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“Many thanks for the invite to the seminar, it was an afternoon well spent!” E-Commerce Manager, Emirates Airline

How to be Social; a Free Digital aND Social MeDia brieFiNg Thursday 3 February, The Barbican, London 12.30pm – 5pm (drinks and canapes to finish)

“I thought the event was fantastic and the quality of the speakers was very impressive.”

Speakers Home James Spring Design and Advertising Eyeka more tbc

Marketing Manager, TMDR

How to be Social; a Digital and Social Media Briefing is back!

“We thoroughly enjoyed it and found it very useful. It has given us a lot of ideas and if you have other upcoming seminars, please keep us informed.” Online Brand Manager, Decleor, Carita & Shiseido

After a fantastic debut in May, MiNetwork and RAR are joining forces again to bring you five professional speakers on digital and social media. How is this different? Our speakers have been selected from the Recommended Agency Register which means they already come highly recommended for digital services by their existing clients. This is only open free to clients with responsibility for/involvement in digital marketing for their brand.

For more information contact: caroline lotinga on 0141 559 6066 or email caroline.lotinga@minetwork.me

www.MiNetwork.me

Turn hindsight into foresight When you’re choosing a new marketing partner, you could do with some inside information before you make your final decision. Recommended Agency Register gathers client feedback about agencies. At RAR, we’ll support you through your search and selection and help you to gain that hindsight in advance.

Contact us on 0845 004 5626 or on enquiry@agencyregister.co.uk


Introduction03

THE DRUM DEC 2010 www.thedrum.co.uk

Milking the plaudits The Cream Awards and Cream Yorkshire showcase some of the very best creative work produced by agencies in the Midlands, East, SW, Wales and Yorkshire. It was Specsavers’ ‘Sub’ film that won the Grand Prix at Cream while Elmwood’s posters for freelance creative Jim Davies won at Cream Yorkshire. These two awards alone perhaps reflect the diverse clients serviced by agencies across these regions. But despite the eclectic nature of the work, the winning creative was uniformly brilliant. Judging Panel Simon Phillips Realise Jon Evans Brass Stuart Gilmour Stand Brian McGregor Mightysmall Mike McKenna Former Creative Director, JWT London Michael Fraser Creative Director, Family

Organised by:

T

he Cream Awards and Cream Yorkshire aim to recognise and reward the very best creative work being produced by agencies in the Midlands, east, south west and Wales and Yorkshire, respectively. This year a diverse range of work – from international brand campaigns to low-budget viral films – was put in front of the judges. And the work itself was perhaps as eclectic as the client range. However we are confident that the winning work is of a very high standard indeed. Perhaps what was noted, again, from the work on display is the ever-changing use of media. Where before above-the-line advertising would lead the mix, it was now evident that its role is changing, often supporting work in other areas – online in particular. The use of online in campaigns continues to grow, with a number of clients opting to extend their TV work through online films, microsites and promotions, allowing them to push boundaries further, adding to the personality of the brand.

Sponsors: ®

All rights reserved. On no account may any part of this publication be reproduced in any form without the written permission of the copyright holder and publisher, application for which should be made to the publisher. © CARNYX GROUP LIMITED 2010

Cream sponsored by:

In fact, this year, it was a viral film that captured the judges hearts, winning the Grand Prix Prize. But despite the changing face of creativity, and the challenges – and opportunities – that this brings, on the evidence of the work that you are about to see, it is fair to say that the big idea is still the key to great work. A big idea, and plenty of finely-honed craft. It would also be fair to say that creativity in these regions is as healthy as ever, and the clients electing to work with agencies across the Midlands, Yorkshire, the south west, east and Wales, might also just surprise you too.

For more information on the Cream Awards go to www.thedrum.co.uk/events.


04CREAM AWARDS 2010

Grand Prix GOLD Company: Specsavers Creative Client: Specsavers Title: SUB Art Direction: Mark De La Rue and Helina Mathews CopyWriter: Jon Crocker Production Company: Mustard(Director): John Doris Director: Cris Mudge Producer: Sam Lock Creative Director: Graham Daldry

Chairman’s Award GOLD Company: Pencil Studio Client: Beyond The Bean Title: Cosy Tea Art Direction: Luke Manning Typographer: Luke Manning Knitters: Jenny Newbert and Fiona Fagan

Art Direction SILVER Company: Elfen Client: National Theatre Wales Title: National Theatre Wales Launch Programme NOMINATION Company: Big Communications Client: Fresh Title: Seven Deadly Sins Art Direction: Richard Davis CopyWriter: Craig Buzzel Photographer: Martin Brent NOMINATION Company: RBH Client: Queensgate Shopping Centre Title: Make Your Day Art Direction: Stuart Jackson CopyWriter: Mike Kalin

Use of Photography GOLD Company: Campbell Rowley Ltd Client: Skillset Title: Pick the Tick Art Direction: Grant Campbell and Phil Silk Photographer: Phil Rowley GOLD Company: RBH Client: Church End Brewery Title: Shakesbeer Art Direction: Stuart Jackson CopyWriter: Mike Kalin Retoucher: Stephanie Davis NOMINATION Company: Chapter Client: Crucial Trading Title: What’s Crucial? Art Direction: Lyndsay Turner CopyWriter: Andrew Robson NOMINATION Company: RBH Client: Freya Lingerie Title: Let ‘Em Roll Art Direction: Stuart Jackson CopyWriter: Mike Kalin Photographer: Sean McMenomy

