W+K and Arla launch new campaign

W+K have teamed up with Arla to unveil a colorful new campaign to launch Arla Best of Both (BOB): the UK’s first fat free skimmed milk that tastes as good as semi-skimmed.

To distinguish BOB in the milk aisle, it’s packaged with a bright yellow top that sets it apart from the traditionally blue, green and red topped milk.

The campaign kicks off with a 30 second TVC spot entitled ‘Welcome to Compromise.’ The ad revolves around the inhabitants of a town called Compromise who have been living in a joyless world of restraint until their lives are changed forever from the day of BOB’s unexpected appearance. The ad is a tongue in cheek celebration of what it means to bring a “Best of Both” promise to milk drinkers who compromise with their milk choices.

Bold splashes of yellow are brought to the town when an unexpected parcel arrives. Inside are neatly packed rows of BOB in ice boxes, which goes against everything the town has ever known. Word spreads as taste, texture and colour energise glasses of milk, cups of tea and bowls of muesli across the town of Compromise. A true transformation takes place. With people everywhere now wearing yellow outfits, Compromise has indeed gone yellow doolally.

Sarah Baldwin, Vice President, Marketing, Arla Foods UK, comments: “According to our research, 49% of semi-skimmed buyers say they would buy skimmed but don’t like the texture and 33% would buy skimmed but don’t like the taste. Our new ad celebrates the fact that we’re bringing a completely new “Best of Both” promise to milk drinkers: compromise in the milk aisle is a thing of the past.”

Sophie Bodoh, a Creative at Wieden+Kennedy, commented: “The milk aisle is a place of autopilot where people tend to just reach for their usual red, green or blue top. We needed people to notice this new yellow top milk. So we hit them with a big, bright burst of yellow and made that the focus of our story.”

The TV ad is part of an integrated marketing campaign featuring, shopper, outdoor 48 sheets, six sheets, press, digital and social media.

W+K win Agency of the Year at the Shots awards

Wieden+Kennedy London won Agency of the Year at the 2015 Shots awards last night.

Lurpak Freestyle won Silver for Best Use of Music. Honda The Other Side picked up three Silvers for Sound Design, Branded Content and Online Film of the Year and a Gold for Digitial Campaign of the Year.

Honda Ignition won Gold for Best Use of Sound Design and Finish Dishes picked up Silver for Television Commercial of the Year.

Honda returns with a new campaign

This summer, Wieden+Kennedy have teamed up with Honda to launch ‘Ignition’, an out-of-this-world brand campaign.

During 2015 every model within Honda’s automobile line-up is new or refreshed, including the new HR-V and the hotly anticipated Civic Type R. This year has also seen the Honda Jet make its first commercial flight and Honda’s return to Formula 1.

No other company has the heritage of engineering across as many categories as Honda: automobiles, motorcycles, robotics, power equipment, aviation and racing. The mission of Ignition’s launch film is to dramatise Honda’s daring ambition, capturing the brand’s philosophy with the inspiring campaign line: “Dare to do the things others only dream of.”

Inspired by Honda’s daring spirit, the film pays homage to one of the boldest expressions of human curiosity and engineering endeavour; space flight.

Space travel-inspired iconography and cinematic details aim to capture viewers’ imaginations, from atmospheric photography to the same climatic classical music that was etched into the Voyager 1 probe’s golden record and sent to the outer fringes of the solar system.

Opening on Honda’s humanoid robot, ASIMO, the camera reveals a line-up of Honda products arranged on an impressive runway. The sky and sun are reflected in the road surface and the water below. Viewed from above, the formation mimics the familiar shape of a space shuttle or rocket.

Honda’s heritage is woven throughout the film. For example, the new NSX’s driver is captured, with a picture of an original 1991 NSX held in his hand. Eagle eyed viewers will spot a very special cameo from McLaren-Honda driver Jenson Button and recognise the voice of the late, great Ayrton Senna.

Ignition was shot on location on the Podilsko-Voskresenskyi bridge, Kiev, Ukraine by Aoife McArdle through Somesuch. Local production was supplied by Radioaktive. The film’s epic cinematic look was enhanced through SFX and post production by The Mill, and sound design was crafted by Factory. The film’s score was designed by science fiction film composer Walter Mair through SIREN, and features segments from Beethoven’s Symphony No. 5 and Mozart’s

Queen of the Night Aria; 2 tracks that feature on the Golden Record that Voyager took into outer space in 1977. Media was handled by Starcom MediaVest Group.

The film is additionally supported online through Honda’s websites where deeper stories on the ambition and challenges of the fleet can be found.

W+K and Rovio launch some Angry Birds

Wieden and Kennedy have teamed up with Rovio to launch a multi-channel campaign for the sequel of one of the biggest mobile gaming hits to date, Angry Birds. The launch of Angry Birds 2 kicked off on the 30th July with a 60” online film, putting the smug pigs and their feisty feathered enemies back in players’ hands.

A big, fun, over-the-top live action film, directed by François Rousselet through Riff Raff leads the campaign, promoting the game’s release and helping to recruit players.

Set on Piggy Island, the film transports viewers to a luxurious and delightfully surreal paradise, where happy pigs frolic in the sunshine and swim in crystal clear waters. But Piggy Island is soon revealed to be the setting of an attack by a furious squad of Angry Birds, who have been plotting to take their revenge on their arch enemy, the sneaky, flightless egg-thieving creatures who share the island with them. The film imagines a real-world adaptation of the game’s narrative, weaving fantastic imagery into the familiar world of Angry Birds.

The film was shot in the lush real-life surroundings of Pig Island, also known as the “Home of the Swimming Pigs” or Big Major Cay, in the Bahamas, known for its unique inhabitants: a group of swimming wild pigs.

