Creative Department: Featuring AMV BBDO, Ogilvy Sydney, Wieden + Kennedy 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 (25 May) in the Creative Department spread.
Other popular entrants will also be considered for the print edition. Submit your vote before Monday 11 May 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.
Manning Gottlieb OMD & Scorch London: Renault '#TwingoFlamingo'
Brand: Renault
Title(s): #TwingoFlamingo
Agency: Scorch London
Agency website: http://www.scorchlondon.com
Creative: Jon Mycroft
Art Director: Steve Jay
Copywriter: Jon Mycroft
Additional Credits: Director: Steve Jay
Chief Strategy Officer: Duncan Ramsay
Production: Scorch London
Song Writer: Jon Mycroft
Composer: Maxdb Media Music
Editor: Dan Hankinson
Manning Gottlieb OMD
Digital Client Business Director: Santadip Ray
Digital Client Account Manager: Abi Warshaw
Senior Client Digital Planner: Stephanie Beaven
Social Account Manager: Chris Croissant
Mobile Manager: Roberto Agosti
Mobile Planner: Cecilia Nwamaraihe
Paid Search Director: Sebastien Bourne
Published: April 2015
Short Rationale: Renault UK, in partnership with Scorch London and Manning Gottlieb OMD, have today launched the latest in their series of viral campaigns: #TwingoFlamingo part of the All-New Renault Twingo campaign. The main film follows a young woman bursting into song, Broadway-style, in a Renault dealership, telling a car salesman what capabilities her ideal car must have (with tongue firmly in cheek).
Additional film content showcases these requirements via fun, snackable videos across digital platforms including YouTube, Facebook, Twitter and Unruly.
AMV BBDO: Pepsi Max 'Drone Football'
Brand: Pepsi Max
Title(s): Drone Football
Agency: AMV BBDO
Agency website: http://www.amvbbdo.com/
Executive Creative Director: Alex Grieve, Adrian Rossi
Creative Director: Thiago de Moraes
Art Director: Sonny Adorjan
Copywriter: Milo Campbell
Additional Credits: TV Producer: Christina Hermann
Digital Producer: Ian Whittle
Account Management: Clive Tanquary, James Walker-Smith, Kristiana Grant
Production Company: Outsider
Director: Scott Lyon
Production Company Producer: Zeno Campbell
DOP: Tom Townend
Editing Company: The Works
Sound Studio: 750 MPH
Music: Daniel Peppé
Post Production Company: The Mill
Published: April 2015
Short Rationale: Pepsi Max today unleashes its first-‐ever global brand campaign, with the brand defining genius in unexpected and purely awesome ways.
The digital-‐first, content-‐focused and socially-‐led global campaign highlights unique experiences and passion combinations that when paired together are nothing short of genius. With an unexpected approach to consumer passion points including music, sport, technology and more, Pepsi Max is taking a bold approach to its brand proposition as it connects and expands its presence around the world.
The first in a series of digital content under the ‘Genius’ campaign in 2015, Pepsi MAX premieres “Drone Football” for both digital and traditional viewing. Pepsi MAX transforms what appears to be a normal game of five-‐a-‐side football by using specially designed LED lights and illuminating the pitch to create an unexpected and elevated experience. In an extra ‘Genius’ twist, a drone officiates the game, at one point even giving a yellow card to a player for rough play.
Directed by Scott Lyon, the short film was captured in real-‐time in Barcelona with local players from the neighborhood where the filming took place. Reactions of neighbours and bystanders was authentic and genuine as Pepsi MAX created a surprising and exciting night with LED lights, as well as drone and on-‐the-‐ground camera technologies capturing the inventive, epic game from multiple angles.
TBWA\Paris: McDonald’s France 'Pictos 2015'
Brand: McDonald’s France
Title(s): Pictos 2015
Agency: TBWA\Paris
Agency website: http://www.tbwa-paris.com/
Creative Director: Jean-François Goize
Artistic Director: Philippe Taroux
Copywriter: Benoit Leroux
Additional Credits: McDonald’s Representatives: Xavier Royaux, Camille Lopéo, Celia Refalo
Agency Representatives: Luc Bourgery, Matthéo Pressmar, Camille Favriau, Agathe Bruneau
Published: May 2015
Short Rationale: In May 2015, McDonald’s France and TBWA\Paris launch a new campaign based on the 2014 pictograms. 4 iconic products are highlighted and associated with day-to-day emoticons, such as the like or the heart.
