Creative Department: Featuring DLKW Lowe, SomeOne, Leo Burnett 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 (19 August) in the Creative Department spread.
Other popular entrants will also be considered for the print edition. Submit your vote before Monday 3 August 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.
DLKW Lowe: Persil 'Breakdancing Girl'
Brand: Persil
Title(s): Breakdancing Girl
Agency: DLKW Lowe
Agency website: http://www.dlkwlowe.com/
Chief Creative Officer: Dave Henderson
Executive Creative Director: Richard Denney
Global Creative Director: Alex Okada
Creative Team: Ben Evans, Adam Sears
Photographer: Rick Guest
Additional Credits: Planner: Ayesha Walawalkar, Lucian Trestler
Account Team: Matt Sherratt, Rachel Vernon
Agency Producers: Olivia Westley, Lisa Tuck
Production Company: Academy
Director: Nadia Marquard Otsen
Editing House: Assembly Rooms
Editor: David Stevens
Post Production: 1920
Audio Post Production: 750 MPH
CG1 Artist: 1920
Published: July 2015
Short Rationale: The 50” brand film, titled ‘Breakdancing Girl’, has been developed to introduce Persil’s innovative Dual Capsule format and highlight the brand’s ethos that ‘Dirt is Good’. The film will feature in multiple global markets, running across TV and online, whilst the integrated campaign will be supported by OOH and digital activity.
The new global video, developed by DLKW Lowe, focuses on B Girl Terra - a young breakdancing prodigy from the UK who recently performed at Glastonbury festival. ‘Breakdancing Girl’ follows Terra practicing her dance moves outside in the park, getting increasingly dirty in the process. Reflecting Persil’s ‘Dirt is Good’ positioning, which has long been associated with child development, the film highlights that getting dirty helps children to unleash their potential.
At the end of her impressive dance routine she performs an incredible sustained b-boy headspin and spins her tracksuit clean – a visual metaphor for the cleaning power of Persil capsules, which provide powerful stain removal with every spin.
Turn Key: Johnstone’s Paint 'Here’s to the doers '
Brand: Johnstone’s Paint
Title(s): Here’s to the doers
Agency: Turn Key, Leeds – London – Los Angeles
Agency website: http://www.turn-key.com/
Creative Director: Richard Colvill
Art Director: Dean Spicer
Director: Simon Neal
Production: The Gate
Published: July 2015
Short rationale (optional): The advert is aimed at promoting the consumer side of the Johnstone’s brand to everyday ‘DIYers’.
It plays on DIY stereotypes painting their homes, including ‘The Rock ‘n’ Rollers’, ‘The Preppers’, and ‘The Tester Potters’, before finishing by concluding that Johnstone’s paint is for every painter, however you choose to do it.
SomeOne: Cancer Research UK 'Pioneer Award'
Brand: Cancer Research UK
Title(s): Pioneer Award
Agency: SomeOne
Agency website: http://www.SomeOneInLondon.com
Executive Creative Director: Simon Manchipp
Creative Director: Laura Hussey
Additional Credits: Designer: Romelle Menezes
Account Director: Toffee Coulson
Photographer: Sorted
Gunman: Lee Davies
Published: July 2015
Short Rationale: The Pioneer Award will fund research into truly innovative, ground-breaking ideas with the potential to lead to new discoveries or approaches that will help us better understand, prevent, diagnose or treat cancer.
Awards will enable research into ideas with the potential for high reward to beat cancer sooner.
Discovery Creative: TLC 'If Katie Hopkins Ruled The World'
Brand: TLC
Title(s): If Katie Hopkins Ruled The World
Agency: Discovery Creative London
Creative Director: Kip Katesmark
Creatives: Helen Ewer, Vijay Logan
Additional Credits: Director : Helen Ewer
Producer: Katie Ryde
Creative Editor: Paul Boobyer
Off air Creative, Key Art and Digital : Tasha Godetz, Vijay Logan
Design Director: Steven Aspinall
Account Director: Jane St Clair George
Media Agency: the7stars
Published: July 2015
Short Rationale: The TV advert airs two weeks before the premiere episode and shows a ‘silent’ Katie as she impatiently marches around a white room, tapping her fingers and toes. The voice over says “Listen. Can you hear that? Lovely, isn’t it? Britain’s most outspoken women blissfully quite. Enjoy the silence while it lasts.” Just as Katie opens her mouth to speak, she is cut off by the end board with tune in information.
The adverts, made in house by Discovery Creative London, feature TLC’s new vibrant brand identity launched in June with the colours navy and orange and the strapline ‘an explosive new panel show’.
The TV adverts will air on ITV, Channel 4 and Channel 5 around programmes including This Morning & Lorraine on ITV, Life on Marbs on ITVBe and One Born Every Minute and Eight Out of 10 Cats Does Countdown on Channel 4.
Outdoor advertising includes billboards across key London locations including the iconic advertising location at One Piccadilly. Full page print adverts will be placed in The Metro, The Daily Mail, The Guardian and The Sun, where Katie is a columnist.
