Creative Work: Featuring Brass Agency, RKCR/Y&R, FCB Inferno 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.
FCB Inferno: Department of Education 'Your future, their future'
Brand: Department of Education
Title(s): Your future, their future
Agency: FCB Inferno
Agency website: http://www.fcbinferno.com
Executive Creative Director/Chief Creative Officer: Gary Robinson
Art Director: Ben Edwards, Julia Ferrier
Copywriter: Dave Mygind, Martin McAllister
Additional Credits: Agency Producer: Rosie Hutchinson
Agency Senior Producer: Mandy Boyter
Account Director: Jenny Kowalczyk
Senior Account Manager: Jessie Landers
Senior Account Executive: Alice Poole
Supervisor Planner: Michael Case
Production Company: Tomboy Films
Director: Kirk Jones
Executive Producer: Barnaby Spurrier
DoP: Tristam Cones
Post Production: UNIT
Editor: Charlie Di Placido
Sound: Angell Sound
Published: October 2015
Short Rationale: The National College for Teaching & Leadership (NCTL), an Executive Agency of the Department for Education, has launched an integrated campaign, by FCB Inferno, to raise the status of the teaching profession and attract high-quality graduates.
This is the second phase of the ‘Your Future, Their Future’ campaign, also developed by FCB Inferno, which launched in September 2014, featuring Mr Burton from Educating Yorkshire. The work emphasises the benefits of teaching, such as career satisfaction and the rewarding influence on students, whilst also highlighting the competitive benefits of choosing a career in teaching.
A television spot, featuring real teachers, brings the impact they have to life. The film begins with a teacher asking ‘what does a good teacher make these days?’.
We are then taken on a journey through various classrooms, with teachers from different disciplines discussing the impact they have on the individuals they teach. The final teacher, standing backstage at a school production, states ‘and if you want to know what else a good teacher makes...it’s probably more than you think’. The film ends with the line ‘Your Future. Their Future.’
McCann: Nespresso 'Epiphany'
Brand: Nespresso
Title(s): Epiphany
Agency: McCann
Agency website: http://www.mccannworldgroup.com/
Additional Credits: PR Agency: Weber Shandwick
Campaign Strategy: Alfonso Gonzalez
Production: Moonwalk Film Paris
Director: Grant Heslov
Photographer: Sam Jones
Backstage Photography: Rainer Hosch
Published: October 2015
Short Rationale: Nespresso has cast a new leading man to star alongside brand ambassador George Clooney for the latest communication campaign. Playing himself, in the hotly anticipated 10th episode of the advertising saga, is Jack Black, bringing a new twist to the latest instalment.
The new Nespresso advert playfully explores the concept of ‘What Else?’, provoking viewers to consider the unparalleled unique qualities that Nespresso offers to make every coffee moment incomparable. ‘What Else?’ encapsulates all of the elements that combine to create the ultimate coffee experience - everything from the unique approach to sustainable coffee, the unparalleled coffee quality through to the unsurpassed deep coffee expertise, stylish boutiques and innovative services and much more.
On the terrace of a stunning Italian villa on Lake Como in Italy, George Clooney is pouring himself a cup of silky smooth Nespresso coffee. Just as the coffee is ready, a hand appears and takes the cup. It is none other than Jack Black who saunters over to an attractive female and promptly attempts to win her affections by trying to use George’s infamous ‘What Else?’ phrase.
Oblivious, Jack gets the phrase wrong and George steps in to educate him. Later, Jack experiences a moment of epiphany, as he starts to understand the incomparable difference that Nespresso offers, and as the meaning of ‘What Else?’ dawns on him.
