Creative Showcase: Featuring M&C Saatchi, AMV BBDO, BrandOpus 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 (15 April) in the Creative Showcase spread.
Other popular entrants will also be considered for the print edition. Submit your vote before Monday 30 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 Showcase on Twitter @TheDrumCreative.
M&C Saatchi: Transport for London 'The hare and the tortoise'
Brand: Transport for London (TfL)
Title(s): The hare and the tortoise
Agency: M&C Saatchi
Agency website: http://www.mcsaatchi.com/
Executive Creative Director: Elspeth Lynn
Creative: Dipesh Mistry, Robert Graves Morris
Additional Credits: Planner/CSU Director: Gaby Bell
Media Agency: MEC
Media Planner: Gavin Laisby
Production Company: Rattling Stick
Producer: Stuart Bentham
Production Manager: Emily Atterton
Director: Sara Dunlop
Audio Post Production: Jungle/LFO Sound
Post Production: Electric Theatre
Published: March 2015
Short Rationale: M&C Saatchi has unveiled an integrated campaign for Transport for London targeting young teenagers aged 11 – 14 to encourage responsible behaviour and persuade them to give their full attention to crossing roads.
The ad centres on two groups of teenagers – one group wearing hare masks and the other with tortoise masks for a fancy dress party – teasing each other from a distance. The hares run through a tunnel, while the tortoises walk slowly in an urban setting. As the film goes on, one of the hares get knocked down by a car ending with both parties taking off their masks revealing their shocked faces. The 60” second spot ends with the strapline ‘Think Slow, when crossing’.
AMV BBDO: The Open University 'Life-Changing Learning'
Brand: The Open University
Title(s): Life-Changing Learning
Agency: AMV BBDO
Agency website: http://www.amvbbdo.com/
Creative Director: Tim Riley
Art Director: Colin Jones
Copywriter: Phil Martin
Additional Credits: Agency Planner: Will Whalley
Agency Account Man: Rebecca Tickle, Emily Atkinson, Rob Ronayne, Nora Lorincz
Agency Producer: Suzy Macgregor
Media Agency: Mediacom
Media Planner: Guy Walding
Production Company: Pulse
Director: Nicolas Jack Davies
Production Co Producer: Lucy Kelly
Voice Over: Helen McCrory
Music: ‘Can’t Pretend’ – Tom O’Dell
Published: March 2015
Short Rationale: This is the first major brand campaign AMV has created for The Open University since winning a competitive pitch in 2014. It aims to show the UK that The OU is the home of self-starters, people who should be admired for their willingness to change their lives through hard work.
The campaign, 'Life-changing Learning', encapsulates the impact that The Open University can have on the lives of not just individual students but also of their families, employers, and wider society. By showcasing the qualities it takes to be an OU student, the OU seeks to demonstrate its brand qualities of good value, expert teaching and a unique learning experience.
The TV ad follows 4 OU students over the course of their studies as they strive to achieve their qualifications. It finishes with the end line “The most important thing you’ll learn at The Open University is what you’re capable of”.
AMV BBDO: V&A Museum of Childhood 'See the world through a child’s eyes'
Brand: V&A Museum of Childhood
Title(s): See the world through a child’s eyes
Agency: AMV BBDO
Agency website: http://www.amvbbdo.com/
Creative Director: Ant Nelson, Mike Sutherland
Art Director: Alan Wilson
Copywriter: Diccon Driver
Additional Credits: Agency Planner: Nick Andrew
Agency Account Man: Nick Andrew
Agency Producer: Sophie Hector, Sarah Fox
Published: March 2015
Short Rationale: AMV BBDO has created a unique outdoor campaign for the V&A Museum of Childhood which is running this week.
The V&A Museum of Childhood houses the V&A’s collection of childhood objects and is committed to great design, creativity and the local community. AMV’s campaign aims to harness all three.
Entitled See the world through a child’s eyes AMV scoured Tower Hamlets to find interesting and unusual objects and spaces, and channelled our child-like imagination to reinterpret them. Where you might see a drain in the street, a child sees a fire engine; a fountain becomes a whale’s blow-hole; and a lamppost is transformed into a monkey bar…
Every poster site is based on a specific location within Tower Hamlets. Vinyls were applied to reinterpret the spaces as seen through the eyes of a child and mapped on a campaign microsite – created by MediaMonks: http://www.mocseetheworld.com/
Each of the 20 images is playful and fun and direct members of the public to the Museum itself.
