10 Campaigns That Show How Wieden + Kennedy Impacted Culture in 2018

Advertising is ubiquitous across all media, even as repeated surveys show modern consumers moving away from "traditional" platforms. But how many of these ads are truly memorable? How many prove the brands' relevance to contemporary culture and make them stand out to ever-demanding consumers? For Wieden + Kennedy's clients, the answer is "quite a few." The independent shop earned Adweek's 2018 U.S. Agency of the Year designation not due to its huge budgets or celebrity endorsements (though there were some of those) but rather the variety and overall quality of its work. Even more than that, W+K consistently proved that it could find a place for brands within American culture—be they old or new, established or disruptive, tech or CPG. The following campaigns demonstrate how W+K rode a creative tailwind and put its stamp on more than simply advertising. Nike | Dream Crazy Office: Wieden + Kennedy Portland A likely candidate for ad of the year, this campaign started with a bare-bones concept to celebrate the 30th anniversary of “Just Do It”: Colin Kaepernick tweeting an image of himself with the copy, “Believe in something. Even if it means sacrificing everything.” That single image made everyone in the country lose their collective minds, with supporters praising the brand and critics burning sneakers and destroying socks in protest. [kickout id="1"] Two days later, the 2-minute ad titled “Dream Crazy” dropped and became another part of the launching pad for the wider “It’s Only Crazy Until You Do It” campaign. Interestingly, the spot aired during the Eagles/Falcons game (Kaepernick’s collusion case against the league is still active) while the agency was still in the mix for the NFL’s ad business, won yesterday by 72andSunny. In the end, though, the inherent risk of using an embattled athlete appears to have paid off, with analysts determining that the campaign boosted Nike’s market value by a whopping $6 billion. Bud Light | Dilly Dilly Office: Wieden + Kennedy New York This year, the Bud Light account was the Wieden equivalent of a mullet: business in the front, party in the back. The ubiquitous beer was already W+K New York's largest account–and after the winning Super Bowl campaign, AB InBev consolidated the entirety of the brand’s creative and social work with its lead agency without a review. But it was the work itself that kept people talking throughout the year. A trio of entertaining Super Bowl ads (including the worst battle speech ever) set the stage in January and February. [kickout id="2"] [kickout id="3"] [kickout id="4"] Yet, neither the brand nor agency knew that during the game itself, Philadelphia Eagles quarterback Nick Foles would ask his coach, Doug Pederson, about whether or not to run “Philly Philly,” a secret trick play credited with turning the game in their favor that just happened to be named in homage to the W+K team's Bud catchphrase. They also couldn't have foreseen the same slogan being banned at the Masters golf tournament—but Bud Light did have some fun with it. Overall, though, it was another strong, hilarious and consistent year filled with many varieties of “Dilly Dilly,” all of which poked fun at the beverage elites and focused on the many as opposed to the few. Ford | Built Ford Proud Office: Wieden + Kennedy New York W+K is masterful at breathing new life into historical brands (their KFC work is a good example), and Ford is no exception. Taking the classic “Built Ford Tough” in a fresh direction, the agency cast the always-engaging Bryan Cranston for the automaker’s newest work. [kickout id="5"] [kickout id="6"] While the agency isn’t the creative lead on the account (that responsibility ultimately fell to BBDO), there is no doubt after this campaign that W+K will continue to put its stamp on the next chapter of the venerable American brand while serving as an "innovation partner." OKCupid | DTF Office: Wieden + Kennedy New York In attacking the transactional nature of dating, W+K and OKCupid flipped the DTF acronym on its head. Instead of its usual pejorative meaning, the three letters became delightfully engaging alternatives to the pervasive hookup culture. The playful, brightly colored campaign, running under the tagline “Dating deserves better,” included a range of gems like “down to farmer’s market,” “down to finish my novel” and “down to feel fabulous.” [kickout id="7"] [kickout id="8"] [kickout id="9"] The agency also tried a few politically-oriented