25.02.2009 | New Work
Wieden + Kennedy London, AKQA and Mindshare have created an integrated nationwide five-a-side football campaign for Nike called ‘Show Your 5’.
Nike is aiming to enlist 16,000 players from across seven UK regions to take part in more than 200 tournaments over an 8 week period. Local winning teams will progress to city finals ahead of the national final on 10th May in London.
The first phase began on 13th February with seeding of exclusive content from the shoot through urban footballers, key football blogs and social networking communities, creating conversation prior to the launch of the TVC.
On 21st February during Soccer AM on Sky One and Sky Sports, a 30” teaser TV spot aired and on 24th February, the campaign launched simultaneously on all media platforms – TV, print, digital (www.nikefootball.com) and mobile.
The 90” TV commercial, ‘Show Your 5’, which broke on Tuesday 24th February during the Manchester United / Inter Milan UEFA Champions League match, is part of the biggest campaign Nike have launched in the UK in the last 10 years. The TV spot, created by Wieden + Kennedy London creatives Stuart Harkness, Ben Everitt and Darren Wright, showcases Nike athletes Wayne Rooney, Rio Ferdinand, Joe Cole and Fernando Torres, playing a real-time five-a-side game with young, urban footballers in their inner-city environment.
Nike subverted some of the UK’s 4 million CCTV cameras away from the usual goings-on of the gritty inner-city streets, and on to an urban five-a-side pitch, a place where the young players express their footballing talent. Here our young urban footballers, cast from the surrounding area and Inner London boroughs such as Hackney, display their skills against the Nike stars. The shoot gave the youngsters the chance to perform for the cameras while competing with the likes of Rooney, who grew up playing in such an environment.
Stuart Harkness, Creative Director Wieden + Kennedy said, “CCTV forms an increasing part of everyday life in Britain. We wanted to subvert their use to capture and champion urban footballers turning it on for the cameras, alongside their Premier League counterparts. Nike’s Show Your 5 campaign is about giving young players a platform to express themselves positively through urban football, not only on TV but online, and in a major national five a side tournament.”
AKQA developed the campaign’s digital experiences. Mindshare managed all media planning and buying for the campaign.
23.02.2009 | New Work
W+K London, in conjunction with Belgian stop motion animators Pic Pic, has created another unique campaign for Cravendale, breaking today, 23rd February 2009. The new executions feature the animated cow, cyclist and pirate that were introduced in 2007, and highlight Cravendale’s brand positioning to make the nation passionate about milk, whilst emphasising the key consumer benefits of Cravendale including the brand’s USP – purity.
Breaking spot ‘Bad Bull’ highlights Cravendale’s purification process, while ‘Slurp’ shows how milk can be enjoyed throughout your life, no matter what age you are. The final ad which will break later in the Spring, ‘Toe Tapping’, demonstrates that milk is as good hot as it is cold.
The TV is supported by a print campaign which highlight Cravendale’s purity benefit and longer life.
Sam Heath, creative director at W&K said: “People don’t really think when buying milk. They just reach for the blue, green or red top. With these spots we wanted to challenge this, to engage people a little more and get them to consider Cravendale.”
18.02.2009 | New Work
Wieden + Kennedy London has created a new integrated campaign for the UK’s No. 1 butter brand Lurpak, breaking 19th February across the UK, reinforcing its position as the natural choice to enhance good food.
The campaign, created by Peter Gatley and Noe Kuremoto and creatively directed by Ben Walker and Matt Gooden, is part of an overall £12 million marketing spend, and celebrates the pleasure a leisurely, lingering weekend breakfast can bring.
The ‘Saturday Is Breakfast Day’ campaign continues to demonstrate Lurpak’s opinion that using good quality, simple ingredients, pays. The creative focuses on mealtimes – with Saturday breakfast being the focus of 2009 communications. The media and creative strategy have been woven together: media has been bought only on Thursdays, Fridays and Saturday mornings – in a build up to Saturday breakfast-time to remind consumers to stock their fridges and cupboards in expectation of this special mealtime experience. Media includes TV, press, radio, outdoor and digital.
Ben Walker, W+K Creative Director said “Lurpak is at the centre of everything good about a Saturday morning breakfast. We want to get people salivating when they see our ads on Thursday and Friday night and then cooking up something a little bit special when they have the time on a Saturday Morning.”
The TVC (40” and 30”) celebrates Saturday morning by featuring sleepy people, preparing, serving and celebrating their breakfasts. There is time to linger over a proper meal: fresh, rich coffee, handmade pancakes, perfectly boiled eggs and hot toast, spread with Lurpak. By virtue of its distinctive style (Rutger Hauer’s voiceover again) and by communicating that good food doesn’t have to be complicated and that it’s the ingredients that matter – the film inspires consumers to make the most of good food occasions.
Charlotte Buswell, Lurpak Brand Manager said “Our Good Food Deserves Lurpak campaign was hugely successful in contributing to brand growth, as well as pulling in creative awards, and we believe Saturday is Breakfast Day will carry on the great work, especially as we’ll be on air during ten out of twelve months this year.”
“During the week we’re all pressed for time, grabbing a fast and functional, on-the-go breakfast, or ‘deskfast’. But breakfast is one of the best food moments of the day and what better way to ease into the weekend than taking time over really good, simple breakfast favourites like boiled eggs and buttered soldiers?”
18.02.2009 | New Work
Wieden + Kennedy's integrated campaign for Nike, 'Show Your Five' breaks next week. Seeded footage with key bloggers and kids from the shoot goes live this week, including this viral, highlighting a fantastic piece of skill from one of the players vs. Wayne Rooney.
Created by Stuart Harkness, Ben Everitt and Darren Wright.
