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 March) in the Creative Works spread. Other popular entrants will also be considered for the print edition. Submit your vote before Monday 17 February to guarantee your favourite makes it into the printed magazine.To submit work for future publication contact gillian.west@thedrum.com. For voting updates and more follow The Drum Creative Works on Twitter - @TheDrumCreative.
Spark44: Jaguar - Rendezvous
Client: Jaguar Land RoverBrand: JaguarProduct: F-TYPE CoupeTitle(s): “Rendezvous”Agency: Spark44, London, UKAgency website: http://www.spark44.com Executive Creative Director: Werner Krainz, Spark44Creative Director: Matt Page, Piggy Lines, Spark44Copywriter: Martin Cox, Spark44Additional credits: Executive Producer: Michael de VriesMedia Planning and Buying: Mindshare TV Director: Tom Hooper (The King’s Speech, Les Miserables, The Damned United and TV mini-series John Adams) Production Company: Smuggler FilmsEditor: Paul Watts, The QuarryProduction Co Producer : Ben Croker, Smuggler Films Composition/Composer : Alexandre Desplat (The Queen, The Curious Case of Benjamin Button, Fantastic Mr Fox, Harry Potter and the Deathly Hallows P1 and P2, The King’s Speech)Sound: Grand Central Recording StudiosMusic: London Symphony Orchestra, Abbey Road StudiosPublished: February 2014Short rationale (optional): Jaguar reveals details of its advertising debut in the US Super Bowl XLVIII featuring three renowned British actors, Sir Ben Kingsley, Tom Hiddleston and Mark Strong, filmed by Oscar-winning British director Tom Hooper. The “British Villains” creative idea was devised by Spark44, the international agency for Jaguar. The largest-ever brand and product marketing campaign for Jaguar, introduces the F-TYPE Coupe.
Chapter: Yardley London - Bath & Body Range
Brand: Yardley LondonTitle(s): Bath & Body RangeHeadline and copy text (in English): Headline: Feel every petal. Body Copy: The new bath and body range.Agency: Chapter, Birmingham, UKAgency Website: http://www.chapteragency.comCreative Director: Ian Boulter / Martin HeffernanArt Director: Paul RayCopywriter: Richard NewellDesigner: Tejal PrajapatiPhotographer: George GarnierAdditional Credits: Retouching: Jon Smith @Circle MediaPublished: March 2014Short rationale (optional): Yardley London's modern, British classic range of Bath and Body lotions are inspired by fresh, floral fragrances of the English countryside. This work simply demonstrates how these refreshing and invigorating products transport you to another place.
Say What Studio: Apartment A & Cocktail Academy brand identity
Brand: Apartment A & Cocktail AcademyAgency: Say What Studio, Paris, FranceAgency website: http://www.saywhat-studio.comPhotographer: Elizabeth DanielsAdditional credits: All images used for illustrative purposes belong to their respective owners Published: January 2014Short rationale (optional): Art Direction and branding for Apartment A and Cocktail Academy. Located LA's Arts District, the bar also acts as a gallery and event space. The other project, Apartment A, is a loft dedicated to experimentation, cocktail development, and intimate, curated events and dinners.
Brand: The Sunday TimesTitle(s): IconsAgency: Grey LondonAgency Website: http://www.grey.co.ukExecutive Creative Director: Nils LeonardCreative Director: Dave MonkCreative team: Jonathan Rands & Johan LeanderssonAdditional Credits: Agency producer: Debbie ImpettBusiness director: Tamsine FogginAccount manager: Albert PonnelleSenior planner: Matt GladstonePlanner: Hamish CameronMedia agency: M/SixProduction company: Academy FilmsDirector: UsEditor: David StevensProducer: Juliette harrisDoP: Ben FordesmanPost production: Electric Theatre CollectiveAudio post production: String & TinsPublished: February 2014Short Rationale (optional): Shot in one stunning take by Us through Academy Films, the film tips its hat to some of the most instantly recognisable moments from culture through the ages. In just 50 seconds, it recreates six iconic scenes from more than 500 years of history: Rodin’s The Thinker, the epochal ‘bench scene’ from Forrest Gump, the Mad Men title sequence, Michelangelo’s seminal Creation of Adam, the Mr Pink/Mr White ‘altercation’ from Tarantino’s Reservoir Dogs, and, finally, the helmeted, Grammy Award-winning electronic duo Daft Punk.
