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RAC Morrisons Phones4u

Creative Showcase: Featuring Mother London, M&C Saatchi, BBH Asia Pacific & more


By Gillian West | Social media manager

July 21, 2014 | 23 min read

Welcome to The Drum 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 28 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.

Mother London: Ikea 'Beds'

Brand: Ikea

Title(s): Beds

Agency: Mother London

Agency Website:

Additional Credits: Film Production: MJZ

Service Company: Stillking (South Africa)

Director: Juan Cabral

Producer: Stephen Johnson/Rudi Rossouw (Stillking)

Executive Producer: Debbie Turner

Photography: Eric Gautier

Gaffer: Elliot Sewape

Grip: Roderick Dean-Smith

Stunt Supervisor: Gideon van Schoor

Production Design: Lisa Hart

Costume/Wardrobe: Nicole de Jager

Hair Design: Marc Crisp

Make-Up: Marc Crisp

Production Manager: Charlie Hey (Stillking)

Location Manager: Steve Watchorn (Unit Manager)

Editor: Neil Smith @ Work

Post-Production: Jim Radford @ MPC


Sound Design: Sam Ashwell @ 750 MPH

Voice Over: Prunella Scales

Thanks To: William Shakespeare

Published: July 2014

M&C Saatchi: Transport for London (TfL) 'Share the Road'

Brand: Transport for London (TfL)

Title(s): Share the Road

Agency: M&C Saatchi

Agency Website:

Creative Director: Elspeth Lynn

Creative Director for Social: Michael Jason Hobbs

Art Director: Luke Boggins

Copywriter: Dan McCormack

Additional Credits: Digital Account Director: Neil Young

Planner/CSU Director: Cressida O’Shea, Stuart Harrison

Producer: Estella Alvares

Media Agency: MEC

Production House: Stink

Published: July 2014

Short Rationale (optional): Transport for London and M&C Saatchi have unveiled a new, influential campaign entitled ‘Share the Road’, which acknowledges the challenges of using London’s busy streets. The campaign calls for people to change their mind-set from a competitive to a considerate one, and aims to help them rethink their attitudes towards each other.

The evocative TV ad, shot in black and white, focuses on a Londoner asking rhetorically why we get so angry with each other when different forms of transport and people clash.

As the video unfolds, and the melancholic music begins to play, the film cuts to different scenes of conflict on the streets; from the anger and frustration of a cyclist and motorcyclist, to the simmering rage between a car driver and a group of youths. The video illustrates the tension real Londoners experience.

The scenes show a vivid, authentic London - gritty, edgy, yet at the same time possessing a real beauty. As these situations roll out the narrator advises viewers to “breathe in, breath out, the moment has gone, it’s time to move on,” showcasing the need for London travellers to be more considerate towards one another.

Believe In: Colours of the Kalahari 'An exhibition of art and wildlife by the First Peoples'

Brand: Colours of the Kalahari

Title(s): An exhibition of art and wildlife by the First Peoples

Agency: Believe In

Agency Website:

Creative Director: Blair Thomson

Designer: Tish England

Copywriter: Tim Burley

Published: July 2014

Short Rationale (optional): Visual identity, print and environmental graphics for the first major exhibition of southern African Bushman art ever held in London, at the Mall Galleries.

The current artists whose work featured in the exhibition represent the latest generation in an unbroken line that stretches back over 20,000 years. Their work has featured all over the world and even on the tails of British Airways planes in the 1990s.

The bold identity was created to properly reflect the importance of the event and its significance on the international stage.

Set against the irregular shapes and forms of the art, the simplicity of the typography together with the strong geometry of the K (taken from the ‘Kalahari’ and ‘Kuru Art’) serves as a reference to the arid landscape and horizon of the Kalahari Desert as well as the intersection of cultures, modernity and time. It also acts as a device to reflect the depth and vibrancy of the colour palette.

The VIP preview evening enjoyed celebrity and royal patronage, interest in the event was very high, and the majority of pieces sold long before the exhibition closed.

Isobel: Blossom Hill 'The wonderful world of Blossom Hill'

Brand: Blossom Hill

Title(s): The wonderful world of Blossom Hill

Agency: Isobel

Agency Website:

Creative Director: Rob Fletcher, David Alexander

Additional Credits: Director: Jeff Wood @ The Sweetshop

Published: July 2014

Short Rationale (optional): The Wonderful World of Blossom Hill comprises two spots – one for the range, and one for Blossom Hill’s new Sun-Kissed wines.

