Creative Showcase: Featuring Engine, McCann New York and Bray Leino
Welcome to The Drum Creative Showcase.
As always this section is dedicated to showing the best creative work and gives you, the reader, the chance to decide what we show within The Drum magazine.
You can vote for the work you like best, simply by clicking the 'Like' button beside the work, and the winner will be featured in the next issue of The Drum (18 February) in the Creative Showcase spread.
Other popular entrants will also be considered for the print edition. Submit your vote before Monday 2 February 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.
Engine: The British Army 'Normal Days'
Brand: The British Army
Title(s): Normal Days
Agency: Engine : WCRS & Partners Andrews Aldridge
Agency website: http://www.wcrs.com/ http://www.andrewsaldridge.com/
Creative Director: Paul Snoxell
Creatives: Dan Gorlov, Julia Taylor
Additional Credits: Agency Producer: Joseph Pawsey
Account Handling: Alex Harlow, Chris Boyton, Annie Gallimore, Simon Peck
Planning: John Crowther
Media Agency: Carat
Production Company: Academy
Director/Animator: Seb Edwards
Producer: Dom Thomas
Editor: Paul Watts @ The Quarry
Post Production: Electric Theatre Collective
Audio: Sam Ashwell @ 750 MPH
Published: January 2015
Short Rationale: The Army is launching a bold, new public information campaign to highlight the role of the Army Reserve within the new Army structure, in order to improve public understanding of what they do and support recruiting across the whole Army. The ‘Normal Day’ campaign aims to demonstrate the importance of the roles the Army plays, at home and abroad, in a modern world undergoing significant geo-political and social upheaval.
The adverts – which represent a significant departure from previous recruitment-led Army campaigns that focused on the job roles and benefits available in the Army – showcase the many unsung roles the Army performs and how it has restored normality to communities that have come under threat at home and abroad. The campaign will include three documentaries showing real-life examples of the vital and positive impact individual Army personnel have made to ordinary people’s lives in the UK, Kosovo and the Philippines.
Iris: Adidas 'There Will Be Haters'
Brand: Adidas
Title: There Will Be Haters
Agency: Iris
Agency website: www.iris-worldwide.com
Creative director: Adam Fish
Design director: Iain Robson
Managing partner: Henry Scotland
Group account director: Simon Yoxall
Account director: Greg Dade
Producer:Jeremy Muthana
Production company:Frenzy Paris
Director: Ernest Desumbila
Producer: Willy Morencé
DOP: Borja López Díaz
Post production: Limon Studios – Barcelona
Post production lead: Albert Montero Vera
Producer: Willy Morencé
DOP: Borja López Díaz
Published: January 2015
Coley Porter Bell: OXO 'Rebrand'


Brand: OXO
Title(s): Rebrand
Agency: Coley Porter Bell
Agency website: http://www.coleyporterbell.com/
Art Director: Stephen Bell
Published: January 2015
Short Rationale: CPB was tasked to create a design that reflected the brand essence of vibrant flavours and also demonstrate the brand’s rich heritage. Utilising the agency’s bespoke Visual Planning* process, the creative brings to life the fresh brand idea and communicates the strategic design proposition.
For the OXO cube range, the agency created an ownable tone of voice that reflects the brand’s personality: fun, inviting and inspiring. The top of the packs feature an array of messaging which aim to inspire consumers to use the cubes in different ways, for example: “Liven up your Lasagne”; “Sprinkle for spectacular stir fry”; “For pies packed with flavour”; “Beef up your Bolognese.”
In line with the cube range, the Shake & Flavour variety features a new playful logo that bolsters the brand identity, highlighting its creative personality. In view to enhance taste perceptions the agency developed bold but ‘foodie’ colours that inspire consumers to use the product in different meals. The new design utilises the inside of the peel labels which give consumers inspiration for different recipes.
The Marketing Arm: Dove Men + Care '#RealStrength Super Bowl spot'
Brand: Dove Men + Care
Title: #RealStrength Super Bowl spot
Agency: The Marketing Arm
Agency website: www.themarketingarm.com
President: Tom Meyer
Creative Director: Marc Gilbar
Agency Producer and Account Director: Meg Quinn
Agency Producer: Ben Greenberg
Production Company: Stun Creative
Executive Producers: Mark Feldstein and Brad Roth
Head of Production: Jared Christensen
Line Producer: Richard Sven Shelgren
Director: Rob Meltzer
DP: Eric Haase
Editor: Rob Meltzer and Dayne Tanokia
Music: Extreme Music
Composers: Rhian Sheehan, APRA, Tony Morely, PRS, Rachel Wood, PRS
Published: January 2015
McCann New York: Clio Awards 'CLIO Creative Bowl'



