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'.
We've now introduced our new five-star voting system. To vote for your favourite, make sure you click on the stars. The winner be chosen based on the average rating and the number of votes cast. Voting closes on Monday 2 January.
For project information, credits and more click on the project to expand to full screen for credits and more.
To submit work for future publication contact Gillian West.
For voting updates and more follow The Drum Creative Works on Twitter @TheDrumCreative.
Bray Leino: Covonia 'Ride the Bull'
Agency: Bray Leino
Client: Covonia
Date: December 2016
The new creative calls on people to power through their winter coughs and prove they’ve got the bottle to ‘Ride the Bull’.
Reimagined by Bray Leino, the new bull packs more clout as a darker, meaner embodiment of Covonia’s powerful taste and cough-busting strength.
Research reveals that these characteristics – strength and power – are key drivers for consumers when it comes to purchasing cough medicine.
That’s why this multichannel campaign challenges the UK public to embrace the Covonian spirit and ‘Feel the Power’, a far cry from the safe, comforting creative seen across the category.
Credits:
Chief executive officer: Kate Cox
Tags: Europe
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LOVE: Umbro 'Don’t Get Caught'
Agency: LOVE
Client: Umbro
Date: December 2016
Creative agency Love has devised the ultimate football test of physical and mental agility to launch Umbro’s new Velocita3 boot.
In the launch film entitled ‘Don’t Get Caught’, 20 footballers from The University of Salford can be seen being put through their paces in this one-off event. The players take on a series of challenges in a specially-constructed game zone where high-intensity football training drills are fused with the playground classic British Bulldog. The challenge is simple: complete the tests while not getting caught by the footballs flying into their path. Salford City’s Co Manager, Anthony Johnson, was on hand to direct and motivate the players in his own unique way.
Through the Dodge Ball, Slalom and Reaction Test challenges, the 20 players are eventually whittled down to just three. The finalists are then surprised to find themselves pitted against West Ham United and England’s Michail Antonio in the ultimate game of tag – think the toughest football obstacles while being chased by one of the sharpest attackers in the Premier League.
Credits:
Executive creative director: David Palmer
Senior creative: Rory Sutherland, Gary Toal, Andy Lafferty
Creative: Mark Arrowsmith
Account director: Richard Attawater
Account manager: Matthew Cooper
Global brand operations, Umbro: Helene Hope
Director: Richard Oliver
Producer: Mercedes Crescenti
Tags: Europe
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BETC Paris: Human Rights Watch '#ProtectSchools'
Agency: BETC Paris
Client: Human Rights Watch
Date: December 2016
International non-governmental organization Human Rights Watch makes the commitment to strengthen the protection of schools.
The organisation and its ad agency, BETC Paris, want to raise awareness on the Safe Schools Declaration, an inter-governmental political commitment that was opened for endorsement by countries at an international conference held in Oslo, Norway, on 28 May 2015.
Released ahead of the Universal Children’s Day, this film, directed by Reynald Gresset, shows the life of a schoolgirl while her school is being occupied by soldiers. The little girl navigates between the military men and struggles to find a place where she can be safe. The tense mood of the operation depicts the fear that endangered children can feel.
Credits:
Creative director: Christophe Clapier
Art director: Antonie Montes
Copywriter: Alban Gallee, Charles Pivot
TV producer: Isabelle Menard
TV production assistant: Malika Hamladji
Production company: La Pac (Delphine Guerin, Jerome Denis)
Sound production company: Schmooze (Gregoire Galian, Matthieu Sibony)
Director: Reynald Gresset
Tags: Europe
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Rosapark: Kalenji 'Runlight x Moon Cream'
Agency: Rosapark
Client: Kalenji
Date: December 2016
To promote the Run Light, Kalenji and agency Rosapark launch Moon Cream, a lunar cream developed to protect night runners from a new menace: moonburn!
To help you run both day and night, Kalenji has thought of everything – really everything. The running brand, part of the Decathlon group, and again launched a new innovation: this time, the Run Light, a lamp dedicated to night running that shines a beam 20 meters long and 5 metres wide in front of the runner: the exact area where they will put their feet.
