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Creative Works

Creative Work: Featuring BBH Sport, W+K Amsterdam, Don't Panic London and more

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By Rebecca Stewart, Trends Editor

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November 9, 2015 | 23 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 Rebecca Stewart or Gillian West.

For voting updates and more follow The Drum Creative Showcase on Twitter @TheDrumCreative.

Workfront and The Drum will be celebrating the best creative work of the year with a live exhibition on 25 November, register here.

BBH London: Audi 'The Eye'

Brand: Audi

Title(s): The Eye

Agency: BBH, London

Agency website: www.bartleboglehegarty.com/london

Creative Director: Ian Heartfield

Strategy Director: Will Lion

Chief Strategy Officer: Jason Gonsalves

Business Lead: Polly McMorrow

Account Manager: Natasha Thirlby

Account Director: Caroline Shortt, Naphtali Torrance

Film Credits: Creative Team: Sam Oliver, Shishir Patel, Ian Heartfield Creative Director: Ian Heartfield

Additional Credits: Producer: Chris Styring

Assistant Producer: Jen Wood

Production Company: Friend London

Director: Mike Alderson - Man vs Machine

Executive Producer: Luke Jacobs

Producer: Richard Fenton DoP: Alex Barber

Post Production: Simon Reeves

Editor/Editing House: Analogue Studio, The Mill

Visual Effects House: Analogue Studio, ETC, Framestore

Sound: Will Cohen & Andy Stewart @ String & Tins

Sound Producer: Sam Brock

Print and Digital Credits: Creative: Vinny Olimpio

Creative Director: Ian Heartfield

Producer: Aine Donovan

Photographer: Benedict Redgrove

Artists: Sebastian Preschoux, Onishi Yasuaki

Published: November, 2015

Short rationale: The exhilarating thrill of driving the all-new Audi R8 has been vividly captured in a mesmerising TV commercial – The Eye – created by BBH London.

The one-minute TV advertisement focuses on a pupil dilating in response to the excitement generated by the roar of the R8 - the signature Audi high-performance supercar.

This eye-opening reaction is genuine. Biometric data was gathered during a racetrack lap to measure the effect of the R8 on the human body. The data was then used in the film to illustrate the visceral thrills associated with the R8 V10 plus, which has a top speed of 205 mph and powers from 0 to 61 mph in just 3.2 seconds, making it the fastest road-going Audi to date.

The commercial, which carries the tagline ‘More focus, more drive’, is accompanied by an outdoor, digital and print campaign capturing the work of renowned, contemporary artists - Sebastien Preschoux and Yasuaki Onishi.

Preschoux has created an eye, 5.5m high and 9m wide, built from a complex array of specialist blue and white thread, while Onishi's installation represents a heartbeat from the electrocardiogram readout of an R8 driver.

The campaign places the all-new R8 at the heart of the matter in a vivid combination of art, science, technology and drama.

Wieden+Kennedy Amsterdam: EA 'Need for Speed - Tonight We Ride'

