The Drum Awards for Marketing - Extended Deadline

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Creative Works: Vote for your favourite, winners to be featured in 16 April issue of The Drum

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By Gillian West | Social media manager

March 24, 2014 | 22 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 (16 April) in the Creative Works spread. Other popular entrants will also be considered for the print edition. Submit your vote before Monday 31 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.

Iris Worldwide: Adidas 'Fast or Fail'

Brand: AdidasTitle(s): Fast or FailAgency: Iris WorldwideAgency Website: http://www.iris-worldwide.com/Deputy Creative Director: Adam FishAdditional Credits: Managing Partner: Henry ScotlandPlanning Director: Michael BarrettAccount Director: Simon YoxallAccount Manager: Ben BuchananDesigner: Oskah ManchipDigital Participation: James BennettFilm and Game Production by MediaMonks (http://www.mediamonks.com)Film Director: Rogier SchalkenInteractive Director: Jouke VuurmansDirector of Photography: Joost van GelderHead of Post: Okke VoermanProject Director: Quinten BeekExecutive Producer: Seb SokolAdidas Director Global Brand Marketing: Thomas van SchaikPublished: March 2014Short rationale: To support the global launch of the new ‘adizero F50 Messi’ boot, adidas released an online experience that is as distinct as Messi’s signature boot. ‘Fast or Fail’ lets players speed through an abstract representation of Messi’s journey to the World Cup, allowing everyone to experience what it feels like to be in Messi’s shoes. Join the experience at http://www.adidas.com/fastorfail/.

4Creative: Made in Chelsea (Channel 4) 'Mini in Chelsea'

Brand: Made in Chelsea (Channel 4)Title(s): Mini in ChelseaAgency: 4CreativeAgency Website: http://www.4creative.co.uk Creative: Molly MannersCreative Director: Neil Gorringe Additional Credits: Director: Molly MannersProducer: Jason DelahuntyDOP: Nick Martin, Adrian MarciantePost Production: EnvyEditor: Kel McKeownPublished: March 2014Short Rationale (optional): To promote the return of E4’s BAFTA award winning smash hit Made In Chelsea 4Creative have directed and produced Mini in Chelsea.The 90 second trail mirrors the look and feel of an episode of the reality show with one distinct difference – the characters are played by children. Familiar characters including Spencer, Lucy, Victoria, Mark and Louise have swapped canapés for party rings and martinis for milkshakes at Spencer’s glamorous birthday party.The trail depicts the drama fans have come to expect from the Made in Chelsea socialites as “it’s my party and I’ll cry if I want to” plays in the background before the voiceover asks “will they ever learn to play nicely?”

Manic Design: Tart Blanc 'Tart Blanc Packaging'

Brand: Tart BlancTitle(s): Tart Blanc PackagingHeadline and copy text (in English): The Art of the TartAgency: Manic Design, SingaporeAgency website: http://www.wearemanic.com/Creative Director: Karen HuangDesigners: Lui Yiling, Lee SuyeonPublished: 2014 Short rationale (optional): Tart Blanc is an artisanal bakery in Singapore specialising in beautiful tarts featuring inventive flavour and texture combinations. The owners, a pair of sisters one of whom is the baker, tell us that they dream of multi-layered tarts exploding with flavours and textures. To underline the “tartistry” of the baked goods, we came up with the name “tart blanc” which is inspired by “carte blanche”, which means blank paper and expresses the idea that anything is possible. For the packaging and namecards, we chose an unusual and raw grey substrate as an alternative to the ubiquitous craft to hint at the human-made, small batch nature of the bakery. It took us a very long time to convince the box maker to make the boxes in this material but we think that the results are worth every minute trying to get it right.

