Creative Work: Featuring SomeOne, Pearlfisher, The Red Brick Road 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.
The Red Brick Road: Glorious Soups 'Every spoonful a new adventure'
Brand: Glorious Soups
Title(s): Every spoonful a new adventure
Agency: The Red Brick Road
Agency website: http://www.theredbrickroad.com
Creative Director: Richard Megson, Matt Davis
Art Director: David Fitzsimons
Copywriter: Peter Crothers
Additional Credits: Account Director: Ryan Motais-Oliver
Account Manager: Zelda Hughes
Agency Producer: Rick Carter
Production Company: 2AM Films
Director: Jason Lowe
DOP: Daniel Rohrer
Producer: Chris Cable
Editors: Gorilla TV
Editor: Matt Chodan
Grade: Smoke & Mirrors
Published: October 2015
Short Rationale: Glorious Soups, the UK-based, multi-award-winning brand of fresh chilled soups and sauces, is launching its first ever above-the-line advertising campaign, promoting their range as the key period for soup sales commences.
Building on the brand’s bold, fun and adventurous tone, the new ad by The Red Brick Road brings to life the feelings, memories and excitement people get when travelling the world and enjoying its culinary delights.
The ad opens in beautiful Tuscany and in a whirlwind of fast-paced shots we are whisked through the bustling streets of India and floating markets of Thailand in a veritable feast for the eyes, reminding us of the amazing and inspirational journeys the GLORIOUS! chefs take in order to make us their delicious soups.
Havas: Durex 'When it’s on it’s on'
Brand: Durex
Title(s): When it’s on it’s on
Agency: Havas
Agency website: http://www.havasworldwide.co.uk/
Executive Creative Director: Mark Fairbanks
Creative Director: Christian Sewell, Andy Mcananey
Art Director: Yann-Gael Cobigo
Copywriter: Mathieu Grichois
Additional Credits: Agency Producer: Caroline Connor / Rowena Jones
Business Director: Ainhoa Wadsworth
Account Director: Mihiri Kanjirath
Head of Planning: Yelena Gaufman
Junior Planner: Freya Bronwin
Digital Account Director: Minnie Vaughan
Digital Creative: Anna-Rose Kerr
Senior Digital Strategist: Clare Dowen
Production Company: Archer’s Mark
Producer: Selena Cunningham
Director: Mike & Steve
Sound Studio: PinDrop
Post Production: Archer’s Mark
Music: SUPA! / YARD
Digital Agency: Havas Work Club
Media Agency: Zenith Optimedia
PR Agency: Virgo Health
Website production: CogWorks
Published: October 2015
Short Rationale: In a new campaign created by Havas Worldwide London, Durex challenges the myth of social stigma around condom use, revealing a fundamental misunderstanding between the sexes. The wider campaign corrects misconceptions around STIs and unplanned pregnancy, combating the belief that they don’t happen to ordinary people.
In the leading ‘When it’s on it’s on’ film Durex asks young men and women separately about how they feel about condom use, uncovering that girls often feel boys won’t want to use a condom and that it might ruin the moment. In contrast, the boys view girls suggesting safe sex in a positive light, and as a sign of confidence.
The fact that stigma around condom use is a myth is revealed, leaving viewers with the message that ‘confidence is sexy’, placing emphasis on women having a greater influence in the moment than they realise.
SomeOne: LeBoat 'Rebrand'
Brand: LeBoat
Title(s): Rebrand
Agency: SomeOne
Agency website: http://www.someoneinlondon.com/
Executive Creative Director and Founder: Simon Manchipp
Lead Designer: Lee Skinner
Published: October 2015
Short Rationale: SomeOne were recently called upon to rebrand international holiday brand LeBoat to help better tell their brand story across all customer touch points in their 1st rebrand for over a decade.
Most of the holiday industry is based on a very predictable 'fly and flop' model. Where the beach is the destination and holidaymakers imaginations can be checked in along with their bags at the airport.
LeBoat is different. Here, anyone can captain their own boat. No license or experience is required. It's that simple. One comes aboard and the LeBoat team show you everything you need to know during one quick briefing and demonstration. Then you're off enjoying your holiday, it's like driving a car, but much easier (and far more relaxing).
