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Creative Work: Featuring Grey London, Adam&EveDDB, Pearlfisher and more

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By Gillian West | Social media manager

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October 12, 2015 | 22 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 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.

Adam&EveDDB: SSE 'Pier'

Brand: SSE

Title(s): Pier

Agency: Adam&EveDDB

Agency website: http://www.adamandeveddb.com/

Chief Creative Officer: Ben Priest

Executive Creative Director: Ben Tollett, Richard Brim

Art Director: James Gillham

Copywriter: Graham Cappi

Additional Credits: Account Management: Paul Billingsley (Business Director), Joanne Murray (Account Director), Rob Jones (Account Manager)

Agency Planner: Hugh de Winton

Media agency: OMD UK

Media planner: Kelly Parker

Production Company: Academy Films

Director: Frederic Planchon

Post-production: The Mill

Published: October 2015

Short Rationale: Leading energy supplier SSE has unveiled a national advertising campaign created by adam&eveDDB aimed at re-engaging people with energy and reminding them that it has amazing deals for all its customers – not just the new ones.

This next installment in SSE’s multi-award-winning ‘Proud to Make a Difference’ campaign continues to feature the CGI orang-utan, Maya, as she discovers a funfair on a seaside pier and experiences the wonder of energy in all its manifestations. The film presents viewers with a wonderland of light, sound and movement, and was directed by Frederic Planchon of Academy Films, with CGI by The Mill.

Written by adam&eveDDB’s Graham Cappi and James Gillham, the campaign is complemented by outdoor, radio and digital executions which draw attention to SSE’s range of deals, from 6 months free broadband and line rental with 18 month packages, to 6 months free on annual boiler cover.

St Luke’s London: Very 'All you need to get ready'

Brand: Very

Title(s): All you need to get ready

Agency: St Luke’s London

Agency website: http://www.stlukes.co.uk

Creative Director: Al Young

Creative: Laura Stevens, Claire Wombwell

Additional Credits: Planner: Rose Van Orden

Business Lead: Jonathan Dale

Account Director: Lara Poole

Agency Producer: Chloe London

Media Agency: Vizeum

Production Company: Caviar

Director: Henry Schofield

Editor: James Rose – Final Cut

Post Production/VFX/Grade: Electric Theatre Collective

VFX Producer: Josh Robinson

VFX Supervisor: Paul Wilmot

Colourist: Aubrey Woodiwiss

Music Track: Celebration by Kool & The Gang

Audio Post Production: Grand Central

Published: October 2015

Short Rationale: St Luke’s launches a new brand look and proposition for Very.co.uk to help drive brand awareness and understanding.

A new brand line ‘get more out of every day’ will invite people to “get more” out of fashion, home and tech through the brand’s inspiration, know-how and access through payment options which make things more affordable.

To drive visual consistency, a new distinctive identity has been developed using the brand’s pink square logo. Across all communication channels, the brand will be represented by a dynamic pink cube, which will act as a metaphor for the multifaceted Very service.

The first work launched 4 October, in an integrated campaign, which shows how you can get more out of the party season. The campaign brings to life the ease of shopping with Very; with the range of inspiring brands and the free next day delivery with Collect+, Very puts fun back into getting ready.

Grey London: Scope 'The A to Z of Sex and Disability'

Brand: Scope

Title(s): The A to Z of Sex and Disability

Agency: Grey London

Agency website: http://www.grey.co.uk

Chairman/Chief Creative Officer: Nils Leonard

Deputy Executive Creative Director: Vicki Maguire

Creative Director: Lex Down, Jamie Starbuck

Creatives: Mike Kennedy, Pauline Ashford

Illustrator: Pâté

Additional Credits: Account Team: Sophie Fredheim, Fay Taylor

Creative Producer: Julia Parry, Ricky O’Neill

Planner: Ruth Chadwick, Mike Alhadeff

Production Company: Blink Art

Published: October 2015

Short Rationale: This October, disability charity Scope is tackling one of the last taboos with a vibrant and racy illustrated A to Z of sex and disability.

From waking up next to a stranger and being unable to locate a limb to those whose impairments encourage them to push the boundaries of sexuality, the A to Z sees disabled people showcase their sex and dating stories to break down barriers and challenge assumptions around sex and disability.

Devised by creative agency Grey London and illustrated by London-based graphic artist Pâté, aka Paul Pateman, the A to Z includes: ‘H for Happy Endings, ‘M for Myths’, ‘T for Tinder’, ‘E for Experimenting’, ‘V for Vibrator’ and ‘O for Orgasm’.

