Every week The Drum publishes a selection of new Creative Works.
You can vote for the work you like best, simply by clicking the 'Like' button beside the work, and the winner will be featured in the next issue of The Drum (28 May) in the Creative Works spread. Other popular entrants will also be considered for the print edition. Submit your vote before Monday 12 May 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.
McCann London: Cannes Lions 2014
Brand: Cannes Lions 2014Title(s): Pumped Agency: McCann LondonAgency Website: http://mccannlondon.co.uk/Chief Creative Officer: Rob Doubal, Lolly ThomsonCreative Director: Mike Oughton Art Director: Simon HeptonCopywriter: Mike OughtonPhotographer: Max Oppenheim Additional Credits: Digital Team: Thomas Ilum, Carl RappTypographer: Gary ToddProducer: Anna HendersonClient: Senta Slingerland, Cannes LionsPublished: April 2014Short Rationale (optional): McCann London has created the 2014 ad campaign for the Cannes Lions International Festival of Creativity, which runs from June 15-21. The print series, shot by award-winning photographer Max Oppenheim, perfects the art of stock photography with world-renowned creative professionals portrayed as super-positive, fist-pumping models. The campaign highlights the fact that attending the world’s leading festival of creativity and being surrounded by the greatest creative work and people on the planet is a hugely valuable experience. It inspires delegates to return to work with renewed enthusiasm, like a reset button of the creative mojo of even the most senior/jaded industry figures.
Workbrands: Frank Harris & Co brand identity
Brand: Frank Harris & CoTitle: Brand Identity Agency: Workbrands, Bristol, UKAgency website: http://www.workbrands.co.uk/Designer: Simon TandyPublished: March 2014Short rationale: Brand design agency Workbrands has created a new brand identity for Central London estate agent Frank Harris & Co, a sister firm of Jackson-Stops & Staff. With increasing competition from other estate agents, the Frank Harris brand required a complete overhaul in order to stand out and to represent the personalised service that they offer. The new identity needed to convey Frank Harris as a dynamic, contemporary, results-driven agency with a strong history and wealth of experience.
Engine and Partners Andrews Aldridge: The Payments Council print campaign
Brand: The Payments Council Title(s): Paym Agency: Engine and Partners Andrews AldridgeCreative Director: Steve AldridgeArt Director: Paul CrumpCopywriter: Vicky MurfittIllustrator: James LancettAdditional Credits: Media agency: The 7StarsBrand agency: Calling BrandsPublished: April 2014Short Rationale (optional): Paym, the new mobile payments service from the Payments Council, has officially launched today through a new national communications campaign created by Engine. Activity includes outdoor, print, radio, online and social media work, using animated characters to help highlight the numerous benefits of the new Paym service. A series of Vines and Instagram videos have also been created to showcase scenarios that require the ease and speed of Paym’s offering.
BBH London: Ladbrokes 'The Ladbrokes Life'
Brand: LabrokesTitle(s): The Ladbrokes LifeAgency: BBH LondonAgency Website: http://www.bartleboglehegarty.com BBH Deputy ECD: David KolbuszBBH Creative Director: Sam Oliver, Shish PatelBBH Creative Teams: Simon Pearse & Emmanuel Saint M’Leux, Drew Haselhurst & Dan DehlaviAdditional Credits: BBH Producer: Rachel HoughBBH Team Manager: Katie VineBBH Team Director: Tim HarveyBBH Strategic Business Lead: Neil YoxallBBH Strategy Director: Ben ShawBBH Global Director of Engagement Planning: Kevin BrownFilm Credits: BBH Producer: Rachel HoughBBH Assistant Producer: Karen FungProduction Company: IndependentDirector: Gary Freedman - The Glue SocietyProduction Company MD: Jani GuestProducer: Jason KempDoP: Stéphane Fontaine Post Production: The MillEditor/Editing House: The PlayroomSound: Sam Ashwell @ 750 mphIllustrator: Jimmy TurrellPrint Credits: Art Producer: Louisa GrayPhotographer: Josh ShinnerIllustrator: Jimmy TurrellDesigner: Rob Wilson / Sid RussellPublished: April 2014Short Rationale (optional): ‘The Ladbrokes Life’ heroes five characters who each represent a different quality and type of bettor. The characters are championed across all aspects of the campaign including press, outdoor, social and TV. The campaign launches with a 60 second film shot by Gary Freeman of the Glue Society. The new campaign is a real step change for Ladbrokes and the category as a whole. BBH has created a unique positioning which takes Ladbrokes away from the bet (screaming odds/shouting prices), and focuses on the bettor - celebrating the admirable characteristics that having a bet signifies.
