11.05.2010 | New Work
Wieden + Kennedy London has created a global press campaign to celebrate the recent collaboration between Coca-Cola and Emeco to combine their iconic products, the Coca-Cola contour bottle and the famous Emeco Navy Chair.
Emeco has created the 111 Navy Chair – made entirely out of 111 recycled plastic bottles. Modelled after the original aluminium Emeco Navy Chair designed in 1944 for the U.S. Navy, each 111 Chair contains a mix of 60% rPET plastic and a special combination of other materials including pigment and glass fibre for strength.
The chairs will be available for sale in June 2010 in select retail locations worldwide.Kate Dwyer, Group Director Worldwide Licensing, The Coca-Cola Company said, ‘This latest addition to our line of rPET licensed merchandise underscores the fact that that Coca-Cola bottles are valuable recyclables. It is another step in our vision to recover and reuse all of our bottles and cans’.
The 111 Navy Emeco Chair was officially launched at the Milan Furniture Show. Wieden + Kennedy designed the stand for the event, and to mark the Emeco’s collaboration with Coca-Cola – froze the first 111 Navy Chair created in a one tonne block of ice, which was displayed at the show. The supporting, global print campaign, created by Ben Everitt and Sophie Bodoh and creatively directed by Guy Featherstone, features the same chair, encased in ice.
W+K creatives Ben Everitt and Sophie Bodoh said, ‘Emeco are launching their first plastic chair, the Navy 111, made from 111 recycled Coca-Cola bottles. This iconic moment within Emeco’s history needed an iconic image. So Wieden + Kennedy London cast the 111 Navy in a 1 tonne ice cube. Ice is synonymous with Coca-Cola; everyday billions of gallons of Coca-Cola are poured over ice cubes. This image not only celebrates the transformation of recycled plastic bottles into a classic chair, but the partnership between Emeco and Coca-Cola. It took two and a half weeks to cast the ice cube, and once the shoot had finished all that was left was a beautiful chair and a giant puddle.’
Gregg Buchbinder, Emeco’s Chairman said, ‘Wieden + Kennedy helped Emeco find our brand voice and kept our message loud and clear. They positioned us to be ready for this great opportunity with Coca-Cola.’
The press ad will feature in titles such as Wallpaper and Interior Design in June – all around the world.
05.05.2010 | New Work
In January 2010, Nokia announced to the world it was introducing free turn-by-turn voice guided walk and drive navigation on all Nokia Smartphones. The brand’s Ovi Maps enables satnav functionality in over 70 countries.
Wieden + Kennedy London has created a global campaign to celebrate this. The ‘Highway’ campaign, created by David Bruno and Tom Seymour, and creatively directed by Matt Gooden, Tony Davidson and Kim Papworth, breaks in the UK and across the globe on 4th May. The TVC and supporting print carry the message ‘may everyone everywhere find their way’, and features real people from around the world using their Nokia handsets to help them reach their destinations, while using unique modes of transport.
The campaign starts with Kerry McLean www.kerrymclean.com and his one wheel, hand-crafted monocycle – travelling from Michigan to visit his brother in Atlanta. We meet Mr Wu and his talking robot as they journey through Shanghai. We see innovative shoe designer Hetty Rose www.hettyrose.co.uk walking the streets of
London in a pair of bespoke shoes designed to look like cars seeking out and finding out one of London’s unique shoe stores. We see Ibrahim and his elephant negotiating the streets of Jaipur, in India, on their way to The Elephant Festival. We travel to Italy and see Dean Orton who runs the biggest Vespa and Lambretta garage in Italy www.riminilambrettacentre.com riding with his friends to attend a weekend with other modified, vintage scooter enthusiasts.
The campaign will also extend online with some exciting digital initiatives to be announced in the coming months.
W+K creatives Tom Seymour and David Bruno said, ‘We wanted this spot to celebrate the fact that everyone everywhere can now find their way to the people and places they love in the most human, curious, playful and authentic way possible. So instead of casting actors or performers we trawled the world for what we called Happy Navigators; interesting people with interesting ways of getting about’.
Joanne Savage, Marketing Director: Global Nokia Marketing Creation (Focused Campaign) said ‘At Nokia, we always start with the human problem, and only then look to find the resolution through technology. Here, it was a simple observation, but one which bothered us nonetheless: how in 2010 are people still getting lost?
