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US Creative Works: featuring Mother NY, Edelman, Grey NY and more

Welcome to The Drum's US Creative Works, supported by Workfront. Dedicated to showing the best creative work in North and South America, we give our readers the chance to decide which work features as our 'Creative Work of the Week'.

Scroll through the latest work, then click through to the global Creative Works site and see what stands out. For project information, creative credits and more, click on the project to expand to full screen and click on the stars to vote.

To submit work for our Creative Works section, fill out this online form.

The winner will be chosen based on the average rating and the number of votes cast. Voting closes on Wednesday, Sept. 5.

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Doner, PopSugar: Melanoma Know More 'Get Checked. Period.'

Agency: Doner, PopSugar
Client: Melanoma Know More
Date: August 2018
PopSugar is putting random black dots at the end of sentences, and they’re not the usual period. Doner, in partnership with PopSugar and Melanoma Know More, is hacking the ubiquitous end-of-sentence period as an innovative awareness effort to help save lives.
From now through September 30, readers who roll over the periods in health and wellness articles, as well as beauty-tip stories, on lifestyle platform PopSugar, will see them transform into reminders about skin cancer awareness that link to educational materials on Melanoma Know More’s website about how to detect suspicious skin spots, which the organization calls the ABCDEs of early detection.
As summer winds down and skin cancer awareness efforts start to taper off, Doner ECD Brad Emmett and ACD Mark Adler – both skin cancer survivors at a young age – wanted to do more to help make melanoma screening a year-round conversation, especially among a younger generation. Their personal experiences taught them that early melanoma detection often doesn’t come at the doctor’s office, but rather, when a loved one notices a suspicious spot that may have otherwise gone unnoticed.
Agency: Doner
Chief Creative Officer: Eric Weisberg 
Executive Creative Director: Brad Emmett (survivor) 
Creative Director: Rob Legato
Writer: Mark Adler (survivor)
Art Director: Angelo Patrona 
Developer of Technology: Sean Schricker
Director of Digital production: Julian Smith 
Media Partner: PopSugar
Tags: United States
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: The New York Times 'This Moment'

Client: The New York Times
Date: August 2018
TV commercials for “The Daily” land on television, Hulu and YouTube today with 15- and 30-second spots featuring the voice of 'The Daily' host Michael Barbaro. The narration reads: "This moment we're living in deserves to be questioned, to be challenged. This moment deserves compassion, and an honest conversation. But most of all, this moment deserves to be understood."
The objective of the central message of the campaign, “This moment deserves to be understood,” builds on the goal set forth when 'The Daily' launched in February 2017 to tell stories more deeply — and to incorporate a new kind of transparency into the way those stories are told. It emphasizes how the unique approach of “The Daily” provides listeners with an intimate and human look at the news, offering them a deeper understanding of the world that is necessary in these fast-changing times.
The Times announced its first-ever marketing campaign for 'The Daily' in early July. In addition to the commercials, the out-of-home campaign for 'The Daily' spans three US cities, featuring: highway billboards and a wallscape domination in Los Angeles; a light rail wraparound in Portland (Oregon); and a complete takeover of the Ogilvie Transportation Center in Chicago, among other outdoor media.
The New York Times
Tags: United States

Edelman: HP Inc 'All-American Family'

Agency: Edelman
Client: HP Inc
Date: August 2018
HP is continuing to make strides in its pledge to highlight diversity both in and outside of its workforce. With a new campaign called ‘All American Family’ the tech company shows that it embraces every type of family.
On July 21, HP gathered 13 families in Chicago – all ages, races, ethnicities, genders and sexual orientation. A smaller group was asked to put together what they thought was an “All American” family unit and were filmed doing it. The people they grabbed from the group and put together closely resembled those you’d see in framed pictures at the store – traditional man, woman, children.
In fact, none of the “choosers” got it right – an African American lesbian mom and her baby were placed with an African American man married to a white woman, and so on – which was a good lesson not only to the choosers but all the other people in the room who were, in fact, part of real families themselves and checked their own bias after seeing what happened. Pictures were then printed on HP printers and put on the wall to live forever and tell the stories of all types of families. Many of the participating families stated that they hoped to use the exercise to teach their kids about bias.
HP purposefully used the words “All American Family” to further prove the implicit bias most of us bring to our work and personal lives. Given the heated political dialogue around changing demographics, the timing was also purposeful, stated the company.
Creative Agency: Edelman Digital
Chief Creative Officer: Jimmie Stone
Executive Creative Director: Jeremy Bernstein
Creative Director: Gil Kuruneri
Assoc. Creative Director: Sam Wilco
Agency Producers: Jennifer Carter Campbell, Genna Levitan
Account Lead: Kristen Hoy
Production Company: HELO
Director: Annie Saunders
Executive Producer: Brendan Kiernan
DP: David McFarland
Editor: John Jenkins
Tags: United States
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Mekanism, Epic Signal: 'Bake it Up a Notch'

