Creativity Innovators of the Year 2015: Wieden & Kennedy, New York

Wieden's New York office wowed us creatively this year, keeping pace with ts Portland sister. Securing David Fincher to direct new client Gap's Dress Normal campaign for TV was a real coup – and the campaign lived up to expectations. A series of cryptic, noirish spots both entertained us and successfully asserted what sets Gap apart -- a place where you can buy a functional wardrobe that will stand the test of time. This triumphant return to form for the brand was followed up an equally impressive multi-platform holiday campaign. As well serving up some witty "Dress Normal" holiday spots directed by Sofia Coppola, the agency added some fun digital elements; it created 10 embeddable short art films showing popular gifts in "action," while an augmented reality experience, Play Your Stripes, let users switch on their webcams to turn their stripey clothing into a musical instrument. W&K's work for Delta this year was also first class. It created "Innovation Class," a mentoring program offering customers the opportunity to be seated next to a business leader during a three hour flight, partnering with LinkedIn to create a one-click app that scanned consumers' LinkedIn profiles. It also continued its series of funny in-flight safety videos, with one that paid homage to the 80s with nods to the Rubik's cube, cassette tapes and "Airplane." Outstanding TV work included Jordan's nod to Derek Jeter, a stirring, celebrity-studded tribute to the Yankees player as he approached his final and 20th year in Major League Baseball. Viewers were invited to follow the conversation and pay their respects to Jeter by tagging social media posts #RE2PECT, while in Manhattan, an interactive billboard depicted New Yorkers tipping their own caps to Jeter. Another example of taking a brilliant TV campaign through the line was for Southern Comfort. For Shark Week, the agency not only served up a great TV ad, depicting, a lady barfly who sports a spiky set of shark-adorned claws, it also created a "deep sea bartending experience" online, allowing people to track the "Sharktender" and receive location-based drink recommendations. 2014 also saw the agency welcome David Kolbusz, the renowned BBH creative behind such campaigns as the Guardian's "Three Little Pigs." With his heavyweight talents on board, our expectations are high for 2015. See the other Creativity 2015 Innovators of the Year.

Creativity Innovators of the Year 2015: Wieden & Kennedy, New York

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