Creative Department: Featuring Adam&EveDDB, Leo Burnett Sydney, BETC Paris 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 20 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.
DDB Russia: Volkswagen 'Think Blue'
Brand: Volkswagen
Title(s): Think Blue
Agency: DDB Russia
Agency website: http://www.ddb.ru/
Executive Creative Director: Anna Denisova
Creative Group Head (Digital): Dmitry Zenin
Art Director (Digital): Igor Esaulov
Additional Credits: Head of Digital Department – Vladimir Pervozvansky
Senior Strategic Planner (Digital) – Natalia Vinokurova
Project Manager (Digital) – Ekaterina Svatkova
Published: April 2015
Short Rationale: Russia is not the most eco aware country in the world. And one of the key problems here is battery recycling. Over 15 million batteries and accumulators are just thrown away every year in big cities like Moscow. And young people don’t even think about the problem, although just 1 battery can pollute more than 20 square meters of the ground with heavy metals.
It is known that young people are always looking for fun and great deals. So, Volkswagen and DDB Russia introduced a new type of eco-currency in Moscow and created The Think Machine - a vending machine, which doesn’t accept any banknotes or coins, but only accepts batteries as payment.
The Think Machine was installed in popular places in Moscow, such as Flacon - the biggest design center in Moscow.
It works in a simple way. You can buy great items from local community shops by putting the old batteries inside the machine, for example - a great eco t-shirt costs 6 batteries or you can buy a bottle of pure water for just 4 batteries, or an anti-stress ball for 2.
Only 1 machine collected over 8.000 batteries during the first month, while a regular collection point in Russia accumulates less than a thousand pieces a month.
Adam&EveDDB: McCain 'Real Teatimes'
Brand: McCain
Title(s): Real Teatimes
Agency: Adam&EveDDB
Agency website: http://www.adamandeveddb.com/
Chief Creative Officer: Ben Priest
Executive Creative Director: Ben Tollett, Emer Stamp, Richard Brim
Creative Director: Aidan McClure, Laurent Simon
Art Director: Steve Wioland
Copywriter: Matt Woolner
Additional Credits: Planner: Nick Hirst
Media agency: PHD
Media planner: PHD
Production company: Moxie Pictures
Director: Neil Gorringe
Editor: James Rosen at Final Cut
Soundtrack name and composer: Thieving Magpie, Gioacchino Rossini
Illustrator: N.A
Post-production: MPC
Audio post-production: Jungle
Photographer: Emma Hardy
Photographer's agency: Creative Blood
Retouching company: Stanley’s
Published: April 2015
Short Rationale: In a bold new approach to create standout and help mums reappraise the occasion McCain enlisted ten real families from across the UK to appear in the campaign. Unscripted, McCain captured the families in their own homes having tea to truly reflect the realness around the occasion.
From kids roller-skating around the kitchen, to dogs sat at the table, to dinner on the sofa and the oldest sibling stealing the last chip, the fly-on-the-wall concept brings to life the real everyday joys at teatime in all of their wonderful forms that are often overlooked when times are busy.
SomeOne: The Glenlivet 'Brand identity'
Brand: The Glenlivet
Title(s): Brand identity
Agency: SomeOne
Agency website: http://www.someoneinlondon.com/
Creative Director: David Law
Art Director: Tom Myers
Copywriter: David Law/Tom Myers
Illustrator: Christopher Wormell
Photographer: The Glenlivet
Additional Credits: SomeOne extended design team, Paul Ransom
Published: 2015
Short Rationale: The Glenlivet is the single-malt whisky that started it all, founded in 1824.
It is also the second biggest-selling single-malt whisky in the world and the biggest-selling single-malt in the USA.
‘Glenlivet' literally means ‘The Valley of the smooth-flowing one’ and refers to the River Livet which flows through the distillery estate and which is the water source for the whisky.
The previous thistle mark, which stood proud for more than fifty years, had reached an impasse. A thistle is synonymous with Scotland, but is also a cliché. Something more distinctive to The Glenlivet was needed to represent the brand and to be universally understood. The River Livet passes under an old smuggler’s packhorse bridge as it flows through The Glenlivet estate.
