{"id":9528,"date":"2023-09-07T17:18:57","date_gmt":"2023-09-07T16:18:57","guid":{"rendered":"https:\/\/www.vccp.com\/prague\/work\/%client_name%\/wear-la-rose"},"modified":"2023-09-11T10:15:30","modified_gmt":"2023-09-11T09:15:30","slug":"wear-la-rose","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/czechia\/work\/o2\/wear-la-rose","title":{"rendered":"Wear la Rose"},"content":{"rendered":"<div class=\"lazyblock-video-1bsBRT wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/862343953?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-Z1nd3iY wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n        <p>u003cpu003eu003cspan style=u0022font-weight: 400u0022u003eCreated in collaboration with O2\u2019s UK agency of record, u003c\/spanu003eu003cbu003eVCCP Londonu003c\/bu003eu003cspan style=u0022font-weight: 400u0022u003e, their global content production studio, u003c\/spanu003eu003cbu003eGirl&amp;Bearu003c\/bu003eu003cspan style=u0022font-weight: 400u0022u003e, and their Digital Innovation Company, u003c\/spanu003eu003cbu003eBernadetteu003c\/bu003eu003cspan style=u0022font-weight: 400u0022u003e, the campaign centres around a unique piece of art commissioned to immortalise the role that fans play in rugby, which was unveiled at the iconic Louvre Museum in Paris. u003c\/spanu003eu003c\/pu003enu003cpu003eu003cspan style=u0022font-weight: 400u0022u003eThe artwork, which features real England fans and O2 customers, was created by award-winning Canadian artist Vincent McIndoe, inspired by the host nation, it uses the \u2018French Romanticism\u2019 style which captures the emotion and drama fans go through while supporting their team.u003c\/spanu003eu003c\/pu003enu003cpu003eu003ciu003eu003cspan style=u0022font-weight: 400u0022u003eWear la Roseu003c\/spanu003eu003c\/iu003eu003cspan style=u0022font-weight: 400u0022u003e is an iteration of O2\u2019s established u003c\/spanu003eu003ciu003eu003cspan style=u0022font-weight: 400u0022u003eWear the Roseu003c\/spanu003eu003c\/iu003eu003cspan style=u0022font-weight: 400u0022u003e campaign and continues the mobile operator\u2019s association with England Rugby, which is in its 28th year and is one of the longest running sports shirt sponsorships in the world.u003c\/spanu003eu003c\/pu003enu003cpu003eu003cspan style=u0022font-weight: 400u0022u003eO2 customers travelling to France will be able to enjoy free roaming u003c\/spanu003eu003cspan style=u0022font-weight: 400u0022u003eas O2 is the only major UK mobile network to offer inclusive EU roaming as standard, up to 25GB.u003c\/spanu003eu003c\/pu003enu003cpu003eu003cspan style=u0022font-weight: 400u0022u003eThose following the team from back home, or those wanting to get even closer to the team as they progress, can tune in to special episodes of O2 Inside Line which will provide unprecedented access to the players and the latest updates from the camp.u003c\/spanu003eu003c\/pu003e<\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\tu003cpu003eu003cspan style=u0022font-weight: 400u0022u003eEngland Rugby fans with O2 can also enjoy a host of perks and offers thanks to Priority, including 30% off England Rugby Shirts and other Umbro merchandise, competitions to win signed shirts and also the chance to win a trip to France.u003c\/spanu003eu003c\/pu003enu003cpu003eu003cbu003eDylan Hartley, former England Rugby captain,u003c\/bu003eu003cspan style=u0022font-weight: 400u0022u003e said: \u201cExcitement is building and it\u2019s great to team up with O2 to launch their u003c\/spanu003eu003ciu003eu003cspan style=u0022font-weight: 400u0022u003eWear la Roseu003c\/spanu003eu003c\/iu003eu003cspan style=u0022font-weight: 400u0022u003e campaign. With thousands of England fans travelling to France to watch the team, what better way to honour them by revealing this artwork that celebrates their passionate and dedicated support.