the epic randomness of modern life celebrated in our new Honda campaign

The new Honda Jazz launches across Europe from 1st February 2011. To support this Wieden + Kennedy has created a pan-European campaign that also launches on 1st February in the UK and will then roll out across 29 markets in total throughout the month.

The new Honda Jazz launches across Europe from 1st February 2011. To support this Wieden + Kennedy has created a pan-European campaign that also launches on 1st February in the UK and will then roll out across 29 markets in total throughout the month.

The new Honda Jazz launches across Europe from 1st February 2011. To support this we have created a pan-European campaign that also launches on 1st February in the UK and will then roll out across 29 markets in total throughout the month.

As is often the case with our Honda work, the spark for the idea came from something that was said by one of the people behind the vehicle.

Jazz quote

Those words inspired this positioning thought:

Wonderful practical

Which in turn led us to the creation of the 60” animated TV spot that supports the Jazz launch. ‘This Unpredictable Life’ glorifies the epic challenge of trying to engineer a car that predicts everything life will throw at you. It’s a reflection of the wonderful and unpredictable journey of life’s twists, turns, ups and downs – as we follow a character floating through life in an animated world.  We see his journey from birth through to growing up and starting a family of his own, collecting experiences and possessions along the way: demonstrating the Jazz’s ability to handle all that life has to throw at the modern family.

The spot was directed by Smith and Foulkes at Nexus, the same team with whom we worked on the Honda Grrr commercial that was named 'best commercial of the decade' by Adweek. They say:

‘The team at Wieden + Kennedy asked us to visually interpret their beautifully poetic script, a fantastic opportunity of endless possibilities that doesn’t come along very often.  How can you encapsulate the unpredictable randomness of growing up, falling in love and starting a family in 60 seconds?  Our simple plan centred the story on a hero who would encounter all manner of epic silliness as he navigates his way through the different stages of his life.’ 

The film is supported by a print campaign:

Jazz press 1
Jazz press 2
Jazz press 3

We have also created, in conjunction with Gravity Mobile, a ground-breaking digital app that introduces the ability to ‘play’ with a television commercial using a mobile phone.The app is available to download free from the iTunes store now.

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The app allows viewers of the film to ‘catch’ the  animated characters as the commercial appears on screen. It's the first time this sound-synching technology has ever been used in a commercial.  Here's a wee film showing how the app works:

Nike Launches New CTR 360 Boot

We've created a new global campaign for Nike to celebrate the launch of the new CTR 360 football boot, the Maestri II.  The film features Barcelona midfield maestro Andres Iniesta, team-mate Eric Abidal and young gun Thiago.

Director Scott Lyon has introduced the use of a  360˚ spherical video system: six cameras mounted together to capture a full 360˚ image of the players in action.  The sound has been recorded binaurally – a system where the sound captured is picked up and moved, and then elements of which are then mixed in a studio after a shoot. 

As a result, the realistic and immersive sound we hear in the film makes the viewer feel as if they are actually there amongst the action – listen with headphones for the full effect:

A good day for Cheryl’s

Today's been a good day.

Today we found out that we've managed to reduce our energy consumption over the last two weeks by a brilliant 14%, compared with January 2010.

Which means we've raised £181 in 14 days.

From just turning stuff off.

But we don't want to get complacent. We're still focusing people's efforts on unplugging computers after work, with new posters around the office and email reminders.

Plus, we've received some wonderful pictures from Cheryl's Children's Home that will hopefully help to remind people why their actions are so important.

There will be 5 solar installations in total at the orphanage (the one we're funding will happen last) and the first took place last month.

Here are some drawings of it:

Pic 1

 

Pic 2

 

Pic 3

And John's favourite

Pic 4

We're showing them in our L-Gallery Reception space.

Here's the latest edit that we shared with the agency this morning. A whistle stop tour of Cheryl's Children's Home:

 

our ouch-free new work for Lactofree

Milk full page

Lactofree, the UK’s first range of lactose-free dairy products this week launches a new print campaign across the UK.  Created by Wieden + Kennedy (that's us!) the work will run in the Metro newspaper group through January and February. Like this:

Metro Monday 24th January

The ads were illustrated by Owen Gildersleeve, using a range of hand-crafted methods.

The new creative seeks to unravel the sometimes confusing world of lactose intolerance, which is thought to affect up to one in seven of the UK population. The ads aim to help consumers recognise the symptoms of the condition. Which is useful, because over 90 percent of those who think they can’t have dairy can with Lactofree.

6125_Lactosefree Landscape_r6

Our mission was simple, to help people have a really good cuppa or a tasty bowl of cereal. It doesn’t sound like much, but it is when you’re lactose intolerant. We realised that there’s a lot of confusion around the subject of dairy problems. So we wanted to help people navigate this world, avoid the pitfalls and confusion along the way and get to the holy grail – a cup of tea that doesn’t give you belly ache. 

