Creative Department: Featuring Dare, Adam&EveDDB, Grey London 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 (8 July) in the Creative Department spread.

Other popular entrants will also be considered for the print edition. Submit your vote before Monday 22 June 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.

Leo Burnett London: Co-operative Food 'Little. Often. Co-op'

Brand: Co-operative Food

Title(s): Little. Often. Co-op

Agency: Leo Burnett London

Agency website: http://www.leoburnett.co.uk/

Executive Creative Director: Justin Tindall

Creative Director: Hugh Todd

Art Director: Richard Robinson

Copywriter: Graham Lakeland

Additional Credits: Planner (creative agency): Justin Clouder, Max Keane

Media Agency: Rocket

Production Company: Gorgeous

Director: Vince Squibb

Editor: Paul Watts @ The Quarry

Post Production: The Mill

Audio Post Production: Ben @ Grand Central

Published: June 2015

Short Rationale: The campaign is a response to the changing ways that people are shopping - With many moving away from the big weekly shop, and in turn shopping for little, but more frequently. With so many stores in the UK, The Co-operative is perfectly placed to embrace this trend and it was from this insight that the line, ‘Little. Often. Co-op’ was born.

The 30 second ad recognises that The Co-op is there wherever and whatever you are doing this summer. Whether it be ketchup for your last minute barbeque burgers or a pizza for when the weather takes an unexpected turn, The Co-op has everything you need to enjoy your summer.

The film is broken in to a series of rhythmic triplets. The first two scenes of each show people enjoying their summer, but we soon realise, they are missing that one little thing to make it perfect. The third of the triplet hails The Co-operative as the hero at the end of every scenario, whether it be replacing a dropped ice cream or an emergency dinner when heavens open during your barbeque.

Spark44: Jaguar Land Rover 'Master Plan'

Brand: Jaguar Land Rover

Title(s): Master Plan

Agency: Spark44

Agency website: http://spark44.com/

Chief Creative Officer: Werner Krainz

Creative Director: John Sutcliffe, Martin Cox

Additional Credits: Director of Production: Michael de Vries

Media Planning and Buying: Mindshare

Director: Tom Hooper

Production Company: Smuggler Films

Producer: Mary Pope

Production Manager: Fiona Martin

Editor: Melanie Ann Oliver

Composition/Composer: Alexandre Desplat

Sound: Grand Central Recording Stduios

Music: London Symphony Orchestra, Abbey Road

Photographer: Trigger (Anthony Burchett)

Producer: Michael de Vries

Production Assistant: Louisa Meecham

Local Service Company: Widescope

Post Production: Stanley’s Post

Published: June 2015

Short Rationale: Jaguar, the luxury automotive manufacturer, launches its multi-media, global campaign in the UK with the next chapter of the Good to be Bad campaign showcasing the newly launched Jaguar XE. The 60-second commercial “Master Plan” broke first in the Champions League match final on Saturday 6 June, 2015 airing on Sky Sports1 and ITV1.

Tom Hiddleston reprises his role as a British Villain who now appears to have stepped into the shoes of the mastermind in the control room as, with a backdrop of a world of uniform silver and grey saloon cars, he declares, “It’s time for a change, a new plan, needs a new boss…” and he orders the Jaguars to be unleashed on an unsuspecting world. Nicholas Hoult, currently in British cinemas for the reboot of Mad Max, makes an appearance as the team’s Boffin scientist who agrees: “It’s time for a new animal…with the same potent DNA, but even more ruthlessly efficient..”, and releases the new Jaguar XEs, to emerge from the secret underground London lair and start to replace the ubiquitous silver boxes.

Partnering again with the Oscar-winning team of Tom Hooper, director and composer Alexandre Desplat with another original music score, Tom Hiddleston ends the ad with the now-famous line, “Oh yes! It is good to be bad”.

Adam&EveDDB: Harvey Nicholls 'Fanatics Wanted'

Brand: Harvey Nicholls

Title(s): Fanatics Wanted

Agency: Adam&EveDDB

Agency website: http://www.adamandeveddb.com/

Executive Creative Director: Ben Tollett

Art Director: Colin Booth

Copywriter: Ben Stilitz

Additional Credits: Design: Paul Knowles

Art Buyer: Daniel Moorey

Digital Production: Two Maria’s

Digital Producer: Sion Prys

Creative Producer: Caroline Tripp

Planner (Creative Agency): Michelle Gilson

Account: Paul Billingsley, Katie Gough

Media Agency: Rocket

Published: June 2015

Short Rationale: Harvey Nichols is launching a recruitment campaign, created by adam&eveDDB, which humorously tests prospective employee’s suitability for the its new Birmingham store.

