Creative Department: Featuring Grey London, RKCR/Y&R, Southpaw 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 which work we feature in our printed edition of The Drum and our 'Ad of the Week'.
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.
To submit work for future publication contact gillian.west@thedrum.com. For voting updates and more follow The Drum Creative Department on Twitter @TheDrumCreative.
Grey London: The Sun 'The Sun always shines on TV'
Brand: The Sun
Title(s): The Sun always shines on TV
Agency: Grey London
Agency website: http://www.grey.co.uk
Creative Director: Dave Monk
Creative Team: Rob Greaves, Sam Daly, Mike Lean
Additional Credits: Account Team: Katja Giannella, Tim Rogowski, Sophie Gosper
Agency Producer: Natasha Johnson
Assistant Producer: Elaine Coyle
Planner: Mike Lean
Media Agency: Mindshare
Media Planner: Lisa Langford
Production Company: Stink
Director: Rafael Lopez
Editor: Toby Conway-Hughes, Marshall Street Editors
Producer: Connor Hollman, Katy Smith
DOP: Jim Jolliffe
Audio: Zak Kurtha
Flame: Steve Miller
Grade: James Bamford
Post Production: Gramercy Park Studios
Audio Post Production: Gramercy Park Studios
Published: September 2015
Short Rationale: Britain is a nation of proud telly lovers. Whether it’s debating the latest culinary mishap in The Great British Bakeoff, arguing over who to vote for in The X Factor or speculating over who shot who on Albert Square, TV has been setting the agenda for the nation’s conversations for the best part of a century.
Creative agency Grey London – part of WPP’s Team News – celebrates The Sun’s TV offering in its latest campaign: The Sun Always Shines on TV. Fittingly, it broke this weekend during one of the year’s biggest TV moments: the opening show of this year’s X Factor.
Narrated by A-ha’s 1985 hit of the same name, the campaign heroes some of the funny and familiar rituals Britain’s great telly worshippers go through while watching their favourite shows.
RKCR/Y&R: Premier Inn 'Wake up wonderful'
Brand: Premier Inn
Title(s): Wake up wonderful
Agency: RKCR/Y&R
Agency website: http://www.rkcryr.com/
Creative Director: Mark Roalfe
Art Director: Andy Forrest
Copywriter: Nicola Wood
Photographer: Mark Stenning
Additional Credits: Business Director: Lucy Taylor
Account Director: Ben van der Gucht
Account Manager: Megan O’Hagan
Agency Producer: Danielle Sandler
Director/Production Co: Simon Ratigan
Producer: Mike Wells
Editor: Owen Oppenheimer @ The Quarry
Post Production: The Mill
Music Supervision: Native
Sound Design: Chris Turner @ Jungle
DOP: Martin Hill, Ian Murray
Published: August 2015
Short Rationale: Premier Inn has revealed a £25 million multi-channel advertising campaign – kicking off with a new ad creative which sees Lenny Henry feature in his seventh advert for the UK's most loved hotel chain and showcases new material from Katie Melua. This comes in addition to the £140 million planned investment across Premier Inn for 2015, including the completion of an estate-wide roll out of brand new luxury Premier Inn Hypnos beds.
The TV advert, created by creative agency Rainey Kelly Campbell Roalfe/ Y&R and directed by Simon Ratigan, captures picturesque scenes across the UK set to the sound of Wonderful Life. The ad kicks off a multi-channel campaign, including TV, online advertising, email marketing, PR and social media. The campaign will also feature radio; the first time the brand has used this medium.
The advert showcases a variety of morning settings, all shot within a 5-mile radius of Premier Inn locations and filmed using an agile filming technique. Scenes range from a horse racing track with mist in the air, to the sprinklers preparing the pitch for a football match on a winter's day and seagulls setting off on their morning flight. It ends with Lenny leaving a Premier Inn hotel ready to face the day, all to the mellow sound of Katie Melua's 'Wonderful Life'.
