In 2014 former Wieden + Kennedy employee Oscar Powell left behind a life in planning and strategy in exchange for disruptive, anarchic music making. In two short years, he started a radio show (Melon Magic on NTS), broke the internet with a billboard (pissing off half the music industry in the process) and was picked up by XL Recordings (yes, the home of Adele).

Powell approached The Kennedys – Our W+K London, ‘creative incubator team’ with the brief of creating a promo for forthcoming single Jonny [feat. Jonny’], and to make ‘Sport’ one of the most talked about records of 2016.

Oscar was fond of melons [his radio show #melonmagic is a dead give away].

So The Kennedys wanted to explore people’s relationships with the captivating fruit.

Upon their exploration they stumbled across Tafzi Ahmed, a record breaking Melon smasher. After seeing a Youtube video of Ahmed go through the melons like an angry fruit bulldozer, The Kennedys instantly knew, they had a hook for the video and Ahmed was their man. A video quickly surfaced of Kennedy Rachael driving her head through the fruit! The reactions to her attempt were priceless (especially her mother’s). It soon became apparent anyone brave (and stupid) enough to do it, could.

So Oscar used the billboard again, only this time, the only information on the board was his email address. Oscar then invited anyone who got in touch to submit their own melon smashing videos to be a part of his music video.

The final film is a montage of all submitted melon smashing attempts and some from the professional Ahmed, interlaced with Powell’s recent North America tour footage –  giving the viewer a real insight into life on the road with Oscar.

Sit back, press play and enjoy the show.

Talent wanted!

The Kennedys is a creative incubator programme hosted at Wieden+Kennedy in London and Amsterdam. This will be the sixth consecutive year in our Amsterdam office and the first in London. Each office will hire six candidates to work as an agency within the agency, tackling real assignments and briefs under the guidance of our team. The 2016 programme lasts from June until year end.

Our Executive Creative Director, Tony Davidson, describes it as a "crash course in creative chaos".

This is an opportunity for movers, doers, thinkers, schemers, and plotters of all persuasions — from animators to tech developers and everyone in between — to grow and flourish at our agency and produce work. Applicants need not have any agency experience, or have worked in a communications role in the past. 

Entries for The Kennedys are open from now until 15 March to candidates eligible to live and work in Europe. You'll be paid living wage and and we'll provide accommodation.

Think you fit the bill, or know someone who does? Visit thekennedys.london for more information, and to apply.

We routinely hire Kennedys on as full-time staffers after their seven month run is over. Below is an interview with former Kennedy now W+K Amsterdam art director Teresa Montenegro that should give you an idea of how she has found it.

1. What were your impressions after a week here in the program?

Considering that our first day in the office was Founder’s Day (the agency's annual day-long party), my first impression was something like, “WTF, this is gonna get pretty crazy, girl.”

And actually, I was totally right, it did, and it still is.

The WK people + Kennedys are like a mental family, and every day is different than the next.

2. What is your favourite piece of work you produced here?

At the end of the Kennedys we were briefed with a project to help Partizan to promote a new film. I was working with [fellow 2015 Kennedy] Mariusz [Wysocki], doing an interactive trailer. Considering that I knew nothing about editing it was a blast to do, and the result was awesome.

3. What was the most memorable thing that you guys did in The Kennedys house?

We had quite a few moments where things got a little crazy. But for sure something related with Andy and his costumes. I remember one day we came home super tired after work, and for no reason he put his roller skates on, a wig and started to dance around the house to “Dolce Vita – Ryan Paris” with an inflatable banana. Stunning.

4. What was the most surprising thing you learned about yourself while working as a Kennedy?

I learned that I can learn extremely fast.

And that I don’t like being bored. I actually like to be stressed out, haha.

5. What are you working on now?

I’m still working on Sea Shepherd, trying to bring to life the project we started in The Kennedys, and also a fun Milka project you will be able to enjoy soon!