W+K – Agency Of The Year – Creativity and Ad Age 2010

Wieden + Kennedy has been named Agency of the Year by both Creativity and Advertising Age in the United States.  This is the first time the two big marketing trade publications honoured the same agency in the same year.
 
AdAge reported, 'When it came to bold idea-making and strong execution, nobody did it like this Portland-based stalwart.  Couple that with its newfound mettle in building strong client bonds, and it won the business case too.

Read the articles in full here:

 

Overall 2010 was a good year for Wieden + Kennedy globally.  Following is a list of a few of the awards the network picked up:

  • Campaign Network of the Year 2010
  • Adweek Agency of the Year 2010
  • Advertising Age Agency of the Year 2010
  • Creativity Agency of the Year 2010
  • SHOOT magazine Agency of the Year 2010
  • Ranked by clients as UK’s #1 digital agency (Pitch / YouGov survey)
  • Ranked by strategic planners as world’s #1 (equal) for planning

Wieden + Kennedy named agency of the year 2010 by Ad Age & Creativity

Wieden + Kennedy has been named Agency of the Year by key US trade mags Advertising Age and Creativity.

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"For the first time, Ad Age and Creativity are honoring the same top shop. And for good reason. When it came to bold idea-making and strong execution, nobody did it like this Portland, Ore.-based stalwart. Couple that with its newfound mettle in building strong client bonds and it won the business case, too."

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Creativity said:

"Creativity considers all agency types in its agency of the year selection process — digital, full service and everything in between — so only one top agency emerges from that multidisciplinary pile. But no agency can win without demonstrating a "digital" mindset in its work, and an overall fitness to thrive in a digital world. Wieden simply represented the best all-round agency, one that happened to distinguish itself by having the best digital campaign of the year."

These latest accolades come on top of what was a pretty amazing 2010 for W+K in terms of Agency and Campaign of the Year-type things. There's no way to list this stuff without sounding like a bunch of smug gits, but here goes:

– Campaign Network of the Year 2010 

– Adweek Agency of the Year 2010

– Advertising Age agency of the Year 2010 

– Creativity Agency of the Year 2010 

– SHOOT magazine Agency of the Year 2010

– Ranked by clients as UK’s #1 digital agency (Pitch / YouGov survey)

– Ranked by strategic planners as world’s #1 (equal) for planning

– Five out of the year’s top ten most-watched brand virals on YouTube

– Nike Write the Future named Campaign’s Campaign of the Year

– Three Grands Prix at Cannes Festival

– Top prize at Campaign Big Awards for Nike

– Top prize at Epica Europe Awards for Nokia

– Top Prize at One Show Interactive for Nike

Phew.

Creativity quotes founder Dan Wieden as follows:

"In any company you go through a period of thinking, this is not like the good old days," Mr. Wieden said. "Well, the good old days were never as good as this last year."

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Purveyors of sensual confusion

Bompas and Parr gave WK Platform an interesting talk on their methods and inspiration just before christmas. It was an early start, but that was no excuse for us not to try a new type of liquor they were working on. It was extremely strong, very tasty and very top secret. Alcohol out of the way!

The jelly-mongering juxtapositionists then spoke about the challenges and delights faced whilst staging their extravagant projects. From a Courvoisier punch lake and a drinkable, yet potentially explosive gin cloud to Wonka-esque flavour-evolving chewing gum and ziggurat citrus clouds with Fairtrade. Bompas and Parr are trying to push our senses in new directions.

We discussed the essence and main drivers behind their ideas. It would appear that the post-digital age has created a growing demand for sensual engagement. This desire and delight for taste and smell is spawning very real and exciting opportunities for story telling. So what does this mean for the WK Platfomers? Well part of the Platform brief is to investigate the future of story telling. B+P's interpretation of this challenge utilises sensual amplification and juxtaposition to manufacture synaesthesia. The theatre of food's a great way an experience can be enhanced. Investigating this area is not only fascinating, but also delicious. Many thanks to B+P for their time.

all creative work is derivative

Artist Nina Paley took her camera, and some volunteers, to the Met Museum in NYC and took photos of 914 statues and then combined them to make a moving, dancing video sculpture. Her thesis is that all creative work builds on what has gone before.

She says, "The whole history of human culture evolves through copying, making tiny transformations (sometimes called "errors") with each replication. Copying is the engine of cultural progress. It is not "stealing." It is, in fact, quite beautiful, and leads to a cultural diversity that inspires awe."

So, does that mean it's OK for agency creatives to borrow ideas from YouTube?

You can find out more about how and why she did it here.

I found the video at TV Mole.

W+K ad shoot in cartoon form. (NSFW – contains monkey’s willy)

Wieden + Kennedy art director Toby Williams is wasted in advertising, judging by the beautiful book of drawings he put together documenting the TV commercial shoot we did in Hong Kong, Cape Town, Brussels and Ivalo (jetlag ahoy) before Christmas. These drawings are so great I thought we should share them here. Enjoy – and watch this space to see the finished campaign soon. NB: some of these drawings show the membrum virile of men and monkeys.

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