Creative department: Featuring DLKW Lowe, Adam&EveDDB, Isobel and more
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 our Ad of the Week.
You can vote for the work you like best, simply by clicking the 'Like' button beside the work, and the winner will be featured online.
To submit work for future publication contact gillian.west@thedrum.com. For voting updates and more follow The Drum Creative Department on Twitter @TheDrumCreative.
DLKW Lowe: British Heart Foundation 'Heartless'
Brand: British Heart Foundation
Title(s): Heartless
Agency: DLKW Lowe
Agency website: http://www.dlkwlowe.com/
Chief Creative Officer: Dave Henderson
Executive Creative Director: Richard Denney
Creative Director: Mike Boles, Jerry Hollens
Additional Credits: Planner: Charlie Snow, James Dawkins
Account Team: Charlie Hurrell, Paul Wilde, Rose Reynolds
Agency Producers: Trudy Waldron, Vanessa Hunt
Media Agency: PHD
Production Company: Park Pictures
Director: Tom Tagholm
Editing House: The Works
Editor: Art Jones
Post Production: Electric Theatre
Audio Post Production: Wave
Published: August 2015
Short Rationale: The British Heart Foundation’s latest efforts centre on a spot – which will run on TV and cinema – called ‘Classroom’ where a young boy in a school lesson is suddenly seen talking to his dad. The son is confused as his dad tries to say goodbye before the lesson is interrupted because the boy is taken into a room with his upset mother.
The TV advert will be supported with in an online film called ‘Amazing Dog’, where viewers watch through a camera lens as an owner films her dog doing tricks before the camera suddenly drops to the ground.
Finally, native film content which will run on the Skype platform follows the same format, showing a couple celebrating their anniversary via Skype. The woman suffers a heart attack dropping to the floor leaving her partner concerned on the screen.
A piece of mobile activation also brings the reality of a heart attack's impact down to a personal level with the ‘Heart Attack Simulator’. Users are asked to hold their mobile phone against their heart to understand what a heart attack feels like.
However, as they brace for a simulation of an actual heart attack, instead their phone rings and an audio message describes the real pain of a heart attack is getting a call like this to say a loved one is dead.
Adam&EveDDB: John Lewis Insurance 'Tiny Dancer'
Brand: John Lewis Insurance
Title(s): Tiny Dancer
Agency: Adam&EveDDB
Agency website: http://www.adamandeveddb.com/
Executive Creative Director: Richard Brim
Art Director: Sian Coole
Copywriter: Jo Cresswell
Additional credits: Client: Margaret Burke, Head of Marketing, Financial Services at John Lewis
Chief Creative Officer Ben Priest
Planner: Tom Sussman
Media agency: Manning Gottlieb OMD
Media planner: James Parnum
Production Company: Blink
Director: Dougal Wilson
Editor: Joe Guest @ Final Cut
Post Production: MPC
VFX Supervisor: Tom Harding
Executive Producer: Julie Evans
Post Producer :Hannah Ruddleston
Colourist: Jean Clement-Soret
Soundtrack name and composer: Tiny Dancer – Elton John
Audio post-production: Anthony Moore @ Factory
Published: August 2015
Short Rationale: Created by adam&eveDDB and directed by well-known commercial and music director, Dougal Wilson, the team behind the acclaimed John Lewis ‘Monty the Penguin’ Christmas advert, it is set to the soundtrack of Sir Elton John’s ‘Tiny Dancer’.
Spurred on by the 1970’s classic, the advert sees a charismatic young girl play, prance and pirouette around her home, overseen by her father and incredulous brother. As the viewer follows her impassioned performance, we see her energy for dance almost lead to a series of accidental damage mishaps, but fortunately the contents in the home remain undamaged and unbroken.
The financial services arm of John Lewis has seen significant growth in the past few years and the ‘If it matters to you, it matters to us’ campaign idea was created to support the ongoing success of John Lewis Home Insurance, one of the retailer’s most popular financial products.
Isobel: Danepak
The Serious Bacon Club from isobel advertising on Vimeo.
