Creative Department: Featuring St Luke’s, Saatchi Masius, TBWA 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 (22 July) in the Creative Department spread.
Other popular entrants will also be considered for the print edition. Submit your vote before Monday 13 July 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.
Discovery Creative London: Discovery Channel UK and Ireland 'Idris Elba: No Limits'
Brand: Discovery Channel UK and Ireland
Title(s): Idris Elba: No Limits
Headline and copy text (in English): THIS IS NO ACT
Agency: Discovery Creative London, United Kingdom
Agency website: http://discoverycreativelondon.com
Creative Director: Lee Healy
Art Director: Meriem Adib
Copywriter: Lee Healy
Photographer: James Cheadle
Additional credits: Creative producer: David Smith, Discovery Networks UK and Ireland
Discovery UK and Ireland Director: Meriem Adib
Discovery UK and Ireland Image Creation & Off-Air Designer: Graham Smith
Post Production: Smoke & Mirrors
VP Creative, Discovery Networks UK and Ireland: Robin Garnett
Published: July 2015
Short rationale (optional): Idris Elba steps out of his comfort zone to take on four different challenges, including, beating an 88 year old, British, land-speed record.
He might be an internationally renowned actor but this is no act.
101: Tango 'Tango Tang Enhancers'
Brand: Tango
Title(s): Tango Tang Enhancers
Agency: 101
Agency website: http://101london.co.uk/
Creative Director: Augusto Sola
Creative: Jack Willoughby, Serhan Asim, Ryan Delehanty, Greg Stekelman, 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 Recording Studios
Sound Engineer: Parv Thind
Music: Beetroot Music
Published: July 2015
Short Rationale: Tango’s ‘Five Stages of Tang’ campaign continues today with the release of six new online films created by advertising agency 101.
The films continue in the style of the previous Infomercial, featuring a Tango representative along with the host of Smart Deals TV, this time selling a range of bizarre products called the ‘Tang Enhancers’.
Designed to help those clamouring for ways to enhance the individual tangs they love, these are five amazing accessories that enhance each stage: NOSE TANG, STING TANG, WOO TANG, BOO TANG and even SMOO TANG.
The tongue-in-cheek campaign directs viewers to a phone line – 0800 088 2028 – where the products can be bought by navigating the series of options.
St Luke’s: Old Mout 'The Kiwi taste for adventure'
Brand: Old Mout
Title(s): The Kiwi taste for adventure
Agency: St Luke’s
Agency website: http://www.stlukes.co.uk
Creative Director: Al Young, Julian Vizard
Creative: Gatis Pakalns, Polina Harkin
Additional Credits: Planner: Dan Hulse
Account Director: Amarpreet Lall
Media Agency: Starcom Mediavest
Published: June 2015
Short Rationale: Heineken has launched a new ATL campaign for Old Mout with a £4m media spend, in order to raise awareness and increase trial of the premium fruit cider.
The campaign, live from 29 June, will run across out-of-home and video-on-demand, with support from BTL, social and experiential channels.
The campaign aims to associate the brand with the adventurous Kiwi attitude to life and encourage people to try the unexpected fruit. It features the strapline “The Kiwi taste for adventure”. The new flavour “Pomegranate & Strawberry” will be promoted, as well as established flavours “Kiwi & Lime” and “Passionfruit & Apple”.
The campaign has been devised by retained agency St Luke’s with media planning by Starcom Mediavest.
Adam&EveDDB: Lloyds Banking Group 'Horse Story'
Brand: Lloyds Banking Group
Title(s): Horse Story
Agency: Adam&EveDDB
Agency website: http://www.adamandeveddb.com/
Chief Creative Officer: Ben Priest
Executive Creative Director: Ben Tollett, Richard Brim
Additional Credits: Planner: David Golding
Media agency: MEC
Producer: Matt Craigie/Victoria Bennett
Account Management: Mat Goff/Charlotte Wolfenden
Media planner: Hannah Mcwilliam, Melanie Constant
Production company: Rogue
Director: Sam Brown
Editor: Paul Watts, The Quarry
Soundtrack name and composer: Birdy, Wings
Post-production: The Mill
Audio post-production: Aaron Reynolds, Wave
Published: June 2015
Short Rationale: Lloyds Bank is launching a campaign featuring its iconic black horse to mark the bank’s role in supporting customers through 250 years of an ever changing Britain.
At the heart of the campaign, created by Adam&EveDDB, is a 90 second and 60 second film depicting the strength and support of horses in everyday situations from the year the bank was founded in 1765 to the present day.
It opens on a stable in the 18th Century where a black foal takes its first steps, moving to a horse helping a farmer and his wife plough their field in a pre-mechanised economy, through to a scene depicting the last horse drawn RNLI lifeboat in Wells (where this scene was shot), cuts to a horse drawn carriage at an 80s wedding, before ending on a British Para Show Jumper, Susi Rogers Hartley, cantering through a forest.
