Creative Works: Vote for your favourite, winners to be featured in 5 February issue of The Drum
The Drum brings you a round-up of some of the latest interesting Creative Works.Every week The Drum publishes a selection of new Creative Works.You can vote for the work you like best with the winner to feature in the next issue of The Drum (5 February) in the Creative Works spread. Other popular entrants will also be considered for the print edition. Submit your vote before Monday 27 January to guarantee your favourite makes it into the printed magazine.To submit work for future publication contact firstname.lastname@example.org
BBH London: Unilever AXE Peace
Brand: Unilever AXE (Known as Lynx in the UK)Title(s): AXE Peace ‘Call to Arms’ (SuperBowl Campaign) Agency: BBH LondonAgency Website: http://www.bartleboglehegarty.comBBH Deputy Executive Creative Director: David KolbuszBBH Creative Team: Daniel Schaefer and Szymon Rose, Jack Smedley and George Hackforth-JonesAdditional Credits: BBH Product Designer: Rosie ArnoldBBH Strategic Business Lead: Ngaio PardonBBH Team Director: Heather CussBBH Team Manager: Amy ForsterBBH Strategy Director: Agathe GuerrierBBH Strategist: Shadi-Sade Sarreshtehdarzadeh, Tom CallardBBH Product Design: Rosie ArnoldBBH Producer: Ryan ChongBBH Assistant Producer: Laura GrahamProduction Company: MJZDirector: Rupert SandersExecutive Producer: Debbie TurnerProducer: Laurie BoccaccioDoP: Greg FraserPost Production: Iwan Zwarts @ The MillEditor/Editing House: Neil Smith @ Work Post, LondonSound: Will Cohen @ String & Tins and Factory StudiosBBH Producer: Sally GreenPhotographer: Jean-Yves LemoigneModel Builders: New Deal StudiosPublished: January 2014Short Rationale (optional): To launch the new 2014 AXE variant, AXE Peace, BBH London has created a ground-breaking campaign that gives girls and guys a way to help shape the world they will inherit. AXE has always been about bringing people together, but this time the brand hopes to use this message for good to promote positive change. Based on the insight that guys are less aggressive when they’re in love, the campaign considers whether the world would be a more peaceful place if more people were in love. The result is an epic campaign which aims to aims to bring young people across the world together to make love, not war. The film, ‘Call to Arms’, was shot by award-winning director Rupert Sanders and will launch in the US during the Super Bowl on 2nd February. The film is accompanied by print, digital, mobile and out of home campaigns, as well as a series of local initiatives around the world that aim to help young people take action for peace. As part of the campaign, AXE has partnered with Peace One Day, an international non-profit organisation that drives awareness for and action on Peace Day (21 September 2014), an annual day of non-violence and ceasefire unanimously adopted by all United Nations member states.Brand: RBH recruitment Advertising Title(s): Automotive Master Mind Headline and copy text (in English): Automotive Master Mind Wanted Agency: RBH, Meriden, West Midlands, United Kingdom Agency website: http://www.rbh.co.uk/Creative Directors: Stuart Jackson/Mike Kalin Art Director: Stuart Jackson Copywriter: Mike Kalin Published: November 2013 Short rationale (optional):Automotive Mastermind WantedLast year, RBH was enormously proud to be appointed as the dealer marketing agency for Peugeot UK. Of course that meant getting a few extra hands on-deck. So we created this simple execution to appeal for the very best automotive talent, whilst underlining our creative credentials.Brand: Royal MailTitle(s): Classic Children’s TV stampsAgency: Interabang, London, UKAgency website: http:// www.interabang.uk.comCreative Directors: Adam Giles and Ian McLeanAdditional credits: Andy Pandy Ben Productions LLC; Ivor the Engine and Bagpuss 2014 Smallfilms Ltd and Peter Firmin; Dougal, The Magic Roundabout Serge Danot; Windy Miller, Camberwick Green Gordon Murray (Trumptonshire) Ltd; Mr Benn 2013 David McKee/Licensed by Clive Juster & Associates; Great Uncle Bulgaria, The Wombles WCH Ltd; Paddington Bear P & Co Ltd 