Creative Showcase: Featuring Karmarama, St Luke's, Design Bridge, The Red Brick Road and more
Welcome to The Drum Creative Showcase in association with iStock.
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 (29 October) in the Creative Showcase spread.
Other popular entrants will also be considered for the print edition. Submit your vote before Monday 20 October to guarantee your favourite makes it into the printed magazine.
To submit work for future publication contact gillian.west@thedrum.com. For voting updates and more follow The Drum Creative Showcase on Twitter @TheDrumCreative.
Karmarama: BBC Music 'God only knows'
Brand: BBC Music
Title(s): God only knows
Agency: Karmarama
Agency Website: http://www.karmarama.com/
Executive Creative Director: Sam Walker, Joe De Souza
Art Director: Morgan Kennedy, Sarah Kane, Melissa Broker (LA)
Additional Credits: Account Handler
Planner: Dan Hill
Music Producers: Ethan Johns, Ken Nelson
Music Arrangement: Ethan Johns
Director: Francois Rousselet (represented by Riff Raff)
Production Company: Red Bee Media
Producer: Joanna Yeldham
DOP: Ed Wild, Denzil Armour-Brown, Philipp Blaubach, Richard Mott, Michael Pescasio (LA)
Styling: Grace Snell
Editor: Amanda James @ Final Cut
Post Production Supervisor: Hugo Guerra @ The Mill
Grade: Mick Vincent
Sound Design: Munzie @ Grand Central
Published: October 2014
Short Rationale (optional): BBC Music created a unique broadcasting and musical moment spanning the BBC’s television, radio and online networks at 8pm on Tuesday 7 October.
The promotional film, created by Karmarama, marks the official launch of BBC Music - an ambitious wave of new programmes, partnerships and ground-breaking music initiatives that amount to the BBC’s strongest commitment to music in 30 years.
God Only Knows will be released as a single in aid of BBC Children in Need. It will be available to download from midnight on Tuesday 7 October.
God Only Knows features the song’s original writer and creator, Brian Wilson, alongside 26 award-winning musicians including popular music stars Sir Elton John, One Direction, Stevie Wonder, Pharrell Williams, Jake Bugg, Lorde, Emeli Sandé, Chris Martin, Kylie Minogue, Paloma Faith, Sam Smith and Florence Welch; rock musicians Chrissie Hynde, Brian May and Dave Grohl; classical musicians Alison Balsom, Martin James Bartlett, Danielle de Niese and Nicola Benedetti; folk performer Eliza Carthy; Senegalese singer Baaba Maal; jazz performer Jamie Cullum; British Asian Music star Jaz Dhami; the BBC’s Zane Lowe, Lauren Laverne, Katie Derham, Gareth Malone and Jools Holland; with the youthful vocals of the Tees Valley Youth Choir and the BBC Concert Orchestra at its heart.
itineris Limited: Hospice UK rebrand
Brand: Hospice UK
Title(s): Rebrand
Agency: itineris Limited
Agency website: http://www.itineris.co.uk
Creatives: Sam Burrows, Zoe Johnson, Ian Dance
Published: October 2014
Short rationale (optional): Hospice UK is the national charity for hospice care and the only membership body for organisations providing hospice care. It supports and champions the work of more than 200 of these organisations across the UK.
Unveiled in September 2014, the new ‘Hospice UK’ brand was designed as an evolution from the original ‘Help the Hospices’ identity originally established in 1984. The brand was commissioned to increase awareness about the diversity of hospice care provided in the UK and to create a stronger voice for the sector.
The new brand represents a more modern, friendly identity whilst retaining the same original promise and values of Help the Hospices. The brand has been rolled out across offline and online environments including forming the foundation for a new ‘Hospice UK’ website.
