{"id":19282,"date":"2024-10-21T10:09:08","date_gmt":"2024-10-21T09:09:08","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=news&#038;p=19282"},"modified":"2024-10-21T10:09:09","modified_gmt":"2024-10-21T09:09:09","slug":"charles-vallance-in-campaign-the-longer-and-the-shorter-of-it","status":"publish","type":"news","link":"https:\/\/www.vccp.com\/uk\/news\/2024\/oct\/charles-vallance-in-campaign-the-longer-and-the-shorter-of-it","title":{"rendered":"Charles Vallance in Campaign &#8220;The Longer and The Shorter Of It&#8221;"},"content":{"rendered":"<div class=\"lazyblock-text-full-width-1pNxt3 wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <div class=\"page\" title=\"Page 1\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<p style=\"text-align: left;\">Since the launch of the iPhone we have seen a staggering proliferation of media formats, channels and platforms.<\/p>\n<p style=\"text-align: left;\">There have been many casualties along the way, and many successes. But it now feels like we are at a new stage of the journey, that we have entered what the Gartner Hype Cycle would define as the Plateau of Productivity.<\/p>\n<p style=\"text-align: left;\">Complexity, novelty and the unknown have stabilised into a much clearer understanding of what the new media channels offer, and also what they don&#8217;t offer. Myths have been busted (eg &#8216;viral&#8217; fame comes free), inconvenient truths exposed (eg the fallacy of last-click attribution) and new cases for old media such as TV and posters have emerged.<\/p>\n<p style=\"text-align: left;\">I&#8217;m not suggesting that things are as straightforward as the 1980&#8217;s media menu of print, poster, radio and TV. There are now around 15 serious channels to factor into your media investment thinking. But these channels are much more proven, more accountable and more credible than they were in their formative years.<\/p>\n<p style=\"text-align: left;\">That&#8217;s one of the reasons it helps to think not so much in terms of your media plan, but in terms of your media stack.<\/p>\n<p style=\"text-align: left;\">There is an abundance of evidence to suggest that (up to high single figures), the more channels you use, the greater your additional payback (between +35% and +65% according to Analytic Partners and IPA ARC respectively). Getting the stack right, optimising the allocation of resource across a millefeuille of media options, has become the foundation stone of your marketing budget&#8217;s success.<\/p>\n<p style=\"text-align: left;\">Astute media judgement is consequently more at a premium than ever. But the implications of the new media millefeuille go far beyond media planning, because they also shape creative output.<\/p>\n<p style=\"text-align: left;\">A different media reality has produced a different creative reality, and this is something that the industry must recognise and run towards. Not simply because this is how we will remain competitive, but also because this is how we will continue to set the creative agenda.<\/p>\n<p style=\"text-align: left;\">The brilliant econometrician Dr Grace Kite uses a vivid simile to describe brand building in the multi-layered, multi-format, multi-channel future; &#8220;Great acts of brand building will have to be like plans sketched out on a million Post-its on the meeting room wall. They&#8217;ll have to be made up of lots of little things.&#8221;<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-quote-full-width-ZdW7XQ 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        Executional cohesion, singularity, and recognisability will become ever more important. Getting the media stack right and balancing both short and long-form content are now the foundations of success in a complex but stabilising media landscape. \n        <cite>Charles Vallance, Chairman and Founding Partner, VCCP<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>\n\n<div class=\"lazyblock-text-full-width-Z1VbJ4h wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <div class=\"page\" title=\"Page 2\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<p style=\"text-align: left;\">With some trepidation, I&#8217;d offer two builds to Dr Kite&#8217;s analysis. Firstly, I&#8217;d suggest that although the future of brand-building will certainly be impressionistic, it won&#8217;t quite be made up of &#8220;lots of little things&#8221;. It will be made up of lots of little versions of the same thing. Multiplicity of format won&#8217;t be matched by fragmentation of execution.<\/p>\n<p style=\"text-align: left;\">In fact, executional cohesion, singularity and recognisability will become ever more important. Without the heraldic shorthand of elite branding &#8211; the three stripes, the golden arches, the glass and a half, the five point coronet, the meerkat, the Spencerian script, the coral pink, the blue and bubbles, the polo player &#8211; without these unifying assets, your media millefeuille will break apart. It will blow away like a dusting of icing sugar in a breezy kitchen. Insubstantial, untethered, unnoticed, fleeting and forgotten. No wonder the IPA has recently unveiled a new measure of effectiveness, the Creativity Consistency Score (CCS) to highlight the immense benefits of compound creativity.<\/p>\n<p style=\"text-align: left;\">My second build to Dr Kite&#8217;s analysis would be to add one final layer to the millefeuille. And, unlike the others, this is far from compressed or condensed into short time lengths. Because we now live in a golden age for long form branded content. This may take the shape of online programming such as O2 Inside Line or Compare the Market&#8217;s Meerchat series, or it may be built into the behavioural design of a reward scheme such as Vitality&#8217;s.