The Drum Awards for Marketing - Extended Deadline

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Creative Works: Vote for your favourite, winners to be featured in 2 April issue of The Drum

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By The Drum Team, Editorial

March 10, 2014 | 21 min read

The Drum brings you a round-up of some of the latest interesting Creative Works.

Every week The Drum publishes a selection of new Creative Works.You can vote for the work you like best, simply by clicking the 'Like' button beside the work, and the winner will be featured in the next issue of The Drum (2 April) in the Creative Works spread. Other popular entrants will also be considered for the print edition. Submit your vote before Monday 17 March to guarantee your favourite makes it into the printed magazine.To submit work for future publication contact gillian.west@thedrum.com. For voting updates and more follow The Drum Creative Works on Twitter - @TheDrumCreative.

Mischief PR: Eggs For Soldiers charity campaign

Brand: Eggs For SoldiersTitle(s): Toast ArmyHeadline and copy text (in English): The Toast-A-Cutter Army Army of 1,000 toast soldiers created by Eggs For SoldiersA Toast Army made from 1,000 identical toast soldiers has been unveiled at London's Royal Artillery Museum. The world-first has been created by charity egg brand Eggs For Soldiers to mark March Fourth - it's annual fundraising event in support of Help for Heroes. Eggs For Soldiers has raised almost £1m for the charity to date, donating 15p from every box of six eggs sold. The "Toast-A-Cutter Army" has been made using bespoke toast-cutters that were designed by Eggs For Soldiers to create toast figures that are the perfect size and shape for dipping into boiled eggs. The toast army is inspired by the famous Chinese Terracotta Army but rather than Chinese warriors is made from figures that resemble modern-day soldiers, complete with bed roll, distinctive British Army helmet and combat clothing.Agency: Mischief PR, London, UKAgency website: http://www.mischiefpr.com Creative Director: Simon Moore Art Director: Simon MooreCopywriter: Faith McKellowPhotographer: Nathan PaskShort rationale (optional): Every year on March Fourth Eggs For Soldiers does something attention-grabbing that reminds people about Help for Heroes. The Toast-A-Cutter Army resonates strongly with the essence of the brand which points to the quintessential British breakfast (boiled eggs and toast soldiers) whilst also communicating its charity intent. By making one small change to their weekly shop and buying a pack of Eggs For Soldiers, consumers can make a big difference to the brave service men and women who have been wounded in the service of their country. Eggs For Soldiers has raised almost £1m for Help for Heroes so far and would urge people to keep buying Eggs For Soldiers help reach this milestone and get us on the way to £2m.

Waitrose Pure packaging design by DewGibbons + Partners

Brand: Waitrose PureTitle(s): Natural Skincare Brand Packaging DesignHeadline and copy text (in English): Waitrose introduces redesign of Pure beauty range by DewGibbons + PartnersAgency: DewGibbons + Partners, London, UKAgency website: http://dewgibbons.com/Illustrator: Sabine ReinhartPublished: March 2014Short rationale (optional): The Waitrose Pure skincare range has been in-store for a number of years – it required redevelopment for better standout on shelf. Plus there was a need to more clearly position the nine-strong range as ‘natural skincare’, due to a reappraisal and reformulation of all products, which are now suitable for all skin types, dermatologically approved, and contain 95 per cent + naturally derived ingredients. To ensure Pure is displayed with pride on shelf and in bathrooms, DewGibbons + Partners’ design solution acknowledges contemporary trends in interior design. The agency collaborated with renowned fabric and wallpaper designer Sabine Reinhart to create a flora inspired background pattern that subtly decorates each of the packs. The logotype and typography are a simple and purposely understated foil to the richness of the illustration. A seal endorsing the products’ purity underpins the brand’s natural claims. DewGibbons also sourced new pack structures that provide a united feel to the range.

