{"id":11174,"date":"2020-05-22T18:12:00","date_gmt":"2020-05-22T17:12:00","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=11174"},"modified":"2020-08-26T23:53:08","modified_gmt":"2020-08-26T22:53:08","slug":"mclaren-765lt","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/mclaren\/mclaren-765lt","title":{"rendered":"McLaren 765LT"},"content":{"rendered":"<div class=\"lazyblock-video-1aLajB 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\/424034789?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-text-full-width-lWpp1 wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <h4 style=\"text-align: left;\">Our new campaign demonstrates the extreme lengths McLaren\u2019s engineers went through to shed weight and add power to the new 765LT<\/h4>\n<p style=\"text-align: left;\">McLaren have launched a new campaign for the 765LT, the latest in the LT line of stripped back, raw and track ready McLaren supercars. The campaign was produced by VCCP who have been working to bring more of the brand&#8217;s heritage for technology, purpose lead design and pure driving thrill to life.<\/p>\n<p style=\"text-align: left;\">The launch idea came from the insight that McLaren\u2019s engineers and designers are set near impossible tasks for each new model, which they brilliantly exceed. For the 765LT, that task was to take one of the lightest and fastest McLaren&#8217;s going and remove 70kg while adding 45Ps power. To represent this engineering challenge McLaren\u2019s engineers are shown free-falling through the process, struggling to shed weight as they go. The fast moving, high octane nature of the film calling to mind the experience of driving the finished supercar.<\/p>\n<p style=\"text-align: left;\">VCCP worked with The Mill\u2019s VFX team and their Director James Mac to produce an ambitious launch film. Since the team were unable to have the 765LT on set, The Mill created an AR tool to see on-set, how the 765LT would inhabit the space, this in turn influenced the set design and cinematography.<\/p>\n<p style=\"text-align: left;\">The Mill used Epic Games Unreal Engine in their VFX pipeline utilising real-time rendering of assets supplied by McLaren Automotive and the set design created at The Mill. Real-time animation sessions of the McLaren automotive pieces falling through the space enabled very quick iterations. The artists were able to direct elements in real-time, making changes to suit the edit. Virtual production techniques were used to retrospectively enhance shots and had the added bonus of saving a lot of time. The final result is a film which illustrates visually, the incredible engineering of a beautiful supercar.<br \/><br \/>Taking the idea further, VCCP also worked with renowned car photographer John Wycherley to produce still images showing off the car&#8217;s aggressive design and produced a complimentary film through VCCP Kin, showing the car&#8217;s power and performance in its natural habitat: the track.<\/p>\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-carousel-Z2oCfN2 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\/uk\/wp-content\/uploads\/2020\/08\/John-Wycherley-3.jpg 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/John-Wycherley-3.jpg\" alt=\"\" class=\"lazyload d-block w-100\">\r\n              <\/picture>\r\n            <\/div>\r\n                        \r\n            \r\n          <\/div>\r\n          \r\n                              \r\n          <div class=\"carousel-item \">\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\/uk\/wp-content\/uploads\/2020\/08\/John-Wycherley-2.jpg 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/John-Wycherley-2.jpg\" alt=\"\" class=\"lazyload d-block w-100\">\r\n              <\/picture>\r\n            <\/div>\r\n                        \r\n            \r\n          <\/div>\r\n          \r\n                              \r\n          <div class=\"carousel-item \">\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\/uk\/wp-content\/uploads\/2020\/08\/John-Wycherley-1.jpg 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/John-Wycherley-1.jpg\" alt=\"\" class=\"lazyload d-block w-100\">\r\n              <\/picture>\r\n            <\/div>\r\n                        \r\n            \r\n          <\/div>\r\n          \r\n                    \r\n        <\/div>\r\n        \r\n                <div class=\"carousel-controls\">\r\n          <a class=\"carousel-control-prev btn btn-sm btn-icon-only h5 btn-theme-black\" href=\"#imageCarousel\" role=\"button\" data-slide=\"prev\">\r\n          <svg class=\"icon \"><use xlink:href=\"https:\/\/www.vccp.com\/uk\/wp-content\/themes\/vccp-theme\/static\/assets\/image\/icons.svg#icon-left-open\"><\/use><\/svg>\r\n            <span class=\"sr-only\">Previous<\/span>\r\n          <\/a>\r\n    \r\n          <a class=\"carousel-control-next btn btn-sm btn-icon-only h5 btn-theme-black\" href=\"#imageCarousel\" role=\"button\" data-slide=\"next\">\r\n            <svg class=\"icon \"><use xlink:href=\"https:\/\/www.vccp.com\/uk\/wp-content\/themes\/vccp-theme\/static\/assets\/image\/icons.svg#icon-right-open\"><\/use><\/svg>\r\n            <span class=\"sr-only\">Next<\/span> \r\n          <\/a>\r\n        <\/div>\r\n                \r\n        \r\n      <\/div>\r\n\r\n    <\/div>\r\n  <\/section>\r\n<\/div>\n\n<div class=\"lazyblock-quote-full-width-Z1YBNIN 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 765LT is one of the most incredible cars on the road today, but it was the fearlessness of McLaren&#8217;s engineers that was so incredible. They were asked to strip out 70kg of kerb weight but went beyond that and achieved 80kg. We wanted to tell that story in an imaginative way. \n        <cite>Sam Heath, Creative Director, VCCP<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"template":"","class_list":["post-11174","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988"],"client_id":"10353","hero_video":"","hero_image":{"ID":11178,"id":11178,"title":"Mclaren 3","filename":"Mclaren-3.jpg","filesize":76365,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Mclaren-3.jpg","link":"https:\/\/www.vccp.com\/uk\/work\/mclaren\/mclaren-765lt\/attachment\/mclaren-3-2","alt":"","author":"2","description":"","caption":"","name":"mclaren-3-2","status":"inherit","uploaded_to":11174,"date":"2020-08-14 17:16:04","modified":"2020-08-14 17:16:04","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":720,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Mclaren-3-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Mclaren-3-300x113.jpg","medium-width":300,"medium-height":113,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Mclaren-3-768x288.jpg","medium_large-width":640,"medium_large-height":240,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Mclaren-3-1024x384.jpg","large-width":640,"large-height":240,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Mclaren-3-1536x576.jpg","1536x1536-width":1536,"1536x1536-height":576,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Mclaren-3.jpg","2048x2048-width":1920,"2048x2048-height":720,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Mclaren-3-1920x720.jpg","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Mclaren-3.jpg","Wide-width":1920,"Wide-height":720,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Mclaren-3-1152x720.jpg","Square-width":768,"Square-height":480,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Mclaren-3-768x720.jpg","Tall-width":307,"Tall-height":288,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Mclaren-3-768x720.jpg","Mobile-width":768,"Mobile-height":720,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Mclaren-3-1200x630.jpg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Mclaren-3-768x720.jpg","Grid-Item-Square-width":768,"Grid-Item-Square-height":720,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Mclaren-3-768x384.jpg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Mclaren-3-384x720.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":576}},"meta-title":"Mclaren 765LT","meta-description":"Mclaren new campaign","social-media-image":false,"relateditems":[{"relateditem":{"ID":10718,"post_author":"1","post_date":"2019-09-04 10:06:08","post_date_gmt":"2019-09-04 09:06:08","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"357765945\",\"blockId\":\"ZonqYm\",\"blockUniqueClass\":\"lazyblock-video-ZonqYm\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cp\\u003eThat\u2019s why Cadbury Dairy Milk have launched a new brand campaign, 'Donate Your Words', in support of Age UK. For the first time ever the UK\u2019s number one chocolate brand has removed the words from its iconic purple bars and is 'donating' them to the Charity to help alleviate loneliness amongst older people.\u00a0\\u003c\/p\\u003e\\n\\u003cp\\u003eThe limited edition bar will be sold in supermarkets nationwide with 30p from each bar going towards Age UK to help provide vital services and support when older people need it most.\\u003c\/p\\u003e\\n\\u003cp\\u003eThe campaign will also encourage Brits to donate their words by pledging to reach out and have a chat with older people in their communities, supported through social media, TV show partnerships, retail pop up experiences and even a custom built Facebook chatbot conversational interface.\u00a0\\u003c\/p\\u003e\",\"quote\":\"There's a crisis in the UK. 1.4 million older people struggle with loneliness. 225,000 often go a whole week without speaking to anyone.\",\"blockId\":\"CPf5Q\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-CPf5Q\"} \/-->\n\n<!-- wp:lazyblock\/image-full-width {\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22ChatBot%20(1)%22,%22caption%22:%22%22,%22id%22:10720,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=10720%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/ChatBot-1.jpg%22%7D\",\"blockId\":\"Z1eQbm4\",\"blockUniqueClass\":\"lazyblock-image-full-width-Z1eQbm4\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"We\u2019re so proud to announce this partnership and to be supporting Age UK - it\u2019s such an important charity that is really tackling the issue of loneliness. We are donating the words from our bars of Cadbury Dairy Milk and encouraging people up and down the country to donate theirs through small gestures that could really help change the lives of older people.