Lurpak: "KITCHEN ODYSSEY" TV Commercial by Wieden + Kennedy London

Type of Entry: Film Craft
Category: Cinematography
Title: KITCHEN ODYSSEY
Advertiser/Client: LURPAK
Product/Service: LURPAK
Entrant Company: STINK London, UNITED KINGDOM
Advertising Agency: WIEDEN+KENNEDY London, UNITED KINGDOM
Executive Creative Director: Tony Davidson/Kim Papworth
Creative Director: Ray Shaughnessy/Dan Norris
Agency Producer: Anna Smith
Account Supervisor: Alice Von Oswald
Production Company: STINK London, UNITED KINGDOM
Director: Martin Krejci
Producer: Louise Gagen
Editor: Filip Malasek
Sound Studio: Wave
Sound Design/Arrangement: Aaron Reynolds (Dolby – Tony Rapaccioli)
Post Production: Framestore/Graded At The Mill
Special Effects/Computer Graphics: Lead Flame Artist - Tom Sparks/Jonathan Hairman
Brief Explanation:
‘Kitchen Odyssey’ encourages consumers to reappraise their food decisions at times of weakness
and inspires them to make better ones. We did this by taking a very small moment and making it
epic by applying the spirit of adventure to creating an easy but delicious dinner.
There is a headset that lets a consumer cook a roast dinner on Sunday but reach for a ready meal
on Monday. We wanted to question that mentality and ask - why compromise? Our piece of film
did this by drawing attention to a common food decision – deciding what to eat after work – and
dramatising it in an exciting way.
We worked with our director to create a classic narrative for this very tiny story. He then used
the technique of moving between the macro world and the real world to create tension. All of the
drama was kept in close-up; the dark world within the fridge, flame being lit and being chased
through the gas pipe.
The music was absolutely key to the film as was the sound design. All of this was topped off by
Rutger Hauer's voice, a crucialsound layer that added to the overall drama of the film.