Under a starry canopy at last night's British Arrows Craft Awards, Lurpak Cook's Range was awarded three golds for cinematography (Stephen Keith-Roach), editing (Joe Guest at Final Cut) and sound design (Aaron Reynolds at Wave), and a silver for best director (Dougal Wilson). Meanwhile, Cravendale Barry the Biscuit Boy picked up a silver for model making. Congratulations to all involved!
Francisco Condorelli, founder and executive director of the festival, said, "the industry has changed a lot in the last decades, and the brands, agencies and production companies understood that it is essential to deliver well-crafted works. The quality of the entries we’ve seen this week confirms it”.
This category recognises a previously awarded creative campaign that has achieved a measurable impact on the client’s business. Judging is based upon idea, strategy, and results and effectiveness.
In his announcement of Lurpak’s win, Jury President David Sable, Global CEO of Y&R, said the ‘truly inspiring’ campaign has turned butter from an ingredient into something to be celebrated, and in doing so, has changed the category, setting the bar high for all future food advertising.
Throughout the year, TV ads duke it out for the top spot in The Thinkboxes, a bi-monthly award celebrating and honouring all forms of TV ad creativity.
Our Lurpak Adventure Awaitsspot was picked top of the 'boxes for March/April, thanks to some "pure TV brilliance". Thanks Thinkboxes!
Head over to the Thinkboxes site to read more about it from our lovely Lurpak client, Laurence.
Not only that, but another one of our deliciously creamy ads, Cravendale Barry the Biscuit Boy,was shortlisted for the award on account of "more trademark wackiness". Remind yourselves of Barry's milky cautionary tale:
W+K Lurpak account director Katja shares a story about a memorable client briefing the team attended this week:
We were not sure whether to be excited or terrified about the idea of hosting our Lurpak briefing session in Dans le Noir (in darkness), a concept restaurant in London. The idea was to have a different kind of food experience whilst receiving our new Lurpak client brief.
Dining in the total darkness, when guided and served by blind people, is a unique experience. One that changes our view of the world by reversing our perspective, prompting and helping us to re-evaluate our perception of taste and smell… well, that's what it says on the restaurant's website.
We decided to be brave and give it a try. Actually, the client pushed us to be brave. And that's exactly the kind of client we all want to work with, right?
The team, led by Bart, didn’t overpromise. Roberto, our waiter (at the front of the chain), who some of you may know from the movie About Time, looked after us and made the experience unique.
All in all it was a great day. A juicy, new brief. A new food experience. Team motivation up.
We opened this morning's edition of Campaign to find our latest campaign for Lurpak, Adventure Awaits, noted by Private View's 'Suit' and 'Creative' alike.
Says Richard Arscott, MD of Abbott Mead Vickers BBDO, "It does a great job of carrying the brand’s value yet embracing the "new frontier" of Cook’s Range products with its space theme. [...] And it moves the campaign on just enough for me not to think they’re caught making the same ad again."
A couple of weeks ago, we launched the new Lurpak 'Cook's Range' campaign, which rallies ambitious home cooks to venture into bold new territory in the kitchen. The story continues today with the launch of the experiental campaign at London's Waterloo station, which runs until 26th April.
The campaign integrates the epic HD advertising screen at Waterloo with an interactive stand, where three food ambassadors including Lily Vanilli, Tom Sellers and Valentine Warner are aiming to inspire visitors to embark on their own food adventures.
Over the next couple of days, the screen will stream live content captured on the food stand, as the Cook's Range ambassadors whip up inticing treats using the product range and to inspire food adventurers, including cakes, lamb, steak and omlettes. If you're catching a train from Waterloo or find yourself at South Bank, stop by the stand in the main concourse and check out what's cooking.
The campaign was brought to life with the help of BD Network, Carat, Posterscope, PS Live, Grand Visual, Liveposter, JCD and Outside Line, and will subsequently roll out at other stations across the country.
'Shall I play it safe with my well-rehearsed standby dish, or shall I take on that unattempted new recipe?' It’s a daily conundrum for every cook mulling over what to make for dinner. So with our new Lurpak® Cook’s Range campaign, which launches today, we wanted to inspire those teetering on the edge of bravery to take the path less trodden.
The recently launched Lurpak® Cook’s Range is a collection of butter-based products for food lovers embarking on exhilarating food adventures. We wanted to show what each product enables cooks to do in the kitchen; like a trusty wooden spoon or a well-aged skillet, we wanted to position the Cook’s Range as companion that cooks can rely on when they venture out of their comfort zones, whether they’re conquering unchartered recipes or simply tweaking old favourites.
The 60” TV spot, directed by Dougal Wilson, breaks in the UK this weekend. Borrowing from the rhetoric of motivational speeches in the voiceover, the spot compares the pioneering spirit of the cook to that of space exploration. That’s the beauty of adventurous cooking – the greatest meals are yet to be had.
The print and outdoor campaign was shot by photographer Ryan Hopkinson, bringing to life the imagination of a cook dreaming up a new dish. The ads capture the glory of cooking in action and celebrate each product’s ideal uses, rallying cooks to forge new territory in the kitchen.
We developed the global Cook’s Range work in close collaboration with Arla’s Global/UK Lurpak® team, and we also designed the range’s packaging. It’s inspired by visual ‘expressions’ of cooking and draws on the brand’s DNA, using the Lurpak® colours of grey, white, blue and red.
Cooks can also join the conversation and share their adventures on Twitter via the #foodadventures hashtag. We wanted to do more than just inspire people to be more adventurous in the kitchen, we wanted to enable and reward them. So with Lurpak’s digital agency, Outside Line, we came up with of ways for people to interact with the brand and get a deeper experience.