Wieden+Kennedy Portland has an astonishing ability to push advertising into areas it’s not supposed to be; perilously close to social engineering at some points.
Usually, though, it works and its campaigns become news items in their own right – not because they’re deliberately controversial or flout rules but because they present things in ways we haven’t seen before. BBH in London has the same knack when it’s on top of its game.
So here we have 200lb Nike-shod young jogger Nathan Sorrell who is, as he acknowledges, “heavy set.” Putting a fat kid centre stage in your Olympics ‘Find Your Greatness’ campaign is brave in the extreme, by both agency and client.
But we know who fortune favours, don’t we?