Creative Showcase: Featuring 18 Feet & Rising, The Red Brick Road, Comité Studio and more
Welcome to The Drum Creative Showcase.
As always this section is dedicated to showing the best creative work and gives you, the reader, the chance to decide what we show within The Drum magazine.
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 (20 August) in the Creative Showcase spread.
Other popular entrants will also be considered for the print edition. Submit your vote before Monday 4 August 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 Showcase on Twitter @TheDrumCreative.
18 Feet & Rising: National Trust '50 things to do'
Brand: National Trust
Title(s): 50 things to do
Agency: 18 Feet & Rising
Agency Website: www.18feet.com
Creatives: Alex Delaney, Anna Carpen
Additional credits: Agency Producer: Russell Taylor
Strategic Business Lead: Kat Grenville-Jones
Account Manager: Danielle Stephenson
Production Company: Nice Shirt Films
Producer: Richard Martin
Director: Liz Murphy
DOP: Justin Brown
Post: Raised by Wolves
Colourist: Vic Parker @ Raised by Wolves
Sound: Sam Robson @ 750MPH
Media: Mindshare
Published: July 2014
Short rationale (optional): The National Trust has brought its '50 things to do before you're 11¾' to TV as part of the new integrated campaign.
The campaign encourages kids to get outside and develop a deeper connection to the natural world – a purpose at the heart of the National Trust and what they do.
The ads portray a life lived better outdoors; the boredom of staying inside over the summer but the fun, excitement and exuberance of kids when they play and explore outside.
The activities depicted are all taken from the 50 things to do before you’re 11 3/4 initiative.
They were shot at National Trust locations of Birling Gap & Box Hill.
BBH London: KFC 'Rodeo'
Brand: KFC
Title(s): Rodeo
Agency: BBH London
Agency Website: http://www.bartleboglehegarty.com/
Creative Director: Hamish Pinnell
Creative Team: Shelley Smoler, Raphael Basckin
Additional Credits: Strategic Business Lead: Sian Cook
Team Manager: Helen Campbell Borton
Team Director: Leo Sloley
Strategy Director: Ross Berthinussen
Strategist: John Jones
Film Credits
Producer: Natalie Parish
Assistant Producer: Adam Reid
Production Company: Academy
Director: Jeff Labbe
Executive Producer: Lizie Gower
Producer: Amy Appleton
DoP: Nicolas Balduc
Post Production: The Mill
Editor/Editing House: Joe Guest @ Final cut
Sound: Dan Beckwith @ Factory
Print Credits
Producer: Sarah Cox
Photographer: Tara Fisher
Typographer: Design
Published: July 2014
Short Rationale (optional): The campaign invites people to taste the adventurous spirit of the states that inspired the three new flavours - Texas BBQ, Sweet Missouri Mustard, and Fiery Kansas Chilli.
The film, created by BBH London, is based on the insight that KFC has the power to replenish, both physically and emotionally, ‘Rodeo’ tells the story of a real-life modern cowboy and his son.
Times may have changed, but the action-packed nature of their lifestyle hasn’t. The film ends with the line ‘Reward your taste of adventure with KFC’s Great American Bites.’
Media Arts Lab: Apple 'Stickers'
Brand: Apple
Title(s): Stickers
Agency: Media Arts Lab
Agency Website: http://www.mediaartslab.com
Additional Credits: Psyop
Published: July 2014
Dare: Post Office 'We're changing'
Brand: Post Office
Title(s): We’re Changing
Agency: Dare, London
Agency Website: http://www.thisisdare.com/home
Creative Director: Sean Thompson
Creative: Nathan White, Ben Daly
Additional Credits: Radio Producer: Lou Ellis
Media Agency: Mindshare
Media Planner: Chris Cardew
Published: July 2014
Short Rationale (optional): Post Office has unveiled a fully-integrated marketing campaign to tell the nation how it’s changing to work around the lives of its customers. The campaign launched on Sunday 20 July, dominating the day’s print, outdoor, online, mobile, and radio media.
M&C Saatchi & Lida: Virgin Holidays 'Unleash your Mojo – The Caribbean has got it covered'
Brand: Virgin Holidays
Title(s): Unleash your Mojo – The Caribbean has got it covered
Agency: M&C Saatchi, Lida
Agency Website: http://mcsaatchi.com, http://www.lida.com
Creative Director: Elspeth Lynn, Nicky Bullard
Art Director: Sara Pouri, Luke Boggins
Copywriter: Joanna Legg, Dan McCormack
Additional Credits: Planner/Social Media Strategy: Joe Beveridge, Adam Reader
Designer: Pam Mastro
Published: July 2014
Short Rationale (optional): M&C Saatchi and LIDA have created a series of online videos for Virgin Holidays as part of a social media campaign to launch its summer campaign entitled: “The Caribbean has got it covered.” The work aims to demonstrate the breadth of the Caribbean’s appeal by showcasing the variety of experiences on offer.
