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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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Marketing Day: Pinterest opens API, Shopify unveils new tools, SMXperts & more



Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.

From Marketing Land:

Recent Headlines From MarTech Today, Our Sister Site Dedicated To Marketing Technology:

Online Marketing News From Around The Web:

The post Marketing Day: Pinterest opens API, Shopify unveils new tools, SMXperts & more appeared first on Marketing Land.

All copyrights for this article are reserved to their respective authors.

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US Creative Work of the Week: Lee Jeans combats manspreading and kimono trapping



Lee Jeans puts the mobility of its denim on full display in its 'Don’t just move. Move your Lee.' Campaign, created by Austin-based agency of record, GSD&M.

The campaign includes three TV spots that speak to modern consumers, with hip, young subjects in everyday, topical (and sometimes impractical) situations.

In one, a woman on the subway combats a guy who is clearly encroaching onto her seat by ‘manspreading.’ She one-ups him by hoisting her jean-clad leg over his so he gets the point. Another finds a woman who has her kimono caught in a taxi door chasing the cab down the street to get her garment free. A third finds a dog walker leaping and flipping acrobatically to untangle many leashes.

The campaign is meant to remind customers that Lee is the perfect jean for everyday movements for all demographics – equate with the new messaging that Lee Jeans are not only stylish, but freedom-inducing products that helps consumers move forward, accomplish, and progress.

For its confident swagger and pointed sales objective, The Drum’s readers voted the campaign the US Creative Work of the Week.

See the campaign by clicking on the Creative Works box below.

To vote for next week’s US Creative Work of the Week, visit our latest US Creative Works here. To keep up to date with all the advertising, design and creative projects from around the globe, visit our Creative Works homepage.

: 'Lee Jeans – Don’t just move. Move your Lee.'

Date: September 2018

Popular denim brand Lee Jeans has launched a new campaign, 'Don’t just move. Move your Lee.' Created by Austin-based AOR, GSD&M, the campaign includes three TV spots that speak to the modern consumer, with hip, young subjects in everyday, topical (and sometimes impractical) situations, in which acrobatic feats are made possible thanks to the movement and comfort of their Lee jeans. From tackling 'manspreading' as a female subway rider, to dashing after a kimono trapped in a taxi door, Lee Jeans were made to move with purpose, while also providing effortless style and confidence to help you be you.
The campaign is meant to remind customers that Lee is the perfect jean for everyday movements for all demographics – equate with the new messaging that Lee Jeans are not only stylish, but freedom-inducing products that helps consumers move forward, accomplish, and progress.
The campaign will run nationally on broadcast through October, and will be accompanied with paid and organic social content on Facebook, Instagram, Twitter, Snapchat, and Pinterest.


Client: Lee Jeans
Agency: GSD&M
Creative Directors: Maria D’Amato, Jeffrey Butterworth
Writer: Addie Williams
Art Director: Hannah Dobbs
Producer: Alison Wagner
Account: Shawn Mackoff, Lauren Paver, Jane Conyngham
Social Media: Bailey Brown, Jessica Lee
Media: Evan Walker
Project Management: Christie Shepard

Tags: United States

Video of Spread | Lee Jeans Commercial

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5 ways to leverage real third-party purchase intent



A combination of genius and incredible access to capital has enabled Amazon to become a retail operation truly inconceivable just a decade or so ago.

Untethered from the constraints of physical location, Amazon has made it possible for many of us to rarely visit a retail operation for more than a tank of gas or a cup of coffee. And by consolidating a larger and larger percentage of our shopping and consumption behaviors, there’s less and less that Amazon doesn’t know about us or that they couldn’t easily figure out if they wanted to.

While we can certainly argue about whether the end game is to everyone’s benefit as a society, B2C marketers know that, in the near term, it behooves them to accept reality and try to play along in Amazon’s game.

As I think about lining up catalog operations, department stores, big-box retailers, suburban malls and Amazon along an evolutionary timeline, it’s the similarities that jump out at me more than the differences. It’s the strength of each concept taken singly and together that B2B sellers should all try to take advantage of.

1. Go where the buyers go

In B2B, you don’t need to dive into the many years of academic research to decide where to place your storefront, you know you’ve got to be on the web.

But being open for inbound business alone simply isn’t enough. Retailers use data about pedestrian and car traffic patterns to site their next store. B2C brands know they have to be on Amazon.

Every B2B seller owes it to themselves to find out where buyer traffic already congregates. You need to know where your total available market (TAM) goes when it’s in a buyer’s journey, and you need to be there, too.

