Creative Showcase: Featuring Brave, TBWA London, Wieden+Kennedy Amsterdam and more
Welcome to The Drum Creative Showcase in association with iStock.
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 (29 October) in the Creative Showcase spread.
Other popular entrants will also be considered for the print edition. Submit your vote before Monday 13 October 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.
adam&eveDDB: Sony 'Demand Great'
Brand: Sony
Title(s): Demand Great
Agency: adam&eveDDB
Agency Website: http://www.adamandeveddb.com/
Executive Creative Directors: Ben Tollett
Creative Directors: Aidan McClure, Laurent Simon
Photographer: Ben Stockley
Additional Credits: Planning Partner: Toby Harrison
Group Managing Director: Xavier Rees
Business Director: Ken Mulligan
Account Director: Britt Lippett
Account Manager: Giulia Borina
Agency Producer: Jack Bayley
Creative Producer: Hulya Corty
Media agency: MediaCom
Production company: Outsider
Director: Peter Thwaites
Light technology: Legacy Effects
Editing: Work Post
Soundtrack name and composer: ‘Nightcall’ by London Grammar
Post-production: Smoke & Mirrors
Agency: DigitasLBi
Agency Website: http://www.digitaslbi.com/uk/
Chief Creative Officer, UK: Simon Gill
Art Director: Richard Morgan
Copywriter: Christopher McKee
Designer: James Newson
Additional Credits: UX Director: FJ van Wingerde
Planners: Ed Beard, Bernard Valentine
Client Services: Caitlin Blewett, Jared Howe, Anna McLeod, Sophia Pace
Head of Production: Mike Clear
Creative Producer: Tobias Moellenbach, Filip Johansson
Project Manager: Aran Gray
Production Company: The Ebeling Group
Director: Lost and Found
Published: September 2014
Short Rationale (optional): The campaign encourages consumers not to compromise when it comes to their purchase decision, showcasing the details that make the difference between a ‘good’ smartphone and a truly great one. The line ‘Don’t settle for good. Demand great.’ is used across all media to highlight a range of different product benefits found in the new Xperia Z3 series.
Spanning TV, print and digital advertising, online engagement, social, retail and beyond, the campaign is developed in collaboration with leading communications agency adam&eveDDB and global marketing and technology agency DigitasLBi, and is designed to promote Sony Mobile’s range of Xperia Z3 smartphones and tablets, as well as its SmartWear.
A 60-second film, created by adam&eveDDB, heroes Xperia Z3’s ability to take incredible photos in low-light conditions. To dramatise this, the film follows a group of snowboarders as they descend a mountain in complete darkness, performing an incredible light-show. Shot in Argentina by Peter Thwaites, the film opens on droplets of light as they fall through darkness, only to reveal they are colourfully lit snowboarders creating beautiful trails of light as they glide down a mountain. All this is captured perfectly with Xperia Z3, thanks to its low-light camera capability.
The light-show technology was designed and produced by Legacy, a special effects studio based in LA. The ad features the track Night Call by London Grammar.
As part of the integrated campaign, global marketing and technology agency DigitasLBi has developed a branded content initiative featuring real life stories of inspirational individuals who use the Xperia Z3 to help them ‘Demand Great’. The series of films will be distributed via social channels across more than 30 markets, with a particular focus on Facebook, Twitter and Instagram.
Grey Spain: Pantene 'Hair Hang'
Brand: Pantene
Title(s): Hair Hang
Agency: Grey Spain
Agency Website: http://www.grey.com/spain/
Creative team: Antonio Montero, Enric Nel.lo, Nana Körke, Montse González, Alvaro González, Luke Sholer, Nicole Jaramillo
Additional Credits: Account team: Damián Lucas, Carmen Buenaga, Alireza Mohammadian
Producer team: Carmen Orbe, Ana Salas
Film producer: The Gang
Director: Carole Denis
Executive producer: Matt Grousset
Producer: Xoan Luis Cornide
Postproduction: District films
Music: Beat Music
Published: September 2014
Short Rationale (optional): Aired mostly on social media channels, the campaign features a 51” video in which an aerial acrobat performs a succession of spectacular pirouettes while being suspended only by her hair: a beautiful and impactful demonstration of its strength. “Hair Hang” speaks not only about outer strength but also about the inner strength that we need in order to fulfil our objectives, achieve our dreams and do what we really want in life.
