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Creative Showcase: Featuring JWT London, FHV BBDO Amstelveen, Afterhours and more

Welcome to The Drum Creative Showcase.

As always this section is dedicated to showing the best creative work and gives you, the reader, the chance to decide what we show within The Drum magazine.

You can vote for the work you like best, simply by clicking the 'Like' button beside the work, and the winner will be featured in the next issue of The Drum (17 September) in the Creative Showcase spread.

Other popular entrants will also be considered for the print edition. Submit your vote before Monday 8 September to guarantee your favourite makes it into the printed magazine.

To submit work for future publication contact gillian.west@thedrum.com. For voting updates and more follow The Drum Creative Showcase on Twitter @TheDrumCreative.

Creative Review: 

JWT London: Mr Kipling 'Life is better with cake'

Brand: Mr Kipling 
Title(s): Life is better with cake

Agency: JWT London
Agency Website: http://jwt.co.uk/
Executive Creative Director: Russell Ramsey
Creative Director: David Masterman
Creative: Verity Fenner, Claudia Southgate
Additional Credits: TV Producer: Toby Clifton
Planner: Hilde Oord
Managing Partner: Simone Forster
Account Manager: Joanne Murray, Amy Wright
Media Agency: Carat
Director: Bjorn Ruhmann
Director of Photography: Justin Brown
Production Company: Blink
Blink Producer: Sam Levene
Editor: Paul Hardcastle @ Trim
Post & CG: The Mill
CG Lead: John Wood
CG 2nd Lead: Gareth Brannan
Lead Animator: Jorge Montiel
Producer: Ian Berry
Music Studio: Jungle
Sound Engineer: Owen Griffiths
Copyright Title: Soul Bossa Nova
Artist: Quincy Jones and His Orchestra
Published: August 2014
Short Rationale (optional): The campaign aims to transform the entire cake category, as well as the Mr Kipling brand and reminds Britons that cakes bring delight to every occasion.

As part of the campaign, an emotionally stirring TVC based around the story of a little boy and his imaginary friend – an enormous pink elephant portrays the ritual they enjoy before sharing a piece of Mr Kipling cake. The campaign retains the famous long-standing endline 'Exceedingly Good'.

The campaign will also consist of an experiential event, partnerships with the X Factor and Heart Radio, a makeover of the Mr Kipling website, in-store shopper activity and online advertising.

FHV BBDO Amstelveen: World Animal Protection 'Step off the elephant'

Brand: World Animal Protection
Title(s): Stap van de olifant af/Step off the elephant

Agency: FHV BBDO, Amstelveen, The Netherlands
Agency website: http://www.fhv.bbdo.nl
Executive Creative Director: Mark Muller, Martin Cornelissen
Art Director: Daniel Samama 
Copywriter: Tim de Waard 
Additional Credits: Responsible at client side: Maartje Maas, Julie Middelkoop, Muriel den Tuinder, Sabrina van der Gaag, Sarah Clifton
Strategy: Derk van Beek, Vincent Seeber
Account Management: Niki Lodder, Eke Rog, Ellen Visee
Digital Producers: Carien van Leeuwen, Hans Dekker
3D Printing: Joris van Tubergen (rooiejoris.nl)
Development & Digital Production: Minivegas
Elephant Design: Dolf Veenvliet (Macouno), Nicole Clerc
Interactive Design: Esmee Lechner
Elefont Design: Bas de Graaf, Nicole Clerc
Pavilion Production: Marcel Kremer (Mont Blanc)
Video Production: Klaas Arie Westland (KAW films)
Endorsement Video: Hadoken
Animation: Dean Refos
Retouche: Mont Blanc
Music: Ruben Samama
PR: Bert Hagendoorn, Lot Bosch van Drakestein
Media: Claire du Pon (Resolution)
Many thanks to: Arke, Ultimaker, Schiphol Media, Schiphol Telematics, De Boer tenten
Published: August 2014
Short Rationale (optional): World Animal Protection launched a campaign where Dutch people can pledge never to ride an elephant again. Each time a name is added to the petition, a specially developed 3D printer prints a piece of a life-size elephant at Amsterdam Airport Schiphol: the world’s first-ever 3D print petition. A live stream of the printing progress is available at www.stapvandeolifantaf.nl

The project is a partnership between World Animal Protection, Dutch advertising agency FHV BBDO, 3D printer manufacturer Ultimaker, production company Minivegas and 3D designer Joris van Tubergen.