Brand: EA

Title(s): Need for Speed - Tonight We Ride

Agency: Wieden+Kennedy, Amsterdam

Agency Website: www.wkams.com

Executive Creative Director: Mark Bernath and Eric Quennoy

Creative Directors: David Smith, Craig Williams, Alvaro Sotomayor

Art Director: Ignasi Tudela Calafell

Copywriter: Mohamed Diaa, Bern Hunter

Additional Credits: Head of Broadcast Production: Joe Togneri

Broadcast Producer: Stijn Wikkerink

Interactive Producer: Matt Ravenhall

Interactive Art Director: Jeff Lam

Planner: Nick Docherty

Group Account Director: Kirk Johnsen

Account Director: Nick Campion, Amber Martin

Senior Account Manager: Jorge Fesser

Studio Artist: Noa Redero

Project Manager: Loes Poot

Business Affairs: Michael Graves

Editor Will Judge

Audio: The Ambassadors

Sound Designer/Mixer: Rens Pluijm

Music Supervision: Michiel Marsman, Sander van Maarschalkerweerd, Jake Buckley

Music Company: Sizzer Amsterdam

Post Production: The Ambassadors - Flame Ton Habraken & Jeroen van Berkel

3D: Stephen Pepper & Jeremy Verf

Telecine: Hans van der Steilen

Producer: Darden Longenecker Bosbaan

EA Group SVP, Global Marketing: Todd Sitrin

EA VP, Global Creative Team: Dana Marineau

EA Senior Director, Global Creative Strategy: Dustin Shekell

EA Director, Creative Strategy: Mark Evans

EA Senior Manager, Creative Strategy: Vincent Vuadens

EA Senior Director Marketing: Edd Newby-Robson

Published: November, 2015

Short Rationale: Created by Wieden+Kennedy Amsterdam, the campaign kicks-off with ‘Paradise’ a 90-second film constructed primarily out game footage.

The adrenaline-injected Need for Speed™ spot is the result of endless nights capturing by Ghost Games™, internal production team, Mediaworks, and W+K Amsterdam directing the game’s hyper realistic next gen graphics, which allow the game to speak for itself.

The film showcases the fictional world of Ventura Bay, a place engrained in authentic car culture; a place where hitting insane speeds, sliding round corners in your customized ride alongside your friends and being chased by the cops is rewarded. The racer’s paradise is aptly accompanied by a new arrangement of the Coolio track, Gangsta’s Paradise, soulfully played by an orchestra to bring a surreal sense of beauty to the insane domain of illicit street-racing.

‘Paradise’ is narrated with a dialogue from a counterculture ‘60s classic film ‘The Wild Angels’ delivered by Rebel Célèbre Peter Fonda. The film is live now with versions running online, and which will be accompanied in coming weeks by a social activation.

AMV BBDO: Mobo 'Rise with Us'

Brand: Mobo

Title(s): Rise with Us

Agency: AMV BBDO, London

Agency Website: http://www.amvbbdo.com/

Creative Directors: Diccon Driver & Alan Wilson

Copywriter: Amar Marwaha

Art Director: Arvid Harnqvist

Additional Credits: Agency Planner: Matt Jones

Agency Account Man: Richard Moloney, Imogen White-Thomson, Georgia Totvanian

Agency Producers: Lizzie Mabbott & Verity Elvin

Production Company: Partizan

Director: Nadav Kander

Production Co. Producer: Partizan

Digital Design Company: AMV BBDO

Published: November, 2015

Short Rationale: AMV BBDO has partnered with MOBO to create a film, directed by Nadav Kander, which will promote MOBO’s new movement ‘Rise with Us’.

MOBO was founded in 1996 by Kanya King as a way of giving new and emerging artists a platform to showcase their talent and celebrate their achievements. From the start, MOBO has been about breaking down barriers and stereotypes. From the judging panel to the artists the awards recognise, everyone involved in MOBO is from a very diverse range of backgrounds and MOBO exists to celebrate and facilitate that diversity.

Diversity in the creative industries is far from representative of the UK population, particularly in London this has become an increasingly important issue.

Now, in it’s 20th year, MOBO is striving to increase its contribution by broadening its reach and not content with providing huge platforms and opportunities for talented musicians, it’s now working across all creative industries; art, theatre, film, fashion and advertising to name a few.

The MOBO Movement launched in April and MOBO approached AMV BBDO to help define the strategy and develop a campaign.

AMV BBDO partnered with MOBO to develop a wider campaign for the movement. The project, led by Programme Director and former Marketing Director of Eurostar, Emma Harris involved both launch activity and on-going support for the Movement focusing particularly on their ground-breaking MOBO season; a month of events and initiatives throughout October in the run up to the MOBO Awards 2015.

The first task was to define the brand framework and develop a new strategic positioning, creating the compelling proposition of #RiseWithUs.

Rise with Us is a multi-platform campaign, including outdoor, social and print, with the jewel in the crown being a powerful film featuring talent from across the creative industries including MC’s Stormzy and Bonkaz and actor Colin Salmon among others, delivering a piece of poetry that sums up the Rise With Us movement all produced by legendary photographer Nadav Kander.

