Creative Department: Featuring Dare, Adam&EveDDB, Grey London 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 (8 July) in the Creative Department spread.
Other popular entrants will also be considered for the print edition. Submit your vote before Monday 22 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.
Leo Burnett London: Co-operative Food 'Little. Often. Co-op'
Brand: Co-operative Food
Title(s): Little. Often. Co-op
Agency: Leo Burnett London
Agency website: http://www.leoburnett.co.uk/
Executive Creative Director: Justin Tindall
Creative Director: Hugh Todd
Art Director: Richard Robinson
Copywriter: Graham Lakeland
Additional Credits: Planner (creative agency): Justin Clouder, Max Keane
Media Agency: Rocket
Production Company: Gorgeous
Director: Vince Squibb
Editor: Paul Watts @ The Quarry
Post Production: The Mill
Audio Post Production: Ben @ Grand Central
Published: June 2015
Short Rationale: The campaign is a response to the changing ways that people are shopping - With many moving away from the big weekly shop, and in turn shopping for little, but more frequently. With so many stores in the UK, The Co-operative is perfectly placed to embrace this trend and it was from this insight that the line, ‘Little. Often. Co-op’ was born.
The 30 second ad recognises that The Co-op is there wherever and whatever you are doing this summer. Whether it be ketchup for your last minute barbeque burgers or a pizza for when the weather takes an unexpected turn, The Co-op has everything you need to enjoy your summer.
The film is broken in to a series of rhythmic triplets. The first two scenes of each show people enjoying their summer, but we soon realise, they are missing that one little thing to make it perfect. The third of the triplet hails The Co-operative as the hero at the end of every scenario, whether it be replacing a dropped ice cream or an emergency dinner when heavens open during your barbeque.
Spark44: Jaguar Land Rover 'Master Plan'
Brand: Jaguar Land Rover
Title(s): Master Plan
Agency: Spark44
Agency website: http://spark44.com/
Chief Creative Officer: Werner Krainz
Creative Director: John Sutcliffe, Martin Cox
Additional Credits: Director of Production: Michael de Vries
Media Planning and Buying: Mindshare
Director: Tom Hooper
Production Company: Smuggler Films
Producer: Mary Pope
Production Manager: Fiona Martin
Editor: Melanie Ann Oliver
Composition/Composer: Alexandre Desplat
Sound: Grand Central Recording Stduios
Music: London Symphony Orchestra, Abbey Road
Photographer: Trigger (Anthony Burchett)
Producer: Michael de Vries
Production Assistant: Louisa Meecham
Local Service Company: Widescope
Post Production: Stanley’s Post
Published: June 2015
Short Rationale: Jaguar, the luxury automotive manufacturer, launches its multi-media, global campaign in the UK with the next chapter of the Good to be Bad campaign showcasing the newly launched Jaguar XE. The 60-second commercial “Master Plan” broke first in the Champions League match final on Saturday 6 June, 2015 airing on Sky Sports1 and ITV1.
Tom Hiddleston reprises his role as a British Villain who now appears to have stepped into the shoes of the mastermind in the control room as, with a backdrop of a world of uniform silver and grey saloon cars, he declares, “It’s time for a change, a new plan, needs a new boss…” and he orders the Jaguars to be unleashed on an unsuspecting world. Nicholas Hoult, currently in British cinemas for the reboot of Mad Max, makes an appearance as the team’s Boffin scientist who agrees: “It’s time for a new animal…with the same potent DNA, but even more ruthlessly efficient..”, and releases the new Jaguar XEs, to emerge from the secret underground London lair and start to replace the ubiquitous silver boxes.
Partnering again with the Oscar-winning team of Tom Hooper, director and composer Alexandre Desplat with another original music score, Tom Hiddleston ends the ad with the now-famous line, “Oh yes! It is good to be bad”.
Adam&EveDDB: Harvey Nicholls 'Fanatics Wanted'
Brand: Harvey Nicholls
Title(s): Fanatics Wanted
Agency: Adam&EveDDB
Agency website: http://www.adamandeveddb.com/
Executive Creative Director: Ben Tollett
Art Director: Colin Booth
Copywriter: Ben Stilitz
Additional Credits: Design: Paul Knowles
Art Buyer: Daniel Moorey
Digital Production: Two Maria’s
Digital Producer: Sion Prys
Creative Producer: Caroline Tripp
Planner (Creative Agency): Michelle Gilson
Account: Paul Billingsley, Katie Gough
Media Agency: Rocket
Published: June 2015
Short Rationale: Harvey Nichols is launching a recruitment campaign, created by adam&eveDDB, which humorously tests prospective employee’s suitability for the its new Birmingham store.