In typical tongue-in-cheek style, the ‘Fantatics Wanted’ campaign, poses multiple-choice questions to find out whether applicants have what it takes to work at Harvey Nichols. Only true style, beauty, food and wine fanatics need apply.

Dare: Vision Express 'Vision Taken Seriously - Eye Witness'

Brand: Vision Express

Title(s): Vision Taken Seriously - Eye Witness

Agency: Dare

Agency website: http://www.thisisdare.com/home

Creative Partner: Brian Cooper

Art Director: Pippa Harrigan

Copywriter: Andrew Edelston

Additional Credits: Account Director: Safenna Dhalla

Planner: Nathan Hodges

Producer: Karen Egan

Director: Ed Perkins

Executive Producer: Simon Chinn

Producer: Lucy Paul

Published: June 2015

Short Rationale: As part of their continued “Vision. Taken Seriously” campaign, Vision Express released a new ad featuring Sir Trevor McDonald OBE.

The ad, shot by Ed Perkins and produced by Oscar-winning documentarian Simon Chinn (Man on Wire and Searching for Sugar Man) is Sir Trevor’s first advert and features a series of news segments.

BETC Paris: Le Slip Français 'Very Love Trip'

Brand: Le Slip Français

Title(s): Very Love Trip

Agency: BETC Paris

Agency website: http://www.betc-life.com/

Creative Director: Stephane Xiberras

Art Director: Gaelle Richard

Copywriter: Guillaume Palmantier

Additional Credits: Art Director Assistant: David Troquier, Severine Flamand

Traffic: Marine Point

Production House: Curveball Productions

Producer: Edouard Le Scouarnec, Antonin Romeuf

Published: June 2015

Short Rationale: How does a small French underwear brand with no money launch in the US?

If you're Le Slip Français, you turn to KickStarter. You shape a story around the universal image of the “French lover” and invent Léo, a Slip Français underwear(plastic) mannequin, who falls in love with Sherry, a Californian (plastic)beauty.

The two meets during the Paris Fashion Week and it is love at first sight. But soon, Sherry is taken back to L.A.

To reunite with his beloved Sherry, Léo asks for help on Kickstarter. He needs 30K to open the first Slip Français shop in L.A., where he can live happily ever after with his sweetheart.

But how do you get Americans to invest in a plastic mannequin’s Kickstarter love story, for a brand they've never heard of?

You pack Léo's extra arms in the boot and send him off on a crazy road trip across the US. He meets people, gets media attention and raises awareness of the Slip Français brand overseas.

In a way, the love story became a metaphor for a small French underwear brand’s big American dream.

People invested in the project by shopping the limited collection on Kickstarter to help Léo, and followed his adventures on his very own Facebook, Twitter and Instagram accounts.

Mynt Design: Interflora 'Time For Tea'

Brand: Interflora

Title(s): Time For Tea

Agency: Mynt Design, Leicestershire, UK

Agency website: http://www.mynt.co.uk

Creative Director: Bill Warren

Additional credits: David Ragg, Rebecca Anstee, Madi Simmonds

Published: May 2015

Short rationale (optional): To celebrate the Best of British theme, we created the quintessential British exhibit, ‘Time For Tea’.

The centrepiece for this fine concept is a giant floating teapot pouring flowers into oversized cups on saucers, surrounded by huge cupcakes, sugar cubes and of course, jammy dodgers!

The concept featured on the BBC’s Chelsea Flower Show series, the front page of the Financial Times, as well as other major national publications and online articles.

AMV BBDO: Currys PC World '4K'

Brand: Currys PC World

Title(s): 4K

Agency: AMV BBDO

Agency website: http://www.amvbbdo.com/

Creative Director: Alex Grieve, Adrian Rossi

Art Director: Richard Littler

Copywriter: Zac Ellis

Photographer (reflections): Martin Brent

Additional Credits: Retoucher: Mark Dreamer

Designer: Ian Mills

Agency Planner: David Edwards, Sarah Sternberg, Rob Sellars

Agency Account Man: Chris Taggart, Kate Taylor Tett, Anne Benveniste, Talya Baker

Agency Producer: Paul Glucklich, Katie Callaghan

Media Agency: Blue 449

Published: June 2015

Short Rationale: The 4-week campaign was created to showcase Currys PC World’s range of 4K televisions and what the technology can do.

