Creative Department: Featuring FCB Inferno, TBWA\London, Brothers and Sisters 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 1 June 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.
FCB Inferno: BMW '40th Anniversary'
Brand: BMW
Title(s): 40th Anniversary
Agency: FCB Inferno
Agency website: http://www.fcbinferno.com/
Print: Chief Creative Officer: Al Young
Art Director: Ben Edwards, Adam Booker
Copywriter: Simon Cenamor
Photographer: Mark Bramley
Film: Chief Creative Officer: Al Young
Art Director: Raymond Chan
Copywriter: Simon Cenamor
Account Director: Fiona Witcomb
Planning Director: Ben Jaffe
Producer: Tom Colbeck
Additional Credits: Production Company: Rogue Films
Producer: Tom Farley
Editor: Guy Savin @ Marshall Street Editors
Post Production Producer: Ian Harland
Post Production: Absolute Post
Audio Post Production: Nick Davis
Music Composition Company: Massive Music
Published: May 2015
Short Rationale: To celebrate the 40th anniversary of the beloved BMW 3 Series and the launch of the latest model, FCB Inferno has created a striking outdoor and print campaign that will be seen across high-profile sites nationally. BMW has produced six generations of the best-selling model, which are paid tribute in individual executions. The art direction has been crafted to pay heavy reference to each era, with typography, the angle of the car and colour palate all evoking a strong sense of nostalgia; be it the hacienda tones of the 90s dance music age, or the minimalist whites of the 00s.
The copy reflects the passion that 3 Series drivers have had for the car over the years. For each generation’s pivotal cultural moments, the innovations of each generation of 3 Series is seen as equally meaningful. Lines include ‘1975 - A new movie inspires nightmares about the open water. A new car inspires dreams about the open road’, ‘1982 - Interest rates at 14 per cent in the UK. Drag reduced by 15% on the BMW 3 Series’ and ‘1990. The Germans win on penalties. And aerodynamic design’.
Prominent consecutive outdoor take-overs have been booked at sites that include Cromwell Road, Waterloo Motion, Holland Park roundabout and an Oxford Circus Bakerloo Line domination from 18th May. Print ads, including DPS, consecutive pages and DPS gatefolds, will run in magazines and most national newspapers from 20th May. Bespoke formats have been created for The Telegraph, BBC Top Gear’s Retro Supplement and Esquire, with all media buyijng managed by Vizeum.
An online film will be seen across social channels and You Tube. The carefully choreographed execution sees all six generations of 3 Series gliding down a race track, overtaking the last generation one after the other. Shot in a single frame, a voice over by James D’arcy celebrates the ground breaking innovation each generation delivered, set to a score composed by Massive Music designed to match the timing of the new cars entering frame, echoing the evolution and eras from 1975 to today.
Bright Signals & Something Something: Tennent’s 'Wellpark'
Brand: Tennent’s
Title(s): Wellpark
Agency: Bright Signals, Something Something
Agency website: http://www.brightsignals.co.uk/ http://www.somethingsomething.tv/
Illustrator: Pablo Fernandez Clark
Head of Animation: Erik RVA
Published: May 2015
Short Rationale: Developed by a collective of up-and-coming talent brought together by Tennent’s Lager, Wellpark was borne out of a group of writers, directors, illustrators and animators working together with the aim of creating something funny, bold and original.
Over the course of the summer around 35 animated sketches will be released online.
TBWA\London: Airbnb 'Floating House'
Brand: Airbnb
Title(s): Floating House
Agency: TBWA\London
Agency website: http://tbwa-london.com/
Designers: Steve and Nick Tidball
Published: May 2015
Short Rationale: The fully functioning Floating House sailed down the Thames to celebrate new rules that mean that Londoners – like the rest of the UK – can earn a 15 per cent pay rise by sharing their homes through sites like Airbnb.
Like something straight out of an animated film, the home has two bedrooms, a living room, working bathroom and even a garden complete with real grass, a doghouse and an apple tree. Sitting at an imposing eight metres tall and weighing in at 70 tonnes, the structure was built by production company Star Events over the past four months.
Crossing local neighbourhoods such as Chelsea, Westminster and Canary Wharf, the house will hold community events and overnight stays throughout the week before opening its doors to one lucky winner and three guests, who will stay overnight on Friday 22 May. Hosted by a member of the Airbnb community, the guests will enjoy spa treatments from on-demand app PRIV, as well as a private dining experience with food personally prepared by Robert Ortiz, head chef of Peruvian and Michelin-starred restaurant Lima and Lima Floral.
