Draftfcb Press Releases

DRAFTFCB BACK TO SPONSOR YOUNG TALENT AT CANNES LIONS ROGER HATCHUEL ACADEMY

Tue, 08 May 2012 00:00:00 GMT

Draftfcb will again sponsor the Roger Hatchuel Academy for the third straight year in partnership with the 59th Cannes Lions International Festival of Creativity taking place from 17 to 23 June.

Introduced in 2003, the Roger Hatchuel Academy provides a group of international students in advertising, marketing, communications or design, an invaluable one week training and education course. Brainchild of the former Festival Chairman and named in his honour, the course is an investment in the future of the industry.

A group of around 40 students from 31 different countries, aged 19-23, are selected for the course by the international Festival Representatives in partnership with a designated School, University or Foundation and with the help of Draftfcb’s local market executive creative directors. After selection they are invited to the Festival for seven days where they take part in Festival activities and participate in an intensive tailored programme of tutorials and discussions.

“Draftfcb is committed to growing and investing in young talent from around the globe. Having sponsored the Academy previously, we’re looking forward to helping cultivate another robust pool of up-and-coming ad talent,” said Luis Silva Dias, head of Draftfcb’s regional creative council and president of Draftfcb in Portugal.

Heading up the Academy and offering guidance as Dean is Rick Boyko, Director and Professor of VCU Brandcenter, and a 2012 inductee into the Advertising Hall of Fame. He will be accompanied by tutor Clive Challis, head of the Advertising Course at Central Saint Martins in London. Challis will provide daily training sessions and steer the students through their busy schedules.

Philip Thomas, CEO of Cannes Lions, said, “We look forward to welcoming this year’s group of students. The content rich programme of the Cannes Lions Roger Hatchuel Academy will expand their knowledge about the advertising and communications sectors and provide them with a unique and memorable insight of the industry when they embark on their careers. We are delighted to work with Draftfcb again to deliver this exceptional learning platform.”

Festival attendees can follow the students during their week in Cannes as they share their Academy experiences via social media channels including Twitter, using the hashtags #Draftfcb #CannesLions and #RHA; Facebook on the Draftfcb Company page; Flickr at www.flickr.com/photos/draftfcb; and YouTube http://www.youtube.com/user/rhayoungtalent?feature=mhee.

At the end of the Festival, some students will be selected by Draftfcb to experience the unique opportunity of an internship. The terms and conditions of these internships will be at the local agency’s discretion.

About Draftfcb
With its foundation based upon the equal principles of creativity and accountability, Draftfcb is the first global, fully integrated marketing communications agency for the digital age to operate against a single P&L without any silos. The agency is driven by a singular focus on consumer behavior as expressed by its proprietary 6.5 Seconds That MatterSM operating system, which recognizes the importance of producing creative executions that really matter to consumers in the brief amount of time they are willing to give marketers in today’s media-saturated world. The Draftfcb network spans 161 offices in 96 countries and employs approximately 9,000 people.

About 59th Cannes Lions International Festival of Creativity, 17-23 June 2012, Cannes, France:
The International Festival of Creativity, also known as Cannes Lions, is the world's leading celebration of creativity in communications. Founded in 1954, the Festival takes place every June in Cannes, France.

As the most prestigious international annual advertising and communications awards, over 28,800 entries from all over the world are showcased and judged at the Festival. Winning companies receive the highly coveted Lion trophy honouring the most creative Film, Print, Outdoor, Interactive, Radio, Design, Promo & Activation, Film Craft, Mobile, Branded Entertainment and Integrated advertising, as well as the best Media, Direct, PR, Titanium and Creative Effectiveness ideas. The Festival is also the only truly global meeting place for advertisers, advertising and communication professionals. Close to 9,500 delegates from 95 countries attend seven days of exhibitions, screenings, as well as 57 high-profile seminars, 20 workshops and master classes presented by renowned worldwide industry leaders. As the networking and learning opportunity of the year, Cannes Lions is the must-attend event for anyone involved in brand communication. Cannes Lions is organised by Lions Festivals, managed by i2i Events

DRAFTFCB LAUNCHES TUC CAMPAIGN IN EUROPE

Wed, 02 May 2012 00:00:00 GMT

Draftfcb has launched the latest campaign for TUC crackers to introduce shoppers to the range of flavours using five caricature footballers.

