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Creative Department: Featuring Grey London, RKCR/Y&R, Southpaw and more


By Gillian West, Social media manager


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September 7, 2015 | 22 min read

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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 which work we feature in our printed edition of The Drum and our '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 featured online.

To submit work for future publication contact For voting updates and more follow The Drum Creative Department on Twitter @TheDrumCreative.

Grey London: The Sun 'The Sun always shines on TV'

Brand: The Sun

Title(s): The Sun always shines on TV

Agency: Grey London

Agency website:

Creative Director: Dave Monk

Creative Team: Rob Greaves, Sam Daly, Mike Lean

Additional Credits: Account Team: Katja Giannella, Tim Rogowski, Sophie Gosper

Agency Producer: Natasha Johnson

Assistant Producer: Elaine Coyle

Planner: Mike Lean

Media Agency: Mindshare

Media Planner: Lisa Langford

Production Company: Stink

Director: Rafael Lopez

Editor: Toby Conway-Hughes, Marshall Street Editors

Producer: Connor Hollman, Katy Smith

DOP: Jim Jolliffe

Audio: Zak Kurtha

Flame: Steve Miller

Grade: James Bamford

Post Production: Gramercy Park Studios

Audio Post Production: Gramercy Park Studios

Published: September 2015

Short Rationale: Britain is a nation of proud telly lovers. Whether it’s debating the latest culinary mishap in The Great British Bakeoff, arguing over who to vote for in The X Factor or speculating over who shot who on Albert Square, TV has been setting the agenda for the nation’s conversations for the best part of a century.

Creative agency Grey London – part of WPP’s Team News – celebrates The Sun’s TV offering in its latest campaign: The Sun Always Shines on TV. Fittingly, it broke this weekend during one of the year’s biggest TV moments: the opening show of this year’s X Factor.

Narrated by A-ha’s 1985 hit of the same name, the campaign heroes some of the funny and familiar rituals Britain’s great telly worshippers go through while watching their favourite shows.

RKCR/Y&R: Premier Inn 'Wake up wonderful'

Brand: Premier Inn

Title(s): Wake up wonderful

Agency: RKCR/Y&R

Agency website:

Creative Director: Mark Roalfe

Art Director: Andy Forrest

Copywriter: Nicola Wood

Photographer: Mark Stenning

Additional Credits: Business Director: Lucy Taylor

Account Director: Ben van der Gucht

Account Manager: Megan O’Hagan

Agency Producer: Danielle Sandler

Director/Production Co: Simon Ratigan

Producer: Mike Wells

Editor: Owen Oppenheimer @ The Quarry

Post Production: The Mill

Music Supervision: Native

Sound Design: Chris Turner @ Jungle

DOP: Martin Hill, Ian Murray

Published: August 2015

Short Rationale: Premier Inn has revealed a £25 million multi-channel advertising campaign – kicking off with a new ad creative which sees Lenny Henry feature in his seventh advert for the UK's most loved hotel chain and showcases new material from Katie Melua. This comes in addition to the £140 million planned investment across Premier Inn for 2015, including the completion of an estate-wide roll out of brand new luxury Premier Inn Hypnos beds.

The TV advert, created by creative agency Rainey Kelly Campbell Roalfe/ Y&R and directed by Simon Ratigan, captures picturesque scenes across the UK set to the sound of Wonderful Life. The ad kicks off a multi-channel campaign, including TV, online advertising, email marketing, PR and social media. The campaign will also feature radio; the first time the brand has used this medium.

The advert showcases a variety of morning settings, all shot within a 5-mile radius of Premier Inn locations and filmed using an agile filming technique. Scenes range from a horse racing track with mist in the air, to the sprinklers preparing the pitch for a football match on a winter's day and seagulls setting off on their morning flight. It ends with Lenny leaving a Premier Inn hotel ready to face the day, all to the mellow sound of Katie Melua's 'Wonderful Life'.

Magnet Harlequin: Simply Tea 'Packaging'

Brand: Simply Tea

Title(s): Packaging

Agency: Magnet Harlequin, London, United Kingdom

Agency website:

Senior Designer: Thomas Monsen

Published: August 2015

Short Rationale (optional): Simply Tea is a value range product and a sub brand of a well-known UK tea brand. The product is solely sold as big bags for the catering industry. We though that even if it has to reflect being a value range, it can still look nice.

The design has taken inspiration and provenance from the era of the English tea clippers and the old cloth tea sacks, adding a modern contemporary look and feel. The project shows as well another proposed route using illustration, we ended up using typography only for a clean and pure identity.

Brothers and Sisters: Carphone Warehouse 'Pin Point - Miami'

Carphone Warehouse - Miami - TVC from Brothers and Sisters on Vimeo.

