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Cancer Research The Connection At St. Martin-in-the-Fields Brother

Creative Showcase: Featuring RKCR\Y&R, JWT Delhi, Harlequin and more


By Gillian West | Social media manager

August 11, 2014 | 27 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 (3 September) in the Creative Showcase spread.

Other popular entrants will also be considered for the print edition. Submit your vote before Monday 18 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.

Rosapark Agency: Brother 'International 'Circus'

Brand: Brother International, Brother Label Machines

Title(s): Circus

Agency: Rosapark Agency, Paris, France

Agency website:

Co-founders: Gilles Fichteberg, Jean-François Sacco, Jean-Patrick Chiquiar

Creative Director: Jamie Standen, Mark Forgan

Art Director: Julien Saurin

Copywriter: Nicolas Gadesaude

Production Company: Henry de Czar Paris

Director: Bart Timmer

Published: August 2014

Short rationale (optional): A young man arrives for his first day at work in the light and sound booth at a circus. He is confronted with a large control panel featuring dozens of buttons, not one of them labelled. It’s not long before he pushes the wrong button at the wrong time, and the circus descends into chaos.

Iris Worldwide: Adidas Football 'Lionel Messi Back in Barcelona'

Brand: Adidas Football

Title(s): Lionel Messi Back in Barcelona

Agency: Iris Worldwide

Agency Website:

Deputy Creative Director: Adam Fish

Art Director: Ollie Agius

Copywriter: Pete Ioulianou

Additional Credits: Managing Partner: Henry Scotland

Account Director: Simon Yoxall

Account Manager: Ben Buchanan

Producer: Rachael Young

Production Company: Radical Media

Director: Luc Schurgers

Producer: Ben Schneider

DOP: Jan Richter Friis

Animation: The Mill London

Executive Producer: Luke Colson

Editor: Gabriel Britz

Edit House: Rock Paper Scissors LA

Edit Producer: Dina Ciccotello

Published: August 2014

RKCR\Y&R: The Royal British Legion 'Every Man Remembered'

Brand: The Royal British Legion

Title(s): Every man remembered

Agency: RKCR\Y&R, London, UK

Agency Website:

Executive Creative Director: Mick Mahoney

Creative Director: Andy Amadeo

Art Director: Freddie Wood

Copywriter: Psembi Kinstan

Designer: Anthony McDonald

Published: August 2014

Short Rationale (optional): The Royal British Legion and RCKR/Y&R has embarked on the largest act of commemoration the United Kingdom has ever known, to commemorate every single one of the 1,117,088 fallen servicemen of the First World War.

To raise awareness for the campaign, RKCR\Y&R created print ads to memorialise some of the fallen soldiers with familiar names. The print campaign ran in national press, placed in the appropriate sections of targeted publications.

Remember a fallen serviceman at

Border Biscuits: Border Biscuits 'Are you a border hoarder?'

Brand: Border Biscuits

Title(s): Are you a Border Hoarder?

Agency: Border Biscuits, Lanark, Scotland

Agency website:

Creative Director: David Reid

Art Director: David Reid

Copywriter: David Reid

Photographer: Richard Mountney

Published: August 2014

Short rationale (optional): Lanark based Border Biscuits has launched its biggest consumer advertising campaign to date, with a series of creative ads highlighting the brand’s personality and thirty year heritage.

Showcasing three creative ideas, the stylish adverts bring to life the extreme measures that people go to in order to ‘hide’ their Border Biscuits and keep them for themselves. Using the strapline: ‘Are you a Border Hoarder?’ the playful creatives capture Border Biscuits being stashed in the washing machine, the shoe cupboard and even the underwear drawer!

Dare: Enterprise Rent-A-Car 'UK car hire with US customer service'

Brand: Enterprise Rent-A-Car

Title(s): UK car hire with US customer service

Agency: Dare

Agency Website:

Creative Director: Sean Thompson

Creative: Andrew Edelston, Pippa Harrigan

TV Producer: Karen Egan

Creative Planner: Sarah Morning

Additional Credits: Business Director: Tamara Bennett

Account Manager: Freya Page

Media Agency: PHD

Media Planner: Ben Waddy

Production Company: Caviar

Director: Seth Gordon (courtesy of Independent)

Executive Producers: Louise Gagen/Sorcha Shepherd

Production Company Producer: Dougal Meese

DOP: Tim Maurice-Jones

Editor: John Mayes at Marshall Street

Post-Production: Finish

Audio Post-Production: Jack Sedgwick at Wave

Published: August 2014

Short Rationale (optional): Brad and Dave are back to help launch Enterprise Rent-A-Car’s next phase of the ‘U.K. Car Hire with U.S. Customer Service’ campaign.

