Tag Archives: wieden+kennedy

First Instagram Ads: Yay or nay?

Ad agency Wieden + Kennedy were commissioned by Instagram to create the new (and first ever) ads for Instagram. The Amsterdam offices created “Stories Are Everywhere,” for the Instagram Stories campaign – Instagram’s first global campaign – with the aim to promote features such as live video, brushes and stickers.

Reflecting how the platform behaves, the campaign’s executions are intended to inspire and excite the audience about the many possibilities available to express themselves. Film content presents small, unexpected moments that are instantly sharable and dynamic outdoor is contextual to the user’s environment. Within the Instagram app, function drivers educate users about the array of features. These executions playfully work together to remind users that Instagram Stories is the place to share life’s highlights and all the casual, everyday moments in between.

The campaign was shot on an iPhone, using just the Instagram app:

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However, the short films showing a juxtaposition of professionally shot footage and “homemade” style footage, does not work for me. They appeared at the Insta Stories Festival in Cologne, Germany last month:

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Praised for celebrating the diversity of expression, they aim to release 20 to 25 films by the end of the campaign, with over 270 billboards and guerrilla OOH, appearing on train stations in Philadelphia and Milan. The concept and the print ads work nicely, but for me the short films above looks like some weird montage. What do you think?

The film compilation is a nay from me! The rest of the campaign – meh. Disappointed as a huge Instagram user and fan.

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Nike: Da Da Ding

Wieden+Kennedy (Delhi) wanted to tackle the issue that Indian advertising is still dominated by light-skinned women usually depicted in the home, leaving little to no inspiration for women who have no interest in being a housewife, or simply wish to enjoy sports and training. Sportswomen in particular are hugely under-represented in Indian advertising because girls are typically encouraged not to participate in anything that doesn’t benefit marital decisions or their assumed futures as mothers.

Mohamed Rizwan (Creative Director at Wieden+Kennedy, India) said:

Sport in India has a massive image problem, particularly for women. What we set out to do is give it a complete makeover by making it cool, accessible and fun. To that end, we commissioned some of the best image makers and musicians, and got together a crew of women that best represent sport in India right now.

Incorporating fierce sports stars, Indian pop culture and a catchy beat, this fantastic (and clasically Nike) ad was also accompanied by album artwork for the song “Da Da Ding”. W+K co-wrote the lyrics to “Da Da Ding” with Gizzle – at first glance, I assumed the song was a Missy Elliott number, but is in fact by Gener8ion feat. Gizzle. The fast-paced, inspiring song perfectly compliments the stars of the advert. These include national hockey player Rani Rampal, surfer Ishita Malaviya and former national badminton player (and Indian film actress) Deepika Padukone. The campaign is integrated in social media too, publishing the portraits below (by photographer Aman Makkar) of everyday athletes, national athletes and Nike NTC trainers on the popular networks Instagram and Dubsmash.

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The Asian market often depicts sport as too masculine, a waste of time and not a suitable career option. However, all of W+K global offices work on Nike, and after W+K Delhi won Nike in 2015, they haven’t steered away from the celebration of female sports stars despite the culturural differences.

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