Creative Department: Featuring McCann London, DDB Sydney, BBDO Düsseldorf 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 as ad of the week on thedrum.com.
Submit your vote before Monday 8 June to guarantee your favourite gets the weekly spot.
To submit work for future publication contact gillian.west@thedrum.com. For voting updates and more follow The Drum Creative Department on Twitter @TheDrumCreative.
McCann London: Subway 'Stay Picky'
Brand: Subway
Title(s): Stay Picky
Agency: McCann London
Agency website: http://mccannlondon.co.uk/
Chief Creative Officer: Laurence Thomson, Robert Doubal
Creative Team: Lianne Galazka, Sergio Lopez
Additional Credits: Head of Integrated Production: Sergio Lopez
Business Lead: Jason McNamee
Account Director: Alba Berdala
Account Manager: Shaun Geary
Producer: Clare Sullivan
Senior Planner: Hannah Pemberton
Directors: The Perlorian Brothers @ MJZ
MJZ Producer: Chris McBride
Editor: Ben Campbell @ Cut and Run
Colourist: Aubrey Woodliss @ ETC
Post Production: Craft London
Music: Title: What Smells like Fish
Production Co/Publisher: JSP records
Composer: Blind Boy Fuller
Arranger: Organized via FRUKT
Published: May 2015
Short Rationale: The multi-million pound cross-channel campaign includes radio, OOH, digital and print activity and TV. It celebrates the launch of SUBWAY’s new BBQ Pulled Pork, which will be available in UK & Ireland stores for a limited time only.
The new TV commercial was shot on location by the Perlorian Brothers and set in the home of BBQ, highlighting the product’s inherent southern charm.
Featuring Patty, we see her on a date with a winklepicker wearer - footwear she is particularly picky about, which is profoundly problematic. During the encounter, we watch imagination get the better of her as the winklepickers get larger and larger, finally reaching 5ft. Whilst she can’t control her date’s winklepickers, Patty can be in total control of her perfectly selected Subway BBQ Pulled Pork Sub.
Ogilvy & Mather Germany: Coca-Cola 'Bottlebeats - The Birthday Bottle Song'
Brand: Coca-Cola
Title: Bottlebeats - The Birthday Bottle Song
Agency: Ogilvy & Mather, Frankfurt, Germany
Agency Website: http://www.ogilvy.de/
Creative Director: Nico Ammann
Art Directors: Philipp Unterreiner, Hendrik Frey, Constantin Camesasca
Copywriter: Thorsten Buesser
Executive Creative Director: Felix Fenz
Chief Creative Officer: Dr. Stephan Vogel
Additional Credits: Account Management: Michael Fucks, Matthias Jannke
Producer: Julia Staerkel
Music by: Pearls Music Frankfurt, Thorsten Buesser
Technical Director: Jens Steffen
Published: April 2015
Short Rationale (optional): This year, the Coca-Cola glass contour bottle celebrates its 100th Birthday.
Ogilvy has created the drinks brand’s latest campaign to help it celebrate with all the birthday boys and girls around the world – with Bottlebeats.
krow Communications: Fiat 500 'Spring/summer collection'
Brand: Fiat 500
Title(s): Spring/summer collection
Agency: krow Communications
Agency website: http://www.krowcommunications.com/
Creative Director: Nick Hastings
Art Director: Georg Thesmann
Copywriter: Tara Button
Photographer: Max Oppenheim
Published: May 2015
Short Rationale: Spring is in the air and to celebrate, FIAT have launched the latest campaign for FIAT 500 – the 2015 Spring/Summer Collection. Three new ads continue the current neon theme from the previous campaign, with use of vibrant colours and headlines reflecting the change of season.
The latest work from krow Communications builds on the hugely successful, fashion-focused campaigns from 2013 and 2014 to reinforce FIAT 500’s position as the must-have fashion accessory. Designed to reflect iconic fashion photography, the creative to date has featured the cars in vibrant urban settings, accompanied by chic, stylish models in coordinated seasonal outfits.
Bold neon signage provides the backdrop to the cars accompanied fun-loving models in stylishly-coordinated Spring/Summer wardrobes. The dramatic photographic treatment creates a sense of energy and lightness for which the FIAT 500 is so well-known and loved.