Everyone who pledges has their name printed on the elephant with a special font -called Elephont- which makes it look like elephant skin. Although only Dutch people can pledge, everyone who visits Schiphol Airport can check out the 3D printing installation and everyone can follow the progress of the printing 24/7 through the live stream.

More than 20,000 people already signed the petition. The 3D printing installation will be in a pop-up pavilion in front of the main entrance of Schiphol Airport until August 30 2014. 

Aesop Agency: Bristows 'Bristows Clotted Cream Fudge & Toffee'

Aesop Agency: Bristows 'Bristows Clotted Cream Fudge & Toffee'

Brand: Bristows
Title(s): Bristows Clotted Cream Fudge & Toffee

Agency: Aesop Agency, London, UK
Agency website: http://www.aesopagency.com
Executive Creative Director: Martin Grimer
Designer: Harriet Beesley and Gabriel Soto
Published: August 2014
Short rationale (optional): Aesop Serve-Up A ‘Sweet’ Seaside Treat

Produced by Aesop designers Gabriel Soto and Harriet Beesley the aim was to create an evocative world around the product and to communicate the brand’s cheeky attitude. Bold and fresh, the design approach has bags of charm - the brilliant British seaside captured with a modern twist.

AMV BBDO/BBDO: Guinness Africa 'Made of Black'

Brand: Guinness Africa
Title(s): Made of Black

Agency Website: http://amvbbdo.com/
Creative Director: Mike Schalit
Art Director: Antony Nelson
Copywriter: Mike Sutherland
Additional Credits: Agency Planner: Alex Lewis, Tim Whirledge
Agency Account Man: Michael Pring, Gau Narayanan, Jonny White, Rob Ronayne, Harriet Pinnington
Agency Planner: Nick Godden, Holly Pienaar
Media Agency: Carat
Production Company: Rogue Films
Director: Sam Brown
Production Company Producer: James Howland
Post-Production Company: The Mill
Audio Post-Production: Wave
Published: August 2014
Short Rationale (optional): Over a year in development, #madeofblack, part of the global Guinness Made of More platform, shines a light on a movement being created by a new generation of Africans whose boldness cannot be contained and who are fuelling a new, progressive spirit of Africa.

Launched via a four hour take over on MTV Base, the takeover featured #madeofblack stunts, guest appearances from Fuse ODG and Phyno amongst others, and the premier of the new Guinness  #madeofblack commercial.  The #madeofblack campaign, conceived by AMV BBDO in London with BBDO offices in Africa, will continue to develop and build over the coming weeks.

The commercial, directed by Sam Brown, features a powerful compilation of African performers, artists and creatives who are filmed expressing their own #madeofblack story and attitude in their own individual way.

WCRS: Sky Broadband 'Toy Story'

Brand: Sky Broadband
Title(s): Toy Story

Agency: WCRS
Agency Website: http://www.wcrs.com/
Executive Creative Director: Leon Jaume
Creative Director: Simon Robinson
Additional Credits: Agency Producer: Eliot Liss, Alex Honnor
Agency Account Team: Torie Wilkinson, Carolina Gutierrez, Katie Gould
Client Creative Director: Barry Skolnick
Client team: Carli Farmer, Lyssa McGowan, Nikki Griffiths, Lizzie Chasemore
Published: August 2014

AMV BBDO: Uncle Ben’s 'Ben’s Beginners'

