Bristows Always a Chance World Animal Protection

Creative Showcase: Featuring JWT London, FHV BBDO Amstelveen, Afterhours and more


By Gillian West, Social media manager

September 1, 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 (17 September) in the Creative Showcase spread.

Other popular entrants will also be considered for the print edition. Submit your vote before Monday 8 September 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.

JWT London: Mr Kipling 'Life is better with cake'

Brand: Mr Kipling

Title(s): Life is better with cake

Agency: JWT London

Agency Website:

Executive Creative Director: Russell Ramsey

Creative Director: David Masterman

Creative: Verity Fenner, Claudia Southgate

Additional Credits: TV Producer: Toby Clifton

Planner: Hilde Oord

Managing Partner: Simone Forster

Account Manager: Joanne Murray, Amy Wright

Media Agency: Carat

Director: Bjorn Ruhmann

Director of Photography: Justin Brown

Production Company: Blink

Blink Producer: Sam Levene

Editor: Paul Hardcastle @ Trim

Post & CG: The Mill

CG Lead: John Wood

CG 2nd Lead: Gareth Brannan

Lead Animator: Jorge Montiel

Producer: Ian Berry

Music Studio: Jungle

Sound Engineer: Owen Griffiths

Copyright Title: Soul Bossa Nova

Artist: Quincy Jones and His Orchestra

Published: August 2014

Short Rationale (optional): The campaign aims to transform the entire cake category, as well as the Mr Kipling brand and reminds Britons that cakes bring delight to every occasion.

As part of the campaign, an emotionally stirring TVC based around the story of a little boy and his imaginary friend – an enormous pink elephant portrays the ritual they enjoy before sharing a piece of Mr Kipling cake. The campaign retains the famous long-standing endline 'Exceedingly Good'.

The campaign will also consist of an experiential event, partnerships with the X Factor and Heart Radio, a makeover of the Mr Kipling website, in-store shopper activity and online advertising.

FHV BBDO Amstelveen: World Animal Protection 'Step off the elephant'

Brand: World Animal Protection

Title(s): Stap van de olifant af/Step off the elephant

Agency: FHV BBDO, Amstelveen, The Netherlands

Agency website:

Executive Creative Director: Mark Muller, Martin Cornelissen

Art Director: Daniel Samama

Copywriter: Tim de Waard

Additional Credits: Responsible at client side: Maartje Maas, Julie Middelkoop, Muriel den Tuinder, Sabrina van der Gaag, Sarah Clifton

Strategy: Derk van Beek, Vincent Seeber

Account Management: Niki Lodder, Eke Rog, Ellen Visee

Digital Producers: Carien van Leeuwen, Hans Dekker

3D Printing: Joris van Tubergen (

Development & Digital Production: Minivegas

Elephant Design: Dolf Veenvliet (Macouno), Nicole Clerc

Interactive Design: Esmee Lechner

Elefont Design: Bas de Graaf, Nicole Clerc

Pavilion Production: Marcel Kremer (Mont Blanc)

Video Production: Klaas Arie Westland (KAW films)

Endorsement Video: Hadoken

Animation: Dean Refos

Retouche: Mont Blanc

Music: Ruben Samama

PR: Bert Hagendoorn, Lot Bosch van Drakestein

Media: Claire du Pon (Resolution)

Many thanks to: Arke, Ultimaker, Schiphol Media, Schiphol Telematics, De Boer tenten

Published: August 2014

Short Rationale (optional): World Animal Protection launched a campaign where Dutch people can pledge never to ride an elephant again. Each time a name is added to the petition, a specially developed 3D printer prints a piece of a life-size elephant at Amsterdam Airport Schiphol: the world’s first-ever 3D print petition. A live stream of the printing progress is available at

The project is a partnership between World Animal Protection, Dutch advertising agency FHV BBDO, 3D printer manufacturer Ultimaker, production company Minivegas and 3D designer Joris van Tubergen.

Everyone who pledges has their name printed on the elephant with a special font -called Elephont- which makes it look like elephant skin. Although only Dutch people can pledge, everyone who visits Schiphol Airport can check out the 3D printing installation and everyone can follow the progress of the printing 24/7 through the live stream.

More than 20,000 people already signed the petition. The 3D printing installation will be in a pop-up pavilion in front of the main entrance of Schiphol Airport until August 30 2014.

Aesop Agency: Bristows 'Bristows Clotted Cream Fudge & Toffee'

Brand: Bristows

Title(s): Bristows Clotted Cream Fudge & Toffee

Agency: Aesop Agency, London, UK

Agency website:

Executive Creative Director: Martin Grimer

Designer: Harriet Beesley and Gabriel Soto

Published: August 2014

Short rationale (optional): Aesop Serve-Up A ‘Sweet’ Seaside Treat

Produced by Aesop designers Gabriel Soto and Harriet Beesley the aim was to create an evocative world around the product and to communicate the brand’s cheeky attitude. Bold and fresh, the design approach has bags of charm - the brilliant British seaside captured with a modern twist.

