Creative Showcase: Featuring AMV BBDO, Purple Creative, TBWA\Paris 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 (12 November) in the Creative Showcase spread.

Other popular entrants will also be considered for the print edition. Submit your vote before Monday 3 November 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 onTwitter@TheDrumCreative.

BBH London: KFC 'Fans'

Brand: KFC

Title: Fans

Agency: Bartle Bogle Hegarty

Agency website: http://www.bartleboglehegarty.com/london/

Creative Director: Hamish Pinnell

Account Team: Helen Campbell-Borton (Team Manager) / Leo Sloley (Team Director)

Business Team: Sian Cook

Strategist: John Jones

Strategy Director: Debra Ladd

TV Producer: Jodie Sibson / David Lynch (Assistant)

Film Production: Academy Films

Director: Peter Cattaneo

Producer: Juliette Harris

Photography: Florian Hoffmeister

Editor: Nik Hindson @ The Assembly Rooms

Post Production: The Mill

Sound Design: Dan Beckwith @ Factory

Published: October 2014

AMV BBDO: Currys PC World 'We Start With You'

Brand: Currys PC World

Title(s): We Start With You

Agency: AMV BBDO

Agency website: http://amvbbdo.com/

Copywriter: (TV/Cinema/Idents/Digital OOH)Toby Allen

Art Director: (TV/Cinema/Idents/Digital OOH): Jim Hilson

Art Director: (Metro Wrap) Mike Hannett

Copywriter: (Radio) Liam Donnelly

Agency Planner: David Edwards/Sarah Sternberg

Agency Account Man: Chris Taggart/Kate Taylor/David Marshall

TV Producer: Miles Nathan

Media Agency: Walker Media

Media Planner: Walker Media

Production Company: Partizan

Director: Chris Cairns

Published: October 2014

Short rationale (optional): The idea behind Curry’s powerful new creative, ‘We Start With You’, is centred firmly on the customer - what technology they are looking for and what fits in with their lifestyle.

Pivoting around the real conversations Currys PC World’s store colleagues have with customers every day, as well as the total convenience of its multi-channel set-up, the creative strikingly yet simply illustrates how store colleagues listen to their customers, simplify their choices from a huge array of the latest, greatest technology and, ultimately, help them find the products they need.

The main ‘We Start With You’ film features a stylised store containing thousands of products which are then eliminated in an exciting, elegantly choreographed routine, leaving the perfect product at the end. Further films feature a voiceover reflecting the expertise of Currys PC World colleagues - asking insightful questions to guide the customer to the right product.

Banda Agency Kiev: Borjomi 'Borjomi Piano Machine'

Brand: Borjomi

Title(s): Borjomi Piano Machine

Agency: Banda Agency, Kiev

Agency website: http://www.heybanda.com/

Creative Director: Pavel Klubnikin

Head of Strategy: Yaroslav Serdiuk

Head of Art: Egor Petrov

Art Director: Vadim Tkachuk

Copywriter: Anna Kascheeva

Digital Director: Oleg Pashkovsky

Account Director: Veronika Selega

Additional credits: Production: Electric Sheep Film

Producers: Nikolay Sokalskiy, Andrey Kopots

Prod. Assistant: Valeria de-Bur

Cameraman: Sergey Smychok

Prod. Manager: Vladimir Mashtaler

Prod. Designer: Mikhail Levchenko

Editor: Alexander Chorny

Colorist: Artem Stretovych

Published: October, 2014

Short rationale (optional): To support the citizens and make their mornings brighter during traditional music Alfa Jazz Fest held in L’viv this summer, the Borjomi Company and Banda Agency created generous piano that was giving bottles of legendary volcanic water for a good playing. The Borjomi piano appeared on the central city square, where passers-by could literally try their hand at music and get a fizzy reward along with a smile.

During the festival, the piano heard thousands of unknown virtuosos, got into the photo archives of hundreds of mobile phones and delivered as many bottles of Borjomi as would be enough for several years of pleasant awakenings.

