Found on Youtube – one young convert.
By now, if you live or work in London, you will probably have seen our outdoor campaign launching new Lurpak® Lightest. It’s a hard one to miss. It’s everywhere. On everything. How very exciting.
The rainbow was lovingly constructed by hand (not Photoshop, fact fans) by set designer Nicola Yeoman and her team, and photographed by Dan Tobin-Smith. Built over three days, the structure was five metres deep, chock-a-block full of fresh, healthy produce. Over 60 different types of fresh vegetables, fish, grains, bread and fruit were used. Like logos on rugby pitches that are correct from the viewpoint of the camera, but skewed on the pitches themselves, we (and by that we mean Dan and Nicola) used perspective in a clever way to make a larger set but still keep close enough to the produce in order to enable the viewer to make out the detail.
It was important to us that as little as possible of the food brought in for the shoot went to waste. More than 1.6 tonnes of produce was given away at the end to a brilliant organisation.
FareShare is an award-winning UK charity that fights hunger and food waste in a simple and practical way. They redistribute good food (in-date and good to eat) from the food industry that would otherwise go to waste and get it to people who need it, benefiting vulnerable people and the planet. The charity serves 700 community projects such as hostels, day centres, women’s refuges and community breakfast clubs, providing a vital lifeline for disadvantaged people.
Last year, FareShare was able to provide enough food for 8.6 million meals and 35,500 people a day benefit from the FareShare service. For more information, visit www.fareshare.org.uk
The other night team W+K went off to the bash for the 2011 ANNAs – the awards for the best advertising in UK national newspapers. We were chuffed to pick up the main award of the night: The ANNAs Hall of Fame winner for best press campaign of the year went to our 'tangential thinking' campaign for Honda.This pan-European campaign covers Honda products and innovations across cars, power equipment, bikes and marine and aims to explain how Honda's approach to solving engineering problems leads to innovative solutions. It's all about their belief in 'the power of dreams'.
Judge Gerry Moira said, "In a newspaper full of shiny showroom cars, these ads stand out. OK, they are not burdened with having to sell low APR rates and finance packages but they exploit and explain their brand messaging with great style."
Here are some of the ads in the winning campaign.
Well done to the W+K Honda team and to our clients at Honda. Work like this just isn't possible without a great client.
We're delighted to have won this one – it's our third time of picking up campaign of the year at the ANNAs in the last few years.
Wieden + Kennedy London are celebrating winning the Campaign of the Year at last night’s ANNA’s. (The Awards for National Newspaper Advertising) for the Honda press executions “sweetcorn”, “lightbulb” and “fish”. It is the third time that the agency has won this award. Previous winners have been for Nike in 2006 and Honda in 2009.
The mission of the Anna’s is to shine a spotlight on the best newspaper ads and to inspire agencies and advertisers to make the most of the power of national newspapers.
View the list of 2012 winners at the Anna’s: http://www.the-annas.co.uk
Creativity Magazine just published their 2011 Agency of the Year 'most creative shops' List. Wieden + Kennedy showed up twice in the top ten, with our London and Portland offices both getting a mention.
Of London they said, "Cats with thumbs, sexy butter and daring digital make for a creatively standout year."
Their verdict on Portland: "The agency follows a stellar creative year with. . . a stellar creative year."
New for Nike Fuelband from W+K Portland. Great fun.
Forget about resolutions, 2012 is all about starts! As part of our Start of Something Different campaign for NESTEA we have been asking fans to tell us what that something different is that they would like to start. Inspired by the responses, we have been working with Jeremyville to bring these starts to life on our NESTEA Facebook page each day throughout January.
Since the beginning of 2012 we’ve attracted over 25’000 new fans to our page; it seems our NESTEA fans really want to start something in 2012…
…and we’d love to keep inspiring them…
…however unusual it may appear…
Tell us what you’d start this year! Facebook.com/NesteaEurope
Last night saw the opening of the #makeitcount exhibition at Nike’s premiere space in Shoreditch, 1948. The exhibition showcases high profile British athlete portraiture captured for the #makeitcount campaign.
Shot by reportage photographer Adam Hinton, the portraits portray the pure exhaustion experienced during their training and the pain these athletes go through to achieve their goals. The show features Mo Farah, Mark Cavendish, Harry Main, Jack Wilshere, Loul Deng, Paula Radcliffe, Perri Shakes-Drayton and Rio Ferdinand. The opening night included a talk from Adam Hinton and Guy Featherstone, one of our Creative Directors on the project, in which they shared stories of the challenges involved in capturing these short-lived moments.
Beside each large-scale print are each athlete's handwritten personal pledges for how each athlete is going to make it count in 2012. To accompany the show, guests were invited to make their own pledge and have their photo taken.
The exhibition will run for the next two weeks, so get down there if you can.
1948, Arches 477 – 478, Bateman's Row, Shoreditch, London, EC2A.
Lurpak®, the No.1 BSM brand by value in the UK*, is launching new Lurpak Lightest Spreadable, its biggest NPD launch in 10 years, offering health – conscious consumers a new low fat product that doesn’t compromise on taste. The launch is supported by a £10M national marketing campaign spanning TV, press, OOH, digital, in-store and experiential.
Created by Wieden + Kennedy London, the campaign wants to banish for good the overly worthy and slightly sad image of health food. Rather than following category norms of health benefits and dieting messages, the spot celebrates the world of delicious, healthy food by luxuriating in colour, texture and taste. All of the elements of the campaign are knitted together with this rainbow spectrum, injecting optimism and lightness into the work.
The 60” TV spot, directed by Dougal Wilson at Blink, breaks on Sunday 15th January. The spot is a dance between the senses – a visual bombardment of colour, movement and textures. The viewer moves through a rainbow showing the more exciting world of healthy food with Lurpak Lightest Spreadable at the heart of it. Several camera and animation techniques were used, allowing ingredients to be seen in a new, joyful light – travelling through the heart of red cabbage and following the dollop of Lurpak Lightest as it bounces with corn on the cob in a saucepan. A song provides the spine of the spot, with Rutger Hauer lending his distinctive tones.
The rainbow featured in the print campaign was lovingly constructed by hand – there is no camera trickery involved. It was created by set designer Nicola Yeoman and her team, and photographed by Dan Tobin-Smith. Built over three days, the structure comprised of more than 60 types of fresh produce. None of the food used to create the rainbow went to waste either. The produce from the shoot was given away to award- winning UK charity, Fareshare, who were able to put the food to good use through community dinners.
The 48-sheet OOH campaign, planned by Carat, goes live across the UK on the 23rd January, and will also appear across premium sites such as the Imax, Clapham Colossus and Battersea 7 in London.
Simon Stevens, Senior Vice President for Arla Foods, said: ‘‘Lurpak Lightest is our biggest product launch for 10 years, and our 2012 campaign reflects that. Building on the voice we have established for the Lurpak brand, we’re showing people that healthy food doesn’t have to mean boring food”.
Dan Norris and Ray Shaughnessy, Creative Directors at W+K, said, ‘It was an interesting challenge to do something new and different in the world of healthy food. With the Lurpak Lightest launch we've tried to inject fun and, importantly, deliciousness into what can be a boring and worthy place.’
For more information about Lurpak Lightest, visit Lurpak’s revamped website www.lurpak.co.uk or www.facebook.com/lurpakbutter, created by digital communications agency Outside Line.
* Source: AC Nielsen 52w/e 29th Oct 2011