Use of Illustration/ Animation GOLD Company: RBH Client: Freya Lingerie Title: The Holy Fit Art Direction: Stuart Jackson CopyWriter: Mike Kalin Production Company: Intro SILVER Company: Cogent Elliot Client: Calor Title: LPGenius Art Direction: Jason ‘Vinny’ Vinciguerra CopyWriter: Craig Wood Director: Yoav Sengal Producer: Amanda Lowit SILVER Company: McCann Erickson Client: Barratt Homes Title: Barratt Bespoke Art Direction: Tim Jones/James Cross CopyWriter: James Cross/Tim Jones Designer/Illustrator: Domenic BRONZE Company: Cubic Client: The National College Title: Ldr Magazine Art Direction: Adam Travis BRONZE Company: Purple Circle

www.thedrum.co.uk DEC 2010 THE DRUM

Client: Driving Standards Agency Title: The Standard Magazine Art Direction: Johanna Drewe Project Manager: Victoria Blundy

CopyWriter: Vineet Raheja Typographer: George Aytoun Photographer: Ben Campbell Designer: George Aytoun

NOMINATION Company: Cubic Client: Tompkin Press Title: Delightfully Digital Art Direction: Adam Travis

Unusual Size or Special Build

Use of Typography BRONZE Company: Big Communications Client: Britnix Title: Britnix Campaign Art Direction: Paul Wallett CopyWriter: Steve Smith Typographer: Mike Wykes Photographer: Moy Williams

Copywriting GOLD Company: Rave Communications Client: Victory Motorcycles Riders Association Title: Join the Club Creative Director: Jamie Buckingham CopyWriter: Jamie Buckingham Designers: Tejal Prejapati, Paul Kaiser, Terry Dean, Emma Vaughan and Bhav Vadukul NOMINATION Company: Chapter Client: Crucial Trading Title: What’s Crucial? Art Direction: Lyndsay Turner CopyWriter: Andrew Robson NOMINATION Company: Sperm Creative Client: Oxsprings Title: Leaning Tower of the Cotswolds Art Direction: Richard Edgerton and Pat Dyer CopyWriter: Richard Edgerton Typographer: Pat Dyer NOMINATION Company: Tangible Client: The Royal British Legion Title: Finding His Feet Art Direction: Ed Swarbrick and Nick Thomas CopyWriter: Ian Atkinson and Lizzie Owen-Thomas

GOLD Company: Cogent Elliot Client: ATS Title: Ladies’ Night Art Direction: Jason ‘Vinny’ Vinciguerra CopyWriter: Craig Wood SILVER Company: Bray Leino Client: Moo Organic Milk For Milk Link Title: Murial Art Direction: Dom Lane CopyWriter: Graeme Jackson Photographer: Neil Rolfe

Outdoor Campaign GOLD Company: RBH Client: Church End Brewery Title: Shakesbeer Art Direction: Stuart Jackson CopyWriter: Mike Kalin Retoucher: Stephanie Davis

Radio Commercial

NOMINATION Company: McCann Erickson Client: Chiltern Railways Title: You Could Be in London Art Direction: Tim Jones / James Cross CopyWriter: James Cross / Tim Jones Designer: Spencer O’Dwyer

GOLD Company: Specsavers Creative Client: Specsavers Creative Title: Goal-Line Technology Art Direction: Michael Hutchinson and Neil Brush CopyWriter: Simon Bougourd and Aaron Scoones Typographer: Craig Le Lerre Production Company: Specsavers Creative Creative Director: Graham Daldry

GOLD Company: Big Communications Client: Zetland Title: Dog Art Direction: Simon Dilks CopyWriter: Craig Buzzel SILVER Company: Big Communications Client: WKD Title: Loved Ones Art Direction: Tom Heywood CopyWriter: Steve Smith

NOMINATION Company: Specsavers Creative Client: Specsavers Title: The Specs Effect Art Direction: Neil Brush CopyWriter: Simon Bougourd Production Company: Rattling Stick Director: Daniel Kleinman Producer: Sam Lock Creative Director: Graham Daldry

BRONZE Company: Big Communications Client: WKD Title: WKD Christmas Art Direction: Tom Heywood CopyWriter: Tom Heywood and Steve Smith

Consumer Press Advert

6,4 or Smaller Sheet Poster

SILVER Company: Specsavers Creative Client: Specsavers Title: Postman Pat Art Direction: Neil Brush CopyWriter: Simon Bougourd Production Company: Passion Pictures Director: Darren Walsh Producer: Sam Lock Creative Director: Graham Daldry

TV/Cinema Campaign

SILVER Company: Big Communications Client: WKD Title: Offside Art Direction: Tom Heywood CopyWriter: Tom Heywood

NOMINATION Company: BMB Client: Vauxhall Motors Ltd Title: It’s not just about the economy Art Direction: Iain Hills CopyWriter: Mike Johnson / Iain Hills Typographer: Iain Hills Production Company: BMB Retouching: Dave Young

GOLD Company: Specsavers Creative Client: Specsavers Title: Spermsavers Art Direction: Steve Loftus CopyWriter: Graham Daldry Production Company: Adopted Films Director: Henry Sheldon

SILVER Company: McCann Erickson Communications House Client: Harley-Davidson Motorcycles Title: Accessibility – Casino Chips Art Direction: Shaun Loynds CopyWriter: Vineet Raheja Typographer: George Aytoun Photographer: Ben Campbell Designer: George Aytoun

48 or 96 Sheet Poster

NOMINATION Company: Big Communications Client: WKD Title: Passion Art Direction: Tom Heywood CopyWriter: Tom Heywood

TV/Cinema Advert

NOMINATION Company: Chapter Client: Sealine Title: Big Splash Art Direction: Ian Boulter CopyWriter: Martin Heffernan Photographer: James Callaghan

Business to Business Press Advert SILVER Company: Connect Advertising Client: Finning Cat Title: Bullcat Art Direction: Ewart Liburd CopyWriter: Alan Salisbury NOMINATION Company: Lesniak Swann Ltd Client: Partners For Endoscopy Title: Totally Harmless Art Direction: Mark Lesniak Designer: Garrick Middleton