Brand: Clio Awards
Title: CLIO Creative Bowl
Headline and copy text: The CLIO Creative Bowl. Where the experts decide the big game's best ad.
Agency: McCann New York
Agency website: www.mccannny.com
Executive Creative Directors: Bill Wright, James Dawson-Hollis
Art Director: Coleman Davis
Copywriter: Lex Singer
Designer: Shelby Hipol
Photographer: Garrett Cornelison
Additional credits: Senior Integrated Producer: Deb Archambault
Senior Project Manager: Debbie Fried
Project Manager: Alex Goldklang
Account Director: Eric Monnet
Print Producer: April Gallo
Graphic Artist: Jessica Hall
PrePress Manager: Scott Sisson
Retouchers: Bert Seva, Yana Fox, Franco Casas
Proofreaders: Dan Barron, Kayley Scott, Larry Webber
Published: January 2015
Wieden+Kennedy:Three 'Surfers - #holidayspam'
Brand: Three
Title: Surfers - #holidayspam
Agency: W+K, London, UK
Agency website: www.wklondon.com
Creative Directors: Larry Seftel, David Day
Copywriter: Erin Swanson
Art Director: Pierre Jouffray
Producer: Lou Hake
Additional credits:Group Account Director: Paulo Salomao
Account Director: Sophy Woltman
Account Manager: Alex Blacklock
Executive Creative Directors: Tony Davidson, Iain Tait
Agency Executive Producer: Danielle Stewart
Production Company: MJZ
Director: Rocky Morton
Line Producer: Chris McBride
Director of Photography: Todd Antonio Somodevilla
Editorial Company: Final Cut
Editor: Joe Guest
Producer: Frankie Elster
VFX Company: Framestore
2D Lead Artist : Ben Cronin
2D Artists: Ben Cronin & Tri Do
VFX Executive Producer: Mary Nockles
2D Lead Artist: Ben Cronin
Titles/Graphics: Pierre Jouffray
Music Company: Sarah Bridge
Composer: Brains and Hutch
Music Supervisor: Sarah Bridge
Song: Surf Spam / Dessert Spam
Mix Company: Wave Studios
Mixer: Jack Sedgwick
Producer: Amy Daniels
Published: January 2015
Rethink Toronto: Canadian Cancer Society 'End the flavour'



Brand: Canadian Cancer Society
Title: End the flavour
Agency: Rethink Toronto
Agency Website: www.rethinkcanada.com
Creative Directors: Ian Grais, Chris Staples, Nicolas Quintal
Art Director: Nicolas Quintal
Copywriter: Max May
Print Producer: Scott Russell
Retoucher: The Orange Apple
Studio Artist / Typographer: Jonathon Cesar
Account Services: Solomon Gauthier
Content Strategist: Leah Gregg
Published: January 2015
JWT London: HSBC 'Thank You'
HSBC 'Thank You - Rebecca' from Rogue Films on Vimeo.
HSBC 'Thank You - Rosario' from Rogue Films on Vimeo.
HSBC 'Thank You - Majora' from Rogue Films on Vimeo.
HSBC 'Thank You - Johnny' from Rogue Films on Vimeo.
Brand: HSBC
Title: Thank You
Agency: JWT, London, UK
Agency website: www.jwt.com
Executive Creative Director: Axel Caldecott
Creative: Dominic Gomez / Rogue Films
Account Director: Isabel Dunbar
Planning Director: Adam Lotz
Planner: Rob Alexander
TV Producer: Carley Reynolds
Additional Credits: Production Company: Rogue
Director: Jose Gomez
Executive Producers: David Van Der Gaag, Dominic Gomez
Producer: Sophie Weldon
DOP: Oliver Scott
Editor: TenThree
Post production: Gramercy Park Studios
Music: Johnny Yates
Published: 2015
Squat New York: Pereg - Quinoa Pops 'Packaging and design'





