Wieden+Kennedy’s best chances at Cannes

Over the past six week Campaign Brief Asia has been showcasing some of the better entries from Asia to this year’s Cannes Lions. Well what’s the competition going to be like? Here we have selected some of the better chances in Cannes from one of the world’s cost creative networks…

Nike “Jogger”

Wieden + Kennedy, Portland

This is Nathan. He is 12 years old. He’s from London, Ohio. Greatness is not beyond his reach, nor is it for any of us.

ESPN: It’s Not Crazy, It’s Sports “Team Spirit”

People say when you’re a fan, you’re a fan for life, but that may be a little shortsighted. These are the stories of fans who don’t just dedicate their lives to their team, they dedicate their deaths as well. In this short film, directed by Errol Morris, we examine a subculture of fans who have team-related funerals, burials and cremations. They’re die-hard fans in the truest sense. “Team Spirit” is part of ESPN’s “It’s Not Crazy, It’s Sports” brand campaign – an effort to expose fans and the greater public to truths that are normal in the world of sports, yet outside of it, are anything but. The campaign celebrates all the bizarre, inspiring, ridiculous, random and loveable ways sports affect culture and our lives.

Old Spice “Muscle Music”

To promote the new Old Spice scent Danger Zone, Old Spice Muscleman Terry Crews does what no man has ever done before–play a drum set using nothing but his flexing muscles. In addition to watching his historically important muscle-powered performance, users also have the ability to use their keyboards to control Terry’s muscles and create and share their own muscle-powered musical creations.

P&G – “Thank you, Mom”

In both “Kids” and “Best Job,” we see the world through the eyes of the moms of the London 2012 Olympians. Whether it’s a lifetime of chauffeuring their children about, providing meals on the run, or supporting them at practices and competitions, we see all the hard work all moms do to raise their kids and help them succeed. Created to honor the amazing mothers behind Olympic athletes, we recognize that the hardest job in the world, is the best job in the world.

Dodge – “Dodge Dart Registry”

Brides and grooms have been doing it for years. Now it’s easier than ever for new car buyers too. Introducing the “Dodge Dart Registry,” an online program that provides a creative way to raise money toward the purchase of a new Dodge Dart by mobilizing friends and family to help anyone make their new car dreams come true.

LAIKA “ParaNorman”

LAIKA isn’t your typical Hollywood studio and ParaNorman isn’t your typical movie for kids. Yet from the outside looking in, ParaNorman may appear to be just another CG animated kids’ flick. Our goal with this campaign was to broaden our audience beyond kids and moms by showing what makes ParaNorman a more substantial (while equally fun) family movie, while continuing to cement LAIKA’s reputation as courageous makers of handcrafted fairy tales for every age.

Southern Comfort: Whatever’s Comfortable, “Beach”

The “Whatever’s Comfortable” campaign, much like the Southern Comfort brand, was created to celebrate and inspire the awesome attitude of people who are completely comfortable with themselves. In “Beach”, the launch film for the campaign that debuted online in summer of 2012, we are captivated by a man who owns his self-comfortableness so completely as he walks casually down the beach. This guy is owning it.

Delta Air Lines “Photon Shower”

Jet lag is an issue that plagues Delta Air Line’s most frequent flyers. As part of their commitment to improving the sleep experience in flight, Delta partnered with us to design and build the world’s first Photon Shower in an effort to remedy jet lag. Demonstrated at the 2013 Ted Conference in Long Beach, California, the Photon Shower bathed its users in a spectrum specific dose of light that when introduced to a newly discovered photoreceptor in the eye, reset the body’s internal clock and left you feeling refreshed and time zone adapted. The Photon Shower serves as another example of how Delta Air Lines isn’t just talking about sleep, but innovating it.

Three Mobile “The Pony”

Shot against the dramatic backdrop of the Shetland Islands, the TV spot follows the story of a stocky little pony. But this is no ordinary Shetland pony. With the scrape of a hoof, and a flick of his Tina Turner-esque mane, he effortlessly moonwalks along to the uplifting track ‘Everywhere’ by Fleetwood Mac.

Nike “My Time Is Now”

There is a new breed of football player emerging. Younger, smarter, and scared of no-one. Driven by the hunger to succeed. Armed with new tools and product innovation. Ready to step out of the shadows if given the opportunity. The new Nike ‘My Time Is Now’ campaign celebrates this next wave of footballers, whether it’s the participants in The Chance, Nike’s worldwide hunt for football talent, or elite athletes looking to make an impact on the world stage.

Lurpak “Weave Your Magic”

WK and Lurpak UK have been working closely together since 2007 and over the last year we’ve been busily preparing a campaign to go global. Our aim was to inspire a food lover audience worldwide and to celebrate the brand’s position as a champion of good food around the world. After months of travelling, numerous market inductions and a lot of food tasting, our team came to understand that when it comes to good food, cooks speak a universal language. It doesn’t matter where in the world your kitchen is located, which dish you are cooking or which word you use for “hot!” – food lovers’ imaginations are captured most at the moment of creation. The TV brings to life the wondrous moment in the kitchen when the cook, the ingredients and the butter come together as one. It is a moment of change and transformation, a moment at which all the senses come alive. The 60 second spot showcases this special tie and tells the story of ‘the cook’, celebrating her magical power to transform the ordinary into extraordinary.

Arla Gulp Design

From a branding perspective Gulp is not just a name; it’s an attitude. It’s a way of behaving. The design is born from the fact milkshakes need be to shaken for maximum enjoyment. The typography literally shakes things up expressing Gulp’s cheery personality. The stripes running through the design bring to life the stages at which you should enjoy the drink to maximum effect – in big, bold gulps. W+K designer Michael Bow developed the look and feel, working with copywriter Caroline Riis and Creative Directors Ray Shaughnessy and Dan Norris.