In typical tongue-in-cheek style, the ‘Fantatics Wanted’ campaign, poses multiple-choice questions to find out whether applicants have what it takes to work at Harvey Nichols. Only true style, beauty, food and wine fanatics need apply.
Dare: Vision Express 'Vision Taken Seriously - Eye Witness'
Brand: Vision Express
Title(s): Vision Taken Seriously - Eye Witness
Agency: Dare
Agency website: http://www.thisisdare.com/home
Creative Partner: Brian Cooper
Art Director: Pippa Harrigan
Copywriter: Andrew Edelston
Additional Credits: Account Director: Safenna Dhalla
Planner: Nathan Hodges
Producer: Karen Egan
Director: Ed Perkins
Executive Producer: Simon Chinn
Producer: Lucy Paul
Published: June 2015
Short Rationale: As part of their continued “Vision. Taken Seriously” campaign, Vision Express released a new ad featuring Sir Trevor McDonald OBE.
The ad, shot by Ed Perkins and produced by Oscar-winning documentarian Simon Chinn (Man on Wire and Searching for Sugar Man) is Sir Trevor’s first advert and features a series of news segments.
BETC Paris: Le Slip Français 'Very Love Trip'
Brand: Le Slip Français
Title(s): Very Love Trip
Agency: BETC Paris
Agency website: http://www.betc-life.com/
Creative Director: Stephane Xiberras
Art Director: Gaelle Richard
Copywriter: Guillaume Palmantier
Additional Credits: Art Director Assistant: David Troquier, Severine Flamand
Traffic: Marine Point
Production House: Curveball Productions
Producer: Edouard Le Scouarnec, Antonin Romeuf
Published: June 2015
Short Rationale: How does a small French underwear brand with no money launch in the US?
If you're Le Slip Français, you turn to KickStarter. You shape a story around the universal image of the “French lover” and invent Léo, a Slip Français underwear(plastic) mannequin, who falls in love with Sherry, a Californian (plastic)beauty.
The two meets during the Paris Fashion Week and it is love at first sight. But soon, Sherry is taken back to L.A.
To reunite with his beloved Sherry, Léo asks for help on Kickstarter. He needs 30K to open the first Slip Français shop in L.A., where he can live happily ever after with his sweetheart.
But how do you get Americans to invest in a plastic mannequin’s Kickstarter love story, for a brand they've never heard of?
You pack Léo's extra arms in the boot and send him off on a crazy road trip across the US. He meets people, gets media attention and raises awareness of the Slip Français brand overseas.
In a way, the love story became a metaphor for a small French underwear brand’s big American dream.
People invested in the project by shopping the limited collection on Kickstarter to help Léo, and followed his adventures on his very own Facebook, Twitter and Instagram accounts.
Mynt Design: Interflora 'Time For Tea'
Brand: Interflora
Title(s): Time For Tea
Agency: Mynt Design, Leicestershire, UK
Agency website: http://www.mynt.co.uk
Creative Director: Bill Warren
Additional credits: David Ragg, Rebecca Anstee, Madi Simmonds
Published: May 2015
Short rationale (optional): To celebrate the Best of British theme, we created the quintessential British exhibit, ‘Time For Tea’.
The centrepiece for this fine concept is a giant floating teapot pouring flowers into oversized cups on saucers, surrounded by huge cupcakes, sugar cubes and of course, jammy dodgers!
The concept featured on the BBC’s Chelsea Flower Show series, the front page of the Financial Times, as well as other major national publications and online articles.
AMV BBDO: Currys PC World '4K'
Brand: Currys PC World
Title(s): 4K
Agency: AMV BBDO
Agency website: http://www.amvbbdo.com/
Creative Director: Alex Grieve, Adrian Rossi
Art Director: Richard Littler
Copywriter: Zac Ellis
Photographer (reflections): Martin Brent
Additional Credits: Retoucher: Mark Dreamer
Designer: Ian Mills
Agency Planner: David Edwards, Sarah Sternberg, Rob Sellars
Agency Account Man: Chris Taggart, Kate Taylor Tett, Anne Benveniste, Talya Baker
Agency Producer: Paul Glucklich, Katie Callaghan
Media Agency: Blue 449
Published: June 2015
Short Rationale: The 4-week campaign was created to showcase Currys PC World’s range of 4K televisions and what the technology can do.