Brand: Pereg - Quinoa Pops
Title: Packaging and design
Agency: Squat New York
Agency website: www.squatny.com
Creative Director: Shiri Kornowski
Art Director: Itamar Kornowski
Senior Designer: Cheungyoon Kim
Senior Designer: Laura Dreyer
Published: January 2015
Iconolcast: Vogue 'Just a Minute'
"Just a Minute" with Dakota Johnson for Vogue from Gustav Johansson on Vimeo.
Brand: Vogue
Title(s): Just a Minute
Production Company: Iconolcast
Director: Gustav Johansson
Published: January 2015
Short Rationale: Vogue releases the clever short fashion film “Just A Minute,” featuring 50 Shades of Grey star Dakota Johnson, directed by Iconoclast’s Gustav Johansson.
Johansson turns a tête-à-tête with Dakota and a muffled voice from beyond the door into a playfully nuanced exchange with a hint of flirtation and a dash of existential introspection. As a slippers-clad Dakota sprawls out in various corners of the dressing room, delaying her debut in increments, the voice challenges her reply of needing “just a minute” with an abstract and potentially greater meaning.
Johansson’s humorous piece reminds us that one can always find profound pearls of wisdom in the most unlikely of places.
M&C Saatchi: NatWest 'Putting Fairness First'
Brand: NatWest
Title(s): Putting Fairness First
Agency: M&C Saatchi
Agency website: http://www.mcsaatchi.com/
Creative Director: Jason Lawes
Art Director: Andrew Dawes
Copywriter: Christopher Ross-Kellam
Additional Credits: Planner/CSU Director: Gabrielle Bell
Designer: Jonathan Muddell
Media Agency: ZenithOptimedia
Media Planner: Lisa Michael
Production Company: Riff Raff Films
Director: Megaforce
Producer: Angela Zabala, Sue Cooke, Mary Fostiropoulos
Audio Post Production: Jungle
Post Production: Glassworks
Published: January 2015
Short Rationale: NatWest and M&C Saatchi have unveiled a fully integrated campaign promoting the bank’s decision to end introductory teaser rates on credit cards and savings accounts, and raising awareness of NatWest and The Royal Bank of Scotland’s promise of fairer banking for all.
The TV opens with a bank manager and customer signing a 0% balance transfer credit card agreement. This scene then morphs into a game of musical chairs as a metaphor for the mechanics of introductory teaser rate deals. Only one person can win the game - either the customer who remembers to change their rate when the deal ends - or the bank if the customer forgets. The ad cuts to a NatWest branch where things are done differently. A friendly branch member of staff takes the customer through an application for a simpler, clearer credit card. The spot closes with the strapline ‘Goodbye unfair banking, Hello NatWest’.
Lantern: The Muscle Help Foundation: '#powerof657'





Brand: The Muscle Help Foundation
Title(s): #powerof657
Agency: Lantern
Agency website: http://www.lanternlondon.com
Creative Director: Ryan Tym
Published: January 2015
Short Rationale: Lantern has created the branding for The Muscle Help Foundation’s new #powerof657 campaign, using a typographic and illustrative approach.
The campaign name, also developed by Lantern, refers to the charity’s aim of delivering a total of 657 transformational experiences or ‘Muscle Dreams’. 657 represents the approximate number of muscles in the human body and also reinforces the project’s key aim to reach more people across the country, by demonstrating the powerful effect that Muscle Dreams have on those with MD and their families.
The look and feel has been designed as a playful and positive extension to the charity’s existing creative, also created by Lantern.
Alongside creating the look and feel, Lantern has also developed unusual fundraising ideas around the number 657, including a 6:57 meal challenge and a fun run following the route of London’s No. 657 bus.
Publicis Seattle: Visit Seattle 'Gray is just the backdrop'




