Wieden+Kennedy’s London blog is called Welcome to Optimism, which seems to describe accurately the agency’s chirpy demeanour, and this particular quality is apparent in its work for Three.
Last year we had ‘Dance Pony Dance,’ which was a massive viral hit:
And now another perky number, ‘Sing It Kitty’ complete with online competitions etc, just in time for Spring (we hope).
Is it another ‘Pony?’ The YouTube and other online figures will tell all. Being an agency these days is like being a DJ or an A&R man – choosing the music is vital but so is your number of chart hits.
W+K must be a bit pissed off that its clever CGI singing kitty has been pre-empted to a degree by Leo Burnett’s for Freeview. But that’s show business.
1.8m on YouTube and rising quite rapidly….