Creative Work: Featuring Lost Boys, AKQA, 4Creative 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 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 Gillian West. For voting updates and more follow The Drum Creative Showcase on Twitter @TheDrumCreative.
Lost Boys: Honda 'Power Units'
Brand: Honda
Title(s): Power Units
Agency: Lost Boys
Agency website: http://lostboys.com/
Creative Director: Simon Gill
Art Director: Jordan Hiller
Copywriter: Keith Byrne
Additional Credits: Planner: Harry Pugsley
Client services: Sarah Oliver
Community Manager: Elliot Hackney
Producer: Kyson East
Published: September 2015
Short Rationale: Honda has launched a new social initiative to celebrate McLaren Honda’s return to the Suzuka Circuit for the 2015 F1 Japanese Grand Prix. The campaign was created in collaboration with social and content agency Lost Boys.
The initiative features the Power Unit characters that Honda launched via social channels in March this year. These quirky characters celebrate Honda’s rich racing heritage and pursuit of racing glory. Each Power Unit has its own unique personality, inspired by Honda F1 drivers and engineers of the past.
To celebrate Honda’s return to Suzuka, McLaren Honda’s home circuit, Lost Boys and Honda have created a series of short films featuring animated Power Units. Bedecked in their Japanese Sensei colour way, these quirky video messages will be tweeted across the Grand Prix weekend.
The two Sensei Power Units will provide personalised words of encouragement to McLaren Honda drivers, Jenson Button and Fernando Alonso, and the Honda Racing F1 team, and say thank you for the support to famous fans, motorsport commentators and influencers.
Notable recipients include Kaiser Chiefs frontman Ricky Wilson, Sky Sports F1 presenter David Croft and BBC F1 presenter Suzi Perry.
AKQA: Nike 'Nike+ Run Club Re-Run'
Brand: Nike
Title(s): Nike+ Run Club Re-Run
Agency: AKQA
Agency website: http://akqa.com
Account Director: Charlie Villiers
Creative Executive Creative Director: Masaya Nakade
Group Creative Director: Davor Krvavac
Associate Creative Director: Alvin Helmandi
Art Director: Carlos Carrasco
Senior Designer: Pedro Eloi
UX Senior User Experience Architect: Ronin Cho
Delivery Executive Delivery Director: Yogo Otero
Senior Technical Delivery Manager: Bertrand Everwyn
Partners
Rhizomatiks
Additional credits: Client Services
Client partner: Brian Snyder
Published: September 2015
Short rationale: For the first time, runners were able to turn their fastest mile into a unique hyperlapse video. NRC Re-Run launched as part of the Nike Find Your Fast initiative to support the launch of the Nike Air Zoom Elite 8: Nike’s speediest shoes. NRC Re-Run took Nike+ run data and paired it with Google Street View images of the user’s running route pulled in real time from the Google Maps API, to create an original hyperlapse video of their fastest run. Live across 16 countries, the personalised videos could be shared across Instagram, Facebook, Twitter, Weibo and WeChat.
