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Creative Works: Featuring Saatchi & Saatchi, SomeOne, St Luke's 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 21 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.

Saatchi & Saatchi: HSBC Premier 'Life writes the best stories'

Agency: Saatchi & Saatchi
Client: HSBC Premier
Date: March 2016
HSBC Premier, and Saatchi & Saatchi London today launch a new broadcast campaign to encourage people to plan for their future.
The latest campaign comprises two films that follow the lives of ‘Audrey’ and ‘Chung’. As the films unfold, so do their respective lives but not quite in the way that they had originally planned as young children.
They both conclude with the idea that life itself writes the best stories and that HSBC Premier can help with the next chapter, whatever that is. Directed by Jeff Labbé of Academy, the films have a cinematic quality.
The campaign launches in key markets worldwide including Hong Kong, the UK and UAE.
Chief Creative Officer: Kate Stanners
Executive Creative Director: Andy Jex, Rob Potts
Creative Director and Writer: Alex Sattlecker, Linda Weitgasser
Additional Credits: Chief Strategy Officer: Richard Huntington
Managing Partner: Charles Pym
Account Director: Dan Cunningham
Senior Producer: Ally Dean
Production Assistant: Sam Rendle-Short
Media Buying Agency: Mindshare
Media Planner: Ed Fall, Amy Keaney, Carli Furman
Production Company: Academy
Director: Jeff Labbe
Editor: Sam Rice-Edwards
Executive Producer: Lizie Gower
Producer: Mark Whittow-Williams
Production Manager: Tabetha Glass-Jackman
Post Production Company: Simon Bath @ The Mill
Audio Post Production: Tony Rapaccioli @ Wave
Tags: Europe, HSBC Premier

SomeOne: Hello Student 'Brand identity'

Agency: SomeOne
Client: Hello Student
Date: March 2016
Hello Student designs, build and manage homes for students, all over the UK. The new endeavour sets out to talk up to the audience rather than perpetuating the condescending approach taken by so many brands in the student sector. A mobile first digital strategy underpins much of what people will see. Print work is deliberately kept to a minimum. Almost every transaction has been designed so it can be undertaken entirely digitally.
As more than half of the audience using the services of Hello Student are from overseas — non-written communication has been given careful consideration. While the students in attendance have a strong grasp of English, many of the secondary parties may not, such as governments that may be sponsoring the students.
Size-aware iconography was developed by SomeOne to work on mobile, on tablet and on desktop devices without compromising legibility. Bespoke, invisibly tessellating illustrations were developed by SomeOne to brand some aspects of the communications without the need for wordmarks or traditional logo based systems.
The entire brand world has been carefully considered, with photography by Simon Warren, and copywriting by Reed Words.
Executive Creative Director: Simon Manchipp
Lead Designer: Tristan Dunbar
Copywriter: Reed Words
Photographer: Simon Warren
Tags: Europe, Hello Student

St Luke’s: Very.co.uk 'Spring Fashion'

Agency: St Luke’s
Client: Very.co.uk
Date: March 2016
Very.co.uk has marked the arrival of spring and summer fashion with a new campaign highlighting the key trends of the season.
Created by St Luke’s, the spot sees a group of stylish girlfriends dance in front of a giant, pink Very cube, which transforms into a variety of different backdrops and scenarios.
Directed by Dori Oskowitz, who has recently done work for Justin Bieber, Pharrell Williams and Jack White, the campaign follows Very’s recent repositioning inviting shoppers to ‘Get more out of every day’.
Executive Creative Director: Al Young
Group Creative Head: Mick Brigdale
Additional Credits: Agency Producer: Chloe London
Planner: Rose Van Orden
Business Lead: Lara Poole
Senior Account Manager: Harriet Simonis
Media agency: Vizeum
Production Company: Pretty Bird
Director: Dori Oskowitz
Editor: Adam Spivey @ The Playroom
Grade: Mick Vincent @ The Mill
VFX Producer: Josh Ronbinson @ ETC
VFX Supervisor: Adam @ ETC
Music track: Major Lazer – Light it up (feat. Nyla & Fuse ODG) Remix
Audio post-production: Grand Central
Tags: UK, Very

Purple Creative Design: Lacoste 'Tiddly Tennis'

Agency: Purple Creative Design
Client: Lacoste
Date: March 2016

Acclaimed UK design agency Purple Creative has designed a retail employee training toolkit to help educate store staff on Lacoste Footwear and its products. Commissioned by Pentland Brands Limited, the toolkit will be utilised across Lacoste Footwear retail and wholesale outlets worldwide.

