Creative Works: Featuring Grey New York, AMV BBDO, Karmarama and more


By Rebecca Stewart | Trends Editor

June 23, 2014 | 15 min read

This week The Drum, in association with Undertone, is publishing 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 (9 July) in the Creative Works spread. Other popular entrants will also be considered for the print edition. Submit your vote before Monday 30 June to guarantee your favourite makes it into the printed magazine.

To submit work for future publication contact For voting updates and more follow The Drum Creative Works on Twitter - @TheDrumCreative.

Team Red and AKQA: Vodafone 'Take back the city'

Brand: VodafoneTitle(s): Take back the cityAgency: Team Red and AKQAAgency Website: http://www.akqa.comCreative Director: Greg Mullen, Alastair MillsArt Director: Ben BassetCopywriter: Jasmine PhullPhotographer: Lee SharpAdditional Credits: Events Company: WassermanPublished: June 2014Short Rationale (optional): 'Take back the city' is part of Vodafone's 'First's' global campaign to enable people to do extraordinary things for the first time using technology.

Grey New York: Pantene 'Not Sorry'

Brand: PanteneTitle(s): Not SorryAgency: Grey New YorkAgency Website: Creative Officer: Tor MyrenGroup Global Creative Director: Joanna CarverCreative Director: Tanner SheaArt Director: Tanner SheaAdditional Credits: Director Broadcast Production: Bennett McCarrollAgency Executive Producer: Judi Nierman Agency Producer: Jimmy Wade Production Company: Community FilmsDirector: Pam ThomasDirector of Photography: Jim Frohna Editor: Holle Singer/ConsulateAgency Music Producer: Ben DorenfeldMusic / Sound Design: Q DepartmentPublished: June 2014

Robot Food: Stephenson Personal Care 'Brand Refresh'

Brand: Stephenson Personal Care Title(s): Brand Refresh Agency: Robot FoodAgency Website: Director: Simon ForsterArt Director: Mike Johns Photographer: Mike Johns Published: June 2014Short Rationale (optional): Stephenson Personal Care wanted a fresh brand expression that would shout proud about their heritage, help them ply their trade overseas and flex across their various product formats. Brand and packaging design consultancy, Robot Food, rolled up their sleeves and got to work on a new identity that’s clinical without being cold.

AMV BBDO: Pepsi Max 'The Unbelievable Game'

Brand: Pepsi MaxTitle(s): The Unbelievable Game Agency: AMV BBDOAgency Website: Director: Colin Jones, Phil MartinArt Director: Richard PerettiCopywriter: Gary Lathwell Additional Credits: Agency Planner: Peter Zezulka Agency Account Man: Kristiana Grant, Emily WallaceAgency Producer: Christina HermannMedia Agency: OMDMedia Planner: Isobel DracupProduction Company: HSIDirector: Frank Sauer, Sebastian LindaProduction Co. Producer: Scott O'DonnellPost Production Company: AMVBBDO LABAudio Post Production: AMVBBDO LABPublished: June 2014Short Rationale (optional): The “Unbelievable Game” is a unique film that brings together the art of football and the creativity of freestyle. Using inflatable trick mats and disguising them to look like an ordinary pitch, Pepsi Max invited six football freestylers and six free runners to play in the Unbelievable game – surprising unsuspecting onlookers and the passing public.

Construct: Radiance 'Brand identity for Radiance Cleanse '

Brand: Radiance Title(s): Brand identity for Radiance Cleanse Agency: ConstructAgency Website: Creative Director: Construct Published: June 2014Short Rationale (optional): A series of still life images, conceived and art directed by Construct, is the latest manifestation of a comprehensive brand identity for Radiance Cleanse by the design agency that specialises in brand strategy and creative direction for luxury brands.The Construct photographs, which feature on the website and promotional materials, highlight the purity of the organic ingredients and natural processes used to create the juices. They take their inspiration from the visual language of sophisticated fashion editorial.The campaign developed by Construct complements the identity, packaging, labels, website and print collateral developed to represent the brand. Visually, it positions Radiance Cleanse as the antithesis of worthy, high street health foods. The marque is a seal of excellence while the clear bottles focus attention on the pure, 100 per cent organic ingredients. Numbered caps help to identify which juice sits where within a bespoke internal ‘cleanse’ programme. The labels have a simple purity with hand writing to give the packaging a personal touch that reinforces the fact that the bespoke programmes are developed for each individual.

SomeOne: Cornerstone Telecommunications Infrastructure Ltd (CTIL) 'Brand Identity'

Brand: Cornerstone Telecommunications Infrastructure Ltd (CTIL)Title(s): Brand IdentityAgency: SomeOne Agency Website: Director: Gary HoltArt Director: Helen AltoungarianPublished: June 2014Short Rationale (optional): Over the last few years Vodafone and Telefónica (O2) have been operating a network sharing agreement that allows each company to share the other party’s installation wherever practical.This has led to the formation of a new joint company – Cornerstone Telecommunications Infrastructure Ltd (CTIL). SomeOne were asked to create an identity for this new partnership.SomeOne founder Gary Holt says of the new work ‘Rather than simply appearing as a passive ‘done deal’ – we created a design system that keeps CTIL active. Enabling people to experience and talk about the depth of offer that CTIL brings to the market.’With a Brand World based on layers – each time it’s seen, the visual work can be configured differently, enabling people to discover a new layer at each interaction. A modular bespoke typeface runs through the applications, this too is made of layers. Lead designer on the project, Helen Altoungarian explains ‘The colour layers also work as a navigation system that indicate where the reader is in presentations or documents. It can be used to brand without repetitive badging in deeper user experiences.’