TBWA\PARIS: AIDES 'No Sex'

Brand: AIDES

Title(s): No Sex

Agency: TBWA\PARIS

Agency website: http://www.tbwa-france.com/

Creative Director: Jean-François Goize

Art Director: Marianne Fonferrier

Copywriter: Antoine Colin

Head of TV: Maxime Boiron

Buyer: Julie Champin

Production: \ELSE

Agency Producers: Jennifer Bauche, Cathy Pericone

Directors / Photographers: Aurélien Chauvaud, Ilan Rosenblatt

Additional Credits : Media: Pierre Draber

Music Production: \ELSE

Sound Director: Fabrice Pouvreau

Credits: Title: Almost Naked – Composers: Graciano Gracy, Ireland Paje, Piot Riz

Published: October 2014

Short rationale (optional): TBWA\PARIS imagined 4 short films as naked and bare as they are aesthetic, each one developed in print format and targeting one of these populations. They are named Peas, Knitting, Pearls, and Puzzle evocative names that reveal what the long winter nights can look like….without a condom. A smart and viral campaign, far from developing a moralistic speech, that ends with this clear message- no condom, no sex.

Engine and Partners Andrews Aldridge: Rolls-Royce ‘Metropolitan Collection’

Brand: Rolls-Royce

Title(s): ‘Metropolitan Collection’

Agency: Engine and Partners Andrews Aldridge

Agency website: http://www.theenginegroup.com/ and http://www.andrewsaldridge.com/

Creative director: Paul Snoxell

Account director: Paolo Proh

Senior account manager: Katy Grey

Published: October, 2014

Short rationale (optional): Luxury car maker Rolls-Royce has launched its limited edition Metropolitan Collection, a new bespoke design of its famous Phantom model, through a direct marketing campaign led by Engine with creative by Partners Andrews Aldridge.

The cars, of which only twenty have been produced, were unveiled for the first time at the Paris Motor Show in October.

The creative, which spans across photography, film, digital brochures and email, shares the story of the inspiration behind the Metropolitan Collection and showcases Rolls-Royce's exquisite craftsmanship skills and bespoke capabilities that place the car at the pinnacle of the luxury automotive market.

The creative for the Metropolitan Collection visually draws a connection with modern city architecture and the vehicle's bespoke features, and contrasts this with the timeless serenity the Metropolitan Phantom offers amid the bustle of modern city life. The campaign captures the beauty and presence of the buildings around you, highlighting the side of the city you wouldn't normally see, from a position of Supremacy and Grace. Photographic imagery takes on the feel of striking modern art, with strong graphic tones, that when the car and cityscape are showcased as pairs of images, the individual car details are mirrored by their twinned city counterparts.

Leo Burnett: McDonald’s 'My Burger'

Brand: McDonald’s

Title(s): My Burger

Agency: Leo Burnett

Agency website: http://www.leoburnett.co.uk/

Executive Creative Director: Justin Tindall

Creative Director: Matt Lee, Pete Heyes

Art Director: Phil Deacon, Caroline Rawlings

Copywriter: Phil Deacon, Caroline Rawlings

Additional Credits: Planner (creative agency) Caroline Baron

Media agency OMD UK

Planner (media agency) Faye Gilman

Production Company Biscuit (food - Park Village)

Director Tony Barry / (food - Richard Jung)

Producer Jess Ensor (food – Pete Ryan)

Editor Sam Sneade @ Speade

Post-production MPC

Audio post-production 750mph

Print: Copywriter Phil Deacon/Caroline Rawlings

Art director Phil Deacon/Caroline Rawlings

Retouching/Designer Allison Ball

Published: October 2014

Short Rationale (optional): McDonald’s announces that five crowd-sourced beef burgers, created by members of the public, will be available across its 1,200 UK restaurants for the first time.

