Wieden+Kennedy London has taken a different approach to advertising to promote the new and exclusive Dave TV series 24 Hours to Go Broke, where five pairs of celebrities are sent to a surprising location abroad and tasked with spending a suitcase full of Dave’s cash (up to the value of £10k in local currency) in 24 hours. The campaign is the first work to come from W+K since being added to the UKTV network’s roster of creative agencies.

Leading up to the show premiere on Tuesday 13th May, W+K helped Dave embark on its own challenge: spending £10k of the programme’s marketing budget ahead of the first episode by paying the general public to help advertise the show.

This included inviting Twitter users to take a stab at advertising by creating their own ads, in exchange for cash. Other madcap ideas to empty the piggy bank included sponsoring the UK’s worst football team, ‘buying’ moustaches from members of the public and shaving them off to create an ad made from facial hair. Contributions were compensated on the epicness of said moustache, naturally. 

Dave also paid a farmer to turn his cows into a living, mooing billboard, transform a rat into a style icon with a tiny branded t-shirt, trying to convince a brave individual to change their name by deedpoll to the series name and getting a takeaway shop to change its sign and menu to 24 Hours to Go Broke. 

Fans were kept up to date on Dave’s 24 Hours to Go Broke shenanigans by following #24hToGoBroke and @Join_Dave on Twitter or via Dave’s Facebook Highlights of the activity were also shown live during the campaign on Waterloo station’s epic motion screen.

W+K creatives Charlie Hurst and Eddie Fisher say of the idea 'When we first got the brief we realized we had a client with a similar creative appetite, which naturally drove us to a more stupid, I mean braver, idea. We came up with a campaign to spend their entire marketing budget in a day and it all took off from there. Or spiraled out of control. Depends how you look at it.'

Last night, Nike launched Attempt the Unthinkable, a new film starring Wayne Rooney, as part of the ‘Risk Everything’ football campaign for 2014. The animated film imagines Rooney’s explosive response to the opposition’s wild attempts to stop him during a high-stakes match against Brasil.

Attempt the Unthinkable is the first in a series of three 15-second films we created, following a street art installation last month on London’s South Bank.

Each film celebrates the risk in the players’ DNA as they prepare to play on the world's biggest stage, with the familiar sounds of commentator Clive Tyldesley ringing out as the action unfolds.

Over the next couple of days Nike will unveil two more films starring Alex Oxlade-Chamberlain and Jack Wilshere, entitled Fear Nothing and Never Play it Safe and pitting the England stars in equally sensational scenarios.

Stay tuned for more: www.nike.com/riskeverything

[a few likes on Rooney's Instagram]