In 2014, McDonald’s France and the agency TBWA\Paris created a range of 6 refined pictograms. Their design, both simple and unique, has placed the brand at the heart of the pop culture.
The story continues in 2015; TBWA\Paris gives a second meaning to the pictograms. This language evolves through the emoticons integration, which reflects the emotion given by those different products.
On this occasion, the brand launches a capsule collection selling exclusively at Colette, the famous Paris fashion and lifestyle store, and consisting of 6 products: t-shirts, tote bags, scarves, iPhone cases, notebooks, and postcards all made of the campaign’s universe.
The poster campaign takes place on May 5 until 20, through a national display with 28 300 faces in the street, 3 360 faces in 316 train stations, and an event poster of 148 billboards in 14 train stations. The limited collection McDonald’s-Colette is available all May at Colette.
Publicis: BNP Paribas Fortis 'Couples'
Brand: BNP Paribas Fortis
Title: Couples
Agency: Publicis, France
Agency website: http://www.publicis.com/
Creatives: Eva de Jonckheere, Catheline Leroy, Koen Mortier
Agency Producer: Marc Van Buggenhout
Production Company: Czar Belgium
Director: Koen Mortier
Executive Producer: Eurydice Gysel
DoP: Martin Ruhe
Sound Design: Cobra
Producer: Nele Carlier
Post production: Nozon
Editor: Manu Van Hove
Production Designer: Geert Paredis
Published: April 2015
Ogilvy Sydney: Soothers Australia 'Soothers sore throats'
Brand: Soothers Australia
Title(s): Soothers sore throats
Agency: Ogilvy Sydney
Agency website: http://www.ogilvy.com.au/
Executive Creative Director: Derek Green
Creative Director: Boris Garelja
Senior Art Director: Andy Cooke
Senior Copywriter: Andrew Hankin
Additional Credits: Executive Business Director: Leigh Bignell
Group Account Director: Sheridan Turner
Senior Account Director: Kate Solomon
Agency Producer: Natalie Mitchell
Strategic Planner: Vivian Rowden
Production Company: Photoplay Films
Producer: Oliver Lawrence
Directors: Lars and Joel
Published: April 2015
Short Rationale: Soothers wants you to know they can soothe any number of sore throats in the latest campaign for Nestlé Soothers, developed by Ogilvy Sydney.
Directed by the talented Swedish Directors RBG6 (Lars and Joel), the campaign also features the iconic Tom Baker as the ‘soothing’ voice which also helps set the campaign apart.
Launched this week, the campaign comprises a 30 and 15-second TVC supported by unique pre-rolls on YouTube, plus in-store activity, all utilising the tagline “Soothers soothes any number of sore throats”.
The campaign will also launch a content element in June.
Delete: Carluccio’s 'Honestly Italian'
Brand: Carluccio’s
Title(s): Honestly Italian
Agency: Delete
Agency website: http://www.deleteagency.com/
Creative Director: Damon Mangos
Additional Credits: User Experience Director: Tom Dougherty
Technical Director: Kate Orlova
Lead Designer: Jon Gibson
UI Designer: Ferran Gimeno
UX Designer: David Vale
Search Architect: Gregg Turner
Client Partner: Naomi Sanders
UI Developer: Masha Grishkevich, Serega Pestov
.Net Developer: Evgeny Eremin
Published: April 2015
Short Rationale: Global high street restaurant brand Carluccio’s recently launched its new website and ‘Honestly Italian’ brand positioning.
The new site, created by Delete, is the first phase of the company’s focus on providing a best-in-class digital experience for its customers. The fully responsive website, built on Kentico’s all-in-one content management solution, now allows customers to find and book restaurants, explore menus and purchase items from the fine selection of Italian products in store, all within a seamless brand experience.
For Carluccio’s, the website project was part of a larger digital strategy for the business and represented an opportunity to refresh their brand positioning and reclaim their place as the original Italian restaurant on the UK high street.
Working closely with the Carluccio’s marketing team, Delete developed the ‘Honestly Italian’ brand positioning, a digital communication strategy and a suite of crafted brand content which includes photography, illustration and copywriting - designed to celebrate Carluccio’s unique Italian inspired style, authenticity and heritage.
