The Drum Awards for Marketing - Extended Deadline

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Creative Works: Featuring Aesop, M&C Saatchi, Y&R UK and Mother NY

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By Rebecca Stewart, Trends Editor

June 16, 2014 | 19 min read

This week The Drum, in association with Undertone, is publishing 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 (9 July) in the Creative Works spread. Other popular entrants will also be considered for the print edition. Submit your vote before Monday 23 June 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.

Wieden+Kennedy SP:Nike 'Chegue lá'

Brand: NikeTitle(s): Chegue láAgency: Wieden+Kennedy SPAgency Website: http://www.wk.com/work/from/saopauloExecutive Creative Director: Icaro Doria, Guillermo VegaCreative Director: Blake Kidder, Patrick AlmaguerArt Director: Pedro Izique, Mihail AleksandrovCopywriter: Kako Mendez, David Blesser, Caio Muratore, Gabriel FrançaAdditional Credits: Production: Gabriel Dagostini, Mauricio GranadoPlanning: Rodrigo Maroni, Anne Heuer, Vitor AmosAccount: Ryan Fisher, Virginia MendesMedia: Renata Valio, Germano Spínola, Guilherme Calvante, Alexandre Muramoto, Natalia MarosticaClient Approval: Colin Leary, Barbara CasaraProducer Company: Stink SPDirector: Ian RuschelPhotography Director: Juliano LopesProducer: Murillo BaskervilleEditor: Danilo AbrahamExecutive Producer: Fernanda CuriAudio Facility: SupersonicaSoundtrack Composing: Dudu AramSoundtrack Production: Dudu AramAccount – Audio Production House: Cristiane MarquesiPost House: Clan VFXPublished: June 2014Short Rationale (optional): As the eyes of the world turn to Brazil and the national team’s opening moment on the world’s biggest stage, Nike has created an inspirational film featuring the powerful words of Brazil icon Ayrton Senna da Silva. In the film "Get There," the voice of one of the greatest ever Formula 1 drivers inspires Brazilians to strive for their goals. (English subtitles available on YouTube).

Aesop: Tic Tac 'Tic Tac Apple Burst'

Brand: Tic TacTitle(s): Tic Tac Apple BurstAgency: AesopAgency Website: http://www.aesopagency.com/Creative Director: Simon Hipwell, Matt PamArt Director: Matt PamCopywriter: Simon HipwellAdditional Credits: Designer: Gabriel SotoAgency Producer: Jonathan DavisPlanner: Henry KozakMedia Agency: RocketProduction Company: Stopp RobinsonProducer: Jon StoppDirector of Photography: Gary ShawDirector: Kit Lynch-RobinsonPublished: June 2014Short Rationale (optional): Aesop has created six films of six different objects being obliterated by the nations favourite fruit to mark the launch of tic tac’s new flavour variant - Apple Burst.The brainchild of Aesop creative director’s Matt Pam and Simon Hipwell the films were brought to life by Top Gear director Kit Lynch-Robinson and the celebrated director of photography Gary Shaw (features include the blockbuster Moon).The first of the six films – Drum Kit - will launch on You Tube with a link to the tic tac Facebook page where consumers will get to vote on the object they want to see burst next. A new apple bursting film will be released each week throughout June and July.

M&C Saatchi: Tour de France 'Attention! Le Tour de France'

Brand: Tour de FranceTitle(s): Attention! Le Tour de FranceAgency: M&C SaatchiAgency Website: http://www.mcsaatchi.com/Art Director: Grant ParkerCopywriter: Mark GoodwinIllustrator: Adrian JohnsonAdditional Credits: Planner/CSU Director: Stuart HarrisonMedia Agency: MECPublished: June 2014Short Rationale (optional): Raising awareness of the Tour de France’s visit to London, the initiative will build on the Capital’s excitement at hosting the world’s greatest cycle race, while alerting customers to the fact that journeys may be affected. Encouraging Londoners to plan travel in advance and look at alternate routes, the campaign includes the call to action ‘Know your travel options. Visit tfl.gov.uk/tourdefrance

Saint Bernadine Mission Communications Inc: Paul’s Motor Inn and Restaurant 'Outdoor Campaign'

