Creative Department: Featuring McCann London, Ogilvy Sydney, Wieden+Kennedy Amsterdam and more
Welcome to The Drum Creative Department, sponsored by Workfront.
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 (15 April) in the Creative Department spread.
Other popular entrants will also be considered for the print edition. Submit your vote before Monday 6 April 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 Department on Twitter @TheDrumCreative.
McCann London: Shreddies 'Nana State'
Brand: Shreddies
Title(s): Nana State
Agency: McCann London
Agency website: http://mccannlondon.co.uk/
Chief Creative Officer: Rob Doubal, Laurence Thomson
Creative Director: John Hurst
Art Director: Gary Todd, August Segerholm, Peter Browse
Copywriter: Kate Pozzi, Alastair McVeigh, Charlie Bowden, Joe Koprowski
Additional Credits: Head of Art: Michael Thomason
Account Manager: Eloise Edington
Account Director: Laura Weightman
Managing Partner: Daniel Taylor
Planner: Philippa Dunjay
Head of Integrated Production: Sergio Lopez
Director: Max Fisher
Production Company: Generator Films
Producer: Claire Hopkins
Post Production: Craft London, James Selby & The Mill
Media Planning: Zenith
Published: March 2015
Short Rationale: In the run-up to the General Election, the Shreddies Knitting Nanas are not going to tackle taxes, national debt or immigration. They’re setting out to help mend the little things that really affect the lives of Britons, day to day. Ranging from oversharing Facebook friends to commuters eating smelly food on the train and the hubby who leaves the loo seat up. All the things that real Nanas would have something to say about. Shreddies have empowered The Nana State to lobby for a nicer nation on your behalf.
The campaign is formed of two halves; in the first stage our Nanas are listening – asking for people to submit their little gripes. Nanas will be on the road and online, finding little problems that they can help fix. Armed with this information and a rallying cry, the campaign launches with an online film, amplified through Shreddies’ social media channels, targeted out of home, and on pack.
During the campaign, the Nanas will even turn their social channels over to the public, allowing their fans to share their gripes, tag or @, and the Nanas will lobby individuals to get them to change their ways. By giving a voice to the people, Nanas will make sure this is a truly democratic experience. To bring this to life, the Nanas will even go out to surprise members of the public, and lobby them to change their naughty ways.
BBH London: Disney UK, England Rugby & Marriot Hotels International 'Star Wars: The Rugby Alliance'
Brand: Disney UK, England Rugby, Marriot Hotels International
Title(s): Marriott London 7s – Star Wars: The Rugby Alliance
Agency: BBH, London – Black Sheep Studios
Agency website: http://www.bartleboglehegarty.com/london/
Creative Director: Anthony Austin
Art Director: Black Sheep Studios
Copywriter: Black Sheep Studios
Photographer: Adam Hinton
Additional credits: Disneymedia+
Director: Anthony Austin
Producer: Adam Farley
DOP: Marcus Domleo
Editor: Jack Williams
VFX supervisor: Duncan McWilliam
VFX: Outpost VFX
Grade: Julien Biard @ Finish
Sound Design: Dan Beckwith @ Factory
Music: Warner Chappell/Williams
Published: March 2015
Short rationale (optional): Marriott London 7s – Star Wars: The Rugby Alliance
England Rugby and Disney UK have joined forces to create a national advertising campaign to promote this year’s galactic-themed Marriott London Sevens taking place at Twickenham on the 16th and 17th May.
The campaign includes a television ad featuring Star Wars characters facing up to the England Sevens team, print and social media, digital and PR to promote the galactic themed weekend of exciting sevens rugby.
BrandOpus: MOMA 'Redesign'
Brand: MOMA
Title(s): Redesign
Agency: BrandOpus
Agency website: http://www.brandopus.com/
Executive Creative Director: Paul Taylor
Published: March 2015
Short Rationale: BrandOpus has worked with MOMA, the home of the best grab-and-go breakfasts, to redesign their brand identity and packaging. The brief was to drive meaning and personality into the MOMA identity and create an ownable and distinctive packaging design, devised to support range extension and to allow the brand to achieve its exciting plans for growth. The new identity and packaging will launch in early April.