OneAcre Tea rebrand from Mayday London

Brand: OneAcreAgency: Mayday LondonAgency website: www.maydaylondon.comCreative Director: Barry GillibrandCopywriter: Michael Harvey, Definite ArticleIllustrator: Kate ForresterPublished: February 2014Short rationale (optional): The One Acre brand and packaging design for Cafedirect, emphasises the small producer provenance with a direct and memorable name and carefully crafted copy. The beautiful illustrations used provide a narrative for the growers’ stories, that is set against the natural landscapes of the teagardens and reflects the care and craftsmanship involved in producing these exceptional teas.

Ogilvy & Mather NY: American Express ad featuring Tina Fey

Brand: American ExpressAgency: Ogilvy & Mather (New York) CCO: Steve Simpson Creative Director: Michael Paterson Creative: Michelle Hirshberg, Eric Walker, Afshin Hatami, Jelani Curtis, Lea Ladera Additional Credits: TV Producer: Alicia Zuluaga Agency Exec Producer: Matt Bonin Film Production: Hungry Man Director: Bryan Buckley Producer: Brady Vant Hull Executive Producer: Mino Jarjoura Editor: Chris Franklin, Miky Wolf @ Big Sky Editorial (New York) VFX: Ryan Sears, Agnes Gunawan

SomeOne: Cloud House brand launch

Brand: CloudHouse Title(s): Brand Launch Agency: SomeOne, London, UK Agency website: http://www.SomeOneInLondon.com Creative Director: David Law Art Director: James McKay Copywriter: David Law Published: March 2014 Short rationale (optional): Everyone talking about cloud computing is using pictures of clouds and blue skies, from IBM to Rackspace. We wanted to give Cloudhouse a different perspective, one from The Cloud. The view from The Cloud is one of overview, of taking complex problems and simplifying the answer. They are (right now) a small company whose technology has the potential of great reach and scale. James McKay, lead designer at SomeOne on the project says ‘We reflected the idea by using detailed overhead shots of city infrastructures. These are all taken from the same ‘cloud’s-eye’ viewpoint. The graphic style aims for sector cut-through, using a bold, dominant sober black and white style accented by an electric teal.’ David Law, co-founder says ‘We worked to transform the copywriting and tone of voice to become less technical and more human – the idea being that someone who knew very little about cloud computing could clearly understand their offer. From small raindrops big clouds grow – and these chaps are at the start of something big.’

BBH London: Dulux 'Change Your Story with Colour'

Brand: Dulux Title(s): Change Your Story With Colour Agency: BBH London Agency Website: http://www.bartleboglehegarty.com BBH Creative Team: Martha Riley & Richard Glendenning BBH Creative Director: Nick Allsop Additional Credits: BBH Team Manager:  Hannah Madden BBH Team Director: Tracey McIntosh BBH Strategy Director: Tom Roach BBH Strategic Business Lead: Ann-Marie Costelloe BBH Producer: Georgina Kent/Ruben Mercadal   BBH Assistant Producer: Phil Cross/David Lynch Production Company: Park Pictures Director: Christian & Patrick Executive Producer: Stephen Brierley Producer: Richard Fenton DoP: Benoit Delhomme Post Production: Electric Theatre Collective Producer: Matt Williams Shoot Supervisor: Yourick Van Impe Lead Flame Artist: Giles Cheetham Flame: Andrew Stewart, Yourick Van Impe Nuke: James Belch Lead 3D Artists: Remi Dessange, Gerard Dunleavy 3D: Dan Marum , Laury Guintrand Matte Painting, Gerard Dunleavy, Dave Gibbons Grading: Aubrey Woodiwiss Editor/Editing House: Andrea Macarthur / Lizzie Graham @ Peepshow Post Sound: Raja Sehgal @ Grand Central Sound Studios Published: March 2014Short Rationale (optional): Set in a fictional time when police enforced a ban on colour, the film begins as a flame haired young woman leaves her dull and grey apartment with her collar turned up and head held low, failing to notice the wave of her admiring neighbour. Following a gun-toting police chase, a van loaded with paint barrels ends up on its side and a rainbow of paint spills out over the street. She takes home an errant paint can and transforms her home with a tranquil teal. Adding colour to her home instantly begins to transform her life, opening up her mind to the possibilities of the world around her; she notices her neighbour’s wave and they quickly fall for each other.   Panning out over the city, it is evident that the red-head is not the only person who took advantage of wayward paint cans – people all over the city can be seen enjoying life in their newly painted rooms. The film ends with the line ‘Your Life Is A Story, Change It With Dulux'.