JWT London: Oxo 'The magic touch' Oxo’s new Herbs & More
Brand: Oxo
Title(s): The Magic Touch/Oxo’s new Herbs & More
Agency: JWT London
Agency Website: http://jwt.co.uk/
Executive Creative Director: Russell Ramsey
Creative Director: David Masterman
Additional Credits: Head of Art: Christiano Neves
Producer: Leo Rowbotham / Carley Reynolds
Assistant Producer: Lula Boardman
Planner (creative agency): Ross Nicolson
Global Director in Charge: Simone Forster
Account Director: Adrian Ash / Ebla Salvi
Account Manager: Amy Wright
Account Executive: Theo Moran
Media agency: Carat
Digital Agency: Outside Line
Creative Consultant: PES
Director: Conkerco
Production Company: Academy
Production Company Producer: Mark Whittow-Williams
Editor: Chris Rule
Pic and Post Production: Cherry Cherry
Sound: Grand Central
Music Track: Hear No Evil
Published: October 2014
Short Rationale (optional): JWT London has created a charming campaign for the launch of OXO’s Herbs & More. The seasoning pots have been created to add delicate flavours to meals.
Modern consumers have changed the rules of home cooking and are looking for simple and clever ways to transform their everyday meals. And the creative aims to highlight how powerful ‘the Magic Touch’ of OXO’s Herbs and More is.
JWT London in collaboration with BAFTA award-winning animator PES, has created three new stop motion animations, which show inanimate objects being transformed into mouth-watering meals.
The Allotment: QFC rebrand
Brand: QFC
Title(s): Quality Furniture Company Rebrand
Agency: The Allotment
Agency Website: www.theallotment.co
Creative Director: Brian Eagle
Designers: Adam Cale
Client Services: Paul Middlebrook and Tom Russell
Published: September 2014
Short Rationale (optional): Quality Furniture Company make over 250,000 sofas a year and are one of the largest manufacturers in the UK. They supply all the major upholstery retailers including Next, DFS, John Lewis, Argos and Laura Ashley.
Research carried out by The Allotment revealed that Quality Furniture Company’s customers’ expectations around product innovation were increasing.
The breakthrough came from the realisation that one of the key drivers for innovation is asking QUESTIONS; Questions such as Why, What and How? We discovered that QFC was already asking big questions of its people to drive continuous improvement. We took this as the core idea for the brand’s development. The Q in ‘QFC’ became the question and the big idea for the business.
Every employee was given a brand book which provided the ‘Why’, explaining the strategic rationale behind the new brand and what it means for them. At the same time a new website was launched together with new signage across QFC’s two manufacturing sites.
Lost Boys: UGG 'UGG SOS'
Brand: UGG
Title(s): UGG SOS
Agency: Lost Boys
Agency Website: http://lostboys.com
Creative Director: Gemma Butler
Art Director: Charles Grant
Copywriter: Jenny Hughes
Additional Credits: Designer: James Bradley, Emma Ahlqvist
Planning Lead: Jasmin Griffiths
Client Services: Katie Gerber
Head of Production: Carolyn Taylor
Social Data Leads: Claire Farrell, Jasmin Griffiths
Creative Producer: Kyson East
Content Producer: Calvin Lau
Short Rationale (optional): UGG SOS is the first campaign to launch since Lost Boys, part of the DigitasLBi family, was named as social agency of record for UGG Australia in the EMEA region.
The initiative aims to drive engagement with the UGG Australia brand amongst men as well as women. A special UGG-branded scooter will be on hand in selected UK cities to deliver gifts and other delights to shoppers with sore feet, or a style drama. For a chance to win, shoppers needs to follow @UGGUK on Twitter and share their #UGGSOS moment and shoe size. Activity will predominantly be on Twitter, but UGG fans can also follow the action via the #UGGSOS hashtag on Facebook and Instagram.
The UGG SOS campaign will be supported by a bought media strategy and influencer engagement strategy. It launches in the UK this week and will roll out across other European markets later this year.
The Bank: Grolsch brand film
Grolsch - Brand Film. Director's Cut from Rupert Ray on Vimeo.
Brand: Grolsch
Title(s): Brand film
Agency: The Bank
Agency Website: http://www.thebank.co.uk/
Creative Director & Copywriter: Matt Cowley, The Bank
Additional Credits: Production Company: Rupert Ray
Director: Alex Maclean
DOP: Simon Paul
Stop Frame Animation: Alex Maclean
Typography: Megan Riera
Additional 3D Animation: Jordi Pages
Compositing and Editing: Rupert Ray
Music: Simon Bass, Pure Soho
Short Rationale (optional): A beautiful stop frame and CGI film for Grolsch, which was commissioned by The Bank. A two minute piece which tells the story of the brands history, its unique brewing process and the relationship it has with its customers across the globe. The film is being used worldwide, as a sales tool and as part of the brands consumer marketing strategy.