A TV and national press campaign, created by Leo Burnett, announces the winning burgers’ arrival on the McDonald’s menu. The campaign features a different burger each week for five weeks, created by the winners of the nationwide ‘My Burger’ competition, giving people the opportunity to have their dream beef burger feature on McDonald’s iconic menu – and marketing a restaurant first in the UK.

The most popular burgers were assessed by an expert judging panel. This included England rugby legend and Celebrity MasterChef winner Phil Vickery and McDonald’s Managing Director, Mark Hawthorne, who had the tough job of choosing the five tastiest burgers to appear on the menu.

The documentary-style TV campaign interviews people that got close, but not close enough to being a ‘My Burger’ winner. With one couple having an identical flavour combination to the winner but forgetting to enter their burger, and another couple having an identical flavour combination, bar one or two ingredients. Each of the couples interviewed, one per week, feel robbed of not being one of the five ‘My Burger’ winners.

The TV is supported by a press launch which introduces the first of the ‘My Burger’ winners, with a visual reference that looks like a medal.

CHI&Partners: Argos ‘Get Set for Bubbles’

Brand: Argos

Title: ‘Get Set for Bubbles’

Agency: CHI&Partners

Agency website: http:/www.chiandpartners.com/

Executive Creative Director: Jonathan Burley

Creative Director: Jim Bolton

Digital Creative Director: Chad Warner

Art Director: Sarah Levitt

Copywriter: Matt Searle

Planner: Sarah Clark and Josh Roth

Account Director: Charmaine Murray

Account Manager: Tilly Cooper

Producer: Sarah Barclay

Production Company: Candyspace

Additional Credits:Executive Creative Director: Martin Brierley

Creative Lead: Julian Esposito

Senior Producer: Josh Holloway

Account Manager: Lauren Moody

Strategic Planner: Tevi Tuakli

Media Agency: Mindshare / Kinetic

Media Planner: Laura Flewitt Mark Baschnonga

Media Buyer: Andrew Brunton

Date Published: October 2014

Short Rationale: Argos has launched another innovative element to its new campaign 'Get Set Go Argos’ - a digital out-of-home game allowing commuters at London Waterloo and Euston Stations to compete for bundles of Argos prizes.

Developed specifically for Motion@Waterloo, the UK’s largest single indoor screen, interactive game ‘Get Set for Bubbles’ promises an unprecedented spectacle for the station’s 300,000 daily commuters and marks the 40m screen’s first outing as a platform for real-time mobile interaction.

Commuters will use their smartphones to play via a dedicated mobile site. They will compete against up to three other players to pop Argos’ high-definition, visually spectacular multi-coloured bubbles as they float across the white ‘third space’ that marks the backdrop for CHI&Partners’ 'Get Set Go Argos’ campaign.

Created by CHI&Partners and Candyspace, with media planning and buying from Mindshare and Kinetic, the game uses advanced technology, including a dynamic queuing system and real-time smartphone-to-screen connections, to create a fun and engaging multiplayer experience.

The BIG Partnership: The Whisky Shop 'The Whisky Shop Website'

Brand: The Whisky Shop

Title: The Whisky Shop Website

Agency: The BIG Partnership

Agency Website: http://www.bigpartnership.co.uk/

Date Published: October 2014

Short Rationale (optional): PR and digital marketing agency The BIG Partnership has unveiled a luxury e-commerce website for the UK’s largest specialist whisky retailer, The Whisky Shop.

The new digital platform (whiskyshop.com) will build on the growing success of the retailer’s 22-strong network of stores.

With a clear focus on delivering a premium, highly-accessible experience for consumers, regardless of their whisky knowledge, the e-commerce site benefits from intuitive functionality and navigation.

BIG’s digital division, which is spread across the agency’s Glasgow and Dunfermline offices, designed the website to present information in an engaging and interactive format which ‘demystifies’ whisky for novices and connoisseurs alike.

Populated with luxurious, magazine-style imagery and cinematic videography, the new site showcases an unrivalled range of malts and blends from around the world and contains easy-to-understand tasting notes, complemented by video tastings and online access to distillery managers.

