Wieden + Kennedy

Well what a fun week it's been, Rip the Script and the summer of Nike Football has really kicked off in earnest. Incredibly proud of the Wieden + Kennedy crew, Nike, Somesuch / Dan Streit, Elliot Kennedy, Arthur Couvat, JOINT and all of our co-conspirators for not even blinking at the mission, and making it fun as hell along the way.

Jessica Apellaniz became Wieden+Kennedy México’s first chief creative officer when the agency opened its Mexico City office in 2023. Since then, she has shaped the office’s creative vision and work for clients including Nike, Ford Motor Company, Uber and Anheuser-Busch InBev. Previously, she served as Ogilvy’s CCO for Latin America, leading award-winning campaigns for brands such as Coca-Cola, KFC, Mondelēz and American Express. Apellaniz began her career in production, including a stint at MTV Latin America, before moving into copywriting and creative leadership. One of the few women to hold a regional creative leadership role in Latin America, she has also been an advocate for building more representative and inclusive teams across the industry. 💡 Ad Age's Tim Nudd spoke with her about deadlines, crafting one’s creative process, Mexico’s creative voice in the region and the real magic of creativity. Read this edition of our recurring 1️⃣0️⃣ questions series: https://lnkd.in/dXVtEJfN

How ridiculous does it sound to make a FIFA World Cup campaign that's NOT about the crossover between our brand (McDonald’s) and the beautiful game? ⚽ How ridiculous does it sound to NOT go for something like, "Nothing tastes better than a win with McD in your hands"? Or something like, "We deliver for your watch party." Or, "Your ideal post-game destination."? Well... at McDonald's, we didn't think it was too ridiculous. Instead, we flipped the script: We chose to go with true, authentic Fandom FOR McD. Because all those Fans of the World Cup (whether they are famous or not) are also Fans of McDonald's. And those Fans have their very own authentic rituals at McD, just like you & me. We chose to show the world how some of the most famous football players on the planet are ultimately just like us. They have their own go-to order, their own way of dipping their McNuggets, and their own obsession with getting THAT ONE collectible. We call that "The World Cup goes to McDonald's." 🏆 To give every Fan around the world a chance to participate in the World Cup craze, we're turning each of our 43,000 restaurants into a World Cup destination where you can take a piece of the FIFA World Cup home with you. 🌎 Starting on June 4 in the U.S., and worldwide on June 9, Fans can order the FIFA World Cup Meal at McDonald's, including the legendary Big Mac Sauce as a McNuggets dip. 🍟 And for those who will experience the World Cup for the very first time, we've brought Squishmallows dressed in World Cup jerseys into the Happy Meal, to introduce the beautiful game to the next generation of Fans. What’s your McD ritual that the world should know about (no worries, you don’t need to be famous ;)? ___________ Big kudos to the amazing team that worked hard on this for the past 2.5 years to bring the BIGGEST-ever global McD campaign to life, especially Madeline Kerr and Fatma Othman, Paloma Azulay, Jennifer Healan, Sheila Hamilton, Guillaume Huin, Anna Engel, Tara M., Sophia Omuemu, Beth Czerwinski, Jennifer DelVecchio, Erwin Dito, Paolo Dinale, Nancy Meza, Stella Kleynerman, Amanda Mulligan, Amy Goldberg, Ellie Carignan, M.S., Becky Bevacqua, Nezariel Scott, Christianna Klangides, Rosa Cubas, Emily Cheung, Anna Martin, Liz Fernandez, Andrew Southey, Bill Cramblit, Amanda Wilt, and many more. I also want to highlight the braveness of our leadership that didn't just allow us to go down this path, but actually continued to push us to go further – thank you, Morgan Flatley and Alyssa Buetikofer. And obviously none of this would have happened without our fantastic agency partners at Wieden + Kennedy, tms, WME | William Morris Endeavor, Publicis Groupe & Golin. A special shout out to Andrew Fisher, who pushed us to ZIG while every other brand ZAGS, and to Paddy Treacy and Alex McClelland for their creative leadership. You're Big Mac level-cool!

Come all ye Bud Light fans. In 2018, Wieden + Kennedy and AB InBev took it back (by about 500 years) to the Medieval times and brought people together with two silly words that were used to celebrate anything. Launching at the same times as the Game of Thrones finale, the Bud Light films crafted old-timey stories where Dilly Dilly took centre stage – and took off. The phrase permeated culture, appearing in bootlegged merch, in the NFL and even sparking a friendly cease and desist read aloud by the town crier. But it wasn’t all nonsense for nothing. ‘Dilly Dilly’ created growth in market share for the first time in over a year, plus a 24% increase in share of social conversation to almost 70%. Over 61% of the U.S population had heard of ‘Dilly Dilly’, and dictionary Merriam-Webster even gave the word its own definition. 🥈1 Silver Lion Dilly Dilly | Wieden+Kennedy New York, New York | AB InBev | 2018 See 2026 Creative Marketer of the Year AB InBev take the stage at Cannes Lions 2026 – and get inspired to create the best work of your life. Get your pass now. https://lnkd.in/gFAb9Dsp