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US Creative Works: featuring Ogilvy, Barkley, We Are Unlimited and more



Welcome to The Drum's US Creative Works, supported by Workfront. Dedicated to showing the best creative work in North and South America, we give our readers the chance to decide which work features as our 'Creative Work of the Week'.

Scroll through the latest work, then click through to the Creative Works site and see what stands out. For project information, creative credits and more, click on the project to expand to full screen and click on the stars to vote.

To submit work for our US Creative Works section, fill out this online form.

The winner will be chosen based on the average rating and the number of votes cast. Voting closes on Wednesday, May 30.

Aktuellmix: Hershey's 'Hold the Bar'

Agency: Aktuellmix
Client: Hershey's
Date: May 2018

How does a brand leave the gringo image behind and be part of the conversation in the Brazilian Internet? Owning it.
Hershey’s related its chocolate bars to a popular expression used in one of the greatest hits of the 90s in Brazilian music. The slang ‘’hold this bar’’ is the chorus of Cheia de Manias, by Luiz Carlos. Despite its huge success the song didn’t have a clip, so Hershey’s decided to create an official one in the rhythm of reggaetón.
The brand proposed a challenge to find out who’s ‘’the best bar holder in Brazil’’: how long can someone hold the computer spacebar? The website had hours of exclusive branded content and a prize in gold bars.

Agency: Aktuellmix
Brand: Hershey
Country: Brazil
Entrant Company: Aktuellmix, São Paulo
Advertising Agency: Aktuellmix, São Paulo
Media Agency: Aktuellmix, São Paulo
Chairman/Partner: Rodrigo Rivellino (Aktuellmix)
Partner/Co-CEO: Celio Ashcar Jr. (Aktuellmix), Mario Medina (Aktuellmix)
VP Strategic Planning and Creation: Fabio Mergulhão (Aktuellmix)
Creative Director: Adriano Panda (Aktuellmix)
Creative Lead: Erica Igue (Aktuellmix), Rodrigo Joia (Aktuellmix)
Art Director: Rodrigo Joia (Aktuellmix), Maurício Quitero (Aktuellmix)
Copywriter: Erica Igue (Aktuellmix), Lucas Negreiros (Aktuellmix), Bianca Ramos (Aktuellmix) Rebeca Avila (Aktuellmix)
Strategic Planning Director: Gabriel Boaventura (Aktuellmix)
Strategic Planning: Gabriel Boaventura (Aktuellmix)
Artbuyer: Edson Silva (Aktuellmix), Andrea Carmassi (Aktuellmix)
Account Director: Juliana Pileggi (Aktuellmix)
Account Manager: Daniela Bayer (Aktuellmix)
Account Assistant: Alexandre Nobrega (Aktuellmix)
Executive Production: Priscila Pacionotto (Aktuellmix), Rodrigo Niro (Aktuellmix)
Print Production: Rodrigo Merigue (Aktuellmix), Amanda Xavier (Aktuellmix)
Media Director: Filipe Crespo (Aktuellmix)
Media Manager: Nathalia Cantalejo (Aktuellmix)
Product Design: Waldir Rugno (Aktuellmix)
Illustrator: Iuri Nogueira (Aktuellmix)
Photography: Paulo José Leite Jr
Film Production Company: Time Riding
Film Director: Dan Reis (Time Riding)
Photography Director: Paulo Leite Jr. (Time Riding)
Sound Production Company: Time Riding
Sound Direction: Thiago Gigliarano e Débora Murakawa (Time Riding)
Art Treatment: Marcelo Xavier (Aktuellmix) e Clesio Teixeira (Aktuellmix)
Illustration Studio: Big Studios e R2 Studio
Client: Marcel Sacco (Hershey), Gustavo Milo Marasco (Hershey), Patricia Prado Gonçalves (Hershey), Amanda Luisi Mendonça (Hershey)
Tags: Brazil

Video of Hold The Bar


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Yard NYC: Schutz 'Because'