101: Tango 'Re-launch 2015'
Brand: Tango
Title(s): Re-launch 2015
Agency: 101
Agency website: www.101london.co.uk
Executive Creative Director: Richard Flintham
Creative Director: Augusto Sola
Creative: Jack Willoughby, Serhan Asim, Ryan Delehanty, Aurora Straton
Additional Credits: Agency Producer: Natalie Curran
Business Leader: Victoria Ellis
Account Director: Fabia Palliser
Account Manager: Maurice Pfister
Strategist: Joe Smith
Production Company: Moxie Pictures
Director: Matthew Holness
Executive Producer: Dawn Laren
Producer: Claire Jones
Director of Photography: Tom Townend
Edit House: Tenthree
Editor: Quinn Williams
Post House: Electric Theatre Collective
Post Producer: Alannah Currie
Colourist: Aubrey Woodiwiss
Flame Operator: Yourick Van Impe/Andrew Stewart
Audio Post Production: Wave Sound Recording Studios
Sound Engineer: Parv Thind
Music: Beetroot Music
Animation Production CompanY: Jelly London
Animation Director: Kitchen
Illustrator: Jo Bird
Published: May 2015
Short Rationale: Iconic British soft drink Tango returned to TV screens on Saturday night with its first new campaign in two years.
In typical Tango style, nothing was as expected – as a terrible, cheesy 10-second advert in Britain’s Got Talent, driving viewers to search #TangoMyLove, was quickly shown to have been a joke, as revealed in a 30-second follow-up spot two ad breaks later in the same show.
Where the exceptionally un-tangy first ad showed two animated oranges dancing in a whimsical world of butterflies and blissful music, the latter gave viewers a Gogglebox-style window into the living room of Tango superfan Rodney Cloomb reacting in disgust to the animation, wondering what on earth has happened to his beloved brand.
You can follow Rodney Cloomb, Tango superfan, on Twitter at @rodneycloomb and see what he thinks of the new campaign plus quite a bit more besides.
BBDO Ukraine: Stella Artois 'Limited edition Cannes Film Festival Cans'
Brand: Stella Artois
Title: Limited edition Cannes Film Festival Cans
Agency: BBDO Ukraine
Agency website: http://www.bbdo.ua/
Creative Director: Anze Jereb
Head of design studio: Martynas Birskys
Creative Group Head: Denis Keleberdenko
Art Director: Mike Petrusiak
Copywriter: Julia Kolesnik
Illustrator: Olga Bandura
Designer: Mariya Teterina
Additional Credits: Account Director: Natalia Liseeva Account Manager – Iryna Kolisnyk
Music: Lampa
Published: May 2015
Short Rationale (optional): BBDO Ukraine has introduced a new concept ‘packvertising’ in its latest design work for Stella Artois.
The idea, where story and design finally meet each other, comes to life in the beer brand’s limited edition Cannes Film Festival cans.
BBDO Ukraine decided to show the story of Cannes in four parts – one part for each can in a pack.
The tale is one of accidents, unexpected twists, chases and drama.
Fallon London: Cadbury 'Discover the joy of Puddles'
Brand: Cadbury
Title: Discover the joy of Puddles
Agency: Fallon, London, UK
Agency Website: http://www.fallon.co.uk/
Executive Creative Director: Nick Bell
Creatives: Rob Spicer, Adam Griffin
Production Company: Academy Films
Producer: Tracy Stokes
Published: May 2015
Short Rationale (optional): As part of Cadbury's mission to free more joy in the world, the brand has launched a unique, new product, Cadbury Dairy Milk 'Puddles'.
To support the launch, Fallon London has developed a nationwide, integrated campaign featuring 'Duckie' – a 12 inch purple duck whose perception of the world (tied to the front of a lorry) shifts from miserable to joyful just by looking into the reflections of the puddles before him.
Splinter Design: BBC 'Computing animations'
BBC Computing Animations from Splinter Design on Vimeo.
Brand: BBC
Title(s): Computing animations
Agency: Splinter Design
Agency website: http://www.splinter.co.uk
Creative Director: Chris Beer
Art Director: Jon Raffe
Copywriter: Jon Raffe
Illustrator: The Boy Fitz Hammond
Additional credits: Animation: Chris Day, Storyboarding: Claire McCann
Published: May 2015
Short rationale (optional): Liverpool-based studio Splinter have produced a series of animations for BBC Schools to teach children about Computing.
With a quirky, retro-inspired illustration style, the animations feature a narrator who is intent on enlightening a group of computer-illiterate animals.
The animations sit within the BBC’s Computing guides for primary school children, as well as within their class clips library.
