The winners of the latest Creative Works have been revealed in the 17 August issue of The Drum.
Check out the top creative work picked by The Drum UK readers, our sponsor, Workfront, and this issue's creative director Ross Neil, executive creative director, WCRS.
Creative Director's and Sponsor's Choice
After scrolling through swathes of good work and some great the hands down winner has to be Channel 4's 'We're the Superhumans'. I feel a tad sorry for the others in this group as this work moves me to well up every time I see it. I've now seen it nearly 10 times as it gets passed around the agency as an example of exceptional work. I think the difference here is the alchemy of music, image and story; it all works together. Too often the music can sit above the work and you end up loving the track and the creative idea just washes over you. Well done to 4Creative, you've made me genuinely excited about a sporting event. Ross Neil, executive creative director, WCRS.
In the build up to the Rio Paralympics, Channel 4 released its latest campaign 'We're the Superhumans'. The short film features dancers, footballers, musicians all with varying disabilities and even a rally driver who steers with his feet. But the reason we like this campaign so much is it shows normal people from around the world who have overcome their disability to succeed in everyday life. It was never going to be easy to follow on from the award winning 2012 Paralympic campaign, but we feel that this short film is the perfect extension to an initiative that is changing the public's perception of those with disabilities. Jada Balster, marketing director EMEA, Workfront.
UK Readers' Favourite
Brave has created a humourous and playful TV ad for online sex toy retailer Lovehoney. Working around broadcasting restrictions the ad features bonking furry bunnies and cheeky spanking with a fly swatter in lieu of the retailer's products. Cleared to run after 9pm, the new campaign aims to convert those considering buying sex toys into Lovehoney customers.
Also featured in the 17 August issue of The Drum, celebrating British creativity, is ITV Creative, Chapter, Brand Union and The Leith Agency. To keep up to date with the latest creative work from around the globe visit our Creative Works homepage.