Developed by Draftfcb in Paris, the footballers each represent a flavour; Bob Bacon, Franky Original, Franck Original, Gunter Cheese, Marius Garlic & Herbs, and have their own distinct look and personality. They appear in a series of TVCs that will be screened in France and Belgium concluding with the call to action ‘Play with TUC on Facebook’.

Viewers are directed to the TUC Facebook page which was created by a fan and attracted 30,000 ‘likes’ before it was taken over and revamped by Draftfcb in London. Since, the number of fans has shot up to 118, 864+. The page introduces consumers to the TUC footballers and presents the chance to win prizes by voting for their favourite and competing in the ‘TUC Dash’ game.

The online game, also developed by London asks players to choose their favourite player and pick up as many TUC crackers on the way to the football stadium without being blocked by photographers, fans and other obstacles.

“The larger-than-life TUC characters are provocative and surreal, and the chance to play games, share scores and win prizes plays perfectly to the social nature of the daily web use of our target audience,” said Alistair Ross, head of creative at Draftfcb in London.

The campaign runs until July 2012 with the Facebook page here to stay.

Credits
Facebook page
Creative Director: Matthew Maxwell
Art Director: Darion Leigh
Social Media Producer: Nadine Clarke
Copywriter: Brian Brady
Media Planner: Bence Bathi

TV
Brand: TUC
Product: TUC Flavours
Advertisers: Chrystel Barranger, Alessandro Ursino, Anne Eltchaninoff, Aurelie Teyssier, Claire Mourot
Account: Petra Mayer, Estelle Zaquane, Laure Poquet, Ella Hageg
Creative Director: Odile Creze
Artistic Director/Copywriter: Sebastien Zanini, Pierre-Marie Faussurier
Producer: Dawn Feer, Bob Dutretre, Wanda, Lisa Chaumot
Director: Spike Jones
Music: Maxim and Maxim Lebidois Pinto Dirty Dozen Records – MX2 Editions

About Draftfcb
If you didn’t already know…
• The London office won a Gold at Creative Circle and a Best and Merit at the MAA Best Awards for their ad for sported.
• The Chicago office is considered one of the “Best Places to Work” in Illinois.
• Our global Chief Marketing Officer Debra Coughlin is a NOW Woman of Power & Influence.
• Greater China was named “Brand Agency of the Year” at the 2011 ROI Festival.
• South Africa was honoured as a top empowered company at the 10th Metropolitan Oliver Empowerment Awards.
• New Zealand was named the “Most Effective Agency of the Year” at the 2011 CAANZ Effie Awards.
• Effie Worldwide and Warc results ranked Draftfcb one of the top 10 most effective agencies in APAC.

DRAFTFCB NEW ZEALAND WINS GOLD AT THE AMEs

Tue, 01 May 2012 00:00:00 GMT

This year’s Asian Marketing Effectiveness (AME) Awards saw Draftfcb in New Zealand win Gold for the Most Effective Use of Direct Marketing with their campaign “The Journal” for the New Zealand Government’s Ministry of Health.

The Asian Marketing Effectiveness Awards are regarded as Asia Pacific's most prestigious awards for advertising effectiveness with a record number of entries this year.

The Journal was created to serve as an online tool on the depression.org.nz website to help New Zealanders manage mild to moderate depression.

The award is the latest in a string of accolades for The Journal following its success in 2011 where it secured gold in local awards categories including Government, Sustained Success, Most Effective Client, Most Effective Campaign, Most Effective Digital Campaign and Social Marketing categories at the Effies, the RVSP Grand Prix Award and the Supreme Nexus Award.

Brian van den Hurk, Draftfcb managing director of social change, is pleased to have a New Zealand initiative recognized in the Asia/Pacific region.

“It’s great to see a programme fronted by former All Black great, John Kirwan, being recognized for its effectiveness in the wider Asia/Pacific region,” says van den Hurk.

In the first year alone, more than 13,000 New Zealanders experiencing depression were actively using The Journal. A total of 488,000 people visited the site in the first year and there were over 1000 visits to the site per day.

