Creative Department: Featuring BBH London, 18 Feet & Rising, LOVE 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 (29 April) in the Creative Department spread.
Other popular entrants will also be considered for the print edition. Submit your vote before Monday 13 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.
Noah: Suzuki 'Vitara integrated campaign'
Brand: Suzuki
Title(s): Vitara integrated campaign
Agency: Noah
Agency website: http://www.noahlondon.com/
Creative: Noah
Production Company: Partizan, London
Director: Michael Geoghegan
Media Planning and Buying: the7stars
Published: March 2015
Short Rationale: Suzuki, is launching a new campaign to promote its all-new Vitara model. The campaign kicks off in April with a 60 second TV commercial created by Noah who was tasked with developing a Pan-European campaign following a competitive pitch conducted by Suzuki’s European Marketing Centre based in Bensheim, Germany. TV advertising will be supported by an integrated campaign that will include press and magazine advertising, OOH, digital, social, CRM and Dealer marketing activity.
BBH London: St John Ambulance 'The Chokeables – The Pen that Lost Its Lid'
Brand: St John Ambulance
Title(s): The Chokeables – The Pen that Lost Its Lid
Agency: BBH London
Agency website: http://www.bartleboglehegarty.com/london/
Creative Director: Matt Dorman, Ian Heartfield
Creative Team: Matt Moreland, Chris Clarke
Head of Art: Mark Reddy
Team Director: Leo Sloley
Producer: Lauren Daniels
Illustrator: Sugar Snap Studios
Published: March 2015
Short Rationale: St John Ambulance has launched a fun new e-book, created by BBH London, to help parents and children learn first aid together. The free picture book, The Pen That Lost His Lid, has been released to celebrate the success of the charity’s recent campaign, The Chokeables, which has now been credited with saving the lives of 36 children.
In the picture book, which can be read with children aged 3-7, Pen desperately searches for his best friend Pen Lid, who seems to have disappeared. He meets several characters from The Chokeables video on his quest, until he finds a baby who’s choking. Thankfully, the baby’s mum knows what to do and… well, we don’t want to spoil the ending. The book is available to download for free and St John
Ambulance is hoping that as well as being entertaining for younger children, it will help teach more people what to do in this kind of emergency.
Ogilvy & Mather London: Hellman’s 'The greatest thing ever created. Apparently.'
Brand: Hellman’s
Title(s): The greatest thing ever created. Apparently.
Agency: Ogilvy & Mather London
Agency website: http://ogilvy.co.uk/
Executive Creative Director: Andre Laurentino
Creative Director: Johnny Watters, Angus George
Art Director: Chris Chance
Copywriter: Lewis Bish
Additional Credits: Managing Partner: Mike Litwin
Business Director: James Fitzjohn
Hannah Morden
Account Executive: Carmen Vicente Soto
Producers (TV): Thea Slevin, Kim Parrett
Producer (Digital): Carrie Moores
Production Assistant: Marina Bruin
TV Admin: Fiona Battersby/Caio Silva
Planning Partner: Jodi Shelley
Project Management: Mike Kerry
Published: March 2015
Short Rationale: Ogilvy & Mather London’s new global campaign for Hellmann’s sees the brand highlighting and responding to the wonderful things their fans say in social media around the world.
As the world’s best-selling mayonnaise, there’s no shortage of love for the brand out there. And creative responses from Hellmann’s will appear in multiple media across multiple markets.
The campaign launches with a brand-led TVC responding to a Facebook comment in which Hellmann’s is described as “one of the greatest things ever created”. Which begs the question: is it?
This launch spot airs in the US from 23 March, and in the UK from 1 April, with further global launches planned throughout 2015. Activity is planned to run across TV, cinema, online and in social media throughout the campaign.
This is Hellmann’s biggest investment in over decade and the start of an ongoing strategy to create a unified global voice for this iconic brand.
Ogilvy & Mather Australia: Fanta 'Printergram'
Brand: Fanta
Title: Printergram
Agency: Ogilvy & Mather, Australia
Agency website: www.ogilvy.com.au
Published: March 2015
Short Rationale (optional): The custom built panel features a backdrop of playful characters and a riot of orange colour inspired by the taste of FANTA’s iconic flavour.
Passers-by are encouraged to snap a selfie against the regularly changing bubbly backdrop using their smartphone – and to share their image on Instagram via #FantaTastesLike.