2013; Postman Pat 2014 Woodland Animations Ltd, a division of Classic Media UK Limited. Licensed by Classic Media Distribution Limited. Original writer John Cunliffe. All rights reserved; Bob the Builder 2014 HIT Entertainment Limited and Keith Chapman; Peppa Pig ABD Ltd/Ent. One UK Ltd 2003; Shaun the Sheep Aardman Animations Ltd 2014Published: January 2014Short rationale (optional): Twelve stamps that celebrate twelve pioneering children’s TV characters from the past 60 years, on the occasion of Bagpuss’s 40th anniversary and the 50th of The Magic Roundabout.Brand: UK Government – National Fraud Authority & Action FraudTitle(s): Be Cyber Streetwise Agency: M&C Saatchi Agency Website: http://www.mcsaatchi.comArt Director: Phil ReedyCopywriter: Matt BeaumontAdditional Credits: Planner: Dan IzbickiMedia Agency: M4CMedia Planner: Greg TruzynskiProduction Company: Picasso PicturesAnimator: Steve MayPublished: January 2014Short Rationale (Optional): Change the way people protect themselves while shopping, banking or socialising online.Brand: Guinness Title(s): SapeursAgency: AMV BBDOAgency Website: http://www.amvbbdo.comExecutive Creative Director: Dave Buchanan Art Director: Nadja LossgottCopywriter: Nicholas HulleyAdditional Credits: Agency Planner: Tom White, Steve Hopkins, Rory GalleryAgency Account Man: MP: Michael Pring BAD: Tom BedwellAD: Amber GlenisterAM: Laura Balfour, Giulia WatsonAE: Oliver ShortTV Producer: TVC – Senior Producer: Sara FloodDocumentary – Senior Producer: Yvonne ClaytonProduction Assistant: Jessica TranfieldMedia Agency: CaratPublished: January 2014Short Rationale (optional): Following on from the recent ‘Basketball’ ad, the new ad builds on the iconic beer brand’s platform of celebrating people with extraordinary integrity and character. Created by Abbott Mead Vickers BBDO and directed by Nicolai Fuglsig, the new advert uses real people in real situations and features the ‘society of elegant persons of the Congo’, otherwise known as the ‘Sapeurs’.The ‘Sapeurs’ is a group of refined gentlemen from Brazzaville, the capital of the Republic of Congo, who have a deep-rooted pride in their aspirational culture. Their life is not defined by occupation or wealth, but by respect, a moral code and a desire to inspire others through their style and attitude. Their focus isn’t on the fabric or cost of the suit but the worth of the man inside it.Brand: Glenmorangie CompantaTitle(s): ButterflyCannon: Glenmorangie CompantaHeadline and copy text (in English): ButterflyCannon create packaging design for Glenmorangie’s fifth annual Private Edition release, Companta.Agency: ButterflyCannon, London, UKAgency website: http://www.butterflycannon.com/Creative Director: Jon DaviesPublished: January 2014Short rationale (optional): The design was inspired both by the beautiful vaulted cellar ceilings, and the union of the vineyards and people that together help to create this rare and special whisky. In his quest for perfection, Glenmorangie’s Director of Whisky Creation Dr Bill Lumsden, was inspired by those he has met during his travels to the most renowned Burgundy vineyards. He has attributed this whisky, that speaks of a celebration of kindred spirits, to them and their shared philosophy of the pursuit of perfection. Derek Ruediger, Brand Manager at Glenmorangie comments, “As we proceed with our fourth year working with ButterflyCannon we are thrilled to begin with the release of this exciting design for our fifth Private Edition. ButterflyCannon have brought the warmth and depth of the whisky and its story to life in their packaging design whilst creating a beautiful reference to the wine cellars of France.”Jon Davies, Creative Director at ButterflyCannon adds, “It has been a pleasure transforming the unique story of this Glenmorangie expression. Creating a design that took inspiration from a product truth and symbolised the coming together of friends was a wonderful challenge.”The release of Glenmorangie Companta has been eagerly awaited following the huge success of last year’s release, Glenmorangie Ealanta, named ‘2014 World Whisky of the Year’ by Jim Murray. The new