Creative Department: Featuring St Luke’s, Lost Boys, Design Bridge 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 (10 June) in the Creative Department spread.
Other popular entrants will also be considered for the print edition. Submit your vote before Monday 25 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 onTwitter @TheDrumCreative.
St Luke’s: Littlewood’s 'Beach Huts'
Brand: Littlewood’s
Title(s): Beach Huts
Agency: St Luke’s
Agency website: http://www.stlukes.co.uk/
Creative Partner: Julian Vizard
Creatives: Julian Vizard, Mick Brigdale
Additional Credits: Planner: Dan Hulse
Business Lead: Emma Simmons
Account Director: Amarpreet Lall
Agency Producer: Jess Middleton
Media agency: Vizeum
Production Company: St Luke's
Director: Howard Greenhalgh
Production Company Producer: Genevieve Simmers
Editor: Matthew McKinnon
Post-production: Ludo Fealy at 1920
Grade: Duncan Russell at Glassworks
Music: Hold My Hand – Jess Glynn
Audio post-production: Ben Leaves at GCRS
Published: May 2015
Short Rationale: Littlewoods, the online department store, is continuing it’s successful ‘Littlewoods Touch’ campaign with their 2015 Spring/Summer work created by retained agency St Luke’s.
As the sun starts to peak out from behind the clouds, St Luke’s has recreated the perfect family holiday at the seaside for their latest Littlewoods advert. The spot, directed by Howard Greenhalgh through St Luke’s in-house production arm, sees the brand’s celebrity ambassador Myleene Klass return to share more of the magical Littlewoods Touch.
A trip to the seaside, be it abroad or nearer home, is the highlight of any family summer and this 30 second ad brings that excitement to life as we see a young family and group of friends enjoying the sand, sun and beach huts.
The music track “Hold My Hand” by Jess Glynne, which was UK Number 1 for three weeks, was specially chosen to give the ad that real summer feeling.
SuperHeroes Amsterdam: LG 'The Best Gift Ever'
Brand: LG
Title(s): The Best Gift Ever
Agency: SuperHeroes Amsterdam
Agency website: http://hellosuperheroes.com/#!/home
Creative Director: Rogier Vijverberg
Art Director: Ola Syse
Copywriter: Elliot Stewart-Franzen, Dimitri Hekimian
Additional Credits: Creative strategist: Felipe Camara, Marieke Dekker
Agency producer: Severien Jansen
Production Company: In Case of Fire
Director: Rick Lenzing
DOP: Steve Walker
Producer: Arjan Oosterveer
Design: Krister Lima, Quentin Deronzier
Post-production: Kim Hinrichs, Scott McPherson
Music production: Studio De Keuken
Responsible at LG:Emily Lee
Published: May 2015
Short Rationale: The complaint that cleaning is boring may be as old as dirt itself, but does that really mean cleaning can’t be fun? LG and international creative agency SuperHeroes put this fresh idea to the test in a new online film called ‘The Best Gift Ever’. The film marks the introduction of LG’s innovative LG CordZero, and the new campaign theme ‘Let’s Make Cleaning Fun Again’.
The humorous film presents the new LG CordZero as the perfect pal for making cleaning fun. To tell this story, the film was shot at six different children’s birthday parties over the course of a number of days. In a playful twist on the modern prank film, the children at each party are given a special mystery present. So, what’s in the box that gets the kids so excited?
The Best Gift Ever is created by SuperHeroes Amsterdam and directed by Rick Lenzing from production company In Case Of Fire. SuperHeroes has also created LG’s hugely successful So Real It’s Scary viral series.
Design Bridge: Lyle’s Golden Syrup 'The Smile Machine'
Brand: Lyle’s Golden Syrup
Title(s): The Smile Machine: Creating the design of a magical experience
Agency: Design Bridge, London, UK
Agency website: http://designbridge.com
Design Director: Michael Stride
3D Design Director: Laurent Robin-Prévallée
Design Team: Jiah Lee / Hayley Barrett
Photographer: Lisa Tubbs and Joe Pepler
Client Services Team: Rachel Gotts / Birgitte Woehlk
Short rationale: Tate & Lyle wanted to liven up Britain’s porridge bowls so tasked Design Bridge to create the design for an engaging and playful heritage brand experience for Lyle’s Golden Syrup® with the world’s first smile activated syrup dispenser - part of the ‘Smiles with Lyle’s®’ integrated breakfast marketing campaign.
