The Drum received plenty of creative submissions over the last year, enough to fill 52 weeks of Creative Works roundups in our three regions – EMEA, Americas and Asia. While many campaigns were worthy and deserving, a few stood out in each region as our favorites.
Take a look through the choices made by The Drum’s Creative Works team and see what you think, then vote on which ones you feel are the best by clicking on the stars.
These campaigns range from the humorous to the amazing, the dramatic to serious social issues. For the rest of the best, visit our Ad of the Day page, and check back each week for our Creative Works roundups.
EMEA
Europe, the Middle East and Africa represented the largest bulk of submissions.
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: Norges Bank ‘Torsken kommer II – Torske kroner nå’
Agency:
Client: Norges Bank
Date: May 2017
Norges (Norway) Bank has taken a unique approach to public service announcements and released a sea-themed music video to spread the word about its new 200-krone banknote.
The comedy spot features three of Norway’s most celebrated comedians – Knut Lystad, Lars Mjøen and Jon Niklas Rønning – as well as a rap from DJ Codfather and a cameo from central bank governor Øystein Olsen. The nautical theme pays homage to the 200-krone bill prominently featuring a codfish.
Non-Norweigan speakers may find the video hard to understand as, according to a spokesperson from the bank, “it includes many rhymes and references to Norwegian popular culture unknown to an international audience”. However, roughly translated, the song is about the Norwegian cod coming in from the sea and being transformed by Norges into money.
The spot, which is a remake of a 1980s comic tune, is the brainchild of Norges Bank’s communication department. The team enlisted Lystad, Mjøen and Rønning to pen new lyrics and record the song with composer Ketil Schei, while the video was recorded at Norges Bank, the First Hotel Grims Grenka and the port of Oslo in April.
“The response we have gotten have far exceeded our expectations, with over 220 000 views on Facebook and YouTube combined so far,” Andreas Andersen, head of communications at Norges Bank, told The Drum. “Comments are overwhelmingly positive, and many have expressed positive surprise to see a central bank using relatively unconventional methods (in a central bank context) to spread knowledge about the new banknote series.
“We are very pleased that so many are enjoying the video, as we certainly had fun making it together with the fabulous comedy trio Lystad-Mjøen-Rønning and their professional team.”
Credits:
Director
Helge Lyngstad
Light, sound and camera
Cato Johansen
Songwriting
Knut Lystad
Lars Mjøen
Jon Niklas Rønning
Ketil Schei
Communications
Andreas Andersen
Bård Ove Molberg
Nils Stian Aasheim
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Americas
While the US still generates the greatest amount of submissions, Brazil, Argentina and Canada are making inroads and establishing themselves as great creative countries.
WorkInProgress: 37.5 Technology/Cocona ‘The Cliffside Shop’
Agency: WorkInProgress
Client: 37.5 Technology/Cocona
Date: August 2017
Outdoor brand 37.5 Technology opened a remote pop-up shop 300 feet up on the side of a cliff in Colorado to cater to climbers on the go.
The Cliffside Shop was opened by materials maker Cocona Inc, which makes the 37.5 Technology fabric, which is found in performance brand products like Carhartt, Tommy Bahama, Katusha, Mission, Bauer, Kenneth Cole, Babolat and others.
The dizzying stunt shop, was opened on the Bastille Wall in Eldorado Canyon, just outside Boulder, Colorado and supplied climbers with apparel from Adidas, Rab, and Point6, allowing customers to test the gear in real-time.
Cocona raised awareness and support of the company’s ongoing mission to provide access to public lands for climbing, donating $5,000 each to the Access Fund, the American Alpine Club, and the Action Committee for Eldorado (ACE) to replace aging anchors.
