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Creative Works EMEA: featuring Apple, SodaStream, Burger King and more

Welcome to The Drum's Creative Works EMEA, dedicated to showing the best creative work of the past week from Europe, the Middle East and Africa.

Make sure to vote for your favourite campaign by clicking on the stars.

For project information, credits and more, click on the Creative Works box to expand to full screen. You can submit your own work via our online form. Make sure to also visit our global Creative Works site to keep up with everything creative going on around the world.

For voting updates and more follow The Drum Creative Works on Twitter @TheDrumCreative.

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: 'Behind the Music'

Date: May 2019
As the British music festival season kicks off, Apple is celebrating the country’s vibrant music scene with a film that honors music legends and their creative process. The film, titled ‘Behind the Music. Behind the Mac,’ is the latest addition to Apple’s global ‘Behind the Mac’ campaign, which pays homage to the Mac, the original Apple computing device for creators. Within the film, found footage of music superstars, like McCartney, Bowie and the animated Gorillaz, and budding artists are seen hard at work, striving to bring their music to life behind their Mac.
Set to the powerful lyrics of What We Do by Swindle, Rider Shafique, D Double E, Daley and P Money, the film celebrates the process of creativity and how the Mac has backed artists throughout their journeys. As music fans attend shows of their favorite artists during the British music festival season, ‘Behind the Music. Behind the Mac’, according to the company, is a reminder that the nation’s music driven creativity – both past and present – has the power to unite us. 
Agency: TBWA\Media Arts Lab
Client: Apple
Tags: UK

: 'Men, We Are With You'

Date: May 2019
Prostate Cancer UK has launched its 2019 brand campaign that pays tribute to men, in all their weird and wonderful ways.
Every 45 minutes, a man dies from prostate cancer - it kills more people than breast cancer. Prostate Cancer UK wants to change this harrowing reality by transforming the way it is diagnosed and treated, by investing millions into research. 
To draw attention to its cause, the charity is declaring 'Men, We Are With You' - a campaign that focuses on all the best bits about the male species - to remind us what we would miss if we lost them.
Both ordinary and extraordinary, the film presents a montage of personal shots collated of real men - some of whom are affected by the disease. 
Over the top of the footage, a narrator reads an ode to man: "What a piece of work is a man? How noble in reason. How infinite in faculty? In form and moving? How express and admirable? In action, how like an angel? In apprehension, how like a god? The beauty of the world. The paragon of animals. And yet to me, what is this quintessence of dust?"
The film ends of a shot of a man diagnosed with prostate cancer, and the ending text reads "One man dies every 45 minutes from prostate cancer. We think they're worth saying."
The raw nature of the clips works to hit home the realness of cancer, and how it can affect any man. 
The multimedia campaign was created by BBH, and includes TV, outdoor and digital advertising, social media and editorial. 
On Wednesday (15 May) Prostate Cancer UK presented an installation on London's Southbank, where a giant savings jar was created. Men who are affected by prostate cancer were invited to stand within the jar, to highlight that they are worth saving. 
Associate Director of Communications: Olivia Burns
Head of Marketing Communications: Nicholas Wright
Strategic Planning Manager: Sarah Lines
BBH Creative Team: Oliver Short
BBH Creative Director: Nick Gill
BBH Account Director: Selina Strasburger/Aymara Blanco
The Garage Brand Strategist: Nick Kendall
Film Credits
BBH Producer: Jemima Bowers
BBH Assistant Producer: Sam Ramsey
Production Company: Pulse Films
Director: Nicolas Jack Davies
Executive Producer: Lucy Kelly
Producer: Chris Harrison
Post Production: The Mill
Editor/Editing House: Billy Mead @ Ten Three
Sound: String and Tins
Lead Music Supervisor: Julz Baldwin
Tags: UK, creative works, BBH

: '20 Years'