Press Campaign

BRONZE Company: Big Communications Client: Zetland Title: Pig Art Direction: Simon Dilks CopyWriter: Craig Buzzel

GOLD Company: Connect Advertising Client: Jim Lawrence Title: Unique Art Direction: Adrian Wilde CopyWriter: Mark Lawrence

BRONZE Company: McCann Erickson Communications House Client: Harley-Davidson Motorcycles Title: Rentals – First Date Art Direction: Shaun Loynds

BRONZE Company: Chapter Client: Crucial Trading Title: What’s Crucial? Art Direction: Lyndsay Turner CopyWriter: Andrew Robson

BRONZE Company: Big Communications Client: Domino’s Pizza Title: Britain’s Got Talent Idents Art Direction: Richard Davis CopyWriter: Craig Buzzel Agency Producer: Amanda Lowtit Director: Richard Pullar

SILVER Company: McCann Erickson Client: Teletext Holidays Title: Sunburn Art Direction: Tim Jones / James Cross CopyWriter: James Cross / Tim Jones Production Company: Rorschach Producer: Pam Myers BRONZE Company: McCann Erickson Client: Teletext Holidays Title: Budgie Smugglers Art Direction: Tim Jones / James Cross CopyWriter: James Cross / Tim Jones Production Company: Rorschach Producer: Pam Myers NOMINATION Company: McCann Erickson Client: Teletext Holidays Title: Mariachi Art Direction: Tim Jones / James Cross CopyWriter: James Cross / Tim Jones Production Company: Rorschach Producer: Pam Myers

Radio Campaign SILVER Company: McCann Erickson Client: Teletext Holidays Title: You Can With Teletext Art Direction: Tim Jones / James Cross CopyWriter: James Cross / Tim Jones Production Company: Rorschach Producer: Pam Myers NOMINATION Company: Cogent Elliot Client: Calor Title: Arthur, Hector and Nelson Art Direction: Jason ‘Vinny’ Vinciguerra CopyWriter: Craig Wood Production Company: Rorschach Sound Engineer: Tim Lofts Producer: Pam Myers

Corporate Identity BRONZE Company: Arthur Steen Horne Adamson Client: The Bread Tin Title: The Bread Tin Creative Director: Marksteen Adamson Art Direction: Scott McGuffie Designers: Leanne Thomas, Kerry Wheeler and Richard Delingpole BRONZE Company: Kutchibok Client: Cappele Title: Cappele Art Direction: Sion Dafydd and Alwyn Thomas Typographer: Sion Dafydd and Alwyn Thomas Photographer: Matt Cant

BRONZE Company: Lionhouse Client: Alan Bartlett and Sons Ltd Title: Alan Bartlett and Sons Corporate Identity Art Direction: Lionhouse CopyWriter: Lionhouse Typographer: Lionhouse Photographer: Julian Calverley NOMINATION Company: Believe in Client: Believe in Title: Believe in Branding Art Direction: Blair Thomson CopyWriter: Tish England Designer: Blair Thomson

Corporate Literature GOLD Company: Fluid Client: Sony Computer Entertainment Title: Sony Playstation Media Kit Art Direction: Fluid BRONZE Company: Northbank Client: N3 Display Graphics Ltd Title: N3 Hands on Art Direction: Simon Cryer Photographer: Phil Sayer NOMINATION Company: Lionhouse Client: Alan Bartlett and Sons Ltd Title: Alan Bartlett and Sons Brochure Art Direction: Lionhouse CopyWriter: Lionhouse Typographer: Lionhouse Photographer: Julian Calverley

Annual Report SILVER Company: Purple Circle Client: Nottingham Community Housing Association Title: NCHA Annual Report Art Direction: Simon Harrison Photographer: Keane Beamish Managing Director: Michael Slack

Packaging GOLD Company: Pencil Studio Client: Beyond The Bean Title: Cosy Tea Art Direction: Luke Manning Typographer: Luke Manning Knitters: Jenny Newbery and Fiona Fagan BRONZE Company: ArthurSteenHorneAdamson Client: Jude’s Title: Jude’s Creative Director: Marksteen Adamson Art Direction: Scott McGuffie Designers: Joseph Hole, Chris Greenwood, Kerry Wheeler and Richard Delingpole NOMINATION Company: Kutchibok Client: The Celt Experience Brewery Title: Celt Ales (Bronze and GOLDen) Art Direction: Sion Dafydd and Alwyn Thomas CopyWriter: Tom Newman Typographer: Sion Dafydd and Alwyn Thomas Photographer: Matt Cant

Environmental/3D Design GOLD Company: Checkland Kindleysides Client: Levi’s Title: Levi’s Flagship Store, London BRONZE Company: Checkland Kindleysides Client: Camelot Title: National Lottery Playstation

Publications GOLD Company: Elfen Client: National Theatre Wales Title: National Theatre Wales Launch Programme SILVER Company: Cubic Client: The National College Title: Ldr Magazine Art Direction: Adam Travis BRONZE Company: Elfen Client: National Theatre Wales Title: National Theatre Wales Launch Programme


cream awards 201005

THE DRUM DEC 2010 www.thedrum.co.uk

Poster

Direct Mail

Grand Prix

GOLD Company: Lionhouse Client: Lionhouse Title: Adapt and Survive Art Direction: Lionhouse CopyWriter: Lionhouse Typographer: Lionhouse

sponsored by mail media centre from royal mail

AWARD Company: Elmwood Client: Jim Davies Title: Jim Davies Monkey Posters Creative Director: Richard Scholey Designer: Simon Morrow Illustrator: Rob Ball Writer: Jim Davies