By checking into the ‘Fanta Printergram, participants instantly receive a high quality branded 6x4 print out of their selfie, direct from the panel.
Pearlfisher London: Innocent 'Updated creative strategy, graphic and structural packaging design'
Brand: Innocent
Title(s): Updated creative strategy, graphic and structural packaging design
Agency: Pearlfisher London
Agency website: http://www.pearlfisher.com/
Founding Partner & Chief Creative Officer: Jonathan Ford
Creative Director: Natalie Chung
Design Director: Dan Gladden
3D Design Director: Mike Beauchamp
Senior Brand Strategist: Jenny Dean
Published: March 2015
Short Rationale: Pearlfisher London has re-designed innocent’s on-the-go juice range, completing the picture of innocent as the entrepreneurial leaders in juice. Work spans creative strategy, graphic and structural packaging design.
Innocent’s latest in-home juice carafe proposition has been a great success and the iconic brand wanted to emulate this in the on-the-go (OTG) category, making the carafe proposition relevant for the more active, transient world of OTG drinks. Pearlfisher’s challenge was to use design to inject these quiet little on-the-go bottles with challenger spirit that disrupts, creates irresistible desire and
18 Feet & Rising: Cuprinol 'Cheer it up'
Brand: Cuprinol
Title(s): Cheer it up
Agency: 18 Feet & Rising
Agency website: http://www.18feet.com/
Creative: Alex Delaney
Additional Credits: Agency Producer - Russell Taylor
Production Assistant: Joel Wilson
Account Director: Adrienne Little
Production Company: RiffRaff
Directors: A–Game & Louis Jopling @ 18 Feet & Rising
Producer: Sonya Sier @ RiffRaff
Executive Producer: Matt Fone @ RiffRaff
DOP: Paul Gilpin
Editor: Sam Bould @ Big Buoy
Post production: MPC
Colourist: Jean Clément @ MPC
Sound design: Anthony Moore @ Factory Studios
Published: March 2015
Short Rationale: The garden woodcare specialist Cuprinol has launched its latest integrated campaign to showcase the company’s credentials as a leading authority in garden colour. For 2015, Cuprinol’s communications platform will continue to build on the success of 2014 via the ‘Cheer It Up!’ messaging.
The new advertising creative from 18 Feet & Rising runs across commercial TV channels is designed to encourage Brits to transform sheds and fences into beautiful, brighter outdoor spaces with ease using Cuprinol’s new ‘Spray & Brush’.
The new 20 second film shows a young couple spending quality time in their bright, sunny garden, listening to music and having fun decorating their outdoor space. The film displays the campaign line ‘Cheer It Up!’ and encourages viewers to enjoy their outdoor spaces by adding more splashes of colour.
Cuprinol’s above the line campaign has been created by 18 Feet & Rising with media buying by Mediacom. The Spray & Brush product will be sold in B&Q, Homebase and other DIY outlets.
M&C Saatchi: Transport for London 'Fares and Ticketing'
Brand: Transport for London
Title(s): Fares and Ticketing
Agency: M&C Saatchi
Agency website: http://www.mcsaatchi.com/
Executive Creative Director/Creative Director: Elspeth Lynn
Art Director: Gary Monaghan, Grant Parker – creative director/head of art
Copywriter: David Fleetwood
Illustrator: Rob Bailey
Additional Credits: Agency Contact: Anna Lloyd
Client Name: Charlotte Cooke
Designer: Andy Harris, Sam Burns
Illustrator Agency: Camilla Parsons, Outline Artists
Media Agency: MEC
Media Planner: Claire Ries
Published: March 2015
Short Rationale: M&C Saatchi has created a vibrant and distinctive campaign for Transport for London (TfL), designed to equip customers with valuable fares and ticketing knowledge to help them get the most out of using the London transport network.
Running from 30 March across OOH, press, digital display, and digital outdoor, the campaign consists of a range of posters, each designed by illustrator, Rob Bailey.
Each ad communicates a piece of helpful, relevant information (with a hint of humour) to aid customers in understanding how best to pay for travel, including advice on off-peak travel, contactless card payment, Oyster card refunds, daily fare capping and refunds on delayed journeys.