The Floating House - just one of more than a million unique experiences available through Airbnb - will provide guests with unparalleled views of the city, as it takes in London riverside landmarks on its journey down the Thames.
The new rules on home sharing which recently came into force allow Londoners to share their homes with travellers for up to 90 days a year. This allows visitors to truly experience London as a local, while helping people make a little extra money from their homes to afford the costs of living. Airbnb has experienced significant growth in the UK and in the last year alone recorded an 86 percent increase in properties listed on the site.
Brothers and Sisters: Sky Store 'Treat Yourself'
Brand: Sky Store
Title(s): Treat Yourself
Agency: Brothers and Sisters
Agency website: http://www.brothersandsisters.co.uk/
Executive Creative Director: Andy Fowler
Creative Director: Tim Clark
Creative Team: Sarah Hardcastle, Elliot Sheils
Additional Credits: Media: Mediacom
Media Planning and Buying: Heather Cheattle
Account Director: Shaida Vaillancourt
Senior Account Manager: Susie Seldon
TV Producer: Ashlie Hutber
Director: Vaughan Arnell
Production Company: Moxie Pictures
Producer: Sue Caldwell
Editor: David Price
Post Production/VXF: Framestore
Executive Producer: Helen Hughes, Adam Sargent
Sound: Wave
Sound Designers: Parv Thind
Music: Mini Skirt – Esquivel
Published: May 2015
Short Rationale: A new Sky Store TV campaign launches for six-weeks in the UK and Republic of Ireland. Featuring Idris Elba, the commercial highlights the availability of new blockbuster movies across devices.
Idris, the popular Wired, Luther and Thor star, explains that the new service from Sky Store allows us to “treat ourselves”: over ten million Sky subscribers with Sky TV and compatible Sky+ Box can now buy blockbuster movies such as ‘Kingsman: The Secret Service’ and ‘Fifty Shades of Grey’. Idris neatly illustrates the flexibility of the service across owner devices, by physically taking his TV off the wall; reducing it to a tablet size for viewing on the move, and then folding it into a DVD which can be added to subscribers’ own collections. DVDs usually available within five working days of release date.
The 40-second commercial was devised by independent creative agency Brothers and Sisters, and directed by Vaughan Arnell through Moxie Pictures. The endline is “Treat Yourself, with Sky Store”.
Yiannis Ghikas: Sam loves Betty 'Packaging'
Brand: Sam loves Betty
Title: Packaging
Agency: Yiannis Ghikas, Athens
Graphic design: Aris Pasouris, Athens
Copywriter: Sissy Caravia
Photos: Math studio
Mold makers: Agelopoulos bros
Printing: Lombardias bros
Published: May 2015
Short Rationale (optional): UK-based, startup Biocidetech commissioned product designer Yiannis Ghikas to design the packaging of their first line of products that will soon be launched under the unexpected name Sam Loves Betty.
Biocidetech’s chemical engineer Konstantinos Gouliaris has created a line of bio anti-insect formulas based entirely on natural substances.
According to the brief the packaging should not demonstrate efficacy through toxicity, an approach that is used by all the existing products of this category.
Grey London: Vodafone 'Let’s Go! Spotify'
Brand: Vodafone
Title(s): Let’s Go! Spotify
Agency: Grey London
Agency website: http://www.grey.co.uk/
Chief Creative Officer: Nils Leonard
Deputy Executive Creative Director: Vicki Maguire
Creatives: Jonathan Marlow, Andy Garnett, Yassa Khan
Additional Credits: Account team: Natalie Graeme, Clare Campbell, Sophie Fredheim, Morwenna White-Thomson
Agency producer: Marcus Eley, Sophie Paton
Creative production: Maxine Hose, Ross Dunstan, Andrew Bell, Laura Pillings
Planner: Alice McGinn, Bhavin Pabari
Media agency: MEC
Media planner: Amelia Ross
Production Company: Iconoclast
Directors: We Are From LA
Editor: Sam Ostrove
Producer: Anna Smith, Mark Harbour
DoP: Florian Hoffmeister
Post-production: Finish
Soundtrack: Snoop Dogg, DMX
Audio post-production: Sam Robson @ 750 MPH
Published: May 2015
Short Rationale: The five breakdancing schoolboys from Grey London’s first Vodafone UK ad, are being given the chance to show off their moves to promote the Spotify Premium service on Vodafone 4G.
