Creative Department: Featuring JWT London, McCann Melbourne, Ogilvy Cape Town 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 online as our 'Ad of the Week' and be in the running as our UK Readers' Favourite in the 16 September issue of The Drum.
To submit work for future publication contact gillian.west@thedrum.com. For voting updates and more follow The Drum Creative Department on Twitter @TheDrumCreative.
JWT London: Ribena 'Ribenary'
Brand: Ribena
Title: Ribenary
Agency: J. Walter Thompson, London, UK
Agency website: http://jwt.co.uk/
Executive Creative Director: Russell Ramsey
Creative Director: John Cherry
Creatives: Miles Bingham, Claudia Southgate
Additional Credits: TV Producer: Doug Wade
Assistant TV Producer: Eleanor-Rose Stamp
Business Director: Emma Howarth
Account Director: Patrick Netherton
Account Manager: Charlotte Humphries
Planner: Richard Cottingham
Project Manager: Rosanna Lawson
Media agency: MediaCom
Media planner: David Munt
Production Company: NOMINT
Director: Christos & Yannis
Executive Producer: Marilena Vatseri
Sound: 750mph
Music Agency: Soho Music
Music Artist: Tiger Monkey
Music Title: ‘Zooby Doo’
Published: August 2015
Short Rationale (optional): J. Walter Thompson’s first work for Ribena since being apppointed to the account sees the brand being re-launched with a significant strategic shift in its positioning and advertising style.
By creating a new and playful 'Ribenary' world the fruit drink is primarily now targeting a pre-family audience of young adults with its wide range of ready-to-drink flavours.
The new creative idea brings to life the moment of tasting and feeling Ribena with an intense visual depiction of a Ribenary world.
The work includes the new line 'You can’t get any more Ribenary, which research highlighted as the only way to truly describe the unique, bold taste of Ribena.
McCann Melbourne: Bic Australia 'The Hipstervention'
Brand: Bic Australia
Title: The Hipstervention
Agency: McCann, Melbourne , Australia
Agency website: http://mccann.com.au/
Executive Creative Director: Patrick Baron
Associate Creative Director: Ben Davis
Art Director: Ryan Clayton
Copywriter: Patrick Trethowan
Editor: Patrick Jennings
Additional Credits:Managing Director: Adrian Mills
Business Director: Alec Hussain
Senior Account Manager: Alex Haigh
Digital Director: Tony Prysten
Associate Digital Producer: Allison Snow
Social Lead: Chris Baker
Digital Designer: Kenneth Sahoury
Head of Broadcast: Victoria Conners-Bell
TV Producer: Anne Comber
Director: Aaron Wilson / Airbag
Executive Producer: Robert Stock
Production Manager: Johanna Rayner
Animation: Cameron Gough / Dirty Puppet
Illustration: Maisen Hall
Published: August 2015
Short Rationale (optional): Targeting 18- to 34-year-old men, the campaign asks them to hold a ‘Hipstervention’ for a friend they have lost to hipsterism.
Two thousand free ‘Hipstervention’ kits are available from thehipstervention.com website, along with ways to identify the signs and symptoms’ of ‘hipsterism’ as well as the global effects it has had.
Saatchi & Saatchi Fallon Tokyo:Toyota Motor Corporation 'Dream Car Collection'
Brand: Toyota Motor Corporation
Title(s): Dream Car Collection
Agency: Saatchi & Saatchi Fallon Tokyo, Japan
Agency website: http://ssftokyo.co.jp
Art Director: Masashi Fujiyoshi
Illustrator: Mai Oita
Additional credits: Digital Planner: Naofumi Otani
Digital Content Planner & Producer: Naho Murata
Published: July 2015
Short rationale (optional): Dream Car Collection brings drawings to life.
93 children from around the world who participated in the Toyota Dream Car Art Contest are having their visions of the future of mobility transformed into an amazing online experience.
JWT London: Andrex 'How Andrex Do You Feel?'
Brand: Andrex
Title(s): How Andrex do you feel?
Agency: J. Walter Thompson London
Agency website: https://www.jwt.com/
Creative Director: Simon Sworn
Creative: Richard Gorton-Lee, Jake Dearlove
Additional Credits: Global Partner: Paul Kirley
Board Account Director: Emma Howarth
Account Director: Natasha Stanton
Account Manager: Jessica Deakin
Planning Director: Chris Bailey
TV Producer: Charlotte Marshall
Director: Lucy Blakstad
Producer: George Saunders
Prod Co.: Another Film Company
Editing House: Final Cut
Editor: Steve Ackroyd
Post House: Grammercy Park Studios
Producer: Kit Lawson
Flame Op: Steve Miller
Telecine: Ben Rogers
Audio: Zak Kurtha
Published: August 2015
Short Rationale: The campaign highlights how difficult adults find it to talk about their toilet habits, unlike children who have the innocence to express themselves freely. With this in mind, the programme was developed to use the charming quotes from children to allow adults to express how clean they feel after going to the loo.
