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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 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:

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:

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:

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:

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:

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:

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:

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:

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:

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'


Title(s): Can’t Wait

Agency: St Luke’s

Agency Website:

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):, 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 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 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:

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:

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:

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:

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:

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:

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:

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:

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.