Geometry Global: Emirates 'Hello Tomorrow'

Brand: EmiratesTitle(s): Hello TomorrowAgency: Geometry GlobalAgency Website: http://www.geometry.com/Chief Creative Officer: Daniel HennessyCreative Partner: Murray JohnsSenior Art Director: Sarah BurrellArt Director: Greg FoySenior Copywriter: Zang GreinerCopywriter: Heather KeywoodAdditional Creative Leadership: NomadAdditional Credits: Chief Strategy Officer: Omaid HiwaiziJunior Planner: Adele AitchisonBusiness Director: Maja SeggermanAccount Director: Sabina GradonDigital Account Director: Michael BreenAccount Executive: Gina RembiszewskiProject Manager: Casey AllenDigital Project Manager: Sam McGeorgePublished: March 2014Short Rationale (optional): Geometry Global has launched a UK Awareness Campaign for long haul award-winning international airline Emirates. Core to the multi-channel campaign, building on its “Hello Tomorrow” positioning, is the promotion of Emirates’ differentiated onboard experience, across First, Business and Economy Classes.The work will run across out of home with some stand out sites, print, digital and will target Emirates’ core future thinking 'Globalista' audience.

Ryan Fox Thomas: Silver Snail Comics 'Limited-edition-cup-masks from Black Canary Espresso bars'

Brand: Silver Snail ComicsTitle(s): Limited-edition-cup-masks from Black Canary Espresso barsAgency: Ryan Fox ThomasAgency Website: http://www.ryanfox.ca/Art Director: Ryan Fox, Sarah JacksonAdditional Credits: Writer: Kristin Atkinson, Sarah WellsPublished: March 2014Short Rationale (optional): To celebrate this year’s Free Comic Book Day Silver Snail Comics is giving away limited-edition-cup-masks from its Black Canary Espresso Bar coffees. The coffee sleeves where custom made to fit cups and die-cut to bring the masks to life designed by Ryan Fox Thomas.

Mother: Stella Artois 'The Perfect Serve'

Brand: Stella ArtoisTitle(s): The Perfect ServeAgency: MotherAgency Website: http://www.motherlondon.com/Additional Credits: Film Production: 2AM FilmsDirector: Wim WendersProducer: Alice MorrisExecutive Producer: Nick CrabbPhotography: Benoit DebieProduction Design: Laura Sabat1st AD: Alan FinlayEditor: Toni Froschhammer @ SchnittbarPost Production: Anandi Peiris @ MPCGrade: Jean-Clement Soret @ MPCMusic Production: EardrumComposer: Michi BeslerPublished: March 2014

This Way Up: Lick Frozen Yogurt rebrand

Brand: Lick Frozen YogurtAgency: This Way Up, London, UKAgency website: http://www.thiswayupdesign.comCreative Director: David PearmanArt Director: Hayley BishopIllustrator: Hayley BishopPublished: 2013Short rationale (optional): The award winning Lick frozen yogurt, endorsed by stars and celebrity chefs, is being launched nationally in a new packaging design that is set to fire up the frozen desserts market.Lick is the UK’s first frozen yogurt to open a branded store, and has seen strong growth over the past few years based on a clear vision and outstanding product quality. The brand was perfectly positioned for further growth with interest from major multiples in 2013 when This Way Up approached the company and offered to work with the founders to build on the existing brand idea, and amplify the fun-loving and inclusive attitude of the founders.Lick Frozen Yogurt was born in 2000 from the basket of a trike on the streets of Tenby. The two founders were school friends who discovered that they had a knack of making delicious frozen yogurt and quickly found that friends loved it too.The founders, Ky and Owain, managed to buy a second trike in 2001 and from there, saved enough to buy a converted Range Rover, eventually taking over a whole beach in Wales and building a base of loyal Lick devotees.In 2008 they moved to Brighton and set up a store in the Brighton Lanes, continuing to make fantastic frozen yogurt and combine that with great live music in the store from artists like Charlotte Church and Frightened Rabbit.In 2013 Lick recognised that to grow the brand and offer their product to more consumers, they would have to close their beloved store and focus on retail. Our shop closing party saw thousands of people queue down the North Laine to get their final Licks.The design builds on the idea of that indescribable moment of pleasure in licking frozen yogurt. The design team amplified the tongue and mouth from the original packaging and created a colour palette more evocative of the flavour and texture of the frozen yogurt itself.The back of pack brings to life the story of the two school friends and their engagingstory from humble beginnings, and maintains a simple honesty which remains at theheart of the brand.The brand now has a visual signature that stands out on shelf, communicates flavour, and also retains that passion, inclusiveness and accessibility that grounds the company, as well as being highly transferable across marketing channels.The brand redesign is anticipated to drive trial in the new national listings in Sainsbury’s and Ocado, and it’s inclusion as the youngest ever member of CoolBrands is a reflection of the values and creativity of the Lick team.

