Here’s a quick recap of some of the creative highlights of the year so far at the international house of pancakes that is wieden + kennedy worldwide.
Q4 2010 is just about here already. Wow, that's gone fast. Here's a
quick recap of some of the creative highlights of the year so far at the international
house of pancakes that is wieden + kennedy worldwide. Apologies if I've missed
out your favourite. It's been a busy year and I can't fit it all into one blog post.
W+K Portland launched this campaign for Coke, the centrepiece
of which is the keyhole bottle icon, symbolising Coke's mysterious secret
formula and a signal that a “secret” is waiting to be unlocked.
There's a cryptic YouTube video designed with clickable
keyhole bottle annotations that lead viewers to a number of different experiences.
And you can follow the twitter feed of Dr. Pemberton, the
179-year-old inventor of Coca-Cola here.
The starting point for Converse in China was to create an
authentic connection to the Chinese independent music scene. W+K Shanghai took
two Chinese rock bands on a six-city tour of small independent clubs and captured
all of it on a microsite and blog that fed into the various indie music
community sites across China. The entire trip was recorded as content for a
broader communication campaign including print, documentary film, music videos,
downloadable content and retail activation.
This was the highlight of some great work for Dodge. Though it isn't a literal retelling
of history, it's a new American folktale about how American freedom was
created. In America.
The Dante's Inferno campaign for Electronic Arts from W+K
PDX was one of the most complex campaigns in video-game history, taking
consumers down through the nine circles of hell. With a $200,000 guerrilla
budget it achieved 47 million impressions of coverage. For the full story,
follow the link.
This eBay campaign from W+K Delhi is a parody of the
state-run TV channels of the 80s and features two popular news presenters from
the time – only this time, instead of reporting the statistical rise of
agricultural produce, they are tasked with plugging eBay in a mock call-in show
called The eBay Way.
WKE, our long format content division, based in Portland,
released a wide range of films and series, including We Are All Workers, an episodic web version of an hour-long film
made for Levi’s; Califunya, a variety show conceived as
an episodic “peace comedy"; Don't
Move Here, a series using a combination of interviews and live footage,
focusing on the burgeoning underground music scene in Portland; and DIY America, a serialized show focusing
on leaders in the youth/punk/DIY movement including Kim Gordon, Thurston Moore,
Glen Friedman, Tony Hawk, etc.
Watch the films at http://www.wk.com/wke/shows
"Invincible" is the anthem, W+K New York's tribute to
the men of NASCAR and the terrifyingly impossible trials they lock horns with
every day. Why? 'Cause it's racing.
In the UK, we helped make 2010 the biggest Fairtrade
And we helped bring the Ziggurat of Flavour to the Big Chill Festival, in which people could inhale fresh fairtrade fruit.
W+K London's Impossible Dream 2 was bigger, longer and
impossibler than the original and relaunched the Honda brand across Europe.
And this film launched the CR-Z sports hybrid.
Levi’s search for new frontiers and pioneers led W+K
Portland to Braddock and its inspiring young mayor, John Fetterman: who has a
degree in public policy from Harvard and Braddock’s zip code tattooed on his
arm. Working with Mayor John, we decided to produce Levi's entire new Go Forth
marketing campaign in Braddock. The campaign features Braddock’s citizens, the
real people doing real work in Braddock.
W+K Delhi's campaign for airline Indigo highlighted the
benefits of being on time.
One of our biggest campaigns of the year has been the global
football campaign 'Write the Future'. This joint effort between our Amsterdam/PDX/London offices
(with Mindshare and AKQA) premiered not on TV but on Facebook and Youtube. The
epic film set a new record for viral video. In one day it was viewed online 12
million times and Nike Football facebook fans tripled from 1.1 to 3.1 million.
The spot was deliberately complex, designed to reward multiple viewings and to
encourage online discussion. The broader campaign used social media to allow
fans to get involved and write their own futures.
Also awesome: W+K Tokyo's 'music shoe' promotion for
Nike Air, featuring Hifana.
And W+K London's Nike Grid, which turned the streets
of London into a game for runners.
And of course, Nike Chalkbot picked up the Grand Prix
in Interactive at Cannes and 'best in show' at One Show Interactive.
Our N900 onedotzero installation picked up a Media
Guardian Innovation award.
Portland has been on fire with Old Spice this year. 'The
man your man could smell like' won Film Grand Prix at Cannes, picked up an
Emmy, and the online response campaign has been hailed as 'the future of
marketing' . Blimey.
Our proper holidays campaign for Visit Wales involved a ten-minute documentary, six two-minute films,
and two 40" TV films. All the content is housed in an interactive map where visitors can explore the destinations, create their own holiday itineraries, and click through to book.
Wieden + Kennedy Tokyo's music label has just launched the
new album 24H by awesome breakbeat crew Hifana. Hit number one on the Japanese