4Creative: Channel 4 'Brand refresh'
Brand: Channel 4
Title(s): Brand refresh
Agency: 4Creative
Agency website: http://www.4creative.co.uk/
Executive creative director: Chris Bovill, John Allison
Creative director: Chris Bovill, John Allison, Alice Tonge
Creative: Alice Tonge
Additional credits: Head of Production: Clare Brown
Executive Producer: Shananne Lane
Business Director: Nik Windsor
Senior Producer: Louise Oliver
Designer: Tim Fellowes, Aimi Awang
Strategy: Nik Windsor, Olivia Browne, James Hamilton
Head of Marketing: James Walker
Group Marketing Manager: Rosalind Godber
Concept & OSP: DBLG studios
Creative Director: Grant Gilbert, Steven Qua
Producer: Natalie Greenwood
Design and Animation Team: Jacob Vanderkar, Rita Louro, Jason G. Wiley, Marcel Piekarski, Eduardo Escanho, Marco Savignano, Sam Trimitrimi
OSP Post Production Partners: The Moving Picture Company, Envy Post Poduction, Tag
Idents: A+/Academy Films
Writer and Director: Jonathan Glazer
Producer: Simon Cooper
Production Manager: Bugs Hartley
Director of Photography: Alex Barber
Production Designer: Chris Oddy
Editor: Paul Watts @ The Quarry
VFX: One of Us
Lead Post Supervisor (One of Us): Emmanuel Pinchereau
Post Producer (One of Us): Leila Nicotera
Special Effects: Asylum
Shaman Costume Design: Chris Oddy/Kate McConnell
Audio: Johnnie Burn @ Wave
Music Composition: Mica Levi
Original Score Performed by Orchestrate
Fixer Bridget Samuels for Orchestrate
Font: Brody Associates
Creative Type Director and Designer: Neville Brody
Type Designer: Luke Prowse
Project Manager: Philip Rodgers
Designers: Jack Lewellyn and Chris Nott
Published: September 2015
Short Rationale: Channel 4 unveiled a brand new look for its main channel on Tuesday 29 September 2015, featuring new idents inspired by the deconstruction of the iconic Lambie Nairn 4.
The refreshed identity reflects Channel 4’s public service remit focussed on innovation, diversity and taking creative risks and is the latest evolution of a brand that has existed in its current form for over a decade.
The channel’s new idents demonstrate an innovative new take on the Channel 4 logo. 4Creative collaborated with Academy Films who produced this part of the project. Director Jonathan Glazer (Under the Skin, Guinness ‘Surfer’, Sony ‘Paint’) took the original brief and crafted a story, writing and directing the set of films; a four-part narrative that is to be continued…
Globally renowned graphic designer Neville Brody (The Times London, Yamaha, Christian Dior, Samsung, Converse, GAP, Nike, Royal College of Art) was commissioned to cut two exclusive new typefaces for Channel 4 named Horseferry (for display) and Chadwick (for information). These can be seen as part of the channel’s refreshed on-screen graphics (e.g. end of programme credit panels, branded stings, menu information graphics and programme title cards) as well as its bold new off-air/poster art direction.
Adam&EveDDB: Waitrose 'Make this autumn the warmest season'
Brand: Waitrose
Title(s): Make this autumn the warmest season
Agency: Adam&EveDDB
Agency website: http://www.adamandeveddb.com/
Chief Creative Officer: Ben Priest
Executive Creative Director: Ben Tollett, Richard Brim
Art director: Feargal Ballance
Copywriter: Patrick McClelland
Additional Credits: Agency TV producer: Suzy MacGregor,
Agency TV Production Assistant: Sion Prys
Agency Print producer: Laura Smith
Agency Digital Producer: Sion Prys & Oliver Parker
Planner: Dom Boyd & Will Grundy
Managing Director: Tammy Einav
Business Director: Victoria Day
Account manager: Abi Robinson
Media agency: Manning Gottlieb OMD
Media planner: David Ellis
TV Production company: HLA
Director: Simon Ratigan
Editor: Adam Spivey
Post Production: The Mill
Post Producer: Bethaney Phillips
Colourist: Seamus O’Kane
Audio Post Production: Sam Ashwell at 750MPH
Soundtrack name and composer: Rather Blustery Day from Winnie the Pooh
Photographer Andy Sewell
Photographer's agency Blackdog
Retouching company Stanley’s Post
Digital production Company: Banner Boys
Developer: Sebastian Hofer
Published: October 2015
Short Rationale: Waitrose injects a little warmth into British homes this week with its first campaign by Adam&EveDDB.
Featuring an array of delicious seasonal foods available at Waitrose, ‘The Warmest Season’ campaign, is a celebration of a traditional British Autumn.
