Tony D here. Not often i contribute to the blog, but when i do i like to think it's of a high calibre. You may already be aware that the current award winning Old Spice campaign was produced out of our Portland office. However what is not so well known is that Freddie Powell, who co wrote the Nike 'Write the Future' epic,is the son of the original 'Old Spice girl'. Check out this link and have some 'mum envy'...welcome to optimism
Showing posts with label welcome to optimism. Show all posts
Showing posts with label welcome to optimism. Show all posts
Monday, July 5, 2010
Thursday, June 3, 2010
welcome to optimism: awesomeness anticipated from WK Tokyo Lab
Our friends at Wieden + Kennedy Tokyo have something new on the way. Their record label, WK Tokyo Lab, is about to finish production for Hifana’s new album 24H. The release date has been set for 28th July. You can preview listening samples for all 12 tracks on the album here: HIFANA “24H” TRACK LISTENING PAGE
Please enjoy.
For more info on WK Tokyo Lab, see also their blog...welcome to optimism
Please enjoy.
For more info on WK Tokyo Lab, see also their blog...welcome to optimism
Monday, May 17, 2010
welcome to optimism: Nike Write The Future - Phase One
A date for your diaries: Thursday 20 May at 6pm. Nike's launch of its World Cup commercial via a webcast on Facebook. This will be the official, global premiere of the full-length 3-minute content before it airs on UK TV.
But to whet our appetite, short clips are being released this week. The first of which went live on Saturday and features our national footballing hero Wayne Rooney as you've never seen him before - and hopefully as you'll never see him again.
After one wrong pass in a crucial match, we see how his glittering, international career could diminish into life in a trailer park. You can check out the clip below and then we recommend you put the webcast in your diaries - the World Cup comes around only once every four years and with this ad to kick off the tournament, it's not one to be missed. welcome to optimism
But to whet our appetite, short clips are being released this week. The first of which went live on Saturday and features our national footballing hero Wayne Rooney as you've never seen him before - and hopefully as you'll never see him again.
After one wrong pass in a crucial match, we see how his glittering, international career could diminish into life in a trailer park. You can check out the clip below and then we recommend you put the webcast in your diaries - the World Cup comes around only once every four years and with this ad to kick off the tournament, it's not one to be missed. welcome to optimism
Tuesday, May 11, 2010
welcome to optimism: TAKE TO THE STAGE
Following on from the INSPIRE THE BOOTS competition we blogged about last week, Nike is simultaneously running another contest: one whose prize is the ultimate for any young football fan – to be the voice of the brand on the ground in South Africa this Summer.
And not only that, the chosen young fan will complete Nike’s trio covering all the World Cup action and news, alongside chart-topping Tinchy Stryder and Premier League defender Anton Ferdinand. Read more @ welcome to optimism
And not only that, the chosen young fan will complete Nike’s trio covering all the World Cup action and news, alongside chart-topping Tinchy Stryder and Premier League defender Anton Ferdinand. Read more @ welcome to optimism
welcome to optimism: Emeco & Coca-Cola Collaboration
Ben and Sophie have created this wonderful press ad to celebrate the recent collaboration between Emeco and Coca-Cola. Please view here: welcome to optimism
Friday, April 30, 2010
welcome to optimism: Nike GRID - Close Up
Nice essay in this week's Campaign about Nike GRID - compiled by one of the planners involved, W+K's Graeme Douglas
Campaign 30 April Nike Grid
Here's the piece in full:
Nike is a brand built on running. Trace the company’s lineage back and you eventually arrive about forty years ago, with running pioneer and legendary Nike co-founder Bill Bowerman’s quest to build lighter, more technologically advanced running shoes to better serve the elite athletes with which he worked.
That quest for innovation is also something that’s inherent in Nike’s DNA and drives not only product development but also how the brand engages with consumers, so the creation of Nike GRID – an engagement idea built around fluid, unrestricted running – seemed a fitting concept.
