| posted by

Creative Works: Featuring McCann London, MullenLowe, AKQA Paris and more

Welcome to The Drum Creative Works, in partnership with 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 as our 'Ad of the Week'. 

We've now introduced our new five-star voting system. To vote for your favourite, make sure you click on the stars. The winner be chosen based on the average rating and the number of votes cast. Voting closes on Monday 7 March.

For project information, credits and more hover over the 'i' icon or expand to full screen. 

To submit work for future publication contact Gillian West or Rebecca Stewart.

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

McCann London: MasterCard 'Ellie Goulding Priceless Surprise'

Agency: McCann London
Client: MasterCard
Date: February 2016
Brit Award winning singer-songwriter, Ellie Goulding, gave two of her biggest fans the surprise of a lifetime when she joined them on stage for a live, impromptu duet of her latest single, Army.
Ellie Goulding’s surprise was a part of MasterCard’s Priceless Surprises campaign, created by McCann London, and celebrating the 2016 BRIT Awards.  Goulding joins other global artists, including Mark Ronson, in an ongoing series of surprises and gigs, helping MasterCard cardholders share their love of music.     
Best friends Martha and Lucy, 20-year-old King’s College students, believed they were recording their cover of Goulding’s new track Army for a documentary about music superfans.
During their recording, a curtain lifted on their recording booth to reveal they were actually on stage, performing in front of a live audience. The biggest surprise was yet to come, when Ellie Goulding herself stepped out on stage to perform the track alongside them.
Chief Creative Officer: Rob Doubal, Laurence Thomson
Creative Director: Matt Crabtree, Simon Hepton
Creative: Matt Crabtree, Simon Hepton, Jean-Laurent Py
Additional Credits: Managing Partner: Tom Bedwell
Business Lead: Oliver Morgan
Account Manager: Lauren Benzra
Planning Partner: Karen Crum
Project Director: Metz Fasano
Production Company: Craft London
Director: Blake Claridge
Head of Production: Sergio Lopez
Senior Producer: Zara Balfour
Line Producer: Ben Greenacre
DOP: Berndt Wiese
Sound Recordists: Kieron Wolfson, Andy Gleed
Editor: Max Downey, Phil Conway at Craft
Sound Mix: Tim Sutton at Craft
Grade: Framestore
Tags: Europe, mastercard, Ellie Goulding

MullenLowe London: Samaritans 'We don’t just hear you, we listen'

Agency: MullenLowe London
Client: Samaritans
Date: February 2016
While most of us like to think we’re good listeners, we keep quiet about our own problems, statistics released by Samaritans show. Nearly two-thirds (64 per cent) of people in the UK believe they’re good listeners, but less than a quarter (23 per cent) feel they can talk when something’s on their mind.
The figures come as Samaritans and MullenLowe London launch the ‘We Listen’ campaign, the first campaign from MullenLowe London since winning the charity’s business in July 2015.
Funded by Network Rail on behalf of the rail industry, the message is that when you are struggling to cope it is often hard to talk about your problems and easier to hide your feelings.
But when someone listens, like Samaritans trained volunteers, you’re more likely to open up and start working through your problems. The campaign is the start of a repositioning of Samaritans as the expert listeners, led by MullenLowe London. The aim of the campaign is to encourage people to contact Samaritans before they feel suicidal, as soon as they start to think that they are struggling to cope. .
Chief Creative Officer: Dave Henderson
Executive Creative Director: Rich Denney
Art Director: Denis Kakazu
Copywriter: Jack Patrick
Additional Credits: Planner: Anna Vogt, Flora Joll
Account Team: Kirsteen Scoble, Sophie Bowler, Jess Bird
Agency Producer: Bel January, Amy Murphy
Digital Producer: David Farrant
Photographer: Nadav Kander
Photographer Agent: We Folk
Designer: Ryan Self, Rob Hare
Artworker: Jeff Workmad
Tags: Europe, samaritans

AKQA Paris: Martell 'La French Touch'