In each scene of ‘Horse Story’, the black horses – the iconic symbol within the brand’s logo - put people first, demonstrating Lloyds’ core values of loyalty, trust and service.
Saatchi Masius: Scoff & Banter 'How very British'
Brand: Scoff & Banter
Title(s): How very British
Agency: Saatchi Masius
Agency website: http://saatchimasius.co.uk/
Creative Director: Surrey Garland
Art Director: Mel Harvey
Copywriter: Richard Warren
Illustrator: David Lawrence (Folio Art)
Typography: Mel Harvey
Published: June 2015
Net Natives: Cambian 'A Portrait of a Foster Parent – Dawn’s Story'
Brand: Cambian
Title(s): A Portrait of a Foster Parent – Dawn’s Story
Agency: Net Natives, Brighton, UK
Agency website: http://netnatives.com
Creative Director: Jo Birch
Art Director: Tara Kelly
Copywriter: Sophie Wood
Illustrator: Tara Kelly
Photographer: Jonathan Nicholl
Published: June 2015
Short rationale: We knew we wanted to tell the story from a foster parent, but not in a standard headshot method. We also knew that the widest distribution for this video would be across social media and online. By bringing in the people around the foster parent and by adding a whimsical element, we managed to break through the traditional look, feel and emotion.
The edits were created focusing on short burst, high impact vignettes promoted across Facebook and YouTube and has generated hundreds of fostering enquiries and a huge uplift on social engagement of several hundred percent.
Hills Design: Henry’s quality animal feeds 'Helping a brand to grow naturally'
Brand: Henry’s quality animal feeds
Title(s): Helping a brand to grow naturally
Headline and copy text Hills Design: Henry’s Feeds ‘Rebrand’
Agency: Hills Design, Gloucestershire, UK
Agency website: http://www.hillsdesign.co.uk
Creative Director: David Hills
Published: June 2015
Short rationale (optional): With a rich heritage and quality products, Henry’s Feeds needed to ensure it maintained its position as a market leader, continuing to appeal to existing customers, but also drive new sales.
The company was in need of a big refresh and Hills Design was brought in to review and redesign the brand, overhauling its identity, full range of packaging and marketing materials.
Kathy Lees: Marks & Spencer 'El Sabor Libre'
Brand: Marks & Spencer
Title(s): El Sabor Libre
Designer: Kathy Lees
Website: https://www.behance.net/KathyArt1
Published: June 2015
Short Rationale: Kathy Lees has created the design for Marks & Spencer’s El Sabor Libre, a line of organic, Mexican-inspired burritos, gazpacho and lime-infused water. The design features bright, illustrated faces of Mexican wrestlers and ingredients like limes and peppers.
Southpaw: Honda Motor Europe 'Miimo Launch Campaign'
Miimo Integrated Launch Campaign - TVC from Southpaw on Vimeo.
Brand: Honda Motor Europe
Title(s): Miimo Launch Campaign
Agency: Southpaw
Agency website: http://southpawagency.com/
Creative Director: Glenn Smith
Lead Creative: Joe Jordan
Art Director: Matt Fretwell
Copywriter: Ethan Lott
Photographer: Jan Verboom
Additional credits: Jo Cornford, Account Director
Published: April 2015
Short rationale (optional): Across Europe, robotic lawnmowers are seen as a very rational, spec-based purchase. We turned this on its head, taking a more emotional approach to give Honda and its Miimo mower clear distinction in the market.
Rather than just looking at what Miimo can do for your garden, we looked at what Miimo can do for your life: it gives you more time for the things that really matter. This idea is epitomised by our campaign line, The Newest Member of the Family.
Krow Communications: Virgin Trains
Brand: Virgin Trains
Title(s): The bite me baby seat sale
Agency: Krow Communications
Agency website: http://www.krowcommunications.com
Creative Director: Nick Hastings
Art Director: Ed Shore
Copywriter: Tristan Marshall
Photographer: Max Oppenheim
Additional Credits: Model Maker: Paul Baker
Typography: Gareth Robertson
Animation: Steve Savory
Producer: Hannah Granshaw, Rebecca Forrester
Published: June 2015
Short Rationale: Virgin Trains is making travel even more affordable this summer with a seat sale that starts on Tuesday June 30. One million tickets are on sale across the network, across Standard and First Class. krow created a distinctive campaign with a typical Virgin twist.
Because Virgin Trains’ sale seats are as tempting as a mouth-watering ice-cream on a hot summer’s day, krow brought this to life with a model of an irresistible lolly in the shape of a Virgin Trains’ seat, and named the sale the Bite Me Baby Seat Sale.