release will be available globally as from January 2014.Brand: Saks Fifth AvenueTitle(s): LOOKAgency: Pentagram New York Agency Website: http://www.pentagram.comProject Team: Partner-in-charge and designer: Michael Bierut; Designer: Jesse ReedPublished: 2013Short Rationale (optional): The Fall 2013 campaign for Saks Fifth Avenue showcases the luxury retailer as the ultimate place for fashion discovery. Designed by Pentagram’s Michael Bierut and team, the campaign uses the word “LOOK” as a bold, attention-getting graphic motif that invites shoppers to explore the store and its style. The “LOOK” wordmark was designed as custom typography and appears in the signature black and white of the store identity. Repeated as a pattern on shopping bags and catalogues, the simple, geometric letterforms become a highly graphic texture that literally makes you look. In keeping with the theme of discovery, the letters can be used as mini-portals to focus on clothes, jewellery and accessories. Some letters are die-cut on catalogue covers to show a peek of the first page inside; other applications place images within the letterforms, for a closer look. For the designers, the challenge of the Saks seasonal campaigns is they must coordinate with the store’s overall identity; a “LOOK” bag still has to read as a Saks bag. This usually means that, in addition to being black and white, the designs are modular, and often based in squares like the master identity. The campaigns must also serve as a frame for a wide range of specific merchandise, including single items and groups of items; and in different contexts, like print, advertising, and in-store merchandising. This often leads to simple motifs that can withstand an endless range of applications. Previous campaigns have used objects, arrows, the store’s Twitter handle, and flowcharts. For the new campaign, Bierut and his team had the added challenge of coming up with another way to design the word “LOOK,” having previously solved this problem for the New York City Department of Transportation.Brand: McDonald’sTitle(s): The Bobbing Heads of SwindonAgency: Leo BurnettAgency Website: http://www.leoburnett.co.ukExecutive Creative Director: Justin TindallCreative Director: Adam Tucker, Tony Malcolm, Guy MooreArt Director: Phil DeaconCopywriter: Sabina KellyAdditional Credits: Planner (creative agency) Sarah Sandford, Josh BullmoreAccount Team: Emily Somers, Sarah Coleman, Chris FergusonMedia agency: OMD UKPlanner (media agency): Faye GilmanTV Producer: Michelle HopkinsProduction Company: AcademyDirector: US (Chris Barrett & Luke Taylor)Editor: Tim Hardy at StitchPost-production: MPCAudio post-production: Sam Robson at FactoryPublished: January 2014Brand: SaffolaTitle(s): Bluemarlin designs new packaging for Saffola Oats FranchiseAgency: Bluemarlin, Bath, UKAgency website: http://www.bluemarlinbd.comCreative Director: Simon PendryIllustrator: Anne RowePublished: January 2014Short rationale (optional): Bluemarlin focused on clearly defining a visual space that Saffola would own. The shape of the previous logo, which represented care, has been opened up and now takes more prominence on the pack. Created with thin golden ribbons and featuring bursting rays of sunshine, it conveys the optimism of the brand whilst delicious photography of the product provides taste appeal. These elements work together to create an emotional connection with consumers, assuring them that with Saffola, they can nurture and love their families well.This universal symbol has also been elevated to prominence in Saffola’s new light-weighted tub of oats. Far removed from the industrial tubs Saffola used previously, the ergonomic structure features an impactful red heart at the centre of the pack, reflecting the brand’s premium offering and health benefits.Brand: Coca-ColaTitle(s): World Cup 2014 special edition interactive mini bottlesAgency: Designed by Coca-Cola with print and broadcast campaign from JWTPublished: January 2014Short Rationale (optional): With the World Cup 2014 almost upon us and the folks at Coca-Cola have just released 18 special edition interactive mini bottles