Agency: AKQA Paris
Client: Martell
Date: February 2016
To mark the launch of its special edition cognac, Martell is flying fans from Cognac to Shanghai via virtual reality. La French Touch, named after the electronic music sub-genre, is a responsive and interactive game experience that combines WebGL on mobile with Google Cardboard. 
​The limited edition packaging transforms into a VR headset that take fans on a fully immersive, 360-degree journey - accompanied by a soundtrack specially composed by French musician DANGER.
Agency: , Paris, France
Managing Director: Romain Lartigue
Creative Director: Peter Lund
Senior Art Director: Clement Vidal
Motion and 3D artist: Hugo Thomas
Copywriter: Selda Yurekten
Art Director: Mirelle Majas
Associate Production Director: Quentin Bernard
Techincal Delivery Manager: Bertrand Tronsson
Original soundtrack by: Danger
Tags: Europe, martell cordon bleu

The Leith Agency: The Leith Agency 'Creatives Wanted'

Agency: The Leith Agency
Client: The Leith Agency
Date: February 2016
The Leith Agency are on a recruitment drive for new creatives and have decided to take a cheeky approach to finding them. With big accounts and big ambitions they thought it was time everyone stopped going to the usual shops and head to Edinburgh instead where you can do great work, breathe fresh air and not have to fork out half a mill for a one bedroom flat. The campaign was written by Chris Watson and art directed by Dan Scott.
Creative Director: Troy Farnworth & Phil Evans
Art Director: Chris Watson
Copywriter: Dan Scott
Tags: Europe, the leith agency

BETC Luxe: YSL 'L’Homme'

Agency: BETC Luxe
Client: YSL
Date: February 2016
BETCParis continues the collaboration with Yves Saint Laurent Beauté, following the release of Black Opium Nuit Blanche earlier this month.
BETCPOP and BETC Luxe are launching a global campaign for the men’s fragrance L’Homme, featuring YSL Beauté muse Vinnie Woolston.
The American director Colin Tilley, famous for his music videos for among others Kendrick Lamar, Justin Timberlake, Usher and Nicki Minaj, directed the film.
Creative Director: Jasmine Loignon
Art Director: Vianney d’Henripret
Additional Credits: TV Production: Fabrice Brovelli, Bao Tu Ngoc, Thibault Blacque
Music: Christophe Caurret
Production House: Phantasm
Sound Production: GUM – Green United Music
Director: Collin Tilley
Tags: Europe, YSL

Young: Scouts Scotland 'The pretty random life of Robert Baden Powell'

Agency: Young
Client: Scouts Scotland
Date: February 2016
Mixed media animamation to celebrate the life of the Scout’s founder, Robert Baden-Powell.
Tags: Europe, scouts

Taxi Studio: Carlsberg 'Limited Edition Euro 2016 packaging'

Agency: Taxi Studio
Client: Carlsberg
Date: February 2016
Following its global redesign of the Carlsberg brand, Taxi Studio was tasked with creating a football-themed Limited Edition packaging design to celebrate UEFA Euro 2016 in France, and Carlsberg Export’s association with it.
The brief was to remain consistent with the wider Carlsberg look and feel, but specifically, Taxi Studio was asked to help Carlsberg Export make a real impact on-shelf during the tournament.
Creative Partner & Founder: Spencer Buck
Associate Creative Director: Jonathan Turner-Rogers
Tags: Europe, carlsberg

Stack: Peugeot 'Just add fuel'

Agency: Stack
Client: Peugeot
Date: February 2016
Peugeot has launched a new social and online campaign for its Just Add Fuel insurance finance package aimed at helping young people who want to buy their first car.
The campaign, created by Stack, features two online films and is inspired by the problems that arise when you can’t afford a decent car.
The first film, which is aimed at male millenials, follows a young man about to go on a date. We see the wonderful possibilities he imagines in the run up to the big event, but in the end his old car lets him down and the reality doesn’t match the fantasy.

