Creative Showcase: Featuring Leo Burnett London, The Corner, Coley Porter Bell and more
Welcome to The Drum Creative Showcase, 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. For voting updates and more follow The Drum Creative Showcase on Twitter @TheDrumCreative.
Leo Burnett: NSPCC 'Alfie the Astronaut'
Brand: NSPCC
Title(s): Alfie the Astronaut
Agency: Leo Burnett, London, United Kingdom
Agency website: www.leoburnett.co.uk
Creative Team: Matt Lee & Pete Heyes
Creative Director: Beri Cheetham
Executive Creative Director: Justin Tindall
Additional credits: Agency TV Producer: Hannah Boase
Agency Planner: Kit Altin, Frances Gibbs
Client Service Team: Sarah-Jayne Ljungstrom
Production Company: Knucklehead:
Director: Chris Hewitt
Producer: Matthew Brown
Production Manager: Sarah Aranda-Garzon
Director of Photography: Chayse Irvin
Editing: Whitehouse Post:
Editor: Adam Marshall
Assistant Editor Iain Whitewright
Executive Producer: Lisa Kenrick
Producer: Antonia Porter
Post Production: Electric Theatre Collective:
2D Lead: Taran Spear
Nuke: Tane Welham
Flame: Adam Watson
CG: Dean Robinson and Hendrik Freuer
Telecine: Aubrey Woodiwiss
Post Producer: Therese Mayer, Fritzi Nicolaur
Media Agency: OMD UK
Media Planner : Diane Alagar, Lee Isaacs
Music: ‘One Half’ Artist: Julianna Barwick
Published: September 2015
Short Rationale (optional): The NSPCC is launching a brand campaign, the first within their rebrand with the strapline, Every Childhood is Worth Fighting For.
The campaign is inspired by childhood dreams and imagination and shows how the work the NSPCC do helps children rebuild their lives, giving them back a childhood full of hope and endless possibility.
A film, created by Leo Burnett London, follows the story of a boy called Alfie who dreams of being an astronaut. The film takes place in his imagination, we see Alfie on a mission to the moon as he recounts in a voiceover how he and his mother experienced domestic violence and physical abuse, and the help they received of the NSPCC. At the end of the film we see Alfie back in the real world, safe and looking forward to the future. The endline is ‘Your donation can take a child anywhere’.
This is the first big campaign under the charity’s new brand: ‘NSPCC. Every childhood is worth fighting for’ and is supported by social media activity with the hashtag #EveryChildhood.
Supporting the TV advert will be a digital campaign targeting Mums across key sites, including the MailOnline, as well as social media activity across Facebook, Twitter and paid search.
The campaign will be accompanied with a fundraising campaign focused on maximising the interest generated by Alfie’s message. A digital campaign will look to retarget those who have watched the Alfie film and shown an interest in the NSPCC with several different messages to encourage them to donate.
RKCR/Y&R: Marks and Spencer 'Spice'
Brand: Marks and Spencer
Title(s): Spice
Agency: RKCR/Y&R
Agency website: http://www.rkcryr.com/#!/work
Creative Director: Pip Bishop, Chris Hodgkiss
Art Director: Majella Lewis
Copywriter: Alice Burton
Photographer: Karen Thomas
Additional Credits: Business Director: Anna Crabtree
Account Manager: Eileen Cosgrove-Moloney
Agency Producer: Alex Shillingford
Director/Production Company: Michael Roulier, Philippe L’Homme @FoodFilm
Producer: Francesca O’Brian
Editor: Bruno Herlin @ FoodFilm, Bruce Townend @The Quarry
Post Production: MPC
Sound Design: Parv Thind, Aaron Reynolds @ Wave Studios
Music Licensing: Native
Typographer: Tivy Davies
DOP: Michael Roulier
Published: September 2015
Short Rationale: Marks & Spencer has launched a new series of TV ads celebrating its specially chosen food range for autumn.
The TV ads, created by Rainey Kelly Campbell Roalfe/Y&R, showcase the breadth of special, different and new foods at M&S.
