A nice start to the week: our Cravendale campaign has been selected by The Independent as this week's 'best in show'. That means that in the last two weeks our work for Arla (Lurpak and Cravendale) has been pick of the week in Campaign magazine two weeks running and 'best in show' in The Independent two weeks running.
MILK!! MIIIILLK!!!
Second week in a row we've had pick of the week in Campaign for our Arla client. Nice.
Lisa, Ryan and Andy have just got back from two days of brand planning with Cravendale at Alton Towers. A surprising, irreverent brand deserves a surprising venue to inspire the team.
In between the workshops on brand vision, tone of voice and key objectives for next year we all (clients and other agencies as well) managed to find time to get in all the big rides at the park and marvel at the fact that to get to the conference facilities you had to walk through the water park where kids and parents were busy throwing themselves down slides, etc.
Here is Ryan looking a little pensive before going on the 'Oblivion'.
And here's Lisa
finally plucking up the courage to go on the corkscrew although not
looking too sure in the queue
and, of course the bunk beds in all rooms
complete with Pineapple lamp and 'sea and sand' effect carpet!
Oh and also love the conference facilities strap line, maybe a a new one for the Agency? 'Where business is NEVER as usual'. (Ahem.)
New print executions for Cravendale.
More milky fun here.
Genuine customer email to Arla about our Cravendale campaign:
What the hell are these Cravendale adverts all about? Were you all high when
you dreamt up this stuff? You have some guy that likes to ride a bike living with a pirate and a cow. What kind of a household is this? Are the cyclist and the pirate a couple? Is the cow their pet? What is going on here? Are these people employed? Your protagonists appear to live on a farm, but I fail to see how cycling or piracy might adequately equip a person with the skills required to successfully run a farm. To find out more, I contacted five farmers and asked them. Three of out five owned bicycles, but none could think of a way in which this aided their farming. Not one of them had ever dabbled in piracy.
And since when did cows drink milk? This simply doesn't make any sense.
What's next for your advertising team? Maybe they could promote pork products by showing us a pig tucking into a bacon sandwich.
A more troubling aspect of your 'last glass' advert is that the moment the pirate wakes up he screams 'Milk! Milk!' This is patently a sign of addiction. This view is supported by the events that take place in your new 'out of stock' advert where the unavailability of milk at the local supermarket drives your characters to hijack a delivery van in order to obtain their lactose fix. Is it reasonable that the pursuit of milk should turn people to criminality? I for one do not think so. All you need to advertise milk is a celebrity of some sort with a big smile, a white 'milk moustache' and an empty glass in front of them. What could be more wholesome than that?
Yours sincerely,
xxxxx
Well, we do say that we 're here to create 'strong and provocative relationships between good companies and their customers'. Job done for one Cravendale customer.
Emma writes: Andy, Boffey and myself went on a fun little trip on Tuesday to Cheshire with our Cravendale clients. We spent the day planning 2008 activity and how we would ensure our brand strategy is shared and understood by the larger integrated team. After we'd figured this bit out, we then took a minibus to a local farm and spent the rest of the afternoon getting to know where Cravendale originates from by weaning the calves, feeding them, and milking lots and lots of rather intimidating looking mummy cows. An amazing trip out. Everyone had lots of fun. And gained a new appreciation for just how blimmin' hard farmers have to work.
The much-loved (by us, anyway) Cravendale Milk cyclist, pirate and cow make their first online appearance with the launch of a new microsite. The site was created by us at Wieden + Kennedy London and developed by Unit 9, with design and animation by Pic Pic Andre at Nexus Productions. It goes live...er, about now, hopefully. Here: www.milkmatters.co.uk/joinin
On the site you can select any character depicted in the ads, collaborate, interact and play with other visitors, all in the world of Cravendale ads. And you can capture the action to create your own 60 second films. You get the chance to share the movie-making experience with live visitors on the site and you also have the ability to have a private session with your friends. The films can be sent to friends as well as stored in a gallery of the microsite.
The idea was to bring the characters to life in a really interactive way. It’s one thing to direct and act out your own scenes, but the spontaneous nature of the site is probably what’s the most interesting thing about it – you never know what to expect or who you'll meet when you come to the site.
Give it a go and let us know what you think.
The Cravendale TV commercials featuring the animated characters who go to any lengths to get their hands on Cravendale are back on air in new extended 40” versions. Extra, "directors' cut"-style footage!
Apparently they love our campaign for Cravendale at Heat magazine. This is a guy called Joe Timmington who works at Heat.
Joe's on the right. Cheers. We hear that the whole office at Heat is obsessed with the Cravendale campaign - they named it on their current list of 'what's hot'. Cravendale sent them the pirate cut-out and a case of milk to say thanks. Nice one.
Here are our new ads for Cravendale. A pirate, a cyclist and a cow, all living in perfect harmony... And here's some print work. It all launches this week. Let us know what you think of this one. p>
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