The three posters in this campaign showcase imagery that you would watch on TV (i.e. an epic space movie or a wildlife nature documentary) in amazing detail.

Look a bit longer and you’ll spot a reflection within the footage of people sitting at home on their sofas, watching this incredibly detailed and life-like footage– dramatising how watching programmes in 4K lets you really get four times closer to the action.

JWT London: HSBC 'Supporting Britons’ ambitions'

Brand: HSBC

Title(s): Supporting Britons’ ambitions

Agency: J. Walter Thompson London

Agency website: http://jwt.co.uk/

Executive Creative Director: Axel Chaldecott

Creative Director: Bill Hartley, Giles Hepworth

Creative: Mia Silverman, Sophie Browness

Additional Credits: Planner (creative agency): Gary Armitage

Global Director in Charge: Joseph Petyan

Business Director: Luke Kenny

Account Director: Nick Hird

Project Manager: Harriet Lea

Media agency: Mindshare

Media planner: Aaron Quirk / Mike Enness

Published: June 2015

Short Rationale: HSBC and J. Walter Thompson London have unveiled a new campaign designed to showcase the bank’s extensive work in supporting the ambitions of British people.

The creative sets out to celebrate this positive impact in helping Britons’ ambitions in four key areas: buying a dream home, giving their children a good education, running their own business and growing their business internationally.

The campaign encourages people to find out how HSBC’s knowledge and experience can help them through four online content hubs aligned to these four areas. The rich online resources, which include mortgage and education calculators, business plan guides and real-time global trade intelligence, offer support and advice to help people pursue their ambitions in these areas.

Grey London: HSBC 'Lift'

HSBC - Lift from Grey London on Vimeo.

Brand: HSBC

Title(s): Lift

Agency: Grey London

Agency website: http://www.grey.co.uk/

Creative Director: Nick Rowland

Art Director: Miguel Gonzales

Copywriter: Jamie Starbuck, They Bayani

Additional Credits: Account Team: Barbara White, Alex Clarke

Agency Producer: Harriette Larder

Media Agency: Mindshare

Media Planner: Edward Fall

Production Company: Independent Films

Director: Gary Freedman, The Glue Society

Executive Producer: Jani Guest

Producer: Jason Kemp

DOP: Stephane Fontaine

Editor: Adam Spivey

Post Production: Tom Johnson @ The Mill

Soundtrack Composer: Yann Tiersen

Audio Post Production: Sam Robson @ 750mph

Published: June 2015

Short Rationale: Running a business is about more than just the numbers — it’s about people and human ambition. To encapsulate this, Grey London has created a film depicting one man’s journey, from the launch of his company in 1974 up until the present day, and tells the story of everything he’s experienced in between: the up-and-down, four-decade journey of a business, from start-up to multinational corporation.

The twist? It’s set entirely in a lift.

As the lift – and the business – progresses upwards, a multitude of storylines play out within nine square feet: shaking hands on that first deal, watching the number of employees swell and an office romance blossom, office politics and arguments, the bad times – and the anger and frustration they can bring, the crucial deal with foreign investors…

Given the intimate and up-close nature of the location, the shoot was a considerable undertaking in attention to detail – from wardrobe, makeup and hairstyling to prosthetics and props. Not only did the actor have to look 40 years older by the end of the film, everything in the lift had to represent the style of the era being portrayed. The end result is as much a mesmerising portrait of four decades as it is the life of a business. It was directed by Gary Freedman of The Glue Society through Independent films.

Design Bridge: London 'Hamilton And Hare'

Brand: Hamilton And Hare

Title(s): Identity and Packaging Re-design

Agency: Design Bridge, London, UK

Agency website: http://designbridge.com

Creative Director: Graham Shearsby

Design: Carolina Pelosato, Rory Harker and Jiah Lee

Copywriter: Jack Simonds

Photographer: Lisa Tubbs

Additional credits: Structural Design: Aaron D’Costa

Published: 2015

Short rationale: British men’s underwear brand Hamilton and Hare wanted their brand identity and packaging to better reflect their ‘ready for everything’ positioning and bring the brand’s boxing inspiration to life.

The new identity brings a sense of pride and strength to the brand, moving away from the previous logo with two hares locked in battle to the single primed-to-fight hare icon. It’s no longer about the fight; it’s about the commitment, the preparation and the dedication of the individual.

The new premium style packaging maximises product visibility, echoes the shape of the boxing ring and includes a keepsake underwear pouch. The perforated label is inspired by old boxing tickets and the graphic lines that feature on the labels represent the ropes of the boxing ring itself.