Agency: Yard NYC
Client: Schutz
Date: May 2018

Schutz, has unveiled a new branding concept and the 'Because' campaign, created in partnership with Yard NYC. With the upcoming opening of the brand’s largest pop-up shop to date in the heart of New York City, the campaign is designed to launch Schutz’s first major marketing push in the US and celebrate it as a more diversified brand – both in terms of product and geography.
To support this launch and initiative, Yard NYC’s strategy focused on developing a concept and a campaign that would help expand Schutz’s reputation, reconnecting with its Brazilian and global audiences and building greater recognition amongst American consumers as the ‘world’s best-kept secret’ in footwear. This led to the development of 'Because' a freshly conceived creative platform born from the insight that you don’t have to explain yourself.
The brand tapped Adriana Lima, a notable Brazilian-born supermodel in both North and South America, as the company’s campaign star and brand ambassador. For the first edition of the new campaign, Lima was photographed in four separate scenarios. The series captures moments of stylish irreverence and spontaneity on the streets of SoHo. This will appear in the company’s stores, digital mediums, and in high-visibility outdoor locations in downtown New York. Two more releases will be revealed over the coming year featuring Lima.

• Stephen Niedzwiecki Chief Creative Officer
• Mathew Jerrett, Executive Creative Director
• James Denman, Executive Director of Strategy & Digital Innovation
• Korey Vincent, Creative Director
• Mirelle Majas, Creative
• Tino Barreiro, Sr. CreativeLeah Keiter, Copywriter
• Kirsten Arongino Head of Production
• Molly Dowd, Sr. Producer
• Devon Hay, Account Director
• Katie Pilot, Account Manager
• Theo Wenner, Photographer/Director
• Deering Regan, Director of Photography
• Tom Guinness, Stylist
• Tomo Jidai, Hair Stylist
• Chiho Omae, Makeup
• Andy Harman, Set Designer
• Julia Reis, Executive Produce, Art Partner
• Jordanna Vogel, Executive Producer, North Six
• Kalena Yiuaeki, Producer, North Six
• Adriana Lima
• Chauncey Dominique

Tags: United States

Video of BECAUSE. SCHUTZ starring Adriana Lima // Part #1


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Office of Baby: Parachute 'Very Comfortable'

Agency: Office of Baby
Client: Parachute
Date: May 2018

Independent creative agency Office of Baby has unveiled a new series of out-of-home ads for premium bed and bath brand Parachute. Launched ahead of the opening of Parachute’s first flagship store in New York, the work consists of snapshots of people who are at their most content and carefree when enveloped by Parachute’s soft, soothing line of sheets, towels and bathrobes.
The 2018 'Very Comfortable' campaign aligns lulling imagery with escapist messaging such as 'The city has enough people today', 'Deadlines are a social construct' and 'If I die, tell naps I loved them.' “We wanted to evoke the inner monologues of people who are extremely comfortable,” Office of Baby Co-Founder/Chief Creative Officer Paul Caiozzo explains. “There’s something that happens to you when you’re wrapped up in toasty sheets or lounging in a really soft bathrobe; you have more funny, interesting thoughts when the daily stress has melted away.”
Parachute’s new OOH ads are being strategically placed in subways, kiosks and on taxi tops initially in New York City, followed shortly by a rollout in Los Angeles.

Chief Creative Officer: Paul Caiozzo
Executive Creative Director: Nathan Frank
Creative Director: Michael Hagos
Art Director: Kelsey Shang
Copywriter: Prit Patel
Producer: Connor Hall

Tags: United States, ooh, advertising


AKQA: Palms 'From Dust to Gold'