Bluemarlin: Spike 'Brand Identity'
Brand: Spike
Title(s): Brand Identity
Agency: Bluemarlin
Agency website: http://www.bluemarlinbd.com/
Executive Creative Director: Marcus Hewitt
Additional Credits: Production Company: Juniper Jones
Published: March 2015
Short Rationale: Integrated brand design agency bluemarlin has created a dynamic new identity for the entertainment network, Spike, which debuted across platforms on March 3 2015.
The Viacom-owned entertainment network is shifting from a male-centric brand positioning to one that appeals to a wider audience and delivers original programming created to engage, inspire and push the boundaries of the unexpected. This transformation is driven by the empowering maxim, “Broad with Edge,” which turns classic convention on its head and disrupts the norm to face the future.
The new brandmark is a visual representation of approachable edginess. It features clean, classic typography, establishing appeal that expands past ultra-masculine connotations to a broader audience. The diagonal “edge” is the revolutionary element that breaks the norm, creating movement and tension. Spike’s new “edge” runs through the full visual identity. Contrasting imagery and colour are both divided and connected at the same 46.11-degree angle.
A bold B&W primary colour palette compliments the sharp, high contrast identity system and is accented by unexpected and sophisticated tones. Photography is used to tell a story – it is vivid and editorial, allowing the viewer to become immersed in situations and characters.
Working with Brooklyn-based creative agency and production company Juniper Jones, the identity comes alive on-air with swift and sleek movement. The diagonal “edge” creates seamless transitions, opening and closing to introduce programming, further showcasing the dynamism of the Spike’s new brand mark. Juniper Jones's work on the on-air identity also provided direction to the digital expression of the brand, ensuring that Spike retains the impact of the brand identity in the digital world.
explodes their sales potential.
Save the Children: Save the Children 'A world without healthcare'
Brand: Save the Children
Title(s): A world without healthcare
Agency: Save the Children
Additional Credits: Director: Josh Baker
Producer: Dominik Danielewicz
DoP: Rob White
Post: Mervyn New
Art Design: Zoe Parker
Sound/Score: Overcoast
Published: March 2015
Short Rationale: This powerful advert was commissioned internally by Save the Children for the re-launch of their No Child Born to Die campaign. The creative was conceived and executed in-house and the process involved taking hundreds of photos and painstakingly stitching them together in post to create the visual effect seen.
AMV BBDO: Kids Company 'See the child'
Brand: Kids Company
Title(s): See the child
Agency: AMV BBDO
Agency website: http://www.amvbbdo.com/
Creative Director: Alex Grieve, Adrian Rossi
Art Director: Andy Clough
Copywriter: Richard McGrann
Photographer: Todd Anthony
Additional Credits: Agency Planner: Ila De Mello Kamath
Agency Account Man: James Walker Smith, James English, Francesca Warner
Agency Producer: Jaki-Jo Hannan, Alison Duquette
Project Manager: Rachel Ardmen
Agent: James Wyatt-Clarke
Design: Mario Kerkstra
Artworking and repro: Peter Goldsworthy, Jon Banks, Russell Deamer, Mike Whipps
Published: March 2015
Short Rationale: AMV BBDO has created a powerful press campaign for their pro-bono partner Kids Company that aims to show people just how important their signature on the ‘See the Child’ petition will be.
This is the second phase of the national ‘See the Child. Change the System.’ campaign (which made headlines in the summer), which aims to drive the public to sign a petition to reform the child welfare system in the UK.
The print campaign consists of three press ads, each depicting a disturbing example of abuse. In each case a pen acts as a barrier, protecting the children from harm, symbolising the importance of a signature to protect vulnerable children.
Each ad shows an authentic example of the type of abuse that happens regularly in UK homes, as it was based on real-life case studies featured in the 2014 ‘Enough is Enough’ report from the Centre for Social Justice, about child protection and mental health services.
LOVE: Berghaus 'Spring Summer 2015 campaign'
Brand: Berghaus
Title(s): Spring Summer 2015 campaign
Headline and copy text (in English): ‘Defy Gravity’ and ‘Rain Supreme’
Agency: LOVE. Manchester, UK
Agency website: http://storiesbylove.com
Creative Director: David Palmer, Executive Creative Director; Rory Sutherland, Head Creative; Ben Pritchard, Creative
Copywriter: Steven Lalley
Photographer: James Williamson
Additional credits: Account Manager: Matt Cooper
Client Services Director: Michael Price
Artworker: Simon Bradley
Production: The Tank London
Published: March 2015
Short rationale: Showcasing Berghaus’ new pinnacle collection of jackets - Hydroshell – the campaign by LOVE tells both the lightweight and waterproof product stories.
