{"id":11511,"date":"2018-09-04T14:52:00","date_gmt":"2018-09-04T13:52:00","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=11511"},"modified":"2020-08-25T19:52:16","modified_gmt":"2020-08-25T18:52:16","slug":"breathe-it-all-in","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/o2\/breathe-it-all-in","title":{"rendered":"Breathe It All In"},"content":{"rendered":"<div class=\"lazyblock-video-2eoub2 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\/288790222?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-BnNi4 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                \r\n                <blockquote class=\"blockquote blockquote--md-right\">\r\n          A bold, new strategic and creative direction for the iconic O2 brand, returning to its roots as a breathe of fresh air for the whole sector.                  <\/blockquote>\r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<div>We recognised the power that mobile technology can have as a window out to a universe that is full of potential. So the new brand strategy for O2 drew on their founding insight about the importance of digital oxygen to help everyone feel more alive &#8211; from staying social, starting passions and making memories.<\/div>\n<p><br \/>We built on O2\u2019s longstanding heritage of launching standout campaigns, and our supporting multi-million advertising campaign aims to inspire the public to think about their individual roles within the universe, rallying them to \u2018breathe it all in\u2019 and demonstrating the role that O2 can play to kick start new experiences.<\/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-image-full-width-ZKUTI3 wp-block-lazyblock-image-full-width\"><section class=\"fullwidth fullwidth--img\">\n    <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/image39.jpg\" alt=\"\" class=\"lazyload img-fluid\">\n\n<\/section><\/div>\n\n<div class=\"lazyblock-carousel-Z2g0NCR 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\/image116.jpg 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/image116.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\/image118.jpg 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/image118.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                        <div class=\"embed-responsive embed-responsive-16by9\" data-component=\"video\">\r\n              <iframe data-src=\"https:\/\/player.vimeo.com\/video\/288792700?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>                          <\/div>\r\n                      \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-two-column-text-quote-image-Z1tk0vO 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                \r\n                <blockquote class=\"blockquote blockquote--md-right\">\r\n          It launched with some of the biggest the biggest out-of-home spots in the UK.                  <\/blockquote>\r\n                \r\n  \t\t\t  \t\t\t<div class=\"img-inline img-offset-left-md\">\r\n          <picture class=\"embed-responsive-item\">\r\n            <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/jpeg-2.jpg 768w\">\r\n                        <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/jpeg-2.jpg\" alt=\"\" class=\"lazyload img-fluid img-1-1\">\r\n          <\/picture>\r\n        <\/div>\r\n              <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p>Then, on 1st September, our hero\u00a0TV advert broke on ITV during the X Factor. Featuring and narrated by British spoken word artist George the Poet, the ad twists and turns through the beginnings of the cosmos moving through planets, stars and moons. As George breathes in his surroundings, the audience suddenly crests over a colourful blue planet \u2013 Earth \u2013 before plunging underwater and breaking through the surface of the ocean to reveal the night sky. The ad is set to the single Loud Places ft Romy by Jamie xx, also part of band The xx, that last year set the record for the longest run of sold out shows at O2 Academy Brixton.\u00a0<\/p>\n<p>A major fully integrated campaign followed, featuring bespoke social first vertical content on channels including Facebook, Twitter, Instagram and Snapchat, as well as partnerships with premium content creators interpreting what \u2018breathe it all in\u2019 means to them. Cinema, broadcast and programmatic video on demand also amplified the creative across visual platforms, while digital out-of-home was rolled out across animated large formats nationwide.<\/p>\n<p>O2 will also be the first UK brand to use sky recognition technology in a Snapchat world lens. The lens allows Snapchatters to point their phone at the sky to see it transform into the cosmos with George the Poet\u2019s lyrics appearing as words of inspiration. In retail, O2 stores were transformed to feature new highly impactful window creative, aligned with digital and social.