But the widespread use of the Run Light has thrown light onto an unexpected problem: prolonged exposure to moon beams causes moonburn! Happily, Kalenji, always looking for ways to innovate, has found a solution: Moon Cream, the first lunar cream available to fans of night running. Coming in moon protection factors of 10, 20, 30, 50, for every phase of the moon.
Through a false mini-documentary about the use of the Run Light and the unexpected effects of running a lot at night, Kalenji and agency Rosapark aim to attract the interest of the general public to this innovative product.
Credits:
Creative director: Mark Forgan, Jamie Standen
Art director: Vincent Requillart
Copywriter: Niels Marqueyssat
Co-founder: Jean-Patrick Chiquiar, Jean-Francois Sacco, Gilles Fichteberg
Account manager: Victor Faubert, Adelaide Destaillats
Planning: Sacha Lacroix, Alexandre Ribichesu, Mickael Mougenot
Producer: Adelaide Samani
Producer: Willy Morence
Director: Benoit Petre
Tags: Europe
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AMV BBDO: Department for Transport Think! 'Aftermath'
Agency: AMV BBDO
Client: Department for Transport Think!
Date: December 2016
AMV BBDO launched a Facebook 360 post encouraging users to explore a seemingly peaceful countryside vista in their latest work for the Department for Transport’s THINK! campaign.
However, on closer inspection the scene reveals an unexpected twist.
60% of all UK road fatalities occur on quiet country roads where, too often, drivers underestimate the dangers and allow their speed to creep up.
This activity aims to persuade drivers to brake earlier around the bends in countryside roads to significantly bring down their risk and save lives.
Credits:
Creative director: Steve Jones, Martin Lorraine
Art director: Rich Littler
Copywriter: Zac Ellis
Agency planner: Tom White
Agency account man: Tamara Klemich, Anna Covell, Phil Le Brun
Agency producer: Kirstie Johnstone
Media agency: Carat
Media planner: Annie Moberly
Director: Norbert Schoerner
Post production Company: Happy Finish
Tags: Europe
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Seymourpowell: Lypsyl 'New branding and packaging'
Agency: Seymourpowell
Client: Lypsyl
Date: December 2016
Design and innovation company Seymourpowell revealed details of its new work for one of the nation’s favourite lip balm brands, Lypsyl. The comprehensive project saw Seymourpowell redefine Lypsyl’s brand essence, consult on new product flavours and formulations, and create new branding, packaging and copy to help Lypsyl stand out in an increasingly crowded category.
Seymourpowell set about redefining the Lypsyl brand by delving into its history and discovering what makes it stand apart from competitors in today’s market. Inspired by the brand's 125 years of history and remarkable stories from its past, such as its place on the first expedition up Mount Everest, Seymourpowell developed the brand essence of ‘Legendary Lypsyl’ and the brand values of 'caring, consistent and uncomplicated’ to underpin their design work. Their new branding, packaging and copy draws on this to position Lypsyl as the most reliable and effective partner in lip care.
Seymourpowell also consulted on the development of new product flavours and formulations in line with recent developments within the category. The new range includes a more adventurous selection of flavours, such as 'Mint & Fennel’ and ‘Coconut & Almond’, and improved formulations that make the scent of the products feel more natural. Seymourpowell then created colour-ways for all of the new editions to the range, and introduced emotive copy to the packaging to help engage consumers, such as ‘uplifting’, ‘refreshing’ and ‘revitalising’. From the beginning of the process the designs were created to be flexible for use across the entire Lypsyl portfolio, helping to unite their different products, such as lip balm, cold sore products and sun protection, under one core identity. The new branding will be rolled out across the portfolio and across all future product innovations and lines.
Credits:
Design director: Igor Astrologo
Client director: Claire Fisher
Tags: Europe
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NB Studio Limited: Chivas 'Generosity: Amplified'
Agency: NB Studio Limited
Client: Chivas
Date: December 2016
Chivas Regal and LSTN Sound Co. have partnered to celebrate their shared passion for craftsmanship, style and generosity by creating an inspiring initiative - Generosity: Amplified - that gives the gift of hearing to people around the world.