DigitasLBi: Somersby 'Refreshingly Real Reviews'
Brand: Somersby
Title(s): Refreshingly Real Reviews
Agency: DigitasLBi
Agency Website: http://www.digitaslbi.com/uk/
Creative Director: Abi Ellis, Group Creative Director
Art Director: Richard Morgan
Copywriter: Christopher McKee
Planner (Creative Agency): Gabriella Petter
Client Service: Vanessa Tout, Senior Account Director
Head of Branded Content: Mike Clear
Social data lead: Alex Georgiou
Creative Producer: Tobias Moellenbach
Community Manager: Kris Robb
Production Company: East City Films
Director: Lissa Blomley
Media agency: OMD
Published: July 2014
Short Rationale (optional): Somersby, the Carlsberg UK-owned cider brand, is launching a new series of films as part of a content and social initiative to raise brand awareness and create engagement online. The initiative was created in partnership with global marketing and technology agency DigitasLBi.
The …What? Refreshingly Real Reviews series features British comedian and 8 out of 10 Cats contributor Jake Yapp reviewing the topics and trends of the moment. In a series of films, Yapp offers a down-to-earth point of view that pokes fun at the (sometimes ridiculous) way we live our lives, with the first film in this burst is on the theme of CGI.
Other films will cover themes including beige food, modern music, box set bingeing and annoying app auto-updates.
The initiative aims to raise brand awareness and create an online buzz around the brand.
Comité Studio:Dosatres 'Brand Identity'
Brand: Dosatres
Title(s): Dosatres Brand Identity
Agency: Comité Studio, Barcelona, Spain
Agency website: http://www.comitestudio.com
Art Director: Francesc Morata, Ibon Apeztegia
Published: 2014
Short rationale (optional): Dosatres is a Spanish company that connects and manages a wide network of creative and strategic business centres that help brands to discover the best way to grow and communicate.
Created by design Comité and based around the name "two to three" informed by the company's ability to broaden communicative opportunities and paths to growth, and the concept of moving from two to three-dimensional thinking - Dosatres' visual identity contrasts three typefaces, three coloured papers and a variety of images online.
The Red Brick Road: Suzuki 'Meant to be’
Brand: Suzuki GB PLC
Title(s): ‘Meant to be’
Agency: The Red Brick Road
Agency Website: http://www.theredbrickroad.com/
Creative Director: Matt Davis, Richard Megson
Art Director: Richard Megson, Tom Skinner
Copywriter: Matt Davis
Additional Credits: Media: the7stars
Client Services Director: Andrew Godley
Account Director: Phuong Hoang
Account Manager: Fiona Parson
Production Company: Partizan
Director: Traktor
Editing House: Final Cut
Editor: Edward Line
Sound: Patrick Rowland
Post: MPC
Published: July 2014
Short Rationale (optional): The campaign idea was born out of people’s reactions from research that Suzuki cars are significantly more appealing and more desirable than people expect.
So the campaign message is simple and confident: ‘You really must see one’. Suzuki Swifts are out there, and when you see one, you can’t help but be impressed.
The humorous 40 sec TV ad ‘Meant to be’ was directed by Traktor and broke on 28 July. It’s about a man who keeps missing good looking Swifts in increasingly hard-to-miss scenarios.
Fate lets him down, again and again, to an absurd degree until he comes face to face with it and succumbs to its charms. The ad concludes with the end line: ‘The Suzuki Swift. You really must see one’.
Pearlfisher: Just Enough of a (Very) Good Thing 'Pearlfisher creates a whole new language for single serving desserts'
Brand: Just Enough of a (Very) Good Thing
Title(s): Pearlfisher creates a whole new language for single serving desserts
Agency: Pearlfisher, New York, USA
Agency Website: http://www.pearlfisher.com
Creative Director: Hamish Campbell
Founder & CEO: Mike Branson
Founder & CEO: Jonathan Ford
Published: 2014
Short Rationale (optional): Pearlfisher has created the brand strategy, identity, packaging, and website design for Just Enough of a (Very) Good Thing, a new single serving desert offering for adults.
Just Enough of a (Very) Good Thing is an indulgent treat available in 6 mouth-watering flavors, including Key Lime, Chocolate & Vanilla, Tiramisu and Lemon Cream.
In a category where the design aesthetic is traditionally over indulgent and uses dark, sensual cues, the design for Just Enough of a (Very) Good Thing is purposefully light, imaginative and ingredient focused.