The three posters in this campaign showcase imagery that you would watch on TV (i.e. an epic space movie or a wildlife nature documentary) in amazing detail.
Look a bit longer and you’ll spot a reflection within the footage of people sitting at home on their sofas, watching this incredibly detailed and life-like footage– dramatising how watching programmes in 4K lets you really get four times closer to the action.
JWT London: HSBC 'Supporting Britons’ ambitions'
Brand: HSBC
Title(s): Supporting Britons’ ambitions
Agency: J. Walter Thompson London
Agency website: http://jwt.co.uk/
Executive Creative Director: Axel Chaldecott
Creative Director: Bill Hartley, Giles Hepworth
Creative: Mia Silverman, Sophie Browness
Additional Credits: Planner (creative agency): Gary Armitage
Global Director in Charge: Joseph Petyan
Business Director: Luke Kenny
Account Director: Nick Hird
Project Manager: Harriet Lea
Media agency: Mindshare
Media planner: Aaron Quirk / Mike Enness
Published: June 2015
Short Rationale: HSBC and J. Walter Thompson London have unveiled a new campaign designed to showcase the bank’s extensive work in supporting the ambitions of British people.
The creative sets out to celebrate this positive impact in helping Britons’ ambitions in four key areas: buying a dream home, giving their children a good education, running their own business and growing their business internationally.
The campaign encourages people to find out how HSBC’s knowledge and experience can help them through four online content hubs aligned to these four areas. The rich online resources, which include mortgage and education calculators, business plan guides and real-time global trade intelligence, offer support and advice to help people pursue their ambitions in these areas.
Grey London: HSBC 'Lift'
HSBC - Lift from Grey London on Vimeo.
Brand: HSBC
Title(s): Lift
Agency: Grey London
Agency website: http://www.grey.co.uk/
Creative Director: Nick Rowland
Art Director: Miguel Gonzales
Copywriter: Jamie Starbuck, They Bayani
Additional Credits: Account Team: Barbara White, Alex Clarke
Agency Producer: Harriette Larder
Media Agency: Mindshare
Media Planner: Edward Fall
Production Company: Independent Films
Director: Gary Freedman, The Glue Society
Executive Producer: Jani Guest
Producer: Jason Kemp
DOP: Stephane Fontaine
Editor: Adam Spivey
Post Production: Tom Johnson @ The Mill
Soundtrack Composer: Yann Tiersen
Audio Post Production: Sam Robson @ 750mph
Published: June 2015
Short Rationale: Running a business is about more than just the numbers — it’s about people and human ambition. To encapsulate this, Grey London has created a film depicting one man’s journey, from the launch of his company in 1974 up until the present day, and tells the story of everything he’s experienced in between: the up-and-down, four-decade journey of a business, from start-up to multinational corporation.
The twist? It’s set entirely in a lift.
As the lift – and the business – progresses upwards, a multitude of storylines play out within nine square feet: shaking hands on that first deal, watching the number of employees swell and an office romance blossom, office politics and arguments, the bad times – and the anger and frustration they can bring, the crucial deal with foreign investors…
Given the intimate and up-close nature of the location, the shoot was a considerable undertaking in attention to detail – from wardrobe, makeup and hairstyling to prosthetics and props. Not only did the actor have to look 40 years older by the end of the film, everything in the lift had to represent the style of the era being portrayed. The end result is as much a mesmerising portrait of four decades as it is the life of a business. It was directed by Gary Freedman of The Glue Society through Independent films.
Design Bridge: London 'Hamilton And Hare'
Brand: Hamilton And Hare
Title(s): Identity and Packaging Re-design
Agency: Design Bridge, London, UK
Agency website: http://designbridge.com
Creative Director: Graham Shearsby
Design: Carolina Pelosato, Rory Harker and Jiah Lee
Copywriter: Jack Simonds
Photographer: Lisa Tubbs
Additional credits: Structural Design: Aaron D’Costa
Published: 2015
Short rationale: British men’s underwear brand Hamilton and Hare wanted their brand identity and packaging to better reflect their ‘ready for everything’ positioning and bring the brand’s boxing inspiration to life.
The new identity brings a sense of pride and strength to the brand, moving away from the previous logo with two hares locked in battle to the single primed-to-fight hare icon. It’s no longer about the fight; it’s about the commitment, the preparation and the dedication of the individual.
The new premium style packaging maximises product visibility, echoes the shape of the boxing ring and includes a keepsake underwear pouch. The perforated label is inspired by old boxing tickets and the graphic lines that feature on the labels represent the ropes of the boxing ring itself.