180 Amsterdam: Replay 'Eco-Warriors for L.I.F.E'

Brand: ReplayTitle(s): Eco-Warriors for L.I.F.E Agency: 180 Amsterdam Agency Website: and Chief Creative Officer: Al MoseleyManaging Director: Stephen CorlettCreative Director: Martin TerhartArt Director: Stephane LecoqCopywriter: Martin Beswick Additional Credits: Head of Production: Susan CookProducer: Neil HenryBrand Director: Emma HollandAccount Director: Simone RaspagniBusiness Affairs: Nora AdamsPlanning Director: Jonas VailCommunications Planning Director: Richard OldfieldProject Manager: Anne-Marie OverveldProductionProduction company: Pulse FilmsDirector: Dave MaDP: Ross MclennanProducer: Rik GreenExecutive Producer: James SortonProduction Designer: Andreea GherghelStylist: Oana DraghiciCasting company: Barbara Pflister CastingCasting Director: Barbara PflisterPost-productionEditorial company: The Gentleman's ClubEditor: Will JudgeProducer: Claire FordOnline edit facility: MPC AmsterdamFlame Artist: Jonathan BoxProducer/contact: Sharuddin Rosunally, Amy RichardsonColorist: James Tillett, MPC New YorkMusic: sound designMusic company: Sonar MusicComposer: Alejandro Gomez - SanchezSound designer: Alejandro Gomez - SanchezProducer: Miranda CulleyRecording/mixRecording studio: Wave Studios AmsterdamSound Engineer: Randall MacdonaldPublished: June 2014Short Rationale (optional): For the unveiling of the Laserblast L.I.F.E. collection, fashion brand Replay champions real-life activists as models. These Eco-Warriors for L.I.F.E. all share an irrepressible passion and spirit, and embody the attitude of Replay's rebellious spirit. This bold campaign, developed by creative agency 180 Amsterdam, features graphic depictions of clashes between activist rebels and heavily armored authority figures. It launches this month and comprises a dramatic two-minute film championing the Eco-Warriors’ determination to fight for the environment, and a series of authentic campaign images, to be launched at Replay stores around the world and via a digital advertising.

TBWA\Paris: Amnesty International 'Pens'

Brand: Amnesty International Title(s): PensAgency: TBWA\ParisAgency Website: Director: Phillippe Taroux, Benoit LerouxArt Director: Ingrid VaretzCopywriter: Ingrid VaretzAdditional Credits: Head of TV: Maxime BoironTV Producer: Amer ZoghbiSound: Else/Oliver Lefebvre, Benoit Dunaigre, Phillippe Mineur, Ferdinand HuetMusic: Paolo Nutini/Dave Nelson, Charlie ChaplinProduction Company: / James Hagger, Aurelie Chevalier, Cecile Alvarez, Charles-Philippe Bowles, Thomas BidartDirector - Onur SenturkCo-Production and Post-Production: One More / Benjamin Darras, Johnny Alves, John Meunier, Nicolas Larrouquere, Romain BouileauAmnesty International France Representatives: Bertin Leblanc, Arnaud HumblotAgency Representatives : Anne Vincent, Laure Lagarde, Isabelle DrayPublished: June 2014Short Rationale (optional): In order to raise awareness of its causes, Amnesty International France is back with TBWA\Paris, its advertising agency for more than 10 years, with the launch of a new film celebrating the association’s process of mobilisation and its backbone in contributions: the signatures of supporters.The film follows the ominous course of a persecuted protestor: arrest, detention, physical cruelty but mainly focusing on the release once thousands of pens petition to release the man from his incarceration.

adam&eveDDB: Harvey Nichols 'Bad Fit'

Brand: Harvey NicholsTitle(s): Bad FitAgency: adam&eveDDBAgency Website: Creative Director: Ben Tollett, Emer Stamp, Ben Priest Creative Team: Rick Brim, Daniel FisherPhotographer: Matt Irwin Additional Credits: Planner: Jessica LovellProject Manager: Kirsty PetrieRetouching: Gareth Ling, Sophie LawesArt Buyer: Daniel MooreyStylist: Celestine CooneyPhotographer's Agency: CLM (Angele Alberti)Media Agency: PHD RocketMedia Planner: Helen MoylePublished: June 2014Short Rationale (optional): Adam&eveDDB’s new campaign for Harvey Nichols highlights the perils of missing out on the start of the sale.Photographed by Matt Irwin, the style of the campaign mimics typical fashion advertising but on closer inspection the clothes are comically under or over sized. It features the line ‘The Harvey Nichols Sale. Best get there early.’