For the first creative, ‘Defy Gravity’, LOVE focuses on the lightness of the HyperSmock jacket from the collection. Berghaus has created the lightest waterproof jacket in the world with the HyperSmock and the creative reflects this by positioning the jacket floating mid-air with only a climbing rope anchoring it to the ground.
In the second route, entitled ‘Rain Supreme’, LOVE shined laser lights onto the jackets to create a stylised mountain range backdrop in an urban, hanger style environment. The resulting triangular laser beam in the foreground both illuminates the jackets and gives them the appearance of levitation. LOVE then pumped a water vapour through the laser beams and across the jackets to showcase their waterproof properties.
“Our aim was to elevate the creative production values to reflect those of the product,” said Dave Palmer, LOVE Executive Creative Director. “When you look at the competition, their advertising tends to fall into two camps; either a clunky cut-out of the product against an outdoor backdrop or action shots showing the product in use by the wearer. We wanted to create something that stood out from those conventions”.
NB Studio: Almeida Theatre 'Almeida Greeks'
Almeida Greeks | Season Trailer | Almeida Theatre, London from NB on Vimeo.
Brand: Almeida Theatre
Title(s): Almeida Greeks
Agency: NB Studio
Agency website: http://www.nbstudio.co.uk/
Concept & Art Direction: NB Studio
Photography & Filming: David Stewart
Make-Up: Daisy Almond
Music: ‘Fish Beach’ Michael Nyman
Published: March 2015
Short Rationale: The Almeida Theatre has just announced their Greek Season, a series of three major new productions, Oresteia, Bakkhai and Medea, boldly reimagined for today’s audiences. The three plays will run at the Almeida from May to October, alongside a festival of other activities.
Rather than the ‘traditional’ theatre image - a gratuitous portrait of a star actor staring down the lens - NB teamed up with photographer David Stewart and, working closely with the director of each production, devised a series of scenarios that capture the main protagonist of each play in an uncomfortable moment; a sense of danger yet at the same time seemingly benign.
AMV BBDO: Homes for Britain 'Be a voice, not a victim.'
Brand: Homes for Britain
Title: Be a voice, not a victim.
Agency: AMV BBDO, London, UK
Agency website: www.amvbbdo.com
Creative Directors: Mike Sutherland, Antony Nelson
Art Director: Dalatando Almeida
Copywriter: Mike Hughes
Illustrator: Noma Bar
Designer: Dan Mead
Published: March 2015
Third City: MOO 'Game of Seats'
Brand: MOO
Title(s): Game of Seats
Agency: Third City
Agency Website: http://thirdcity.co.uk/
Creative Director: Henry Warrington (Third City)
Illustrator: Stacie Snoddon
Additional credits: Celia Venables and Mike Stone (MOO) Lauren Westmore (Third City)
Published: April, 2015
Short rationale (optional): As well as publicising MOO’s new range of flyers, the campaign serves to highlight the importance of great design in helping you and your business truly stand out – even if you are the Mother of Dragons.
Clemenger BBDO Sydney: Dolmio 'The Dolmio Pepper Hacker'
Brand: Dolmio
Title: The Dolmio Pepper Hacker
Agency: Clemenger BBDO, Sydney, Australia
Agency website: http://www.clemengerbbdo.com.au/
Executive Creative Director: Paul Nagy
Creative Directors: Luke Hawkins, Ben Smith
Art Director: Jack Delmonte
Copywriter: Hadleigh Sinclair
Head of Creative Technology: Brendan Forster
Additional credits: Planning Director: Kit Lansdell
Group Account Director: Madeleine Marsh
Account Manager: Nick Alcock
Head of Integrated Production: Denise McKeon
Content Producer: Annabel Jewers
Content Director: Robin Sung
Content Editor: George Tyler
Sound Editor: Ant Tiernan
Head of Craft: Tim McPherson
Senior Designer: Dan Mortensen
Social Planner: Toby Clark
Additional Creative Team: Tom Russell, Katrina Jarratt
Tech Production Partner: Pollen
PR: Ogilvy PR
Media: Starcom
Published: March 2015