\u201du003c\/spanu003eu003c\/pu003enu003cpu003eu003cbu003eKimberley Gill, Creative Director atu003c\/bu003eu003cbu003e VCCP London, u003c\/bu003eu003cspan style=u0022font-weight: 400u0022u003eadded: \u201dAcross the channel there will be drama, there will be sweat and tears. We wanted to create something to match the passion and emotion shared by fans and players. So, we put oil on canvas, and sailed this unique and visceral piece of art over the English Channel, to take its place on French soil.\u201du003c\/spanu003eu003c\/pu003enu003cpu003eu003cspan style=u0022font-weight: 400u0022u003eThe campaign creative will launch across D\/OOH, Social, Retail and Online channels, and will run for the duration of England Rugby\u2019s time in France. The campaign also features a social filter, created by Girlu0026amp;Bear, which will enable fans to transform themselves in the painting\u2019s style and emulate their England heroes. All media was planned by MG OMD, including a partnership with RugbyJOE which will amplify u003c\/spanu003eu003ciu003eu003cspan style=u0022font-weight: 400u0022u003eWear la Rose u003c\/spanu003eu003c\/iu003eu003cspan style=u0022font-weight: 400u0022u003ethrough a social content series.u003c\/spanu003eu003c\/pu003e  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-quote-full-width-Z1vDFCg wp-block-lazyblock-quote-full-width\">  <section class=\"fullwidth fullwidth--top-lg text-center\" data-aos=\"fade-up\">\n    <div class=\"container\">\n\n      <blockquote class=\"blockquote\">\n        Our Wear la Rose campaign has England Rugby fans at its heart, championing their support and capturing what it really means to be a fan.  \n        <cite>Simon Groves, Director of Brand u0026amp; Marketing at Virgin Media O2<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>\n\n<div class=\"lazyblock-carousel-Z12Y0BK wp-block-lazyblock-carousel\">  <section class=\"fullwidth\">\r\n    <div class=\"container container--spaced-sm\">\r\n\r\n      <div id=\"imageCarousel\" class=\"carousel slide    \" data-ride=\"carousel\" data-interval=\"0\">\r\n        \r\n                \r\n        <div class=\"carousel-inner\">\r\n          \r\n                              \r\n          <div class=\"carousel-item  active\">\r\n          \r\n                      \r\n                        <div class=\"embed-responsive embed-responsive-16by9\">\r\n              <picture class=\"embed-responsive-item\">\r\n                <source data-srcset=\"https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/09\/Wear-la-Rose-4-scaled.jpg 1152w\">\r\n                <img data-src=\"https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/09\/Wear-la-Rose-4-scaled.jpg\" alt=\"\" class=\"lazyload d-block w-100\">\r\n              <\/picture>\r\n            <\/div>\r\n                        \r\n            \r\n          <\/div>\r\n      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1","filename":"Wear-la-Rose-1-scaled.jpg","filesize":1141380,"url":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2023\/09\/Wear-la-Rose-1-scaled.jpg","link":"https:\/\/www.vccp.com\/czechia\/work\/o2\/wear-la-rose\/attachment\/wear-la-rose-1","alt":"","author":"64","description":"","caption":"EMBARGOED TO 0001 THURSDAY SEPTEMBER 7\nEDITORIAL USE ONLY\nA specially-commissioned 3 meter by 1.5 meter artwork created by artist, Vincent McIndoe titled, \u00d4Wear la Rose\u00d5 is unveiled at The Louvre Museum in Paris, France for O2\u00d5s latest England Rugby campaign, which celebrates England fans and their support of the squad as they prepare to compete in the upcoming international tournament. Picture date: Wednesday September 6, 2023. PA Photo. Photo credit should read: Kieran Cleeves\/PA Wire","name":"wear-la-rose-1","status":"inherit","uploaded_to":9528,"date":"2023-09-08 14:54:50","modified":"2023-09-08 