Surf on Google’s gravity. While it’s not yet Amazon for B2B, for us, Google exerts much the same sort of “internet gravity” on our buyers. When a buyer begins their journey, they go to Google and ramp up search behaviors, which is why you can and should use SEO and paid search to be prominent on Google.

At the same time, however, you should also study who is consistently ranking high in and around relevant topics and see if there’s a way for you to do the same. Look for high-ranking third-party properties that will let you add your content and offerings. Then build your campaigns to link and bend their audience back to you.

Make sure to advertise to buyers instead of surfers. Although there’s plenty of browsing that happens on Amazon, and advertisers there may well be able to stimulate impulse buys, B2B buying behaviors are very different, as are the outlets that support them.

In B2B, we all spend plenty of time on the web reading about things that matter to us without ever demonstrating what could be recognized as real purchase intent. It would be easy to spend your entire advertising budget targeting demographics or on sites that have no contextual relevance to what someone in a buyer’s journey is actually looking for. Make sure the outlets you narrow your investigation to can show how their content supports the buying research efforts of the people you need to add to your funnel.

2. Bring the buyers to you

I think we can all agree we still aren’t where we need to be with advertising retargeting. When I’m shopping on Amazon, I’m definitely not in the market for my next piece of martech stackware.

Context continues to be a stumbling block for many B2B advertisers. But thinking about exactly what you’re trying to accomplish goes a long way toward landing on better a strategy. To drive maximum ROI, you need to raise consideration for your solution among the companies that are in a deal cycle.

On Amazon, you’d want to promote your offering whenever someone was shopping for products like yours. Real third-party purchase intent can put you in exactly the context you need to bring buyers to your store. By advertising in and around editorial content designed to support purchase decisions, it becomes natural for your desired audience to pay attention to your message and click through to your website.

3. Know what real buyers want

Once you’ve narrowed your advertising focus down to the optimum number of outlets, you need to access a significant volume of real buyers in your specific market category. Then you’ll need to make sure to get everything necessary to convert those people into prospects. This can be harder than it sounds.

Even though a lot of advertising suppliers can now help target specific companies somewhat accurately, outside of activity within your own program, very few of them can tell you very much about what’s working with your audience and what isn’t.

This is exactly the kind of information Amazon withheld from sellers until recently. Here’s another area where the best third-party purchase intent provider can help out. They should be able to show not only your own effectiveness but also what else is attracting your target audience’s attention, be it editorial or promotional material.

To improve your own performance, you’ll want to study this closely and modify your material as necessary to address what buyers are actually looking for.

4. See what real buying groups do

Even though we understand how buying groups actually behave, too many organizations are still relying on a kind of jury-rigged approach to pursuing demand inside of accounts.

First, they find accounts they think might be active. If they get any clicks on ads or inbound web traffic, they then assign sales development reps (SDRs) to call down a list of all the potential folks at the account with titles similar to those who held the most authority in their previous sales.

The problem is that they can’t be sure the account is viable, and they have no way of knowing where in the account the behavior is actually coming from. This approach leads to far too much tele-spend and far too little contribution to the pipeline.

Real third-party intent is much more than an old-school lead gen mechanism. Instead, a quality provider should be able to show exactly who is exhibiting purchase behaviors right down to their role and function, their name, and even their contact and consent information.

5. Engage buyers for yourself

Once you’ve located an active buying team with the right information in hand, real purchase intent data puts you in a much better position to drive efficiency by knowing which accounts and buying centers to target.

Likewise, because you can see both who’s interested and what they’re interested in, you’re able to be much more effective with your own outreach. Whether you choose to deploy targeted marketing to nurture these buying groups or address them more aggressively with people-based tactics, you are no longer guessing who exactly to go after and how to open the conversation.

Real purchase intent gives you Amazon-like insight into exactly who is looking for exactly what. What’s more, because this is now data we’re talking about instead of advertising, these buyers are available to you directly, to engage via your own systems and processes.

Not quite Amazon yet, but something you certainly should take advantage of

While each of us is free to evaluate at what point Amazon’s incredible convenience has gone a step too far, the impact of real purchase intent data on those companies that are taking advantage of it is really no longer up for debate.

As we head toward 2019, if you’re looking for a way to accelerate positive change in your demand generation performance and you haven’t investigated the purchase intent resources available in your market, there’s no better time to start than right now.

The post 5 ways to leverage real third-party purchase intent appeared first on Marketing Land.

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