / Trim

After Effects: Russ Tams @ Hogarth

Post Production: Hogarth / Framestore

Sound Design: Liam Conwell at Hogarth

Music: Dre Skull featuring Megan James & Popcaan

Music Supervisors : Dom Bastyra @ Platinum Rye / David Laub @ First and Last

Choreographer : Super Dave

Published: May 2013

Short rationale (optional): Before there were words, texts, tweets, we had body language.

The Puma ‘Dance Dictionary’ is a new language of dance created to launch the new Puma Sync Fragrances.

A form of non-verbal communication that enables people to speak with their bodies, encrypting words into dance moves.

At the heart of the Dance Dictionary is a unique messaging platform that translates words into dance. A social tool that lets people dance the things they would dare not say. Each word of the message is converted into a unique dance move and edited together to form a whole sentence. This video can then be shared on social networks or e-mailed to someone directly.

More expressive than a status update. Cooler than a tweet. More flirtatious than text.

Puma Fragrances collaborated with a host of the world’s best freestyle dancers including Storyboard P, King Charles, PacMan, Ron Myles AKA Prime Tyme and Krumpers Big Mijo, Outrage and Worm and A-List Choreographer, Super Dave.

Beyond the message translator, the Dance Dictionary will serve as a comprehensive inventory of Dance moves and their definitions for Freestylers.

Brooklyn based Dancehall producer Dre Skull has collaborated with vocalists Megan James and Popcaan to create a track for the Dance Dictionary which launched last week. A music video to accompany the track has been shot by multi award winning Director, Daniel Wolfe.

The Dance Dictionary will also feature in a TV commercial across Europe.

Anagrama - Cocolobo brand identity

Brand: Cocolobo

Agency: Anagrama, Monterrey, Mexico

Agency website:

Creative Director: Sebastian Padilla

Art Director: Mike Herrera

Photographer: Caroga Photographer

Published: May 2013

Short rationale (optional): Cocolobo is a high-end shopping boutique that caters exclusively to strong women with a confident and in vogue fashion sense. For the naming, we played with the shop's main patrons' characteristic duality, in a catchy and fun play with words: "Coco" (coconut in Spanish) and "lobo" (Spanish for wolf). The Cocolobo woman is not only feminine and sweet, but also independent, aggressive, sensuous and daring. The color palette also invests in this polarity, with black and white portraying the elegant, sober aspect of the brand and the red representing all that is feminine and chic.The layout is modern and simple while the typographic palette emits exclusivity, rounding up the brand as one with dignity and class. In direct and striking contrast stands the heart icon and pattern, rendering a luscious playfulness and channeling the brand to the world of lipstick loaded kisses and little red dresses.

Break: Oasy Wonderfood brand identity, strategy and packaging

Brand: Oasy Wonderfood

Agency: Break, Milan, Italy

Agency website:

Creative Director: Luca Franceschi

Published: January 2013

Dog Digital: The T in the Park CrowdHunt

Brand: T in the Park

Title(s): The T in the Park CrowdHunt

Agency: Dog Digital, Glasgow, Singapore, London

Agency website:

Creative Director: Alex Wilson

Art Director: Emily Gauder

Copywriter and Head of Marketing: Stephanie Lindsay

Illustrator: Rob Johnson

Additional credits: Account Director: Kevin Clay Poole-McCloskey

Developers: Robert Lawson & Andrew Marquis

Junior Designer: Justin Logue

Published: June 2013

Short rationale (optional): In the final weeks before the festival, T in the Park organisers were keen to release digital offerings that would increase exposure and engagement with the T in the Park brand.

‘The T in the Park Crowdhunt’, an interactive animated app, presents fans with a detailed animation depicting the Festival stages and campsite including a full T in the Park crowd. 30 acts from the 2013 line up are hidden amongst the crowd and fans are challenged to find all 30 artists, after which they will be entered into a competition draw to win a pair of VIP camping tickets.

Path: Bacardi Cuban Gasoline - a blue sky concept for Bacardi

Brand: Bacardi

Title(s): Cuban Gasoline, a blue sky concept for Bacardi

Headline and copy text (in English): "During the prohibition of the 1920’s, Americans still looking for a good time were flocking to the island of Cuba. The speakeasies from Miami to Chicago were soon clamouring for that unique taste of Cuba: Bacardi rum.