Under the idea of, “When I couldn’t find the strength in my body, I found it in my hair,” the campaign presents Laura Lippert, a driven and unconventional woman who is always looking to go further, looking for a way to express herself and shine.
The original video was produced in English, with relevant subtitles being added according to the country where the campaign is shown.
Wieden+Kennedy Amsterdam and Wieden+Kennedy Tokyo: Citizen Watches 'Chasing Horizons'
Brand: Citizen Watches
Title(s): Chasing Horizons
Agency: Wieden+Kennedy Amsterdam/ Wieden+Kennedy Tokyo
Agency Website: http://www.wk.com/
Executive Creative Director: Mike Farr, Tota Hasegawa (W+K Tokyo)
Art Director: Vasco Vincente
Copywriter: Evgeny Primachenko, Takeshi Amata (W+K Tokyo)
Additional Credits: Head of Broadcast Production: Erik Vergeijen
Broadcast Producer: Tony Stearns, Lars Fabery de Jonge
Digital Producer: Reiko Kawaguchi (W+K Tokyo)
Planner: Danny Feeney, Kenichiro Muraguchi (W+K Tokyo)
Head of Design: Joe Burrin
Head of Studio: Jackie Barbour
Studio Designer: Thomas Payne
Project Manager: Emma Williamson
Business Affairs: Michael Graves
Account Director: Kensuke Suemasa (W+K Tokyo)
Account Supervisor: Yoshiko Amano (W+K Tokyo)
Film Production: Production Company: Smuggler
Director: Tristan Patterson
Producer: Hera King
Executive Producer: Chris Barrett
Editorial: Whitehouse Post
Editor: James Forbes-Roberston
Post Production Company: The Ambassadors
Post Producer: Thijs Klaasen
Music Company: The Ambassadors
Sound Design/Mix: The Ambassadors
Web Production: Production Company: Grandbase Inc.
Director: Shunya Hagiwara
Producer: Yosuke Kurita (Grandbase Inc.)
Web Designer: Shinpe Yamamori (Grandbase Inc.)
Technical Designer: Yoshiaki Fujimori (Grandbase Inc.)
Interactive Designer: Junya Kojima (Superposition Inc.)
Published: October 2014
Short Rationale (optional): Citizen Watch Co., Ltd embarks on a race against time in Chasing Horizons the 84 year-old watchmaker’s first-ever global campaign.
Created jointly by Wieden+Kennedy Tokyo and Amsterdam, Citizen’s first global campaign challenged photographer Simon Roberts and ex-NATO pilot Jonathan Nicol to chase the sunset across the Earth’s time zones.
An integrated campaign, Chasing Horizons utilizes the imagery captured during the expedition in global print and digital executions. The short film by acclaimed documentary director, Tristan Patterson, portrays the story of the journey itself and is used for TV and online content. A story about people fooling time and stealing one night from the planet.
Flying in the opposite direction to the Earth’s rotation, they were able to stay in the same moment of time and experience the same sunset over and over again - but in a new location. The team continuously kept up with the sunset for one night before landing at their final destination in the Arctic Circle, with the mission ultimately resulting in a completely unique series of sunset imagery, taken at exactly the same hour and same minute, in the same day.