Agency: Mekanism, Epic Signal
Date: August 2018
In its first work for Papa Murphy’s, creative agency Mekanism and in-house social media agency Epic Signal introduce two brand new spokespeople, Matt & Molly.
The new creative work, Bake it Up a Notch, showcases a young couple named Matt & Molly huddled around a Papa Murphy’s pizza baking in their oven. In the throes of adulting, Matt & Molly discuss the finer nuances of elevating their pizza game while eagerly awaiting their Papa Murphy’s to bake in the oven.  
Inspired by a quote from David Chang, “Millennials know how to make money...but they don’t know how to grow spinach,” Mekanism found that millennials spend 62% less time preparing food than their Gen-X counterparts. Yet according to a Papa Murphy’s audience study, 63% also say they really enjoy the idea of cooking.
In total, there will be six new main TV commercials, 10 radio spots and nearly 100 pieces of unique social content.
Papa Murphy’s Brand Team
CEO: Weldon Spangler
CMO: Laura Szeliga
VP of Marketing and Creative Services: Diana Douglas
Marketing Director: Jihae Hefeneider
Associate Marketing Manager: JR Foster
Creative Agency: Mekanism
Founder/Chief Creative Officer: Tommy Means
Creative Director: Hart Rusen
Associate Creative Director: Dan Peterson
Senior. Copywriter: Sarah Anderson
Senior Art Director: Shiva Majidi
Copywriter: Caroline Johnson
Art Director:  Alex Brubacher
President/CEO: Jason Harris
COO: Michael Zlatoper
Managing Director, Seattle: Lisa Zakroff
Senior Brand Manager: Myco Nguyen
Brand Coordinator: Ana Sabarots
Project Manager: Maggie Boler
Head of Planning, West: Jeremy Daly
Communications Strategy Director: John-James Richardson
Senior Brand Strategist: Anna Rainwater
Head of Production: Kati Haberstock
TV Producer: Kat O’Meara
Radio Producer: Kara Bello
Sr. Talent Manager: Kourtney Luster
Social Media Agency: Epic Signal
Founder/EVP: Brendan Gahan
Managing Director: Hallie Harris
Director of Social Strategy: Josh Druding
Copywriter: Amy Silvestri
Art Director: Andreas Aristides
Sr. Social Content Producer: Joey Segrove
Social Strategist: Christopher Metoyer
Social Strategist: Charles Weichselbaum
Community Manager: Ruben Ruiz
Production Company: Tool Of North America
Director: Sean Ehringer
Managing Director: Nancy Hacohen
EP: Preston Garrett
Line Producer: Gabe Reiter
Editorial: Nomad
Editor: Jared Coller
VFX/Finishing: Nomad
Color: Apache
Mix/Record: Lime Studios
Music: Mophonics
Tags: United States
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Young and Laramore: Goodwill 'Craft your look'

Agency: Young and Laramore
Client: Goodwill
Date: August 2018
Goodwill, a brand known for its television campaigns, is launching a digital/social-first strategy for its regional fall campaign, with the help of its creative agency-of-record, Young & Laramore. Y&L, which has worked with Goodwill since 1996, is aiming to target the 18-35 year old demographic with the new campaign which places a focus on retail.
With fall being a season of transformation, Y&L leveraged the insight that this consumer base uses Pinterest and Instagram for inspiration, and brought the campaign full circle by highlighting the idea that people shop at Goodwill to transform apparel, and even the notion that Goodwill offers job training that transforms people’s lives. Young & Laramore leveraged its wide connections with editorial partnerships and influencers, and collaborated with Pattern magazine, a luxurious, over-sized, meticulously curated, independent fashion, art and culture publication founded by Polina Osherov in 2010.
Y&L concepted the program where six local artists, identified by Pattern, visited Goodwill and transformed the garments they bought into their own unique design. Three male and three female designers from different walks of life with different styles were chosen. The resulting execution is a beautiful digital and social campaign that resembles an editorial photo shoot in downtown Indianapolis.
There are six videos following each artist’s creative journey and the resulting creations, all of which are very different: for example, one is a Marie Antoinette-inspired dress and one utilized men’s ties to create a bandeau, with loose tailored overalls. The campaign will run on Facebook, Instagram and in pre-roll in Indiana beginning in late August throughout the fall.
In addition to the digital and social ads, there will also be an editorial spread showcasing the clothing transformations in Pattern’s Fall Art Issue.
Client: Goodwill
Agency: Young & Laramore
Editorial: Pattern Magazine
Carolyn Hadlock
Polina Osherov
Daniel Vuyovich
Charlie Hopper
Julie Valentine
Sam Mirpoorian
Sara Frucci
Rachel Nelson
Tom Denari
Sydney Jameson
Cindy Graham
Sam Perry
Artists: Benny Sanders, Beth Bennett, Beck Jones, Monique Burts, Yemi Sanni, Mike Neon
Tags: United States, design, digital, Digital / social media
Main 15 Second Spot
Main 30 Second Spot
Yemi Sanni
Beck Jones
Benny Sanders
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R/GA: Mercedes-Benz USA 'M(illion)osaic'

Agency: R/GA
Client: Mercedes-Benz USA
Date: August 2018
To celebrate reaching two million Instagram followers, Mercedes-Benz USA and its agency R/GA created three 'M(illion)osaic' photo designs that feature the G-Class, CLS and GT models.
Each mosaic design celebrating the milestone is comprised of fan photos that have tagged MBUSA throughout the years.
A team made up of a developer, writer, visual designer and producer transferred data and wrote code, then used a mosaic-generator tool to customize the photo design in less than a week. Twenty four hours after launch on MBUSA’s Instagram channel, the mosaic designs had already garnered upwards of half a million impressions and counting.
Agency (strategy & creative): R/GA (Austin & New York)
Creative Director: TJ Walthall
Art Director: Jake Coutino
Copywriter: Eli Perez
Producer: Ameet Jani
Technology Lead: Manuel Bruno Lazzaro
Community Manager: Madi Barsky
Associate Business Affairs: Madeline Gioia
Account Supervisor: Ben Kravitz
Account Coordinator: Madeleine Rogers
Strategy Director: Natalie Webb
Senior Strategist: Christina Queeney
Intern, Production: Skyler Snider
Intern, Strategy: Kevin Miner
Tags: United States, design, photography, automotive, digital, Social Media, Instagram, mercedes-benz
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This post first appeared on How To Organize Small Kitchen, please read the originial post: here

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US Creative Works: featuring Mother NY, Edelman, Grey NY and more


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