RKCR/Y&R: The Royal British Legion 'Poppy Appeal'
Brand: The Royal British Legion
Title(s): Poppy Appeal
Agency: RKCR/Y&R
Agency website: http://www.rkcryr.com/#!/work
Creative Director: Psembi Kinstan
Art Director: Alex Bamford
Photographer: Tom Reeves
Additional Credits: Account Director: Ben Boyles
Strategy Director: Fran Miles
Account Manager: Max Bennett
Agency Producer: Bob Loyal, Martin Caulfield
Production Company: StinkStudios
Directors: HILOW
Executive Producer: Jon Chads
Director of Photography: Joseph Gainsborough
Sound Recordist: Richard Enterzi
Editing: HILOW + Qasim Arshad
Audio Mix: Barni Sparkes @ Suite TV
Grade: Enge Grey @ Plarform Post
Published: October 2015
Short Rationale: RKCR/Y&R has launched its latest brand campaign for The Royal British Legion to mark this year’s Poppy Appeal.
This poignant campaign meticulously recreates portraits of First World War soldiers with modern Service men, women and veterans. This juxtaposition reminds audiences that The Royal British Legion’s Poppy Appeal supports both the Armed Forces men and women of the past, and those of today.
To create the work, portraits of modern veterans and serving personnel were photographed by Tom Reeves in the world’s oldest running photography studio. These powerful images were captured using the exact same camera, technique, and hand-painted background as Tom’s grandfather, Benjamin Reeves, used to photograph First World War soldiers in 1915. It was the first time the camera had been used in over 65 years.
The portraits will become the centerpiece of a national integrated campaign that includes online films and interviews, print, outdoor, social and digital.
DigitasLBi: Barclays 'The Exchange'
Brand: Barclays
Title(s): The Exchange
Agency: DigitasLBi
Agency website: http://www.digitaslbi.com/uk/
Creative Director: Aran Burtenshaw
Senior Designer: Ben Sandhu
Copywriter: Jon Attaway
Additional Credits: Planner: Thomas Griffiths
Strategy Director: Gabriella Petter
Senior Account Manager: Thady Ramos,
Client Partner: Kate Mottram
Creative Producer: Peter Ross
Media agency: Maxus
Published: October 2015
Short Rationale: The Exchange aims to showcase Barclays’ investment insights, and engage investors by sharing stimulating opinions on the complex world of wealth management.
As part of the initiative, Barclays has collaborated with DigitasLBi to host a number of live debates featuring unexpected views on wealth management, in locations across the UK and Europe. The debates will feature high profile individuals from popular interest categories, starting with football. Panellists for the first debate series will include former Sunderland AFC Chairman Niall Quinn; former Southampton FC Executive Chairman Nicola Cortese; and Sky Sports presenter Ed Chamberlin.
DigitasLBi has worked with Barclays to develop a social strategy to support The Exchange, with each debate being distributed via Barclays owned and social channels.
Creative executions across social media, press and online display feature a specially-created hybrid shoe – half football boot, half brogue – to represent the worlds of football and finance coming together, and carry the line ‘The Exchange. A wealth of expertise’.
180 Amsterdam: Replay 'Hyperskin: A new Dimension in Denim Experience'
Brand: Replay
Title(s): Hyperskin: A new Dimension in Denim Experience
Agency: 180 Amsterdam
Agency website: http://www.180amsterdam.com/
President and Chief Creative Officer: Al Moseley
Managing Director: Stephen Corlett
Executive Creative Director: Dan Treichel, Dave Canning
Creative Director: Martin Beswick, Stephane Lecoq
Additional Credits: Graphic Designer: Kate Shearer
Brand Director: Katharina Schablitzki
Account Manager: Nicole Scopes
Planner: Clare Satterthwaite
Producer: Meredith Bergonzi
Business Affairs: Pamela Villaflores
Print Production
Photographer: George Harvey, London
Retouching: Jan Willem Dijkstra @ Left Hand Retouch
Film Production
Production Company: Good Egg, London
Director: Tell No One
DP: Ben Fordesman
Producer: Malachy McAnenny
Executive Producer: Julia Reed
Casting: Sophie North @ Sophie North Casting
Editing: Final Cut, London
Editor: Suzy Davis
Assistant Editor: Peter O'Donovan
Offline Producer: Frankie Elster
Post Production: MPC, London
Flame Supervisor: Iain Murray
Online Producer: Hannah Ruddleston
Sound: Randall MacDonald @ Wave Studios
Published: October 2015
Short Rationale: Fashion label Replay has unveiled the international, integrated campaign for innovative new product range Hyperskin – the jeans that disprove the fundamental rule of the universe: you can’t work out in denim.
