Welcome to The Drum Creative Works, in partnership with 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 'Creative Work of the Week'.
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TBWA\Paris: Aides 'Colours of Love'
Agency: TBWA\Paris
Client: Aides
Date: June 2016
Until July 10, the whole world will be flocking to France to be thrilled by football. Each day, hundreds of thousands of people from dozens of different countries will celebrate the event, giving way to thousands of potential encounters. For AIDES, the message was immediate and obvious blend together, safe together.
With this print campaign that is as explicit as it is artistic, and photographed by Eric Traoré, AIDES celebrates the universal value of love and reminds us of the importance to protect oneself from HIV. AIDES would like to remind people that the HIV epidemic is still very active in Europe and central Asia. 30 per cent of HIV-positive people are still unaware that they carry the virus, and 142, 000 new cases were diagnosed in 2014. The epidemic is even progressing in a disturbing way in Eastern Europe and in Russia, at an unprecedented rhythm since the beginning of the 80s. As the disease is being trivialised, this campaign invites everyone to take care of themselves and of others.
But this campaign goes further than a simple prevention message. By highlighting fraternity between people and countries, and celebrating all sexualities, AIDES stays true to its off-the-wall and provocative state of mind.
Credits:
Executive Creative Director: Benjamin Marchal, Faustin Claverie
Art Director: Olivier Mularski
Copywriter: David Philip
Additional Credits: Art Buyer: Isabelle Jaubert
Print Producer: Laurence Collavini
Photographer: Eric Troare
Body Painter: Guido Daniele
Retouching Studio: Chic Paris
Tags: Europe, Aides, TBWA Paris
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Adam&EveDDB: Skittles 'Give the rainbow'
Agency: Adam&EveDDB
Client: Skittles
Date: June 2016
Last weekend Skittles gave up its famous rainbow in celebration of Pride In London 2016. Working with Adam&EveDDB the confectionary brand kicked off with an open letter to Pride where it announced that during Pride ‘only one rainbow deserves to be the centre of attention.’ Therefore, Skittles gave up its colours to ensure the focus was on the one rainbow that mattered…Pride’s.
Credits:
Chief Creative Officer: Ben Priest
Executive Creative Director: Ben Tollett, Richard Brim
Creatives: Matt Fitch, Mark Lewis
Additional Credits: Integrated Producer: Maebh Kelly
Experiential Producer: Emilie Verlander
Project Manager: Caroline Tripp
Managing Partner: Fiona McArthur
Account Director: Brittany Lippett
Account Manager: Matt Dankis
Joint Head of Planning: Jessica Lovell
Senior Planner: David Mortimer
Design: Stanley’s King Henry
Head of Design: Alex Fairman
Media Agency: Mediacom
Media Planner: Lindsey Jordan, Eloise Huntingford
Content Production Company: cain&abel
Tags: UK, skittles, Adam & Eve/DBB, Pride in London
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Small Axe: Four Paws 'Help these puppies uncover the truth'
Agency: Small Axe
Client: Four Paws
Date: June 2016
The video calls for classified ad sites to improve their procedures for selling pets online after Four Paws research discovered that sick, dangerous and illegal animals are being sold online.
The research, carried out on 42 classified ad sites across 10 countries including Australia, discovered numerous illegal and irresponsible postings such as a pitbull being advertised for professional dog fighting, a marmoset monkey being advertised for delivery via courier, endangered and wild caught species being sold as pets, animals being swapped for inanimate objects including a parrot swapped for a laptop - all of which should have been prevented from being posted on the sites.
Thousands of classified adverts offering pets are listed across various websites every day, with animals being purchased just like products, at the click of a button. Some sites have as many as 200,000 adverts featuring pets for sale online at any one time, with over 4 million viewers. Classified ad sites benefit from the high click-through rate and the resulting advertising revenue.
Credits:
Creative Director: Dan Stanley
Additional Credits: Nicholas Gordon
Tags: UK, four paws, small axe
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BETC Paris: Canal+ 'X'
Agency: BETC Paris
Client: Canal+
Date: June 2016
All for the sake of our pleasure, Canal+ has gathered the best of porn, including Dorcel TV, XXL, Penthouse on its X platform which is loaded with quality productions and a large selection of premium content.
In other words, for the French audience, the best of porn has gone to CANAL+ leaving the rest a bit, empty handed.
The digital campaign from BETC Paris plays with the caricatures of porn, in terms of music, decor and style, and even star real porn actors. But even though they seem to be enjoying the sultry scenes, it’s hardly A-list stuff – but hey, how could it be when the premium X has gone to Canal+?
For the French audience, the broadcaster also created a dedicated site where visitors can replace the missing actors by funny objects
Credits:
Executive Creative Director: Stephane Xiberras
Creative Director: Eric Astorgue, Jean-Christophe Royer
Art Director: Aurore De Sousa, Marion Andre
Copywriter: Sandra Macmillan
Additional Credits: TV Producer: Michel Teicher, Martin Revol
Production House: Rita Films
Sound Production: The
Director: Blacktool
Tags: Europe, betc paris, Canal+
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JDO Brand Design & Innovation: elit 'elit USHUAIA limited edition bottle'
Agency: JDO Brand Design & Innovation
Client: elit
Date: June 2016
JDO Brand & Design has continued its partnership with SPI Group and the elit Vodka brand to create a limited edition bottle celebrating the unique collaboration for the second year with Palladium Hotel Group’s USHUAÏA Ibiza Beach Hotel. The elit USHUAÏA 2016 limited edition bottle comes in time for the party season in Ibiza, the unofficial party capital of the world.