The series of films feature the M&S Food autumn line up, launching with 'Spice', which showcases a variety of warming spices, cut, mashed and sliced, culminating in an exotic mosaic pattern.
These films are the latest iteration of the M&S 'Adventures In' campaign and are all shot in the campaign’s distinctive style.
The Corner: Jigsaw 'AW15'
Brand: Jigsaw
Title(s): AW15
Agency: The Corner
Agency website: http://www.thecornerlondon.com/
Creative Director: Tom Ewart
Art Director: Niall Kerry
Photographer: Venetia Scott
Additional Credits: Planning Director: Neil Hourston
Planner: Talula White
Business Director: Daisy Corbett
Agency Producer: Kirstie Girvan
Media Company: the7stars
Production Company: Raw Files
Stylist: Poppy Kain
Model: Aline Weber (Next Management), William Eustace (FMLondon)
Published: September 2015
Short Rationale: London clothing company Jigsaw has launched a new print, digital and OOH campaign to promote its AW15 range. Created by advertising agency The Corner, the campaign begins with print ads in fashion magazines and will be followed by a takeover of Oxford Circus tube station next month.
Building on Jigsaw’s ‘For Life not Landfill’ message, the ads bring to life the lasting quality and timeless style of Jigsaw garments by styling items from the new range with vintage pieces donated by customers. For example, one ad features a model wearing a 2015 dress paired with a bag from 1999.
Shot by high-fashion photographer Venetia Scott, the ads will appear in The Fashion magazine, Vogue, GQ and Elle, with media handled by 7 Stars.
Pablo: NHSBT Give Blood 'Bleed for England'
Brand: NHSBT Give Blood
Title(s): Bleed for England
Agency: Pablo
Agency Website: www.pablolondon.com
Production Company: Squire
Director: Simon Stock
Creative Directors: Tim Snape & Chris Landy
Additional credits: Creative Insight and Strategy: Gareth Mercer & Ben Kay
Planning Director: Mark Sng
Account Handler: Zoe Mitchell
Producer: JT at Squire
Post Production: Finish
Grade: Paul Harrison
Flame: Steve Murgatroyd
CGI: Alaric Holberton
Post Producer: Vittorio Giannini
Published: September 2015
Short Rationale (optional): To mark the launch of the new agency; Pablo London has created a national blood donation campaign for Give Blood and NHSBT; encouraging people to register to give blood for their country, which launches throughout England, on the 18th September, 2015.
The campaign comprises of a breathtaking 30” film, four celebrity online films, press & poster campaign and will feature during the biggest sporting event in the UK since the Olympics; the Rugby World Cup. As this epic event unfolds, the world will witness the dedication of athletes, so committed to their countries they are willing to bleed for them. This in stark contrast to the fact that just 3 per cent of our nation really does bleed for their fellow countrymen by giving blood.
It is during times of big, inclusive sporting competitions that Britons feel most free to express their patriotism and love for their country. It’s the perfect time to overcome a key challenge for a charity like Give Blood; which is to make people care about strangers enough to give of their time (and blood!). This is particularly important as NHSBT receive fewer donations during a major sporting event.
The ‘Bleed for England’ film, created by Pablo, working closely with award winning production company Squire, dramatises the importance of giving blood by showing a red rose (a symbol of England), being brought back to life from a dying bloom, dry and shrivelled.
We watch it transform to full living beauty, as the blood begins to course through its veins; whilst the voice of Sir John Hurt tells us “less than 3% of people support England, in a way that matters, we need 100,000 new blood donors, to do something amazing and bleed of England.”
The online campaign features current England Rugby players: James Haskell, Dan Cole and Tom Croft, who gave up their day to substitute jobs with unsuspecting donors (as Rugby players can not give blood themselves during the season). Three films will be released in phases throughout September and October 2015.
