Creative Department: Featuring RKCR/Y&R, McGarrybowen, Robot Food 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.
RKCR/Y&R: Marks and Spencer 'The Art of'
Brand: Marks and Spencer
Title(s): The Art of
Agency: RKCR/Y&R
Agency website: http://www.rkcryr.com/#!/work
Creative Team: Pip Bishop, Chris Hodgkiss
Additional Credits: Agency Producer: Sonny Botero
Assistant Producer: Celia Garcia
Director: Sam Brown
Producer: Kate Hitchings, James Howland at Rogue
Music: Native
Post Production: MPC
Editing: Amanda James at Final Cut
Business Director: Priya Patel
Account Director: Ben Boyles
VFX Supervisor: Kamen Markov
Post Production Producers: Sophie Hogg, Jonathan Davis, Paul Branch
Sound Engineer: Jack Sedgwick
Published: September 2015
Short Rationale: For autumn 2015, M&S introduces ‘The Art of’ - a new campaign across TV, print and digital platforms designed to put a spotlight on the unique quality and style of M&S products.
The ‘Art of’ uses a stylish and cutting edge format to celebrate the craftsmanship and fashion credentials across M&S’ women’s, men’s and kids’ clothing. The campaign launched in the UK on 2 September 2015 at 7pm with elements used across 50 international markets.
McGarrybowen: Honda 'Stepping'
Brand: Honda
Title(s): Stepping
Agency: McGarrybowen, London, UK
Agency website: http://www.mcgarrybowen.co.uk
Executive Creative Director: Angus Macadam, Paul Jordan
Creative Team: Robin Temple. Tom Woodington
Additional Credits: Planner: Ellie Beercroft
Agency Planner: Abbi Tarrant
Business Director: Alice Tendler
Film Production: Somesuch
Director: Kim Gehrig
Executive Producer: Tim Nash
Producer: Lee Groombridge
Editor: Tom Lindsay @ Trim
Post Production: MPC
Producer: Julie Evans
Supervisor: Bevis Jones
Colourist: Mark Gethin
Audio Production: Factory & Soundtree
Music: Incredible by M-Beat feat. General Levy
Published: September 2015
Short Rationale: mcgarrybowen London’s latest campaign for Honda introduces the Honda HR-V to the popular subcompact SUV market. Aimed at young families and pre-family couples, the all-new HR-V is one of the most hotly anticipated car launches this year.
The pan-European campaign is built around a visual celebration of Honda’s belief in engineering perfectionism. The concept was born from the fact that the HR-V was rigorously designed to be perfectly in step with people’s lives.
Inspired by the Japanese art of “precision walking”, the 60” film speaks to the HR-V’s design philosophy. It’s a meticulous arrangement of people perfectly choreographed around the HR-V’s movements. The film concludes with the line “Precisely, Pleasingly, Perfect”.
BETC Paris: Gant 'They changed the world. Not the shirt'
Brand: Gant
Title(s): They changed the world. Not the shirt
Agency: BETC Paris
Agency website: http://www.betc.fr/countdown/
Creative Director: Remi Babinet, Filip Nilsson, Rosie Bardales
Art Director: Alphons Conzens
Copywriter: Adrian Skenderovic
Additional Credits: TV Producer: Laure Denizot, Fabrice Brovelli
Production House: Bandits
Sound Production: GUM
Director: Stuart McIntyre
Agency Management: Bertille Toledano, Claus Lindorff, Christine Leblond, Leila Achour
Brand Management: Caroline Roth
Published: September 2015
Short Rationale: Autumn 2015 marks a turning point in the history of Gant. In collaboration with its agency BETC, the US Lifestyle fashion brand is repositioning and promoting itself with a global advertising campaign. After 65 years, it was time for Gant to go back to its roots, its legendary beginnings and its iconic product, the button-down shirt.
The campaign includes a film and a gallery of five outdoor visuals. The film shows what life was like on prestigious Ivy League university campuses back in the 1950s. Student life then was one of highflying political and artistic ambition and civil rights demonstrations, but also partying, sport and love stories.
It tells the story of a living Ivy League-campus drycleaner owner, who, during his years on campus has seen everything from future presidents letting loose on the dance floor to future Nobel Prize winners losing bets. Exceptional individuals who share not only an amazingly ambitious energy, but also the same shirt. The Gant shirt.