adam&eveDDB: SSE 'Maya the orangutan'
Brand: SSE
Title(s): Maya the Orangutan
Agency: adam&eveDDB
Agency Website: http://www.adamandeveddb.com/
Executive Creative Director: Ben Priest, Ben Tollett, Emer Stamp
Copywriter/CD: Graham Cappi
Art Director/CD: James Gillham
Additional Credits: Agency Producer: Ben Sharpe
Assistant Producer: Brittany Littlewood
Business Lead: Paul Billingsley
Account Director: Erin Daley, Jon Sills
Account Manager: Katie Harland
Senior Planner: Michelle Gilson
Production Company: Academy Films
Director: Frederic Planchon
Cinematographer: Barry Ackroyd
Editor: Sam Rice-Edwards (Assembly Rooms)
Producer: Lucy Gossage
Post Production Company: The Mill, London
2D Lead Artist: Neil Davies
3D Lead Artist: Alex Hammond
Shoot Supervisor: Hitesh Patel
2D Artists: Alex Candlish, Milo Patterson, Adny Dill, Gareth Brannan, Leonardo Costa, Carl Norton, Gianluca Di Marco, Gary Driver
3D Artists: Dan Moore, Alex Caldow, Matt Neapolitan, Peter Agg, Michael Balthazart, Daniel Kmet, Amaan Akram, Sam Driscoll, Rebecca Ferguson, Jorge Montiel, James Mulholland, Hitesh Patel, Daniel Kmet, Richard Worsley, Philippe Moine, Paul Classens, Jeanmarie Vouilion, Jimmy Gass, Michael O’donoghue, Sergio Xisto, Gareth Bell
Matte Painting: Jimmy Kiddell, Can Y Sanalan
Motion Graphics: Ross Urien, Nils Kloth, Henry Foreman, Ivo Sousa, Kylie Milne
Producer: Beth Vander
Assistant Producer: Clare Melia
Music Supervision Company: Leland Music
Music Supervisors: Abi Leland, Ed Bailie
Transcribing Composer & Session Leader: Guy Farley
Engineer: Andrew Dudman
Composition: When I fall in love
Publisher: Warner/Chappell Music Ltd
Master (Original): Universal Music Operations Ltd
Master (Rerecord) Leland Music Ltd
Audio Post Production: Factory Studios
Engineer: Anthony Moore
Published: October 2014
Short Rationale (optional): Leading energy supplier SSE has launched a national advertising campaign aimed at re-engaging customers with energy and highlighting the actions that SSE is taking to make a difference and earn customers’ trust.
The multi-channel campaign launched with a 90” spot in TV, cinema and online. The film features a Computer Generated Image (CGI) orangutan who visits a city and experiences energy in all its manifestations, discovering an amazing wonderland of light, heat and sound. It aims to capture the wonderful things energy enables us to do in our lives.
The campaign is complemented by outdoor, press and digital executions which highlight SSE’s ‘actions to make a difference’ – its commitments to making energy more affordable, simple and rewarding for customers.
SSE will also use the campaign to highlight why it is proud to make a difference to the UK economy, from its ongoing multi-billion investment in energy infrastructure to being the only energy company to pay at least the Living Wage to its 19,000 plus employees based across Great Britain and Ireland.
The campaign was developed in partnership with creative agency adam&eveDDB and media agency OMD UK. The film was written by James Gillham and Graham Cappi (adam&eveDDB), directed by Frederic Planchon (Academy Films), and the orangutan was created entirely in CGI by The Mill.
Heehaw Digital: Transport For Edinburgh - One city... many journeys
Lothian Buses // From There To Here from Heehaw Digital on Vimeo.
Lothian Buses // Integrated Transport from Heehaw Digital on Vimeo.
Brand: Transport For Edinburgh
Title(s): Transport For Edinburgh - One city... many journeys
Agency: Heehaw Digital, Edinburgh, United Kingdom
Agency website: http://heehaw.co.uk
Head of Design: Will Price
Art Director: Kyle Robertson
Illustrator: Kyle Robertson
Video animation: Drew Gibson, Robbie Dickson
Published: August 2014
Short rationale (optional): Transport For Edinburgh - One city... many journeys. Our brand work with Transport for Edinburgh has included creating new identity elements based on an illustrative theme. We worked closely with their in-house team to develop an effective campaign incorporating bus advertising, video, radio, print and online marketing.