JDO: Dove 'Hair care range redesign'
Brand: Dove (Unilever)
Title: Hair care range redesign
Agency: JDO, London, UK
Agency website: http://jdouk.com/
Published: September 2015
Short Rationale (optional): JDO Brand & Design has continued its partnership with Unilever Personal Care to re-design the core Dove hair care range. Building on the success of JDO’s previous Dove hair care redesign, the agency was briefed to elevate the brand to a more expert hair care position. The previous design established Dove Hair as a credible player in the damage, repair and beauty category. The new design needed to update and elevate the caring and nutritive elements of the brand whilst completing the Dove brand story.
The resultant packs cue brand expertise and superior nourishment. The key central icon device of two intertwined elements represent instant and cumulative deep nourishment benefits. The soft coded gradient and layers, together with appropriate line work and foiling, underpin this communication.
The existing hair therapy design lock up has been developed to Nutritive Solutions, supported by a move from silver to a warmer gold. Graphics have been updated to a more contemporary and premium brand aesthetic.
AMV BBDO: Galaxy Duet 'Duet'
Brand: Galaxy Duet (Mars Chocolate)
Title(s): Duet
Agency: AMV BBDO
Agency Website: www.amvbbdo.com
Creative team: Michael Durban and Tony Strong
Creative directors: Nick Hulley and Nadja Lossgott
Director: Ed St Giles (The Sweetshop)
Additional Credits: Producer: Sophie Delaney
Account team: Sam LeCoeur, Robyn Rieu, Jo Fogarty
Strategy: Cat Collins, Sophie Caron
Published: September 2015
Short Rationale (optional): Mars Chocolate has unveiled its first advert for new Galaxy Duet, with the 20-second advert airing for the first time on Sunday during ITV1’s The X Factor.
TV spend of £1.5m sees the advert support the launch of Galaxy Duet across a four week period. This forms just one part of an integrated TTL campaign that sees PR, social media and YouTube all play a key role in supporting the launch TVC and raising the profile of the advert’s music track.
A partnership with Spotify is also helping to generate further engagement and provides listeners with the chance to enjoy the Galaxy Duet version of Moon River which features in the ad.
The new advert opens to the sound of two distinct voices singing the classic tune – Moon River - but with a modern twist. We’re then in the studio where we see a captivating Chanele McGuinness (22) of Ireland provide a soft melody, while Bxnjamin (22) of London, weaves into this with a rap.
The two create a beautiful duet of their contrasting musical styles. After Chanele pauses to enjoy a bite of Galaxy Duet, it cuts to a simple end frame showing the product positioned on the decks of the recording studio.
The Corner: Oasis 'O Refreshing Stuff'
Brand: Oasis
Title(s): O Refreshing Stuff
Agency: The Corner
Agency website: http://www.thecornerlondon.com/
Additional Credits: Media Company: MediaCom
Production Company: Strange Beast
Published: September 2015
Short Rationale: Oasis is building on the success of its ‘O Refreshing Stuff’ campaign with the launch of a new phase of TV and outdoor advertising.
The latest instalment includes a new TV ad which launched on Monday 7 September alongside three out of home ads.
The campaign targets a new generation of Oasis drinkers and aims to offer a refreshingly honest take on the world.
Coley Porter Bell: Chivas 'Chivas 12 packaging restage'
Brand: Chivas
Title(s): Chivas 12 packaging restage
Agency: Coley Porter Bell, London, UK
Agency website: https://www.coleyporterbell.com/
Art Director: Richard Clayton
Designer: Richard Clayton
Additional Credits: International Marketing Manager: Francesco Ottavino
Business Director: Alex Ririe
Published: September 2015
Short Rationale: The new design retains the round generous shape for which Chivas is renowned, while its shoulders have been raised higher to reflect the brand’s pride as one of the world’s leading Scotch Whiskies.
The brand signifier – based on a Celtic luckenbooth – is now included as a more prominent, organic feature of the bottle, and the signatures of founders James and John Chivas have been added to the glass to display the value of brotherhood at the heart of the brand. The label has evolved to present a simplified and more vibrant look.
Coley Porter Bell also re-designed the outer carton which retains the icons that hold depth of meaning and provenance to Chivas’ rich heritage. Emblazoned with detailing of the brand, select areas have been embossed and debossed to add a texturalised element to the packaging.