In response to the brief, BrandOpus have developed the identity to convey the idea of a fulfilling journey. From MOMA’s early beginnings under railway arches in Deptford, to a pitch in Waterloo station, the identity captures the journey of both the brand and the busy urban commuter.
The bright, punchy colours that make the brand distinctive have been built upon to reflect the vibrancy of MOMA, whilst aiding navigation across the wide range of flavours at the shelf.
Ogilvy Sydney: KFC Australia 'Chase the Taste'
Brand: KFC Australia
Title(s): Chase the Taste
Agency: Ogilvy Sydney
Agency website: http://www.ogilvy.com.au/
Creative Director: Shaun Branagan
Art Director: Wellison D’Assuncao
Copywriter: Scott Mortimer
Additional Credits: Peter Hackforth
Senior Planner: Waqas Tahir
Account Director: Brad Ure
Senior Account Manager: Jessica Standfield
Production Company - One 20:
Director: Jason Wingrove
Producer: Alan Robinson
Post Production: The Editors
Media - MediaCom
Published: March 2015
Short Rationale: Ogilvy Sydney, part of STW Group, has launched its latest campaign for KFC, exploring the theme of customers who are prepared to travel far and wide to ‘Chase the Taste’ of its famous chicken.
Running from this week, the campaign will promote four separate product offerings along with the overarching ‘Chase the Taste’ creative theme, which incorporates Vance Joy’s track ‘Mess is mine’ throughout.
It will be executed across TV (FTA, Pay and VOD), digital, OOH and KFC social touch points. The first ‘Chase the Taste’ TVC will run as a 45 and 30-second thematic, followed by a 15-second retail spot advertising KFC’s new Zinger Family range. The campaign will also run an execution advertising KFC’s $1 chips, billed as ‘Australia’s Best Tasting Chips’.
18 Feet & Rising: Allianz 'Stories'
Brand: Allianz
Title(s): Stories
Agency: 18 Feet & Rising
Agency website: http://www.18feet.com/
Creative: Oli O’Neill, Behrad Taherparvar
Additional Credits: Producer: Victoria Dashwood- Quick
Account Director: Adrienne Little
Account Manager: Tom Fraser
Strategic Business Lead: Rob Ward
Production Company: Moxie
Director: Errol Morris
Producer: Julie Ahlberg
Editor: Jinx Godfrey
Production Manager: Charlie Henderson
DOP: TBC
Post Production: Nineteen Twenty
Sound Design: Sam Ashwell @ 750mph
Colourist: TBC
Media buying agency: Mediacom
PR: Ogilvy PR London
Social: Gravity Thinking
Published: March 2015
Short Rationale: “The campaign line, ’Every story is unique, we insure yours’ isn’t just about the technical side of our business, it’s about the emotional side too. We want to show our audience how it feels and what it’s like, because we feel it too,” said Allianz Brand Marketing Manager, Nick Dudman.
The campaign will focus on the unique stories behind the things we insure. Allianz decided to begin this campaign with car insurance and the line: ‘Every car has a story. We insure yours.’
This first iteration in the Stories campaign is called: Quality Time. This advert tells the story of a father and daughter who make an emotional connection whilst in the family car. When in the car, the father asks the daughter how her singing lessons are going and the daughter, to her father’s delight, responds by singing Culture Clubs Karma Chameleon. The father then joins in and we see a beautiful moment between the father and daughter. A unique story.
