Arla Foods is launching Lurpak Softest, a new soft blend butter that’s spreadable straight from the fridge, with a multi-channel advertising campaign created by Wieden+Kennedy London.
Centerpiece of the campaign is this stylish spot directed by Kim Gehrig of production house Somesuch, with visual effects by Time Based Arts. The action plays like a continuous smooth spread, demonstrating that food can be mastered even in a rushed moment.
Carlos Alija and Laura Sampedro, creative Directors at W+K London, explained that making viewers experience the flow of a perfectly smooth and continuous butter spread could be both satisfying and epic.
Credits
Client Arla Foods/Lurpak Agency Wieden+Kennedy London Carlos Alija, Laura Sampedro, creative directors; Juan Sevilla, Mico Toledo, creatives; Iain Tait, Tony Davidson, executive creative directors; James Laughton, TV producer. Production Somesuch, London Kim Gehrig, director; Seth Wilson, exec producer; Jacob Swan Hyam, producer; Rebecca Sykes, line producer; Daniel Landin, DP; Jez Oakley, 1st AD; Katie Giovanni, food creative. Editorial Trim, London Tom Lindsay, editor. VFX Time Based Arts Chris Aliano, producer; Simone Grattarola, colorist; Francolis Rolisin, VFX supervisor; Stephen Grasso, lead Flame artist; Adam Paterson, Flame artist; Linda Cieniawska, Nuke artist; Federico Vanone, Federico Guzzardo, 3D artists. Music Twenty Below Emily Pritchard, producer; Matt Tamsedge, composer. Sound Design 750mph Sam Ashwell, sound designer; Mary-Ann D’Cruz, producer.
After losing part of his right leg due to cancer, Terry Fox campaigned to raise national awareness and funding for cancer research by running his Marathon of Hope, a cross-Canada 42-km daily run, on his prosthetic leg. Fox, who died in 1981, is a national hero. His image will be on Canada’s new $5 bill.
In this two-minute video titled “Finish It,” the Marathon of Hope is recreated. It’s all done in one take, and it features an actor/marathon runner who uses a prosthesis on the same leg as Fox. CGI was deployed to make him look more like Fox. To further ensure the actor represented Fox accurately, not only did the actor and team watch and study many videos of Terry, but Terry’s brothers, Fred and Darrel, coached the actor on Terry’s running style and mannerisms. They also created a copy of Terry’s prosthesis for the actor to use for the shoot.
The message is clear. As the Marathon of Hope now marks its 45th anniversary, we now have the opportunity to “Finish It” for Fox, raising money and awareness to get a cure for cancer over the finish line, completing the work that Fox started. The public service film starts with Fox on the marathon run, eventually joined by a crowd of other dedicated runners from all walks of life who take over the race.
Mark Zibert directed via production company Scouts Honour for Toronto agency Diamond. The video features a never-before-heard version of the song “Courage” from Canadian band The Tragically Hip.
“We wanted to create a campaign that captures the magnitude of Terry Fox’s legacy while driving meaningful action,” said Peter Ignazi, chief creative officer at Diamond. “By revisiting the Marathon of Hope with such care and reverence, we aimed to reignite Terry’s mission and... Read More
