Creative Work: Featuring Grey London, Adam&EveDDB, Pearlfisher 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. 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.