Projects credited in
- Kenco Sends Powerful Ethical Message With Coffee vs. Gangs ProjectSustainability has become the norm within the coffee industry and consumers are becoming increasingly skeptical of ethical messages from big brands. In an effort to make a real difference in people’s lives, JWT London developed a pioneering, category-redefining idea to reawaken the UK population to Kenco’s commitment to doing good. Kenco, one of the world’s largest coffee brands, has embarked on an initiative that brings the brand beyond its limits. Kenco sources its coffee from some of the most beautiful countries in the world. However, many of these countries are ridden with gangs responsible for thousands of murders, with countless innocent people caught in the crossfire. The unfortunate reality of young people growing up amongst the gangs is that lacking opportunity, they tend to fall into the gang life. The idea, by the JWT London team, was to give them a choice where currently they have none. In Honduras, where the gang problem is one of the worst in the world, JWT has set up a year-long scheme to train young at-risk people in coffee farming. The 20 recruits will be given the training and support to build a better life for themselves as coffee farmers, away from the gangs. The campaign has kicked off with a TV ad created by JWT London, featuring a young man on the brink of being involved in a gang before becoming a coffee grower. The strategy is to follow the progress of the 20 young people as they embark on their education and training program, supported and created by Kenco. This marketing idea really supersedes the brand, offering the freedom to make a genuine difference in the world.
- JWT creates content-first approach for CanonJWT London has created Canon Europe’s biggest ever integrated consumer brand campaign. As part of a three-year communications strategy, ‘Come and See’ will invite consumers to look deeper at the world and inspire people to capture the enriching and captivating stories that unfold all around, every day. The campaign is fully integrated and includes two TV spots directed by Jonathan Glazer. Driven by the understanding that consumers are changing the way the take and share photography, JWT’s new positioning has been created to inspire and support users in their ever evolving photographic journey. As part of this, the agency will also be responsible for running a content hub website. This will provide consumers with behind-the-scenes insight into the fascinating stories featured in the campaign, as well as proprietary technology stories and product information. A series of ‘How-to’ product-centric videos have also been created by travel photographer, Christopher Pillitz and wildlife photographer, Jamie Hall, to provide consumers with top tips on the art of capturing beautiful photography using Canon product. The first of the ‘Come and See’ stories; showcases a Calcio Storico match – a ‘historic football’ game. Amidst the art-filled galleries and recognisable tourist attractions in Florence, an ancient version of football unfolds, more gladiator than UEFA Champions League™, where competitors dressed in medieval clothes tackle, wrestle and chase each other wildly to get the ball and win the ultimate sporting trophy – a cow. The second story, which will break later this year, shows a herd of deer exploring residential streets close to Epping Forest, south-east England. Whilst locals sleep sound in bed at night, deer roam the peaceful housing estate, owning the night. Both films were shot using the Canon EOS C500 and EOS C300, spanning the course of many days due to the unexpected nature of each scenario. Jonathan Glazer is known for his revolutionary work spanning feature films and music videos for Jamiroquai and Radiohead, and best known for his advertisement commercials for the likes of Nike™, VW™, Stella™ and Levis™, including the famous and ground breaking Guinness™ ‘Surfer’ spot, topping many lists as one of the best commercials of all time. The creative goes live across EMEA in the form of a comprehensive integrated campaign from 15th September, with the first TV ad airing on that day and a far-reaching print and outdoor campaign. It will also be supported by digital and social media. Visit the Come and See website for further information which can be found at: www.canon-europe.com/comeandsee.
- JWT take a glimpse into some of the industry’s most strategic mindsJWT partnered with the APG – The Account Planning Group, the industry’s not-for-profit organisation run by members for the wider community of advertising strategists, to produce a campaign promoting their latest event, “Big Thinking on Strategy”. JWT London created a campaign to see what ‘Big thinking looks like’. The integrated campaign will be linked to a new section of the APG website, launching in mid September with advertising already live in the media sections of the Guardian as well as MPU’s run on the Guardian website alongside an interview with the headline Speaker from the ‘Big Thinking on Strategy’ event, Sir Lawrence Freedman. JWT London has been partnering with UCL to scan some of the best strategic minds in the country, including Sir Lawrence Freedman, JWT’s own Worldwide Planning Director, Guy Murphy to show what their brains look like in action. Bridget Angear will be the third speaker to have her strategic mind scanned in the coming week. Russell Ramsey of JWT London explains, “We wanted to bring to life the idea of strategic thinking in a compelling and intriguing way – the idea that we could actually see the different activity of the speakers minds was fascinating to us.” A live capture of twitter activity is planned for the event to amplify the idea of analysing how the mind functions when thinking about strategy, making this idea accessible to the audience at the event and the wider twitter community as their twitter thoughts are analysed by the JWT team in real time. Sarah Newman, director at APG: The Account Planning Group says, “’At the APG Big Thinking on Strategy conference we’ll hear the latest thinking from top strategists and it will be brilliant and inspiring. But with the help of JWT in promoting the event, for the first time ever, we’ll also be able to look inside their minds…” The campaign that launched last month will be running until 20 October, the date of the event itself. Information and tickets can be found at www.apgbigthinking.eventbrite.co.uk.
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