Creative Director’s Choice gives creative directors a chance to highlight the current work they think is the best out in the ad world – the ads and campaigns they think are making a difference. Each week The Drum is featuring the words of a creative director or other top creative on the work they find funny, powerful or otherwise engaging.
This week, Trevor Schoenfeld, chief creative officer at independent agency Sandbox, talks about Droga5's cleverly crafted tales for British travel company Secret Escapes. See what he had to say below.
"Right. Okay. First work out of the gate after winning the Secret Escapes account for Droga5 London. A lot of high fives and pressure to impress here.
Should be a no-brainer as Secret Escapes' USP is straightforward – get luxury holidays at a fraction of the cost.
So, are we going to see a bevy of luxury holiday resorts? There's a lot of brand equity in naming these posh locales.
What about our happy, smiling target audience, frolicking on secluded beaches?
Well, surely we're going to feature the website. We have to see the 'click-moment.' Simplicity and speed are mandatories. Remember that the focus groups ranked these attributes highly.
Nope. Nope. And double-nope.
What Droga5 London delivered is the simple, honest, cultural insight about how ordinary people really feel when they are let behind the velvet rope – "I shouldn't even be here."
They had me at the first line of dialog. And I'm now along for the ride, captivated by the harrowing tales of misery the first guests endured before realizing life is too short to miss visiting gorgeous resorts and being treated like royalty.
The real heroes are the 'target audience,' who knew this all along and – thanks to Secret Escapes – can afford to taste a life of luxury at a fraction of the cost/life-threatening danger to get there.
Sign me up."
Trevor Schoenfeld is executive vice president, chief creative officer at Sandbox, based in the agency's Toronto office.
To see the latest creative ads and campaigns, please visit The Drum’s Creative Works section. If you or your creative director would like to be featured in our Creative Director’s Choice, please contact Kyle O’Brien at firstname.lastname@example.org.