Agency: AKQA
Client: Palms
Date: May 2018

The Palms Casino Resort is taking a crowbar and chainsaw to the past and is paving the way for a new, sparkling renovation in Las Vegas.
To celebrate, the resort is launching ‘From Dust to Gold,’ an original marketing campaign designed to embrace the demolition of the property’s storied past, and usher in a collection of new venues opening and to build anticipation for the progress unfolding every day.
In a city that’s constantly reshaping itself, the multifaceted Palms campaign puts forth the resort’s vision of ushering in a new era of Las Vegas by destroying the old. The $620m multi-phased renovation of the property is celebrated in the creative, showcasing the destruction and progress.
‘From Dust to Gold’ shows the resort as a leader in pop culture, food and entertainment, but also highlights its evolution by addressing new phases in art and design. Palms’ executive team and AKQA, Palms’ innovation and experience design agency of record, tapped director Paul Hunter to bring that vision to life. The Hollywood director drew from his experiences from works ranging from Notorious BIG’s ‘Hypnotize’ video to videos for Michael Jackson, Stevie Wonder, Madonna, U2, Justin Timberlake to most recently, his video for Pharrell’s ‘Freedom.’
Conceptualized and created by AKQA Portland and New York, the From Dust to Gold campaign was further brought to life by Academy Award-winning Swedish cinematographer, Linus Sandgreen, and famed street artist, Revok. The integrated campaign features a series of five online brand films, over one dozen social teasers and an immersive campaign microsite that highlights all of the new features and venues that are part of the renovation.
In the feature spot, we see a well-dressed crew of people destroying the opulent resort, taking baseball bats, gasoline, crowbars, Molotov cocktails, fierce dogs, spray paint, chainsaws and explosive charges to the old Palms, paving the way for the new, with the unveiling of Damien Hirst’s first interactive bar concept in the US – the Unknown. The dramatic center bar, designed personally by Hirst, showcases The Unknown (Explored, Explained, Exploded), a piece of work that consists of a tiger shark divided into three parts – alongside works from his Pharmaceutical series of spot paintings.
In addition, a 30-second spot will run on local Las Vegas television and more than 90 different out-of-home placements can be seen in Las Vegas and the corridor to Los Angeles.

VP, General Manager: Jon Gray
Creative Director: Tal Cooperman
VP, Marketing: Lauren Westerfield
Director, PR: Alex Acuna

Sr. Art Director: Alice Chiapperini
Sr. Copywriter: Matteo Capaldi
Creative Director: Aaron Seymour-Anderson
Associate Design Director: Carlos Bernal
Associate Design Director: Benjamin Parisot
Associate Creative Director: Riaad Merwe
Executive Producer: Dustin Freeman
International Design Director: Carlos Matias
Art Director: Antoine Christian
Designer: Terry Lee
Designer: Felipe Yamaoka
Associate Designer: Chris Lopez
Client Partner: Rodrigo Moyses
Senior Account Director: Daniel Jones
Senior Account Manager: Jack Lodge
Associate Strategy Director: Alec Black
Senior Strategist: Sarah-Jayne Boyd
Associate Program Director: Christine Dippold
Senior Project Manager: Tyler Hilton


Director: Paul Hunter
DP: Linus Sandgren
Line Producer: William Green
VP, Executive Producer: Ali Brown
Co-Founder, Executive Producer: Kerstin Emhoff

Editor: Sam Ostrove + Randy Baublis
Assistant Editor: Doug Scott
Head of Production: Remy Foxx
Managing Partner: Carr Schilling
Creative Director: Rob Hodgson
VFX Supervisor: Toya Drechsler
Executive Producer: Elexis Stearn
VFX Producer: Jamie Loudon

Colorist: Ricky Gausis
Producer, Color: Rebecca Boorsma
Executive Producer, Color: Meghan Lang

Tags: United States

Video of Palms: From Dust to Gold (Extended Cut)

Video of Palms: From Dust to Gold


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Most marketers claim creativity ‘harmed by digital advertising growth’



Most marketers claim creativity ‘harmed by digital advertising growth’

Marketers face a challenge as they try to balance technology innovation with creativity, with digital growth in advertising coming at the expense of the quality of creative, according to a new survey.

The study, from Sizmek, surveyed more than 500 business decision making brand-marketers across Europe and the US, found that over two thirds (67%) believe digital growth in advertising has come at the expense of the quality of creative.

When looking at the impact of AI, 84% understand that it is entirely useless without the right creative input to support it.

The post Most marketers claim creativity ‘harmed by digital advertising growth’ appeared first on Netimperative – latest digital marketing news.