SomeOne created an energetic new strategic approach for the TUI owned organisation. A way of inviting people to open a conversation as well as a call to action. A new strategy was developed by SomeOne to accompany the new push — ‘Who's onboard?' helps connect the many messages the brand needs to convey under a single point of view.
The new visual brand identity sets out to broaden people's horizons. Few know that with zero boating experience they have the ability to visit waterways that lead to castles, Camembert and countryside rarely seen by those onboard the latest flight to Magaluf or screaming along the motorway.
The extensive visual brand language is now rolling out across the brands many communication channels. From print to pixel to on the boats themselves…
With a full launch set for early in 2016, new brochures are already published and available online — the fleet itself is set to embody the brands improved customer centric thinking over the next 12 months.
Southpaw: Honda Motor Europe - Motorcycles 'True Adventure'
Brand: Honda Motor Europe - Motorcycles
Title(s): True Adventure
Headline and copy text: The legend is back! - Southpaw relaunches Africa Twin for Honda Motorcycles
Agency: Southpaw
Agency website: http://southpawagency.com/
Creative Director: Glenn Smith
Director: Matt Fretwell
Director of Photography: Sy Turnball
Additional Credits: 2nd Unit Director: Joe Marcantonio
1st AD: Ferran Rial
Editor: Matt Fretwell
Colourist: Adam Clarke @ Absolute Post
Audio Engineer: Dan Weinberg @ Greek Street Studios
Art Director: Mark Etherington
Photographer: Zep Gori, Fransesc Montero, Ula Serra and Ciro Meggiolaro
Digital Designer: Alex Webster and Liam Hayes
Client Services: Katie Salt and Laura Wood
Project Management: Tom Warren
Published: October 2015
Short rationale: Southpaw has partnered with Honda to deliver a strategy for all new product launches that captures the brand’s leadership in innovation, manufacturing and rider experience and translates it into engaging content. The first burst of activity is for one of the most highly anticipated Honda Motorcycles in years – the new CRF1000L Africa Twin.
The integrated solution is centred around an interactive YouTube film that allows the viewer to choose which path two Africa Twin riders take as they embark on an epic adventure. The hash-tag #madebyhonda will act as both a reference to Honda’s inimitable passion for ‘making’ and a metaphorical stamp of approval.
The campaign aims to gain greater standout in the Adventure Bikes market and will be supported by additional film content, digital & press ads, product photography and brochure design.
Pearlfisher: Wagamama 'New takeaway experience'
Brand: Wagamama
Title(s): New takeaway experience
Agency: Pearlfisher
Agency website: http://www.pearlfisher.com
Founding Partner and Chief Creative Officer: Johnathan Ford
Managing Director: Darren Foley
Design Director: Fiona John
3D Design Director: Mike Beauchamp
Senior Creative Strategist: Jack Hart
Client Manager: Ally Tyger
Published: October 2015
Short Rationale: High street restaurant icon wagamama appointed leading brand consultancy Pearlfisher to create their new takeaway experience. Spanning brand strategy and design, Pearlfisher has breathed new life into the wagamama take-out offer.
Established in 1992, wagamama has become a popular food destination on the British high street by making Japanese-inspired cuisine accessible for the West. Famed for challenging what we ate, how we sat side-by-side and promoting a new casual dining code, wagamama decided to reignite their challenger approach when it came to takeaway.
Grey London: IPA Greene King 'To the Pub'
Brand: IPA Greene King
Title(s): To the Pub
Agency: Grey London
Agency website: http://www.grey.co.uk/
Creative Director: Simon Brotherson
Art Director: Jonathan Rands
Copywriter: Alex Tizard
Additional Credits: Account Team: Business Director: Alex Clarke-Groom
Account Director: Oliver Lester
Account Manager: Claire Frean
Agency Producer: Amy Cracknell
Creative Producer: Freya Thompson
Planner: Alix Toothman
Media Agency: Nick Stewart Media Consultancy
Production Company: Just So
Director: Paddy Wivell
Editor: Jack Driscoll, Will Evans, Stephen Dunne, Julian Fletcher, Matt Newman
Producer: Sara Conlon
Executive Producer: Ric Baldock
Designer: George Goldsack
Post Production: Just So
Soundtrack Composer: Richard Spiller
Audio Post Production: David Williams, Envy
Published: October 2015
Short Rationale: Leading cask ale brand Greene King IPA has launched To The Pub – a heartwarming and authentic advertising campaign that celebrates that great British institution, the pub. The film series comprises 50 pubs and 50 stories as seen through the lens of those who know the pub best – the landlords and their locals.