ah!: Comics in the Classroom - Get your class to the heart of the story
Brand: Comics in the Classroom Title(s): Get your class to the heart of the storyAgency: ah!, Leeds, UK Concept: Shaun Loynds, Jon LeighDesigner/Art Director: Adam Humphries Copywriter: Jon Leigh, James BallIllustrator: Giancarlo Caracuzzo, Amy Pearson, Jim Connolly Published: 2014
Rafael Grampá: Absolut Karnival
Brand: AbsolutTitle(s): Absolut Karnival Agency: Absolut (in-house)Designer: Rafael GrampáPublished: January 2014Short Rationale (optional): Inspired by Latin America's 'carnival' festivities. The limited edition bottle features vibrant illustrations of the type of costumes you will see at the carnival. Brazilian graphic novel artist and writer Rafael Grampá collaborated with Absolut, part of its on-going Transform Today campaign.
The One Off: Primark - What’s Your Secret
Brand: Primark Title(s): What’s Your SecretAgency: The One OffAgency Website: http://www.theoneoff.com Creative Direction: The One OffPhotographer: Dan SmithVideography: The One OffPublished: February 2014Short Rationale (optional): Showcasing the new D-F bra cup range; with four different styles of underwear being featured, each with their own look and each shot at different locations in the stunning Hedsor House in Buckinghamshire. The campaign name, “What’s Your Secret?” invites customers to buy into the four different looks, each with their own ‘secret’- you could be “Simply Seductive” in the vintage style ivory set or even “Daring After Dark” in the sexy black and pink lace set.The video has been shot to create a visually stunning, sweeping cinematic style helping to showcase the gorgeous product and how it looks on our beautiful model.
CheethamBellJWT: On The Beach - Totally Beachin'!
Brand: On The BeachTitle(s): Totally Beachin'!Agency: CheethamBellJWT, Manchester, UKAgency website: http://cheethambelljwt.comCreative Director: Andy CheethamArt Director: Julian LaneCopywriter: Julian LaneAgency Producer: Julia GaffeyAccount Director: Liz JacobsStills Photographer: Darren MillerAdditional credits: Production Company: Chief TVTV Director: Nate CamponiPublished: Dec 2013Short rationale (optional): On The Beach.co.uk only sell beach holidays which makes them specialists so we invented the word "beachin" to represent all things awesome about an On The Beach holiday.
Uniform Strategisk Design: Fursetgruppen restaurant group brand design
Brand: Fursetgruppen restaurant groupTitle(s): Festningen restaurantHeadline and copy text (in English): Festningen restaurantAgency: Uniform Strategisk Design, Oslo, NorwayAgency website: http://www.uniform.noArt Director/Designer: Cecilie Berg Børge-Ask and Gøril TorskePhotographer: Ole Martin KristiansenAdditional credits: Senior Advisor: Jan-Otto JacobsenProject Manager: Anja Trøftenand Web Design and Development: Simon Bognø Published:2013
Kimpton Creative: Neil Mackenzie Matthews (photographer) A5 mailers
Brand: Neil Mackenzie Matthews (photographer)Title(s): A5 mailersAgency: Kimpton CreativeWebsite: www.kimptoncreative.comDesigners: Harry Grundy and David KimptonShort Rationale (optional): Neil specialises in beauty, fashion, lingerie, and hosiery photography. We designed a set of images that are being sent out as a series of cards, to highlight his specialism and passion for what he does. They will be sent to creatives, which led us down the path of a playful execution.
Karmarama: BBC Radio 3 - Discover classical music Radio 3 dimensions
Brand: BBC Radio 3Title(s): Discover classical music Radio 3 dimensionsAgency: KarmaramaAgency Website: http://www.karmarama.com/Creative Director: Dave BuonaguidiCreative Team: Simon Connor and Stephen CrossAdditional Credits: Planner (Creative Agency): Matt SadlerAccount Director (Creative Agency): Harriet BelseyDirector: Pete CandelandProduction Company: Red Bee MediaProduction Producer: Deborah StewartMusic Editor: Munzie Thind, Grand CentralSound Engineer: Munzie Thind, Grand CentralExposure: BBC CommsPublished: February 2014Short Rationale (optional): The launch TV trail moves from the 2-Dimensional world of a musical score through to a 3-Dimensional landscape that’s filled with life and beauty of waterfalls, leaping koi carp, wonderful plant-like instruments, a forest teeming with orchestral players and a composer version of Mount Rushmore. All this builds to a magnificent ending as Pegasus guides us to a music mountain inhabited by instruments. Making use of stunning illustration and animation it encapsulates Radio 3’s ambition to bring classical music to life in multi-dimensions through radio, live events and providing further context to classical works.