JWT London: Crowne Plaza 'You First'
Brand: Crowne Plaza
Title(s): You first
Agency: JWT London
Agency Website: http://jwt.co.uk/
Executive Creative Director: Russell Ramsey
Creative Director: David Masterman
Art Director: James Hobbs
Copywriter: Jeremy Little
Photographer: Victoria Ling
Additional Credits: Planner (creative agency): Shekhar Deshpande & Laura Sammarco
Business Director: Will Lever
Account Director: Katherine Page
Account Manager: Lauren Nuttall
Media agency: Mindshare
Published: September 2014
Short Rationale (optional): Crowne Plaza is a brand very much in tune with the needs of the modern traveller. Each execution in the campaign juxtaposes two seemingly unrelated elements to demonstrate how the features enable guests to feel at their best. Moreover, the witty headlines and the clean, considered aesthetic reflect the uncomplicated intelligence of the brand’s products and services.
VCCP: Royal London 'We’re so yesterday'
Brand: Royal London
Title(s): We’re so yesterday
Agency: VCCP
Agency Website: http://www.vccp.com/
Creative Director: Marcus Woolcott, Jamie Bell
Art Director: Jonny Parker
Copywriter: Chris Birch
Additional Credits: Agency Producer: Ed Mueller
Planner: Andrew Perkins
Account Director: Joe Godsell
Media Agency: VCCP Media
Media Planner: Holly Todd
Production Company: Park Pictures
Director: Nathan Price
Post Production: MPC
Producer: Tim Kerrison
DOP: Ray Coates
VFX Lead: Bruno Fukumothi
Colourist: Jean-Clement Soret
VFX Producer: Philip Whalley
Editor/Editing House: Paul Hardcastle/Trim
Sound: Ben Leeves @ Grand Central
Published: October 2014
Short Rationale (optional): The new ad marks the next phase of Royal London’s ambitious brand repositioning, which kicked off earlier this year with a heavyweight TV, outdoor and digital campaign under the ‘We’re so yesterday’ strapline; and the launch of a major sporting partnership with the England and Wales Cricket Board.
Celebrating Royal London’s heritage as a quirky community-minded mutual, the ad once again features time-travelling narrator, Roy. On this occasion he finds himself in the epic setting of a burning medieval village which has been struck by lightning. As the villagers’ buildings burn, confused chaos ensues causing one particular villager to noisily proclaim: “We’re all gonna die!”
It’s the perfect setting for Roy to broach the subject of death, in his frank, yet humorous way – a style which feels very Royal London. As the dramatic misfortune of the villagers plays out, Roy dutifully informs us about Royal London’s life cover before jumping to the modern era to say “even if you die nowadays, Royal London will treat you with the values of the past”.
Beattie McGuinness Bungay: Thomson 'A film about a smile'
Brand: Thomson
Title(s): A film about a smile
Agency: Beattie McGuinness Bungay
Agency Website: http://www.bmbagency.com/
Executive Creative Director: Trevor Beattie
Creative Director: Pat Burns
Creatives: Rachel Miles, Michael Tsim
Additional Credits: Director: Tom Tagholm
Producer: Fran Thompson
Executive Producer: Stephen Beierley
DOP: Martin Ruhe
Agency Producer: Gill Loftus
Published: September 2014
TBWA\London: Leisure 'Feast at your Leisure'
Brand: Leisure
Title(s): Feast at your Leisure
Agency: TBWA\London
Agency website: http://www.tbwa.com
ECD: Jeremy Carr
Creative Director: Simon Morris
Photographer: Julia Kennedy
Additional Credits: Media Agency: Manning Gottlieb OMD
PR Agency: Mercieca
Creative Team: Charli Plant, Laura Saraiva
Account Team: Christopher Spenceley, Eve McDonald
Strategy: Adam Stagliano, Nicolas Chemla
Project Management: Stuart Davis, Emily Mills
Art Buying: Louise Cripps, Claire Delafons
Published: September 2014
Short rationale (optional): This autumn, Leisure is launching its new integrated marketing campaign developed to create disruption and impact with its striking new advertising.
The Gloves 'Supreme'
The Gloves from Supreme on Vimeo.
