The Drum, in association with Synergist, brings you a round-up of some of the latest interesting creative work.
Every week The Drum, in association with Synergist, publishes a selection of new creative work. Now you can vote for the work you like best with the winners to feature in the next issue of The Drum (22 November). Submit your vote before Wednesday 13 November to guarantee your favourite makes it into the printed magazine.To submit work for future publication contact gillian.west@thedrum.com.
TOAST Marketing and Design: Goodbody Baked Goods packaging design
Brand: Goodbody Baked GoodsAgency: TOAST Marketing and DesignAgency website: http://www.toastcafe.comCreative Director: Victoria ArzanoArt Director: Designers: Jason Lombardo, Rachel MichaudPublished: 2013Short rationale (optional): Based in Boulder, Goodbody Baked Goods is a line of tasty, nourishing bite-sized treats that support great health. The challenge for TOAST was to carefully balance "good for you" communication with the delicious reality that Goodbody Baked Goods are in fact, delicious! It was critical to reinforce the fact that with Goodbody, you don't give up on taste just because the bites are good for you. The Goodbody identity boldly captures the friendly spirit and wholesome goodness of the brand while reinforcing good-for-you communication. The design is successful in establishing a sense of stature while projecting an independent spirit that stands out in this ever-growing category.
Elmwood: Morrisons own brand wine labels
Brand: Morrisons own brandTitle(s): Wine labeling Agency: ElmwoodAgency website: http://elmwood.com Creative Director: Martyn HayesCopywriter: Elizabeth O’Conner (Morrisons)Illustrator: VariousAdditional credits: Senior Account Manager: Rebecca HansonDesigners: Ben Brears, Adam Rickett, Steph OglesbyPublished: October 2013Short rationale (optional): Elmwood worked with Morrisons on the re-launch of their entire range of own brand wines, transforming the supermarket into a true wine destination. Designed to inspire customers to try new products, giving them the confidence to make the right choices and making it easier than ever to find great wines that they’ll love, Elmwood has created unique and distinctive labeling concepts for Morrisons’ range of delicious wines.
bwa design: Canal & River Trust annual report
Brand: Canal & River Trust annual report Agency: bwa designAgency website: http://www.wearebwa.co.ukCreative Director: Webster WickhamDesigner: Ed Risbey with Matt WeeksPublished: September 2013Short rationale: Following the Canal & River Trust's first year as a charitable organisation, the organisation was looking for an eye-catching, flagship document to give an inspiring overview of their formation and celebrate their achievements. We developed three colour-coded sections, each with different layout styles to reflect the changing types of content through the document; together with a strong colour-led infographic for the finance section. “bwa were fantastic to work with. Creative, resourceful and with bags of patience! They quickly understood the brief and we are delighted with the end result. It was a major job with an extremely tight and immovable deadline. They exceeded the challenge, nudging us gently along and keeping us focused and on track,” said Ed Fox, head of communications, Canal & River Trust.
Miller Creative: Nene Imagination 'Puzzles Without Borders'
Brand: Nene ImaginationTitle(s): Puzzles Without BordersAgency: Miller Creative, Lakewood, NJ - USAAgency website: http://www.wearemiller.comCreative Director: Yael MillerPhotographer: Reuben MillerPublished: August 2013
Space: Sol (HEINEKEN) - London bars get a makeover with Sol
Brand: Sol (HEINEKEN)Title: London bars get a makeover with Sol Agency: Space, London, UKAgency website:http://agencyspace.co.uk/blog/Creative Director: Mat O’brienArt Director: Di MonksPhotographer: Jamie Maxwell, James KellyPublished: Launched October 2013Short rationale (optional): HEINEKEN-owned super premium packaged beer Sol is installing permanent branded areas in flagship London bars as part of its on-going below-the-line activity to celebrate the new ‘Espiritu Libre’ proposition. The initiative, led by agency Space, is designed to bring the new brand positioning to life and generate trial and visibility for the product, targeting its 30-35 year old male audience.
Watts Design: Naturally Good Munchy Muesli Range brand design
Brand: Naturally GoodTitle(s): Munchy Muesli RangeAgency: Watts Design, Melbourne, AustraliaAgency website: http://www.wattsdesign.com.auCreative Director: Helen Watts, Peter WattsArt Director: Helen Watts, Peter WattsPhotographer: Peter WattsPublished: 2013Short rationale (optional): Watts Design was asked to create new packaging for Naturally Good Munchy Muesli range. Cookies and Clusters. For guilt and gluten-free on-the-go snacks, you can't go past the new Naturally Good 'Munchy Muesli' range. Who would have thought a pack design involving quinoa, buckwheat and chia seeds could appear so appetizing. Living up to their brand name, naturally they taste good.
