Campaign magazine's Annual edition is out today, reviewing the highlights of 2012. The print edition hasn't made it over to east London yet, but here are a few W+K related items from the website:
From the top ten TV and cinema ads:
3. Lurpak, ‘rainbow’
Lurpak’s star turn this year was a masterclass in craft. This vibrant, charming film gives healthy food a delicious makeover and forced rival brands to try to up their game. The beauty and energy in the spot is matched by the witty half-spoken, half-sung copy, and it more than delivers on the central message that healthy doesn’t have to be humdrum.
5. Procter & Gamble, ‘best job’
A gentle reminder that behind every great athlete is a hard-working, devoted mother, this emotionally charged and superbly directed film stood out from the Olympics pack. The spot shows the painstaking effort that mothers invest in their children every day in order to bring them to their moment of triumph as young adults.
From the top ten posters:
4. Lurpak, 'rainbow'
Wieden + Kennedy wanted to ditch healthy food's boring, worthy image once and for all and instead celebrate its vibrant colours and textures. What better way than creating a giant rainbow made up of grains and vegetables? This particular rainbow was hard to miss, appearing at the Imax and Clapham Colossus sites, as well as all over its parent company Arla's HQ.
From the top ten online ads:
6. Kaiser Chiefs, ‘bespoke album creation experience’
Kaiser Chiefs turned music buying on its head when they released an album placing fans at the heart of the creative process. The band gave their fans the opportunity and tools to make the album they wanted to hear by creating their own "perfect version". Fans were able to design their own artwork and then sell their creations for a £1 commission. The online campaign landed two silver gongs at Cannes Lions 2012, two D&AD Pencils and also a gold at the Campaign Big Awards in the Interactive Media & Entertainment category.
9. Nike, ‘my time is now’
Nike launched an integrated campaign that initially broke on TV. A three-minute online version was then launched featuring big names from football. In the spot, a France v Holland match was interrupted by waves of young players showing they have the skills to take on the best. The ad has been viewed more than 20 million times on YouTube, shared 841,617 times on Facebook and 60,338 on Twitter.
Runners-up for advertiser of the year:
Procter & Gamble
The British people may have been inordinately proud of the performance of Team GB this year, but no-one was more proud of the athletes than their mothers. Procter & Gamble built on its mother-orientated approach to the Vancouver 2010 Winter Olympics and put an Olympic twist on its "proud sponsor of mums" campaign, with some powerful work by Wieden & Kennedy Portland.
The emotionally touching, beautifully shot TV spot "best job" was greeted with much acclaim and stood out from the many other advertisers that had gone down much more predictable routes. The campaign ran in more than 100 countries. P&G says the entire campaign, which included online content featuring athletes and their mums, led to $500 million in global incremental sales and more than 74 million global views.
In addition, the London 2012 Olympics official sponsor wasted no time in signing up a slew of top athletes to star in ads for its individual brands, which bombarded airtime throughout the summer. These included Pendleton for Pantene, Ennis as the face of Olay, Michael Phelps and Mark Cavendish for Head & Shoulders and Hoy for Gillette. The ads for the individual brands were not only effective at connecting these brands with the Olympics and high-performance athletes, but also in matching the brands up with their parent company in the minds of consumers.
This summer, P&G also increased its global sports funding by $20 million over the next ten years as part of its "thank you mum" activity, with the aim of funding sports facilities and training so that children get the chance to practise sport. The global FMCG giant deserves plaudits for being brave, moving on creatively and, importantly, putting its money where its messaging is.
Nike tried to undercut its rival (and official Olympic sponsor) Adidas at every opportunity. In creative terms, the sports brand that did not sponsor the Games occasionally won out, especially with its "find your greatness" work and the Nike Volt shoes worn by so many athletes. The global TV and outdoor campaign aimed to show that achieving greatness isn’t the sole preserve of athletes and ordinary people playing sport can be just as inspiring. In addition, Nike’s brilliant "jogger" spot, by Wieden & Kennedy Portland, captivated viewers and went viral. Meanwhile, tactical outdoor work, such as an execution celebrating Mo Farah’s double-gold-medal-winning performance, aimed to chip away at Adidas’ Olympic dominance.
Outside the Games, a highlight of Nike’s year was picking up a Grand Prix at Cannes for its FuelBand, an ingenious plastic bracelet that tracks the wearer’s daily fitness. The interactive "#makeitcount" campaign, starring some of the world’s best footballers, was a big hit with fans and clocked up more than 35 million views.
From the top ten creative directors:
6. Kim Papworth and Tony Davidson
It has been a dramatic turnaround for Wieden & Kennedy’s Papworth and Davidson, whose losses last year are firmly behind them after winning the gargantuan Tesco account. This pair have had their hands full with pitching for and maintaining Tesco, but we still saw impressive work for the likes of Honda, Lurpak and Cravendale.