AMV BBDO/BBDO: Guinness Africa 'Made of Black'

Brand: Guinness Africa

Title(s): Made of Black


Agency Website:

Creative Director: Mike Schalit

Art Director: Antony Nelson

Copywriter: Mike Sutherland

Additional Credits: Agency Planner: Alex Lewis, Tim Whirledge

Agency Account Man: Michael Pring, Gau Narayanan, Jonny White, Rob Ronayne, Harriet Pinnington

Agency Planner: Nick Godden, Holly Pienaar

Media Agency: Carat

Production Company: Rogue Films

Director: Sam Brown

Production Company Producer: James Howland

Post-Production Company: The Mill

Audio Post-Production: Wave

Published: August 2014

Short Rationale (optional): Over a year in development, #madeofblack, part of the global Guinness Made of More platform, shines a light on a movement being created by a new generation of Africans whose boldness cannot be contained and who are fuelling a new, progressive spirit of Africa.

Launched via a four hour take over on MTV Base, the takeover featured #madeofblack stunts, guest appearances from Fuse ODG and Phyno amongst others, and the premier of the new Guinness #madeofblack commercial. The #madeofblack campaign, conceived by AMV BBDO in London with BBDO offices in Africa, will continue to develop and build over the coming weeks.

The commercial, directed by Sam Brown, features a powerful compilation of African performers, artists and creatives who are filmed expressing their own #madeofblack story and attitude in their own individual way.

WCRS: Sky Broadband 'Toy Story'

Brand: Sky Broadband

Title(s): Toy Story

Agency: WCRS

Agency Website:

Executive Creative Director: Leon Jaume

Creative Director: Simon Robinson

Additional Credits: Agency Producer: Eliot Liss, Alex Honnor

Agency Account Team: Torie Wilkinson, Carolina Gutierrez, Katie Gould

Client Creative Director: Barry Skolnick

Client team: Carli Farmer, Lyssa McGowan, Nikki Griffiths, Lizzie Chasemore

Published: August 2014

AMV BBDO: Uncle Ben’s 'Ben’s Beginners'

Brand: Uncle Ben’s

Title(s): Ben’s Beginners

Agency: AMV BBDO

Agency Website:

Creative Director: Mike Hannett

Art Director: Phil Holbrook, Steve Stretton

Copywriter: Liam Donnelly

Additional Credits: Agency Planner: Raquel Chicorel, Trevor Hardy, Matt Turnbull

Agency Account Man: Gau Narayanan, Paddy Heaney, Georgia Totvanian, Tamara Klemich, Jen Knox

TV Producer: Richard Grisman, Nick Price, Tara Megson

Media Agency: Mediacom

Media Planner: Matt Delaney

Production Company: Social Film: Fat Lemon. Content: AMV

Director: Social Film: Chris Faith. Content: Jayne Hibbert Smith

Production Co. Producer: Social Film: Cabell Hopkins. Content: Jayne Hibbert Smith

Published: August 2014

Short Rationale (optional): Uncle Ben’s believes that every child should be able to cook as well as they can read and write. However, 1 in 4 British parents never cook with their children. So millions of kids are growing up without the cooking skills to look after themselves in the future.

To help change this, Uncle Ben’s has launched Ben’s Beginners. It’s an initiative aimed at getting kids and families back in the kitchen cooking together.

At the centre of the campaign is a YouTube channel delivering fun and engaging cooking content. The channel will feature a series of weekly shows hosted by DJ BBQ where he shows seven YouTube stars how to cook simple, delicious meals. This is supported by a set of videos where Lisa Faulkner teaches kids the basic skills they’ll need to follow the recipes.

The campaign begins with a provocative online film to raise awareness of the issue of disappearing family cooking skills. Seeding begins on 26 August, supported by PR. The film directs families to a taster of what’s to come on the Ben’s Beginners YouTube channel.

Big Communications: Always A Chance 'Leon, Ashlee, Darren'

Brand: Always A Chance

Title(s): Leon, Ashlee, Darren

Agency: Big Communications

Agency website:

Creative Director: Dylan Bogg

Art Director: Tim Jones

Copywriter: James Cross

Photographer: Martin Brent

Published: August 2014

Short rationale (optional): Always A Chance is a charity set up in memory of James Cooper and James Kouzaris, two young British men murdered whilst on holiday in Florida in 2011. This is their first national advertising campaign created by Big, which promotes the charity's aim of providing a positive force against violent crime in the UK.

