McDonald's Johnnie Walker Sainsbury's

Creative Showcase featuring Anomaly NY, Leo Burnett, M&C Saatchi and more


By Gillian West, Social media manager

August 4, 2014 | 23 min read

Welcome to The Drum Creative Showcase.

As always this section 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 (20 August) in the Creative Showcase spread.

Other popular entrants will also be considered for the print edition. Submit your vote before Monday 11 August 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.

Anomaly: Johnnie Walker Blue Label 'The Gentleman’s Wager'

Brand: Johnnie Walker Blue Label

Title(s): The Gentleman’s Wager

Agency: Anomaly, New York, USA

Agency Website:

Art Director: Mark Sarosi

Additional Credits: Director: Jake Scott

Production Company: RSA Films

Writer: Mike Byrne

Anomaly President: Karina Wilsher

Writer: Dave Douglass

Anomaly Account Director: Lauren Bozarth

Anomaly Executive Producer: Winslow Dennis

Starring: Jude Law & Giancarlo Giannini

Published: July 2014

Short Rationale (optional): Directed by British director Jake Scott, the film tells the story of a wager between two men striving for personal progress through the quest for a truly rare experience. ‘The Gentleman’s Wager’ sees Law in the role of a man who, despite having it all, challenges himself to strive for something he wants that money can’t buy.

RKCR/Y&R: The Home Office 'Modern Slavery'

Brand: The Home Office

Title(s): Modern Slavery

Agency: RKCR/Y&R

Agency Website:

Creative Director: Ted Heath, Angus Paul

Art Director: Freddie Wood

Copywriter: Psembi Kinstan

Photographer: Sam Barker

Additional Credits: Account Director: Vicky Heywood

Agency Producer: Angus Smith

Director/Production Co: Siri Bunford, Knucklehead

Producer: Lindsay Turnham

Editor: Sam Gunn at The Whitehouse

Post Production: Nineteentwenty

Sound Design: Wave Studios

DoP: Ben Smithard

Media Planning/Buying: MediaCom (planning), M4C (Buying)

Published: July 2014

Short Rationale (optional): The aim of the campaign is to show that slavery is not just a problem in poorer countries but can be found right across the UK in cities, towns and the countryside. The campaign also encourages reporting to a new dedicated helpline and website.

The TV ad shows harrowing incidents of slavery, including a vulnerable young woman working in a brothel, which at first appear to be taking place in a poverty-stricken part of the world but are later revealed to be in Britain.

The endline is: “Slavery is closer than you think” and the advert invites viewers to call the helpline and visit the dedicated website to find out more about how to spot signs of modern slavery or to report it.

The Corner London: National Geographic 'The 90s'

Brand: National Geographic

Title(s): The 90s

Agency: The Corner London

Agency Website:

Executive Creative Director: Tom Ewart

Creatives: Tom Prendergast, Joe Stamp

Additional Credits: Agency Producer: Daisy Mellors

Design Director: Will Chak

Production Company: Psyop NY

Director: Borja Peña

Producer: Jeff Bybee

Sound: Ed Downham at Wave Studios London

Published: July 2014

Short Rationale (optional): The on air campaign, devised by The Corner London, uses a ‘90s desktop computer and all of its retro references – like Sim City – to seamlessly jump between landmark political, cultural and technological events.

The campaign will roll out internationally on National Geographic Channel in 170 countries, and is now live in the UK on Sky, and FOX channels.

Reinforcing the TV campaign, is a specially commissioned print execution from cult artist, James Murray, AKA ‘Jim’ll paint it’, who used Microsoft Paint to depict a ‘90s rave featuring all of the decade’s protagonists from President Clinton and Nelson Mandela to Vanilla Ice and the Spice Girls.

AnalogFolk London: Sainsbury’s 'Sainsbury’s ‘iSPIES’'

Brand: Sainsbury’s

Title(s): Sainsbury’s ‘iSPIES’

Headline and copy text (in English): Sainsbury’s ‘iSPIES’

Agency: AnalogFolk London

Agency website:

Executive Creative Director: Simon Richings

Associate Creative Director: Seth Jones

Copywriter: Rachel Wolff

Illustrator: Johan Thörnqvist

Additional credits: Designers: Paul Davis and Joao Padinha

Planner/Strategist: Doug Baker

UX: Paul Davis

Client Partner (Account Director): Sarah Mamou

Project Director: Sohini Gogel

Project Manager: Sian MacLachlan

Tech Lead: Paolo Tremadio

Media agency: PHD

Media planner: Theresa Lim

Production Company: Hickup

Published: July, 2014

Short rationale (optional): AnalogFolk London has created a game called 'iSPIES' (on iOS and Android) as part of the 'Summer Sorted' marketing activity for Sainsbury’s.