The ads will run on TV and in cinema from 14th July. The campaign aims to encourage people to explore the different wines within the Blossom Hill range, using a language of taste cues and emotions.

The Wonderful World model was built at life size on location in Cape Town and shot by Jeff Wood through The Sweetshop.

Publicis Chemistry: Gatwick Airport 'Tempted before take off'

Brand: Gatwick Airport

Title(s): Tempted before take off

Agency: Publicis Chemistry

Agency Website:

Art Director: Amy Holman

Copywriter: James Allen

Photographer: Jenny Van Sommers

Photographer’s Agency: Wyatt Clarke & Jones

Additional Credits: Planner/CSU Director: Kevin Allen

Media Agency: Havas Media

Published: July 2014

Short Rationale (optional): The integrated campaign, which follows the success of ‘The Gatwick Collection’ campaign in December 2013, launched on 10 July across print, OOH and digital advertising.

The series of creative executions showcase a range of aspirational products and meals, along with humorous excuses that led them to purchase such as: “But darling, you can use it too”, “I’ll wear them all the time” and “You never know when you’re going to run out”.

The creative emphasises how passengers can find the perfect excuse to treat themselves before takeoff, from Gatwick’s world class collection and its exclusive 20 per cent saving off high street prices.

adam&eveDDB: Volkswagen 'Explosion'

Brand: Volkswagen

Title(s): Explosion

Agency: adam&eveDDB

Agency Website:

Volkswagen Global ECD: Jeremy Craigen

Creative: Nikki Lindman, Toby Brewer

Additional Credits: Managing Partner: Jonathan Hill

Business Director: Paul Billingsley

Account Director: Matthew Harris

Account Manager: Tom Trevelyan

Client Name: Silke Anderson

Client Marketing Director: Rod McLeod

Planner: Will Grundy

Media Agency: MediaCom

Media Planner: Victoria Wallace

Agency TV Producer: Pamie Wikstrom

Production Company: MOB Films

Director: Paul W.S. Anderson

Producer: John Brocklehurst

Audio Post-Production: Unit

Editing: Unit

Post-Production: Unit

Published: July 2014

Short Rationale (optional): The series of films, created by adam&eveDDB, sees the brand move away from its ‘See film differently” platform of the past few years, with the new line “Made for real life, not the movies”.

It comes from the simple observation that although Volkswagen cars may be great for the needs of everyday life, they wouldn’t be great cars to have in action movies, because of the safety technology they are equipped with.

Written by Nikki Lindman and Toby Brewer, directed by Hollywood movie director Paul W.S. Anderson at MOB Films, the films - Bus, Chase and Explosion – each portray classic action movie storylines. However, rather than featuring the typical action movie cars, Volkswagen cars star at the centre of each film.

The drama quickly unravels, thanks to various safety features, turning the films from high action and high-drama films, to anti-action films rather quickly.

Duffy & Partners, Minneapolis: Summit Brewing Co. 'New packaging'

Brand: Summit Brewing Co.

Title(s): New packaging

Agency: Duffy & Partners, Minneapolis, USA

Agency Website:

Creative Director: Joe Duffy

Designer: Ken Sakuri

Published: May 2014

Short Rationale (optional): Summit partnered with Duffy & Partners to develop the new visual stories displayed on each of Summit’s distinctive tasting beers. The visual artistry on the new packaging tells stories of Minnesota landmarks and the ingredients that make each brew uniquely Summit.

Most recently, Duffy designed 12-ounce cans of Summit Extra Pale Ale, Sága IPA and Summer Ale. All varieties are available on shelves now. More designs will roll out in Fall 2014.

Duffy & Partners has a 30-year history in the spirits category, including notable design efforts for Jim Beam, Brewery Ommegang, Herradura Tequila, Grassini Family vineyards, and Bacardi.

VCCP: O2 'Big Bundles. It’s time to live big'

Brand: O2

Title(s): Big Bundles. It’s time to live big.

