Laura Quinn writes:

Over the weekend a group of account handlers and planners went on the first of five Wieden + Kennedy agency three-day ‘Master Classes’ in digital media and communication, brought to us by the lovely people at Hyper Island

We started the 3 days with a bit of team building – creating a page illustrating 3 moments in our life that have defined who we are. Jon Tapper’s page was a triangle with the word ‘ME’ in the middle. We certainly learned a lot about each other…

Next we all sat in a circle and admitted that some of us hadn’t used Twitter and weren’t sure we understood it. Alex chose to add that he thinks it’s a shame no one sends postcards anymore. We all agreed to resolve the Twitter issue before the weekend was up.

Then the proper stuff began…

Guest speaker Jonathan Briggs came in to give us some super-smart thinking on measuring effective e-commerce, including what will forever be known as ‘That Amazing Chart’.

Mark Comerford, self-proclaimed “journalist educator and generally strange guy” started a (surprisingly fierce) debate on the social effects, behaviours, and outcomes of the rise of digital media. All delivered with the strongest Dublin accent in Sweden and a staggering array of expletives.

Mickaehl Ahlström  presented his thinking on media channel strategy. Like a quiet, Swedish, digital, version of Richard Branson. In a good way.

And Laura Jordan-Bambach from LBI talked through her personal opinion on online comms. Our very own Welcome to Optimism blog was in mentioned, we’ve never been so proud….
(Yeah, right.)

In between all the discussions, debates, reviews and reflections, we did manage to squeeze in a posh dinner.

…and took on some briefs of our own to get our online creative juices flowing. Being the future-facing types that we are, we even went post-digital with the presentation style, opting for two big bits of paper, some felt tip pens and a large portion of sandwiches.

By Sunday afternoon our eyes and minds had been thoroughly opened. No big answers, no definitive decisions on what happens next, and no magic wand. But a huge new space opened up in our heads to start thinking digital in a totally new way.

And from one of our lot who said on Friday morning that tweeting what you ate for lunch was boring and pointless, came this tweet on Sunday night: “Cauliflower cheese is ace”.

Vive la digital revolution!

Our new Cravendale milk campaign, created by Sophie Lewis, Nicholla Longley, Sam Heath and Frank Ginger in conjunction with Belgian stop motion animators Pic Pic, breaks today.  The new executions feature our old friends, the animated cow, cyclist and pirate that were introduced in 2007.  The campaign highlights 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 highlights 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.”