14:55:08","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/czechia\/wp-includes\/images\/media\/default.png","width":2560,"height":2237,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2023\/09\/Wear-la-Rose-1-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2023\/09\/Wear-la-Rose-1-300x262.jpg","medium-width":300,"medium-height":262,"medium_large":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2023\/09\/Wear-la-Rose-1-768x671.jpg","medium_large-width":640,"medium_large-height":559,"large":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2023\/09\/Wear-la-Rose-1-1024x895.jpg","large-width":640,"large-height":559,"1536x1536":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2023\/09\/Wear-la-Rose-1-1536x1342.jpg","1536x1536-width":1536,"1536x1536-height":1342,"2048x2048":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2023\/09\/Wear-la-Rose-1-2048x1790.jpg","2048x2048-width":2048,"2048x2048-height":1790,"Header":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2023\/09\/Wear-la-Rose-1-1920x720.jpg","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2023\/09\/Wear-la-Rose-1-1920x960.jpg","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2023\/09\/Wear-la-Rose-1-768x768.jpg","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2023\/09\/Wear-la-Rose-1-307x615.jpg","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2023\/09\/Wear-la-Rose-1-768x960.jpg","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2023\/09\/Wear-la-Rose-1-1200x630.jpg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2023\/09\/Wear-la-Rose-1-768x768.jpg","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2023\/09\/Wear-la-Rose-1-768x384.jpg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2023\/09\/Wear-la-Rose-1-307x615.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"visible_on_home_page":["1"],"meta-title":"VCCP - O2 'Wear La Rose' ","meta-description":"O2 launches \u2018Wear la Rose\u2019 campaign to celebrate England Rugby fans ","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":9522,"post_author":"57","post_date":"2023-09-04 11:18:23","post_date_gmt":"2023-09-04 10:18:23","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"859070589\",\"blockId\":\"2wT7Ma\",\"blockUniqueClass\":\"lazyblock-video-2wT7Ma\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"u003cpu003eu003cspan style=u0022font-weight: 400u0022u003eCanon Europe today is launching an integrated multi-market campaign for its PIXMA printer range, celebrating the chaotic nature of modern day life where work and personal lives continue to blur together.u003c\/spanu003eu003c\/pu003enu003cpu003eu003cspan style=u0022font-weight: 400u0022u003eCreated in partnership with EMEA creative agency of record, u003c\/spanu003eu003cbu003eVCCPu003c\/bu003eu003cspan style=u0022font-weight: 400u0022u003e, the campaign centres around the versatility of PIXMA printers and its ability to seamlessly tackle everything from work admin to life admin to the \u2018last-minute school project\u2019 admin, showcasing that it is a printer designed for The Stuff of Life. The increasing importance that the \u2018home office space\u2019 plays in the modern home has led Canon to create this integrated campaign which will roll out across EMEA.u003c\/spanu003eu003c\/pu003enu003cpu003eu003cspan style=u0022font-weight: 400u0022u003eA hero 30\u201d AV is a whirlwind of words, graphics and images mirroring the printing process and dramatising the wonderful chaos of everyday life. The unrelenting list of tasks and challenges which the PIXMA calmly undertakes is captured and reflected; depicting real things like life admin, work admin, admin admin, maps to campsites, kids\u2019 artwork, lost and found flyers, moodboards for wedding dresses, and the important financial forecasts for work - the stuff of life.