Date: May 2019
Remember when you were 20? What lengths you went to just to save a few bucks? French train system Ouigo's new spot will bring back some memories in this spot, which promotes the brand's low fares and serves as an ode to twentys-somethings everywhere.
The film follows the daily life of three students who go about life in a simple, easy, effortless, and clever manner. They are kings and queens of resourcefulness; everything around them takes on a second meaning in their eyes; an iron becomes a raclette grill, a tennis racket a strainer, a toaster a stove, a black marker turns an old stocking into a new one.
The direction of this film was entrusted to Alice Moitié, a young and gifted director. The music chosen for this film, Hier Encore by Charles Aznavour, the highly-revered French crooner who passed away last year, gives the film a poetic ambiance.
The film’s objective is to make choosing Ouigo a reflex for the younger audience, who make up 40% of customers, by promoting new routes to destinations that appeal particularly to the young in France
Co-founders ::::: Gilles Fichteberg, Jean-François Sacco, Jean-Patrick Chiquiar
Creative Directors: Jean-François Sacco, Gilles Fichteberg
Art Director: Julien Saurin
Copywriter: Nicolas Gadesaude
Managing Director: Delphine Drutel
Managing Director and Strategy Planning Director: Sacha Lacroix
Account Director: Lucile Wissocq
Account Manager: Ilana Descourtieux
Social media managers: Cassandre Geron & Thibaut Thureau
TV producter: Elodie Jonquille
PR: Mélanie Colleou
Director: Alice Moitié
Production: Standard
Producter: Julie Matthieu
Directrice de Production: Justine Sautrey
1st Assistant Director: Mohamed Elarche
DOP: Marco Graziaplena
Chief Decorator: Lucie Libotte
Stylist: Clelia Cazals
Post-Production Image: Poster
Editing: Sophie Reine
Sound Production: Grabuge
CEO: Stéphane Rapebach
Marketing, E-commerce and Communications director: Najoua Ben Jemaa
External Brand and Communications director: Juliette De Beaupuis Daumas
External Communications Manager: Lisa Mangin
Social media manager: Alexis Toutain
Tags: France, Ouigo

: 'Brexit-themed vinyl covers'

Date: May 2019
London-based creative studio, Lunes, has designed Brexit-themed vinyl covers to get EU in the mood for Eurovision 2019.
The designs include vinyl art for the reworked Sinéad O'Connor song, Nothing compares to EU, and a contemporary version of Queen's, I Want to Break Free, amplified with a parental advisory label.
Tags: UK, design, Graphic Design, creative, Art Direction, creative direction, Brexit

: 'EU-Revision'

Date: May 2019
Paddy Power and X-Factor judge Louis Walsh is egging on the continent, and daring them to vote for the UK in this year's Eurovision contest - in revenge for Brexit.
Ahead of Saturday's show (18 May) 'EU-Revision' cheekily encourages people across Europe to give their Eurovision points to the UK because if Britain wins, it will have to host the contest and open its borders. 
As Irish representatives, Paddy Power and Walsh have decided to react more light-heartedly to its closest neighbour departing from the union. The campaign, which is created by Spanish creative agency Officer & Gentleman, will launch across other remaining countries with a launch event, billboards and print. 
To mark the launch of the 'EU-Revision' campaign, Walsh hosts a tongue-in-cheek film that calls the EU countries to action. 
After commending the musical talent that has arisen from the brotherhood of exceptional nations Walsh juts in to say: "and then along came Brexit and ruined everything!"
Walsh then playfully teases that he is "coming out" - a media speculation he has been at the receiving end of for years. He then continues "... in support of the UK at Eurovision." 
Calling all the EU countries to arms, Walsh jokes: “If [the UK] win, next year they’ll have to host the festival and welcome thousands of Poles, Italians, Romanians, Irish…all those people that May, Boris and Mogg love so much."
Throwing even more salt in their wounds, the cost of hosting the festival will add to the already inflated “Brexit Bill” prompting what Walsh refers to as a “real Brexit Party” in reference to Nigel Farage’s newly formed political party.
Client: Paddy Power
Head of PR: Lee Price
Agency: Officer & Gentleman
Executive Creative Directors: Javi Iñiguez de Onzoño & Alex Katz
Managing Director: Jose Ortiz
Creative Supervisors: Juan Aldeanueva & Sergio Sanz
Head of Art: Juanlu Poza
Senior Art Director: Luis Alvarez
Junior Art Director: Javier Malluguiza
Junior Copywriter: Emilio Franquelo
Account Supervisor: Inma Ortega
Account Executive: Marta Cintero
Agency Producer: Beto PF
Director: Javi Iñiguez de Onzoño
Camera: Jar Finnegan
Director of Photography: Paul-Michel Ledoux
Sound Operator: Dean Murray
Post Production: Exit Audiovisual Consultants
Tags: Republic of Ireland, creative works, Paddy Power
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: 'Every penny counted '

Date: May 2019
The Sunday Times and News UK's Pulse have created a new campaign, Every Penny Counted, to drive engagement with The Sunday Times Rich List. The 156-page special edition of The Sunday Times Magazine will reveal the 1,000 wealthiest people in Britain in its 31st annual edition.
The creative sees celebrity lookalikes – resembling Anthony Joshua, JK Rowling, and even The Queen – turned upside down to shake out their pocket change. The photoshoot, by photographer Andy Green, saw the look-alikes strung up by their ankles – apart from the 91-year-old Queen Doppelganger – to get the shot.
The campaign’s concept, and strapline, ‘Every penny counted’, emphasises the rigour of The Sunday Times’ investigation into Britain’s most wealthy individuals. 
The Times and The Sunday Times
Catherine Newman, Chief Marketing Officer
Victoria Edwards, Campaign Marketing Manager
Hannah Johnson, Campaign Marketing Exec
ECD – Robin Garton
Creatives – Robin Garton, Rob Welch, Paul Alderman, Sam Mellis, Rob Pritchard Jones
Photographer – Andy Green
Producer/Head of Art Buying – Emma Modler
Retouching – Smoke and Mirrors
Typography – Kate Scally, Matt Hunt
Video - News UK Productions
Photographer - Andy Green
Tags: UK
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: 'Great Shows Stay With You '

