{"id":19599,"date":"2025-02-17T10:16:45","date_gmt":"2025-02-17T10:16:45","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=news&#038;p=19599"},"modified":"2025-02-17T10:16:46","modified_gmt":"2025-02-17T10:16:46","slug":"zenrelia-global-launch-campaign-fetches-six-vetty-awards","status":"publish","type":"news","link":"https:\/\/www.vccp.com\/uk\/news\/2025\/feb\/zenrelia-global-launch-campaign-fetches-six-vetty-awards","title":{"rendered":"ZENRELIA GLOBAL LAUNCH CAMPAIGN FETCHES SIX VETTY AWARDS"},"content":{"rendered":"<div class=\"lazyblock-video-Z2uuFqp 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\/1056786842?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-Z15iPW1 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><span style=\"font-weight: 400\">Dogs with allergic and atopic dermatitis are far from themselves, itching and scratching so much that they become shadows of the loveable mutts their owners know and love. It has a hugely detrimental effect on these relationships.<\/span><\/p>\n<p><span style=\"font-weight: 400\">That\u2019s why Elanco launched its new JAK inhibitor, \u2018Zenrelia\u2019. It needed a global launch campaign with a strong brand identity that offered both veterinarians and pet owners a compelling reason to use it over well-known competitors.<\/span><\/p>\n<p><span style=\"font-weight: 400\">A wide range of tactics laddered up to a 30-second TV commercial, featuring our three hero dogs and vet\/pet owner in a yoga session.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">With one dog distracted by its itching, we were able to tell the story of how allergic and atopic dermatitis disrupts everyday life for dogs and their owners \u2013 seamlessly bringing in product messaging once Zenrelia is offered as a solution. The idea plays on the brand name to help reinforce recall \u2013 encouraging audiences to \u2018Reach for Zen\u2019.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The specially-scored music and jingle was even made in collaboration with a dog behavioural expert, ensuring that dogs watching the commercial at home won\u2019t be stressed by any of the sounds \u2013 and will, indeed, remain Zen.<\/span><\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p><span style=\"font-weight: 400\">Launching in the US and Brazil in 2024, the campaign is due to go live in a number of other countries. In 2025, the work won six Vetty Awards, including a Gold each for Television Commercial and Campaign \u2013 New Product\/Program or Service Launch.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Stephanie Smith, Senior Director of Marketing at Elanco US Pet Health, said: \u201cThe campaign has been really well received by customers \u2013 as expected after testing so well. Vets say the yoga theme ties perfectly to the brand name and the dogs are delightful.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400\">Brett O\u2019Connor, Executive Creative Director at VCCP Health, added: \u201cFor this to work, it really was all about the detail. We worked with world-class production house Framestore to ensure the dogs looked realistic but also had so much character, which is crucial for the charm of this campaign.<\/span><\/p>\n<p><span style=\"font-weight: 400\">\u201cAll of this culminated in a launch that is as impactful as possible, helping push Zenrelia to become remembered and loved all over the world.\u201d<\/span><\/p>  \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-Z22yvUq 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        The campaign has been really well received by customers \u2013 as expected after testing so well \n        <cite>Stephanie Smith, Senior Director of Marketing at Elanco US Pet Health<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":64,"template":"","categories":[191],"class_list":["post-19599","news","type-news","status-publish","hentry","category-agency-news"],"acf":{"author":false,"capability_ids":["10110"],"client_id":"","hero_video":"","hero_image":{"ID":19600,"id":19600,"title":"TEMPLATE FOR WEBSITE (22)","filename":"TEMPLATE-FOR-WEBSITE-22.png","filesize":2222888,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/02\/TEMPLATE-FOR-WEBSITE-22.png","link":"https:\/\/www.vccp.com\/uk\/news\/2025\/feb\/zenrelia-global-launch-campaign-fetches-six-vetty-awards\/attachment\/template-for-website-22","alt":"","author":"64","description":"","caption":"","name":"template-for-website-22","status":"inherit","uploaded_to":19599,"date":"2025-02-14 14:15:35","modified":"2025-02-14 