The winners of the latest Creative Department have been revealed in the 27 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 Jason Andrews, executive creative director at Rapp.
Creative Director's Choice: 4Creative - Channel 4 'Persona Synthetics'
Jason Andrews, executive creative director, Rapp
Freaky stuff, this. An ad for a synthetic human so close to being reality that you can’t help diving into Google to find out for certain. Check out those eerily alive/dead eyes. That on/off switch smile. Surely they’re not really marketing actual replicants are they… are they?
Of course not. It’s a brilliant ruse. But from an advertising point of view, it’s a genius way to sell a TV show. Imagine the jump in search traffic for ‘Persona Synthetics’ when this ad is on air. It’s creepy and intriguing all at once – which will fuel all the right social conversations around the issues raised by Channel 4’s new series, Humans.
Online, the deception evolves with a pharmaceutically cold website and an officially written Twitter feed. And in the real world, there are fake billboards around the ‘forthcoming’ Persona Synth store on Regent Street.
All clever, po-faced stuff. Whatever the future might really hold for us all, this ad will definitely put ‘Humans’ on the British viewing public’s must-watch list for the next few weeks.
UK Readers' Favourite: RedPill - Bacardi 'Bring the Heat'
To celebrate the launch of its all-new Bacardi Carta Fuego, Bacardi has worked with RedPill to create a social video which takes viewers on a slowmotion journey through the taste experience of a shot of Fuego.
The film is filled with all the heat and energy that the name Fuego (Spanish for fire) implies.
US Readers' Favourite: AdPeople Worldwide: Center for Childhood Protection 'Kids Don’t Talk Like This'
The Center for Childhood Protection has released a powerful spot encouraging parents to recognise the signs of abuse in their kids.
Created by AdPeople Worldwide, the creative opens on a family of four getting ready to eat dinner.
As they enjoy their meal the teenage son reels off a list of problems he’s experiencing including “uncontrollable rage” and being “withdrawn from all my friends” before adding that he’s been molested. The ad ends with the warning: “Kids don’t talk like this. Learn to spot the signs of abuse.
Sponsor's Choice: AMV BBDO - Pepsi Max 'Drone Football'
Jada Balster, marketing director EMEA, Workfront
My initial reaction in the first few seconds of this advert was ‘soft drinks + football advert = not original’ however I was quick to change my mind. The mix of technology with sport made something that may not normally be appealing – an advert centered around a football match – actually very engaging to both football lovers and non football lovers alike. The changing strapline at the end provides a concise and effective way of tying in a very cool concept directly to the product.
The 27 May issue of The Drum's Creative Department also featured work from TBWA\Paris, BBH London, Supreme and Delete and is available to purchase in The Drum Store.