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.
The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.
This centerpiece PSA titled “The Rewards”--directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures--spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.