The A to Z is the latest offering from Scope’s End the Awkward campaign, which aims to change attitudes by shining a light-hearted spotlight on the awkwardness people feel around disability. Scope hopes the campaign will help people feel comfortable when talking to – or dating – a disabled person.

RKCR/Y&R: Emirates 'Jennifer Aniston'

Brand: Emirates

Title(s): Jennifer Aniston

Agency: RKCR/Y&R

Agency: http://www.rkcryr.com/#!/work

Creative Director: Mark Roalfe

Art Director: Marc Hatfield

Additional Credits: Business Director: Emma Massey

Account Director: Franky Wardell

Agency Producer: Fiona Renfrew

Production Company: Hungry Man LA

Director: Bryan Buckley

Published: October 2015

Short Rationale: Emirates unveiled its highly anticipated television commercial (TVC) featuring Hollywood actress, director and producer Jennifer Aniston. This marks the first time Emirates has collaborated with the international star in a global digital and TV campaign.

The Golden Globe and Emmy award-winning actress showcases her impeccable comedic timing in the global airline’s light-hearted TVC.

The ad opens with Aniston looking frantically for the onboard shower and lounge but being mocked and ridiculed by the cabin crew. It turns out to be a nightmare as she wakes up to reality in her own Private Suite in the Emirates First Class cabin before getting acquainted with the airline’s iconic A380 Shower Spa and Onboard Lounge.

Pearlfisher: Trump SoHo 'Mr. Jones cocktail lounge'

Brand: Trump SoHo

Title(s): Mr. Jones cocktail lounge

Agency: Pearlfisher

Agency website: http://www.pearlfisher.com

Founder/Chief Creative Officer: Jonathan Ford

Founder/Chief Executive Officer: Mike Branson

Creative Director: Hamish Campbell

Senior Designer: Priyanka Krishnamohan

Published: October 2015

Short Rationale: Pearlfisher has branded Trump SoHo New York’s newest cocktail lounge, Mr. Jones.

The brand idea manifested from the concept of Mr. Jones, the man; a figurative gentleman whose charm and generosity is matched only by his elusiveness. A fantastical fellow with impeccable taste, Mr. Jones is an avid explorer, always on the move, collecting treasures from destinations far and wide. The challenge for Pearlfisher’s Design studio was how to create a 360-degree brand world experience for the cocktail lounge that encompassed this character, bringing Mr. Jones to life as an emblem for travel and adventure to compliment the Trump’s existing hospitality portfolio.

The resulting brand identity was created as a direct reflection of Mr. Jones: a stamp-like mark suggestive of this illusive character. Built around the identity’s clean lines and mid-century modern aesthetic, the brand world is more effusive, filled with energetic flourishes and a provocative tone of voice that infuse it with mystique and personality. As travel is such an essential equity of the Mr. Jones brand and Trump Soho’s guests, Pearlfisher created collateral to support this brand story, providing guests with stamped drink tickets, commemorative coins and a menu full of premium spirits and cocktails from around the world.

VCCP Kin: Avon '#MakeUpYourOwnMind'

Brand: Avon

Title(s): #MakeUpYourOwnMind

Film Production Company: VCCP Kin

Creative Director: Chris Lawson

Creatives: Sophie Clark, Fiona Clark

Director: Karen Lamond

Published: October 2015

Short Rationale: In a bold move – and first for a cosmetics brand - the first ad, launched 5 October, puts Avon products to the test with the industry’s toughest critics - well-known beauty bloggers Helen Anderson, Mother Pukka and LoveLaughandMakeup. Aligning the brand with popular culture, Avon has used real responses to showcase the quality of their products.

The bloggers featuring in the ad were given no clues regarding the brand they were blind testing, only being gifted a mysterious black box of unbranded make-up to trial. The live reactions, captured as they discover the products were from Avon shows genuine delight and surprise. The adverts end challenging the consumer to #makeupyourownmind.

Geometry Global: Penny for London 'You won’t miss it, they won’t miss out'

Brand: Penny for London

Title(s): You won’t miss it, they won’t miss out

Agency: Geometry Global

Agency website: http://www.geometry.com/uk/

Chief Creative Officer: Daniel Hennessy

Creative Director: Jon Ashwell

Senior Art Director: Andy Maddick, James Cahill

Digital Creative Director: Richard Morgan

Photographer: Ben Stephens

Operations Director: Bill McGeorge

Additional Credits: Chief Executive Officer: Sarah Todd

Client Partnership Director: Andrew Bell

Business Partner: Gideon Maier

Senior Account Manager: Grace Power

Planning Director: Mike Nicholson

Global Chief Strategy Officer: Jonathan Dodd

Project Manager: Bianca Dubois

Published: September 2015

Short Rationale: Boris Johnson’s 'Penny for London' fund-raiser to help disadvantaged London youngsters has been boosted by an awareness-driving campaign created by Geometry Global.