Title(s): Toomy Disco Not Another Mexican TourProduced and Developed: BambaEdited in CaliwoodSongs: All I Need (EP)Internal Changes (Original Mix)Hard to Control (Original Mix)Air Burner (Original Mix)All Music: Toomy DiscoThanks: Azok & Sould – Deep SenseLa Roma RecordsRetroactivo RecordsHooka Lounge CondesaAM LocalFérez ClubDelay BarPublished: 2013
Somewhat: Fernandez & Wells website
Brand: Fernandez & Wells Title(s): Fernandez & Wells Agency: Somewhat Agency Website: www.somewhat.ccCreative Director: Jon Carney Photographer: Mark CrickPublished: January 2014Short Rationale (optional): London’s foodie community is on-the-go, with customers researching destinations on multiple devices. So we created a fully response site which works across web, mobile and tablet and designed it so that it feels like a mobile app, so that it is a functional and useful tool but also merges the brand story with beautiful design and functionality.
Rufus Leonard/101: Scottish Widows relaunch
Brand: Scottish WidowsTitle(s): The relaunch of an iconHeadline and copy text (in English): Life feels better when you have a planBranding agency: Rufus LeonardAgency website: http://www.rufusleonard.com/Creative Director: James RamsdenCreative Lead: Anita SchnableCreative / Ad agency: 101Art Director: Tanya HolbrookCopywriter: Augusto Sola & Philip KitchingAdditional credits: Media MECPublished: February 2014Short rationale (optional): Scottish Widows aims to help ease the nation’s anxiety over the future by helping recognise that having a plan in place can help people worry less about tomorrow and let them enjoy the here and now. The new identity which draws on the rich heritage and powerful equity of the brand whilst making it relevant to a contemporary audience.
3 Advertising: Michael Barley corporate identity
Brand: Michael BarleyTitle(s): Corporate IdentityAgency: 3 Advertising, Albuquerque, NM, United StatesAgency Website: http://www.3advertising.com/Creative Director: Sam MaclayDesigner: Tim McGrathAdditional Credits: Printer: Studio on Fire Published: 2014Short Rationale (optional): 3Advertising developed a concept where each business card acts as a mini-sleeve for a portfolio sample. The client, Michael Barley is a well-known photographer in New Mexico with a solid base of agency and direct clients. However, he had decided to move to the Houston area, where he was relatively unknown and faced with having to develop a reputation from square one.
Piper Design Co: Oola Distillery
Brand:Oola DistilleryAgency: Piper Design Co., Seattle, WA, USAAgency Website: http://piperdesignco.comCreative Director: Brian PiperArt Director: Brian PiperShort rationale (optional):Located in the Capitol HIll neighborhood of Seattle, Oola Distillery produces handcrafted batches of premium distilled spirits. Piper Design Co. branded a handcrafted aura, where each label gives you the sensation of a vintage bottled whiskey, vodka, or gin that a perfect gentleman would drink.
SomeOne: The Mill branding
Brand:The MillTitle(s): The MillAgency: SomeOne, London, UKAgency website: http://www.SomeOneInLondon.comExecutive Creative Director: Simon ManchippDesign Partner: Laura HusseyDesigner: Lee DaviesProject Manager: Stephanie TylerShort rationale (optional):The Mill has worked with London based branding specialists, SomeOne to create an cohesive and connected way of communicating across the multiple disciplines and its four offices in London, New York, Los Angeles and Chicago.2014 promises significant growth for the business with further expansion it in US offices and a re-location to purpose-designed premises in London’s Fitzrovia.2013 saw the launch of Mill+, the creatively-led offering that enables a high-profile and celebrated roster of creative directors, designers and animators to work directly with agencies and advertisers.An interconnected but independent visual brand identity was developed for Mill+ to enable the group to have its own voice.From the clocks that countdown the beginning of the next global blockbusting advertising campaign, to the notebooks provided in edit suites, The Mill now demonstrates a level of care, craft and attention that it has always held dear.