St Luke’s: Strongbow - 'Strongbow EARN IT Rio Football Challenge'

Brand: StrongbowTitle(s): Strongbow EARN IT Rio Football ChallengeAgency: St Luke’s, London, EnglandAgency website: http://stlukes.co.uk Creative Director: Al Young, Julian VizardAdditional credits: Planner: Dan HulseAccount Director: Lara PooleAgency Producer: Lucie GeorgesonMedia agency: Starcom Media VestDigital agency: We Are SocialExperiential agency: RPMPR agency: CowProduction Company: ContentedDirector: Keith RogersonPublished: March 2014Short rationale (optional): Strongbow are launching the next installment in the series of ‘EARN IT.’ challenges. This time Strongbow has upped the ante, challenging regular guys to take on one of Brazil’s best female teams in a 5-a-side battle in Rio. Building on the brand positioning that Strongbow rewards men who ‘step up’ and get the job done, this branded content campaign asks regular guys to gather their mates for a trip to Rio and prove they are up for the challenge to take on the women’s team this summer.

BPG Agency: PETA 'Beyond Words'

Brand: PETATitle(s): Beyond WordsAgency: BPG Agency, Los Angeles, USAAgency Website: http://www.bpgadvertising.com/Chief Creative Officer: Steph SebbagGroup Creative Director: Frank Dattalo Art Director: Frank Dattalo, Ryan HunnewllCopywriter: Kevin SamuelsAdditional Credits: Editorial: Cut + RunCD: David ParkerFlame Assist: Jorge TanakaSenior Producer: Liz Lydecker Music Company: Finger Music & Sound Design Composer: Brian EnglishmanProducer: Ewa MillerPublished: March 2014

ico Design Partners: Mark Milton branding

Brand: Mark MiltonTitle(s): BrandingHeadline and copy text (in English): A rebrand to refocus a respected jewellery business Agency: ico Design Partners, London, UKAgency website: http://icodesign.comCreative direction, design and copywriting: ico DesignPhotographer: Still life: Ania wawrzkowiczFashion shots: Nick ThompsonPublished: March 2014Short rationale (optional): The theme of careful curation is one that runs throughout the brand. The visual identity conveys an understated elegance – demonstrated on items such as gift packaging, publications and window displays. A pattern was developed that references gold filings, and a deep red was chosen as a sophisticated accent colour. To further emphasise Mark’s role as both curator and creator an ‘MM’ monogram provides a personal endorsement on each piece of jewellery. Brand photography shows the products as worn by models, and a series of carefully art-directed still-lifes celebrate the jewellery as beautiful curated objects. Combining these with an editorial blog puts industry expertise at the heart of the brand.

Publicis: Phileas Fogg 'They’re not crisps. They’re Phileas Fogg.'

Brand: Phileas Fogg Title(s): They’re not crisps. They’re Phileas Fogg. Agency: Publicis, London, UKAgency Website: http://publicis.co.uk/ Art Director: Joelyn FinchCopywriter: Steve MossPhotographer: Alan Powdrill Additional Credits: Photographer’s Agent: Vue RepresentsStyling: Lisa Dredge/Serious BoyPublished: 2013

TBWA\London: Lidl 'Easter'