It launches with a TV ad featuring Waitrose’s own suppliers and producers battling with the all too familiar British weather to bring only the best seasonal produce into the nation’s homes this autumn. It is set to the soundtrack from the original 1968 Disney feature, 'Winnie the Pooh and the Blustery Day'.
101: Art Fund 'Never far from art'
Brand: Art Fund
Title(s): Never far from art
Agency: 101
Agency website: http://www.101london.co.uk
Creative Director: Mark Elwood
Creative: Ben Williams, Greg Stekelman
Designer: Dave Allen
Additional Credits: Agency Producer: Jack Waters
Account Director: Georgina King
Planner: Joe Smith
Media Agency: the7stars
Published: October 2015
Short Rationale: 101 has created a new campaign - “Never Far From Art” – to support the Art Fund’s National Art Pass. The out of home ads can be seen across London’s underground and rail stations from Monday 5 October and highlight the close proximity of the public to works of art all around the capital.
To encourage new National Art Pass sign-ups, 101 has created a series of eye-catching ads highlighting the varied works of art that people can see in museums and galleries near their exact location or from relevant tube stations. 206 bespoke poster executions will be located at 96 central London underground and rail stations including: Leicester Square (National Portrait Gallery), Charing Cross (Courtauld Gallery, South Kensington (V&A, The Science Museum), High Street Kensington (Leighton House) and Southwark (Tate Modern).
The “Never Far From Art” ads feature different works of art, including paintings and sculptures, that highlight the viewer’s proximity to exhibitions in London. One ad simply says ‘Two Parakeets, a pony cap and a dog ejector seat’, in reference to the nearby Pleasure and Pain exhibition at the V&A, Art and Identity at the British Museum and Birth of the Space Age at the Science Museum.
Mcgarrybowen: Sky Vegas 'Why aren’t you in Sky Vegas?'
Brand: Sky Vegas
Title(s): Why aren’t you in Sky Vegas?
Agency: Mcgarrybowen
Agency website: http://www.mcgarrybowen.com/
Executive Creative Director: Angus Macadam, Paul Jordan
Creative Team: Paul Bailey, Russell Hendrie
Additional Credits: Exec Planning Director: Kevin Chesters
Planner: Michael McCourt
Agency Producer: Charlotte Stirrup
Business Director: Alice Tendler
Account Director: Brendan Taylor
Film Production: Outsider
Director: Chris Balmond
Producer: Paul McPadden
DOP: Kit Fraser
Editor: Nic Lowicz
Animation/Post-production: Mainframe
Creative Director: Lee Walker
Producer: Emma Kolasinska
Executive Producer: Adam Jenns
Colourist: Kenny Gibb
Audio Production: Grand Central
Sound Engineer: Munzie Thind
Published: October 2015
Short Rationale: Mcgarrybowen London’s first TV campaign for Sky Vegas airs on the 5 October, signalling a new era for the online gaming brand which is part of the Sky Betting and Gaming portfolio.
Asking the question, ‘Why aren’t you in Sky Vegas?’, the campaign aims to cut through the crowded marketplace by creating a memorable new identity for the brand. Based on the truth that there is always something awesome happening in
Sky Vegas and it’s only a click away, it intends to build greater loyalty from consumers who are notoriously promiscuous.
The creative idea heroes individual customers as they enter the excitement of a Sky Vegas world. The glamour and pizazz of Vegas is translated through an animated journey as they encounter a world of rockstar roulette-wheel guitars, gold coin rollercoasters and spinning spaceship reels. The spots are accompanied by rock classic ‘Evil Woman’ by Spooky Tooth with a voiceover by US actor Norman Chancer.
Wordley Productions: Hungryhouse.co.uk 'Tap the app'
Brand: Hungryhouse.co.uk
Title(s): Tap the app
Agency: Wordley Productions
Agency website: http://www.wordleyproduction.com/
Additional Credits: Director: Hardey Speight
Producer: Daniella Parris
Director of Photography: Peter James
Production Manager: Kylie Cornelius
Food Stylist: Kate Wesson
Published: October 2015
Short Rationale: Hungryhouse.co.uk has launched its new TV campaign producing a fresh and food focused adaptation of its winning formula, introducing new elements such as visual food preparation scenes and carefully selecting a cast that resonates with a large proportion of their users.
