W&K wins launch work for mobisode

Wieden & Kennedy has won the brief to launch “Brick-It”, the first soap series to be made exclusively for mobile phones. It is understood the business is worth &£1m.

The company behind the show, Farringdon Road Films, had been talking to three London agencies about the launch, which is said to be imminent. It is understood that Henry Mason, who directs the series, conducted the search for an agency.

The series has been created by a production team whose experience includes films such as “Eyes Wide Shut”.

A new five-minute episode will be shown every week and is expected to be shot in “24”-style with a cliffhanger to every episode. Subscribers will receive each episode overnight, allowing them to watch it anytime and anywhere throughout the day.

Mason said of Brick It last year/ “This represents a major step-change in the production of downloadable content. Written and shot entirely for mobiles, we have produced a soap series that people will be able to watch wherever they are, whenever they have five minutes to spare. This is the future of entertainment.”