<\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"template":"","class_list":["post-11511","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988","10107","10108"],"client_id":"10387","hero_video":"288792171","hero_image":{"ID":10907,"id":10907,"title":"cosmos jpeg","filename":"cosmos-jpeg.jpg","filesize":1029221,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/cosmos-jpeg.jpg","link":"https:\/\/www.vccp.com\/uk\/work\/o2\/breathe-it-all-in\/attachment\/cosmos-jpeg","alt":"","author":"1","description":"","caption":"","name":"cosmos-jpeg","status":"inherit","uploaded_to":11511,"date":"2020-08-14 13:17:03","modified":"2020-08-25 18:05:06","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":768,"height":768,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/cosmos-jpeg-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/cosmos-jpeg-300x300.jpg","medium-width":300,"medium-height":300,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/cosmos-jpeg.jpg","medium_large-width":640,"medium_large-height":640,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/cosmos-jpeg.jpg","large-width":640,"large-height":640,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/cosmos-jpeg.jpg","1536x1536-width":768,"1536x1536-height":768,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/cosmos-jpeg.jpg","2048x2048-width":768,"2048x2048-height":768,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/cosmos-jpeg-768x720.jpg","Header-width":768,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/cosmos-jpeg.jpg","Wide-width":768,"Wide-height":768,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/cosmos-jpeg.jpg","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/cosmos-jpeg.jpg","Tall-width":307,"Tall-height":307,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/cosmos-jpeg.jpg","Mobile-width":768,"Mobile-height":768,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/cosmos-jpeg-768x630.jpg","Facebook-width":768,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/cosmos-jpeg-768x768.jpg","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/cosmos-jpeg-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\/cosmos-jpeg-384x768.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"","meta-description":"","social-media-image":false,"relateditems":[{"relateditem":{"ID":11088,"post_author":"1","post_date":"2017-09-08 16:12:00","post_date_gmt":"2017-09-08 15:12:00","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"282344851\",\"blockId\":\"Z2srfYp\",\"blockUniqueClass\":\"lazyblock-video-Z2srfYp\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cdiv\\u003eIn 2017, with increasing apathy towards new phones, increasing competition from both new and old competitors, and the decreasing distinctiveness of some of its most treasured brand assets, O2 faced its toughest market conditions to date for selling the new iPhone.\\u003c\/div\\u003e\\n\\u003cdiv\\u003e\u00a0\\u003c\/div\\u003e\\n\\u003cdiv\\u003eThey needed a new approach that didn\u2019t lean on the quality of new handsets, or on price alone to capture critically important iPhone customers.\\u003c\/div\\u003e\\n\\u003cdiv\\u003e\u00a0\\u003c\/div\\u003e\\n\\u003cdiv\\u003eSo instead, we took a moment that telecoms companies had traditionally run away from - that moment of breaking your phone screen - and changed it into a positive for the customer with \u2018Oops\u2019, giving customers free screen replacements on the latest phones.\\u003c\/div\\u003e\\n\\u003cdiv\\u003e\u00a0\\u003c\/div\\u003e\\n\\u003cdiv\\u003eThis fit perfectly with our research that showed people didn\u2019t necessarily want the latest phone, but they did want their phones to look and feel new for as long as possible.\\u003c\/div\\u003e\",\"quote\":\"This is the story of how a simple, untapped human insight led to a proposition and communications idea with incredible results.\",\"blockId\":\"Zi6oDW\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Zi6oDW\"} \/-->\n\n<!-- wp:lazyblock\/image-full-width {\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22lead-image%22,%22caption%22:%22%22,%22id%22:11091,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=11091%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/lead-image.jpg%22%7D\",\"blockId\":\"1sEnM0\",\"blockUniqueClass\":\"lazyblock-image-full-width-1sEnM0\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width-bold {\"text\":\"People in the UK have amassed a total repair bill of more than \u00a31 billion over the last 3 years from cracking their mobile phone screen.\",\"blockId\":\"Z1pSc92\",\"blockUniqueClass\":\"lazyblock-text-full-width-bold-Z1pSc92\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cdiv\\u003eVCCP\u2019s creative team came up with a simple, visually iconic style of a cracked screen over O2\u2019s signature blue grad.\u00a0\\u003c\/div\\u003e\\n\\u003cdiv\\u003e\u00a0\\u003c\/div\\u003e\\n\\u003cdiv\\u003eThe word 'Oops' was a playful way of dramatising the horror of cracking your screen. In reality people say a lot more than \u2018Oops\u2019, but the word gave a cheeky nod to just how easy it is to drop and smash your phone.\\u003c\/div\\u003e\\n\\u003cdiv\\u003e\u00a0\\u003c\/div\\u003e\\n\\u003cdiv\\u003eThis was an incredibly flexible concept, able to translate across multiple media formats. The idea lent itself brilliantly to media, allowing for distinctive but also really playful and creative placements of the concept to bring the idea to life.\u00a0\\u003c\/div\\u003e\\n\\u003cp\\u003e\\u003cbr \/\\u003eIt resulted in a truly integrated campaign running across print, TV, OOH, VOD, snapchat and retail.\u00a0\\u003c\/p\\u003e\\n\\u003cdiv\\u003eAnd the end result certainly delivered, with customers jumping up to three tariff bands to take up the free screen replacements, increasing the value of customers as well as O2\u2019s market share of new iPhone customers.\u00a0\\u003c\/div\\u003e\",\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22O2_280817_Shoreditch%22,%22caption%22:%22%22,%22id%22:11092,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=11092%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/O2_280817_Shoreditch.jpg%22%7D\",\"blockId\":\"4aQJN\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-4aQJN\"} \/-->\n\n<!