Title(s): The Gloves
Agency: Supreme
Website: http://www.supremedba.co.uk
Art Director: Justin Barrow
Additional Credits: Cinematographer - Justin Glynn
Post Production- Harry Davidge
Stylists - Nathalie Moore & Margot Von Tonder
Music - Ben von Wildenhaus
Published: September 2014
Short Rationale (optional): I wasn't aware of it before making the film, but now realise that there is a beautiful common thread with my relationship with Morgan. As a child I grew up knowing my Father always desired a Morgan but never really knowing why. Around the age of 9, I started buying him a Corgi model Morgan whenever I had the chance. He now has a small, but meaningful collection of models. However, I don’t think his collection ever really quenched his desire for a real Morgan...
That is until 6 years ago, when the +8 (Snowy), came into our lives. I remember him phoning me on that day but not speaking, just revving the engine and letting me shout down microphone at him! He can be a real character when he wants to be! He'd never had the money before and to be honest even if he did, he would of rather have spent it on his family than himself. He was a carpenter and a hard working one at that!
I am now 37 and with hindsight, my relationship with Morgan has been a long one, but it feels like its just getting started... My father and I took many trips together in the Morgan and I frequently take my three boys for evening rides. The boys play contentedly for hours in the car, which seems to sum up Morgan to me - it’s a vessel for creating memories...
And now? I truly understand how influential that little white car has been throughout my life.
Aardman Animations: BBC Wales 'Dylan Thomas ‘The Hunchback in the Park’'
Brand: BBC Wales
Title(s): Dylan Thomas ‘The Hunchback in the Park’
Production Agency: Aardman Animations
Agency Website: http://www.aardman.com/
Director: Bram Ttwheam
Producer: Helen Argo
Production Coordinator: Danny Gallagher
Additional Credits: DOP/Spark: Nat Sale
Camera Assistant: Adam Cook
Stop-Frame Animator: Inez Woldman
Artist: Morris Morgan
CGI: Modelling & Texture: Olly Skillman-Wilson
Senior Animation Supervisor: Alastair Dixon
Additional Lighting: Olly Skillman-Wilson
TD Effects: Philip Child
Post: Compositors: Bram Ttwheam, Jim Lewis, Spencer Cross
Editor: Dan Hembery
Published: October 2014
Short Rationale (optional): The poem tells the story of an isolated man who spends all his time at Cwmdonkin Park in Uplands, Swansea. Elements of the park were recreated in the Aardman studio for this production. Rockeries, underground dens and ponds were assembled there, and people - from the studio cleaner to dancers - were brought in to play various roles.
Aardman director, Bram Ttwheam said: “This project was a special proposition for me - an opportunity to dig deep into a poem that reveals more with each reading. It was a challenge to represent this multi-layered work without allowing any one aspect to dominate. I wanted to make sure that the images were as open to personal interpretation as the poem itself.”
The film features original music by John Hardy, Head of Composition at the Royal Welsh College of Music and Drama, and performed by the BBC National Orchestra of Wales.
Grey London: Volvo 'The Swell'
Volvo XC60 - The Swell from Grey London on Vimeo.
Brand: Volvo
Title(s): The Swell
Agency: Grey London
Agency Website: http://www.grey.co.uk/
Executive Creative Director: Nils Leonard
Global Creative Director: Hollie Newton
Creative Team: Hollie Newton / Jamie Starbuck / Howard Green
DOP: André Chémétoff / Allan “Willy” Wilson
Photographer: Gian Paul Lozza
Additional Credits: Managing Partner: Nick Dutton
Business Director: Camilla Ashenhurst
Account Manager: Mel Caplan
Agency producer: Harriette Larder
Creative producer: Glen McLeod
Planning Director: Matt Buttrick
Planner: Hayley Cannon
Production company: Academy Films
Director: Marcus Söderlund
Editor: Tom Lindsay @ Trim
Producer: Medb Riordan
Exec Producer: Lizie Gower
Colourist: Aubrey Woodiwiss
Post-production: Yourick Van Impe (Flame) & Aubrey Woodiwiss (grade) @ Electric Theatre Collective
Audio post-production: Aaron Reynolds @ Wave
Published: September 2014
Short Rationale (optional): The quietly epic film – a global TV campaign for Volvo’s existing XC60 model – is a shift in tone for the car manufacturer. Moving the brand into a more premium space, it introduces some of the pillars that will underpin its revamped brand positioning: ambition, simplicity, authenticity, Swedishness, and the same level of design quality and craft that goes into its cars. It represents a stylistic prologue to what is to come from the Volvo Kreativ Studio, including a high-profile, multi-faceted campaign for the launch of Volvo’s revolutionary flagship model XC90.