<\/p>\n<p style=\"text-align: left;\">The point is that our media options have polarised. We now have either less time or more time to engage with our audiences. Streaming media platforms combined with digital ecosytems allow brands a whole new level of sustained engagement. Provided that our branded content delivers the right level of entertainment and\/or utility, people will come to us as much as we need to go to them.<\/p>\n<p style=\"text-align: left;\">This isn&#8217;t to say that long form branded content will displace paid for or earned media. Nevertheless, as brands increasingly realise their potential as media owners, we will see a corresponding rise in the importance of editorial strategy and long form output. Which, paradoxically, means that we need to plan for a future where brand interactions will be both shorter and longer.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n  <\/div>\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":57,"template":"","categories":[191],"class_list":["post-19282","news","type-news","status-publish","hentry","category-agency-news"],"acf":{"author":{"ID":930,"post_author":"2","post_date":"2020-07-02 12:04:34","post_date_gmt":"2020-07-02 11:04:34","post_content":"","post_title":"Charles Vallance","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"charles-vallance","to_ping":"","pinged":"","post_modified":"2026-01-19 12:22:45","post_modified_gmt":"2026-01-19 12:22:45","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=people&#038;p=930","menu_order":0,"post_type":"people","post_mime_type":"","comment_count":"0","filter":"raw"},"capability_ids":[],"client_id":"","hero_video":"","hero_image":{"ID":14650,"id":14650,"title":"Charles V website","filename":"Charles-V-website.png","filesize":2179106,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/02\/Charles-V-website.png","link":"https:\/\/www.vccp.com\/uk\/news\/2022\/feb\/whats-the-point-of-the-proof-point\/attachment\/charles-v-website","alt":"","author":"57","description":"","caption":"","name":"charles-v-website","status":"inherit","uploaded_to":14649,"date":"2022-02-28 09:02:25","modified":"2022-02-28 09:02:25","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/02\/Charles-V-website-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/02\/Charles-V-website-300x169.png","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/02\/Charles-V-website-768x432.png","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/02\/Charles-V-website-1024x576.png","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/02\/Charles-V-website-1536x864.png","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/02\/Charles-V-website.png","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/02\/Charles-V-website-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/02\/Charles-V-website-1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/02\/Charles-V-website-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/02\/Charles-V-website-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/02\/Charles-V-website-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/02\/Charles-V-website-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/02\/Charles-V-website-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/02\/Charles-V-website-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/02\/Charles-V-website-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"Charles Vallance in Campaign \"The Longer and The Shorter Of It\"","meta-description":" In his latest Campaign column, our VCCP Chairman and Founding Partner explains how the media landscape has stabilised, with creative cohesion and recognisability key to standing out. ","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/02\/Charles-V-website.png","news_id":"191","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":17889,"post_author":"64","post_date":"2024-03-12 15:27:05","post_date_gmt":"2024-03-12 15:27:05","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"1025171668\",\"blockId\":\"qlmRI\",\"blockUniqueClass\":\"lazyblock-video-qlmRI\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cb\\u003efaith\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, VCCP\u2019s AI creative agency, has launched new AI-enabled tools for their founding client,\\u003c\/span\\u003e\\u003cb\\u003e O2 \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e- extending the practical use of Gen-AI in marketing communications beyond concepting into creating.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe Bubl Generator\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e creates custom imagery of O2\u2019s brand character Bubl based on client prompts, so it can be used in channels where cost or time constraints previously limited its use. The second Gen-AI tool, \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe Copy Checker\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, focuses on the tonal consistency of the brand\u2019s written marketing communications.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003efaith\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e has trained a Gen-AI model to create images of Bubl for external use by \\u003c\/span\\u003e\\u003cb\\u003eO2\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e marketers, in line with brand guidelines and giving multiple options from the clients\u2019 prompts. This means that \\u003c\/span\\u003e\\u003cb\\u003eO2\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e is able to use Bubl in scenarios which would have previously been prohibited by cost and time considerations, limiting its usage to appearances in more premium media such as AV, print and OOH campaigns.