Digit: Kabuto - The Kabuto Way: The Power of Good Food
Brand: KabutoTitle(s): The Kabuto Way: The Power of Good FoodAgency: DigitAgency Website: http://www.digitlondon.com/Executive Creative Director: Henry BrookPublished: January 2014Short Rationale (optional): Upmarket instant noodle makers, Kabuto Noodles has unveiled a new advertising campaign playing on TV screens across the UK. The TV advert uses a striking illustrated animation style that visualises cultural metaphors to bring to life The Kabuto Way: The Power of Good Food. For the first time, the creative direction puts the products and authenticity of Kabuto Noodles on centre stage.The TV campaign will run across Comedy Central and MTV and is part of a continued investment in above-the-line marketing by the brand in the UK.
Bunch: Cerovski Print Boutique identity
Brand: Cerovski Print BoutiqueTitle(s): CerovskiAgency: Bunch, London, UKAgency website: http://www.bunchdesign.comCreative Director: Denis KovacArt Director: Denis KovacPhotographer: Vanja Solin (Proces15) Published: February 2014.Short rationale (optional): Croatian print production studio Cerovski worked with design agency Bunch to develop a new brand identity for the studio—including custom logotype and typeface, website, and printed collateral.
Gravity Road: The Debrief, Bauer Media
Brand: The Debrief, Bauer MediaTitle(s): The Debrief Agency: Gravity Road, London, UK Agency Website: http://www.gravityroad.com/Creative Director: Mark Eaves and Mark Boyd Art Director: Shruti Veeramachineni & Sion PhillipsPhotographer: Jim EyreAdditional Credits: Business Director: Mary NguyenAgency Producer: Rich AdkinsPhotographer's Agent: (www.germaine.co.uk)Production: It’s All Sorted Productions (www.itsallsorted.co.uk)Short rationale (optional): For Bauer’s first digital title Gravity Road created a brand identity for a connected, mobile audience. It has the ability to evolve and change, making it both playful & flexible.Part of the insight for launch was to tap into the precise experience of how this audience consumes content on different platforms, so experimenting with pre-roll was a great way of working with a content space that a lot of brands agencies aren’t exploring yet.
ECHO: Unilever, Degree for Women Motionsense - integrated packaging designs (structure and graphics)
Brand: Unilever, Degree for Women MotionsenseTitle(s): New integrated packaging designs (structure and graphics) Headline and copy text (in English): ECHO designs packaging for Unilever’s new Degree for Women Motionsense Agency: ECHO, LondonAgency website: http://www.echobranddesign.comECHO team: Christy Davies, Martin Greeves, Niall McRiner and Philip Crewe (Design) and Denise Poole (Account Management)Published: January 2014Short rationale (optional): ECHO designed the packaging for Unilever’s Degree for Women Motionsense stick deodorant range in record time. Prompted by market challenges, Unilever needed packaging designs that would enhance Degree’s premium values and enable the brand to leap over and above its competitors, whilst being sustainable and improving economies of scale. Working in close partnership with Unilever, ECHO acted as a hub of efficiency, drawing on their expertise in both structural and graphic design to help coordinate all stages of the design process. This enabled faster decisions and reduced innovation time by half, progressing from concept to final design lock in just seven months.The redesigned Degree Motionsense range has a fresher and more aspirational look that expresses vibrancy and elegance. New graphic elements on pack include a modernised, more prominent master brand mark (the Tick) and refreshed sub-branding with vibrant variant expressions. The new ergonomic structure works with the elegance of the brand’s graphics. Two thin walled components combine to create visible depth and a more sculpted, feminine form giving a more sensorial user-experience. And the use of translucent materials modernises the teal of the previous Degree packaging. The Degree for Women Motionsense range consists of seven variants, including three new variants, Peach Burst, Tropical Rush and Berry Cool and existing core products – Shower Clean, Sheer Powder and Fresh Energy, as well as Sexy Intrigue.
