05.02.2010 | New Work
The DCSF (Department for Children, Schools & Families) last month launched its first
advertising campaign that aims to influence the attitudes and behaviour of children,
young people and their parents and carers about alcohol. The purpose of the DCSF is
to make England the best place in the world for children and young people to grow up,
and their aim as set out in the Youth Action Plan is for all young people in England
to grow up to have a safe and sensible relationship with alcohol. This campaign
complements existing Department of Health and Home Office alcohol campaigns.
The work, created by Wieden + Kennedy, broke with two TV spots which aimed to
highlight the fact that many parents don’t proactively speak to their children about
the dangers of alcohol.
The next phase of the campaign breaks across the UK on Friday 5th February, with a
cinema advert aimed at young teenagers. Similarly to adults, some teenagers don’t see
alcohol as a big risk to them – they see drink around them and as a consequence it is
‘normalised’, something accessible and every day. Like the TVCs, the cinema film
highlights the risk you can place yourself in by dangerous alcohol consumption but in
a far more hard-hitting way – getting across the message that if drink rather than
you, is calling the shots – the things you’re normally wary of, are more likely to
occur.
Paul Jordan and Angus Macadam, Creative Directors, W+K said, ‘Children as young as 13
are often already drinking at parties and facing some pretty grown-up decisions. This
campaign is a reminder that good decisions are harder to make when you’ve been
drinking.’
For further information, go to: www.direct.gov.uk/whyletdrinkdecide
03.02.2010 | New Work
Honda (UK) is launching a series of TV advertising idents to support its sponsorship
of all Channel 4 documentaries for the coming year. The first phase of short films,
created by Wieden + Kennedy London, break on More 4 on Tuesday, 2 February and on
Channel 4 on Thursday, 4 February.
Channel 4 Documentaries have a reputation for being innovative and pushing boundaries
to tell compelling stories in order to show the world in a new light. They often look
at things differently to other documentary makers and produce for those who are
curious and want to know more.
Innovation, taking an alternative approach and thinking differently are part of
Honda’s philosophy and its short films will tell interesting stories about how it is
different. The first features Honda apprentices and technicians learning their trade
at its training facility, the Honda Institute, and carry the line ‘Curiosity Is
Everywhere’.
Ian Armstrong, Honda’s Manager of Communications said: “It’s great for us to be
associated with this strand of programming as it encourages the viewer to think about
issues and topics in a way that can change perceptions. This is a great facet of Honda
philosophy and something we always try to do in our communications. It will also help
people understand the range of cars that we are currently making at Swindon supporting
our 3,400 employed in the factory”
Shay Reading, Creative Director Wieden + Kennedy said: “People are naturally
fascinated by how things are made and work. Over the next year we’ll be exploring the
unseen Honda to capture the ingeniousness, precision and positivity that runs
throughout the company.”
28.01.2010 | Awards
Wieden + Kennedy London picked up the top prize ‘Winner of Winners’ at last night’s Awards for National Newspaper Advertising for the Honda ‘Back To Work’ campaign.
Creative team Fabian Berglund and Ida Gronblom developed the winning print campaign to celebrate the reopening of Honda’s Swindon plant last summer.
The judging panel included VCCP’s Creative Director Darren Bailes who described the winning execution ‘Bacon’ as ‘news in the form of advertising’.
W+K also won the creative media partnership award (in partnership with Carat) for Lurpak and the 'Saturday is Breakfast Day' campaign.
The ANNAs were launched in December 2004 to:
• shine a spotlight on the best newspaper ads
• inspire agencies and advertisers to make the most of the opportunities presented by national newspapers
27.01.2010 | New Work
Wieden + Kennedy London has created a new viral film for Nike, to promote the new T90 Laser III football boot. ‘Hit The Target’ created by Phil Monks and Mike Cuthell, and creatively directed by Stuart Harkness, reflects the cutting edge technology and innovation invested in the development of the boots – which have been designed to help strikers master accuracy with greater power and bend.
The film features two of the world’s deadliest strikers – Wayne Rooney and Fernando Torres. We see Wayne taking on a ‘Mission Impossible’ style accuracy challenge – as lasers flash across a goal in a futuristic setting to create a series of ever-harder targets. Fast-paced movement mixes with slow-motion contact between boot and ball, as Rooney hits each target with accuracy. It is then he realises that the lasers are being controlled by the hooded figure of Liverpool striker Fernando Torres.
Directed by the award-winning Anthony Dickenson of Pulse films, he created a highly-stylised environment - with each shot beautifully framed like high-end photography. The end result is a fast-paced and visually-stunning moving portrait set to a dubstep soundtrack from 16 Bit.
Stuart Harkness, Creative Director Wieden + Kennedy said, ‘This film witnesses one of the world’s greatest strikers, Wayne Rooney, put through his paces by an equally deadly rival, Fernando Torres, in order to test the accuracy of the new Nike T90 Laser III boots.’
The film broke on Soccer AM on 16 January and will air on terrestrial TV this Wednesday on 27 January during the second leg of the Carling Cup semi-final as
Manchester United host Manchester City.
The following day marks the start of the T90 Laser III Accuracy challenge in NikeTown London, developed by AKQA and TRO, where fans and shoppers can trial the boots and pit themselves against goalmouth lasers, recreating Wayne’s role in the film. The highest scorer will go through to the Sunday’s final and take on a top Premier League player for the crown.
