18.04.2007 |
Wieden + Kennedy London's controversial 'St Wayne' ad for Nike, featuring England footballer Wayne Rooney with his arms outstretched, painted with a St George cross was unveiled as the Gold Award winner of Best Individual Press Ad at the Campaign Press Awards 2007.
The same ad also won silver awards in the categories of best fashion ad, best ad in national newspapers, and best use of photography.
The same ad was previously named best poster of the year at the Campaign Poster Awards.
11.04.2007 |
A cyclist, a pirate and a cow are about to educate the nation that Cravendale milk really does matter in Wieden + Kennedy London's new campaign for the UK's biggest milk brand. The new ad campaign broke on 9 April, with this unusual trio leading the way onscreen.
The ads highlight Cravendale’s new brand positioning ‘Milk Matters’ and heavily emphasise the brand’s point of difference with the line, ‘It’s Not Just Any Milk, It’s Filtered To Make It Purer’.
The surreal TV ads feature an animated cow, cyclist and pirate who will go to any lengths to get their hands on Cravendale. The two executions, ‘Last Glass’ and ‘Out of Stock’ will air for five weeks. The characters were created by Belgian stop motion animators Pic Pic, working with W+K’s creative team, Sam Heath and Frank Ginger.
The print campaign highlights Cravendale’s filtration and features a blue background with a white filter running through the design with the ‘It’s not just any milk, it’s filtered to make it purer’ line. The print ads will run across national press, lifestyle and food magazines throughout April.
Louise Barton, Senior Brand Manager for Cravendale says; “As the country’s largest milk brand, Cravendale is taking a brand new approach this year, taking the fun, kooky personality of the brand to our customers with our new creatives, but firmly establishing our true brand benefit: that Cravendale is filtered to make it purer.”
W+K Managing Director Neil Christie says:
“It’s been fantastic fun working with Pic Pic on these ads. By going back to basics and using stop motion animation we were able to give the characters a very homemade and innocent feel that we hope will resonate with consumers. I look forward to hearing people all over the country shout ‘MILK! MILK!’ in a pirate accent as they reach for the Cravendale.”
