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Creative Showcase: Featuring CHI & Partners, Karmarama, Ogilvy & Mather Japan and more


By Rebecca Stewart | Trends Editor

July 14, 2014 | 28 min read

As some of you may have noticed on our Twitter feed Creative Works has rebranded as Creative Showcase.

As always this section, which is run in association with Undertone, is dedicated to showing the best creative work and gives you, the reader, the chance to decide what we show within The Drum magazine.

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 (6 August) in the Creative Showcase spread. Other popular entrants will also be considered for the print edition.

Submit your vote before Monday 21 July 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 Showcase on Twitter -@TheDrumCreative.

Grey Spain: Room Mate 'Sleep Over app'

Brand: Room Mate

Title(s): Sleep Over app

Agency: Grey Spain

Agency Website:

Creative Managing Director: Antonio Montero

Digital Creative Director: Enric Nel.lo

Managing Director: Roberto Sánchez Simón

Copy: Mar Arrieta

Art Director: Marta Domínguez

Additional Credits: Account manager: Lucía Gómez Hortigüela

Account executive: Fran Nieves

Head of digital production: Joaquin García-Morato

Digital production: Miguel García Sanguino, Emilio López, Juanjo Rogado

Published: July 2014

Short Rationale (optional): Sleep Over, an innovative gaming-based app that rewards users for spending nights away from home.

Sleep Over is an inventive take on the loyalty-based program app, awarding travellers for doing what they do best: exploring the world.

The further travellers venture away from home, the more points they receive, with even more points awarded for staying at a Room Mate hotel. From visiting a neighbouring city to traveling to another country, users are able to check in to various overnight locations to earn credits toward future hotel perks.

Users can receive additional points each time they share an activity on their personal social media pages, which are then redeemed for future stays on items including exclusive discounts, free cocktails, complimentary breakfast, room upgrades, hotel nights, and more. Guests can also book their next Room Mate hotel stay directly from the app.

Developed by Grey Spain, the app is Room Mate’s first foray into the mobile space. Room Mate’s Sleep Over app promotes urban adventure by giving guests the tools and incentive to explore new destinations.

Ogilvy & Mather Japan: ADOT 'Words Kill Wars'

Brand: ADOT

Title(s): Words Kill Wars

Agency: Ogilvy & Mather Japan

Agency Website:

Chief Creative Officer: Ajab Samrai

Creative Director: Federico Garcia

Copywriter: Federico Garcia

Art Director: Junkichi Tatsuki

Film Production: ASD Lionheart

Director: Dan Nathan

Producer: Anthony Taylor

Photographer: Angus Hudson

Visual FX: Liz Oliver (Producer), Richard Coley (Supervisor) @ Framestore London

Sound Design: Chris Turner @ Jungle

Published: 2014

WCRS: 'Storytime sounds'


Title(s): Storytime Sounds

Agency: WCRS

Agency Website:

Creative Director: Christopher Ringsell

Creatives: Katy Hopkins, Steve Hawthorne

Designer: Nikki Scott

Illustrator: Stephen Cheetham

Additional Credits: Agency Producer: Bobby Parmar

Account Director: Kevin Smith

Production Company: Jam

Published: July 2014

Short Rationale (optional): Following on from their successful Father’s Day campaign, has created a storytime app to help make children’s storytimes less ordinary.

The ‘Storytime Sounds’ app, created by WCRS, brings stories to life with a range of fun sound effects for children of all ages.

The free iPhone app contains five themes which allow the user to explore outer space one night, visit a lost world the next, then sail the seven seas.

Whether reading from a book or making up a story, the storyteller can pick from a range of less ordinary themes.

Ogilvy & Mather London: Expedia 'Travel Yourself Interesting'

Brand: Expedia

Title(s): Travel Yourself Interesting

Agency: Ogilvy & Mather London

Agency Website:

Executive Creative Director: Gerry Human

Copywriter: Simon Lotze

Art director: Miguel Nunes

Additional Credits: Planner: Mattijs Devroedt

​Account Lead/Director: Mark Lainas, Larry Ball-Piatti

​Account Manager: Briony Gittins, Joseph Grigg, Anastacia Selezneva

​Media Agency: PHD

Production Company: TV – Moxie Productions, Online Film – Disqo

​Music Track: Travel Yourself Interesting: Siren Music – Stuart Hancock

Director: Frank Todaro

Production Company: Moxie

Producer: Alecia Farren

Director of Photography: Richard Mott

Editor: Rich Orrick

Agency Producer: Henry Huang

Post Production / VFX: MPC

Published: July 2014

Short Rationale (optional): Ogilvy & Mather London's new integrated, pan-European campaign for leading online travel retailer, Expedia, uses the flexibility of the ‘Travel Yourself Interesting’ platform to elevate the product to centre stage.

