US Creative Work: Featuring DDB Chicago, TBWA\Chiat\Day, KBS and more
Welcome to US Creative Department.
Each week this section will aim to showcase the latest creative work to come out of not only the US but Canada, Mexico, and South America as well.
It will give you, the reader, the chance to decide what is best.
You can vote for the work you like best simply by clicking the 'Like' button under the work. The winner will be named The Drum's 'Ad of the Week' and will be in the running to be featured in The Drum's magazine.
Submit your vote before Wednesday November 18 to guarantee your vote has been counted.
To submit work for future publication contact Minda Smiley. For voting updates and more follow The Drum Creative Showcase on Twitter @TheDrumCreative
DDB Chicago: American Cancer Society 'Courage' and 'Anger'
Brand: American Cancer Society
Titles: Courage and Anger
Agency: DDB Chicago
Agency Website: http://www.ddb.com/offices/north-america/usa/ddb-chicago/
CCO: John Maxham
ECD: Jean Batthany
CDs: Karin Rose, Marybeth Adduci, Marisa Groenweghe, Kathleen Tax
AD: Colleen Keesey
Additional Credits: Chief Production Officer: Diane Jackson
Executive Producer: Debora den Iseger
Senior Producer: Joe Tipre
Integrated Business Lead: Kate Christiansen
Group Strategy Director: David Chriswick
Account Director: Marc Singer
Account Executive: Billie Pritzker
Account Manager: Katelyn Ledford
Production Business Manager: Ryan Hentsch
Production Company: Central Film North
Director: Rodrigo Garcia Saiz
DP: Guiermo Garza for Devotion and Beto Casillas for Anger, Courage and Stubborn
Executive Producer: John Barreiro
Editorial Company (with location): Whitehouse Post, Chicago
Editors: Carlos Lowenstein, Glorily Velez
Editorial Producer: Dawn Guzowksi
Post Production (with location): The Mill, Chicago
Colorist: Luke Morrison
Post Producer: Samantha Letzler
VFX Company (with location): The Mill, Chicago
VFX: Randy McEntree
VFX Producer: Samantha Letzler
Audio Post Company (with location): The Studio
Mixer: Nicholas Papeleo
Audio Post Producer: Stacey Simcik
Published: November 2015
Short Rationale: The American Cancer Society's TV spots 'Courage' and 'Anger' are part of the organization's new public awareness campaign called 'Advantage Humans.' The aim of the effort is to highlight the range of emotions and traits that humans share to triumph over cancer. It is DDB Chicago's first work for the brand and includes print, outdoor, digital, and social elements as well. The spots were directed by cancer survivor and director Rodrigo Garcia Saiz.
KBS: Ad Council and AdoptUSKids 'Haircut' and 'Break-up'
Brands: Ad Council and AdoptUSKids
Titles: Haircut and Break-up
Agency: KBS
Agency Website: http://www.kbsp.com/
Co-Chief Creative Officers: Dan Kelleher and Jonathan Mackler
Executive Creative Director: Jon Goldberg
Sr. Art Director: Jessica Mottola
Copywriter: Lauren Finn
Additional Credits: Head of Production: Jenny Read
Senior Producer: Allyson Doody
Business Manager: Andrea Fagan
Brand Strategist: Michelle Humphrey
Account Director: Gabriela Benitez
Account Supervisor: Michael Levitt
Production Co: Hungry Man
Director: Scott Vincent
Director of Photography (DOP): Scott Henriksen
Executive Producer / Managing Director: Kevin Byrne
Line Producer: James Kadonoff
Editorial: PS260
Editor: Maury Loeb
Assistant Editor: Matt Posey
Executive Producer: Zarina Mak
Producer: Evann Borgman
Finishing: PS260
Executive Producer: Zarina Mak
Producer: Evann Borgman
Flame Artist: Margaret Yang
Music
“Haircut”: “Boop” by Poddington Bear. Music by Marmoset.
“Break-up”: Music by Storefront. Composers John “Scrapper” Sneider and Adam Erik.
Producer: Alex Fulton.
Music supervision by Wool & Tusk
Audio Mix: Sound Lounge
Audio Mixer: Glen Landrum
Color: Company3
Colorist: Tom Poole
Published: November 2015
Short Rationale: The national Adoption from Foster Care campaign from the Ad Council and AdoptUSKids is in its 11th year. This year, the effort is focused around older youth. Created by KBS, the latest PSAs humorously showcase the concept of "multiple choice parenting" as parents decide how to best console their children when they're facing everything from bad haircuts to first breakups.
