Are you a soft mint or a strong mint?
In a bizarre, but hilarious new campaign for Trebor by Wieden+Kennedy London, viewers are being encourages to “Choose their Trebor.” The campaign highlights people’s affinity to Trebor’s incredibly minty mints, and plays with the concept that mint fans fall firmly into one of two camps: Extra Strong Mints or Softmints. Created by the creative team of Max Batten and Ben Shaffery and directed by Academy Award-nominee Taika Waititi, the TV spot shows a father and a son at pivotal point in their relationship, with the son making a decision about who he wants to be. The familiar scenario is lent a surreal minty twist, which establishes Trebor as a bold, playful and modern brand with a quintessentially British sense of humour. Choose Your Trebor is the brand’s first TV campaign in over a decade, and the first created by Wieden+Kennedy London since being awarded the Trebor business in 2014. The TV spot is supported by a radio campaign, trade PR and in-store activity, as well as new packaging rolling out from August.
The Trebor campaign plays with the concept that mint fans fall firmly into one of two camps: Extra Strong Mints or Softmints
Choose Your Trebor - Confessions
Elena Mallo, senior brand manager for Trebor, said “We’re really pleased to be back on TV, supporting this fantastic brand with such a bold campaign. It will encourage shoppers to pick up a pack of Trebor by highlighting its great taste and heritage. Trebor is by far the market leader in mints and from this campaign we are looking to bring the brand to the forefront of consumers’ minds.” Kim Papworth, creative director at Wieden+Kennedy, added: “We loved the challenge from Trebor to celebrate Extra Strong Mints as well as Softmints in the same campaign. Trebor have a history of making memorable minty work. We hope not to disappoint.”
Rutger Hauer creates kitchen magic for Lurpak
The “Freestyle” campaign for Lurpak spreadable butter launched this weekend with a 30 second TVC, which premiered during Britain’s Got Talent. Directed by Juan Cabral, the film captures the beautiful, rhythmic chaos of freestyling in the kitchen and takes viewers on a journey of flavour experimentation and explosive taste sensations. We see cooks throw unusual and enticing dishes together to a jazzy soundtrack, whilst the voice of Lurpak, Rutger Hauer, steers the show like the leader of the band. The spot is supported by a 60 second version (below), as well as 20, 15 and 10 second cutdowns for VOD and online teasers. Press and outdoor executions shot by Gustav Almestål couple delicious and inspiring bread creations with bold statements, inviting cooks to re-evaluate their sandwich endeavours and embrace the art of going freestyle.
The “Freestyle” campaign for Lurpak spreadable butter launched this weekend with a 30 second TVC
Lurpak Spreadable – Freestyle
Commenting on the campaign Thryth Jarvis, Senior Brand Manager at Arla, said: “Ready to use straight from the fridge, Lurpak Spreadable is the perfect product for freestyling in the kitchen. We want to inspire cooks to loosen up and get creative, just as we’re doing with our energetic approach to communications. We have established a unique voice through the years with Wieden+Kennedy, and with this campaign we’re evolving our style and adding a fresh and dynamic edge to the Lurpak brand.” Creative Director at Wieden+Kennedy, Kim Papworth ,added: “What happens when Lurpak Spreadable meets great bread meets great ingredients meets great casting meets some Jazz meets Rutger Hauer meets Juan Cabral? Go freestyle.”
Carving out a slice of Icelandic life for Arla
This spring, Iceland’s traditional and nutritious yogurt Arla Skyr, is set to conquer British shores thanks to an ambitious campaign from Wieden+Kennedy London. The multichannel campaign launched in the UK over the weekend with a 90 second film. Directed by Dougal Wilson through Blink, the spot (below) is set in the 1960s and tells a story of a young telephone exchange messenger going to extraordinary lengths to keep his community connected to the world via the only telephone in their remote village. The TVC is supported by outdoor executions starting from June, heralding the arrival of Iceland’s super yogurt, photographed by celebrated British photographer Andy Sewell. Campaign activity will continue online, with a series of three short documentary films launching on 24th April, featuring modern day Icelanders. The films, ranging from one minute to shorter cutdowns tailored for different platforms, will be shared on Arla’s social channels including Facebook, Instagram, Twitter and Vine, as well as YouTube prerolls.
A multichannel campaign introducing Arla Skyr to the UK launched over the weekend with a 90 second film directed by Dougal Wilson
Arla Skyr - The Messenger
Sam Dolan, senior brand manager for yogurt at Arla, said: “We are thrilled with how the campaign is looking and the TV spot is an amazing way to launch our wonderful Skyr Icelandic style yogurt. Thanks to Wieden and Dougal for delivering another great ad for Arla.” Larry Seftel, creative director at Wieden+Kennedy London, adds: “In their long illustrious history Icelanders have been sailing the oceans, producing world beating strongmen, chess champions and, as the story of our ad tells, a young boy capable of hand delivering phone messages to people all over an often cold and forbidding Island. Now that Skyr is available in the UK we have an inkling of what their secret might be.”