The game allows children to explore incredible universes, where they can challenge friends and are set tasks throughout the summer.

Wonder Stuff Studio: Durham Distillery 'Brand Development, & Durham Gin Product Launch Materials'

Brand: Durham Distillery

Title(s): Durham Distillery Brand Development, & Durham Gin Product Launch Materials

Agency: Wonder Stuff Studio, Newcastle upon Tyne, UK

Agency website:

Creative Director: Paul Alderson

Copywriter: Merlin Duff

Photographer: Mark Slater

Additional credits: Lead Designer: Merlin Duff

Published: 2014

Short rationale (optional): We were approached by Durham Distillery to help them develop their brand and give them a distinct position in the crowded spirits market.

We started by developing a clear brand message for them — 'Spirits with Character' — that encapsulated all they wanted to say. From there we began on the identity for the distillery, taking our inspiration from Durham Cathedral's rose window and the dynamic flavours of their products.

Once this was agreed we began rolling out the identity and message across print, online and packaging. Durham Distillery and its flagship product, Durham Gin (which we were involved in the development of), has been a huge success since its launch and we continue to work with the brand as it is moving forward.

Anomaly Amsterdam: Fox Sports 'Voetbal Kijk Je Live'

Brand: Fox Sports

Title(s): Voetbal Kijk Je Live

Agency: Anomaly Amsterdam

Agency Website:

Partner, Global Executive Creative Director: Richard Mulder

Partner, President: Hazelle Klønhammer

Partner, Head of Planning: Amanda Fève

Creative Director: Zack McDonald

Creative: Daan van Dam

Additional Credits: Head of Production: Ezra Xenos

Studio Artist: Andy McAlpine

Business Director: Tracey McIntosh

Account Director: Karen Whitehouse

Account Manager: Shaber Hossain

TVC: Prod Company: Habbekrats Amsterdam

Director: Victor D. Ponten

Executive Producers: Julius Ponten & Philip Harthoorn

Line Producer: Frank Coenen

DOP: Gábor Deák, Lennart Verstegen

Editor: Govert Janse

Music: Sizzer Amsterdam

Post Production: Captcha!

Colourist: Barry Clarke

PRINT: Retoucher: Titus Cliff

Published: July 2014

Short Rationale (optional): FOX Sports understands that for real fans, there’s only one way to watch football — it must be live.

When the match is on, we’re strapped into an intense emotional roller coaster that takes us from the top of the world to the pits of despair and back again. Sometimes within the span of a minute.

This simple truth led to a new, fan-focused campaign that turns the act of watching live football into the grand drama that it truly is.

Leo Burnett: McDonald’s 'Here’s to What Matters'

Brand: McDonald’s

Title(s): Here’s to What Matters

Agency: Leo Burnett London

Agency Website:

Executive Creative Director: Justin Tindall

Creative Director: Richard Robinson, Graham Lakeland

Art Director: Rik Brown

Copywriter: Jon Fox

Additional Credits: Planner (creative agency) Josh Bullmore

Media agency: OMD

Planner (media agency): Kathryn Armstrong

Production Company: Smuggler

Director: Joshua Neale

Editor: Tim Hardy at Stitch

Production company producer: Ben Roberts

DOP: Steve Annis

Post-production MPC

Audio post-production 750 MPH

Music: MPM London

Published: July 2014

Short Rationale (optional): Focusing on the reassuring, sometimes surprising, stories about the positive impact the brand has, the campaign demonstrates that McDonald's is driven by what really matters to people - be they customers, employees or the communities the restaurants serve.

Developed by Leo Burnett London, the ad highlights how it is often the little things that really matter, like a sick child being able to hear the reassuring sound of Dad's voice when in hospital.

The campaign also comprises of print, digital, PR and social media which will deliver a variety of messages across coming weeks, bringing to life McDonald’s understanding of ‘what matters to people’, from supporting community football initiatives to ensuring responsible food sourcing.

This broad variety of trust driving messaging sit together under the new brand endline: "Here's to what matters".