Axis: SEGA Europe 'Alien Isolation'

Alien: Isolation - Improvise from axisanimation on Vimeo.

Brand: SEGA Europe

Title(s): Alien Isolation

Production Company: Axis

Company Website:

Director: Ben Hibon

Producer: Andrew Pearce

Executive Producer: Richard Scott

CG Supervisor: Graham McKenna

Animation Supervisor: Steven Graham

Sound Design and Mix: Adelphoi

Composer: Jeff van Dyck

Brand Manager: Amy Hutchinson

Game Developer: Creative Assembly

Published: August 2014

Afterhours: Nigel Bowen (Driving Instructor) 'NB Brand Identity'

Brand: Nigel Bowen (Driving Instructor)

Title(s): NB Brand Identity

Agency: Afterhours, London, UK

Agency Website:

Designers: Chris McDonald, Kelly Bennett, Moyra Casey

Published: August 2014

Short Rationale (optional): Identity and stationary for driving instructor Nigel Bowen, who’s USP is his reassuring, calming approach, putting nervous learners at ease with his disarmingly friendly banter.

The identity uses the NB acronym to frame all of Nigel’s genuine one-liners and words of wisdom together with a visual style rooted in the language of motorway and road signage. This reflects its informative message and positions his service as ‘the route’ to passing your test.

The ‘My Way’ Code leaflet is his own guide to getting on the road as well as being a more universal expression of his positioning and offer in the market place, his own philosophy on learning to drive.

CHI& Partners: TalkTalk 'Mix-Off – X Factor sponsorship'

Brand: TalkTalk

Title(s): Mix-Off – X Factor sponsorship

Agency: CHI& Partners

Agency Website:

Executive Creative Director: Jonathan Burley

Creative Director: Micky Tudor, Chad Warner

Creatives: Matt Searle, Sarah Levitt

Additional Credits: Executive Producer: Nicola Ridley

Producer: Deji Odulate

Production Assistant: Will Parnall

CEO: Nick Howarth

Business Director: Fern Nott

Account Directors: Kristie Thistlethwaite & Will Oakes

Account Managers: Phillipa Leyshon & James O’Reardon

Director: Sammy Rawal for Believe Media UK

Exec Producer: Rory Fry for Believe Media UK

Producer: Phil Barnes

DOP: Dennis Madden

Editor: Dan Sherwen @ Final Cut

Audio: Scramble

Engineer: Russell Bradley

Producer: Karen Noden

VFX Company: MPC

VFX Producer: Luke Raffety

Colourist: Kai Van Beers

Flame Artist: Alastair Ford

3D Artists: Rune Mansson & Emeric Larochette

Motion Graphics Designers: Matteo Morando, Lee Robinson, Matt Campbell & Will MacNeil

Digital/App Production: MPC Creative

Executive Producer: Dan Phillips

Senior Digital Producer: Mikey Bramich

Interactive Creative Director: Andre Assalino

Lead Android Developer: Dennis Ippel

Lead iOS Developer: Hari Karam Singh

Lead Front-end Developer: Henry Yp Ho

Lead Back-end Developer: Pedro Rocha

Lead Designer: Alexandre de Carvalho

Music Company: Platinum Rye Entertainment

Director of Music: Dave Goulding

Published: August 2014

Short Rationale (optional): TalkTalk continues its sponsorship of The X Factor for the sixth consecutive year, with an ambitious twist on its familiar TV idents, giving fans the chance to star on TV in their own professionally-crafted music videos.

Created by CHI&Partners, the idents will feature content pulled in from an advanced app, ‘Mix-Off’, which pushes the boundaries of smartphone technology, enabling TV viewers to create their own music videos at home, with a real made-in-studio feel. The best mixes will then be broadcast to the nation during the show’s ad breaks.

The ‘Mix-Off’ app is fully responsive across iOS, Android and on the web, allowing users to create music videos starring up to four users, against nine different tracks and eight music video styles, all professionally directed by Sammy Rawal. The music videos will be released onto the app in staggered phases throughout The X Factor season.

A second-phase release of the app in September will give fans something new to play with as auditions end and the stage is set for the programme’s live shows. This second release will allow users to pull in performances from their Facebook friends as well as any performance already submitted to the app

Airing from August through to December, the idents will result in more than 160 user-generated spots.