The unique partnership between Chivas Regal and premium audio product producers LSTN Sound Co. will feature a range of activity aimed to raise funds for Starkey Hearing Foundation, which enables people worldwide to hear for the first time.
First up is a limited-edition line of Generosity: Amplified headphones made from elements of recycled whisky casks. Crafted from American oak, and modelled on LSTN’s best-selling ‘Troubadour’ shape, the headphones (RRP $250USD) are the ultimate accessory for the discerning gentleman.
Credits:
Designer: Alan Dye
Tags: Europe
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BETC Paris: Canal+ 'Kitchen'
Agency: BETC Paris
Client: Canal+
Date: December 2016
This November, leading pay-TV networks, CANAL+ and CANALSAT, united their forces in order to become one giant television destination : CANAL. To launch the revamped network, CANAL and its ad agency BETC Paris came up with a spectacular TV commercial, called The Kitchen.
The 60-second advert highlights the fact that as with great cooking, great television requires the best ingredients. To play on the culinary metaphor, the film brings together a wide cast of characters in a spectacular production full of stunning visual effects to prepare the perfect meal. The Kitchen epic ad assembles a high-octane car chase, dinosaurs, football players, cartoon characters, fabulous landscapes and medieval heroes in a sixty second film.
Credits:
Executive creative director: Stephane Xiberras
Creative director: Jean-Christophe Royer, Eric Astorgue
Strategic planner: Guillaume Martin
Traffic: Elodie Diana
Music creative director: Christophe Caurret
TV producer: Isabelle Menard
Production company: Partizan
Sound production: Schmooze
VFX: Unit Image
Post production: Royal Post
Director: Antonie Bardou-Jacquet
Director of photography: Damien Morisot
Tags: Europe
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AMV BBDO: Met Police 'Be a Hero'
Agency: AMV BBDO
Client: Met Police
Date: December 2016
AMV BBDO has created a new campaign ‘Be A Hero’ for the Metropolitan Police Service.
The ‘Be a Hero. Stop Crime Before It Happens’ film supports the Met’s #BeSafe crime prevention campaign that is currently being trialled in a Barnet, Enfield and Lambeth. #BeSafe aims to motivate, empower and mobilise Londoners to take small crime prevention steps to protect themselves and their property, while officers continue to work hard to disrupt and arrest the criminals. It will see a range of media including digital, radio and PR targeted at residents to help them take simple crime prevention steps to reduce their risk of burglary. The Met Police will be working closely with partners to amplify the campaign and develop packs containing burglary prevention advice to support vulnerable residents in pilot boroughs.
‘Be a Hero’ celebrates the everyday heroism of Londoners who do the simple things that stop them becoming a victim of crime. One unsuspecting Londoner – Jennifer Ansary – was surprised with a hero’s parade of dignitaries, media and fans - all because she double locked her front door! The unsuspecting resident is overwhelmed by the attention and is then taken on an open top bus ride around her neighbourhood to a rapturous reception from the public. Shorter thumb-breaker films were developed with bite size news reports of other everyday heroes being interviewed about the simple ways they prevent crime.
Credits:
Creative director: Steve Jones, Martin Lorraine
Art director: Andy Vasey
Copywriter: Dan Warner
Agency planner: Matt Turnbull
Agency account man: Tom Shattock, Angus Maclay, Florence Prevezer, Alistair Nichols
Agency producer: Rich Grisman
Media agency: MediaCom
Media planner: Dee Levison, Daniel Thomas
Production company: Fat Lemon
Director: Chris Faith
Production producer: Josephine Gallagher
Post production company (offline): Ten Three
Post production company: Absolute
Tags: Europe
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BETC Paris: Air France 'Bon Appétit '
Agency: BETC Paris
Client: Air France
Date: December 2016
Air France gastronomy lands on Earth. Culinary creations dreamed by Joel Robuchon are now available on foodora. To coincide with the grand opening of his new restaurant in Montreal, award-winning French chef, Joel Robuchon, teams up with Air France for exclusive culinary creations.
During one week, gourmet aficionados will be able to order exclusive meals created by Joel Robuchon and prepared in his new L’Atelier de Joel Robuchon restaurant. The three-course meal will be delivered directly to their homes via a partnership with delivery app foodora.