Throughout this period, oil cans were often used to disguise and transport illegal liquor across the States, and so various spirits, smuggled into the country, were served in underground bars all over America from cans and tins of many shapes and sizes. The speakeasy slang for Bacardi soon became Cuban Gasoline - a drink that ignites parties and fuels good times."

Agency: Path, London, UK

Agency website:

Creative Team: Tim Bousefield / Chris Forecast / Ben Sillence / Mario Herran / Susan Shelley

Published: April, 2013

Short rationale (optional): Cuban Gasoline is a ‘blue-sky’ concept produced by our design team at Path, and is inspired by the trends for unconventional packaging and the increase in men looking for unique drinking experiences.

Bacardi is a brand and product no longer seen as a particularly masculine proposition – over the decades it has become synonymous with feminine cocktails and mixes. The Unisex Economy has upended gender conventions in alcohol, and so we sought to harness the growing demand among men for more masculine cocktails by developing a unique proposition - Cuban Gasoline.

It is historical fact that during the prohibition of the 1920's, oil cans and tins were often used to smuggle liquor across the states.

This gave us the inspiration to create a truly remarkable and unique structural format that not only has a clear stand-out presence on shelf, but also embodies the spirit and history of the prohibition.

A key part of our strategy was to empower the consumer with a sense of knowledge, telling a story that would be retold in bars among friends and creating a real point of difference. The unique and unconventional structure and branding differentiates the proposition in the market, while still embodying the spirit and ethos of the Bacardi brand.

The use of bold typography and a limited colour palette was inspired by the branding of 1920’s American oil-cans – helping add authenticity and belief to the proposition, as well as creating a style that is uniquely different from many of the market competitors.

Carter Wong: Ocean Trawlers industrial packaging

Brand: Ocean Trawlers

Title(s): Industrial packaging for frozen-at-sea Cod and Haddock

Agency: Carter Wong design, London, England

Agency website:

Creative Director: Phil Carter

Art Director: Phil Carter

Copywriter: Phil Carter

Designer: Phil Carter and Martyn Garrod

Published: May 2013

Short rationale (optional): Being aware that most manufacturers use plain white boxes for their packaging, which creates a sea of white in cold-store warehouses, we took the opportunity to create something very graphically distinctive. By doing so we achieved maximum brand stand out of our outer packs and high visibility for the fork lift truck drivers. For the inner packs the most important message was to show that the contents were frozen-at-sea, unique to this company. By literally freezing the box in ice and photographing it we achieved this illusion.

18 Feet & Rising: Kopparberg 'Forest Happenings' TV advert

Brand: Kopparberg

Agency: 18 Feet & Rising, London, UK

Agency website:

Creative Director: Stephen de Wolf

Additional credits: Creatives: Alex Delaney & Behrad Taherparvar

Agency Producers: Julia Methold & Ali Joyce

Strategic Business Lead: Rob Ward

Account Director: Adrienne Little

Production Company: 15 Badgers

Director: Lars Tovik

Producer: Toby Courlander

Editor: Christian Lyndon @ Absolute Post

Post Production: Phil Oldham & Zee @ Absolute Post

DOP: Dan Brookes

Sound: Aaron Reynolds @Wave

Published: June 2013

Pearlfisher: Unoco packaging

Brand: Unoco

Headline and copy text (in English): Creation of the first truly raw coconut water brand – Unoco

Agency: Pearlfisher, London, UK

Agency website:

Creative Director: Sarah Cattle, Creative Director, Pearlfisher

Art Director: Dan Gladden, Design Director, Pearlfisher

Copywriter: Sylvie Saunders, Head of Words, Pearlfisher

Additional credits: Sophie Maliphant, Designer, Pearlfisher; Georgia Levison, Senior Strategist, Pearlfisher

Published: June 2013

Break: Cuor Di Stevia Leaf brand identity and packaging design

Brand: Cuor Di Stevia Leaf

Agency: Break, Milan, Italy

Agency website:

Creative Director: Simona Baldo

Published: March 2013

LBi: Brand: San Miguel Fresca (Carlsberg UK) Hola Vida social media campaign

Brand: San Miguel Fresca (Carlsberg UK)

Title(s): Hola Vida social media campaign

Headline and copy text (in English): Hola Vida. Minutes don’t matter when you live every second. Grab a Fresca.