Brand: Carphone Warehouse

Title(s): Pin Point - Miami

Agency: Brothers and Sisters

Agency website:

Executive Creative Director: Andy Fowler

Additional Credits: Media Agency: blue449

Director: Chaplin and Forbes

Production Company: Hungry Man

Producer: Ben Link

Executive Producer: Matt Buels

VFX Producer: Misha Stanford Harris

Editor: Rachael Spann – Work

Original Music: Eclectic

Post Production: The Mill

Audio Post Production/Sound: Wave Studios/Parv Thind

Published: August 2015

Short Rationale: In the 60-second TVC “Miami”, Keith Lemon meets a beach bodybuilder who barely has enough data on his device to upload selfies; listening to his sobs, Keith tells him to “Man-Up!” admonishing him for making a fool of himself. Keith moves on in disbelief to a “Baywatch” styled lifeguard as she moves higher and higher up the lifeguard tower struggling to hold her mobile phone high enough to receive a signal.

October Sun: Karen Millen 'Twelve Portraits| Autumn Winter 15'

Brand: Karen Millen

Title(s): Twelve Portraits| Autumn Winter 15

Agency: October Sun, London

Art Director: October Sun

Photographer and Director: Yelena Yemchuk

Additional Credits: Styling: Cathy Kasterine

Hair: Syd Hayes

Make Up: Petros Petrohilos

Published: August 2015

Short Rationale: A film maker, singer-songwriter and musician star in Karen Millen’s Autumn Winter 15 campaign, which launches today. The three form part of the all-woman creative team behind the series of twelve striking portraits, which capture the unique personalities and confidence of each of the artists. The campaign stars Jamie Bochert, Rosie Lowe and Quentin Jones, styled by Cathy Kasterine and shot by Yelena Yemchuk in South East London.

The campaign forms part of Karen Millen’s ongoing strategy to position itself as a global accessible luxury fashion brand, which supports established and emerging creative talent. The images also reflect the growing success of Karen Millen’s limited edition Atelier range, with a number of garments from this curated collection featured in the campaign. The latest suede, leather and shearling ateliers for AW15, inspired by the luxe layering of the 1970s, will appear in Karen Millen’s flagship store in Knightsbridge as well as Selfridges in the UK and Bloomingdales 59th Street in the US.

Gemma Metheringham, chief creative officer of Karen Millen commented: “Desirability. Confidence. Ease. These are the words that sum up the Autumn/Winter 2015 collection and reflect our attitude to design at the Karen Millen atelier. This season we looked at one unifying collection that encapsulates the moods of the moment whilst retaining our own aesthetic and inspiring women who want to wear beautifully crafted clothes.”

The soundtrack to the campaign’s accompanying film, which brings the stills to life, features the single ‘Who’s That Girl?’ by Rosie Lowe. Rosie is releasing her debut album early next year.

Grey London: Old El Paso 'Cook like the locals'

Old El Paso - Cook Like the Locals - Puebla from Grey London on Vimeo.

Old El Paso - Cook Like the Locals - Ensenada from Grey London on Vimeo.

Brand: Old El Paso

Title(s): Cook like the locals

Agency: Grey London

Agency website:

Executive Creative Director: Ben Clapp

Art Director: Andrew Singleton

Copywriter: Ben Buswell

Additional Credits: Business Director: Tamara Bennett

Account Director: Erika Bataillard

Account Executive: Seb Cohen

Agency Producer: Jennifer Gillen

Planner: Andy Hyland

Media Agency: UM

Media Planner: Maxim Kabakov

Production Company: Firecracker

Director: Rod Main

Editor: Matt Newman, Craig Coole, Michele Difrancesco

Producer: Jayde Thomas

Designer: Beatriz Coias

DOP: Dave Miller

Post Production: Hogarth

Audio Post Production: Greyworks

Published: August 2015

Short Rationale: Creative agency Grey London has unveiled its first work since being named lead creative agency for General Mills UKIN earlier this year. Cook Like the Locals is an integrated, content-led campaign promoting Old El Paso’s new Restaurante range, four soft taco meal kits - Steak Carne Asada, Pork Al Pastor, Chicken Tinga & Baja Fish - inspired by authentic recipes from different Mexican regions.

The vibrant, colourful films follow the adventures of Simon Bennett, a fishmonger from Lyme Regis, and Charlotte Harbottle, a butcher from Gosforth, who travelled to Mexico with Old El Paso to discover the sights, smells, people and ingredients that inspired two of the country’s most famous dishes.

The films will be seeded via video-on-demand platforms, pre-roll advertising and sponsored social posts. The PR campaign includes the signing of former Pussycat Doll, winner of Celebrity Masterchef 2015 and passionate foodie Kimberly Wyatt as campaign ambassador.