WebSITE/online ad GOLD Company: Specsavers Creative Client: Specsavers Title: Postman Pat Art Direction: Neil Brush CopyWriter: Simon Bougourd Producer: Sam Lock Creative Director: Graham Daldry SILVER Company: Milton Bayer Client: ELC Title: Swampsterz www.swampsterz.com Art Direction: Tom Hoodle Head of Development: Richard Harris BRONZE Company: One Black Bear Client: Subaru UK Title: New Subaru.co.uk www.subaru.co.uk NOMINATION Company: Tomorrow People Client: Westfield Shopping Centre Title: Experiential and Advertising Sales Portal http://ukbrandalliance.westfield.com

Film/TV Titles/Idents/ Animation GOLD Company: RBH Client: Freya Lingerie Title: The Holy Fit Art Direction: Stuart Jackson CopyWriter: Mike Kalin Production Company: Intro

Viral Marketing GOLD Company: Specsavers Creative Client: Specsavers Title: SUB Art Direction: Mark De La Rue and Helina Mathews CopyWriter: Jon Crocker Production Company: Mustard(Director): John Doris Director: Cris Mudge Producer: Sam Lock Creative Director: Graham Daldry SILVER Company: Specsavers Creative Client: Specsavers Title: Spermsavers Art Direction: Steve Loftus CopyWriter: Graham Daldry Production Company: Adopted Films Director: Henry Sheldon SILVER Company: Fuse Digital Client: Lucozade Title: Jungle Mashup

Item of Self Promotion sponsored by mail media centre from royal mail SILVER Company: Epoch Design Ltd Title: Missile Toe Art Direction: Epoch CopyWriter: Epoch Typographer: Epoch Photographer: Epoch Production Company: Philtone SILVER Company: RBH Title: Flockwatch Art Direction: Stuart Jackson CopyWriter: Mike Kalin NOMINATION Company: Adam Bicknell Title: Greener Grass Art Direction: Adam Bicknell CopyWriter: Adam Bicknell Typographer: Adam Bicknell NOMINATION Company: Andrew Sheldrick Title: The Copywriter’s Very Concise Dictionary Art Direction: Andrew Sheldrick CopyWriter: Andrew Sheldrick

GOLD Company: Rave Communications Client: Victory Motorcycles Riders Association Title: Join the Club Creative Director: Jamie Buckingham CopyWriter: Jamie Buckingham Designers: Tejal Prejapati, Paul Kaiser, Terry Dean, Emma Vaughan and Bhav Vadukul

Chairman’s Award AWARD Company: Elmwood Client: Seachill Title: The Saucy Fish Company Design Director: Ben Greengrass Designer: Stephen Woowat Writer: Natalie Woodhead Project Manager: Jan Hirst

Press Advert AWARD Company: Front Client: National Railways Museum Title: Popcorn Art Direction: Paul Copley Photographer: Andy Gallacher COMMENDATION Company: Uber Client: Casio Title: Millisecond Makeover – Lipstick Art Direction: Rob Sandom Photographer: Metz and Racine COMMENDATION Company: Uber Client: Casio Title: Millisecond Makeover – Mascara Art Direction: Rob Sandom Photographer: Metz and Racine NOMINATION Company: The Whole Caboodle Client: Prostar Title: Casualty Art Direction: Mark Harris CopyWriter: Stuart Anderson

Craft AWARD Company: Elmwood Client: Elmwood Title: What Makes Elmwood Elmwood – The Elmwood Lexicon Design Director: Ben Greengrass Writer: Laura Forman Project Manager: Jo Todd Illustrator: Esther Aarts AWARD Company: The Workshop Client: Roundabout Homeless Charity Title: Roundabout Annual Report 2009 - 2010 Art Direction: Andrew Turner Typographer: Andrew Turner Photographer: Nigel Barker (Nigel Barker Photography) Printer: Proco Print

Packaging AWARD Company: Elmwood Client: Seachill Title: The Saucy Fish Company Design Director: Ben Greengrass Designer: Stephen Woowat Writer: Natalie Woodhead Project Manager: Jan Hirst NOMINATION Company: Of Client: Yumi Lashes Title: Yumi Lashes Art Direction: Of creative team CopyWriter: Of creative team Typographer: Of creative team Photographer: Of creative team

Broadcast COMMENDATION Company: Iris Associates Client: Yorkshire Water Title: Enda and Mary – Value for Money Campaign Art Direction: David Wood and Marc Alcock CopyWriter: Steve Doyle Production Company: The Mob Film Company NOMINATION Company: JDA Client: The Car Shop Title: The Cart Shop Art Direction: Chris Lines CopyWriter: Dan James / Pete Thompson Production Company: PSA Director: Phil Hawkins

NOMINATION Company: The Whole Caboodle Client: Perrys Motor Dealers Title: Little Extras Art Direction: Stuart Anderson CopyWriter: Stuart Anderson Production Company: MTP Director: Stuart Elliot Producer: Ray Allen

Outdoor Advertising NOMINATION Company: Outside the Box Client: Direct Holidays Title: Angel of the North Projection Art Direction: Dave Easton and Bryan Wilman Production Company: Blazin Star (Building Projection Company)

Corporate Identity AWARD Company: Iris Associates Client: Little Chef Title: Rebrand Art Direction: David Wood and Nic Shuttleworth Typographer: Peter Horridge COMMENDATION Company: Elmwood Client: BBC Breathing Spaces Title: BBC Tree O Clock Creative Director: Richard Scholey CopyWriter: Natalie Woodhead Project Manager: Dawn Hamilton Senior Designer: Chris Jackson Illustration: The Neighbourhood Designer: Simon Morrow Artwork: Tim Leonard and Chris McCluskie