To help bring this vision to life SomeOne worked with long-time collaborator and master craftsman Christopher Wormell. By crafting the signifier in linocut, Christopher was not only able to add that vital handcrafted touch, but also made it robust and detailed enough for modern application.
Alongside the new signifier, the wider brand identity of the Glenlivet was also considered.
SomeOne refreshed this two-hundred-year old brand and give one of the most renowned names in whisky a strong, confident new look. Gone are the additions, decorations and adornments from previous iterations. Central to the new identity is simplicity, colour and form. The roll-out of the identity has just begun, with the brand being refreshed over the coming months.
BrandOpus: Twinings 'Classic Blends and Earl Grey redesign'
Brand: Twinings
Title(s): Classic Blends and Earl Grey redesign
Agency: BrandOpus
Agency website: http://www.brandopus.com/
Executive Creative Director: Paul Taylor
Published: April 2015
Short Rationale: BrandOpus has worked with long-term client Twinings to redesign their range of classic blends and Earl Greys, as the brand continues to win by engaging consumers with its premium teas for every day.
The brief to BrandOpus was to reignite people’s passion for quality and great taste by helping to understand why better matters for every day teas through a visually more approachable, relevant and modern brand presentation.
Following the redesign, English Afternoon and English Strong Breakfast join favourites such as English Breakfast in the classic blends range, which now feature bright and fluid illustrations incorporating icons that depict everyday activities, to overall deliver a much more relevant proposition.
Across the Earl Grey and Lady Grey packs, BrandOpus make reference to the quirky nature of the teas through tea-party inspired illustrations, and a distinctive grey colour to differentiate the range.
BBDO Melbourne: Transport Accident Commission (TAC) ‘Strings’
Brand: Transport Accident Commission (TAC)
Title: Strings
Agency: BBDO Melbourne
Agency Website: www.clemengerbbdo.com.au
Senior Art Director: Luke Thompson –Jim Robbins – Senior Copywriter
Creative Chairman: James McGrath
Executive Creative Director: Ant Keogh
Creative Director: Stephen de Wolf
Print Producer: Sharon Adams
Executive Producer – TV: Sonia Von Bibra
Senior Agency Producer – TV: Karolina Bozajkovska
Retoucher: Steve Pratt
Planner : Matt Pearce
Additional credits: Managing Partner: Lee Simpson
Group Account Director: Naomi Gorringe
Senior Account Manager: Kate Joiner
Account Executive: Patrick Nally
Director (Repped by Blink): Tomas Mankovsky
Producer:Camilla Dehnert
Designer: Lucinda Thompson
DOP/Cinematographer: Geoffrey Simpson
Editor (Method): Elodie Fouqueau
Flame Artist (Glassworks): Duncan Horn
Music Composer/Arranger: Theodore Vidgen
Photographer (Match Photography): Stephen Boniface
Post Production Company: Method Studio/Glassworks
Production Company: Finch / Blink (Co Production)
Sound Designer/Engineer: Paul Le Coutier
Flagstaff: Sound House
Special/Visual Effects:Glassworks
Published: April 2015
Short Rationale (Optional): The Transport Accident Commission (TAC) and Clemenger BBDO Melbourne have launched a new campaign emphasizing a simple fact: How a parent drives now can strongly influence how their children drive later.
Titled ‘Strings’, the campaign is based on research, which shows that children start taking in their parents’ driving behaviours at an earlier age than most people would expect.
This campaign marks a different approach for TAC, as ‘Strings’ does not depict a car accident or even use actual cars. Instead, characters are portrayed on a dark stage, with puppet strings representing the influence a parent has over their child’s future driving behaviour.
The campaign includes TV, OOH, print, digital, social and radio.