Steven Bonner: Alexander Hamilton Vodka brand and packaging design

Brand: Alexander Hamilton Vodka / Old New York Spirits

 Agency: Steven Bonner, Stirling, Scotland Agency website: http://www.stevenbonner.com
 Creative Director: Steven Bonner
 Copywriter: Erik Adolfsen Illustrator: Steven Bonner Published: February 2014
 Short rationale (optional): Inspired by Founding Father and economist, Alexander Hamilton, it is a rare gem; handcrafted in New York from all-natural ingredients and distilled from 100 per cent potatoes. Commissioned to design the brand and packaging from the ground up, freelance designer Steven Bonner worked directly with the client to reflect its American heritage and took inspiration from a range of sources, not least Alexander Hamilton’s life and times as well as more stylised elements like some of the gravestones surrounding Hamilton’s resting place. A mix of classic and modern, the bottle is designed to appeal to a fashion conscious consumer who respects tradition and craft in a premium product. “Stand for something, fall for nothing.”

Anagrama: Anthem sportswear rebrand

Brand: Anthem Agency: Anagrama Agency Website: http://www.anagrama.com Design: Anagrama Art Direction: Anagrama Photographer: Caroga Photographer Published: March 2014 Short Rationale (optional): Anthem is a new company that ventures in the scouting and transfer of professional football players from one association football club to another. Operating mainly in Spain, Switzerland and Mexico, Anthem also organizes and promotes sporting events, such as football matches. Anthem commissioned Anagrama to create a premium brand that communicated the prestige, class and authority proper of the opulence of professional association football. The outcome is a keen and dynamic juxtaposition of authority and amusement. The dignified, gold embossed lion-and-ball icon over uncoated black paper convey the earnest and luxurious aspect of the company, while the bursts of luminous green represent its sportsmanship and flair.

Don't Panic London: Save the Children ad

Brand: Save the Children Agency: Don't Panic LondonAdditional Credits: Production Company: Unit9Director: Martin StirlingEditor: Alex BurtProducer: Elliott TaggProducer: Geoff TaggDirector of Photography: Jacob ProudPublished: March 2014Short Rationale: Save The Children's a new video campaign highlight the ongoing conflict in Syria and raise public awareness. The one and a half minute video follows a typical British girl over the course of a year in a civil war hit London. It begins with the girl celebrating her birthday with family and ends a year later as the girl, now homeless and fatherless, stares blankly ahead in a stark hospital bed. It closes with the words: "Just because it isn't happening here, doesn't mean it isn't happening."

McCann Oslo: Grilstad 'Lucky Bacon'

Brand: Grilstad Bacon Title(s): Lucky Bacon Agency: McCann Oslo Website: http://www.mccann.no/ Director: Jesper EricstamPublished: March 2014

Good Glasgow: Beatson Cancer Charity brand launch

Brand: Beatson Cancer Charity Title(s): Brand Launch Headline and copy text (in English): Beatson Cancer Charity: Determined to beat cancer' Agency: Good, Glasgow/London, UK Agency website: http://www.wearegood.com Creative Director: Gail Finlayson Art Director: Gail Finlayson Copywriter: Good/Mantra Copywriting Photographer: Reuben Paris Published: February 2014 Short rationale: Following the amalgamation of two Beatson charities - Friends of the Beatson and the Beatson Oncology Centre Fund - Good was appointed to develop the name and branding for the newly formed charity, which supports the work of the Bestson West of Scotland Cancer Centre (Scotland's largest and the UK's busiest cancer centre).   Simplicity was key for the charity naming - Beatson Cancer Charity was agreed as a simple, clear, straight-talking name to represent the new charity - with 'Determined to beat cancer' added as an emotive but powerful supporting strapline. Our branding challenge was to create something meaningful and sensitive, yet powerful and effective - ensuring the newly created brand reflects the determination, focus and positivity that everyone involved with the Beatson represents. An advertising campaign and new Beatson Cancer Charity website (www.beatsoncancercharity.org) were also developed by Good to support the launch. 