Leo Burnett Change: RNLI 'Breath Test'
Brand: RNLI
Title(s): Breath Test
Agency: Leo Burnett Change
Agency website: http://www.leoburnett.co.uk/
Executive Creative Director: Beri Cheetham
Creatives: Ben Newman, Blake Waters, Milo Williams
Additional Credits: Agency Producer: Jennifer Fewster
Production Company: Blink
Director: Thomas Mankovsky
Producer: Sam Levene
Executive Producer: James Bland
DoP: Magnus Jønck
Editor: Max Windows
Post Production: The Electric Collective
Sound: Sam Robson/750
Published: July 2015
Aardman: Roald Dahl Literary Estate 'Twit or Miss'
Brand: Roald Dahl Literary Estate
Title(s): Twit or Miss
Production Company: Aardman
Production Company website: http://www.aardman.com
Creative Director: Ricky Martin
Producer: Ben Curtis
Production Assistant: Samantha Trinder
Designers: Sarah Matthews, Matthew Walker
Developers: James Parker, Alexander Birke, Mark Burvill, Chris Underwood
Published: July 2015
Short rationale (optional): TWIT OR MISS stars two of Roald Dahl’s most-loved and most DISGUSTING characters – Mr and Mrs Twit – and features artwork inspired by the iconic illustrations of Quentin Blake. TWIT OR MISS has been developed jointly by the Roald Dahl Literary Estate and Penguin Random House UK, working with internationally renowned studio Aardman. TWIT OR MISS can be downloaded for FREE from the Apple App Store and from the Google Play Store.
Existing fans will be familiar with the fiendishly inventive tricks that Mr and Mrs Twit play upon another – whether it’s Mrs Twit serving up a plate of wormy spaghetti or dropping her glass eye into her husband’s mug of beer, or Mr Twit cunningly adding bits of wood to his wife’s walking stick to convince her she has the dreaded shrinks.
In TWIT OR MISS, beardy Mr Twit is tucking into a hearty meal while his wife, Mrs Twit, tries to sleep. Every time Mr Twit eats, some foulsome food flies towards Mrs Twit. YOU score points by stopping the mouldy morsels from hitting her. So WATCH OUT . . . if Mrs Twit wakes up, she’ll whack Mr Twit with her stick and then it’s GAME OVER for everyone!
TWIT OR MISS is utterly addictive, and is a must for everyone with a sense of mischief – whether they’re existing fans of The Twits or newcomers to the characters and story.
Isobar: Pringles 'Pringles Video Prank '
Brand: Pringles
Title(s): Pringles Video Prank
Agency: Isobar, London, UK
Agency website: http://www.isobar.com/
Executive Creative Director: Nick Bailey
Creative Director: Pierre Duquesnoy
Creative: Jan Pruijser, Rachel Clough
Additional credits: Director: David Masters
Prod Co: Dacapo
Producers: Will Stern/Ceri Passmore
Account Director: Emma Griffiths
Ben Wilde: Motion Graphics
Film Producer: Jo Rae
Project Manager: Tandy Virdee
Published: July 2015
Short rationale (optional): The video captures a sunny Ibiza setting where Pringles invites groups of friends to join the Karaoke booth and sing along to a karaoke version of ‘Happy’ by Pharrell Williams.
Unbeknown to them the booth doors open up to a huge crowd in front holding their names on signs, making them feel like rock stars!
The idea behind the video is to showcase authentic fan reactions to a spontaneous prank. The reactions are priceless and truly bring to life Pringles brand purpose of giving everyone an open invitation to play.
The campaign will be supported by online and mobile advertising via LoopMe, Teads, YouTube and Spotify as well as social activity and will run in 8 markets across Europe, including the UK.
Music: British Fashion Council '2014/2015 Annual Review'
Brand: British Fashion Council
Title(s): British Fashion Council 2014/2015 Annual Review
Agency: Music, Manchester, UK
Agency Website: http://www.ideasbymusic.com
Creative Director: Dave Simpson
Designer: Lottie Brzozowski
Additional Credits: Production: Amy Potter
Cardboard Engineer: Aaron Skipper
Published: July 2015
Short Rationale: Creative agency Music, created the 2014/15 British Fashion Council (BFC) Annual Review. The review represents the BFC’s most important responsibilities, highlights the successes and showcases its events. To represent the BFC and its position as an influential creative body in the global fashion industry, Music has used impactful design, bold typography and informative tone.
The review showcases the British Fashion Council’s five strategic pillars; Business, Education, Innovation & Digital, Investment and Reputation highlighted throughout the review with tip-ins, imagery from the year’s events, including London Fashion Week, the British Fashion Awards and London Collections Men.
The tip-ins are mirrored by the slipcase and cover which together revises the key goals of the BFC in the word ‘influence’.