in order to celebrate the forthcoming event. The designs represent World Cup countries from the past, such as Argentina and Japan and the future, including Brazil, Russia and Qatar.The bottles are interactive but contain no actual soda in them. Coca-Cola fans can however use Facebook or iPhone and Andriod apps to create special messages and avatars that can be delivered to other bottle owners. The markers on the bottles activate augmented reality animations when held up to camera smartphones.JWT are running a broader print and broadcast campaign backing the interactive designs.Brand: PrimarkTitle(s): Spring 2014Agency: The One OffAgency Website: http://www.theoneoff.comPhotographer: Rhys FramptonAdditional Credits: Videography: Two Wheel TrikePublished: January 2014Short Rationale (optional): The new spring campaign for Primark is all about updating your SS14 wardrobe with the season’s must haves. Simple backgrounds of painted brick walls and white wash wooden flooring and a mixture of model and still life photography help hero the key prints, colours and shapes for spring. The flashes of colour used in the hair and make-up were heavily inspired by the season’s trends. The campaign videos’ also emulates the season’s key trends and uses a mixture of video and still photography, with the still shots being crafted into short stop-motion videos.Brand: The Real Mary King’s CloseTitle(s): Imagine CampaignHeadline and copy text (in English): Imagine... What their lives were likeAgency: Heehaw Digital, Edinburgh and London, UK Agency website: http://heehaw.co.uk Head of Design: Will PriceSenior Designer: Conan JohnstonLead Developer: Jon Ward, Artiphex Account Director: Rebecca Mackenzie-SmithAccount Manager: Maria PatersonCampaign Photographer: Matt DavisAdditional credits: Photography: Gary Doak Additional credits: Craig Miller, The Real Mary King’s Close Video Producer/Director: Toby TruemanDirector of Photography: Steven FergusonEditors: Robbie Dickson & Drew GibsonPublished: Dec 2013Short rationale (optional): We are very excited to have just completed a full campaign for one of Edinburgh’s top attractions, The Real Mary King’s Close. A historic 16th – 18th century attraction situated underground, just off the Royal Mile.The campaign invites visitors to imagine what life must have been like during the 16th – 18th century, using a series of biographical portraits of the historical figures played by the team at the visitor attraction. The campaign included an audio video installation, outdoor advertising and a new campaign focused web experience.Brand: Livewell Title(s): Branding, design & websiteAgency: Robot Food, Leeds, UKAgency website: http://www.robot-food.comCreative Director: Simon ForsterArt Director: Mike JohnsCopywriter: Natalie WoodheadIllustrator: Mike JohnsPublished: January 2014Short rationale (optional): Traditional vending machines have only ever been good for quick, sugary fixes and less-than-appealing drink options. No longer. This is a new era for convenient drinks and snacks, and a new brand called Livewell is setting the standard with a name, identity, design and website created by branding specialists Robot Food.Robot Food was appointed due to the agency’s experience developing contemporary, lifestyle food and drink brands.Brand: Coke Zero Title(s): Just Add ZeroHeadline and copy text (in English): Coke Zero: Just Add ZeroAgency: Publicis Conseil, Paris, FranceAgency website: http://www.publicisgroupe.com/International Creative Director: Steve O’LearyArt Director and Copywriter: Meric Settembre Worldwide Account Director: Cécile LejeuneAccount managers: Philippe Martin-Davies, Andrei CojocaruAdditional credits: Director: Nima Nourizadeh TV production (Prodigious): Pierre Marcus, Guillaume Delmas Soundtrack production (Prodigious): Boris JeanneProduction Company: Partizan Producer: Frederic Genest Post-production supervisor: Pierre Arthur GouletCinematography: Alex LamarqueEditor: Dan SherwenMusic composed by: DiploRemix by: Fat Rat (“Set it Off”)Published: Month, Year: January 2014Short rationale (optional): This campaign is designed to establish COCA-COLA