The new campaign features three new TVCs that demonstrate the truth that travel makes you a more interesting person.

With product messages at their heart, the TV ads are accompanied by targeted online films that aim to interrupt consumers on YouTube, Facebook and VOD and challenge them to move away from the computer screen and 'travel themselves interesting'.

Each of the TV ads shines a spotlight on the underdog who always comes out on top.

Red Bee Media: UKTV 'Monty Python Live'

Brand: UKTV

Title(s): Monty Python Live

Agency: Red Bee Media

Agency Website:

Creative Director: Ruth Shabi

Creative Head: Janine Kelly

Creative Team: Oliver Parsons, James Shovlin, Simon Crabtree

Designer: Keith Haynes, Dave Whatley, Steve Campbell

Producer: Carrie Hart, Jo Holloway, Emma Puddick, Erin Moroney

​Account Director: Ryan Oliver, Anita Burnett

Additional Credits: UKTV: Marketing Director: Simon Michaelides

​General Manager, Gold: Steve North

Senior Marketing Manager: Hik Sasaki

Senior Brand Manager: Sarah Yeoman

Creative Manager: Tom Williams

Producer: Esther Pilgerstorfer

Published: July 2014

Short Rationale (optional): Monty Python’s Flying Circus launched in 1969 on the BBC and became one of the most influential comedies of all time.

Forty-five years later, following four successful TV series and five films including Monty Python and the Holy Grail and Life of Brian, the remaining five Pythons are coming together for one last time to perform their best and most famous sketches at the O2 Arena in London.

Gold is giving those who missed out on buying tickets to the show the opportunity to see their final performance live on Gold from the comfort of their own homes - a British TV exclusive.

The on-air campaign is supported by a print and digital campaign to grab people’s attention by using well known lines along with digital display and social media.

AMV BBDO: The National Lottery 'Play makes it possible'

Brand: The National Lottery

Title(s): Play makes it possible

Agency: AMV BBDO

Agency Website:

Creative Director (TV): Paul Brazier

Copywriter (Print): Paul Brazier

Art Director: Stephen Stretton, Larry Dyer

Production Company: 32 directing team at Pulse Films

Photographer: Neil Stewart (We Folk)

Published: July 2014

Short Rationale (optional): National Lottery operator, Camelot, has launched a new long-term marketing and advertising strategy using the brand headline ‘Play Makes It Possible’.

In a National Lottery first, the opening work that will feature the new brand headline is a parent brand campaign, which will bring together all four core products (Instants, Lotto, Thunderball and EuroMillions) in The National Lottery family and will inextricably link playing National Lottery games – and the benefits that playing brings to the nation – with the money raised for National Lottery Projects.

The TV advert is set to a poem and uses language that would normally be associated with a lottery win. For example, it begins ‘A brand new home / a new set of wheels / spectacular pool / how good does it feel?...’ However, instead of the images you would expect to see – such as a winner standing in front of his new mansion or car – we see a young Scout standing in front of her new Scout hut (a new home), two wheelchair basketball players chasing after a ball (a new set of wheels), swimmers diving into the London Aquatic Centre pool with a large National Lottery logo visible in the distance (spectacular pool).

In the autumn, Camelot will launch a new, similarly-aligned EuroMillions campaign – with images and poetry reflective of the kind of mega-million pound wins and jet-set lifestyles that many EuroMillions players dream of.

‘Play Makes It Possible’ will underpin every execution of every piece of work and the ‘Life Changing’ logo will also be a constant presence across all platforms.

