Branson bought a planet. That’s #KobeSystem

The #KobeSystem is where the successful find more success. You don’t have to listen to us, though. Take their word for it.

The #KobeSystem is where the successful find more success. You don’t have to listen to us, though. Take their word for it.

New for Nike from Wieden + Kennedy Portland.

The #KobeSystem is where the successful find more success. You don't have to listen to us, though. Take their word for it.

‘Wonderful and wise’ new Lurpak campaign from wieden + kennedy

We are delighted to announce the launch of our new campaign for Lurpak Lightest. Not only is it a new campaign, it’s a brand new product and Lurpak’s biggest launch in 10 years. It’s a hugely important launch for the brand, allowing them to compete with other low fat spreads on the market by offering health-conscious consumers a new low fat product that doesn’t compromise on taste.
 
Over a year in the making, we’ve been involved in this launch from the very beginning – developing the positioning, name and packaging for the product as well as the advertising creative. Here's the new pack:

Lightest pack

 With this campaign we want to banish the sad image of health food, and instead celebrate a colourful, textured and exciting world. The rainbow colour spectrum is the element that ties everything together. The poster (below) features a beautiful rainbow made from all kinds of fresh, healthy food. Dan Tobin-Smith did the rainbow photography and Nicola Yeoman did the rainbow design & build.
Rainbow

In the words of our Voiceover Maestro Rutger Hauer, ‘Whoever said green things are boring is so uncool’.
 
The 60” TV ad, directed by Dougal Wilson, breaks this Sunday, during Dancing on Ice. The 60” TV ad (above) was directed by Dougal Wilson and breaks this Sunday during Dancing on Ice.

It’s supported by a big outdoor campaign from 23rd January, including special sites like Imax and The Clapham Colossus (that's the really, really long poster site by Clapham Junction), as well as press, online and the biggest retail campaign the brand’s ever done. The Lurpak rainbow will be very hard to miss. Sites will look a bit like this:

In situ

Arla Foods have even stuck the rainbow all over their HQ.

Arla HQ

Look for Lurpak Lightest in your local supermarket!

(Lots of press executions also to follow.)

make it count – more work

Make it count tag

We blogged earlier about our new 'Make it Count' campaign for Nike. This is the year to step up and Make it Count. To celebrate Nike has launched a campaign which sees top UK athletes make their pledges for the forthcoming year, whilst inspiring people to be part of the movement and make their own pledges under the hashtag #makeitcount. Here's some more stuff.

MIC ads
MIC ads 2
MIC ads 3

Above are the print executions.

Here's how they're looking in situ:

Outdoor
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And here's how it looks in the windows at NikeTown:

Niketown
Niketown 2
Niketown3
And inside Niketown:

Niketown int
Niketown int2

If you go into Niketown Oxford Street you can make your own pledge, have your photo taken and turned into a visual in the style of the ads above.
A series of more personal portraits of the athletes capturing them at their most intense moment of training will be featured in an exhibition housed in Nike’s exclusive 1948 space from 18th January. Here are examples of those portraits:

Portraits
Portraits2
Portrits 3
Portraits 4

new Nike campaign: how will you #makeitcount in 2012?

Metro
If you commute in London you may have seen yesterday's Nike cover-wrap on the Metro (above). This was part of our new campaign 'Make it count'.

January 2012 marks the beginning of a very important year. Not just for the cream of the sporting crop but for everyone. This is the year to step up and Make it Count. To celebrate Nike has launched a campaign which sees top UK athletes make their pledges for the forthcoming year, whilst inspiring people to be part of the movement and make their own pledges under the hashtag #makeitcount.

The above the line campaign showcases elite British Nike athletes through black and white action portraits while the athletes’ own handwriting brings to life their personal pledge. The athlete’s twitter handles sit on the execution along with the Make It Count hashtag to encourage online participation. Photographed by top photographer Adam Hinton, the campaign features action portraits in posters and online whilst a series of more personal portraits of the athletes capturing them at their most intense moment of training will be featured in an exhibition housed in Nike’s exclusive 1948 space in January. The exhibition will be open to the public from 18th January.

Photographer Adam Hinton explains, “We wanted to show the sheer hard work and determination these athletes put into the sports they love. To be at the top of their game requires enormous amounts of blood, sweat and tears and they train hard, pushing themselves to the limit to get there.”

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W+K scoops ITV’s 2011 Ad of the Year

It's a big thumbs up from W+K's Freddie Powell and Helen Foulder at the news that our Cravendale 'Cats with Thumbs' spot was voted number one best TV ad of 2011 by viewers of ITV, the UK's biggest commercial TV channel. ITV's top 20 ads of the year were featured on TV a couple of nights ago in a show called Ad of the Year. It has to be admitted that Freddie and Helen, who were interviewed for the show as representatives of the Cravendale team, do look slightly sheepish about being made to appear on prime time TV wearing giant furry cat gauntlets. But for the rest of us that moment above is TELLY GOLD!