Leo Burnett Sydney: WWF Australia 'Just'
Brand: WWF Australia
Title(s): Just
Agency: Leo Burnett Sydney
Agency website: http://www.leoburnett.com.au/sydney
Chief Creative Officer: Andy DiLallo
Executive Creative Director: Vince Lagana, Grant McAloon
Art Director/Designer: Bruno Nakano
Copywriter: Bjoern Igenleuf
Additional Credits: Digital Designer: Jannifer Wong
Digital Developer: Keong Seet
Finished Artist: Nancy Yonathan
Editor: Edwards Copestick
Integrated Producer: Cassie Collin
Group Business Director: Belinda Drew
Business Director: Samuel MacDonnell
Senior Business Manager: Natasha Floyer
Strategic Planner: Nicky Bryson
PR Director: Sophie Walton
Social Director: Vanessa Muller
Rapid Films: Director: Craig Rasmus
Producer: Rita Gagliardi
Yipeekiyay: Co-Director: Simon Ingerson
Sydney Allen Printers: Dean Slater
WWF: Marketing and Engagement Director: Cristel Lee Leed
National Manager – Brand, Marketing and Innovation: Marni Ryan
National Manager Communications: Phil Freeman
Published: April 2015
Short Rationale: WWF-Australia has launched just, an initiative that shows how simple it is to make small changes that help make a difference for the planet – ‘just’ by replacing mass-produced and often wastefully-packaged household products with simple and natural alternatives.
Created in collaboration with Leo Burnett Sydney the just range of alternatives feature natural ingredients packaged in earth-friendly, recyclable and biodegradable materials. The campaign highlights how a host of environmentally friendly and sustainable items such as lemons, grapefruit, honey, mint, ginger and vinegar can be used to substitute many household cleaning and beauty products we use every day.
The just range will be available at selected locations throughout April. The cost? A simple social currency exchange – people can pick up just in return for sharing their experience on social media and using the hashtag #JustNatural to encourage more people to make small changes that can help create a cleaner and more sustainable future.
A dedicated website, just.net.au, features engaging ‘how to’ demonstration videos and encourages people to share their own ideas for additional just sustainable alternatives through social media.
In addition, specially designed outdoor interactive billboards with live just dispensers will roam Sydney, distributing the natural everyday alternatives.
BEING France: Jameson 'French campaign'
Brand: Jameson
Title(s): French campaign
Agency: BEING France
Agency website: http://being.fr/
Executive Creative Director: Alasdhair Macgregor Hastie
Creative Director: Thierry Buriez
Art Director: Nicolas Comastri
Copywriter: Jérémy Jamet
Art buyer: Jonas Texier
Photographer: Vincent Dixon
Published: April 2015
Short Rationale: Jameson Irish Whiskey has worked with BEING France on campaign, which highlights the brand's pride in its Dublin roots. This print campaign was specially crafted for the French market to comply with the very strict French laws regarding alcohol advertising.
Shot by Irish photographer Vincent Dixon in the streets of Dublin, this new outdoor and press campaign is composed of three different visuals that proclaim the very urban origins of the brand, moving away from cliches of green countrysides traditionally attached to Irish Whiskey advertising.
Creature London and ACNE: The Green Party 'Change the Tune'
Brand: The Green Party
Title: Change the Tune
Agency: Creature London and ACNE
Agency website: www.creaturelondon.com
Creative Directors: Stu Outhwaite, Ben Middleton, Ed Warren
Creative: James Mitchell
Strategist: James Mitchell
Agency producer: Madeline Smith
Account team: Dan Shute, Katrina Ellis
Director: Johnny Hopkins
DOP: Denzil Armour-Brown
Production company: ACNE
Producer: Barty Dearden
EP: Ben Clark
Additional credits: Music Company: Eclectic
Composer - Colin Smith
Post House: Unit
Post Producer: Ross Culligan
Colourist: Simon Astbury
2d: Rich Greenwood, George Rockliffe, Vicki Gordon
Audio Post Production: Factory, Dan Beckwith
Editing: Marshall Street
Editor: Gary Forrester
Published: April 2015
Short Rationale (optional): Created by Creature London and Directed by ACNE’s award winning comedy director, Johnny Hopkins, the Green Party’s political broadcast music video sees comedians playing David Cameron, Nick Clegg, Ed Miliband and Nigel Farage the one-time boy band ‘Coalition’ singing in harmony together.
