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Welcome to The Drum Creative Works, supported by Workfront.

As always, this section is dedicated to showing the best creative work of the past week from Europe, the Middle East and Africa. We're using our five-star voting system, so to vote for your favourite, make sure you click on the stars.

For project information, credits and more click on the project to expand to full screen. You can submit your own work via our online form.

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

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McCann London, Craft Agency: Wimbledon 'The Art of Greatness'

Agency: McCann London, Craft Agency
Client: Wimbledon
Date: July 2018
Wimbledon’s new campaign takes a detour from the cheering crowds and strawberries and cream to focus on a quieter but no less iconic aspect of its experience: the gardens. Directed by EspadaySantaCruz, its new advert ‘The Art of Greatness’, reimagines Wimbledon through the eyes of defending champion, Garbiñe Muguruza. The enchanting 60-second film was created by McCann//Craft, produced by 1stAveMachine and brought to life in post production by ENVY Advertising. In ‘The Art of Greatness’, Muguruza highlights Wimbledon’s English garden charm, which makes it so unique for competitors and spectators alike.
Production company 1stAveMachine worked closely with Madrid-based creative studio EspadaySantaCruz to create living portraits of Roger Federer and Muguruza herself in a way that reflects the precision and relentless hard work of the horticulturalist team who create Wimbledon’s renowned displays. The portraits had to be created in specific Wimbledon brand colours using the right species of flowers that were authentic to Wimbledon displays. 1stAveMachine worked with an illustrator for the portraiture, then projection mapped these images onto the basic structure so that the horticulturalists could accurately plot the flowers and grasses in the exact positions for each flower arrangement.
‘The Art of Greatness’ marks ENVY Advertising’s second project for this year’s Championships – the first being ‘Sounds Like Wimbledon’. For this latest advert, the full-service post production facility was responsible for crafting a rich grade to complement the film and for creating a soundscape to underline Muguruza’s narrative development. Sound designer, Rich Martin, wove together the sounds of nature which gradually become replaced with the roar of a cheering crowd. 
‘The Art of Greatness’ is part of Wimbledon’s wider campaign this year, which kicked off with the trailer and was followed by an OOH campaign. ‘The Art of Greatness’ is part of a series of content films rolling out on social media that focus in greater depth on three key areas of Wimbledon: the gardens, the ticket resale scheme, and the famous queue.
Agency: McCann// Craft
Production Company: 1stAveMachine
Director: Espadaysantacruz
Production Producer: Mike Capon
Post Production: ENVY Advertising
Executive Producer: Greg White
Producer: Stacia Akaba
Edit: Sara Faulkner
Grade: Danny Wood
Flame: Kieran Baxter
Nuke: Amy Smith
Sound Design: Rich Martin
Tags: UK
The Art of Greatness


ROTHCO: AIB 'The Toughest Rivalry'

Agency: ROTHCO
Client: AIB
Date: July 2018
This year AIB is challenging ex-Premier League managers Harry Redknapp and Gianluca Vialli to settle a 20-year rivalry between two GAA clubs - Castlehaven (Cork) and Erins Isle (Dublin).
The eight-episode series ‘The Toughest Rivalry’ will see Vialli, who won Serie A and the Champions League with Juventus and later managed Chelsea Football Club, take the reins of Erin’s Isle of Finglas. Redknapp, former Tottenham, West Ham and Portsmouth manager, has agreed to take hold of West Cork side Castlehaven. Both managers begin their journey with little to no knowledge of the GAA but have been tasked with getting their respective teams match-fit for a rematch of an infamous All-Ireland club semi-final from 1998.
The first episode of the Toughest Rivalry will run online and on social media from 13 July and, each week, the series will be supported by behind the scenes social content.
Client: AIB
Agency: Rothco
Agency Producer: Al Byrnes
Executive Creative Director: Alan Kelly
Creative Team: Rob Murray (Art) & Frances O’Rourke (Copy)
Finished Artist: David Gallagher
Account Director: James Moore
Senior Account Manager: Alan McQuaid
Strategy: Bronagh O’Donovan
Production Company: Top Films
Director: Garry Keane
Producer: Sorcha Glackin & Liz Murphy
Director of Photography: Michael O’Donovan
Editor: Paul Giles
Post House: Outer Limits
Music: Eclectic
Tags: Ireland, longform, branded entertainment, Rothco, finance, banking
The Toughest Rivalry Trailer


The Newtons Laboratory : Domino's Greece 'It's Coming - It's Not'

Agency: The Newtons Laboratory
Client: Domino's Greece
Date: July 2018
For the semi-finals of the World Cup and specifically for England's game against Croatia The Newtons Laboratory published a print ad that played on the buzz around the signature chant the English have used during the World Cup 'It's Coming Home' to promote Domino's Pizza Delivery service.
The next day though, we published a second print ad that promoted the takeaway of Domino's and it's special offer for those who pick up their pizza from the store.
Client: Domino's Greece
Adversting Agency: The Newtons Laboratory Athens
Creative Director: Giannis Sorotos
Art Director: Dimitris Vikelis
Copywriters: James Karolos, Dimitris Belecos
Account: Aristotelis Kapetanios, Manto Volika
Tags: UK