Designers Anonymous: The Tomato Stall 'Rebrand'

Brand: The Tomato Still

Title(s): Rebrand

Agency: Designers Anonymous

Agency Website:

Published: July 2014

Short Rationale (optional): The Tomato Stall lacked an identity that conveyed the quality of its product and ability as an established grower and producer, capable of supplying the needs of a big supermarket. It needed to reposition itself in order to appeal to sophisticated 'foodies', subsequently, it needed a complete re-brand. We dug deep: reaching its roots helped us tell the story and increase understanding, to clarify the brand and its provenance.

We gave the brand more confidence and presence on shelves by featuring the brand name more predominately on packs. Its 'Isle of Wight' descriptor was cleverly integrated with vine inspired typography.

The rays of sunshine cast a shadow over the brimming crate, a nod to its heritage, add to the illustration of sun-soaked tomatoes. The strap-line, 'more sunshine, more taste', rested in the shadow (which references the shape of a market awning) helps complete the story.

To highlight the Isle of Wight messaging, and to give the off-the-shelf bottles and jars a more premium look and feel, we die cut the label. The neon colours of the previous designs were replaced with a more appropriate, rich, earthy colour palate that adds taste appeal, and helps consumers’ better shop the range.

In Return: In Return 'GIFs Go Wild'

GIFS GO WILD from In Return on Vimeo.

Brand: In Return

Title(s): GIFs Go Wild

Agency: In Return, London, UK

Agency Website:

Creative Director: Guus ter Beek, Tayfun Sarier

Gif Artists: Dain Fagerholm, Davidope, Disney, Second-Impact, Haydiroket, Nintendo-Gifs, 89-a, Totaleyefuck, Spacecadet, Endearingyouare, Caitlin Burns, Clay Rodery, Falcao Lucas, Miron.

Music credits: Madlib - Nothing from nothing

Published: July 2014

Short rationale (optional): Gifs Go Wild, surprises unsuspecting people with gifs in real life.

Deutsch LA: Taco Bell 'Grilled Breakfast Burritos'

Brand: Taco Bell

Title(s): Grilled Breakfast Burritos

Agency: Deutsch LA, Los Angeles, CA

Agency website:!/la

Chief Creative Officer: Pete Favat

Executive Creative Director: Brett Craig

Creative Director: Scott Clark, Josh DiMarcantonio

Senior Art Director: Jeremiah Wassom

Senior Copywriter: Armando Samuels

Art Director: Cheston Kwan

Copywriter: Josh Hill

Director of Integrated Production: Vic Palumbo

Executive Producer: Paul Roy

Senior Producer: Alison McMahon

Music Supervisor: Dave Rocco

Additional Credits: CEO: Mike Sheldon

Account Management Credits: Group Account Director: Walt SmithAccount Director: Katie Klages

Account Supervisor: Amanda Schuster

Account Executive: Kaitlin Tabar

Account Planners: Chief Strategic Officer: Jeffrey Blish

Group Planning Director: Jill Burgeson

Traffic/Business Affairs: Director of Business Affairs: Abilino Guillermo

Senior Business Affairs Manager: Ken Rongey

Director or Broadcast Traffic: Carie Bonillo

Senior Broadcast Traffic Manager: Gus Mejia

Published: July 2014

KVGD: KVGD 'Corporate Identity'

Brand: KVGD

Title(s): Corporate Identity

Agency: KVGD

Agency website:

Creative Director: Kerr Vernon

Published: June 2014

Supreme: Fore Adventure 'Rebrand'

FORE / Adventure - SEA from Supreme on Vimeo.

FORE / Adventure - Forest from Supreme on Vimeo.

Brand: Fore Adventure

Title(s): Rebrand

Agency: Supreme

Agency Website:

Art Direction & Post: Justin Barrow

Film & Post: Justin Glynn

Music: Chris Zabriskie

Published: July 2014

101: Avios 'Big Reward'

Brand: Avios

Title(s): Big Reward

Agency: 101

Agency Website:

Executive Creative Director: Richard Flintham

Creative Director: Augusto Sola, Mark Elwood

Creative: Tim Donald, Misha Newby

Designer: Tanya Holbrook

Additional Credits: Agency TV Producer: Natalie Curran

Agency Digital Producer: Ashley Cohen

Group Business Leader: Ross Farquhar

Account Director: Georgina King

Production Company: Independent

Director: Ed Sayers

Executive Producer: Verity White

Producer: Adam Saward

Director of Photography: Eoin McLoughlin

Edit House: Circus

Editor: Joce Hockings

Post House: Finish

Post Producer: Louise Unwin

Colourist: Paul Harrison

Flame Operator: Skippy Clifton

Audio Post Production: Mark Hellaby, Clearcut Sound

Music: Circle of Sound

Published: July 2014

Short Rationale (optional): The three-minute film sees comedian and performer Chris Ramsey spending £250,000 on shopping for items in conjunction with Avios partners Tesco, Shell, Avis and American Express to collect over a million Avios to use for the winners’ flights.