Brand: Uncle Ben’s
Title(s): Ben’s Beginners

Agency: AMV BBDO
Agency Website: http://amvbbdo.com/
Creative Director: Mike Hannett
Art Director: Phil Holbrook, Steve Stretton
Copywriter: Liam Donnelly
Additional Credits: Agency Planner: Raquel Chicorel, Trevor Hardy, Matt Turnbull
Agency Account Man: Gau Narayanan, Paddy Heaney, Georgia Totvanian, Tamara Klemich, Jen Knox
TV Producer: Richard Grisman, Nick Price, Tara Megson
Media Agency: Mediacom
Media Planner: Matt Delaney
Production Company: Social Film: Fat Lemon. Content: AMV
Director: Social Film: Chris Faith. Content: Jayne Hibbert Smith
Production Co. Producer: Social Film: Cabell Hopkins. Content: Jayne Hibbert Smith
Published: August 2014
Short Rationale (optional): Uncle Ben’s believes that every child should be able to cook as well as they can read and write. However, 1 in 4 British parents never cook with their children. So millions of kids are growing up without the cooking skills to look after themselves in the future.

To help change this, Uncle Ben’s has launched Ben’s Beginners. It’s an initiative aimed at getting kids and families back in the kitchen cooking together.

At the centre of the campaign is a YouTube channel delivering fun and engaging cooking content. The channel will feature a series of weekly shows hosted by DJ BBQ where he shows seven YouTube stars how to cook simple, delicious meals. This is supported by a set of videos where Lisa Faulkner teaches kids the basic skills they’ll need to follow the recipes.

The campaign begins with a provocative online film to raise awareness of the issue of disappearing family cooking skills. Seeding begins on 26 August, supported by PR. The film directs families to a taster of what’s to come on the Ben’s Beginners YouTube channel.

Big Communications: Always A Chance 'Leon, Ashlee, Darren'

Big Communications: Always A Chance 'Leon, Ashlee, Darren'

Brand: Always A Chance
Title(s): Leon, Ashlee, Darren

Agency: Big Communications
Agency website: http://www.bigcommunications.co.uk
Creative Director: Dylan Bogg
Art Director: Tim Jones
Copywriter: James Cross
Photographer: Martin Brent
Published: August 2014
Short rationale (optional): Always A Chance is a charity set up in memory of James Cooper and James Kouzaris, two young British men murdered whilst on holiday in Florida in 2011. This is their first national advertising campaign created by Big, which promotes the charity's aim of providing a positive force against violent crime in the UK.

Axis: SEGA Europe 'Alien Isolation'

Brand: SEGA Europe
Title(s): Alien Isolation

Production Company: Axis
Company Website: http://www.axisanimation.com/
Director: Ben Hibon
Producer: Andrew Pearce
Executive Producer: Richard Scott
CG Supervisor: Graham McKenna
Animation Supervisor: Steven Graham
Sound Design and Mix: Adelphoi
Composer: Jeff van Dyck
Brand Manager: Amy Hutchinson
Game Developer: Creative Assembly
Published: August 2014

Afterhours: Nigel Bowen (Driving Instructor) 'NB Brand Identity'

Afterhours: Nigel Bowen (Driving Instructor) 'NB Brand Identity'

Brand: Nigel Bowen (Driving Instructor)
Title(s): NB Brand Identity

Agency: Afterhours, London, UK
Agency Website: http://www.afterhoursdesign.co.uk
Designers: Chris McDonald, Kelly Bennett, Moyra Casey
Published: August 2014
Short Rationale (optional): Identity and stationary for driving instructor Nigel Bowen, who’s USP is his reassuring, calming approach, putting nervous learners at ease with his disarmingly friendly banter.

The identity uses the NB acronym to frame all of Nigel’s genuine one-liners and words of wisdom together with a visual style rooted in the language of motorway and road signage. This reflects its informative message and positions his service as ‘the route’ to passing your test.

The ‘My Way’ Code leaflet is his own guide to getting on the road as well as being a more universal expression of his positioning and offer in the market place, his own philosophy on learning to drive.