Corporate Literature COMMENDATION Company: Elmwood Client: Elmwood Title: What Makes Elmwood Elmwood – The Elmwood Lexicon Design Director: Ben Greengrass Writer: Laura Forman Project Manager: Jo Todd Illustrator: Esther Aarts

Publications and Annual Reports AWARD Company: The Consult Client: Skillfast - UK Title: LMI (Labour Market Intelligence) Art Direction: Alex Atkinson Typographer: Mark Starbuck Production Company: Pressision AWARD Company: The Consult Client: Skillfast - UK Title: Material Matters Art Direction: Alex Atkinson AWARD Company: The Workshop Client: Roundabout Homeless Charity Title: Roundabout Annual Report 2009 - 2010 Art Direction: Andrew Turner Typographer: Andrew Turner Photographer: Nigel Barker (Nigel Barker Photography) Printer: Proco Print

Self Promotion AWARD Company: twentysix Leeds Title: 10 Downing Tweets

Digital AWARD Company: DigForFire DMG Client: The Open University Title: A World of Inspiring Learning www.openuniversity.co.uk/inspiring Art Direction: Richard Waite CopyWriter: Jen Holmes, Stuart Caine and Simon Ransley Typographer: Chris Hart Production Company: Dan Boscaro and Stuart Craigen Other: Jessica Fieldman, Andrew Todd and Sue Wood. COMMENDATION Company: DigForFire DMG Client: Castrol Title: Castrol 2010 FIFA World Cup Live Tracker http://tracker.castrolfootball.com Art Direction: Mark Lambert, Richard Hillam and Andy Hayward CopyWriter: Simon Ransley Typographer: Mark Lambert Production Company: Andy Forbes, Stuart Caine and Kailash Vyas Other: Jonathan Fletcher and Imogen Hesp NOMINATION Company: Uber Client: Casio Title: Millisecond Makeover www.makeupmodecamera.com Art Direction: Rob Sandom Photographer: Metz and Racine Designer: Ricky Hewitt Developer: Kevin Choppin

Low Budget COMMENDATION Company: Outside the Box Client: Direct Holidays Title: Angel of the North Projection Art Direction: Dave Easton and Bryan Wilman Production Company: Blazin Star (Building Projection Company)

Integrated Campaign AWARD Company: JDA Client: The Car Shop Title: The Cart Shop Art Direction: Chris Lines CopyWriter: Dan James / Pete Thompson Production Company: PSA Director: Phil Hawkins NOMINATION Company: DigForFire DMG Client: The Open University Title: A World of Inspiring Learning Art Direction: Andy Hayward and Richard Waite CopyWriter: Simon Ransley and Jen Holmes Typographer: Ian Dean, Ben Hooper and Bob Hinchcliffe Production Company: Sue Wood, Andy Todd, Jessica Fieldman, Lyndsay Williams, Rapp UK, Matrix Creative and Response One.

COMMENDATION Company: Fuse8 Client: Together Women Title: Together Women Impact Report Art Direction: Matt McMillan CopyWriter: James North Photographer: Kerry Harrison and Richard Moran Production Company: Team Impression Illustration: Mark Huddleston

Poster

COMMENDATION Company: Iris Associates Client: Creative Sheffield Title: Made Magazine Art Direction: David Wood, Nic Shuttleworth and Marc Alcock CopyWriter: Steve Doyle and Nicole Green

AWARD Company: Front Client: National Railway Museum Title: Popcorn Art Direction: Paul Copley Photographer: Andy Gallagher

Direct Mail AWARD Company: Elmwood Client: Elmwood Title: Elmwood Christmas Card Creative Director: Richard Scholey CopyWriter: Jayne Workman Senior Designer: Chris Jackson Designer: Stephen Woowat

AWARD Company: Elmwood Client: Jim Davies Title: Jim Davies Monkey Posters Creative Director: Richard Scholey Designer: Simon Morrow Illustrator: Rob Ball Writer: Jim Davies

NOMINATION Company: Elmwood Client: Opera North Title: Opera North Posters Spring 2010 Creative Director: Richard Scholey Designer: Simon Morrow Illustrator: Steven Shaw (La Boheme) Other: John Ross (Rusalka) and Mary Stuart (The Neighbourhood)


06grand prix winner

Grand Prix GOLD Company: Specsavers Creative Client: Specsavers Title: SUB

Viral Marketing GOLD

www.thedrum.co.uk DEC 2010 THE DRUM


Chairman’s award07

THE DRUM DEC 2010 www.thedrum.co.uk

Chairman’s Award GOLD Company: Pencil Studio Client: Beyond The Bean Title: Cosy Tea

Packaging GOLD


08CREAM AWARDS 2010

www.thedrum.co.uk DEC 2010 THE DRUM

Use of Photography GOLD Company: Campbell Rowley Ltd Client: Skillset Title: Pick the Tick

Publications

WebSITE/online ad

Art Direction

GOLD Company: Specsavers Creative Client: Specsavers Title: Postman Pat

GOLD

SILVER

Company: Elfen Client: National Theatre Wales Title: National Theatre Wales Launch Programme

Copywriting GOLD

Direct Mail

Consumer Press Advert

Company: Rave Communications Client: Victory Motorcycles Riders Association Title: Join the Club

GOLD Company: Specsavers Creative Client: Specsavers Creative Title: Goal-Line Technology

GOLD


THE DRUM DEC 2010 www.thedrum.co.uk

cream awards 201009

Unusual Size or Special Build GOLD Company: Cogent Elliot Client: ATS Title: Ladies’ Night

Environmental/3D Design GOLD Company: Checkland Kindleysides Client: Levi’s Title: Levi’s Flagship Store, London