The brief to Purple was to develop a fun and engaging educational tool to present the history of the Lacoste brand, its brand codes, its Spring Summer 2016 shoe collection and many other useful footwear tips. The finished kit comprises of a trainer’s training guide, a training presentation, an entertaining quiz game and a leave behind booklet.

A typical training session would firstly involve the trainer (presenter) taking the trainees (store staff) through the presentation. The trainees would then be broken into two teams to play a friendly game of ‘Tiddly Tennis’, a derivative of the classic game Tiddly Winks. The teams would compete to win by answering a series of presentation related questions based on where their tennis ball ‘winks’ land, with prizes awarded to the champions. Tiddly Tennis was invented in the 1930s, the same decade René Lacoste launched his fashion empire, making this game even more fit for its purpose.

All heritage imagery seen within the toolkit has been taken from the Lacoste archive, while the SS16 Lacoste Footwear campaign was joint venture between the Lacoste Footwear’s global marketing team, Pentland’s in-house creative design team, as well as an external photographer.


Founding Partner: Andy Harding
Designer: Darren Ammar
Project Manager: Becca Mitchell

Tags: Europe, Lacoste

VCCP: Compare the Market 'The Heroic journey'

Agency: VCCP
Client: Compare the Market
Date: March 2016
After ditching Nicole in their last campaign Aleksandr and Sergei are back on the streets of LA. This time dressed as none other than their favourite superheroes – Batman and Superman. And thanks to a tie up with the latest Batman v Superman: Dawn of Justice movie, customers will be treated to a limited edition toy alongside their MEERKAT MOVIES reward.
Executive Creative Director: Darren Bailes
Creative Director: Matt Lloyd
Creative Team: Matt Hynds, Liam Wilson
Additional Credits: TV Producer: Carly Parris
Executive Producer: Andy Leahy
Planner: Rik Mistry
Production Company: Passion Pictures
Director: Dave Scanlon
Executive Producer: Russell Mclean
Animation Producer: Anna Cunnington
Live Action Producer: Patrick Duguid
Editor: Gus Herdman
Animation & VFX: Passion Pictures
VFX Supervisor: Neil Riley @ Passion Pictures
Colourist: Simone Grattarola @ Time Based Arts
Post Production: Brain Carbin @ Rushes
Sound Engineer: Ben Leeves @ Grand Central
Tags: Europe, compare the market

The Corner: Jigsaw 'Lived not modelled'

Agency: The Corner
Client: Jigsaw
Date: March 2016
London clothing company Jigsaw today launches its ‘Lived Not Modelled’ campaign, created by advertising agency The Corner. The activity, promoting Jigsaw’s Spring-Summer 2016 range, includes a full takeover of Oxford Circus tube station, print, film and digital ads.
Continuing Jigsaw’s ‘Style and Truth’ brand message launched by The Corner in 2014, ‘Lived Not Modelled’ challenges the fashion industry by celebrating that clothes are there to be lived in rather than staged on a catwalk or a heavily directed photo shoot.
Shot by fashion photographer Tim Barber, we let the clothes live in the real world. Barber was tasked with shooting the models over the course of a week with a simple brief of shooting them living in the clothes anywhere and everywhere. So everything in the campaign feels natural and real. Lived in, not modelled.
Print ads will run throughout March in the likes of Guardian Weekend, Sunday Times Style and Stylist, while video content will run online and on social. Media has been handled by the7stars.
Creative Director: Tom Ewart
Art Director: Niall Kerry
Copywriter: Jack Denyer
Additional Credits: Planning Director: Neil Hourston
Planner: Talula White
Business Director: Daisy Corbett
Agency Producer: Kristie Girvan
Media Company: the7stars
Production Company: Team Halprin
Director: Tim Barber
Editor: Luke Exell
Post Production: Coffee and TV
Audio Post Production: RAK Studios
Tags: Europe, jigsaw

TBWA\Paris: Playstation UK '#GameIsNeverOver'