Karmarama and AMV BBDO: Cancer Research UK 'The Lump'

Brand: Cancer Research UK

Title(s): The Lump

Agency: Karmarama and AMV BBDO, London

Agency Website: www.karmarama.com and http://www.amvbbdo.com/

Creative directors: Mike Crowe, Rob Messeter

Copywriter: Charlotte Adorjan

Art director: Michael Jones

Published: November, 2015

Short Rationale: Cancer Research is launching a new campaign to raise awareness of early diagnosis and the importance of spotting cancer sooner. The national launch follows on from a successful pilot the charity ran in the North of England in March 2015, and runs throughout November.

The integrated campaign visually depicts how easy it is not to notice changes in your body, especially when we are busy, by showing a lump growing in everyday situations and the people around ignoring it.

The ads will run across television, cinema, outdoor posters, digital adverts, and will be supported by a national and regional press, PR and social media campaign. There will also be posters in Cancer Research UK shops and cancer awareness road shows.

The television spot was created by AMV BBDO for the pilot, with all the new digital and outdoor advertising assets being created by Karmarama. Cancer Research UK’s in-house press, PR and social teams will activate the supporting media channels.

BMB: Rowse Honey 'The Natural Wonder'

Brand: Rowse Honey

Title(s): The Natural Wonder

Agency: BMB, London

Agency Website: www.bmbagency.com

Creative Director: Matt Waller

Art Director: Jenny Piggott

Copywriter: Harry Boothman

Additional Credits: Account Director: Richard Wilcock

Agency Producer: Catharine Griffiths

Director/ Production Co: David Wilson / Colonel Blimp

Producer: Corin Taylor

Post Production: Happy

Sound Design: Wave

DoP: Benoit Soler

Published: November, 2015

Short Rationale (optional): Rowse Honey has launched its biggest ever marketing campaign with a £4m investment across digital, TV, social media and in-store activation.

The campaign will air for four months on TV - the longest ever duration from Rowse Honey and will cover the key honey sales period from autumn through to Pancake Day.

Inspired by the role bees play in pollination, the campaign aims to reinforce Rowse Honey in consumers’ minds as the natural choice at breakfast time and tells the story of Rowse Honey as 'The Natural Wonder'.

The overarching message of the advert shows how every time you eat Rowse Honey, you have a role to play in pollination by supporting beekeepers, who look after bees.

The TV advert, which was created by BMB, opens with a young female preparing a quick informal breakfast using Rowse Honey. The narrative then takes the viewer on a journey from an everyday kitchen to a heroic beekeeper, harvesting honey whilst his bees pollinate the flowers and create nature all around him.

We zoom out through countryside and hundreds of fields before eventually the Earth appears on screen. We then return to the female character enjoying her breakfast topped with honey, safe in the knowledge she’s started the day by doing something good, helping to pollinate the world’s crops.

Edelman Deportivo: Unicef 'Unblocking children’s rights'

Brand: Unicef

Title(s): Unblocking children’s rights

Headline and copy text (in English): Edelman Deportivo create the world’s first unblockable online banner

Agency: Edelman Deportivo, Stockholm

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

Published: October 2015

Short rationale: One in four Swedes use ad blockers when online. They no longer want to be bombarded by online ads for new cars, Viagra, coffee beans, or even children’s rights.

To change this, Edelman Deportivo developed the world's first unblockable online banner. The banner bypassed any ad-blocking software by behaving like editorial content. However, it was only visible to those that had opted out of seeing online banners on their Internet browsers.

The banner was stripped of video, sound, animation and tracking scripts that appear suspicious to ad-blocking software. The message was simple:

‘Children’s rights should never be blocked. Sign up to show your support for children’s rights’

Despite targeting an audience that had actively opted out, the click through rate was 300 percent higher than a regular online banner.

