Creative Department: Featuring Grey London, The Leith Agency, Cheil Worldwide 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 online as our 'Ad of the Week' and be in the running as our UK Readers' Favourite in the 16 September issue of The Drum.
To submit work for future publication contact gillian.west@thedrum.com. For voting updates and more follow The Drum Creative Department on Twitter @TheDrumCreative.
Grey London: Lucozade 'Find your flow'
Brand: Lucozade
Title(s): Find your flow
Agency: Grey London
Agency website: http://www.grey.co.uk/
Creative Director: Darren Wright
Creative: Theo Bayani, Miguel Gonzalez
Additional Credits: Managing Partner: Eleni Sarla
Account Director: Sarah Jones
Planner: Holly Clancey, Matt Tanter
TV Producer: Emma Fasson
Creative Production: Freya Thompson
Film Production: Park Pictures
Director: Nathan Price
Producer: Ben Croker
Photography: Justin Brown
Editor: Paul Hardcastle
Post Production: MPC
Sound Design: Jack Sedgwick @ Wave
Music Production: Adelphoi
Media Agency: Mediacom
Short Rationale: Grey London has launched a new campaign for Lucozade with the 60-second spot 'Find your flow'.
The ad positions Lucozade as helping individuals sync into their daily rhythm, breaking from the perception of a sports drink or hangover cure, making it seem like a part of an everyday routine.
To illustrate the concept, Grey London uses style and humour from librarians shelving books with incredible accuracy to a woman fixing a tyre whilst driving.
Cheil Worldwide: Samsung '#RideFor'
Brand: Samsung
Title(s): #RideFor
Agency: Cheil Worldwide
Agency website: http://www.cheil.com
Creative Director: Yeongkuk Kwon
Art Director: Zonguk Han, Jasper Cho, Sunghoon Min
Copywriter: Yongjun Jung, Solmi Park
Additional Credits: Head of Experience Marketing Group: Eunsook Koh
Senior Account Director/Team Leader: Koeun In
Senior Account Manager: Soyoun Yim, Monica Park
Account Executive: Jake Hwang, Jinyong Park
Film Production: Stink Productions, London
Published: August 2015
Short Rationale: Samsung Galaxy #RideFor campaign is a hashtag campaign that consumers can share what they #RideFor on their social media and explore who else rides for the same reason.
Every rider has a reason. Not only pro cyclists, who #RideFor their team, but also people who do it for their health, some for good times with friends and even because they like the style. Share your reason and be a part of the global conversation.
And with the Samsung Galaxy S6 and S6 edge, along with the S5 and Note 4, consumers can experience the enhanced S Health when they cycle.
The Leith Agency: 30th Birthday 'The Weeping Seaman'
Brand: The Weeping Seaman
Title(s): The Weeping Seaman hot sauce
Agency: The Leith Agency, Edinburgh, UK
Agency website: http://leith.co.uk/
Art Director: Jim Swan
Copywriter: Sam Muir
Illustrator: Iain Winning
Additional credits: Designer: Scott Henderson
Published: July 2015
Short rationale (optional): The Leith Agency is celebrating its 30th birthday by creating a small batch hot sauce using one of the hottest chillies in the world.
The Edinburgh-based agency has previously created its own record label and beer brand, and wanted to mark its 30th year with another product that reflects its bold and ballsy attitude.
The hand-crafted hot sauce has been made using the Trinidad Scorpion Chilli, and is hot enough to make even the hardiest of sea dogs howl like a puppy. Created alongside Spice of Fife, one of the leading chilli product manufacturers in Scotland, The Weeping Seaman’s nautical name and branding has been inspired by the docks of Edinburgh, where The Leith Agency was born and raised. All profits will also be donated to the Fishermen’s Mission.
Iris Worldwide: Johnnie Walker Blue Label '360 Mentoring'
Brand: Johnnie Walker Blue Label
Title(s): 360 Mentoring
Agency: Iris Worldwide
Agency website: http://www.iris-worldwide.com/
Creative Director: Grant Hunter, Jonathan Cockett
Art Director: Nicolas Mollien
DOP: Jelle van der Does
Additional Credits: Director: Tom Rijpert
Digital Production: MediaMonks
Post Production: MediaMonks
Head of Art: Shawn Foo
Senior Account Manager: Cheryl Chan
Business Director: Christine Mills
Global Marketing Manager: Sabrina Viegas Marketing
Innovation Director: Cleo Smeeth
Project Manager: Kristina Knight Interactive
Director: Vincent van der Wetering
Executive Digital Producer: Bas Muller
Executive Film Producer: Noor van geloven
Digital Producer: Thomas Smit
Post Production Lead: Aljen Hoekstra
Composer: Simon Little / Room24
Published: August 2015
Elmwood: Heineken 'Tecate branding'
Brand: Heineken
Title(s): Tecate branding
Agency: Elmwood
Agency website: http://www.elmwood.com/
Global Provocation Director: Greg Taylor
Senior Designer: Oli Mason
Published: July 2015
Short Rationale: Global brand design consultancy, Elmwood, has reinvigorated Tecate, Heineken’s biggest Mexican beer brand, with its latest design for another world-class client.