Agency: TBWA\Paris
Client: Playstation UK
Date: March 2016
PlayStation is involved in the world of sports and wanted to reaffirm its commitment by signing a 3 year partnership with the prestigious French sports institute: INSEP. The brand seized this opportunity to launch a communication campaign celebrating the daily work put in by INSEP athletes.
The campaign’s concept #GameIsNeverOver was born by watching athletes from all ages and all kind of disciplines repeating the same actions all over again, sometimes to the point of exhaustion.
The campaign’s message is the following: defeat is just one necessary step in every high performance athlete’s path. It is only thanks to bravery, perseverance and relentless work that they can one day become champions. But the campaign’s purpose is also to create a strong link between sports and video games. Indeed, PlayStation directs its message as much towards sports players as towards gamers.
Although they come from different worlds, they share a common state of mind: they are competitors through and through. Today this link is becoming increasily with the rise of e-Sports.
Executive Creative Director: Benjamin Marchal, Faustin Claverie
Art Director: Sebastien Guinet
Copywriter: Josselin Pacreau
Additional Credits: Maxime Boiron
TV Producer: Amer Zoghbi
Production: \ELSE
Director: Hungry Beards
Photography: Martial Schmeltz
Producer: Jennifer Bauche
Post Production/coordinator: Melanie Bernard
Post Production: \ELSE
Sound: Head of Sound Department: Olivier Lefebvre
Production: \ELSE
Music and Sound Producer: Fabrice Pouvreau
Sound Design/Compo: Max Labarthe
DA musique: Philippe Mineur, Ferdinand Huet
Print: Art Buyer: Barbara Chevalier
Photographe: David Marvier
Tags: Europe, playstation

Afterhours: Undamentals 'Brand creation'

Agency: Afterhours
Client: Undamentals
Date: March 2016
The new brand was built upon a central insight that underwear is a humble but fundamental part of our everyday life but is often overlooked.  This informed a core proposition: as such a ubiquitous item of clothing, it deserves to be a considered, comfortable, quality and stylish purchase.  These foundations formed the central creative concept: wherever you are and whatever you’re up to, your underwear is always along for the ride. This idea is playfully brought to life through an approach to imagery (that we developed working with Photography by Anderson) that replaces the human presence in everyday scenes with the underwear, reinforcing the message that they’re always with you, whatever you’re doing. The art direction & graphics feature the chair in different forms to symbolise & track the underwear and wearer’s journey through everyday life.
The concept informs every element of the brand: Its name, the design of the underwear itself (subtle, understated branding with colours and textures inspired by jeans and jersey basics) to the tone of voice, packaging and communications. The garment labels feature a selection of inspirational quotes in which a reference to underwear has been playfully inserted into each thought for the day.
The subscription packaging comes in trial singles and quarterly three packs. These have been designed to create a sense of theatre and fun on opening: Packaged in zipped pouches with photography inserts to resemble a variety of seat cushions/surfaces from daily life. These are sent with postcards designed to look like a folded newspaper just as you might read when out and about in these settings. This can be used to send personalised updates/news to subscribers.
Creative Partner: Moyra Casey, Chris McDonald, Kelly Bennett
Tags: Europe, afterhours

AMV BBDO: Tena 'C’est La Vie'

Agency: AMV BBDO
Client: Tena
Date: March 2016
AMV BBDO has launched a new brand platform, campaign and character for lights by TENA - a range of liners specifically designed for little leaks.
Yes - we are talking about incontinence again. And there's a good reason - we're not embarrassed about leaks and we don't want other people to be either.
The truth is they are way more common than most people think. 1 in 3 women (over 50 years) experience them at some point, and these oooops moments are triggered by the ordinary and joyful things in life - when you lift something heavy, a sneeze, a vigorous bounce on a trampoline.
Most women are embarrassed about their leaks, think they are the only ones experiencing them and don't know how to deal with them - resorting to regular liners which are not up to the task.
Our new campaign 'C'est La Vie' features a carefree protagonist, who embodies the C’est la Vie attitude to life and little leaks. Whether she's riding her swan pedalo, eating eggs in the woods or demonstrating the effectiveness of the product using the water from a St Bernard’s barrel - she's fabulous, feminine and totally nonchalant about leaks. She shrugs them off just like life’s other dramas.
The films were directed by French directors Megaforce, who bring their own Gallic charm to the spots. The campaign launches with a 40sec film to establish the C’est la Vie attitude, and two 20sec ads to show situations when a leak might happen and how effective the products really are – it’s a product demo but not as you might expect!
Creative Director: Toby Allen, Jim Hilson
Additional Credits: Agency Planner: Tom White, Pippa Morris
Agency Account Man: Sarah Douglas, Alex Bird, Dan Russell, Laura Etherington, Prachi Virani, Eve Harrison
Agency Producer: Darapen Vongsa-Nga
Media Agency: Zenith Optimedia
Media Planner: Guy Abrahams
Production Company: Riff Raff
Director: Megaforce
Executive Producer: Matthew Fone
Production Company Producer: Cathy Hood
Editor: Final Cut
Post Production Company: The Mill
Audio Post Production: Factory
Tags: Europe, simply be