\",\"quotee\":\"Laura Gray, Brand Manager at Mondelez\",\"blockId\":\"CSD4B\",\"blockUniqueClass\":\"lazyblock-quote-full-width-CSD4B\"} \/-->","post_title":"Donate Your Words","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"donate-your-words","to_ping":"","pinged":"","post_modified":"2020-08-26 23:52:41","post_modified_gmt":"2020-08-26 22:52:41","post_content_filtered":"","post_parent":10331,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=10718","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":11010,"post_author":"1","post_date":"2017-05-30 14:53:50","post_date_gmt":"2017-05-30 13:53:50","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"287108552\",\"blockId\":\"1HI4m0\",\"blockUniqueClass\":\"lazyblock-video-1HI4m0\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cdiv\\u003eTheir convenience, their ability to think for us, and the way in which they make life easier is what makes them all the more desirable. But, this has caused an unwanted and unprecedented challenge to the camera category. And where we have seen an obvious increase in smartphone sales, cameras have fallen sharply, leaving the retail sector focussing its energy and investment in phones and other other similar technologies.\\u003c\/div\\u003e\\n\\u003cp\\u003e\\u003cbr \/\\u003eCanon saw their buyers falling out of love with the category, as their products were being\u00a0were being over-casted by new technologies in the retail space. They also faced a constant challenge in the manner in which their products are presented in store. Principally, their products are sold through on and offline mass and independent resellers, meaning that Canon have no control over their brand and are not able to create brand consistency from store to store, or reflect the premium flair that they want to.\\u003c\/p\\u003e\",\"quote\":\"It\u2019s no big headline that smartphones are dominating the way we live of our lives.\",\"blockId\":\"Z1ecwW7\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z1ecwW7\"} \/-->\n\n<!-- wp:lazyblock\/carousel {\"items\":\"%5B%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22image56%22,%22caption%22:%22%22,%22id%22:11018,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=11018%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/image56.jpg%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22image58%22,%22caption%22:%22%22,%22id%22:11017,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=11017%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/image58.jpg%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22image69%22,%22caption%22:%22%22,%22id%22:11016,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=11016%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/image69.jpg%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22image66%22,%22caption%22:%22%22,%22id%22:11015,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=11015%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/image66.jpg%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22image68%22,%22caption%22:%22%22,%22id%22:11014,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=11014%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/image68.jpg%22%7D%7D%5D\",\"arrow-controls\":true,\"blockId\":\"GlV0K\",\"blockUniqueClass\":\"lazyblock-carousel-GlV0K\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cdiv\\u003eYears of a \u2018build it and they will come\u2019 mentality has meant that as bottom-line pressure increased, price and promotion became the default response.\u00a0\\u003c\/div\\u003e\\n\\u003cdiv\\u003e\u00a0\\u003c\/div\\u003e\\n\\u003cdiv\\u003eWe saw the need to behave as the market leader, not simply through product, but through shopper insight and commercial acumen too, to show retail partners the growth opportunities that can be derived from shopper needs, rather than purely through range.\u00a0\\u003c\/div\\u003e\\n\\u003cdiv\\u003e\u00a0\\u003c\/div\\u003e\\n\\u003cdiv\\u003eWe conducted a multi-market retail audit and developed a category leading Shopper Journey Program to build best in class insight on their needs, behaviours, barriers and triggers.\u00a0\\u003c\/div\\u003e\\n\\u003cdiv\\u003eThe clearest insight from our work was that the shopper experience was hampering the customer\u2019s experience and therefore limiting trade. This was down to multiple factors from poor navigation, lack of segmentation, lack of inspiration and lack on information. All of which were resulting in the failure of the retail in converting shoppers successfully.\u00a0\\u003c\/div\\u003e\\n\\u003cp\\u003eThis fuelled a retail brand re-skin in 2017 and a host of growth driver programs which are currently progressing to live market trials.