The bold campaign, which comprises an online film, plus print and in-store executions, has been created by 180 Amsterdam and stars supermodel Irina Shayk, literally blowing the minds of fellow gym-goers as she achieves a series of ever-more ambitious yoga moves, in Hyperskin denim.
The Italian fashion denim retailer tasked 180 Amsterdam with bringing to life the freedom and style of Hyperskin - its new venture into the category-transforming world of ‘Athleisure’, and creating an execution which would embody the attitude of Replay’s rebellious spirit.
McCann London: Xbox 'Halo 5 - Squadvertiser’
Brand: Xbox
Title(s): Halo 5 ‘Squadvertiser’
Agency: McCann London
Agency website: http://www.mccannlondon.co.uk/
Chief Creative Officer: Robert Doubal, Laurence Thomson
Creative Director: Jamie Mietz, Sanjiv Mistry
Creative Team: Jacob Bjordal, Jim Nilsson
Additional Credits: Business Director: Sailesh Jani
Account Director: AJ Coyne
Senior Account Manager: Tom Oliver
Account Executive: Charlotte Walters
Agency Support: Rami Noumaan
Agency Producer: Dheerna Parmar
Senior Project Manager: Clare Mann
Senior Designer: Colin Lee
Head of Art: Michael Thomason
Events: Momentum (M:United)
Squadvertiser.com: MRM (M:United)
Published: October 2015
Short Rationale: Xbox and McCann London have created a new campaign to launch the most competitive Halo multiplayer game ever, Halo 5: Guardians, and help gamers find the right players for their squads.
The campaign, called ‘Squadvertiser’ and created by McCann London, allows gamers to make their own personalised ads through a specially created interactive website Squadvertiser.com.
Through Squadvertiser.com, Halo players can create and share striking, personalised recruitment ads for their squads. By selecting from a range of visuals, player types and other criteria, as well as writing their own copy, gamers can make an official Halo ad to find a new squad member who has just the abilities they seek.
For those who aren’t recruiting, but are looking to be recruited by another team, Squadvertiser also features a job board. Gamers can browse the ads and apply directly to the ad’s creator if they think they’ve got the right skills.
The Squadvertiser campaign will run in 10 countries, from the UK to Brazil. Over the next three months, ads made with Squadvertiser will appear on billboards, press placements and banners, making this the world’s biggest ever recruitment drive for gamers, by gamers.
Brass Agency: Leeds Rhinos Foundation 'Changing lives through sport'
Brand: Leeds Rhinos Foundation
Title(s): Changing lives through sport
Headline and copy text (in English): Emotive film shows it’s smiles not silverware that drives the Leeds Rhinos Foundation
Agency: Brass Agency, Leeds, UK
Agency website: http://www.brassagency.com
Creative Director: Dave Lambert
Art Director: Dave Lambert
Copywriter: Chris Hurcombe
Photographer: Mike Feather
Additional Credits: Director: Jason Fisher-Jones
Production Company: Mob Sport Published: October 2015
Short Rationale: Not-for-profit organisation, Leeds Rhinos Foundation, unveiled a powerful film that showcases the work going on under the charity's 'Changing Lives Through Sport' philosophy.
Shot at four different locations across the city, to reflect the Charity's wide variety of work, the 136 second film shows the Foundation inspiring young people in local schools as well as working with Specialist
Inclusive Learning Centres and TryZone Education Centre to improve the lives of adult learners and those with disabilities.
AMV BBDO: Department for Transport 'THINK!'
Brand: Department for Transport
Title(s): THINK!
Agency: AMV BBDO
Agency website: http://www.amvbbdo.com/
Creative Director: Steve Jones, Martin Lorraine
Art Director: Dalatando Almeida
Copywriter: Michael Hughes
Additional Credits: Agency Planner: Tom White, Pippa Morris
Agency Account Man: Ben Griffiths, Anna Covell, Georgia Totvanian
Agency Producer: Selina Dey
Media Agency: Carat
Media Planner: Greg Paterson
Production Company: AMV – Flare
Assistant Producers: Aimee Levick, Nuroon Miah
Director: Nick Angel
Production Co. Producer: Selina Dey
Post Production Company: AMV – Flare
Audio Post Production: Unit
Published: October 2015
Short Rationale: AMV BBDO turns potential hazards into helpful hazards in their latest work for the Department for Transport’s THINK! campaign.