as an icon to a new generation. We’re marking a new edgier direction for Coke Zero with the “Just Add Zero” platform, which we believe is a life philosophy.Brand: Wicked & WonderfulTitle(s): Brand launch for Wicked & Wonderful chocolateHeadline and copy text (in English): Wicked & Wonderful identity, packaging and chocolate all designed by agency Shed Brand Innovation Agency: Shed Brand Innovation, Birmingham, EnglandAgency website: http://theMightyShed.comCreative Director: Paul Connop, Angelique GreenArt Director: Paul Connop, Angelique GreenCopywriter: David GreenPhotographer: Paul ConnopPhoto shoot Art Direction: Stu RuffPublished: December 2013Short rationale (optional): Explore the Wicked & Wonderful side of life with premium hand crafted chocolate of both persuasions.Brand: Woodgreen.orgTitle(s): Gossip TodayAgency: DDB CanadaAgency Website: http://www.ddbcanada.comChief Creative Officer: Kevin Drew DavisExecutive Creative Director: Denise Rossetto, Todd MackieCreative Director: Paul WallaceArt Director: Rebecca MayCopywriter: Domenique RasoAdditional Credits: Designer: Italo SicilianoAgency Producer: Andrew SchulzeAccount Team: Cathy Grendus, Account Director; Dina Garay, Account CoordinatorStrategy: Lisa HartInformation Architect: Dale McRaeSocial Media Strategy: Lisa Hart, Dino DemopoulosMedia Company: OMDProduction Company: Cornerstore Director: Jorn HaagenDirector of Photography: Jorn HaagenCameraman: Jorn HaagenExecutive Producer: Jennie MontfordLine Producer: Todd HuskissonPost-Production Company: School Editor: Brian WellsOnline Company: AXYZOnline Producer: Jenna CraigOnline Editor: Ron DubucColour: Alter EgoColourist: Eric WhippAudio House: RMW Music Audio House Producer: Dustin AnsteyAudio House Producer: Jeff CohenDocumentary Director: Peter AndrewPublished: January 2014Short Rationale (optional): WoodGreen Community Services, one of Toronto’s largest social services agencies, has launched a thought-provoking communications campaign challenging people to care about those living in poverty as much as they care about celebrities. This pro-bono campaign, developed by DDB Canada’s Toronto office, aims to rally support for struggling single mothers and WoodGreen’s Homeward Bound program. Unique in Canada, this award-winning program helps homeless or inadequately-housed single mothers earn a tuition-paid college diploma, start a career and achieve economic self-sufficiency.Brand: The Scotch Malt Whisky SocietyTitle(s): Scotch Malt Whisky Society membership case revamped by Story Agency: Story UK, Edinburgh, ScotlandAgency website: http://www.storyuk.comCreative Director: Dave MullenArt Director: Sheryl NewsomeCopywriter: Olivia Donaldson and Ailsa VeitchIllustrator: Joe WilsonAdditional credits: We Are FrankPublished: January 2014Short rationale (optional): Joining The Scotch Malt Whisky Society is just the beginning of an ever-changing sensory adventure. As a member you get to sample and buy some truly exquisite single cask spirits, participate in unique and enlightening tasting events and meet some incredible people. Those experiences are something we wanted to convey from the outset with this deluxe membership case. It contains a whisky journal, a welcome letter, three one of a kind whiskies and a £10 voucher towards their first purchase, all contained within one beautifully curious, colourful, multi-layered clamshell case.Brand: London’s Air AmbulanceTitle(s): Blood ThamesHeadline and copy text (in English): In an emergency there’s only one air ambulance for the people of London.We need help to save more lives.Please donate at londonsairambulance.co.uk/donate Agency: Feref, London, UKAgency website: http://www.feref.com/Creative Director: Phil BirdArt Director: Terry O’NeillCopywriter: Ben MarkeyAdditional credits: Animation produced by Art & GraftPublished: January 2014Short rationale (optional): London’s Air Ambulance, the charity that provides emergency trauma care to Londoners, is celebrating its 25th anniversary this year. They are fundraising for an additional helicopter and more pilots. This will allow them to reach 400 further emergencies each year.They