Brand: EVA-Greek Distillation Title(s): Mastic Tears LiqueurAgency: dolphins//communication design, Thessaloniki, GreeceAgency website: http://www.dolphinsonline.grCreative Director: Thanasis TsaboukasArt Director: Vasilis PapadopoulosDesigner: Hara NikaPublished: June, 2013Short rationale (optional): Liqueur package design of authentic mastic (Classic & Lemon), for EVA-Greek Distillation Company. Design inspired by the black and white geometric decoration on the building facades of Chios mastic villages, such as Pyrgi. This unique product is made by distilling only the tears of the Mastic Tree Pistacia lentiscus var. Chia. This elegant, aromatic, refreshing mastic spirit liqueur, brings a revolution to the senses and the palate. Enjoy well chilled, neat as an after dinner digestive or in cocktails for mind blowing combinations. Dolphins // communication design is an award winning design firm offering services of visual communication, included art direction, design, printing, imaging and web design. The way they approach each project involves a lot of methodical and thorough research, aiming at a creative solution to any communication problem, by using prompt and contemporary visual language.
Drum: PlayStation4 'A Demonstration of Play' online video
Brand: PlayStation4Title(s): A Demonstration of PlayAgency: DrumAgency Website: http://www.drum.co.ukCreative Director: Ben Kerr, Mark RiversAdditional Credits: Agency Senior Content Producer: Siobhan WoodrowProduction: JA DigitalDirector: Huse MonfaradiProducer: Emma CarterDOP: Ben SpenceColourist: James BamfordSite Production: MediaMonksPublished: October 2013
Proximity London: John Lewis 'my John Lewis' launch materials
Brand: John LewisTitle(s): my John Lewis launch Agency: Proximity LondonAgency Website: http://www.proximitylondon.comArt Director: Jo JenkinsCopywriter: Sally SkinnerPhotographer: William J. ShawAdditional Credits: Designer: Simon CoupeArt Buyer: Kathy HowesManaging Partner: Andrew WaddellAccount Director: James DyerPublished: October 2013
Solarium Creative: Artificial Horizon 'Around The World Beer Flight'
Brand: Artificial HorizonTitle(s): Around The World Beer FlightHeadline and copy text (in English): Solarium Creative's Around The World Beer FlightAgency: Solarium Creative | Austin, TX | USAAgency website: http://www.SolariumCreative.comCreative Director: Andrew SailerArt Director: Andrew SailerCopywriter: Andrew SailerIllustrator: Andrew SailerPhotographer: Andrew SailerAdditional credits: Director of Marketing: Mallory BayersPublished: September 2013
Brand: Bombay Sapphire Title(s): Imagination MachineAgency: Gravity Road/NexusAgency Website: http://www.gravityroad.com / http://www.nexusproductions.comCreative Director (Gravity Road): Mark Boyd, Mark EavesCreative Director (Nexus) Smith&FoulkesAdditional Credits (Gravity Road): Creative Team: Shrutiaditya VeeramachineniBusiness Director: Mary NguyenHead of production: Simon KearneyProducers: Richard AdkinsAdditional Credits (Nexus): Director: nextdoorExecutive Producer: Julia Parfitt Producer: Liz Chan Production Manager: Clare Brooks Lead Artist / Designer: Colin Bigelow 3d Lead: Dara CazameaConcepts: Chris Martin / Colin BigelowModeling: Florent RousseauModeling: Adam WillisRigging: Denis BodartRigging: Alex ToufailiAnimation: Jean Guillaume CulotAnimation: Eoin CoughlanVFX: Emanuele ParisMatte Painting: Carlos NietoMatte Painting: Adam WillisLighting & Rendering: Liviu BerechetLighting & Rendering: Arkin EsrefCompositing: Antoine Foulot Compositing: Zissis Papatzikis Compositing: Gary KellyRetoucher (Print): Kasia KretPublished: October 2013Short Rationale (optional): The 'Imagination Machine' uses the process for making Bombay Sapphire as an analogy for the sublime power of creativity. The campaign’s visuals are born out of Bombay Sapphire’s rich product and brand story. It uses imagery and narratives from the brands history, countries from which botanicals are sourced though to the unique process of distillation. The artwork features the ‘Imagination Machine’, in the form of a blue cocktail glass – reflecting the brand’s aesthetics. The glass frames specific stories from the 1761 recipe created by pioneering English distiller Thomas Dakin, the exotic botanical worlds of Indonesia, Java and Morocco, through to the drink’s pioneering vapour infusion distillation process. All of these elements are distilled down through the glass to deliver one precious drop into the Bombay Sapphire bottle at the bottom.Link to video: http://www.gravityroad.com/imaginationdistilled/video.html
Zulu Alpha Kilo: Corona Limited Edition Day of the Dead packaging
Brand: CoronaTitle(s): Limited Edition Day of the Dead packagingAgency: Zulu Alpha KiloAgency Website: http://www.zulualphakilo.comExecutive Creative Director: Shane OgilviePublished: October 2013Short Rationale (optional): "Mexican brewery Corona is celebrating this year’s Day of the Dead with a limited edition can. The cans are inspired by traditional Mexican sugar skull designs which were designed by Zulu Alpha Kilo.“Despite the melancholy name, Day of the Dead is actually a salute to life, said Shane Ogilvie, executive creative director at Zulu. The artwork is meant to reflect that message, as well as continue the theme of the campaign.” Day of the Dead is a Mexican holiday which takes place every year on November 1st and 2nd. The day focuses on celebrating the lives of friends and family members who have passed away, which traditionally includes honouring the dead with sugar skulls, flowers and food.