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10 questions with… Carter Murray, chief executive of FCB



The Drum speaks to people across the global media and marketing sector who are bringing something a little different to the industry and talks to them about what little insights they can offer the rest of us. This week's 10 Questions are answered by FCB chief executive, Carter Murray.

What was your first ever job?

My first ever job was cleaning boats. My first proper, steady job, however, was as an assistant account executive at Leo Burnett Chicago.

Which industry buzzword annoys you most?

“Guru” (as in “marketing guru”). Most people called gurus actually are not. And this misnomer often causes havoc within client organizations and the creative process more generally.

Who would you most love to share a coffee with?

My mother and father. I lost them both two years ago, within six months of each other, and still miss them terribly.

Highlight of your career (so far?)

The first was getting to work with Harry MacAuslan, THE gentleman of advertising (now retired) and the second was persuading Susan Credle to come to FCB and be my creative partner.

What piece of tech can you not live without?

Sadly (and my wife will very much attest to this) – it's my bloody telephone.

What is (in your opinion) the greatest film/album/book of your life?

Power of One, by Bryce Courtenay. I read it when I was thirteen and it absolutely got to me. I loved the boxing, wildlife, Africa and personal narratives, but most of all, the constant reminder to “think first with your head and then with your heart.”

What one question do you never want anyone to ask you?

Why are you so obsessed with dim sum?

Best advice you ever heard or received?

Shut up and listen.

What do you still want to achieve in your career?


What industry event is most important to you to attend and why?

Cannes. It saves me multiple trips around the world, as everyone is centralized there, and I get to talk about our industry with some of the most groundbreaking work all around us, to inspire and push us to always do better. It’s always long and busy work hours, but it all happens in a ridiculously civilized setting.

Check out other interviews as part of the 10 Questions With… series.

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‘Bang for our buck’: how MSIG's first-ever CMO plans to reinvent insurance marketing



As the first-ever person to hold the chief marketing officer role at MSIG Holdings (Asia), Rebecca Ang Lee believes her most immediate priorities is to ensure alignment of the insurer in the online space, develop a regional sustainability direction, and promote digital transformation through innovation within the company and industry to stay relevant.

MSIG, which is a part of the Mitsui Sumitomo Insurance Company within the MS&AD Insurance Group, promoted Lee, who oversaw brand and communications and business excellence across ASEAN, Hong Kong, Australia, and New Zealand as senior vice-president, in October.

Lee has wasted no time in getting down to work, ensuring that MSIG customers can expect dynamic websites with better user experience across its markets in the region. MSIG Vietnam was the first to complete the revamp early this year, with Lee pushing for more markets to complete their respective websites in the next couple of months.

“The new website was built with the users’ experience in mind and I am looking forward to getting our customers’ feedback. Content on our social media channels are also progressively evolving to better serve our customers,” she explains. “A success story to quote is MSIG Indonesia – we started out with less than 1k followers and achieved a substantial leap to about 90k today just after a year of introducing refreshed content.”

“We hope to replicate this success in the other markets, taking local preferences and nuances into consideration. Ultimately, our goal is to engage our customers with useful content that can aid them in their insurance purchase journey.”

MSIG’s sustainability agenda is now managed by the brand and communications team, which is led by Lee, after the creation of the sustainability taskforce for Asia. She explains this means she can embed the key messages into the group’s internal and external communications, therefore strengthening its brand building efforts.

“The goal is to ensure MSIG’s medium-term management plan ‘Vision 2021’, which emphasizes sustainability as a key focus for the group, is carried on. “With the creation of the sustainability taskforce for Asia, we hope to complement our group’s initiatives and achieve greater impact together,” she says.

“As sustainability is becoming an issue of growing importance around the region, and in the world, we have a responsibility to support this agenda. We will need to build a sustainability mindset and culture from within the organization, and are looking to collaborate with partners to engage and educate all staff.”

Lee is also trying to promote innovation within the company and industry through partnerships to catch up with its rivals like NTUC Income, which ranked the highest in Singapore when it comes to being future ready for digital transformation, while MSIG came in 22nd. It has since signed a deal with start-up accelerator Plug and Play which will see it become a founding anchor partner of Plug and Play’s Insurtech platform.