Mother London: Fox's Biscuits 'More yum per crumb'
Brand: Fox’s Biscuits
Title(s): More yum per crumb
Agency: Mother London
Agency Website: http://www.motherlondon.com/
Creative Director: Mother
Art Director: Mother
Copywriter: Mother
Published: October 2014
Short Rationale (optional): Mother London has created a major re-launch campaign for Fox’s Biscuits called ‘More Yum Per Crumb’ to capture the hearts and minds of biscuit lovers everywhere.
Vinnie, previously Fox’s number one fan, recently managed to secure the job of Chief Biscuit Officer - a role that also sees him welcomed onto the Fox’s Board of Management.
Vinnie’s remit is simple: to ensure that, as a biscuit connoisseur himself, Fox’s deliver only the very best to biscuit lovers everywhere. And there’s no room for discussion.
The integrated campaign includes national TV, print, social media, a new Fox’s website, new packaging design, PR amplification and a nationwide sampling initiative.
St Luke's: Very 'Can't wait'
Brand: Very.co.uk
Title(s): Can’t Wait
Agency: St Luke’s
Agency Website: http://www.stlukes.co.uk/
Executive Creative Director: Al Young
Senior Art Director: Mick Brigdale
Copywriter: Al Young
Additional Credits: Planner: Rose Van Orden
Business Lead: Jonathan Dale
Account Director: Lara Poole
Agency Producer: Fiona Plumstead
Media agency: Vizeum
Production Company: Wanda
Director: Ryan Hope
Editor: Ryan Boucher at Marshall St Editors
Post-production/VFX/Grade: Moving Picture Company
VFX Producer: Jonathan Box
VFX Supervisor: Sam Napper
Colourist: Richard Fearon
Music production: Brendan Woithe
Music track: Original Composition
Audio post-production: Ben Leeves at Grand Central
Published: October 2014
Short Rationale (optional): Very.co.uk, the online department store, is celebrating its flexible free delivery offering in a £1.6m TV and Print campaign.
The campaign, created by St Luke’s, demonstrates that you can ‘do tomorrow in style’ with Very.co.uk which has all the brands you can’t wait to have available for free next day delivery. With over 5,500 designated click and collect locations around the country, there is no need to wait for all your latest purchases, you can simple pick them up from a local store.
The 30” TV spot shows a series of girls, including brand ambassador Fearne Cotton, so excited to get their hands on their latest purchases, that they rip them open and start using them right there and then in their local Collect+ store.
The packages the girls have ordered include beauty, fashion and tech brands showcasing the range of department stores that Very offer and are available under the ‘free next day delivery’ service.
With scenes taking place in newsagents, a mini market, and the post office, the ad shows that picking up orders from Very.co.uk are more convenient than you may think.
The Red Brick Road: Soreen 'The loveable loaf'
Brand: Soreen
Title(s): The Loveable Loaf
Agency: The Red Brick Road
Agency Website: http://www.theredbrickroad.com
Creative Director: Matt Davis, Richard Megson
Art Director: Marcus Smith
Copywriter: Tom Hopkins
Additional Credits: Media: Goodstuff
Planning Partner: Ben Mitchell
Business Director: Matt Anderson
Account Director: Emily Pigott
Agency Producer: James Tracy, Natalie Kozlowska
Production Company: Blinkink
Director: Joseph Mann
Producer: Patrick Craig
Editor: Simone Ghilardotti
Sound: Miles Kempton @ Grand Central
Post: Big Buoy
Grade: Smoke & Mirrors
Music Publisher: Lawrence Jay Nachsin @ LJN Music and Sound
Published: October 2014
Short Rationale (optional): Soreen, the 75 year old malt loaf brand, has launched a national repositioning campaign – spending over 3 million for the first time in over a decade - to reinforce its position as a versatile snack with substance.
The new ad, created by The Red Brick Road, features a live-action puppet, The Loveable Loaf, and addresses the brand’s barriers to purchase; relevance, range awareness and usage occasion, emphasizing to consumers that Soreen is a healthy, versatile snack of substance.