Leo Burnett London: McDonald’s 'Good Times – Fun'
Brand: McDonald’s
Title(s): Good Times – Fun
Agency: Leo Burnett London
Agency website: http://www.leoburnett.co.uk/
Executive Creative Director: Justin Tindall
Creative Director: Matt Lee, Pete Heyes
Creative: Matt Collier, Wayne Robinson
Additional Credits: Agency Producer: Annabel Bennett
Account Team: Simon Hewitt, Rosie Greaves, Ailsa McQuaid, Vicki Sinclair
Media Agency: OMD
Planner (Media Agency): Chloe Grainger
Director: Sean Meehan
Lighting Cameraman: Sean Meehan
Production Company: Bold
Production Company Producer: Dave Knox, Sam McGarry
Editor: Sam Gunn, Matthew McKinnon @ Whitehouse Post
Post Production: MPC
Post Producer: Amy Richardson
Telecine: George Kyriacou
Flame: Hugo Saunders
Audio Post Production: 750mph
Sound Engineer: Sam Ashwell
Music Composition: MPM London
Published: July 2015
Short Rationale: The campaign celebrates the role the brand plays in customers’ lives and brings to life the brand promise of Simple, Easy Enjoyment. ‘Good times’ is about the little things that make your day easier. It’s about a place where kids can be kids, and families can share a relaxed and enjoyable time together.
The ad, titled ‘Fun’, tells the story of a little boy whose quest for fun is thwarted at every turn. Everywhere he goes his childish enthusiasm for life means he wants to make the most of every opportunity: run on the grass at the football stadium, jump on the beds at the bed store, and jump in a big muddy puddle in his brand new trainers.
Unfortunately, however, the world is full of lots of rules and restrictions that mean he can’t have all the fun he wants. Until, that is, his luck takes a turn with a family trip to McDonald’s.
White Label: Laphroaig '#BIGOPINIONS'
Brand: Laphroaig
Title(s): #BIGOPINIONS
Agency: White Label
Agency website: http://www.whitelabeluk.com/
Creative Director: Greg Saunders
Additional Credits: Planning Director: Drew Shannon
Account Director: Chris Cassell
Senior Account Executive: Ivana Markortic
Published: July 2015
Short Rationale: UK integrated agency White Label continues it’s award-winning work for Laphroaig - the world’s number one Islay single malt whisky.
In the brand’s 200th year, White Label continues its global #OpinionsWelcome campaign with two unique opportunities for people to celebrate their opinions (good or bad) on Laphroaig.
The new campaign - #BIGOPINIONS - launched 21 July, invited friends and foes to tweet their views on the whisky. The best of these opinions will be projected on to the wall of Laphroaig’s iconic ‘Warehouse No.1’ in Islay, Scotland, over a five-day period, from July 21-25.
Secondly, a competition seeking the best 200 opinions of 2015, which will be immortalised as individual tiles on a special wall at the Laphroaig distillery on Islay. Both 200 Opinions Wanted, and #BIGOPINIONS are part of the brand’s on going #OpinionsWelcome campaign.
For #BIGOPINIONS, White Label has teamed up with Projection Artworks (the UK’s leading projection studio) to tap into Twitter’s API, developing a proprietary three-way capture system that enables real-time two-way communication between Laphroaig and its fans.
This is a first for Projection Artworks, and probably a first for the global marketing industry too.
Leo Burnett Australia: Honda 'Go with it'
Brand: Honda
Title(s): Go with it
Agency: Leo Burnett Australia
Agency website: http://www.leoburnett.com.au/
Executive Creative Director: Jason Williams
Additional Credits: Film Production: Goodoil Films
Director: Hamish Rothwell
Published: July 2015
AllTogetherNow: Virgin Money 'The Big TV Throw'
Brand: Virgin Money
Title(s): The Big TV Throw
Agency: AllTogetherNow
Agency website: http://www.alltogethernow.agency/
Creative Director: Daniel Evans
Creatives: Keith Hawkins, Dan Evans
Additional Credits: Production Company: Carbon
Director: Chris Reed
Published: July 2015
FullSIX: British Red Cross '#RappedUp – Poison'
Brand: British Red Cross
Title(s): #RappedUp – Poison
Agency: FullSIX, London, UK
Agency website: http://www.fullsixuk.com/
Creative Director: Rob Tron
Director: Chris Sweeney
Published: July 2015
Saatchi and Saatchi London: Toyota 'Hybrid Awards'
Toyota - Hybrid Awards from Calum Langley on Vimeo
Brand: Toyota
Title(s): Hybrid Awards
Agency: Saatchi and Saatchi London
Agency website: http://www.saatchi.co.uk/
Executive Creative Director: Andy Jex, Rob Potts
Art Director: Calum Langley
Copywriter: Andy McDonald
Additional Credits: Account Management: Adrian Ash, Loella Bowles
Planner: Paul Warwick, Michael Hanney
Media Agency: Zenith
Planner: David Norris
Audio Post Production: Grand Central
Edit Company: Max Windows
Post Production House: UNIT
Production Company: Pulse Films
Director: Matt Houghton
Producer: Paula Garr
Published: July 2015
Short Rationale (optional): Designed to celebrate real life situations that should be rewarded but are normally taken for granted, each ident focuses on a different award category.