To build on the proposition that Vodafone 4G allows you to live life more boldly, the children are seen throwing some impressive dance moves in the playground, which they choreographed themselves.
Directed by We Are From LA, the French duo behind Pharrell’s ‘Happy’ video and the ground-breaking ‘24 hours of Happy’, the joyful and engaging ad opens with the punchy narrative, “Don’t dance to someone else’s tune, write your own lyrics.”
Coley Porter Bell: Chivas 'Chivas Regal The Icon'
Brand: Chivas
Title(s): Chivas Regal The Icon
Agency: Coley Porter Bell
Agency website: http://www.coleyporterbell.com/
Creative Director: Richard Clayton
Additional Credits: Business Director: Alex Ririe
Global Marketing Manager (Chivas Brothers): Laura Hanratty
Published: May 2015
Short Rationale: Chivas Regal has recently launched the pinnacle of its range - Chivas Regal The Icon with the help of strategic branding consultancy Coley Porter Bell, who developed its proposition and brand identity. Launching in Dubai Duty Free this month and retailing at $3,500 (USD) - prior to global release in September 2015 - Coley Porter Bell developed the overall concept for Chivas Regal The Icon, including the decanter and presentation case.
Chivas Regal, the world’s first luxury Scotch whisky, was first exported to the rest of the world in 1909 – becoming an iconic whisky of its time. Reflecting the brand’s illustrious past the green crystal decanter in particular, pays homage to the original 1909 green bottle. But also, the touches of red throughout the packaging, the ship reference on the badge and the presentation case are all inspired by the brand’s export story.
As the pinnacle of the Chivas Regal range the product concept aims to capture the brand’s legacy, but with modern luxury in mind. The elegant shaping of the decanter amplifies the familiar Chivas bottle shape which can be seen in the rest of the range. The intricately crafted, understated metalwork and the precise hand-finished cuts into the crystal give an assured contemporary aesthetic.
The presentation case – also designed by Coley Porter Bell – is inspired by portmanteau and the golden age of travel. It is a contemporary nod to the brand’s past and has been carefully designed to transport and display the decanter, whilst a hidden drawer houses both the presentation stopper and a booklet documenting the history of the brand and the birth of Chivas Regal The Icon.
To help realise its vision for Chivas Regal The Icon, Coley Porter Bell worked closely with leading luxury cabinet and display-makers Ch. Dahlinger and the master craftsmen at Dartington Crystal. Each decanter is hand blown and hand finished with refined metalwork, which includes a subtly-crafted presentation stopper adorned with the brand’s signifier – a luckenbooth – the Celtic symbol of friendship and love.
Wieden+Kennedy Amsterdam: EA FIFA 15 'The bittersweet taste of football'
Brand: EA FIFA 15
Title(s): The bittersweet taste of football
Agency: Wieden+Kennedy Amsterdam
Agency website: http://www.wkams.com/
Executive Creative Director: Mark Bernath, Eric Quennoy
Creative Director: David Smith, Alvaro Sotmayor
Copywriter: Mark Arlestig
Additional Credits: Head of Broadcast Production: Joe Togneri
Broadcast Producer: Elissa Singstock
Associate Producers: Beau Brouwer, Judd Carraway
Planner: Ben Armistead
Account Director: Nick Campion
Account Manager: Kerstin Haag
Project Manager: Janna Harrington
Business Affairs: Justine Young, Melissa Kincaid, Kacey Kelley
Production Company: Imperial Woodpecker
Director: Mark Zibert
Director of Photography: Greig Fraser
Producer: Matt Wersinger
Executive Producer: Doug Halbert
Editing Company: Whitehouse Post
Editor: Russell Icke
Assistant Editor: Iain Whiteright
Audio Post: Grand Central Recording Studios
Sound Designer/Mixer: Raja Sehgal
Music: Massivemusic Amsterdam
Artist/Title: EA FIFA Messi Chocolate Delight
Post Production: MPC
VFX Producer: Amy Richardson
VFX Supervisor: Iain Murray
3D Supervisor: Michael Diprose
Colourist: George K
Published: May 2015
Short Rationale: Lionel Messi’s tears are distilled and turned into chocolate bars of Sweet Victory and Bitter Defeat in a new film for EA SPORTS FIFA 15.
Marking the end of the season and celebrating FIFA 15, a new online film captures the emotions of football so players can not only feel the game, but also (virtually) taste it. Created by Wieden+Kennedy Amsterdam, the 90-second film sees Lionel Messi’s tears of joy and tears of despair collected and transformed into ‘The Bitter-Sweet Taste of Football’ – a dual chocolate bar with one side of Sweet Victory and one of Bitter Defeat.