The 30 second TV ad, directed by Joseph Mann through Blinkink, sees The Loveable Loaf stride out of the Soreen bakery, nearly knocking a postman off his bike, before slowly shrinking in size sharing his deliciousness with different people who tear off and enjoy bite-sized chunks to see them through the day. The ad ends with the Loveable Loaf back in his packet, with the rest of the range, back at the Soreen bakery.
The Loveable Loaf’s versatility is highlighted as he is eaten by people from all walks of life from children, to racing cyclists, to office workers and combined with various toppings including cheese and more traditionally, butter.
Isobar: Nutri-Grain Breakfast UK 'BRKFST'
Brand: Kellogg’s
Title(s): Nutri-Grain Breakfast UK
Headline and copy text (in English): Squeeze in the Best Bits of Breakfast
Agency: Isobar
Agency website: http://isobar.com/uk
Creative Director: Pierre Duquesnoy
Art Director: Chris Da Costa
Copywriter: John Walters
Additional credits: Team at Blackmeal for their 3D modelling and animation.
Published: October 2014
Short rationale (optional): Kellogg’s launched the ‘best bits of BRFKFST’ an integrated campaign to promote the re-launch of the popular Kellogg’s Nutri-Grain breakfast range in the UK and Ireland. Devised and created by Isobar, the ‘Squeeze in the best bits of BRKFST’ will adorn digital and static OOH, print, as well as desktop and mobile online media. The campaign is also supported by a new brand website.
The campaign uses distinctive, humorous and light-hearted creative to target busy people who want food that they can eat on the go, on busy weekday mornings. The creative idea neatly reflects these desires, playfully showcasing how the Kellogg’s Nutri-Grain range of products ‘squeezes’ in tasty, breakfast ingredients, whilst emphasising how easily they can fit into their busy mornings.
Across the majority of platforms, the ‘best bits of BRKFST’ uses animated artwork, created by Blackmeal and produced by Jelly London, to comically speculate on how all of the brand’s ingredients will squeeze themselves into the finished product.
Droga 5 NY: Strongbow 'Cider at its bestest'
Brand: Strongbow
Title(s): Cider at its bestest
Agency: Droga 5 NY
Agency Website: http://droga5.com/
Creative Chairman: David Droga
Chief Creative Officer: Ted Royer
Creative Director: John McKelvey, Hannes Ciatti
Art Director: Eric Dennis
Copywriter: Molly Jamison
Chief Creation Officer: Sally-Ann Dale
Additional Credits: Head of Broadcast Production: Ben Davies
Broadcast Producer: Verity Bullard
Chief Strategy Officer: Jonny Bauer
Digital Strategy Director: Dan Neumann
Group Account Director: Dan Gonda
Account Director: Nadia Malik
Client: Brand Director: Alejandra De Obeso
Global Marketing Manager: Olivier Darses
Senior Director, Portfolio Brands: Charles Van Es
Chief Marketing Officer: Nuno Teles
Production Company: Rattlingstick
Director: Hamish Rothwell
DOP: Ben Seresin
Executive Producer: Joe Biggins
Producer: Sam Long
Editorial: Workpost Editorial
Editor: Rich Orrick
Assistant Editor: Adam Witton
Executive Producer: Erica Thompson
Post Production: The Mill
Head of Production: Sean Costelloe
Producer: Alex Fitzgerald
Colorist: Fergus McCall
Flame Artist: Nathan Kane
Music: Human
Founding Partner: Marc Altshuler
Producer: Jonathan Sandford
Sound: Sonic union
Studio Director: Justine Cortale
Producer: Pat Sullivan
Mix Engineer: Stephen Rosen
Published: October 2014
Short Rationale (optional): Strongbow Hard Apple Cider, has launched its latest campaign “Cider at Its Bestest” which includes the brand’s first ever US television spot, “Slow Motion Horse.” The campaign, set to run nationally across the US, puts the product at its core, showcasing that Strongbow over ice is the best cider experience possible.
