'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