14:15:35","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\/2025\/02\/TEMPLATE-FOR-WEBSITE-22-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/02\/TEMPLATE-FOR-WEBSITE-22-300x169.png","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/02\/TEMPLATE-FOR-WEBSITE-22-768x432.png","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/02\/TEMPLATE-FOR-WEBSITE-22-1024x576.png","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/02\/TEMPLATE-FOR-WEBSITE-22-1536x864.png","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/02\/TEMPLATE-FOR-WEBSITE-22.png","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/02\/TEMPLATE-FOR-WEBSITE-22-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/02\/TEMPLATE-FOR-WEBSITE-22-1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/02\/TEMPLATE-FOR-WEBSITE-22-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/02\/TEMPLATE-FOR-WEBSITE-22-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/02\/TEMPLATE-FOR-WEBSITE-22-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/02\/TEMPLATE-FOR-WEBSITE-22-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/02\/TEMPLATE-FOR-WEBSITE-22-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/02\/TEMPLATE-FOR-WEBSITE-22-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/02\/TEMPLATE-FOR-WEBSITE-22-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"VCCP Health fetches six Vetty Awards","meta-description":"ZENRELIA GLOBAL LAUNCH CAMPAIGN FETCHES SIX VETTY AWARDS","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/02\/TEMPLATE-FOR-WEBSITE-22-1.png","news_id":"191","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":19544,"post_author":"64","post_date":"2025-01-27 16:13:46","post_date_gmt":"2025-01-27 16:13:46","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cb\\u003eCadbury\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e has unveiled its latest integrated campaign\\u003c\/span\\u003e \\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u2018Made to Share\u2019\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, d\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eeveloped in partnership with its global creative agency, \\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. The campaign, \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003epart of Cadbury\u2019s Dairy Milk \u2018Generosity\u2019 brand platform,\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e celebrates the everyday acts of kindness that bring people closer together.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAt its core, the campaign introduces limited edition Cadbury Dairy Milk bars designed to honour those small but meaningful gestures that often go unnoticed. The packaging of each limited edition bar features a playful redesign which suggests how the chunks within could be shared.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eEach limited edition pack, ideated by \\u003c\/span\\u003e\\u003cb\\u003eVCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and designed by \\u003c\/span\\u003e\\u003cb\\u003eBulletproof\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, suggests how the bar can be shared based on a familiar scenario: with \u2018fair\u2019 ratios based on the relative generosity of\u00a0 each friend or family member. These scenarios make every bar a delightful way to say thank you to the unsung heroes within families and friendship groups. One bar brings to life the division of labour that makes up a successful roadtrip: half of the bar being portioned off for \u2018who drove\u2019, with a smaller section for \u2018who navigated\u2019 and just a few blocks for the person \u2018who slept\u2019 the entire way.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWith 40 squares in every bar, the redesigned packaging provides a fun new way to share chocolate, and a small way to recognise the generosity of loved ones. \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThis campaign furthers Cadbury\u2019s mission to inspire moments of generosity. It\u2019s a playful reminder that sharing isn\u2019t just about dividing chocolate, it\u2019s about the human connection. Whether you\u2019re sharing between family, a group of housemates, colleagues, or friends, these redesigned bars celebrate the moments of kindness \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ethat strengthen relationships.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign spans across digital out of home, social, TV and retail.\\u003c\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAs part of the integrated campaign, out of home posters will showcase the limited edition redesign in playful and relevant ways, each strategically placed across different media channels and physical locations. Designs that focus on dividing up the roles when cooking with friends and family will be positioned outside supermarkets and out of home in and around airports will spotlight how bars can be shared to celebrate the person within a group of friends that took charge of booking the holiday and made it happen.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eElise Burditt, Senior Director at Cadbury UK \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esaid: \u201cCadbury\u2019s brand identity revolves around generosity and this campaign is an embodiment of that, celebrating the connections that bring us closer together. These redesigned bars are a fun and thoughtful way to recognise and celebrate the everyday acts of generosity that make life a little sweeter.