The film itself is about movement; about dynamism and intuitive response – the visceral, emotional experience of the Volvo XC60 brought to life. It begins in the passenger seat of the car –parked on an empty beach, radio quietly humming in the background, door left open, and a pair of shoes discarded in the footwell. Moving toward the water, the radio fades into the distance – drowned out by the sound of the ocean as we reach the shoreline… then out into the surf. Through the water, through the first tentative laps to the thundering crash of enormous waves, out into the darkness…until the water is still. Serene. A lone figure sits on her surfboard, her windswept silhouette visible only through the moonlight. Staring out toward the horizon, she’s waiting; a defiant look in her eyes.
And then it comes. The swell rises. A wave approaches, powerful and unstoppable. Adrenaline racing, we rise up. She rises up. Her arm takes one graceful, powerful swipe through the water as the wave is about to break…and then we cut. Against the black, we hear the earth-shaking thunder of the wave collapsing. The film ends with the line ‘Seek Feeling. The responsive XC60’.
The campaign is Global Creative Director Hollie Newton’s first for Grey since joining from Wieden + Kennedy last year, where she created Lurpak’s multi-award-winning Good Proper Food. It was directed by Gothenburg-born Marcus Söderlund through Academy. Print photography was from Gian Paul Lozza, best-known for capturing his subject using only ambient light. Allan “Willy” Wilson – famed for his surf films – was underwater DoP, while André Chémétoff – known for his beautiful, technical films such as Our Day Will Come by Romain Gavras and Jaron Albertin’s Sony Volcano – was DoP.
Brave: Pink Floyd 'The Endless River – Album Cover'
Brand: Pink Floyd
Title(s): The Endless River – Album Cover
Agency: Brave
Agency Website: http://www.brave.co.uk
Creative Director: Aubrey Po, Pink Floyd
Digital Artist: Ahmed Emad Eldin
Published: September 2014
Short Rationale (optional): We’re proud to have acted as creative consultants for the recently launched cover artwork of rock legends Pink Floyd’s hugely anticipated forthcoming album, The Endless River.
After being briefed on the project, we discovered digital artist Ahmed Emad Eldin’s surreal work, and his river of clouds image was chosen from hundreds of contributions as the band’s favourite and most poignant piece to grace the album, which has been described as a tribute to Rick Wright, Pink Floyd’s keyboardist who died in 2008.
BuroCreative: Yawn 'Brand Identity'
Brand: Yawn
Title(s): Brand Identity
Agency: BuroCreative, London, UK
Agency website: http://www.burocreative.co.uk
Creative Director: Roly Grant
Copywriter: Roly Grant
Illustrator: Katy Smith, Peter Ryan
Photographer: Sam Robinson, The Shop Studio
Additional credits: Designers: Katy Smith, Peter Ryan, Jonathan Jarvis
Published: September 2014
Short rationale (optional): Phone off, kettle on, pyjama time
Independent graphic design studio BuroCreative have co-founded and designed the identity and marketing material for a new luxury nightwear brand.
Yawn is a new luxury lifestyle brand co-founded by BuroCreative and retail consultant Alice Whiteley. A busy mum of three, Alice had been shopping for some feel-good pyjamas and some TLC. Frustrated by the familiar ranks of plain, stripe and check, Alice set about creating the ultimate pyjama.