The campaign broke on Monday June 29 and will run ATL in digital OOH, press and radio across key cities, including London, Manchester, Birmingham and Glasgow. The campaign will be supported digitally and also include experiential ice-cream giveaways with branded napkins across high-footfall areas in central London.
Space: AELTC '2015 Wimbledon Championship'
Brand: The All England Lawn Tennis Club (AELTC)
Title(s): 2015 Wimbledon Championship
Headline and copy text (in English): Wimbledon Awaits
Agency: Space
Agency website: http://www.agencyspace.co.uk
Creative Director: Matthew O’Brien
Art Director: Stuart Minshaw
Copywriter: Rob Syme & Jim Hoodless
Designer: Chris Collett
Photographer: Various AELTC Photographers
Additional credits: AELTC
Published: June 2015
Short rationale (optional): Wimbledon Awaits: Creating Headlines since 1877 builds anticipation for the 2015 Tournament by showing how the Championships have been creating world-renowned headlines through history and will continue to do so into the future.
Threepipe: FLEXISEQ 'Harry Redknapp: England Bowls Manager'
Brand: FLEXISEQ
Title(s): Harry Redknapp: England Bowls Manager
Headline and copy text (in English): #Harrysback, managing the England Bowls team with the help of FLEXISEQ.
Agency: Threepipe
Agency website: http://threepipe.co.uk/
Production Company: Guts & Glory
Creative Director: Gillian Quinn
Director: Dan Storey
Producer: Daniella Keeble
Photographer: James Cheadle
Additional credits: PR: Tim Bayliss, Chris Etchells, Alex Snow, Siobhan Meehan, Sam Faulkner
Design: Alex House, Dan Goy
Digital Marketing: Hannah Langley, Daisy Leaback
Social Media: Justin Schwartz
Camera Operator: Christopher Du'Mont
Sound Recordist: Dan Eastick
Art Director: Freya Closs
Published: June, 2015
Short rationale (optional): Having left his role as manager of Premier League club Queens Park Rangers due to knee surgery last season, Harry Redknapp is back on his feet thanks in part to FLEXISEQ. To show that he is back to full fitness and ready for his next challenge Harry Redknapp has taken part in a tongue-in-cheek mock documentary and has been revealed as the new manager of the England Bowls team, who FLEXISEQ are a partner of. The ‘mockumentary’ follows Harry for a day in his new role as he tries to implement some of his coaching methods with his new team and settles into a new pace of life.
Delivered by PR & digital marketing agency Threepipe, in association with production agency Guts & Glory, #HarrysBack is being supported through a multi-channel approach including PR, digital marketing, social media and further content creation.
OsborneNash: Centra Pulse 'Life is for Living'
Brand: Centra Pulse
Title(s): Life is for Living
Headline and copy text (in English): ‘Telecare is not just about saving lives, it’s about giving me a life’. Living alone or simply needing reassurance needn’t put your life on hold. Centra Pulse personal alarms and devices connect you direct to our trained professionals who will ensure you get the assistance you need – and all at the touch of a button, anytime, wherever you are.
Agency: OsborneNash, Norwich
Agency website: http://www.osbornenash.co.uk/
Creative Director: Lee Nash
Assistant Creative Director: Neil Wright
Art Director: Jen Napolitano
Copywriter: Chris Haynes
Illustrator: Jen Napolitano
Published: June 2015
Short rationale (optional): The UK’s largest independent provider of telecare has launched a positive new marketing campaign to help older people live their lives to the full and change attitudes towards care.
Centra Pulse’s ‘Life is for Living’ campaign will show how older people’s lives can be liberated by telecare services like personal alarms, fall detector sensors and GPS watches which instantly connect to trained professionals. It aims to encourage people to think positively about care in later life by demonstrating its role in maintaining independence and increasing wellbeing.
The new approach follows research previously released by Centra Pulse and YouGov which found that only 6 per cent of over-65s describe themselves as "old" and only one in three has given serious thought to the care they might need in future. Travelling the world, planning a parachute jump and climbing a mountain were among items to feature in a top 40 list of over-65s’ ‘bucket list’ items, compiled from Centra Pulse research of more than 2,000 over-65s.
Display ads will be used to target older people, their families and industry professionals The campaign will be supported by digital marketing, direct mail and PR.
TBWA London: Lidl 'Spot the Difference'
Brand: Lidl
Title(s): Spot the Difference
Agency: TBWA, London, UK
Agency website: http://tbwa-london.com/
Creative Director: Jeremy Carr
Art Director: Simon Morris
Copywriter: Dean Webb
Illustration: Demon
Additional Credits: Account Director: David Owen
Published: June 2015
JWT Melbourne: Beyondblue 'Brains Have A Mind of Their Own'
Brand: Beyondblue
Title: Brains Have A Mind of Their Own
Agency: J. Walter Thompson Melbourne
Agency Website: https://www.beyondblue.org.au
Illustrations and Animation: Ben Ommundson
Media: MediaCom
Published: June 2015
Short Rationale (Optional): Beyondblue has become the first not-for-profit organisation in Australia to advertise via Snapchat with the ‘Brains have a mind of their own’ campaign. Recently launched, the Youthbeyondblue campaign is designed to empower young people aged 13-18 years to respond effectively to depression or anxiety through recognising key signs and symptoms.
