State of our Art 2014 – Part 1
Edited from the presentation "State of Our Art" by Federico Gaggio and Patrick Burgoyne of Creative Review at Promax BDA Europe conference, London, March 2014. The focus of this showcase is on the TV branding and promotional work which we feel has been the most significant or creatively interesting over the past year, and we are also going to look at ideas and campaigns pushing the bar of excellence across the wider marketing and creative world.
In January 2013, ITV rolled out a rebrand that extended across all five of its channels in the UK as well as its online and on-demand products including ITV Player. An impressive feat, executed to perfection by ITV creative. We like the 'colour-picking' feature whereby the on-screen logo adapts to the tone and colour scheme of the footage of the TV show being promoted.”
More on the ITV rebrand on the Creative Review Blog.
With the new branding ITV introduced a clear brand idea: this is where [insert keyword here] lives. The new ‘entertainers’ campaign is visible outside here and on today’s hot spot. This blockbuster celebrating its drama heritage embodies the idea perfectly.
Equally beautifully made is this This Sunday Times ad from Grey London which uses a similar style of visual storytelling.
“The BBC and Red Bee skilfully applied the same approach to one of the TV events of the year, the 50th anniversary of Doctor Who”
Channel 4 restated its commitment to challenging programming with its Born Risky campaign.
4Creative also produced some fantastic promos last year – here are three of our favourites:
Read also post on the CR Blog.
Courting controversy has its drawbacks. The people living in London's Aylesbury estate grimly depicted in one of the classic channel 4 idents took exception. They wanted the nation to see their community in its true light and so made this film with producer-director Nick Street. Channel 4 to its credit is reportedly considering broadcasting the film.
Enhanced reality works for the sporting world: Sky celebrated the new season of Formula1 with a promo that gets to the heart of the visceral appeal of the sport.
Wieden + Kennedy combined identity, storytelling and animation in these brilliantly crafted sponsorship idents with Honda Hands
More on the Honda idents on the CR Blog.
Animation, animals and the light feeling of summer at the heart of these charming idents for France 3.