With recent stats showing that more people are drinking at home than in pubs for the first time on record, Grey London devised a campaign that celebrates not just these beloved venues but also the reason they play such a significant role in Britain’s culture and in the lives of people that frequent them.
The result was that each pub became an unscripted, organic story in itself, with an eclectic cast of characters, stories, traditions and goings-on, painting a charming portrait of British pubs and British people.
The diverse range of pubs that feature in the series include former Hell’s Angels haunt The Hawley Arms, the famed Camden venue best-known for being one-time local to the likes of Amy Winehouse, Pete Doherty and Kate Moss; and Nottingham’s Ye Olde Trip To Jerusalem, purported to be Britain’s oldest pub, dating back to 1189 AD.
Fishburn: Dogs for Good 'Dogs for the Disabled re-brand series'
Brand: Dogs for Good
Title(s): Dogs for the Disabled re-brand series
Agency: Fishburn, London, UK
Agency website: http:// www.thisisfishburn.com/
Creative Director: James Beveridge
Photographer: Ben Langdon
Additional credits: Lead Designer: Emily Picot
Published: October 2015
Short rationale: Fishburn and Dogs for the Disabled have today unveiled a new brand identity for the charity, now known as ‘Dogs for Good’. The new brand identity will see the organisation take on a new visual style, website, messaging and vision, as well as name.
The new identity recognises that language around disability is changing and now focuses more on people as individuals rather than ‘the disabled’ and the outcomes (the good that it can do) rather than the disability.
Over the course of the rebrand, Fishburn and the charity consulted extensively with key stakeholders, including sponsors, employees and board members.
As a result, Dogs for Good hopes that its new identity will better reflect the range of services the charity offers and the range of people it supports.
AMV BBDO: Lotto '#PleaseNotThem – Vinnie Jones'
Brand: Lotto
Title(s): #PleaseNotThem – Vinnie Jones
Agency: AMV BBDO
Agency website: www.amvbbdo.com
Creative Director: Alex Grieve, Adrian Rossi
Art Director: Jeremy Tribe
Copywriter: Clark Edwards, Tim Riley
Additional Credits: Agency Planner: Craig Mawdsley, Emily Harlock, Matt Jones
Agency Account Man: Sarah Douglas, Kate Lloyd, Bobbie Gannon, Charlotte Gunn
TV Producer: Matt Towell
Media Agency: Vizeum
Media Planner: James Cross
Production Company: Biscuit
Director: Jeff Low
Production Co Producer: Dougal Meese
Post Production Company: The Mill
Audio Post Production: 750 MPH
Editors: Work (Samm Hodivala)
Published: October 2015
Short Rationale: Earlier this year Camelot challenged AMV to create work that would really get the nation talking and, in response, AMV created the ‘Please Not Them’ campaign, which broke in July.
The first burst of the hugely talked about campaign saw Piers Morgan, Katie Price and Laurence Llewellyn-Bowen share what they would do if they were to win Lotto.
The second burst of the campaign features two new celebrities and highlights the exciting Lotto game changes, which give players more chances to become a millionaire than ever before, giving the celebs even more reason to dream big.
Noel Edmonds was the first new addition to the Please Not Them line-up. During the X-Factor on Sunday night, Noel shared his dream of claiming legal copyright over all house parties. There are TV, Print, OOH, Radio, Digital and POS executions, as well as support on social media.
Beyond the National Lottery and F.A.I.R (Fighting Against Illegal Revelry) accounts across social platforms, the content is also being seeded by known party-going celebrities Jamie Laing, Charlotte Crosby and Mario Falcone – bringing the true horror of Noel’s dreams to the attention of their Twitter followers.
Vinnie Jones will be the fifth celebrity in the campaign, breaking on TV this Sunday.
Vinnie’s concept is that he has created a machine, the ‘Agro-Tron’, that he believes has the capability to turn people’s anger into electricity. Vinnie’s banking on a Lotto win to take the ‘Agro-Tron’ nationwide, in order to generate and capture as much anger as possible. Again, as with Noel, Vinnie’s dream will be played out through the line, including reactions from celebrities on Twitter who are opposed to his horrendous plan.