Agency: VCCP

Agency Website:

Creative Director: Jim Capp

Art Director: Josh Dando

Copywriter: Steven Dodd

Additional Credits: TV producer: Larissa Miola

Account Director: Wendy Crossley

Account Manager: Emma Whitmarsh

Planners: Dan Bowers & Ayla De Moraes

Production Company: Pulse Films

Director: Ninian Doff

Executive producer: Sam Levene

Editing house: Stitch

Editor: Tim Hardy

Post-production: Finish

Telecine: Paul Harrison

Sound: GCRS

Sound Engineer: Ben Leeves

Music Company: Soho Music

Media Agency: Zenith Optimedia

Media Planners: Ed Pizey and Vikki Bates

Published: July 2014

Short Rationale (optional): O2 has launched the latest chapter in its ‘Be More Dog’

adverts, featuring its cat living big thanks to O2’s new Big Bundles tariff. The TV ad is part of a £3m launch campaign that also features radio, online display advertising and gaming.

As part of the campaign O2 will also be launching a new game allowing people to remix ‘Ante Up’ and drop in special sound effects and clips of O2’s cat throughout the track.

adam&eveDDBAgency: Phones4u 'For the future you'

Brand: Phones4u

Title(s): For the future you

Agency: adam&eveDDBAgency


Executive Creative Director: Ben Priest, Ben Tollett, Emer Stamp

Art Director: Rob Messeter

Copywriter: Mike Crowe

Additional Credits: Planner: David Mortimer/Dom Boyd

Media Agency: The7stars

Media Planner: Anuschka Clarke

Production Company: Traktor (via Partizan)

Director: Traktor

Editor: Edward Line @ Final Cut

Soundtrack name and composer: Track Name: Saint Motel ‘My Type’

Composer/Arranger: Alexander Jackson, Aaron Sharp, Gregory Erwin, Chonrak Lerdamornpong

Post-Production: MPC

Audio Post-Production: Final Cut

Published: July 2014

Short Rationale (optional): adam&eveDDB has launched a new campaign for Phones 4u to demonstrate that the retailer can help find the right phone for your future.

The new campaign, 'For the future you', shows Phones 4u staff helping customers check that their phones will still be relevant in the future, with the aid of the much-­‐ loved DeLorean Time Machine from the cult classic Back to the Future films.

The campaign also includes print and digital, and a social campaign where the retailer promises to improve customers' futures at #FutureYou, and an online experience where fans can take a ride in the DeLorean Time Machine.

L’Oreal Paris: McCann London 'The Gold One'

Brand: L’Oreal Paris (Elnett)

Title(s): The Gold One

Agency: McCann London

Agency Website:

Creative Director: Rob Brown

Art Director: Andy Tannock, Rob Brown

Additional Credits: Account Handlers: Elizabeth Skerrett, Emily Reed, Lauren Carlin

Agency Producer: Claire Hopkins

Director: Christina Miranda

Production Company: Passion Raw

Producer: Bruce Williamson

Executive Producer: Dan Scott – Croxford

Production Manager: Gerry Lake

DOP: Riego Van Wersch

Music Composer: Anne Kulonen

Editor: Danny Tull

Colourist: Steffan Perry – Framestore

Post Production: Paul O’Brien – Framestore

Published: July 2014

Short Rationale (optional): Titled ‘The Gold One’, the spot follows a day in the life of Cheryl. She credits the iconic gold can as being “always in style”, celebrating the brand’s heritage and longevity as it continues to be a market-leading product.

The multi-platform campaign will see activity span TV, print, outdoor, cinema and digital. ‘The Gold One’ aired for the first time on 7 July and will run for an initial period of four weeks, with more bursts planned for later in the year incorporating seasonal spikes of activity around Christmas.

DixonBaxi: UKTV Gold 'Rebrand'

UKTV GOLD Ident - Silly from DixonBaxi on Vimeo.

Brand: UKTV Gold

Title(s): Rebrand

Agency: DixonBaxi

Agency Website:

Published: July 2014

Short Rationale (optional): DixonBaxi has rebranded the comedy channel, Gold, with an updated on-air identity and logo, reflecting the channel’s new brand positioning ‘Where Funny Takes You’.

The change will be reflected on and off air from 16 July 2014.

DixonBaxi worked closely with UKTV over the last six months to develop the brand’s positioning, voice and visual identity. The brand refresh will see a significant change to the on-screen offering including a new logo and vibrant idents and graphic package designed to delight and remind the audience how funny makes them feel.

The palette reflects the ‘brighter side of life’, while the tone of voice is full of big, chewy language that’s friendly, familiar and sometimes a bit made up. Seen in the graphic bumpers, the words pop-up in response to a cheeky tug on the logo. The idents are an eclectic and visually rich mix of shots that feature instantly recognisable metaphors that are fun and uplifting.