Forsman & Bodenfors: iZettle '15 Seconds of Fame'
Brand: iZettle
Title(s): 15 Seconds of Fame
Agency: Forsman & Bodenfors
Agency website: http://www.fb.se/
Art Director: Karl Risenfors
Copywriter: Karolina Widell, Ricke Jacbosen
Photographer: Thelma & Louise (http://thelmalouise.se/)
Published: September 16, Year
Short rationale (optional): iZettle knows very well that getting your name out there and finding customers is one of the big struggles for hard-working small business owners.
iZettle has always been about helping small entrepreneurs start, run, and grow their businesses, so that's why we kicked off 15 Seconds of Fame, a campaign that lets small businesses across the U.K. compete for prime time advertising on national television.
Elmwood: Bush 'Re-design'
Brand: Bush
Title(s): Re-design
Agency: Elmwood
Agency website: http://www.elmwood.com/
Design Director: Steven Shaw
Senior Designer: Ollie Langridge
Copywriter: Nick Hynes, Simon Griffin
Photographer: Mat Wright
Additional Credits: Managing Director: Sarah Dear
Senior Account Manager: Rebecca Hanson
Brand Provocation: Tim Leonard
Published: September 2015Short Rationale: Global brand design consultancy Elmwood has completed a brand re-design for one of the UK’s longest established household technology brands, Bush.
Elmwood took on the challenge of elevating Bush’s position as a stand-alone brand with a strong heritage as a 1932-established London audio manufacturer. The aim was to maintain a quality proposition alongside a mid-price point market position.
At the heart of the new visual story, photography, shot by Mat Wright, shows light illuminating from the product onto the user, capturing the human experience of technology adding richness and joy to people’s lives.
The Bush identity was modernised and modified to highlight ‘us’ in keeping with the idea of an in-home experience that brings people together, extending the brand story through all brand markers.
Wordley Production: HouseSimple.com 'Simple Street'
Brand: HouseSimple.com
Title(s): House Simple (Simple Street) 2015
Agency: Wordley Production
Agency website: http://www.wordleyproduction.com/
Creative Director: Marcus Thomas
Art Director: Paul Galloway
Copywriter: Marcus Thomas
Illustrator: Luke Raddy
Additional credits: Producer: Helen Power
Production Manager: Lucy Wo
1st AD: Dewi Gregory
Production Coordinator: Tirion Wordley
Production Runner: Adam Rockingham Gill
Director of Photography: Ben Filby
Movi: Karim Clarke
Movi Assistant: Dave Herman-Morley
Focus Puller: Leighton Spence
DIT: Sam Taylor
Gaffer Electrician: Colin Holloway
Electrician: Will Baldy
Sound Engineer: Brian Murrell
Costume Designer : Alison Saunders
Make Up Artist: Di Jamieson
Published: September, 2015
The Engine Room: Grant Westfield / Multipanel 'Rebrand'
Brand: Grant Westfield / Multipanel
Title(s): Grant Westfield Rebrand Project
Agency: The Engine Room
Agency website: http://www.engineroomdesign.com
Creative Director: Mark Edwards
Art Director: Darren Evans
Copywriter: Sarah Hurtley
Photographer: Neil Herke
Additional credits: Helen Boyes, Lesley Gulliver
Published: September, 2015
Short rationale (optional): The Engine Room worked to review Grant Westfield and their main product brand, Multipanel, root and branch, developing two stylish identities and full two-prong approach roll out.
The new Multipanel identity and its elements were developed from the unique and bespoke proposition of the products. The panels, which are a practical alterative to tiles, can be used on floors, ceilings, walls and vanities, are available in a wide range of materials, colours and sizes and can be applied in a multitude of settings. The connecting shapes represent the multiplicity and flexibility offered throughout the Multipanel portfolio, giving customers back the control and accessibility.
The design of the overarching Grant Westfield company brand and naming architecture was a culmination of over 9 months of insight work, research, and strategy and brand development.
The Engine Room worked on a proposition that builds on the company’s heritage, craftsmanship and robust manufacturing and service credentials, clearly communicates their product offers and presents a sector-focused approach to their audiences. Messaging is underpinned by the strapline TRANSFORMING SPACES SINCE 1881.
