Embed or link this publication
Popular Pages
p. 2
devilfish is a multi platform creative agency that transforms simple human insights into innovative and effective campaigns we work with smart clients who know their brands inside out but need the power of creativity to build a deeper relationship with their audience as an agency we ve grown up working in one of the most competitive dynamic and fickle sectors there is media media brands know exactly who they are and who their audiences are and they interact with them daily in real time and round the clock they don t want hand holding or teams of handlers they re not looking for exhaustive presentations from planners they don t want to pay for things that they can do themselves what they need is brilliant creativity that makes them stand out from the crowd and delivers immediate results and this is what we do simple human insights transformed into innovative ideas building mutually rewarding friendships between brands and their audiences as we ve grown and the communications landscape has changed we ve discovered that the media sector is not the only one for whom this flexible but focused approached to creativity works today there are many marketers who know their brands inside out perhaps you re one of them you get your audience you have a strategy you know what success looks like and you know that the old way of doing things just won t do you want a new kind of creative partner you can work with to make the magic that will capture the imagination of your audience and help you stand out from the crowd whatever you re looking for whether it s a complete brand rejuvenation from product packaging through to tv campaigns and iphone applications or just how to solve a very particular challenge work with us and you ll work closely with a core creative team led by a senior creative director and managed by a producer you ll hear powerful ideas that can be summed up in a single sentence and you ll soon discover how our creativity can help you build your brand we hope this booklet and reel give you a little flavour of what we re all about and the kind of work we could produce for you the most profitable long lasting and effective relationship you can have with your audience is a `friendship give them something useful relevant or entertaining and they ll give you loyalty trust and advocacy in return.[close]
p. 3
table of contents please do have a look over some of our recent work as you ll probably be mulling over a particular business problem in your head right now we ve grouped our work into the issues we ve helped our clients solve across a range of media from tv and poster to web communities and iphone apps product launches -kelly s ice cream -nat geo hd launch identity -sky cinema italia/sergio leone season -discovery shed refreshing or relaunching -cutty sark rebrand -canal rebrand -sky one/the simpsons -a&e usa creating a platform to engage a difficult audience -dave s online community -snow patrol iphone app -the smalls[close]
p. 5
kelly s ice cream commercial the launch of kelly s ice cream beyond its cornish home kelly s cornish ice cream is one of those well-kept food secrets famous throughout cornwall it s largely unknown across the rest of the british isles shortly after it was acquired by r&r foods we were invited to pitch a tv campaign that would raise awareness of the brand throughout the uk the brief invited us to make much of the provenance of this uniquely creamy ice cream and also to be mindful of the `luxury positioning of the category leader carte d or so we decided to tell the story of all that goes into making kelly s kelly s from green to cream in a spot intended to be as simply pleasurable to watch as kelly s ice cream is to eat we see beautiful lingering shots of the weather the sea the green cornish grass some very happy cornish cows and of course voluptuous gloopy cornish cream the tv ad was executed with gentle authenticity by rsa s adrian moat and a wonderfully sparse audio bed describing each scene in intimate detail was created by our friends at adelphoi the campaign has been a great success and kelly s is now the fastest growing brand in the category with sales up 40[close]
p. 6
national geographic channel hd identity channel branding using not only hd pictures but also sound to give the audience a hyper real view of the world through the eyes of nat geo we were commissioned to create idents and a complete graphics package for the launch of the national geographic channel hd the brief was to create idents true to the channel s successful think again positioning and to take full advantage of the benefits of hd we decided to heighten viewers perception of the world by showing it in a way they ve never seen or heard before grouped around themes representative of nat geo the idents become a metaphor for the experience of the channel itself they make the audience re-appraise things they thought they were already familiar with making them `think again production was something of a journey into the unknown using a camera developed by the military capable of shooting at speeds of several thousand frames per second and we were keen too to exploit the improved sound reproduction of hd tv so we developed a technique of `hyper real sound design making each movement sound like it would if you were able to listen to it with an audio microscope the look allowed ngc-hd to retain the spirit of its predecessor but feel richer in detail more dynamic and with greater depth the channel has grown to become one of the most watched hd channels and the identity won several promax awards.[close]
p. 7
sky cinema italia sergio leone promote a sergio leone season on sky movies italia while avoiding spaghetti western clichés sergio leone is arguably italy s most-loved director his films and their style have become engrained in the very fabric of italian culture when sky movies italy came to us with a brief to promote a season of sergio s masterpieces we took it upon ourselves to create a film that showed due respect to the master and demonstrated his legacy with wit and imagination quite possibly one of the most iconic gifts leone gave to the world of cinema was the theme tune to the good the bad and the ugly we shot a selection of scenes portraying regular italian life that when cut together revealed the admired musical piece hidden within them this of course took some inspired sound design work by maestros adelphoi who bent reality to create musical instruments from washing machines and bring out the soprano in a bikini wax the result garnered sky cinema classics their highest ratings of the season and won us a tidy batch of awards too.[close]
p. 8
discovery shed launch establish shed as a place where men can escape to and get their hands dirty devilfish were approached by discovery networks uk when the latter prepared to launch a new male lifestyle channel discovery shed the brief was for shed to be seen as a place where men can get away from it all our main challenge in creating the on air identity was that it had to capture the idea of shed as a place where men are free to pursue their interests whilst simultaneously demonstrating practical understanding straight talking and crucially wit taking inspiration from instructional signs we used different colours and icons to identify discovery shed s four key strands fishing adventure build and turbo the final identity almost exclusively live action captures the channel s no-nonsense tone of voice whilst acknowledging shed s winning combination practicality and wit as an extra we created the shed iphone application a practical and stylish spirit level.[close]
