Creative Department: Featuring Lucky Generals, Pearlfisher, Publicis 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 our all-important Ad of the Week.
You can vote for the work you like best, simply by clicking the 'Like' button beside the work, and the winner will be crowned Ad of the Week.
Submit your vote before Monday 31 August to guarantee your favourite makes it to the top.
To submit work for future publication contact gillian.west@thedrum.com. For voting updates and more follow The Drum Creative Department on Twitter @TheDrumCreative.
Publicis London: Confused.com 'Dance BRIAN Dance'
Brand: Confused.com
Title(s): Dance BRIAN Dance
Agency: Publicis London
Agency website: http://publicis.london/
Executive Creative Director: Andy Bird
Creative Director: Matt Anderson, Steve Nicholls
Additional Credits: Account Handler: Kelly Grindrod
Producer: Donna Baker
Media Buying: PHD
Media Planner: Jake Hayter
Production Company: Partizan
Director: Michael Gracey
Producer: Isabella Parish
Editor: Matt Dollings
Animation/Post Production: The Mill
Sound Engineer: Christian Curtis
Published: August 2015
Short Rationale: BRIAN the Robot is back shaking his robo-booty, starring in an exciting new advert that showcases dance moves designed to get people across the UK doing ‘The BRIAN’ in unison.
BRIAN has teamed up with renowned commercial director Michael Gracey, through Partizan, to unveil his new dance moves and show audiences another side to his character. The new campaign created by Publicis London in collaboration with The Mill, brings together choreographed dancing robots and the legendary soundtrack ‘Apache’ by the Sugarhill Gang.
In his latest television appearance, BRIAN busts some funky moves to the instantly recognisable ‘Apache’ song, joined by his loveable sidekicks – the Herberts. The new advert is an extravaganza of catchy music, high energy and dancing robots throwing some shapes around the factory floor, all whilst they are preparing a batch of BRIAN toys to be sent to customers.
Saatchi & Saatchi London: Bathstore 'Duck'
Brand: Bathstore
Title(s): Duck
Agency: Saatchi & Saatchi London
Agency website: http://saatchi.co.uk/en-gb/
Executive Creative Director: Rob Potts, Andy Jex
Art Director: Mark Slack, Gemma Phillips
Copywriter: Gemma Phillips, Mark Slack
Additional Credits: Planner: Paul Warwick
Account Director: Katrina Bain
Producer: Marie Hughes
Production Assistant: Georgie Hammond-Chambers
Media Buying: Manning Gottlieb OMD
Media Planner: Jennifer Hilliar
Production Company: In House
Director: Roman Valent
Editor: Final Cut
Producer: Joe Myers
Post Production Company: Electric Theatre Collective
Audio Post Production Company: Factory Studios
Published: August 2015
Short Rationale: Bathstore, the UK's market-leading bathroom retailer, is to launch its first brand campaign after appointing Saatchi & Saatchi London as its lead creative agency.
The 'bathrooms matter’ integrated push builds on bathstore's position as market-leader in the specialist bathroom retail category. Given bathstore's heritage and expertise, its first store opened 25 years ago, bathstore understands the importance of a bathroom and its role in the home as the room where the big things in life happen. This campaign shows the real reason why you should only ever visit the experts when looking for a new bathroom.
Bathstore's iconic blue rubber duck observes some big moments whilst in the bathroom. Breaking today, the new bathstore 60” TV ad references kids playing in the tub (ship), a city slicker preparing for the most important clients of the day – his giggling children, a best man ahead of a wedding staring at his reflection as he practices his jokes, and the celebrations that follow a woman finding out she’s pregnant. The film finishes with the new endline ‘Bathrooms matter. Visit the experts.’
The fully integrated brand campaign encompasses TV (60”, 30” cutdown and 10” sale and product ads), print, van liveries, digital and social activity. This will be supported with an integrated PR strategy that will build on this platform in the next 12 months.
Pearlfisher: Jameson Bitters 'Brand and Design'
Brand: Jameson Bitters
Title(s): Brand and design
Agency: Pearlfisher
Agency website: http://www.pearlfisher.com
Founding Partner & Chief Creative Officer: Jonathan Ford
Creative Director: Sarah Cattle
Design Director: Jon Vallance
Designer: Lucy Roberts
Additional Credits: Senior Creative Strategist: Jack Hart
Account Director: Joanna Pierce
Published: August 2015
Short Rationale: Pearlfisher has created the brand and packaging design for the new Wild Sloe Berry Bitters, by Jameson. This is a new, beautifully crafted and locally sourced Bitters brand from Jameson that delves into the brand’s Irish roots and flavours, and is designed to give influential bartenders and drink enthusiasts new ways to enjoy and experience the iconic whiskey brand.
