Creative Works 23 March winners featuring Arnold Worldwide, Kitcatt Nohr, 72andSunny and Love
The winners of the latest Creative Works have been revealed in the 23 March 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 Michael Hart, founder and managing creative director, Mono.
Creative Director's Choice: Arnold Worldwide - Century Link 'Hollywood Insider'
Over the years, it seems the fantasy of meeting your favourite star has been replaced by the greater fantasy of not just meeting them, but hanging out with them like you've been old buds for years. This campaign taps into that, using the talented, yet often caustic, Paul Giamatti.
Here we get to not only watch Paul "hang" with a family in their home, but witness him subjected to their amateur direction and criticisms as he earnestly tries to pitch the benefits of Century Link. Paul meekly accepts their feedback and lame suggestions as legit, and in doing so, proves again what a good actor he is.
Michael Hart, founder and managing creative director, Mono
UK Readers' Choice: Kitcatt Nohr - Dogs Trust '#SpecialSomeone'
Dogs Trust has launched a new campaign that aims to get thousands of rescue dogs their second chance at a happy home. Created by Kitcatt Nohr, the #SpecialSomeone campaign hopes to raise awareness of rescue dogs and persuade anyone thinking of getting a dog to visit a Dogs Trust centre and change a rescue dog's life forever.
US Readers' Choice: 72andSunny - Tillamook 'Goodbye big food, hello real food'
Farmer-owned co-op Tillamook has called out 'Big Food' in its new campaign push, debuted at the Oscars. In the 60-second ad, big food - a term used to describe mass-produced and processed food from large companies - is called out for its use of artificial ingredients in things like cheese, sodas and ice-cream. Tillamook then touts its 'naturally-aged cheddar, made by real craftsmen' and other healthier offerings.
Sponsor's Choice: Love - Umbro 'Ben Hanlin tricks customers looking to buy the new Medusae football boots'
Love has conjured up a magical new campaign for Umbro's new Medusae football boot. Featuring ITV2 magician Ben Hanlin posing as a regular shop assistant at Umbro's London store, customers are tricked by making shoes magically disappear, reappear and move through solid glass.
Promotion of the Medusae boot even includes a limited edition shoebox, designed to look like a magician's secret trick box.
Overall the campaign succeeds in highlighting the benefits of the Medusae boot, which is said to combine the 'magic touch', comfort and fit of premium leather with the 'speed' of a lightweight boot. The only thing we're left guessing is how the hell Hanlin lifts that shoe out of the glass cabinet.
Jada Balster, marketing director EMEA, Workfront
The 23 March Creative Works also includes work from FCB Inferno, The Leith Agency, BETC Paris, Karoshi and Hunter Boots. To keep on top of the latest advertising, design and creative work visit our new Creative Works homepage.
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