WCRS: Mini 'This day forward'

Agency: WCRS
Client: Mini
Date: March 2016
WCRS has teamed up with Oscar-winning director Joachim Back to create a short film to launch the new Mini Convertible.
“This Day Forward" follows the story of Jake, a record label owner who is faced with the decision of whether to sell his business in a million-dollar deal, or reject the offer to continue to pursue his dream in the music business. The film’s unique narrative mechanism, which reveals different facets and details of the story step by step, creates suspense to help visualise the implications of Jake’s dilemma. The character of Jake personifies both Mini’s target group’s positive and cosmopolitan attitude to life, and the character of this new car – freethinking and open-minded, with a zest for life.
Joachim Back’s short film experience made him the ideal creative partner for this project; with his ambitious cinematic aspirations and love of detail, "This Day Forward" goes far beyond the classic promotional film.
Shot on location in and around Miami and the Florida Keys, the white beaches and palm trees and the multicultural, open-minded city of Miami, align perfectly with the Mini Convertible's positioning of ‘stay open’. The spectator is quickly immersed in a world of bright and vibrant colours, where passion and a positive thinking conquers all. The feel of open-top driving is conveyed with lots of blue sky.
Creative Director: Chris Ringsell
Creatives: Richard Nott, David Dearlove
Additional Credits: Account Handling: Tom Crossley, Eve Bui & Archie Tollast
Planning: James Stevens
Production Company: Soup
Director: Joachim Back
Producer: Ulrika Alkerlind
Editor: Jeppe Bodskov
Post-Production: Pirates n‘ Paradise
Audio: Loft Berlin
Tags: Europe, mini

Iris: Nectar 'We put the you in Thank You'

Agency: Iris
Client: Nectar
Date: March 2016
Nectar has launched its biggest ever omni-channel advertising campaign since its arrival in 2002 to show how it puts the ‘YOU’ in ‘thank you’ for customers. The campaign is the culmination of a transformational year at Nectar, in which the business has become digital first in all its customer communications, launched a new app and website and introduced a new personalisation engine to drive rewards.
The centrepiece of the campaign is a series of TV adverts narrated by Bill Nighy. Developed by Iris, the adverts celebrate the individual, spotlighting the peculiarities, quirks and eccentricities of the people which make up the diverse melting pot of Britain. The ads show how Nectar’s understanding of what makes each and every person tick is used to reward customers with things they truly love, supported with the strap-line: Nectar - we’re putting the ‘YOU’ in ‘thank you’.
The full length 40” advert aired for the first time on Tuesday 8 March across multiple channels, including premium spots on ITV and Channel 4. The spots will also run on YouTube, alongside further promotion on social media channels, including Facebook, Twitter and Instagram.
Executive Creative Director: Andy Taylor
Art Director: Danny Pallett
Copywriter: Charlotte Hugh
Additional Credits: Deputy Head of Moving Image: Jeremy Muthana
Managing Partner: Ian Bradbury
Account Director: Clare Marti
Production Company: Smuggler
Director: Neil Harris
Director of Photography: Max Larsson
Executive Producer: Chris Barrett
Producer: Claire Jones
Offline Editors: Speade
Editor: Sam Sneade
Post Production: Framestore
Audio Post: Grand Central
Audio Engineer: Munzie Thind
Tags: Europe, Nectar

Foxp2: We The Brave '#BraveEnough'