Agency: LBi, London, UK

Agency website:

Creative Director: Abi Ellis

Art Director: Iain Phillips

Copywriter: Victoria Trow

Additional credits: Designer: Paul Price

Snr Community Manager : Aisling Thornton

Senior Account Manager: Nicky Wright

Published: Month, Year May 2013 onwards

Short rationale (optional): San Miguel Fresca is a brand new beer to the UK market, so our challenge was to help establish a purpose and positioning for this new brand. A purpose so powerful that it will steal a disproportionate share of cultural relevance for the 18-25 year old target audience, encouraging them to trial San Miguel Fresca in the upbeat moments that they share with their friends. With a new TVC as our reference point, we created a point of view for the brand which celebrates taking a positive, refreshing view on the everyday. We used this to create easily shareable content which will drive awareness of the product and ultimately encourage people to seek out a Fresca.

Together Design: Yoosli brand identity, e-commerce website and packaging

Brand: Yoosli

Title(s): Brand identity, e-commerce website and packaging

Agency: Together Design, London, UK

Agency website:

Creative Director: Katja Thielen

Brand Planner: Emily Penny

Creative Lead: Bryony Akehurst

Designer: Pete Blake

Copywriter: Maf Bishop

Illustrator: Andrew Bannecker

Animators: Young Studio

UX and development: Future Building

Published: June 2013

Short rationale: Entrepreneur Markus Niemeier wanted to create a new way for people to buy muesli. enables customers to choose exactly what’s in their muesli from over 65 cereals, nuts, seeds and fruits, and have it delivered in slim-line packs. The central concept for the design is personalisation, with emphasis on it being a joyful and creative mixing experience. We created the strapline ‘Individual muesli for individual folk’ and devised a cast of eccentric characters – Louis, Cassie, Flora, Neville and Bob – each of whom represents a different personality and muesli flavour. The project included the naming, brand identity, copy-writing, packaging, e-commerce site and an animated movie.

Springetts: Akzo Nobel - Inspire Company Conference 2013 branding and identity

Brand: Akzo Nobel

Title(s): Inspire Company Conference 2013 branding & Identity

Agency: Springetts, London, UK

Agency website:

Creative Director: Moyra Casey

Art Director: Christopher McDonald

Illustrator: Peter O’Connor, Stuart Witter

Additional credits: Stage designs created by Four impact

Published: March 2013

Break: Saila Real Fresh brand identity, packaging and retail design

Brand: Saila Real Fresh

Agency: Break, Milan, Italy

Agency website:

Creative Director: Luca Cerri

Photographer: Aplomb

Published: December 2012

krow Communications: Hobbycraft press ad

Brand: Hobbycraft

Title(s): Hobbycraft – let’s get making

Headline and copy text: Don’t miss our 3 for 2 offer on all wool and yarn

Agency: krow, London

Agency website:

Creative Director: krow

Art Director: krow

Copywriter: krow

Photographer: Tony Briggs

Published: July 2013

Perky Bros.: Mark Cappellino brand identity

Brand: Mark Cappellino

Agency: Perky Bros, Nashville, TN

Agency website:

Creative Director: Jefferson Perky

Art Director: Jefferson Perky

Photographer: Robby Klein

Published: June 2013

Short rationale (optional): Mark Cappellino is a leadership consultant. Mark travels worldwide helping individuals and teams better communicate through stronger relationships. We created his identity based on the behavioral beliefs that shape his practice. Mark’s logo plays on the typographic device called the em dash, meaning an interruption of thought. The em dash comes to life as a red thread which according to Chinese legend connects all of us—tangling, stretching, but never breaking.

AMV BBDO: TOTAL Greek Yoghurt TV ad

Brand: Total Greek Yoghurt

Agency: AMV BBDO, London, UK

Agency website:

Art Director: Ian Gabaldoni

Copywriter: Richard Baynham

Additional credits: TV Producer: Ally Mee

Media Agency: Total Media

Media Planner: Andy Travis

Production Company: HLA

Director: Simon Ratigan

Production Co. Producer: Tim Daukes

DOP: Karl Oscarsson

Production Designer: Marco Puig

Local Production Facility: Maria Kopanou at Green Drive

Editing: Bruce Townsend assisted by Ed Enayat at The Quarry

Post-Production Company: The Mill (Grading by Seamus O’Kane) and AMV Digi-Lab (Tony Aldridge and Andrew Maddison)