Artists and illustrators featured include Martha Orzel, Greg Abbot, Kate Sutton, Rob Flowers, Paul Pateman, Serge Seidlitz, Mick Marston, Andrew Rae, Sergio Mora Thiago de Moraes, Andy Clough and Dalatando Almeida.
BrandOpus: Rhythm 'Branding and packaging'
Brand: Rhythm
Title(s): Branding and packaging
Agency: BrandOpus
Agency website: http://www.brandopus.com
Published: March 2015
Short Rationale: BrandOpus, a global strategic brand design agency, has created a brand for Rhythm, the first non-dairy Kefir culture probiotic drink, which is now on sale in Wholefoods Market, As Nature Intended and Holland & Barrett.
BrandOpus worked closely with the client to develop an entirely new brand for this exciting category first. The identity features a flowing typeface and device indicating the natural inner rhythm that Rhythm offers the consumer. The identity is wrapped in a green leafy device, reflective of the young coconut water ingredient that makes Rhythm so unique.
Grey London: Volvo 'Swedish Air'
Volvo - Swedish Air from Grey London on Vimeo.
Brand: Volvo
Title(s): Swedish Air
Agency: Grey London
Agency website: http://www.grey.co.uk/
Chief Creative Officer: Nils Leonard
Creative Director: Hollie Newton
Creative Team: Hollie Newton (film), Jonas Roth, Rasmus Smith Bech (inhaler)
Additional Credits: Account Team: Cristyn Bevan, Sophie Critchley, Alex Nixon
Planner: Wiktor Skoog
Producer: Marcus Eley
Editor: Louis Tristram @ GreyWorks
Product Design & Fabrication: Off Centre
Designer/Typographer: Chris Chapman
Sound Design: String & Tins
Post Production: Gramercy Park Studios, Grey Works
Published: March 2015
Short Rationale: As Volvo continues to innovate in the luxury segment of the car market, it has identified one of the greatest commodities in the world today: clean air.
Volvo’s new XC90 boasts the cleanest engine performance in its class, with CO2 emissions of just 60 g/km. But Volvo is just as concerned about the air inside the car as the air outside. CleanZone air filtration manages the interior air quality of the cabin, promoting the health and wellbeing of the cars’ occupants. Drivers can breathe easier knowing most microscopic, hazardous “fine dust” particles will now be prevented from entering the vehicle.
As part of a series of films promoting the key product innovations of the upcoming XC90, the Swedish car manufacturer is launching its newest air filtration technology in a less than conventional way. Rather than labouring the technicalities of the remarkable clean air filtration unit in the upcoming XC90, it has taken a far more sensory approach.
Volvo is selling the virtues of Swedish Air itself.
In probably the most tranquil, quiet car commercial you will ever see, we are transported to the vast, unspoilt, open Swedish landscape that inspired Volvo’s technology.
Form: Abbey Road 'Abbey Road identity'
Brand: Abbey Road
Title(s): Abbey Road identity
Agency: Form, London, UK
Agency website: http://www.form.uk.com
Creative Director: Paul West/Paula Benson
Art Director: Paul West/Paula Benson
Illustrator: Patrick Thomas
Published: March 2015
Short rationale (optional): Abbey Road Studios is not only the most famous recording studios in the world, it’s a global music icon. Uniquely, it is just as famous among music fans as it is among music professionals because of its exalted alumni.
The evolving landscape of the music industry has provided an opportunity for the Studios to re-shape their business and a new visual identity was required to help communicate their vision for the future more effectively - to meet the changing needs of music creators on a global scale, from professional music makers to music fans.
Abbey Road commissioned Form in December 2014 to help with their repositioning strategy and to create a new visual brand identity to connect with a wider audience. Form were chosen because of their extensive knowledge in both design for music and large scale branding projects (having worked with hundreds of bands including Elbow and Depeche Mode and rebrand projects such as Reading & Leeds and Latitude festivals).
