The Info List - Wieden Kennedy

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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
Dan Wieden
and David Kennedy , and headquartered in Portland, Oregon
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 * 3.2 Facebook
* 3.3 Coca-Cola * 3.4 ESPN
* 3.5 Honda
* 3.6 Microsoft
* 3.7 Miller Brewing
Miller Brewing
* 3.8 Old Spice
Old Spice
* 3.9 Procter & Gamble
Procter & Gamble
* 3.10 Chrysler
* 3.11 3 Mobile
3 Mobile
* 3.12 Make in India
Make in India

* 4 References * 5 External links


Dan Wieden
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.

In 2003, Wieden+Kennedy
created W+K Tokyo
Lab, a record label and creative workshop based out of the agency's Tokyo
office. Since 2003, W+K Tokyo
Lab has released CD/DVD titles that combine music, graphics, and film. Tokyo
Lab's current roster features local hip-hop and electronic artists including Hifana , DJ Uppercut, Afra , and Takagi Masakatsu .

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.

In 2006, 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
Janelle Monáe
, Art Brut
Art Brut
, The Rapture , Son Volt
Son Volt
, Lyrics Born , Ladytron , Cut Chemist
Cut Chemist
, Cold War Kids
Cold War Kids
, Nada Surf , Juliette and the Licks , Pete Yorn
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 WKEntertainment.


Two of the agency's television ads for Nike have won Emmy Awards
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 2007.

"It's Mine", Wieden+Kennedy's advertisement for Coca-Cola which aired during 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 Spice .

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.



* 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
Bo Jackson
. * An iconic commercial in which Brazilian footballer Ronaldinho puts 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 YouTube
and was the first YouTube
video to reach one million views. * Air Jordan
Air Jordan
ads featuring Spike Lee
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 Lennon . * 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), and LeBron James (the LeBrons). * Lance Armstrong
Lance Armstrong
's "LIVESTRONG " yellow bracelet campaign to raise funds for cancer research. * "Pretty ", featuring tennis player Maria Sharapova
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 series Grand Theft Auto ). * "Yours", Diet Coke campaign, as seen during the 2007 Academy Awards .


* The " This is SportsCenter " campaign, a satirical look behind the scenes at ESPN
headquarters * "Your NBA
Destination" campaign, marking ESPN
as the destination for all things NBA


* "Grrr ", featuring the song "Hate Something, Change Something" as voiced by Garrison Keillor
Garrison Keillor
. * "Cog ", a Rube Goldberg -esque assembly of the separate parts of a Honda. * "Impossible Dream ", a two-minute long showcase of the variety of Honda
vehicles. * "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 Morris .


* "Experience is Everything" campaign featuring actor Bruce Campbell . * " The Man Your Man Could Smell Like " featuring actor Isaiah Mustafa .

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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, McGraw-Hill , 2003, p. 173 * ^ Thampi, Praveen S (November 7, 2007). " Wieden+Kennedy
just does it". The Economic Times. Retrieved 26 May 2014. * ^ " Dan Wieden
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 Portland\'s Wieden+Kennedy
ad agency". The Oregonian
The Oregonian
. Retrieved 1 February 2010. * ^ 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 978-0-679-74042-1 . * ^ "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
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