MOFILM: Bose 'Music Is My ____'
Brand: Bose
Title: Music Is My ____
Agency: MOFILM
Agency website: https://www.mofilm.com/
Director: Max Sherman
Production Company: OPC
Producer: Paul Matthews
Cinematographer: Kiel Milligan
Stylist: Tiffany Briseno
Executive Producers: Harland Weiss, Donovan Boden, Liz Dussault
Dancer: Taylor Hatala
Choreographer: Alexander Chung
Additional credits: Editorial: Relish Editing
Editor: Chris Murphy
Post Production: Alter Ego
Colourist: Tricia Hagoriles
Music: Steve Noble
Sound Mix: Vapor Music
Published: May 2015
Short Rationale (optional): Best known for her YouTube video choreographed to Nicki Minaj ‘Anaconda’, Taylor Hatala has caught the eyes of ten of millions and has even appeared on The Ellen DeGeneres Show. She is also Canadian. So when Toronto-based OPC director Max Sherman was looking to create a piece of branded content for Bose, he reached out to her management to collaborate with her on the project.
The resulting film puts the tiny dancer's moves to a different beat - to a mix of improvised drum solos by UK jazz drumming legend Steve Noble. Shot in Toronto's elegant St. Lawrence Hall, the video creates a beautiful juxtaposition between movement, sound and image.
The video was created for Bose via MOFILM, a content sourcing company which allows filmmakers to produce video and photographic content for various brands and social causes.
JWT London: Wilkinson Sword 'Break the routine'
Brand: Wilkinson Sword
Title(s): Break the routine
Agency: J. Walter Thompson London
Agency website: http://jwt.co.uk/
Executive Creative Director: Russell Ramsey
Head of Art: Christiano Neves
Creative: Alex Ball, Andre Figueiredo Christiano Neves, Ronnie Vlcek
Photographer: Alan Harford
Additional Credits: Art Buyer / Project Director: Stuart Heyburn
Project Manager: Rachel Clutterbuck
Global business Director: Paul Kehoe
Account Director: Anna Deane
Account Manager: Alexandra Peacock
Published: May 2015
Short Rationale: Targeting fashion-savvy Londoners, the three executions play on the mundane routine of shaving and show how Wilkinson Sword’s Hydro 5 Groomer can help try more exciting styles.
The creatives behind the ads said: "Nowadays, more and more men take pride in their appearance. However, many still don’t realise the potential of shaving and grooming, for them it's simply a daily chore. We wanted to show them how easy it is to break their shaving routine and create a multitude of new looks and styles."
The campaign will run in the press, OOH and indoor posters.
Adam&EveDDB: Genius 'Animals'
Brand: Genius
Title(s): Animals
Agency: Adam&EveDDB
Agency website: http://www.adamandeveddb.com/
Chief Creative Officer: Ben Priest
Executive Creative Directors: Ben Tollett, Richard Brim
Creative Director: Aidan McClure, Laurent Simon
Additional Credits: Planner: Elaine Miller
Media Agency: the7stars
Media Planner: Daniela Jannings
Production Company: Passion Pictures
Director: Kyra Buschor, Constantin Paeplow
Editor: Passion Pictures
Sound Design: Nami Strack
Post Production: Framestore
Audio Post Production: Factory Studios
Published: May 2015
Short Rationale: Genius Gluten Free, the number one bakery brand within the free-from category in Britain, is launching a new, large-scale digital advertising campaign to drive awareness and educate consumers on the physical benefits of a gluten-free diet.
The exclusively digital campaign will incorporate a mixture of VOD spots across 4OD and ITV Player, YouTube and Facebook impressions, as well as targeted display advertising support aimed at reaching an audience of consumers considering a move to a gluten-free diet.
The advert, created in association with adam&eveDDB and directors Kyra Buschor & Constantin Paeplow, features three uncomfortable looking, animated characters – a duck, a hedgehog and a robin, with the tagline “Bread shouldn’t feel like this” designed to highlight the side-effects, such as bloating, often experienced by those with a gluten-intolerance.
Arena Media: ZSL 'Mayhalf-term campaign'
Brand: ZSL
Title(s): May half-term campaign
Agency: Arena Media
Agency website: http://www.arenamedia.com/
Creative Agency: The Chase
Published: May 2015
Short Rationale: Media planning and buying agency, Arena Media, has today unveiled a pair of campaigns for the Zoological Society of London (ZSL), one for ZSL Whipsnade Zoo, and one for ZSL London Zoo to celebrate its insect activity this May half term.