Wieden+Kennedy Amsterdam: S7 Airlines 'Fly you to any place you can imagine'
Brand: S7 Airlines
Title(s): Fly you to any place you can imagine
Agency: Wieden+Kennedy Amsterdam
Agency website: http://www.wkams.com/
Executive Creative Director: Mark Bernath, Eric Quennoy
Creative Director: Daniel Schaefer, Szymon Rose
Art Director: Vasco Vicente
Copywriter: Evgeny Primachenko
Additional Credits: Head of Content: Joe Togneri
Head of Interactive Production: Kelsie van Deman
Broadcast Producer: Lars Fabery de Jonge
Interactive Producer: Arnaud Ronquillo, Alex Grolleman
Planner: Nick Docherty
Group Account Director: Kirk Johnsen
Account Director: Nick Campion
Account Executive: Yulia Prokhorova
Head of Studio: Jackie Barbour
Art Buyer: Maud Klarenbeek, Stacey Prudden
Creative Retoucher: Dario Fusnecher
Studio Artist: Noa Redero
Project Manager: Stacey Prudden
Business Affairs: Kacey Kelley
Production Company: Smuggler London
Co-Managing Director: Fergus Brown, Craig Barrett
Director: Joshua Neale
Director of Photography: Mattias Rudh
Producer: Nick Fewtrell
Editing Company: Trim Editing
Editor: Paul Hardcastle, Fouad Gaber (assistant)
Audio Post: Wave London, Wave Amsterdam
Sound Designer/Mixer: Aaron Reynolds – London
Alex Nicholls Lee – Amsterdam
Composer/Title: Phillip Kay/Across Endless Skies
Music Company: Woodwork Music
Post Production: MPC London
Flame: Marcus Dryden
3D: William Lanham
Telecine: Jean-Clement Soret
Producer: Amy Richardson, Lisa Vaughan
Production Company: Hype Production
Executive Producer: Ilya Steward, Murad Osmann
Producer: Julia Samoylova
Digital Production – Campaign Website
Production Company: Wild
Executive Producer: Thomas Ragger
Creative Technologist: Thomas Strobl
Creative Director: Thomas Lichtblau
Art Director: Matthias Mentasti
Production Company: Bannerboy
Head of Production: Henrick Anestedt
Producer: Alexandra Psalti
Published: March 2015
Short Rationale: S7 Airlines, one of Russia’s largest carriers, has revealed Fly to any place you can imagine – an integrated campaign that aims to bring the wonder of flight to a new generation of Russian travellers by taking a fresh look at our amazing world through the eyes of a child.
In partnership with oneworld Airline Alliance, S7 Airlines flies to over 900 destinations worldwide - taking Russian travellers to any place imaginable. To remind them that the whole planet is within their reach, S7 interviewed 20 children and asked one question - ‘if you could fly to any place you can imagine where would it be?”. S7 Airlines then travelled the world to find the children’s ‘dragons’, ‘spaceships’ and ‘lakes made of chocolate’, with their answers and limitless imaginations forming the entire integrated campaign.
Mcgarrybowen: Branston Chutney 'Make it Special'
Brand: Branston Chutney
Title(s): Make it Special
Agency: mcgarrybowen
Agency website: http://www.mcgarrybowen.co.uk
Executive Creative Director: Paul Jordan, Angus Macadam
Creative Team: Will Grave, Yury Vorobev
Additional Credits: Planning: Kevin Chesters, Nicole Kirkland, Rhonwen Lally
Business Director: Robbie Black
Account Director: Susan Lawlor
Account Manager: Nicole Avery
Producer: Abbi Tarrant, Charlotte Stirrup
Production: Rogue
Direction: Sam Brown
Producer: Kate Hitchings
Post Production: The Mill
Audio Production: Grand Central
Media Planning: UM London
Food Stylist: Clare Ferguson
Published: March 2015
Haygarth: Organic Trade Board 'Organic. Naturally Different.'
Brand: Organic Trade Board
Title(s): Organic. Naturally Different.
Agency: Haygarth, London, UK
Agency website: http://www.haygarth.co.uk/
Creative Director: Steve Rogers
Deputy Creative Director: Alberto Perrotta
Copywriter: Laura Howard
Additional credits: Senior Artworker: Katie Lewis
Artworker: Michael Arthey
Strategic Planner: Fiona Murdock
Published: March 2015
Short rationale: Many food and drink brands hoping to attract a “foodie” audience adopt “food porn” or fields/farmer images to denote provenance and quality. The ‘Organic. Naturally Different.’ campaign distances itself from these clichés with a distinctive and humorous creative, using clear statements of difference. The creative highlights the most compelling reasons for choosing organic – no use of pesticides, great taste and high animal welfare – whilst using humour to engage consumers.