4Creative: Channel 4 'Hunted'
Brand: Channel 4
Title(s): Hunted
Agency: 4Creative
Agency website: http://www.4creative.co.uk/
Executive Creative Director: Chris Bovill, John Allison
Creative Lead: Pablo González de la Peña
Creative Team: Laura Brailsford, Andy Parkman
Additional Credits: Director: Alex Boutell
Group Business Director: Olivia Browne
Business Director: Manu Albaladejo
Executive Producer: Shananne Lane
Producer: Fiona Wright, Aymeric Gauvain, Se O’Brien, Luke Fraser
Digital producer: Christos Savvides
Digital Creative Team: Charlie Hallam, Joe Turton
Designer: Matt Tomlin
Design: Bold&Bold, Matthew Challenger
Digital Production Partner: We are Supernatural
Digital Production Company: Irresistible
Production Manager: Tiwirayi Magwenzi
Director of Photography: Matt Fox
Production Designer: Tom Gander
Wardrobe Stylist: Grace Snell
Stunt Coordinator: Marc Cass
Editor: Nick Alix @ The Playroom
Grade: Mark Horrobin @ Smoke and Mirrors
Sound Design: Rich Martin @ Envy Post
Online: Eileen @ Envy Post
Published: September 2015
Short Rationale: Channel 4 is targeting Londoners with instructions on how to evade the UK surveillance state’s all-seeing eye, as part of a campaign to promote brand new upcoming series Hunted - a dramatic exploration of 21st century tracking in Britain.
The ambitious marketing campaign, devised to raise awareness of the show, aims to draw the attention of our nation’s capital with a high number of contextual messages delivered across a large volume of ad spaces across the city resulting in every Londoner seeing the campaign an average of 33 times.
The creative messaging is designed to subvert the media it’s in – for example phone boxes will carry messaging about never calling your family, ATM screens tell you to cut up your card. Media was planned and bought by OMD UK.
This latest bold campaign from 4Creative, Channel 4’s award-winning in house creative agency, takes inspiration from the question “is it ever possible to slip through the net in a surveillance nation?”
The campaign includes train station ‘takeovers’ at both London Victoria and Liverpool Street where commuters will be bombarded with messages including - There are 105 CCTV cameras in this station. Hide your face (Liverpool Street); Your travelcard is a tracking device; Leave town and never come back.
Leo Burnett London: McDonald’s 'Great tastes of the world'
Brand: McDonald’s
Title(s): Great tastes of the world
Agency: Leo Burnett London
Agency website: http://www.leoburnett.co.uk/
Executive Creative Director: Justin Tindall
Creative Director: Rik Brown, Jon Fox
Art Director: Matt Collier, Wayne Robinson
Copywriter: Matt Collier, Wayne Robinson
Additional Credits: Producer (Creative Agency): Katie Spong
Client Services: Mark Boyd, Emily Reed
Planner (creative agency): Caroline Baron
Media Agency: OMD UK
Planner (Media Agency): Hannah Rowley
Production Company: Little Fish Films
Director: Gus Filgate (food)
Producer: Michelle Kriedemann
Editor: Mark Burnett at Whitehouse Post
Post Production: Amy Richardson at MPC
Audio Post Production: Wave Sound Studios
Published: September 2015
Short Rationale: The food promotion, which hasn’t featured on the McDonald’s menu since 2013, consists of 5 burgers inspired by 5 different cuisines from around the world over the course of 5 weeks.
The TV ads, created by Leo Burnett, work around the notion that to know what a country is like you need more than a quick taste of it.
So, inspired by high-end tourism films, each 20” spot delivers a whistle stop tour of each of the Countries, featuring iconic instantly recognizable imagery, before satisfying the viewers’ desire for more with an exciting food sequence to showcase the limited edition burgers that will be available over the coming weeks.
The first burger customers have the opportunity to enjoy ‘The Australian BBQ Supreme’ with a sweet and tangy BBQ sauce, bacon and cheese, in a sesame topped bun. Next week the Italian Classic will be on offer followed by the Canadian Melt, the Brazilian Spicy and finally the South African Deluxe. The Chicken & Chutney Indian will run throughout the promotion.
Arnold KLP: Breast Cancer Care 'Days'
Breast Cancer Care from Arnoldklp on Vimeo.
Brand: Breast Cancer Care
Title(s): Days
Agency: Arnold KLP
Agency website: http://www.arnoldklp.com
Creative Director: Andrew Watkinson, Jon Moore
Additional Credits: Account Management: Gillian Arthur, Joanna Lawlor, Stephanie Taylor
Media Agency: Adgenda
Production Company: Rock Hound
Published: September 2015
Short Rationale: Arnold KLP launched its first brand campaign for Breast Cancer Care, ‘Days,’ on September 7 – positioning them as the breast cancer charity to turn to for care, support and information.
Time plays an important role in the campaign; drawing on the insight that many of those living with breast cancer break their journey down into days. The number of days since their diagnosis, how long until they receive their test results or until surgery. It’s a theme that also helps dramatize that the charity offers support from Day 1, the day of diagnosis, right through to the day when a patient feels they can look back on it all.
Running across TV, Digital and Out-of-Home, the campaign also communicates the USP of Breast Cancer Care; a charity offering a range of support for every breast cancer need, developed and delivered by nurses, healthcare professionals and women who have faced breast cancer and are now helping others.