Air France already offers a selection of gourmet meals created by Michelin-starred chefs on its long-distance flights.
The partnership with Joel Robuchon doesn’t stop there, as from January to March 2017, passengers of Air France long-haul flights will be treated to a fine dining experience and served the « La Première » menu created by the renowned chef.
Credits:
Executive Creative Director: Ivan Beczkowski, Jasmine Loignon
Creative Director: David Soussan, Marie-Eve Schoettl, Margot Helfter
Art Director: Charles-Antoine De-Sousa
Copywriter: Souleman Diallo
Additional Credits: Brand Manager: Adeline Challon Kemoun, Caroline Fontaine, Mélanie Guillain, Catherine Masson
Agency Manager: Bertille Toledano, Tiphaine du Plessis, Anyce Nedir, Jade Sartorius, Romain Degelcke
Strategic Planning: Celine Mazza
Traffic: Yannick Gimonet
TV Producers: Sandy Semelin, Myrthille Gibot
Production Company: BOX
Tags: Europe
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: Ubisoft 'Steep'
Agency:
Client: Ubisoft
Date: December 2016
Ubisoft’s Steep is an extreme sports video game that drops players in an open world version of the Alps and Alaska where they can snowboard, ski, wingsuit and paraglide through the heights.
To celebrate the launch of this new game, Sid Lee Paris created an 80 second film, featuring a surreal portrayal of the open world’s conception. To emphasize the developers’ achievement in creating such an astonishingly realistic depiction of nature and their incredible attention to detail, the agency decided to go directly to the source. Three of the creators were chosen to tell their story and, through their narration, viewers relive, with them, the birth of every mountain, tree, and lake, as the world springs to life.
Credits:
Chairman/executive creative director: Sylvain Thirache
Creative director: Stephane Soussan, Celine and Clement Mornet-Landa
Art director: Olivier Bodet, Hugo Demaziere
Copywriter: Celine and Clement Mornet-Landa
Chief executive officer: Johan Delpuech
Deputy managing director: Mehdi Benali
Account director: Jean-Baptiste Destabeau
Production director: Thomas Laget
Production company: Stink Paris
Director: Stephan Wever
Executive producer: Sylvaine Mella
Line producer: Bertille Muguet
Post production company/CG: Analog
Post producer: Toby Ridgway
Composer: Meik de Swann
Post production company: Firm
Audio mix: Kouz Prodcution
Tags: Europe
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BlindPig: UNICEF 'Violence marks forever'
Agency: BlindPig
Client: UNICEF
Date: December 2016
Unicef has released a powerful new film featuring Goodwill Ambassador David Beckham that calls for an end to violence against children.
Creatively executed by animation and production studio, BlindPig, sister company of Absolute Post, the new 60-second film shows scenes of violence against children that appear as animated tattoos on David Beckham’s body. While Beckham’s own tattoos were marks chosen to represent happy or important memories, millions of children bear marks they have not chosen: the long-lasting scars of violence and abuse.
The animation in the film depicts all-too-common forms of violence that boys and girls endure in spaces where they should be safe – their homes, schools, online and in their communities.
Credits:
Creative director: Phil Oldham
Director: Jonas McQuiggin
SeniorpProducer: Kirsty Murray
Producer: Nic Sanchez
Lead design and animation: Tom Cardo-Moreno
Design and animation: Christine Peters, Mohamed Orekan & Jodie Lancaster
Sound design: Joe Worters
Post production: Absolute Post
Colourist: Matt Turner
Compositing: Absolute Post
Editor: Christian Lyndon @ Absolute Post
Tags: Europe
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Purple Creative Design: Pilsner Urquell 'Well Served Here'
Agency: Purple Creative Design
Client: Pilsner Urquell
Date: December 2016
UK creative and design agency Purple Creative has produced a beautiful coffee table book, called ‘Well Served Here’, to amplify the success of Pilsner Urquell Tankovna beer and the people who have been trained to pour it perfectly over the last five years.
