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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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: 'Stars Shine For JD'

Date: November 2018

The sports fashion retailer, JD Sports, has pulled together an A-list cast for its Christmas campaign, featuring the likes of Anthony Joshua, Jaden Smith and Jesse Lingard

TV and radio host Maya Jama joins the squad, along with global musicians Anne Marie and Ella Eyre, plus Grime artist Bugzy Malone. 

The ad, which was created by JD's in-house marketing team, opens in an icy cave. 

Cladded head to toe in sports brands, three kids stand starstruck by the team of stars encapsulated before them. 

The stars then proceed to force their way out of their contained frozen structures, leaving the ice to shatter into jewels on the floor. 

Kitted in athletic brands that include NikeThe North Face and Adidas, the celebrities promote the kind of gear one might find within the JD store. 

The TV ad will run up to Christmas, with slots booked during Premier League and Champion League games, alongside X Factor Live Shows and reality shows, TOWIE and Made in Chelsea. 

The retailer is to leverage its social media platform, which has a social reach of 85 million, as well sharing it on each of the star's social platforms. 

Campaign imagery will feature in JD stores and on outdoor media, across 13 countries. 

Tags: UK, creative works, Christmas, JD Sports, JD Sport
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: 'Packaging design'

Date: November 2018

Leading drinks design agency Denomination has designed a new product, Strongbow Blossom Rosé Sparkling Apple Cider, for Carlton & United Breweries (CUB, part of the AB InBev family).

Denomination developed an elegant and Insta-worthy design to appeal to the repertoire of drinkers who usually enjoy white wine, cocktails or sparkling wine, enticing them to choose Strongbow Blossom Rosé Sparkling Apple Cider as an alternative ‘starter’ drink.

Denomination approached the design by homing in on the product’s central ingredient, apples, to establish cider cues as the main feature. The hand-drawn illustration of the apple blossom branch curving around the front label not only alludes to the tree in the Strongbow logo but also gives the product credibility and authenticity, promising taste while evoking nature and freshness.

The chosen core colour of dusty pink mirrors the liquid colour and alludes to the light and not overly sweet taste of the cider itself. A classic Strongbow glass shape was used to ensure the product aligned to the core Strongbow branding but was produced in a flint finish for added elegance. The typeface chosen for the Blossom Rosé logo complements the Strongbow logotype and remains in tune with the style, while gold lettering elevates the design into a premium market, away from the mainstream history Strongbow has previously been known for.

A six-pack cluster format was selected as ideal for socialising with friends. Because the product is new, Denomination sought to ensure synergy between the label and the cluster packaging to build recognition of the brand’s assets, reinforcing the pink colour palette and the apple blossom illustration.

Tags: UK, alcohol, cider, design, Branding, booze, Drinks Industry, Drinks products, Drinks specialists
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: 'Brand identity'

Date: November 2018

Bangladeshi tea brand Teatulia has launched in the UK with a new brand identity by Here Design. This expansion coincides with the opening of a flagship store in Covent Garden where its range of organic teas will be available. Here’s production studio ‘Here Makes’ has also created a range of branded lifestyle items to bring the brand to life.

The on-pack design is infused with Bangladeshi culture; inspired by renowned graphic designer Satyajit Ray, the lush colours of the tea garden and Bengali script. Each variant is emblazoned with its beginning letter, moving away from a category focus on the health benefits of tea and instead concentrating on taste.

All other copy on the packaging has been stripped back, with geometric patterns in bold, vivid colours taking centre stage and catching the eye on a busy shelf. Here Design found inspiration for these jewel-like colours in the clothing of local Bangladeshi women working in the tea garden, standing out against a sea of green foliage.


Here Design

Tags: UK, Brand, Brand Redesign, brand refresh, Package Design, packaging
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: 'Drowsy Driver'

Date: November 2018

Adam & Eve/DDB has created a powerful new campaign for the AA Charitable Trust in a bid to slash the number of road fatalities caused by drivers falling asleep at the wheel. In a 60-second film called ‘Drowsy Driver’ we see a man driving alone on a quiet road at night.

Out of nowhere, a pair of hands appear and start giving the driver a shoulder massage. Then more hands appear, this time gently rubbing the driver’s temples. The relaxing vibe then steps up a level, with incense wafting through the car, the heating going up and the driver getting a foot rub. Without warning the scene changes and we realise that the car is empty except for the driver, who has fallen into a slumber. The final scene shows the car drifting on to the wrong side of the road and ends as we see the headlights of an oncoming vehicle.

The payoff reads: 'Don’t let tiredness creep up on you. Stop. Take a break.' 

It was produced by Biscuit Filmworks UK and follows last year’s ‘Designated Driver’ campaign highlighting the danger of texting and driving, which was also created by Adam & Eve/DDB for the AA Charitable Trust.


Client: The AA Charitable Trust

Project name: Drowsy Driving

Client: Edmund King, AA President

Group Executive Creative Director: Ben Tollett

Chief Creative Officer: Richard Brim

Copywriter: Alex Lucas

Art director: Jon Farley

Agency producer: Hannah Needham

Head of Planning: Nick Hirst

Planner: Tom Sussman

Managing Director: Paul Billingsley

Account Director: Rob Jones

Account Manager: Charlie Simpson

Production company: Biscuit Filmworks UK

Director: Big Red Button

MD: Rupert Reynolds-Maclean

Executive Producer: Hanna Bayatti

Producer: Camilla Cullen

Head of Production: Samantha Chitty

D.O.P: Richard Mott

Production Designer: Julian Nagel

Wardrobe Stylist: Neeraj Singh

Editing Company: The Playroom

Editor: Nick Allix

Post Production: Electric Theatre Collective

Post Producer: Alasdair Patrick

VFX Supervisor: Ryan Knowles

2D Lead: Sarah Crux

2D Artists: Alberto Pizzocchero, Manuel Perez

Colourist: Tim Smith

Music Production: Goldstein Music

Audio Post Production: Factory Studios

Sound Engineer: Neil Johnson

Tags: UK, The AA, Adam&EveDDB, Drowsy Driver
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: 'Subway Sauce Bauble'

Date: November 2018

To promote its new festive menu, Subway has ventured into pastures new. This year, it is adding flavour to Christmas by unveiling a new range of saucy baubles for the die-hard condiment lovers out there (disclaimer: the range is a work of fiction).

With varying degrees of expression and thought, decorating the Christmas tree is a staple Christmas tradition across the UK.

From angels to mistletoe and painted reindeer, you might argue that decorations are set in their ways. Though - I bet you’ve never encountered a condiment-filled bauble before.

The range of Subways bespoke tree decorations features the footlong sub creator’s most asked-for and popular sauces; Chipotle Southwest, Sweet Onion and Red Chili sauce.

The three sauces, encased within clear baubles, fit in with festive tones to enhance real or fake trees, with colours ranging from jewel-red chilli to yellow sweet onion and greenish chipotle. 

In line with the tongue in cheek tone, Subway reminds its fans to remain patient for the Subway Bauble Collection because it is currently being tested and will not roll-out nationally until next year. 

Tags: UK, creative works, Christmas
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