Welcome to The Drum Creative Works.
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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Voting closes for this week on Monday 5 February.
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Joint London: TSB Bank Plc 'Break Free'
In 2013 TSB was re-established to bring more competition to the market, with the mission to ‘make banking better for everyone’. Its new Campaign, ‘Five Cats’, TSB aims to make consumers aware that they may be being taken for granted by the big five banks and encourages them to break free and find somewhere better.
Peter Markey, Marketing Director, states "With current account switching at an all-time low, TSB is taking its challenge to the big five banks. There’s never been a better time for us to ask people to take a look at their existing banking relationship and see if it’s working for them, if not, break free and find somewhere better."
This is part of a fully integrated multi-media campaign by Joint, Studio AKA and the Dentsu Aegis Network. The campaign breaks on Monday 22nnd January.
Dentsu Aegis Network
Rosapark: ING Direct France 'The Bank Invested in Me'
Rosapark have created a new campaign that seeks to illustrate the nature of client/bank relationships at ING Direct.
Each Film in the new campaign features a phone conversation between an ING Direct advisor and a client in dire straits. Each call is related through an allegory of how the client perceives their urgent scenario and the fact that the right answer, at the right time, can save their life. The agency created different rescue scenes from action/adventure films, which illustrate these conversations.
The films, directed by Nalle Sjöblad at Birth, are a mix of live action images and integrated 3D, giving the films a cinematic feel. All of the usual action movie elements are present in the films, in their precision, realism, and in the most minute details, giving you the sense you’re watching a blockbuster movie, with an entertaining story and palpable tension.
The cinematic character is further reinforced by the music, which was specially composed (Laurent Perez Del Mar) and recorded by an orchestra.
Jean-Patrick Chiquiar, Jean-François Sacco, Gilles Fichteberg
Managing Director :
Account Director :
Account Manager :
Creative Directors :
Jean-François Sacco/Gilles Fichteberg
Pierre - Antoine Dupin
Art Director :
Strategic Planner :
Nick & Chloé
Wieden+Kennedy Amsterdam: Facebook 'Let's Get To Work'
Facebook is set to embark on an integrated advertising campaign underscoring its work with Britain’s small business, including the UK’s oldest boxing club and a jeans manufacturer in Cardigan, Wales.
Created by Wieden+Kennedy Amsterdam, the campaign is fronted by a 60-second hero film voiced by Game of Thrones’ Kit Harrington. ‘Let’s Go To Work’ features clips of traditional businesses’ hard working routines, such as a training session in a boxing gym, a round of shaves at a barbers and knife sharpening at Charlotte’s Butchery.
The eight-week campaign, which will span outdoor, TV, print, online and cinema, features 16 small and medium businesses (SMBs) in total. It hopes to shine a light on Facebook’s investment in these types of local enterprises, as well as the depth and diversity of their business models.
GTB : Ford 'Built For Your Next Steps'
Ford has taken to Scotland to shoot a cinematic new ad, ‘Built For Your Next Steps’, to promote the EcoSport model. Created by GTB and produced by Radical Media and LS Productions, the 30-second spot puts viewers in the shoes of the British public.
Directed by Josh & Xander, the spot pays tribute to the narrative device used in classic movie scenes as the shot focuses on a character’s foot as they step out of a vehicle to confront a challenge. In the advert the dramatic camera technique is adapted to introduce us to a cast of everyday British individuals.
Identified only by their footwear, we see each anonymous character step gallantly out of their Ford EcoSport cars. As each character takes their next steps, the commercial shows a range of unique but sentimentally British journeys.
Production Company: Radical Media
Director: Josh Melnick and Xander Charity
Production Service: LS Productions
Executive Producer: Sarah Drummond
Producer: Deva Smith
Y&R London: BBC SPORT 'The Fearless are Here'
BBC Sport's latest campaign for Winter Olympics 2018 showcases fearless athletes overcoming several challenges in order to compete in their respective sport. Y&R London worked with animators Smith & Foulkes at Nexus Studios to create the ad.
Force Majeure, MW Luxury Packaging: Johnnie Walker 'Ghost & Rare Special Release'
Johnnie Walker Blue Label Ghost & Rare is a special release created from eight unique Scotch whiskies and brought to life by the brand's master blender Jim Beveridge. Of the eight whiskies included, three were sourced from 'ghost' distilleries.
To celebrate this unique whisky, Force Majeure designed and MW manufactured a pack honouring the ghost and rare whiskies that went into its creation. The result is a cleverly engineered sliding pack constructed with premium grey board and wrapped in high quality art paper printed with a map of Scotland. To create texture, gloss varnish was applied to the illustrated map in a contoured pattern. The location of each ghost distillery was picked out in looping, screen-printed script, while the remaining sites were marked with eye-catching gold foil.
The bottle of Johnnie Walker itself is held in a cream vacuum-formed fitment within a diagonally finished rigid board compartment, which is in turn held in a slide-out drawer wrapped in colour-matched, core-dyed paper. A bespoke sliding mechanism and concealed magnets make it easy to pull out the drawer; upon completion of its “journey” the drawer clicks satisfyingly into place. Meanwhile, a discreet gap in the inner fitment controls the vacuum effect created by the sliding drawer. The finishing touch comes in the form of a gold foil band wrapping around the edge of the slide-out drawer and bearing the story of this unique whisky in sleek, debossed lettering.
Nonsense: Lottoland 'Pies'
Lottoland, the lotto-betting brand, has launched a new multi-media campaign. The lead film and content, 'Pies', demonstrates that Lottoland gives consumers the opportunity to have your ‘fingers in more pies’, by betting on more than 30 lotteries from around the world.
Devised by creative agency Nonsense, the campaign targets 25-45 year olds and will appear in the ad break of Hunted on Channel 4 and Through the Keyhole on ITV. A three-month media schedule, planned and bought by Home, features UK broadcast TV, dynamic TV, broadcast VOD, social media, pre-rolls, radio, OOH and digital display.
As part of the content creation approach by Nonsense, all the executions were shot in one day by Sebastian Hedin through Hobby Films – encompassing three TVC edits, 20 social executions, radio, OOH, digital display and 200 Sky Dynamic variants to respond to live information updates in real-time.
Dan Sherratt, UK Head of Marketing, Lottoland
Rob Mosley, Executive Creative Director, Nonsense
Alexi McCarthy, Art Director, Nonsense
Will Savage, Executive Producer, Nonsense
Greg Hemes, TV Producer, Nonsense
Sebastian Hedin, Director, Hobby Films
Tom Rickard, Producer, Hobby Films
Mark Stein, Producer, Hobby Films
Craig Smith, Editor, Smoke and Mirrors
Ignacio Rodriguez, VXF, Smoke and Mirrors
Sam Fletcher, Artist, Smoke and Mirrors
Sophie Williams, Photographer
Matt Hobbs, Retouching
Sven Kaifel, Design Director, Nonsense