THE BRIEF
Nike set us the task of engaging young people with Nike Running around the weekend of the London Marathon. The insight driving this was that there are groups of young people running, but who were not yet adopting the title ‘runner’.
Whilst it was vital that whatever we did was consistent with and conveyed Nike’s POV on running, it was evident from the start that a message-based campaign wasn’t going to be enough. We needed to get people out and active; and introduce to them a new way to run. The main goal was to make it accessible, both in its location and the format of the event. We decided the best strategic option to deliver this would be to augment the running experience; creating a layer of experience on top of the run that aimed to alter how the activity would be interacted with.
CREATING THE GRID
We set six core objectives for the concept to deliver against:
- A playful, game-like experience
- Make it flexible and fun
- Technology as an enabler, not a barrier
- Consistent with the Nike running POV
- Uniquely London
- A platform that can be built on in the future
The basic premise of GRID turns London into a game board, challenging runners to ‘claim their streets’ by amassing points for runs completed in their, and other, postcodes. Points, badges and prizes are awarded for speed, attrition, routes and various other ‘unlockables’ that became apparent as the game unfolds. Players could play at any time of the day or night, in any postcode, as casually or as seriously as they wanted. Players connected their GRID profiles with their own social networking platforms, and a central Facebook group allowed GRID to engage in a live dialogue with players as events unfolded.
Advertising also played a role: digital out-of-home in each postcode celebrated the leaders in real-time throughout the day. This had a dual purpose: not only did it motivate the participants; it also amplified the game to a larger, non-participating audience, turning the idea into a wider Nike Running brand campaign.
The GRID itself – or how we pinpointed player location – was the biggest question that we faced. Partnering with one of the major mobile location services du jour was an obvious option, but instead, we focussed one of the massive pieces of pre-digital infrastructure still lying around London: BT phone boxes.
This re-appropriation of an iconic system achieved a few things. Firstly, it completely removed technological barriers to entry. Secondly, it delivered a surprising, subversive and urban tone to the game. Thirdly, it grounded the game firmly in the real world, and provided a unique ‘sense of place’ that simply wouldn’t be achievable solely through mobile platforms.
IMPLICATIONS
GRID is part of a growing category of ideas that sits within, as Tom Coates of Yahoo! describes, the ‘real world web’; connected things that blur the physical and virtual spaces - things that thrive primarily because they excite us as humans, rather than being a vehicle for demonstrating technical capability. Fun and competition ruled over technology and tradition, which led to almost 3,000 individual, runs being logged on the day. Further performance data is not yet available, but given some of the initial feedback via the group, the experience was a rewarding and enjoyable one for those involved.
Nike GRID was a collaboration between W+K London, AKQA, Mindshare and Nike. Planning, creative, media and production responsibilities were shared between all agencies. welcome to optimism
Campaign 30 April Nike Grid
Here's the piece in full:
Nike is a brand built on running. Trace the company’s lineage back and you eventually arrive about forty years ago, with running pioneer and legendary Nike co-founder Bill Bowerman’s quest to build lighter, more technologically advanced running shoes to better serve the elite athletes with which he worked.
That quest for innovation is also something that’s inherent in Nike’s DNA and drives not only product development but also how the brand engages with consumers, so the creation of Nike GRID – an engagement idea built around fluid, unrestricted running – seemed a fitting concept.
THE BRIEF
Nike set us the task of engaging young people with Nike Running around the weekend of the London Marathon. The insight driving this was that there are groups of young people running, but who were not yet adopting the title ‘runner’.
Whilst it was vital that whatever we did was consistent with and conveyed Nike’s POV on running, it was evident from the start that a message-based campaign wasn’t going to be enough. We needed to get people out and active; and introduce to them a new way to run. The main goal was to make it accessible, both in its location and the format of the event. We decided the best strategic option to deliver this would be to augment the running experience; creating a layer of experience on top of the run that aimed to alter how the activity would be interacted with.