Rothco: Heineken '#RunWithIt with Neil Back'
Brand: Heineken
Title: #RunWithIt with Neil Back
Agency: Rothco, Ireland
Agency Website: http://www.rothco.ie/
Agency Producer: Jessica Derby
Art Director: Paddy Thunder
Copywriter: Connor O’Hare
Executive Creative Director: Alan Kelly
Additional Credits: Strategy: MCCP
Account Director: Eva Nash
Account Manager: Susan Nelis
Production Company: Motherland
Director: Finn Keenan
Producer: Ellen Kenny
Executive Producer: Ross Killeen
Social: Eric Gasparro
Post House: Motherland
Photographer: Piotr Dybowski
Digital: Rothco
Grade: Windmill Lane
Motion Graphics: John Cutler
Digital and Social strategy: Kathleen Healy
Published: April 2015
Short Rationale (optional): Heineken pretended to leak Neil Back’s mobile number on their twitter feed.
Hundreds of fans phoned and texted in to let the infamous rugby player know exactly what you thought of him.
Then the best ones got a call from someone pretending to be Neil’s PA, mistaking them for journalists.
There were VIP tickets for Leinster’s Champions Cup quarter-final clash with Bath on the line. So with a few surprises along the way, who would see it through to the end and #RunWithIt?
Wieden + Kennedy: Arla Skyr 'The Messenger'
Brand: Arla Skyr
Title: The Messenger
Agency: Wieden + Kennedy, London, UK
Agency Website: http://wklondon.com/
Creative Directors: Dave Day, Larry Seftel
Copywriters / Art Directors: Thom Whitaker, Danielle Noel
Executive Creative Directors: Tony Davidson, Iain Tait
Agency Executive Producer: Danielle Stewart
Additional Credits: Group Account Director: Katherine Napier
Account Director: Will Hunt
Account Manager: Maria Kofoed
Head of Planning: Beth Bentley
Planning Director: Theo Izzard-Brown
Planner: Rachel Hamburger
TV Producer: Matthew Ellingham
Creative Producer: Michael Winek
Production Company: Blink
Director: Dougal Wilson
Executive Producer: James Studholme
Line Producer: Ewen Brown
Director of Photography: Karl Oskarsson
Editing Company: Final Cut
Editor: Joe Guest
Post Producer: Julie Evans
Executive Post Producer: Julie Evans
Visual Effects Company: MPC
Visual Effects Supervisor: Bill McNamara
Flame Artist: Tom Harding
Visual Effects Producer: Julie Evans
Colorist: Jean-Clément Soret
Titles, Graphics: MPC
Music, Composer: Alex Baranowski
Sound Designer: Anthony Moore
Producer: Becs Bell
Mix Company: Factory
Mixer: Anthony Moore
Producer: Becs Bell
Published: April 2015
Short Rationale (optional): Created by Wieden+Kennedy London, this 1960’s set spot features stunning scenery and a touch of wry humour.
Filmed on location in Iceland, MPC’s 2D team created the mountainous backdrops, added snow and ice and removed obvious signs of the 21st century.
The ad centres on a boy named Orri Sigurdsson, a legendary messenger who relies on Arla Skyr for his strength.
Never Now: Fancy Hanks 'Packaging and Signage'
Brand: Fancy Hanks
Title: Packaging and Signage
Agency: Never Now, Melbourne, Australia
Photography: Josh Robenstone
Designer: Tristan Ceddia
Published: April 2015
Short Rationale (optional): Fancy Hanks is a Melbourne based BBQ joint and smokehouse. To accompany their slow cooked brisket and other menu items, Never Now was commissioned to design a set of labels for Hank's house made BBQ and Hot sauces.
The sauces are served in-house and sold to customers for home use. Flavours are differentiated by colour and large bottles for BBQ and small for Hot Sauce and carry sharp tag lines alluding to the spirit of each flavour.
PB Creative: Toni & Guy 'Dry Shampoo Packaging'
Brand: Toni & Guy
Title: Dry Shampoo Packaging
Agency: PB Creative
Agency Website: http://www.pb-creative.com
Published: April 2015
Short Rationale (optional): PB Creative have designed the new range of dry shampoos for Toni & Guy.
The four specialist dry shampoos, which sit within the existing Glamour, Classic, Casual and Creative collections, have been inspired by this season’s hottest fashion trends and brought to life on pack through the use of typography and colour.
RedPill: Bacardi 'Bring the Heat!'
Brand: Bacardi
Title: Bring the Heat!
Agency: RedPill, London, UK
Agency website: http://http://www.redpill.uk.com/
Director: Matthew Davies
Creative Director: Liam Corrigan
Production Manager: Henry Collins
Operations Director: Mark Brady
Production Assistant: William Hone
Additional credits: Pyrotechnics: Jason Troughton & Nathanial Harrison (AGOG SFX)
Gaffer: Tony Hayes
Phantom Technicians: Lawrence Bewsher & Charley Bewsher (Greendoor Films)
Hair & Makeup: Sian Duke
Published: April 2015
Short rationale: Bacardi has unleashed the all-new Bacardi Carta Fuego, a red spiced rum spirit drink aged in torched barrels, best enjoyed as a shot.