The ad will be followed by another film, this time targeting female milennials. The 30-second films will run on Facebook, Instagram and YouTube for six weeks.
Creative Director: Iain Hunter
Art Director: Natalie Sutton
Copywriter: Dan Smith
Additional Credits: Account Director: Stephanie Hicks
Director/Production Co: Zak Ellis, Agile Films
Tags: Europe, peugeot

Kitcatt Nohr: Dogs Trust '#SpecialSomeone'

Agency: Kitcatt Nohr
Client: Dogs Trust
Date: February 2016
Dogs Trust has launched a new campaign that aims to get thousands of rescue dogs their second chance at a happy home. Created by Kitcatt Nohr, the #specialsomeone campaign hopes to raise awareness of rescue dogs and persuade anyone thinking of getting a dog, to visit a Dogs Trust centre and change a rescue dog’s life forever.
Kitcatt Nohr and Dogs Trust research highlighted a significant trend in dog purchasing behaviour. The growing trend in buying new dogs online has, to an extent, resulted in the rescue dog being forgotten by all but a very special type of dog owner. We describe these people as ‘Quiet Heroes’. People who would never consider themselves heroes but to the dogs they rehome they’re life changers; a special someone. The #specialsomeone campaign aims to overcome the buying trend by bringing to life just how important a special someone is to the dogs they rehome.
The #specialsomeone campaign will run across TV, Press and digital channels.
Creative Director: Simon Martin, Jamie Tierny
Art Director: Ellie Lynch
Copywriter: Beth Kwaterski
Additional Credits: Planning: Caroline Deput
Account Director: Sophie Marshall
Account Manager: Johnny Kirkham
Agency Producer: Lyndsay Myerscough
Director: Pete Riski @ Rattling Stick
Producer: Tess Mitchell @ Rattling Stick
Editor: Eve Ashwell @ Assembly Rooms
Post Production: Absolute Post
Music: Pure Sync
Tags: Europe, Dog's Trust

Arthur London: Diabetes UK '100 things I wish I’d known about living with diabetes'

Agency: Arthur London
Client: Diabetes UK
Date: February 2016
A free book, ‘100 things I wish I’d known about living with diabetes’ has been written by the experts – people actually living with diabetes. Covering everything from going on holiday and eating out, working out and managing diabetes alongside work, relationships and more, the book is full of tips and advice for every part of life to help people get through the everyday challenges that living with diabetes presents.
Celebrity contributors have included:
Actor Jonny Labey, who has Type 1 diabetes
TV presenter Phillip Schofield, whose mother and brother have Type 1 diabetes
England international rugby player Chris Pennell who has Type 1 diabetes
One half of the Hairy Bikers, Si King, whose wife and son have Type 1 diabetes.
Supported by Tesco, the campaign will run across TV, print and social. The TV spot, created by Arthur London and directed by Anthony Dickenson for Royle Productions, airs on channels including ITV. The ad. features real people living with diabetes, bringing to life that the tips in the book are written by people living with diabetes for others living with diabetes, their friends and family.
Partner: Nick Spindler
Tags: Europe, Diabetes UK

Karoshi: Thanda 'Brand Identity'

Agency: Karoshi
Client: Thanda
Date: February 2016
Thanda is the Zulu word for ‘love’ so Karoshi followed that idea through, taking similar cultural cues for the brand identity. They crafted a bespoke logotype and created a geometric pattern and colour palette inspired by Zulu heritage to reflect the company’s ethos and distinctive positioning. To present this to the UK luxury homeware market, they set these elements against a Modernist design and typographic aesthetic. This graphic vocabulary flows through the website, packaging and promotional materials. The e-commerce site features bespoke photography showcasing the craftsmanship of the artisan products, along with descriptions that focus on the story of the maker behind each one.
“Articulating Thanda’s core belief that sustainability doesn’t have to compromise aesthetics, provided the foundation for our creative approach.” Ben Vincent, Creative Partner.
Creative Director: Ben Vincent, Gavin Ireland
Photographer: Rikard Osterlund
Additional Credits: Designers: Jacqui Browne, Katie Barret
Tags: Europe, thanda

AMV BBDO: Pepsi Max Cherry 'Taste Revolution'

