Creative Department: Featuring BBH London, Ogilvy Paris, Brave 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 (27 May) in the Creative Department spread.
Other popular entrants will also be considered for the print edition. Submit your vote before Monday 18 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.
BBH London: Audi 'Birth'
Brand: Audi
Title(s): Birth
Agency: BBH London
Agency website: http://www.bartleboglehegarty.com/london/
Creative Director: Ian Heartfield
Creative Team: Dominic Goldman, Ian Heartfield
Additional Credits: Producer: Davud Karbassioun
Assistant Producer: Jen Wood
Strategy Director: Will Lion
Business Lead: Polly McMorrow
Team Manager: Stephen Jones
Production Company: Mill+
Director: Andrew Proctor
Producer: Adriane Scott–Kemp, Gemma Humphries
Executive Producer: Gemma Humphries
Executive Producer: Rupert Sanders (℅ MJZ)
Creative Consultant: Rupert Sanders (℅ MJZ)
Visual Effects House: The Mill
Editor/Editing House: Victor Jory @ the Mill
Colourist: Matt Osbourne
Post Production Producer: Gemma Humphries
Sound Design: Will Cohen @ String & Tins
Music: Will Cohen @ String & Tins
Sound Producer: Sam Brock
2D Lead Artist: Gianluca Di Marco
3D Lead Artist: Michael Chapman
2D Artists: Stefan Susemihl, Olivia O’Neil, Matt (Wispy) Clarke, James Pratt
3D Artists: Sergio Xisto, Philip Maddock, Adam Darrah, James Mulholland, David Hempstead, Chris Hutchison, Dan Moller, Ciaran Moloney, Matthew Kavanagh, Emanuel Strixner , Tom Raynor, Arthur Larsen, Ian Baxter
Concept Design: Alex Caldow
Published: April 2015
Short Rationale: New spectacular film launches to support the introduction of the hottest hatch from Audi and its most iconic performance car. Both the all-new RS 3 Sportback and R8 feature in a breathtaking cinema commercial that re-writes the rule book of car advertising while showcasing the brand’s high performance range known as Audi Sport.
Staying true to the Audi ‘Vorsprung durch Technik’ values, the 110-second film, Birth, is a progressive and technological masterpiece, which captivates the audience with the R8 giving birth to the RS 3 Sportback, the most recent member of the RS family.
Remarkably, the ad was created entirely in CG and no actual cars appear in the film as both were created entirely from CAD data, a first for Audi and a true feat of artistry from a production team assisted by top Hollywood director, Rupert Sanders, who is best known for his work on the 2012 box-office hit - Snow White and the Huntsman.
Ogilvy Paris: Prince de LU 'The Quest for the Lost Treasure'
Brand: Prince de LU
Title(s): The Quest for the Lost Treasure
Agency: Ogilvy Paris
Agency website: http://ogilvyparis.fr/
CEO: Philip Heimann
Executive Creative Director: Baptiste Clinet
Creative Director: Paul Kreitmann, Fred Levron
Art Director: Bruno Bicalho Carvalhaes, Chris Rowson, Cédric Moutaud, Julien Conter
Copywriter: Antoine Gauquelin, David Martinangelus, Vincent Pedrocchi, Rémy Aboukrat
Additional Credits: Advertiser Supervisor: Karine Chick / Julie Levet / Laura Fantoni
Agency Supervisor: Natalie Heckel / Myriam Nouicer / Alix Trinh / Cédric Bertin
Strategic Planning: Alexandra Mimoun / Antoine Bayle
Agency Producer: Olivier Mordacq / Ryan Leonard / Antoine Bagot
Head of technology: Adrien Leygues
Film Production Company: Cube Creative
Film Producer: Alexandre Pagot
Film Director: Rémi Chapotot / Tristan Michel
Film Production Superviser : Fabien Cellier
Sound: Comptoir du Son et des Images
Music: Franck Marchal
Mixing engineer & sound design Alexandre Poirier
Game Production Company : Moonbots Studios
Creative Director: Adam Volker
Chief Technical Officer: Bohdon Sayre
Producer: Sulivan Parker
Website Production Company : Lifelike
Producer: Marney Beliveau
Tech Lead: Soham Qadri
Published: April 2015
Short Rationale: Ogilvy Paris and Prince de LU Make You Want to be a Prince Again Through Adventurous Cross-platform Storytelling
When you think of a biscuit brand, you don’t naturally think of its history and heritage, but that’s the route Ogilvy Paris took to tackle the brief set by the European snack brand Prince de Lu (Mondelēz International) nearly 4 years ago when Ogilvy was in the finals for the leading European brand's business. The Client’s Brief? Make the Prince brand relevant and engaging to today’s families of the 21st century.