23red: New Atkins' animated advert

Brand: New AtkinsTitle(s): New Atkins AnimationHeadline and copy text (in English): Why are we getting bigger?; Why most diets don’t work; Make your body a fat-burning machine; What’s New about New Atkins?Agency: 23red, London, UKAgency website: http://www.23red.com/Copywriter: Steve MeredithIllustrator: Sim MarriotPublished: March 2014Short rationale: 23red has created an animation for New Atkins to help simplify the science behind the diet for consumers, making terms such as ‘ketosis’ easier understand.For the first time, this animated film clearly explains why other diets don’t work (‘the carbohydrate sugar craving cycle’); and how reducing ‘bad carb’ intake in favour of a higher protein a ‘good carb’ diet can turn your body into a ‘fat burning machine’. The animation is broken down into four chapters: Why are we getting bigger?; Why most diets don’t work; Make your body a fat burning machine; and What’s new about New Atkins. This last chapter outlines the many updates to the diet which now includes a greater variety of foods and extensive range of snacks and low carb foods. All of which backs up the brand’s strapline ‘Truly Satisfying Weight Loss’.The animation launched on 3 March 2014 and has been rolled out in over ten countries. This is a timely response to the huge interest in rising obesity and excessive sugar intake in the Western world.

Taylor Herring London: Amnesty International 'My Body, My Rights'

Brand: Amnesty InternationalTitle: My Body My RightsAgency: Taylor Herring, London, UKAgency website: http://www.taylorherring.com/Creative Director: Peter MountstevensPhotographer: Jim MarksArtist: Hikaru ChoAdditional Credits: Hayley Dodd, Kat Day and Harriet MurdochPublished: March 2014Short rationale (optional): Amnesty International has engaged the creative brand communications agency Taylor Herring to launch their global ‘body rights’ campaign. The two year ‘My Body, My Rights’ Campaign will focus on sexual and reproductive rights. The aims of the campaign include ending discriminatory use of criminal law to regulate sexuality and reproduction, removing barriers to access to sexual and reproductive health services and information, and empowering people to claim and exercise their sexual and reproductive rights free from discrimination, coercion and violence. Taylor Herring have devised the key creative for the launch and have built a global PR and marketing tool kit which includes picture, print and video assets which will be rolled out across Amnesty’s key international territories. The agency will also be overseeing the UK media relations around the launch.Each of the original designs used to launch the campaign illustrate a different ‘body right’ and were conceived following a brief from Amnesty International.

Bray Leino: Method's Micky and Minnie hand soap

Brand: methodTitle(s): Whistle while you wash with the all new Mickey Mouse and Minnie Mouse hand soap + body washAgency: Bray Leino, UKAgency website: http://www.methodproducts.co.uk/, http://www.brayleino.co.uk/Copywriter: method/DisneyIllustrator: method/DisneyPhotographer: method/DisneyPublished: February 2014

Johannes Leonardo NY: Coca-Cola 'Love not Like'

Brand: Diet Coke / Coca-Cola LightTitle(s): Choose Love Over LikeHeadline and copy text (in English): Coca-Cola Light wants you to Choose Love. Coca-Cola Light wants you to remember one simple fact - Like is not Love. It is the reminder in your day to pause, take a sip and take a breath. Listen to your heart. Follow your instincts. And Choose Love Over Like. Everyday.Agency: Johannes Leonardo, New York, USAAgency website: http://www.johannesleonardo.com/CCO: Jan Jacobs, Leo PremuticoCreative Director: Fernando VerderiCreative: Karen GereffiCreative: Kim MokCreative: Jessica ShriftmanAdditional Credits: Head of Integrated Production: Jenny GaddProducer: Alexis StemberProducer: Jason HellerFilm Production: PrettybirdDirector: Melina MatsoukasDirector of Photography: Rodrigo PrietoExecutive Producer: Allison BrownLine Producer: Pedro Aragao de OliveiraEditorial: Biff Butler @ Rock Paper Scissors (New York)Audio: Heard City (New York)Post-Production: The Mill (New York)Published: February 2014