Following the success of the last year and mobile traffic continuing to grow, the brand remained with ordering via the app, however removing the app cam feature and adopting ‘tap and taste’, where the camera dives into the phone and straight to the kitchen showcasing quality food and celebrating restaurant partners, an integral and valued part to the online platform.
The first of the TV spots to be released depicts three friends returning home and ordering a curry on the app, with the voiceover adding “Tap the app and you can almost taste it”, as the camera then dives into the app to show the chef preparing the meal with fresh and mouth-watering produce.
Studio JQ: Over The Hills Mineral Water 'Packaging and Branding'
Brand: Over The Hills Mineral Water
Title(s): Packaging and Branding
Agency: Studio JQ
Agency website: http://www.studiojq.co/
Published: September 2015
Krow: DFS 'Ready hands'
Brand: DFS
Title(s): Ready hands
Agency: Krow
Agency website: http://www.krowcommunications.com/
Executive Creative Director: Nick Hastings
Senior Creative: Jon Mitchell, Darryl George
Additional Credits: Account Director: Blake Armstrong / Felicity Pelly
Account Manager: Emily Girling
Senior Planner: Aileen Ross
TV Producer: Davina Hickson
Film Production: Outsider
Director: Pedro Romhanyi
Producer: Gareth Francis
Photography: Ray Coates
Editing House: Shaun Gardiner @ Big Buoy
Post Production: Richard Hawkins @ The Mill
Smoke: Richard Payne
Sound Design: Jungle
Published: September 2015
Short Rationale: krow have created an integrated campaign to showcase DFS’ British heritage, quality and craftsmanship.
The campaign was filmed in DFS’ own Lincoln House Workshop in Derbyshire and stars actual DFS craftsmen and women who were cast on the day of the shoot.
The campaign will launch with a TV spot featuring portraits of DFS craftspeople as they take up the tools of their trade, ready for their impending Christmas rush. We see carpenters and upholsterers taking hold of their hammers, pattern cutters armed with scissors and fabrics, and seamstresses eagerly waiting behind their sewing machines.
The same craftspeople are featured in a complimentary press campaign. What’s more, after recently winning the DFS digital business, the campaign idea is now reflected across all digital comms, which further reinforces the care, and attention DFS put into each and every product.
The campaign focuses on bringing to light the brand’s hidden truth that each and every sofa is handmade to order by their skilled craftsmen and women, many in their own UK workshops.
Ogilvy Paris: Allianz France 'Allianz Restart'
Brand: Allianz France
Title(s): Allianz Restart
Agency: Ogilvy Paris
Agency website: http://ogilvyparis.fr/
Executive Creative Director: Baptiste Clinet
Creative Director: Paul Kreitmann
Art Director: Régis Boulanger
Copywriter: Romain Repellin
Photographer: Jérémy Bouchet
Additional Credits: Assistant Art Director: Léa De Angeli
Photographer: Jérémy Bouchet
Account Director: Myriam Nouicer
Account Executive: Kévin Martin/Dorian Salort
Strategic Planner: Ivan Pejcic
Agency Producer: François Phan / Marine Redon
Sound Producer: Virgile Stein
Production Company: So Films/So Foot
Director: Julian Nodolwsky
Production Director: Frank Lenfant
Producer: Olivier Bassuet
Director of Photography: Nicolas de Saint Quentin
Post-production Company: Nightshift
Event Producer: Lagardère Sports
Published: September 2015
Short Rationale: Ogilvy Paris’ latest campaign for Allianz France called "Allianz Restart" is a program that aims at supporting promising young football players who had to abandon their dream of becoming professional football players.
Through authentic, strong visual storytelling and very simple narration, Ogilvy produces a 3 minute film that illustrates the up close role Allianz plays in its customers’ lives.
