We’ve been working with Lurpak in the UK for several years and we're really excited to be able to announce the launch of Wieden + Kennedy London’s first global campaign for Lurpak. UK readers will recognise a strong resemblance between the campaign with which they're already familiar and this new work, which aims to inspire food lovers around the world.

After
much travelling, numerous market inductions and a lot of food
tasting, Team Lurpak came to understand that when it comes to good food, cooks
speak a universal language. It doesn’t matter where in the world your kitchen
is, what dish you are cooking, or what word you use for “hot”, the imagination of
the food lover is most captured at the moment of creation, the moment in the kitchen when the cook, the ingredients and the
butter (Lurpak, obvs) come together as one. It is a moment of transformation, a
moment at which all the senses come alive. The TV ad showcases this
special moment and tells the story of “the cook”, celebrating her magical power
to transform the ordinary into extraordinary.

The campaign, which launches today in Denmark, will run in multiple markets across the
world. Print executions challenge cooks to weave their
magic with a host of tempting raw ingredients.

It's been great to take what we've
learned and achieved for the UK and develop it to spread the Lurpak love worldwide.

This blog started on this day, 6th April, nine years ago in 2004. Back in those days there weren't many agency blogs. Russell said we should start a blog. We said, 'What's a blog?'

Since then there have been 2816 posts, nearly 5000 comments, and nearly 250,000 page views. Which sounds like quite a lot. Thanks to anyone out there in Internetland who's stayed with us all that time. Thanks also to anyone who just occasionally drops by to see what we're up to.

Here's a reprise of that first ever W2O post. We were pitching for Tetley at the time. We didn't get it.

This first post established from day one the level of industry insight and provocative debate that has made Welcome to Optimism an industry legend.

In the top pic you can see (L-R Nzinga) (where is she now?), Matt Gooden, Tony Malcolm and Richard Hooker.

And above are Boo Thompson, Sean Thompson and Mick Bailey.

What a long, strange trip it's been. Happy birthday, blog.