Brand: Visit Seattle
Title(s): Gray is just the backdrop
Agency: Publicis Seattle
Agency website: http://publicisseattle.com/
Chief Creative Officer: Andrew Christou
Group Creative Director: Steve Williams
Creative Director: Scott Fero
Art Director: Julia Luplow
Copywriter: Dan Peterson
Additional Credits: Account Director: Nick Schuitemaker
Account Executive: Johnny Wardell
Strategist: JP Martin
Connections Planners: Jazmyn Sanchez & Casey Sperzel
Chief Strategy Officer: Britt Fero
Managing Director: Jason Sullivan
Published: January 2015
Short Rationale: The new national tourism campaign for Visit Seattle, juxtaposes the city’s gray skies with its most vibrant artwork. It reframes the dreary perception many have about Seattle, and embraces gray as a perfect canvas to let the vibrant art and culture scene shine. It also announces a city-wide discounted museum rate for hotel guests. “Gray is Just the Backdrop” was created by Publicis Seattle and breaks in multiple cities on January 19 and encompasses print, digital and OOH.
The Corner: Senet Group 'When the fun stops, stop'
Brand: Senet Group
Title(s): When the fun stops, stop
Agency: The Corner
Agency website: http://www.thecornerlondon.com/
Art Director: Piers O’Kelly
Copywriter: Liam Scott
Additional Credits: Planning Director: Neil Hourston
Planner: Ollie Gilmore
Managing Partner: Neil Simpson
Account Director: Kristie Thistlethwaite
Agency Producer: Sam Holmes, Kristie Girvan
Media Company: Rumour
Production Company: Prettybird
Director: Ian & Cooper
Production Company Producer: Hannah May / Margo Mars
Editor: Ben Harrex, Final Cut
Post Production Producer: Matt Williams, Electric Theatre
Post-production: Electric Theatre
Audio post-production: Greek Street Studios
Published: January 2015
Short Rationale: “WHEN THE FUN STOPS, STOP” is the prominent message appearing across the advertising campaign, to highlight the warning signs of problem gambling and the benefits of staying in control. Gambleaware.co.uk features prominently in the campaign, as a source of advice for those who feel their gambling is getting out of control.
The campaign features simple tips to help prevent gambling becoming a problem: set your limits at the start; only bet what you can afford; never chase your losses; don’t bet if you’re getting angry and never put betting before your mates.
Bray Leino: Norwegian Seafood Council 'Good Food Channel sponsorship'


Brand: Norwegian Seafood Council
Title(s): Good Food Channel sponsorship
Agency: Bray Leino
Agency website: http://www.brayleino.co.uk/
Published: January 2015
Short Rationale: This is the first time the organisaiton will appear on British televisions, aiming to increase the number of people adding seafood to their shopping baskets and generally boosting the seafood category.
This will in turn drive demand for Norwegian seafood, as one of the UK’s largest seafood suppliers.
The activity, devised and delivered by the creative communications agency Bray Leino, kicks off with four new idents portraying Norwegian seasonal whitefish and salmon.
The sponsorship will feature within Good Food titles such as Masterchef - The Professionals, Rachel Allen, The Hairy Bikers, River Cottage, Rick Stein (various), Man vs Food, and more within the Good Food Channel portfolio.
Mr B & Friends: The Cheltenham Trust 'Brand identity'