B STREET London: Kinder Bueno 'Your latest little indulgence'

Brand: Kinder BuenoTitle(s): Bueno - your latest little indulgenceHeadline and copy text (in English): Win your latest little indulgenceAgency: B STREET London, UKAgency website: http:// www.bstreet.co.ukCreative Director: Kevin ExleyArt Director: Conrad WelchCopy: Kevin ExleyPhotographer: Richard PinchesAdditional credits: Video Editor: David HoareTypographer: Alex RobyDigital Designer: Phil SimmondsPublished: March 2014Short rationale (optional): Bueno is a little indulgence that gives women a bounce in their step and balances out life’s trials and tribulations – just like those killer heels or must have bag. Using fashion to position Bueno as one of life’s little indulgences, we are opening up a meaningful dialogue with our audience.

Betfred 'At the heart of Cheltenham' promo activity

Brand: BetfredTitle(s): At the Heart of CheltenhamAgency: 422 vision Agency website: www.422vision.tvCopywriter: Rob PickardAdditional credits: Directed and Produced by Rob PickardPublished: March 2014

Leo Burnett London: Homebase 'Make your House Your Home'

Brand: HomebaseTitle(s): Make Your House Your HomeAgency: Leo Burnett LondonAgency website: http://www.leoburnett.co.uk/Creative Director: Rik Brown, Jon FoxArt Director: Steve RobertsonCopywriter: Laurie SmithAdditional credits: Executive Creative Director: Justin TindallAgency Producer: Bruce MacraePlanners (creative agency): Matthew WattsAccount Team: Darren Thomas, Gary Simmons, Victoria Reiz, Dan Gilroy Media agency: MindsharePlanner (media agency): Mark BaschnongaProduction Company: Academy FilmsDirector: ConkerCoEditor: Nik HindsonPost-production: Electric Theatre CollectiveAudio post-production: Soho Square StudiosPublished: March 2014Short rationale (optional): Homebase has unveiled a brand new campaign that brings to life the universal truth that your house is not a home until you’ve made it your own. Working with Leo Burnett, Homebase has packed away the iconic shipping containers and famous ‘whistling’ for a new concept that’s all about personalising your home. Launching with two 40 second ads, it shows a family transforming their uninspired home and garden, by revealing and then selecting Homebase products that match their tastes.

WaterAid: 'From Where I Walk' Instagram campaign

Brand: WaterAid Title(s): WHP:From Where I Walk Agency: WaterAid in-house film teamFilm Producer: Catherine FelthamShort Rationale (optional): WaterAid's in-house film team entered a 15 second Instavid 'WHP:fromwhereiwalk', featuring a woman in the remote fishing community of Brubeng, Ghana walking to collect unsafe water in Lake Volta. The clip was selected by Instagram and featured on their blog as one of their favourite submissions. As a result WaterAid has gone on to be featured as a recommended user for two weeks and has seen their Instagram following grow by over 12,000 followers so far. The footage was shot on a GoPro positioned on the woman's head and angled down towards her feet. When the team spotted the Instagram 'Weekend Hashtag Project' brief they realised it was the perfect opportunity to be able to raise awareness of the challenging circumstances in which millions of women collect water each day around the world. The unique point of view footage was different to other entries, people do not expect to see women wading through a dirty lake to collect water in 2014 and yet the tragic reality is that 768 million people still live without access to safe water.WaterAid has not not only gained followers, but people are engaging more with their stories on the channel with likes and comments. WaterAid uses Instagram to bring to life its work around the world by sharing photos and film.

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