Stack: Creative Works 8 March winners including Cloudfactory, The One Off and VML

The winners of the latest Creative Works have been revealed in the 8 March issue of The Drum.Check out the top creative work picked by The Drum UK and US readers, our sponsor, Workfront, and this issue's creative director Iain Hunter, executive creative director, Stack.Creative Director and Sponsor's ChoiceThe One Off: Primark 'Workout 2017'Agency: The One OffClient: PrimarkDate: January 2017The fitness industry has grown impressively within the last year, 1 in 7 people in the UK now have gym memberships which is the highest it's ever been. With continual growth in the industry Primark needed a campaign that would drop with impact. The brief for Workout 2017 was to create a complete 'takeover' of their stores. This meant that as of Boxing Day Primark windows would be filled with our latest Workout Campaign as well as refreshing instore POS. We researched 2017's fitness trends, graphic trends, consumer behaviour and combined our findings to create the concept for 'Same Time Tomorrow.' Our chosen route focuses on a combination of the ever growing 'teamwork' mantra with an underlying notion of fashion meets performance. This is echoed the athleisure trend which Primark were particularly focused on for the upcoming year. The graphic style was influenced by motion, the photography shot to inspire. The entire campaign was shot in Valencia with art direction included for both the main campaign and social elements. The campaign will continue to refresh in store in phases throughout 2017. Credits: Tags: Europe Video of Primark Workout 2017 designed by The One Off Loading...There's no doubt about it, we've entered an age of self-aware fitness fanatics and Primark has realised fitness is a great way to engage young shoppers. With Primark being the retail powerhouse and experienced advertiser that it is, the ad might be missing a trick with no call to action or exclusive groups to join. It would also be nice to see its real customers in the ad.Primark wants you to know about its compelling sports apparel and I like how the brand's positioning is overtly addressed in a slick and edgy way, using young people coming together to build a team. It's an interesting move for a fashion brand, but it is hard to watch more than once.Iain Hunter, executive creative director, Stack It seems that more of us than ever before are turning to a focus on our health and wellbeing, with one in seven people in the UK now having a gym membership. This ad for Primark is edgy from the start, combining mirror images, asymmetric lines, and a fantastic soundtrack immediately grabbing my attention, and that's why I chose this ad.The ad takes you on a journey of a workout, starting with an upside down mirror image already making me wonder what is coming next. It also then continues to include different exercise, all delivered in a very artistic way which I really liked.The ad cleverly includes the social element of fitness, that we like to exercise with someone, whether that be a friend, partner, fitness peer or within a team sport, noted by the concept of 'Same Time Tomorrow'. I know if I were exercising with one of these groups, I would want to look the part. Jada Balster, marketing director EMEA, Workfront UK Readers' Choice Cloudfactory: Booking.com 'One Mission'Agency: CloudfactoryClient: Booking.comDate: February 2017Co-created by Dutch creative studio Cloudfactory and Booking.com, the campaign originated in 2016 with Booking.com encouraging its 14,000 global employees with a mission to document their year of travel. The result is a compelling and inspiring video titled One Mission, which uniquely puts the brand's diverse and passionate employees centre stage as they travelled to over 190 countries on personal holidays.The short travel film captures the company's mission of connecting travellers with the widest choice of incredible places to stay as well as empowers the viewer to go out and experience the world and all it has to offer, speaking through its own people who embody this mantra every day.Credits: Creative director: Sandrine Huijgen, Jessica KerstenCreative team: Barbara Ryan, Mariusz WysockiAdditional Credits: Marketing team: Pepijn Rijvers, Manuel Douchez, Andrew Smith, Diana Agudelo Hernandez, Julian PooleManaging director: Sandeep ChawlaAccount director: Lennard FrankenAgency producer: Lars Fabery de Jonge, Saffron PapeProduction company: CzarDirector: Willem Gerritsen, Booking.comProducer: Willem Bos, Marius van de WeerdOffline editor: Martin HeijgelaarPost production: De GrotMusic: ParaphraseSound: WaveTags: Europe, Ad of the Week, creative work of the week Video of Booking.com: One Mission Loading...Booking.com offers a glimpse into its unique, fun and inspiring culture with its 'One Mission' film co-created with Dutch studio Cloudfactory. After encouraging its 14,000 employees to document their year of travel, the film features footage shot by real booking. com staff on GoPro cameras. With footage from over 190 countries included, the campaign features a number of different perspectives and activities from climbing volcanoes to surfing and dancing the tango.US Readers' Choice VML: Wendy's 'Cold Storage'Agency: VMLClient: Wendy'sDate: January 2017Wendy's is making its Super Bowl debut this year with an ad plugging its "fresh, never-frozen" beef. In the ad, Foreigner's "Cold as Ice" plays while an employee of Wendy's fictional rival Othr-Guyz LLC defrosts hamburger patties with a hairdryer. The spot directs viewers to Othr-Guyz.com, which includes an infomercial-like ad that promotes Othr-Guyz's "Freezy Diskz" patties.According to Wendy's, the idea for the campaign stemmed from research that showed that "7 out of 10 consumers don't believe Wendy's serves fresh beef." Credits: Tags: United States, Wendy's, VML, Ad of the Week, latest ads, Best Commercials, creative works, creative work of the week Video of Wendy’s 2017 Fresh Beef Commercial “Cold Storage” Loading...Wendy's made its Super Bowl debut with an ad plugging its 'fresh, never frozen' beef. In the ad, Foreigner's 'Cold as Ice' plays while an employee of a fictional Wendy's rival - 'Othr-Guyz LLC' - defrosts hamburger patties with a hairdryer. The spot directs viewers to Othr-Guyz.com which features infomercial-like ads promoting 'Freezy Diskz' patties. According to Wendy's, the idea for the campaign stemmed from research that showed 'seven out of 10 consumers don't believe Wendy's serves fresh beef'. The 8 March Creative Works also features work from Rosapark, McCann London, Wunderman UK, AMV BBDO, Lucky Generals and Wieden & Kennedy London. Submit your work to Creative Works here. You can also keep up to date with creative, design and advertising projects from around the globe on our Creative Works homepage.