CREATING THE GRID
We set six core objectives for the concept to deliver against:
- A playful, game-like experience
- Make it flexible and fun
- Technology as an enabler, not a barrier
- Consistent with the Nike running POV
- Uniquely London
- A platform that can be built on in the future
The basic premise of GRID turns London into a game board, challenging runners to ‘claim their streets’ by amassing points for runs completed in their, and other, postcodes. Points, badges and prizes are awarded for speed, attrition, routes and various other ‘unlockables’ that became apparent as the game unfolds. Players could play at any time of the day or night, in any postcode, as casually or as seriously as they wanted. Players connected their GRID profiles with their own social networking platforms, and a central Facebook group allowed GRID to engage in a live dialogue with players as events unfolded.
Advertising also played a role: digital out-of-home in each postcode celebrated the leaders in real-time throughout the day. This had a dual purpose: not only did it motivate the participants; it also amplified the game to a larger, non-participating audience, turning the idea into a wider Nike Running brand campaign.
The GRID itself – or how we pinpointed player location – was the biggest question that we faced. Partnering with one of the major mobile location services du jour was an obvious option, but instead, we focussed one of the massive pieces of pre-digital infrastructure still lying around London: BT phone boxes.
This re-appropriation of an iconic system achieved a few things. Firstly, it completely removed technological barriers to entry. Secondly, it delivered a surprising, subversive and urban tone to the game. Thirdly, it grounded the game firmly in the real world, and provided a unique ‘sense of place’ that simply wouldn’t be achievable solely through mobile platforms.
IMPLICATIONS
GRID is part of a growing category of ideas that sits within, as Tom Coates of Yahoo! describes, the ‘real world web’; connected things that blur the physical and virtual spaces - things that thrive primarily because they excite us as humans, rather than being a vehicle for demonstrating technical capability. Fun and competition ruled over technology and tradition, which led to almost 3,000 individual, runs being logged on the day. Further performance data is not yet available, but given some of the initial feedback via the group, the experience was a rewarding and enjoyable one for those involved.
Nike GRID was a collaboration between W+K London, AKQA, Mindshare and Nike. Planning, creative, media and production responsibilities were shared between all agencies. welcome to optimism
Monday, April 26, 2010
welcome to optimism: the impossibler dream for honda
Bigger, longer, awesomer and impossibler: Honda Impossible Dream 2010 rolls out today across Europe.
Three years after the original Impossible Dream ad, in which a moustachioed hero moved between vehicles from a speedboat to a Formula 1 car (each vehicle the realisation of an 'impossible' Honda dream) we are releasing a new extended version, to air across 28 markets across Europe featuring the Honda jet, the CR-Z Hybrid Coupe, the hydrogen-powered FCX Clarity, the Honda robot Asimo and Honda solar panels.
Honda's extended version, which runs to two-and-a-half minutes – 30 seconds longer than the original – substitutes the original hot air balloon ending with a Honda jet rising from the waterfall to take our hero on his fantastic voyage. It takes the previous spot, which showcased Honda's heritage, and brings it up to date by including current and future products.
This pan-European ad campaign forms part of new strategy by the car maker, under European communications director Ian Armstrong, to develop a consistent brand across the region.
"'Impossible dream' is a fantastic opportunity to showcase both historic and future products in a film that truly generates a strong reaction from everyone who sees it," said Ian.
welcome to optimism
Three years after the original Impossible Dream ad, in which a moustachioed hero moved between vehicles from a speedboat to a Formula 1 car (each vehicle the realisation of an 'impossible' Honda dream) we are releasing a new extended version, to air across 28 markets across Europe featuring the Honda jet, the CR-Z Hybrid Coupe, the hydrogen-powered FCX Clarity, the Honda robot Asimo and Honda solar panels.
