Welcome to The Drum Creative Department, sponsored by Workfront.
As always this section is dedicated to showing the best creative work and gives you, the reader, the chance to decide which work we feature as our 'Ad of the Week'.
You can vote for the work you like best, simply by clicking the 'Vote' button beside the work, and the winner will be featured online.
For project information, credits and more hover over the 'i' icon or expand to full screen.
To submit work for future publication contact Gillian West. For voting updates and more follow The Drum Creative Showcase on Twitter @TheDrumCreative.
AMV BBDO: Smart Energy GB 'Gaz and Leccy Cinema Stunt Film'
Agency: AMV BBDO
Client: Smart Energy GB
Date: December 2015
An unsuspecting cinema audience, expecting to see an advance screening of Paranormal Activity 4, instead got the shock of their lives as two cheeky characters, Gaz & Leccy, came to “life” and caused havoc in London’s West End. Gaz & Leccy bring to life the current experience of buying and using gas and electricity in our homes. Like a couple of naughty children, they run around out of control – and can be brought under control with a smart meter. The film, created by AMV BBDO, brings to life the Gaz & Leccy characters who have already been resonating with consumers around the country in social media, regional radio and out-of-home. They are designed to engage consumers with the new technology which will be coming to every home, and with the concept of bringing Gaz & Leccy under control with a smart meter. As part of the production, this was the first time Dolby Atmos sound technology has been used as part of a fully immersive, 4D live experience.
Credits:
Creative Director: Paul Brazier
Art Director: Colin Jones
Copywriter: Phil Martin
Agency Planner: Shannon Singh
Agency Account Man: Dan Russell, Leo Town
Agency Producer: Verity Elvin
Media Agency: PHD
Production Company: HeLo (visual and audio production), The Dogs (film production), Les Enfants Terribles (theatre production), Picasso Pictures (visual design animation)
Director: Zach Guerra
Production Company Producer: Fraser Lawson (The Dogs), James Seager (Les Enfants Terribles)
Post Production Company: The Mill
Audio Post Production: Factory
Tags: UK
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Square Elephant Productions: Cheeky Chompers 'TV advert'
Agency: Square Elephant Productions
Client: Cheeky Chompers
Date: November 2015
Cheeky Chompers, creators of the Neckerchew, the world’s first Chewy dribble bib the, are launching their first ever TV ad campaign to introduce their two newest products set to hit UK shelves this Christmas. Working in partnership with Square Elephant Productions, the new TV advert went live on 27 November and ran for two weeks prior to Christmas on channels such as Nick Junior, Cartoonito, MTV and E! then for three weeks in late January will be talking directly to parents looking for innovative solutions to fulfil everyday baby needs. The £12,000 campaign is part of the brand’s £35k marketing spend for 2015 that encompasses TV, PR and blogger outreach. The stars of the advert are the latest additions to the Cheeky Chompers product range: Chewy, a fun chewable hippo toy, and the Cheeky Blanket, an innovative attachable stylish blanket with hand and foot pouch and hidden tags to keep little ones hands cosy and occupied.
Credits:
Tags: UK
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Archant Dialogue: Rangemaster 'Rangemaster HOME Magazine & rangemasterhome.com'
Agency: Archant Dialogue
Client: Rangemaster
Date: November 2015
Rangemaster’s owned communications already focus on product benefits through their website, in Rangemaster Design Centres, with design and demonstration areas in selected retailers and, of course, detailed product brochures. Looking for deeper engagement, it briefed Dialogue to create something that enriched the brand’s product/lifestyle associations, generating consumer affinity with new content that was as aspirational as Rangemaster itself, but which didn’t feel over-branded. The result is Rangemaster HOME – a microsite extension to Rangemaster UK’s website and a high-quality magazine distributed to selected stockists that matches the look, feel and production quality of the consumer home and garden magazine sector.