TV/Cinema Advert GOLD

Viral Marketing

Press Campaign

Company: Specsavers Creative Client: Specsavers Title: Spermsavers

GOLD Company: Connect Advertising Client: Jim Lawrence Title: Unique

SILVER


10CREAM AWARDS 2010

www.thedrum.co.uk DEC 2010 THE DRUM

Corporate Literature GOLD Company: Fluid Client: Sony Computer Entertainment Title: Sony Playstation Media Kit

Use of Illustration/Animation

Use of Photography

SILVER Company: Cogent Elliot Client: Calor Title: LPGenius

Outdoor Campaign

Film/TV Titles/Idents/Animation GOLD Company: RBH Client: Freya Lingerie Title: The Holy Fit

Use of Illustration/Animation GOLD

GOLD GOLD

Company: RBH Client: Church End Brewery Title: Shakesbeer


cream awards 201011

THE DRUM DEC 2010 www.thedrum.co.uk

01

02

03 Teletext Holidays ‘BUDGIE SMUGGLERS’

Teletext Holidays ‘sunburn’ We’re in the honeymoon suite. Mrs S (20s) is bubbly with a Scouse accent, and Mark (20s) is amorous and has the same accent. FVO (30’s) is a straight read.

We’re in a hotel room. We can hear the lively poolside and kids playing in the background. MVO (40s) is cock-sure of himself, and FVO (40s) is his long-suffering wife. Both have an Essex/SouthEast accent. FVO (30’s) is a straight read.

SFX: Hotel room. SFX:

Busy hotel poolside. Kids playing and splashing around in the sun.

FVO:

You ready darling, let’s get to the beach!

MVO:

Coming…BOSH!

FVO:

Er…what, in the name of all that’s decent, are they?

MVO:

What these?

Mrs S: What?

FVO:

Darling, don’t take this the wrong way but…I don’t think you can pull them off.

Mark: Please don’t touch me there! Ooh! Or there!

MVO:

Pull these off? Actually they’re so tight, I don’t think I could.

FVO: At Teletext Holidays, we can’t sooth your sunburnt bits.

F-ANCR: At Teletext Holidays, we can’t stop old geezers parading round in budgie-smugglers.

Mrs S: Oh Mark, sun, sea, sand and now… Mark: …the honeymoon suite … ‘Mrs Smith.’ (giggling)

We’re outside on the veranda of a bar/restaurant, we hear the lapping of the ocean. A young couple, Laura and Tom (mid to late 20’s) sit down to enjoy a romantic evening together. Laura:

Oohhh Tom, this is lovely!

Tom:

Well, I really wanted tonight to be something spe…

Mariachi: A song for the lovers?

Mrs S: …ooh come here! SFX: Fumbling around.

Teletext Holidays ‘mariachi’

Tom:

Um. No, thank you. You see Laura, I’ve been thi…

Mariachi: Are you sure no sing-song? A little… Mark: Yeah…ooh…hmmm…ahhh…arrghhh! Stop! Stop!

But we can do thousands of great value, ATOL protected, holidays.

For the latest deals see Freeview channel one-oh-one.

Or Teletext Holidays dot co dot UK

But we can do thousands of great value, ATOL protected, holidays.

For the latest deals see Freeview channel one-oh-one.

Or Teletext Holidays dot co dot UK

SFX:

The Mariachi plays a quick, 4-note ‘lick’ on his guitar.

Tom:

No really, thanks. What I’m trying to say is, will you ma…

SFX:

The full Mariachi band strikes up, completely drowning Tom out.

F-ANCR: At Teletext Holidays, We can’t stop the mariachi band ruining your romantic rendez-vous,

But we can do thousands of great value, ATOL protected holidays.

For the latest deals see Freeview one-oh-one.

Or Teletext dot co dot UK.

Radio Campaign SILVER Company: McCann Erickson Client: Teletext Holidays Title: You Can With Teletext

01. Radio Commercial SILVER Company: McCann Erickson Client: Teletext Holidays Title: Sunburn

02. Radio Commercial BRONZE Company: McCann Erickson Client: Teletext Holidays Title: Budgie Smugglers

03. Radio Commercial NOMINATION Company: McCann Erickson Client: Teletext Holidays Title: Mariachi

6,4 or Smaller Sheet Poster

Poster

GOLD Company: Big Communications Client: Zetland Title: Dog

GOLD Company: Lionhouse Client: Lionhouse Title: Adapt and Survive


12CREAM AWARDS 2010

Outdoor Campaign

Item of Self Promotion

SILVER Company: McCann Erickson Communications House Client: Harley-Davidson Motorcycles Title: Accessibility – Casino Chips

SILVER Company: Epoch Design Ltd Title: Missile Toe

sponsored by mail media centre from royal mail

WebSITE/online ad SILVER Company: Milton Bayer Client: ELC Title: Swampsterz

Viral Marketing

Use of Illustration/Animation

SILVER Company: Fuse Digital Client: Lucozade Title: Jungle Mashup

SILVER Company: McCann Erickson Client: Barratt Homes Title: Barratt Bespoke

www.thedrum.co.uk DEC 2010 THE DRUM


THE DRUM DEC 2010 www.thedrum.co.uk

cream awards 201013

48 or 96 Sheet Poster SILVER Company: Big Communications Client: WKD Title: Offside

Business to Business Press Advert

ANNUAL REPORT

SILVER Company: Connect Advertising Client: Finning Cat Title: Bullcat

SILVER Company: Purple Circle Client: Nottingham Community Housing Association Title: NCHA Annual Report

TV/Cinema Advert SILVER Company: Specsavers Creative Client: Specsavers Title: Postman Pat


14CREAM AWARDS 2010

www.thedrum.co.uk DEC 2010 THE DRUM

Item of Self Promotion

sponsored by mail media centre from royal mail SILVER Company: RBH Title: Flockwatch

6,4 or Smaller Sheet Poster SILVER Company: Big Communications Client: WKD Title: Loved Ones