Don't Panic London: Unicef 'World Upside Down'

Brand: Unicef UK

Title: World Upside Down

Agency: Don't Panic London

Agency Website: www.dontpaniclondon.com/

Creative Director: Richard Beer

Account Director: Sam Adams

Additional Credits: Agency Producer: Ellie Moore

Executive Producer: Philippa Thomas

Director/ Production Co: Karen Cunningham/Thomas Thomas Films

Producer: Trent Simpson

Editor and Edit House: Owen Oppenheimer / The Quarry

Post Production Time: Based Arts

Sound Design Engineer: Mark Hellaby/ Studio: 750mph

Director of Production:Callan Green

Published: November, 2015

Short Rationale: Unicef UK is launching a powerful new film created by Don’t Panic London highlighting the charity’s work for children in conflicts and emergencies.

The film coincides with a new Unicef report showing that the number of children who have sought asylum in the European Union has almost doubled compared to the same period last year. Unicef is calling on the UK government to prioritise protecting children from violence at a time when children are facing more devastating wars and disasters than ever before and one in ten of the world’s children is growing up in a conflict zone.

Don’t Panic’s emotive film for the charity shows a British family having a day out at the park. The mum and dad sit watching their children play; dangling upside down from a climbing frame and doing headstands. But each time one of the two children spins upside down, their world turns upside down with them, and we see a glimpse of the very different life they could be living in a country affected by war or natural disaster.

We see scenes that mirror real stories documented by Unicef of children suffering from violence, exploitation and abuse, and in need of protection. As the film progresses, we see the children’s world getting darker, and the parents getting more and more distressed as they realise the danger the children face. It closes with a little boy sitting down on the railway tracks he has been following, worn out, shivering and alone as winter and darkness closes in - an all too familiar scene for millions of children escaping danger this winter.

The dark stories shown in the film reflect the experiences of real children. In Syria, one in five children are forced to cross conflict lines to take exams. In Yemen, 573 children have been killed since the fighting escalated in March this year, more than four times the total in 2014.

BBH London: Mentos 'Mentos Mentors'

Brand: Mentos

Title(s): Mentos Mentors

Agency: BBH, London

Agency Wesbite: www.bartleboglehegarty.com/london

Group Creative Directors: Paco Conde, Beto Fernandez, Joakim Borgstrom

Creative Team: Doug Fridlund and Mikael Alcock

Creative Director: Shelley Smoler & Raphael Basckin

Additional Credits: Strategist: Damien Le Castrec

Strategy Director: Ben Shaw/Agathe Guerrier

Business Lead: Carly Herman

Account Director: Jonny Price

Account Manager: Josephine Kiernan

Producer: Laura Graham

Assistant Producer: Charlie Balmer

Production Company: Indy8

Director: Matt Pollock

Executive Producer: Rupert Reynolds-Maclean

Producer: Emory Ruegg

DoP: Robin Fox

Post Production: The Mill

Editor/Editing House: Stitch

Sound: String and Tins

Published: November, 2015

Short Rationale: BBH London has created Mentos Mentors, an online film which supports the launch of Mentos’ new global brand positioning “Who Says No To Mentos” in the UK, USA and Europe.

A Mentos candy is like a real-life friend request. Offer one to anyone and they’ll probably say yes. They might even smile at you. Because let’s face it, Who Says No To Mentos?

We took a group of shy adults and sent them out into the city with earpieces, promising them that a team of ‘communications experts’ would be watching them on screen and guiding them through every interaction. What we didn’t tell them was that their ‘mentors’ would be about five years old on average.

After some initial surprise at who was telling them what to do, our brave protagonists surrendered control to the little voices in their ears and even made some friends - proving once and for all that connecting with people isn’t nearly as hard as we perceive it to be. And if you’ve got a Mentos to offer, it’s positively easy. Because after all, Who Says No To Mentos?

