Since we added Trident gum to our confectionery brand shelf, where it sits alongside our other Mondelez brands Halls, Stride and freshest new addition, Trebor, we’ve been busy chewing their entire catalogue of sugar-free flavours and developing our first campaign.
We’re excited to share the results today: our Trident ‘Chewing Hands’ campaign launched on TV in the USA with a 15” spot, directed by the talented Benjamin Weinstein.
The campaign introduces the sugar-free gum brand’s clever new product, Trident Unwrapped, a bottled soft gum that puts the product people love in a clever new wrapper-less format. Super useful, right?
The TV spot is accompanied by a 30” online film, hosted on Trident’s YouTube channel.
Clearly there are more important issues than marketing to consider when thinking about Scottish independence, but being up in Scotland on business in the days before the referendum led me to think about what a yes vote for independence might mean for brands that use aspects of Britishness to define their appeal. Ones that come to mind include Burberry, Lambs Navy Rum, Hovis, Mini and BA which, since the days of ‘the world’s favourite airline’, has had an assocation with national pride in international success. What would a ‘yes’ vote for Scottish independence mean for these avowedly British brands? If Britain no longer includes Scotland, what will ‘Britishness’ signify to the Scots? If a vote for independence is a vote for disassociation from ‘British’ values in favour of distinctively Scottish values, does that deposition British brands and put them at a disadvantage when targetting the Scots? And will it change what Britishness means to the English, Irish and Welsh? Might ‘British’ values effectively become a synonym for English, leading to a lack of relevance in the rest of the UK?
I’d argue that it’s not hard to think of attributes that are distinctively Scottish rather than British: proud, rebellious, dour, wry, frugal, etc. It’s harder to think of attributes that are distinctively British rather than English. And if British brands become merely English, that may narrow their appeal.
And if brands can't trade on Britishness any more, never again will we see genius like this, which would be a shame:
Mind you, it's not hard to imagine Irn Bru running a campaign along similar lines to the one above if Scotland were to vote yes for independence: "I'm Joe Broon and I drink Irn Bru! Come and get me, ye auld Etonians!" Smart Scots brands will no doubt be hoping and planning to tap into the popular mood, whichever way the vote goes.
Over the past week, you may be forgiven for thinking Dave Gorman is stalking you. He’s been popping up outdoors, on screens and in the press, telling you in not-so-subtle ways to watch the second series of his new show, Modern Life is Goodish. And he’s rather spot-on in his targeting, isn’t he?
UKTV briefed us to create a campaign to promote his new TV series, starting on Dave at 10pm tonight. Together, we wanted to challenge the norm in marketing just like the witty comic challenges the norm in his critically acclaimed show.
From popping up in your Facebook feeds and honing in on your Twitter chat, to disrupting the tried and true grid system of a magazine layout just because he can, the comedian is reaching new and existing fans by exposing the quirks of ad placement and social media targeting.
Taking cues from the series, which points out life’s absurdities by making viewers think twice about the humour in everyday moments, the print, digital and OOH campaign pokes fun at the smoke and mirrors techniques used in advertising.
On Facebook, Dave highlights the eerily specific targeted ads that pop up on users’ newsfeeds. Promoted ads address users with playful graphics mirroring their own profiles, speaking directly to curiously specific groups including Scottish men interested in cooking and frequent travellers interested in home appliances.
On Twitter, Dave is spooking twitter users by tweeting images directly at users based on the keywords they use.
And online, he’s exposing the elaborate labels digital ad targeting applies to us. Energetic optimist? Sure. We'll take that one.
Keep an eye out for more of Dave Gorman interrupting your thoroughly modern life, and make sure to tune in for the first episode of Dave Gorman:Modern Life is Goodish tonight on Dave at 10pm.
Win when you spend, win when you don’t. That’s the idea behind our new Tesco Bank ‘Win Win’ campaign celebrating all the benefits the bank’s customers experience by choosing its current account.
As a Tesco Bank current account customer, you can collect Clubcard points on almost everything you buy with your debit card and even earn extra points on your shopping at Tesco when you spend. When you don’t, your current account balance earns interest. That’s a win-win situation.