BBDO Düsseldorf: Pedigree 'Dog's Best Friend'
Brand: Pedigree
Title: Wanted: Dog's Best Friend
Agency: BBDO, Düsseldorf, Germany
Agency Website: www.bbdo.de
Chief Creative Officer: Wolfgang Schneider
Creative Managing Directors: Jan Harbeck and David Mously
Creative Director: Ricardo Wolff
Art Director: Angelo Maia
Copywriter: Ricardo Wolf
Photographer: Sven Schrader
Additional Credits:Production: Pflanz Produktionsservice, Berlin
Post-Production: Raphael IFS
Published: May 2015
Short Rationale (optional): Dogs deserve not only the best of food but also a loving home. At least, that's the view of Pedigree. The dog food brand, a subsidiary of the Mars Group, is therefore promoting the adoption of four-legged friends from animal shelters.
The new print campaign which BBDO Group Germany has developed for Pedigree turns the tables: instead of ‘Missing Dog’ notices, the new ‘Lost’ signs are targeted at people – because having a dog as a loyal companion could really benefit them. It would make their life more interesting and more varied.
With this clever role reversal, the campaign aims to show that adopting a dog can be truly worthwhile – for dog and new owner alike.
Bray Leino: Freederm 'The Goose is back'
Brand: Freederm
Title(s): The Goose is back
Agency: Bray Leino, Devon, UK
Agency website: http://www.brayleino.co.uk
Creative Director: Stuart Anderson
Art Director: Scott Franklin
Copywriter: Henry Challender
Illustrator: Th1ng
Additional credits: Harriet Harris, Kelly Howitt
Published: May 2015
Short rationale (optional): Flying high on the success of the last ad, the Freederm goose is back – and he’s never been freer.
This new instalment, created by Bray Leino and animated by Th1ng, is the second execution of the spot skincare brand’s platform that celebrates the feeling of freedom you get when you’re on top of your spots.
As well as swimming with dolphins, the goose’s new adventure sees him dive headlong into an exploding geyser and leap off a massive ski jump.
It’s also possibly the first time a goose has appeared on television riding a horse.
The Allotment: The Donkey Sanctuary 'Retail Products'
Brand: The Donkey Sanctuary
Title: Retail Products
Agency: The Allotment
Agency Website: www.theallotment.co
Creative Director: James Backhurst
Designers: Adam Cale
Client Services: Paul Middlebrook and Tom Russell
Published: May 2015
Short Rationale: With a £30+ million income, The Donkey Sanctuary is the world's largest donkey and mule charity with a devoted donor base for the charity numbering 300,000 plus. Following the success of the rebrand and adoption scheme by The Allotment, the agency was asked to review the product approach and broader retail strategy for the international charity.
Research from The Allotment made it very clear that 'one size did not fit all'- they needed a range of products that would appeal to different audiences, for different gifting moments and at different price levels. The Allotment's recommendation was to develop three product ranges:
Designer Donkey - iconic, contemporary, high quality and at a more premium price point. These would be aimed at new and younger audiences.
Donkey Antics - aimed at donkey devotees and designed to be fun; they create a smile by capturing the cheeky personalities of donkeys through witty interactions between donkey's and products.
Souvenir Range - designed for lower price point and promotes the work of The Donkey Sanctuary through illustrations and engaging copy.
The new ranges are available online and in their new store in Otley, Leeds.
JWT Syndey: Kimberly Clark 'Keep the Heart of Borneo Beating'
Brand: Kimberly Clark
Title(s): Keep the Heart of Borneo Beating
Agency: J. Walter Thompson Sydney
Agency website: https://www.jwt.com/sydney
Additional Credits: Production Company: Method
Sound Design & Music: Smith and Western Sound
Published: May 2015
Short Rationale: Emotive messaging about unsustainable deforestation and the devastating effects it has on Borneo’s endangered Orang-Utans, takes centre stage in a new brand strategy and creative campaign for Kimberly Clark’s Kleenex Cottonelle brand, via J. Walter Thompson Sydney.
With a clear and strong objective to raise awareness of the importance of sustainable forest management, the campaign is spearheaded by 30 sec and 15 sec TVCs, supported by digital and social, a new website (www.keeptheheartbeating.com.au) developed by Resolution, and in-store activity.
As the only toilet tissue brand to partner with World Wildlife Fund (WWF’s) ‘Love Your Forest’ program, the Cottonelle campaign also aims to highlight how simple purchasing choices can help protect the endangered apes.
BBH London: KFC 'A music video in a lunch hour'
Brand: KFC
Title: A music video in a lunch hour
Agency: BBH, London, UK
Agency website: www.bartleboglehegarty.com/london
Creative Director: Hamish Pinnell
Creative: Hamish Pinnell
Production Company: Friend London
Director: Jose Otero
Producers: Natalie Parish, Chris Watling
Published: May 2015
Short Rationale (optional): To inspire people to make the most of their lunch hour, KFC challenged UK rappers Chip, Kano and Wretch 32 to produce, shoot and edit a music video in just 57 minutes.
