31.01.2008 | New Work
Honda (UK) launches its new TV commercial, developed by Wieden and Kennedy London on Monday, 4 February, 2008. The 90” spot (supported by three 30” cut-downs) is the second phase in the ‘Problem Playground’ campaign, following on from print, online and radio activity that showcases the many engineering innovations Honda has developed in order to create products that are less impactful on the environment.
The commercial, created by Sam Heath and Frank Ginger, directed by Antoine Bardou-Jacquet and produced by Rachel Hough, introduces the new Honda FCX Clarity, the first zero-emission hydrogen fuel cell car to go into production. Requiring thousands of Rubix Cubes, four construction teams, and a cast of over 140 people per day to bring to life, the commercial was a complex feat of engineering in its own right.
28.01.2008 | New Work
Originally designed for the U.S. Navy, Emeco chairs are handcrafted through a 77-step process, out of 80% recycled aluminium, making them stronger than steel with a lifetime guarantee of 150 years.
The iconic nature of these chairs is reflected in Wieden + Kennedy London's new print campaign for Emeco - improving awareness of the Navy chair.
We used naked people to represent the stripped back qualities of the chairs: their nakedness removes any kind of cultural lifestyle association and assumption. But the characters are a real American sailor and genuine Parisian socialite.
The campaign was created by Keith Gray, Ian Perkins, Darren Wright and creatively directed by Guy Featherstone.
07.01.2008 | Awards
Adweek magazine has named Wieden + Kennedy as its global agency of the year.
'For its ability to grow globally with its independent spirit intact, its strategic management skills and its culturally relevant, award-winning work, Wieden is Adweek's Global Agency of the Year. These days, the combined shops outside of the U.S. outperform New York and Portland, pushing up global revenue 18 percent from $140 million to an estimated $165 million in 2007. And that's apparently big enough for a roster of international blue-chip clients,' says Adweek.
The article continues:
In 2007... Wieden was firing on eight cylinders. Amsterdam won Coke Zero and Pernod Ricard's Polish vodka brand Wyborowa. Beijing secured Nike and Google. Tokyo also added Google, as well as the prestigious Sapporo beer brand and, after pioneering work with another real estate developer, Mori, added Takenaka's Omotesando Gyre shopping center project. Additionally, New York won Cole Haan and Revolution Places. And led by London, but involving all offices, Wieden will represent Visa in Federation Internationale de Football Association (FIFA) projects. London also led the global Nokia win?the first global win not directed by the Portland shop?including its flagship stores, bringing the network $120 million in billings, $30 million in revenue.
Portland lost Nike+ and Nike Running in the U.S. in 2007, a blow less to the wallet than the ego, but the network was awarded Nike's Converse media buying and planning. Amsterdam lost Carlsberg, but Portland capped the year with $100 million in Heineken work. Additionally, while it may have lost global duties on Procter & Gamble's Eukanuba dog food, it won the company's Graham Webb hair care products, and Portland added P&G's Old Spice interactive business to the lead creative account.
While it grows, the agency hopes to maintain a "less is more" difference. "In the past, just because a network had 120 offices, it was by no means guaranteeing strategic discipline for those brands," Luhr says. "In fact, having that many offices often helped fracture a brand rather than holding it together."
Now poised to thrive on three continents, Wieden seems well prepared to answer the legendary Jay Chiat question: "How big can we get before we get bad?"
"We were bad when we were small," Wieden says with a laugh. "I'm wondering how big we have to get before we get really good."
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