\u00a0\\u003cbr \/\\u003e\\u003cbr \/\\u003eAs part of the global communications strategy for Canon, we designed the Retail Brand Design system toolkit. We utilised the iconic semiotics of the brand to ensure that the brand was represented consistently across every touch-point and to make sure it achieves immediate recognition, maximum disruption and clear recall. The system is designed to drive conversion in a range of scenarios from stand alone to seasonal campaigns and NPD launches.\\u003c\/p\\u003e\",\"quote\":\"Historically, the camera market has never had to work hard for sales.\",\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22image70%22,%22caption%22:%22%22,%22id%22:11020,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=11020%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/image70.jpg%22%7D\",\"blockId\":\"1VrbJc\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-1VrbJc\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003ch4\\u003eThe system was also designed to be simple and efficient\u00a0 so that it can be used and rolled out by all local markets and general managers.\\u003c\/h4\\u003e\",\"blockId\":\"DUYq5\",\"blockUniqueClass\":\"lazyblock-text-full-width-DUYq5\"} \/-->\n\n<!-- wp:lazyblock\/two-column-side-by-side-text-inline-image-button {\"items\":\"%5B%7B%22text%22:%22%3Cp%3E2017%20saw%20the%20roll-out%20of%20this%20system%20across%20all%20retail%20channels%20from%20digital%20to%20mass%20and%20specialist.%20Beginning%20with%20core%20performance%20outlets,%20all%20new%20store%20upgrades%20are%3C\/p%3E%22%7D,%7B%22text%22:%22%3Cp%3Enow%20being%20launched%20in%20this%20new%20model%20and%20Canon%20is%20now%20delivering%20on%20one%20coherent%20brand%20experience%20across%20its%20stores%20and%20converting%20shoppers%20successfully.%C2%A0%3C\/p%3E%22%7D%5D\",\"blockId\":\"Z12jl6N\",\"blockUniqueClass\":\"lazyblock-two-column-side-by-side-text-inline-image-button-Z12jl6N\"} \/-->","post_title":"Live for the story","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"canon-lfts-retail","to_ping":"","pinged":"","post_modified":"2021-08-02 15:32:17","post_modified_gmt":"2021-08-02 14:32:17","post_content_filtered":"","post_parent":10331,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=11010","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":10549,"post_author":"11","post_date":"2019-09-18 12:28:38","post_date_gmt":"2019-09-18 11:28:38","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"360785031\",\"blockId\":\"cqf9Q\",\"blockUniqueClass\":\"lazyblock-video-cqf9Q\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cp\\u003eThe campaign is founded on the power of support, uniting fans and showing how their support can be England\\u2019s armour, helping to prepare the squad as they kick start their bid to conquer the world this weekend.\\u003cbr \\\/\\u003e\\u003cbr \\\/\\u003eThe 90 second brand film sees mysterious riders burst into a remote forest settlement to rouse its shadowy inhabitants into action, following them through the forging and fitting of the mighty, rose-bearing armour of the England team. Armed with the extraordinary and uniquely customised English Samurai armour that the fans have made, the players are then ready to face the world - standing side by side with their fans.\\u003c\\\/p\\u003e\",\"quote\":\"We've launched O2's brand-new campaign with England Rugby, inviting fans to \\u2018Be their armour\\u2019.\",\"blockId\":\"Z2gbW2d\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z2gbW2d\"} \/-->\n\n<!-- wp:lazyblock\/image-full-width {\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22Copy%20of%20O290secTV20190913V01600902133%22,%22caption%22:%22%22,%22id%22:10578,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/work\\\/o2\\\/be-their-armour\\\/attachment\\\/copy-of-o290sectv20190913v01600902133\\\/%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2019\\\/09\\\/Copy-of-O290secTV20190913V01600902133.jpg%22%7D\",\"blockId\":\"yybod\",\"blockUniqueClass\":\"lazyblock-image-full-width-yybod\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003ch4\\u003eThe ad is directed by the award-winning Sam Brown; responsible for some of the world\\u2019s most iconic advertising campaigns and music videos for global stars such as Jay Z and Adele.\\u003c\\\/h4\\u003e\",\"blockId\":\"ZMXPFj\",\"blockUniqueClass\":\"lazyblock-text-full-width-ZMXPFj\"} \/-->","post_title":"Be their armour","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"be-their-armour","to_ping":"","pinged":"","post_modified":"2020-08-14 11:16:48","post_modified_gmt":"2020-08-14 10:16:48","post_content_filtered":"","post_parent":10331,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=10549","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}}],"related_content_title":"YOU MAY ALSO LIKE","visible_on_home_page":[1],"websites_to_publish":["3","5","6","7","8"]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work\/11174","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work"}],"about":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/types\/work"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/users\/1"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=11174"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}