Brothers and Sisters: Betfred 'You’ll love a bit of Betfred'

Brand: Betfred

Title(s): You’ll love a bit of Betfred

Agency: Brothers and Sisters

Agency Website:

Creative Director: Brothers and Sisters

Art Director: Brothers and Sisters

Copywriter: Brothers and Sisters

Additional Credits: Media Agency: Mediacom Manchester

Production Company: Biscuit Filmworks

Director: Bruce St Clair

Editor: Ross Hallard @ Trim

Post-Production: Framestore

Audio Post-Production: Dom Dew at Jungle Studios

Published: August 2014

Short Rationale (optional): Brothers and Sisters has created Betfred’s first ever brand campaign which will launch this Premier League football season. Directed by Bruce St Clair (Biscuit Filmworks), the campaign’s 40-second commercial will premiere on 30 August across Sky Sports and BT Sport.

The spot builds on the existing brand idea of “You’ll Love a Bit of Betfred” and positions the brand at the heart of the entertaining, social and fun spirit of betting. The ad features two cool characters, lifelong best mates who turn an ordinary walk down the street into a slice of fun and entertainment by playing keepy uppy.

Construct: YOO Home 'Brand Identity'

Brand: YOO Home

Title(s): Brand Identity

Agency: Construct, London, UK

Agency website:

Creative Director: Construct

Published: August 2014

Short rationale (optional): YOO Home ( is a new retail interiors collection from YOO, represented by an identity by brand consultancy Construct, YOO Home marks the latest development for the YOO brand and comprises four eclectic collections curated by the YOO Studio.

The brand identity by Construct is conceived as a unifying visual umbrella for the aesthetically varied furniture and accessories. Original furniture designed by YOO Home sits alongside a curated selection from iconic design houses including Boffi, Cappellini, Cassina, Droog, Flos, Fritz Hansen, Moooi, Nani Marquina, Poltrona Frau, Zanotta, and show-stopping pieces from Sean Dare, Bethan Gray and Jon Male. YOO Home offers the entire collection across four key themes: Classic, Nature, Minimal and Culture

The YOO Home identity is anchored to the existing YOO logotype, with its lower-case twist on the classic typeface Futura. The addition of the word ‘home’ has been achieved with typographic precision so as to retain the balance and elegance of the original. A protected and defined area of clear space ensures that the new mark is never crowded out but asserts its authority wherever it appears. Brand patterning that is amplified by a wide range of digital, print and physical applications, gives the new identity presence without overshadowing the visually arresting, often colourful products.

The YOO Home logotype comes in three variants: as a stand-alone word-mark, as a wordmark in a roundel, and as a lock-up with a geometric pattern created from the counter of the ‘O’. Here and elsewhere the identity plays with the positive and negative shapes inspired by the letter. A palette of materials and processes has been developed for use across all applications with their use and combinations dictated by a carefully considered set of brand guidelines.

adam&eveDDB: MT Rainey/Let’s Stay Together 'Scottish Heartstrings'

Brand: MT Rainey/Let’s Stay Together

Title(s): Scottish Heartstrings

Agency: adam&eveDDB, Tribal Worldwide

Agency Website:

Executive Creative Director: Simon Poett

Copywriter: Lee Kozlowski

Additional Credits: Head of Strategy: Allan Blair

Creative Technologist: Yiannis Poulakas

Planner: Allan Blair

Account Manager: Joseph Mishon

Designer: Toby Snowden

Published: August 2014

Short Rationale (optional): The Let’s Stay Together campaign, adam&eveDDB and Tribal Worldwide have created an innovative and ambitious digital platform designed to let the public celebrate the many achievements of Scots and Scotland as part of the UK.

The Scottish Heartstrings site allows people to share what they love about Scotland in a visually exciting way by adding a ‘heartstring’ onto an interactive map of the UK. With five categories to choose from, entries can range from favourite bands, to most admired sportspeople and great Scottish inventions.

The intent is to build a unique, publicly generated digital library of Scottish achievements as part of the UK.

The Scottish Heartstrings site is live at for one month leading up to the Scottish Independence Referendum on 18 September.

The site is integrated with Facebook and Twitter, potentially creating a valuable social groundswell for sign-ups to the website.

Media Agency Group: Claims Through Us (CTU)

Brand: Claims Through Us (CTU)

Agency: Media Agency Group

Agency Website:

Copywriter: Matthew Newman

Production Company: YourFilm

Illustrator: Lauren Shepherd

Additional Credits: Director: Kevin Owens

Producer: Matthew Newman

Short Rationale (optional): A vast, multi-format campaign to position CTU as a highly visible and viable, contender in the competitive, legal marketplace.

Firstly, claims types were analysed in detail to highlight geographical and claim type opportunities.

Through the research and data gathered, the agency moved to target audiences with high claims histories; those who proved extremely receptive to claims advertising.

Outdoor media, online and radio were rolled out across the North West of England alongside the TV ads based on the findings.

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