Brand: Danepak
Title(s): Serious Bacon Club
Agency: Isobel
Agency website: http://www.isobel.com/
Creative Director: Rob Fletcher, Dave Alexander
Writers: Ben Stump, Simon Findlater
Additional Credits: Director: Rob Fletcher
DoP: Paul Thompson
Production Company: Isobel Productions
Published: August 2015
Short Rationale: In advance of a new ATL brand launch for Danish bacon brand Danepak later this year, isobel have launched a social media and content campaign for bacon lovers fueled by Danepak, called the The Serious Bacon Club.
The first activity from the club is a call to arms launch film, Welcome to the Serious Bacon Club, that isobel have produced in-house, as part of the agency’s new content offering.
Fronted by the Danish founder of the Serious Bacon Club, Morten, the film features a series of bacon-obsessed individuals illustrating their love for Denmark’s favourite food.
BMB: McCoy’s 'Go Bold'
Brand: McCoy’s
Title(s): Go Bold
Agency: BMB
Agency website: http://www.bmbagency.com/
Creative Director: Matt Waller, Jay Pond-Jones
Art Director: Rachel Miles
Copywriter: Michael Tsim
Photographer: Ella Nash
Additional Credits: Account Director: Nick Waddell
Agency Producer: Catharine Griffiths
Director/Production Company: Rebel @ Outsider
Producer: Omelihu Nwanguma
Editor: Assembly Rooms
Post Production: Finish
Sound Design: Tony @ Wave
Typographer: TBC
DoP: Bjorn Bratberg
Media Planning/Buying: Vizeum
Published: August 2015
Short Rationale: McCoy’s new “Go bold” campaign, created by BMB, presents a repositioning of McCoy’s and a move away from its previous “Man Crisps” messaging extolling traditional notions of masculine behaviour. McCoy’s appreciates that the model for real men has changed and the brand is changing with it.
The new campaign features an online ad showing a plumber in his car on his daily rounds singing his heart out to Ella Henderson’s chart-topping ballad ‘Ghost’ on the radio.
When he stops at a petrol station and gets a packet of McCoy’s the impulse to sing and dance to the ballad takes over and he puts on the performance of a lifetime – much to the bewilderment of the staff and other customers in the shop.
The online ad is supported by an outdoor campaign, also created by BMB. The outdoor work comprises six headline-led posters emblazoned with rallying cries for men such as: 'Go bold. Go enjoy that candlelit bath”; “Go bold. Go order that pina colada”; and “Go bold. Go double denim'.
Appartement 103: Château de Pampelonne 'Packaging design'
Brand: Château de Pampelonne
Title(s): Packaging design
Agency: Appartement 103, Paris, France
Agency website: www.appartement103.com
Creative Director: Julien Zylbermann
Copywriter: Joao Paulo Oliveira
Published: August 2015
Short Rationale: Château de Pampelonne is one of the leading Rose brands from Provence, established 200 years ago and sold across all five continents. The branding and packaging design specialists Appartement 103 were commissioned to rejuvenate this historic icon without losing its international appeal and global recognition.
The redrawn castle is now accentuated in a subtle copper hot foil printing. The logo typography has been cleaned up, boosting more visibility and elegance. The iconic embossed towers, part of the brand's DNA, have been redesigned with more detailing to create an elegant presentation while increasing the tactile experience. Even the cotton-like paper has been carefully selected in order to enhance the premium feeling of the presentation as a whole.
Overall, the new Château de Pampelonne presentation is a clean uplift of the brand that keeps its identity intact, while ensuring the brand’s evolution through time.
4Creative: Channel 4 'This is England ‘90'
Brand: Channel 4
Title(s): This is England ‘90
Agency: 4Creative
Agency website: http://www.4creative.co.uk/
Executive Creative Director: Chris Bovill, John Alison
Creative Director: Alice Tonge
Photographer: Dean Rogers
Additional Credits: Artists: Matthew Challenger, Oliver Lancaster Smith, Niamh White
Published: August 2015
Short Rationale: Channel 4 has revealed the poster artwork for Shane Meadows’ iconic series This Is England ’90 – and confirmed that the final chapter in the landmark series will begin on Sunday 13 September at 9pm.
The poster was created by Channel 4‘s award-winning in-house creative agency 4Creative and taps into the Madchester music scene and rave-spirit of 1990.
