CREATIVE REVIEW: John Heywood, McCann Erickson Bristol

LOVE

GOLA AD CAMPAIGN

I think this represents a good example of great art direction. It showcases the vibrancy of the (presumably) ‘new’ colours and the style of the brand in an energetic and original way. I don’t know how much value there is in telling me it’s a ‘classic’ – it feels like the client’s line and not the creative’s.

CODE COMPUTERLOVE

FIRST TRANSPENINE EXPRESS

www.tpexpress.co.uk

The functionality of this site is simple and straightforward. I guess using hand drawn illustrations of bunnies attempts to give the impression of First Group’s desire not to appear to be a faceless train operator. As a consumer I feel patronised by the company’s attempt to paint an unrealistic world; as a creative I understand the challenge. That said the site is transactional and it works, it gives me the information I need in an easily digested format.

NEWHAVEN

SCOTTISH GOVERNMENT

DOMESTIC VIOLENCE TV ADVERT

As a campaign piece intended to raise awareness of a highly emotive subject this is spot on. We are not shown a multitude of shocking images but a white feather floating through an eerily empty living room – which symbolises the fragility of the issue. The voice over is rightly empowering and defiant and most importantly conveys the message that help is available.

GUERILLA

MASK CREATIVE

CELEBRITY SLIM/ROWLANDS PHRMACY TV ADVERT

Difficult to understand what the brand direction is here apart from pile it high, sell it cheap and make-lots-of-promises marketing. Thin on delivery, (probably) integrity and originality. Perhaps a sponsorship slot on Jeremy Kyle would work for them?

MADE BY PI

www.alexandraburkeofficial.com

A predictably manufactured looking website from the X Factor machine. It’s what you’d expect to see in terms of adding the icing on the cake and the polish to a ‘brand’ that will undoubtedly go far. It doesn’t break any boundaries or set any new trends but then I expect this site was ready to go live with JLS or Eoghan in the same format – but perhaps not Jeff Buckley.

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