VCCP: Hiscox 'The house I grew up in'

Brand: Hiscox

Title(s): The house I grew up in

Agency: VCCP

Agency website: http://www.vccp.com/

Creative Director: Jim Thornton

Art Director: Veryan Prig

Copywriter: Kieran Knight

Additional Credits: TV Producer: Andy Leahy

Planner: Ben de Castella

Production Company: Found Studios

Director: Mike Sharpe

Producers: Ian Walker, Sean Stuart

DOP: Tony Miller

Music: Christopher Slaski

Sound Mix: Sam Robson at 750mph

Published: October 2014

Short Rationale (optional): Found was enlisted by VCCP to produce an advert using a dynamic 3D projection mapping technique, in an advertising first conceived by Hiscox called “The house I grew up in”. Hiscox’s comprehensive home insurance is built around an understanding of the changing role of our home as we progress through life. The ad highlights this by following a man as he reflects on how his priorities – and his home –have evolved, using the striking 3D projection mapping technique to bring his thoughts to life on the outside of his house.

Sovereign State: State Goods 'State Goods Print Series Launch'

State Goods Launch Party from Sovereign State on Vimeo.

Brand: State Goods

Title(s): State Goods Print Series Launch

Headline and copy text (in English): Sovereign State launches State Goods print series celebrating Toronto.

Agency: Sovereign State

Agency website: http://www.sovereignstate.ca

Creative Director: Joel Gregorio

Strategic Relationships: Arnold Fidelino

Designers: Rachelle Letain & Marta Ryczko

Print Artists: 'Toronto A to YYZ' by Ibraheem Youssef

'Now We're Here' and 'Hawk & Sparrow / The Hunter & Hunted' by Joel Gregorio

'Castle: Under Construction' by Jullian Ablaza

'High Park' by Nimit Malavia

“True North' by Marta Ryczko & Rachelle Letain

'Untitled Toronto' by Tessar Lo

Photographer: Emily Soo

Video director: Reilly Saso – Wonder Screen Palace

Additional credits: Paddy Leung – Art Installation

Published: Month, Year: Oct 22

Short rationale (optional): Toronto-based Idea consultancy Sovereign State celebrates Toronto culture at the State Goods print series launch.

The State Goods print series features artwork from Sovereign State designers, artists and collaborators, including illustrator Nimit Malavia, current cover artist for the DC Comics series Fables, motion graphics designer and film director Jullian Ablaza, Art Director and Designer Ibraheem Youssef, and Sovereign State Creative Director Joel Gregorio. Each print features iconic Toronto imagery that any resident would recognize as being uniquely endemic to the city. One print, for example, features the alphabet as Toronto-centric icons like the TTC, Sam the Record Man and Honest Ed’s, while another depicts Toronto’s native flora and fauna springing forth from the top of the CN Tower.

The night also harnessed the momentum behind Toronto’s burgeoning commercial development by bringing together a unique blend of resident brands — some well-established, some new, all Sovereign State clients for whom the boutique design agency has done design work — representing some of the best facets of Toronto culture.

Duval Guillaume: Reborn to be Alive 'If you are going to do stupid things, at least become an organ donor'

Brand: Reborn to be Alive

Title(s): If you are going to do stupid things, at least become an organ donor

Agency: Duval Guillaume

Agency website: www.duvalguillaume.com

Creative Director: Geoffrey Hantson, Katrien Bottez

Art Director: Ervin Ramrattan

Copywriter: Cas Hamers

Additional Credits: Account: Jef Leysen

Account Director: Elke Janssens

Digital Strategic Planner: Sophie Jadoul

DTP: Wim Sels

Video Editor: Bart Callaerts for We Shout Horses

Published: October 2014

Short Rationale (optional): Duval Guillaume came up with this campaign for Re-born To Be Alive. It wants to make people aware of the fact that one donor can save up to eight lives. The brain however cannot be donated. And in some cases that’s a good thing – as this video shows.