Publications

SILVER

Unusual Size or Special Build

Use of Illustration/Animation

SILVER Company: Bray Leino Client: Moo Organic Milk For Milk Link Title: Murial

Company: Cubic Client: The National College Title: Ldr Magazine

BRONZE


THE DRUM DEC 2010 www.thedrum.co.uk

cream awards 201015

Press Campaign BRONZE

Copywriting NOMINATION

Use of Photography NOMINATION

Company: Chapter Client: Crucial Trading Title: What’s Crucial?

purple circle rbh

TV/Cinema Campaign

Outdoor Campaign

BRONZE Company: Big Communications Client: Domino’s Pizza Title: Britain’s Got Talent Idents

BRONZE Company: Big Communications Client: WKD Title: WKD Christmas

Environmental/3D Design BRONZE Company: Checkland Kindleysides Client: Camelot Title: National Lottery Playstation


16CREAM AWARDS 2010

www.thedrum.co.uk DEC 2010 THE DRUM

Corporate Identity

6,4 or Smaller Sheet Poster

BRONZE Company: Arthur Steen Horne Adamson Client: The Bread Tin Title: The Bread Tin

BRONZE Company: McCann Erickson Communications House Client: Harley-Davidson Motorcycles Title: Rentals – First Date

WebSITE/online ad BRONZE Company: One Black Bear Client: Subaru UK Title: New Subaru.co.uk

Use of Typography BRONZE Company: Big Communications Client: Britnix Title: Britnix Campaign


cream awards 201017

THE DRUM DEC 2010 www.thedrum.co.uk

Use of Illustration/Animation BRONZE Company: Purple Circle Client: Driving Standards Agency Title: The Standard Magazine

Corporate Identity BRONZE Company: Lionhouse Client: Alan Bartlett and Sons Ltd Title: Alan Bartlett and Sons Corporate Identity

Corporate Identity

Packaging

BRONZE Company: Kutchibok Client: Cappele Title: Cappele

BRONZE Company: ArthurSteenHorneAdamson Client: Jude’s Title: Jude’s


18CREAM AWARDS 2010

www.thedrum.co.uk DEC 2010 THE DRUM

Corporate Literature

6,4 or Smaller Sheet Poster

BRONZE Company: Northbank Client: N3 Display Graphics Ltd Title: N3 Hands on

BRONZE Company: Big Communications Client: Zetland Title: Pig

PUBLICATIONS

BRONZE Company: Elfen Client: National Theatre Wales Title: National Theatre Wales Launch Programme


cream awards 201019

THE DRUM DEC 2010 www.thedrum.co.uk

Item of Self Promotion

sponsored by mail media centre from royal mail NOMINATION Company: Andrew Sheldrick Title: The Copywriter’s Very Concise Dictionary

Corporate Literature NOMINATION Company: Lionhouse Client: Alan Bartlett and Sons Ltd Title: Alan Bartlett and Sons Brochure

48 or 96 Sheet Poster

Consumer Press Advert

NOMINATION Company: BMB Client: Vauxhall Motors Ltd Title: It’s not just about the economy

NOMINATION Company: Chapter Client: Sealine Title: Big Splash


20CREAM AWARDS 2010

www.thedrum.co.uk DEC 2010 THE DRUM

Art Direction NOMINATION Company: Big Communications Client: Fresh Title: Seven Deadly Sins

48 or 96 Sheet Poster NOMINATION Company: Big Communications Client: WKD Title: Passion

Outdoor Campaign NOMINATION Company: McCann Erickson Client: Chiltern Railways Title: You Could Be in London


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THE DRUM DEC 2010 www.thedrum.co.uk

Art Direction

Corporate Identity

NOMINATION Company: RBH Client: Queensgate Shopping Centre Title: Make Your Day

NOMINATION Company: Believe in Client: Believe in Title: Believe in Branding

Use of Illustration/Animation

Copywriting

NOMINATION Company: Cubic Client: Tompkin Press Title: Delightfully Digital

NOMINATION Company: Sperm Creative Client: Oxsprings Title: Leaning Tower of the Cotswolds


22CREAM AWARDS 2010

www.thedrum.co.uk DEC 2010 THE DRUM

WebSITE/online ad NOMINATION Company: Tomorrow People Client: Westfield Shopping Centre Title: Experiential and Advertising Sales Portal http://ukbrandalliance.westfield.com

Use of Photography

Copywriting

NOMINATION Company: RBH Client: Freya Lingerie Title: Let ‘Em Roll

NOMINATION Company: Tangible Client: The Royal British Legion Title: Finding His Feet

Business to Business Press Advert

Item of Self Promotion

NOMINATION Company: Lesniak Swann Ltd Client: Partners For Endoscopy Title: Totally Harmless

NOMINATION Company: Adam Bicknell Title: Greener Grass

sponsored by mail media centre for royal mail


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THE DRUM DEC 2010 www.thedrum.co.uk

TV/Cinema Advert NOMINATION Company: Specsavers Creative Client: Specsavers Title: The Specs Effect

Packaging NOMINATION Company: Kutchibok Client: The Celt Experience Brewery Title: Celt Ales (Bronze and GOLDen)

CALOR ‘HECTOR’

CALOR ‘ARTHUR’

CALOR ‘nelson’

40s

40s

50s

SCENE: Legendary sports reporter, Stuart Hall, describes a post-match barbecue in characteristic epic style.

SCENE: Legendary sports reporter, Stuart Hall, describes a post-match barbecue in characteristic epic style.

SCENE: Legendary sports reporter, Stuart Hall, describes a family caravan holiday in characteristic epic style.

Stuart Hall: The sun galloped away from the post match party like a knight into battle – and the inevitable first shiver of distress from a damsel ensued.