The campaign builds on the brand’s existing ‘Pack more into Lunch’ platform, which promotes the brand’s growing lunchtime offering.
Shoot The Company: House of Fraser 'Invitation to… The Races'
Brand: House of Fraser
Title(s): Invitation to… The Races
Agency: Shoot The Company
Agency website: http://www.shootthecompany.com
Creative Director: Mike Fisher
Art Director: Carly Mason
Copywriter: Emma Burgess
Photographer(DOP): Paul O'Callaghan
Additional credits: Line Producer - Sara Butler
Digital Content Producer - Zara Faye
Editors - Adrian Griffiths
VFX - Savvas Caranicola
Published: May 2015
Short Rationale (optional): With Derby Festival on 5-6 June and Royal Ascot on the 16 June, an exciting summer of outdoor occasions will soon be in full swing – but what to wear?
Shoot The Company have created the 'Invitaition to... The Races' ad, a video packed with style ideas, to ensure customers can stand out from the crowd.
Love: Guinness Storehouse 'Advertising floor redesign'
Brand: Guinness Storehouse
Title(s): Advertising floor redesign
Agency: LOVE, Manchester, UK
Agency website: http://storiesbylove.com/
Executive Creative Director: Dave Palmer
Creative Director: Chris Myers
Art Director: Rory Sutherland
Copywriter: Steven Lalley
Photographer: Tom Cockram
Additional credits: Senior Account Handler: Gareth Shelley
Published: March 2015
Short rationale (optional): 2015 LOVE has created an unforgettable journey for visitors to the newly re-opened Advertising Floor of the Guinness Storehouse in Dublin.
Back in December 2013, LOVE was appointed to lead the overhaul of the third floor at Ireland’s number one international tourist attraction. The result is a 1500m² chronology of the brand’s world famous advertising, bringing icons such as the Guinness Harp and the legendary John Gilroy illustrations to life. The floor also features reimaginations of the famous ‘Fish on a Bicycle’ and ‘Surfer’ campaigns, and everything in between.
The floor was officially opened on 17th March 2015 and is expected to receive over 1.3 million visitors next year.
OgilvyOne: Battersea Dogs Home 'Looking for You'
Brand: Battersea Dogs Home
Title(s): Looking for You
Agency: OgilvyOne
Agency website: www.ogilvy.co.uk/agencies/ogilvy-one
Executive Creative Directors: Emma de la Fosse & Charlie Wilson
Creative Director: Arthur Parshotam
Concept Creator: Will Godfrey
Creative Technogist: Lorenzo Spadoni
Senior Developer: Bashkim Isai
Digital Producer: Jana Geary
Print Production: Justin Cairns
Film Production: Alison Cooper
Exterion: Media
RFID: RFIDIOM and Interfilli
Published: May 2015
Short Rationale (optional): Battersea Dogs Home's "#LookingForYou" campaign comproises billboards which activated by a tag contained in leaflets given out by the chartiy.
As people walk past the billboards, an RFID tag within the leaflet starts a video of Barley, a former Battersea dog, who begins to interact with the viewer.
OgilvyOne collaborated with Exterion Media to carry out the project, while the dog was brought to life by Framestore.
DDB Sydney: McDonald’s 'Not So Fast Food'
Brand: McDonald’s
Title: Not So Fast Food
Agency: DDB, Sydney, Australia
Agency Website: http://www.ddb.com.au/
Chief Creative Officer: Toby Talbot
Deputy Executive Creative Director: Cam Hoelter
Creative Partners: Steve Jackson, Peter Galmes
Creative Technology Director: Shaun O’Connor
Senior Creatives: Jade Manning, Vincent Osmond
Copywriters: Avani Maan, Adam Smith
Art director: Ellie Jones
Creative Director: Craig Bailey
Digital planner: Mervyn Tan
Additional Credits: Executive Producer: Sarah Hetherington
Design Director: Dom Bartolo
Senior TV Producer: Claire Seffrin
Managing Director: Nicole Taylor
Lisa Hauptmann
Business Director: Lisa Little
Senior Business Manager: Chris Sinclair
Head of Planning: Fran Clayton
Planning Director: Anna Bollinger
Production: Exit Films
Director: Stephen Carroll
Producer: Tobias Webster
Editor: Dan Lee / The Butchery
Post House: Heckler
Sound: Nylon
Original Music: Handel’s 'Zadok The Priest'
Media: OMD
Activation: Fuse
Social: VML
Published: May 2015
Short Rationale (optional): McDonald's Australia has debuted its first advertising campaign for its latest innovation – Create Your Taste.