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003efaith\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e made a bespoke platform and UI for \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe Bubl Generator\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e enabling simple prompts to create images of Bubl in any imaginable scenario. For example, if an O2 marketer needed a brand image of Bubl with a rugby ball, the model could generate one on request - allowing for quick, reactive work across channels including social, web, apps and internal comms.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe Bubl Generator\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e is the product of multiple rounds of training for the AI to create high-quality usable images consistently. To enable this \\u003c\/span\\u003e\\u003cb\\u003efaith \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eneeded a 3D model of Bubl so that the AI could be trained on poses of the blue robot that had not been seen before. Previously, Bubl had only been seen from the front, which limited its use. To remove these barriers and enable images to be generated of any potential scenario, further design work and modelling was necessary.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe Copy Checker\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e allows O2\u2019s copywriters to simply paste in text to get detailed feedback and suggestions. This model was trained specifically on the brand\u2019s extensive tone-of-voice documentation and evaluates against specific metrics co-developed with the Head of Copy and Tone for Virgin Media O2, Oeil Jumratsilpa to ensure brand-compliant messaging. The tool was built to incorporate all of O2\u2019s guidelines and legal requirements, streamlining a complex process and ensuring quick, efficient and consistent results.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe Bubl Generator\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe Copy Checker\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e were created for \\u003c\/span\\u003e\\u003cb\\u003eO2\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, founding clients of\\u003c\/span\\u003e\\u003cb\\u003e VCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, and both demonstrate a practical, public-facing application of Gen-AI as part of the wider work\\u003c\/span\\u003e\\u003cb\\u003e faith\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e has been doing on behalf of clients including \\u003c\/span\\u003e\\u003cb\\u003eVirgin Media O2\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and \\u003c\/span\\u003e\\u003cb\\u003eSage\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\u00a0\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ePreviously Gen-AI\u2019s usage in creative communications was limited to concepting and simple suggestive processes within agencies, such as storyboarding. This work represents a step forward in what is possible with Gen-AI for big clients and moves beyond previous industry applications.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eSimon Valcarcel, Marketing Director at Virgin Media O2,\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e said: \u201cThe Bubl Generator and The Copy Checker are tangible results of our Gen-AI explorations with faith and how we might deploy the technology in our marketing. The models we\u2019ve developed together create consistent, high-quality distinctive brand assets and copy at speed - allowing us to work in ways which would not previously have been possible. It\u2019s exciting to keep learning by doing, as the GenAI space continues to evolve.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eMorten Legarth \\u0026amp; Ben Hopkins, Creative Directors at faith and VCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, added: \u201cGen-AI tools often lack the creative control and brand identity needed for production assets. This limits the practical usage of AI to concepting or simple background tasks - we wanted AI to do more of the heavy lifting and prove its worth in creative applications, this is what this work represents.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eAlex Dalman, Managing Partner and Head of Social \\u0026amp; Innovation at VCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, said: \u201cGen-AI doesn\u2019t understand your brand, it doesn\u2019t get your guidelines or your need for consistency - but we do. That\u2019s why we trained this model to understand what\u2019s important for our client O2, helping to build out their brand world and expand on what\u2019s both possible and achievable with the same budgets and same timescales.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003efaith\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e was founded last year by \\u003c\/span\\u003e\\u003cb\\u003eVCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, the UK\u2019s leading creative agency, with faith that AI, used responsibly, will be an unparallelled accelerator of human creativity and imagination. With the belief that AI should only ever be used for good, \\u003c\/span\\u003e\\u003cb\\u003efaith\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e launched with a detailed generative AI policy based around four principles:\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003col\\u003e\\n\\u003cli style=\\u0022font-weight: 400\\u0022\\u003e\\u003cb\\u003eBe Transparent\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e when AI is being used\\u003c\/span\\u003e\\u003c\/li\\u003e\\n\\u003cli style=\\u0022font-weight: 400\\u0022\\u003e\\u003cb\\u003eBe Authentic\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, fact-check AI-generated content\\u003c\/span\\u003e\\u003c\/li\\u003e\\n\\u003cli style=\\u0022font-weight: 400\\u0022\\u003e\\u003cb\\u003eBe Compliant\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and break no laws\\u003c\/span\\u003e\\u003c\/li\\u003e\\n\\u003cli style=\\u0022font-weight: 400\\u0022\\u003e\\u003cb\\u003eBe Ethical\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, only use AI for good\\u003c\/span\\u003e\\u003c\/li\\u003e\\n\\u003c\/ol\\u003e\",\"blockId\":\"Z1mEzQP\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z1mEzQP\"} \/-->\n\n<!