Through new TV adverts, idents, webisodes and digital created by Dare, and media planned by PHD, the campaign aims to highlight Enterprise Rent-A-Car’s exceptional customer service and their broad network of locations across the U.K. and Europe.

The new spots also feature Enterprise employees as extras in the background, with at least one employee from every U.K. group being represented.

As part of the campaign Enterprise Rent-A-Car will also be sponsoring Sky’s ‘Home-grown’ comedy package, which features Sky commissioned comedy programmes including Moone Boy, Stella, Trollied, Mount Pleasant and Touch of Cloth.

Harlequin: Tequila Patrón ' Selfridges ‘Meet the Makers’ – ’60 hands’'

Brand: Tequila Patrón

Title(s): Selfridges ‘Meet the Makers’ – ’60 hands’

Agency: Harlequin

Agency Website:

Published: August 2014

Short Rationale (optional): Tequila Patrón has unveiled its first ever Selfridges window in Oxford Street. As the only tequila brand to take part in Selfridges ‘Meet The Makers’ campaign, Patrón set about showcasing the artisanal craft that goes into hand producing the world’s number one ultra premium tequila.

Designed by Harlequin, the Patrón Selfridges window focuses on the 60 individual hands that make one bottle of Tequila Patrón. The concept for the window was inspired by Artist Bruce Nauman’s show in 1996 entitled ‘15 pairs of Hands’.

McGarrybowen: Sky Bet 'Are You In?'

Brand: Sky Bet

Title(s): Are You In?

Agency: Mcgarrybowen

Agency Website:

Executive Creative Director: Angus Macadam, Paul Jordan

Head of Design: Jim Bletses

Additional Credits: Planning Director: Kevin Chesters

Business Director: Robbie Black

Agency Producer: Abbi Tarrant

Production: Academy

Director: Peter Cattaneo

Producer: Juliette Harris

Edit: The Quarry

Online: Unit

Audio Production: Unit

Media Planning: Sky and Mediacom

Published: August 2014

Short Rationale (optional): As the betting arm of Sky Sports, Sky Bet’s mission is to take betting to the next level. They’re doing this in a way that only they can, by offering exclusive rewards, offers and access to Sky Sports experts and unparalleled sports experiences.

Throughout the season, iconic Sky Sports presenters Jim White and Natalie Sawyer will be the faces of the brand new home of Sky Bet – The Sky Bet Studio. The beating heart of Sky Bet, the Sky Bet Studio will be the place where Jim and Natalie bring punters the latest Sky Bet news, offers and products. Each ad ends with an invitation to get involved, asking ‘Are you in?’

The launch coincides with the start of the football season on 4th August and will include a revamped customer loyalty proposition called the ‘Sky Bet Club’ and a new initiative focused on Sky Bet’s sponsorship of the Football League; the ‘Sky Bet Transfer Fund’.

Sky Bet have worked with mcgarrybowen to deliver all aspects of the campaign across multiple media including TV, press, outdoor, radio, online, mobile and eCRM activity. Furthermore mcgarrybowen have created a new visual identity for Sky Bet that will deployed across all touchpoints from August.

I-AM: Scarpetta 'Restaurant Brand Identity & Design'

Brand: Scarpetta

Title(s): Scarpetta Restaurant Brand Identity & Design

Agency: I-AM, London, England

Agency website:

Creative Director: Jon Blakeney, Pero Trivunovic

Additional Credits: Senior 2D Designer: Nick Wills

Senior 3D Designer: Tanya Fairhurst

Project Manager: Lara-Ann de Wet

Photographer: Addie Chinn

Published: June, 2014

Short rationale (optional): Scarpetta opened in the heart of London’s financial district in June. The fast-casual concept offers fresh artisan pasta, with a menu emphasising natural ingredients and authentic flavours. The restaurant was born from a desire to offer an authentic, healthy and tasty lunchtime experience, “handmade by Italians”, to city workers.