Ogilvy’s winning pitch idea was to transform the brand's traditional communications into one of Branded Entertainment Content. This branded entertainment effort represented a huge shift for Prince de LU -- a brand that used to invest around 90 per cent of its media budget on TV.
Ogilvy and Prince aligned to give the Prince icon a makeover and to create a whole new world around him that promised unlimited storytelling across every media possible to engage its audience in a medieval world made contemporary called Princeland. From here, Prince de LU was propelled into the era of branded entertainment and cross-media storytelling of the 21st century.
In year one, you’ll recall, Ogilvy developed a team of archetypal characters to live in Princeland. Rick, the awesome guy who's scared of spiders; Lily, the pretty girl, dressed and ready for all situations; Zig & Zag, the twin boys often too full of imagination; Joe, who’s not afraid of anything, except opening her heart… and Barry, the loveable Kung Fu master with a soft side. And obviously Moustachio, the constant threat…the conceited and self-loving man…
Today, the successful Princeland content strategy goes even deeper with families to nourish the energy and imaginations of kids with more video content in a longer format as well as an entirely new gaming app playable on desktop or mobile.
AMV BBDO: Pedigree 'Pedigree jobs for dogs'
Brand: Pedigree
Title(s): Pedigree jobs for dogs
Agency: AMV BBDO
Agency website: http://www.amvbbdo.com/
Creative Director: Adrian Rossi, Alex Grieve
Art Director: Rich Littler
Copywriter: Zac Ellis
Additional Credits: Agency Planner: Margaux Revol, Ila de Mello Kamath
Agency Account Man: Jane English, Stefano Piccini
Agency Producer: Zoe Cunningham
Project Manager: Olivia Emmerson
Typographer/Designer: Aaron Moss, Dan Mead
Retouching: Greg Chapman
Artworker: Rob Blackledge, Steve Hopkins
Media Agency: Zenith Optimedia
Published: May 2015
Short Rationale: Mars Petcare brand Pedigree launched a new print campaign this week, Jobs for Dogs, to raise awareness of the good rescue dogs can bring to our lives and to encourage people to adopt.
Through adopting the ‘cheap and cheerful’ style of classified recruitment ads, which are typically posted by individuals seeking employment, the print ads position rescue dogs as skilled workers, such as therapists, PR experts and personal trainers, who are looking for work. Through doing so, they highlight the good dogs bring to our lives, such as keeping us fit, listening to our problems and helping us meet new people.
Williams Murray Hamm: Prismologie 'Brand Identity'
Brand: Prismologie
Title: Brand Identity
Agency: Williams Murray Hamm
Creative Director: Garrick Hamm
Photography: Iain Crawford
Publlished: April 2015
BBH London: Clipper Teas 'Clipper Green Tea'
Brand: Clipper Teas
Title(s): Clipper Green Tea
Agency: BBH London
Agency website: http://www.bartleboglehegarty.com/london/
Creative Director: Kevin Stark, Nick Kidney
Creative Team: Raphael Basckin, Shelley Smoler
Additional Credits: Strategy Director: Melanie Arrow, Jim Carroll
Team Manager: Jazz Powell
Team Director: Jennifer Omran, Phil Lloyd
Media Partner: Simon Orpin, Tim Heden @ Electric Glue
Producer: Charlie Orr
Assistant Producer: Vaia Ikonomou
Production Company: Blinkink
Director: Andersen M
Executive Producer: James Bretton
Producer: Kevin Harwood
DoP: Anderson M
Post Production: Blink Ink
Editor/Editing House: Anderson M
Sound: Factory
Producer: Katerina Gharraph
Photographer: Andersen M
Published: May 2015
Short Rationale: BBH London used the colours of nature to tell the story. Deliberately changing natural colours that everyone is familiar with - bees are pink, rabbits are red, pears are blue. The advert sweeps through this natural world, the unnaturally coloured things change to their natural colour. Finally we see a teabag in its unnatural bleached state turn into its natural colour, and into a cup of delicious Clipper green tea. Green tea as it should naturally be.