Magnet Harlequin: Simply Tea 'Packaging'
Brand: Simply Tea
Title(s): Packaging
Agency: Magnet Harlequin, London, United Kingdom
Agency website: http://www.magharl.co.uk/
Senior Designer: Thomas Monsen
Published: August 2015
Short Rationale (optional): Simply Tea is a value range product and a sub brand of a well-known UK tea brand. The product is solely sold as big bags for the catering industry. We though that even if it has to reflect being a value range, it can still look nice.
The design has taken inspiration and provenance from the era of the English tea clippers and the old cloth tea sacks, adding a modern contemporary look and feel. The project shows as well another proposed route using illustration, we ended up using typography only for a clean and pure identity.
Brothers and Sisters: Carphone Warehouse 'Pin Point - Miami'
Carphone Warehouse - Miami - TVC from Brothers and Sisters on Vimeo.
Brand: Carphone Warehouse
Title(s): Pin Point - Miami
Agency: Brothers and Sisters
Agency website: http://www.brothersandsisters.co.uk/
Executive Creative Director: Andy Fowler
Additional Credits: Media Agency: blue449
Director: Chaplin and Forbes
Production Company: Hungry Man
Producer: Ben Link
Executive Producer: Matt Buels
VFX Producer: Misha Stanford Harris
Editor: Rachael Spann – Work
Original Music: Eclectic
Post Production: The Mill
Audio Post Production/Sound: Wave Studios/Parv Thind
Published: August 2015
Short Rationale: In the 60-second TVC “Miami”, Keith Lemon meets a beach bodybuilder who barely has enough data on his device to upload selfies; listening to his sobs, Keith tells him to “Man-Up!” admonishing him for making a fool of himself. Keith moves on in disbelief to a “Baywatch” styled lifeguard as she moves higher and higher up the lifeguard tower struggling to hold her mobile phone high enough to receive a signal.
October Sun: Karen Millen 'Twelve Portraits| Autumn Winter 15'
Brand: Karen Millen
Title(s): Twelve Portraits| Autumn Winter 15
Agency: October Sun, London
Art Director: October Sun
Photographer and Director: Yelena Yemchuk
Additional Credits: Styling: Cathy Kasterine
Hair: Syd Hayes
Make Up: Petros Petrohilos
Published: August 2015
Short Rationale: A film maker, singer-songwriter and musician star in Karen Millen’s Autumn Winter 15 campaign, which launches today. The three form part of the all-woman creative team behind the series of twelve striking portraits, which capture the unique personalities and confidence of each of the artists. The campaign stars Jamie Bochert, Rosie Lowe and Quentin Jones, styled by Cathy Kasterine and shot by Yelena Yemchuk in South East London.
The campaign forms part of Karen Millen’s ongoing strategy to position itself as a global accessible luxury fashion brand, which supports established and emerging creative talent. The images also reflect the growing success of Karen Millen’s limited edition Atelier range, with a number of garments from this curated collection featured in the campaign. The latest suede, leather and shearling ateliers for AW15, inspired by the luxe layering of the 1970s, will appear in Karen Millen’s flagship store in Knightsbridge as well as Selfridges in the UK and Bloomingdales 59th Street in the US.
Gemma Metheringham, chief creative officer of Karen Millen commented: “Desirability. Confidence. Ease. These are the words that sum up the Autumn/Winter 2015 collection and reflect our attitude to design at the Karen Millen atelier. This season we looked at one unifying collection that encapsulates the moods of the moment whilst retaining our own aesthetic and inspiring women who want to wear beautifully crafted clothes.”
The soundtrack to the campaign’s accompanying film, which brings the stills to life, features the single ‘Who’s That Girl?’ by Rosie Lowe. Rosie is releasing her debut album early next year.
Grey London: Old El Paso 'Cook like the locals'
Old El Paso - Cook Like the Locals - Puebla from Grey London on Vimeo.