We created a pair of TV spots which play on the contrast between two alternate scenarios to echo the win win experience. Comparing the thrill of a family day out at the aquarium with a budding amateur biologist's rather less extravagant fascination with his pet goldfish, and the glamour of a pastel-hued dog grooming parlour with the hands-on (if slightly damp) fun of the DIY version, the films capture the bright side of very different experiences.
Our print and outdoor campaign also uses the juxtaposition of alternate sides of familiar objects to articulate the campaign message in a clear and simple way.
W+K Managing Director Neil Christie is speaking at the Marketing Society of Scotland event tomorrow on Inspiring Creativity. To generate a state of fevered anticipatory excitement they've posted an interview with him online here.
Here are the words of wisdom:
What’s your golden rule? Work hard and eat more fish.
Who has been your biggest influence? Impossible to pick one: Stan Lee, Jack Kirby, Mark E. Smith, Captain Beefheart, The Beatles, Tom Verlaine, David Bowie, John Updike, John Lydon, Tove Jansson, David Lynch…
What is your most hated business expression? “On-boarding”.
'What’s the smartest business idea you’ve ever had? Joining Wieden+Kennedy.
Which leader do you admire most and why? Captain James T. Kirk – leader of men, explorer of new worlds, defeater of monsters, inter-species romancer.
Our neighbours in the City wanted to interview MD, Neil to get an insight into how we create our work. The result - in the form of a full-page interview in daily business paper, City AM - greeted commuters on their way in this morning. If you missed picking up a copy, read on for an insight into how we made The Pony, how ads become viral, and our stance on staying independent in an increasingly interconnected industry.
New W+K creative team Thom Whitaker and Danielle Noël (these guys) popped down to the Barbican for a bit of creative digital inspiration. They write:
This week, we decided to let our inner geeks run free by visiting the Digital Revolution exhibition at the Barbican. The exhibition itself takes viewers on an interactive journey allowing them to see how far digital creativity has advanced over the years and what the future potentially holds for it. But in short, it’s just really fun.
The first part of the exhibition was like stepping into a teenager's bedroom in the 80s (minus the Duran Duran posters). It’s full of old video games and computers that you’re encouraged to interact with. One of the things that struck us the most about this part of the exhibition was that, despite being both out of date in appearance and function, the queue to play Pong was still longer than any queue we’ve ever seen to play Call of Duty. Makes you wonder whether we’re over-complicating things a little, doesn’t it?
But, as we moved further through the exhibition and towards the present day, that thought was soon dispelled. We were blown away by some of the installations and film pieces exhibited. One particular highlight was the giant animated version of Will I Am’s face that appeared to follow you around the room wherever you were standing. On paper that sounds like the stuff nightmares are made of, but it was strangely fascinating. Of course, once we figured out the illusion the magic was broken slightly, but for at least 30 seconds we genuinely felt like Will I Am was stalking us.
Another standout piece came from renowned digital artist Chris Milk. His piece, The Treachery of Sanctuary, allows people to stand in front of three screen panels and see themselves transformed into a bird before their very own eyes. The piece is designed to explore all three stages of life, death and rebirth, and on the final panel you are encouraged to flap your arms hard enough so that you can watch yourself fly off the screen. This not only provided an insight into how far the digital arts have come, it also provided people with that all-important Instagram opportunity to fill the void left by the Hayward Gallery's recent attraction, the balloon room. Let’s face it, we’re all a bit guilty of it.
By the time we finally made it to the future it was difficult to think of what could possibly be next, and the truth is no one actually knows, but the exhibition did highlight some interesting pieces of research that are being done at the moment. One particular piece that interested us explored the idea of wearable solar panels so that people can create their own energy through the clothing they wear. We’re not entirely sure we’re going to rush out to Urban Outfitters and get some, but who knows… maybe next year.
In this week's issue, Newsweek looks at the phenomenon of 'arstorcratic cats' treated like rock stars by some of the most luxurious hotels in the world. Whatever next?
Newsweek asked Luke Tipping, senior interactive creative and member of the W+K Three team responsible for creating our Sing It Kitty campaign, for his thoughts on what makes cats so popular with brands.
You can read the whole story on Newsweek's site here.
There had been banter and boasting between W+K runners Goss and Winek about who was fastest. It was time to find out once and for all. So we (unofficially) closed Wilkes Street outside the office to stage the first-ever Jack the Ripper Memorial 100m sprint. The result? Decisive victory for Goss.