Stuart Hall: The barbecue was wheeled into the courtyard for the post-match feast like a wooden horse through the gates of Troy. Its belly was opened and the valve turned with greater anticipation than the key to Elysium itself.

Stuart Hall: Three days into the holidaying family’s brave seaside caravan campaign and many victories had been won. Swingball, volleyball, rounders – the man of the household had squashed his fellow fathers on the field like Nelson on the waves and kept two good arms and eyes into the bargain.

Enter our Arthur – patio heater gleaming like Excalibur in his strong right hand.

The fair face’s frigid frown melted into a smouldering smile. But then, a splutter from his well wielded weapon. Would he be bested by Dave’s offer of his coat?

Ignition – and fire breathed on the sweet meat. Sausages sizzled, sauces drizzled – but would this most divine of moments be lost as the gas canister breathed its last?

Not so! With the magic of Merlin, he produces the spare bottle of gas Calor delivered right to his uPVC castle door.

Then, to a cheer, the new bottle was thrust aloft by our hero, our Hector, garlanded courtesy of Calor’s home delivery service!

Seize immortality. Call Calor on 0800 662 663 or visit calor.co.uk

Seize immortality. Call Calor on 0800 662 663 or visit calor.co.uk

Radio Campaign NOMINATION Company: Cogent Elliot Client: Calor Title: Arthur, Hector and Nelson

Then his greatest challenge – the hot water was waning, the cooker conking. Would his Trafalgar end with sniping derision from the enemy? But wait – the lookout, Jess the dog, spots a battalion to the flank as Calor’s delivery service sails in with a new bottle of gas!

Honour preserved, along with the contents of the fridge.

Seize immortality. Call Calor on 0800 662 663 or visit calor.co.uk


24CREAM YORKSHIRE AWARDS 2010

Grand Prix AWARD

Poster AWARD

Company: Elmwood Client: Jim Davies Title: Jim Davies Monkey Posters

www.thedrum.co.uk DEC 2010 THE DRUM


THE DRUM DEC 2010 www.thedrum.co.uk

Chairman’s Award AWARD

Packaging AWARD

Company: Elmwood Client: Seachill Title: The Saucy Fish Company

cream YORKSHIRE awards 201025


26CREAM YORKSHIRE AWARDS 2010

Press Advert

Craft

Poster

Corporate Literature

Company: Front Client: National Railways Museum Title: Popcorn

Company: Elmwood Client: Elmwood Title: What Makes Elmwood Elmwood – The Elmwood Lexicon

AWARD AWARD

AWARD

COMMENDATION

Integrated Campaign AWARD

BROADCAST Self Promotion

NOMINATION

AWARD Company: twentysix Leeds Title: 10 Downing Tweets

Company: JDA Client: The Car Shop Title: The Cart Shop

www.thedrum.co.uk DEC 2010 THE DRUM


THE DRUM DEC 2010 www.thedrum.co.uk

cream YORKSHIRE awards 201027

Direct Mail AWARD Company: Elmwood Client: Elmwood Title: Elmwood Christmas Card

Craft AWARD

Publications and Annual Reports

Publications and Annual Reports

AWARD Company: The Consult Client: Skillfast - UK Title: LMI (Labour Market Intelligence)

Company: The Workshop Client: Roundabout Homeless Charity Title: Roundabout Annual Report 2009 - 2010

AWARD


28CREAM YORKSHIRE AWARDS 2010

www.thedrum.co.uk DEC 2010 THE DRUM

Digital

Publications and Annual Reports

Integrated Campaign

AWARD Company: The Consult Client: Skillfast - UK Title: Material Matters

AWARD

NOMINATION

Company: DigForFire DMG Client: The Open University Title: A World of Inspiring Learning

Corporate Identity AWARD Company: Iris Associates Client: Little Chef Title: Rebrand


THE DRUM DEC 2010 www.thedrum.co.uk

01a

02

01b

cream yorkshire COMMENDATIONS 201029

05

06

03

01a. Press Advert COMMENDATION Company: Uber Client: Casio Title: Millisecond Makeover – Lipstick

01b. Press Advert COMMENDATION Company: Uber Client: Casio Title: Millisecond Makeover – Mascara

02. Broadcast

07 04

COMMENDATION Company: Iris Associates Client: Yorkshire Water Title: Enda and Mary – Value for Money Campaign

03. Publications and Annual Reports COMMENDATION Company: Fuse8 Client: Together Women Title: Together Women Impact Report

04.Digital COMMENDATION Company: DigForFire DMG Client: Castrol Title: Castrol 2010 FIFA World Cup Live Tracker

05. Low Budget COMMENDATION

Outdoor Advertising NOMINATION

Company: Outside the Box Client: Direct Holidays

06. Publications and Annual Reports COMMENDATION Company: Iris Associates Client: Creative Sheffield Title: Made Magazine

07. Corporate Identity COMMENDATION Company: Elmwood Client: BBC Breathing Spaces Title: BBC Tree O Clock


30CREAM YORKSHIRE AWARDS 2010

01

02

www.thedrum.co.uk DEC 2010 THE DRUM

03


THE DRUM DEC 2010 www.thedrum.co.uk

cream yorkshire NOMINATIONS 200931

04

05

01. Digital NOMINATION Company: Uber Client: Casio Title: Millisecond Makeover

02. Poster NOMINATION Company: Elmwood Client: Opera North Title: Opera North Posters Spring 2010

03. Broadcast NOMINATION Company: The Whole Caboodle Client: Perrys Motor Dealers Title: Little Extras

04. Packaging NOMINATION Company: Of Client: Yumi Lashes Title: Yumi Lashes

05. Press Advert NOMINATION Company: The Whole Caboodle Client: Prostar Title: Casualty



Cream Awards 2010