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eTom Lee \\u0026amp; Alice Goodrich, Creatives at VCCP, added:\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e \u201cWhen we think of sharing, we tend to think of big events like family Christmases, birthdays, anniversaries. But in the relatively uneventful months at the start of a new year, we wanted to turn the focus to the smaller, more casual acts of generosity - the things we naturally do for each other everyday without thinking twice. So we redesigned Cadbury Dairy Milk bars to be shared amongst the people you care about, whether you're housemates, colleagues or just a bunch of mates.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u2018Made To Share\u2019\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e was brought to life by \\u003c\/span\\u003e\\u003cb\\u003eVCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, with the help of global content production 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. The \\u003c\/span\\u003e\\u003cb\\u003eVCCP Retail Experience\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e team worked on the retail strategy and the development of retail media assets, and media was led by\\u003c\/span\\u003e\\u003cb\\u003e Publicis Media\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and PR and influencers led by \\u003c\/span\\u003e\\u003cb\\u003eOgilvy \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eand\\u003c\/span\\u003e\\u003cb\\u003e Elvis \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003emanaging organic social, and pack design by\\u003c\/span\\u003e\\u003cb\\u003e Bulletproof\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e. \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign will run across the UK and will appear on VOD, social media, YouTube, and OOH.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z16l8Bl\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z16l8Bl\"} \/-->","post_title":"Made To Share","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"made-to-share","to_ping":"","pinged":"","post_modified":"2025-02-10 13:08:14","post_modified_gmt":"2025-02-10 13:08:14","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=19544","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":19363,"post_author":"64","post_date":"2024-11-14 08:10:58","post_date_gmt":"2024-11-14 08:10:58","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"1028802326\",\"blockId\":\"pCOsB\",\"blockUniqueClass\":\"lazyblock-video-pCOsB\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWith one in five Brits (22%) experiencing a fraud attempt every single week*, \\u003c\/span\\u003e\\u003cb\\u003eO2\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and \\u003c\/span\\u003e\\u003cb\\u003eVCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u2019s\\u003c\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAI creative agency \\u003c\/span\\u003e\\u003cb\\u003efaith \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ehave today launched a first of its kind campaign to fight back against scammers.\u00a0\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAt the heart of the campaign is D\\u003c\/span\\u003e\\u003cb\\u003eai\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esy, a lifelike state-of-the-art Conversational AI designed to speak with scammers and keep them on the phone for as long as possible to waste their time and keep them away from the public.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe newest member of O2\u2019s fraud prevention team, D\\u003c\/span\\u003e\\u003cb\\u003eai\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esy was created using a range of cutting-edge AI technology that is completely indistinguishable from a real person. Based on a real life granny at VCCP to ensure total believability, playing on scammer\u2019s own stereotypical views. Whilst anyone can be a victim of a scam, criminal fraud gangs often target the elderly so we leaned into scammers' own biases to create an AI granny based on a real relative of a VCCP employee.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe scammers - including many posing as some of the UK\u2019s most trusted businesses - thought they\u2019d got their hands on an easy target, but D\\u003c\/span\\u003e\\u003cb\\u003eai\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esy has been beating them at their own horrible game.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eD\\u003c\/span\\u003e\\u003cb\\u003eai\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esy is able to interact in real-time ensuring no suspicions are raised on the other end of the line, and has worked 24\/7, and over the course of many hours of scam calls she\u2019s told meandering stories of her family, talked at length about her passion for knitting and provided false personal information including made-up bank details. By tricking the scammers into thinking they were defrauding a real person, D\\u003c\/span\\u003e\\u003cb\\u003eai\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esy has prevented scammers from targeting real victims and exposed the common tactics used so customers can learn what to watch out for.