-- wp:image {\"align\":\"center\",\"id\":17890,\"sizeSlug\":\"large\",\"linkDestination\":\"none\"} -->\n<figure class=\"wp-block-image aligncenter size-large\"><img src=\"https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/03\/Copy-Checker-5-1-1-1024x1024.png\" alt=\"\" class=\"wp-image-17890\"\/><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"Gen-AI doesn\u2019t understand your brand, it doesn\u2019t get your guidelines or your need for consistency - but we do.\",\"quotee\":\"Alex Dalman, Managing Partner and Head of Social \\u0026amp; Innovation at VCCP\",\"blockId\":\"Z1LBWN6\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Z1LBWN6\"} \/-->","post_title":"AI creative agency faith launches custom Gen-AI models for O2","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"ai-creative-agency-faith-launches-custom-gen-ai-models-for-o2","to_ping":"","pinged":"","post_modified":"2024-10-31 16:24:44","post_modified_gmt":"2024-10-31 16:24:44","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=17889","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":19133,"post_author":"64","post_date":"2024-08-23 10:00:00","post_date_gmt":"2024-08-23 09:00:00","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"1001096819\",\"blockId\":\"Z57o8B\",\"blockUniqueClass\":\"lazyblock-video-Z57o8B\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cb\\u003eVirgin Media O2 \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003etoday\\u003c\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003elaunches the third chapter of its \u2018To Better and Beyond\u2019 campaign, \u2018Walrus Whizzer\u2019, an integrated campaign from agency of record \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.vccp.com\/\\u0022\\u003e\\u003cb\\u003eVCCP\\u003c\/b\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, which highlights the freedom that better broadband brings.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eSet to the soundtrack of Billy Ocean\u2019s \u2018Suddenly\u2019, the 60\u201d hero campaign film emulates the unstoppable feeling experienced when using Virgin Media broadband and spotlight\u2019s the provider\u2019s recent \u2018Best Broadband Experience\u2019 award win from GWS\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe humorous and memorable film follows on from award-winning campaigns \u2018Highland Rider\u2019 and \u2018Goat Glider\u2019, this time featuring a walrus, climbing out of icy waters in a fishing harbour and hopping on to a speedboat. It hits the controls and cruises off into the distance with confused locals and a group of envious walruses looking on as it speeds away. The walrus lets out a roar of happiness as it skims across the waves.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eVCCP and its global content creation studio \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.wearegirlandbear.com\/\\u0022\\u003e\\u003cb\\u003eGirl\\u0026amp;Bear\\u003c\/b\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e worked with Swedish artist and director \\u003c\/span\\u003e\\u003cb\\u003eAndreas Nilsson\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and film production company \\u003c\/span\\u003e\\u003cb\\u003eBiscuit Filmworks\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e to bring the film to life. The award-winning director has recently worked on films for Apple, Uber Eats and Volvo and shot \u2018Walrus Whizzer\u2019 in his home nation.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThey once again turned to Emmy and Bafta award-winning \\u003c\/span\\u003e\\u003cb\\u003eUntold Studios\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e to create the unstoppable \u2018Walrus Whizzer\u2019. The innovative and complex production process began with CG rendered shots, and a bespoke asset build of the walrus through complex 3D models. These were brought to life through a team of animation supervisors and further development within FX to ensure realistic simulations of the characters movement. Complex lighting models were created within CG to make all of the shots look utterly realistic and photographic which then handed over to the composition team to embed rendered images into our real film plates and craft our final touches, like lighting glints, film grade and lens flares.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe resulting film is a distinctive and unexpected story of a maverick walrus discovering his mojo and working out how to move faster and more smoothly through life.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eSimon Valcarcel\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e,\\u003c\/span\\u003e \\u003cb\\u003eMarketing Director\\u003c\/b\\u003e \\u003cb\\u003eat Virgin Media O2\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, said: \u201c\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThis latest campaign celebrates the feeling Virgin Media broadband delivers to our customers every day. Smooth, fast and reliable. Being recognised by GWS as providing the \u2018Best Broadband Experience\u2019 only confirms what our customers already know - they are truly unstoppable with us.