The campaign features real women who have been diagnosed with breast cancer and who called the Breast Cancer Care Helpline.
M&C Saatchi: Blue Cross 'I will survive'
Brand: Blue Cross
Title(s): I will survive
Agency: M&C Saatchi
Agency website: http://mcsaatchi.com/
Executive Creative Director: Elspeth Lynn
Art Director: Dip Mistry, Rob Graves-Morris, Orlando Warner, Joe Miller
Copywriter: Dip Mistry, Rob Graves-Morris, Orlando Warner, Joe Miller
Additional Credits: Producer: Bruce McKelvie
Production Company: Outsider
Director: Dom Hawsley, Nic Goffey
Producer: Jon Madsen
Editor: Art Jones
Music: Major Tom
Audio Post Production: LFO Sound
Post Production: The Mill
Post Production Producer: Misha Stanford Harris
Published: September 2015
Short Rationale: Animal welfare charity Blue Cross has premiered a new advertising campaign devised by M&C Saatchi.
Starring Baxter, a Lurcher, the seventy second piece sees four-legged hero shake the chain of his uncaring owners before pounding the city streets whilst singing the lyrics to Gloria Gaynor’s seventies hit ‘I Will Survive’.
From there Baxter makes friends with a rabbit and pack of fellow strays before finding a new loving owner.
Robot Food: Bisto 'Limited Edition Collection Tin'
Brand: Bisto
Title: Limited Edition Collection Tin
Agency: Robot Food
Agency website: http://www.robot-food.com/
Published: September 2015
Short rationale (optional): By taking cues from Bisto of old and mixing them up with contemporary touches; our take on Limited Edition is an apt homage to the proud heritage of the Bisto brand.
A luxurious gold finish and subtle pack embossings help bring the tin into the 21st century, whilst the bulk of the design remains very much vintage. The Bisto children and old school messaging make a welcome return and when surrounded by intricate flourishes and subtle details, give the pack a stylish, retro vibe that remains very current.
Grey London: The Times & The Sunday Times 'Irish Edition Launch'
The Times' Irish edition from Grey London on Vimeo.
Brand: The Times & The Sunday Times
Title(s): Irish Edition Launch
Agency: Grey London
Agency website: http://www.grey.co.uk
Chief Creative Officer: Nick Stringer
Creative Director: Dave Monk
Art Director: Liam Riddler
Copywriter: Dominic Butler
Additional Credits: Account Team: Katja Giannella, Tim Rogowski, Oscar Flintoft
Head of Film: Glenn Paton
Planner: Mike Lean
Media Agency: Mindshare Ireland
Media Planner: Emma Daly
Production Company: Friend
Director: Man Vs Machine
Producer: Caroline Muhlich, Richard Fenton
Post Production: Man Vs Machine
Audio Post Production: 750 mph
Head of Marketing, Ireland: Ruth Brady
Head of Marketing, UK: Jodie Jenkins
Published: September 2015
Short Rationale: Creative agency Grey London has launched The Times & The Sunday Times inaugural Irish edition, with a campaign comprising brand and product TV ads, print and radio advertising.
The campaign extols the paper’s 200-year-old brand of fearless, genuine, honest journalism through a spoken-word manifesto based on the 26 letters of the alphabet – the tools they have used to talk to the world since 1785 – and introduces a new one: the new digital edition for Ireland.
The launch TV ad, which breaks today, features a series of cinematic snapshots from Ireland and the world against a backdrop of rich, intricate sound design. It’s narrated by a spoken-word manifesto that tips its hat to the 26 letters on a QWERTY keyboard– the 26 tools The Times & The Sunday Times have used to inform, provoke, question and entertain for 200 years:
We’ve been Questioning the World and Encouraging Restless Thinking for two hundred Years. Serving up Unbiased, Intelligent Opinion, Political Analysis and Sport. Delivering Fearless, Genuine, Honest Journalism. And now we’re bringing our Knowledge and Learning from the Euro Zone to Generation X, with Cultural Views and Balanced News to a Modern Ireland, every day.
And we’ll never stop. We’ve used these tools to talk to the world since 1785. Now, we’re introducing a new one.
Supreme: OLAF 'Brand Strategy, branding, graphic design, packaging, logo & ident, typography, product development'
Brand: OLAF
Title(s): Brand Strategy, branding, graphic design, packaging, logo & ident, typography, product development
Agency: Supreme
Agency website: http://www.supremedba.co.uk
Creative Director: Justin Barrow
Published: 2015
Short Rationale: The logo was developed using distinctive glyph charters and a sans serif type creating a distinctive look. Meaning they could be used together or singular and still maintain the brands identity.
With the name harking back to its founders Viking roots the typeface glyphs had to mirror this too.