Wieden+Kennedy Amsterdam: Booking.com 'Brainless'
Brand: Booking.comTitle(s): BrianlessAgency: W+K Amsterdam Agency Website: http://www.wkamst.comExecutive Creative Director: Mark Bernath, Eric QuennoyCreative Director: Genevieve Hoey, Zach WatkinsArt Director: Kia HeinnenCopywriter: Zoe HawkinsAdditional Credits: Head of Broadcast Production: Erik VerheijenBroadcast Producer: Elissa SingstockPlanner: Daisy PlummerCommunications Planner: Richard OldfieldGroup Account Director: Jordi PontAccount Director: Courtney TrullAccount Manager: Alex AllcottProject Manager: Jackie BarbourBusiness Affairs: Emilie DouqueFilm Production: Production Company: TraktorDirector: TraktorDirector of Photography: Bojan BazelliProducer: Rani MelendezEditing Company: Final Cut LondonEditor: Edward LineAudio Post: Grand Central Recording Studios, LondonSound Designer/Mixer: Raja SehgalMusic: ABOMB Music LondonPost Production: MPC AmsterdamVFX Supervisor: Franck LambertzColourist: Jean-Clement SoretVFX Producer: Julie EvansMedia Agency: W+K NYPublished: April 2014Short Rationale (optional): Findings released as part of the first Solo Travel Report commissioned by Booking.com, has revealed half of female solo travel enthusiasts (50 per cent) are now more likely to holiday alone than they were five years ago. Whilst it might be the assumption that solo travel could be about an escape from everyday mundane life, the report showed that these women are more inclined to want to get away from it all to experience new cultures, with two thirds (65 per cent) saying they actually feel more confident when taking a trip by themselves.Created with Wieden+Kennedy Amsterdam, the 30-second ‘Brianless’ TVC celebrates this insight and the empowerment of the woman solo-traveller. The film tells the story of Jen, who loves her partner Brian, but doesn’t necessarily love the same type of holiday he does. Will she miss him or will this be her vacation of a lifetime?
Red Bee Media: Dave brand refresh
Brand: DaveTitle(s): Brand RefreshAgency: Red Bee MediaAgency website: http://www.redbeemedia.com/Group Creative Director: Ruth Shabi Creative Director: Janine Kelly Producer: Susanne Freyberg, Sally Rawlings Additional Credits: Ident Director: Matt Rhodes Identity Creative Director: Jane Fielder Design Director: Katy Clemmans Business Director: Ben Scoggins / Eve Hacking Account Director: Christopher GodfreePublished: April 2014Short rationale (optional): Our challenge was to refresh the channel, both on and off air, giving it a smarter and more grown up look and feel, whilst maintaining the distinct personality that we established back in 2007 when the brand was launched. The main aim was to offer an identity more in keeping with the broader range of content available – moving away from the long-standing flock wallpaper and gilded frames, towards something that could work across all media, whilst ensuring Dave’s unique style of wit was still the driving force behind the brand.
Noah: Jackpot 247 TV campaign
Brand: Jackpot247Agency: NoahAgency Website: http://www.noahlondon.comWriter: Chas BayfieldArt director: Dave JennerDirector: Giles RipleyProduction Company: PartizanPublished: April 2014Short Rationale (optional): Jackpot247 allows players to win jackpots twenty four hours a day, seven days a week, regardless of where they are in the UK. However, there are places in Britain where there is little or no mobile internet reception, making it impossible to win jackpots 24/7 and it is these locations that Jackpot247 wants to name and shame.
Smiling Wolf: HVH brand identity
Brand: HVHTitle(s): Brand identity for www.madebyhvh.co.ukAgency: Smiling Wolf, Liverpool & London, UKAgency website: http://www.smilingwolf.co.ukCreative Director: Simon RhodesArt Director: Simon RhodesIllustrator: Heather AlmondPhotographer: Dan KenyonPublished: April 2014Short rationale (optional): Smiling Wolf has developed branding and website for new furniture company HVH.HVH are restorers and reinventors of pre-loved 20th Century furniture in carefully selected, sophisticated fabrics using the time-honoured skills and craftsmanship of a team of restorers and artisans in central England. Usually upholstered and always featuring beautifully restored base elements such as wood and metal frames, HVH designs are as robust and fit for purpose as they are talking points for those who understand good design.