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eO2 and faith worked with leading UK scambaiter Jim Browning to ensure D\\u003c\/span\\u003e\\u003cb\\u003eai\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esy was armed with the best information and tactics that kept some phone scammers on the line for more than forty minutes - having followed Jim\u2019s expert advice on how to attract dodgy calls.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eD\\u003c\/span\\u003e\\u003cb\\u003eai\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esy herself was created by combining a selection of Generative Models, a LLM was trained to inform her personality and knowledgebase, and her voice was modelled on a VCCP staff member\u2019s grandmother to ensure total believability. She was brought to life visually by custom-training a Diffusion Model, creating a photo-real character for the campaign, along with a cutting edge image-to-video model to make her move.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cb\\u003e\\u003ci\\u003eSimon Valcarcel, Marketing Director at Virgin Media O2,\\u003c\/i\\u003e\\u003c\/b\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e said \u201cAt O2, we\u2019ve been investing heavily in the fightback against fraud and this campaign demonstrates the lengths we\u2019re willing to go to keep our customers safe. I\u2019m thrilled to launch the newest member of our fraud team, D\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cb\\u003e\\u003ci\\u003eai\\u003c\/i\\u003e\\u003c\/b\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esy: She\u2019s our secret weapon against scammers - indistinguishable from a real person, an AI hiding in plain sight, dedicated to wasting fraudsters time!\u201d\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201cYet she also shows no matter how persuasive callers seem, they aren\u2019t always who you think they are \u2013 so we all must remain vigilant. With scammers operating full-time call centres specifically to target Brits, we\u2019re urging everyone to leave the scambaiting to the professionals and instead help play their part by forwarding-on dodgy calls and messages to 7726 for free.\u201d\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eScambaiter D\\u003c\/span\\u003e\\u003cb\\u003eai\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esy has been created in response to new research from O2 revealing 7 in 10 (71%) of Brits would like to get their own back against scammers that have tried to trick them or their loved ones*. However, wasting their own time ranked the top reason why they wouldn\u2019t bait scammers themselves in future (53%)*.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eA PR-first campaign, a two minute hero film has been created showing D\\u003c\/span\\u003e\\u003cb\\u003eai\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esy in action with two, shorter, 30 second cut downs created to run on meta and TikTok.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAs part of the campaign, O2 is also working with Former Love Islander and scam victim, Amy Hart, to expose fraudsters' crooked tactics and help O2 customers swerve the scammers. Amy Hart was herself scammed and her involvement aims to help the brand connect to the Gen-Z audience who often think themselves too tech-savvy to fall for phone scams.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eO2 blocks millions of fraudulent texts and calls from reaching customers' phones every month and is releasing\u00a0 new AI-powered spam-fighting tools and enhanced caller identification services for free to all mobile customers to help protect them. To help make life easier for customers, O2 has launched a new webpage offering tips, tricks, and advice so they know what to look out for. 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400\\u0022\\u003ehas unveiled its latest campaign in its celebrated \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCadbury Dairy Milk \u2018Gen\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eerosity\u2019 brand platform, \u2018There\u2019s a Glass and a Half in Everyone\u2019.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCreated in partnership with its global agency of record, \\u003c\/span\\u003e\\u003cb\\u003eVCCP,\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e the campaign furthers Cadbury\u2019s mission to inspire acts of generosity while highlighting how gifting chocolate can serve as a powerful gesture of kindness and connection.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u2018Memory\u2019 marks the seventh year of Cadbury\u2019s generosity brand platform, a globally recognised campaign known for its heartfelt and emotional storytelling. The campaign continues to resonate with audiences by highlighting meaningful, relatable moments that celebrate the power of generosity whilst also challenging industry conventions by focusing on small, emotional moments rather than action-packed narratives.