The illustrated logotype and packaging design emphasises the handcrafted and premium taste of the deserts.
This crafted feel is extended to the design of the website, allowing a seamless transition from one brand experience to another.
72andSunny: Samsung Electronics Co. Ltd 'Every day is day one'
Brand: Samsung Electronics Co. Ltd
Title(s): Every day is day one
Agency: 72andSunny Amsterdam
Agency Website: http://www.72andsunny.com/
Executive Creative Director: Carlo Cavallone
Creative Director: Paulo Martins
Writer: Lee Hempstock, Damian Isaak
Additional Credits: Lead Designer: Robert Teague
Designer: Renee Lam
Group Brand Director: Caroline Britt
Senior Brand Manager: Rebeccah Lowe
Brand Co-ordinator: Nicholas Rowland
Director of film Production: Stephanie Oakley
Film producer: Eline Bakker
Senior Business Affairs Manager: Madelon Pol
Business Affairs Co-ordinator: Sabina Gorini
Strategy Director: Stephanie Newman
Strategist: Nathan Manou
Director of Communications Strategy: Simon Summerscales
Junior Strategist: Daniel Asplund
Sound Design: Audio Post Facility: Wave Studios Amsterdam
Sound Supervisor: Alex Nicholls--‐Lee
Sound Design and Mix: Ed Downham
Audio Post Producer: Ben Tomlin
Production Company: Exit Films Melbourne, Smuggler London
Director: Mark Molloy
Exec Prod Exit Films: Corey Esse
Exec Prod: Emma Laurence
Exec Prod Smuggler: Chris Barrett
Exec Prod Smuggler: Fergus Brown
Producer: Martin Box
D.o.P: Greig Fraser
2nd Unit D.o.P/Underwater: Chris Bryan
Edit: Marshall Street Editors London
Editor: Patric Ryan
Assistant Editor: Elena De Palma
Edit Producer: S.J. O’Mara
Post Production: Glassworks Amsterdam
Lead Flame: Urs Furrer
Flame artist: Bob Roijen
Coulorist: Scott Harris
Executive Producer: Armand Weeresinghe
Music: Composition: Title: “Absolute Beginners"
Written by David Bowie
Published by Jones Music America (ASCAP) administered by ARZO
Publishing for North America and Jones Music America (ASCAP)
Administered for the World ex North America by RZO Music Ltd.
Master Recording: The Rumor Mill
Produced by J.Ralph
Co-Produced By Arthur Pingrey
Performed by: Angela McCluskey and Paul Cantelon
Published: July 2014
Short Rationale (optional):The film features everyone from seasoned pros, to ASP rookies; from youngsters just learning to surf to experienced surfers braving difficult new breaks; and makes the point that, whoever you are, no two days in surf are the same, and there’s always a new challenge ahead. ‘Every Day is Day One’ is an articulation of this ethos.
Beautifully shot, the film captures the adrenaline of doing something new for the first time, the film uses the simple act of breathing as its spine. Each inhale reflects the anticipation of facing a new challenge; each exhale, the exhilaration and relief in having overcome it.
The film champions not only the difficulty of the modern sport, but also its diversity. From frozen breaks in Iceland, to free surfing in Fiji; from a surf camp in India, to surfing in the suburbs of New York; we take a 140 second tour of the opening up of a one of today’s most dynamic sports.
This celebration of the accessibility of surf today is a fitting message from Samsung, the first non-surf brand to globally partner with the ASP.
Albion: eHarmony 'Camel'
Brand: eHarmony
Title(s): Camel
Agency: Albion
Agency Website: http://www.albionlondon.com/
ECD: Andy Cutbill
Associate Creative Director: Debs Gerrard
Senior Creative: David O’Sullivan
Additional Credits: TV Producer: Clare Sullivan
Strategist: Thomas Bunnell
Strategy Director: Phil Lewis
Managing Partner: Paul Jakimciw
Production Company: Generator Films
Director: Nick Jones
Producer: Laura Ruddock
Production Manager: Laura Jenkins
Edit: Stich
Post: Rushes
Sound: Jungle Studios
Published: July 2014
Short Rationale (optional): eHarmony, the brains behind the butterflies.
Geoff and his companion here are the same age and love long walks on the beach. For some sites this is enough to make them a match.
At eHarmony however, with our 29 measures of compatibility, we partner people on their behaviours, values, characteristics and, you know, the stuff that counts.
So, when you step out on an eHarmony date you know it will give you butterflies, not the hump.