BBH Sport: RFU 'We Call it Rugby'

Brand: RFU

Title: We Call it Rugby

Agency: BBH Sport

Agency Website: www.bartleboglehegarty.com/london/bbh-sport/

Copywriter: Marc Rayson

Art Director: Callum Prior

Creative Director: Ewan Paterson

Strategy Director: Darius Karbassioun

Additional Credits: Account Director: Patrick Farrall

Business Director: Simon Dent

Account Executive: Louise Bodily

RFU Head Of Marketing: Nic Fletcher

RFU Brand Marketing Manager: Laura Marchant

Film Credits: BBH Producer: James Southward

Production Company: Academy Films

Director: Niall O’Brien

Producer: Claire Oxley

Post Production: The Mill

Editor/Editing House: Simon - The Assembly Rooms

Composer: Joe Alexander Shepherd

Sound: Factory

Print Credits: BBH Producer: Marion Thibaudot

Photographer: George Powell

Published: November, 2015

Short Rationale: The Rugby World Cup may have finished, but its legacy has just started. For the tournament to live up to its potential and be a real success, it needs to inspire a new generation to take up the sport.

England Rugby continues its national campaign to break down barriers associated with rugby and attract new players to the game with a new online film called “Balls To Stereotypes.” The film, which launched on Sunday, follows a cast of real amateur players who challenge rugby stereotypes on a journey to their respective clubs.

Online print portraits of the players appearing in the film support the campaign on social media, each with a stereotype shattering message of their own.

An online documentary series made in collaboration with VICE Media runs alongside film. The five documentary-style films elaborate on the players celebrated in the hero commercial, including an inclusive rugby team, called The Manchester Village Spartans, and some of their gay players.

The work is part of England Rugby’s ‘We Call It Rugby’ campaign, which launched at the start of the Rugby World Cup with the goal of driving participation and re-engagement amongst 16-24 year-olds in England.

All communications lead to findrugby.com, a site which encourages people to locate their nearest rugby club.

Ogilvy Paris: Dove 'Love Your Curls'

Brand: Dove

Title: Love Your Curls

Agency: Ogilvy, Paris

Agency Website: http://ogilvyparis.fr/

General Manager: Philip Heimann

Executive Creative Director: Baptiste Clinet

Head of Strategic Planning: Pauline Desforges

Creative Directors: Juana O'Gorman, Béatrice Lassailly

Art director: France de Saint Steban

Copywriter: Jeremy Claud

Additional Credits: Assistant Art Director: Charly Manceau

Global Business Partner: Diego Feldman

Global Account Director: Aimée Betancourt

Global Account Supervisor: Louise Rahman

Strategic Planner: Rui Ferreira

Producer: Florence Loshouarn

Art buyer: Veronique Chalencon

Published: November, 2015

Short Rationale (optional): As part of its 'real beauty' campaign, Dove is encouraging girls and women to 'love their curls' through a series of 'emoji' posters.

Mother London: Ikea 'Come Home to Play'

Brand: Ikea

Title: Come Home to Play

Agency: Mother, London

Agency Wesbite: www.motherlondon.com

VFX Company: MPC

VFX Producer: Jakub Chilczuk

3d/Motion Design: Tom Robinson, Steven Ross

2d: Rod Norman

Colorist: Richard Fearon

Sound studio: 750mph

Editing: The Whitehouse

Published: November, 2015

Short Rational: Ikea has released the latest instalment in its ‘The Wonderful Everyday’ campaign with a fantasy filled ad which tapps into the trend of adults embracing child-play to reduce stress.

Encouraging parents to ‘Come Home to Play’, the spot sees a group of fantasy friends – a bat, an eagle and a robot – strolling along a path before taking to the air and landing in a family lounge where two children are dressed as a bat and an eagle playing with their father, who is eagerly joining in as a robot.

Ikea wants to communicate a sense of returning to and re-learning play, focusing on the home and intergenerational play between parents and their children.

It will launch with a 60-second TVC across the UK and Ireland on 7 November before outdoor executions go live between 21 November to 26 December, all supported by CRM and social.

The TV, print, outdoor and social content has been developed by Mother while the social and print activity has been planned and implemented by the Dentsu Aegis agencies Vizeum and Isobar.

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