The evolution from last year’s campaign will be launched with a new 30’ TV advert. . Filmed on location in London, the advert begins by asking an adult how clean Andrex makes them feel. Too embarrassed to answer, it is up to schoolchildren to help them express, by offering their charming and unique answers to the same question.
PB Creative: Comfort (Unilever) 'Comfort Intense Packaging'
Brand: Comfort (Unilever)
Title: Comfort Intense Packaging
Agency: PB Creative, London, UK
Agency website: http://www.pb-creative.com/
Creative Director: Ben Lambert
Director: Pete Hayes
Published: August 2015
Short Rationale (optional): PB Creative has collaborated with Comfort to design an exciting new range of ultra concentrated Fabric Conditioners for Unilever.
Comfort Intense combines a range of four intense fragrances across three regional brands in an ultra concentrated formula, which delivers outstanding softness and amazing lasting freshness from just a tiny dose. The creative challenge was to deliver a holistic 2D and 3D pack design that successfully embodied the benefits of the ultra concentrated formula and encouraged consumers to adjust their habits and use a much smaller dose.
The droplet inspired pack emphasises the concentrated essence of the product whist the explosive 2D design captures the sheer intensity, freshness and softness of each fragrance.
PB Creative worked closely with both the brand and packaging teams to ensure all facets of the design intent were upheld throughout production and implementation.
Ogilvy & Mather: Kronenbourg 1664 'Le Big Swim'
Brand: Kronenbourg 1664
Title(s): Le Big Swim
Agency: Ogilvy & Mather, London, UK
Agency website: https://ogilvy.co.uk/
Creative Director: Gerry Human
Art Director: Miguel Nunes
Copywriter: Simon Lotze
Agency Producer: Ruth Darsow
Additional Credits: Planner/CSU Director: Tara Austin
Media Agency: Starcom MediaVest
Media Planner: Clare Street
Production Company: Stink
Director: Ivan Zacharias
Audio Post Production: Sound Square, Prague
Post Production: Universal Production Partners, Prague
Published: August 2015
Short Rationale: Heineken has revealed the outcome of its #LeBigSwim digitally-led campaign with Eric Cantona, which aimed to demonstrate the outstanding taste credentials of its premium lager brand Kronenbourg 1664.
Entitled #LeBigSwim, the campaign began with a creative execution by Kronenbourg 1664 in which Cantona announced that if 10,000 Britons agreed with him that Kronenbourg 1664 is the greatest tasting beer, he would salute their good taste by “swimming the English Channel from France to Britain.”
The final films see Cantona dressed in a skin-tight wetsuit complete with trademark high collar, staying true to his word by diving into the sea with steely determination to embark on the mammoth challenge ahead.
Moments later, however, the film cuts to footage of Cantona approaching a luxury yacht. After climbing aboard Cantona then continues to swim in the vessel’s luxurious heated deck-top swimming pool as a three-piece band play the iconic Chariots’ of Fire theme.
In true cryptic Cantona fashion, once arriving in Great Britain he explained his journey with the philosophical quote: "It's not where the seagull flies to; it's how it gets there."
Grey London: Orangina 'Orangina C’est Shook'
Brand: Orangina
Title(s): Orangina C’est Shook
Headline and copy text (in English): Life is flat unless you shake it.
Agency: Grey, London, UK
Agency website: http://grey.co.uk
Creative Director: Darren Wright
Art Director: Emily Churches
Copywriter: Stevie Rowing-Parker
Photographer: Amy Currell
Additional Credits: Producer: Harriette Larder
Creative Producer: Gemma Hose
AV: Director: Autumn de Wilde
Published: August 2015
The Leith Agency: Northern Irish Public Health Agency 'Ghosts'
Ghosts from Phil Evans on Vimeo.
Brand: Northern Irish Public Health Agency
Title: Ghosts
Agency: The Leith Agency, Edinburgh, UK
Agency Website: www.leith.co.uk
Prouction: RSA Films
Director: Jamie Delayney
Producers: Karen Smyth, Lisa Joseph
Production Manager: Laura Duffy
Trainee Production Assistant: Becky Bishop
Director of Photogrpahy: Ole Birkeland
Post Production Supervisor: Stirling Archibald
Account Manager: Fergus Waddel
Copywriter: Phil Evans
Art Director: Troy Farnworth
Additional Credits: Head of TV: Les Watt
Location Manager: Derek Yeaman
1ST AD: Kath Wishart
1st Camera Assistant: Damien Leitch
2nd Camera Assistant: Bruce Carmichael
Grip: David Morrison
Assistant Grip: Gordon Munro
DIT: Barry Gunning
Gaffer: Fraser Campbell
Electrician: Fraser Campbell
Production Designer: Imogen Toner
Wardrobe Stylist: Katie Connelly
Make Up: Sarah Cairncross
Unit Driver: Calum Hart
Published: August 2015
Short Rationale (optional): To combat an increase in STIs in Northern Ireland, Leith created 'Ghosts' to show that having unprotected sex could be like sleeping with everyone your partner has ever slept with.