The aptly named ‘Smile Machine’ utilises facial recognition software to detect a smile, which in turn dispenses a generous portion of Lyle’s Golden Syrup over a bowl of breakfast porridge.
Working in partnership with experiential marketing production company, Helix 3D, Design Bridge created the look and feel of the dispenser, and designed a fully branded experience for Lyle’s, one that played on its generous, magical personality. Design inspiration came from the glorious, sticky syrup itself, as did the brand’s Victorian heritage.
18 Feet & Rising: Koppaberg 'Summer marketing campaign'
Brand: Koppaberg
Title(s): Summer marketing campaign
Agency: 18 Feet & Rising
Agency website: http://www.18feet.com/
Creatives: Alex Delaney, Oli O’Neill
Additional Credits: Producer: Claire Ramasamy
Business Director: Andrew Barnard
Account Manager: Tom Fraser
Production Company: Terrie Tanaka Management
Photographer: Peter Rad
Animation Production Company: Lisbon
Director: Theo Nunn
Published: May 2015
Short Rationale: Bringing a touch of Scandinavian cool to the summer months, the multi-channel activity will focus on the classic Kopparberg favourites, Strawberry & Lime and Elderflower & Lime, before introducing the brand-new Frozen Fruit Cider range.
Following the success of the ‘Elderflower Beards’ creative in 2014 by 18 Feet & Rising, this year’s campaign for Strawberry & Lime takes inspiration from trends rooted in tattoos and body art. The idea evolves directly from the fruit cider ingredients – strawberries and limes, where vines of strawberries intertwine with refreshing limes to form tattoos over the bodies of male and female models. Inspired by the intricacy and talent of tattoo artistry, photographer Peter Rad captures a compelling aesthetic that is authentic, stylish, and very Kopparberg.
From May to August, Kopparberg will use the creative as part of its largest outdoor campaign to date with over 1,900 sites and approximately 4,000 6-sheets in eight key cities across the UK. High impact sites include London’s Piccadilly Circus, Manchester’s Piccadilly Gardens and Glasgow Central.
RKCR/Y&R: Marks & Spencer 'Adventures in Britishness'
Brand: Marks & Spencer
Title(s): Adventures in Britishness
Agency: RKCR/Y&R
Agency website: http://www.rkcryr.com/#!/work
Creative Director: Mark Roalfe
Art Director: Chris Hodgkiss
Copywriter: Pip Bishop
Additional Credits: Leigh Roberts
Agency Producer: Alex Shillingford
Photographer: Karen Thomas
Director/Production Company: Michael Roulier, Phillppe L’Homme @ Food Film
Producer: Francesa O’Brien @ Food Fil,
Editor: Bruce @ The Quarry
Sound Design: Parv @ Wave
Typographer: Tivy Davies
Published: May 2015
Short Rationale: Marks & Spencer has launched a new summer campaign showcasing its celebrated range of regionally sourced/inspired food from around the British Isles.
The ‘Adventures In Britishness’ campaign, created by Rainey Kelly Campbell Roalfe/Y&R, will launch across TV, print, OOH and social media from Sunday 10 May and will run until Sunday 16 August.
The campaign features a 40-second TV and online ad focusing on different types of locally produced summertime food, including delectable regional cheeses, varieties of fresh produce, locally brewed craft beer and a mouth-watering hog roast/beef burgers.
In addition, 20-second commercials will also feature later in the campaign, each focusing on a specific occasion - entitled ‘Adventures in Sizzle’, ‘Adventures in Tea-time’ and ‘Adventures in Seaside’.
The ads are part of the ongoing M&S “Adventures In” campaign, which are all shot with the brands distinctive style.
BrandOpus: Twinings 'Discovery Range'
Brand: Twinings
Title(s): Discovery Range
Agency: BrandOpus
Agency website: http://www.brandopus.com
Executive Creative Director: Paul Taylor
Published: May 2015
Short Rationale: BrandOpus has partnered with the world’s leading premium tea company, Twinings, to create the Large-Leaf Discovery Collection for international markets.