\u00a0u003c\/spanu003eu003c\/pu003enu003cpu003eu003cspan style=u0022font-weight: 400u0022u003eThe films were directed by world renowned HLA director Simon Ratigan with post production and animation by multi-award winning VFX company Electric Theatre Collective. u003c\/spanu003eu003cbu003eGirlu0026amp;Bearu003c\/bu003eu003cspan style=u0022font-weight: 400u0022u003e, VCCP\u2019s global content creation studio, managed all social post production and the transcreation process, with the campaign running in key markets: UK, Germany and France across TV, digital and social until 5th November.u003c\/spanu003eu003c\/pu003e\",\"text-right\":\"u003cpu003eu003cspan style=u0022font-weight: 400u0022u003eA further 11 European markets have been supplied with localised versions of the hero and social campaign assets to run local campaigns. With such a spread of markets there has been great effort in both translation and transcreation to accurately capture the tonality and charm VCCP have pursued.u003c\/spanu003eu003c\/pu003enu003cpu003eu003cbu003eSusie Donaldson, u003c\/bu003eu003cbu003eEuropean Marketing Directoru003c\/bu003e u003cbu003eat Canonu003c\/bu003eu003cspan style=u0022font-weight: 400u0022u003e said:u003c\/spanu003e u003cspan style=u0022font-weight: 400u0022u003e\u201cIt\u2019s a simple truth that our lives now overlap and merge more than ever before as the home office has become the nerve centre of the modern household. PIXMA is the calm, reliable, creative tool that keeps things moving as chaos unfolds all around and we juggle a multitude of personal and work priorities. We know what it takes to get that balance right and wanted to celebrate PIXMA\u2019s ability to handle The Stuff Of Life.\u201du003c\/spanu003eu003c\/pu003enu003cpu003eu003cbu003eJim Capp, Creative Director atu003c\/bu003eu003cbu003e VCCP London u003c\/bu003eu003cspan style=u0022font-weight: 400u0022u003eadded: \u201cIf my own family is anything to go by, modern life is a chaotic mix of the fun stuff, the admin stuff and life stuff. We really enjoyed the home made process of capturing this for Canon\u2019s range of home office PIXMA printers.\u201du003c\/spanu003eu003c\/pu003enu003cpu003eu003cspan style=u0022font-weight: 400u0022u003eThe campaign launches today in key markets including UK, Germany and France across TV, digital and social until 5th November. A further 11 European markets will run localised versions of the campaign. Media planning and buying is managed by Merkle and Dentsu.u003c\/spanu003eu003c\/pu003e\",\"blockId\":\"298tPO\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-298tPO\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"We really enjoyed the home made process of capturing this for Canon\u2019s range of home office PIXMA printers.\",\"quotee\":\"Jim Capp, Creative Director at VCCP London\",\"blockId\":\"1U16Aw\",\"blockUniqueClass\":\"lazyblock-quote-full-width-1U16Aw\"} \/-->\n\n<!-- wp:lazyblock\/carousel 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\/-->","post_title":"For The Stuff Of Life","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-stuff-of-life","to_ping":"","pinged":"","post_modified":"2023-09-05 10:09:08","post_modified_gmt":"2023-09-05 09:09:08","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/prague\/work\/%client_name%\/the-stuff-of-life","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":9527,"post_author":"57","post_date":"2023-09-07 14:54:03","post_date_gmt":"2023-09-07 13:54:03","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"u003cp style=u0022text-align: leftu0022u003eu003cspan style=u0022font-weight: 400u0022u003eWalkers, u003c\/spanu003eu003ca href=u0022http:\/\/www.walkers.co.uk\/mostlovedu0022u003eu003cspan style=u0022font-weight: 400u0022u003eBritain\u2019s most loved crispsu003c\/spanu003eu003cspan style=u0022font-weight: 400u0022u003e and creative au003c\/spanu003eu003c\/au003eu003cspan style=u0022font-weight: 400u0022u003egency of record, VCCP London have today launched a new brand campaign which heroes British farmers and the glorious roots of their much loved crisps, to demonstrate the love and care that goes into growing their potatoes to make their delicious crisps.u003c\/spanu003eu003c\/pu003enu003cp style=u0022text-align: leftu0022u003eu003cspan style=u0022font-weight: 400u0022u003eShowing farm to crisp packet, the campaign aims to celebrate the humble spud, and the British