Old El Paso - Cook Like the Locals - Ensenada from Grey London on Vimeo.
Brand: Old El Paso
Title(s): Cook like the locals
Agency: Grey London
Agency website: http://www.grey.co.uk
Executive Creative Director: Ben Clapp
Art Director: Andrew Singleton
Copywriter: Ben Buswell
Additional Credits: Business Director: Tamara Bennett
Account Director: Erika Bataillard
Account Executive: Seb Cohen
Agency Producer: Jennifer Gillen
Planner: Andy Hyland
Media Agency: UM
Media Planner: Maxim Kabakov
Production Company: Firecracker
Director: Rod Main
Editor: Matt Newman, Craig Coole, Michele Difrancesco
Producer: Jayde Thomas
Designer: Beatriz Coias
DOP: Dave Miller
Post Production: Hogarth
Audio Post Production: Greyworks
Published: August 2015
Short Rationale: Creative agency Grey London has unveiled its first work since being named lead creative agency for General Mills UKIN earlier this year. Cook Like the Locals is an integrated, content-led campaign promoting Old El Paso’s new Restaurante range, four soft taco meal kits - Steak Carne Asada, Pork Al Pastor, Chicken Tinga & Baja Fish - inspired by authentic recipes from different Mexican regions.
The vibrant, colourful films follow the adventures of Simon Bennett, a fishmonger from Lyme Regis, and Charlotte Harbottle, a butcher from Gosforth, who travelled to Mexico with Old El Paso to discover the sights, smells, people and ingredients that inspired two of the country’s most famous dishes.
The films will be seeded via video-on-demand platforms, pre-roll advertising and sponsored social posts. The PR campaign includes the signing of former Pussycat Doll, winner of Celebrity Masterchef 2015 and passionate foodie Kimberly Wyatt as campaign ambassador.
J. Walter Thompson London: Listerine Advanced White 'Feel every smile'
Brand: Listerine Advanced White
Title: Feel every smile
Agency: J. Walter Thompson, London, UK
Agency Website: https://jwt.co.uk/
Executive Creative Director: Russell Ramsey
Creative Director: John Cherry
Creatives: Will Helm, Will Brookwell
Additional credits: TV Producer: Spru Rowland
Planners: Thomas Scovell, Julie Roberts
Global Director in Charge: Rafael Freitas, Matthew Cunnell
Account Director: Lizzie Alleyne
Project Managers: Julian Poole, Joseph Bassary
Digital Producer: Julian Poole
Media agency: MEC
Media planner: Charles Peyron
Director: Lucy Walker
Production Company: Pulse Films
Editor: GPS
Sound: Wake the Town
Published: September 2015
Short Rationale (optional): We can’t all see a smile, but Listerine and JWT London wanted to create something so everyone could feel one.
Just download the app and open it up. Choose the front or rear facing camera on your phone and point it at someone to be notified when they smile.
The app will also play a sound when it detects a smile, but if a vibrate is enough you can mute it by clicking on the settings icon.
Creamos: Pizzería Olivia 'Brand campaign'
Brand: Pizzería Olivia
Title(s): Brand campaign
Agency: Creamos, Medellin, Colombia
Creative Director: Jorge Montoya E
Art Director: Ricardo Cardona, Jorge Montoya E, Diego Roldan, Carlos Montoya
Copywriter: Diego Roldan, Carlos Montoya
Digital Art: Juan Fernando Garcia
Published: July 2015
BBR Saatchi & Saatchi: Splendid Dark Chocolate 'Kids try dark chocolate for the first time'
Brand: Splendid Dark Chocolate
Title: Kids try dark chocolate for the first time
Agency: BBR Saatchi & Saatchi
Agency website: http://www.bbr.co.il/
Product: Dark Chocolate
CEO: Yossi Lubaton
Executive Creative Director: Nadav Pressman
VP Creative Director: Idan Regev
Creative Director: Sharon Refael
Art Director: Yuval Zuckerman
Copywriter: Orit Bar Niv
Additional Credits: Digital Creative Director: Maayan Dar
VP Production: Dorit Gvili
Production Manager: Gali Starkman
Producer: Alon Shmoelof
VP Client Services: Maya Salomon
Supervisor: Yogev Atoon
Account Executive: Omri Sela
VP Strategic Planning: Shai Nissenboim
Strategic Planner: Lora Goichman
Traffic: Ronit Doanis
Director: Roy Raz
Published: August 2015
Short Rationale (optional): Some things (not many) still belong exclusively to the realm of adults and any kiddy attempt to overstep those boundaries, is bound to expose them to some unpleasantness. Dark chocolate is no exception. It's not made for kids!