The playful campaign, created by Droga5, demonstrates that apples are good, but as Strongbow cider, they’re better, and when served over ice, Strongbow is the best. “With cider brands trying to out-refresh each other, we went better than best, to bestest,” said John McKelvey, Creative Director of Droga5. “The overall campaign explores the absurd notions of making the best even more desirable. In this case it meant enjoying a Strongbow with your horse that only runs in slow motion. That’s the bestest," added Hannes Ciatti, Creative Director of Droga5.
“Slow Motion Horse” will begin airing on October 1, followed by an extended :60 that will air online and on social channels. An additional :15 spot titled, “Three Sunsets,” will debut later this fall. The new brand platform will be supported through a mix of traditional and paid media, digital, PR and experiential marketing.
Design Bridge: Lipton Ice Tea packaging
Brand: Lipton Ice Tea
Title(s): Packaging design
Agency: Design Bridge, London, UK
Agency website: http://www.designbridge.com
Creative Director: Claire Robertshaw (2D) + Laurent Robin-Prevallee (3D)
Design Director: David Robinson
Comms: Andy Bryant
Published: October, 2014
Short rationale (optional): The global (excluding US) redesign of Lipton Ice Tea is the first project resulting from Design Bridge’s collaboration with Lipton, and signifies part of a major repositioning of the global Lipton brand to one synonymous with natural revitalisation and wellbeing. Informed by the overarching Lipton brand relaunch, the redesign of Lipton Ice Tea addresses key aspects including branding, visual equities, bottle structure, and key visual campaigns for communications.
Part of the challenge was to help expand Lipton Ice Tea’s appeal so it would simultaneously compete on shelf with Carbonated Soft Drinks (CSDs) as well as other existing ice tea brands.
BBH London: Audi A7 'Presence redefined'
Brand: Audi A7
Title(s): Presence redefined
Agency: BBH London
Agency Website: http://www.bartleboglehegarty.com/
Creative Director: Matt Doman, Ian Heartfield
Creative Team: Fred Rodwell, Andy Parsons
Additional Credits: Audi National Communications Manager: Kristian Dean
Audi Head of Marketing: Nick Ratcliffe
Strategist: Alana King
Strategy Director: Edd Southerden
Chief Strategy Officer: Jason Gonsalves
Team Manager: Naphtali Torrance
Team Director: Polly McMorrow
Digital Publishing Lead: Richard Cable
Digital Production Director: Richard Atkins
Producer: Georgina Kent
Assistant Producer: Phil Cross
Production Company: Academy
Director: Martin Werner
Executive Producer: Simon Cooper
Producer: Charlotte Woodhead
DoP: Patrick Duroux
Production Designer: Peter Grant
Post Production: Ben Turner @ The Mill
Editor/Editing House: Amanda James @ Final Cut
Sound: Steve Lane @ Grand Central
Published: October 2014
Short Rationale (optional): The campaign, 'Presence redefined', features an atmospheric 60-second film in which a gramophone extolling outmoded ideas of 'presence' - “flex your influencing muscles” and “impose yourself, stand tall” - is quietly and nonchalantly tipped to the floor by the raised rear spoiler of the Audi A7 Sportback.
The campaign also features a partnership between Audi and the Economist magazine, which explores the theme of 'Presence redefined' by examining modern business leadership, what this new idea of presence consists of and who in fact has it.
The 'Presence redefined' content, to be hosted on an online hub owned by the Economist, includes a poll by high-level executives around the world to get their thoughts on what it is to be a modern business leader and how that has changed for them in the past few years.
The site will launch with a video interview with Doug Richards, former Dragon’s Den investor, and founder of School for Startups. Content will be added from October through to December.
Stannah: Stannah 'Take a second look'
Brand: Stannah
Title(s): Take a second look
Credit to: Stannah
Published: October 2014
Short Rationale (optional): A campaign to change attitudes towards those with mobility issues has been launched by Stannah Group, the British stairlift manufacturer.
The photographic initiative features artistic stairlifts pictured outside their natural settings, from the Sussex countryside to the City of London.
The images were commissioned to prompt people to ‘take a second look’ and reconsider their attitudes towards mobility aids, whether they are stairlifts or wheelchairs.
The six photographs feature special upholstery influenced by classic European designs. Each fabricin the StannahCollection boasts a designer-look captured in settings such as a lake side, an urban dockland and between city skyscrapers.