Running from Monday 18 May, in time for half term, both campaigns are targeted at families with the main channel being DOOH. The ZSL Whipsnade Zoo campaign raises awareness of the new Butterfly House – a brand new indoor attraction at Whipsnade – while the ZSL London Zoo initiative launches the brand’s latest ‘Up Close’ experience: In with the Spiders.
TBWA\London: Coco de Mer 'X'
Coco de Mer: X from TBWA\London on Vimeo.
Brand: Coco de Mer
Title(s): X
Agency: TBWA\London
Agency website: http://tbwa-london.com/
Chief Creative Officer: Peter Souter
Concept Creator: Walter Campbell
Copywriter: Sean Doyle
Editor & Video Art: Nick Gilberg
Designers: Daniel Todd, Anna Leapman
Additional Credits: Account Director: Alexis Jamgotchian
Agency Producer: Natalie Spooner
Executive Producer: Elin Tiberg
Producers: Ada Almeida, Lauren Havard, Clark Jackson
Assistant Producer: Nick Forbes Watson
Director of Photography: Marcus Autelli, Matthew Taylor, Eric Zimmerman
Production Company: Rankin Film
Director: Rankin, Vicky Lawton, David Allain, Bronwen Parker-Rhodes, Trisha Ward, Damien Fry, Jo Hunt
Post Production Company: MPG
Post Production Producer: Tomek Zietkiewicz
Telecine: Kai Van Beers
VFX: Marcus Dryden, Michael Gregory, Alex Snookes
Sound Design: Wave
Sound Designers: Simon Carroll, Peter Salmang
Music Designer: Jason Stone, Peter Salmang
Executive Sound Producer: Rebecca Boswell
Sound Operator: Michael Powell
Music Consultants: Platinum Rye
Published: May 2015
Short Rationale: Coco de Mer has launched a compelling new film campaign, ‘X’: a collaboration between TBWA\London & Rankin. It aims to engage people in a new, liberated conversation around desire.
The campaign will run online and nationwide in cinemas with selected programming.
Shot by an ensemble of Directors and Photographers including Rankin, Vicky Lawton, David Allain, Damien Fry & Joe Hunt, Trisha Ward and Bronwyn Parker-Rhodes, the concept was created by Walter Campbell, creative director at TBWA\London. ‘X’ immerses the viewer in the deepest desires of the erotic imagination, showing a roller-coaster ride of images, from seemingly banal everyday moments to evocative images of Coco de Mer lingerie.
Dirty Design: Impress Sandwiches 'Packaging Design'
Brand: Impress Sandwiches
Title(s): Packaging Design
Headline and copy text (in English): Sandwich packaging with stand out.
Agency: Dirty Design
Agency website: http://www.dirtydesign.co.uk
Creative Director: Charlotte Hockey-Berry
Art Director: Martin Brewer
Copywriter: Dirty Design
Illustrator: Dirty Design
Photographer: Tim Rose Photography
Published: May 2015
Short Rationale (optional): Bristol based agency, Dirty Design has designed the new packaging for Impress Sandwiches.
The brief was to create ‘packaging which will make you happy’.
A fun and engaging urban community has been illustrated as well the creation of a playful sandwich character - ‘Mr. Impress’ – to give the packaging not only a brand identity but also a personality to match.
Colour-coded product labels for the range of meat, fish and vegetarian fillings were designed to support the packaging.
Holler: Panache 'Modelled by role models'
Brand: Panache
Title(s): Modelled by role models
Agency: Holler
Agency website: http://holler.co.uk/
Executive Creative Director: Will Pyne
Art Director: Andrew Paulson, Philip Deacon
Copywriter: Caroline Rawlings, Emma Brooke
Photographer: Chloe Mallett
Additional Credits: Planning Director: Laura Jones
Account Director: Joanna Charalambous
Director/Production Company: Jake Dypka, Indy8
Producer: Charlie Stanfield
Editor: Jake Dypka
Post Production: Thank You Mam
Sound Design: Factory
DOP: Bjorn Bratberg
Published: May 2015
Shor Rationale: Seeing its customers comfortable in their own skin has always been a key motivation behind the Panache brand. Today’s mainstream role models are typically admired for their physical attributes rather than their personal achievements. 87 per cent of girls aged 11-21 think women are judged more on their appearance than on their ability and over half feel that there are not enough positive female role models. More than four in five think society should commit to showing more positive female role models (84 per cent) 81 per cent of women believe that having a role model helps raise aspirations.