Created by the passion and flair of the Twinings Master Blenders, the collection consists of 14 new and unique blends designed to take tea lovers on a journey of discovery to experience new superior large-leaf teas and infusions that will delight the senses.
Inspired by the thousands of drawers in the Twinings tea library, every blend is presented in distinctive drawer-like packaging revealing the story behind the tea.
Each mouth-watering blend has its own story to tell and this is brought to life by illustrations unique to each, whilst a layering approach to the structural design evokes surprise, delight and engages all the senses.
JWT London: Canon 'City Climbers'
Brand: Canon
Title(s): City Climbers
Agency: J. Walter Thompson London
Agency website: http://jwt.co.uk/
Executive Creative Director: Russell Ramsey
Creative Director: Adam Scholes
Creative: Adam Collins, Mark Campion
Additional Credits: Agency Producer: Carley Reynolds
Assistant Agency Producer: Lula Boardman
Project Manager: Romana Kit
Planner (creative agency): Kris Flemington
Business Director: Antony Hill
Senior Account Director: Claire Howe, Tom Ring
Media Agency: PHD
Media Planner: Ghislain Caudrillier
Director: Niall O’Brien
Production Company: A+ (part of Academy Films)
Producer: Arlene McGann
Director of Photography: Manuel Alberto Claro
Editor: Simon Hargood @ Assembly Rooms
Sound: Tom Joyce @ Factory
Published: 2015
Short Rationale: J. Walter Thompson London unveils the third instalment of the Canon Come and See campaign: “city climbers”.
Vadim Makhorov and Vitaliy Raskalov are two Russian photographers and city explorers also known as “on the roofs”. Looking beyond familiar sights, they search for unique and spectacular photos that can only be captured from the tallest buildings and that they instantly share with their community.
Canon and J. Walter Thompson followed the pair on their latest climb in Dubai, where they took on the JW Marriott Marquis - the world's tallest hotel - a 72-story, 355 m twin-tower skyscraper.
Robot Food: Cadbury 'Mini Rolls Rebrand'
Brand: Cadbury
Title(s): Mini Rolls Rebrand
Agency: Robot Food, Leeds, UK
Agency website: http://www.robot-food.com
Creative Director: Simon Forster
Art Director: Martin Widdowfield & Mike Johns
Copywriter: Simon Forster & Chris Shuttleworth
Illustrator: Mike Johns
Photographer: Martin Widdowfield & Mike Johns
Published: May 2015
Short rationale (optional): Cadbury Mini Rolls are the original Mini Roll and have been gracing supermarket shelves and lunchboxes since 1962. However to walk down the cake aisle you wouldn’t know it, dozens of copycat brands have jumped on the success of the vanilla crème-centred Cadbury Mini Rolls and followed with their own variants of this iconic cake, albeit none deliver the crème that Cadbury Mini Rolls have. Premier Foods wanted to make Cadbury Mini Rolls more impactful on shelf, making it more modern, relevant and in keeping with the master brand of Cadbury confectionery. To help deliver this, Premier Foods assigned the project to Leeds-based design agency Robot Food to bring their expertise on making this step change re-design for the brand.
Tasked with reinventing the Cadbury Mini Rolls brand, Robot Food completely overhauled the visual identity and on pack hierarchy to hero the Mini Rolls themselves. By taking full advantage of the speech mark shape created by the swirled crème filling, the new identity is as bold and fun as the product offering itself. Oozing with character and cheeky tone of voice, Robot Food created the positioning “with BIG personality” to modernise Cadbury Mini Rolls and have a clear advantage over of the own-label offerings. This new pack design is also in line with the current “Joy” positioning that the parent brand Cadbury hold.
On pack communication has been significantly ramped up with a series of witty, tongue in cheek slogans that give each flavour literal shelf shout. In keeping with the big personality proposition, each individual Mini Roll has a fun message on the outer wrapper; each flavour vying for attention on the shelf. Carrying on with the overhaul, Robot Food’s art direction of the product photography is as innovative as it is exciting. By breaking away from the industry standard ‘3/4 shot’, the Mini Roll instantly becomes proud, confident and more appetising – symbolising the newfound stature of the Cadbury Mini Rolls brand.
The result is an all-encompassing identity that completely reaffirms Cadbury Mini Rolls’ position as the go-to product in the busy aisle of cake. Rolled with joy and bursting with personality ensures they have a unique positioning to which nothing else compares.
