Something I learned today

On the surface Wieden+Kennedy's Lurpak campaign is very nice. Beautifully shot, simple TV and outdoor.

And that's were I thought it ended. And 5 years or less ago that is where it would have ended. But then I found this very interesting post on the same campaign by MadebyMany. It turns out all of the food in the campaign was made by prominent food bloggers. This came as a bit of a revelation to me. It makes perfect sense, but yet it's something I've never considered before. By adding this simple element their online Bake Club was populated almost instantly by the followers of the food bloggers, how the print work was created is as much part of the idea as everything else, and their layouts and TV didn't require a Bake Club url or a call to action. Without it Bake Club, like many other microsites may have sat empty and unpopulated.

The integration is further enhanced by another simple addition to the site. All of the background imagery is taken from the Bake Club Flickr Stream, where users upload the results of their Bake Club.

Beautifully simple and effective.

As I write this I'm sure this is one of those "Eh how did you not know this already!" moments. But much like the "caps locks on makes your cursor disappear in photoshop" tip I learned several years into my career, it's a simple and obvious solution to an annoying problem. It just never clicked with me until now.

Or maybe I'm just reading the wrong articles?