Overall the new brand personality reflects the heritage of the boxer short, the committed attitude of the seasoned boxer and the passion of the Hamilton and Hare brand.

101: Vauxhall 'The A-Z of Corsa'

Brand: Vauxhall

Title(s): The A-Z of Corsa

Agency: 101

Agency website: http://101london.co.uk/

Executive Creative Director: Richard Flintham

Creative Director: Augusto Sola

Creative: Ben Williams, Ryan Delehanty

Art Director: Tanya Holbrook

Additional Credits: Designer: Dave Allen

Agency Producer: Alison Cummins, Jack Waters

Group Business Leader: Ross Farquhar

Account Director: Georgina King, Duncan Stuart

Account Manager: Amy Lavington

Planner: Laurence Green

Production Company: Somesuch and Co

Director: Bob Harlow

Executive Producer: Tim Nash

Producer: James Waters

Director of Photography: Jackson Hunt

Edit House: Final Cut

Editor: Dan Sherwen

Post House: Framestore

Post Producer: Helen Hughes, Heather Kinal

Colourist: Simon Bourne

Flame Operator: Paul O’Brien, Tim Osbourne

Audio Post Production: Will Cohen at Strings and Tings

Music: There’s a beast and we all feed it – Jake Bugg

Published: June 2015

Short Rationale: Vauxhall Motors continues the ‘A to Z of Corsa’ campaign this month with a new set of TV, Print and Online work produced by creative agency 101.

The series of 10s and outdoor executions will focus on new Vauxhall Corsa design and product features, including voice-activation, advanced park-assist and in-car music streaming. Further films celebrating Corsa’s drivers will also be used across the brand’s social channels.

DLKW Lowe: Persil 'Teachers'

Brand: Persil

Title(s): Teachers

Agency: DLKW Lowe

Agency website: http://www.dlkwlowe.com/

Executive Creative Director: Richard Denney, Dave Henderson

Global Creative Director: Alex Okada

Creative Team: James Millers, Andy Long

Photographer: Justin Walker

Additional Credits: Planner: Ayesha Walawalker

Account Team: Matt Sherratt, Rachel Vernon

Agency Producers: Gary Wallis

Model makers: Nix and Gerber Studios

Retoucher: Glen Pothecary

Media Agency: Mindshare

Published: June 2015

Short Rationale: Persil, Unilever’s leading global laundry brand, and creative agency DLKW Lowe have released a new print and OOH campaign entitled ‘Teachers’. The three execution campaign features real animals set within beautiful bespoke miniature classrooms built by acclaimed fine art miniaturists Nix and Gerber.

In each scene the teacher is surrounded by delightful miniature classroom paraphernalia related to them, from Mr Frog’s biology classroom with miniature botanical posters and micro-microscopes, to Mr Cricket’s music room complete with guitars, cellos and music stands.

The campaign reminds us that ‘To a child, everything’s a teacher.’

Propercorn in-house: Propercorn 'Dress London'

Brand: Propercorn

Title(s): Dress London

Agency: Propercorn in-house

Agency website: http://www.propercorn.com

Creative Director: Cassandra Stavrou

Art Director: Becky Akers

Illustrator: Edward Wood

Photographer: Rob White

Additional credits: Set Designer: Rachel Thomas

Published: June 2015

Short rationale: Propercorn has launched the largest OOH campaign of any UK popcorn brand to date. Brightening up buildings, pavements, phone boxes and Routemaster buses, the streets of London will be decorated in the brand’s colourful, signature popcorn print.

“We are very proud to have designed and developed the original creative concept in-house”, explains 31-year-old Propercorn co-founder, Cassandra Stavrou.

From the outset, we wanted the pattern to take centre stage rather than the pack. We’ve worked to increase brand awareness, not through repeated slogans or messaging, but through a simple, eye-catching visual which reflects our vibrant popcorn brand”

The £1 million initiative, which launches this June, combines billboard, bus and print advertising with experiential activity and features a bold popcorn kernel pattern, set against the brand’s distinctive pack colours.

The brand has also worked with set designer and art director, Rachel Thomas, to curate bold installations in Brixton and Shoreditch. Positioned at the forefront of London’s Design scene, Rachel’s previous collaborations include Anya Hindmarch and Mulberry. The Propercorn sites, which feature the brightly coloured popcorn motif, use her distinctive illusion and optical trickery to create an interactive art space in which consumers can experience the brand and sample their popcorn.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.