Every year people die waiting for an organ donation. The waiting list is too long, the donor list too short. The Belgian non-profit organisation Re-born To Be Alive wants to raise awareness about organ donation and make the topic more easy to discuss.

AMV BBDO: DfT Coastguard 'In the water'

Brand: DfT Coastguard

Title(s): In the water

Agency: AMV BBDO

Agency website: http://amvbbdo.com/

Art Director: Nadja Lossgott

Copywriter: Nicholas Hulley

Additional Credits: Agency Planner: Tom White, Pippa Morris

Agency Account Man: Louise Addley, Amy Tippen, Nancy Fuller

TV Producer: Anita Sasdy, Charlie Thacker

Media Agency: M4C

Media Planner: Carat

Production Company: Pulse Films

Director: Thirtytwo: Will Lovelace, Dylan Southern

Production Co. Producer: Shirley O’Connor

Post Production Company: Telecine: Electric Theatre Collective – Aubrey Woodiwiss, Online: Cherry Cherry

Audio Post Production: Pure Soho – Sam Roberts

Published: October 2014

Short Rationale (optional): AMV BBDO have created a 60” online TV ad for DfT, which emotively describes the necessity of the Coastguard service and aims to drive awareness that, in an emergency at the coast or at sea, you should call 999 and ask for the Coastguard.

This ad juxtaposes genuine audio clips from a real emergency call from Fraserburgh Beach, Aberdeen, against footage of ideal beach weather taken at the exact same location just a few days later. The panicked call describes how three people have been washed out to sea, leaving a young girl, one of their party, on shore. She makes the 999 call and is swiftly passed through to the Coastguard network, which coordinates the search and rescue and an RNLI lifeboat rescues the children involved.

Contrasting with this frantic and distressed audio, the visuals show the beach on a peaceful day. This juxtaposition provides the chilling realisation that we are viewing exactly same spot the terrifying incident took place. The film is a reminder that a day at the beach can look harmless and beguiling, but that calm seas can quickly become dangerous. Therefore, if a day by the sea suddenly gets out of control, people need to know to call 999 and ask for the Coastguard.

Now: Kelly Hoppen 'Colourful Lives'

Brand: Kelly Hoppen

Title(s): Colourful Lives

Headline and copy text (in English): The Kelly Hoppen Anger Management Aid

Agency: Now

Agency website: http://thisisnow.biz/home

Creative Director: Steve Paskin

Art Director: Dave Towers

Copywriter: Roger Morris

Photographer: David Hughes

Published: October 2014

Short Rationale (optional):

Kelly Hoppen MBE, this week kicks off a national press and digital advertising campaign for the website she launched earlier this year. The first collection, all designed by Kelly, is available through kellyhoppen.com and pop-up stores in Westfield London and Bluewater, selling a range of luxury products.

Kelly’s signature look is taupe – an incredibly flexible neutral 'colour' that goes with everything, has extraordinary depth through texture and form, and provides a serene and calming backdrop to a home environment.

However, the challenge for advertising was, to some extent, to separate ‘Kelly Hoppen, the celebrity and interior designer’ from ‘Kelly Hoppen, the product designer and homeware brand’. The danger was that whilst the famous interior design credentials were undoubtedly inspirational, they were potentially going to intimidate in the more accessible homes market.

There needed to be the sense of reassurance that it wasn’t obligatory to buy wholesale into Kelly’s interior design ethos, that there was the opportunity to pick and choose, that homes have to reflect the personality of the people that live there.

The real strategic and creative traction sat with Kelly herself – a vivacious, passionate and humorous personality, who completely understood that homes are there to live in, that the homewares we buy are merely backdrops to our lives. Let’s face it, who hasn’t clambered on top of a side table to change a lightbulb, or been banished to sleep on the sofa for snoring?