Bluemarlin: Rocks 'Brand design'
Brand: Rocks
Title(s): Brand design
Agency: Bluemarlin
Agency website: www.bluemarlinbd.com
Account Director: Norma Gray
Published: May 2015
Short Rationale: International brand design agency bluemarlin has rolled in a new, distinctive design for Rocks range of squashes. The concept revolutionises the brand’s entire identity, including packaging, communications and digital, and will support the brand’s ambitious plans for growth as it stretches into the competitive Ready to Drink category.
Bluemarlin was charged with discovering a brand new position for Rocks as a mature, premium squash that is good for the whole family whilst maintaining its authentic British spirit. The braver idea of ‘Rocks Your World’ was developed as the design concept to re-establish Rocks within the market.
The Rocks logo features prominently on the design as a stamp of authenticity – it conveys the spontaneous energy of the brand while affirming a strong and confident brand voice. The colourful splat of squashed fruit communicates the energy of the brand and the product truth of it being packed full of flavour. Rocks contains only three simple and pure ingredients: fruit, water and sugar – no additives or preservatives, just squash, the way it should be made. The glass bottle indicates a premium, quality product, but the design guarantees an energised, friendly and natural offering.
Lost Boys: The Drum 'Dreamers Wanted'
Brand: The Drum
Title(s): Dreamers Wanted
Agency: Lost Boys
Agency website: http://lostboys.com/
Creative Director: Gav Gordon-Rodgers, Gemma Butler
Art Director: Tom Kavanagh
Creative Team: Gabrielle Choo, Matt Paxton
Additional Credits: Head of Content and Distribution: Jasmin Griffiths
Producer: Kyson East
The Drum: Creative Director: Dave Birss
Producer: Sam Scott
Published: May 2015
Short Rationale: The Drum has announced the launch of its first ever UK-wide creative competition, the Dream Awards. The launch is supported with a campaign created by social and content agency Lost Boys.
The Dream Awards will celebrate and reward the most outstanding creative work, and aims to attract entries from the UK’s top agencies and brands.
Lost Boys has worked with The Drum to develop a creative platform, Dreamers Wanted, celebrating the industry’s dreamers and paying tribute to their imagination and creativity. The campaign invites those with big dreams to enter the awards.
To launch the awards, Lost Boys and The Drum have created a series of surreal and humorous films featuring leading creative directors including Laura Jordan-Bambach, Creative Partner at Mr. President, Peter Souter, Chairman and Chief Creative Officer of TBWA London and Mick Mahoney, Executive Creative Director at RKCR/Y&R discussing some of their most iconic past work. Each creative director is pictured on a psychiatrist’s couch, describing the dream which inspired their most famous campaign.
Lost Boys has also developed a social media strategy to support the launch of the awards, with activity on Twitter and other supporting channels using the hashtag #DreamersWanted, as well as a series of double-page print ads in The Drum.
Sid Lee Amsterdam and Sid Lee New York: Absolut 'Absolut Nights'
Brand: Absolut
Title(s): Absolut Nights
Agency: Sid Lee Amsterdam & Sid Lee New York
Agency website: http://sidlee.com/
Executive Creative Director: Daniel Chandler, James Yeats-Smith
Creative Team: Maclean Jackson, Roeben Beddeleem, Eoin Mclaughlin, Thomas Glover
Additional Credits: Group Account Director: Emily Creek
Account Director: Amy Manganiello
Production Management Director: Melanie Bruneau and Dave Isaac
Head of Strategy: Simon Wassef
Strategy Director: Nicola Davies
Editor: Thomas Schenk
Director: Melina Matsoukas
Production Team: Jimmy Lee & Sid Lee Entertainment
Production Partners: Prettybird, Vice, O’mage, StudioNOW
VP of Marketing, Absolut: Xavier Beysecker
Global Storytelling Director, Absolut: Nodjame Fouad
Global Experiences Director, Absolut: Franz Drack
Global Communications Manager, Absolut: Billy Burgess
Global Experiential Manager, Absolut: Leandro Bonoli
Global Experiential Manager, Absolut: Frida Hyséus
Published: 2015
Short Rationale: Absolut Nights, a new global nightlife series was the basis for the latest iteration of Absolut’s famous Transform Today campaign. Created together with strategic and creative partner Sid Lee, Absolut Nights is an attempt at bringing back the glory days of Studio 54 and reclaim Absolut’s crown as the leader in creative nightlife experiences.
