Wieden+Kennedy

0:02 Hola hey Charlie here's Lucas we are creative directors at Whiting Kennedy London we work for clients like into it QuickBooks which helps small business to manage their finance and we work for not so small clients like Amazon welcome the contradictions so we put we put this picture in the beginning of our presentation to show you how obsessed we are with chickens but also because we want to show you how obsessed we are with Craft yeah there was a picture from a shoot in Chile a few years ago a mother where we met the KFC ad so it's now our first chicken [Laughter]

0:55 and we also wrote the word Hola there to remember us and to share with you that we are not from here we are from Brazil I'm from Argentina and English is not our first language so that limitation turned to be the source of our body of work that turned to be like very very visual as you'll see tonight in in this work we want to share with you. So this is it ♪

1:41 this is Genesis nightmare losing track of invoices has led to an unexpected visit from her suppliers hi ♪

2:15 [Applause]

2:22 okay but this is merely an imagination ♪

2:40 give us another red Janice with QuickBooks strangers can see her finances in real time. So there's no surprises ♪

2:50 crazy right thank you thank you yeah it was it's such a craziest story we're telling here.

3:02 But it's really funny because it comes from a very rational thinking and a very rational process so let's do a bit of like rewinding ah I was putting a lot of expectation on that joke so how we did we get here.

3:23 So yeah like a lot of rational decisions are a lot of very rational conversations with a lot of like building up a team with our clients the QuickBooks client and the widen's clients and the wedding Team sorry yeah.

3:42 So the scenario that when we were brief is not very different from what we see today recession inflation increased interest rates supply chain issues stuffing brexit issues so yeah running a small business sorry running a small business is hard at the best of times and times just got harder I know I know tonight there are many Freelancers and entrepreneurs in in this audience I'm I know it because my partner is here she's starting an art magazine it's a lovely project you should check it pinamagazine.com and she uses QuickBooks yeah of course.

4:26 So yeah running a small business is really hard and now it's it's even harder we see a lot of news about small business closing and this is a kind of the harsh reality of the of QuickBooks QuickBooks customers so we we thought like okay let's let's not make anything happy clappy let's make something that really has some tension. And it really has a a bite in it and the product proposition is very simple QuickBooks helps manage the difficult parts of running a business so you can be in the most relaxed place there is on tops of on top of things Finance is something that is is the least of the problems that you want to have when you when you run a business you have so many difficult decisions to make and then they'll let us through this line get peace of mind get QuickBooks which is a platform that allows us to write a lot of scenarios and our team Derek Louis and Thomas Coleman kudos for them their amazing team they're not with us anymore they went to New York yeah they're great so they wrote A Few scenarios I'm just going to name a few here so you understand a little bit of the craziness they their minds are they had a sluggish minicab company they had a melting ice cream parlor they had a Furniture like living and abandoning these furniture shop owner behind had some nonsense on strike yeah that was funny yeah they had a mechanic that becomes a car somehow they thought about that that wasn't that good we killed that one and then. There was some dogs hopefully you're gonna see coming out soon as as the sequel of this one and finally we got a winner it's the ad you just watch and this is how the script looked like when we presented to the client it's it's a funny script with a lot of the word X written on it.

6:17 And we we put some visuals together to start to you know convince our clients to get into this journey with like tons of eggs menacing chickens and a very very very stressful or a business owner I'm talking about crazy yeah. So perfect in the script allows us to have like this guy on board he's an amazing director that we've always wanted to work with he brought a lot of himself into his work as you can and when you look for when you look for a director to to help you to come this project to life you need someone like Ian like you know like like he he understood the story from the beginning and he visualized the story even before us we we could do it if you if you see the left side of the screen just to clarify it's Ian and the right is the chickens they look. So similar that is impressive yeah great so once you get this guy approved of course here write a treatment and it's a really interesting part of the process that you can you know build not an idea and write a few more scenes and do kind of an expansion of of the tone of voice and another creative team that just got involved in this Sami and wheelchair to them too they were really really good in like making this scripture a little bit richer and a little bit more interesting visually yeah like for example there is one of the pages with the aisle it looks like like a fried egg that was part of like this addition after the script stages and then we jump into the storyboarding and if you follow the story it's quite similar to what you just watched quiet I wouldn't say but for example in the beginning there was this starting point where Ian was thinking of having like this super big table like communal table where like all the customers were having X and and we thought it was fun but then like oh maybe it's too much like like like too much confusion.

8:26 But we thought like the Turning of the camera on top of the customers was a really cool thing to to keep so so that was a bit of like the rationale on the storyboards yeah I know the process was amazing we had an amazing production designer marucha cheers to that she really made this kind of chinigito I guess a diner in Spain super weird place she made it really detailed like the nightmare she really brought to life the words eggs in every bit of it like change the tiles and it was kind of a weird experience to be inside that said like with the casting there's so diverse and the features were so big and the Wardrobe was making this place quite nightmarish to be honest like was quite theatrical even before the lenses was kind of weird the situation should be there it's definitely not the place you wanna stop with your family on holidays to have a coffee for sure and and this was also very rational like if you see these two guys they are the guys from the opening scene and many of these decisions we were taking it with a rational of like creating distension like adding this tension to the to the Nightmare and making it more believable and and showing the suffering of this entrepreneurs you know in the in their day-to-day and and then as a contrast like showing a solution for our quit the QuickBooks solution yeah the important bits also was like the same set we dressed twice because we addressed the set for the nightmare beat and then.

10:05 There was a real life when she's just chilled it was very subtle differences that really make it like different yeah it's a big part of this and there were like a lot of decisions Amina or amazing customer designer she made this really bulky costumes yeah with real feathers and we had people inside this this costume was just walking like chickens and like the prosthetic legs were amazing like referencing dinosaurs apparently dinosaurs and chickens they're related I don't know I don't know the thing I know. There was a big discussion with like this chicken wearing trousers or not and at the end it was no trousers but yes to the jacket that we thought it was really playful with the chicken wings and I don't know also adding a bit more confusion to the story well a lot of craft you can see like just Feather by feather filling these questions and there is a reason there had less if you it's kind of a surreal scene to be there well we had these people with tennis balls attached to them.

11:22 So they could capture the light and and the diffusion I don't know very technical but we wanted to do the heads in post-production because with all the acting in like the best way to make it believable and bring it to life was through press production time-based Arts amazing job again the texture the model they did everything for these chickens and then you can see already with our actors how it comes alive it's insane yeah yeah these are our main characters and this is kind of a previews we have after our first offline when we start working and you see the render is not there but you can you know tweak and see some changes to be honest we didn't change much they did an amazing job cool and after doing a campaign like this you expect making some noise in the internet and getting like good reactions we love this one we also love this one and talking about babies well we just had a baby not me and Charlie but me and my partner and while my mom came to take care she her English is not as good she was really scared about the ad which I think it might be a good thing.

12:32 But the best response we got from our lovely ad was your invitation for being here tonight it was great it was a lot of fun so again thank you thank you very much good night