I-AM worked with the owners of Scarpetta to develop the initial concept and design the interiors, creating a space that is industrial, yet rustic – an apt juxtaposition of traditional and modern.

I-AM worked with the existing carry-on materials such as raw concrete and introduced wood flooring and brown leather seating, as well as as distinctive copper pipes, to add warmth to the existing black and white tiled interiors. Other key design elements are the different sizes of ceiling fans, which create movement and add energy to the space.

The eye is instantly drawn to traditional pasta-making tools, embedded on a feature wall and to the classic pasta-making machinery located behind the counter. The result is a visually arresting space, evoking iconic Italian imagery where pasta takes centre-stage.

Big Communications: Harley-Davidson 'Trade Up'

Brand: Harley-Davidson

Title(s): Trade Up

Agency: Big Communications

Agency Website:

Executive Creative Director: Dylan Bogg

Art Director: Tim Jones

Copywriter: James Cross

Designers: Duncan Bancroft, Simon Dilks

Published: July 2014

RKCR/Y&R: Vodaphone 'Red+'

Brand: Vodafone

Title(s): Red+

Agency: RKCR/Y&R

Agency Website:

Executive Creative Director: Mick Mahoney

Art Director: Simon Johnson

Copywriter: Dave Govier

Additional Credits: Business Director: Ben Caulfield, Duncan McRobb

Board Account Director: Jeff Crowe

Account Manager: Nick Waddell

Agency Producer: Tim Page

Director/Production Co: Anthony Wonke/Partizan

Producer: Miranda Johnstone

Editor: Stephen Ellis

Post-Production: Grammercy Park Studios

Sound Design: Wave Studios

DoP: Simon Niblett

Media Planning/Buying: OMD/MEC

Published: August 2014

Short Rationale (optional): Vodafone UK has launched a new documentary-style ad campaign to promote its new Red+ plan featuring real British families.

Spanning TV, cinema, press, digital and social, the campaign follows three different families from London and Bristol, documenting the moments they share together and exploring the role that mobile connectivity plays in their lives.

The campaign, created by Rainey Kelly Campbell Roalfe/Y&R, promotes Vodafone’s Red+ plan which allows multiple people to share one simple data allowance. The central idea behind the campaign is all about sharing – especially in today’s modern world where families come in all shapes and sizes sharing is what makes family, family.

The three families were chosen through a combination of street castings, focus groups and postings on Mumsnet appealing to real families who might be interested in becoming involved in a documentary-style campaign for a well-known brand.

The three films, 'Sunday Lunch', 'Camping Trip' and 'Day Out' will appear in a variety of edits, including 180, 150, 60, 40 and 20-second cut downs.

Designline Creative: Loch Lomond & The Trossachs National Park 'Multi-sensory Immersion Walkway Creative Project'

Brand: Glasgow Airport / Loch Lomond & The Trossachs National Park

Title(s): Multi-sensory Immersion Walkway Creative Project

Agency: Designline Creative Ltd, Glasgow, Scotland

Agency website:

Creative Director: Kim Maxwell

Art Director: Kim Maxwell

Account Director: Ashley Moore

Photographer: Chris Close

Additional credits: Glasgow Airport Marketing & Customer Insight Manager: Steven MarshallNational Park Marketing Project Consultant: Elspeth McLachlan

Published: July 2014

Short rationale (optional): The walkway was designed to portray a realistic and multi-sensory experience relating to the Loch Lomond National Park, to include: Sound (bird and background water/breeze/tree theme, lighting (different to the rest of the International Arrivals pier to help create immersion experience).

Visual: Photography commissioned of forest scene on location at Loch Lomond which was then used to wrap all wall areas in dedicated area. Photography commissioned of loch scene on location and used on window area to create a realistic ‘lit’ area within the walkway. Forest floor reflected through bespoke printed carpet (bark and moss). Wood grain used from the forest to dress all doors and frames, with stag and doe icons used for toilet wayfinding.

Fragrance: Two fragrance scent boxes installed within the area with pinewood / woodland scent to aid the multi-sensory experience. Disguised as a bird box to keep with the theme.

Seating: Actual tree trunks used (supplied by the forestry commission) and joiner commissioned to create three benches to create passenger seating areas within the walkway.