To launch Absolut Nights, Sid Lee and Absolut produced a series of four unique, flagship events in key cities around the globe, and partnered with cutting edge artists to transform the night into an immersive, artistic experience. The remarkable events that followed were captured as a three minute video, shot by acclaimed film director Melina Matsoukas and featuring an exclusive soundtrack from Empire of the Sun.
With renowned lighting artist Vita Motus in New York, author Marianna Krawczyk in Sao Paolo, fashion designers Studio XO in Berlin, and fire artist Charles Gadeken in Johannesberg, each city’s featured artist radically transformed a single element of the party experience, pushing the boundaries for what partiers should expect on a night out.
Sid Lee and Absolut created Nights by Absolut under the belief that ‘the future is not a given, it’s what you create’ and the desire to bring that message to life, continuing the brand’s shift away from messaging-led communications and towards a more invitational, experiential model that let’s their consumers become part of the brand.
JWT London: Rowntree’s 'Riders'
Brand: Rowntree’s
Title(s): Riders
Agency: J. Walter Thompson London
Agency website: http://jwt.co.uk/
Executive Creative Director: Russell Ramsey
Creative Director: Jason Berry
Creative: James Hobbs, Jeremy Little
Additional Credits: Agency TV Producer: Nicola Mitchell
Assistant TV Producer: Jenny Busby
Planner (creative agency): Richard Cottingham, Kevin Mercer
Business Director: Brooke Curtis
Account Director: Lauren Nuttall, Paola Natellis
Media Agency: ZenithOptimedia
Production Company: 2AM
Director: Joel & Jamie
Production Company: Alice Morris
DOP: Haris Zambarloukos
Editor: Daniel Greenway
Post-production: nineteentwenty
SFX Artists: Chrys Aldred, Richard McKeand
Post Production Producer: Sally Pritchett
Colourist: Julien Biard at Finish
Sound: Sam Ashwell at 750mph
Published: May 2015
Short Rationale: J. Walter Thompson London has created a series of ten sponsorship idents in which the family of Rowntree’s sweets are the stars of the show.
The films bring together the worlds of film and confectionary in extravagant ‘rider’ requests from demanding, fictitious films stars. Everything from Fruit Pastille towers to flattering Jelly Tot portraits are catered for to massage actor’s egos and satisfy their appetite for all things Rowntree’s.
The campaign is designed to build on the fun side of the brand and remind people that everyone needs a bit of Rowntree’s-ness every now and then. It also aims to increase awareness of the 5 core sub-brands in the Rowntree’s family (Fruit Pastilles, Randoms, Fruit Gums, Tooty Frooties and Jelly Tots).
The 12-month campaign launches on 11 May 2015 on TV and will be supported in social – in particular through the launch of a new Rowntree’s brand twitter - and by OOH.
Arnold KLP: Douwe Egberts 'No ordinary coffee'
Brand: Douwe Egberts
Title(s): No ordinary coffee
Agency: Arnold KLP
Agency website: http://arnoldklp.com/
Creative Director: Andrew Watkinson, Jon Moore
Director/Photographer: Christopher Watson-Wood
Additional Credits: Production Company: Mad Ruffian
Media Agency: Havas Media
Media Planner: Niki West
Post Production: Ruffian Post
Audio Post Production: Angel Sound
Published: May 2015
Short Rationale: Arnold KLP has teamed Douwe Egberts up with internationally renowned fashion designer, Orla Kiely, to create a limited edition collection of must-have coffee jars.
Using Orla’s bold and iconic graphic patterns, a set of three fashion-forward Douwe Egberts jars have been created that coffee lovers can collect, upcycle and treasure. The stylish ‘coffee couture’ collection will feature the Pure Gold and Pure Indulgence roasts, creating the perfect instant coffees. There are three exclusive designs to collect and only 1.5 million available.
The campaign consists of TV, instore, digital and social – going live May 1 with TV airing May 4.