RKCR/Y&R: Land Rover UK 'Can and Will'
Brand: Land Rover UK
Title(s): Can and Will
Agency: RKCR/Y&R
Agency Website: http://www.rkcryr.com/#work
Creative Director: Jules Chalkley
Art Director: Tim Brookes, Nick Simons
Copywriter: Phil Forster, Jules Chalkley
Photographer: Paul Murphy
Additional Credits: Agency Producer: Savana Jones-Middleton
Director/Production Co: Kevin MacDonald Rogue
Producer - Sophie Hernandez Weldon
Editor - Sam Rice-Edwards @ The Assembly Rooms
Post Production - Huss Hassani @ Big Buoy
Sound Design - James Saunders @ LFO Sound
Typographer - Lee Aldridge
DoP - Jaime Feliu Torres
Business Director - Nick Fokes
Media planning/buying – Mindshare
Published: 2014
Short Rationale (optional): Can and Will is a celebration of the spirit of defiance. The spirit that runs through the bold, the brave and the audacious.
It seeks to inspire people to act on that spirit and fulfil ambitions and dreams.
Whether it’s venturing in space, overcoming a disability or simply breaking a personal barrier. Simply put Can and will is the fuel that drives every Land Rover driver.
The campaign is focused around a series of content from real people each delivering an individual spirit of defiance. The TV promotes the long form content that is available at the campaign hub – canandwill.co.uk
THINK Packaging: Beck's 'Boom Box – New Zealand Music Month'
Brand: Beck's
Title(s): Boom Box – New Zealand Music Month
Agency: THINK Packaging, Auckland, New Zealand
Agency website: http://thinkpack.co.nz
Creative Director: Mat Bogust
Art Director: Mat Bogust
Photographer: Gregoire Aubourg
Published: May 2014
Short rationale (optional): The brief contained the words "something music inspired" .... I replied, Boom Box. With some awesome extras of course.
St Luke’s: Knopka 'Spectral Girl'
Brand: Knopka
Title(s): Spectral Girl
Agency: St Luke’s
Agency Website: http://www.stlukes.co.uk/
Creative Director: Al Young
Art Director: Al Young, Polina Harkin
Copywriter: Al Young
Additional Credits: Planner: Dan Hulse
Business Lead: Jonathan Dale
Account Director: Olivia Wilmshurst-Smith
Agency Producer: Lucie Georgeson / Jessie Middleton
Media agency: Unruly
Production Company: St Luke’s Productions
Director: Simon Allen
Producer: Genevieve Simmers
Editor: Matthew McKinnon
DOP: Benoit Soler
Post-production/VFX/Grade: Golden Square & Nice Biscuits (telecine only)
VFX Producer: Ben Spalding
Colourist: Martin Southworth @ Nice Biscuits
Audio post-production: Ben Leeves @ Grand Central
Published: July 2014
Short Rationale (optional): St Luke’s have turned to their in-house production company to create 2 x 30” films to promote Knopka, a unique business service for Russian entrepreneurs. The service is the first in the world to combine financial services, accountancy, legal support and administrative support in a single online offering.
The creative concept was developed in collaboration with Michael Wolff and NB Studio.
Each spot features a ‘spectral’ girl who arrives mysteriously and talks to individual entrepreneurs. In one spot she suddenly appears in an office late at night and says, “you work too hard, you must have a horrible boss.” The entrepreneur replies, “I am the boss”, before the girl disappears again. The spots are designed to demonstrate Knopka’s understanding of the entrepreneur’s unique mindset.
Shot in Moscow, using Ballpark facilities company, the films were directed by St Luke’s in-house director, Simon Allen.
Safari Sundays: Carlsberg 'Carlsberg Limited Edition premium range ‘The Nordic Collection'
Brand: Carlsberg
Title(s): Carlsberg Limited Edition premium range ‘The Nordic Collection'
Headline and copy text (in English): Safari Sundays has designed Carlsberg’s Limited Edition premium range ‘The Nordic Collection'
Agency: Safari Sundays, New York, NY
Agency website: http://safarisundays.com/
Creative Director: Simone Fabricius
CCO: Damon Gorrie
Published: 2014
Short rationale (optional): Safari Sundays was challenged to design a range of bottles that celebrates the trademark.
Carlsberg hop leaf as well as the beer’s Danish heritage. Safari Sundays looked to Nordic landscapes and industrial design as their inspiration and translated these scenes onto the classic green Carlsberg bottles.
The end result is a sleek and modern styling that plays with both transparent versus opaque spaces as well as matte versus high gloss contrasts.
Safari Sundays’ Creative Director, Simone Fabricius, elaborates, “By inverting the brand colours and shifting to a nearly white bottle highlighted by green, it immediately makes a bolder statement.
White was the only natural color to fully convey refreshment, purity and premium qualities in this context.
We also celebrated the hop icon by allowing it to transform and fuse with the textures.”