Duval Guillaume: Febelfin 'Children’s truth about banking'
Brand: Febelfin
Title(s): Children’s truth about banking
Agency: Duval Guillaume
Agency website: http://www.duvalguillaume.com/
Creative Director: Veronique Sels, Koenraad Lefever, Dries De Wilde
Art Director: Ad Van Ongeval
Copywriter: Jérémie Goldwasser
Additional Credits: Managing Director: Karel Vinck
Account Director: Elke Janssens
Account Manager: Jef Leysen
RTV Producers: Marc Van Buggenhout, Tuyen Pham Xuan
Productiehuis: Borgerhoff & Lamberigts
Executive producer: Isabelle Baele
Producer: Els Chapelle
Director: Henrik Luyten & Lies Vanderauwera
DOP: Arne Focketyn
Published: March 2015
Short Rationale: When your briefing is to do an image campaign for the banks, you know it’s going to be hard. And it’s even harder when people are still experiencing the aftermath of the financial crisis. This was the challenge given to us by Febelfin, the Belgian Financial Sector Federation.
So instead of sending out a message to the consumers, we let the consumers send out a message to the bankers.
And to do that, we turned to the next generation of talent. Because children do not only speak the truth… they are also the future of our society.
Their reactions are compiled in this movie.
Haygarth: Casafina 'Room to be different'
Brand: Casafina
Title(s): Room to be different
Agency: Haygarth, London, UK
Agency website: http://www.haygarth.co.uk/
Executive Creative Director: Steve Rogers
Art Director: Alberto Perrotta
Copywriter: Laura Howard
Additional Credits: Creative Designer: Bob Blandford
Planner: Anthony Donaldson
Business Lead: David Reed
Senior Account Director: Lucy Tollington
Account Manager: James Cownley
Media agency: Village Communications
Production Company: The Love Commercial Production Company
Director: Phil Dupée
Producer: Finn James
Photographer: Graham Pym
Production Designer: Louise Corcoran
Post-production: Rushes
Flame OP: Jonathan Hicks
Composer: Pascal Magdinier
Published: March 2015
Short Rationale: Running across TV, print and online, the new ‘Room To Be Different’ campaign has been created by Haygarth and showcases how Casafina.com can help shoppers find items that help bring their personal style to life. From ‘Shabby Chic’ chandeliers to ‘Kitsch’ clocks and ‘Industrial’ chesterfields, the campaign demonstrates how Casafina inspires users to shop by looks, giving customers an easy way to find a style that sets them apart and feels uniquely ‘you.’
The 30 second spot will run across Channel 4 and Sky from 16 March and represents the seamless and simple online shopping experience. The advert emphasizes the ease with which users can browse and view ‘looks’ and ‘styles’ as opposed to individual products.
Print creative will run in the national press from 16 March and will feature shots of the different ‘looks’ that can all be applied to the same room with Casafina’s range, and will be tailored to each publication.
DLKW Lowe: Electoral Commission 'WHAT!'
Brand: Electoral Commission
Title: WHAT!
Agency: DLKW Lowe, London, UK
Agency Website: www.dlkwlowe.com
Art Director: Grace Bailey
Director: Paul Gay / RSA Films
Additional Credits: Executive Producer: Caspar Delaney
Production Manager: Michelle Kirkman
Editor: Bill Smedley
Production Assistant: Lucy Jay
Location Manager: Barry Peters
1st Assistant Director: Ed Bellamy
2nd Assistant Director: Steve Wingrove
Lighting Cameraman: Philipp Blaubach
Camera Operator: Matt Fisher
Camera Operator: Rob McGregor
Sound Technician: Howie Nichol
Make Up: Lou Hilton
Published: March 2015
Clarion Communications: Valspar 'Valspar Paint 3D House'
Brand: Valspar
Title(s): Valspar Paint 3D House
Agency: Clarion Communications
Agency website: www.ClarionComms.co.uk
Art Director: Nina Camplin
Photographer: Solent
Additional Credits: Design created by Will Taylor of Bright Bazaar
Inspired by: Will Taylor of Bright Bazaar
Brought to life by: artists Nina Camplin & Barney Dunham
Published: March 2015
Short Rationale: Passers-by had to do a double take as they walked along London’s busy Clerkenwell Road. At first glance, it looks as if a crane has smashed through the brick wall of a residential building to reveal its colourful interior.
In reality, onlookers were in fact witnessing a stunningly realistic piece of 3D art, exposing the interior of a family home, to celebrate the launch of Valspar paint into 350 B&Q stores across UK and Ireland.
Forming part of the brand’s £multi-million ‘Colour Outside the Lines’ marketing campaign, intended to inspire the nation to be brighter and bolder in their colour choices, the space was design by interior designer, Will Taylor, and brought to life by Poole based community artist, Nina Camplin - who specialises in the complex painting technique known as trompe l'oeil - alongside street art experts, Global Street Art.
The artwork will be live throughout March 2015, alongside TV, online, social and PR.