About Draftfcb
With an equal focus on creativity and accountability, Draftfcb is the first global, fully integrated marketing communications agency for the digital age to operate against a single P&L without any silos. The agency is driven by a singular focus on consumer behavior as expressed by its proprietary 6.5 Seconds That MatterSM operating system, which recognizes the importance of producing creative executions that really matter to consumers in the brief amount of time they are willing to give marketers in today’s media-saturated world. The Draftfcb network spans 153 offices in 90 countries and employs approximately 9,300 people.

DRAFTFCB, CREATIVE MINDS BEHIND NEW HEADSPACE CAMPAIGN

Tue, 24 Apr 2012 00:00:00 GMT

Headspace, the nation’s leading provider of youth mental health services, has partnered with Draftfcb to create a national marketing campaign to help tackle mental issues facing young people such as depression, exam stress, anxiety and relationship break ups.

The campaign uses images and language similar to vintage boxing posters to identify young people’s feelings like ‘Avalanche of Exams’, the ‘Pressure to Pretend’ and ‘Broken Heart’, and tells people that with headspace in their corner, young people can overcome these personal issues.

The new campaign officially launches on April 24 and will be rolled out in regional and metropolitan areas, focusing on headspace centres across the country. The campaign will include radio, TV (see links below), online and print outlets as well as ambient advertising in universities, shopping centres and bus shelters.

The campaign is aimed at 12 – 25 year olds with a focus on young men who wouldn’t ordinarily seek help for mental health issues. Over the next 6-12 months Draftfcb will continue to work with headspace to increase the number of concepts to target other groups including Indigenous, culturally and linguistically diverse young people and parents.

Mat Garbutt, creative director at Draftfcb, said the key to this campaign was to change the act of talking about mental health from a perceived admission of weakness into an act of strength.

“By presenting mental issues as a foe to be faced, we want to empower young people to tackle them head on, but also make sure they understand they don’t have to face these problems alone.”

“We found that when young people are going through a tough time, they need someone in their corner and that’s the role headspace plays,” said Garbutt.

headspace CEO Chris Tanti explained how important it is that young people seek help when there are going through a tough time.

“We know that young people have various issues going on in their lives, like relationship break ups and exam stress, but they don’t always associate these with needing to get support. Our aim is to have them understand that no matter how big or small the issue might be, headspace is here to help.”

“This is the largest awareness campaign we have embarked on to date and we’re looking forward to seeing more young people seeking help and using headspace services as a result,” said Mr Tanti.

The official launch of the campaign will be held at Melbourne Central Hoyts on April 24th, at 9:30am and will be attended by the Federal Minister for Mental Health, the Hon. Mark Butler.

Links to TVCs:
Black Cloud: http://www.youtube.com/watch?v=OWG1OeaGUrY
Broken Heart: http://www.youtube.com/watch?v=Gjmu-IsnrhY
Dreaded Butterflies: http://www.youtube.com/watch?v=RM6jym0Eg0U

Credits
Client: headspace
Agency: Draftfcb
Creative Director: Mat Garbutt
Art Director: Jason Hynes
Writer: Julie Poulter
Producer: Lisa Ramsey (Broadcast) and Tom Lovric (Print)
Animation: Iloura

About Draftfcb
With its foundation based upon the equal principles of creativity and accountability, Draftfcb is the first global, fully integrated marketing communications agency for the digital age to operate against a single P&L without any silos. The agency is driven by a singular focus on consumer behavior as expressed by its proprietary 6.5 Seconds That MatterSM operating system, which recognizes the importance of producing creative executions that really matter to consumers in the brief amount of time they are willing to give marketers in today’s media-saturated world. The Draftfcb network spans 161 offices in 96 countries and employs approximately 9,000 people.

Draftfcb in London launches campaign for Department of Health recruitment drive

Mon, 23 Apr 2012 00:00:00 GMT

In support of the Government’s commitment to recruit an extra 4,200 full-time health visitors across England by 2015, Draftfcb in London has launched an acquisition campaign aimed at both student and current nurses.

The challenge is to encourage nurses and student nurses to consider a career as a health visitor, whilst overcoming the current misunderstanding of the role, a general lack of interest and a low profile of health visitors amongst the target audience.

The campaign end line, ‘A positive start for every family’ looks to elevate the status of health visitors in terms of the integral role they have in giving children and families the best possible start.