Tens (in-house): Tens 'Instant summer vision'
Brand: Tens
Title(s): Instant summer vision
Agency: Tens (in-house)
Agency website: http://www.tenslife.com/
Creative Director: Tom Welsh, Kris Reid, Marty Bell
Art Director: Tens
Copywriter: Tens
Illustrator: Marcel Sygula
Photographer: Tom Welsh, Marty Bell, Giles Smith
Additional Credits: Soundtrack: Sunglasses Kid
Published: May 2015
Short Rationale: Tens, the UK's first filter sunglasses brand, has unveiled a hilarious eighties-inspired infomercial shot to mark the launch of its brand new collection – offering an affectionate nod to an era of bygone advertising.
Produced and Directed by Tens' founders – Kris, Marty and Tom – the film offers a satirical response to the endless feed of overproduced HD content, and hilariously begs the question "What the f*ck is Instagram anyway?"
Ogilvy Portugal: Correio da Manhã 'The first Responsive Print ad'
Brand: Correio da Manhã
Title(s): The first Responsive Print ad
Agency: Ogilvy, Lisbon, Portugal
Agency website: http://www.ogilvy.pt
Creative Director: Jorge Coelho
Art Director: Nuno Gomes
Copywriter: Rui Antunes
Additional Credits: Creative supervisor: João Guimarães
Managing Partner: Francisco Costa
Account Director: Paulo Caixeiro
Account Executive: Catarina Oliveira
Tv Producer: Paulo Carrapito
Tv Production: Mixturas
Production & Logistics: Eduardo Vale, João Carrapito, Álvaro Carrapito
Packshot Animation: Tiago Simões
Published: April 2015
Short rationale: Starting with the idea that one piece of paper can be as responsive as a website and that it can be adapted to all the formats we want, we created a print ad in which all the information is adapted to the space available in the page as this is folded. Like the websites that are optimizes for different screen sizes, the Correio da Manhã print ad was conceived to be manually adapted to 3 formats, so that the readers can get to know the newspaper new website and how it can be easily accessed by tablet or smartphone.
Aesop: MOMA 'Start your day awesome'
Brand: MOMA
Title(s): Start your day awesome
Agency: Aesop
Agency website: http://aesopagency.com/
Executive Creative Director: Martin Grimer
Creative Director: Simon Hipwell, Matt Pam
Designer: Danii Kedik
Illustrator: Peter Greenwood
Additional Credits: Retoucher: Richard Pettiford
Account Director: Tommy Smith
Published: May 2015
Short Rationale: Aesop, the brand storytellers, have created their first campaign for MOMA -the healthy breakfast brand - since winning the business earlier in the year following a competitive pitch.
The campaign, created by Aesop Agency, marks the launch of MOMA’s new Bircher Muesli range.
The three executions, which include the endline ‘Start Your Day Awesome’, are bold and playful. Each of the illustrations, that reference screenprint pop and comic art, put the product centre stage and are quite literally bursting with energy. A retro rocket soars; a bi-plane loops the loop; the product explodes with a ‘POW!’.
Ogilvy & Mather Singapore: Sport Singapore 'Celebrate the extraordinary'
Brand: Sport Singapore
Title(s): Celebrate the extraordinary
Agency: Ogilvy & Mather Singapore
Agency website: http://www.ogilvy.com/
Chief Creative Officer: Eugene Cheong
Creative Director: Troy Lim, Jon Loke
Senior Art Director: David Stevanov
Senior Copywriter: Adrian Yeap
Copywriter: Nicholas Lim
Additional Credits: Account Management: Shirley Tay, Ellen Tan, Peter Glaser, Cheryl Lim
Production House: Above the Sea
Executive Producer: Sophie Kornberg – Spotwelders Los Angeles
Director: Tony Kaye
Editor: Spotwelders – Los Angeles
Published: May 2015
Short Rationale: Sport Singapore, Ogilvy & Mather Singapore, and Oscar-nominated film director Tony Kaye have teamed up to produce a series of TVCs to rally the nation in support of Team Singapore athletes ahead of the 28th Southeast Asian (SEA) Games which will return to the Lion City from 5-16 June 2015, after a 22-year hiatus.
Building on the SEA Games’ theme of “Celebrate the Extraordinary”, the nine web films and TVCs turned the lens on Team Singapore athletes as they showcase their extraordinary sporting abilities – from shooting hoops while blindfolded to delivering 40 punches in eight seconds, with no camera tricks necessary.