Implicitly tied up in the notion of masculinity, the brand and its point of view had aged with its loyal consumers. Tecate needed to engage with a younger generation of men and women with evolving attitudes. The brand needed to find new ways to lead the masculine conversation without alienating its loyal consumer base.
Elmwood’s extensive immersion uncovered deep insight into shifting Mexican cultural values and expressions of masculinity. It revealed an optimism, proud patriotism and desire for positive change that has the younger generation feeling energised and proud to be Mexican.
ITV Creative: The X Factor 'The X Factor Returns'
The X Factor - ITV from Envy Post Production on Vimeo.
Brand: The X Factor
Title(s): The X Factor returns
Agency: ITV Creative
Agency website: https://itvstudios.com/studios/uk/team
Additional Credits: Director: Stephen Pipes
Producer: Cressida Ranfield
Post Production: Envy Advertising
Grading: Vicki Matich
Audio: Arge
Flame: Eileen Chan
Producer: Sian Hagan
VFX: Mainframe
Published: August 2015
Short Rationale: Encouraging viewers to expect the unexpected, the spot takes us inside the Secret X-Factor Underground Base and gives us a first glimpse of this year’s new hosts and judges.
The new judges – Nick Grimshaw and Rita Ora – are put through their judging paces at the secret headquarters. Grimshaw is fitted with a dated micro-chip in the Judge Upgrade Room, only to discover that he’s been set up with the voice of last year’s judge, Louis Walsh, whilst the modest Ora cannot help but compliment herself as she goes through Contestant Feedback Training.
Familiar faces also return in the Chez-bot Holding Bay, where Cheryl Fernandez-Versini has been turned onto an army of emotionally programmed robots, and the Superstar Scanner, in which Simon Cowell announces he’s already discovered this year’s winning group; his pet dogs Squiddly and Diddly.
Even Louis Walsh, draped in a brown overcoat as he sweeps the floor, makes a cameo appearance, suggesting he’ll be making a return to the show despite rumours that he’s been axed.
DLKW Lowe: MicroLoan Foundation 'Buy a poster. Build a business'
Brand: MicroLoan Foundation
Title(s): Buy a poster. Build a business
Agency: DLKW Lowe
Agency website: http://www.dlkwlowe.com/
Chief Creative Officer: Dave Henderson
Executive Creative Director: Richard Denney
Creative Team: Lovisa Silburn, Amber Casey
Additional Credits: Planner: Marie Agudera
Account Team: Sophie Arnett, Jess Bird
Agency Producers: Lisa Tuck, Rowena Houghton
Media Agency: Total Media
Designers: Catrina Howard, Augusta Lindquist, Bernt Nota, Javier Leal-Olivas
Published: July 2015
Short Rationale: Two hundred posters are appearing on the London Underground today, all of which have been purchased by female entrepreneurs and woman-led start-ups in the UK, to support MicroLoan Foundation – the charity that enables women in Malawi and Zambia to work their way out of poverty.
In a twist on the traditional charity advertising, rather than advertise themselves, MicroLoan has sold the 200 ad sites, kindly donated by JCDecaux and Total Media, to female entrepreneurs and woman led start-ups in the UK. The money raised from selling the poster sites will help to empower women in rural Malawi and Zambia to start their own businesses with loans from MicroLoan Foundation. The profits from these businesses allow them to pay back their loans and lift their families out of poverty, paying for vital food, education and shelter. Each UK business taking part has had a unique poster designed by advertising agency DLKW Lowe.
Female-led companies have taken advantage of the opportunity to promote their business whilst simultaneously supporting entrepreneurial women in rural Africa. A total of 82 companies, ranging from osteopaths to sweetshops, burger bars to recruiters, have participated. With a minimum donation of £100 per location, the campaign is in the unique position of having already raised £20,000 for Microloan Foundation before the posters go live.
Lost Boys: Honda 'Perfectly in its place'
Brand: Honda
Title(s): Perfectly in its place
Agency: Lost Boys
Agency website: http://lostboys.com/
Creative Director: Gavin Gordon-Rogers, Gemma Butler
Art Director: Luke Crawford
Copywriter: Jenny Hughes
Planner: Harry Pugsley
Additional Credits: Client Services: Sarah Watts
Agency Producer: Kyson East, Nikki Godley
Production Company: Passion Pictures
Producer: Stephanie Zari at Passion Pictures
Director: Cassidy Burcher
Set Design: Blair Barnette
Media Agency: Starcom
Published: August 2015Short Rationale: Honda has announced the launch of a teaser campaign for its new HR-V model, which will go on sale across Europe later in 2015. The campaign was created in collaboration with social and content agency Lost Boys.