Brand roll out in its entirety included product brochures, two new websites, POS, CGI 3D image rendering for multiple applications and settings, vehicle livery, online templates and copywriting.
Wieden+Kennedy Amsterdam: Fifa 'Play Beautiful '
Brand: Fifa
Title(s): Play Beautiful
Agency: Wieden+Kennedy, Amsterdam, Netherlands
Agency website: https://www.wk.com/work/from/amsterdam
Executive creative director: Mark Bernath and Eric Quennoy
Creative directors: David Smith, Alvaro Sotomayor, Craig Williams
Art director: Vasco Vicente
Copywriters: Evgeny Primachenko, Andrew Dobbie
Additional credits: Head of broadcast Production: Joe Togneri
Broadcast producer: Elissa Singstock
Associate producer: Stijn Wikkerink
Head of planning: Martin Weigel
Planner: Michelle Arrazcaeta
Group account director: Kirk Johnsen
Account director: Nick Campion, Amber Martin
Project manager: Loes Poot
Business affairs: Michael Graves
Interactive producer: Matthew Ravenhall
Studio artist: Noa Redero
Published: September 2015
Short Rationale (optional): Football is a quest for beauty. Whether it’s mastering a move, outsmarting an opponent or scoring a goal, everyone wants to Play Beautiful on route to victory. With EA SPORTS™ FIFA 16, a whole new range of football beauty is made possible at every moment of the game thanks to player’s freedom of expression and gameplay innovation across the pitch.
Launching today and marking the game’s release is ‘FIFARO’, a global campaign that celebrates the fun, competitive quest for beauty with an operatic ode to football. Created by Wieden+Kennedy Amsterdam, the campaign kicks off with a two-minute commercial. The spot dramatizes the one-upmanship nature of football that drives players to make the game ever more beautiful, and literally sings an ode to the sport in the accompanying soundtrack - a specially rewritten, football-focused version of the famous Aria from the ‘Barber of Seville’ opera.
From bone-crushing tackles to out-of-this world strikes, fascinating dribbling to awe-inspiring goals, the FIFARO spot celebrates all of football’s beauty and encourages players to: “Play Beautiful”.
Directed by Traktor, the film stars famous football stars - Lionel Messi, Sergio Agüero and Alex Morgan, along with special appearances by Kobe Bryant and the legendary Pele.
Starcom Mediavest UAE: World Alzheimers Day 'Memory Matters'
Brand: World Alzheimers Day
Title(s): #MemoryMatters
Headline and copy text (in English): Alzheimers Erases Memories. Let’s Erase Alzheimers
Agency: Starcom Mediavest UAE
Agency website: http://mena.starcomww.com
Creative Director: Mohit Lodha
Art Director: Lena Shevchuk
Copywriter: Piyal Bhoora, Nikita Masilamani
Illustrator: Lena Shevchuk
Photographer: Getty Images
Additional credits: Music by Antonino Imanuel (Piano)
Published: September 2015
Short rationale (optional): On the occasion of the World Alzheimers Day (21st Sep) , we wanted to educate the young in UAE about the disease. Estimates suggest that its’ prevalence could increase by more than 600% by 2030. The only way to stem is to create awareness.
Knowing how popular Snapchat was amongst UAE youngsters and teenagers, our idea was to use the channel to tell the story of Alzheimers. According to Ipsos MENA, 12% of smartphone users in the UAE use Snapchat. The unique aspect of Snapchat is to enable users to share messages which disappear in a few seconds. The reality is that Snapchat works just like Alzheimer’s so why not use the ephemeral nature of Snapchat sharing to make young people experience the effects of memory loss.
We created #MemoriesMatter - 3 Snapchats featuring memories in the form of nostalgic family photos which disappear in a few seconds. This was followed by the message ‘Alzheimers Erases Your Memories, Let’s Erase Alzheimers’. The campaign has been designed by Starcom Mediavest in partnership with Good Health Arabia and Getty Images.