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Creative Department: Featuring AMV BBDO, Ogilvy Sydney, Wieden + Kennedy and more

Welcome to The Drum Creative Department, sponsored by Workfront.

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 (25 May) in the Creative Department spread.

Other popular entrants will also be considered for the print edition. Submit your vote before Monday 11 May 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 Department on Twitter @TheDrumCreative.

Manning Gottlieb OMD & Scorch London: Renault '#TwingoFlamingo'

Brand: Renault

Title(s): #TwingoFlamingo

Agency: Scorch London

Agency website: http://www.scorchlondon.com

Creative: Jon Mycroft

Art Director: Steve Jay

Copywriter: Jon Mycroft

Additional Credits: Director: Steve Jay

Chief Strategy Officer: Duncan Ramsay

Production: Scorch London

Song Writer: Jon Mycroft

Composer: Maxdb Media Music

Editor: Dan Hankinson

Manning Gottlieb OMD

Digital Client Business Director: Santadip Ray

Digital Client Account Manager: Abi Warshaw

Senior Client Digital Planner: Stephanie Beaven

Social Account Manager: Chris Croissant

Mobile Manager: Roberto Agosti

Mobile Planner: Cecilia Nwamaraihe

Paid Search Director: Sebastien Bourne

Published: April 2015

Short Rationale: Renault UK, in partnership with Scorch London and Manning Gottlieb OMD, have today launched the latest in their series of viral campaigns: #TwingoFlamingo part of the All-New Renault Twingo campaign. The main film follows a young woman bursting into song, Broadway-style, in a Renault dealership, telling a car salesman what capabilities her ideal car must have (with tongue firmly in cheek).

Additional film content showcases these requirements via fun, snackable videos across digital platforms including YouTube, Facebook, Twitter and Unruly.

AMV BBDO: Pepsi Max 'Drone Football'

Brand: Pepsi Max

Title(s): Drone Football

Agency: AMV BBDO

Agency website: http://www.amvbbdo.com/

Executive Creative Director: Alex Grieve, Adrian Rossi

Creative Director: Thiago de Moraes

Art Director: Sonny Adorjan

Copywriter: Milo Campbell

Additional Credits: TV Producer: Christina Hermann

Digital Producer: Ian Whittle

Account Management: Clive Tanquary, James Walker-Smith, Kristiana Grant

Production Company: Outsider

Director: Scott Lyon

Production Company Producer: Zeno Campbell

DOP: Tom Townend

Editing Company: The Works

Sound Studio: 750 MPH

Music: Daniel Peppé

Post Production Company: The Mill

Published: April 2015

Short Rationale: Pepsi Max today unleashes its first-­‐ever global brand campaign, with the brand defining genius in unexpected and purely awesome ways.

The digital-­‐first, content-­‐focused and socially-­‐led global campaign highlights unique experiences and passion combinations that when paired together are nothing short of genius. With an unexpected approach to consumer passion points including music, sport, technology and more, Pepsi Max is taking a bold approach to its brand proposition as it connects and expands its presence around the world.

The first in a series of digital content under the ‘Genius’ campaign in 2015, Pepsi MAX premieres “Drone Football” for both digital and traditional viewing. Pepsi MAX transforms what appears to be a normal game of five-­‐a-­‐side football by using specially designed LED lights and illuminating the pitch to create an unexpected and elevated experience. In an extra ‘Genius’ twist, a drone officiates the game, at one point even giving a yellow card to a player for rough play.

Directed by Scott Lyon, the short film was captured in real-­‐time in Barcelona with local players from the neighborhood where the filming took place. Reactions of neighbours and bystanders was authentic and genuine as Pepsi MAX created a surprising and exciting night with LED lights, as well as drone and on-­‐the-­‐ground camera technologies capturing the inventive, epic game from multiple angles.

TBWA\Paris: McDonald’s France 'Pictos 2015'

Brand: McDonald’s France

Title(s): Pictos 2015

Agency: TBWA\Paris

Agency website: http://www.tbwa-paris.com/

Creative Director: Jean-François Goize

Artistic Director: Philippe Taroux

Copywriter: Benoit Leroux

Additional Credits: McDonald’s Representatives: Xavier Royaux, Camille Lopéo, Celia Refalo

Agency Representatives: Luc Bourgery, Matthéo Pressmar, Camille Favriau, Agathe Bruneau

Published: May 2015

Short Rationale: In May 2015, McDonald’s France and TBWA\Paris launch a new campaign based on the 2014 pictograms. 4 iconic products are highlighted and associated with day-to-day emoticons, such as the like or the heart.