BMB: Rubicon 'Believe in Beach'
Brand: Rubicon
Title(s): Believe in Beach
Agency: BMB
Agency website: http://www.bmbagency.com/
Creative Director: Matt Waller, Jay Pond-Jones
Art Director: Michael Tsim, Rachel Miles
Copywriter: Michael Tsim, Rachel Miles
Additional Credits: Account Director: Tom Richardson
Agency Producer: Gill Loftus
Director/Production Company: Chris Balmond, Outsider
Producer: Paul McPadden
Editor: Suzy Davis, Final Cut
Post Production: Glasswords, lead flame artist Ally Burnett
Sound Design: Andy Humphreys, 750mph
Typographer: Sam Kallen, BMB
DoP: Christopher Sabogal
Media Planning/Buying: PHD North
Published: August 2015
Short Rationale: The TV campaign, created by BMB, shows a couple going from a dreary shopping centre to an exotic beach paradise in an instant through the power of believing and the taste of Rubicon.
The ‘Believe In Beach’ campaign is the first work by BMB for Rubicon since winning the business earlier this year and is aimed at a younger mainstream audience.
In the TV ad, a wise man watches over the couple as they sit in the shopping centre enjoying their dream with their eyes closed and both frozen in a pose as if they are jumping into the sea together. He explains that they are ‘beach-dreaming’ and that the exotic taste of Rubicon has made their beach fantasy a reality.
The shopping centre’s duty manager can’t help but have a sip himself but after doing so finds that he has inadvertently drunk his way in to the couple’s dream. The endline is: ‘Rubicon. Believe In Beach.’
Fresh Britain: Ben Sherman 'London Calling'
Brand: Ben Sherman
Title: London Calling
Headline and copy text (in English): Ben Sherman, AW15, London Calling
Agency: Fresh Britain, London, UK
Agency website: http://freshbritain.com/
Creative Director: Fresh Britain
Art Director: Fresh Britain
Copywriter: Fresh Britain
Illustrator: Fresh Britain
Photographer: Jon Gorrigan
Published: July, 2015
Short Rationale (optional): The Ben Sherman AW15 campaign makes a strong statement about the brand’s proud heritage, a celebration of London; the city it calls home, and the city which is famous for the sartorial style the brand represents.
The collection references the 1960’s in a nod to the decade of the label’s foundation and takes a contemporary approach to the various British sub-cultures the brand is proud to be associated with.
The Academy: The Fabulous Bakers 'It’s a Fabulous World'
Brand: The Fabulous Bakers
Title(s): It’s a fabulous world
Agency: The Academy
Agency website: http://www.theacademy-pr.com/
Additional Credits: Animation: Animade
Original Music: The Academy
Media: The7stars
PR: The Academy
Published: August 2015
Short Rationale: The Fabulous Bakers, the UK’s leading branded muffin and flapjack producer owned by Daelmans Group and previously the Fabulous Bakin’ Boys, has launched a nationwide integrated cinema, press, digital, PR and sampling campaign to introduce its new range of all natural snacks.
The 30-second cinema and digital spots are animated, telling fabulous facts about the all-natural ingredients found in The Fabulous Bakers range. Facts include how pineapples are 200 flowers fused together, cranberries are not picked, they are flooded in a lake, and bees tell other bees how to find the best food by dancing – known as the ‘waggle’ dance.
The advert is the first from the bakery company since rebranding from The Fabulous Bakin’ Boys to The Fabulous Bakers. PR agency The Academy created the new advertising and supporting PR campaign. The spot is directed by The Academy with animation by Animade and media buying from 7Stars.
Lucky Generals: Hostelworld 'Youth hostelling with Chris Eubank'
Brand: Hostelworld
Title(s): Youth hostelling with Chris Eubank
Agency: Lucky Generals
Agency website: http://lwww.luckygenerals.com
Additional credits: Director: Kelvin Hutchins, MPH
Published: August 2015
Short rationale (optional): This film was conceived and produced within a week, to capitalise on a social media phenomenon. But the story begins much longer ago. In 1998, hit comedy show I’m “Alan Partridge” contained a reference to “Youth Hostelling with Chris Eubank” as a comment on ridiculous TV formats.
The idea has remained a running joke in popular culture, ever since. And when Eubank finally broke his silence on it, in August 2015, there was an avalanche of coverage.