Honda's extended version, which runs to two-and-a-half minutes – 30 seconds longer than the original – substitutes the original hot air balloon ending with a Honda jet rising from the waterfall to take our hero on his fantastic voyage. It takes the previous spot, which showcased Honda's heritage, and brings it up to date by including current and future products.
This pan-European ad campaign forms part of new strategy by the car maker, under European communications director Ian Armstrong, to develop a consistent brand across the region.
"'Impossible dream' is a fantastic opportunity to showcase both historic and future products in a film that truly generates a strong reaction from everyone who sees it," said Ian.
welcome to optimism
Thursday, April 22, 2010
welcome to optimism: Do something different every day with our 'Carpe diem' app for Nokia
We are very excited to announce the launch of Carpe Diem.
It’s a project we at Wieden + Kennedy London have worked on with Nokia and in partnership with The School of Life. A series of daily tasks, which helps you do something new every day. The kind of little tasks that get our imaginations going, make some memories and get us learning a bit more about ourselves and the world around us.
The tasks range from the thought-provoking to the spontaneous and light hearted, some even have little rewards to help you on your way and give you a nudge in the right direction. Follow all the daily suggestions and by the end of the year you'll have done all sorts: from the delights of having a ‘hygge’, to partaking in some random acts of kindness, and dabbling in a spot of poetry.
How To Take Part:
Launched today, and running for a whole year, you can get started by visiting the website: carpediemdaily.com or if you're a Nokia user, by downloading the app from the Ovi Store by Nokia: It’s 100% free and easy to install.
How Does It Work?
1. Carpe Diem will send you a daily lesson. Ranging from the thought provoking to the light-hearted, these might take the form of a dose of wisdom, a witty insight, interesting fact or motivational challenge.
2. Each lesson will come with an easy-to-complete task.
Tasks will usually invite you to capture and share a moment of your life by snapping a photo, contributing a few lines of text or posting a short video.
Picture 1
3. Upload your contribution to your personal Carpe Diem Daily page.
Keep track of your daily submissions and check out what other members of the Carpe Diem community have submitted at carpediemdaily.com
Take part in the tasks every day and your life will change (for the better, more fulfilled sort we hope) and the handy thing is that Carpe Diem Daily comes in app form, so you can get the tasks straight to your phone. For the Nokia-less amongst you - fear not, you can still take part and share all your life-changing actions with the rest of the world.
Here’s what’s happened when we did a test-run of one of the tasks in the agency earlier:
It has been proven that people who hug and cuddle more live longer than those who don't. Extend your life and have a cuddle with someone you love. Take a photo.
welcome to optimism
It’s a project we at Wieden + Kennedy London have worked on with Nokia and in partnership with The School of Life. A series of daily tasks, which helps you do something new every day. The kind of little tasks that get our imaginations going, make some memories and get us learning a bit more about ourselves and the world around us.
The tasks range from the thought-provoking to the spontaneous and light hearted, some even have little rewards to help you on your way and give you a nudge in the right direction. Follow all the daily suggestions and by the end of the year you'll have done all sorts: from the delights of having a ‘hygge’, to partaking in some random acts of kindness, and dabbling in a spot of poetry.
How To Take Part:
Launched today, and running for a whole year, you can get started by visiting the website: carpediemdaily.com or if you're a Nokia user, by downloading the app from the Ovi Store by Nokia: It’s 100% free and easy to install.
How Does It Work?
1. Carpe Diem will send you a daily lesson. Ranging from the thought provoking to the light-hearted, these might take the form of a dose of wisdom, a witty insight, interesting fact or motivational challenge.
2. Each lesson will come with an easy-to-complete task.
Tasks will usually invite you to capture and share a moment of your life by snapping a photo, contributing a few lines of text or posting a short video.
