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 26 June.
For project information, credits and more click on the project to expand to full screen for credits submit online via our online form.
For voting updates and more follow The Drum Creative Works on Twitter @TheDrumCreative.
Wieden+Kennedy Amsterdam: Corona 'What The Ocean Gives Us'
Agency: Wieden+Kennedy Amsterdam
Client: Corona
Date: June 2017
A heartfelt poem to the sea, the 60-second film is part of Corona and Parley for the Oceans commitment to protect 100 Islands against marine plastic pollution by 2020.
Credits:
CORONA
Global Vice President Marketing Global Brands
Kyle Norrington
Vice President Marketing Corona
Thiago Zanettini
Global Corona Brand Communications Director
Clarissa Pantoja
Global Corona Brand Manager
Evan Ellman
WIEDEN+KENNEDY AMSTERDAM
Executive Creative Directors
Mark Bernath, Eric Quennoy
Creative Director
Alvaro Sotomayor
Art Director
Jeff Lam
Copywriter
Alex Bower
Head of Broadcast Production
Joe Togneri
Head of Interactive Production
Kelsie Van Deman
Broadcast Producer
Judd Caraway
Head of Comms Planning + Digital Strategy
Greg White
Planner
Maria Correa
Communications Planner
Wes Young
Digital Strategist
Freddie Young
Social Content Strategist
Jordan Sowunmi
Group Account Directors
Courtney Trull, Kirk Johnsen
Account Director
Tim Ryan
Account Managers
Franky Wardell, Jasmina Almeda
Account Executives
Kristina Jorgensen, Thomas Missault
Studio Artist
Steele Bonus
Studio Manager
Lizzie Murray
Project Managers
Janna Boesjes, Saskia Saskia van Zwieten
Business Affairs
Kacey Kelley
FILM PRODUCTION
PRODUCTION COMPANY
MINNOW 11
Director/Primary Photographer
Morgan Maassen
DOP
Will Adler
Executive Producer
Lindsay McGill
EDITING COMPANY
Editors
Will Judge, Joe Walton
AUDIO POST
THE AMBASSADORS
Sound Designer/Mixer
Marco
MUSIC
Ross Gidney
Music Company
Sound Works
POST PRODUCTION
THE AMBASSADORS
Flame
Jeroen
Colorist
Brian Krijgsman
Producers
Gayle van Bochove, Jeoffrey van Overveld, Darden Longenecker
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Havas: Jurys Inn 'Stay Happy'
Agency: Havas
Client: Jurys Inn
Date: June 2017
Credits:
Project name: The Trolley
Creative agency: Havas London
Havas Group companies involved: Havas London, One Green Bean
Client: Suzanne Cannon, Head of Marketing, Amaris Hospitality / Jurys Inn; Rosalyn Smith, Brand & Communications Manager, Jurys Inn
ECD: Ben Mooge
Copywriter: Barney Packham & Nick Wavish
Art director: Dan Bolton & Nick Wavish
Account team:
Business Director – Gareth Davies; Account Director – Claire Sweeting; Account Manager – Matt Paris
Agency producer: Gabrielle Flanagan
Assistant Producer: Dominique Strouthos
Project manager: Katie Houghton
Strategic Director: Kristin Cowper
Media agency: Kimberley Smith, Alexia Harper
Production company: Biscuit Filmworks
Directors: Johnny Burns, Pier Van Tijn
Executive Producer: Kwok Yau
Production Manager: Davina Abrahams
Director: Big Red Button
Post-production: The Playroom (Offline), The Mill (Online)
Soundtrack composer/Arranger: Jonathan Goldstein / Oscar Garvin
Audio post-production: Factory
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Music: Doc Martens 'Music communicates Doc Martens brand to internal team '
Agency: Music
Client: Doc Martens
Date: June 2017
Branding agency Music has been working with Dr. Martens since June 2016 to help the brand identify a strategic framework on how to internally communicate to staff their global brand vision and essence.
The year-long campaign began with delivery of a vinyl record, to reflect the 'heartbeat of the brand'; music. The record, which comes packaged in four different sleeve designs, features Dr. Martens brand essence of 'Rebellious Self-expression' as the center label, and around it sits elements of the brand framework, expressed in simple, direct language that reflects the brand. Printed sleeve notes serve to elaborate on the content of the record. The records have been distributed to all staff across the world.