Sedley Place: Royal Mail 'Long to Reign Over Us'
Brand: Royal Mail
Title(s): Long to Reign Over Us
Agency: Sedley Place, London, UK
Agency website: http://sedley-place.co.uk/
Creative Director: Catherine Brandy
Art Director: Kayvon Palangafkan
Copywriter: Royal Mail
Illustrator: Kayvon Palangafkan, Gerry Barney, Arnold Machin OBE,
Typography: Kayvon Palangafkan, Michael MacNaughton
Photographer: David Burton, Dorothy Wilding photography
Published: September 2015
Short rationale (optional): Sedley Place has played a part in celebrating Her Majesty The Queen’s status as Britain’s longest-reigning monarch by designing a set of stamps for Royal Mail. We designed five stamps; all displaying The Queen’s profile sculpted by Arnold Machin in 1966.
The first stamp features William Wyon’s City Medal, which in turn features Queen Victoria, the previously longest-reigning monarch. The second stamp pairs Dorothy Wilding’s photograph of The Queen, which appeared on stamps between 1952 and 1967, with Machin’s profile. For this stamp we crafted an oval decorative border to accompany her photograph. The third stamp featured is the First Class definitive printed in a special purple.
The fourth stamp features the Badge of the House of Windsor. For this stamp we hand-drew new elements such as a crown, oak leaf wreath and castle, based on advice from the College of Arms. The last stamp displays a device based on the Queen’s Personal Flag, created in 1960 for use in Commonwealth countries.
For each of the stamps we worked closely with Royal Mail to craft each design to not only ensure its accuracy but also its beauty. We hand-drew many of the individual elements before digitising each for artwork.
These elements included the lettering of the ‘Long to Reign Over Us’ title for the miniature sheet and the ‘Longest Reigning Monarch’ lettering which is featured on the Presentation Pack designed by Robert Maude and Sarah Davies. To get the fine detailing of the designs, the stamps were printed using gravure and intaglio print processes.
Just So: Bicester Village 'Menswear: The New Standard'
Brand: Bicester Village
Title(s): Menswear: The New Standard
Agency: Just So
Agency website: http://www.justsolondon.com/
Creative Director: Jonny Madderson, Jono Stevens
Art Director: Jessie Williams
Copywriter: Ben Partridge
Additional Credits: Director/Production Company: Just So – Jonny Madderson, Jono Stevens
Producer: Rosie Box
Editor: Jonny Madderson, Ross Hallard
Sound Design: SoundNode
DOP: Charlie Goodger
Published: October 2015
Short Rationale: Bicester Village, the designer outlet shopping centre, is launching a humourous new online campaign sending up impossibly perfect menswear advertising and style films.
The comical online film, created by Just So, features an immaculately groomed individual who describes himself as “a sculptor, a filmmaker and more”. We meet him in his “enormous studio” as he talks about his “passion for telling stories” and “feeling paper”.
His studio is so enormous, in fact, we see him travelling around it on a Segway.
The one-minute film ends with the words: “Too much? Style without the effort. Bicester Village.” The film will also run online in 20-second cut downs.
MINIMA Advertising People: Jabłka Adama 'Adam’s Apples Brand Identity'
Brand: Jabłka Adama [ang. Adam’s Apples]
Title(s): Adam’s Apples Brand Identity
Headline and copy text (in English): Bite now!
Agency: MINIMA Advertising People, Poznań, Poland
Agency website: http://minima.pl/en/
Creative Director: Krzysztof Fabianowski
Art Director: Krzysztof Fabianowski
Copywriter: Tomasz Hilbert
Photographer: Paulina Kania
Additional credits: Project Coordinator: Anna Szymczak
Published: 2015
Short rationale (optional):High-tech products from the Silicon Valley and Poland’s top export make a great team. Proof?
The concept was the founding idea behind Jabłka Adama [ang. Adam’s Apples]– a brand that entices Apple fans in a way that’s truly its own. Its corporate identity consciously omits elements inherent to the high-tech industry.
These are replaced, both in the store and on the website, by smiling faces, juicy apples and an invitation: Bite now! Why such a tag-line? It’s simple - we’ve shown customers the joy of making buying Apple products as easy as biting into an apple.