WCRS: BMW 'Still got it' video campaign
Brand: BMWTitle(s): Still got it.Headline and copy text (in English): BMW Approved Used Cars.The Ultimate Driving Machine, guaranteed.Agency: WCRS, London, United KingdomAgency website: http://www.wcrs.comCreative Director: Ross NeilArt Director: Katy HopkinsCopywriter: Steve HawthorneAdditional credits:Agency Producer: Jack BayleyAccount Handling: Vince LawsonProduction Company: RogueDirector: Phil Churchward Producer: Sophie Hernandez WeldonEditor: Jason FarrowPost-Production: Envy/Luke RaffetyAudio: String and TinsPublished: October 2013Short rationale (optional): The film shows a BMW Approved Used 325i Coupé being put through its paces, showing that a BMW Approved Used Car, only available from authorised BMW dealers, has still got ‘it’. With the BMW at the hands of Paul Swift, the film sees the car drive, slide, weave and doughnut within inches of fine Chinese vases, demonstrating the precision and dynamisms customers can expect from a BMW. BMW Approved Used Cars are prepared to exacting standards and programme benefits mean used car customers are treated as if they were buying a new car.
EnviroMedia: car2go print campaign
Brand: car2goTitle(s): car2go print campaign Agency: EnviroMedia, Austin, Texas, USAAgency Website: http://www.enviromedia.comCreative Director: Allen HannawellArt Director: Chris CarlbergCopywriter: Allen Hannawell Illustrator: Kate Bingaman-BurtPhotographer: Morgan SilkAdditional Credits: Art Buyer: Christine LopezPublished: September 2013
The Company You Keep: Bundle
Brand: BundleHeadline and copy text (in English): Naming, Brand Identity, Art Direction, Print, PackagingAgency: The Company You Keep, Melbourne, AustraliaAgency website: http://www.tcyk.com.auCreative Director: Rhys GorgolDesign Team: Rhys Gorgol, Tom Clayton, Claire BradburyPhotographer: Scottie Cameron (http://www.scottiecameron.com.au)Additional credits: Website Build: Sam Morgan (http://www.svmorgan.com)Published: October 2013Short rationale (optional): Having a baby can be a tumultuous time with a million and one things to organise before the ‘big day’. We were approached by Sarah Cole, a recent addition to motherhood, with an idea to create a curated bag service with everything a mother-to-be and her bub need for their hospital stay. We established the naming, positioning and communications strategy for the business. Developing the name Bundle to capture a sense of softness – a moment of tranquility and security amongst the frenzy of pregnancy and birth, whilst directly referencing the nature of the product. Touching on nostalgic quips ‘bun in the oven’ and ‘bundle of joy’ we expanded the soft lingual tone graphically with a considered typographic brand marque that skewed the viewers perspective, feeling larger than life. A playful ‘buttoned up’ B insignia grew from the brand marquee, capturing the nature of bundling a heap of things into a bag, this combined with a tactile focus on production translated the packed-to-the-brim value of the product to the printed collateral and activated the sense of touch furthering the childlike curiosity of the brand experience. All this softness was contrasted with an industrial and pragmatic supporting typographic approach to balance and solidify the reliability of the brand. We then created an online resource with checklists, a tips hotline and a ‘Build your Bundle’ interactive e-commerce section to breed a digital dialogue between the brand and consumer – making Bundle the go-to resource for mothers-to-be.
McCann London: Sony Bravia
Brand: Sony BraviaTitle(s): 4KAgency: McCann London Agency Website: http://www.mccannlondon.comExecutive Creative Director: Rob Doubal, Laureance ThomsonArt Director: Arman Naji, Michael Thomason, Javier GomezCopywriter: Arman NajiAdditional Credits: Account Handlers: Pip Shepherd, Sam KhanekaAgency Producers: Paula Mackersey, Anita Osborne, Charlie MacphersonDirector: Jaron AlbertinProduction Company: SmugglerEdit House: TrimProducer: Nick FewtrellMusic Title & Artist: Berlin by RY XMusic Supervisor: Carl RappPost Production: FramestoreSound Design: CraftMedia Planning: MediacomPublished: November 2013Short Rationale (optional): Created by McCann London, the ad features millions of colourful petals exploding from a volcano, rushing through exotic locations down to a Costa Rican village. Shot in surroundings that offer dramatic nature, landscapes and composition, the ad perfectly demonstrates Sony’s pioneering 4K technology which offers 4 times the detail of Full HD and allowing extraordinarily sharp, refined detail.