Brand: Paul’s Motor Inn and RestaurantTitle(s): Outdoor campaignAgency: Saint Bernadine Mission Communications Inc.Agency Website: http://www.stbernadine.comCreative Director: Andrew Samuel, David WalkerArt Director: Rory O’SullivanIllustrator: Rory O’SullivanCopywriter: Rory O’SullivanAdditional Credits: Production Artist: Basia WabikPublished: 2014

Africa: Budweiser 'The Greatest Show on Earth

Brand: Budweiser Title(s): The Greatest Show on EarthAgency: AfricaAgency Website: http://africa.com.br/Executive Creative Director: Sergio GordilhoCreative Director: Rafael Pitanguy, Humberto Fernandez, Rodrigo Saavedra, Vico BenevidesCreative Team: Sergio Gordilho, Marcos Almirante, Estefanio Holtz, Sleyman Khodor, Lucas Reis, Daniel Del ToroAdditional Credits: Agency Producers: Rodrigo Ferrari, Patricia GaglioniClient Services: Carolina Boccia, Veridiana Amato Efeiche, Ricardo AlmeidaMedia: Rodrigo Famelli, Rodrigo Rodrigues, Caroline TanzilloPlanning: Ana Paula Cortat, Daniel Prestes, Augusto SaviettoProduction Company: LandiaDirector: Rodrigo Saavedra Executive Producers: Carolina Dantas, Sebastian HallDOP: Pierre KerchovePost production: CLAN VFXEditing: Rami d'Aguiar, Carla Maimone, Jose Ernesto da Silva Neto Sound Design: AntfoodSound Production: Pedro Botsaris, Lou Schmidt, Wilson BrownApproved by: Pedro Earp, Sergio Esteves, Ricardo Marques, Andre Caiaffa, Leonardo LongoPublished: June 2014Short Rationale (optional): Budweiser, one of the world's most valued beer brands, and official sponsor of the 2014 FIFA World Cup in Brazil, transforms the highly anticipated tournament into what it actually is; the ‘Greatest Show on Earth’. The campaign, created by international creative agency Africa, brings together two of the brand's main platforms: sports and music. Top soccer players transform into the rock stars of the World Cup, coming together with actual rock stars and fans worldwide to reverence the great performers of the event. The film features famous soccer players Hulk (Brazil), Samuel Eto'o (Cameroon), Gary Cahill (England) and Maya Yoshida (Japan), in addition to special appearances from UFC’s star Anderson Silva and Axl Rose.

Saatchi & Saatchi London: Toyota Motor Europe 'Who’s Driving'

Brand: Toyota Motor EuropeTitle(s): Who’s DrivingAgency: Saatchi & Saatchi LondonAgency Website: http://saatchi.co.uk/en-gb/Executive Creative Director: Paul Silburn, Kate StannersCreative Team: Brittany Poole, Todd GrinhamAdditional Credits: Planner: Paulo CarvajalAccount Handler: Theresa Risdon, Mauro MessinaProducer: Rebecca Williams, Michael HanneyMedia Agency: ZenithOptimedia InternationalProduction Company: SmugglerDirector: Jamie RafnEditor: Marshall StreetProducer: Ray LeakyPost Production Company: ProdigiousAudio Post Production Company: Grand Central Published: June 2014Short Rationale (optional): Toyota has launched a co-created multi-channel campaign ‘Go Fun Yourself’ for the new generation Aygo.Teaming up with online pranksters, comedians, improv actors and YouTube stars to co-create a platform of fun, the campaign intends to emphasise Aygo’s image as the playful, dynamic car of choice suited to those that don’t take themselves seriously.For the launch spot, Saatchi and Saatchi London collaborated with an internet prankster best known for his YouTube Channel, “The Magic of Rahat,” to recreate his Invisible Driver prank across Europe.