Overall the new brand personality reflects the heritage of the boxer short, the committed attitude of the seasoned boxer and the passion of the Hamilton and Hare brand.
101: Vauxhall 'The A-Z of Corsa'
Brand: Vauxhall
Title(s): The A-Z of Corsa
Agency: 101
Agency website: http://101london.co.uk/
Executive Creative Director: Richard Flintham
Creative Director: Augusto Sola
Creative: Ben Williams, Ryan Delehanty
Art Director: Tanya Holbrook
Additional Credits: Designer: Dave Allen
Agency Producer: Alison Cummins, Jack Waters
Group Business Leader: Ross Farquhar
Account Director: Georgina King, Duncan Stuart
Account Manager: Amy Lavington
Planner: Laurence Green
Production Company: Somesuch and Co
Director: Bob Harlow
Executive Producer: Tim Nash
Producer: James Waters
Director of Photography: Jackson Hunt
Edit House: Final Cut
Editor: Dan Sherwen
Post House: Framestore
Post Producer: Helen Hughes, Heather Kinal
Colourist: Simon Bourne
Flame Operator: Paul O’Brien, Tim Osbourne
Audio Post Production: Will Cohen at Strings and Tings
Music: There’s a beast and we all feed it – Jake Bugg
Published: June 2015
Short Rationale: Vauxhall Motors continues the ‘A to Z of Corsa’ campaign this month with a new set of TV, Print and Online work produced by creative agency 101.
The series of 10s and outdoor executions will focus on new Vauxhall Corsa design and product features, including voice-activation, advanced park-assist and in-car music streaming. Further films celebrating Corsa’s drivers will also be used across the brand’s social channels.
DLKW Lowe: Persil 'Teachers'
Brand: Persil
Title(s): Teachers
Agency: DLKW Lowe
Agency website: http://www.dlkwlowe.com/
Executive Creative Director: Richard Denney, Dave Henderson
Global Creative Director: Alex Okada
Creative Team: James Millers, Andy Long
Photographer: Justin Walker
Additional Credits: Planner: Ayesha Walawalker
Account Team: Matt Sherratt, Rachel Vernon
Agency Producers: Gary Wallis
Model makers: Nix and Gerber Studios
Retoucher: Glen Pothecary
Media Agency: Mindshare
Published: June 2015
Short Rationale: Persil, Unilever’s leading global laundry brand, and creative agency DLKW Lowe have released a new print and OOH campaign entitled ‘Teachers’. The three execution campaign features real animals set within beautiful bespoke miniature classrooms built by acclaimed fine art miniaturists Nix and Gerber.
In each scene the teacher is surrounded by delightful miniature classroom paraphernalia related to them, from Mr Frog’s biology classroom with miniature botanical posters and micro-microscopes, to Mr Cricket’s music room complete with guitars, cellos and music stands.
The campaign reminds us that ‘To a child, everything’s a teacher.’
Propercorn in-house: Propercorn 'Dress London'
Brand: Propercorn
Title(s): Dress London
Agency: Propercorn in-house
Agency website: http://www.propercorn.com
Creative Director: Cassandra Stavrou
Art Director: Becky Akers
Illustrator: Edward Wood
Photographer: Rob White
Additional credits: Set Designer: Rachel Thomas
Published: June 2015
Short rationale: Propercorn has launched the largest OOH campaign of any UK popcorn brand to date. Brightening up buildings, pavements, phone boxes and Routemaster buses, the streets of London will be decorated in the brand’s colourful, signature popcorn print.
“We are very proud to have designed and developed the original creative concept in-house”, explains 31-year-old Propercorn co-founder, Cassandra Stavrou.
From the outset, we wanted the pattern to take centre stage rather than the pack. We’ve worked to increase brand awareness, not through repeated slogans or messaging, but through a simple, eye-catching visual which reflects our vibrant popcorn brand”
The £1 million initiative, which launches this June, combines billboard, bus and print advertising with experiential activity and features a bold popcorn kernel pattern, set against the brand’s distinctive pack colours.
The brand has also worked with set designer and art director, Rachel Thomas, to curate bold installations in Brixton and Shoreditch. Positioned at the forefront of London’s Design scene, Rachel’s previous collaborations include Anya Hindmarch and Mulberry. The Propercorn sites, which feature the brightly coloured popcorn motif, use her distinctive illusion and optical trickery to create an interactive art space in which consumers can experience the brand and sample their popcorn.