Audio Post-production: Will Cohen at AMV Audio Suite

Music: Aphrodite

Composer: Oli Julian

Production Co/Publisher: Soundtree

Arranger: Soundtree Music

Published: June 2013

GJ PACKAGING: Amur Tiger Vodka packaging

Brand: Amur Tiger Vodka

Agency: GJ PACKAGING, Lisbon, Portugal

Agency website:

Creative Director: Guilherme Jardim

Illustrator: Fábio Vieira

Additional Credits: Pedro Andre and Vladimir Pospelov

Published work: May 2013

Break: Dietorelle Leaf brand identity, retail and packaging design

Brand: Dietorelle Leaf

Agency: Break, Milan, Italy

Agency website:

Photographer: Aplomb

Additional credits: Designer: Rossella Rabuffi, Stefania Bajardi

Published: March 2013

Pearlfisher: Winsor & Newton global brand identity

Brand: Winsor & Newton

Headline and copy text (in English): A new global brand identity for Winsor & Newton

Agency: Pearlfisher, London, UK

Agency website:

Creative Director: Sarah Cattle, Creative Director, Pearlfisher

Art Director: Karen Welman, Founding Partner & Chief Creative Officer, Pearlfisher

Additional credits: Darren Foley, Managing Director, Pearlfisher; Rory Fegan, Senior Strategist, Pearlfisher

Published: May 2013

Believe In: Fontsmith - FS Emeric type specimen booklet

Brand: Fontsmith

Title(s): FS Emeric type specimen booklet

Agency: Believe In, Devon, UK

Agency website:

Creative Director: Blair Thomson

Copywriter: Ian Thompson

Additional credits: Typeface ‘FS Emeric’ designed by: Phil Garnham

Booklet Printed by: Identity Print

Paper Supplied by: GF Smith

Published: April 2013

Short rationale (optional): The type of specimen booklet FS Emeric is Fontsmith’s most ambitious to date, and follows the enormous success of their 2011 promotional campaign, ’10 Years in Type’.

The booklet tells the story of FS Emeric via the language of brands – incorporating design for print, product, digital and architectural environments. A range of hypothetical applications are used to demonstrate FS Emeric’s versatility, with the intention of inspiring both designers and clients of its potential. Elements of the typeface are used throughout the booklet to add illustrative elements, graphic details and define the visual language of the piece.

By using a typographic approach founded on the same moderinst principles of the typeface, the booklet evokes a timeless sense that connects the past, present and future. The design is kept intentionally pure, focussing on the personality and strengths of FS Emeric and allowing designers to visualise how it may exisit through their own work.

krow Communications: DFS TV ad

Brand: DFS

Title(s): Beach huts

Headline and copy text (in English): The Sale of the Summer

Agency: krow, London

Agency website:

Creative Director: krow

Art Director: krow

Copywriter: krow

Director: Pedro Romhanyi

Production Co: Outsider

Music: “Here Comes the Summer” by The Undertones

Published: July 2013

SomeOne: fastjet brand launch

Brand: fastjet

Title: fastjet brand launch

Agency: SomeOne

Agency website:

Creative Director: Simon Manchipp

Art Director: Mark Smith

Copywriter: Simon Manchipp

Illustrator: Mark Smith

Published: November 2012

Break: Sanpellegrino brand identity, packaging and retail design

Brand: Sanpellegrino

Agency: Break, Milan, Italy

Agency website:

Creative Director: Alessandro Di Bello

Photographer: XL, Luca Colombo

Published: April 2013

krow Communications: Fiat 500L Trekking press ad

Brand: Fiat

Title(s): 500L Trekking

Headline and copy text (in English): “MY DAD’S BETTER THAN YOUR DAD” GAME OVER

500L Trekking – It’s a little bit full on

Agency: krow, London

Agency website:

Creative Director: krow

Art Director: krow

Copywriter: krow

Published: July 2013

Coley Porter Bell: Hungry Wolf packaging and branding

Brand: The Hungry Wolf

Agency: Coley Porter Bell, London, UK

Agency website:

Creative Director: Stephen Bell

Designers: Jennie Plant and Valeria Murabito

Additional credits: Senior Account Director: Maree McNichol

Published: May 2013

Short rationale (optional): Coley Porter Bell has created the name, branding and packaging for The Hungry Wolf, the first branded product from Fresh Pak Chilled Foods, the UK’s largest dedicated manufacturer of sandwich fillings. The Hungry Wolf is the first deli-filler designed to be served hot with bread. The brand aims to open up a new segment in the £12m deli filler market using the language and cues of gourmet street and festival food. It is positioned as ‘gourmet street tucker you can enjoy at home’.