The stunt aims to get drivers to realise there are unexpected hazards behind blind bends and that they need to brake before the bend, not on it.
THINK! partnered with a farmer to spray paint safety messages onto sheep, cows, tractors and lorries so people driving through the countryside would take notice and rethink their behaviour.
AKQA: Activision 'Guitar Hero TV Star'
Brand: Activision
Title(s): Guitar Hero TV Star
Agency: AKQA
Agency website: http://akqa.com
Published: October 2015
Short rationale: Ever wanted to be a music video star? Now's your chance.
Guitar Hero's GHTV is the first-ever playable music network, letting you rock out to hundreds of music videos. To celebrate the launch of the new feature, AKQA partnered with the popular lip sync app musical.ly to put fans into an exclusive music video for Ed Sheeran's 'Sing'.
The music video - the first-ever comprised entirely of lip syncs - will make its world premiere on Guitar Hero TV in November. Step into the spotlight at guitarhero.com/ghtvstar.
Ogilvy Paris: Allianz 'Family GPS'
Brand: Allianz
Title(s): Family GPS
Agency: Ogilvy Paris
Agency website: http://ogilvyparis.fr/
Executive Creative Director: Baptiste Clinet
Creative Director: Paul Kreitmann
Art Director: Clara Noguier
Copywriter: Olivier Le Lostec
Additional Credits: Producer: Aurelie Appert
Strategic Planner: Ivan Pejcic
General Director, Ogilvy France: Natalie Rastoin
Account: Myriam Noucier, Kevin Martin, Dorian Salort, Claire Boet Guillaume
Production Company: Continental Productions
Director: Yohan Ungar
Sound Producer: Virgile Stein
Studio (voice packs): Caleson
Post Production: Nightshift
Published: October 2015
Short Rationale: Ogilvy captured on film the reaction of drivers once they heard the Allianz Family GPS voices come through on their routine GPS navigation voice.
Past the initial surprise of hearing the unexpected voice, drivers are in turn softened and moved. Driving is more pacified and serene... achieving the objective of Allianz to help improve road safety. The film was directed by Yohan Ungar.
The Academy and Intercity Studio : Beagle Street 'The art of life insurance'
Brand: Beagle Street
Title(s): The art of life insurance
Agency: The Academy and Intercity Studio
Agency website: http://www.theacademy-pr.com
Creative Director: The Academy PR
Illustrator: Anthony Burrill, Jessica Albarn, Craig & Karl
Published: October 2015
Short Rationale: Some of the UK’s top artists have turned life insurance policies into art in an effort to prevent people losing their policy details.
Customers buying life insurance with online provider Beagle Street will now receive their policy on the back of a piece of art produced by image-makers Anthony Burrill, Jessica Albarn (sister of Blur frontman Damon) and Craig & Karl.
The ‘policy prints’ follow figures showing that there is over £1 billion sitting in lost life insurance policies in the UK. More information https://www.beaglestreet.com/positive-prints/
Oakbase: TJ Hughes 'TJ’s Savvy'
Brand: TJ Hughes
Title(s): TJ’s Savvy
Agency: Oakbase, Manchester, UK
Agency website: http://www.oakbase.co.uk
Creative Director: Raj Kara
Art Director: Raj Kara
Copywriter: David Billcliffe
Additional credits: The Gate Films
Published: September 2015
Short rationale (optional): TJ’s proposition – The Discount Department Store – is more appealing and relevant than ever in post-recession Britain.
However, research pinpointed the need to re-build awareness and to attract younger profile customers to their Biggest Brands-Biggest Savings offer.
Insight led us to build a new, distinctive, own-able and campaign-able positioning around “feeling savvy” – that awesome buzz that comes from finding a genuinely amazing deal.