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Creative Department: Featuring JWT London, McCann Melbourne, Ogilvy Cape Town and more

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By Gillian West, Social media manager

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August 17, 2015 | 17 min read

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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.

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