In an industry so focused on image Panache felt compelled to contribute to a shift in perception. On May 12th, Panache will unveil a campaign celebrating six female role models – each chosen for their individual strengths, achievements and contributions to society as well as their healthy approach to body image. Panache will celebrate both the beauty of women's bodies and the wonder of their achievements and aspirations, championing the next generation of female role models and hoping to inspire others.
The campaign will feature world renowned model Marquita Pring, Sports Therapist Amy Hughes, British T34 Paralympic wheelchair racer Hannah Cockcroft, Senior Nurse Rachel Duncombe-Anderson, British singer Mica Paris and blood and organ donation campaigner Martyna Kaczmarek, the campaign will be communicated through a mix of film and imagery running across popular social media platforms.
Echo Brand Design: Giffgaff 'Brand Refresh'
Brand: Giffgaff
Title(s): Giffgaff brand refresh making noise in mobile industry
Agency: Echo Brand Design, London
Agency website: http://echobranddesign.co.uk/
Creative Director: Maren Steffens
Published: May 2015
Short Rationale: giffgaff, the ‘no contracts’ mobile network run by its members has this week launched its new brand design, after undergoing a full refresh.
At the centre of the creative refresh is Echo Brand Design, the award-winning London branding agency.
The brand refresh includes all visual assets, both digital and print, including a new triple SIM design, which was inspired by a member idea, helping to streamline SIM distribution and reduce wastage.
M&C Saatchi Sydney: The Blue Ball Foundation 'M&C Saatchi Sydney'
Play with Yourself | Case Study from M&C Saatchi Sydney on Vimeo.
Brand: The Blue Ball Foundation
Title(s): Play with yourself
Agency: M&C Saatchi Sydney
Agency website: http://www.mcsaatchi.com/sydney
Executive Creative Director: Ben Welsh
Creative Director: Ant Melder
Art Director: David Jackson
Copywriter: Josh Bryer
Additional Credits: Managing Director (Bang PR): Annalise Brown
Account Manager (Bang PR): Peta Frost
Account Executive (Bang PR): Zoe Finlayson
PR Manager: Matt Porter
CEO: James Leggett
CSO: Justin Graham
Marketing and PR Coordinator: Jeanette Li
Director (Digital Playground): Jakodema
Founder (The Blue Ball Foundation): Jamie Morgan
Published: April 2015
Short Rationale (optional): M&C Saatchi Sydney’s “pornterruptive” public health message arose from a partnership between aptly-named Australian charity The Blue Ball Foundation, and leading LA adult film studio Digital Playground.
In the movie, star Eva Lovia stops mid-action, talks directly to the viewer, and demonstrates how to check for testicular cancer, on her co-star’s privates. She then points to an on-screen URL, playwithyourself.org – where men can find out more, get help, and spread the word. Then the film continues as normal.
The message, titled ‘Play with Yourself’, launched in April – world testicular cancer month – hidden in the middle of Digital Playground’s erotic parody ‘Game of Balls’, scheduled to tie in with season five of Game of Thrones, Australia’s highest-rating pay TV show.
On 12 April, when Game of Thrones Season 5 premiered, ‘Game of Balls’ launched on Digital Playground, and top adult video-sharing sites visited by young Aussie men.
To keep surprising men, ‘Play with Yourself’ hit the internet in stealth mode – with no PR. And the strategy worked. The message spread like crazy – with over 1 million views – thanks to the Game of Thrones download frenzy.
Leo Burnett London: McDonald’s 'Cow'
Brand: McDonald’s
Title: Cow
Agency: Leo Burnett, UK
Agency website: http://www.leoburnett.co.uk/
Executive Creative Director: Justin Tindall
Creative Directors: Richard Robinson, Graham Lakeland
Copywriter / Art Director: Adam Tucker
Planners: Sarah Sandford, Josh Bullmore
Media agency: OMD
Planner: Kat Howcroft
Production Company: Sonny London
Director Guy: Manwaring
Editor: Mark Edinoff / Work editorial
Post-production company: MPC
Audio post-production: Sam Robson / 750MPH
Published: May 2015
Short Rationale (optional): This one minute-long spot follows the story of a mum and daughter concerned about the purity of the McDonald’s ingredients.