Brand: The Cheltenham Trust
Title(s): New brand and identity for The Cheltenham Trust
Agency: Mr B & Friends, Bath, United Kingdom
Agency website: http://www.mrbandfriends.co.uk
Creative Director: Steve Richardson
Design Director: Kate Gorringe
Designer: Jake Jennings
Brand strategist: Simon Barbato
Account Management: Jenny Browne
Designer: Jake Jennings
Published: January 2015
Cheetham Bell: Magnet 'Look again'
Brand: Magnet
Title: Look again
Agency: Cheetham Bell, Manchester, UK
Agency website: http://www.cheethambelljwt.com
Creative Director: Andy Huntingdon, Martin Smith
Creative: Julian Lane
Published: January 2015
Short Rationale: You get a lot of kitchen for your money. That’s the premise behind our latest campaign for Magnet that invites prospective buyers to look again at the unbelievably affordable price of a Simply Magnet kitchen. The campaign is running on television, press, Magnet showrooms and online.
Silk Pearce: ACE Cultural Tours (ACE) 'Website redesign'

Brand: ACE Cultural Tours (ACE)
Title(s): Website redesign
Agency: Silk Pearce
Agency website: http://www.silkpearce.com/
Creative Director: Peter Silk
Additional Credits: Designer and Wed Developer: Ian Coote
Additional Software Consultancy: MaJic Solutions
Published: January 2015
Short Rationale: Design and branding consultancy Silk Pearce has completed a major website redesign to help ACE Cultural Tours (ACE) – the UK’s oldest and most experienced provider of study tours and cultural travel across the world – to appeal to an even wider range of clients.
The ACE site (www.aceculturaltours.co.uk) has been redesigned and restructured with improved navigation, more prominent and larger imagery, and a responsive design so that it can be easily accessed on tablets, smartphones and other devices. Silk Pearce has also worked closely with specialist software developers MaJic Solutions to integrate the site content management system with ACE’s existing in-house IT network.
Mother London: Stella Artois ‘Buy a lady a drink’



Brand: Stella Artois
Title(s): Buy a lady a drink
Headline and copy text (in English): Stella Artois and Water.org launch ‘Buy a lady a drink’
Agency: Mother London
Directors: Fred&Nick’s (Frederick Scott and Nicolas Jack Davies)
Agency Website: http://www.motherlondon.com/
Campaign Website: www.BuyALadyADrink.com
Short rationale (optional): TODAY, with the support of Water.org and its co-founders Matt Damon and Gary White, Stella Artois launched its first global social impact campaign ‘Buy a Lady a Drink’ to drive awareness of the global water crisis and help provide solutions. Every day, women around the world spend hours collecting clean water for their families. Buy a Lady a Drink aims to help put a stop to these water-collecting journeys, so women can start new journeys of their own.
Stella Artois has made a donation of $1.2 million USD to Water.org and is now inviting the nation to join the cause by purchasing limited-edition Chalices. One Chalice will help Water.org provide five years of clean water to one person in the developing world. Beyond purchasing a Chalice, information about the Stella Artois Buy a Lady a Drink campaign, the partnership with Water.org and stories of women directly impacted by the global water crisis can be found by visiting http://www.BuyALadyADrink.com.
Above+Beyond: Betway 'Horse racing'
Brand: Betway
Title(s): Horse racing
Agency: Above+Beyond
Agency website: http://www.weareabove.co.uk/
Creative Director: David Billing
Art Director: Michaela Pannese
Copywriter: Stuart Gittings
Director: Pip @ Agile Films
Director of Photography: Joe Cook
Additional Credits: Agency Producer: Christian Lobo
Production Co-Producer: Igor Begtiarev (Agile Films)
Published: January 2015
Short Rationale: Above+Beyond, the creative advertising agency has created a new TV campaign to support Betway’s renewed push into horse racing. The TV spot is intended to drive traffic to the Betway app as well as building the brand’s pedigree within the horseracing sector.
Above+Beyond devised a creative designed to take the viewer as close as possible to the experience of horse racing. To achieve this effect, the campaign was shot using multiple camera set ups including Arri Amira as well as Go Pro rigs mounted on horses, riders and even embedded in the ground.