Grey London: McVitie’s BN 'McVitie’s Sweeet '

Brand: McVitie’s BN

Title(s): McVitie’s Sweeet

Agency: Grey London

Agency Website:

Creative Director: Nils Leonard, Jonathan Marlow

Art Director: Chris Chapman

Copywriter: Andrew Singleton, Ben Buswell

Additional Credits: Agency Producer: Ange Eleini

​Business Director: Jon Lawton

Account Manager: Victoria Monaghan

Planner: Daniel Sherrard

Media Agency: MEC

Media Planner: Nicola Tracey

Production Company: Passion/Raw

Director: Owen Trevor

Editor: Guy Savin

Producer: Jay Lovelock

DoP: Daniel Bronks

Post-Production: Absolute

Audio Post-Production: Factory

Published: July 2014

Short Rationale (optional): United Biscuits has announced its latest £1.3million advertisement from the brand’s iconic McVitie’s Sweeet campaign to launch McVitie’s BN. The 30 second advertisement directed by Owen Trevor features a new member of the well-loved McVitie’s Sweeet animal family... a fluffy, cute baby owl.

The advertisement is the latest addition to the brand’s £12million multi-media McVitie’s Sweeet advertising campaign launched in February 2014 - the biggest of its kind for United Biscuits to date. The campaign was created to celebrate everyday moments made that little bit better with a McVitie’s biscuit, a sentiment mirrored in this latest advertisement.

Set to the well-known ‘Mnah Mnah’ tune, the 30 second advertisement opens in a family living room, with two children sitting on the floor after school. Mum places a packet of BN biscuits on the sofa behind them and invites them to enjoy an afternoon tasty treat. The packet is opened and out pops a wide eyed baby owl creating unexpected excitement and happiness for a moment before crunching into the crispy sandwich biscuit, enjoying the cheeky wink of a McVitie’s.

Mother New York: Calvin Klein 'CK One 20th anniversary'

Brand: Calvin Klein

Title(s): CK One 20th anniversary

Agency: Mother New York

Agency Website:

Additional Credits: Director: Mario Sorrenti

DP: Lars Beaulieu, Alexander Dynan

Executive Producer: Lynn Zekanis

Line Producer: Lisa Ruffler

Costume & Wardrobe Design: Panos

Production Designer: Philip Haemmerle

Hair/Make Up: Hair – Bob Recine M/U - Yadim

Editorial Company: Consulate

Editor: Chad Sipkin

Post-Producer: Charlyn Derrick

VFX Supervisor/Head of CG: Nadia Sadigianis

Final Grade & Finishing: The Box Studios

Music Production: Finger Music & Tri Angle Records/Evian Christ

Music Producer: Ewa Miller & Robin Carolan

Published: July 2014

Short Rationale (optional): The campaign celebrates the 20th anniversary of the iconic, original unisex fragrance, while reflecting the cultural significance of individuality, self-expression and digital identity.

Shot from the perspective of a camera phone, the new ck one advertising campaign illustrates the modern practice of using digital identities to connect with others and to convey individuality.

The television campaign makes a private world public by following the evolving stories of the cast as they find ways to express themselves digitally. The print campaign features the outcome of this self-exploration through a collage of self-portraits.

The digital strategy for this launch will focus on global Snapchat – the first time the brand has used this platform – and Tumblr accounts, through which consumers will discover the ck one campaign talent via content that features a journey of self-exploration from the cast on set of the advertising campaign shoot.

On Tumblr, a dedicated blog will live at where hundreds of digital assets from the shoot will be aggregated with the #ckmeforme hash tag alongside discovered content from other communities in line with the ck one point of view.

B&B Studio: The Westbourne Drinks Company ‘The Duppy Share Branding’

Brand: The Westbourne Drinks Company

Title:‘The Duppy Share Branding’

Agency: B&B Studio

Agency Website:

Published: July 2014

Karmarama: Honda UK 'Disruption'

Brand: Honda UK

Title(s): Disruption

Agency: Karmarama

Agency Website:

Creatives: Rachel Holding, Daniel Leppänen

​​Creative Partner: Jon Harvey

Additional Credits: Producer: Jenny O’Connell

Business Director: Emily Samways

Planning Director: David Killick

Production Company: Kream

Director: Radical Friend

Executive Producer: Eddir Marshall

Producer: Mikey Levelle

​​DoP: Matt Fox

Editor: Ellie Johnson/Speade

Executive Producer: Kirsty May Currie

Producer: Simon Sanderson

Colourist: Simone Grattarola

​VFX: Leo Weston, Matt Jackson, James Dooley, Mark Ford

CG: Andy Nicholas, Craig Travis, David Drese, Nimesh Patel, Mark Woodcock, Andrea Scibetta