Brand: Pernod RicardTitle(s): Olmeca Tequila redesign Agency: Coley Porter BellAgency Website: http://www.cpb.co.uk/Designer: Stuart HummIllustrator: Chris Mitchell (Olmeca head icon only) Additional Credits: Planner/CSU: John ClarkPublished: April 2014Short Rationale (optional): Created to deliver the brand’s premium positioning and its authentic Mexican heritage, Coley Porter Bell has retained the bottle’s distinctive square shape but has reinstated its orange peel glass texture with a hammered-esque glass to generate a more contemporary feel. The Mexican-style hieroglyphs now tell the story of the production, depicting the agave plants, the mountains of Los Altos and the Tahona stone, in acknowledgement of the traditional process used at the Olmeca distillery in Los Altos, Jalisco. In keeping with the brand’s Mexican legacy, the Olmec head icon, illustrated by Chris Mitchell, has more stature and the identity has been redrawn with a more contemporary, simplified logo.Coley Porter Bell has also introduced a new illustration of the Tahona stone to the bottle which acts as a seal of quality, and the inclusion of Master Distiller Jesus Hernandez’s signature – an acknowledged expert in the tequila industry – adds reassurance and further quality cues. The consultancy has also introduced the agave plant watermark and decluttered the label and capsule by adding fresher, brighter colours with more contrast and movement, injecting energy and intrigue.
Ogilvy & Mather: Center for Psychological Research, Shenyang 'Words can be Weapons'
Brand: Center for Psychological Research, ShenyangTitle(s): Words can be WeaponsAgency: Ogilvy & Mather, Beijing Agency Website: http://www.ogilvy.com/Creative Director: Graham Fink, Juggi Ramakrishnan, Wilson Chow, Doug Schiff, Xingsheng QiDesigner: Yong Xie, Xingsheng Qi, Soonguan Poh, Jason WangArt Director: Xingsheng Qi, Xiaodong Xiao, Lei Fu, Kaixin Li, Yong Xie, Fei WangCopywriter: GuiLin Bo, Chuyu Li, Juggi Ramakrishnan, Wilson ChowAdditional Credits: Video Editor: Morris KuCreative Technologists: Eric Wu, Rita Yang, Quentina YangWeb Designer: Jason WeeFilm Producer: Jing LiSocial Media Leads: Jeremy Webb, Bob WangContent and KOL Manager: Ben XuPlatform Technical Support: Frank ChenExposure: Digital, offline event, social media, outdoorMusic Producers: Massive Music, ShanghaiPublished: April 2014Short Rationale (optional): The Center for Psychological Research, Shenyang and Ogilvy & Mather, Beijing (“O&M”) have joined hands to launch a creative campaign that raises Chinese public awareness of the serious and detrimental effects of verbal abuse.O&M worked with renowned artist and professor Yong Xie from Shenyang to handcraft those hurtful words out of hard nickel-plated steel. The words are crafted in such a way that they can be reassembled into the shapes of lethal weapons like a gun, a knife and an axe –the same weapons that the teens used to commit their crimes. The work demonstrates how abusive words can actually become weapons.The word-weapons were showcased at an interactive exhibition in a highly-trafficked shopping center in Shenyang. Shoppers and passers-by interacted with the word-weapons and engaged through touch screens and tablets on-site. More than 600 people participated in the two-day event.
Brand: Roots & BulbsTitle(s): Branding, Packaging & Interior DesignHeadline and copy text (in English): Robot Food Designs The Future Of High Street FoodAgency: Robot FoodAgency website: http://www.robot-food.comCreative Director: Simon ForsterArt Director: Martin WiddowfieldCopywriter: Simon ForsterIllustrator: Mike JohnsPublished: April 2014Short rationale (optional): Juicing has taken the UK by storm and new company, Roots & Bulbs, has responded with London’s first cold pressed juice bar. Their first shop recently opened on Thayer Street (off Marylebone High Street) with branding and packaging by renowned branding agency, Robot Food. Stories of celebrity juice diets and the health benefits of juicing are widespread, and with John Lewis reporting a 1000 per cent increase in sales of juicers from 2012 to 2013, it seems juicing is here to stay.Robot Food created the brand tone and designed the branding, packaging, printed material, signage and in-store advertising. A logo was also developed for ‘The Smoothie Bar’ with a neon sign commissioned to Leeds neon artist, Neoncraft. The packaging and in-store messaging is simple and informative, with categories such as ‘G’ for Greens, ‘C’ for Carrot and ‘A’ for Almond Milk. Numbers have been added to the initials to signify sweetness in the style of a periodic table, and staff proclaim their own juice choice on the back of their T-shirt.
