Ribery cast in a statue – he is about to write his future. Very nice artwork! Made by Wieden+Kennedy Amsterdam. Here you can find our previous post about the Nike ‘Write the future’ campaign.

Wherever you are in the city, you’re favourite sport should always be with you is Nike’s thought behind this dressed up ad ‘peperbus’ (pepper mill) that can be used as a sports attribute – click on image to see the entire picture. Here and here two more. There’s a URL on each peperbus that refers to a short film in which a successful athlete talks about his/her sport (in Dutch) and demonstrates how to use the outdoor furniture. Another great example of a medium turning into the message. Created by Undog, Goedbezig! Producties, and Centercom.

The first commercial ever in which Nike and Adidas live peacefully in co-existence, we thought. Nope, not true. It is Greenpeace that wants to educate us about these love brands. It’s a good thing that Marco Della Coletta and Zoe D’Amaroclearly (Godmother) can show off their skills while helping Greenpeace in its fight for a better world. But we don’t really get it. That is, we do get that Nike and Adidas are playing with toxic polluters. But why create a brand film – with breakdancers, a Snoop Dog look alike, and a logo that communicates water in Chinese – that makes Nike and Adidas look über cool, if you want to make these same brands look uncool? The e-mail accompanying this “cross media campaign” explained it wasn’t made with the help of any big agency. Well, it’s good to see that the good old advertising agencies can still have added value in getting an apt message across.

Picture: ECD’s W+K Amsterdam Mark Bernath (left) and Eric Quennoy (middle), mainly responsible for Wieden+Kennedy’s huge success in Cannes and Enrico Balleri from Nike, just after the award ceremony last Saturday. What a great closing night for the Amsterdam agency it was. Nike Write the future scored seven more Lions – earlier in the week it already won gold in Cyber. At the most important award night the Amsterdam agency first of all won the prestigious Grand Prix in film. It was a very close finish with Puma’s ‘After hours athlete’ as jury chair Tony Granger (CCO Y&R) explained at the press conference. After a lengthy discussion he asked the jury to put all the rational arguments aside and vote from the heart. This gave Nike the final push. Nike also won five Lions in Film craft: two Gold (Editing and Script), two Silver (Production and Sound), and one bronze (CG). And the seventh Lion, Gold in Integrated, proved that the campaign didn’t just have a pretty face. And then Heineken; for this other power brand W+K won five Lions in Film and Film craft. Four for The Entrance: Film: Gold and Bronze (interactive). Film craft: Gold and Silver (Direction and Sound Design). One Lion went to The Date – more or less the sequel of The Entrance. It won bronze in Film. This brought the grand total for Wieden+Kennedy to 13 (!) Lions. Together with all the Lions that Portland won for Old Spice, W+K must easily be the most awarded independent network in the world. Two more Amsterdam Lions went to MINI ‘Flow‘ (Silver in Film craft) by BSUR and one to Volkswagen’s ‘Old Lady’ (Bronze in Film) by DDB. All in all Amsterdam (officially) won 25 Lions, 8 (!) more than last year.

With 13 shortlist nominations in film and 7 in film craft, Amsterdam should be able to win some more Lions tomorrow night. Of all these nominations 4 go to Nike ‘Write the future’, 3 to Heineken’s ‘The Entrance’, and one to Heineken’s ‘The Date’, which adds up to an impressive 8 film (craft) nominations for Wieden+Kennedy Amsterdam. Write the future also has a nomination for Titanium (integrated), though this case was sent in by Nike. BSUR also does well with 4 nominations for MINI Countryman’s ‘Flow’. Philips’ ‘Wake up the town’ by Tribal DDB has 3 film nominations. Other film nominations go to Volkswagen (DDB), Centraal Beheer (DDB) – we personally liked this more subtle Centraal Beheer film a lot better – De Bijenkorf (Selmore), IDFA X-ray eyes (TBWA) – a very smart film – and the beautiful Sire film ‘Marked for life‘ (180). We’ll keep our fingers crossed!

Finally, Amsterdam wins its first golden Lion – in cyber. Nike’s ‘Write the future’, created by Wieden+Kennedy has already won a truckload of prizes, but winning in Cannes, is the cherry on top, of course. The campaign won in cyber, because it used social media very effectively; the film received 40 million online views. And since the film is so impressive, we expect it to win (at least) a golden film Lion this Saturday. Two virals were rewarded with a bronze Cyber lion. The first one: TomTom’s special edition StarWars voices – created by Pool Worldwide and directed by Willem Gerritsen (CZAR). This film will surely also win another Lion at the end of the week. The other viral, was Liquid Mountaineering for Hi-Tec by CCCP – a brilliantly executed mockumentary. Interesting detail; this second viral was also directed by Willem Gerritsen. In design two silver Lions were won. One by Amsterdam agency BrandBase for its pallet project, a unique working environment, built entirely from pallets by Most Design. The other silver design Lion went to Heineken’s STR bottle, a bottle that lights up in the dark thanks to its UV-sensitive ink – created by dBOD and Iris.