Mind Design: Gripoix 'Brand Identity'
Brand: Gripoix
Title: Brand Identity
Agency: Mind Design, London, UK
Agency website: http://www.minddesign.co.uk
Postcard Photography: Sebastian Kaufmann
Published: July 2015
Short Rationale (optional): Gripoix is a French jewellery manufacturer with a long history going back to the Art Nouveau period.
Mind has redesigned the company's identity and turned Gripoix into a brand of its own.
Gripoix uses a traditional manufacturing process whereby molten glass is poured into a thin linear framework.
The identity design relates to this process and features a complex pattern of ‘drop’ shapes with some counters are filled in with colour. Mind design also produced all print communications, packaging and a new website.
Above+Beyond: Betway 'Bring the game to life'
Brand: Betway
Title(s): Bring the game to life
Agency: Above+Beyond
Agency website: http://www.weareabove.co.uk/
Creative Director: David Billing
Associate Creative Director: Gareth Gray, Sam Shepherd
Copywriter, Art Director: Stuart Gittings, Michaela Pannese
Additional Credits: Account Director: Nic Ost
Agency Producer: Christian Lobo
Director/Production Company: Robert Blishen/RSA
Producer: Caspar Delaney
Editor: Ben Harrex at Final Cut
Post Production: Nineteentwenty
Sound Design: Envy
DoP: Magni Agustsson
Media Planning/Buying: Starcom MediaVest
Published: August 2015
Short Rationale: Betway has launched a new TV campaign to show how its app can bring football to life and get fans closer to the game – so close in fact, they feel like they are actually there.
The ‘Bring the Game to Life’ campaign, which is created by Above+Beyond, has launched to coincide with the start of the Premier League and will air throughout the football season across the UK and Ireland.
The TV ad shows a Betway customer using the app on his mobile in everyday places such as at a train station and on a bus. The app transforms everything around him into the heightened reality of the world of football and he immediately feels he is drawn right into the heart of the action.
The TV ad will run as a 30-second spot to air in the UK and Ireland around UK domestic league and cup games, with a 40-second version for the Champions League highlights show and live England internationals on ITV.
Ogilvy Cape Town: Castle Lite 'Ziyabanda'
Brand: Castle Lite
Title: Ziyabanda
Ad agency: Ogilvy, Cape Town, South Africa
Creative Group Head: Neil White
Creative Group Head: Mark Haefele
Creative Content Manager: Matthew Blitz
Associate Creative Director: Serio Lacueva
National Group Creative Director: Nicholas Wittenburg
TV Producer: Ali Coetzee
Additional Credits: Production house: Arcade Content
Director: Lebogang Rasethaba
Executive Producer: Colin Howard
Producer: Vjorn du Toit
Producer: Allison Swank
Line Producer: Devi Lazanas
DOP: Rory O’Grady
Editor: Julian Redpath
Published: August 2015
Short Rationale (optional): Arcade Content’s Lebogang Rasethaba directed Ziyabanda, a brand film about the first track made at -2.5°C, for Castle Lite, the only beer lagered at -2.5°C.
Shot in Johannesburg, the Ogilvy & Mather Cape Town music video features South African hip hop star Stilo Magolide from Boyzn Bucks rapping over some – literally – icy beats from Say Thank You, who make music out of just a beer opening and ice being manipulated at sub-zero temperatures.
Lebo’s made his name on music-driven, branded content documentaries, but working with ice as the co-star was a new challenge. “Ice is ice, a thing,” says Lebo. “I’m known for my capacity to connect with people, but with ice, I couldn’t rely on charm or any other personality gimmicks. I was working with such an unpredictable medium, a medium that didn't care about me or my bigger purpose about optimistic narratives about South Africa. This piece is purely craft and technique. I want to be a complete filmmaker and this piece shows that I am growing - it's good to know for myself on a personal level that I can do stuff like this too."
Music: Pho '#WhatThePho'
Brand: Pho
Title(s): #WhatThePho
Agency: Music, Manchester, UK
Agency website: http://www.ideasbymusic.com
Creative Director: Adam Rix
Art Director: Dan Lancaster
Copywriter: Paolo Carniel, Joe Coleman
Additional credits: Amy Potter, Tim Sinclair, Max Casey, Jon Hatton, Ed Johnson
Published: August 2015
Short rationale (optional): To launch the first Manchester branch of Vietnamese street food restaurant Pho Music has created #WHATTHEPHO an integrated launch campaign across print advertising, digital content and social media. It is born out of the insight that a lot of people in Manchester are not yet familiar with Pho – the restaurant, the dish, or even Vietnamese cuisine. They may not yet know what the dish is, where it’s from, how it’s made, or how to pronounce it. #WHATTHEPHO provides a flexible campaign mechanic that can be used to deliver all of the information Mancunians need to know, including crucial details like the opening date and location of the restaurant.