The campaign, written by Roger Morris and art directed by Dave Towers, celebrates this insight through a series of witty images beautifully shot by renowned fashion photographer David Hughes, playfully redefined against a ‘descriptor’ of the role of the product in people’s lives. The endline signs off the ads with ‘Kelly Hoppen. For Colourful Lives.’

The Bigger Boat: Microsoft & Lionhead studios 'Fable Legends'

Brand: Microsoft & Lionhead studios

Title(s): Fable Legends

Agency: The Bigger Boat, Huddersfield, England

Agency website: http://www.thebiggerboat.co.uk

Creative Director: Douglas Main

Additional Credits: Moov2

Published: September 2014

Short Rationale (optional): Brighouse based The Bigger Boat saw off fierce competition from around the UK to land the job of designing the website for upcoming Microsoft & Lionhead studios epic, Fable Legends.

Pitching against various creative agencies, The Bigger Boat’s take on the hit series won over the team at Lionhead thanks to their design expertise and understanding of the universe.

The six-month project saw The Bigger Boat tasked with designing how the site would look, feel, and function, before handing the baton over to Moov2 who would handle the development of the site. This meant working closely with the team at Lionhead Studios to create something that embodied the spirit of the game, whilst also maintaining the fact that it had to be user-friendly. The team at TBB Towers have created a heraldic themed site, with a stage area where users can interact with key characters from the game. The site features flags with the latest news from Albion, and the dedicated ‘Villains’ section helps gamers immerse themselves in the world of Fable.

Humour is a big part of the Fable universe, and the large volumes of chickens involved in the site will keep fans of the series extremely happy!

Phase one of the site is now live, and the game was officially announced at E3 in Los Angeles back in June 2014.

Workbrands: VMware 'Visionaries in Mobility'

Brand: VMware

Title(s): Visionaries in Mobility

Agency: Workbrands

Agency website: http://www.workbrands.co.uk/

Designer: Simon Tandy

Account Director: Wei Kee

Published: October 2014

Short rationale: Visionaries in Mobility (VIM) is the first in a series of global, executive events organised by technology giant VMware. Thought leaders from the mobile computing arena gather to share their vision of what the workplace will look like in 2020. Workbrands created the VIM brand and rolled it out to online and offline promotional material, on-site events creative and a microsite.

The logo consists out of the letters V (Visionaries) and M (Mobility) which are combined into a single logo mark to show a clear connection between the two. The subtle twists in the shape were added to portray fluidity which helps to inject a feeling of motion into the overall design.

Purple Creative: Glenfiddich 'New visual identity'

Brand: Glenfiddich

Title(s): New visual identity

Agency: Purple Creative

Agency website: http://www.purplecreative.co.uk/

Creative Director: Gary Westlake

Designer: Olga Frolova, Gwyn Edwards, Lizzie Francis, Andy Wyatt

Copywriter: Jamie Fleming

Additional Credits: Project/Production Manager: Hannah Brown

Typography: Fontsmith: Phil Garnham, Jason Smith

Graphology: Margaret Webb (MD of Handwriting Experts Graphology Services UK), Caroline Murray (Chairman of the British Academy of Graphology)

Published: October 2014

Short Rationale (optional): UK design agency Purple Creative has just finished a major project creating a new global visual identity for Glenfiddich single malt Scotch whisky.

Purple has been involved in every area of the development of the new visual identity, including a new iteration of the famous stag icon, along with new colour palettes, bespoke fonts, graphic embellishments and imagery.