​​MGFX: Matt Lawrence, Guy Hancock, Barry Corcoran, Fraser Macedo

​Nuke: Noel Harmes, Sarah Breakwell

​​Published: June 2014

Drum London: Oreo 'Oreo Double Stuff Lick Race'

Brand: Oreo

Title(s): Oreo Double Stuff Lick Race

Agency: Drum, London, UK

Agency website:

Creative Director: Matt Cole

Art Director: Ben Robbins

Additional credits: Production Company: Lime Productions

Media Agency: PHD

Published: July 2014

Short rationale (optional): Oreo Double Stuff has launched an exclusive 60 second advertising campaign on ITV2 featuring the stars of The Only Way is Essex. A TOWIE and Oreo first, the ad will see James Argent (Arg), Tom Pearce and James ‘Diags’ Bennewith resolve a disagreement by taking part in an Oreo Double Stuff ‘lick race.’

The ‘lick race’ is a phenomenon born out of the US in which two parties race to lick the crème from an Oreo Double Stuff biscuit, with the first to lick theirs clean being named the winner.

The ad which was created through a collaboration with Lime Pictures and ITV2, forms part of the wider Oreo Double Stuff “Lick For It” campaign which aims to help settle disagreements across the web by delivering content in the spaces and places where arguments naturally occur.

In addition to the TOWIE content, the campaign also features a partnership with ChannelFlip that sees five of the UK’s biggest teen YouTube Vloggers (a combined 5.5million+ subscribers) – Amazing Phil, Don’t Flop, Emma Blackery, TomSka and KickthePJ –create their own ‘Lick For It’ videos.

Consumers can also submit their own virtual Lick Race to be resolved on the campaign hub

Robot Food: Isabel’s 'Isabel’s Rebrand'

Brand: Isabel’s

Title(s): Isabel’s Rebrand

Headline and copy text (in English):Isabel Stirs Things Up In The Free From Category

Agency: Robot Food, Leeds, UK

Agency website:

Creative Director: Simon Forster

Art Director: Julia Allen

Copywriter: Natalie Woodhead

Photographer: Georgina Wager

Published: July 2014

Short rationale (optional): Isabel’s is a Free From home-bake brand. Their delicious mixes are naturally free from gluten, wheat, additives and added sugars. Branding partner, Robot Food, created a category-busting new identity, proving that Free From foods can boast foodie values.

Wheat and gluten-free foods are a growing lifestyle trend. Isabel’s wanted a brand that appealed to a broadening range of consumers, and to communicate how their products are delicious enough for everyone, not just those with food intolerances.

Their existing brand identity looked bland, dated and wasn’t cutting the mustard. Category perceptions weren’t helping, being notorious for a lack of inspiration, apologetic packaging, and a tendency to blend into the wallpaper.

The opportunity for Isabel’s was clear. Martin Widdowfield, Design Director at Robot Food says, “Free From products tend to make up the least inspiring aisle in the supermarket. A huge number of these brands use pack photography that’s simply unappealing, yet Isabel’s mixes are so good, you can’t even tell they’re ‘free from’. The brand deserved some genuine foodie appeal. So we chose a mouthwatering editorial photography style that made the food the star of the show.”

Robot Food also contemporised the logo and created a friendlier tone of voice, replacing the existing strapline, ‘Naturally free from’ with ‘Baking made easy’. This added an aspirational feel and reinforced the new ‘lifestyle’ direction. A colour-coded system clarified and differentiated their various gluten-free, wheat-free and dairy-free ranges, making everything easier to shop. The agency also created and designed Isabel’s website.

The rebrand succeeded in changing perceptions of Isabel’s, and made the point that good quality Free From products are genuinely tasty enough for everyone to enjoy. Since the rebrand, Asda, Dunnes and Ocado are stocking the range, among others.