The next phase of the campaign is a biannual internal newspaper entitled 'On the record'. Music used a workshop with Dr. Martens internal culture team to establish what information staff wanted to hear, and then set about communicating that information creatively and fearlessly – in line with the brand. In the spirit of self-expression, each article is attributed to a member of Dr. Martens staff and is the result of a collaboration between them and Music
Credits:
Adam Rix - Creative Director - Music
Lottie Brzozowski - Designer- Music
Paolo Carniel - Copywriter- Music
Amy Alexander - Client Services
Lottie Brzozowski - Designer- Music
Paolo Carniel - Copywriter- Music
Amy Alexander - Client Services
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Echo: Nestle International Travel Retail, SMARTIES 'Packaging solutions '
Agency: Echo
Client: Nestle International Travel Retail, SMARTIES
Date: June 2017
Echo worked with Nestle International Travel Retail and Smarties to create exciting new added value packaging solutions that spark creativity, encouraging active and interactive play.
Building on the idea of ‘Create Colourful Stories’, Echo’s range of innovations are answer a wide number of consumer needs in gifting, sharing and inflight entertainment.
Smarties Toppers have been designed to include reversible finger puppets and crayons and the Smarties dispensers are designed to drive interactivity and fun that will keep children entertained during their flight. Family members looking to bring a creative gift home can choose from a colourful Smarties telescope or Smarties Art Tube including crayons, coloured paper and drawing tools. Or a colourful money box tin and giant lentil dispenser.
Through the creation of these packaging innovations, Echo’s multidisciplinary design team have reinforced the idea of ‘Create Colourful Stories’ through designs that foster creativity and encourage interactive play that requires active participation and engagement.
The new Smarties gifts are now available throughout International Travel Retail globally.
Credits:
Andrew Capper, Creative Director, Echo
Dani Verbeeten, Senior Designer, Echo
Niall McRiner, Design Director, Echo
Alastair Jones, Head of Client Services, Echo
Dani Verbeeten, Senior Designer, Echo
Niall McRiner, Design Director, Echo
Alastair Jones, Head of Client Services, Echo
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MW Luxury Packaging : Diageo, Orphan Barrel 'Orphan Barrel packaging'
Agency: MW Luxury Packaging
Client: Diageo, Orphan Barrel
Date: April 2017
If there’s one characteristic the true whiskey connoisseur prizes it’s rarity. This is the ethos behind Orphan Barrel, a distilling company dedicated to the bottling of whiskies that have been overlooked for many years. In their own words: “the project is founded in dark, quiet corners of rick houses around the world.”
The brand new collector’s edition crate released by Diageo in celebration of this fantastic project. Designed by Force Majeure and manufactured by MW Luxury Packaging, this holding case was specially crafted to carry six bottles of Orphan Barrel’s rarest whiskies.
The pack measures 718mm long, 284mm tall and 147mm deep. Constructed from 16mm MDF, the case bears a custom wood veneer stained black with matte varnish. The solid front panel closes by way of six 180-degree hinges, custom plated in matte black to match the exterior, and is held shut with eight pairs of magnets.
Open the case using the bronze bar along the front to discover the interior: PU leather silkscreened with gold Orphan Barrel logos, and six bottle cavities framed with copper plates. The bottles themselves are designed to sit between two black EVA foam pads, ensuring their safety.
Credits:
Manufacturer: MW Luxury Packaging
Design: Force Majeure
Design: Force Majeure
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Disney UK: Disney UK 'Be Amazing'
Agency: Disney UK
Client: Disney UK
Date: June 2017
Disney have just launched a new campaign called 'Be Amazing' that champions their female-character led franchise by encouraging young girls to “be amazing.”
The creative is the next phase of their dream big princess campaign and a continuation of the work they’ve been doing to empower girls. The campaign will run on both Disney Channel and Disney Junior.
Credits:
Angela Affinita, Creative Director
Petra von Schalien, Producer
Steven Hore, Writer/Director
Alex MacDonald, DOP
Steven Hore, Editor
Marcus Punter-Bradshaw, AFX
The Unit, Post-production
Wave Studios, Audio
Lee Gladman, Photographer
Petra von Schalien, Producer
Steven Hore, Writer/Director
Alex MacDonald, DOP
Steven Hore, Editor
Marcus Punter-Bradshaw, AFX
The Unit, Post-production
Wave Studios, Audio
Lee Gladman, Photographer
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Robot Food: Seabrook 'Seabrook positioning and rebrand'
Agency: Robot Food
Client: Seabrook
Date: June 2017
Seabrook is a cult classic with legions of loyal fans and devoted to big flavour. To stand out, the crisp maker had a rebrand and repositioned itself to buck mainstream norms and help Seabrook rediscover their challenger ethos.
Through strategic insight, provocation and a collaborative brand workshop, the Robot Food team defined a distinct personality for the brand and translated it into a bold, punchy design with a proud tone of voice that has bags of shelf shout.