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe multi-award-winning campaign, which includes previous films such as \u2018Mum\u2019s Birthday\u2019, \u2018Fence\u2019, \u2018Bus\u2019 has garnered widespread recognition, including winning D\\u0026amp;AD pencils, British Arrows and effectiveness awards from the IPA, Marketing Week and The Marketing Society.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAt the heart of the campaign is a 60 second film that tells a moving story of a daughter and her father written by Simon Connor, directed by acclaimed director Steve Rogers (who also directed previous Cadbury films \u2018Garage\u2019 and \u2018Speakerphone\u2019) and produced by Biscuit Filmworks.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe film opens with a daughter visiting her father at his home, a bar of Cadbury Wholenut chocolate in hand. Her father, living with dementia, smiles at the sight of the chocolate, recognising it as a gift his daughter has bought him since she was a child. In this moment, he doesn\u2019t recognise her as his daughter. Instead, he begins to tell her how this ritual gifting always makes his wife laugh - because, as he proudly reveals, he\u2019s always hated nuts.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe daughter can\u2019t help but laugh, touched by the idea that her father has kept this secret for so long. As he looks at her earnestly, he asks her not to tell his 'daughter' - meaning her - about the secret, because \\u0022it makes her so happy\\u0022 the daughter responds softly. \\u0022It does.\\u0022 She recognises the quiet generosity of her father\u2019s long-held secret, something he\u2019s kept hidden from her all these years, despite not always remembering who she is.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCadbury is committed to telling inclusive stories rooted in human truths that are representative of the nation. To ensure the story\u2019s accurate portrayal of people living with dementia, Cadbury consulted with specialists throughout the development of the film.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCadbury has extended its partnership with Alzheimer\u2019s Research UK, the UK\u2019s leading dementia research charity, into 2025. The two organisations first joined together in 2024 to celebrate the role of Cadbury in the nation\u2019s shared memories and to support the charity\u2019s mission for a cure for dementia.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eElise Burditt, Senior Marketing Director at Cadbury\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, said: \u201cAt Cadbury, we believe that generosity has the power to bring people closer together. \u2018Memory\u2019 illustrates how even a small gesture, like gifting a bar of chocolate, can hold deep meaning and connect us in unexpected ways. We\u2019re incredibly proud to continue to work with Alzheimer\u2019s Research UK to support their vitally important work.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eNikhil Nicholas, Global Equity Lead, Cadbury,\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e said, \u201cIt\u2019s been an amazing journey, and we are very excited to launch our latest instalment of the generosity platform. This campaign is a continuation of our commitment to shining a spotlight on the really small everyday acts of generosity that are packed with emotion, bringing us closer to each other.\u201d\u00a0\u00a0\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eChris Birch \\u0026amp; Jonathan Parker, Executive Creative Directors at VCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, added: \u201cWe\u2019re incredibly proud to continue our partnership with Cadbury on \u201cThere\u2019s a Glass and a Half in Everyone\u201d. \u2018Memory\u2019 is a beautifully told tale that centres around, surprisingly, a long standing deceit. Yet it couldn\u2019t be more generous. We hope people love it. The writing is straight from the heart.\\u0022\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eHilary Evans-Newton, Chief Executive at Alzheimer's Research UK\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, added: \u201cWe welcome this new ad from our partner, Cadbury, that tells a heartwarming story, featuring a father with dementia. With almost one million people living with dementia in the UK alone, it is great to see an iconic national brand representing people with dementia in such a sensitive and respectful way. We want to thank Cadbury for continuing to stand with Alzheimer\u2019s Research UK for a cure.\u201d\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u2018Memory\u2019 was brought to life with the help of VCCP\u2019s global content production studio \\u003c\/span\\u003e\\u003cb\\u003eGirl\\u0026amp;Bear\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e with media led by\\u003c\/span\\u003e\\u003cb\\u003e Publicis Media\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and PR led by \\u003c\/span\\u003e\\u003cb\\u003eOgilvy\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e. \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe film will run across the UK throughout 2025, appearing on TV, VOD, YouTube, and in 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