The image was shot on location in Sheffield by Dean Rogers, who has been photographing the cast on set since the original film in 2006 and features from L-R: Flip (Perry Fitzpatrick), Higgy (Joe Dempsie), Smell (Rosamund Hanson), Kelly (Chanel Cresswell), Harvey (Micahel Socha), Trev (Danielle Watson), Gadget (Andrew Ellis), Milky (Andrew Shim), Shaun (Thomas Turgoose), Lol (Vicky McClure), Woody (Joe Gilgun).
Channel 4 and creative collaboration platform Talenthouse selected three artists to have their work featured in the marketing campaign after visual artists were invited to design flyer artwork that captured the zeitgeist of UK club culture during the 1990's – the time when clubs and dance music changed British youths' habits forever.
The three selected artists are Matthew Challenger, Oliver Lancaster Smith and Niamh White and each will have their work featured within Channel 4’s interactive marketing campaign to launch the series, and receive a financial award and a mentoring session with Channel 4's creative department, 4Creative.
Judges including Chris Bovill & John Alison (Executive Creative Directors of 4Creative, Channel 4), Neil Gorringe (Creative Director, E4), Alice Tonge (Creative Director, 4Creative) and independent judge, Dave Buonaguidi, were looking for imaginative and nostalgic poster artwork that illustrates how club culture kicked off in a big way with house, acid, drum & bass and trance dividing dance floors in the UK.
Content On Demand: Department of Health '#smokefreecars'
Brand: Department of Health
Title(s): #smokefreecars
Agency: Content On Demand, Sheffield, UK
Agency website: http://contentod.co.uk
Creative Director: Phil Parkin
Art Director: David Moore
Illustrator: Richard Morton
Published: August 2015
Short rationale (optional): Content On Demand has produced this animation for the Department of Health to raise awareness for a change in law to ban smoking in vehicles with anyone under 18.
The concept was to take the viewer from dull and grey environment where smoke passes through the car and out of the girl's window to form the words of the message. The narrative progresses to end on a crisp, clear and brightly coloured scene where the driver has ceased smoking in the vehicle and all information has been shared with the viewer.
The video is doing well on social, with 12,320 views on Department of Health YouTube channel. It has generated 6,158 shares to Facebook from the webpage with 5,918 likes, and 1,563 tweets.
More impressively, on NHS Choices Facebook page after 2 weeks, views total 2.3m, likes 17,956, shares 65,146, comments 3,661.
Malaria No More: To Do 'Malaria No More'
Brand: Malaria No More
Title(s): To Do
Agency: Malaria No More (in-house)
Agency website: http://www.malarianomore.org.uk/
Additional Credits: Communication & Media Manager: Claire Hoffman, Roz Hobley
Digital & Projects Manager: Angela Miles
Illustrator: Giulia Barbera
Published: August 2015
Short Rationale: Based on the theme of ‘To-Do lists’, the campaign brings to life the key actions agreed by the World Health Organisation and Roll Back Malaria to help dramatically reduce deaths from malaria by 2030. This horrific, preventable disease has claimed more lives than any other in human history and today kills a child every minute.
Hosted on Playbuzz, the listicle #malariatodolist targets a mass public and political audience and is brought to life with a series of animations featuring Ziii, Malaria No More UK’s malicious mozzy character. Each to-do illustration is tweetable and shareable on social media.
Malaria No More UK branded extra-large “Post it” notes featuring Ziii have also been sent out to key supporters, influencers and MP’s across the country asking them to take a selfie and tweet what they’re doing to help make malaria no more.
AMV BBDO: Currys PC World 'Back to School'
Brand: Currys PC World
Title(s): Back to School
Agency: AMV BBDO
Agency website: http://www.amvbbdo.com/
Executive Creative Director: Alex Grieve, Adrian Rossi
Art Director: Rich Littler
Copywriter: Zac Ellis
Additional Credits: Agency Planner: David Edwards
Agency Account Man: Chris Taggart, Kate Taylor Tett, Amy Tippen, Alicia Lowndes
Agency Producer: Greg Kates
Published: August 2015
Short Rationale: Currys PC World’s new series of engaging TV advertisements form part of its wider Back to School campaign, highlighting the vast range of laptops, tablets, software, and computing bundles and solutions available at the retailer ahead of the new academic year.
The campaign centres humorously on various charm tactics students use to get a new laptop and ties in with the arrival of Microsoft’s Windows 10.