Credits:
Agency: WorkInProgress
Client: 37.5/Cocona
Jeff Bowman: CEO
Christy Raedeke: EVP, Marketing & Sales
Dave Bywater: VP, Sales Commercial & Military
Alex Joyce: Marketing Assistant
Agency: WorkInProgress
Partner/Creative: Matt Talbot
Partner/Creative: Andrew Lincoln
Partner/Business + Legal: Pete Sheinbaum
Partner/Production: Stafford Bosak
Partner/Account + Strategy: Evan Russack
Partner/Account + Strategy: Alex Guerri
Partner/Technology: Harold Jones
CD: Stephanie Kohnen
Art Director: Jimmy Rosen
Business Affairs: Jen DeCastro
Production Company: Shine & Polish
Director: Jon Glassberg
Executive Producer: Rich Minkoff
Photographer: Matt Irving
Line Producer: Andrew Campbell
Production Manager: Tyler Young
Fabrication Lead: Jonathan Irons
Fabrication Lead: Brian Green
PR Lead: Clarissa Driban
Editor: Jon Glassberg
Colorist: Shawn King
Motion Designer: Josh Troob
Stills Post Production: Catchlight Digital, NYC
Founder: Gene Bresler
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Laughlin Constable: Fram ‘Frampa’
Agency: Laughlin Constable
Client: Fram
Date: April 2017
Credits:
CEO, President – Mat Lignel
Chief Creative Officer – Dan Fietsam
Chief Strategy Officer – Mark Carlson
Executive Vice President, Account Services – Renee Haber
Vice President, Media – Emily Harley
Creative Director – Jon Laughlin
Senior Art Director – Dan Koel
Copywriter – Matt Portman
Vice President, Senior Producer – Phil Smith
Group Account Director – Denise Joseph
Account Manager – Lainie Rotenberg
Senior Integration Manager – Mike Murray
Digital Strategist – Dominic Pellitteri
Senior Social Strategist – Lauren Mahomes
Production Company – Hungry Man
Director – Ric Cantor
Production Company Producer – James Kadonoff
Editorial Company – Hive
Editor – Lauren Brandoff
Motion Graphics Artist – Margaret O’Brien
Music House & Audio Mix – Mix Kitchen/Chicago
Composer – Craig J. Snider
Engineer – Sam Fishkin
Color – Nolo Digital Film/Chicago
Colorist – Mike Matusek
Chief Creative Officer – Dan Fietsam
Chief Strategy Officer – Mark Carlson
Executive Vice President, Account Services – Renee Haber
Vice President, Media – Emily Harley
Creative Director – Jon Laughlin
Senior Art Director – Dan Koel
Copywriter – Matt Portman
Vice President, Senior Producer – Phil Smith
Group Account Director – Denise Joseph
Account Manager – Lainie Rotenberg
Senior Integration Manager – Mike Murray
Digital Strategist – Dominic Pellitteri
Senior Social Strategist – Lauren Mahomes
Production Company – Hungry Man
Director – Ric Cantor
Production Company Producer – James Kadonoff
Editorial Company – Hive
Editor – Lauren Brandoff
Motion Graphics Artist – Margaret O’Brien
Music House & Audio Mix – Mix Kitchen/Chicago
Composer – Craig J. Snider
Engineer – Sam Fishkin
Color – Nolo Digital Film/Chicago
Colorist – Mike Matusek
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Asia
Our Singapore office has scoured the continent to find the best creative coming from all points between India and Japan.
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R/GA Singapore: Uber ‘Year With Uber’
Agency: R/GA Singapore
Client: Uber
Date: December 2017
Uber has brought back its data visualisation campaign #YearWithUber as a way of personalising a thank you message to its users.
Started last year, the campaign by R\GA Singapore uses Uber user data to create a personalised story about how they travelled in the past year.
Those wanting to make a video must be based in specific markets in Asia Pacific (Australia, New Zealand, Hong Kong, Indonesia, India, Malaysia, Philippines, Singapore, Thailand, Taiwan and Vietnam) and have an Uber account and can create it by logging into the website.
This year the data is used to create a ‘one of a kind’ music video for each user, based off location personalisation, as well as a combination of 5,000 story and song combinations. For each country, different cultural visual cues will be used, such as cricket in India and tuk tuks in Thailand. Kay statistics are presented, such as when you most travelled, how many miles you clocked up and how many cities were visited. Presumptions are made, which dictate the video content, such as pointing out that you rode on a particular milestone, like Chinese New Year.
Credits:
R/GA
Senior Technology Director – Laurent Thevenet
Senior Software Engineer – Rollen Gomes
Software Engineer – Aaron George
Senior QA Engineer – Donna Gonzales-Mapagu
Senior Technology Director, DevOps – Nauman Hafiz
Software Engineer – Dragon Chiang
NYU Intern, Prototype Studio – Bruce Luo
SUTD Intern, Prototype Studio – Ruth Wong
Creative Director – Cyril Louis
Associate Creative Director – Pimwadee Lai
Associate Creative Director – Mark Law
Visual Designer – Daseul An
Senior Producer – Sebastien Py
Group Account Director – Joe Poynter
Audio – Fuse
Illustration/Animation – Le Cube
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