By Amy Houston The Drum joined the retailer and its agency Saatchi & Saatchi for an exclusive private screening to hear about the pressure and privilege of making Christmas’s most anticipated ad. In September, John Lewis revived its iconic 100-year-old tagline, ‘Never Knowingly Undersold,’ and promised to launch its “biggest marketing campaign” ever. In a first for the 160-year-old British heritage brand, it chose to captivate customers with a three-part festive trilogy. The first installment, ‘ here Read full story › Source: The Drum...
Read MoreBy Amy Houston The Drum visited the Edinburgh set with ad agency Calling to witness the filming of the French Wellington boot brand’s Christmas ad and learn why they chose a poem from the 1800s to give it a modern twist. How do you make a 100-year-old French Wellington boot brand relevant to a modern audience? That was the challenge facing London agency Calling when approached by Le Chameau earlier this year. Fortunately, Calling has plenty of experience in transforming heritage brands, having successfully revitalized names like Interflora and PG Tips. Le Chameau, meaning “The Camel” in English, was originally designed as a boot for Read full story › Source: The Drum...
Read MoreBy The Drum Winning The Drum Awards for Social Purpose in the Environment and Sustainability category was White Rivers Media for its client, the Astral Foundation. Here is the award-winning case study. Problem India is ranked 127th out of 146 countries in the 2023 World Economic Forum Gender Gap Report. India is ranked 120th out of 122 countries in the Global Water Quality Index. Read more here Read full story › Source: The Drum...
Read MoreBy The Drum Winning The Drum Awards for Social Purpose in the Brand Partnership category was a campaign by Ogilvy for MyDawa and the Kenya Red Cross. Here is the award-winning case study. In Kenya, over 280,000 accident-related injuries occur every year. Failing road infrastructure and poor maintenance has led to some of the most severe traffic congestion in Africa, and with only 400 ambulances nationwide serving over 54 million citizens, it can take over two hours for emergency medical technicians (EMTs) to arrive at the scene. With no response lanes for emergency services, these delays have significantly lowered the chances of survival (which Read full story › Source: The Drum...
Read MoreBy The Drum Winning The Drum Awards for Experiential Hybrid Event Gold is On Board Experiential and Sephora with ‘SEPHORiA: House of Beauty’. Here is the award-winning case study. Creatively, we evolved the “House of Beauty” signature to capture the essence of New York City. Our “Apartment” replaced the traditional house, inspired by artist co-ops, where aspiring makeup artists could learn from professional makeup artists and where street signs inspired event wayfinding. The virtual experience drew from the New York City apartment but broadened the appeal with surreal and playful elements. Both the virtual and in-person experiences mimicked an urban apartment with six themed rooms Read full story › Source: The Drum...
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