Robot Food stripped the brand down to its core assets and rebuilt it. Prouder and clearer; the new brand mark is a striking evolution that stays true to the brand’s distinctive heritage. The nucleus of a solid brand architecture that changes colour according to flavour; it defies the expectation of corporate repetition and playfully reinforces Seabrook’s confident ‘challenger’ status.
Big flavour influenced bold design. Thick stripes of vibrant colours pop against a fresh white background, alternating in colour and shape to indicate flavour and cut. For the more premium Lattice range, Robot Food chose a rich blue backdrop and a premium foil substrate to give each flavour’s accent colour extra standout. The team also established a new tone of voice in creating the strapline, ‘Bags of flavour made with pride’ and ‘Saviours of flavour’ brand story, which subtly nods to Seabrook’s northern roots.
The new designs are proven to cut down recognition time for existing consumers and scores higher for purchase intent with non-buyers. With Seabrook’s swagger back in full swing, Robot Food continue in their role as brand guardians, developing a new comms campaign and exciting NPD strategy that’s full of flavour. The new branding launches nationwide in stores this month.
Credits:
Martin Widdowfield, Creative Director, Robot Food
Jess Cook, Senior Account Manager, Robot Food
Mike Johns, Design Director, Robot Food
Jess Cook, Senior Account Manager, Robot Food
Mike Johns, Design Director, Robot Food
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HAVAS : Heathrow 'Heathrow Wonderers'
Agency: HAVAS
Client: Heathrow
Date: June 2017
Heathrow has launched its latest online film ‘Wonderers’, celebrating the wondrous possibility of flying and the closeness that air travel can bring to people from all corners of the globe.
Accompanied by the distinctive voice of John Boyega, a London born icon whose recent travels have brought him global fame and exciting opportunities, the film beautifully captures genuine moments of closeness between passengers at Heathrow. As part of the piece, we see small interactions juxtaposed with the epic landscape of Heathrow. John’s distinctive voice reminds us to keep looking up and dreaming; ‘Wonderers, keep wondering. We’re all closer here.’
Credits:
Project name: Heathrow - Closer
Title: 'Wonderers'
Creative agency: Havas London
Client: Rebecca White, Marketing and Research & Insights Lead, + Modupe Adeboye, Senior Marketing & Brand Manager, Heathrow
ECD: Ben Mooge
Creative Director: Lynsey Atkin
Copywriter: Lynsey Atkin
Account team: Nicola Wardell, Managing Partner; Julia Mahoney, Senior Account Director; Claire Petzal, Account Manager
Agency producer: Katie Wood
Production Assistant: Adrianne Godfrey
Strategy Director: Clare Dowen
Production company: Pulse Films
Executive Producer: Paula Garr
Director: Fred Scott
DoP: Federico Alfonso
Editor: TenThree - Liam Bachler
Post-production: The Mill
Soundtrack composer: Luke Howard via Universal.
VO Narrator: John Boyega
Audio post-production: Parv Thind at Wave Sound
Title: 'Wonderers'
Creative agency: Havas London
Client: Rebecca White, Marketing and Research & Insights Lead, + Modupe Adeboye, Senior Marketing & Brand Manager, Heathrow
ECD: Ben Mooge
Creative Director: Lynsey Atkin
Copywriter: Lynsey Atkin
Account team: Nicola Wardell, Managing Partner; Julia Mahoney, Senior Account Director; Claire Petzal, Account Manager
Agency producer: Katie Wood
Production Assistant: Adrianne Godfrey
Strategy Director: Clare Dowen
Production company: Pulse Films
Executive Producer: Paula Garr
Director: Fred Scott
DoP: Federico Alfonso
Editor: TenThree - Liam Bachler
Post-production: The Mill
Soundtrack composer: Luke Howard via Universal.
VO Narrator: John Boyega
Audio post-production: Parv Thind at Wave Sound
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Clinic: MINDBODY 'MindBody'
Agency: Clinic
Client: MINDBODY
Date: June 2017
Clinic's new campaign for digital fitness and wellbeing brand MIndBody in the UK has launched on the London underground and London buses this week.
To create the campaign, Clinic used snippets of familiar commuter experiences, like jostling for space on a busy platform or trying to keep your balance standing up on a moving train, to highlight opportunities for fitness, wellness and relaxation that MindBody can connect you with: ‘from yoga to gym classes, beauty treatments and bootcamps’. It’s also been designed to introduce MindBody’s bright and optimistic branding and personality to the UK market through its tone of voice and use of colour.
Credits:
Clinic London
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Growth Films: BlindSquare 'BlindSquare'
Agency: Growth Films
Client: BlindSquare
Date: April 2017
BlindSquare is an indispensable mobility and orientation tool for the blind that opens up the world and makes any environment familiar and accessible to the user.