Crafted by DDB Sydney, the spot sets out to showcase the significant changes customers can see when they head into a McDonald's restaurant.
Hope & Glory PR / VCCP Kin: O2 'O2 Unveil the UK’s Happiest Cat'
Brand: O2
Title(s): O2 Unveil the UK’s Happiest Cat
Agency: Hope & Glory PR / VCCP Kin
Agency website: http://www.hopeandglorypr.com/http://www.vccpkin.com/
Creative Director: Gavin Lewis, Hope & Glory PR, Chris Lawson, VCCP Kin
Art Director: Jon Wicks, VCCP Kin (for short video)
Copywriter: Anstice Murray, VCCP Kin (for short video)
Director: Max Sobol (for short video)
Photographer: Cint Singh
Additional credits: Nicola Burton, Lisa Fox (Hope & Glory PR), Sarah Howell (VCCP Kin), Tom Horne (VCCP Kin)
Published: May 2015
Short rationale (optional): In an industry first, O2 has held a ‘cat casting’ session to find the UK’s happiest cat to star in the next billboard advert for O2 Refresh, O2’s ground-breaking Pay Monthly tariff.
Following a rigorous audition process in front of a judging panel including celebrity cat lover Sarah Harding, a cat that has triumphed over adversity has been chosen to take the title of the UK’s Happiest Cat – a two year old white cat from Northampton called Lucius.
Lucius will now become the feline face of the next phase of O2’s £8m advertising campaign for O2 Refresh. O2 Refresh is O2’s revolutionary tariff which transforms the way people buy mobile phones by separating the cost of their phone from the cost of their minutes, texts and data. Having flashed his striking grin once again for the cameras, Lucius will soon be enjoying the good life and a year’s supply of cat food.
In the Company of Huskies: Homestay.com 'Hello Homestay'
Brand: Homestay.com
Title(s): Hello Homestay
Agency: In the Company of Huskies, Dublin, Ireland
Agency website: http://inthecompanyofhuskies.com/
Creative Director: Damian Hanley
Art Director: Ben McDonald
Copywriter: Kate Burke
Photographer: Ben McDonald
Additional credits: Account team: Louise Gallagher, Raquel Lopez de Lacalle, Brian Daly, Marketing team (Homestay.com): Claire Sweeney, Suzanne Cox, Caoimhe Duffy
Published: May 2015
Short rationale (optional): To mark a 2nd successful year for Homestay.com, now with 30,000 hosts in 140 countries, In the Company of Huskies has created a video campaign that brings to life the ‘hosted experiences’ travellers can enjoy staying with a local in their home.
The 90-second short film targets consumers in the UK and Ireland through paid placements on social media, and aims to raise awareness of Homestay.com and its point of difference in the market – that, unlike its competitors, with Homestay.com the host is always present.
The copy reflects the message that travel isn’t just about locations on a map or another stamp on a passport. Travel is about getting under the surface. And experiencing a place with those who call it home.
Shot in Spain and Ireland, the film tells the stories of the hosts: their experiences, tastes and personalities that help guests get under the surface of the destinations they’re visiting.
Homestays are a new concept for many people and the campaign aims to help them understand what a homestay is and what makes it a true value, culturally immersive authentic travel experience. A homestay is staying with a local in their home and this is what Homestay.com exclusively provide. There are no empty vacation rentals listed on Homestay.com.
The film features real hosts in their homes, greeting us at their front door when we first meet them and sharing a warm and friendly hug at the end as we bid farewell. It captures a range of cultural and personal experiences while also revealing the personality of our hosts and their unique homestays. It highlights the message that homestay hosts are more than just temporary landlords handing over keys, they’re real people sharing their homes, inviting guests into their world. They are cultural ambassadors, proud of the place they’re from and want to share the best parts of their city, neighbourhood or village with their guests.
TBWA Paris: Michelin CrossClimate 'Arm yourself'
Brand: Michelin CrossClimate
Title: Arm yourself
Agency: TBWA, Paris, France
Agency Website: www.tbwa-paris.com/
Creative Directors: Benoit Leroux, Philippe Taroux
Copywriter: Jean-Marie Gateau
TV Producer: Ghislaine Byramjee
Director: Andy's
Production: Wizz Design
Producer: Matthieu Poirier
Published: May 2015
Short Rationale (optional): The latest spot for Michelin’s CrossClimate tyres is set in an animated comic book-style world.
Cars battle against the elements, trying to dodge water, ice and fire – but the Michelin Man arrives just in the nick of time to save the day.