TSMGO Spain: Viña Luparia 'Packaging Redisgn'
Brand: Viña Luparia
Title: Packaging Redisgn
Agency: TSMGO, La Rioja, Spain
Agency Website: http://www.tsmgo.es/
Creative Director: Ricardo Moreno Rodríguez
Designers: Marta Terrazas Llorente y José Luis Casao
Published: March 2015
Leo Burnett Australia: WWF Australia - Earth Hour 2015 'Switch off for the future of Aussie food'
Brand: WWF Australia - Earth Hour 2015
Title: Switch off for the future of Aussie food
Agency: Leo Burnett, Australia
Agency Website: www.leoburnett.com.au/
Chief Creative Officer: Andy DiLallo
Executive Creative Directors: Vince Lagana, Grant McAloon
Copywriter: Curt McDonald
Art Director: Claus Stangl
Senior Producer: Michelle Browne
Producer: Rachel Rider
Additional Credits: Group Business Director: Belinda Drew
Business Manager: Rachel Bean
Strategic Planner: Nicky Bryson
Director: Angus Forbes / Collider
Producer: Olivia Hantken
Voice Casting: EarCasting
Voice Directing: Eardrum
Music Composition: Songzu
Sound Engineer: Abigail Sie
Executive Producer: Samantha Daley / Cutting Edge
Post Producer: Jane Reynolds
Colourist: Dwaine Hyde
Flame Artist: Jonathan Hairman
3D/CGI: Cream Studios
Published: March 2015
BBH: Mentos 'Ementicons'
Brand: Mentos
Titles: Ementicons
Agency: BBH, London, UK
Agency website: http://www.bartleboglehegarty.com/london/
Creatives: Laura Osborne, Sarah Watson
Creative Assistants: Mathias Olesen, Adam Radi
Creative Directors: Shelley Smoler, Raphael Basckin
Additional Credits: Strategist: Chris Goddard, Jamie Watson
Strategy Director: Ben Shaw
Business Lead: Carly Herman
Team Manager: Francois D’Espagnac
Team Director: Tom Woodhead
Agency Producer: Laura Graham
Production Company: Indy8
Director: Matthew Pollock
Executive Producer: Rupert Reynolds Maclean
Producer: Christian Gill
DoP: Robin Fox
Post Production: The Mill and Thank you maam
Editor/Editing House: Circus
Sound: String and Tins
Illustrator: Geneviève Gauckler
Production Company: Monterosa
UX: Jenny Granlund
Designer: Christoffer Hallkvist
iOS Developer: Andreas Areshoug
Producer: Lina Karlsson
Published: March 2015
Krow: DFS 'Bring in Spring'
DFS: Growing from krow communications on Vimeo.
Brand: DFS
Title(s): Bring in Spring
Agency: Krow
Agency website: http://www.krowcommunications.com/
Executive Creative Director: Nick Hastings
Senior Creative: Jon Mitchell, Darryl George
Additional Credits: Account Director: Blake Armstrong / Sonal Taank
Account Manager: Felicity Gibbon
Senior Planner: Aileen Ross
TV Producer: Davina Hickson
Film Production: Outsider
Director: Pedro Romhanyi
Producer: Gareth Francis
Editing House: Big Buoy
Post Production: Richard Hawkins @ The Mill
Smoke: Richard Payne
Sound Design: Jungle
Published: March 2015
Short Rationale: With spring just around the corner, krow have created a playful ad using time lapse to show how a new sofa can be at the centre of change in your living room.
The spot focuses on a dull living room, which comes to life when a floral sofa is illuminated by the rays of sunshine from outside, awakening it and causing the printed flowers on the sofa to open up. This in turn sparks a chain reaction in the room with threads sprouting from the floorboards quickly forming into a rug, and an ordinary lampshade metamorphosing into an elaborate one.
The campaign is designed to encourage consumers to embrace the freshness of spring and make a change in their homes, starting with the heart of the home – the sofa.
Publicis Dublin: Trócaire 'Fighting to Farm'
Trócaire - Fighting to Farm from Jamie Delaney on Vimeo.
Brand: Trócaire
Title: Fighting to Farm
Agency: Publicis, Dublin, Ireland
Agency website: http://publicis.london/
Creative Director: Carol Lambert
Copywriter: Enda MacNally
Producer: Rachel Murray
Director: Jamie Delaney
Producer: Tess Bunworth
DOP: Richard Kendrick
Camera Assist: Tommy Fitzgerald
Editor: John O’Connor
Colourist: Matt Branton
Posthouse: Windmill Lane
Published: March 2015