farmers that grow them. Walkers are sharing the love for the sustainably grown, 100% British potatoesu003c\/spanu003eu003cspan style=u0022font-weight: 400u0022u003e which make their crisps so delicious, while giving a humorous nod to how they\u2019re consumed.u003c\/spanu003eu003c\/pu003enu003cp style=u0022text-align: leftu0022u003eu003cspan style=u0022font-weight: 400u0022u003eThe integrated campaign features a hero 30\u201d TVC which depicts real Walkers potato farmers on a real Walkers farm showing how they care for their crops, soundtracked by Frankie Goes to Hollywood\u2019s number one hit \u2018The Power of Love\u2019. The film then flips the script with a cheeky take on the provenance-based TV ad, contrasting the beautiful romanticised depiction of farming with the down to earth, idiosyncratic ways in which people love to devour their tasty crisps, making sure they get to every last crumb.u003c\/spanu003eu003c\/pu003enu003cp style=u0022text-align: leftu0022u003eu003cspan style=u0022font-weight: 400u0022u003eMarking a new creative direction for the brand, OOH and digital elements of the campaign juxtapose beautiful shots of Walkers farmers with the many locations and ways in which people snack on a bag of Walkers\u2019 crisps, making reference to its famous u003c\/spanu003eu003cbu003e#CrispIN or #CrispOUTu003c\/bu003eu003cspan style=u0022font-weight: 400u0022u003e brand platform.u003c\/spanu003eu003c\/pu003e\",\"blockId\":\"1AVpqm\",\"blockUniqueClass\":\"lazyblock-text-full-width-1AVpqm\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-source\":\"youtube\",\"video-id\":\"0B2IDccVsgk\",\"blockId\":\"2fLgub\",\"blockUniqueClass\":\"lazyblock-video-2fLgub\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"u003cp style=u0022text-align: leftu0022u003eu003cspan style=u0022font-weight: 400u0022u003eThis campaign is also supported by a playful radio spot which shares how much Walkers farmers love their sustainably grown, 100% British potatoes. They love them, like they really, love them. And it\u2019s clear that the public love them too as we hear their crisp packets rustling and crumbs being polished off.u003c\/spanu003eu003c\/pu003enu003cp style=u0022text-align: leftu0022u003eu003cspan style=u0022font-weight: 400u0022u003eWalkers are working to show that there are many reasons to love Walkers and one of those is their commitment to British farmers and sustainable farming practices which in turn makes them the tastiest and best quality crisp around.u003c\/spanu003eu003c\/pu003enu003cp style=u0022text-align: leftu0022u003eu003cbu003eRachael Smith, Senior Marketing Lead at Walkers u003c\/bu003eu003cspan style=u0022font-weight: 400u0022u003esaid: \u201cWith taste the number one driver for snacking purchases, quality potatoes grown with love and care are crucial to delivering the great taste of Walkers crisps. With our latest campaign we wanted to showcase the partnership we have with our Walkers farmers to source our sustainably grown, 100% British potatoes to make Britain\u2019s most loved crisps.\u201du003c\/spanu003eu003c\/pu003enu003cp style=u0022text-align: leftu0022u003eu003cbu003eMatt Lloyd, Creative Director atu003c\/bu003eu003cbu003e VCCP u003c\/bu003eu003cspan style=u0022font-weight: 400u0022u003eadded: \u201cWe're a nation of Walkers crisp lovers. Whether we're squashing them into a sarnie or up-ending a pack in public, we just can't get enough of them. But nobody really thinks very much about the humble potato. Until now. Step forward Gavin, Margaret, Emily and Tim. Real, genuine Walkers farmers, putting their 100% British potatoes on a pedestal, raising them up like newborns, and demonstrating the care, love and devotion that goes into every packet of scoffed-in-seconds Salt u0026amp; Vinegar.