Welcome to Optimism

‘Up’ – Our latest campaign for Honda

We’ve just releases a new campaign ‘Up’ for the new Honda Civic, featuring Imogen Horrocks, rising star of the climbing world and a member of Team Great Britain. ‘Up’ is a metaphorical film about the challenge that Honda faced, and embraced, in the creation of the all new Civic.

It’s a story about the struggle of bringing an idea to life, the young woman and her heroic ascent representing Honda and their own daring engineering journey. The clay mountain is based on the clay used in the design process of the car. Designers and engineers spent years developing the shape of the Civic to give it its new advanced and sporty style. Similarly, W+K worked closely with artists and designers at MPC London to develop and craft the world you see.

Long ago, Soichiro Honda, the founder of Honda, uttered simple but extremely powerful words; “Instead of being afraid of the challenge and failure, be afraid of avoiding the challenge and doing nothing”. Unsurprisingly this quote has been the driving force behind everything Honda has done ever since. Today, when it seems that iteration has become the norm. Where it has become acceptable to settle for ‘OK’. Where tweaking rather than radically changing is the way things are done. This attitude has never been more important.

Our new campaign for Arla Organic – The deal between an organic farmer and Mother Nature

Introducing W+K London’s latest campaign for Arla Organic.

Arla Organic Farm Milk, the first branded organic product released in the UK by Arla, the farmer-owned dairy company. The campaign film, ‘The Deal’, dramatises the relationship between an Arla organic dairy farmer, and the might of Mother Nature. Narrated from Mother Nature’s point of view, we see how this relationship, whilst not always an easy one, is mutually respectful, because both farmer and Mother Nature believe everybody should be able to enjoy all that nature has to offer.

‘The Deal’ TV ad recognises that the quiet work of nature is not so quiet after all – without the sun, rain, storms and wind that Mother Nature brings, the Arla cows would not have such lush and rich grass to feed on. Through all of this, the Arla farmer works hard, grafting and cutting no corners to bring each bottle of creamy milk to as many people as possible. Using a range of dramatic film techniques, and an emotionally powerful voice over, W+K London and Arla show how the might of Mother Nature and the care, skill and determination of the Arla organic farmer come together in a humble bottle of Arla Organic Farm Milk.