Jung von Matt/ Alster GmbH: Daimler AG 'SUV-Campaign'
Brand: Daimler AG
Title: SUV-Campaign
Agency: Jung von Matt/ Alster GmbH
Agency website: http://www.jvm.com/en/home/index.html
Executive Creative Director: Thim Wagner
Creative Director Art: Jonas Keller
Creative Director Text: David Leinweber
Additional credits: Account Manager: Michael Gegner
Head of TV: Christoph Köhler
Production Company: Markenfilm GmbH & Co. KG
Director: William Armstrong
DP: Ekkehart Pollack / Jann Döppert
Executive Producer: Cornelius Rönz
Line Producer: Christopher Manz
Assistant Producer: Lilli Seidel
Service Production: Page International Services (Portugal),
Mamma Team Productions S.L. (Spain)
Post production: Infected Postproduction Hamburg
Producer: Sven Bensemann, Wiebke Warndorf
Editor: Sören Görth
Sound Studio: Infected Hamburg
Sound Engineer: Mikis Meyer
Colorist: Christian Lessner
Flame Artist: Ingo Berends
VFX Artist: Allegra David
VFX Artist: Tjurn Timm
VFX Artist: Markus Gratl
VFX Artist: Simone De Salvatore
3D Artists: Ken Ismono
3D Artist: Reinhard Preissner
Motion Graphics Artist: Sebastian Spitze
Motion Graphics Artist: Apparat Hamburg
Published: August 2015
Short Rationale (optional): Mercedes-Benz launches a vibrant, celebrity-studded campaign to showcase its complete range of SUVs, which has been expanded this year to include the all-new GLE, GLE Coupé and GLC vehicles. Created by agency Jung von Matt, the campaign debuts with a visually stunning centerpiece TV spot directed by William Armstrong out of Markenfilm.
Armstrong creates an epic adventure done in artistic brushstrokes, capturing five celebrity ambassadors as they pursue his or her own passions accompanied by their SUV to emphasize the campaign tagline: ‘At home in every terrain’.
At the wheel are familiar faces of sports, fashion and adventure: legendary surfer Garrett McNamara, Formula 1 World Champion Lewis Hamilton, show jumping champion Meredith Michaels-Beerbaum, top model Petra Němcová, and adventurer Mike Horn.
Each ambassador is seen excelling at what they do – for example, Garrett McNamara is shown big wave surfing and Meredith Michaels-Beerbaum is captured riding wild horses through the forest. In each vignette, the SUV model plays the ideal counterpart to the lifestyle and environment around them. The world of each celebrity/SUV pairing is conveyed with a sense of excitement and a decided elegance.
A building feeling of drama is engendered in the grey tones and the dark drive of the symphonic score, as Armstrong’s breathtaking images show the lineup of Mercedes-Benz off-roaders blazing trails through sweeping landscapes shot throughout Portugal, Lisbon, Mallorca and Madrid. William Armstrong is represented by Markenfilm GmbH & Co.KG in the German-speaking markets, and represented by Knucklehead for commercial work worldwide.