The Union: Scottish Government (Play Talk Read) 'Start'

Brand: Scottish Government (Play Talk Read)Title(s): StartAgency: The UnionAgency Website: Creative Director: Michael HartArt Director: Andrew MuenchowCopywriter: Michael HartAdditional Credits: Production company: MTPDirector: Ben CraigPublished: June 2014

The House Worldwide: ghd 'Aura'

Brand: ghdTitle(s): AuraAgency: The House WorldwideAgency Website: Director: Liz Gilmore Creative: Emma CastagnoAdditional Credits: Managing Partner: Ben StobartAccount Director: Jo LeekAccount Executive: Amy MiallPlanner: Chris ChardHead of Production: Matt C MinorFilm Production: WandaDirector: Leila & Damien De BlinkkProducer: Bonnie Anthony Executive Producer: Abi HodsonPhotography: Natasha Braier Production Design: Anna BurnsCostume/Wardrobe: Cathy EdwardsHair Design: Sam McKnightEditor: Dan Sherwen @ Final CutColourist: Aline Sinquin @ MPCSound Design: Dan Beckwith @ FactoryComposer: Ian WilliamsPublished: June 2014

Karmarama: Clydesdale Bank 'We care about here'

Brand: Clydesdale BankTitle(s): We care about hereAgency: KarmaramaAgency Website: Director: Sam Walker, Joe de SouzaCreative: Simon Connor, Stephen CrossAdditional Credits: Business Director: Calli LouisPlanner: Will HodgeTV Producer: James FaupelFilm Production: OutsiderDirector: Scott LyonProducer: Zeno Campbell-SalmonPhotography: Tom Townend Production Design: John BeardProduction Manager: Samantha Chitty1st AD: Jez OakleyEditor: Art JonesVFX: Gemma Humphries (Producer) @ The MillColourist: Seamus O'Kane @ The MillSound Design: Munzie Thind @ Grand Central Published: June 2014

Sideshow: Breast Cancer Campaign '‘Spread the word’

Brand: Breast Cancer CampaignTitle(s): ‘Spread the word’ Headline and copy text (in English): Breast Cancer Campaign launches emotive campaign to highlight that more needs to be done to stop women dying of breast cancer. Agency: Sideshow, Bournemouth, UKAgency website: www.sideshowagency.comCreative Director: Tony HillArt Director: Simon TameCopywriter: Rachel MolaviPhotographer: John AngersonPublished: June, 2014

ArcadeBox Creative: Temperance Beer Co. 'Temperance Beer Co. Craft Beer Cans'

Brand: Temperance Beer Co.Title(s): Temperance Beer Co. Craft Beer CansHeadline and copy text (in English): Temperance Movement. Meet Temperance Beer.Agency: ArcadeBox Creative, Tampa, USAAgency website: www.arcadeboxcreative.comCreative Director: Nicolas GomezArt Director: Nicolas GomezIllustrator: Nicolas GomezPublished: May, 2014

Davie Brown Entertainment: Dove 'Calls for Dad #RealDadMoments'

Brand: DoveTitle: Calls for Dad #RealDadMomentsAgency: Davie Brown EntertainmentAgency website: Creative Director: Marc GilbarAgency Producer: Ben GreenbergAdditional Credits: Production Company: Stun CreativePrincipals: Mark Feldstein, Brad RothDirector: Rob MeltzerDirector of Photography: Eric HaasePost Producer: Brad FoxEditors: Rob Meltzer, Dayne TanoikaPublished: June 2014

Southpaw: Southpaw agency rebrand

We are Southpaw from Southpaw on Vimeo.

Brand: SouthpawTitle(s): Agency RebrandHeadline and copy text (in English): Led by former joint chief executive of iris London, Tom Poynter, Southpaw will work with challenger brands which need to disrupt, break through and outperform, rather than outspend their competition.Agency: Southpaw, Tunbridge Wells, UKAgency website: (@SouthpawAgency)Creative Director: Glenn Smith (@MrGlennSmith) & Craig Roderick (@pilot1974)Art Director: Kamran Akram (@KamAkram)Copywriter: Glenn SmithIllustrator: Kamran AkramPhotographer: Kamran AkramAdditional credits: Digital Designer: Martin Davies (@iamMartinDavies), Alex Webster (@AlexWebster5) & Liam Hayes (@_LiamHayes)Published: April, 2014Short rationale (optional): Rebranding was a big step forward in the development of our agency, formerly known as Nexus/H. We have been in existence for 44 years, initially launching with Honda with whom today we have a deep and meaningful relationship across Europe.Over those four and a half decades our agency has grown, developed and morphed as marketing channels have ignited and matured.As an agency, we want to engage with challenger brands who are looking for marketing minds to help outperform rather than outspend the competition. And to do this, we deliver “Brave Thinking” - ideas that disrupt as well as persuade, whilst building equity into our client’s products and services.The agency that will deliver all of this is called Southpaw.


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