\u201du003c\/spanu003eu003c\/pu003enu003cp style=u0022text-align: leftu0022u003eu003cspan style=u0022font-weight: 400u0022u003eThe multichannel campaign will go live from todu003c\/spanu003eu003cspan style=u0022font-weight: 400u0022u003eay until 7th November acru003c\/spanu003eu003cspan style=u0022font-weight: 400u0022u003eoss TV, Radio, u003c\/spanu003eu003cspan style=u0022font-weight: 400u0022u003eDOOH and OOH, Social, Online and will also be supported by a PR campaign.\u00a0u003c\/spanu003eu003c\/pu003e\",\"blockId\":\"ZdYcVz\",\"blockUniqueClass\":\"lazyblock-text-full-width-ZdYcVz\"} \/-->","post_title":"We love potatoes, so you can love Walkers","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"we-love-potatoes-so-you-can-love-walkers","to_ping":"","pinged":"","post_modified":"2023-09-12 16:17:24","post_modified_gmt":"2023-09-12 15:17:24","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/prague\/work\/%client_name%\/we-love-potatoes-so-you-can-love-walkers","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":9523,"post_author":"57","post_date":"2023-09-04 11:07:15","post_date_gmt":"2023-09-04 10:07:15","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"u003ch4 style=u0022text-align: leftu0022u003eFor his latest Campaign column, VCCP's Chairman and Founding Partner Charles Vallance asks if we are beginning to see light at the end of the permacrisis tunnel.u003c\/h4u003enu003cp style=u0022text-align: leftu0022u003eu003cspan style=u0022font-weight: 400u0022u003eAre we beginning to see a chink of light at the end of the permacrisis tunnel?\u00a0u003c\/spanu003eu003c\/pu003enu003cp style=u0022text-align: leftu0022u003eu003cspan style=u0022font-weight: 400u0022u003eIt may be faint, and it may be flickering, but it looks like a slight glow is detectable. The last few weeks have seen a steady flow if not of exactly good news, then at least of less than exactly bad news.\u00a0u003c\/spanu003eu003c\/pu003enu003cp style=u0022text-align: leftu0022u003eu003cspan style=u0022font-weight: 400u0022u003eHeadline inflation fell from 7.9 percent in June to 6.8 percent in July. Still high. But lower, all the same. Even core inflation is beginning to subside, falling from 7.3 percent in May, to 6.9 percent in June and 6.8 percent in July.\u00a0u003c\/spanu003eu003c\/pu003enu003cp style=u0022text-align: leftu0022u003eu003cspan style=u0022font-weight: 400u0022u003eOn the demand side, wages grew by 7.8 percent in the April to June period, the highest annual growth rate since comparable records began in 2001, which means that wage inflation is now outstripping price inflation. According to GfK, savings confidence was at a 21-month high in June, which is perhaps not surprising given that, according to the Bank of England, household deposits stood at \u00a3340 billion, 23 percent higher than they were on the eve of the pandemic.\u00a0u003c\/spanu003eu003c\/pu003enu003cp style=u0022text-align: leftu0022u003eu003cspan style=u0022font-weight: 400u0022u003eIt is important, of course, that these positive statistics are seen in the context of more negative ones. For instance, after hitting a 50-year low, unemployment has edged up from 3.8 percent to 4.2 percent over recent months. Similarly, having climbed to a 17-month high in June, the GfK Consumer Confidence Index fell back by 6 points in July.\u00a0u003c\/spanu003eu003c\/pu003enu003cp style=u0022text-align: leftu0022u003eu003cspan style=u0022font-weight: 400u0022u003eMore importantly still, it is vital to understand that the effects of the cost of living crisis are very far from evenly distributed. Some groups in society have been less impacted, and have even been cushioned by what David Smith recently described in the Sunday Times as u0022involuntary savingsu0022. In a segmentation study commissioned by VCCP, these groups are classified as 'Carefree Comfortables', representing 33 percent of the population. For other groups, the impact has been severe, and they have faced serious financial difficulties ever since the spike in inflation began nearly two years ago. In the same study, these groups are classified as 'Just Hanging On\u2019, representing 27 percent of the population and highlighting the polarised nature of the cost of living crisis and the severity of its effects across different social groupings.