Our new UK campaign for Lurpak butter champions good, proper food, and aims to inspire people with the axiom that when it comes to good food, you get out what
you put in.

As recession bites and institutions collapse it can be hard
to know where to turn and what to rely on.  In these circumstances,
people take control where they can
– they depend upon the familiar and age-old rituals.  At the center of
this so often sits good food.  Not just any food but big, proper, hearty
meals. Lurpak recognises this and through its campaign, encourages people
to look again through different eyes at the dishes traditionally called
‘comfort food’. These aren’t dishes to feel guilty about tucking into; this is
the stuff that has sustained us for centuries, the meals we can rely on again and
again to get us through.

The
60” TV spot below (directed by Vince Squibb at Gorgeous) breaks on Sunday 10th
February. The spot is a thundering cacophony of industry – a sensory
bombardment of human effort, forging three classic meals in three different
kitchens; cottage pie, bread and butter pudding, macaroni cheese. This is
proper food, with Lurpak at the heart of each recipe. Rutger
Hauer, the voice of Lurpak, lends his distinctive tones to the soundtrack.

The print campaign, shot
by Rick Guest, reflects the feel of the TV spot – an industrial heat radiating
out from the three hero dishes: Cottage Pie, Macaroni Cheese, and Bread and Butter Pudding. Each dish depicts a
different aspect of power: STRENGTH. MIGHT. OPTIMISM. This is a campaign to lift
people’s spirits in the middle of winter. To celebrate the meals they cook at
home. And to inspire people to revisit some old favourites.

Today, Welcome to Optimism comes to you drenched in custard. And Lurpak.

Intrepid W+K explorers Paulo Salomao, Matt Owen, Scott Dungate & Kevin Chesters ventured boldly to Northern Lapland last week for the XVth Finlandia Vodka World Cup.

After a full day of meetings on Monday the team was whisked up to Kittila above the Artic Circle for the annual vodka contest that began on Tuesday evening. The team was wrapped up rather warm but the temperatures had luckily risen to a balmy -12c by the time we arrived.

The contest, created and hosted by Finlandia, brings together the top barmen of the world to compete in finding the best aperitif and long drink made with Finlandia vodka.

The contest was fast and furious, and for those who spoke no English possibly a little confusing too! But everyone seemed pretty happy and the contest itself was pretty awesome.

I'll post more soon about what happened during the day before the contest began but as this was Finland it inevitably involved taking your clothes off. Here is a little teaser featuring the team, and our much-loved client Alex:

Oh, and this happened…

and Paulo was pretty happy about it

Kippis!!!!

In the next instalment…..Ice Hotels….snowshoe racing…..and Kev Chesters gets appointed as a judge at the vodka cup.