And the answer is actually in your pocket. Our Nokia smartphones are all GPS-enabled, so we simply decided to give this away for free, the equivalent of a top-of-the-range satnav, for everyone everywhere. We are really proud of Wieden + Kennedy for producing a beautiful campaign to communicate and celebrate this.’
26.04.2010 | New Work
Honda and Wieden + Kennedy are launching an enhanced and extended version of the multi-award winning TV spot ‘Impossible Dream’ which first aired in 2005. The 2 minute 30 second film breaks on 26th April in the Netherlands, and will continue to roll out across 28 other markets across Europe, including the UK, throughout the year.
The film, created by Sam Heath and Chris Groom, has been reinvented and augmented to help establish a consistent tone of voice for Honda across Europe and continues to represent the company’s unique philosophy.
Ian Armstrong, Honda’s Manager of Communications said, ‘Honda is embarking on a journey to create a greater, consistent understanding of the brand across Europe, and ‘Impossible Dream’ is a fantastic opportunity to showcase both historic and future products in a film that truly generates a strong reaction from everyone who sees it. It is an exciting time and we have a lot to do in the next few months. This is a perfect film to start with’.
The original spot was created to show the breadth of Honda’s offering and to illustrate the fact that Honda is so much more than just a car company. This time around, the film now not only reflects Honda’s incredible heritage of amazing, historic products, it now features ‘the future’ of the brand, including the hydrogen fuel cell car (FCX Clarity), the world’s first sporty Hybrid Coupe (CR-Z), Asimo, the humanoid robot and the HondaJet. All of these products represent not only future technologies (most of which are available or in use now) but also the ambitions of the company to be an environmental leader across Europe.
The epic TV commercial was directed by Ivan Zacharias and reinstates the full, original Andy Williams track ‘Impossible Dream’ in its entirety. Using the full-version of the classic song gives the lyrics an even greater resonance when used against a backdrop of Honda’s plans for greener mobility and living.
Chris Groom, Creative Director Wieden + Kennedy said, ‘making impossible dreams a reality is a fundamental part of Honda's DNA. This film gives a wider audience across Europe the chance to enjoy some of Honda's past achievements and a glimpse into their future’.
15.04.2010 | New Work
Lurpak, the UK’s No. 1 BSM brand* from Arla Foods, is launching the next phase of its ‘Joy of Creation’ campaign on Monday 19th April. The new 30” TVC ‘Cake’ was created by Wieden + Kennedy London and continues to explore the pride and sense of achievement one gets from cooking from scratch.
In January 2010, the ‘Joy of Creation’ campaign launched with the TV spot ‘Pie’ which featured a man demonstrating the rich rewards of home cooking. ‘Cake’ continues the theme: the film features a lady baking a cake in her kitchen at home, getting sticky and messy along the way – thoroughly enjoying the experience of creating something delicious using fresh, simple ingredients. The resulting wonky cake that she has baked is in keeping with Lurpak’s brand proposition: take pride in home-cooking no matter what the result. The film finishes with the line ‘Glorious cake, who cares if it’s cock-eyed. You don’t measure taste with a spirit level’.
Ben Everitt, Creative, Wieden + Kennedy said ‘It doesn’t matter if it’s not perfect, cooking from scratch engenders a wonderful feeling of pride. We want to celebrate that feeling and Lurpak’s role in it’.
The next phase of the Lurpak marketing campaign also includes VOD and a further mouthwatering outdoor advertising campaign which features strap lines such as ‘Crispy Bits, worth the washing up’ and ‘Triumph never came out of microwave’.
Charlotte Buswell, Brand Manager for Lurpak, said, “With our fun and empathetic advertising campaign we are continuing to target ‘gourmet foodies’ who enjoy everything about cooking from start to finish. The new creative will ensure that Lurpak is top of mind for these consumers when it comes to creating great tasting
food and so we recommend retailers stock up with Lurpak to take advantage of this awareness driving activity.”
Lurpak is the UK’s market leading BSM (Butter, Spreads & Margarine) brand, worth £223m* in annual sales, enjoying a household penetration of over 36%.
