The winners of the latest Creative Department have been revealed in the 14 October issue of The Drum.
Check out the top creative work picked by The Drum UK and US readers, our sponsor, Workfront, and this issue's creative director Mark Roalfe, chairman & executive creative director, RKCR/Y&R London.
Creative Director's Choice/Sponsor's Choice: Leo Burnett London: NSPCC 'Alfie the Astronaut'
Mark Roalfe, chairman & executive creative director, RKCR/Y&R London
I really like the new NSPCC ad featuring Alife and Astronaut. I caught it on air the other week and I have to say I found it totally engaging. It has a freshness to it in what is a category that had some great work over the years. The ad doesn’t use the shock tactics of many of its predecessors but is a very charming heart-warming story that’s been very nicely written and directed. Well done to all concerned.
Jada Balster, marketing director, EMEA, Workfront
The latest NSPCC advert ‘Alfie the Astronaut’ separates itself from other charity ads by celebrating rebuilding children's lives, as opposed to actually showing abuse examples to shock viewers like so many others have done in the past. The powerful campaign, from Leo Burnet, is inspired by childhood dreams, in particular one little boys dream of traveling into space. The emotionally charged take on a child’s imaginings shows that when kids are free from abuse they are free to dream again. All in all an extremely moving advert which I’d defy anyone not to connect with.
UK Readers' Favourite: Media Bounty: Bosch UK 'Don't do a Dave'
Having struggled to communicate the need for time saving DIY devices in the past Bosch UK turned to Media Bounty to inject some humour into its latest campaign. Targeting soft DIYers the ad follows Dave as he – unsuccessfully – tries to find an easy way to wash his car ahead of collecting his mother-in-law, building product need and personality into the story.
US Readers' Favourite: Merkley & Partners - All 'Peanuts Great Houdini'
Ahead of The Peanuts Movie release next month, laundry detergent brand All has ramped up its partnership with Charlie Brown and Friends with a TV spot starring Snoopy. Created by New York agency Merkley & Partners the film sees Snoopy in the role of Houdini as he uses All’s “magical powers” to clean up the dirtiest member of the Peanuts gang, Pig Pen.
The 14 October Creative Department also features work from RKCR/Y&R, The Corner and TBWA Singapore and is available to purchase now from The Drum Store.