CHI& Partners: TalkTalk 'Mix-Off – X Factor sponsorship'

Brand: TalkTalk
Title(s): Mix-Off – X Factor sponsorship

Agency: CHI& Partners
Agency Website: http://www.chiandpartners.com/
Executive Creative Director: Jonathan Burley
Creative Director: Micky Tudor, Chad Warner
Creatives: Matt Searle, Sarah Levitt 
Additional Credits: Executive Producer: Nicola Ridley
Producer: Deji Odulate
Production Assistant: Will Parnall
CEO: Nick Howarth
Business Director: Fern Nott      
Account Directors: Kristie Thistlethwaite & Will Oakes
Account Managers: Phillipa Leyshon & James O’Reardon
Director: Sammy Rawal for Believe Media UK
Exec Producer: Rory Fry for Believe Media UK
Producer: Phil Barnes
DOP: Dennis Madden
Editor: Dan Sherwen @ Final Cut
Audio: Scramble
Engineer: Russell Bradley
Producer: Karen Noden
VFX Company: MPC
VFX Producer: Luke Raffety
Colourist: Kai Van Beers
Flame Artist: Alastair Ford
3D Artists: Rune Mansson & Emeric Larochette
Motion Graphics Designers: Matteo Morando, Lee Robinson, Matt Campbell & Will MacNeil
Digital/App Production: MPC Creative
Executive Producer: Dan Phillips  
Senior Digital Producer: Mikey Bramich 
Interactive Creative Director: Andre Assalino
Lead Android Developer: Dennis Ippel
Lead iOS Developer: Hari Karam Singh
Lead Front-end Developer: Henry Yp Ho
Lead Back-end Developer: Pedro Rocha
Lead Designer: Alexandre de Carvalho
Music Company: Platinum Rye Entertainment
Director of Music: Dave Goulding
Published: August 2014
Short Rationale (optional): TalkTalk continues its sponsorship of The X Factor for the sixth consecutive year, with an ambitious twist on its familiar TV idents, giving fans the chance to star on TV in their own professionally-crafted music videos.

Created by CHI&Partners, the idents will feature content pulled in from an advanced app, ‘Mix-Off’, which pushes the boundaries of smartphone technology, enabling TV viewers to create their own music videos at home, with a real made-in-studio feel. The best mixes will then be broadcast to the nation during the show’s ad breaks.

The ‘Mix-Off’ app is fully responsive across iOS, Android and on the web, allowing users to create music videos starring up to four users, against nine different tracks and eight music video styles, all professionally directed by Sammy Rawal. The music videos will be released onto the app in staggered phases throughout The X Factor season.

A second-phase release of the app in September will give fans something new to play with as auditions end and the stage is set for the programme’s live shows. This second release will allow users to pull in performances from their Facebook friends as well as any performance already submitted to the app

Airing from August through to December, the idents will result in more than 160 user-generated spots.

Brothers and Sisters: Betfred 'You’ll love a bit of Betfred'

Brand: Betfred
Title(s): You’ll love a bit of Betfred

Agency: Brothers and Sisters
Agency Website: http://www.brothersandsisters.co.uk/
Creative Director: Brothers and Sisters
Art Director: Brothers and Sisters
Copywriter: Brothers and Sisters
Additional Credits: Media Agency: Mediacom Manchester
Production Company: Biscuit Filmworks
Director: Bruce St Clair
Editor: Ross Hallard @ Trim
Post-Production: Framestore
Audio Post-Production: Dom Dew at Jungle Studios
Published: August 2014
Short Rationale (optional): Brothers and Sisters has created Betfred’s first ever brand campaign which will launch this Premier League football season. Directed by Bruce St Clair (Biscuit Filmworks), the campaign’s 40-second commercial will premiere on 30 August across Sky Sports and BT Sport. 

The spot builds on the existing brand idea of “You’ll Love a Bit of Betfred” and positions the brand at the heart of the entertaining, social and fun spirit of betting. The ad features two cool characters, lifelong best mates who turn an ordinary walk down the street into a slice of fun and entertainment by playing keepy uppy.