As the world’s leading booking site for hostels, Hostelworld saw the opportunity to step in, and give the British public what they clearly want, for real. Maybe.
Founded: P&O Cruises 'Britannia'
Brand: P&O Cruises
Title(s): Britannia
Agency: Founded
Agency website: http://www.founded.com
Creative Director: Ross Garden
Copywriter: Paul Hodgkinson
Additional Credits: Film Production: Another Film Company
Director: Steve Reeves
Editor: Scot Crane
Agency Producer: Charlotte Edmonds
Production Company Producer: Tim Marshall
Post Production: Absolute
Music: Wave
Director of Photography: Sam Goldie
Published: August 2015
Short Rationale: The new ad builds on the hugely successful series that launched earlier this year, and continues the “This is the Life” theme based on the insight that people want a holiday experience where they live life to the full.
P&O Cruises asked Founded to create a campaign that would not just increase its sales, but play a strategic role in growing the cruise category. It wanted to challenge misguided stereotypes and appeal to a wider, contemporary audience.
The new ad is filmed on board Britannia, P&O Cruises newest ship which was launched in March, again it features Brydon as a first-time cruiser, telling his story with ironic British humour to highlight the different facets of the experience.
Pearlfisher: Morris 'Re-brand'
Brand: Morris
Title(s): Re-brand
Agency: Pearlfisher
Agency website: http://www.pearlfisher.com
Founding Partner & Chief Creative Officer: Jonathan Ford
Founder & Chief Executive Officer: Mike Branson
Creative Director: Hamish Campbell
Strategy Director: Karen Schnelwar
Published: August 2015
Short Rationale: After cooking in some of Paris and New York’s best restaurants, Mike Jacober became disillusioned with the accessibility of fine food. To address this, Jacober opened The Morris Truck in 2011, a food truck serving grilled cheese unlike any other. A few years later, Jacober wanted to expand Morris’s reach. In a market saturated with cookie-cutter offerings, Morris was an outlier with true expertise and love for sharing great food. The question was how to create a foundation upon which their challenger brand could grow, shirking the one-dimensional expansion pattern of fellow food trucks and exposing the world to enriched food experiences.
Drawing on the familial heart of the brand –Morris is the name of Jacober’s Great Grandfather– Pearlfisher leveraged the brand’s Russian heritage to create a platform for growth. To maximize the brand’s uncapped potential for growth, Pearlfisher established Morris as the company’s master brand and created an accompanying system for the brand; all ventures are rooted in an enthusiasm for good food, culinary expertise, and a love for sharing the two through transformational but accessible food
experiences.
As a foundation for the future, Pearlfisher developed a unique brand identity that could evolve with each new offering. Custom letterforms, inspired by Russian constructivism, maintain their shape across the range, but the nature of the mark is free to adapt to match each new venture. A cohesive secondary language, “eatmor,” helps to tie the offerings together.
JWT Australia: Wolf Blass 'Here’s to the Chase'
Brand: Wolf Blass
Title(s): Here’s to the chase
Agency: J. Walter Thompson Australia
Agency website: https://www.jwt.com/melbourne
Creative Director: Jarrod Lowe, Tim Holmes
Copywriter: Jarrod Lowe, Michael Mulcahy
Additional Credits: TV Producer: Sandi Gracin
Account Team: Hazel Tiernan, Jessica Johnson
Production House: White House Films
Director: Rob Stanton-Cook
DOP: Aaron McLisky
Producer: Annie Schutt
Post Production: The Butchery
Online Production: The Refinery
Sound: Front of House – Phil Keniahn
Media: Starcom
Published: August 2015
Short Rationale: Wolf Blass has launched a new brand campaign celebrating those who boldly chase triumph, with the all new “Here’s to the Chase” creative platform.
This campaign is the first brand relaunch executed by J. Walter Thompson since the agency was appointed as Treasury Wine Estate’s global marketing services provider in February this year.
The campaign will launch with a 60” and a 30” TVC supported across multiple channels including TV, print, digital and in-store.