The campaign, which will run across all markets in the EMEA region, aims to create buzz around the launch of the HR-V and drive sign-ups via a dedicated HR-V landing page created by global marketing and technology agency DigitasLBi.
The campaign targets a dual audience of young families and ‘empty nesters’, aiming to showcase the HR-V’s beautiful design and spacious interior and to demonstrate that it’s made to fit their lifestyle.
Honda and Lost Boys have collaborated to create a short film featuring a man in a cluttered and untidy garage, which he cleverly transforms with enough space to fit the HR-V. The 60-second film, which features the endline ‘Everything perfectly in its place’, reflects the HR-V’s cleverly-designed space and ability to fit around the owner’s lifestyle.
The film was shot by up-and-coming director Cassidy Burcher and produced by Passion Pictures, with set design by Blair Barnette.
The film, along with a series of 15 second ‘instavids’ and behind-the-scenes content, will be distributed via social channels, with paid activity managed by media agency Starcom. Viewers will be driven to the HR-V’s dedicated pre-registration landing page.
The HR-V’s European launch will be supported by a through-the-line campaign by creative communications agency mcgarrybowen.
Bristol Design: Bristol 2015 'Sustainable Shuan'
Brand: Bristol 2015
Title(s): Sustainable Shuan
Agency: Bristol Design, Bristol City Council
Agency website: bristol.gov.uk
Production and installation: Colour Studios http://www.colourstudios.co.uk
Creative Director: Ben Whitwell
Art Director: Julian Abbott
Published: July 2015
Short rationale (optional): The Sustainable Shaun game is part of Bristol’s Green Capital schools programme which will be shared nationally later this year and features Bristol 2015 Ambassador, Shaun the Sheep, currently the star of the Shaun in the City charity arts trail.
The game, designed by Bristol 2015 and created by Aardman, is free to play and challenges young people to build their own sustainable city by balancing five themes: food, nature, energy, transport and resources. It inspires children to think about green issues and in doing so, create a Green Capital legacy for future generations.
Clinic: Umbro 'Forever Leather. Forever Speciali'
Brand: Umbro
Title(s): Forever Leather. Forever Speciali
Agency: Clinic, London, UK
Agency website: http://www.clinic.co.uk
Creative Director: Andy Hunns
Art Director: Steve Pigott
Film-maker: Brownie Productions (Madrid)
Edit/Post Production: Stripey Horse
Client Team: Paul Nugent, Helene Hope, Paulo Araujo
Additional Credits: Creative Team at Clinic: Ed Chandler, Rhys Cunningham, Lucy Sanderson
Account Management: Joanna Smith, Stephanie Fox
Published: July 2015
Short Rationale: Clinic created a film in collaboration with Umbro for the launch of the Speciali Eternal football boots, a re-issue of the iconic Speciali boots first launched in the 90s.
The film is an unexpected and surprising choice for a boot launch, featuring an intimate and emotional conversation between world-class footballer Pepe and his father about his humble childhood in Brazil and the sacrifices his family made to buy him his first ever pair of Umbro Speciali football boots.
The honest, authentic and emotional approach to the film concept is a refreshing addition to the world of football advertising, where star players are often used in campaigns lacking in emotional depth and authenticity.
Pepe and his father required no script for the film, a decision made deliberately to allow the sincerity and warmth of their conversation shine through on film.
Hills Design: Tonda Terra 'The Italian Design Job'
Brand: Tonda Terra
Title(s): The Italian Design Job
Agency: Hills Design, Gloucestershire, UK
Agency website: http://www.hillsdesign.co.uk
Published: July 2015
Short rationale (optional): The founder of the company, Angelo, is extremely passionate about food, with its quality and origin of paramount importance.
Hills Design was brought in from the very start to turn his passion and eye for great tasting food into a tangible brand – coming up with the name, creating the identity and designing the packaging for the first five products along with marketing material. A landing page with carosel was created that will expand as the range grows.
Cubo: Betfair 'More To Play For'
Betfair - more to play for from Cubo Group on Vimeo.
Brand: Betfair
Title(s): More To Play For
Agency: Cubo, London, England
Agency website: www.cubo.com
Creative Director: Trevor Chambers
Art Director: Ben Stafford
Copywriter: Andrew Howarth
Photographer: Stuart Bentley
Published: August 2015
Short rationale (optional): Betfair, one of the world’s largest international online sports betting providers, launches its “More To Play For” campaign. The integrated, multi-media campaign, created by creative agency Cubo, kicks off on Saturday, 8th August and will run throughout the 2015/2016 football season. “More To Play For” marks the first time Betfair has dedicated an above-the-line campaign to the beautiful game.
The campaign has been designed to resonate with football bettors, while distinguishing Betfair from its competitors, by bringing to life the genuine excitement and anticipation of match day. The ads feature vignettes of real-life match day experiences and highlight the emotional involvement of football bettors and fans, a first in the category. The work was created by Cubo’s Creative Director, Trevor Chambers and planning by Cubo’s Chris Walmsley.