Credits:
Creative Director: Jon Lilley
Art Director: Richard Berry
Editor: Joanne Gardner
Art Editor: Claire Leibrick
Designer: Nicola Preston
Account Director: Mel Wilcockson
Account Manager: Laura Stringer
Web Development: Phil Sumner
Studio Manager: Nicky Wright
Production Manager: Kay Brown
Advertising Sales Executive: Simon Jones
Publishing & Content Director: Zoe Francis-Cox
Tags: UK
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JDO Brand Design & Innovation: Alberto Balsam 'Premium tier brand design '
Agency: JDO Brand Design & Innovation
Client: Alberto Balsam
Date: November 2015
Named Blends, the brand’s new premium haircare range flaunts stunning new branded packaging. The designs culminate in a vibrant watercolour illustration acting as a metaphor for the indulgent blending of exotic ingredients and fragrant moments. A fusion of intense natural colours and alluring photographic images further entices the consumer to the packs. Peach blossom, green tea and jasmine oil are just a few of the distinctive scents used in the range with each variant using specific imagery to represent the provenance of the ingredients and fragrance. JDO has also re-worked the Alberto Balsam word mark employing hand drawn typography and gently evolving the logo to incorporate the old ladle motif in a more modern way. With its bold brand blocking and use of intense colour, the designs deliver a beautiful new aesthetic for the brand and an ownable hotspot on pack as well as on shelf.
Credits:
Executive Creative Director: Ben Oates
Tags: UK
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JWT London: Andrex 'The Bathroom Store'
Agency: JWT London
Client: Andrex
Date: November 2015
Shoppers in a London bathroom store were given an insight into the lives of approximately 1 billion people coming face to face with the world’s most widely used toilet. The ‘Angolan Suite’; a tin shack, dirt floor and piled rubbish, highlighted the stark reality of the sanitation crisis for UK shoppers as part of an Andrex and Unicef partnership aiming to improve sanitation in Angola.
Credits:
Executive Creative Director: Russell Ramsey
Creative Director: Simon Sworn
Art Director: Will Wright
Copywriter: James Lucking
TV Producer: Charlotte Marshall
Planning Director: Chris Bailey
Global Partner: Paul Kirkley
Board Account Director: Jeff Crowe
Account Director: Natasha Stanton
Project Manager: Caroline Saines
Media Agency: Mindshare
Media Planner: x
Director: Marcus Liversedge
Executive Producer: Ric Baldock
Producer: Jeanette Sutton
Production Company: Just So
Editor: TBC
DOP: Olly Wiggins
Production Designer: Morgan Kennedy
Tags: UK
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999 Design: Affinity Sutton 'Redesign'
Agency: 999 Design
Client: Affinity Sutton
Date: December 2015
Affinity Sutton is a national housing association with 57,000 properties across over 120 local authorities in England. Their marketing team approached 999 Design to devise a visual identity for their ‘Shared Ownership’ offering and promote the association’s scheme to help tenants take their first steps onto the housing ladder. Due to the low awareness and confusing terminology surrounding the shared ownership market, potential house buyers often don’t understand which product is suited to them or how shared ownership actually works. A relatively unknown brand in the housing market, there was the additional challenge of positioning the association so consumers would choose to buy through Affinity Sutton rather than a competitor. In order to engage the target audience, a bold and recognisable visual identity was created with the flexibility needed to roll out across a variety of channels from web banners and brochures to press advertising and signage.
Credits:
Lead Campaign Designer: Katie Gaughan
Tags: UK
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ILLVA Saronno Creative Team: Disaronno 'Disaronno wears Cavalli'
Agency: ILLVA Saronno Creative Team
Client: Disaronno
Date: December 2015
The limited edition Disaronno Wears Cavalli bottle, a collaboration between the fashion house and the famous Italian liqueur, will be supported by a TV advertising campaign on TV channels such as Channel 4, ITV2 and Sky and on 4oD and ITV Player, until December 24. The 15-second commercial reveals the details of the bottle's new look, which is inspired by a combination of the underwater world and exotic safari themes from the Roberto Cavalli Spring/Summer 2015 Pre-Collection. As with 2014, the short film was made by Marco de Giorgi, a well-known advertising director who splits his time between Italy and the United States and has long standing experience with Italian and international lifestyle and fashion brands. The soundtrack was once again composed by Andrea Mariano, keyboardist of the group Negramaro, producer and DJ. As well as the UK, the commercial will also be on air with major national broadcasters in the US, Belgium, the Netherlands and Canada.