Ogilvy & Mather Cape Town: Volkswagen 'Small But Ferocious'
Brand: Volkswagen
Title: Small But Ferocious
Agency: Ogilvy & Mather, Cape Town, South Africa
Agency Website: http://www.ogilvy.co.za/
Chief Creative Officer: Chris Gotz
Art Director: Matthew Pullen
Copywriter: Dean Paradise
Retoucher: Gavin Haywood
Published: March 2015
Short Rationale (optional): TSI is a technology that can be found in a select range of Volkswagen vehicles. It offers powerful performance with excellent fuel economy and low emissions, all from a compact engine – making it ‘Small but ferocious’.
To communicate this, Ogilvy South Africa created a few of its own small but ferocious creatures, including a Humboon, a Bearrel and a Bumbletiger.
101: Scottish Widows 'Change your life in an hour'
Brand: Scottish Widows
Title(s): Change your life in an hour
Agency: 101
Agency website: http://101london.co.uk/
Executive Creative Director: Richard Flintham
Creative Director: Simon Schmitt
Creative: Tim Donald, Misha Newby, Grey Stekelman
Designer: Tanya Holbrook, Jim Ward, Matt Bryce
Additional Credits: Agency Film Producer: Alex Nicholson
Agency Digital Producer: Chris Binks
Agency Print Producer: Peter Llewendon
Group Business Leader: Ross Farquhar
Strategist: Sandie Dilger
Account Director: Paul Diamond
Account Manager: Charlotte Kent
Account Manager: Sam Boyston
Media Agency: MEC
Strategy Director: Richard Bradford
Communications Director: James Wilkins
Business Director: Sandra LemaTrillo
Employer Agency: The Union
Account Director: Emma Campbell
Film & Photography Production: Wanda/Webber Represents
Directors & Photographers : Damien & Leila de Blinkk
Director: Josh Appignanesi
Producer: Bonnie Anthony
Editing: Cut & Run
Post-Production: Unit & MPC
Digital Production: Realise
Project Manager: Louise Branscomb
Lead Developer: Joe McDowall
Development team: Bee Flaherty, Ross Angus, Chris Tryc& Oliver Haley
User Experience Consultants: Rod Marshall, DeaKacorri & Seema Jain
Senior Account Manager: Jamie Murray
Group Account Director: Vicky Stewart
Published: March 2015
Short Rationale: In the year of the biggest reforms to pensions in a generation, Lloyds Banking Group’s Scottish Widows has launched a new online platform that invites the public to ‘Change your Life in an Hour’, promoting it heavily with an integrated campaign timed to coincide with the changes.
Inspired by the notion that big things often have small beginnings, ‘Change Your Life in an Hour’ tackles the hardest part of planning for later life – making a start. The idea was originated by 101 and developed in partnership with MEC, Realise and The Union.
Launching with nationwide outdoor and press, as well as a series of promoted online films centred on the stories of three people whose lives were dramatically changed by a seemingly small moment or decision, the campaign began on 16 March 2015.
The campaign continues the refresh of the brand that began in 2014, featuring latest Scottish Widow Amber Martinez and capturing the stories of real people, this year as they prompt us to reappraise retirement as a time for opportunity and new beginnings and shine a light on how having a plan can leave us with the peace of mind to pursue personal passions.
AMV BBDO: Department for Transport 'Mobiles'
Brand: Department for Transport
Title(s): Mobiles
Agency: AMV BBDO
Agency website: http://www.amvbbdo.com/
Creative Director: Steve Jones, Martin Loraine
Creative: Antony Nelson, Mike Sutherland
Additional Credits: Agency Planner: Tom White, Pippa Morris
Agency Account Man: Katie Stanley, Lou Woolf, Bobbie Gannon, Nancy Fuller
Art Producer: Jaki Jo Hannan
Media Agency: Carat
Media Planner: Carat
Photographer: Adam Hinton
Published: March 2015
Short Rationale: With a predicted 500,000 people offending each day, mobile use whilst driving is a widespread issue. Couple this with the fact that research shows using a mobile can slow reaction times by up to 50%, it is also a life threatening one. Department for Transport and AMV drew upon this statistic to create a series of print executions highlighting the fact that ‘You can’t concentrate on the road and your mobile phone’.