AMV BBDO: Snickers 'Mr Bean kung fu'
Brand: Snickers
Title(s): Mr Bean Kung Fu
Agency: AMV BBDO
Agency Website: http://amvbbdo.com/
Executive Creative Director: Adrian Rossi, Alex Grieve
Art Director: Andy Clough
Copywriter: Richard McGrann
Additional Credits: Agency Planner: Will Whalley
Agency Account Man: Katy Davis, Dhane Scotti, Chloe Harding, Anna Ohrling
TV Producers: Rebecca Scharf, Nikki Holbrow
Production Company: Rattling Stick
Director: Daniel Kleinman
Production Co. Producer: Johnnie Frankel
Post Production: Jungle
Chief Sound Engineer: Owen Griffiths
Film Editor: Eve Ashwell/Cut and Run
Media Planning: Mediacom
Media Planner: Amanda Zafiris
Media Buying: ZenithOptimedia
Published: October 2014
M&C Saatchi: Natwest/Royal Bank of Scotland 'Goodbye, Hello'
Brand: Natwest/Royal Bank of Scotland
Title(s): Goodbye, Hello
Agency: M&C Saatchi
Agency Website: http://www.mcsaatchi.com/
Creative Director: Jason Lawes
Creatives: Kieron Roe, Dominic Moira
Art Director: Darren Urquhart
Copywriter: Thomas Smith
Additional Credits: Planner/CSU Director: Gabrielle Bell
Designer: Jonathan Muddell
Media Agency: ZenithOptimedia
Media Planner: Lisa Michael
Production Company: Smuggler
Director: Neil Harris
Audio Post Production: Wave
Post Production: Glassworks
Published: October 2014
Short Rationale (optional): NatWest and M&C Saatchi have unveiled an integrated campaign – ‘Goodbye, Hello’ – raising awareness of NatWest and the Royal Bank of Scotland’s move towards fairer banking for all customers.
In the TV ad we see a series of ‘goodbyes’, such as a couple waving goodbye to rainy weather as they board a plane somewhere hot, with the voiceover: ‘There are some goodbyes that feel good … So we’re saying a few of our own.’ The ad cuts to a man who discards a pile of ‘New Customers Only’ banking offers, and walks into a NatWest branch with a smile of relief. The voiceover comments: ‘Starting with saying goodbye to offers that aren’t available to our loyal customers. Goodbye unfair banking.’
The spot closes with the strapline ‘Goodbye unfair banking. Hello NatWest.’
The press, outdoor and digital display ads further substantiate the campaign message, with a series of straplines including: ‘Goodbye to hiding the best offers online. Hello to the same deals in branch, over the phone and online.’
A Royal Bank of Scotland version of the integrated campaign will run in Scotland with the strapline ‘Goodbye unfair banking. Hello Royal Bank of Scotland.’
PHD and Drum: Chips Ahoy! 'Gorilla Hijack'
Brand: Chips Ahoy!
Title(s): Chips Ahoy! Gorilla Hijack
Agency: PHD, London and Drum, London
Agency website: http://www.phdmedia.com/ http://www.drum.co.uk/
Creative Director: Matt Cole
Art Director: Matt Cole
Published: October 2014
Short rationale (optional): Mondelēz International launched the world’s number one chocolate chip cookie brand, Chips Ahoy! in the UK on Saturday 4 October – by hijacking one of its own ads, Cadbury “Gorilla” - during the break of ITV’s The X Factor.
The Cookie Guy, the cheeky Chips Ahoy! character who loves to push boundaries and blow a big raspberry in the face of convention, gave “Gorilla” - one of the nation’s most loved commercials - a surprising and disruptive twist, to introduce the mischievous personality of the brand.
The one-off, special edition Chips Ahoy! hijack was seen by approximately 8.1 million X Factor viewers on 4th October (35 per cent share) and ad-synced with an official X Factor App game where users could take their turn to ‘mess with an icon’ through a series of interactive levels. Amplified across Facebook, Twitter and tactical YouTube pre-roll placements, the ad was additionally supported with hijack-style posts across Cadbury and Chips Ahoy! social channels to further showcase the rule-breaking behavior of the Cookie Guy.
As a result, the Chips Ahoy! remix of Cadbury “Gorilla” has so far achieved a combined social media reach of over 8 million, been viewed 363,206 times online and generated 418,751 social engagements.