ABF Pictures: Pact Coffee 'TV Campaign'
Brand: Pact Coffee
Title(s): TV campaign
Production: ABF Pictures
Production website: http://abfpictures.co.uk/work
Additional Credits: The Broadcast House
Published: August 2015
Short Rationale: The TV advert is part of a big marketing push by London-based startup Pact Coffee to encourage people across the country to try fresh roasted coffee for the first time. The ad is currently airing on over 30 different stations such as Film4, Sky Sports, Dave, ITV2/4, More4 and Good Food.
BBH London: Boden 'Digital catalogue and app'
Brand: Boden
Title(s): Digital catalogue and app
Agency: BBH London
Agency website: http://www.bartleboglehegarty.com
Head of Creative Tech: Alex Matthews
Managing Director: Mel Exon
Designer: Oli Cole
Developer: Luke Kidney
Additional Credits: Strategist: Kate Nettleton
Account Director: Cressida Holmes-Smith
Producer: Vaia Ikonomou/Kate Newman
App Developer: Monterosa
Published: August 2015
Short Rationale: Our brief was simple: Modernise the catalogue for the digital age, increasing the basket size of existing customers, attracting new ones, and as a result decreasing the businesses reliance on the printed catalogue.
In short, we had to make the catalogue relevant for the digital age. We sought to create a seamless experience from browsing to buying, that could be accessed anywhere. An experience that was as bold and enticing as the catalogue, but that enabled customers to browse in new ways and be inspired.
The new digital catalogue offers a new immersive way of shopping on all devices, both web and native. It is available through your browser on desktop, tablet and mobile, and also as an app on Android and iOS.
The digital catalogue truly reflects a new era for the Boden brand. A brand that understands what its customers want, giving them the ability to navigate by preference, showing how fabulous the clothes can look with inspiring photography, giving customers great ideas about how to wear them, the ability to create wish lists of the styles they love, and a seamless and easy way to buy them. All the while rewarding their loyalty and custom in the process.
Part of A Bigger Plan: Milestone 'New logo'
Brand: Milestone
Title(s): New Logo
Agency: Part of A Bigger Plan, Amsterdam, the Netherlands
Agency website: http://www.partofabiggerplan.com/
Creative Director: Christian Borstlap
Art Director: Christian Borstlap
Illustrator: Christian Borstlap
Additional credits: Logo was conceived in collaboration with Gemma Broekhuis, Founder and CEO of Milestone
Published: August 2015
Southpaw: Sanctuary Spa '#LetGo'
Brand: Sanctuary Spa
Title(s): #LetGo
Agency: Southpaw
Agency website: http://southpawagency.com/
Creative Director: Glenn Smith
Art Director: Sophie Raubenheimer
Film Director: Susanna White (through RSA Films)
Copywriter: Glenn Smith
Senior Designer: Kamran Akram
Photographer: Kate AbbeyDigital Designer: Alex Webster
Published: September 2015
Short rationale: Having closed the famous Spa and turned their focus to indulgent, wellbeing products, Sanctuary asked us to create a campaign that re-established them as the brand that exists to ‘Make Women Feel Wonderful’.
In research, however, we discovered that 88 per cent of UK women believe that brands and media are putting too much pressure on them to be perfect and that as many as 12 million women in the UK today feel they are about to burn out.
So we decided to challenge the increasing trend of ‘fem-com’ advertising and say that success is not defined by busyness, by leaning-in and being a superwoman, but in stepping back every now and again, appreciating life’s precious moments and letting go.
The campaign launched at the beginning of September and has already reached over 3 million women worldwide.
J. Walter Thompson London: Debenhams 'A match made in Debenhams'
Brand: Debenhams
Title(s): A Match Made in Debenhams
Agency: J. Walter Thompson London
Agency website: http://jwt.co.uk
Creative Director: Russell Ramsey
Art Director: Simon Sworn
Copywriter: Kat Thomas
Photographer: Daniel Riera
Additional credits: Shoot Art Director, Debenhams: Mita Gohel
Director/Editor: Connor Pearce
Published: September 2015