Agency: AMV BBDO
Client: Pepsi Max Cherry
Date: February 2016
Fresh from winning “Best British Solo Artist” at the NME Awards, British pop sensation, Charli XCX has lent her creative flair to a one of a kind piece of GIF-iti art after teaming up with Pepsi MAX Cherry and London based artist INSA. 
The campaign, which is her second with the global brand, sees the trans-Atlantic chart topper show off her passion for Pepsi MAX Cherry.
Pepsi MAX has been challenging fans, including British pop-star Charli XCX, to share their love for the bursting cherry flavour by asking for visually captivating personal interpretations of the taste which have then been brought to life by GIF-iti artist INSA in a genius twist on augmented reality. 
Charli XCX described the taste as “roaring through icy glaciers with pink cherry lips and glittery diamond eyes” which inspired INSA to create an image of a wolf roaring across a dynamic icy pink and blue backdrop. Two additional consumer taste descriptions were also chosen. 
Photographer: TNR
Music Supervision: Native
Tags: Europe, pepsi max

22 Group: Ewemove Estate and Lettings agents 'Brand refresh and new website'

Agency: 22 Group
Client: Ewemove Estate and Lettings agents
Date: February 2016
Manchester based, creative agency, 22 Group have relaunched a revolutionary new website for estate agent franchise, Ewemove. Since launching the original website three years ago, the business has grown drastically from one franchise, to now over 90.
The new website is a lead generation mastermind with continual call-to-action points throughout the site. Lead Developer at 22 Maz says “from a development integration standpoint the EweMove site acts a hub, in that it pulls data and integrates with 6 different API’s. This enables it to synchronise EweMove’s CRM and data with external hubs such as Zoopla and Rightmove”.  
Robin Arnold, Creative Director at 22 Group explains that “the original Ewemove website we created in 2013 has played a key part in their unbelievable success story and has won multiple awards, so we were under a lot of pressure to match that with the new website and brand re-fresh, but I feel we have achieved this with flying colours. 
The Ewemove brand has come of age and we wanted to convey that. Whilst maintaining the quirky iconic hand drawn sheep the layouts and colours are more refined as are the illustrations. I am confident this will be a massive boost to their goals of Estate Agency World domination. From their progress so far, I am confident they will succeed.”
Creative Director: Robin Arnold
Illustrator: Barry Spence
Tags: Europe, Ewemove Estate and Lettings agents

AllTogetherNow: Mercedes-Benz Vans 'Dirt vs Road'

Agency: AllTogetherNow
Client: Mercedes-Benz Vans
Date: February 2016
AllTogetherNow has created an atmospheric, documentary-style content campaign to celebrate the launch of Mercedes-Benz Vans’ new Vito Sport model – showcasing the versatility of the vehicle, which combines practical space with leading technology and comfort, enabling business use as well as an active lifestyle.
The campaign’s hero film, ‘Dirt vs Road’, tracks a challenge between two professional cyclists – Dirt Wars UK Champion Daryl Brown, a mountain biker, and British Cycling Elite World Series Champion Yanto Barker, a road cyclist – as each takes the other on at his sport.
Shot in the countryside of Kent, the campaign follows road cyclist Barker as he tries down-hill mountain biking for the first time, taking on trails, jumps and chilling downhill dirt tracks at Penshurst Off-Road Cycling, in an attempt to match Dirt Wars Champion Brown at his sport. Barker then takes Brown to York’s Hill, one of the UK’s ten steepest hills, for his first hill-climbing attempt, and the two try and break the five-minute, 27-second record for the hill’s fastest ever ascent.
The campaign, which aims to drive engagement with a broad audience of 25-to-55-year-old sports lovers, will continue through to July. A series of two short films, ‘how to’ videos, bite-size edits, teaser content, behind-the-scenes imagery and GoPro footage will be released across Mercedes-Benz Vans’ Facebook, Twitter, YouTube and Instagram pages throughout the campaign, driving users to the Mercedes-Benz Vans website, where they can learn more about the product.
Creative Director: Daniel Evans
Creative/Producer: Craig Priestley
Additional Credits: James Chanter
Production/Editing/Audio: Oliver’s Island
Director: Patrick Schulenburg
Director of Photography: Ben Westway
Drone Operator: James Parsons
Tags: Europe, Mercedes-Benz Vans