p. 10
cutty sark rebrand rebranding the classic london whisky cutty sark is a very smooth and distinctive blended scotch whisky independently owned by the illustrious berry bros and rudd purveyors of fine wines and spirits since the seventeenth century created by mr berry and mr rudd in the 1920 s to provide a distinctive alternative to the heavy peaty whiskies of the time the brand grew to enjoy huge success in the 1970s it was the best selling blended whisky brand in the largest spirits market in the world the usa but since then the brand has fallen on harder times and so we were invited to join with the marketing team at bb&r to revitalise this sleeping giant and return it to profitable growth we began with workshops to refine the brand proposition cutty has a very particular heritage that can be traced back to the berry bros shop at 63 st james st london and it was these very particular independent london roots that seemed to encapsulate much of what the brand could stand for we soon came to think of cutty sark as `the independent london whisky that loves to challenge conventional thinking this willingness to take on the status quo and be a challenger brand is there throughout the history of cutty in its creation as an alternative kind of scotch in its packaging with the bright yellow label in the story of how it was the most soughtafter whisky during prohibition and the origin of the term `the real mccoy and in its present day ambition to appeal to a younger more adventurous consumer than the classic whisky drinker this understanding of the brand led us to the brand positioning `cutty sark creative blend online and engagement we designed a new website for the whisky to expand upon the theme of creative blending at the heart of cutty sark s distinctive tastes and populate it with unique inspiring content the resulting site is a creative blend in itself revolving around an ever-shifting grid of content thumbnails with a flick of a switch the grid transforms depending on your interests to tell the many and varied stories behind the brand we worked with independent artists and filmmakers via online communities the smalls wholly owned and controlled by devilfish don t panic the result is a pleasingly creative and rewarding online experience we ve chosen some of london s leading urban artists to create murals that describe the london provenance of the brand and provide us with a rich library of visual assets for off air marketing as well as some compelling online content tracey armstrong from cutty sark says `cutty sark is no ordinary scotch so we wanted to create a[close]
p. 11
website that was a little bit different the result is a creative montage which visitors are free to explore at their own pace it s vibrant unexpected and entertaining cutty sark sessions building on the project s success we ve also created the identity and marketing for a sub brand the cutty sark sessions a live multimedia music event that will travel around the world promoting cutty and all that it stands for the brand has entered into a collaboration with asian dub foundation to create an album and subsequent european tour asian dub foundation are joining forces with a broad variety of guest artistes on the project including innovative beatbox artist nathan flute box lee uk rapper skrein and chinese string duo chi 2 all supporting cutty sark s positioning `the creative blend supporting this activity devilfish and cutty sark are working with acclaimed director jason breckenbridge on a ten part documentary series that gives exclusive and intimate access to the band as they embark on this unique musical journey the documentary itself will be rolled out in weekly episodes at cuttysarksessions.com an online hub that forms the centre of an extensive on line community activation strategy the campaign encompasses the major social network platforms including facebook myspace twitter youtube vimeo to engage with fans wherever they spend their time these platforms are managed full time by devilfish with the community encouraged to get involved via competitions polls and commentary within the first 3 weeks the videos alone had registered more than 100,000 hits.[close]
p. 13
canal channel identity and packaging the first re-brand of france s favourite satellite network for over 25 years with an audience of over 10 million subscribers and even higher numbers for its free-to-air services canal is one of the most popular networks in france it s renowned for many things the quality of its content its movie production its innovative approach and of course its distinctive identity the network identity had gone largely unchanged for 25 years so when were invited to join a seven-way global pitch to rebrand the five canal channels we were delighted as is the devilfish way we assembled a core re-brand team from several disciplines including the artist daniel eatock and we began after three months work two pitches and several trips beneath the channel we were very happy to be awarded the job our concept was very simple to divide the screen into four to create a natural effortless and elegant plus this simple visual architecture would create a strong family resemblance while allowing each individual channel to express its own identity over the course of the next eight months we created over 250 unique elements including idents for the five channels we aimed at innovation reduction and reward throughout using the simplicity of the core conceit of the to generate real range across the network one of the most challenging shoots was for sport where we had a specially built rig imported from switzerland to capture `motion time-slice a new technique not seen before over 80 stills cameras captured two seconds of live action that was then composited and treated to award winning effect anecdotal feedback has been very positive so far and we await the results of extensive qualitative research being undertaken at the moment the rebrand was one of the biggest we ve embarked on at devilfish and it was also one of the most rewarding.[close]
p. 15
the simpsons tv/viral campaign re-affirm sky one as the true home of the simpsons sky one asked us to help them do something that would affirm the channel as the true home of the simpsons we hit on the idea of shooting the muchloved title sequence of the show for real working closely with sky one we eventually persuaded fox to use this unusual way of promoting the show the spot was shot over five days in and around london seeded on several sites and within days became an instant hit it attracted huge media coverage and was a massive success for sky one receiving over 25 million hits on youtube before it was taken down by fox due to their ongoing dispute with youtube the spot went on to win several awards including a d&ad for best viral and sky one saw off the challenges from other networks most notably channel 4 to claim the simpsons as their own.[close]
Comments
no comments yet