Date: May 2019
Amazon Prime Video has injected a bit of drama into the mundane to demonstrate the impact its programming has on real-life situations.
Created by Droga5 London, in a series of four films, the streaming arm of the e-commerce giant shows ordinary people at work, with friends, dining out and even delivering a drainage systems talk at a conference. 
Although the situations don't cry out as anything out of the usual - the actions of each individual are more fit for the TV screen than reality. 
Each film centres on a different Amazon Prime Video original series, including The Marvelous Mrs. Maisel, Hanna, New Amsterdam and All or Nothing: Manchester City. 
In one film, at a conference for drainage systems which appears to have dragged on, a nervous speaker stands up to address the crowd. 
After his shaking hands lead him to drop his notes, he appears to have succumbed to the frog in his throat, with the attendees making awkward faces to each other. 
However, mirroring his inner 'Mrs. Maisel' - Amazon's stand-up comedy protagonist - the speaker turns the conference around until the crowd are in stitches. As he stands with his sweaty armpitted arms in the air, the film cuts back to '24 hours earlier' as he lies in his hotel room watching the TV show with Mrs. Maisel triumphantly ending one of her shows. 
Obviously inspired by what he sees - the tagline across the screen reads 'Great shows stay with you.'   
Agency: Droga5 London
Chief Creative Officer - David Kolbusz
Group Creative Director - Raphael Basckin & Shelley Smoler
Art Director - Dave Wigglesworth
Copywriter - Ed Redgrave
Joint Managing Director - Heather Cuss
Account Director - Callum Raines
Strategy Director - Tim Whirledge
Agency Producer - Peter Montgomery
Production Assistant - Manon Rees
Client: Amazon Prime Video
Production Company: Somesuch
Director - Steve Rogers
Executive Producer - Seth Wilson
Producer - Lee Groombridge
Production Manager - Luke Thornton
DOP - Daniel Landin
Production Designer - Drogo Michie
Costume - Rosa Dias
Hair & Makeup - Louise Hinton
Edit - The Quarry
Editors - Jonnie Scarlett - Conference, Table Football, Scot Crane - Choke, Cupcake
Producer - Tor Adams
Post Production - Electric Theatre Collective
2D Artists - Marcus Wood, Flavio Kawamoto, Alex Grey, Alberto Pizzocchero, Tomer Epsthein
Producer - Jon Purton
Post Production - MPC
Colourists - Jean-Clement Soret
Colour Producer - Ellora Chowdhury
Sound - 750mph
Sound Design & Mix - Sam Ashwell, Jeff Smith
Producer - Mary-Ann D’Cruz
Music Composition:
Music Supervision / Clearances - Hywel Evans
Composer / Music Company - Conference - Philip Kay at Woodwork Music, Choke - Philip Kay at Woodwork Music, Cupcake - Goldstein Music, Table Football - Goldstein Music
Tags: UK, Amazon, droga5 London, creative works
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: 'Farm and Family'

Date: May 2019

A 14-episode content series for Thatchers sees the spokesman from the ‘Hot Air Balloon’ and ‘Race Car’ campaign now exploring the ‘farm and family’ facts behind Thatchers cider.

The content represents the next phase of the ‘What Cider’s Supposed to Taste Like’ platform, demonstrating the Thatcher family’s utterly uncompromising commitment to the quality of their cider.

In keeping with the authenticity of the campaign messaging, the films were shot entirely on location in Somerset on the Thatchers family farm and Martin Thatcher, the fourth generation of the Thatchers family to make cider, even makes an appearance in a few of the spots.

Algy Sharman, creative partner at Joint, said: “After the success of last year’s activity, we’re excited to bring our spokesperson back and build on the campaign with targeted, dynamic content.”

The campaign will run on TV, VOD, social, and YouTube pre-rolls and will be released throughout the summer of 2019. It was shot by Declan Lowney through Another Film Company.


Brand: Thatchers Cider

Advertising Agency: Joint

Production Company: Another Film Company

Director: Declan Lowney

Post Production: The Mill

Editor: Charlie Moreton at Work

Sound: Unit

Tags: UK


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