Rick Brim executive creative director, Adam & Eve/DDB
I used to work with someone who always delivered news with a smile. They irritated the shit out of me. It was fine for good news, but when it was bad, I would end up smiling… and thanking them?! But I was always a bit envious, because it worked: it diffused the situation.
How you say something is as important as what you say. So Virgin Trains is my winner this month. I struggled to pinpoint a specific script, as a number of ads from the campaign were entered, but I will go with “Owls” because – as with the others – the tone is memorable and I liked the writing, the voice, and the fact that the creative team tried to make each one feel specific (as opposed to writing the same thing five times and calling it a campaign).
Client Virgin Trains
Copywriters Ben Robinson, Mike Whiteside
Creative director Craig Ainsley
Executive creative director Oli Beale
Producer Mich Bradfield
Facility house 750mph
Sound engineers James Cobbold, Mike Bovill
Voice Mike Wozniak