We encouraged Britain to go 'freestyle' this weekend, with the launch of our new campaign promoting Lurpak's soft straight-from-the-fridge butter, Lurpak Spreadable. It's the perfect product for freestyling in the kitchen.
We wanted to inspire cooks to loosen up, get creative and embrace the more spontaneous side of food. Casual kitchen dabblers and adventurous cooks alike know that sometimes, the most wonderful creations happen in the kitchen when inspiration strikes and instinct takes over. Whipping up a spot of lunch can turn into a delicious experiment when there’s no recipe, no plan, no carefully measured ingredients. Just a little bit of this, a pinch of that and a drizzle of the other.
We kicked things off with a 30” TV spot (watch the glorious 60" version here) on Saturday during Britain’s Got Talent. Directed by the ever so talented Juan Cabral, the film captures the beautiful, rhythmic chaos of freestyling in the kitchen and takes viewers on a journey of flavour experimentation and explosive taste sensations.
We see cooks throw unusual and enticing dishes together to a rip-roaring jazz soundtrack, whilst the voice of Lurpak, Rutger Hauer, steers the show like the leader of the band. We were lucky enough to work with New York dancer, Storyboard P, on the choreography, which brings a dynamic feel to the film, echoing the beautiful frenzy that freestyle cooking creates.
Gustav Almestål captured delicious and inspiring bread creations for print and outdoor executions. Coupled with bold statements, the ads invite cooks to re-evaluate their sandwich endeavours and embrace the art of going freestyle.
Some of us are a little tired today, following last night's British Arrows ceremony, at which Honda The Other Side, Lurpak Cook's Range and Three Sing It Kitty were honoured with some lovely arrow-shaped metal.
Our host was the one and only David Mitchell.
The Other Side picked up Commercial of the Year, as well as two golds for Interactive Web-Based Commercial and Best over 90" Web-Based Film, Cook's Range picked up triple gold for Best 30"-60" TV, Best 60"-90" Cinema and Dairy, and Three Sing It Kitty went home with a bronze for Telecommunications.
Our very own Andrew Bevan won (one half of) Best Creative Team and a silver for Charity for his Violence is Violence campaign for Mankind.
And W+K Portland nabbed gold for Sportswear and silver for Best Over 90" Commercial using paid-for media for Nike The Last Game.
And we managed to bring back the pointy bits of metal back to the agency in one piece this morning.
Peruse the full list of winners here. Congratulations to all involved!
Last night's Creative Circle Ball had a nice metallic sheen to it, as two of our campaigns each took home a few awards each.
Honda The Other Side picked up three golds (for 'best use of new technology', 'best online film' and 'best interactive'), as well as the 'gold of golds' for top ad of 2014.
Lurpak Cook's Range won gold for 'direction' and 'editing' (big congratulations to Dougal Wilson at Blink and Joe Guest at Final Cut) and silver for best TV film. Not a bad haul, if we do say so ourselves.
Under a starry canopy at last night's British Arrows Craft Awards, Lurpak Cook's Range was awarded three golds for cinematography (Stephen Keith-Roach), editing (Joe Guest at Final Cut) and sound design (Aaron Reynolds at Wave), and a silver for best director (Dougal Wilson). Meanwhile, Cravendale Barry the Biscuit Boy picked up a silver for model making. Congratulations to all involved!
Francisco Condorelli, founder and executive director of the festival, said, "the industry has changed a lot in the last decades, and the brands, agencies and production companies understood that it is essential to deliver well-crafted works. The quality of the entries we’ve seen this week confirms it”.
This category recognises a previously awarded creative campaign that has achieved a measurable impact on the client’s business. Judging is based upon idea, strategy, and results and effectiveness.
In his announcement of Lurpak’s win, Jury President David Sable, Global CEO of Y&R, said the ‘truly inspiring’ campaign has turned butter from an ingredient into something to be celebrated, and in doing so, has changed the category, setting the bar high for all future food advertising.
Throughout the year, TV ads duke it out for the top spot in The Thinkboxes, a bi-monthly award celebrating and honouring all forms of TV ad creativity.
Our Lurpak Adventure Awaitsspot was picked top of the 'boxes for March/April, thanks to some "pure TV brilliance". Thanks Thinkboxes!
Head over to the Thinkboxes site to read more about it from our lovely Lurpak client, Laurence.
Not only that, but another one of our deliciously creamy ads, Cravendale Barry the Biscuit Boy,was shortlisted for the award on account of "more trademark wackiness". Remind yourselves of Barry's milky cautionary tale:
W+K Lurpak account director Katja shares a story about a memorable client briefing the team attended this week:
We were not sure whether to be excited or terrified about the idea of hosting our Lurpak briefing session in Dans le Noir (in darkness), a concept restaurant in London. The idea was to have a different kind of food experience whilst receiving our new Lurpak client brief.
Dining in the total darkness, when guided and served by blind people, is a unique experience. One that changes our view of the world by reversing our perspective, prompting and helping us to re-evaluate our perception of taste and smell… well, that's what it says on the restaurant's website.
We decided to be brave and give it a try. Actually, the client pushed us to be brave. And that's exactly the kind of client we all want to work with, right?
The team, led by Bart, didn’t overpromise. Roberto, our waiter (at the front of the chain), who some of you may know from the movie About Time, looked after us and made the experience unique.
All in all it was a great day. A juicy, new brief. A new food experience. Team motivation up.