The campaign involves Transport for London Oystercard wallets, digital and poster out of home, social marketing, radio spots, on-the-ground volunteer activation by the Geometry team and print advertising. The creative also appears at London’s iconic One Piccadilly Circus.

Featuring young Londoners who have benefited from Penny for London donations, the campaign compares the seemingly insignificance of the penny donation with the life changing effect it can have on disadvantaged children in the capital. Under the headline "You won't miss it. They won't miss out" the campaign encourages people sign up to donate by using contactless technology to pay on London transport and in the various retail partners.

Penny for London offers a quick simple way for Londoners to donate and to help youngsters in their capital. People register contactless cards and make 'micro-donations' of between 1p and 10p, with a daily limit of 99p, every day they travel by TfL tube or bus and every time they visit retail partners [currently Café Nero, LEON and growing].

The Mayor’s Fund will award the funds to groups helping disadvantaged young Londoners. Seventy per cent raised will go to the Mayor’s Fund for London, which tackles youth poverty by offering meals, reading and writing classes among others. It is estimated that four in ten young Londoners are living in poverty.

Nylon Agency: Cannes Lions Review 2015 – Portugal 'Creativity vs. Technology - Which comes first?'

Cannes Lions Review Portugal - By Nylon Agency from João Gomes de almeida on Vimeo.

Brand: Cannes Lions Review 2015 – Portugal

Title(s): Creativity vs. Technology - Which comes first?

Agency: Nylon Agency

Agency website: http://nylongroup.com/

Chief Creative Officer: Joah Santos

Executive Creative Director: João Gomes de Almeida

Copywriter João Gomes de Almeida

Art Director: Filipe Mateus

Additional Credits: Account Director: Pedro Miguel Garcia

Account: Sandra Maciel

Production Company: Lobby Productions

Director: Telmo Martins

Executive Producer: Orlandina Veiros / João Feitor

Producer: Lilia Varejão / Luis Dias

Co-Producer: Miguel Tojeira / Andreia Duarte

Co-Director: Humberto Rocha

Photography: Pedro Azevedo

Image: Manuel Barros

Electrician: Carlos Antunes

Sound Director: Pedro Adamastor

Makeup: Diana Correia

Drone: Filipe Abreu

Ronin Steady: Guilherme Cabral

Photography: Luis Dias

Published: October 2015

Bravo: EDL Laminates 'Brand identity'

Brand: EDL Laminates

Title(s): Brand identity

Agency: Bravo

Agency website: www.bravo.rocks

Creative Director: Edwin Tan

Designer: FangTing Zheng

Additional Credits: Project Management: Carisia Chew

Website: Faris Kassim

Client: EDL Euro Pte Ltd

Short Rationale: EDL is a leading distributor of High Pressure Laminates in Asia, providing architects and interior designers with quality and innovative products. To mark their tenth anniversary and expansion onto an international stage, the company embarked on a rebrand to propel them in their journey forward.

We set out to create a new identity that embodies EDL’s current state of mind - one that is de-cluttering and always reinventing. Like basic building blocks, the new EDL logo is an amenable tool that can take on multiple personalities, integrating effortlessly into every story. With it, anything is possible.

Ikon: Yellow Tail 'Jac and Shaz make things Refreshingly Simple'

Brand: Yellow Tail

Title(s): Jac and Shaz make things Refreshingly Simple

Agency: Ikon

Agency website: http://www.ikoncommunications.com.au/

Chief of Creative Services: Natalie Musico

Additional Credits: Communications Director: Elyse Foley

Strategist: Mei Wong

Account Direction: James Trebilcock

Group Business Director: James Sawyer

Media Partner: Channel 7/Red Engine

Director: Peter Mether

Producer: Jill Munt

DOP: Warwick Brown

Content Director: Samantha Power

Creative Director: Fred DuRietz

Casella Family Brands

Global Marketing and Export Sales Manager: Libby Nutt

Brand Manager: Emma Fogarty

Assistant Brand Manager: Tanya Mah

Published: October 2015

Short Rationale: Jac and Shaz, the irreverent and lovable duo from Channel 7’s My Kitchen Rules return to the small screen this week, to bring a refreshingly simple point of view to life’s complications, for popular wine brand [yellow tail].

Developed by Ikon Group Sydney, in partnership with Channel 7’s Red Engine Creative, the content series will appear as TVCs across key programming 2015/16 and is supported through digital, social, PR and in-store promotion. The ‘Jac and Shaz make things Refreshingly Simple’ content series sees the ladies tackle all topics – from food and wine, to party etiquette and technology – with their trademark humour and honesty.