executions (“down to flight about the president,” “down to filter out the far-right”) that ended up being rejected by some transit authorities. Success! [kickout id="10"] [kickout id="11"] [kickout id="12"] But the proof was in the pudding, as OKCupid saw a substantial boost in awareness among the crowded field of dating apps. KFC | KFC Honky Tonk Office: Wieden + Kennedy Portland Some well-worn brands, like Bud Light and Geico, continue releasing strong creative work against all odds, year after year. W+K ensured that KFC did the same in 2018. One could be excused for thinking that the brand leans a little too heavily on stunts, but they work. This year's bunch included a campaign that offered parents $11,000 if they were willing to name their child Harland (after KFC’s founder) and a hookup with Super Deluxe in which a four-hour livestream consisted of cats enjoying a Colonel Sanders-inspired climber. Of course, some of the more prominent broadcast work included another round of outstanding celebrity choices to play the Colonel, including George Hamilton (reprising the role) and Jason Alexander. But it was Reba McEntire’s turn as the brand mascot that made the biggest impression, not just because she was the first female Colonel but because of the sheer joy she brought to the role. [kickout id="13"] The bigger win, though? KFC sent its $234 million U.S. media account to the agency after a competitive review. Nike | Voice of Belief Office: Wieden + Kennedy Portland There was quite a run on Serena Williams ads this year. From Gatorade to Beats to Chase, the 2018 Adweek Brand Visionary was everywhere. However, Nike’s “Voice of Belief” emerged as one of the very best as she made her way back to the U.S. Open. [kickout id="14"] The ad is classic Nike and W+K … a simple premise and powerful story rolled into a well-produced narrative that cannot be ignored. Delta Air Lines | Runways Office: Wieden + Kennedy New York Travel is a tough category, yet W+K’s relationship with Delta proves that a good partnership can go a long way. “They’re pushy; they’re driven; they’re aggressive; they’re quite committed to their own ideas,” Delta Air Lines svp, CMO Tim Mapes told Adweek. He also calls W+K “a fantastic partner,” adding, “They will be this company’s ad agency for a very long time to come.” As AOR for the airline since 2009, the overall body of work for the brand has been elevated–and no more so than a spectacular ad, “Runways,” that launched in March. [kickout id="15"] Narrated by the inimitable and perfectly-cast Viola Davis, the short film strings together more than 15 of the airline's global destinations while serving as a master class in camerawork and editing. RXBAR | No B.S. Office: Wieden + Kennedy Portland “It always had to be [Ice-T]. It felt so right, we didn’t even explore other options,” Charlie Hart, RXBAR’s director of masterbrand told Adweek in August. Indeed, when searching for a spokesperson for the protein bar, the brand’s “No B.S.” mantra landed on the hip-hop legend. And the creative from W+K, like the bar itself, was simple … and delicious. [kickout id="16"] [kickout id="17"] [kickout id="18"] [kickout id="19"] [kickout id="20"] [kickout id="21"] Travel Oregon | Only Slightly Exaggerated Office: Wieden + Kennedy Portland It may not be the most high-profile of clients, but W+K’s work for Travel Oregon and Travel Portland has been charmingly representative of its own home state's signature quirks. In March, a whimsical 90-second animated film for the state captured its varied beauty with a slight bit of playful exaggeration. [kickout id="22"] Travel Portland | The Portlanders Office: Wieden + Kennedy Portland Over the summer, the agency also created The Portlanders, eclectic life-sized statues (with VR viewers) that went on a roadshow to promote the city for the completely separate organization Travel Portland. [kickout id="23"] [kickout id="24"] The evidence is clear: this year, W+K was all over the American map in the best possible way. Check out the rest of our 2018 Agency of the Year coverage here: 12 Campaigns That Show How TBWA Sparked Conversations Worldwide in 2018 Global Agency of the Year: TBWA Is Once Again in a Golden Age of Disruptive Creativity U.S. Agency of the Year: Wieden + Kennedy’s Work Resonated Even in a Divided America How Adweek’s International Agency of the Year Translates Empathy Into Award-Winning Advertising Breakthrough Agency of the Year: Giant Spoon Stirs the Industry With Epic Activations and Storytelling