In 2014, McDonald’s France and the agency TBWA\Paris created a range of 6 refined pictograms. Their design, both simple and unique, has placed the brand at the heart of the pop culture.

The story continues in 2015; TBWA\Paris gives a second meaning to the pictograms. This language evolves through the emoticons integration, which reflects the emotion given by those different products.

On this occasion, the brand launches a capsule collection selling exclusively at Colette, the famous Paris fashion and lifestyle store, and consisting of 6 products: t-shirts, tote bags, scarves, iPhone cases, notebooks, and postcards all made of the campaign’s universe.

The poster campaign takes place on May 5 until 20, through a national display with 28 300 faces in the street, 3 360 faces in 316 train stations, and an event poster of 148 billboards in 14 train stations. The limited collection McDonald’s-Colette is available all May at Colette.

Publicis: BNP Paribas Fortis 'Couples'

Brand: BNP Paribas Fortis

Title: Couples

Agency: Publicis, France

Agency website: http://www.publicis.com/

Creatives: Eva de Jonckheere, Catheline Leroy, Koen Mortier

Agency Producer: Marc Van Buggenhout

Production Company: Czar Belgium

Director: Koen Mortier

Executive Producer: Eurydice Gysel

DoP: Martin Ruhe

Sound Design: Cobra

Producer: Nele Carlier

Post production: Nozon

Editor: Manu Van Hove

Production Designer: Geert Paredis

Published: April 2015

Ogilvy Sydney: Soothers Australia 'Soothers sore throats'

Brand: Soothers Australia

Title(s): Soothers sore throats

Agency: Ogilvy Sydney

Agency website: http://www.ogilvy.com.au/

Executive Creative Director: Derek Green

Creative Director: Boris Garelja

Senior Art Director: Andy Cooke

Senior Copywriter: Andrew Hankin

Additional Credits: Executive Business Director: Leigh Bignell

Group Account Director: Sheridan Turner

Senior Account Director: Kate Solomon

Agency Producer: Natalie Mitchell

Strategic Planner: Vivian Rowden

Production Company: Photoplay Films

Producer: Oliver Lawrence

Directors: Lars and Joel

Published: April 2015

Short Rationale: Soothers wants you to know they can soothe any number of sore throats in the latest campaign for Nestlé Soothers, developed by Ogilvy Sydney.

Directed by the talented Swedish Directors RBG6 (Lars and Joel), the campaign also features the iconic Tom Baker as the ‘soothing’ voice which also helps set the campaign apart.

Launched this week, the campaign comprises a 30 and 15-second TVC supported by unique pre-rolls on YouTube, plus in-store activity, all utilising the tagline “Soothers soothes any number of sore throats”.

The campaign will also launch a content element in June.

Delete: Carluccio’s 'Honestly Italian'

Brand: Carluccio’s

Title(s): Honestly Italian

Agency: Delete

Agency website: http://www.deleteagency.com/

Creative Director: Damon Mangos

Additional Credits: User Experience Director: Tom Dougherty

Technical Director: Kate Orlova

Lead Designer: Jon Gibson

UI Designer: Ferran Gimeno

UX Designer: David Vale

Search Architect: Gregg Turner

Client Partner: Naomi Sanders

UI Developer: Masha Grishkevich, Serega Pestov

.Net Developer: Evgeny Eremin

Published: April 2015

Short Rationale: Global high street restaurant brand Carluccio’s recently launched its new website and ‘Honestly Italian’ brand positioning.

The new site, created by Delete, is the first phase of the company’s focus on providing a best-in-class digital experience for its customers. The fully responsive website, built on Kentico’s all-in-one content management solution, now allows customers to find and book restaurants, explore menus and purchase items from the fine selection of Italian products in store, all within a seamless brand experience.

For Carluccio’s, the website project was part of a larger digital strategy for the business and represented an opportunity to refresh their brand positioning and reclaim their place as the original Italian restaurant on the UK high street.

Working closely with the Carluccio’s marketing team, Delete developed the ‘Honestly Italian’ brand positioning, a digital communication strategy and a suite of crafted brand content which includes photography, illustration and copywriting - designed to celebrate Carluccio’s unique Italian inspired style, authenticity and heritage.