Seymourpowell London: The Perfectionists’ Cafe 'Clockwork: A Tale of Physical Branding'

Brand: The Perfectionists’ CafeTitle(s): Clockwork: A Tale of Physical Branding Headline and copy text (in English): Making it Real: Clockwork – A Tale of Physical Branding Agency: Seymourpowell, London, United Kingdom Agency website: http://www.seymourpowell.comCreative Director: Richard SeymourAdditional credits:Associate Design Director: Chris HoughtonGraphic designer Alice Barker Client Director: Bob Scott Senior Technical Designer Gilbert BalaramWeb Designer: Tim Wong Mechanical Sculptor: Rob Higgs Photographer: James LyndsayPublished: June 2014Short rationale (optional): The Perfectionists’ Café, which opened in June 2014, is a focal part of the newly redeveloped Heathrow Terminal 2 – The Queen’s Terminal. Seymourpowell was responsible for a full implementation of the brand across brand identity, signage, restaurant stationary and retail items. At the heart of the brand is the new brand mark – The Clockwork Knife. And at the heart of the restaurant is a physical expression of this – a kinetic sculpture that brings the mark to life in a unique and magical way.

Selfridges London: Selfridges 'Beauty Project Films'

Brand: Selfridges Title(s): Beauty Project FilmsBeauty I See you EverywhereA Return To Natural HairIn Every Person a UniverseA Change is a Beautiful ThingAgency: Selfridges, London, UKProduction Company: My AccompliceProduction Company website: www.myaccomplice.co.uk Creative Director: Linda HewsonDirector: Kathryn FergusonAdditional credits: Tara Dougans collaborated as illustrator on In Every Person a Universe. Published: June 2014Short rationale (optional): Selfridges commissioned My Accomplice director Kathryn Ferguson as their "Filmmaker in Residence". Her brief was to write and create a short film series highlighting the broad spectrum of modern beauty as part of Selfridges "The Beauty Project”. The six week initiative includes four centrepiece exclusive films, each exploring a different aspect of modern beauty, which will be shown in-store and online to highlight the campaign. These are bold, non product focused stylized documentary films that are intended to spark discussion as much as providing a legacy piece for the campaign.A preview screening of the four films was aired in The Salon in Selfridges, on 2 June and all four are being shown throughout the Selfridges stores and online.Selfridges has created the campaign to explore the boundaries of beauty with pioneering talks, interactive debates and immersive beauty experiences to accompany the films.

Y&R, UK: Mac 'Mineralize'

Brand: MacTitle(s): MineralizeAgency: Y&R, UKAgency Website: http://www.yr.com/Executive Creative Director: Neel MajumderPhotographer: Miles AldridgeAdditional Credits: Actor: Irina KulikovaPublished: 2014

Collective London:Rileys Sports Bars & Collective London 'The Gentlemen’s Agreement'

Brand: Rileys Sports Bars & Collective LondonTitle(s): The Gentlemen’s AgreementHeadline and copy text (in English): Collective & Rileys Sports Bar launch ‘The Gentlemen’s Agreement’ to record World Cup wagers… and restore honour between friends Agency: Collective London, London, UKAgency website: http://www.collectivelondon.comCreative Director: Stephen BarnesArt Director: Tom ParkesCopywriter: Jen BullStrategist: Andy CookDeveloper: Alvise DandoloProject Manager: Tom GoodayPublished: June 2014Short rationale (optional): Launched in time for the World Cup, ‘The Gentleman’s Agreement’ is a digital tool to help remember those spur-of-the-moment bets that get made in the pub…and restore honour between friends.Collective developed the mobile-first site (http://www.thegentlemensagreement.co.uk) off their own backs and then approached Rileys Sports Bar to help promote the project through NFC-enabled beer mats. A nice example of industry initiative and innovation.

Above+Beyond: Betway 'Betway Stories'

Brand: BetwayTitle(s): Betway StoriesAgency: Above+BeyondAgency Website: http://www.weareabove.co.uk/Created By: David Billing, Michela Pannese, Harry KingstonAdditional Credits: Media Agency: Starcom MediaVestProduction Company: OutsiderDirector: Owen Harris Published: June 2014Short Rationale (optional): The campaigns will reveal Betway’s refreshed visual identity and brand vision, and will also launch a new sub-brand – Betway Vegas – to complement its current Sports and Casino offerings. The three new 30-second commercials will be accompanied by a national press campaign for the World Cup.