\u00a0u003c\/spanu003eu003c\/pu003enu003cp style=u0022text-align: leftu0022u003eu003cspan style=u0022font-weight: 400u0022u003eJust like the economic news, it is a mixed picture, with mixed signals. Some markets are doing very well, especially 'revenge spending' categories such as holidays, flights and live events. Other categories are struggling, particularly those that are affected by high interest rates, such as house sales and new car purchases.\u00a0u003c\/spanu003eu003c\/pu003enu003cp style=u0022text-align: leftu0022u003eu003cspan style=u0022font-weight: 400u0022u003eThe big question, as we look ahead, is whether the recent trickle of good news will gain sufficient momentum for consumers to feel that the tide is turning, that they are nearing the end of the cost of living crisis. Renewed consumer confidence, coupled with high savings levels, falling inflation and rising wages could herald a bumper year for brands in 2024, certainly by comparison to the last three years.\u00a0u003c\/spanu003eu003c\/pu003enu003cp style=u0022text-align: leftu0022u003eu003cspan style=u0022font-weight: 400u0022u003eAccording to a recent survey by Citi Research, it would seem that the consensus within marketing departments is that we might well be turning the corner. They interviewed 175 CMO's in 5 countries and found that the anticipated change in marketing budgets over the next 12 months was +10.5 percent. The UK CMO's within the sample were even more bullish, expecting an 11.8 percent uplift, rising to 18.5 percent over the next 2-3 years.\u00a0u003c\/spanu003eu003c\/pu003enu003cp style=u0022text-align: leftu0022u003eu003cspan style=u0022font-weight: 400u0022u003eThese are encouraging findings because a brand is essentially a bet on the future. You invest in it now in order to maximise returns further down the line. If the light at the end of the tunnel is approaching, then the conclusion for CMO\u2019s is clear. Don\u2019t be too late in having the conversation with your CFO about the need to invest ahead of rather than behind the demand that is on the horizon.\u00a0u003c\/spanu003eu003c\/pu003enu003cp style=u0022text-align: leftu0022u003eu003cspan style=u0022font-weight: 400u0022u003eBrand predisposition takes time to build, but it is long-lasting and can be efficiently maintained once secured in the minds of consumers. As we head into the recovery, the best shape for marketing budgets will be front loaded so as to anticipate demand. In the famous words of Willie John McBride, there can be advantages to \u201cgetting your retaliation in first\u201d.\u00a0u003c\/spanu003eu003c\/pu003e\",\"blockId\":\"20DwPs\",\"blockUniqueClass\":\"lazyblock-text-full-width-20DwPs\"} \/-->","post_title":"Charles Vallance in Campaign 'Crisis Countdown'","post_excerpt":"","post_status":"draft","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"charles-vallance-in-campaign-crisis-countdown","to_ping":"","pinged":"","post_modified":"2025-10-21 12:55:58","post_modified_gmt":"2025-10-21 11:55:58","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/prague\/news\/2023\/sep\/charles-vallance-in-campaign-crisis-countdown","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}}],"client_id":"8572","hero_video":"","social-media-image":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2023\/09\/Wear-la-Rose-1-scaled.jpg","hide_related_items":[]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/czechia\/wp-json\/wp\/v2\/work\/9528","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/czechia\/wp-json\/wp\/v2\/work"}],"about":[{"href":"https:\/\/www.vccp.com\/czechia\/wp-json\/wp\/v2\/types\/work"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/czechia\/wp-json\/wp\/v2\/users\/67"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/czechia\/wp-json\/wp\/v2\/media?parent=9528"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}