The brief was to illustrate the unique manner in which BlindSquare guides its users.
Credits:
Ilkka Pirttimaa - Head of Marketing - BlindSquare
Laurence Thrush - Director / Cameraman - Splendid & Co
Colorist: Rajiv Bedi @ Encore Video
Music & Sound Design: Samy Kramer
Laurence Thrush - Director / Cameraman - Splendid & Co
Colorist: Rajiv Bedi @ Encore Video
Music & Sound Design: Samy Kramer
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Impero: Beefeater Gin 'This Is Real London Dry Gin'
Agency: Impero
Client: Beefeater Gin
Date: June 2017
Beefeater has revealed a subtle brand relaunch to position itself as a gin ‘with a distinctly straight talking urban feeling’, communicating this shift to the UK audience with its first national out-of-home campaign in 12 years.
The creative features flat, graphic designs filled with the traditional bright red Beefeater palette. Imagery includes sunglass-touting young fashionistas and Beefeater’s new signature serve: the B&T (Beefeater & Tonic), which comes with a slice of both orange and lemon.
The nationwide campaign – the brand’s first large-scale execution – includes mural spots in London’s Brick Lane and Manchester’s Northern Quarter, as well as traditional OOH buys in five cities across the UK. Beefeater hopes to target a new generation of urban gin drinkers by taking the brand ‘back to its London roots’.
Adam Boita, head of marketing at Pernod Ricard UK, said: “This new direction embodies everything that is Beefeater, whilst injecting a fresh urban modernity … All our outdoor placements reflect the modern urban feel of the campaign.”
Lead creative agency Impero won the competitive pitch to rethink Beefeater’s brand direction, having won its global social and digital accounts two years ago.
Michael Scantlebury, creative director at the agency, added: “What we've done with Beefeater is reset the brand for the new generation of urban gin drinkers, those that want the big taste of a gin that is made to a real London Dry recipe – a real brand for a real generation.
“We are starting to see this happen more and more: digital-first creative agencies, like Impero, are taking the reins on brands where advertising agencies used to sit. Something that certainly makes a lot of sense.”
Credits:
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Sunderland AFC: 2017-18 Home Kit Launch '18 Home Kit Launch'
Agency: Sunderland AFC
Client: 2017-18 Home Kit Launch
Date: June 2017
Sunderland AFC has delivered a world footballing first by screening a game between two local teams on Facebook Live to launch its new 2017-18 Adidas home kit.
Dawdon Welfare Park FC of the Peterlee and District Sunday League sported the new look and ran out 7-1 winners over Hall Farm Glasshus FC of the Durham Alliance Combination League at Ashbrooke Cricket Club – the site of one Sunderland AFC’s former grounds prior to its move to Roker Park in 1898.
The match broadcast reached more than 350,000 supporters live on Facebook, and coverage of the launch game was seen by around one million fans across all of the club’s social channels.
Paul Welch of Dawdon Welfare Park said: "It was a huge honour for us to be chosen to unveil the new Sunderland home kit. For the club to recognise and celebrate grassroots clubs and players in this way is fantastic and it’s something we will remember for the rest of our lives.”
The club have announced the new kit with the tagline: 'Our future is rooted in our history.' The shirt worn by Dawdon resembled that of the 1880s with narrower red stripes.
Credits:
Stu Vose - Head of Digital - Sunderland AFC
Kate Smith - Assistant Head of Digital - Sunderland AFC
David Moses - Head of Hospitality & Events - Sunderland AFC
Michael Laidler - Senior Events Executive - Sunderland AFC
Emily Jewitt - Events Executive - Sunderland AFC
Alexander Middleton - Head of Design - Sunderland AFC
Oliver Lindley - Marketing Executive - Sunderland AFC
Lindsay Douglas - Retail Manager - Sunderland AFC
Andrea Hanson - Retail - Sunderland AFC
James Wallace - E-Commerce Administrator - Sunderland AFC
Rob Mason - Club Historian
Kate Smith - Assistant Head of Digital - Sunderland AFC
David Moses - Head of Hospitality & Events - Sunderland AFC
Michael Laidler - Senior Events Executive - Sunderland AFC
Emily Jewitt - Events Executive - Sunderland AFC
Alexander Middleton - Head of Design - Sunderland AFC
Oliver Lindley - Marketing Executive - Sunderland AFC
Lindsay Douglas - Retail Manager - Sunderland AFC
Andrea Hanson - Retail - Sunderland AFC
James Wallace - E-Commerce Administrator - Sunderland AFC
Rob Mason - Club Historian
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