04.03.2008 | New Work
W+K London has created a new Nike women's campaign that uses just female athletes and the endline 'Here I Am' to encourage young girls to take pride in their love of sport. Unbelievably, less than 5% of sports coverage in the national press relates to women's sport. As a consequence, there is a lack of public interest in women's sport and a dearth of female role models for young aspiring athletes.
The campaign, created by Vicki Maguire, Mandy Smith, Sarah Ginn and Karen Jane, launched with takeovers of Sport Magazine and the Dublin Metro and is being followed up with a 6 sheet campaign in gyms and postcard booklets which will be distributed in gyms and sports colleges.
W+K also created three short films for the campaign bebo site (nikehereiam.com). Each focuses on one of Nike's up and coming female athletes, showing not only what it is that makes them inspirational as athletes, but gives an insight into their life off the track or pitch.
03.03.2008 | New Work
Save the Children have launched their biggest ever global campaign to show just how simple it is to save a child’s life. The 3 year campaign launched with TV advertising on the 11th February 2008.
The campaign, created by Dan Norris and Ray Shaughnessy, challenges the traditional charity model of hitting people with big, hard 'guilt' statistics - followed by asking for monthly donations. In contrast, Save the Children's communications explain that saving children's lives is actually very simple. To help a child make it to their fifth birthday, it could be as easy as providing a £5 mosquito net, or £1 rehydration salts to help children recover from diarrhoea. Each execution in the campaign details one of seven life-saving solutions, each costing between £1 and £5. The campaign uses a simple, almost info-graphic style. The level of detail, and honest truth, in the way these solutions are presented, gives the viewer something interesting to learn. As the campaign evolves, Save the Children will introduce simple yet compelling way to save a child without hardly having to lift a finger.
The TV advertising, which will reach over 3 million people, targets families who want to know that their actions and money can really make a difference. The first TV spot ‘Clever’ a 30 second TV advert has been directed and animated by Simon Robson. Young award winning actor Thomas Turgoose* has lent his voice to the campaign.
Lots of simple ways of saving a life will be revealed over the next few months all involving multi-media cutting-edge technology that will help families interact with the charity’s work around the world.
Joe Barrell, Head of Communications, Save the Children, “This is just the start of a 3 year campaign to save children’s lives. We will be using technology allowing families to get involved and show the world just how simple it is to save a child’s life.’
Kim Papworth, Executive Creative Director, Wieden + Kennedy London: “The campaign style is very simple and graphic, which reflects how simple the solutions are that Save the Children have devised to save kids' lives….”
03.03.2008 | New Work
Wieden + Kennedy London has created a brand new print campaign for Lurpak, the market leading butter and spreadable brand.
This is the next phase in the ‘Good Food Deserves Lurpak’ campaign, and continues to demonstrate Lurpak’s opinion that using good quality, simple ingredients pays. The press and posters establish Lurpak’s opinion on bread with ‘Crust’ and ‘Yeast’.
‘Crust’ (created by Matt Joiner and Matt Powell-Perry) heroes good quality, fresh bread, and ‘Yeast’ (created by Pete Gatley) illustrates the massive variety of breads that can be created from such simple ingredients. The humble loaf is no longer the only contender for the bread bin: as champions of good food, these executions for Lurpak urge you to be more adventurous when pairing Lurpak with bread.
The campaign is being supported by the three TV spots, created by Wieden + Kennedy, that broke last year: ‘Bread’, ‘Mushroom’ and ‘Potato’.
03.03.2008 | Awards
Wieden + Kennedy London has been ranked number 31 in the 2008 Sunday Times list of Best Small Companies to Work For in the UK. The list is compiled from 513 competing companies with under 250 employees from research conducted by Best Companies.
The report on W+K says, “Chaos is what Wieden + Kennedy encourages, along with unpredictability and creativity. There can’t be many companies that have these values but it seems to be doing the trick… The London based firm believes ‘you can’t process creativity’, so it encourages a relaxed, chaotic environment to nurture ideas for advertising campaigns for clients.
“ Its employees find their work stimulating, giving the sixth-highest positive score (88%) in our survey and a further top 20 score (83%) for lack of boredom at work. Another of the company’s unique values is to ‘embrace failure: it’s better to learn from glorious failures than to fail in the marketplace due to fear of failure and inaction’. Staff appreciate this room to learn without fearing for their job. They feel secure (81%) and say the company is run on strong values, giving an 87% score… Employees feel their job is good for personal growth (90%) and think there are opportunities to learn and grow in the company.”
Factors on which companies are judged include leadership, wellbeing, my manager, my team, fair deal, giving something back, my company and personal growth.
MD Neil Christie said, “We’re delighted to feature in the Sunday Times Best Companies list for the first time. We try to create an environment in which people are able to fulfil their potential. This report suggests that people feel we’re doing just that.”
http://www.bestcompanies.co.uk/Article.aspx
Wieden + Kennedy London was ranked number one in a ranking of ‘best agencies to work at’ by Campaign magazine in December 2007.