The trilogy of work from AMV BBDO, shows content that you would typically view on a phone (a selfie, a holiday snap and a football game) and splices an image of oncoming traffic behind it. The viewer takes in the stronger photo before registering the road behind, mirroring the behaviour of looking at your phone whilst driving. The takeout is clear, you cannot concentrate on both things at once and not paying attention to the road can be deadly.
Brothers and Sisters: Sky 'Sky Go Mix ‘n’ Match'
Brand: Sky
Title(s): Sky Go Mix ‘n’ Match
Agency: Brothers and Sisters
Agency website: http://www.brothersandsisters.co.uk/
Creative Director: Brothers and Sisters
Art Director: Brothers and Sisters
Copywriter: Brothers and Sisters
Media Agency: Mediacom
Media Planner: Mediacom
Production Company: Stink
Director: Vaughan Arnell
Editor: Vid Price
Post Production: Framestore
Soundtrack Composer: Nick Rapaccioli
Audio Post Production: Wave, Parv Third
Published: March 2015
Short Rationale: Idris Elba takes on a host of new roles, as we see him improvising scenes as different characters from some of the most popular entertainment shows available on Sky Go.
This next installment of Sky’s TV products advertisements, created by Brothers and Sisters, sees Elba act from inside a row of tablet devices. The top half of his body is mixed and matched like a flip book with scenes from a number of different entertainment shows as he reacts accordingly – playing a medley of characters from Khaleesi in Game of Thrones to Family Guy’s Peter Griffin.
In a bespoke film for VOD we also see Elba donning stilettos for Scandal and throwing some dance moves for Britain’s Got Talent.
Brand & Deliver: Lorton 'Lorton Brand Identity'
Brand: Lorton
Title(s): Lorton Brand Identity
Agency: Brand & Deliver, London, UK
Agency website: http://www.brandanddeliver.co.uk
Creative Director: Ben Gallop
Design Director: Rob Pratt
Graphic Designer: Tyler Berry
Motion Graphics: Nick Wood
Sound Design: Joel Evenden
Published: March 2015
Short rationale (optional): Brand & Deliver has created a complete brand identity system for Lorton Entertainment, one of London’s premier film and entertainment financing companies which funded and distributed the recent British hit Hello Carter.
The new identity encompasses a family of related brands and assets across all mediums plus an inaugural animated ident for the company’s filmed entertainment releases. The identity’s flexibility allows multiple opportunities to display cinematic imagery without complicating the photographic assets or losing the impact of the brand.
999 Design: Royal Scottish National Orchestra 'Celebrating 125 Years of Scotland's National Orchestra'
Brand: Royal Scottish National Orchestra
Title: Celebrating 125 Years of Scotland's National Orchestra
Agency: 999 Design, Glasgow, Scotland
Agency website: http://www.999design.com/
Senior Designer: Paul Humphreys
Copywriter: Catherine Watson
Logo Design: The Union
Additional Credits: Music Director: Peter Oundjian
Principal Guest Conductor: Thomas Søndergård
Conductor Laureate: Neeme Järvi
Conductors: Emeriti, Alexander Lazarev, Walter Weller
Music Director: Stéphane Denève
Music: Juliet from Prokofiev's Romeo And Juliet Ballet Suite, recorded by the RSNO and Neeme Järvi for the Chandos label.
Published: March 2015
Short rationale: With the incredible musical talent of the Royal Scottish National Orchestra (RSNO) on 999’s doorstep, the agency was tasked with creating a launch animation that would celebrate the return of the orchestra’s artistic team to Scotland over the next two years.
The vibrancy of their refreshed branding and new logo (developed by The Union) is reflected in the colourful paint splashes weaving around footage of six conductors in action. In a nod to the dance theme planned for the new season, the animation was synced to a light-hearted extract from Prokofiev’s Romeo and Juliet.