The entire ad was created out of paper, borne out of Clipper’s packaging. It was shot in camera using stop frame animation, in a deliberate style that mimics the filming style of nature documentaries; zooming in and out of focus and following our bee protagonist’s journey throughout the ad. Andersen M, papermakers extraordinare, spent a month painstakingly creating the paper cut out world that was eventually assembled on set and shot.
Ogilvy Amsterdam: Coca-Cola 'What are you waiting for?'
Brand: Coca-Cola
Title(s): What are you waiting for?
Agency: Ogilvy Amsterdam
Agency website: https://ogilvy.nl/
Chief Creative Officer: Darre van Dijk
Art Director: Jurriaan van Bokhoven
Copywriter: Jesse Ridder, Rob Voortman
Additional Credits: Agency Editors: Mees Ubachs, Juriaan van Berkel
Agency Producer: Pirke Bergsma
Director: Arnaud Uyttenhove
D.O.P: Dimitri Karaktsanis
Executive Producer: Eva van Riet
Producer: Lynn Bernaerts
Rapper/Producer: HT
Published: May 2015
Short Rationale: Coca-Cola Great Britain (CCGB) launched ‘What Are You Waiting For’, a new TVC encouraging consumers to choose happiness, featuring a diverse range of celebratory moments. The TVC marks the launch phase of Coca-Cola’s first campaign under the new one brand strategy announced in March.
Created by Ogilvy Amsterdam, the TVC is centered on the concept that young people are the directors of their own happiness and they represent a new generation who instinctively choose to be happier.
The song ‘What Are You Waiting For?’ was specifically written for the campaign and is performed by Amsterdam-based rapper and producer HT, who has previously worked with DJ Grandmaster Flash, Rakim and Jungle Brothers.
The TVC airs from 1 May for four weeks and will be online throughout the summer. A longer 60 version of the TBV will be shown in cinemas throughout May.
‘What Are You Waiting For’ comes ahead of a major push from CCGB next month, under its new “one brand” strategy, which will show how Coca-Cola is putting choice at the centre of the brand proposition by promoting the full choice of Coca-Cola variants.
Brave: Lbd 'We go together'
Brand: Lbd
Title(s): We go together
Agency: Brave
Agency website: http://www.brave.co.uk/
Art Director: Caroline Paris, Thomas Genower
Designer: Lee Robins
Additional Credits: Business Director: Peter Booker
Account Director: Amy Forster
Retoucher: Chris Paine
Client: Charlotte Ashburner, Roisin Timoney, Laura Smith
Published: May 2015
Short Rationale: Brown-Forman, global wine and spirits company, have launched a new female focused drink, lbd, to the UK market.
lbd was developed in the UK in response to growing consumer demand for light and refreshing drinks – that taste great. The global drinks specialists have created a vodka based spirit in a range of three refreshing dual fruit flavours; Peach & Raspberry, Apple & Cranberry and Lime & Watermelon.
To launch the brand and to connect with girls who live for the #5to9, the growing ‘getting ready to go out' occasion, UK based creative agency Brave, produced the ‘We Go Together’ campaign. The work – running in out-of-home, print, online films and social – highlights cheeky pairings that, like lbd’s fabulously fruity blends, just ‘go’.
Digital agency Communicator, brought ‘We Go Together’ to life with a brand website and are launching it in social with Facebook and Instagram. The digital focuses on the unique getting ready to go out occasion and aims to inspire and celebrate the positive togetherness of this occasion, by encouraging girls to forget the 9-5, as it’s all about the #5to9.
The brand identity was built in conjunction with UK consumers, listening to what they want from a brand, and how they want to be communicated to. For the packaging many designs were put in front of target consumers and they unanimously selected the lbd bottle you can now see on shelf in ASDA. Consumers told us our packaging not only brings to life lbd’s brand personality but also clearly communicates ‘refreshment’.
lbd packaging was designed by UK agency, LBA Branding. PR agency Eulogy will be supporting the launch across consumer and trade media titles with Starcom MediaVest handling the media planning and buying.