It’s positioning on the products and packaging would also dismiss the status quo of similar products and set a precedent for the evolving brands direction.
Adam&EveDDB: Android 'Swim Dem Crew'
Brand: Android
Title(s): Swim Dem Crew
Agency: Adam&EveDDB
Agency website: http://www.adamandeveddb.com/
Chief Creative Officer: Ben Priest
Executive Creative Director: Ben Tollett, Richard Brim
Creative Director: Tim Vance, Paul Knott
Art Director: Christopher Bowsher
Copywriter: Frances Leach
Additional Credits: Agency Producer: Cara Geraghty
Planner: Will Grundy
Media Agency: OMD
Media Planner: Jonny Barker
Production Company: Pulse
Production Company Producer: Arlene McGann
Director: Ben Newman
DOP: Steve Annis
Editor: Tom Grove-Carter (Trim)
Post Production: Electric Theatre Company
Post Producer: Arianna Maniscalco
VFX Supervisor: Giles Cheetham
Colourist: Aubrey Woodiwiss
Graphics Supervisor: Rob Rae (Motion Cult)
Audio Post Production: Sam Ashwell (750mph)
Soundtrack name and composer: Rag N Bone Man ft. Stig of the Dump – Wolves
Published: September 2015
Short Rationale: The Swim Dem Crew, features a diverse group of Londoners who banded together to learn to swim and take on the city's open waters.
Their story, the first in a series, is a live action evolution of the brand’s animated Androidify work.
Lucky Generals: Pot Noodle 'The Ring'
Brand: Pot Noodle
Title(s): The Ring
Headline and copy text (in English): You can make it
Agency: Lucky Generals, London, UK
Agency website: http://luckygenerals.com
Creative Director: Lucky Generals
Additional Credits: Production Company: Blink
Director: Nick Ball
Production Company Producer: Toby Courlander
Editor: Mark Endinoff
Published: September 2015
Short rationale (optional): The new ad tells the story of a young lad who eats Pot Noodle so he can spend more time pursuing his dream of making it in the world of boxing.
The spot follows our guy as he trains in the gym and then flies out to Las Vegas for a big fight.
At the end of the spot we discover he’s has not been training to fight, but to hold up the cards announcing the upcoming rounds. The TV spot will be backed by online, social media and PR executions.
DT: R U OK? 'Thanks for asking'
Brand: R U OK?
Title(s): Thanks for asking
Agency: DT
Agency website: http://dt.com.au/
Executive Creative Director: Jerker Fagerstrom
Creative Director: Tim Devine
Creatives: Shiko Murai, Emma Borland, Lucy Downs, Sam Dickson, Cam Bell
Additional Credits: Experience Designer: Krez Cukljek
Content Lead: Ian Hammond
Front End Developer: Chris Jerochim, Nathan Kelly
Creative Technologist: Michael Ford
Campaign Director: Rebecca Lewis
Published: September 2015
Short Rationale: The power of a sending a simple thank you note is the cornerstone of a new creative campaign launched by DT in the lead up to R U OK?Day, which is creating thousands of unique Origami shapes to deliver the sentiment.
Centred around the effect of those conversations initiated by the question, “R U OK?”, the Thanks For Asking campaign encourages people to write a note of thanks to those who have helped them.
After writing the note of thanks at ruok.org.au, every single note is analysed by an algorithm created by DT that develops a unique origami shape based on the placement and number of letters in the note.
DT also designed beautiful coloured patterns with inspiration from traditional origami patterns that all hold different and relevant meanings, deriving the colours from the R U OK? brand identity.
The result is thousands of unique thank you notes each with their own unique origami shape. These can be shared on social networks, via a link, or printed out and folded by hand with instructions on how to create the unique fold.
Media Therapy: Kaspersky 'Taking the Danger out of Digital'
Kaspersky Pre-Rolls - Taking the Danger out of Digital (The Making Of) from Media Therapy on Vimeo.
Brand: Kaspersky
Title: Taking the Danger out of Digital
Agency: Media Therapy
Agency website: https://vimeo.com/mediatherapy
Creative Director: Howard Fretten
Creative team: Danny Hall & Max De Courcy-Wilson
Designers: George Langham & Jo Risley
Photographer: Ray Massey
Director: Dahlan Lassalle
Published: September 2015
Short rationale (optional): Kaspersky Lab launches the ‘Taking the Danger out of Digital’ ad campaign with crosstrack posters at the busiest tube stations across the capital.
While the ads may look simple and to the point, each image was in fact constructed using a range of strategically placed and connected devices that forms one simple image.
This clean image acts as a metaphor to highlight the benefits of using Kaspersky to protect your digital life. Accompanied by a strong simple headline that explains ‘why Kaspersky’ and a new global strapline ‘The Power of Protection’ this campaign will be used across the world to form an integrated campaign comprising of print, outdoor, TV and digital.