Agency A-List: Wieden & Kennedy, Amsterdam
Amsterdam is more than capable of rivalling others in the W+K stable, with strong work for the likes of Coke and Heineken.By: Alexandra Jardine, Published: Jan 15, 2013
Notable work for brands such as Heineken and Coke ensured the Amsterdam branch of Wieden + Kennedy could vie creatively with the rest of the W+K stable this year. The agency, celebrating its 20th anniversary this year, was named the world's most awarded in the Gunn report, above sister shop W&K Portland.
The agency took brand microsites into a new realm with Coca-cola's Sitelets, a series of little internet gems designed to "spread happiness". Riddles and clues posted on Coke's newly unveiled Facebook Timeline led fans to the URLs; for example, at abeachbonfire.com, people could hang out at a virtual California beach bonfire.
Heineken's Serenade Live took the brand's stylish TV spot The Date and extended it into a social media experience for Valentine's day. Over three million people watched an eight hour YouTube event in which the Bollywood-style artist from the original spot created personalized songs for Heineken fans to send to the object of their crush. Once shared via Facebook, they waited to see if they received a Yes or No video in return.
Also for Heineken, W+K created a James Bond-themed experience in "Crack the Case", an interactive element following on from a TV spot celebrating the brand's linkup with new Bond film Skyfall. At the end of the film, players were invited onto a train rattling through Siberia, and then asked to solve a series of "tests" that let them open a mysterious briefcase.
Other highlights included Intel's Go Do Something Wonderful campaign, inspired by a quote from Intel co-founder Robert Noyce and aimed at first time buyers, and FIFA's Enter The Clubhouse, starring an array of famous soccer players.
With a new MD on board (Clay Mills), the agency achieved double digit growth and won new business from the likes of GE and Intel.