'The Messenger' by Wieden & Kennedy for Arla Skyr

Thinkboxes March/ April 2015 winner

This winner of this month’s Thinkboxes award for TV ad creativity turns the clock back to the late 60s to tell a story of Orri Sigurdsson, a messenger boy in a small Icelandic town with just one phone.

He braves blizzards, clambers across glaciers and scales mountains to relay messages to the far-flung members of his community. The key to his dedication and endurance? High-protein Skyr yoghurt made from skimmed milk using traditional Icelandic methods.

The 90-second commercial is part of a multichannel launch campaign that also includes outdoor and three online films – all supporting the launch TV ad.

We wanted to capture the spirit of Icelandic endeavour and Orri’s story does just that

Sam Dolan Brand Manager, Arla Yoghurt

Client Sam Dolan; Creative agency Wieden & Kennedy London; Creative team Dave Day, Larry Seftel, Thom Whitaker, Danielle Noel, Tony Davidson, Iain Tait; Production Company Blink; Director Dougal Wilson

Other ads on the podium

Tena Men: Keep Control (2nd)

  • Creative agency Abbott Mead Vickers BBDO
  • Creative team Jez Tribe, Prabs Wignarajah
  • Client Meta Redstedt 
  • Production company Biscuit Filmworks
  • Director Jeff Low

Lurpak: Freestyle (3rd)

  • Creative agency Wieden & Kennedy
  • Creative team Sam Heath, Kim Papworth, Gustavo Kopit, Barnaby Blackburn, Tony Davidson, Iain Tait
  • Client Christian Fischer
  • Production company MJZ
  • Director Juan Cabral

Also shortlisted

Budweiser: Dream Goal

  • Creative agency Anomaly
  • Creative team Oli Beale, Craig Ainsley
  • Client André Finamore
  • Production company Rattling Stick
  • Director Daniel Kleinman

Warburtons: The Deliverables

  • Creative agency WCRS
  • Creative team Andy Lee, Jonny Porthouse
  • Client Iain Lavelle
  • Production company Another Film Company
  • Director Declan Lowney

A view from a Thinkbox Academy member on this month's pick

It’s the ad for Warburtons that really stands out. Sylvester Stallone in a bread ad? For a British bread? Starring a client who can act and is self-deprecating? It’s beautifully executed with wit and charming observations.

Rosie Arnold Deputy Executive Creative Director at BBH

Click here to see who won the previous award

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