Voicebox Creative: O.N.E. Coconut Water Rebrand
Brand: O.N.E. Coconut Water
Title: Rebrand
Agency: Voicebox Creative
Agency Website: voiceboxsf.com
Creative Director: Jacques Rossouw & Sean Baca
Art Director: Sean Baca
Illustrator: Mike Wepplo
Account Director: Catherine Rude
Published: February 2015
Short Rationale: "Vibrant, functional colors combined with modern, aspirational shapes and icons were selected by the Voicebox team to establish O.N.E. as a brand that elevates the coconut water experience."
TBWA\Chiat\Day: Gatorade 'Moving The Game Forward'
Brand: Gatorade
Title: Moving The Game Forward
Agency: TBWA\Chiat\Day
Agency Website: http://tbwachiatday.com/
Chief Creative Officer: Stephen Butler
Executive Creative Director: Brent Anderson
Worldwide Creative Director: Renato Fernandez
Creative Director: Mark Peters
Sr. Copywriter: Scott Reedy
Art Director: Tiffany Lam
Additional Credits: Executive Producer: Guia lacomin
Associate Producer: Kathleen Ackel
Managing Director: Peter Ravailhe
Brand Manager: Robyn Morris
Associate Brand Manager: Dylan Hinshaw
Associate Brand Manager: Samantha Sabine
Sports Marketing AE: Erika Buder
Group Planning Director: Scott MacMaster
Global Planning Director: Martin Ramos
Planning Director: Abigail Weintraub
Planner: Matt Bataclan
Jr. Planner: Joe Elliott
Director of Business Affairs: Linda Daubson
Senior Business Affairs Manager: Laura Drabkin
Associate Business Affairs Manager: Mirielle Smith
Talent Payment Manager: Annie Boyle
Traffic Manager: Judy Brill
Production Company: Pretty Bird
Director/DP: Max Malkin
Co-Founder / Executive Producer: Kerstin Emhoff
Vice President / Executive Producer: Ali Brown
Head of Production: Tracy Hauser
Line Producer: Pedro Aragão De Oliveira
Editorial: Rock Paper Scissors
Editor: Damion Clayton
Assistant Editor: Mike Spagnoli
President / Managing Partner: Angus Wall & Linda Carlson
Executive Producer: Angela Dorian
Producer: Kevin Gottlieb
Post VFX: The Mill LA
Executive Producer: Enca Kaul
Producer: Ben Sposato
Production Coordinator: Jackson Rogers
Creative Director: John Leonti
Shoot Supervisor: John Leonti, Tim Bird, Eric Pascarelli, Naotaka Minami and Austen Humphries
2D Lead artist: Glyn Tebbutt
2D artists: Rob Winfield, Chris Payne, Tim Rudgard, Brad Scott, Lisa Ryan, Daniel Lang and Jale Parsons
3D Lead artist: Matt Longwell
3D artists: Martin Rivera, Steve Olson, Jenna Kind and Monique Espinoza
Matte Painting: Andy Wheater and Ed Laag
Creative Director Design: Manija Emran
Design: Clare Carrellas, Greg Park, Viraj Ajmeri, Vinicus Naldi, Renato Marques, Chris Burkhalter
Executive producer Color: Thatcher Peterson
Color Producer: Ali Struck
Colorist: Adam Scott
Sound Design & Final Mix: Formosa Group
Exec Producer: Lauren Cascio
Mixer / Sound Designer: John Bolen
Assistant Mixer: Hermann Thuman
Music: Beacon Street Studios
Executive Producer: Adrea Lavezzoli
Executive Producer: Leslie DiLullo
Associate Producer: Lindsey Lerman
Composers: Beacon Street Studios
Published: November 2015
Short Rationale: Gatorade's latest ad features some of the world's best athletes including Usain Bolt, Abby Wambach, and Eli Manning. The ad gives users a peek at a few of the brand's innovations that consumers can expect to see in the future.
Mark Oliver. Inc.: Hellas Farms Greek Pistachios Branding and Packaging
Brand: Hellas Farms
Title: Greek Pistachios Branding and Packaging
Agency: Mark Oliver, Inc.
Agency Website: www.markoliverinc.com
Creative Director: Mark Oliver
Art Director: Patty Devlin-Driskel
Copywriter: Mark Oliver
Photographer: Mark Douglas
Published: September 2015
Short Rationale: "Mark Oliver, Inc. (MOI) was approached by a Greek manufacturer to position, name, brand, and design packaging for their pistachio products. Because the source of the product was Greece, and the intended market would be a store like Whole Foods, MOI positioned the product as a healthy imported Greek food.
The next step was naming. MOI's solution, "Hellas Farms," communicated the brand's origins using the original name English-speaking people used for Greece. Next, they solidified the message with the tagline "The Flavors of Greece," additionally identifying the origin while opening the door to future line extensions.
Using carefully selected iconography, images, colors, and fonts to evoke the Greek origination of the product, MOI created a design for mass-marketing Greek Pistachios which would stand out in the salty snack sector of grocery or at the checkout-stand and appeal to consumers in the 25+ category."
