'Adventure awaits' by Wieden & Kennedy for Lurpak
Thinkboxes March/April Winner 2014
This month’s winner, from Arla Foods’ Lurpak Cook’s Range, uses imagery evoking space exploration to champion a pioneering spirit in home cooking.
The spot, “Adventure awaits”, takes as its soundtrack Richard Strauss’ Also Sprach Zarathustra. A voiceover, which borrows from the rhetoric of motivational speeches, builds dramatic tension, and unusual close-ups of foods suggest another-worldly landscape. The voiceover declares: “Tonight we choose adventure” as gas jets ignite to mimic rockets firing into space, and the ad ends with the line “Venture forth with Lurpak’s new Cook’s Range.”
Wieden & Kennedy worked with the client from the start of this innovation project, ahead of the ad brief. Laurence Fischer, vice-president global BSM – Lurpak, Arla Brands, says: “We researched more ‘emotional’ insights and what bigger purpose our Cook’s Range could fulfil. The target audience, foodies, are driven by a restless need for experimentation, and our range could be a trusted partner for kitchen adventures.”
It was very unexpected. Nothing in our brief pointed to this and we were a little scared, to be honest. The creative team felt it could push the brand into a new territory, which we all want for it. So we took the leap.
Laurence Fischer Vice-President Global BSM, Lurpak Arla Brands
Client Lurpak; Ad agency Wieden & Kennedy; Creative team Dan Norris, Ray Shaughnessy, Sam Heath, Freddie Powell, Hollie Walker; Production Blink; Director Dougal Wilson
Other ads on the podium
Waitrose: When you own something, you care a little more (2nd)
- Creative agency BBH London;
- Creative team Martha Riley, Richard Glendenning;
- Clients Rupert Thomas, Rupert Ellwood, Joanne Massey, Libby Langridge;
- Production companies Park Pictures;
- Director Tom Tagholm
Vodafone: The call (3rd)
- Creative agency Grey London;
- Creative team Vicki Maguire, Jonathan Marlow;
- Client Suzie Rook;
- Production company Academy;
- Director Marcus Söderlund
Also shortlisted
Anchor Cheddar: The glorious nothing days
- Creative agency CHI & Partners;
- Creative team Matt Searle, Sarah Levitt;
- Client Louise Goodyear;
- Production company Somesuch & Co;
- Director Kim Gehrig
Cravendale: Barry the Biscuit Boy
- Creative agency Wieden & Kennedy;
- Creative Dan Norris, Ray Shaughnessy, Sam Heath, Max Batten, Ben Shaffery;
- Client Harriet O’Regan
- Production company Blink
- Directors Andrew Thomas Huang, Joseph Mann
A view from a Thinkbox Academy member on this month's picks
There are some wonderfully natural moments in these ads… the moment the egg takes a giant leap on to the floury lunar landscape for Lurpak.
Danny Brooke-Taylor Founding Partner, Lucky Generals
Click here to see who won the previous award