JWT: Kleenex 'Kleenex Summer ‘Rear Window’'

Brand: Kleenex

Title(s): Kleenex Summer ‘Rear Window’

Agency: JWT

Agency Website:

Executive Creative Director: Russell Ramsey

Creative Director: Simon Sworn

Copywriter: Kat Thomas

Additional Credits: TV Producer: Sophie Jones

Assistant TV Producer: Eleanor-Rose Stamp

Planner (creative agency): Dubose Cole

Account Manager: Patrick Netherton, Jessica Deakin

Media Agency: Mindshare

Production Team: Production company BlinkInk and BlinkArt, artist and director Kyle Bean and illustrator Rob Hunter

Editor: BlinkInk

Sound: Major Tom (music composition)

Post Production: BlinkInk & Finish

Producer: Benjamin Lole

Executive Producer: James Stevenson-Bretton

Published: June 2014

Short Rationale (optional): The campaign seeks to encourage mums to keep Kleenex at arm’s reach this summer, and invite them to enter a competition to win a camper van, dramatising the typical predicaments that require a Kleenex that all families encounter over the summer.

BBH Asia Pacific: Zalora 'Own Now'

Brand: Zalora

Title(s): ‘Own Now’

Agency: BBH Asia Pacific

Agency Website:

Executive Creative Director: Scott McClelland

Published: July 2014

Short Rationale (optional): The campaign features models and young influencers from across Asia bringing the ‘OWN NOW’ idea to life. The different ‘owns’ featured throughout the duration of the campaign include “Own the Dress”, “Own the Night”, “Own the Meeting” and “Own Hari Raya”.

The campaign will roll out in the Philippines, Thailand, Vietnam, Hong Kong and Singapore with a variety of ‘owns’ across channels including online, out-of-home, TVC and print in the coming weeks.

DLKW Lowe: Morrisons 'Up Your Street'

PlannerBrand: Morrisons

Title(s): Up your street

Agency: DLKW Lowe

Agency Website:

ECD: Richard Denney, Dave Henderson

Creative Director: Richard Denney, Tom Hudson

Creative Team: Richard Denney, Ben McCarthy, Seb Housden

Photographer: Patrice De Villiers

Planner: James Dawkins

Account Team: Kirsteen Scoble, Shelley Khara, Adam Payne

Agency Producer: Gary Wallis

Designer: Ryan Self

Media Agency: MEC

Production Company: Trayler & Trayler

Published: July 2014

Short Rationale (optional): DLKW Lowe is behind this London-based campaign for Morrisons supporting the launch of the home delivery service now available for Londoners.

The prominent OOH ‘Up Your Street’ campaign highlights seven well-known London neighbourhoods and playfully features a food product within the name. Pun-lovers will enjoy ‘Mornington Cressent’, ‘West Mincester’, ‘Lime House’, ‘Piccalilli Circus’, ‘White Chapple’, ‘Finsberry Park’ and ‘Tottenham’.

The campaign promotes the recent roll-out of deliveries available to customers in North London (in this case North of the river), as part of a nationwide phased roll-out of the service. plans to extend to South London in 2015.

JWT Perth: RAC (Australia) 'What are the chances?'

Brand: RAC (Australia)

Title(s): What are the chances

Agency: JWT Perth

Agency Website:

Executive Creative Director: Simon Langley

Creative Director: Dav Tabeshfar

Art Director: Patrick Allenby

Copywriter: Elliott White

Additional Credits: Agency Producer: Paul Friedmann

Account Director: Lauren Mestichelli

Account Manager: Courtney Rowley

National Planning Director: Angela Morris

Planner: Celia Garforth

Client: Danielle Olbromski

Production Company: Photoplay

Producer Belinda Dean

Director: Tom Noakes

Sound: Nylon

Post Production: Frame, Set & Match

Published: July 2014

Short Rationale (optional): JWT Perth, in collaboration with JWT Sydney, has launched a new TVC-based campaign for RAC Roadside Assistance reminding drivers that breakdowns can happen anywhere at any time, even under the most unlikely circumstances.

The tongue- in-cheek campaign introduces two supposedly unlikely scenarios; you are dressed up as a nun, ready for a big night out with your hen mates, when you break down opposite a van full of real nuns. The second spot shows a sickie-taking surfer who breaks down opposite his boss.

The two 30-second spots were directed by Tom Noakes at Photoplay.

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