AMV BBDO: Tena Men 'Clench'
Brand: Tena Men
Title(s): Clench
Agency: AMV BBDO
Agency website: http://www.amvbbdo.com/
Creative Director: Toby Allen, Jim Hilson
Art Director: Jeremy Tribe
Copywriter: Prabs Wignarajah
Additional Credits: Agency Planner: Tom White, Pippa Morris
Agency Account Man: Sarah Douglas, Alex Bird, Laura Etherington
Agency Producer: Polly Lowles
Media Agency: ZenithOptimedia
Director: Jeff Low
Post Production Company: The Mill
Editor: Saam Hodivala @Work
Audio Post Production: Aaron Reynolds @ Wave Studios
Production Company: Biscuit Filmworks
Producers, Buiscut: Producer: Toby Courlander
Executive Producer: Orlando Wood
Published: April 2015
Short Rationale: Stirling Gravitas here – face, voice and moustache of TENA Men’s new ad campaign. You may have seen me on YouTube and Twitter in the last few weeks encouraging men to keep control of their lives and their urine leakage by using TENA Men.
Guess what. Advertising works. 1.3 million people have watched my film and TENA Men’s UK website has had a 700 per cent increase in traffic. That’s a high-five right there. And sample requests are up 115 per cent which means TENA Men products are finding their way into the hands of men who need them. *SMASH* I just chest-bumped my own reflection.
But I’m not done yet. To help men further in the war against urine leakage, I’m releasing another film, which extols the virtues of pelvic floor exercises. In it, I explain and demonstrate just how easy they are to do anytime, anyplace. I’m doing them right now.
BBH London: Sol 'Sol - Finding Espiritu Libre: The Bike Maker & The Florist'
Brand: Sol
Title(s): Sol - Finding Espiritu Libre: The Bike Maker & The Florist
Agency: BBH London
Agency website: http://www.bartleboglehegarty.com/
Creative Director: Shishir Patel & Sam Oliver
Art Director: Lewis Mooney
Copywriter: Ed Cole
Director: Ben Holman
Production Company: Black Sheep Studios
Mural Art Production Company: Rarekind
Artists: Best Ever, Matt Small, Ben Slow & Ino.
Published: May 2015
Short Rationale (optional): Sol’s ‘Espiritu Libre’ Local Heroes campaign – celebrates the independent spirit through captivating artworks and short films.
Launched in London, four local heroes have been hand-picked to feature in the first phase of a global campaign – from a former IT consultant who now makes custom guitars for Stevie Wonder’s bassist to the general manager of Gordon Ramsey at Claridge’s who exchanged Michelin stars for barbecued street food – each of the heroes’ made a bold decision to start their own independent businesses.
Each hero was matched with a notable street artist who has created a bespoke, captivating street-art project that represents the hero and their business. This process has also been captured via short films that detail the evolution of each Local Heroes business and the collaborative creative process between individual and artist.
Ben Holman of Beija Films is the mastermind behind the short films. Based in both London and Rio de Janeiro, he has directed critically acclaimed independent films including I See You Maré and Bam Bam Bam: The Story of Sonzeira.
Axel Scheffler: Yorkshire Tea 'Limited Edition Gruffalo Packaging'
Brand: Yorkshire Tea
Title: Limited Edition Gruffalo Packaging
Illustrator: Axel Scheffler
Website: www.gruffalo.com/meet-julia-and-axel/julia-and-axel/
Published: May 2015
Short Rationale (optional): Yorkshire Tea has replaced the famous Yorkshire landscape on its packaging with a bespoke piece of artwork featuring The Gruffalo. The limited edition packs aim to attract new audiences into the brand through driving awareness of its long-standing passion for trees, in partnership with the famous children’s literary character.
The unique design, created by Axel Scheffler, illustrator of the much loved pictures book The Gruffalo, will feature on two million Yorkshire Tea packs across 80 and 160 SKUs, which will be on sale in all major retailers from the 27 April.
Yorkshire Tea has also changed its name on pack to Yorkshire Tree, to further celebrate the brand’s latest campaign in support of trees, which will see one million of them planted over in the next five years – half in the UK through and the other half in Kenya – one of the places from which it sources its tea.