Bearing in mind, ‘Fuego’ is the Spanish word for ‘fire’, Bacardi have produced a social video that has all the heat and energy that the name implies. The video, created by London’s social video specialists, RedPill, takes viewers on a journey through the taste experience of doing a shot of Fuego – all in beautiful slow motion. The flavours of cinnamon and nutmeg, the blast of heat when it first passes your lips, the silky smoothness as it goes down and the night unfolding with your friends. All captured within Carta Fuego’s exquisitely crafted bottle.
Technically, the video is almost as complex as the flavours of Carta Fuego. Using a Phantom Flex camera shooting at up to 2,500 frames per second, with seven 10,000 watt lights, a team of skilled pyros, every high-definition detail of the Carta Fuego bottle assembling itself in super slow motion was captured to end the video with a moment of true awe. #BringTheHeat
Supreme: Fore/Adventure 'Branding'
Brand: Fore/Adventure
Title(s): Branding
Agency: Supreme
Agency website: http://www.supremedba.co.uk
Creative Director: Justin Barrow
Published: 2015
TBWA\Paris \Else: Fontyou 'Fresh fonts are on Fontyou'
Brand: Fontyou
Title(s): Fresh fonts are on Fontyou
Agency: TBWA\Paris, \Else
Agency website: http://www.tbwa-paris.com/
Art Director: Cedric Moutaud
Designer – Copywriter: Vincent Pedrocchi
Illustrator: Laurent Duvoux
Additional Credits: Advertising Managers: Gregori Vincens, Valentine Proust
Agency Managers: Brice Garçon, Maxime Boiron
Head of TV: Maxime Boiron
Art Buyer: Julie Champin
Production: \ELSE
Producer: Benjamin Piton
Direction/ Animation: Boris Belghiti, Jonathan Bignon
Soundtrack
Production: \ELSE
Head of Music & Sound: Olivier Lefebvre
Artistic direction & Direction: Philippe Mineur
Sound Design: Anais Khout, Eric Simonet
Mix: Anais Khout
Published: April 2015
Short Rationale: Fontyou is the first web application which allows artistic directors and agencies to manage their font through the cloud, to discover and improve the most beautiful fonts of the world and to evolve with the help of the last typographical trends.
TBWA\PARIS and \ELSE have chosen to collaborate with the first technological start-up which disrupts the industry of typography, by working for its reputation enhancement.
Talking about typography without showing it is a successful creative challenge. Thanks to an illustrative language unfolded around awesome minimalist short stories.
This B2B campaign, composed of three online films and five visuals (press and outdoor) shows in a skilful way, that, also fonts get old.
Altmann + Pacreau: Stihl 'Let there be light'
Brand: Stihl
Title(s): Let there be light
Agency: Altmann + Pacreau
Agency website: http://www.altmannpacreau.com/
Creative Director: Olivier Altmann
Concept and photography: Hervé Plumet
Additional Credits: Agency Management: Edouard Pacreau, Thomas Vigneron
Ursus Production: Eric Buisson
Published: April 2015
Short Rationale: When you let nature take over during the winter, your gardens grow dark. It’s with this insight in mind that Stihl, world leader in garden equipment, and its agency Altmann + Pacreau, created their new print campaign, communicating for the first time on this problem.
The campaign features three visuals with a touch of humor to highlight the challenge owners tackle each spring when facing their unkempt gardens. For this new campaign, the agency called upon the talents of photographer and director Hervé Plumet, recently awarded the title of best photographer in advertising for 2014 by French publication CB News.
The campaign is currently running throughout the French press.
DDB Budapest: McDonald's 'Bag Tray'
McDonald’s BagTray from DDB Budapest on Vimeo.
Brand: McDonald’s Hungary
Title(s): Bag Tray
Agency: DDB Budapest
Agency website: http://ddb.hu/
Chief Creative Officer: Péter Tordai
Head of Art: Guilherme Somensato
Copywriter: Vera Länger, Giovanni Pintaude
Illustrator: Adrián Bajusz
Additional Credits: Animation: Réka Horányi, Anita Kolop
Product Designer: Márk Dávid
Business Director: Judit Majosi
Account/Producer: Rozália Szigeti
Published: April 2015