FCB Cape Town: Richelieu 'The Chase'
Brand: Richelieu
Title: The Chase
Agency: FCB Cape Town
Agency website: http://www.fcb.com/location/cape-town
Regional Marketing Manager: Jeremy Thompson
Business Unit Director: Maria Wilson
Executive Creative Director: Mike Barnwell
Creative Director: Aaron Harris
Copywriter: Brett Martindale
Art Director: Asanda Rani/Ana Rocha
Strategic Planner: Marthinus van Loggerenberg
Additional Credits: TV Production: Sarah Southey
Media Planners: OMD Production
Companies: Carbon Films
Director: Bruno Bossi
Producer: Kirsten Clarence
DOP: Paul Gilpin
Editor: Gordon Midgley (Riot)
Post Production: Black Ginger
Audio: Arnold Vermaak (We Love Jam)
Music: Marc Algranti (Pulse Music NY)
Published: August 2015
Short Rationale (optional):Richelieu’s new television commercial from FCB Cape Town is an epic game of cat-and-mouse filmed across Europe. It’s the first to include all three varients in its family of products, and truly captures the brand’s rich, rewarding lifestyle with its locations and wide Mediterranean vistas.
Conceptualised by Creative Director Aaron Harris, Copywriter Brett Martindale and Art Directors Asanda Rani and Ana Rocha, the commercial was produced by Bruno Bossi and Kirsten Clarence of Carbon Films, with post-production support from Riot, Black Ginger and We Love Jam. The original soundtrack was produced by Pulse Music New York.
The brief, according to Distell’s Marketing Manager for Richelieu, Jeremy Thompson, was to create an extrinsic proposition that brought its positioning – ‘Rich. Rewarding. Richelieu’ – to life in a way that spoke to its international credentials.
The 60-second ad took two days to film on location. It follows a suave hero as he is led on a merry chase through a hotel by a beautiful French woman. Each door he opens, leads to new intrigue and adventure. With Richelieu close at hand, he journeys through lush interiors and meets larger-than-life characters, all enjoying a richer, more rewarding life.
Being a Richelieu man, he takes it all in his stride. And with the beautiful woman at his side, he rides into the sunset – off to pursue his next great adventure … wherever that happens to be.
SomeOne: ClearScore 'Brand identity'
Brand: ClearScore
Title(s): Brand identity
Agency: SomeOne
Agency website: http://www.SomeOneInLondon.com
Executive Strategic & Creative Director: Gary Holt
Lead Designer: Cosmo James
Published: August 2015
Short Rationale: The concept behind the BrandWorld means that the logo and font could be kept simple – as it’s as much about the user’s information as the ClearScore brand.
A graphic world based around degrees of transparency means that the further you go through the journey and experience – the clear things become.
A metaphor for the current complex nature of credit rating, versus the clarity that ClearScore is able to deliver.
BBH London: Clarks 'Clarks Unboxed'
Brand: Clarks
Title(s): Clarks Unboxed
Agency: BBH London
Agency website: http://www.bartleboglehegarty.com
Creative Director: Richard Cable, Vinny Olimpio, Jeremy Ettinghausen
Art Director: Vinny Olimpio
Copywriter: Richard Cable
Designer/Illustrator: Niek Van Wingerden
Additional Credits: Producer: Sam Bowden
Art Buyer and Assistant Producer: Katie Burkes
Lead Developer: Tomasz Szarzynski
UX Strategy Director: Matt Bertocchi
Strategy Director: Anna Vogt
Business Lead: Kate Roberts, Paisley Wright
Head of Interactive Production: Chris Meachin
Head of Technology: Alex Matthews
Developer: Jesse James, Glen Peterson
Retouching: Wellcom London
Creative Retouching: Gary Meade, Alex Murray
Sound Studio: 750mph
Sound Designer: James Cobbold
Published: August 2015
Short Rationale: For nearly 200 years, Clarks have held true to their founding values and done things their own way. It has been an incredible journey through revolutions and social upheaval, conflicts and chaos, disasters and triumphs. Now, for the first time ever, the brand’s most remarkable tales have been captured in an interactive multimedia experience, www.clarksunboxed.com.
Clarks Unboxed is a collection of 12 surprising, remarkable and true stories about the unconventional people, ideas and beliefs that have shaped Clarks and shaped the world. Delivered with spectacular craft, Unboxed weaves together storytelling, archive imagery and soundscapes into a seamless and richly immersive digital experience for desktop, tablet and mobile.
Unboxed introduces the two brothers from Glastonbury who started a business after a craze for their fluffy slippers; William, the young man who saved the family business without sacrificing his soul; and Alice, the uncompromising suffragist and social reformer. It allows users to discover the most beautiful shoe of the Roaring Twenties and Honor Blackman’s Kinky Boots. To be there at the birth of the adored and iconic Desert Boot, and the radical Wallabee, beloved of Breaking Bad’s Walter White. All true stories, all beautifully told.
Clarks Unboxed was created at BBH by a small, agile, in-house team of connected specialists. From initial concept through strategic and editorial planning to the writing, art direction, technical development and user experience design, the project sets fresh standards for branded editorial content.