Rothco: Heineken '#RunWithIt with Neil Back'

Brand: Heineken

Title: #RunWithIt with Neil Back

Agency: Rothco, Ireland

Agency Website: http://www.rothco.ie/

Agency Producer: Jessica Derby

Art Director: Paddy Thunder

Copywriter: Connor O’Hare

Executive Creative Director: Alan Kelly

Additional Credits: Strategy: MCCP

Account Director: Eva Nash

Account Manager: Susan Nelis

Production Company: Motherland

Director: Finn Keenan

Producer: Ellen Kenny

Executive Producer: Ross Killeen

Social: Eric Gasparro

Post House: Motherland

Photographer: Piotr Dybowski

Digital: Rothco

Grade: Windmill Lane

Motion Graphics: John Cutler

Digital and Social strategy: Kathleen Healy

Published: April 2015

Short Rationale (optional): Heineken pretended to leak Neil Back’s mobile number on their twitter feed.

Hundreds of fans phoned and texted in to let the infamous rugby player know exactly what you thought of him.

Then the best ones got a call from someone pretending to be Neil’s PA, mistaking them for journalists.

There were VIP tickets for Leinster’s Champions Cup quarter-final clash with Bath on the line. So with a few surprises along the way, who would see it through to the end and #RunWithIt?

Wieden + Kennedy: Arla Skyr 'The Messenger'

Brand: Arla Skyr

Title: The Messenger

Agency: Wieden + Kennedy, London, UK

Agency Website: http://wklondon.com/

Creative Directors: Dave Day, Larry Seftel

Copywriters / Art Directors: Thom Whitaker, Danielle Noel

Executive Creative Directors: Tony Davidson, Iain Tait

Agency Executive Producer: Danielle Stewart

Additional Credits: Group Account Director: Katherine Napier

Account Director: Will Hunt

Account Manager: Maria Kofoed

Head of Planning: Beth Bentley

Planning Director: Theo Izzard-Brown

Planner: Rachel Hamburger

TV Producer: Matthew Ellingham

Creative Producer: Michael Winek

Production Company: Blink

Director: Dougal Wilson

Executive Producer: James Studholme

Line Producer: Ewen Brown

Director of Photography: Karl Oskarsson

Editing Company: Final Cut

Editor: Joe Guest

Post Producer: Julie Evans

Executive Post Producer: Julie Evans

Visual Effects Company: MPC

Visual Effects Supervisor: Bill McNamara

Flame Artist: Tom Harding

Visual Effects Producer: Julie Evans

Colorist: Jean-Clément Soret

Titles, Graphics: MPC

Music, Composer: Alex Baranowski

Sound Designer: Anthony Moore

Producer: Becs Bell

Mix Company: Factory

Mixer: Anthony Moore

Producer: Becs Bell

Published: April 2015

Short Rationale (optional): Created by Wieden+Kennedy London, this 1960’s set spot features stunning scenery and a touch of wry humour.

Filmed on location in Iceland, MPC’s 2D team created the mountainous backdrops, added snow and ice and removed obvious signs of the 21st century.

The ad centres on a boy named Orri Sigurdsson, a legendary messenger who relies on Arla Skyr for his strength.

Never Now: Fancy Hanks 'Packaging and Signage'

Brand: Fancy Hanks

Title: Packaging and Signage

Agency: Never Now, Melbourne, Australia

Photography: Josh Robenstone

Designer: Tristan Ceddia

Published: April 2015

Short Rationale (optional): Fancy Hanks is a Melbourne based BBQ joint and smokehouse. To accompany their slow cooked brisket and other menu items, Never Now was commissioned to design a set of labels for Hank's house made BBQ and Hot sauces.

The sauces are served in-house and sold to customers for home use. Flavours are differentiated by colour and large bottles for BBQ and small for Hot Sauce and carry sharp tag lines alluding to the spirit of each flavour.

PB Creative: Toni & Guy 'Dry Shampoo Packaging'

Brand: Toni & Guy

Title: Dry Shampoo Packaging

Agency: PB Creative

Agency Website: http://www.pb-creative.com

Published: April 2015

Short Rationale (optional): PB Creative have designed the new range of dry shampoos for Toni & Guy.

The four specialist dry shampoos, which sit within the existing Glamour, Classic, Casual and Creative collections, have been inspired by this season’s hottest fashion trends and brought to life on pack through the use of typography and colour.

RedPill: Bacardi 'Bring the Heat!'

Brand: Bacardi

Title: Bring the Heat!

Agency: RedPill, London, UK

Agency website: http://http://www.redpill.uk.com/

Director: Matthew Davies

Creative Director: Liam Corrigan

Production Manager: Henry Collins

Operations Director: Mark Brady

Production Assistant: William Hone

Additional credits: Pyrotechnics: Jason Troughton & Nathanial Harrison (AGOG SFX)

Gaffer: Tony Hayes

Phantom Technicians: Lawrence Bewsher & Charley Bewsher (Greendoor Films)

Hair & Makeup: Sian Duke

Published: April 2015

Short rationale: Bacardi has unleashed the all-new Bacardi Carta Fuego, a red spiced rum spirit drink aged in torched barrels, best enjoyed as a shot.