Resonating with Currys PC World’s core audience, the ads were developed to be full of humour whilst highlighting the message that the retailer is the home of computing. Using the overarching tagline of “somebody’s after a laptop”, each advertisement focuses on familiar family scenarios and the various lengths people will go to in order to hint to loved ones that they’d like a new laptop.
McCann Birmingham: E-Lites 'Bus'
Brand: E-Lites
Title(s): Bus
Headline copy and text (in English): A curv makes the difference
Agency: McCann Birmingham
Agency website: http://www.mccannbirmingham.co.uk/
Creative Director: Vince McSweeney
Art Director: Jamie Buckingham
Copywriter: Joe Ivory
Additional Credits: Production: Great Guns
Director: Omar Hilal
Account Director: Rob Mustoe
Account Manager: Rufus Knight-Jacobs
Agency Producer: Tracey Wheeler
Executive Producer: Sheridan Thomas
Producer: Tim Francis
Director of Photography: Jamie Feliu-Torres
Editor: James Demetriou
Post Production: Finish
Grade: Paul Harrison
Composer: Sary Hany
Published: August 2015
Short Rationale: Directed by Omar Hilal, whose previous work includes TV campaigns for Nestlé, Samsung and Coca Cola, the advert is designed to reflect the quality of the E-Lites brand. Hilal uses a rare technique known as ‘silent story’ to tell the narrative and bring the campaign platform, “A Curv Makes the Difference” to life, without dialogue.
As well as TV advertising, the campaign will also include a six week media partnership with the Metro newspaper and national advertising including billboards. A digital campaign will further amplify the activity which will include advertising banners being placed across multiple social media platforms.
Bark&Bite: William Hill 'Take Control'
Brand: William Hill
Title(s): Take Control
Agency: Bark&Bite, Leeds, UK
Agency website: http://www.barkandbite.com/
Creative Director: Lee Roberts
Copywriter: Christian Knowles-Fitton
Additional Credits: Director: Ernest Desumbila - http://www.ernestdesumbila.com/
Executive Producer: Christian Knowles-Fitton
Production Company: Mob Films
Director of photography: Boria Lopez Diaz http://www.borjalopezdiaz.com/
Additional credits: Audio: Marc Mitchell
Editor: Bled Bujupi
VFX: Alex Shackleton, Richard Taylor, Nick Quayle, Julien Lasson, Rory Flynn, Rebecca Pedley, Chris Birks
Producer: Christian Knowles-Fitton, Libby Molineaux
Published: August 2015
Short rationale (optional): Britain’s biggest bookmaker, William Hill, is gearing up for the kick-off of its new football campaign ‘Take Control’.
The new look campaign, developed by its long-term creative agency, Bark&Bite, consist of three 30’ TV directed by Ernest Desumbila, the first of which, ‘In Play betting’, reflects William Hill’s commitment to innovation and its relentless pursuit of enhancing their customers betting experience.
Mc&T PR: Bowers & Wilkins 'Field Experiment #1: Bees'
Bowers & Wilkins Field Experiment #1: Bees from S H U F F L E on Vimeo.
Brand: Bowers & Wilkins
Title(s): Field Experiment #1: Bees
Agency: Mc&T PR, London, UK
Agency website: http://www.mcandt.co.uk
Creative Director: Dan Pickard (SHUFFLE Media)
Photographer: Dan Pickard (SHUFFLE Media)
Additional credits: Sound Artist – Sam Nightingale, Organic Sounds
Published: August, 2015
Short rationale (optional): It is summer. People are outside, socialising, listening to music. How could Bowers & Wilkins refresh the story for its portable T7 bluetooth speaker in a way which conveyed its sound quality, its British-ness as a brand and the functionality of the speaker?
'Field Experiment’ was born – to put the T7 speaker front of mind for consumers making portable speaker purchasing decisions over the summer.
BETC Paris: McDonald's 'Come As You Are'
Brand: McDonald's
Title: Come As You Are
Agency: BETC, Paris, France
Agency website: http://www.betc.fr/countdown/
Executive Creative Director: Rémi Babinet
Creative Director: Damien Bellon
Art Director: Juri Zaech
Assistant Art Director: Albert Yvert
Copywriters: Samuel Moore, David Aronson
Photographers: Nick & Chloé
Additional Credits: Art Buyer: Isabelle Mocq-Orain
Producer: Chantal Bertina
Production: Rita
Post Production: Sparklink
Published: August 2015