Picture 1
3. Upload your contribution to your personal Carpe Diem Daily page.
Keep track of your daily submissions and check out what other members of the Carpe Diem community have submitted at carpediemdaily.com
Take part in the tasks every day and your life will change (for the better, more fulfilled sort we hope) and the handy thing is that Carpe Diem Daily comes in app form, so you can get the tasks straight to your phone. For the Nokia-less amongst you - fear not, you can still take part and share all your life-changing actions with the rest of the world.
Here’s what’s happened when we did a test-run of one of the tasks in the agency earlier:
It has been proven that people who hug and cuddle more live longer than those who don't. Extend your life and have a cuddle with someone you love. Take a photo.
welcome to optimism
Wednesday, April 14, 2010
welcome to optimism: is advertising on twitter right for your business?
A point of view from the W+K strategy team.
Twitter just announced that they will be launching a new ad platform and you may be wondering if it’s right for your business. Before we get to that, first let’s talk about how the new model works.
First and foremost, Twitter’s system isn’t all that different from Google AdWords, which is a system for placing ads alongside search results based on the keywords the searcher used. Twitter advertisers place CPL (cost-per-thousand views) bids on keywords and their tweets are displayed in the search results based on their bid and quality score, which will likely be calculated based on how people respond to the tweet, i.e. retweets, @replies generated by the tweet and new followers. The higher your quality score, the lower your CPM.
The benefit to advertisers according to Twitter is your tweets will be displayed “above the noise” of ever-changing search results, which gives brands the power to respond to discussions in real-time and not be buried by rapidly changing Twitter search results. Eventually, promoted tweets will find their way into Twitter streams and desktop/mobile Twitter clients like TweetDeck and Tweetie, but Twitter has not yet announced how this will be executed, but it will likely be related to the topics users tweet about. The ads will initially look like this:
Picture 2
Now, are sponsored tweets right for your business? If you have something to say that’s relevant in real-time, then yes. If you want to use it to promote a static message the same way you would with Google AdWords or banners, sponsored tweets are probably not right for you.
The Starbucks example above is a great illustration of an effective use of this technology. It’s related to a one-day promotion and would be shown to users expressing interest in the brand. It would also make sense for them to use more general keywords relating to coffee. However, keywords relating to free stuff and deals would attract less qualified users.
Initally, this system is being tested by Starbucks, Virgin America and Bravo, however, it will soon be opened up to other brands.
welcome to optimism
Twitter just announced that they will be launching a new ad platform and you may be wondering if it’s right for your business. Before we get to that, first let’s talk about how the new model works.
First and foremost, Twitter’s system isn’t all that different from Google AdWords, which is a system for placing ads alongside search results based on the keywords the searcher used. Twitter advertisers place CPL (cost-per-thousand views) bids on keywords and their tweets are displayed in the search results based on their bid and quality score, which will likely be calculated based on how people respond to the tweet, i.e. retweets, @replies generated by the tweet and new followers. The higher your quality score, the lower your CPM.
The benefit to advertisers according to Twitter is your tweets will be displayed “above the noise” of ever-changing search results, which gives brands the power to respond to discussions in real-time and not be buried by rapidly changing Twitter search results. Eventually, promoted tweets will find their way into Twitter streams and desktop/mobile Twitter clients like TweetDeck and Tweetie, but Twitter has not yet announced how this will be executed, but it will likely be related to the topics users tweet about. The ads will initially look like this:
Picture 2
Now, are sponsored tweets right for your business? If you have something to say that’s relevant in real-time, then yes. If you want to use it to promote a static message the same way you would with Google AdWords or banners, sponsored tweets are probably not right for you.
The Starbucks example above is a great illustration of an effective use of this technology. It’s related to a one-day promotion and would be shown to users expressing interest in the brand. It would also make sense for them to use more general keywords relating to coffee. However, keywords relating to free stuff and deals would attract less qualified users.
Initally, this system is being tested by Starbucks, Virgin America and Bravo, however, it will soon be opened up to other brands.
welcome to optimism
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