J. Walter Thompson London: Listerine Advanced White 'Feel every smile'

Brand: Listerine Advanced White

Title: Feel every smile

Agency: J. Walter Thompson, London, UK

Agency Website:

Executive Creative Director: Russell Ramsey

Creative Director: John Cherry

Creatives: Will Helm, Will Brookwell

Additional credits: TV Producer: Spru Rowland

Planners: Thomas Scovell, Julie Roberts

Global Director in Charge: Rafael Freitas, Matthew Cunnell

Account Director: Lizzie Alleyne

Project Managers: Julian Poole, Joseph Bassary

Digital Producer: Julian Poole

Media agency: MEC

Media planner: Charles Peyron

Director: Lucy Walker

Production Company: Pulse Films

Editor: GPS

Sound: Wake the Town

Published: September 2015

Short Rationale (optional): We can’t all see a smile, but Listerine and JWT London wanted to create something so everyone could feel one.

Just download the app and open it up. Choose the front or rear facing camera on your phone and point it at someone to be notified when they smile.

The app will also play a sound when it detects a smile, but if a vibrate is enough you can mute it by clicking on the settings icon.

Creamos: Pizzería Olivia 'Brand campaign'

Brand: Pizzería Olivia

Title(s): Brand campaign

Agency: Creamos, Medellin, Colombia

Creative Director: Jorge Montoya E

Art Director: Ricardo Cardona, Jorge Montoya E, Diego Roldan, Carlos Montoya

Copywriter: Diego Roldan, Carlos Montoya

Digital Art: Juan Fernando Garcia

Published: July 2015

BBR Saatchi & Saatchi: Splendid Dark Chocolate 'Kids try dark chocolate for the first time'

Brand: Splendid Dark Chocolate

Title: Kids try dark chocolate for the first time

Agency: BBR Saatchi & Saatchi

Agency website:

Product: Dark Chocolate

CEO: Yossi Lubaton

Executive Creative Director: Nadav Pressman

VP Creative Director: Idan Regev

Creative Director: Sharon Refael

Art Director: Yuval Zuckerman

Copywriter: Orit Bar Niv

Additional Credits: Digital Creative Director: Maayan Dar

VP Production: Dorit Gvili

Production Manager: Gali Starkman

Producer: Alon Shmoelof

VP Client Services: Maya Salomon

Supervisor: Yogev Atoon

Account Executive: Omri Sela

VP Strategic Planning: Shai Nissenboim

Strategic Planner: Lora Goichman

Traffic: Ronit Doanis

Director: Roy Raz

Published: August 2015

Short Rationale (optional): Some things (not many) still belong exclusively to the realm of adults and any kiddy attempt to overstep those boundaries, is bound to expose them to some unpleasantness. Dark chocolate is no exception. It's not made for kids!

Jung von Matt/ Alster GmbH: Daimler AG 'SUV-Campaign'

Brand: Daimler AG

Title: SUV-Campaign

Agency: Jung von Matt/ Alster GmbH

Agency website:

Executive Creative Director: Thim Wagner

Creative Director Art: Jonas Keller

Creative Director Text: David Leinweber

Additional credits: Account Manager: Michael Gegner

Head of TV: Christoph Köhler

Production Company: Markenfilm GmbH & Co. KG

Director: William Armstrong

DP: Ekkehart Pollack / Jann Döppert

Executive Producer: Cornelius Rönz

Line Producer: Christopher Manz

Assistant Producer: Lilli Seidel

Service Production: Page International Services (Portugal),

Mamma Team Productions S.L. (Spain)

Post production: Infected Postproduction Hamburg

Producer: Sven Bensemann, Wiebke Warndorf

Editor: Sören Görth

Sound Studio: Infected Hamburg

Sound Engineer: Mikis Meyer

Colorist: Christian Lessner

Flame Artist: Ingo Berends

VFX Artist: Allegra David

VFX Artist: Tjurn Timm

VFX Artist: Markus Gratl

VFX Artist: Simone De Salvatore

3D Artists: Ken Ismono

3D Artist: Reinhard Preissner

Motion Graphics Artist: Sebastian Spitze

Motion Graphics Artist: Apparat Hamburg

Published: August 2015

Short Rationale (optional): Mercedes-Benz launches a vibrant, celebrity-studded campaign to showcase its complete range of SUVs, which has been expanded this year to include the all-new GLE, GLE Coupé and GLC vehicles. Created by agency Jung von Matt, the campaign debuts with a visually stunning centerpiece TV spot directed by William Armstrong out of Markenfilm.

Armstrong creates an epic adventure done in artistic brushstrokes, capturing five celebrity ambassadors as they pursue his or her own passions accompanied by their SUV to emphasize the campaign tagline: ‘At home in every terrain’.

At the wheel are familiar faces of sports, fashion and adventure: legendary surfer Garrett McNamara, Formula 1 World Champion Lewis Hamilton, show jumping champion Meredith Michaels-Beerbaum, top model Petra Němcová, and adventurer Mike Horn.

