Wieden+Kennedy (W+K; pronounced WHY-den and KEN-edy; earlier
spelled Wieden & Kennedy) is an independent 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.
3 Selected notable campaigns
3.7 Miller Brewing
3.8 Old Spice
3.9 Procter & Gamble
3.11 3 Mobile
3.12 Make in India
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 & Kennedy (later changed to
Wieden+Kennedy) on April 1, 1982, and remain the agency of record.
The agency's first advertisements were three television commercials
for Nike that were aired during the
New York City Marathon
New York City Marathon in October
Over the years, the agency has added offices in New York City, London,
Amsterdam, Shanghai, Beijing, Tokyo,
Delhi and in late 2010, São
Paulo. W+K's turbulent relationship with former client
the basis of Randall Rothenberg's 1995 book Where the Suckers Moon:
The Life and Death of an
Main article: WKE (WKEntertainment)
Wieden+Kennedy has created original content for various brands under
the moniker W+K Entertainment since 2001. Its productions include
MTV2 series showcasing streetball; Ginga,
a documentary about Brazilian football (soccer) players; and Road to
Paris, documenting Lance Armstrong's path to his third 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,
Ladytron, Cut Chemist, 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
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
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
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 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'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,
"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).
Diet Coke campaign, as seen during the 2007 Academy Awards.
The "This is SportsCenter" campaign, a satirical look behind the
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.
"Cog", a Rube Goldberg-esque assembly of the separate parts of a
"Impossible Dream", a two-minute long showcase of the variety of Honda
"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
Procter & Gamble
"Thanks, Mom", featuring a version of the song "You'll Never Walk
Alone", as part of their
2010 Winter Olympic
2010 Winter Olympic campaign.
"Born of Fire", a two-minute spot featuring
Eminem and an excerpt of
his song "Lose Yourself", aired in 2011 during Super Bowl XLV. An
ad with a similar production, featuring Clint Eastwood, titled
"Halftime in America", aired during the next Super Bowl, Super Bowl
XLVI. It featured the same slogan, "Imported from Detroit", and was
also two minutes long.
"Pony", a UK campaign featuring a
Shetland Pony moonwalking to
Fleetwood Mac's Everywhere
Make in India
In 2015, the company also carried out the "Make in India" Campaign led
by the Indian PM Shri Narendra Modi. The campaign was regarded as a
huge success and received an overwhelming global response.
^ 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 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. Retrieved 1 February
^ Nudd, Tim. "W+K Finds Its First Ads Ever, for Nike, on Dusty Old
Tapes". Adweek. Retrieved 9 April 2017.
^ "Company Overview of Wieden + Kennedy, Inc". Bloomberg. Retrieved 9
^ Rothenberg, Randall (1995). Where the Suckers Moon: The Life and
Death of an
Advertising Campaign. New York: Vintage. p. 496.
^ "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
^ Staff report (June 16, 2004). MTV2, Nike Take to the Streets for
^ "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
^ "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
^ Wentz, laurel (November, 2002). The Gunn Report: Wieden runs to the
top with awards for Nike work; First for U.S. shop; BBDO tops
^ Global Agency of the Year: Wieden + Kennedy
^ a b c Hunsberger, Brent (December 17, 2009). "Nike, Wieden+Kennedy
haul in ad of the decade awards". The Oregonian. Retrieved 18 December
^ Brettman, Allan (December 20, 2010). "
Adweek names Wieden + Kennedy
its agency of the year". The Oregonian. Retrieved 21 December
^ Parekh, Rupal (2011-01-24). "Wieden & Kennedy is AdAge's Agency
of the Year".
^ Fast Company. December 6, 2011 Most Innovative Companies 2011
Most Innovative Companies 2011 Check url= value (help). Retrieved 5
July 2012. Missing or empty title= (help)
^ Peters, Jeremy W. (August 19, 2009). "The Birth of 'Just Do It' and
Other Magic Words". The New York Times. Retrieved 2009-09-30.
^ Staff report (July 29, 1987). Beatles Company Sues Over Use of Song
in Ad. New York Times
^ Pareles, Jon (August 5, 1987). Nike Calls Beatles Suit Groundless.
New York Times
^ "The making of 'The Man Your Man Could Smell Like' - Bill Barol -
Buzz, Boom & Sizzle -". True/Slant. Retrieved 2010-02-22.
^ "Never Walk Alone (P&G Commercial)". YouTube. 2010-02-19.
^ Elliott, Stuart (February 11, 2010). "Campaigns Big Enough to Open
With Olympics". The New York Times.
^ Dzwonkowski, Ron (February 7, 2011). "Video: Did you feel it?
Chrysler Super Bowl ad says Detroit's back". Detroit Free Press.
^ Hamilton, Jane (March 1, 2013). "The Mane Attraction". The
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