04.01.2010 | New Work
Lactofree, the UK’s only range of lactose free dairy products, is launching its new 2010 campaign with a theme focused on mending broken relationships with dairy. Through above and below the line activity, “Dump the lactose, not the dairy” aims to reassure those with lactose intolerance that they can enjoy real dairy again with Lactofree.
The national TV campaign, created by Wieden + Kennedy, breaks on 4th January and uses an emotional tone to deliver the Lactofree brand strategy. Facilitated through relationship interplay between the “Lactose Intolerant Lady” and the “Milk Guy” characters, Lactofree exposes a relationship breakdown that has occurred and shows the Milk Guy trying to get back into the Lactose Intolerant Lady’s life. The ads will inform lactose intolerant consumers that they can enjoy dairy favourites and benefits from dairy again without the side effects.
The campaign, created by Sophie Lewis and creatively directed by Pat McKay and Feh Tarty includes two TVCs ‘Doorstep’ and ‘Flatmate’ and will be supported by a new look website, digital activity, cinema and advertorials throughout 2010.
W+K creative Sophie Lewis said: 'One of the biggest challenges for this campaign was finding our voice of milk. We needed to find a guy who was charming, funny, believable, warm, honest and loveable. The search took us 3 months and was incredibly subjective until we finally found our Milk Man in comedy poet Tim Key. I hope that the lactose intolerant ladies will give milk a second chance.'
Media buying agency Carat has also leveraged the broken relationship message securing space surrounding one of the most eagerly anticipated films of 2010, Sex and the City 2. This will be further supported by a PR campaign provided by Biss Lancaster, that will target national and consumer press across the UK and digital support from Outside Line. Unique in-store creative will be implemented by Life Agency, to capture the imagination and needs of its target consumer audience.
Samantha Glassford, Brand Manager for Lactofree commented, “This year we want people to reconnect with the dairy products they love, just without the lactose. In the past people with lactose intolerances have relied on soya and dairy alternatives or avoided dairy altogether. The new campaign really draws on the comforting association most people have with dairy – if it’s cut out of a diet, it is usually missed.” Samantha continues, “We hope to increase brand awareness through further educating people on lactose intolerance and the common misunderstandings associated with it.”
Lactose intolerance is thought to affect up to 15% of people in the UK however, 90 percent of those who think they can’t have dairy can with Lactofree. The range features yogurt (raspberry and strawberry), hard and soft cheese, semi-skimmed and whole dairy drink and UHT.
15.12.2009 | New Work
Honda (UK) will debut its latest TV spot ‘Everything’ during the much awaited premiere of James Cameron’s ‘Avatar’ in cinemas on Thursday 17 December.
The new 60 second film, created by Wieden + Kennedy London, showcases the breadth of Honda’s engineering experience; from ATVs, to marine engines, motorcycles, and the humanoid robot, ASIMO. ‘Everything’ highlights how Honda has distilled that varied knowledge and expertise into the cars it makes today – with the focus on the popular British-built Civic model.
Created by Chris Groom and Sam Heath, ‘Everything’ will debut on UK TV on 18 January, running for a period of six weeks. The film will also play out during screenings of Avatar for six weeks from next Thursday (17 December).
The film was shot over five days; on a high security Spanish test track, on water, and in Honda’s UK training facility – the Honda Institute. There are 972 edits over 17 video layers – making each section essentially an edit in itself. The soundtrack is ‘Atlas’, by The Battles, which has been rearranged to fit to the picture and reflect the style of editing used for the advert. The sound designer, BAFTA award-wining Martin Hernandez has worked on films including Babel, Pan’s Labyrinth and 21 Grams.
Ian Armstrong, Manager of Customer Communications at Honda (UK) comments:
“Decades of engineering innovation make Honda what it is today. As a result we are able to apply our know-how to constantly evolve the huge range of products we sell today and might sell in the future. Every product with a Honda badge carries that engineering DNA – not least the hugely popular British-built Civic.”
Chris Groom, Creative Director at Wieden + Kennedy comments “Our intention was to make a film that illustrated Honda’s broader view of engineering. Through a fluid series of fractured visuals, music and sound design we wanted to demonstrate how everything they make and do is interconnected and distilled into its cars – in this case the Civic.”
The Civic is produced at Honda’s UK manufacturing plant in Swindon, Wiltshire, from where it is exported to 60 countries across Europe. The plant also manufactures the compact SUV, the CR-V, and recently began producing the Jazz supermini for Europe.
24.11.2009 | New Work
W+K London has created a series of branded idents for Nokia for the first series of E4’s new comedy drama Misfits. They will run on E4, Channel 4 repeats, online and 4oD, with Nokia connecting fans to the series and its characters through a number of content led initiatives.
The new series features five teenagers who have all been in trouble with the law and been forced to work together at the local community centre as part of a ‘Community Payback’ scheme. When they group is caught in a mysterious storm they quickly discover that they have developed strange new powers, all except one, who appears to be totally unaffected. The 6-part series shows just how tough life can be when you’re harnessed with a superpower that you didn’t want; that and the fact you’ve got a curfew order.
The series will be further brought to life by engaging with audiences with experiences that that go beyond the 60 minute show. Working in collaboration with the show’s writers and E4’s digital agency, six2start, the characters will upload live stories to Facebook, Twitter and other social networks.
In addition, a Misfits widget that collates all feeds into one place has been developed through Nokia’s Ovi application store and will enable fans to keep up to date with the story in real time. Anticipation and excitement will also be built towards a season finale event; seeding clues that culminate in the end of series Ovi Misfits party for the most dedicated fans.
08.10.2009 | New Work
The Guardian is giving away an illustrated 7-part series to Fairytales, starting this weekend, 10th October.
Each day of the series is themed: love, wicked parents, quests and riddles, clever girls and silly boys, rags to riches, just desserts, and beastly tales.
W+K has created a TV spot that will run nationally. The press serves as a reminder to those Guardian readers, to pick up the newspaper this weekend.