The video took centre stage at the media launch in the Glasgow Concert Halls on the 17th March and the RSNO is delighted with such a special anniversary gift from their 'creative neighbours'.
Wieden+Kennedy Amsterdam: Desperados 'Way of the Desperados'
Brand: Desperados
Title(s): Way of the Desperados
Agency: Wieden+Kennedy Amsterdam
Agency website: http://www.wkams.com/
Executive Creative Director: Mark Bernath, Eric Quennoy
Creative Director: Joseph Burrin, Sean Condon
Art Director: Ignasi Tudela (Print, Digital), Sebastien Partika (TVC)
Copywriter: Ebba Hult (Print), Edouard Olhagaray (TVC)
Additional Credits: Head of Broadcast Production: Joe Togneri
Broadcast Producer: Javier Perroud
Director of Interactive Production: Kelsie Van Deman
Interactive Producer: Arnaud Ronquillo
Planner: Martin Weigel
Group Account Director: Jordi Pont
Account Director: Courtney Trull
Account Manager: Luke Purdy
Senior Designer: Malia Killings (Print, Digital)
Typeface: Ignasi Tudela
Designer: Philip Cronerud, Zeynep Orbay (Print, Digital)
Art Buyer: Maud Klarenbeek
Retoucher: Dario Fusnecher
Project Manager: Emma Williamson, Saskia van Zwieten
Business Affairs: Kacey Kelley
Production Company: Division Paris
Director: Helmi
Director of Photography: Nicolas Loir
Executive Producer: Jules De Chateleux
Producer: Christelle Tastet
Editing Company: Home Digital Pictures
Editor: Adriana Legay
Audio Post: Wave Amsterdam
Sound Designer/Mixer: Randall Macdonald, Ed Downham
Music Company: MassiveMusic (Where is my trophy) – Barney Quinton (He Did What) – Walter Mecca/Weirdata (Turn Down the Silence / Ride the Wind / Product Films)
Post Production: Mathematic
Flame: Fred Brandon, Clement Germain
2D: Ruben Sellem, Fred Venet
Telecine: Fred Brandon
CG Supervisor: Yann Aldabe
Artistic Director: Julien Michel
Producer: Guillaume Marien
Production Company: RESN
GIF Designer: Cari Vander Yacht, Erik Blad, RESN
Product Photography: Qui Yang
Lifestyle Photography: Cheryl Dunn
Published: March 2015
Short Rationale: Desperados revealed Way of the Desperados, a new global brand tonality and visual language that celebrates confidence, effortless attitude and a spirit of playfulness – just like the Desperados drinker and the tequila flavoured beer itself.
Inspired by the bottle, colours, name, taste and spontaneity of the product, the brand’s new creative strategy launches with a global integrated campaign that dares a generation to break out of normal town, live by their own rules and embrace the Way of the Desperados.
Created by Wieden+Kennedy Amsterdam, the new brand refresh and campaign is a colourful bombardment brought to life with print, out-of-home, TV, digital activity and a full re-branding across point of sale and merchandise.
A bespoke Way of the Desperados typographic language and over 80 hand-drawn print headlines were developed to be used across all campaign executions, with the print giving an artistic nod to haphazard punk-band posters and block party flyers. The product prints are an explosion of Desperados’ bright primary colours, while the campaign’s lifestyle ads, centred on Cheryl Dunn’s street-style black and white photography, celebrate unconventional people being comfortable in their own skin.
Seven bite size 15-second films for TV and online bring the print to life in a mixture of footage, animation and text that encourage viewers to Ride The Wind or Turn Down the Silence. Online, the Way of the Desperados identity and campaign is communicated with a crazy language of shareable GIFs and animations, which will be used across the brand’s social channels, and populate the campaign’s online platform - wayofthedesperados.tumblr.com.