Bearing in mind, ‘Fuego’ is the Spanish word for ‘fire’, Bacardi have produced a social video that has all the heat and energy that the name implies. The video, created by London’s social video specialists, RedPill, takes viewers on a journey through the taste experience of doing a shot of Fuego – all in beautiful slow motion. The flavours of cinnamon and nutmeg, the blast of heat when it first passes your lips, the silky smoothness as it goes down and the night unfolding with your friends. All captured within Carta Fuego’s exquisitely crafted bottle.

Technically, the video is almost as complex as the flavours of Carta Fuego. Using a Phantom Flex camera shooting at up to 2,500 frames per second, with seven 10,000 watt lights, a team of skilled pyros, every high-definition detail of the Carta Fuego bottle assembling itself in super slow motion was captured to end the video with a moment of true awe. #BringTheHeat

Supreme: Fore/Adventure 'Branding'

Brand: Fore/Adventure

Title(s): Branding

Agency: Supreme

Agency website: http://www.supremedba.co.uk

Creative Director: Justin Barrow

Published: 2015

TBWA\Paris \Else: Fontyou 'Fresh fonts are on Fontyou'

Brand: Fontyou

Title(s): Fresh fonts are on Fontyou

Agency: TBWA\Paris, \Else

Agency website: http://www.tbwa-paris.com/

Art Director: Cedric Moutaud

Designer – Copywriter: Vincent Pedrocchi

Illustrator: Laurent Duvoux

Additional Credits: Advertising Managers: Gregori Vincens, Valentine Proust

Agency Managers: Brice Garçon, Maxime Boiron

Head of TV: Maxime Boiron

Art Buyer: Julie Champin

Production: \ELSE

Producer: Benjamin Piton

Direction/ Animation: Boris Belghiti, Jonathan Bignon

Soundtrack

Production: \ELSE

Head of Music & Sound: Olivier Lefebvre

Artistic direction & Direction: Philippe Mineur

Sound Design: Anais Khout, Eric Simonet

Mix: Anais Khout

Published: April 2015

Short Rationale: Fontyou is the first web application which allows artistic directors and agencies to manage their font through the cloud, to discover and improve the most beautiful fonts of the world and to evolve with the help of the last typographical trends.

TBWA\PARIS and \ELSE have chosen to collaborate with the first technological start-up which disrupts the industry of typography, by working for its reputation enhancement.

Talking about typography without showing it is a successful creative challenge. Thanks to an illustrative language unfolded around awesome minimalist short stories.

This B2B campaign, composed of three online films and five visuals (press and outdoor) shows in a skilful way, that, also fonts get old.

Altmann + Pacreau: Stihl 'Let there be light'

Brand: Stihl

Title(s): Let there be light

Agency: Altmann + Pacreau

Agency website: http://www.altmannpacreau.com/

Creative Director: Olivier Altmann

Concept and photography: Hervé Plumet

Additional Credits: Agency Management: Edouard Pacreau, Thomas Vigneron

Ursus Production: Eric Buisson

Published: April 2015

Short Rationale: When you let nature take over during the winter, your gardens grow dark. It’s with this insight in mind that Stihl, world leader in garden equipment, and its agency Altmann + Pacreau, created their new print campaign, communicating for the first time on this problem.

The campaign features three visuals with a touch of humor to highlight the challenge owners tackle each spring when facing their unkempt gardens. For this new campaign, the agency called upon the talents of photographer and director Hervé Plumet, recently awarded the title of best photographer in advertising for 2014 by French publication CB News.

The campaign is currently running throughout the French press.

DDB Budapest: McDonald's 'Bag Tray'

McDonald’s BagTray from DDB Budapest on Vimeo.

Brand: McDonald’s Hungary

Title(s): Bag Tray

Agency: DDB Budapest

Agency website: http://ddb.hu/

Chief Creative Officer: Péter Tordai

Head of Art: Guilherme Somensato

Copywriter: Vera Länger, Giovanni Pintaude

Illustrator: Adrián Bajusz

Additional Credits: Animation: Réka Horányi, Anita Kolop

Product Designer: Márk Dávid

Business Director: Judit Majosi

Account/Producer: Rozália Szigeti

Published: April 2015

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Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

All by Gillian