Last night the British Arrows took place under the star-studded ceiling of Battersea Evolution. Our ECD Kim Papworth, Chairman of the Jury, accompanied the host Jack Whitehall on stage to present the awards.
Given this year’s outstanding shortlist, stakes were high, but our work picked up seven arrows, four of which went to Honda Hands (recently named as one of TED’s ‘Ads Worth Spreading'). Hands picked up gold for ‘Vehicles and Automotive Products’ and 'Best over 90” Cinema Commercial’, as well as two silver arrows for 'Best over 90" TV Commercial using Paid-for Media’ and ‘Best over 90” Web-Based Film’.
Three's The Pony received two silver arrows for 'Telecommunications Services (Networks) and Products’ and ‘Best 30” - 60” TV Commercial’, and Lurpak Weave Your Magic was awarded a silver in the ‘International’ category.
Today sees the launch of Three’s new #0800Fun campaign celebrating the fact that calls to 0800 numbers are now free on all new Three plans.
To celebrate this, we’ve helped Three create a selection of fun numbers for customers to call and launched a new TV ad featuring The Singing Dictionary Line.
Directed by Chris Palmer through Gorgeous, the TV spot reveals an 80-strong choir in their call-centre dwelling: Wookey Hole cave. The TV ad is supported by OOH and digital activitty, as well as a selection of beautifully animated films created by Layzell Bros of Blinkink, each featuring one of the five numbers. The animated films are hosted on a dedicated YouTube hub at http://www.makethemostofthem.com
Here are a couple of the animated films:
And here are all the numbers, so you can try them out for yourself. Make the most of them!
The Singing Dictionary – 0800 808 5883
The Time Wasting Line – 0800 808 5730
The Nicknaming Service – 0800 011 9763
The 24 Hour Compliment Line – 0800 808 5602
The Sympathy Service – 0800 808 5191
The 24 Hour Lullaby Line – 0800 011 9865
And this is a selection of the accompanying 6-sheet OOH posters, each featuring calling cards for one of the numbers.
A couple of weeks ago, our new campaign for Three launched to the fist-pumping sounds of 80s power anthem 'We Built This City', introducing the public to Bronte the singing flat-faced grey cat. The TV ad has now been viewed almost 5 million times on YouTube, and the accompanying #singitkitty app has seen millions of viewers across the nation tearing up the cul-de-sac in their own versions of the video.
If you're wondering how we got a cat to lipsynch the words to a Starship song whilst cruising in the basket of a little girl's bike, the answer is pretty simple: VFX magic by MPC. Check out a behind-the-scenes look at how we took a simple spin around the neighbourhood to the next level and turned it into a rocking journey.
Today, the nation woke up to the sweet sounds of 'We Built This City' from laptops, mobiles and headphones everywhere. That's because our new campaign for Three has launched, celebrating the nation's love of sharing silly stuff and its power to bring people together.
The 60 second ad, which was directed by Traktor through Partizan and is set to Starship's 80s anthem 'We Built This City', makes its debut on TV today. It turns a shared moment between a young girl and her adorable pet kitten into an epic journey that sees the duo belt out a powerful rendition of the song whilst tearing up the cul-de-sac on a pink tricycle.
Because Three is the network built for the internet, wanted to salute what we love most about the web - the act of sharing silly stuff online - by allowing fans to create and star in their own version of the ad.
We brought Stinkdigital's skills in to create a web-based app (hosted at www.singitkitty.com) which takes a still photograph of fans and through a bit of smart face-morphing technology, lets them star in their own seamless and hilarious lip-synching version of the ad.
It's simple and completely addictive. You can use your phone, tablet, laptop...whatever floats your boat.
All you need to do is upload a picture of your mug, bring your mates...
...let the app work its magic...
...and boom! You and your sidekicks are rockstars.
Now imagine the possibilities. Try it with your friends, your family, your boss (those are ours, by the way).
We want to see all your best performances, so bring your best game faces and share away! Be sure to join the fun online and share your videos via the #singitkitty tag.
You may have heard that we have a few sayings here. We call them 'Wiedenisms', and one of our favourite of the bunch is "embrace failure". What does that mean? It means go out on a limb, be brave, try new things. So we were very happy to read that BBH deputy ECD David Kolbusz called our Three 'Pony' campaign one of the bravest of all time in today's issue of Campaign.
You can read what he says about 'Pony' here:
And if you're a fan of our Three work, keep your eyes peeled. We have some VERY exciting new stuff coming tomorrow. Here's a little sneak peek fo you:
Every year YouTube compiles a list of their top ten most viewed ads of the previous 12 months. Wieden+Kennedy topped the list in 2012, with our Honda 'spark' spot and we had a total seven ads in the top 20 of the year.
At number three (appropriately enough) - the moonwalking pony for Three UK.
"Three set the social media sphere buzzing this year with its moonwalking pony... The sight of the shuffling Shetland pony combined with the sounds of Fleetwood Mac’s Everywhere, spurred a torrent of positive conversation around the brand. Never underestimate the power of a dancing pony," said Marketing Week.
1 Longer content works well on YouTube – 65 per cent of the 70 leaderboard ads analysed are longer than 60 seconds.
2 An emotional response is key, with all of the advertising featuring a strong response on at least one of the following: surprise, inspiration and excitement.
3 YouTube enables a different kind of storytelling, with many of the ads being part of successful long-term campaigns and featuring a strong back story.
4 Involving, enjoyable and buzzworthy content is key to generating views.
5 Branding is not the enemy of creative success, but integrating the brand into key moments of the video is the creative challenge.
6 There is no single recipe: many approaches work, with the top five themes in all the top ads involving a human presence, music, text, a call to action and being international.
Personally I'm not sure that this analysis is very helpful as a guide to creating successful content, or as a way of explaining why some things are more successful than others. You might as well say, 'Make it really good'. Anyway, draw your own conclusions.