The Work: Graduate Work - UK

Project: Victoria Cross
Clients: Army, COI
Brief: During Black History Month, demonstrate the Army's commitment to
equal opportunities
Creative agency: Publicis
Writer: Matthew Lancod
Art director: Robert Amstell
Planner: Mike Wade
Media agency: ZenithOptimedia
Media planner: Matt Thomas
Typographers: Simon Tomlin, Bob Hanson
Photographer: Act Two-Um
Retouching: Act Two-Um
Exposure: Outdoor, magazines

The grad team approach

Matthew and Robert said: "We considered the sensitive subject matter. We diffused misconception with historical fact in the body copy and crafted it into something eye-catching and emotional.

"The headline reads: 'Black soldiers have always been singled out in the British Army.'

"The body copy reads: 'In 1857, William Hall became the first black person to be awarded Britain's highest award for gallantry, the Victoria Cross. Lance Corporal Johnson Beharry in 2005 was the latest... There are not as many black soldiers as we would like in the British Army... There are no easy answers, but one simple desire. To create a culture based on respect, tolerance and acceptance. Where old enemies like prejudice have absolutely no place.'"

Project: PlayStation idents
Client: Sony PlayStation
Brief: Show how PlayStation puts people at the heart of the football;
Creative agency: TBWA\London
Writers/art directors: Charlie Hirst, Eddy Fisher
Planner: Toto Ellis
Media agency: n/s
Production company: Nice Shirt Films
Director: Stuart Douglas
Exposure: Global TV

The grad team approach

Charlie and Eddy said: "When the brief landed on our messy desks, we were really excited. TV idents and for PlayStation, and football-based too. Result! To show that PlayStation puts you in the heart of the action, the executions portray Joe Bloggs in heroic football moments. The idea plays on the truth that all footy fans have dreamt of playing professional football since they were old enough to say Match of the Day.

"Authenticity was integral to the concept - if the football didn't look realistic, Joe Bloggs' moment of glory would be less impactful. We think the idents work really well, thanks to superb creative direction from the beginning, having a brilliant director on board in Stuart Douglas and a huge team effort from everyone involved."

Project: TDA one-to-one tutors
Clients: Michele Marr, head of communications strategy and insight,
Training and Development Agency for Schools; Fatim Kesvani, campaign
manager, TDA; Gilly Fieldsend, channel integration manager, COI
Brief: Attract 100,000 people with qualified teacher status to register
their interest in becoming a one-to-one tutor
Creative agency: DDB London
Writer: Ric Hooley
Art director: Vix Jagger
Planner: Dom Boyd
Media agency: Mediaedge:cia
Media planner: James Caig
Photographer: Harriet Logan
Retouching: Gutenberg Networks
Exposure: National press

The grad team approach

Ric and Vix said: "Our brief was to produce a press ad to get one-third of teachers in England to sign up for one-to-one tutoring in three months.

"We were told that the client wanted a visual that would hold people's attention and be a strong message. The idea of a class of one was such a simple thought that we had it in the actual briefing, but we put it to one side to explore other ideas.

"After covering other thoughts, we kept arriving back at this idea because we felt there was something in it, and, with a few more changes, we ended up presenting it. This showed us that sometimes the best idea is the first one you have. But you need to keep going just to make sure."

Project: Ford Kinetic Design
Client: Maureen Graham, marketing communications director, Ford of
Brief: Dramatise the emotions that the design of Ford vehicles evoke
Creative agency: Ogilvy Advertising
Writer: Thomas Smith (plus John Crozier)
Art director: Darren Urquart (plus Dom Sweeney and Andy Wyton)
Planners: John Shaw, Stephen Wallace, Peter LeBoutillier
Media agency: Mindshare
Media planner: Gary Armitage
Photographer: James Day
Retouching: Core
Exposure: Print, posters

The grad team approach

Thomas and Darren said: "The brief was to show the philosophy behind Ford Kinetic Design (design is one of the cornerstones of Ford's marketing plan); that each car is designed to look like it's moving even when it's not.

"To answer this, we set up a series of driving scenes using a stationary, driverless car. We then crafted the scene around it to give the impression of movement. So, for the 'rain' execution, we made plastic raindrops, splashes, puddles, crowns and droplets. Then, holding them in place with visible wires and clamps, we situated them around the car to create a freeze-frame effect of a Ford splashing down the road.

"So, on first glance, you believe that the car is moving. But, on closer inspection, you see that, in fact, it's not."


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