The winners of the latest Creative Works have been revealed in the 6 April 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 Carolyn Hadlock, principal and executive creative director, Young & Laramore.
Creative Director's Choice
I was drawn to this campaign when it launched a year ago with the Derrick Rose spot. While editorial is the new advertising, this ad worked at a higher level with its lyrical power. This evolution for Olympic hopefuls builds on the narrative of rising about adversity, not just in sports but in life (true adversity - the kind where you run for life, literally, as was the case for Lopez Lamong). The spots are gritty but the quietness pulls you in. They feel Americana, but in a way that makes you proud, and in a way that shines brightly on Powerade.
Carolyn Hadlock, principal and executive creative director, Young & Laramore
UK Readers' Favourite
Orante dice manufacturer Q Workshop has unveiled a new look brand identity. The design comes from Minima Advertising People which wanted the creative to work in different universes from fantasy worlds to remote galaxies, centered on the enormous abundance of adventures which are accompanied by dice.
US Readers' Favourite
Customised apparel and accessories company CustomInk has launched a campaign that features an animated octopus named Steve the Spokestopus. Over the three spots, viewers are introduced to Steve who lives in the CustomInk lobby aquarium and just happens to be the brand's biggest fan. In each ad he boasts about CustomInk's customer service, deals and online design lab.
This is a collaboration that we didn't see coming, indie band The Futureheads take centre stage for the new 'Body as a Band' video for Bupa. The quirky interactive video helps raise awareness of the new health checks available from Bupa, by prompting users to answer a series of questions regarding their liver, lungs, heart and bones. How well the band performs the 2010 hit 'Heartbeat Song' completely depends on the answers given. WCRS created this spot to target those in their 20s/30s, a generation who rarely consider how their day to day lifestyle choices can effect their health. We think they've done a great job in turning such a dry topic into such a fun and original campaign.
Jada Balster, marketing director EMEA, Workfront
The 4 May Creative Works in The Drum magazine also features work from Bottle PR, Doe Blomberg Gottberg, Gravity Road, The Lane Agency and Mortierbrigade.