Southpaw: Charles Wells 'Charlie Wells Branding'
Brand: Charles Wells
Title(s): Charlie Wells Branding
Headline and copy text (in English): Southpaw has created a contemporary and impactful brand image for Charlie Wells - a forward thinking brand umbrella for Charles Wells Brewery’s new range of contemporary beers.
Agency: Southpaw, UK
Agency website: http://southpawagency.com/
Creative Director: Craig Roderick
Art Director: Kamran Akram
Copywriter: Ethan Lott
Illustrator: Craig Hellings
Photographer: Kamran Akram
Additional credits: Jo Cornford, Account Director. Katie Salt, Account Manager
Published: March 2015
Short rationale (optional): Southpaw are pleased to present the new brand design for Charlie Wells – the first product launch from Charles Wells Brewery’s new range of contemporary beers.
Based on research, insights and 139 years of brand history and heritage, the marketing communications agency has created an exciting and compelling proposition for the new Charlie Wells range, which celebrates the spirited pioneer’s character and brings the brand to life.
The new brand provides a platform to host new and exciting beers in the Charles Wells range and the Charlie Wells character will form the brief for all future Charlie Wells beers, ensuring that each new product in this range has an innovate twist to it and further tells the story of Charlie Wells with strong links back to his experience and travels.
BETC Paris: La Roche-Posay 'Become a skin checker'
Brand: La Roche-Posay
Title(s): Become a skin checker
Agency: BETC Paris
Agency website: http://www.betc-life.com/
Creative Director: Stéphane Xiberras
Art Director: Jean-Michel Alirol
Copywriter: Dominique Marchand
Additional Credits: Strategic Planner: Elisabeth Jamot
Account Executive: Clément Roumegous
TV Producer: Sébastien Lintingre
Production House: Passion Paris
Sound Director: Schmooze
Director: Owen Trevor
Published: April 2015
Short Rationale: For years, public bodies and charitable organisations have been fighting to prevent skin cancer; considering the fact that the condition has a 90% recovery rate in cases where it is caught in time, early detection is a crucial factor in beating the disease.
As a result, La Roche-Posay has declared its ambition to renew interest in the issue by creating a global movement whose aim is to put the general public on the front lines of cancer prevention.
La Roche-Posay's “Become a Skin Checker” is a viral awareness campaign made up of a video that leads the viewer to the Skin Checker platform, hosted on La Roche-Posay's local websites where you find the method, tests to see if your skin type is in the risk zone and related information.
The project is based on the strategic insight that: "People are more likely to worry about the health of their loved ones than their own". This comes across in a very cute way in the charming video that takes a step away from the alarming, scare type of messaging that usually surrounds the topic. Created by BETC Paris, it features Dalmatians – checking each other’s spots.
La Roche-Posay's “Become a Skin Checker” is a viral awareness campaign made up of a video that leads the viewer to the Skin Checker platform, hosted on La Roche-Posay's local websites where you find the method, tests to see if your skin type is in the risk zone and related information.
The project is based on the strategic insight that: "People are more likely to worry about the health of their loved ones than their own". This comes across in a very cute way in the charming video that takes a step away from the alarming, scare type of messaging that usually surrounds the topic. Created by BETC Paris, it features Dalmatians – checking each other’s spots.
The campaign that first was rolled out in Australia is now being launched on the local platforms in France, the UK and the US.
