WIEDEN+KENNEDY (W+K; pronounced WHY-den and KEN-edy; earlier spelled
Wieden & Kennedy) is an independently owned American advertising
agency best known for its work for Nike . Founded by
Dan Wieden and
David Kennedy , and headquartered in
Portland, Oregon , it is one of
the largest independently owned advertising agencies in the world.
* 1 History
* 1.1 Media
* 2 Awards
* 3 Selected notable campaigns
* 3.1 Nike
Procter & Gamble
Procter & Gamble
Make in India
Make in India
* 4 References
* 5 External links
Dan Wieden met David Kennedy in 1980, at the William Cain advertising
agency while working on the Nike account. They took Nike with them as
a client after founding Wieden Ginga, a documentary about Brazilian
football (soccer) players; and Road to Paris, documenting Lance
Armstrong 's path to his third
Tour de France
Tour de France victory in 2001.
Wieden+Kennedy created W+K
Tokyo Lab, a record label and
creative workshop based out of the agency's
Tokyo office. Since 2003,
Tokyo Lab has released CD/DVD titles that combine music, graphics,
Tokyo Lab's current roster features local hip-hop and
electronic artists including
Hifana , DJ Uppercut, Afra , and Takagi
2004 saw the launch of "
Wieden+Kennedy 12", a 13-month experimental
advertising program that accepts 13 applicants each year for an
intensive laboratory experience where students work for real clients
under the direction of members of the W+K Portland office.
Wieden+Kennedy debuted an afternoon showcase of established
and emerging musical artists in the atrium of W+K's Portland office,
dubbed the "LunchBox" concert series. Past concerts have featured
Janelle Monáe ,
Art Brut , The Rapture ,
Son Volt ,
Lyrics Born ,
Cut Chemist ,
Cold War Kids
Cold War Kids ,
Nada Surf , Juliette and the
Pete Yorn and Snax .
Wieden+Kennedy's exploration into original programming was started in
late 2008 with WK Radio, and subsequently in Fall 2009 with
Two of the agency's television ads for Nike have won
Emmy Awards :
"The Morning After," which featured a runner on New Year's Day in
2000, not noticing that every dire
Y2K prediction has come to pass;
and "Move," which edited seamlessly dozens of athletes and children
moving from one sport or activity to another. The Morning After aired
in late 1999 and won the Emmy in 2000; Move aired during the 2002
Winter Olympics and won the Emmy that year.
In 2002, the
Gunn Report named W+K as the most-awarded agency in the
world, and the agency was
AdWeek 's "Global Agency of the Year" in
"It's Mine", Wieden+Kennedy's advertisement for
Coca-Cola which aired
Super Bowl XLII in 2008, was named as the best Super Bowl
commercial of the decade by
Adweek magazine. The magazine also picked
W+K's "Grrr " for
Honda as the overall commercial of the decade.
Meanwhile, Bob Garfield of AdAge added Wieden+Kennedy's "Go Forth" for
Levi\'s as one of the worst ads in 2009.
The next year
Adweek named them as agency of the year for their work,
which included "
The Man Your Man Could Smell Like " campaign for Old
Both Creativity and AdAge named
Wieden+Kennedy agency of the year for
2010. In 2011, Fast Company named
Wieden+Kennedy as one of the 50
most innovative companies.
SELECTED NOTABLE CAMPAIGNS
* The "Just Do It." tagline, coined by Dan Wieden, and inspired by
the final words of executed murderer
Gary Gilmore .
Bo Knows ", featuring professional football and baseball player
Bo Jackson .
* An iconic commercial in which Brazilian footballer
on a new pair of Nike shoes and subsequently begins juggling the ball
and kicking it off the crossbar of the goalpost several times, not
letting it touch the ground. This commercial went viral on
was the first
YouTube video to reach one million views.
Air Jordan ads featuring
Spike Lee as "
Mars Blackmon ".
Charles Barkley 's "'I Am Not a Role Model'" ad.