Cinematographer Martin Ruhe, known for his work on feature films such as ‘The American’ and ‘Harry Brown,’ lent the film an epic, cinematic look while post-production was completed by the visual wizards at The Mill.

Ahead of the launch, co-ordinated activity across social media helped to build anticipation, rallying fans to join the fun and take revenge on the smug, thieving pigs of Piggy Island.

On Instagram, a “smug pigs of Instagram”  (insert link) account (a play on the famously gauche ‘Rich Kids of Instagram’ account) gives fans a taste of what life is like for the lucky pigs living the good life on Piggy Island.

Activity on Angry Birds’ social channels features posters in the visual style of propaganda with a playful Angry Birds twist, counting down to the launch and helping to recruit players, as well as a bespoke poster commissioned by prominent online artist Paul Shipper.

Post-launch there will be supporting social content to help sustain interest in the campaign including Birds vs. Pigs Spotify playlists, re-skinning of the Angry Birds Tumblr,  ‘Wanted Pigs’ posters and ‘Got Eggs?’ social posts.

Iain Tait, ECD at Wieden+Kennedy London, commented: “It's not every day you get to work with one of the world's most iconic entertainment brands. And are asked to do something totally bonkers to launch an amazing sequel. To say that we loved working on this launch would be a massive understatement”

Jussi Mäkinen, VP of Marketing at Rovio, commented: “Getting our fans to experience Piggy Island like never before is what the sequel to the first mobile blockbuster game is all about and what drove the creative vision for our launch campaign”

W+K launches first brand campaign for Finish

RB and Wieden+Kennedy are embarking on a category redefining mission with leading dishwasher detergent brand Finish* this spring, beginning with the launch of a new marketing campaign. Premiering with a 40” TV spot, ‘Dishes,’ the brand repositioning campaign aims to shake up the household detergent category by focusing on the central role of dishes in people’s lives.

In a market dominated by product promotion and functional messaging, Finish is seeking to communicate to the public through the more meaningful language of real life in all its glory.

The film views life, and dirty dishes, through Finish’s dish obsessed lens, aiming to open viewers’ eyes to the dishes they’re surrounded by every day, especially the surprising dishes people don't notice, but Finish does. There's almost no activity in life that doesn't generate a dirty dish, but Finish has it covered.

Beginning with simple, obvious scenarios, as the narrative unfolds, viewers are taken on a journey from the mundane to the unexpected, all the way from an egg breakfast to existence itself. In each scene, dishes appear to float magically in formation, positioned just as they would be when stacked inside a dishwasher.

The campaign is the first to be developed by Wieden+Kennedy London since being awarded the Finish account by RB in 2014. The ‘Dishes’ film is supported by a product centric ‘Glasses’ spot, which promotes Finish’s Shine & Protect innovation, which helps protect glasses from corrosion. Focusing on a single glass, the film brings to life the diverse experiences its protagonist goes through in everyday life. The viewer's focus is held on the glass, which remains centred on the screen from scene to scene.

Both films were produced through Riff Raff with award winning directing collective Megaforce.

The new brand campaign aims to establish a new point of view for Finish, forming part of an integrated campaign.

Honda and W+K challenge viewers to ‘Keep Up’

Today sees the launch of Wieden+Kennedy's latest campaign for Honda, Keep Up, which celebrates Honda's belief that by pushing themselves, everyone can surpass their own perceived limits.

This philosophy is the foundation behind the brand: Honda is committed to finding out what its products are capable of by continually pushing its vehicles and technology to the limit.

Rather than just telling the story of Honda’s pioneering spirit and commitment to progress, the campaign challenges viewers’ reading speed, allowing them to feel the joy of improvement for themselves. A manifesto is delivered one word at a time, with the pace increasing throughout the film, intercut with glimpses of the new Honda fleet, which are all born from the company’s challenging spirit.

A 40” TV spot directed by Man Vs Machine, which will air on Sky Sports on Thursday 19th February during the UEFA Europa League match between Liverpool vs Beşiktaş, invites viewers to “keep up” with a message on screen, becoming increasingly difficult as the pace of the words increases to a crescendo. At approximately 500 words per minute, the fast-paced message proves that everyone is capable of achieving more than they initially thought. The energetic soundtrack, composed by Wah Wah with sound design by Factory, was created to further encourage the viewer to keep up.

Viewers are challenged to push themselves even further online through shorter – and even faster – executions of the film, and in cinemas, custom film-themed ads will run in partnership with Pearl & Dean.

Scott Dungate, Creative Director at W+K London, says “When you push and push yourself and reach a new level, it feels good. We wanted to give people that same feeling when they read our manifesto about Honda’s relentless improvement. So we challenged them to ‘keep up.’ “

Wieden+Kennedy and Three launch ‘Prepare Yourself’ for Feel at Home

Wieden+Kennedy and Three are back on the nation's screens and outdoor sites promoting Three's generous Feel At Home service, which lets customers use their phones abroad at no extra cost in 16 destinations (including Spain and New Zealand, from April onwards).

The new campaign follows Three's 'Sorry for the holiday spam' campaign last year. Since then, over one million Three customers have been getting in on the action and sharing holiday spam from abroad.

Now, Three wants to help people prepare themselves for even more holiday spam. This year, even more of its customers will be using their phones in even more destinations.

The campaign launches with a 60″ TV spot, featuring buddies Chris, Max and Ronnie, who were able to spam everyone back home with the details of their life changing Bondi surf trip. Constantly.

The TV spot is supported suite of executions including cinema, VOD, press, social and radio; OOH and DOOH sites across the country make an example of holiday spammers, urging people to prepare themselves for more.