Lurpak — Go Freestyle
‘Go Freestyle’ was the first-ever global campaign for Lurpak’s spreadable product. No recipe, no plan, no carefully measured ingredients.
In our 60” spot directed by the ever-so-talented Juan Cabral, you’ll see cooks throw experimental dishes together to a rip-roaring jazz soundtrack, while the voice of Lurpak, Rutger Hauer, steers the show like the leader of the band.
For static executions, photographer Gustav Almestål captured delicious and inspiring bread creations.
We created a seeding kit that was sent to food influencers and journalists across Europe. The kit contained a record sleeve fitted with a screen and speakers to play our spot. It also included an exclusive tiffin box packed with gastronomic goodies.
Credits:
Agency: Wieden + Kennedy London
Creatives: Gustavo Kopit & Barnaby Blackburn
Creative Director: Kim Papworth, Sam Heath
Executive Creative Director: Tony Davidson, Iain Tait
Director: Juan Cabral
VO Talent: Rutger Hauer
Music: Soundtree
Editor: Neil Smith
VFX Company: MPC
Bonus
We were lucky enough to work with Brooklyn dancer Storyboard P on the choreography. Check out some of his formidable freeform moves which are inspired by stop-motion animation
More moments in the journey: early inspiration wall at W+K London, creative food explorations with the amazing food stylist Katie Giovanni, the shoot and the long process of scoring the original soundtrack at Soundtree and hanging out with the legendary Rutger Hauer (RIP).