The initial acquisition DM pack is a baby-shaped mailer, near actual size. Its design is emotionally engaging and mirrors the challenges and rewards of becoming a health visitor. The call to action is to sign up and register their interest either online, via phone or through a detachable registration coupon. Following the success of an initial test mailing, the pack is currently being dispatched to approximately 300,000 current nurses.

An informative email followed by a DM pack is also sent to individuals once registered which includes a pocket-sized handbook and clearly breaks down the role of the of the health visitor, the key attributes required and the requirements needed to become one. The information is enhanced throughout by the words of current health visitors, helping to provide context and a true insight into the profession.

Tactical outdoor and local press in the South Central SHA region, as well as inserts and ads in national nursing publications are also supplementing campaign activity.

A full CRM retention programme and further acquisition activity is also in development.

Print credits
Project name: Health Visitor recruitment
Client: Department of Health: Claire Morris, Joanne Byrne
Creative agency: Draftfcb London
Copywriter: Andy Brown (South Central activity - Steffan Tarr)
Art director: Steve Waring (South Central activity - Jonathan Horner)
Illustrator: Steve Waring

About Draftfcb
In case you didn’t know…
• The London office won a Gold at Creative Circle and a Best and Merit at the MAA Best Awards for their ad for sported.
• The Chicago office is considered one of the “Best Places to Work” in Illinois.
• Our global Chief Marketing Officer Debra Coughlin is a NOW Woman of Power & Influence.
• Greater China was named “Brand Agency of the Year” at the 2011 ROI Festival.
• South Africa was honoured as a top empowered company at the 10th Metropolitan Oliver Empowerment Awards.
• New Zealand was named the “Most Effective Agency of the Year” at the 2011 CAANZ Effie Awards.
• Effie Worldwide and Warc results ranked Draftfcb one of the top 10 most effective agencies in APAC.

TVC FOR THE NEW TOYOTA INNOVA PUTS DAD IN MOM’S TAXI

Thu, 19 Apr 2012 00:00:00 GMT

A well-meaning dad, brood of boisterous boys, surly teenager and quite-as-a-mouse ballerina-in-training star in the new television commercial from Draftfcb Johannesburg for Toyota SA’s answer to Mom’s Taxi, the New Toyota Innova.

Introduced late in 2011, this multi-purpose vehicle is available as a 7- or 8-seater.

The TVC, devised by Draftfcb Executive Creative Director James Cloete, Creative Director Tian van den Heever, Art Director Neelesh Vallabh and Copywriter Nerine Gardiner, was shot by Brett Wild from Hammersmith & Elephant, and taken through post production by The House.

It follows the dad’s efforts to fill his wife’s shoes and safely get their children and their friends to their various activities on time. While he initially copes just fine, a little scare towards the end of the morning routine sets his heart racing.

According to Toyota SA’s Senior Manager: Marketing Communications and Planning, Pieter Klerck, the agency was briefed to show the Innova’s functionality as a family vehicle with lots of space. It was key, he said, for the spot to evoke the Toyota warmth moments of previous family-orientated communication while incorporating well-meaning humour, a characteristic of Toyota’s advertising that the public has come to expect.

“We believe this ad will not only resonate with the dad who has found himself in a similar situation, but moms who will chuckle good-heartedly at a man experiencing what they go through every day,” Klerck said.

“Also, our actor-dad does a wonderful job showcasing the range of emotions a parent goes through in any given day, hey, any given hour. This subtly creates a bond between Toyota and parents watching the commercial, showing that Toyota understands exactly what moms and dads go through when raising their families. It’s a difficult task but one you wouldn’t swap it for the world.”

Creative Credits:
Agency – Draftfcb Johannesburg
Executive Creative Director – James Cloete
Creative Director - Tian van den Heever
Art Director - Neelesh Vallabh
Copywriter - Nerine Gardiner
Business Unit Director - Michael Di Terlizzi
Account Director - Jacqui Fontes Teixeira
TV Producer - Ayanda Tshabalala
Production house – Hammersmith & Elephant
Post production – the House

Toyota
Senior Manager: Marketing communications and planning - Pieter Klerck
Advertising manager – Astika Chetram

About Draftfcb
With an equal focus on creativity and accountability, Draftfcb is the first global, fully integrated marketing communications agency for the digital age to operate against a single P&L without any silos. The agency is driven by a singular focus on consumer behavior as expressed by its proprietary 6.5 Seconds That MatterSM operating system, which recognizes the importance of producing creative executions that really matter to consumers in the brief amount of time they are willing to give marketers in today’s media-saturated world. The Draftfcb network spans 153 offices in 90 countries and employs approximately 9,300 people.