Brand: LidlTitle(s): EasterAgency: TBWA\LondonAgency Website: http://www.tbwa.comChief Creative Officer: Peter SouterCreative Director: Paul WeinbergerArt Director/Copywriter: Dean WebbAdditional Credits: Producer: Kate MahoneyBrand Leader: Emma MasseyAccount Director: Olivia LogueAccount Executive: Celia DehnertPlanning Director: John LoweryPlanner: Jenna HoyleDirector of Business Affairs: Cath PowProduction Company: WeilandsDirector: Jon GreenhalghProducer: Ivana BohuslavovaEditorial: Cut & RunPost EFX: Raised By Wolves – Jon HollisPublished: March 2014Short Rationale (optional): The humorous TV Campaign depicts a variety of people being confronted with surprising news, yet hardly registering it as they are taken aback by the amazing breadth of products available from their local Lidl store. The campaign is designed to show that discerning shoppers can easily satisfy all their Easter requirements with one trip to Lidl.

Robot Food: Duchess & Rover proposition, naming, branding, packaging

Brand: Duchess & RoverTitle(s): Proposition, Naming, Branding, Packaging Agency: Robot Food, Leeds, UKAgency website: http://www.robot-food.comCreative Director: Simon ForsterArt Director: Martin WiddowfieldCopywriter: Simon ForsterIllustrator: Martin WiddowfieldPhotographer: Mike Johns Published: March 2014Short rationale (optional): Raw meat for dogs is a growing trend. It’s the most natural way for dogs to get the fresh goodness they need and in answer to the rising demand; a whole new category has emerged. But however tasty it is for pets, there’s no denying how unpleasant raw meat can be for owners. Robot Food, the UK-based branding, packaging and new product development specialist, recognised the opportunity to offer dog owners a more appealing alternative. Instead of trays of frankly yucky product that’s off-putting to handle, Robot Food came up with ‘Duchess and Rover, gourmet sausages for dogs’. Working closely with a Yorkshire meat producer, the creative team developed the proposition, name, branding and packaging. Creative Director of Robot Food, Simon Forster, said, “As a team of animal lovers, we’ve been watching raw meat products grow in popularity. With our previous experience in both pet food innovation and sausages, our idea felt inevitable. “We used high-end foodie cues to attract the more discerning dog owner, and created flavour variants known to be good for canine health. For launch, these include pork and honey, mutton and mint and venison and blueberry.”From the ‘royal’ crest and tone of voice to the bright colourways and luxurious flavours, the range appeals to dog owners who want their pets to enjoy a more natural diet – that’s also clean, convenient and more pleasant to serve up, either raw straight from the fridge or cooked and cooled.

The Market Creative: Simoniz packaging 'Heritage'

Brand: SimonizTitle: Packaging 'Heritage'Agency: The Market Creative, Manchester UKAgency website: http://www.themarketcreative.com/Creative Director: Dorina D'AmbrosioDesigner: Chris HeyesCopywriter: Carol O'sheaPublished: March 2014Short rationale: Established in 1910, Simoniz became famous for its strapline ‘Motorists Wise Use Simoniz’. We've taken the brand heritage and unique, distinctive look of its original wax packaging - a round gold tin - and applied it across the product range.The original strapline has been updated to ‘Motor Wise Use Simoniz’ and the brand promise of ‘lasting protection brilliant shine’ has been incorporated into the design to reflect the superior product formulations.As well as streamlining the information on pack, the product range has been united with the same premium look and feel. Packaging is predominantly black with a medallion-like gold emblem containing the Simoniz logo, based on the original wax tin.

Frontera Group: Frontera Group 'Writer Wanted'

Brand: Frontera Group LondonTitle(s): Writer WantedAgency: Frontera Group London, UKAgency Website: http://fronteralondon.com/ Executive Creative Director: Frank WaltersCreative Director: Andy James, Francesc CovesArt Director: Paul Cleary, Francesc CovesCopywriter: Andy JamesIllustrator: Martin EcheverriaAdditional Credits: Strategy: Alex MullerPublished: March 2014

The Brooklyn Brothers: TK Maxx 'Me. By me.'