Earl Productions: Gorilla Organization 'Make a gorilla happy – Gorillas need all the friends they can get'
Brand: Gorilla Organization (mygorilla.org)
Title(s): Make a gorilla happy – Gorillas need all the friends they can get
Agency: Earl Productions, London
Agency website: http://earl-productions.com
Creative Directors: Tobias Hussey, Bryce Groves
Art Director: Riccardo Sai
Illustrator: Daniele Vilella
Photographer: Colin Elves
Additional credits: Starring: Bill Oddie & Peter Elliott
Producer: Tim Earl
Director: Riccardo Sai
Creatives: Tobias Hussey and Bryce Groves
Editor Tom Bober
Director of Photography: Colin Elves
1st Assistant Director: Acelya Kancelik
Camera: Oliver Cross
Set designer: John Beard
Wardrobe: Costume Boutique
Makeup: Jenna Treat
Styling: Alessia Tinti, Isabella Genova
Lighting: Video Europe
Original Music: Laura Rossi
Sound design and mix: Ludovic Morin
Animation: Daniele Vilella
Grading: Paul Dimond @ My Brother Bob
Foley Artist: Will Thomas
Location thanks to Martin Sheppard
Gorilla suit and crew thanks to Animated Extras International
Storyboard Artist: Daniel Daka
Creative Assistant: Sam Abrahams
Published: September 2015
Short rationale (optional): Toby & Hilary make a great team, even when Toby doesn’t quite fit with life in London! Sadly not everyone wants to be friends with a gorilla as much as Hilary does. But you don’t have to bring one home to help them out.
Design Bridge: Flora ProActiv 'Brand Identity and Packaging'
Brand: Flora ProActiv
Title(s): Brand Identity and Packaging
Agency: Design Bridge
Agency website: www.designbridge.com
Published: September 2015
Short Rationale (optional):Independent brand design agency Design Bridge today announce details of their work creating the new packaging design and visual identity for Flora ProActiv. The new logo, typography, visual identity and photography style position ProActiv as a premium lifestyle brand and reflect the powerful duality of the ‘pro’ and ‘activ’ of its name: the scientific expertise behind its active ingredient, plant sterols, and the healthy lifestyle it promotes.
The Red Brick Road: easyProperty 'Easy Street'
Brand: easyProperty
Title(s): Easy Street
Agency: The Red Brick Road
Agency website: http://www.theredbrickroad.com/
Creative Director: Matt Davis, Richard Megson
Creative Team: Libby Middlehurst, James Tyler
Additional Credits: Head of Strategy: Ben Mitchell
Business Director: Matt Anderson
Production Company: Another Film Company
Director: Olly Williams
Producer: Simon Monhemius
Director of Photography: Sam Goldie
Production Manager: Lucy Banks
Post house: Absolute Post
Editing company: Stitch
Editor (Offline): Leo King
Published: September 2015
Short Rationale: easyProperty, the online estate agent and part of easyGroup, has launched its first residential sales-focussed advertising activity following its appointment of The Red Brick Road as its lead creative and PR agency earlier this year.
The ad is set to an adapted version of the song ‘Easy Street’ from the musical Annie and features a couple gleefully and effortlessly packing up their house and moving out following their sale with easyProperty.
The spot will be broadcast on TV from Monday 21 September.
OOH activity and a high profile national PR campaign will follow.
Leo Burnett: McDonald’s 'Good to Know'
Brand: McDonald’s
Title(s): Good to Know
Agency: Leo Burnett
Executive Creative Director: Justin Tindall
Creative Directors: Richard Robinson and Graham Lakeland
Copywriter/Art Director: Adam Tucker
Additional Credits: Planner (creative agency): Sarah Sandford, Josh Bullmore
Media agency: OMD UK
Planner (media agency): Kat Howcroft & Chloe Grainger
Production Company: Sonny London
Production company producer: Nick Goldsmith
Director: Guy Manwaring
Editor: Mark Edinoff at Work
Post-production company: MPC
Audio post-production company: 750mph
Short Rationale (optional): McDonald’s UK launches a new integrated campaign to drive trust in the brand. Developed by Leo Burnett London and OMD UK, the campaign continues the myth busting approach seen in ‘The Cow’ earlier this year, with the launch of two ne1w TVCs in the campaign, focusing on McDonald’s other core products - chicken and fries.