Walrus: XOJET 'Ready Whenever You Are' and 'Loved Ones'
Brand: XOJET
Titles: Ready Whenever You Are and Loved Ones
Agency: Walrus
Agency Website: http://www.walrusnyc.com/
Chief Creative Officer: Deacon Webster
Copywriter: Marco Diaddezio
Art Director: Evan Vosburgh
Additional Credits: Head of Integrated Production: Valerie Hope
Digital Producer: Tara Lee Byrne
Account Director: Clementine Barker
Senior Broadcast Producer: Christopher Thielo
Titles / Graphics: Jorge Morales
Production Company: Eric Kiel Photography & Films
Editorial Company: The NOW Corporation
Audio Mix: Sound Lounge
Published: October 2015
Short Rationale: Private aviation company XOJET enlisted Walrus to drive awareness for its on-demand, pay-as-you-fly service. The campaign is using targeted digital to reach the high-net-worth audience with pre-roll digital videos and banner messages. The ads are running on sites including WSJ.com, Bloomberg.com and FT.com in addition to billboards in LA and Teterboro, New Jersey.
Pearlfisher: Seedlip 'Branding and Packaging'
Brand: Seedlip
Title: Branding and Packaging
Agency: Pearlfisher London
Agency Website: www.pearfisher.com
Founder and chief creative officer: Jonathan Ford
Founder and chief executive officer: Mike Branson
Creative Director: Hamish Campbell
Design Director: Sissy Emmons Hobizal
Marketing Manager: Sarah Codraro
Published: November 2015
Short Rationale: "Pearlfisher has created the brand for the world’s first distilled non-alcoholic spirit, Seedlip.
In a drinks market saturated by sugary soft drinks and a bevy of alcoholic offerings, Seedlip is the first brand of its kind – a sophisticated and craft driven spirit that is also non-alcoholic. Combining six individually distilled barks, spices and citrus peels, Seedlip’s refined and complex blend is poised to disrupt the way consumers think about adult non-alcoholic beverages. Pearlfisher’s challenge was how to communicate Seedlip’s powerful challenger proposition through artfully executed branding.
Drawing on the strategic brand essence, 'the art of nature' Pearlfisher crafted a design language that reimagines the distillation of natural ingredients, informed by distilled herbal remedies of the 17th century. Inspired by botanical illustrations, Pearlfisher Design brought the brand to life through an artful arrangement of Seedlip’s own botanicals, which form a subtle “S”. On closer inspection, this “S’ reveals itself as the profile of the native Red Fox – a creature indigenous to the English countryside – as a nod to the disruptive nature of the spirit and acknowledgement of the power of the ingredients within.
The Seedlip monogram serves as a seal of approval and brand signoff, illustrating the heritage of the distillation process inside the distinctive "S.” A pharmaceutical bottle reinforces the spirit’s medicinal roots, while a copper cap and copper detailing is used to elevate the brand and reference the copper stills used to create it."
Mullen Lowe: MassMutual 'Vow to protect'
Brand: MassMutual
Title: Vow to protect
Agency: Mullen Lowe
Agency Website: www.mullenloweus.com
Director: Stacy Peralta
Editor: Sloane Klevin
Published: November, 2015
Short Rationale: LGBT couples share trheir stories in MassMutual's latest ad, which aims to showcase how it helps its customers safeguard their future and protect the ones they love.
RP/NYC: Ciroc 'Ciroc X Packaging'
Brand: Ciroc
Title: Ciroc X Packaging
Agency: RP/NYC
Agency Website: www.raisonpurenyc.com
President and Chief Executive: Laurent Hainaut
Creative Director: JB Hartford
Art Director: Kristin Buchanan
Structure Art Director: William Kang
Account Director: Leigh Von Boetticher
Published: November 2015
Short Rationale: "Ciroc is the world’s first and only vodka made exclusively from French grapes giving the brand a valuable and compelling point of difference. Ciroc X, the 10th Anniversary variant and next evolution of the brand, celebrates the first harvest of the season and speaks to rarity, luxury and aspiration.
With the foundation of the brand story being the exceptionally smooth liquid itself, the result of a unique seven times distillation process, Ciroc X's packaging needed to speak to this ultimate luxury experience and support the brand’s positioning as 'the best of the best'.
RP/NYC was tasked with elevating the grape to hero status while maintaining a consistent feel with existing Cirocvariants - a challenging but ultimately rewarding creative tension.
The design incorporated different materials to draw the consumer in and satisfy their expectations of what the brand ultimately stands for - purity, desire and superior quality.
As a celebration of the first harvest, every element of the packaging works seamlessly to tell the story of the liquid, the grape and the expert distillation process. Continuing focus on the grape equity, the secondary packaging uses a minimal color palette, simple materials and uncluttered design to deliver a rewarding and consistent visual and sensorial experience."