Ikon Group Sydney worked closely with Casella Family Brands across the brand’s communications strategy, media amplification and trading, social community content, broadcast partnerships and creative management.

We Love Digital: Turner Broadcasting / Cartoon Network 'Adventure Time: Once upon an Ooo'

Brand: Turner Broadcasting / Cartoon Network

Title(s): Adventure Time: Once upon an Ooo

Agency: We Love Digital

Agency website: http://welovedigital.com/

Published: September 2015

Short rationale (optional): When the makers of some of the world’s most popular kids’ TV shows asked us to help launch a new season of Adventure Time, we unleashed our inner child. Turner Broadcasting and Cartoon Network wanted to invite fans to embark on an interactive adventure through the Land of Ooo. So we created our very own online episode.

Children are the most creative people in the world. So we knew it would be important to put them in control of their experience – and we did this by reinventing an old storytelling technique for the digital world.

We took inspiration from the ‘Choose Your Own Adventure’ books from the 80’s and 90’s – the ones where the thrill is in the mystery, the quest and the spontaneous decision-making.

In our extended universe, decisions, such as who to rescue and which kingdom to explore, are left entirely in the hands of the fans.

Launched in 15 countries around the globe, our idea invites curiosity, builds intrigue and encourages both engagement and sharing. It doesn’t just launch the new season; it invites fans to be a part of it.

H4B: Kitbag 'Earn Your Shirt'

Brand: Kitbag

Title(s): Earn Your Shirt

Agency: H4B, UK

Agency website: https://www.linkedin.com/company/h4b-manchester

Creative Director: Tom Richards, Jon Chapman

Creative Team: John McPartland, Angus Prior

Photographer: Dan Walmsley

Additional Credits: Director: Kyle Shepard

Voiceover: Brian Moore

Production company: Dafty TV

Published: August 2015

Short Rationale: Kitbag are known for football shirts, but not rugby shirts.

This campaign sought to change that. Based on the idea that it takes a superhuman effort for a rugbyplayer to earn his shirt, we showcased some dedicated fans earning a shirt in their own, special way.

The campaign kicked off in August and has been running throughout the Rugby World Cup.

Appartement 103: Botran & Co 'Limited Edition Packaging'

Brand: Botran & Co

Title(s): Limited Edition Packaging

Agency: Appartement 103, Paris, France

Agency website: http://appartement103.com

Creative Director & Co-founder: Marc Savary

Additional credits: Creative Director & Co-founder: Julien Zylbermann

Published: October 2015

Short rationale (optional): Casa Botran, the traditional Guatemalan Rum house, wanted to celebrate its 75th anniversary with the world, highlighting its history and passion for blending and crafting the most refined Rum with an exclusive new product.

Botran wanted this NPD to be in itself an invitation to co-creation, a tribute to bartenders and the world of mixology, empowering consumers to make the final decision on their perfect drink and allowing them to emulate mixologists in doing so.

The 2 mini 5cl bottles, containing Spiced Rums and Citrus Rum, have been especially designed to complement the main product, offering consumers with not only an exceptional product, but also the opportunity to explore different tastes by mixing them with Botran & Co. In order to do so, a pipette and an explanatory leaflet have been designed to complete this fabulous set.

In details, you will discover and exceptional work of printing techniques, boosting hot foil detailing, embossing and varnish, textures and screening, offering to the final presentation a real tactile experience and superb hand-crafting VS modernity balance.

CIC: Morphy Richards 'The Morphy Richards Mole'

Brand: Morphy Richards

Title(s): The Morphy Richards Mole

Agency: CIC, Stoke, UK

Agency Website: http://www.ciconline.co.uk/

Creative Director: David Walker

Art Director: Kerry Pickin

Copywriter: Anthony Stones

Imaging Director: Steve Allen

Visual Effects: Peter Robinson

Actor: Stuart Sessions

Extras (What you doing man): Jon Hills

Published: October 2015

Short Rationale (optional): Morphy Richards has delivered its first dedicated social media campaign to launch its Redefine product range.

The campaign, entitled The Morphy Richards Mole, sees a fictional, rogue brand technician leak news of the top-secret technology as he puts the innovative products through rigorous quality and control tests.

The three part series of 30-second videos, was created to highlight the design and technology behind the new range which includes the atomist iron, a hot water dispenser, kettle and toaster.

The campaign was designed and executed by advertising agency CIC and filmed at Morphy Richard’s product testing facility in the heart of Yorkshire.

It is the first time the electrical brand has launched a new product exclusively through social media channels and sees the videos promoted directly through the brand’s Twitter, Facebook and YouTube platforms. Over 57,000 collective views have been enjoyed to date.

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