* "Revolution", featuring the Beatles song "Revolution ".
* "Instant Karma", featuring the song "
Instant Karma! " by John
* The "If You Let Me Play" campaign, empowering girls to participate
in character-building team sports.
* Noted Nike basketball ads starring
Penny Hardaway (Li'l Penny),
LeBron James (the LeBrons).
Lance Armstrong 's "LIVESTRONG " yellow bracelet campaign to raise
funds for cancer research.
* "Pretty ", featuring tennis player
Maria Sharapova .
* "Here I Am", 22 stories of confidence through sport, for Nike
Women, Spring 2008.
Write the Future ", for Nike Football, Summer 2010.
Facebook Home" campaign for
Facebook Home , Spring 2013.
* "The Coke Side of Life" campaign, including "Video Game",
featuring a tough-guy video game character who experiences a change of
heart after drinking a Coke (thematically centered upon the video game
Grand Theft Auto ).
Diet Coke campaign, as seen during the 2007 Academy
* The "
This is SportsCenter " campaign, a satirical look behind the
NBA Destination" campaign, marking
ESPN as the destination
for all things
* "Grrr ", featuring the song "Hate Something, Change Something" as
Garrison Keillor .
* "Cog ", a
Rube Goldberg -esque assembly of the separate parts of a
* "Impossible Dream ", a two-minute long showcase of the variety of
* "Impossible Dream II", a re-released, extended version of the
original "Impossible Dream" advert.
* "Hands", the most successful
Honda advert to date.
* The tagline, "
Where do you want to go today? ", used during the
company's marketing campaigns during the 1990s and early-2000s.
* "The High Life Man", directed by award-winning filmmaker Errol
* "Experience is Everything" campaign featuring actor Bruce Campbell
The Man Your Man Could Smell Like " featuring actor Isaiah
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* ^ Bob Garfield, And Now a Few Words from Me: Advertising's
Leading Critic Lays Down the Law, Once and for All,
2003, p. 173
* ^ Thampi, Praveen S (November 7, 2007). "
Wieden+Kennedy just does
it". The Economic Times. Retrieved 26 May 2014.
* ^ "
Dan Wieden Talks About W+K". Think Out Loud. Oregon Public
Broadcasting. May 8, 2013. Retrieved 26 May 2014.
* ^ Row, D.K. (January 30, 2010). "Profile: David Kennedy of
Wieden+Kennedy ad agency".
The Oregonian . Retrieved 1
* ^ Nudd, Tim. "W+K Finds Its First Ads Ever, for Nike, on Dusty
Old Tapes". Adweek. Retrieved 9 April 2017.
* ^ Rothenberg, Randall (1995). Where the Suckers Moon: The Life
and Death of an
Advertising Campaign. New York: Vintage. p. 496. ISBN
* ^ "LeBron James, MTV2, Comcast, Charter, and Nike Join Forces for
\'Nike Battlegrounds: King of the Court\'". PRNewsWire. Retrieved
2009-08-25. Nike Battlegrounds is a Nike, Wieden + Kennedy
Entertainment and @radical.media production in partnership with MTV2.
* ^ Staff report (June 16, 2004). MTV2, Nike Take to the Streets
for \'Battlegrounds.\' Zap2It.com
* ^ "Nike Ginga: The Soul Of Brazilian Football". December 14,
2005. Retrieved 2009-08-25. ...Ginga is a dynamic documentary that
explores Brazil through the country's favorite sport.
* ^ "Wieden & Kennedy Looks To Branch Into Other Creative Areas".
Business 2.0. September 2009. Retrieved 2009-08-25. W&K created a film
around Nike endorser
Lance Armstrong entitled "Road to Paris"
* ^ "WK Radio
Facebook Group". Retrieved 2009-08-25. WK Radio
exists to inspire creativity through provocative conversations,
interviews, and artistic expression relating to the arts, culture,
music and media.
* ^ Wentz, laurel (November, 2002). The Gunn Report: Wieden runs to
the top with award