Through the campaign, Avios will donate products to Save the Children’s crisis grant programme, Eat, Sleep, Learn, Play!, that provides essential household items to UK families who are most in need, and to the Trussell Trust. Chris Ramsey will be seen in the film surprising the winners, who were nominated by friends and family keen to say a surprise ‘thank you’, and capturing their reactions along the way.

The Walker Agency: Fruittella 'Pregnant'

Brand: Fruittella

Title: Pregnant

Agency: The Walker Agency

Agency Website:

Creative Team: Steve Howling, Robin Upshon

Additional Credits: Director: Tom Schrapnel

Production: The Gate Films

Published: July 2014

Mucho: Bohlin Cywinski Jackson 'Web Redesign'

Brand: Bohlin Cywinski Jackson

Title(s): Web redesign

Agency: Mucho, San Francisco, USA

Agency Website:

Creative Director: Rob Duncan

Art Director: Pam Hsu

Web Developer: Noble Studios

Published: July 2014

Short Rationale (optional): The new website mirrors the way BCJ approaches each project, starting with a blank piece of paper. Throughout the website, Mucho sought to explain the firm’s thought process and absolute attention to detail and craft that BCJ puts into every one of its projects.

On rolling over a project, the original drawing/sketch of the building is revealed, demonstrating that the thinking, problem-solving and design is sketched and worked out at the initial stage of the project. The final project photography corresponds directly with the original sketch for each project.

18 Feet & Rising, London: Nationwide 'People'

Brand: Nationwide

Title(s): People

Agency: 18 Feet & Rising, London

Agency website:

Creative Director: Johnny Leathers

Creative: Alex Delaney

Additional credits: Agency Producer: Jeremy Smith

Business Director: Andrew Barnard

Production Company: HLA

Producer: Mike Wells/ Kwok Yau

Director: Simon Ratigan

DOP: Ian Murray

Editor: Adam Spivey @ The Playroom

Music - Kylie Minogue

Composer: Scott David Hoffman, Jason Sellards/ Kylie Minogue

Sound: Jack Sedgwick @ Wave

Post: The Mill

Media: Havas

Published: August 2014

M&C Saatchi and Lida: Virgin Holidays 'Don't be sorry'

Brand: Virgin Holidays

Title(s): Don’t be Sorry

Agency: M&C Saatchi, Lida

Agency Website:

Art Director: Luke Boggins

Copywriter: Dan McCormack

Additional Credits: Planner/CSU Director: Adam Reader

Published: July 2014

Short Rationale (optional): M&C Saatchi and LIDA have unveiled a tongue in cheek campaign for Virgin Holidays – ‘Don’t be Sorry’ – in response to Three’s ‘Sorry for the Holiday Spam’ campaign.

Running at Elephant and Castle’s South London Gateway today, where it contrasts with Three’s initiative, ‘Don’t be Sorry’ tells people they should take pride in showing off their best selves on a Virgin holiday.

The campaign sports the hashtag #ShowOff, encouraging people not to hold back on celebrating what Three would call their ‘holiday spam’ on social media, and telling them ‘You look delicious’.

4Creative: Channel 4 'Short Shorts'

Brand: Channel 4

Title: Short Shorts

Agency: 4Creative

Agency Website:

Executive Creative Directors: John Allison & Chris Bovill

Creative Director: Landy Slattery

Director: Molly Manners

Creative: Molly Manners

Producer: Tabby Harris

Business Director: Kuba Wieczorek

Director of Photography: Marc Gomez del Moral

Editor: Tim Hardy @ Stitch

VFX Supervisor: Marcus Dryden @ Envy

Colourist: George K @ MPC

Audio: Arge

Published: July 2014

Watch The Drum's Shockumentary film on shock advertising featuring BrewDog, Peta and more

The Shockumentary is The Drum's new short film exploring the good and bad of shock advertising. Starring top creatives John Jessup (formerly of Leo Burnett) and Marc Lewis (School of Communication Arts), along with no-nonsense brands BrewDog, Peta and Death Cigarettes, the film asks whether shock tactics still have a place in modern advertising. Are brands too boring these days? Watch our Shockumentary and decide for yourself.

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