Credits:
Creative Director: Marco De Giorgi
Art Director: Doriano Zunino
Copywriter: Andro Mariano
Photographer: Andro Mariano
Tags: Europe
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Workbrands: International Carbon Reduction & Offset Alliance (ICROA) 'Offsetting Together'
Agency: Workbrands
Client: International Carbon Reduction & Offset Alliance (ICROA)
Date: December 2015
Following a four-way pitch in August, Bristol creative agency Workbrands was appointed by the International Carbon Reduction and Offset Alliance (ICROA) to create a video to help business leaders speak about the benefits of carbon offsetting. In the video, nine businesses, including Aviva, Sky, Fuji Xerox and DPD, join the UN’s Christiana Figueres to speak out about the benefits of offsetting carbon emissions, at this week’s climate negotiations in Paris. The companies explain why offset strategies make good business sense, the challenges and opportunities their approach has created, and why they believe this has made a difference.
Credits:
Art Director: Tom Ovens
Post production and animation: Darren Thomas
Account Director: Wei Kee
Interviewees: Christiana Figueres, Executive Secretary, United Nations Framework Convention on Climate Change (UNFCCC)
Zelda Bentham, Head of Sustainability, Aviva
Bart Kruijsen, MD, Raptim Humanitarian Travel
Lachlan Feggans, National Environmental Manager, Fuji Xerox
Fiona Ball, Head of Responsible Business, Sky Television
Nicoletta Piccolrovazzi, Global Technology and Sustainability Director, Dow’s Olympics and Sports Solutions
Riccardo Caliari, Owner, Le Macioche
Peter Burrows, Operations Manager, The Edge Picture Company
Daphné de Kermoal, DPD
Tags: UK
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CHI & Partners: Lexus 'Lexus Life RX'
Agency: CHI & Partners
Client: Lexus
Date: December 2015
Lexus Europe announced a creative collaboration with Hollywood actor and producer Jude Law to launch the “The Life RX”. The campaign is designed to amplify the brand’s spectacular new luxury SUV, the 2016 Lexus RX. It will bring to life a fast paced and exciting lifestyle; one with sophistication and edge in which the driver decides what is possible. The advert depicts a valet who upon being given Law’s RX keys, takes a seat in the sharply styled SUV and embarks upon an extraordinary, fast paced and luxurious journey. Filmed from a first person perspective, the audience is catapulted into a fast paced and exciting new world. As our wayward valet returns to the hotel, Law emerges to retrieve his keys and get into his car. He immediately senses something is a little out of the ordinary, and knowingly drives off into the distance leaving the valet who has experienced ‘The Life RX’ for just a short while behind him.
Credits:
Creative Director: Rob Webster
Creative Director: Alexei Berwitz
Art Director: William Cottam
Copywriter: James Crosby
Digital Design Company: Amaze
PR Agency: Freuds
Tags: UK
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WCRS: Sky Broadband 'Kung Fu Panda 3'
Agency: WCRS
Client: Sky Broadband
Date: December 2015
Sky has joined forces with Twentieth Century Fox and DreamWorks Animation to create a brand new campaign featuring characters from DreamWorks Animation’s latest feature “Kung Fu Panda 3” to promote Sky Broadband. Launched on Christmas Day, the ad features the characters from the latest “Kung Fu Panda 3” film, which will be premiering in the UK on 11 March. The bespoke 50 second animated advert shows us what life is like inside the peaceful paradise that is the Panda Village – and how unreliable internet can disrupt everyone’s 'feng shui’. In the TV ad, Po’s biological father Li Shan is seen lulling the last of the baby pandas to sleep so he can snack on his favourite dumplings. Not wanting to miss the picturesque moment, Po and his adoptive father, Mr. Ping, decide to film it on their tablet as Li Shan adds some flavour to his dumplings with pepper. Unwittingly, he sprinkles some on one of the baby pandas which causes it to let out an almighty sneeze, startling Li Shan in the process and setting off a chain reaction of sneezing baby pandas. Po, delighted at what he has just captured, decides to upload the hilarious video but is hindered by a slow internet connection. Mr. Ping, points out that they wouldn’t have had this issue if they had Sky Broadband, which is now available in the Sky Broadband Big Sale.
Credits:
Executive Creative Director: Leon Jaume
Creative Director: Simon Robinson
Creative: Conrad Swanston
Creative: Alex Bingham
Client Creative Director: Barry Skolnick
Client Team: Lyssa McGowan, Andy Heatley, Joel Keoghan, Virginia Cook, Harry Kerr
Agency Producers: Helen Powlette
Agency Account Team: Torie Wilkinson, Carolina Gutierrez Vargas, Katie Gould, Sean Curran
Planning: James Stevens, Angharad Thomas
Media Handled by Mediacom
Tags: UK
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