Construct: YOO Home 'Brand Identity'

Construct: YOO Home 'Brand Identity'

Brand: YOO Home
Title(s):  Brand Identity

Agency: Construct, London, UK
Agency website:  http://constructlondon.com
Creative Director: Construct
Published: August 2014
Short rationale (optional): YOO Home (homebyyoo.com) is a new retail interiors collection from YOO, represented by an identity by brand consultancy Construct, YOO Home marks the latest development for the YOO brand and comprises four eclectic collections curated by the YOO Studio.

The brand identity by Construct is conceived as a unifying visual umbrella for the aesthetically varied furniture and accessories. Original furniture designed by YOO Home sits alongside a curated selection from iconic design houses including Boffi, Cappellini, Cassina, Droog, Flos, Fritz Hansen, Moooi, Nani Marquina, Poltrona Frau, Zanotta, and show-stopping pieces from Sean Dare, Bethan Gray and Jon Male. YOO Home offers the entire collection across four key themes: Classic, Nature, Minimal and Culture

The YOO Home identity is anchored to the existing YOO logotype, with its lower-case twist on the classic typeface Futura. The addition of the word ‘home’ has been achieved with typographic precision so as to retain the balance and elegance of the original. A protected and defined area of clear space ensures that the new mark is never crowded out but asserts its authority wherever it appears. Brand patterning that is amplified by a wide range of digital, print and physical applications, gives the new identity presence without overshadowing the visually arresting, often colourful products.

The YOO Home logotype comes in three variants: as a stand-alone word-mark, as a wordmark in a roundel, and as a lock-up with a geometric pattern created from the counter of the ‘O’. Here and elsewhere the identity plays with the positive and negative shapes inspired by the letter. A palette of materials and processes has been developed for use across all applications with their use and combinations dictated by a carefully considered set of brand guidelines.

adam&eveDDB: MT Rainey/Let’s Stay Together 'Scottish Heartstrings'

adam&eveDDB: MT Rainey/Let’s Stay Together 'Scottish Heartstrings'

Brand: MT Rainey/Let’s Stay Together
Title(s): Scottish Heartstrings

Agency: adam&eveDDB, Tribal Worldwide
Agency Website: http://www.adamandeveddb.com/ http://www.tribalworldwide.co.uk
Executive Creative Director: Simon Poett
Copywriter: Lee Kozlowski
Additional Credits: Head of Strategy: Allan Blair
Creative Technologist: Yiannis Poulakas
Planner: Allan Blair
Account Manager: Joseph Mishon
Designer: Toby Snowden
Published: August 2014
Short Rationale (optional): The Let’s Stay Together campaign, adam&eveDDB and Tribal Worldwide have created an innovative and ambitious digital platform designed to let the public celebrate the many achievements of Scots and Scotland as part of the UK.

The Scottish Heartstrings site allows people to share what they love about Scotland in a visually exciting way by adding a ‘heartstring’ onto an interactive map of the UK. With five categories to choose from, entries can range from favourite bands, to most admired sportspeople and great Scottish inventions.

The intent is to build a unique, publicly generated digital library of Scottish achievements as part of the UK. 

The Scottish Heartstrings site is live at http://heartstrings.letsstaytogether.org.uk for one month leading up to the Scottish Independence Referendum on 18 September.

The site is integrated with Facebook and Twitter, potentially creating a valuable social groundswell for sign-ups to the www.letsstaytogether.org.uk website. 

Media Agency Group: Claims Through Us (CTU)

Brand: Claims Through Us (CTU)

Agency: Media Agency Group
Agency Website: http://www.mediaagencygroup.com/
Copywriter: Matthew Newman
Production Company: YourFilm
Illustrator: Lauren Shepherd
Additional Credits: Director: Kevin Owens
Producer: Matthew Newman
Short Rationale (optional): A vast, multi-format campaign to position CTU as a highly visible and viable, contender in the competitive, legal marketplace.

Firstly, claims types were analysed in detail to highlight geographical and claim type opportunities.

Through the research and data gathered, the agency moved to target audiences with high claims histories; those who proved extremely receptive to claims advertising.

Outdoor media, online and radio were rolled out across the North West of England alongside the TV ads based on the findings.