were selected as Ocean Outdoor’s charity of the year and as part of this were offered free placements on digital screens across London. After offering pro-bono creative, Feref was briefed to create a hard-hitting concept to run initially as a digital outdoor campaign, but also in press and online. The final concept, titled ‘Blood Thames’, is deliberately shocking and designed to hit home that London’s Air Ambulance is a charity that needs the help of Londoners to help save more Londoners. The fact that there is currently only one helicopter for the whole of London is something that Londoners need to know!Brand: Hi-Tec SportsTitle(s): The Evergrowing MonsterAgency: Joe Public AmsterdamAgency Website: http://joepublicamsterdam.nl/Art Director: Matthijs GroosCopywriter: Maarten van KempenIllustrator: Stephen MillingenPublished: January 2014Short Rationale (optional): The Evergrowing Monster, created by an illustrator for Disney, will tell the Big-Fit System story to both consumers and retailers through a multifaceted campaign. Hi-Tec Sports, the global sports and outdoor company, is launching a new storytelling campaign for 2014 that highlights its revolutionary Big-Fit System —a volume adjusting technology— which allows its kids’ shoes to grow with its wearers.Brand: Cuckoo Title(s): Bircher MuesliAgency: B&B studio, London, UKAgency website: http://www.bandb-studio.co.ukCreative Director: Shaun Bowen Copywriter: Lisa DesforgesPhotographer: Andy GrimshawAdditional credits: Design team: Jamie Nash, Claudia MorrisAccount Management: Kerry PlummerPublished: 2013Short rationale (optional): The Modern MuesliOn-the-go bircher muesli Cuckoo is a wholesome blend of jumbo oats, yoghurt and fruit, inspired by the healthy Swiss lifestyle, but characterised by a range of innovative and adventurous flavours.Inspired by Swissness, but keen to avoid Alpine nostalgia, we worked to a Modern Swiss design essence, first creating the name Cuckoo, then experimenting with graphic pack designs for a contemporary poster-style look. The final logo includes a stylised C and K to form a subtle graphic cuckoo, while the negative space of the K is reproduced as a die-cut on pack revealing the layered product inside. The innovative nature of the product is highlighted by the strapline ‘the modern muesli’, and the depiction of ingredients in a unique and contemporary multi-layered photographic style.Brand: AIGA and TattlyTitle(s): AIGA featuring TattlyDescription: TODA recently collaborated with AIGA, the professional association for design, and influential designer Tina Roth Eisenberg of swissmiss, Studiomates, TeuxDeux, CreativeMornings, and Tattly, to concept a new line of temporary tattoos. The Tattlys, drawn in the old-school flash style, reflect AIGA's mission to facilitate dialogue and cooperation within the design world. Tina hosted TODA at Studiomates for a shoot featuring the new tattoos positioned on Tina herself to be featured on the new AIGA membership renewal post card. TODA was thrilled to work with Tina, the Tattly team, and photographer Julia Robbs, who captured the temporary tattoo magic beautifully.Agency: TODA, NYC, USAAgency website: www.toda.comCreative Director: Marcos Chavez / Tina Roth EisenbergDesigners: Melissa Showalter, Stine Nielsen, Hua ShuPhotographer: Julia RobbsNonprofit client: AIGAPublished: December 2013Brand: oBoticárioTitle(s): Intense PopColors packaging and brandingAgency: Brainbox Design, Curitiba, BrazilAgency Website: http://www.brainboxdesign.com.br/eng/ Creative Director: Mark MininiAdditional Credits: Design: Jeferson Moraes Silveira, Luciana Cabral, Eduardo Heideke, Bruna Fraga, Simone Pereira SouzaWriting: Elisa Robeiro and IlaneText Finalized: John MachadoTreatment: May Gabriela, Fernanda Zanini and Maryane ColomboApproval: Patricia Della Coletta Scholz, Ricardo Gritsch Fabiana Paschotto and Paula Graciella MazucoPublished: 2013Short Rationale (optional): Intense PopColors from oBoticário is made for young women. The packaging features a palette of vibrant colours and modern design. The design was inspired by the explosion of colours in the new collection.