TOM SHUM AND EDMUND TAY JOIN DRAFTFCB CHINA

Wed, 18 Apr 2012 00:00:00 GMT

Draftfcb China has hired Edmund Tay as head of integrated design and Tom Shum as a group creative director in a further expansion of the agency’s senior creative ranks.

Eddie Wong, national executive creative director of Draftfcb China, said the new hires brought important senior leadership and skill sets for clients and the agency’s teams in areas including creative excellence, shopper marketing and design.

Prior to Draftfcb Tay was with OgilvyAction in Dubai and has worked across a diversified portfolio of major clients including Samsung, Microsoft, Haier, Nestle, Dumex and BAT.

Shum’s role as group creative director will focus on the agency’s Kraft account where he will work mostly across major Kraft brands Chips Ahoy! and TUC.

Before joining Draftfcb, Shum was group creative director at M&C Saatchi China where he worked across the Shanghai and Beijing offices. His brand experience includes work on Coca Cola, Hi-C, Pepsi, Mirinda, 7-Up, Budweiser, Tropicana, San Miguel and Pizza Hut.

“Our Kraft business continues to grow and move into new communications channels,” said Wong. “We are committed to resourcing our Kraft teams with senior skills to match the opportunities for the brands.”

Both Shum and Tay will be based in the Draftfcb Shanghai office.

About Draftfcb
With its foundation based upon the equal principles of creativity and accountability, Draftfcb is the first global, fully integrated marketing communications agency for the digital age to operate against a single P&L without any silos. The agency is driven by a singular focus on consumer behavior as expressed by its proprietary 6.5 Seconds That MatterSM operating system, which recognizes the importance of producing creative executions that really matter to consumers in the brief amount of time they are willing to give marketers in today’s media-saturated world. The Draftfcb network spans 161 offices in 96 countries and employs approximately 9,000 people.

MAXCOM CRICKET, PRODUCED BY DRAFTCB MEXICO, HAS BEEN SELECTED AMONG THE TOP TEN BEST INTERNATIONAL COMMERCIALS BY CBS NETWORK

Wed, 18 Apr 2012 00:00:00 GMT

The "Cricket" spot of Maxcom's product Yuzu, directed by Nacho Zuccarino, Chief Creative Officer at Draftfcb, has been selected to be part of the Top Ten International Commercials by the CBS TV network for the Clash of Commercials program: USA VS. The World.

The Clash of Commercials program: USA VS. The World, is an online and on-air competition of the greatest commercials ever, the winner will be presented in Las Vegas in an interactive special next May 21st cbs.com/shows/clash_of_the_commercials.

“Cricket” the spot where the cricket, a gigantic and funny insect, was in hands of a character design team that worked to make the perfect mixture of both attitudes. Besides modeling a great amount of computer-generated objects which interacted with the cricket to accomplish a perfect combination with real life action, are the result of this amazing commercial that narrates the story of this boring man and this peculiar, realistic and odd character, stated: Jonathan Gurvit, Producer of “Primo” Production Company in Argentina.

The team involved was: Ricardo Ortiz, Innovation and Business Development Director at Maxcom, the Creative team lead by Nacho Zuccarino, Chief Creative Officer, customer service: Carlos Marquez, Account Grouper: Pilar Ortega, Account Director and Julio César López, Agency Producer.

The spot spot was directed by Director Jonathan Gurvit, “Primo” production company in Argentina, the producer, “The Maestros” in Mexico, the post producer “La Posta” from Argentina, Music by Martin Thulin, audio design by Javier Umpierrez, Photography Director German Lammers and Art Director Rodo Fernández.