Stocks Taylor Benson: Even Better With Age
Brand: Stocks Taylor BensonTitle(s): Even Better With AgeAgency: Stocks Taylor Benson, Leicester, UKAgency website: http://www.stockstaylorbenson.comCreative Director: Glenn W TaylorGraphic Designers: Neil Watts, Holly Littlejohn and Lois BlackhurstPublished: November 2013Short Rationale (optional): Even Better with AgeStocks Taylor Benson are toasting 25 years of the finest, spirited design by sharing a special edition gift with their clients. With 1988 being a very good year for design and whisky, Stocks Taylor Benson thought it would be a rather neat idea to create a presentation box set – containing a dram of Glenfarclas 25 year old single malt whisky and a drop of complementing Cairngorms Well still water. Each of the boxes is numbered, by hand, as a 1-250 special edition.Labelled as ‘Dram Good Design’ and ‘Well Clever Ideas since 1988’ – using crafted typography, printed using black ink, orange foils and heavy indents onto natural white paper – the bottles are displayed in an unexpected bright orange fabric, true to the company’s branding. The packaging itself is hand finished, with a rigid lid wrapped in a distinctive orange-foiled, brown, uncoated paper and a box wrapped in a premium, silver-foiled, rich black, textured paper. Once the box is opened the recipient is invited to share in a wee toast, “Here’s tae 25 years of spirited graphic design”, foiled onto a heavyweight board flap that hides the contents and builds the sense of anticipation.Placed in the box is a literature piece, titled ‘Aged for 25 Years’, that tells the story of good ol’ Stocks Taylor Benson, the supreme Glenfarclas whisky and how adding a drop of water to the dram reveals distinctive aromas. Finished off with ‘The Age-old Story’, it ultimately celebrates the studio’s history and achievements over the last quarter of a century.The typography has been crafted with subtle details to both engage and inspire the audience. Woodcut illustrations, with a beautifully simple style, further add to the heritage and sense of tradition that’s appropriate for a vintage whisky. A considered use of the typeface Avenir, designed by Adrian Frutiger in the same year, 1988, is a lovely detail and adds a very subtle connection to when the studio was established. A selection of Antalis supplied Arjowiggins Keaykolour papers and boards – 100% Recycled Hazel, Original Jet Black, reKreate Nightfall and Original Snow White – have been used to create a naturally textured and crafted feel.
DixonBaxi: 'MTV For Experiences' Finnish new look, positioning and strategy
Brand: MTV Media Group (Finland)Title(s): “MTV For Experiences”Headline and copy text (in English): Independent brand agency DixonBaxi and Finnish Media Group MTV today launch ‘MTV for Experiences’ - a new look, positioning and strategy for the country’s leading commercial broadcaster, which reaches 90 per cent of Finns every week.Agency: DixonBaxi, London, UKAgency website: http://www.dixonbaxi.comPublished: November 2013Short rationale (optional): The new identity was designed to help MTV re-establish its market leading position and fend of competition from new arrivals. The outputs were arrived at following an intensive, wide-ranging insight project looking into the existing culture across the group, alongside audience and advertiser perceptions of the brands within it. DixonBaxi provided a total brand consultancy service, incorporating changes to operations and internal structure, as well as establishing new brand strategies and creative across all the organisations that make up MTV. The project began in February 2013, following a competitive pitch process.Aporva Baxi, co-founder and executive creative director at DixonBaxi comments: “Visual identity is of course vital, but in order to be impactful it cannot operate in isolation. So our approach was all encompassing, looking at everything from how the group operated internally to the services on offer externally. This led to the creation of a media, rather than broadcast, brand that allowed the impact of our strategy to flow across all delivery platforms while repositioning MTV as the best place for advertisers to connect to consumers.”Simon Dixon, co-founder and executive creative director at DixonBaxi comments: “The new positioning – ‘MTV for Experiences’ – brings to life the creativity and energy within the business. It reinvigorates and inspires new ways to connect, share and deliver meaningful experiences, both large and small, to audiences, where every moment counts and every detail matters.”
BuroCreative: Burrito Mama brand identity
Brand: BurritoMamaTitle: Brand identity Agency: BuroCreative, London, UKAgency website: www.burocreative.co.ukCreative Director: Roly GrantDesigner: Peter RyanIllustrator: Peter RyanPhotographer: Kate Berry (food and interiors)Additional credits: Mural art: Soulful CreativeInteriors: SoftroomPublished: November 2013
