Wieden+Kennedy (W+K; /ˈwaɪdən-/[1] earlier styled Wieden & Kennedy) is an American independent global
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.[2][3]
History
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.[4] The agency's first advertisements were three
television commercials for Nike that were aired during the
New York City Marathon in October 1982.[5]
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.[citation needed]
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.[12]
Wieden+Kennedy's exploration into original programming was started in late 2008 with WK Radio,[13] and subsequently in Fall 2009 with WKEntertainment.
Awards
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,[citation needed] 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,[14] and the agency was AdWeek's "Global Agency of the Year" in 2007.[15]
"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.[16] The magazine also picked W+K's "
Grrr" for
Honda as the overall commercial of the decade.[16] Meanwhile, Bob Garfield of AdAge added Wieden+Kennedy's "Go Forth" for
Levi's as one of the worst ads in 2009.[16]
Both Creativity and AdAge named Wieden+Kennedy agency of the year for 2010.[18] In 2011, Fast Company named Wieden+Kennedy as one of the 50 most innovative companies.[19]
The "Just Do It." tagline, coined by Dan Wieden, and inspired by the final words of executed murderer
Gary Gilmore.[20]
"
Bo Knows", featuring professional football and baseball player
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.
"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).
In 2015, the company also carried out the "Make in India" Campaign led by the Indian PM
Narendra Modi. The campaign was regarded as a huge success and received an overwhelming global response.[citation needed]
"
Dilly Dilly" which was first featured in an ad titled "Banquet" launch in August 2017 and subsequently became a catchphrase. The campaign was well received by the public and led to a total of 16 advertisements which used the catchphrase.
Super Bowl LII featured "Dilly Dilly" ads from Bud Light.[27]
References
^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
^"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.
^"WK Radio Facebook Group". Facebook. 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 awards for Nike work; First for U.S. shop; BBDO tops networks. Advertising Age