Agency: Foxp2
Client: We The Brave
Date: March 2016
Foxp2 has launched a new campaign in South Africa that aims to reduce the prevalence of HIV amongst the Gay and MSM community.
The brand is called 'We The Brave' and looks to use the community’s bravery as a platform to educate and empower them to practice safe sex.
The #BraveEnough campaign was sponsored by the Elton John AIDS Foundation and The Anova Health Institute.
Executive Creative Director: Justin Gomes
Creative Director: Michael Lees-Rolfe
Art Director: Ryan Barkhuizen
Copywriter: Alex Goldberg
Additional Credits: Producer: Katherine Tripp, Jeanne Odendaal
Agency Editor: Aviwe Apleni
Client Service: Laurel Mader. Kaylin Mendes
Strategy: Lian Lomabard, Stephanie Safari
Production Company: The Institute
Director/Editor: Duvan Durand
Producer: Dana Van Vreden
DOP: Deon Van Zyk
Sound Design: The Workroom
Music: Marc Algranti (Pulse Music)
Tags: Europe, We The Brave

LOVE: Simply Be 'Simply Be Spring'

Agency: LOVE
Client: Simply Be
Date: March 2016
The size 14 British beauty who was told she would never make it as a model has been revealed as the star of a new Simply Be ad campaign by creative agency LOVE. The 30-second spot airs on primetime TV from Friday 4 March, during Channel 4’s Gogglebox.
The ‘Spring is Right Here’ campaign features Iskra Lawrence, who has over one million Instagram followers, and models Clementine Desseaux (size 18) and Madelyne Villano (size 14) showing off Simply Be’s hottest spring trends to the soundtrack ‘Celebrate’ by Imani Coppola.
Shot by an all-female production team in LA, LOVE chose to work with ex-model turned photographer and director Magdalene Wosinska to capture all campaign elements, including TV and photography.
Creative Director: Chris Myers
Additional Credits: Senior Account Manager: Kat Towers
Agency Producer: Mercedes Crescenti
Photographer/Director: Magdalena Wosinska
DP: Stefan Weinberger
Producer: Deborah Burch (Snog Productions)
Casting: Yvonne Armstrong (Armstrong Casting)
Stylist: Djuna Bell
Hair: Terri Walker
Make-up: Karolin Kangas
Set Design: Alexys Oliver
Models: Madelyn Villano, Clementine Desseaux, Iskra Lawrence
Soundtrack: Celebrate, Imani Coppola
Tags: Europe, simply be

Brothers and Sisters: Carphone Warehouse 'Don’t ask don’t get'

Agency: Brothers and Sisters
Client: Carphone Warehouse
Date: March 2016
Taking time out from impersonating the Kardashians in his latest TV show, the ad sees Keith donning his swim trunks in sub-zero temperatures in the Alps while plunging into a hot tub in an attempt to encourage viewers to ask for an upgrade at Carphone Warehouse, because ‘just like his mum used to tell him, if you don’t ask you don’t get.’
Filmed over two days in the snowy Austrian Alps the 30 and 40 second ads feature Keith taking to the slopes of Obertauern to meet local residents at an Alpine resort where he gets to try his hand at Alpine horn blowing and ski jumping. In exclusive online versions of Keith’s Alpine adventure, we see him meet with a local sausage vendor, and champion Yodeller, Zabine Kapfinger.
In what is the fourth time the comedian has starred in Carphone’s ads, the latest TV ad sees Keith Lemon continue his lead role, which has taken him as far afield as Australia and Japan. It is part of a fully integrated marketing campaign including digital, press and PR aimed at encouraging customers to ask Carphone Warehouse for an upgrade.
In his own words, the ads show Keith in his tongue in cheek fashion talking about how ‘If you don’t ask you don’t get’ and as he talks to camera, believes ‘you’re a total mung bean’ if you don’t ask Carphone Warehouse for an upgrade.
Executive Creative Director: Andy Fowler
Creative Director: Will Flack
Creatives: Sarah Hardcastle, Elliott Shiels
Additional Credits: TV Producer: Tracy Macassey
Business Director: Katie Jackson
Media Agency: blue449
Director: Chaplin and Forbes
Production Company: Hungry Man
Producer: Jack Beardsley
Executive Producer: Matt Buels
Post Production: Finish
VFX Producer: Charles Gillett, Finish
Editor: Rachael Spann, Work
Audio Post Production and Sound: Parv Thind/Wave Studios
Tags: Europe, Carphone Warehouse


Featured by The Drum