JDO was briefed to cement elit Vodka’s position as the original benchmark for ultra-luxury vodka and to increase awareness and encourage trial and repeat purchase through stand out on shelf. The creative teams were asked to target 30-45 year olds who purchase elit Vodka as a gift either for others or themselves.
The new design features Ushuaïa’s humming bird identity reversed out of frosted glass. The frosting acts as a beautiful white canvas while the humming bird is instantly recognizable covered in the floral textures and patterns associated with the world-renowned club. The hummingbird is produced in matt black to sit comfortably with the elit Vodka brand and the floral patterns are created using a tactile black gloss, delivering premium cues.
Credits:
Creative Director: Paul Drake
Tags: UK, jdo brand design & innovation, elit
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Twelve: Nescafé 'Nescafe Azera by Design '
Agency: Twelve
Client: Nescafé
Date: June 2016
Integrated brand activation agency Twelve has developed a multichannel campaign for Nescafe Azera to celebrate its limited edition tins which were created in collaboration with top emerging talent from the University for the Creative Arts. To promote the limited edition run Twelve has created ‘Nescafe Azera by Design’ which will run across social, online, video and point-of-sale. Campaign visuals demonstrate how each of the designs impact their environments, turning a blank kitchen into a colourful explosion.
Credits:
Creative Director: Owen Catto
Tags: UK, nescafe, twelve, University for the Creative Arts
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Green Cave People: The National Holocaust Centre & Museum 'Forever Project'
Agency: Green Cave People
Client: The National Holocaust Centre & Museum
Date: June 2016
The National Holocaust Centre & Museum was founded by a remarkable Methodist family in 1996. It is the UK’s leading provider of Holocaust education, supported by the Government’s Holocaust Commission, the Arts Council and private benefactors. It needs to raise its profile. Our strategy was twofold:
1. Raise its profile around a tangible which people could understand. And which differentiates it from other educational resources such as the Holocaust Exhibition at the Imperial War Museum. We decided on an interactive 3D exhibit the NHC is developing that will keep the stories of the last remaining Holocaust survivors’ alive forever. We christened the exhibit ‘The Forever Project’.
2. Strategic Positioning: be the only Holocaust educational resource to accentuate the positive. By focusing on survivors not as victims but as heroes with the power to inspire, teach and transform lives · as the amazing men and women have done for over 60 years, for everyone who has met them from Kofi Annan to schoolkids to prison inmates.
Credits:
Written & directed by: Malcolm Green
Director of Photography: Tom Baker
Additional Credits: Editor: Tom Baker
Music Composer: Robin Schlochtermeier
Sound Recording: Guido Lerner
Producer: Joel Maguet
Additional Editing: Blake Dixon
Sound Mix: Brown Bear Audio
Campaign Strategist: Marc Cave
Social Media Strategy & Distribution: Stephen Wise, Adam Ward (Trigger Buzz)
Wed Design & Build: Dylan Kitchener, Jakub Hudak (Trigger Buzz)
Visual Identity Design: Paolo Vendramini
Tags: UK, The National Holocaust Centre & Museum, green cave people
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Seymourpowell: Purina 'Branding and Packaging'
Agency: Seymourpowell
Client: Purina
Date: June 2016
Leading design and innovation consultancy Seymourpowell is pleased to announce details of its recent work creating the new branding and packaging for premium cat food, Purina Cat Chow. The new designs have been created to fully reflect the brand’s ethos of using natural ingredients that complement the natural behaviour and nutritional needs of cats.
Seymourpowell developed a leaf-shaped device for the packaging to communicate Cat Chow’s natural credentials. On pack a vibrant green leaf illustration holds the messaging ‘with Naturium to support healthy digestion’, and an adjoining leaf contains a photograph of the cat food contained inside the packaging. The two leaves are brought together by a green stem leading down to an illustration of a carrot and a wheatsheaf, directly linking the Cat Chow product to its natural ingredients in a clear and transparent way.
A further use of the leaf-shape device can be seen large-scale in the background of the design, seamlessly wrapping around all elements on pack and bringing the brand story together. This new asset is ownable to Cat Chow and furthers its naturalness positioning while also being a practical way of both uniting the whole range of products & differentiating the various flavours and special care SKUs in the range.
Credits:
Client Director: Claire Fisher
Additional Credits: Design Excellence Manager (Purina): Lourdes Bogiani
Tags: UK, purina cat chow, seymourpowell
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AMV BBDO: Maltesers 'Look on the light side'
Agency: AMV BBDO
Client: Maltesers
Date: June 2016
AMV BBDO has created a new suite of short animated films for Maltesers, continuing their Look on the Light Side campaign.