Afterhours: Purearth 'Branding and Packaging'
Brand: Purearth
Title: Branding and Packaging
Agency: Afterhours, London, England, UK
Agency website: www.afterhoursdesign.co.uk
Designers: Kelly Bennett, Moyra Casey, Chris McDonald
Published: March 2015
Short Rationale (optional): Organic juice brand Purearth enlisted Afterhours to renew their brand strategy and execution.
The new identity elevates the bottle tags from a functional packaging feature to a core brand asset, as the tag becomes a vehicle which delivers the creative hook that the juices are a ‘gift from the earth’.
St Luke’s: Mecca Bingo 'Friends that play together, stay together'
Brand: Mecca Bingo
Title(s): Friends that play together, stay together
Agency: St Luke’s
Agency website: http://www.stlukes.co.uk/
Creative Director: Al Young
Creative: Mick Brigdale
Additional Credits: Planner: Dan Hulse
Business Lead: Neil Henderson
Account Director: Dominique Morgan
Media agency: MEC
Production Company: Picasso
Director: James Boty
Music production: Goldstein Music
Music track: Specially composed
Audio post-production: Jungle Studios
Published: March 2015
Short Rationale: The new campaign, entitled ‘Friends that play together, stay together’, positions Mecca Bingo as an authentic gaming brand with a big heart, bringing friends old and new together for a fun, relaxed time.
The multi-million pound integrated campaign launches on 26th March and will run across both traditional and digital media. The new campaign is set in an animated world and features a group of four busy friends coming together through the world of Mecca Bingo. The campaign shows that friends can enjoy a fun relaxed game of bingo and connect with each 0ther socially either online or in one of the many Mecca Bingo Clubs.
The campaign will live under Mecca Bingo’s existing strapline ‘Come and play at our house’ and will continue to leverage their heritage whilst investing in a multi-channel future.
Designwerk: UK Sport 'Every Road to Rio'
Brand: UK Sport
Title(s): Every Road to Rio
Agency: Designwerk, London, UK
Agency website: http://www.designwerk.co.uk
Creative Director: Scott Wilson
Art Director: Lewis Wright
Photographer: Tom Shaw
Director: Will Cope
DOP: Simon Berry
Published: March 2015
Short Rationale: We were commissioned by UK Sport to create an integrated media campaign for their Road to Rio initiative, which is aimed at creating awareness for the 2016 Olympic and Paralympic qualifying events in the UK, and promoting ticket sales for them.
The campaign, called Every Road to Rio promotes the authentic everyday lives of athletes, with a strong call to action ‘WE NEED YOU’. The campaign deliverables include a digital and print asset toolkit and guidelines, which will be shared with commercial partners for use across all digital and social media, as well as traditional/online advertising, radio, and event application.
Some of the top UK athletes hoping for medals at the Rio Games were specially photographed and filmed for the various elements of the campaign. The Promotional Video will be extensively deployed by UK Sport across all digital and online channels.
180 Amsterdam: Moyee Coffee 'Under the Influence'
Brand: Moyee Coffee
Title(s): Under the Influence
Agency: 180 Amsterdam
Agency website: http://www.180amsterdam.com/
President & Chief Creative Officer: Al Moseley
Creative Director: Martin Beswick
Art Director: Stephane Lecoq
Junior Art Director: Ingmar Larsen
Junior Copywriter: Ben Langeveld
Additional Credits: Account Team: Dan Colgan
Producer: Claire Ford
Assistant Producer: Davide Janssen
Strategy Team: Paul Chauvin, Vincent Johnson
Production: Director: Tobias Pekelharing
Executive Producer: Daphne Story
Editor: Fiona Fuchs
Post Production Company: MPC Amsterdam
Audio Post Production Company: Wave Amsterdam
Published: March 2015
Short Rationale: The bold campaign, conceived by creative agency 180 Amsterdam, has a simple premise: take a broad spectrum of Amsterdam’s cannabis smokers, invite them to taste-test Moyee coffee, and, while under the influence, document their eloquent and surprising responses.