Messaging: Key facts about the National Park were included and Black Grouse and Red Squirrels highlighted as protected species.

Grey London: The Sun 'We Feel Football'

Brand: The Sun

Title(s): We Feel Football

Agency: Grey London

Agency Website:

Deputy Executive Creative Director: Dave Monk

Creative Team: Jonas Roth, Rasmus Smith-Bech

Additional Credits: Agency producer: Amy Cracknell

Creative producer: Sarah Benson

Planner: Planning Director: Mike Lean

Senior Planner: Hamish Cameron

Account team: Managing Partner: Natalie Graeme

Business Director: Tamsine Foggin

Account Manager: Helene Doukas

Media agency: M/SIX

Production company: Pulse

Director: Martin Kalina

Assistant Director: Luis Mermet

Editor: Leo @ Stitch

Producer: Sam Levene

DOP: Julian Hohndorf

Post-production: Absolute

Audio post-production: Sam @ 750MPH

Published: August 2014

Short Rationale (optional): The campaign introduces a new line that will underpin The Sun’s football-based communications throughout the entire season: We Feel

Football, celebrating the devotion and emotional turmoil fans will experience week in, week out, from the first chance in August ‘til the last near miss in May.

Centrepiece is a 60’ TV commercial narrated by Nazareth’s 1970s power ballad Love Hurts, which recognises for every winner there must be a loser; for every moment of ecstasy there must be an equal moment of despair, and exalts the pain experienced by long-suffering fans with a devotion to the beautiful game.

The spot – a snapshot of the heartbreak felt by those with a blind love for football and which finishes with the line ‘All season, we’ll be there’ – was directed by Martin Kalina through Pulse, and will also run in the form of two separate 30’ edits.

Soul: The Connection at St. Martin-in-the-Fields 'Anti-begging campaign'

Brand: The Connection at St. Martin-in-the-Fields

Title(s): Anti-begging campaign

Agency: Soul

Agency Website:

Creative Director: Shaun Moran

Head of Art: Paul Walton

Senior Copywriter: Linda Cash

Senior Art Director: James Ellis

Published: August 2014

Short Rationale (optional): Creative direct marketing agency Soul has launched a hard-hitting campaign on behalf of homeless charity, The Connection at St. Martin-in-the-Fields to highlight some of the issues associated with giving money to homeless people on the street.

The campaign, which launches in August, uses a range of stark monochromatic images; one is of weathered hands reaching out for spare change; another an anonymous body laid out in the morgue, accompanied by bold language. The creative aims to highlight how giving money to people on the street could actually be contributing to their deaths, as it may easily be spent on drugs and alcohol.

The campaign includes posters, beermats, take-one and leaflets and will appear in pubs and shops throughout the Westminster area.

A dedicated app - created by Soul to support the campaign, that allows people to donate directly and easily to The Connection will launch later in the year.

JWT Delhi: Karizma 'ZMR superbike advert'

Brand: Karizma

Title(s): ZMR superbike advert

Agency: JWT Delhi, India

Agency Website:

Executive Creative Director: Amit Shankar

Additional Credits: EBD: Saurabh Saksena

Vice President: Rohit Sharma

Agency Producer: Mandeep Sing

Production House: Daydreamer Pictures

Executive Producer: Coburn Machado

Director: Rob Kaplan

Published: August 2014

Short Rationale (optional): Rob Kaplan has just returned from the snow swept northern reaches of Iceland after shooting this action packed commercial for Karizma's new ZMR model superbike.

After a gruelling shoot that took in the harshest locations Iceland has to offer, our intrepid director then flew onward to Mumbai to complete the post on what has proven to be an epic and cinematic commercial, shot for JWT Delhi, India.