The agency has worked with Glenfiddich for over eight years, with highlights including the creation of the world’s first virtual distillery tour, their Visitor’s Centre in Scotland, multiple launches of new pioneering single malts, including the Glenfiddich 50 Year Old and 18 Year Old, along with their beauty imagery, and the previous visual identity in 2008.

adam&eveDDB: Sony 4k 'Ice Bubbles'

Brand: Sony 4k

Title(s): Ice Bubbles

Agency: adam&eveDDB

Agency website: http://www.adamandeveddb.com/

Creative Director: Ben Tollett, Ben Priest, Emer Stamp

Art Director: Christopher Bowsher

Copywriter: Frances Leach

Additional Credits: Planner: Toby Harrison

Media agency: Mediacom

Production company: Wanda Productions

Director: Leila & Damien De Blinkk

Editor: Cut & Run

Soundtrack name and composer: Diamonds. Josef Salvat

Post-production: MPC London

Audio post-production: 750mph

Published: October 2014

Short Rationale (optional): The ad, made by directors Leila and Damien de Blinkk with creative agency adam&eveDDB, sets out to capture the natural phenomenon and hypnotic beauty of blown bubbles freezing as they hit icy temperatures. The film is set in the snowy forests near Whistler, Canada, and records the bubbles in 4K showing four times the detail of HD, so viewers can see the crystal-like structures of ice form in beautiful patterns across the surface of the bubbles before they shatter in stunning clarity.

Like snowflakes, no two bubbles – or the structures of ice they form as they freeze – are the same, so each is totally different to the one before. Even more remarkably, no special effects were added to the forming of the ice crystals, as the striking film was shot in real-life.

The Partners: The Connaught 'A new visual identity for one of London’s most iconic luxury hotels'

Brand: The Connaught

Title(s): A new visual identity for one of London’s most iconic luxury hotels

Agency: The Partners, London, The UK

Agency website: http://www.the-partners.com

Creative Director: Greg Quinton

Design Director: Kevin Lan; Designer: Matthew Hill; Project Manager: Sam Evans

Copywriter: Nick Asbury

Illustrator: Contemporary artist, Kristjana S Williams

Photographer: Theo Davis

Additional credits: Maybourne Client Lead: Bryony Simpson and Leornora Taee

Published: September 2014

Short rationale (optional): Brand consultancy The Partners and contemporary artist Kristjana S Williams have evolved the brand and created a unique new visual identity for the Connaught, one of London’s most celebrated hotels

The Connaught, situated at the heart of London’s Mayfair, approached The Partners to review its brand to better reflect the reality of the hotel experience today. Since reopening seven years ago following an extensive refurbishment programme, the Connaught has evolved significantly. It was The Partners’ brief to capture the spirit of the hotel and, in doing so, reflect its finely judged balance of heritage and modernity, its greatest point of departure from the old Connaught.

It is in this spirit that the new identity for the Connaught was conceived. At the heart of the design and in keeping with the hotel’s long-standing reputation as supporter, champion and investor in the arts, The Partners worked with contemporary artist Kristjana S. Williams, to create a commissioned collage artwork. The piece, inspired by and depicting the hotel, uses traditional Victorian etchings and reimagines them in a way that is both contemporary and elegant. The work captures not only the sense of place which the hotel occupies at the heart of Mayfair Village, but also the genuine warmth and gentle humour which are quintessentially British and profoundly ‘Connaught’

The piece tells the visual narrative of the hotel’s story, with each of the hand-painted and hand-cut elements of the collage capturing its most iconic features and tales, both past and present. Particularly notable is a Saluki hunting hound standing at the centre of the piece, the core feature of the hotel’s crest for over a century, as well as a number of butterflies which pay homage to a Damien Hirst artwork hanging in the hotel’s Michelin star restaurant, Hélène Darroze at the Connaught. References are also made to the hotel’s namesake, Prince Arthur, Duke of Connaught and Strathearn (Queen Victoria’s seventh child), whose portrait hangs on every floor of the hotel, as well as quietly celebrated details, such as the hotel’s ornate silverware and the Horse Chestnut trees that stand proudly outside its entrance.

The artwork serves as the central inspiration for the hotel’s new brand identity. Choice crops from the piece have been selected for use across 160 pieces of collateral, each element specially chosen to be fitting for its application – for example, the key chain of the Duke of Connaught was chosen to feature on the room key cards, while a bird with an ornate cutlery headdress was used to feature on the front of the in-room dining menu. Now alongside the hotel’s iconic crest and purple colour palette, the use of elements lifted from the artwork bring a new dimension and personality to the hotel experience, masterfully blending the tradition of craftsmanship in the creative process with a contemporary application, full of character and quintessentially British charm.