180 Amsterdam: Asics 'Want it more'

Agency: 180 Amsterdam
Client: Asics
Date: February 2016
Conceived by creative agency 180 Amsterdam, the 60-second TVC at the heart of the campaign features real athletes pushing themselves - sweat, heavy-breathing and all - along with the open letter rallying call: ‘WANT IT MORE’. The campaign invites the community of professional and amateur athletes to come together through their shared dedication to achieve their goals. Do they ‘WANT IT MORE’ than sleep, perfect hair, all night parties and cake? The global campaign breaks from 18 February 2016, with print, outdoor, online, social, sponsored events and in-store executions going live from this month.
180 Amsterdam was tasked with tapping into the heart and soul of the ASICS brand. In the future the business will be run out of both 180 offices (LA and Amsterdam). As the preferred choice of performance driven athletes, ASICS stands alone among its competitors in its commitment to youth, and hope, through sport. For over 60 years, the company’s singular focus of new product development and technological innovation has been to support athletes’ tireless pursuit of improvement.
Executive Creative Director: Dan Treichel, Dave Canning
Art Director: Tony Bartolucci
Copywriter: Joe Craig
Additional Credits: Producer: Bethany Papenbrock
Assistant Producer: Davide Janssen
Account: Jim O’Regan
Business Affairs: Akvilina Jaskunaite
Planner: Ben Armistead
Production Company: Smuggler/Gatehouse
Director: Henry Alex Rubin
DP: Ken Seng
Producer: Ben Link
Executive Producer: Chris Barrett
Editorial Company: Marshall Street Editors
Editor: Spencer Ferst
Producer: SJ O’Mara
Assistant Editor: Jake Armstrong
Tags: Europe, Asics

The Red Brick Road: Suzuki 'Ant and Dec’s Saturday Night Takeaway idents'

Agency: The Red Brick Road
Client: Suzuki
Date: February 2016
As part of a two-year sponsorship deal, The Red Brick Road has created a series of 15 second, 10 second and 5 second Suzuki idents for the popular 90 minute TV show. The media deal was brokered by the7stars.
In the idents, we see a family settling down to enjoy some Saturday night entertainment - the twist being that the fifth member of the family is their much-loved Suzuki. When the family laugh themselves silly or pause for a much needed tea break, so too do their cars. Well, they are one of the family after all.
The Saturday Night Takeaway Idents perfectly capture the approachable and fun loving spirit of the Suzuki brand. Written to mirror the family-friendly entertainment that Ant & Dec are famous for, the strategy was to create a strong tie to the show’s entertainment-driven content.
Creative Director: Richard Megson, Matt Davis
Art Director: Richard Megson
Copywriter: Matt Davis
Additional Credits: Business Director: Laura Knight
Account Director: James Logan
Account Manager: Hannah Heidar
ITN Head of Commercials: Adam Barnett
ITN Executive Producer: James Cassey
ITN Producer: Jennifer Collins
ITN Senior Account Director: Natasha Rich
ITN Account Manager: Michaela Fay
Film Director: Barry Kimber
Director of Photography: Mike George
Editor: Rhyss Hall
Grade: Envy Post Productions
Flame Operator: Jason Farrow
Sound Studio: ITN Productions
Sound Design: Jez Spencer
Tags: Europe, suzuki, ant and dec

McCann Birmingham: Admiral 'First Day'

Agency: McCann Birmingham
Client: Admiral
Date: February 2016
UK insurance specialist, Admiral, is introducing a new icon to the small screen to promote its insurance offering with a series of TV adverts featuring a brand-new Admiral character.
Admiral’s ‘looking out for you’ campaign introduces the new-look Admiral at the helm of the business and will run from 21 February 2016.
The first of three adverts launching this year sees the Admiral navigating an amusing first day at work that starts with her singing her way along the office corridors before meeting the team. This will be followed later in the year by two further adverts that will see the Admiral promote the brand’s well-known multi-car offering and home insurance products.
Creative Director: Jon Elsom
Art Director: Ken Sara
Copywriter: Charlie Harris
Additional Credits: Jon Marchant, Adam Gillott, Ben Bonner
Tags: Europe, admiral


Featured by The Drum