Each ambassador is seen excelling at what they do – for example, Garrett McNamara is shown big wave surfing and Meredith Michaels-Beerbaum is captured riding wild horses through the forest. In each vignette, the SUV model plays the ideal counterpart to the lifestyle and environment around them. The world of each celebrity/SUV pairing is conveyed with a sense of excitement and a decided elegance.

A building feeling of drama is engendered in the grey tones and the dark drive of the symphonic score, as Armstrong’s breathtaking images show the lineup of Mercedes-Benz off-roaders blazing trails through sweeping landscapes shot throughout Portugal, Lisbon, Mallorca and Madrid. William Armstrong is represented by Markenfilm GmbH & Co.KG in the German-speaking markets, and represented by Knucklehead for commercial work worldwide.

ABF Pictures: Pact Coffee 'TV Campaign'

Brand: Pact Coffee

Title(s): TV campaign

Production: ABF Pictures

Production website:

Additional Credits: The Broadcast House

Published: August 2015

Short Rationale: The TV advert is part of a big marketing push by London-based startup Pact Coffee to encourage people across the country to try fresh roasted coffee for the first time. The ad is currently airing on over 30 different stations such as Film4, Sky Sports, Dave, ITV2/4, More4 and Good Food.

BBH London: Boden 'Digital catalogue and app'

Brand: Boden

Title(s): Digital catalogue and app

Agency: BBH London

Agency website:

Head of Creative Tech: Alex Matthews

Managing Director: Mel Exon

Designer: Oli Cole

Developer: Luke Kidney

Additional Credits: Strategist: Kate Nettleton

Account Director: Cressida Holmes-Smith

Producer: Vaia Ikonomou/Kate Newman

App Developer: Monterosa

Published: August 2015

Short Rationale: Our brief was simple: Modernise the catalogue for the digital age, increasing the basket size of existing customers, attracting new ones, and as a result decreasing the businesses reliance on the printed catalogue.

In short, we had to make the catalogue relevant for the digital age. We sought to create a seamless experience from browsing to buying, that could be accessed anywhere. An experience that was as bold and enticing as the catalogue, but that enabled customers to browse in new ways and be inspired.

The new digital catalogue offers a new immersive way of shopping on all devices, both web and native. It is available through your browser on desktop, tablet and mobile, and also as an app on Android and iOS.

The digital catalogue truly reflects a new era for the Boden brand. A brand that understands what its customers want, giving them the ability to navigate by preference, showing how fabulous the clothes can look with inspiring photography, giving customers great ideas about how to wear them, the ability to create wish lists of the styles they love, and a seamless and easy way to buy them. All the while rewarding their loyalty and custom in the process.

Part of A Bigger Plan: Milestone 'New logo'

Brand: Milestone

Title(s): New Logo

Agency: Part of A Bigger Plan, Amsterdam, the Netherlands

Agency website:

Creative Director: Christian Borstlap

Art Director: Christian Borstlap

Illustrator: Christian Borstlap

Additional credits: Logo was conceived in collaboration with Gemma Broekhuis, Founder and CEO of Milestone

Published: August 2015

Southpaw: Sanctuary Spa '#LetGo'

Brand: Sanctuary Spa

Title(s): #LetGo

Agency: Southpaw

Agency website:

Creative Director: Glenn Smith

Art Director: Sophie Raubenheimer

Film Director: Susanna White (through RSA Films)

Copywriter: Glenn Smith

Senior Designer: Kamran Akram

Photographer: Kate AbbeyDigital Designer: Alex Webster

Published: September 2015

Short rationale: Having closed the famous Spa and turned their focus to indulgent, wellbeing products, Sanctuary asked us to create a campaign that re-established them as the brand that exists to ‘Make Women Feel Wonderful’.

In research, however, we discovered that 88 per cent of UK women believe that brands and media are putting too much pressure on them to be perfect and that as many as 12 million women in the UK today feel they are about to burn out.

So we decided to challenge the increasing trend of ‘fem-com’ advertising and say that success is not defined by busyness, by leaning-in and being a superwoman, but in stepping back every now and again, appreciating life’s precious moments and letting go.

The campaign launched at the beginning of September and has already reached over 3 million women worldwide.

J. Walter Thompson London: Debenhams 'A match made in Debenhams'

Brand: Debenhams

Title(s): A Match Made in Debenhams

Agency: J. Walter Thompson London

Agency website:

Creative Director: Russell Ramsey

Art Director: Simon Sworn

Copywriter: Kat Thomas

Photographer: Daniel Riera

Additional credits: Shoot Art Director, Debenhams: Mita Gohel

Director/Editor: Connor Pearce

Published: September 2015

Listerine J. Walter Thompson London The Sun

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