The platform aims to invest in and help local and international fintech and Insurtech startups to grow through connecting them to major financial institutions and insurers. It will also allow MSIG to build relationships with start-ups that are developing new technologies and solutions.

According to Lee, this partnership will help MSIG innovate and explore revolutionary ideas as technology is changing at a pace where it is forcing the industry to undergo digital transformation especially in the more mature markets such as Hong Kong and Singapore.

“From the angle of internal communications, we explored different ways to engage our employees, creating thematic town halls that infuse the creative use of digital apps and tools to create a mindset change from within,” she says.
“The pace of technology also impacts the media channels and landscape. Digital no longer just means website and social media channels. While people are consuming news through social media, they are also getting their entertainment from Netflix, using more smart devices and creating smart homes to manage their lifestyle. This means that consumer digital touchpoints are increasing with new channels to reach out to them. However, budgets are always limited, and the challenge is deciding where to place them to reach out to our desired target audience.”

MSIG's marketing strategy and its relationship with its agencies

With limited budgets and facing the challenges of reaching out to its desired target audience even as they get more connected than ever before and expect seamless experiences when they interact with brands, MSIG wants to focus on its unique selling points of providing great service quality and offering a seamless claims experience for its customers.

Lee, who spent more than two years in total working at agencies like Leo Burnett, Dentsu and Y&R before joining MSIG, is keen to tap on her experience as a communicator and a leader having been on both sides of the fence, to ensure MSIG’s marketing strategy over the long term is relevant and that the company will continuously innovate to improve customer experience.

For example, in Singapore, she points out MSIG was the first to introduce straight-through claims payout using FAST bank transfer, eliminating the time to process cheques and in Thailand, it introduced MSIG SpeeDi, where motor insurance customers are able to get phone assistance within 60 seconds with the touch of a button, have their location triangulated by GPS and sent to a motor surveyor who will arrive on scene within 30 minutes. For Malaysia, MSIG optimized its processes to save claims processing time by over 98% so that customers can get their payment quickly.

“It’s about putting ourselves in our customers’ shoes and challenging the status quo. We have a few customer segments depending on the insurance need, and we target them through consumer insights, behavior and content marketing both offline and online,” she explains.

“The advantage of using online channels is that we’re able to measure our KPIs. However, it does not just stop there, the data needs to be analyzed with follow up action plans to improve on future communication and targeting of our products to customers.”

Lee is also keen to stress MSIG’s marketing strategy cannot succeed if it is not open and honest with its agencies, the key to forging a successful partnership, as they will help them understand the company’s challenges. MSIG’s creative agency is M&C Saatchi and its media agency is Wavemaker.

In addition, she also sees agencies as an extension of her own team and will take time to share information and insights in MSIG’s discussions with its agencies.

“When I joined MSIG two years ago, our branding efforts were only beginning. We were looking for partners who understood our starting point and were keen to grow with us. Two years on, we see both agencies as partners in this journey of brand building, supporting us in our vision to develop MSIG Asia as the centre of excellence,” Lee explains.

Cutting through the noise

Presently, the insurance industry is a saturated one with both life and general insurers vying for a share of voice. It also does not help when there is little differentiation between life and general insurance brands in the eyes of a consumer.

Moving forward, Lee says MSIG approach is to get a ‘bang for our buck’, to be more strategic and creative in its messaging, positioning and targeting. Digital is always a part of MSIG’s media mix as it enables the insurer to target its customers better and is a more cost-effective channel.

“However, we still try to adopt a holistic approach as our research has shown that a combination of traditional and digital media still works best for us to achieve high awareness for a campaign. Also, apart from advertising, it is important to integrate all other customer touch points in the entire buying cycle, from discovery to purchase to repeat customers,” she explains.

“It’s about the synergies of messaging through 360 marketing including in-store experience, PR and research. Pre- and post-campaign research is crucial in understanding the most effective media channel and the research results are always used to improve the media mix for the next campaign.”

There are daunting tasks facing Lee as she tries to future poof MSIG for the future, but moving Lee into the newly-created CMO role is the first step by the insurer to getting there.

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