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eDavid Masterman\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e,\\u003c\/span\\u003e\\u003cb\\u003e Deputy Executive Creative Director at VCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e,\\u003c\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eadded: \u201cWith our Highland Cow and our Goat we brought to life just how unstoppable Virgin Media is. We\u2019ve been on land and in the air. It was time to take to the high seas. And, let\u2019s face it, Walruses have a lot of personality.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign launches today and will run until 27th October across Cinema, TV and VOD, Online, D\/OOH, Social and Radio. Media planning and buying was managed by \\u003c\/span\\u003e\\u003cb\\u003eMG OMD\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e. Creative digital agency \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/wearebernadette.co\/\\u0022\\u003e\\u003cb\\u003eBernadette\\u003c\/b\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e also worked across the integrated campaign to bring digital, social and online elements to life.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"ZeGnBs\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-ZeGnBs\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"We\u2019ve been on land and in the air. It was time to take to the high seas. 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\/-->","post_title":"Walrus Whizzer","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"walrus-whizzer","to_ping":"","pinged":"","post_modified":"2024-08-22 17:07:48","post_modified_gmt":"2024-08-22 16:07:48","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=19133","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":16917,"post_author":"61","post_date":"2023-07-07 10:01:00","post_date_gmt":"2023-07-07 09:01:00","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"843157752\",\"blockId\":\"DFsyr\",\"blockUniqueClass\":\"lazyblock-video-DFsyr\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003eVirgin Media is today releasing the second instalment of its \u2018To Better and Beyond\u2019 creative platform, which sees a new protagonist with an unstoppable spirit, the Goat Glider, take the spotlight to embody Virgin Media\u2019s superior WiFi Guarantee.\\u003c\/p\\u003e\\n\\u003cp\\u003eIn partnership with VCCP London, Virgin Media has created its new integrated brand campaign to showcase the company\u2019s new ethos and tagline \u2018See What You Can Do\u2019 \u2013 all with Virgin Media\u2019s ultrafast broadband.\\u003c\/p\\u003e\\n\\u003cp\\u003eThe film opens on a herd of goats stuck on a remote mountainside, each stumbling around on the precipice. As the 80\u2019s classic song, 'St Elmo's Fire\u2019 by John Parr kicks in, the wheels of a hang glider come into view travelling across the rocky mountain terrain. As the glider gathers speed, a plucky goat is revealed as the pilot, and reaching the edge of the mountain, it takes off, soaring off into the skies. Having found a better way to the rest of the herd, the camera pans to its joyful face, at the same time the voiceover reveals the campaign strapline, \u201cWhy stumble when you can soar?\u201d\\u003c\/p\\u003e\\n\\u003cp\\u003eInspiring the nation to reach their fullest potential and never settle for less, the campaign reflects Virgin Media\u2019s promise to never stop in its quest to make things better for its customers and challenge the status quo. Virgin Media offers the UK's fastest WiFi Guarantee of any major provider, promising customers minimum download speeds of 20Mbps in every room or money back.\\u003c\/p\\u003e\\n\\u003cp\\u003eThe bold and playful campaign will roll out throughout the UK across multiple platforms, airing on 7th July during ITV\u2019s new Black British drama 'Riches' and will lead with a hero 60\u201d film directed by celebrated Director, Sam Brown. Following the success of the award-winning \\u003ca href=\\u0022https:\/\/www.youtube.com\/watch?v=TudavmXhsjI\\u0022\\u003eHighland Rider\\u003c\/a\\u003e, Virgin Media and VCCP London collaborated with Emmy and Bafta award-winning Untold Studios again to create the courageous mountain goats. \u00a0\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003eBuilt in CGI, the mountain goat will feature across a number of upcoming brand and trading campaigns across multiple formats.\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eSimon Valcarcel, Marketing Director at Virgin Media O2\\u003c\/strong\\u003e said, \u201cOur latest campaign highlights the truly unstoppable spirit of the Virgin Media brand and our ambitions to provide our customers with the very best connectivity to help them reach new heights. Through our market-leading WiFi Guarantee, we want our customers to truly \\u003cem\\u003efeel\\u003c\/em\\u003e like they can do anything in life \u2013 like our hang-gliding goat.\u201d\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eDavid Masterman, Deputy Executive Creative Director at VCCP London \\u003c\/strong\\u003eadded, \u201cPicking up from where our Highland Cow left off, we wanted to dramatise the unstoppable power of Virgin Media's broadband with the story of a goat who leaves his stumbling herd behind to take to the skies in\u00a0a\u00a0hang\u00a0glider.\\u0022\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cem\\u003e\u00a0\\u003c\/em\\u003e\u2018Goat Glider\u2019 runs from today until 22nd October across TV, BVOD, Social, Retail, co.uk, The O2. 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