The three comedy shorts aim to be shareable and entertaining content which demonstrate Malteser belief that life is better when we don’t take things too seriously.
The first of the three online videos breaks on Monday, 6 June, with two more to follow on a weekly basis. They will be featured on YouTube, Facebook, Twitter and Unruly and the campaign will run online for 4 weeks.
Credits:
Creative Director: Tim Riley
Art Director: Andy Clough
Copywriter: Richard McGrann
Additional Credits: Agency Planner: Catriona Collins
Agency Account Team: James Drummond, Philippa Field, Rebecca Kavanagh, Abigail Brown
Agency Producer: Edwina Dennison
Media Agency: Mediacom
Media Planner: Daisy Ross
Production Company: Nomint
Director: Christos & Yannis
Production Company Producer: Marilena Vatseri
Post Production Company: Nomint, AMV Flare
Audio Post Production: Jungle
Tags: UK, amv bbdo, maltesers
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Elmwood: Heineken 'Bohemia'
Agency: Elmwood
Client: Heineken
Date: June 2016
Global brand design consultancy, Elmwood, has completed its latest project for Heineken with a radical redesign of its oldest premium Mexican beer brand, Bohemia.
The re-brand is the third piece of work delivered by Elmwood in the Mexican market, which continues to put Elmwood on the design stage as a global player.
Elmwood’s extensive immersion into the brand’s background and culture, highlighted a thirst amongst Mexican beer drinkers for a sophisticated and premium national brand to champion. This was a chance for Elmwood to revive Bohemia and create a brand that people of all generations would be proud to support. Throughout the creative thinking process, maintaining respect for the brand’s past was paramount, together with the need to conserve its authenticity.
In keeping with the new Bohemian point of view, Elmwood used marbled patterns to adorn the iconic gold-foiled tops. The patterns visually describe the sensorial experiences of the beers while also communicating the unexpected and authentic creativity in the brand story.
Elmwood collaborated with Mexican lettering artists ‘Lettres’ to redraw the Bohemia word marque. The task was to retain the distinctive character of the 'Bohemia' lettering but give it an authentic and contemporary Mexican flavour. The new marque celebrates the balance of perfection and passion that goes into the beer – the perfection is achieved through the consistent rhythmic uprights while the passion comes to life through the playful flicks that break out.
Meanwhile, the Emperor, who has been iconic to the brand since its launch, remained, but with a refreshed look.
Credits:
Design Director: Oliver Mason
Additional Credits: Global Provocation Director: Greg Taylor
Tags: UK, elmwood, heineken
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krow communications: DFS 'Celebration'
Agency: krow communications
Client: DFS
Date: June 2016
In the run-up to the Rio Olympics, DFS are promoting their Team GB partnership and launching an upbeat campaign celebrating the Sale of the Summer, with a special British feel. The campaign shines a light on British quality manufacturing by also announcing that they have been awarded a British Standard for the strength and durability of their sofas and that each of them comes with a free 10-year guarantee.
In the 30” ‘Celebration’ advert we see a large-scale celebration as red, white and blue ticker tape erupts from homes around the country. It soon becomes apparent that the source of the ticker tape is the good-looking DFS sofas that are centre stage in people’s homes. The spot ends on an actual DFS craftsman hard at work in DFS’ own Lincoln House Workshop in Derbyshire
Credits:
Executive Creative Director: Nick Hastings
Creative Director: Jon Mitchell, Darryl George
Additional Credits: Head of Client Services: Blake Armstrong
Account Director: Felicity Pelly
Senior Account Executive: Camilla Renny-Smith
Planning Director: Aileen Ross
Head of TV: Emma Rookledge
Film Production: Outsider
Director: Pedro Romhanyi
Film Producer: Gareth Francis
DOP: Tat Radcliffe
Editing House: Shaun Gardiner @ Big Buoy
Post Production Producer: Richard Hawkins @ The Mill
2D Lead Artist: Richard Payne @ The Mill
3D Artist: Elizabeth Mitchell @ The Mill
Sound Design: Owen Griffiths @ Jungle
Tags: UK, krow, DFS
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Jung von Matt: Bergedorfer 'Brewed with Love'
Agency: Jung von Matt
Client: Bergedorfer
Date: June 2016
Instead of male models Bergedorfer Bier has decided to use men who it believes are more representative of its target market. Shunning perfectly chiselled men, the ads feature guys tenderly embracing their beer bellies, like pregnant mums-to-be. A fitting tribute to the brand’s slogan ‘Brewed with Love’.
Credits:
Executive Creative Director: Thimoteus Wagner, Jens Pfau, Tobias Grimm
Creative Director: Alexander Norvilas, Tobias Burger
Art Director: Alexander Norvilas
Copywriter: Tobias Burger, David Wegener
Additional Credits: Junior Project Manager: Tasja Oldach
Managing Director: Peter Stroeh
Account Director: Tobias Freundlieb
Junior Art Director: Maximillian Froeschner
Photographer: Ralph Hargarten
Tags: Europe, Bergedorfer, jung von matt
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