BBH London: Waterman 'Blue Obsession'

Brand: WatermanTitle(s): Blue ObsessionAgency: BBH LondonAgency Website: http://www.bartleboglehegarty.com Creative Director: Nick Kidney, Kevin StarkCreative Team: Alex Ball, Rob Ellis, Stephanie Flynn, Olivia ShortlandAdditional Credits: Team Manager: Piers RaffoTeam Director: Tom WoodheadPR Associate Director: Katie AndrewsStrategic Business Lead: Neil SmallProduction Director: Jeremy GleesonStrategist: Shadi-Sade SarreshtehdarzadehGroup Strategy Director: Nick KendallBBH Producer: Jeremy GleesonProduction Company: OutsiderDirector: RebelProducer: Mel NwangumaPost Production: Rebel @ OutsiderEditor/Editing House: Nic LowiczPrint Credits: BBH Producer: Jeremy GleesonPhotographer: Will MorganTypographer: Rob WilsonArtist: Dirk DzimirskyPublished: June 2014Short Rationale (optional): To launch the new collection of Waterman Blue Obsession pens, BBH London has created a Global campaign that aims to appeal to appeal to Waterman’s style conscious target audience. BBH commissioned one of the world’s best photorealistic artists, Dirk Dzimirsky, to create a captivating piece of art using the Blue Obsession range of pens. The artwork debuted at events in Paris and Tokyo, Waterman’s key markets, and people are now being given the chance to win the art, and the pens that made it, through a competition activated at point of sale.

Mother NY: Virgin Mobile USA 'Catsies'

Brand: Virgin Mobile USATitle(s): Catsies Agency: Mother NYAgency Website: http://www.mothernewyork.com/Creative: Mother NYAdditional Credits: Production Company: Tool of North AmericaDirector: J.J. AdlerDP: Damien DrakeExecutive Producers: Oliver Fuselier, Robert HelphandLine Producer: Ritu ParameshCostume & Wardrobe Design: Cherish CullisonProduction Designer: Chelsea OliverEditorial Company: Arcade NYEditor: Will HasellAnimation & Post-Production Company: Arcade NYExecutive Producer: Sila SoyerPost Producer: Cecilia MeltonVFX Supervisor/Head of CG: Tristian Wake Final Grade & Finishing: Co3Music Production: Sound LoungeTV Mix: Rob DiFondiPublished: June 2014Short Rationale (optional): As proponents for self-adoration and all things feline, we were inspired to create ‘Catsies’, the cat equivalent of selfies - made easier through the use of the Galaxy S5’s 16 megapixel camera, extended battery life and MILK Music service, an ad-free radio station ready to provide an appropriate soundtrack for all self-taken photo shoots.For the campaign shoot, directed by J.J. Adler of Tool, the Mother team culled the most popular and topical settings used for selfies and recreated miniature sets ranging from beach, bathroom mirror, gym and bedroom - all perfectly sized for the featured felines. A mix of methods was used including everything from Rube Goldberg-type machines to furry toys, to get the cats to literally shoot their own ‘Catsies’.

Grey Spain: Adidas/Real Madrid 'Real Madrid Adidas Football Kit for 2014/15'

Brand: Adidas/Real MadridTitle(s): Real Madrid Adidas Football Kit for 2014/15Agency: Grey SpainAgency Website: http://www.grey.esCreative General Manager: Antonio MonteroDigital Executive Creative Director: Enric Nel.loCreative Director/Art: Fernando RiverosCreative Director/Copy: Matias Lopez NavajasArt Director: Nacho GomezArt Director: Marcos LozanoAdditional Credits: Production: Mayte Carabias, Mayte MartosAudiovisual Production: Carmen OrbePublished: June 2014Short Rationale (optional): Adidas and Real Madrid commissioned Grey Spain to create a mapping projection on the facade of iconic Real Madrid Stadium to present new REAL MADRID Adidas football kit for 2014-2015.The mapping is one of the biggest made in Spain, and it was also the first time that Adidas/Real Madrid presented the new t-shirts directly to the Real Madrid fans.