WCRS: Royal Navy & Royal Marines 'Recruitment Campaign'

Brand: Royal Navy & Royal Marines

Title(s): Recruitment Campaign

Agency: WCRS

Agency Website:

Creative Director: Billy Faithfull

Creatives: Katy Hopkins, Steve Hawthorne

Additional Credits: Agency Producer: Lizzie Mabbott

Account Handling: Mike Stern, Sally Borda

Media Planning: MEC

Media Buying: M4C

Website: e3

Production Company: RSA Films

Director/Animator: Johnny Hardstaff

Producer: Ben Link

Editor: John Smith at The Whitehouse

Post-Production: MPC

Audio: Joe Mount @ Wave Studios

Published: July 2014

Short Rationale (optional): The 30” TV and 60” cinema spots were shot by Jonny Hardstaff at RSA films and centre around a member of a drug cartel asleep at his post, his dreams are full of imagery conjured up by the tales he has heard about the extraordinary stealth, strength of character and skill of the Royal Marines Commandos.

He is yet to meet one of these exceptional individuals, that is until he wakes from his dream to find he is not alone and is arrested by the UK’s elite amphibious force.

Wieden + Kennedy London: Three 'Feel at home (#holidayspam)'

Brand: Three

Title(s): Feel at home (#holidayspam)

Agency: Wieden + Kennedy London

Agency Website:

Executive Creative Director: Tony Davidson, Kim Papworth

Creative Director: Scott Dungate, Graeme Douglas

Art Director: Greg Kouts

Copywriter: Anthony Atkinson

Additional Credits: Producer: Michelle Brough

Group Account Director: Nick Owen

Account Director: Sophy Woltman

Agency Executive Producer: Danielle Stewart

Production Company: Hungryman

Director: Ric Cantor

Executive Producer: Matt Buels

Line Producer: Jack Beardsley

Director of Photography: Mike George

Editorial Company: Ten Three

Editor: Billy Mead

Post Producer: Ed Hoadley

VFX Company: Time Based Arts

VFX Supervisor: Jim Allen

Flame Artist: Matt Shires

VFX Producer: Chris Aliano

Titles/Graphics: Wieden + Kennedy

Music and Sound Company: Finger Music

Composer: Brian Englishman

Mix Company: Factory

Mixer: Tom Joyce

Producer: Becs Bell

Published: July 2014

Dare: Enterprise Rent-A-Car 'Enterprise Train Plane'

Brand: Enterprise Rent-A-Car

Title: Enterprise Train Plane.

Agency: Dare

Agency Website:

Chief Creative Officer: Sean Thompson

Art Director: Pippa Harrigan

​Copywriter: Andrew Edelston

​Additional Credits: Producer: Sarah Tooley

Designer: Kerry Roper

Business Director: Tamara Bennett

Media agency: PHD

Media planner: Crystal Tau

Media Director: Martina Linderova

​Published: July 2014

CHI & Partners: Lexus 'Strobe'

Brand: Lexus

Title(s): Strobe

Agency: CHI & Partners

Agency Website:

Executive Creative Director: Jonathan Burley

Creative Director: Monty Verdi

Copywriter: Colin Smith, Angus Vine

Art director: Angus Vine, Colin Smith

Additional Credits: Social media agency: The Social Practice

TV Producer: Nicola Ridley

TV Production Assistant: Adam Henderson/ Will Parnall

Content Producer: Emma Hodson

Digital + Content Creatives: Simon Findlater, Ben Stump

CEO: Nick Howarth

Planner: Rebecca Munds

Business Director: Jack Shute

Account Director: Catherine Peacock

Account Manager: Hannah White

Production Company: Stink

Director: Adam Berg

Producer: Ben Croker

DOP: Mattias Montero

​Local Production Company: Passion Pictures Malaysia

Local Production Company Producer: Sheen S. Singh/Jaan Kit

Rigging Team: Baan Rig

Editor: Paul Hardcastle, Trim

Post-production: VFX Supervisor Franck Lambertz, MPC

Colourist: Mark Gethin/Jean-Clement Soret, MPC

Post-production producer: Paul Branch, MPC

Audio post-production: Sam Ashwell/ Sam Robson 750MPH

​Music Composition: Danielle Johnson (Sesac)

Suit Designers and Technician: Vin Burnham and Adam Wright

Music Company: Platinum Rye

Music Supervisors: Arnold Hattingh & Paul Brown

Writer: Danielle Johnson (Sesac)