Mission Media: Hennessy UK 'Masters of Potential '

Agency: Mission Media
Client: Hennessy UK
Date: July 2018
Cognac brand Hennessy and the legendary Abbey Road Studios have revealed a new collaboration between UK rap duo Krept & Konan and punk band Slaves through the ‘Masters of Potential’ music partnership. Working together for the first time, the artists seamlessly fuse hip hop and punk to perform Told You/The Hunter.
The ‘Masters of Potential’ partnership blends unexpected artists from different genres and backgrounds to create one-off musical moments which are captured live-to-vinyl. Artists are selected by a panel of the music industry’s most respected insiders, including – Alex Boateng, president of Island Records UK Urban Division; Hattie Collins music journalist and author of ‘This is Grime’ and Abbey Road Studios’ Mastering Engineer Christian Wright.
Hennessy has a very special relationship with music culture; referenced in over 4,000 songs, it is the most name-checked spirit in the hip-hop world with Tupac, Biggie, Drake and countless others who referencing the 250-year-old cognac in their lyrics. This authenticity has led the brand to hold a position of trust and loyalty within the hearts of urban youth both in the UK and globally, for whom it has become a symbol of aspiration and achievement. Today, Hennessy continues this affinity with art and music through the annual limited edition bottles and the power of collaboration through campaigns like ‘Masters of Potential’.
Tags: UK, music, digital, Hennessy, abbey road studios, universal music, brand partnerships
Told You/The Hunter by Krept & Konan
Behind The Scenes at Abbey Road Studios - Masters of Potential


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Impero: BBC 'The Stig'

Agency: Impero
Client: BBC
Date: July 2018
Impero has been working with BBC Top Gear on creative ideation and delivery to support the social accounts for both The Stig and BBC Top Gear.
The work puts a topical, but humorous and entertaining spin on the content, bringing to life the personality of The Stig for the 25th season of the BBC’s Top Gear show.
Lara Groves - Associate Creative Director - Impero
Ben Hyde - Head of Film - Impero
Alex Kosterman - Creative Copywriter - Impero
Lise Dessons - Designer - Impero
Michelle Gasser - Designer - Impero
Esther Procee - Account Director - Impero
Mikaela Smith - Senior Account Manager - Impero
Tags: UK, Digital / social media, Social Media, design, tone of voice, digital copywriting, Facebook, Twitter, BBC, top gear, Content, TV, TV series, creative, creative ideation
The Stig: Deadpan
The Stig: #Humpday
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The Full Service: WAH Nails 'Fingers Up'

Agency: The Full Service
Client: WAH Nails
Date: July 2018
Wah London and The Full Service have joined forces to put their fingers up to ignorance and show some liberated love for Pride 2018.
London-based nail art salon Wah London. This year, they are going all out for the event and teaming up with the creative agency for the campaign ‘Fingers Up’. With stills by Vicky Lawton and films by Jordan Rossi, this project aims to deliver a powerful message, some inspirational figures, and of course, some gorgeous nails.
‘Fingers Up’ isn’t just about standing against something; it’s also about standing with the people in the Pride community who are making a difference. Which is why Wah will be donating 25% of sales generated from their Pride Menu to the London LGBTQ+ Community Centre, from the month of July.
DIRECTOR: Jordan Rossi
CREATIVE ART DIRECTOR: Jack Rowe & Julia Salotti
COPYWRITER: Madelaine Isaac
BTS: Jack Chamberlain
RETOUCHER: True Black Studio
HAIR: Nuriye Sonmez
MAKEUP: Andrew Denton
STYLIST: Ben Adams
Ed Munro @edmunro
Melanie Lehmann @melony.lemon
Charlie Craggs @charlie_craggs
Tayce @tayceszuraradix
Tete Bang @tete_bang
Shay @shayukii
Chi Emeruwa from WAH
Tags: UK, @thefullservice, @Rankinarchive, @Pride2018


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BBC Creative: BBC 'Pride of a Nation'

Agency: BBC Creative
Client: BBC
Date: July 2018
The BBC has continued the tapestry aesthetic of its World Cup coverage into the poster medium, revealing a print giving thanks to all 23 players in the England squad.
‘Pride of a Nation’ elongates the insignia immortalised by the line ‘three lions on his shirt’ to comprise 23 lions – or the 23 England players who made it to fourth place in the 2018 World Cup.
The copy below reads: ‘Pride of a nation. Well done England’, accompanied by an embroidered version of the BBC Sport and Russia 2018 logos.
ECDs: Laurent Simon, Aidan McClure
Creative Heads: James Cross/Tim Jones
Creative: Nick Robinson/James Reynolds
Head of Design: Laurence Honderick
Designer: Jemma Collins
Producer: Liz Dolan
Head of Marketing – BBC Sport: James Parry
Marketing Manager: John Sprott/ Helen Worsey
Tags: UK, Fifa World Cup, Ads We Like