M&C Saatchi: BeatBullying 'BeatBullying’s Big March ‘You can’t see what’s on the inside’'

Brand: BeatBullyingTitle(s): BeatBullying’s Big March ‘You can’t see what’s on the inside’ Agency: M&C SaatchiAgency Website: http://www.mcsaatchi.com/Creative Director: Jason Lawes, Mark GoodwinArt Director: Dan HarrisCopywriter: Nathalie GordonAdditional Credits: Planner/CSU Director: Rosanagh KerProduction Company: Tactic FilmsDirector: Tom Murray (Unsigned)Audio Post Production: JunglePost Production: Gramercy Park StudiosPublished: June 2014Short Rationale (optional): BeatBullying and M&C Saatchi unveil a short film highlighting the unseen emotional injuries caused by cyberbullying, and calling on young people to join ‘The Big March’ against bullying. The 2 minute film aims to raise awareness of the online protest, The Big March – a virtual demonstration against bullying which took place online on 11 June.

Ogilvy & Mather Singapore & London: Comfort 'The day I visited my son'

Brand: ComfortTitle(s): The day I visited my sonAgency: Ogilvy & Mather Singapore & LondonAgency Website: http://www.ogilvy.com/Chief Creative Officer, Asia Pacific: Eugene CheongExecutive Creative Director: Nicolas CourantArt Director: John-John SkoogCopywriter: Fabio MonteroAdditional Credits: Unilever Global Brand V.P.: Yves GeisenbergerUnilever Global Brand Director: Shuchi SuriAccount Management: Rahul Gupta, Mel White, Loren LourensPlanning Directors: Jodi Shelley, Owen DowlingAgency Producer: Justine HazlettProduction House: Collider AustraliaDirector: Damon CameronProducers: Rachel Ford Davies, Catherine WarnerPublished: June 2014Short Rationale (optional): Commissioned by Unilever, the documentary by Ogilvy & Mather Singapore sets out to relieve some of the pressure and tensions that face modern mums today, and to let them know that Comfort believes there are no good or bad mothers, as long as there is love.

BBH London: Robinsons Drinks 'Wimbledon 2014'

Brand: Robinsons DrinksTitle(s): Wimbledon 2014Agency: BBH LondonAgency Website: http://www.bartleboglehegarty.com/Creative Director: Hamish Pinnell, Chris Clarke, Matt MorelandCreative Team: Marc Rayson, Callum Prior Photographer: Nick MeekAdditional Credits: BBH Team Manager: Louise LongBBH Team Director: Alex MongerBBH Strategy Director: Lilli EnglishBBH Producer: Katerina GharraphTypographer: James TownsendPublished: June 2014Short Rationale (optional): BBH London has created a campaign to celebrate Robinsons’ sponsorship of Wimbledon 2014. The work kicks off with a national press campaign, shot by the photographer Nick Meek, which celebrates Robinsons’ pride in ‘Quenching the thirst of Wimbledon since 1935’. The brand is also re-running the ‘Imagine’ TV advert, also created by BBH, which first aired in 2009 and was adapted last summer following Andy Murray’s impressive victory.

Collective London: Penguin Random House ' My Independent Bookshop'

Brand: Penguin Random HouseTitle(s): My Independent BookshopHeadline and copy text (in English): My Independent Bookshop is a social platform from Penguin Random House (devised & developed by Collective London) that helps put the human touch back into book recommendation. Agency: Collective London (London, UK)Agency website: http://www.collectivelondon.com Creative Director: Adam CleaverArt Director: Daniel HallCopywriter: Adam LoweAdditional credits: Senior Project Manager: Tom GoodayClient Director: Richard HedgesTechnical Lead: Greg Sines Developer: Alvise Dandolo Published: May 2014Short rationale (optional): My Independent Bookshop is a social platform from Penguin Random House (devised & developed by Collective London) that helps put the human touch back into book recommendation, rather than relying on a ‘if you like, you’ll like this’ algorithm. It does this by asking users to set-up their own virtual bookshops, based on their 12 favourite titles, so that these then get shared across the platform as book recommendations. Readers can also buy the books via the site, which plugs into independent bookshop network Hive, linking with 350 real world bookshops. For every purchase of a physical book, a small part of the price will go back to a real world bookshop, as nominated by the person who created the virtual bookshop. It’s proving to be incredibly popular with everyone from Irvine Welsh to Martha Lane-Fox.

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