About Draftfcb
With an equal focus on creativity and accountability, Draftfcb is the first global, fully integrated marketing communications agency for the digital age to operate against a single P&L without any silos. The agency is driven by a singular focus on consumer behavior as expressed by its proprietary 6.5 Seconds That MatterSM operating system, which recognizes the importance of producing creative executions that really matter to consumers in the brief amount of time they are willing to give marketers in today’s media-saturated world. The Draftfcb network spans 153 offices in 90 countries and employs approximately 9,300 people. For further information, please visit www.draftfcb.com.mx

DRAFTFCB BOLSTERS CREATIVE DEPARTMENT

Mon, 16 Apr 2012 00:00:00 GMT

Two new teams will continue creative momentum under revamped management team

Under the leadership of new creative head Alistair Ross, Draftfcb in London has welcomed two new teams to join the agency’s increasingly prominent creative department.

Dan Shone, copywriter and Sean Cullen, art director join the agency from BD Network where they worked together on campaigns for Worthington’s and Cineworld Cinemas. Between them they’ve worked at integrated agencies such as Isobel, Souk, CHI & Partners, McCann Erickson & Elvis. At Draftfcb in London, they are producing creative for upcoming Nivea For Men and Jamaica Tourist Board campaigns.

Creative head, Ross, has also match-made Cate Anderson, copywriter and Carley Jackson, art director from Crayon and Claydon Heeley respectively. Anderson’s experience crosses various channels and accounts, notably Honda, Sony and BT. In 2010 she represented the U.K. after winning Campaign & The Wanted Ads Young Team of the Year. Jackson who also spent time at Elvis Communications has worked on Sailor Jerry and extensively on Virgin including Virgin Holidays, Virgin Trains and Virgin Media. They’re currently working on the Post office, Elastoplast and Hyundai accounts.

“I'm very happy to welcome Cate, Carley, Dan and Sean to the creative team as they are fully matching what we want to achieve: getting young, entrepreneurial teams, able to think big and craft the details and these two teams definitely fit the criteria,” said Ross.

About Draftfcb
In case you didn’t know…
• The London office won a Gold at Creative Circle and a Best and Merit at the MAA Best Awards for their ad for sported.
• The Chicago office is considered one of the “Best Places to Work” in Illinois.
• Our global Chief Marketing Officer Debra Coughlin is a NOW Woman of Power & Influence.
• Greater China was named “Brand Agency of the Year” at the 2011 ROI Festival.
• South Africa was honoured as a top empowered company at the 10th Metropolitan Oliver Empowerment Awards.
• New Zealand was named the “Most Effective Agency of the Year” at the 2011 CAANZ Effie Awards.
• Effie Worldwide and Warc results ranked Draftfcb one of the top 10 most effective agencies in APAC.

Horizon Draftfcb Team Wins Silver at UAE Young Lions

Fri, 13 Apr 2012 00:00:00 GMT

In a superb joint effort Paola Mounla, associate creative director at Horizon Draftfcb Dubai and Andre Amaral, creative director at Blue Barracuda, the digital arm of the Horizon Group in Dubai, have won Silver at the United Arab Emirates Young Lions 2012 competition.

Part of the 59th Cannes Lions International Festival of Creativity, the Young Lions Competition is open to advertising professionals up to 28 years of age. The participating teams were selected through a pre-selection process in their respective countries.

Each year, the participating teams design a campaign for a social cause based on a creative brief. Emirates Wildlife Society in association with World Wide Fund for Nature was the partner NGO for 2012. The teams were briefed to support WWF UAE’s efforts concerning turtle conservation by creating awareness for the plight of marine life in the face of rampant urban development -- all within a 3-hour timeframe.

“Andre and Paola’s strong yet “simplenough” poster depicts two different architectural house plans overlapping one another with the question ‘Would you place your house in someone else’s house?’ and will be exhibited at the Cannes Lions Festival in June”, said Alain Hochar, Horizon Draftfcb’s regional creative director. “What also makes this recognition particularly special, is that only two honors were presented as Bronze was not awarded on the night making the win even more valuable.”

About Draftfcb
With its foundation based upon the equal principles of creativity and accountability, Draftfcb is the first global, fully integrated marketing communications agency for the digital age to operate against a single P&L without any silos. The agency is driven by a singular focus on consumer behavior as expressed by its proprietary 6.5 Seconds That MatterSM operating system, which recognizes the importance of producing creative executions that really matter to consumers in the brief amount of time they are willing to give marketers in today’s media-saturated world. The Draftfcb network spans 161 offices in 96 countries and employs approximately 9,000 people.