Creative Department 13 May Winners featuring Ogilvy & Mather London, Droga5, Stories AG and BBDO NY

The winners of the latest Creative Department have been revealed in the 13 May issue of The Drum.

Check out the top creative work picked by The Drum UK and US readers, our sponsor, Workfront, and this issue's creative director Ryan Carroll, group creative director at GSD&M.

Creative Director's Choice: BBDO NY - Footlocker 'It's really happening'

Ryan Carroll, group creative director, GSD&M

After shelling out $100 to watch the over-hyped Mayweather v Pacquiao fight, I was reminded why I hate boxing. But after seeing this Foot Locker spot again, I was reminded why I love advertising.

Wait a second. Did watching this hysterical Foot Locker commercial contribute to me spending $100 to watch two men hug each other for 12 rounds instead of delivering the fight of the century like we were all promised?

No, it couldn’t. It’s just a superbly written and wonderfully executed spot that perfectly played off the cultural moment that had been building to a fever pitch these past few weeks.

But wait, did the brilliant strategy of playing off that cultural moment and thereby adding to that fever pitch help persuade me to order a payper- view fight for the first time since Tyson got out of prison?

No, it couldn’t. It’s just a funny commercial that made you laugh and had zero effect on your decision making abilities.

Wait a second. Whenever The Drum asks you to pick your favourite piece of work for the month, don’t you always end up picking the funniest commercial?

I’m so confused.

UK Readers' Favourite: Ogilvy & Mather London: Pizza Hut Delivery 'Classic Crust'

Ogilvy & Mather has created a comical TV-led campaign for Pizza Hut’s delivery business highlighting the lengths friends will go to taste the new ‘Classic Crust’. In the ad an imposter, with an obvious fake beard, pretends to be Tom to enjoy pizza with Tom’s girlfriend, however, his cover is blown when the real Tom arrives home.

US Readers' Favourite: Droga5 - Toyota 'Fueled by Bulls*t'

Toyota’s clever ‘Fueled by Bullsh*t’ three-minute documentary, created by Droga5, illustrates step-by-step how hydrogen can be taken from cow manure to fuel a car, dispelling sceptics of fuel cell vehicles who have called the idea ‘bullshit’. Directed by Morgan Spurlock, the video is the first in a series of ‘Fueled by Everything’ films exploring the possibilities of hydrogen fuel.

Sponsor's Choice: Stories AG - Triumph 'Find the one'

Jada Balster, marketing director EMEA, Workfront

My inner Disney princess gave me no option but to name this Triumph fairytale as this issue’s sponsor’s choice.

Capitalising on the phenomenon of musical animation pictures while still touching on issues that every woman faces while underwear shopping is an ‘uplifting’ combination. By utilising this theme, Triumph is doing a great job of drawing in a younger audience that will grow up with the brand.

It is distinguishing itself from the traditional method of advertising underwear, focusing more on the experience of ‘finding the one’. The advert highlights the importance of how a bra feels and not just how it looks. I’m going to be humming that song for days. A true ‘triumph’ from Stories AG.

The 13 May Creative Department also features work from Wieden + Kennedy London, WCRS, Bluegg, Shillington Graphic Design School and Proximity Germany. The 13 May issue is available to purchase now in The Drum Store.

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