Brand: TK MaxxTitle(s): Me. By me. Agency: The Brooklyn Brothers Agency Website: www.thebrooklynbrothers.comAdditional Credits: Media Agency: MindsharePR & Social Agency: Fleishman HillardProduction Company: PartizanDirector: AB/CD/CDPublished: March 2014Short Rationale (optional): Me.By Me.’ comprises of a collection of films, a digital hub and a strong influencer and social strategy which have been produced with the help of a group of TK Maxx shoppers, cast in store across Europe. The campaign centres around the insight that people are at their most beautiful when they are being their true selves. TK Maxx found real people with no modelling experience, holding casting sessions in TK Maxx stores across Germany, Poland, Ireland and the UK. Each step of the cast members’ experience was captured, from initial casting, more in-depth interviews through to arrival and participation in the film shoot in Cape Town. The experience was created to capture real footage, with no scripts or storyboards to follow, with free reign on wardrobes and styles, and TK Maxx simply acting as the fashion (and fun) facilitators.The main launch film is the springboard to a digital campaign that attempts to encourage people to join in themselves and be part of the project. The film concludes with titles: 1000s of designers and brands. 1000s of unique looks for less. 1000s of ways to be more me. What’s your #MEBYME?

Wunderman: Federação Paulista de Futebol 'Linesmen for Peace'

Brand: Federação Paulista de FutebolTitle(s): Linesmen for PeaceAgency: WundermanAgency Website: http://www.wunderman.com Creative Director: Paulo Sanna, Adriano Abdalla, Fábio Matiazzi, Fernando Tomeu, Rafael Palermo e João Paulo MartinsArt Director: André AraújoCopywriter: Samuel NormandoPhotographer: Paulo VillarAdditional Credits: Print Agency Producer: Sandro FigueiredoProject Manager: Sergio PorroAgency Producers: Cleo Andrade e Flávia RochaProducer: La Casa de La MadrePublished: February 2014Short Rationale (optional): Soccer fans’ passion for the sport can sometimes spill out into violence. That’s why the São Paulo Soccer Federation (FPF) turned to Wunderman to promote peace through a campaign called Linesmen for Peace that calls for calm among fans during the São Paulo State Championship. The FPF had linesmen replace their traditional yellow and red flags, with white flags. The message is simple: There is no offside for peace.“Whenever the linesmen get involved in the game, either because someone is offside, a throw in, or a corner kick, etc., in any of the 158 games of the championship, the fans will remember that for peace there is no offside,” says Marco Polo Del Nero, FPF president.Off the pitch, the initiative includes the site www.bandeirinhadapaz.com.br and a web film, as well as posts on FPF social networks to stimulate the fans' engagement in the cause by posting messages on the signs and banners at the games.

Munchery (in-house): Munchery branding overhaul

Brand: MuncheryTitle(s): Branding overhaulAgency: Munchery (in-house)Agency: Website: https://munchery.com/Published: 2014Short Rationale (optional): Munchery is a San Francisco based service that provides premium prepared dinners from top local chefs, delivered to your door. They have redesigned their packaging with a focus on sustainability and functionality. Munchery has recently rebranded and rebuilt everything from the ground up across all creative platforms including desktop, iPhone, iPad, and packaging.

Cogent Elliott: redspottedhanky.com 'Be a Happy Bunny'

Brand: redspottedhanky.com Title(s): Be a Happy BunnyAgency: Cogent ElliottAgency Website: http://www.cogent.co.ukCreative Director: Richard PayneArt Director: Sam ArmisteadCopywriter: Craig WoodAdditional Credits: Production: Cogent ElliottVoice Over: David MitchellPublished: March 2014Short Rationale (optional): The ‘Be a Happy Bunny’ campaign highlights the real benefits and savings to the consumer of using the travel retailer to book trains, and offers a direct comparison with leading competitor, the trainline.com.The advertisement, created by Cogent creative team Craig Wood and Sam Armistead, features much loved British comedic actor and writer David Mitchell as the voice over, and the animation centres on redspottedhanky.com’s bunny mascot, who communicates the brand’s consumer savings. Incorporating the personality and humour of the brand, the light hearted creative campaign comprises of one 30 second ad and two 10 second ads.

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