Publishing: Computer Magic Music (Sesac)

Master recording: Computer Magic

Content Production Company: Stink

Content Director: Morrish

Content Producer: Helen Power

Content DOP: Ryan Carmody

Content Editor: Ben Canny

Colourist – Kai Van Beers, MPC

Post production producer – Hannah Ruddleston, MPC

VFX supervisor – Marcus Moffatt, MPC

Audio Post-Production: 750MPH

Published: July 2014

Short Rationale (optional): CHI&Partners created the global STROBE campaign for Lexus International – an LED spectacle which saw acrobats and stuntmen suspended across Kuala Lumpur’s night skyline and lit up in succession to create the illusion of acrobatic motion at impressive speed.

Poised across the rooftops of some of the city’s tallest buildings, the ‘Lightmen’ were dressed in bespoke LED lightsuits and controlled by a purpose-built computer system to strobe one by one, tracking the breathtaking journey of one illuminated figure.

Footage of the event, which required a team of 40 expert engineers to erect and control via large-scale rigging, will run across TV, cinema, outdoor, digital and social channels worldwide.

STROBE is the third in a series of projects CHI&Partners has created to reflect Lexus’ ‘Amazing in Motion’ engineering. It follows STEPS (an iconic choreographed stunt using 11-foot tall puppets) and SWARM (footage of a real swarm of quadcopter robots exploring downtown Vancouver at night).

Code Computerlove: Flava-it 'Flava-it Drives Desire With Meat Lust Campaign'

Brand: Flava-it

Title: Flava-it Drives Desire With Meat Lust Campaign

Agency: Code Computerlove

​Agency website:

Creative Director: Stef Shaw / Wini Tse

Art Director: Andy Smith – Code Computerlove

​Copywriter: Jez Clark, Molly Whitehead-Jones and Stef Shaw

Illustrator: Code Computerlove

Photographer: Geoff Rhodes

Additional credits: Front End design: Matt Robinson (Code Computerlove) and Video by Agile

Published: July 2014

Short rationale (optional): By taking a controversial, quite risqué approach to food marketing with strong creative standout, Flava-it, a brand of seasoning and marinade sachets sold through major UK supermarkets, is hoping to attract a new, younger audience, particularly those active in social media channels with its Meat Lust campaign – produced by Code Computerlove.

Visitors to the campaign website, are invited to “Unleash Your Meat Lust” with a fun video and to take part in a quiz to find out “if you have meat lust”. All elements encourage social sharing and consumers can also get a free sample via the site or find local stockists by simply entering their postcode.

As the lead creative agency on the project Code Computerlove handled the project from concept through to creative and site build. It partnered with London based Agile for the video and Manchester based photographer Geoff Rhodes.

The campaign is being supported with online media handled by Code Computerlove, social marketing by Flava-it’s internal teams and a PR launch and blogger campaign by Smoking Gun PR.

Y&R New York: Dell 'Learning meets doing'

Brand: Dell

Title: Learning meets doing

Agency:Y&R New York

Agency Website:

Chief Creative Officer: Jim Elliott

Global Creative Director: Jim Radosevic

Creative Director/Art Director: Alan Vladusic

Creative Director/Copywriter: Bruce Jacobson

Additional Credits: Group Creative Director: Hunter Eshelman, VML New York

Executive Director of Content Production: Letitia Jacobs

Executive Producer: Gisellah Harvey

Global Account Managing Director: Lara Griggs

Group Account Director: Ann Carey

Brand Strategist: Juliette Cilia

Account Director: Thayer Joyce

Director: Adam Gunser

Production Company: Über Content

Executive Producer/ Owner: Phyllis Koenig

Executive Producer/ Owner: Preston Lee

Executive Producer: Steve Wi

Head of Production: Mamta Trivedi

Line Producer: Pat Harris

Director of Photography: Jac Fitzgerald

Art Director: Marc Benacerraf

Editor: John Piccolo @ Fluid

Asst Editor: Christian Oreste

Executive Director: Laura Revlosky

Audio Mixing: David Wolfe @ Mr. Bronx Audio

Color Correction: Stephen Picano

VFX/Flame: Chris Davis, Bryan Rosenblum

Published: July 2014

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