It is the first project for Youthbeyondblue undertaken by J. Walter Thompson, which was responsible for the creative development and all production elements.
MediaCom Melbourne developed the media strategy based on key insights around the consumption and behaviours of the youth audience. Significant paid channels utilised for this audience include YouTube, mobile display and video pre-rolls, XBOX, Facebook, search and Snapchat Discover via news.com.au’s channel. Snapchat was recommended in direct response to its enormous and growing potential to reach over two million young Australians who engage with the platform each day.
The animations depict a world where teenagers are constantly disrupted, harassed, annoyed, distracted and provoked by their own brains. In each element of the campaign, the brain is intent on getting its own way, but through the darker humour shines the possibility of help and support at www.youthbeyondblue.com. This site gives young people the information, tools and confidence to seek support when they need it.
Greenspace: WilkinsonEyre 'Brand refresh'
Brand: WilkinsonEyre
Title(s): Brand refresh
Agency: Greenspace, London, United Kingdom
Agency website: http://www.thegreenspace.com/
Creative Director: Lee Deverill
Photographer: Simon Ellis, Max Cutting
Additional credits: Max Cutting
Published: July 2015
Short rationale: Greenspace has designed the new brand identity and website for WilkinsonEyre, one of the world’s leading architectural practices.
Greenspace conducted in-depth interviews and analysis with the practice management, employees and partners, as well as previous and current clients. Insights collated from this process and a thorough social-media audit inspired the digital strategy and creative direction for the new brand identity and website
For the new brand identity, Greenspace has designed a new wordmark that follows brand guidelines for its use across all digital platforms, maintaining a pure, modernist approach that complements new print media. The metallic, pale grey and white colour scheme combined with a sophisticated grid system subtly reflects the WilkinsonEyre contextual design approach and its dynamic use of space and light.
An all new responsive website has been developed; making for a more accessible and user-friendly experience across all digital platforms. Intuitive and understated, the website ensures the impressive breadth of work of WilkinsonEyre is the visual focus throughout.
Greenspace commissioned new portrait and workplace photography from Simon Ellis and directed the brand film, ‘WE are WilkinsonEyre’ with award-winning filmmaker Max Cutting. Further film content is also in development.
Kameleon: Celebrity Cruises and Waitrose 'A Taste of Travel'
Brand: Celebrity Cruises in partnership with Waitrose
Title(s): A Taste of Travel
Headline and copy text (in English): A Taste of Travel: Spanish Gin
Agency: Kameleon
Agency website: http:// http://www.kameleon.co.uk/
Creative Director: Alex Kemp
Director: Dom Rippl
Additional credits: Head of Production: Melly Cook
Published: June 2015
Short rationale (optional): Modern luxury cruise line Celebrity Cruises has partnered with Waitrose, to create a series of travel-inspired mini films that showcase food and drink experiences on offer around the world.
The series of films entitled ‘Taste of Travel’ have been created to offer travel and food fans a different perspective on popular destinations such as Barcelona, Istanbul and Reykjavik. Presented by cookery writer and deli-owner Rosie Lovell, the short films have been created by content agency Kameleon.
Offering insight that unveils the lesser-known food and drink specialties, customs and cultures of six different destinations, each short film inspires travellers with experiences that they can enjoy at home on waitrose tv, the brand's online television portal, or on holiday with Celebrity Cruises.
The six short films will roll-out on Waitrose and Celebrity Cruises owned media channels between July and September 2015, with support from dedicated social media and digital campaigns.
Kukri (in-house): Kukri 'Brand refresh'
Brand: Kukri
Title(s): Brand refresh
Agency: Kukri (in-house)
Creative Manager: Viv Ettenfield
Digital Designer: Jack Watkins
Photographer: Ian McManus
Additional Credits: Marketing Manager: Dan Warburton
Marketing Executive: Marco Vaghetti, Sion Hill
Published: July 2015
Short Rationale: Kukri Sports, a market leader in bespoke sportswear, has announced a brand refresh.
Major changes include the use of a new corporate colour, charcoal grey, throughout all Kukri platforms, four new company values; quality, passionate, professional and diverse, a simple vision; to provide the best bespoke sportswear to athletes and teams, and a new strapline; Together Stronger.
One of the most significant brand changes can be seen in the new imagery, which is focused around the passion and emotion associated with sport.
The brand refresh has been unveiled in the UK and will be rolled out across the wider business in Europe, the Americas, Asia and Australasia later on this year.