Danish butter brand Lurpak® is launching a sumptuously shot brand campaign to encourage people across the globe to take up their spatulas and cook good food from scratch.
The campaign from Wieden+Kennedy London reminds us that every moment in the kitchen is an opportunity to make a difference, and a cook’s impact on the world can be greater than we think. Indeed “Where There Are Cooks, There Is Hope.”
Centerpiece of this campaign is this playful 60 second TV commercial, directed by Kim Gehrig of production house Somesuch.
Featuring a masterful voiceover from Lurpak’s new “Food God” Mikael Persbrandt, cooks are implored to turn waste into wonder, embrace the unwanted and process their own food.
The spirited film will run across markets including the U.K., Australia, Greece and Scandinavia, and is supported by print, digital and social advertising.
Credits
Client Aria Foods/Lurpak Agency Wieden+Kennedy London Sophie Bodoh, Scott Dungate, Laura Sampedro, Carlos Alija, creative directors; Tom Bender, Tom Corcoran, creatives; Joe Bruce, creative support; Tony Davidson, Iain Tait, executive creative directors; Michelle Brough, TV producer; Sammy Watts Stanfield, TV production assistant. Production Somesuch, London Kim Gehrig, director; Seth Wilson, exec producer/managing director; James Waters, producer; Joe Thornber, production manager; Lasse Frank, DP; Stephen Keith Roach, additional photography; Marie Lanna, production designer; April Napier, costume designer. Editorial Trim, London Elise Butt, editor. VFX Framestore, London Sophie Harrison, VFX producer; Andy Salter, Ben Cronin, VFX supervisors; Simon Bourne, colorist. Audio Factory, London Anthony Moore, sound designer. Music Mr. Pape, London. John Connon, music supervisor/producer; Rohan De Livera, composer.
How do you top one of the most viral brand videos ever made? Spoiler alert: you can’t. But when Dollar Shave Club tapped Zack Seckler to direct a new campaign to revive the absurdist humor of its iconic launch video, he knew he had a rare opportunity to create something special.
The brief was simple: introduce the concept of a physical “Club” that people would love to join while showcasing Dollar Shave Club’s products and embracing the weird. From script to direction and post, Seckler--an alum of SHOOT’s 2021 New Directors Showcase--was invited to help sculpt that vision.
The result is this “Welcome to the Club” spot which invites us to join a unique, seemingly exclusive but in reality an accessible and affordable fraternity of Dollar Shave Club members. But you need to know the password or more accurately, the two-word phrase--"shave money."
“The Club” campaign brings the brand back to its humorous roots, reflecting a new chapter after being acquired by Nexus Capital Management from Unilever in late 2023. The work takes Dollar Shave Club back to its disruptive beginnings and what made the brand a viral sensation from its inception in 2011.