It’s about showing customers the quality of the chicken that goes into Chicken McNuggets (100 per cent chicken breast meat), that Fries are made from real, whole British spuds and 100% beef from whole cuts of forequarter and flank goes into a McDonald’s burger. Each ad focuses around a main character who has been led astray by the myth makers. But not for long as they are soon steered back to the truth by the people who know best, be they farmers, butchers or teachers. The mood of each of the films is upbeat, packaging a serious message in a fun and charming way.
They will launch under the brand’s new customer proposition, ‘Good to Know’, and will direct people to the brand new ‘Good To Know’ website, a platform created by Razorfish, which aims to provide customers with further, interesting content that covers a breadth of McDonald’s food stories.
‘Fries’ and ‘Chicken’ will launch and run in rotation with ‘The Cow’ that launched earlier this year. National press, digital, social media and cinema executions will run alongside the TVC, further bringing to life the journey from ingredients to final product in restaurant.
AKQA: Activision 'Destiny: The Legend of You'
Brand: Activision
Title(s): Destiny: The Legend of You
Agency: AKQA
Agency website: http://akqa.com
Additional Credits: Video Game Developer: Bungie
Published: September 2015
Short Rationale: Activision and Bungie collaborated with digital agency AKQA to create ‘Destiny: The Legend of You’ – a tailored, 60-second trailer experience that highlights players’ own individual in-game achievements.
Destiny players who reached level 20 or above can create their unique trailer by visiting the Destiny website and inputting their PlayStation Network ID or Xbox Live Gamertag. Videos are tailored for sharing on social networks.
Destiny’s 2014 release was celebrated as one of the largest new game franchise launches in history. The game challenges players to ‘Become Legend’ as they venture out into the solar system to battle The Darkness and make a name for themselves.
Saatchi & Saatchi Thailand: GrabTaxi 'Super Easy Life'
Brand: GrabTaxi
Title(s): Super Easy Life
Agency: Saatchi & Saatchi Thailand
Agency website: http://www.saatchiasiapacific.com/category/thailand/
Executive Creative Director: Golf Nuntawat Chaipornkaew
Creative Group Head: Krissada Jun-On
Art Director: Weerayutt Angkharach,Shayne Chomchinda, Kajohnchai Rodklongtan, Chotika Parinnayok, Kornwara Chamnarn
Copywriter: Tanongsak Tannoprat, Chavanon Tantisiriseranee
Additional Credits: General Manager: Kannikar Kamolkasemsilp
Agency Producer: Sasamon Kamnungnate
Strategic Planner: Orathai Maneechot
Account Director: Bongkoch Khunvithaya
Account Executive: Pamela Mulhern
Production house: Vanilla films
Director: Apiruk Pangseepirom
Assistant Director: Panicha Pannasirichard
DoP: Akkarapong Kusakul
Producer: Surayut Sritrakul, Pavaranan Kanpairoh
Editor: Tanabat Boonyasena
Sound Studio: mixi Sound studio
Sound Engineer: Somnuk Loisawai
Music: Ten To Twelve (whattheduck record)
Published: September 2015
Short Rationale: Saatchi & Saatchi Thailand have launched their first campaign for Grabtaxi with an online film titled ‘Super Easy Life’: an idea that aims to glorify effortless living with Grabtaxi’s mobile application that enables you to book your rides anytime, anywhere.
The campaign kicked off with an online film and will be rolling out further into a full IMC campaign featuring OOH across Bangkok.