Pilsner Urquell actively started promoting its revolutionary tank beer system in 2011 to serve beer as fresh as it is in their brewery cellars. Tankovna is unpasteurised beer delivered direct to bars within 48 hours of the brewery in Pilsen. Ignoring conventional packaging and serving methods, the brand created ‘tank bars’ showcasing the actual steel tanks used to store the beer. This idea has been much copied since Pilsner Urquell tank bars began appearing.
Purple has been involved in the project right from the start, and the agency’s work spans a myriad of different activity - from creating a new global brand identity and guidelines in 2012, to activating on and off-trade strategies, to developing tactical activations and events, running global workshops and working directly with local markets and bars, to the research, creation and production of the book, which is being shared with present and future Tankovna bars.
The book is also given as a tool to potential/future tank bars - to inspire, create a business case and show the importance of craft for PU.
Credits:
Co-founder and creative director: Steve Bewick
Tags: Europe
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AB... the ideas agency: Flybe 'Proud to be local'
Agency: AB... the ideas agency
Client: Flybe
Date: December 2016
Our brief was to create an integrated campaign with an emphasis on a 30” TV spot which would communicate the benefits of a local airport and the ease of getting there. South Yorkshire has seen huge investment in its road network, which means getting to DSA is now easier than ever before. It can also match its rivals, namely Manchester and Leeds/Bradford in terms destinations – boasting over 40.
When it came to creative approach we wanted to tap into that inherent sense of Yorkshire Pride – if you’re proud to be from Yorkshire then be proud of your local airport – We address the fact that many travelers may not have considered DSA as viable option before.
The ad follows one man’s journey set to narrative voiced by BBC’s Ashes to Ashes star Dean Andrews, we focus poetically on the virtues of air travel as our hero arrives at the airport, sails through check-in and ultimately steps on board his Flybe plane.
Credits:
Tags: Europe
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BBR Saatchi & Saatchi: 'The vertical blind spot'
Agency: BBR Saatchi & Saatchi
Client:
Date: December 2016
To promote the Ford Edge's innovative BLind Spot Information System, Baumann Ber Rivnay / Saatchi & Saatchi Israel is leveraging the growing popularity of the vertical video format on Facebook to launch a mobile commercial that creatively uses the two standard black bars that appear in regular horizontal ads. When playing the video, the black bars which initially cover portions of road drivers would not see unless they had BLISS, fall away to reveal how the car's advanced system would capture them.
Credits:
Chief Cceative officer: Jonathan Lang
Vice president creative director: Eran Nir
Art director: Aia Kujintzy Bechor
Copywriter: Shushu E. Spanier
Chief executive officer: Yossi Lubaton
Group account head: Ben Muskal
Account Supervisor: Chen Halpern
Account executives: Gil Gershon, Hadar Goren
Vice president production and content: Dorit Gvili
Production manager: Maya Palmon
Strategic planning supervisor: Lora Goichman
Planner: Roie Gortler
Creative coordinator: Eva Hasson
Traffic director: Ronit Doanis
Studio manager: Yaron Keinan
Production company: Tifferet Films
Head of production: Doron Lahav
Director: Shushu E. Spanier
Director of photography : Guy Mador
DOP Assitant: Ori Aloni
Editor: Matan Cohen-Grumi
Ford driver: Paz Alush
Motorbike driver: Hai Tal
Production's ssistants: Shoham Baruch, Tal Bar
Tags: Europe
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Spark44: Land Rover 'Adventure. It’s in our DNA'
Agency: Spark44
Client: Land Rover
Date: December 2016
The new global advertising campaign for Land Rover’s Discovery Sport has been released. The campaign leads with the tagline “Adventure. Its in our DNA”. The TVC is a charming story that shows the lengths that the voice over artist must go to when recording the V.O. for a Land Rover Sat Nav.
Credits:
Chief creative officer: Brian Fraser
Creatives: Simon Butler, Gordon Graham
Executive producer: Michael De Vries
Director: Simon Rattigan
Editor: Alessandra Milani
Post house: The Mill
Grade: Seamus O’Kane
Sound design and composition: Sam Robson
Sound mix: Sam Robson
Photographer: Dom Romney
Tags: Europe
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