BuroCreative were responsible for every aspect of the brand – starting with initial proposition and naming. Yawn was founded on the principle of “pyjama time” – time out from everyday stresses. As well as being physically comfortable, the Yawn brand needed to communicate warmth, friendliness and relaxation.
AMV BBDO: Heinz Tomato Ketchup 'Bring food to life'
Brand: Heinz Tomato Ketchup
Title(s): Bring food to life
Agency: AMV BBDO
Agency Website: http://amvbbdo.com/
Art Director: Steve Jones
Copywriter: Martin Loraine
Additional Credits: Agency Account Man: Sam LeCoeur, Nick Andrew, Will Harvey
TV Producer: Paul Goodwin
Assistant Producer: Claire Toms
Media Agency: OMD
Production Company: Outsider
Director: Dom & Nic
Production Co. Producer: John Madsen
Post-Production Company: MPC
Audio Post-Production: Wave
Published: October 2014
Short Rationale (optional): Heinz is launching a new European advertising campaign which focuses on how the unmistakable taste of Heinz Tomato Ketchup brings food to life. The new European advertising features a collection of food moments that simply aren’t the same without Heinz Tomato Ketchup.
Ten different versions of the TV advert have been created to ensure that each reflects local tastes when it comes to eating ketchup. The UK advert sees Heinz Tomato Ketchup bringing a delicious bacon sandwich to life when the unmistakable sauce is spread onto the bread. Another of five different food moments that feature in the advert includes topping a meaty burger with Heinz Tomato Ketchup and another sees someone enjoying a classic steak, chips and salad with the sauce.
The campaign is the result of extensive consumer research conducted in key markets across Europe. In addition to the new TV advert, the campaign will also include a range of in-store promotions across Europe, and talking labels in the UK and Ireland. The campaign will also be promoted via the Heinz Tomato Ketchup Facebook page.
Service Graphics: Yoni Alter and Service Graphics 'Dotted Icons'
Brand: Yoni Alter and Service Graphics
Title(s): Dotted Icons
Headline and copy text (in English): A 25 meter long outdoor-art piece in the heart of Shoreditch seen differently from each side of the road.
Agency: Service Graphics, Chessington, UK
Agency website: http://www.servicegraphics.co.uk
Illustrator: Yoni Alter
Photographer: Sam Scott Hunter
Additional credits: Boxpark
Published: September 2014
Short rationale (optional): St Ives Group-owned large format print specialist Service Graphics has collaborated- with graphic artist Yoni Alter to display a unique work of art that plays with the perceptions of passers-by
The 25 metre-long piece will appear at the Boxpark site in the heart of London’s Shoreditch community, displayed in the manner of a ‘magic eye’ puzzle. The banner, stretched above 10 shops in Bethnal Green Road, comprises colourful dots which turns into popular nostalgic figures when viewed from a distance.
Celebrities such as Mr. T and Michael Jackson were chosen for their iconic and distinctive faces, inspiring Alter to test the minimal amount of dots needed to depict them.
Pocknell Studio: Shetlandeli brand identity
Brand: Shetlandeli
Title(s): Brand identity
Agency: Pocknell Studio
Agency website: http://www.pocknellstudio.com
Creative Director/Business Director: David Pocknell
Head of Production/Designer: Barry Lownhoff
Published: October 2014
Short rationale (optional): Shetlandeli, the Shetland-based artisan food company, has launched with branding by multi-disciplinary design consultancy, Pocknell Studio. The studio’s creative team, headed up by critically acclaimed designer, David Pocknell, worked on the project with Shetlandeli for six months to develop the brand identity and visuals for the new food business.
Pocknell Studio’s designs incorporate strong, Scandi-inspired imagery for each product which complement the over-arching Shetlandeli brand identity. Several new products have been already been developed and are scheduled for launch later this year