The Box / Team News: The Sun 'Monkeys bring The Fun in new Sun advert'
Brand: The Sun
Title: Monkeys bring The Fun in new Sun advert
Agency: The Box / Team News
Agency website: http://www.theboxlondon.com
CD: Robin Garton
Creatives: Robin Garton
Agency Producer: James Miller
Agency Production Assistant: Dale Chapman
Production Company: Thomas Thomas Films
Director: Cris Mudge
Exec Producer: Philippa Thomas
Producer: Trent Simpson
Production Manager: Joe Thornber
Director of Photography: Luke Scott
Editor: Joe Parsons @ The Assembly Rooms
Audio: Smoke & Mirrors / 750mph
VFX: Smoke & Mirrors / Big Buoy
VFX Producer: Jon Muray
Published: April 2015
Atomic London: XL Catlin 'Let’s Talk'
Brand: XL Catlin
Title(s): Let’s Talk
Agency: Atomic London, London, UK
Agency website: http:// atomic-london.co.uk/
Creative Director: Guy Bradbury
Art Director: Matt Lee
Copywriter: Brian Riley
Illustrator: Pete Mould
Published: May 2015
Short rationale (optional): Insurance for a Bold New World. XL and Catlin have come together to offer products, services and local insights on a global scale. So if you’re looking for insurance or reinsurance, familiar or complex, let’s chat.
&ROSÀS:Bacardi Global Brands 'Martini Racing Sponsorship'
Brand: Bacardi Global Brands
Title(s): Martini Racing Sponsorship
Agency: &ROSÀS
Agency website: http://www.rosasbarcelona.com/es
Executive Creative Director: Isahac Oliver
Art Director: Nacho Ginestra, Oriol Gil, Xavi Mauri, Mark Brooks
Copywriter: Isahac Oliver, Ramon Caba
Photographer: Beil Capllonch
Additional Credits: Thiband Vincent-Genod, Edu Rojo
Agency Producer: Patricia Garcia
Production Company: Dora Joker
Published: May 2015
Short Rationale: Last year, Martini returned to Formula One creating the Williams Martini Racing Team. Once the the global brand campaign "Begin Desire" was launched, Martini choose to use Formula One to express its unique point of view about competition and life. To do this, the brand revived the mythical red and blue lines of Martini Racing in the print and digital executions to show the most passionate and sensual side of the elite competition.
This work for the Barcelona Grand Prix is the local activation of a global campaign that will also be launched in other race cities around the globe.
DDB Paris:Maille 'Memories'
Brand: Maille
Title: Memories
Agency: DDB, Paris, France
Agency website: http://www.ddb.fr/
Executive Creative Director: Alexandre Hervé
Creative Director / Copywriter / Art Director: Ander Kalchev
Agency Producer: Catherine Guiol
Additional Credits: Account Supervisors: Glen Lomas, Pierre Le Gouvello, Capucine Mistrale, Anne-Charlotte Ruste
Strategic Planner: Raphaël Hodé, Géraldine Tixier
Advertiser’s Supervisor: David Lowes, Jane Buck, Alexandra Robert, Ruth Birl
Prod Compagny: Carnibird
Director: Alexander Kalchev
Producer: Juliette Desmarescaux
Sound Production: Leland music / Big Sync studio
Published: April 2015
Short Rationale (optional): The latest spot for French Dijon mustard brand Maille considers the place of the humble dinner table, and features a recount of the things a table has seen and takes part in to cement its position and importance at the heart of the French dining experience.
JWT Milan: Hotpoint 'Tattoos – No Stain is Forever'
Brand: Hotpoint
Title: Tattoos – No Stain is Forever
Agency: J Walter Thompson, Milan, Italy
Agency website: https://www.jwt.com/italy
Chief Creative Officers: Enrico Dorizza, Sergio Rodriguez
Creative Director: Paolo Cesano
Art Director: Fabrizio Pozza
Copywriter: Paolo Cesano
Illustrator: Alice Guazzo
Photographer: Luigi Ziliani
Post production: Michela Secchi
Rep. And Production: Andrea Bertuzzi Livello06/1806 srl
Published: April 2015
Short Rationale (optional): JWT Milan’s print campaign for Hotpoint plays on the idea that there are stains everyone is afraid of not being able to get out of their clothes – but unlike tattoos, these aren’t forever. The advertisement promotes Hotpoints new Natis model, which can get rid of more than 100 stains at 20 degrees.