Lowe Roche: Canadian Cancer Society 'The Fearless Challenge'

Brand: Canadian Cancer Society

Title(s): The Fearless Challenge

Agency: Lowe Roche, Lowe Profero, UM

Agency Website:,,

Creative Director: Mark Mason, Jane Murray

Associate Creative Director: Jesse Pearson

Copywriter: Jeremy Richard

Designer: Ben Coles

Additional Credits: Account Director: Katie Musgrave

Account Manager: Hillary Pitcher

Director of Production: Beth Mackinnon

Agency Producers: Sumit Ajwani, Jonny Pottins

Strategic Planners: Jonathan Daly, Laura Davis-Saville

Production Company: Descendants

Director: James Arthurs

Executive Producer: Tasha Litt

Line Producer: Todd Huskisson

Digital Production: Lowe Profero

Digital Fundraising Agency: Charity Dynamic

Editorial: Saints

Editor: Red Barbaza

Music: "We Are the Brave" by Rebel Coast

Sound Design: Boombox

Media Agency: UM

VP Client Partner: Helen Galanis

Manager, Connection Planning: Rachael McNally

Digital Strategist: Eden Pettigrew

Published: August 2014

Short Rationale (optional): From spiders to heights, to singing in public, no fear is too big or too small to be included in the Fearless Challenge, a new online fundraiser launched today by the Canadian Cancer Society.

The Fearless Challenge, an integrated campaign centred on a website at, created by advertising agency Lowe Roche, is daring anyone and everyone to confront their fears to help those living with cancer do the same. It’s an exciting new signature fundraiser from the Canadian Cancer Society, and a different way for the charity to frame the narrative around cancer.

The goal of the Fearless Challenge is to change perceptions around cancer by creating hope through fundraising that the disease will become more manageable in the future.

The campaign has launched with a number of celebrity endorsers and participants. Endorsers include actor Jason Priestley of Beverly Hills 90210 and Call Me Fitz, Canadian sports commentator and former NFLer Jesse Palmer, Shannon & Sophie Tweed-Simmons of Gene Simmons Family Jewels and Shannon & Sophie, and Hedley bassist and cancer survivor Tommy Mac.

Mother: Money SuperMarket 'You’re So Money SuperMarket'

Brand: Money SuperMarket

Title(s): You’re So Money SuperMarket

Agency: Mother

Agency Website:

Additional Credits: Director: Guy Shelmerdine

Production Company: Smuggler

Post Production: MPC

3D Artist: Fabien Frank

2D Artist: Matt Jackson

Sound: Gary Walker at 750mph

Published: August 2014

Short Rationale (optional): They say you should never work with animals or children however; MoneySuperMarket has gone against that famous analogy in the latest iteration of its ‘You’re So MoneySuperMarket’ campaign.

Filmed against a New York City backdrop, the advert continues the feel good theme – Save Money, Feel Epic. It opens with Graeme who feels so elated about the savings he has made at MoneySuperMarket that he takes on an epic swagger that takes him on a journey through the streets of New York - on the back of a ginormous African elephant.

As continues to amplify just how awesome it feels to save money and feel epic, Graeme struts around the city on the back of the elephant, and whilst this elephant can’t fly, it can bust some moves and does so through the streets of New York to the 80s Cameo anthem, ”Word Up”.

With the wind in his hair, Graeme pulls the elephant to a halt and looks down to see a Dad crossing the road with his baby. The baby is sporting a fetching afro and the iconic MoneySuperMarket blue suit, echoing those which have appeared in previous campaigns ‘That’s How I Roll’ and ‘Running with Cats’. Before Graeme continues his epic journey, the baby raises his fist as the ultimate mark of respect to respect Graeme’s epicness and declares “Graeme, you are so MoneySuperMarket.”

Also Known As Packaging Design: Legend Distilling Inc. 'Handmade Vodka and Gin Packaging'

Brand: Legend Distilling Inc.

Title(s): Handmade Vodka and Gin Packaging

Agency: Also Known As: Packaging Design, Vancouver, Canada

Agency website:

Creative Director: Joshua Vanderheide

Art Director: Chris Williams

Copywriter: Kelsey Dundon

Illustrator: Stuart Teekasingh

Photographer: Jason Koroluk

Published: July 2014

Short rationale (optional): The strategy was simple, we can’t design another ‘me too’ product, Legend was sick of seeing the same looking things on the shelves; they wanted something that offered the market something new and unexpected. With ‘Stories worth sharing’ as our core creative concept, we developed product names, individual brands and packaging that leveraged local BC legends and created custom illustrations to bring the stories to life on the bottles.

We wanted every detail to be considered, from container selection, non-traditional colour selections and print finishings to create something that truly stands out from the crowd.

Look for more exciting product releases from Legend coming out in Fall 2014.

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