The artwork will join a collection of over 3000 works displayed in the hotel. Guests will be able to study the piece in detail aided by an audio story, telling the story of how the collage has brought the Connaught story to life.

101: Kettle Chips 'Lovingly Crafted'

Brand: Kettle Chips

Title(s): Lovingly Crafted

Agency: 101

Agency website: http://www.101london.co.uk

Executive Creative Director: Richard Flintham

Creative Director: Mark Elwood

Creative: Misha Newby, Tim Donald

Designer: Dave Allen

Photographer: Alex Kent

Additional Credits: Account Director: Fabia Palliser

Account Manager: Amy Lavington

Print Producer: Ben Waters

Weaver: Stella Harding

Published: October 2014

Short Rationale (optional): Kettle Chips is supporting its Sweet Chilli & Sour Cream seasoning with a new press execution – the fourth in the ‘Lovingly Crafted’ campaign – live from 27 October.

The hand-woven version of the product featured in the ad was crafted by weaver Stella Harding using a traditional technique known as a ‘three-rod wale’. The light and shade effects are created by weaving three strands of subtly different tones of colour – all hand-dyed by Stella to match the real pack.

Firedog Creative: Barbican Classical Music 'Where will the music take you?'

Brand: Barbican Classical Music

Title(s): Where will the music take you?

Agency: Firedog Creative, London, UK

Agency website: http://www.firedog.co.uk

Creative Director: Clifford Boobyer

Art Director: Alessandro Lingua

Copywriter: Mike Reed

Designer: Alessandro Lingua

Photographer: Clifford Boobyer

Published: October 2014

Short rationale (optional): This is Firedog’s second campaign with the Barbican, Europe’s largest performing arts centre.

Classical music is often perceived as stuffy or elitist. Firedog’s solution was the “Dreamscape”; a series of posters that revive impressions of classical. Integrated urban and natural landscapes reflect the genre’s richness. Hard, mechanical lines signify the underlying structure and rigidity found in classical, while the soft landscape scenes and floating birds evoke the music’s calming effect.

This second instalment was strongly influenced by Cuban and Russian Constructivist art. Strong, graphic shapes break up the torso and neck areas, creating an interesting window for landscape elements to be placed.

To appeal to the young professionals segment, the posters are bright, engaging and feature ordinary people dressed in ordinary clothes.

As with the first instalment, the entire campaign was designed, photographed, illustrated and post-produced within the Firedog studios.

Biborg: Coty 'Chloé – Love Story'

Brand: Coty

Title(s): Chloé – Love Story

Agency: Biborg

Agency website: http://www.biborg.com/

Business Director and Co-Founder: Bruno Luriot

Creative Director and Partner: Hedy Magroun

Additional Credits: Account Manager: Marie Trocmé

Product Manager: Marion Lesieur

Digital Marketing Manager: Aurélia Hirsinger

Published: October 2014

Short Rationale (optional): Perfectly in-line with the print execution and TV ad, with the tagline ‘Unlock the fragrance’, the digital campaign was produced for most devices, aimed at developing awareness and creating engagement for the new perfume.

On desktop devices, an impactful interactive Homepage Takeover immerses users into the universe of the perfume, inviting them to discover the video. Two Rich Media units have also been developed for Google: a YouTube Masthead and a multi-screen “add to calendar” unit displayed on Gmail to reach a masculine audience.

The Tablet Ad – also available as a Mobile Ad - invites users to interact with the 3D recreated perfume bottle; the unit also invites to discover the advert video directed by Mélanie Laurent.

Integrated links driving to the main website are suggested to the users, encouraging extending the experience with a purchase.

A digital OOH creation has also been developed for the campaign in the department store ‘El Corte Ingles’ in Spain.

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