The Lane Agency: The Borders Railway 'Train carriage livery design'
Brand: The Borders Railway
Title(s): Train carriage livery design
Agency: The Lane Agency, Edinburgh, UK
Agency website: www.thelaneagency.com
Creative Director: Ricky Stevens
Art Director: Ricky Stevens
Copywriter: David Reid
Illustrator: Will Beeslaar
Photographer: Stuart Nicol & Donald Stirling
Additional credits: Managing Director: Ali Findlay
Account Director: Simon Bergenroth
Production Manager: Bill White
Artwork: Rob Badura, Kay Cochrane
Published: March 2015
Short rationale (optional): The Lane’s aspiration was to art direct a continuous scene essentially creating artwork on wheels that would bring a smile to the face, prompt passengers and onlookers to photograph and share on social media channels and most importantly inspire rail travel to the newly connected locations.
The outcome resulted in an imaginative piece of illustration and artwork designed to catch the eye of train-loving kids and rail enthusiasts, featuring illustrations of Edinburgh Zoo’s beloved pandas, Midlothian’s famous and historic Rosslyn Chapel and stunning scenery from the Scottish Borders.
Mcgarrybowen: Weedol 'I’m weeding right now'
Brand: Weedol
Title(s): I’m weeding right now
Agency: Mcgarrybowen
Agency website: http://www.mcgarrybowen.com/
Executive Creative Director: Paul Jordan, Angus Macadam
Writer/Art Director: Remco Graham, Richard Holmes
Additional Credits: Agency producer: Abbi Tarrant.
Production company (US): Dummy films.
Exec producer: Eric Liney.
Production company (UK): Outsider
Exec Producer: Richard Packer
Post production: The Mill
Sound: Aaron Reynolds@Wave
Account Director: Sarah Hesz
Account Manager: Jamie McConville
Account Planner: Nicole Kirkland
Published: April 2015
Short Rationale: Mcgarrybowen has created a new TV commercial for Weedol Pathclear to raise the profile of the brand at the start of the gardening season.
The spot dramatises how Weedol Pathclear can keep weeds at bay for three months. It features a man who lets us know that he is still killing weeds while undertaking a series of incongruous activities that include playing table tennis, painting a picture and spray tanning a Russian bodybuilder.
Publicis Italia: Heineken 'The Dream Island'
Brand: Heineken
Title: The Dream Island
Agency: Publicis Italia
Agency Website: www.publicis.it
Creative Directors: Bruno Bertelli, Cristiana Boccassini
Associative Creative Director / Copywriter: Michele Picci
Creative Supervisor / Art Director: Marco Viganò
Copywriter: Daniele Papa
Additional Credits: Digital Creative Director: Massimo Guerci
Graphic Designers: Giorgio Luchetti, Santi Urso
Account Director: Giada Salerno
Project Manager: Vittorio Cafiero
Strategic Planner: Bela Ziemann
Agency Producer: Giulia Atzori
Heineken Communication Manager Global Commerce: Dario Gargiulo
House of production: Filmmaster Productions
Director: Cecilia Verheyden
Executive Producer & CEO: Ada Bonvini
Producer: Lilli Auteri
Director’s Producer: Tatiana Pierre
Music: The Prize by audiotheque
Event Management Agency: Venticento
CEO Venticento: Antonio Lazzaro
Marketing & Communications Manager Venticento: Gabriella Lazzaro
Account Manager Edelman London: Emily Favret
Associate Director Edelman London: Danielle Heximer
Global Sr. Account Executive SMG London: Juliette Hoijtink
Global Account Manager SMG London: Renee Lee
Published: April 2015
Short Rationale (optional): Heineken has launched a new film titled Dream Island which follows six consumers from around the world fulfilling abandoned dreams as the drinks maker looks to build on previous adventure style initiatives.
The campaign, produced by global creative agency, Publicis Italy, follows Heineken’s previous travel experiments Dropped and Departure Roulette, and shows the consumers as they arrive at what they believe to be a week-long holiday in Thailand.
However, the three couples are then each given the opportunity to carry out a dream they have abandoned, such as travelling the world on a sail boat or building a beach bar on a remote island.
