Key to the revival of Wieden+Kennedy in London has been the success of its long-running campaign for RB’s Finish (long-running by contemporary standards anyway) and it’s back with a trademark vigorous and colourful new instalment. Actually makes leftovers look quite pretty – food porn in reverse maybe.
There are bits of this approach in its debut campaign for Sainsbury’s – which has led to some sniping from the wings, as has the campaign in general – but, more than ever, TV-based campaigns require cut-through and W+K is pretty shameless about it. Importantly, it gets noticed by clients.
MAA creative scale: 8.