Ahoy: Blonde + Ginger brand identity and collateral

Brand: Blonde + Ginger

Agency: Ahoy, Manchester, UK

Agency website:

Art Director: Matthew Hill

Photographer: Jon Gorrigan

Brand Strategist: Antonio Giansante

Published: April 2013

Short Rationale: Independent fashion retailer Blonde + Ginger approached Ahoy at the concept stage of building its identity. Keen to stand out in a competitive environment, Blonde + Ginger needed to develop an engaging look and feel that would enable it to sit alongside similar high-end clothing labels. Ahoy was tasked with developing the company’s identity, managing printed materials and website development as well as overall branding including logo, typography and tone of voice.

A large element of the project involved creating a brand that could be used across a number of different touchpoints including swing tickets, clothing labels, business cards and the website. It was important that the brand conveyed a distinct personality and style in order to stand out from other fashion lines, while simultaneously cultivating an identity that would enable the brand to successfully compete in its category.

Swing tickets and business cards were produced to accompany all clothing orders and were designed to a high-spec finish with particular consideration given to touch and feel.

Printed on 540gsm Colorplan, with a de bossed brand pattern, each card includes a space on the reverse that allows Blonde and Ginger to include hand-drawn sketched images to accompany each limited edition dress.

Both the swing tickets and business cards included painted edges using a Pantone colour new to 2013 for the card’s edging, Tangerine Tango 8625U. The contrast of shock-colour edging against the organic face of the card emphasised the personality behind the brand, as well as providing a talking point upon exchange of the card itself.

Ahoy designed and built the Blonde and Ginger website using its own content management system (CMS). The main aim was to let the photography do the talking. Full screen responsive imagery was used, which allows the images to alter the overall look of the site to coincide with a particular season. Image transitions and the animation used for showing and hiding the navigation gives the site a distinct interactive quality.

Ahoy and Blonde + Ginger have built a strong, quality brand identity to successfully introduce Blonde + Ginger as a key player in the high-end fashion sector. Ahoy understood the importance of a coherent brand message on all levels and have worked with Blonde + Ginger to build a strong, quality brand identity.

Ahoy has created a smooth experience for the Blonde + Ginger customer from start to finish, from online browsing and making a purchase to clothing labels and swing tickets, all complementing the quality of the core product.

Springetts: Hasselblad H5D global advertising campaign

Brand: Hasselblad

Title(s): Hasselblad H5D global advertising campaign

Headline and copy text (in English):
Global creative strategy and advertising campaign for Hasselblad professional and

luxury divisions.

Agency: Springetts, London, UK

Agency website:

Creative Director: Moyra Casey
Design & Art Direction: on Vallance & Christopher McDonald

Photographer: NASA/Hasselblad, Henrik Sørensen, Ripley & Ripley and Peter Lipman

Additional credits: Media Planning by Mindshare - Digital ads

developed by Grandad

Published: June 2013

Short rationale (optional): Our task: to develop a new creative strategy and global advertising campaign that reinforced the photographic credentials of Hasselblad amongst professional photographers and created awareness and desire for their new Lunar luxury camera range.

The ‘professional’ campaign was based on the theme of ‘iconography’ using images of the moon landings to the Empire State Building. It brings this idea to life through paralleling Hasselblad as the icon in photography with iconic images shot with a Hasselblad.

The consumer campaign launched the new Lunar camera, featuring the headline ‘beauty is in the composition’ and photography by Peter Lipman. The Lunar cameras are customisable with various luxury materials. The campaign was optimised in both print and digital media with digital formats developed by Grandad.

BJL: Subarual campaign

Brand: Subaru

Title(s): Subarural

Agency: BJL, Manchester, UK

Agency website:

Creative Director: Tom Richards

Published: May 2013

Gillian West

Gillian West manages the Creative Works section of The Drum covering weekly round-ups, Ad of the Day, Creative Work of the Week and Creative Work of the Month.

All by Gillian