The result is a two-minute film, appropriately titled ‘Under the Influence’, which includes a glamorous older woman stating: “I equate coffee drinking with sex. And a horse.” and a young ‘hipster’ man, describing Moyee coffee as, “Round. Not triangular. But definitely wavy.” The film was shot in an interview style, using real people, by 180 Amsterdam, who is working with Moyee to build its FairChain brand through radical and provocative activations.
The strategy behind the campaign was to create something uniquely Dutch and provocative, that demonstrated the great taste of Moyee and its ideological agenda, whilst avoiding the usual clichés that surround taste tests. With over 150 legal ‘coffee shops’ in Amsterdam, the agency and brand agreed that it was a great opportunity to utilise the powerful effects of cannabis as a way to celebrate great tasting coffee. And a good way to put Amsterdam on the map for its coffee – not just its cannabis.
Gyro: Marshalls 'Paving to be Proud of'
Brand: Marshalls
Title: Paving to be Proud of
Agency: Gyro, Manchester, UK
Agency Website: www.gyro.com
Creative Director: Peter Davis
Art Directors: Adam McGowan, Matthew Crosby
Copywriters: Michael Herbert, Bill Davies
Photographer: Tim Ainsworth
Published: March 2015
Publicis Conseil: Unicef 'H2O challenge'
Brand: Unicef
Title: H2O challenge
Agency website: www.publicisgroupe.com
Advertising Agency: Publicis Conseil
Creative Director: Cédric Gueret
Art Director: Cédric Auzannet
Copywriter: Martin Rocaboy
Assistant Art Director: Thomas Martinet
Additional Credits: Project Managers: Caroline Darmon, Maxime de Marco, Elodie Orosco
Social Media Influence Director: Catherine Ertzscheid
Senior Data Scientist : Siddharta Chatterjee
Account Director France: Béatrice Heinrich
Technical Project Manager: Philippe Lecocq
Developer: Christian Bazabas / Prodigious
Published: March 2015
Space: Coral 'CheltenHAM Festival'
The CheltenHAM Champion Hurdle from Space on Vimeo.
Brand: Coral
Title(s): CheltenHAM Festival
Agency: Space, London, UK
Agency website: http://agencyspace.co.uk
Creative Director: Mat O'Brien
Art Director: Stu Minshaw
Copywriter: Rob Syme
Illustrator: Chris Collett
Photographer: Kode Media / Jamie Maxwell
Published: March 2015
Short rationale (optional): The Coral CheltenHAM Festival! A fun version of each Cheltenham Festival race of the day staged with adorable micro pigs, seeded in advance of each day’s action.
Coral wanted to engage online racing fans and a wider, passive audience during the Cheltenham Festival. Our aim was to create sharable, irreverent fun content that would get people talking, sharing and also betting.
The content needed to be sharable. We all know that cute animals have that viral x-factor. But we also knew that this wouldn’t be enough to get traction. We set out to create a surreal world where micro-pig racing could be a competitive, tangible event. We took into consideration how to build the campaign by utilising all of Coral’s social channels. We also gave a lot of thought to how we could make the content interactive by offering the community the opportunity to place fun bets on our pigs to win actual bets for the real races of the festival.
No matter how disruptive online content can be, we knew we had to work harder to build anticipation and engagement.
With Coral ‘CheltenHAM’ we landed an original, interactive campaign and also a content seeding structure that would keep the public hooked.
At Space we always work collaboratively to ensure we generate the best possible thinking and this campaign is a great example of that. A large portion of the agency was involved in the ideation sessions that lead to the final concept. And during production, once again, it was all hands on deck, from writing the scripts, designing sets, to directing and even hand sewing micro racing silks! Our ethos of collaboration is one that we extend to clients. Coral were so enthused with our campaign and way of working that they gave us access to their own commentators. We also worked with a great production team, set builders and a very understanding micro-pig handler who ensured the little guys were comfortable and hungry for victory.