Le chocolat des Français (in-house): Le chocolat des Français 'Brand identity'
Brand: Le chocolat des Français
Title: Brand identity
Agency: Le chocolat des Français (in-house)
Creative directors: Paul-Henri Masson & Matthieu Escande
Art director: Paul-Henri Masson
Illustrators: Edith Carron, Marie Assénat, Broll & Prascida, Serge Bloch, Soba, Gaston de Lapoyade, Maud Begon, Jean André, Clea LALA, Laurene Boglio, Laura Junger, Amélie Wagner, Steffie Brocoli, Laureline Galliot, Ludovic Faledam, Stéphane Maupin, Marc Socié, Jean-Christophe Valleran, Emmma Valleran, Gael Davrinche, Mlle Forma, Arthur de Pins, Jul, Matthieu Laroussinie, Guillaume Chauchat, Jennifer Bongibault, Simon Bournel, Mr Walter, Julia Spiers, Remi Wyart, Miss Bean, Victor Hussenot, Yasmine Gateau, Quentin Williaume, Julien Cheng, Jean-Manuel Duvivier, Pascal lemaitre, Madeline Peirsman, Alexandre Doucin
Published: April 2015
Short Rationale (optional): French confectionary maker Le chocolat des Français, commissioned fifty French artists to create the brand identity for their flagship line of chocolate bars.
The playful packaging features a range of illustrations designed to evoke France itself.
Grey Spain: FEBE (Spanish Spirits Beverages Association) 'Be Yourself'
Brand: FEBE (Spanish Spirits Beverages Association)
Title(s): Be Yourself
Agency: Grey Spain
Agency website: http://www.grey.es
Creative Team: Antonio Montero, Enric Nel-lo, Javier García Monserrat, Tontcho Ponsoda, Nuño Martín, Andrés Alcázar, Guillermo Contada, María Salomón
Additional Credits: Production: Carmen Orbe, Jose Coloma
Film Company: Sal Gorda
Film director: Luis Germanó
Sound studio: Rayden
Published: April 2015
Short Rationale: 'Be yourself' is a consciousness raising campaign to push back the age that young people start drinking alcohol in Spain, which is a big problem so young people start drinking at 13,7 years old.
As young people use to reject adults advices, to reach minors we change the message, the tone and the medium associating it to urban and pop culture.
After talking to parents and teachers we created some lyrics with 100 reasons for not to drink alcohol, which we gave to Rayden, a young rapper, to set them to music.
DAN\Paris, France: OPI 'Story of a Drop'
Brand: OPI
Title: Story of a Drop
Agency: DAN\Paris, France
Agency Website: http://www.danparis.fr/
Creative directors: Franck Botbol, Hugues Cholez, Nathalie Huni
Concept / Copywriter: Glen Troadec
Art directors: Nicolas Cremmydas, Nicolas Barres
Producer: Christophe Courty
Photographers: Baptiste Massé, Mécanique Générale
Producers: Justine Myard-Guidi, Mathieu Gauchée
Chief technology officer: Ivan Zindovic
Lead developer: Sidney Bourgallé
Music production: Benoît Dunaigre\Else
Published: March 2015
Short Rationale (optional): OPI has assigned letters to its different shades of nail polish to create a code as part of a new campaign.
As well as press and digital work that is running globally, DAN\Paris has also created an app which gives users a chance to speak, read and write in full Technicolor. With animated billboards, a multi-channel international campaign and distribution via the App Store and Google Play, over 77 countries got the message.
FCB Inferno: Grant’s 'TV sponsorship with Sky Sports'
Brand: Grant’s
Title(s): TV sponsorship with Sky Sports
Agency: FCB inferno
Agency website: http://www.FCBinferno.com
Chief Creative Officer: Al Young
Published: April 2015
Short Rationale: Grant’s has launched a £1.2 million TV sponsorship with Sky Sports; this includes both TV and online sponsorship and traffic drivers for each of Sky Sports’ UEFA Euro 2016 qualifier matches.
The cross platform package was planned by The Village Communications, with all creative by FCB Inferno. Idents will be visible across all live and repeated European qualification games on Sky Sports 5, Sky Pub Sports, Skysports.com, Sky Go and Sky On Demand, as well as Grant’s social media channels which are run by FCB Inferno.