Senet Group The Drum Awards Creative Works

Creative Showcase: Featuring Engine, McCann New York and Bray Leino


By Gillian West, Social media manager

January 26, 2015 | 25 min read

Welcome to The Drum Creative Showcase.

As always this section is dedicated to showing the best creative work and gives you, the reader, the chance to decide what we show within The Drum magazine.

You can vote for the work you like best, simply by clicking the 'Like' button beside the work, and the winner will be featured in the next issue of The Drum (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 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:

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:

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:

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:

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:

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:

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:

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:

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:

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:

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:

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:

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:

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. 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:

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:

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:

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:

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 ( 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 launch ‘Buy a lady a drink’

Agency: Mother London

Directors: Fred&Nick’s (Frederick Scott and Nicolas Jack Davies)

Agency Website:

Campaign Website:

Short rationale (optional): TODAY, with the support of 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 and is now inviting the nation to join the cause by purchasing limited-edition Chalices. One Chalice will help 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 and stories of women directly impacted by the global water crisis can be found by visiting

Above+Beyond: Betway 'Horse racing'

Brand: Betway

Title(s): Horse racing

Agency: Above+Beyond

Agency website:

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.

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