Bulletproof: Haywards 'Brand and packaging redesign'
Brand: Haywards
Title(s): Brand and packaging redesign
Headline and copy text (in English): Haywards ‘veg with edge’ brand revamp gives the
humble pickle real punch and personality
Agency: Bulletproof, London, UK
Agency website: http://www.wearebulletproof.com
Published: October 2015
Short rationale (optional): The UK’s favourite pickled veg brand Haywards is set to cause a real stir in the pickled veg aisle as it reveals its punchy new brand identity and packaging design by Bulletproof.
Bulletproof comments: “We wanted to invigorate an old fashioned and traditional category dominated by private label by pushing boundaries and positioning the Haywards brand as the ‘Masters of Pickle’. Haywards pickled veg has a loyal fan base of older consumers, who have grown up eating it, however research showed that consumers didn’t understand the flavour profiles and strengths of the various products in the range. Our challenge was to create a bold and flavour-centric design to entice younger consumers to trial the products – all without alienating existing consumers.”
As part of its strategic process, Bulletproof developed the ‘Tongue-tastic’ creative platform to capture the sharp, cheek-sucking, eye-popping flavour sensations of a Haywards’ pickled vegetable – ‘the veg with edge.’ From this, the creation of a bold design would emerge – a visual interpretation of a ‘flavour punch’ that is striking, impactful and promises to smack taste buds squarely in the face.
Southpaw: St. Stefanus 'Self-Cellaring'
Brand: St. Stefanus
Title(s): Self-Cellaring
Agency: Southpaw
Agency website: http://southpawagency.com/
Creative Director: Craig Roderick
Creative: Ethan Lott
Film Director: Matt Fretwell
Director of Photography: Jo Marcantonio
Art Director: Joanne Mooney
Producer: Amos Usiskin
Copywriter: Craig Roderick
Senior Designer: Kamran Akram
Digital Designer: Alex Webster, Liam Hayes
Account Management: Abbi Gutsell, Becky Irwin
Project Management: Jayne Oddy, Charlotte Johnson
Published: August 2015
Short rationale: St. Stefanus, a Belgian Abbey beer which dates back to 13th century, has a unique product benefit. It can age over time, just like wine and you can chose how your beer tastes.
Southpaw have not only created a campaign for St. Stefanus Self-Cellaring, but have also championed a movement that celebrates this product truth, to engage and encourage consumers all over Europe to start ageing their beer at home, so they can experience the diversity in the beer themselves.
To do this, Southpaw created an engaging, snackable video series which was seeded out through social media. The series featured the ultimate craftsman, Master Brewer Jef Versele, as he educated the audience in why and how you should cellar your beer.
Alongside the video series, Southpaw created a new website page to educate consumers further, as well as help drive the community with shareable user generated content.
JDO Brand & Design: Catto’s 'JDO Redesigns Catto’s for Inver House Distillers'
Brand: Catto’s
Title(s): JDO Redesigns Catto’s for Inver House Distillers
Agency: JDO Brand & Design, UK
Agency website: http://www.jdouk.com
Creative Director: Ben Oates
Design Director: Sara Faulkner
Client Business Director: Philip Stevenson
Senior Account Manager: Karen Hughes
Strategy Director: Pippa Knight
Production Director: James Davies
Published: October 2015
Short rationale: JDO Brand & Design has developed a new brand proposition and primary and secondary packaging designs for the Catto’s whisky brand through International Beverage Holding Ltd (IBHL).
JDO was briefed to develop an evocative and motivating brand proposition that would underpin a new primary and secondary pack redesign for launch into new and current markets across the world.
The design teams created emotional engagement with a celebration of the brand’s unique history together with the addition of premium and contemporary cues. The new design also had to appeal to and welcome new consumers as well as retain existing ones.
A new brand proposition of ‘The Entrepreneur’s Spirit’ captures founder James Catto’s foresight as being one of the very first to blend whiskies to create a smoother taste. He was also one of the first to trade them overseas.
The new bottle has a striking contemporary design blended with classic whisky cues. The label shape takes inspiration from a boat’s bow while the glass bottle, produced by Ardagh Group, delivers a ripple effect as a tactile and central design element, representing ships cutting a path through the water en route to distant shores.
The identity is beautifully crafted with a rampant lion demonstrating a proud Scottish heritage and a sense of depth and strength while the watermark styling imparts a feeling of mellowness and delicacy.