-- wp:lazyblock\/carousel {\"items\":\"%5B%7B%22video-id%22:%22284191028%22,%22video-source%22:%22vimeo%22%7D,%7B%22video-id%22:%22285077869%22,%22video-source%22:%22vimeo%22%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%223-Metro-Cover-Wrap%22,%22caption%22:%22%22,%22id%22:11094,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=11094%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/3-Metro-Cover-Wrap.jpg%22%7D%7D,%7B%22video-id%22:%22285078455%22,%22video-source%22:%22vimeo%22%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22unnamed-4-1%22,%22caption%22:%22%22,%22id%22:11095,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=11095%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/unnamed-4-1.jpg%22%7D%7D,%7B%22video-id%22:%22285078621%22,%22video-source%22:%22vimeo%22%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%224-Digital-6-Sheet%22,%22caption%22:%22%22,%22id%22:11096,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=11096%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/4-Digital-6-Sheet.jpg%22%7D%7D,%7B%22video-id%22:%22285078683%22,%22video-source%22:%22vimeo%22%7D%5D\",\"arrow-controls\":true,\"blockId\":\"ZY5qtJ\",\"blockUniqueClass\":\"lazyblock-carousel-ZY5qtJ\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"It\u2019s a great piece of work, it brings a product proposition to life in a way that is quite difficult to do, but does it so simply and so quickly, you get the idea in a split second.\",\"quotee\":\"Rian Shah, Managing Director, UK Hub, Zenith\",\"blockId\":\"10cJU9\",\"blockUniqueClass\":\"lazyblock-quote-full-width-10cJU9\"} \/-->","post_title":"Oops","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"oops","to_ping":"","pinged":"","post_modified":"2020-08-25 20:08:23","post_modified_gmt":"2020-08-25 19:08:23","post_content_filtered":"","post_parent":10331,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=11088","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":10750,"post_author":"1","post_date":"2018-01-12 11:30:47","post_date_gmt":"2018-01-12 11:30:47","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"305056055\",\"blockId\":\"Z16OdPB\",\"blockUniqueClass\":\"lazyblock-video-Z16OdPB\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cp\\u003eOur new positioning, 'There's a glass and a half in everyone', shines a light on the kindness and generosity that we see in society every day, and which facilitates moments of real human connection. The first creative under the new global brand platform is centred on the nation\u2019s favourite chocolate, Cadbury Dairy Milk, and sees the brand embrace an authentic and caring approach, capturing the spirit of the nation in a way that individual consumers can relate to.\\u003cbr \/\\u003e\\u003cbr \/\\u003eThe campaign kicked off with a new TV advert on Saturday 13th January during The Voice on ITV. The 60-second spot tells the story of a young girl who enters a corner store wanting to buy a bar of Cadbury Dairy Milk. However, it\u2019s not for her \u2013 it\u2019s for her mum\u2019s birthday. As the girl has never bought something on her own before, she attempts to emulate what she has seen her mum do and gets her purse out to pay, but inside there is only a collection of small knick-knacks. She goes to pay using these trinkets, including a button and fake diamond ring, which the shopkeeper generously accepts. Even though it leaves him out of pocket, the shopkeeper ensures he doesn\u2019t take the girl\u2019s favourite trinket (her miniature unicorn!) and she is able to leave the shop with her Mum\u2019s favourite bar of Cadbury Dairy Milk, and a smile on her face.\u00a0\\u003c\/p\\u003e\",\"quote\":\"A new global brand platform which takes Cadbury back to its roots; a family brand founded on generous principles.\",\"blockId\":\"27UAJU\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-27UAJU\"} \/-->\n\n<!-- wp:lazyblock\/two-column-images {\"items\":\"%5B%7B%22image-768x768%22:%7B%22alt%22:%22%22,%22title%22:%22Cadbury%20Posters%20landscape%22,%22caption%22:%22%22,%22id%22:10753,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=10753%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/Cadbury-Posters-landscape.jpg%22%7D%7D,%7B%22image-768x768%22:%7B%22alt%22:%22%22,%22title%22:%22Cadbury%20Posters%20landscape%20heart%22,%22caption%22:%22%22,%22id%22:10752,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=10752%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/Cadbury-Posters-landscape-heart.jpg%22%7D%7D%5D\",\"blockId\":\"1TpVWw\",\"blockUniqueClass\":\"lazyblock-two-column-images-1TpVWw\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003ch4 style=\\u0022text-align: center\\u0022\\u003eThe campaign will be further underpinned by digital, social, PR, experiential and sampling activations, as well as a second TV advert later in the year.\u00a0\\u003c\/h4\\u003e\",\"blockId\":\"Z1Cfg\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z1Cfg\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-image-top-aligned {\"image-768x768\":\"%7B%22alt%22:%22%22,%22title%22:%2211936e_Cadbury%22,%22caption%22:%22%22,%22id%22:10751,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=10751%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/11936e_Cadbury.jpg%22%7D\",\"text\":\"\\u003cp\\u003eEven though it leaves him out of pocket, the shopkeeper ensures he doesn\u2019t take the girl\u2019s favourite trinket (her miniature unicorn!) and she is able to leave the shop with her Mum\u2019s favourite bar of Cadbury Dairy Milk, and a smile on her face.\\u003cbr \/\\u003e\\u003cbr \/\\u003eIn addition, brand new Out of Home will include the famous Cadbury Dairy Milk glass and a half of milk icon with other positive symbols, such as a heart, smiley face and thumbs up. There\u2019s no Cadbury branding, it simply features the new Cadbury Dairy Milk tagline \u2013 There\u2019s a glass and a half in every one \u2013 showing the human kindness in us all.\\u003cbr \/\\u003e\\u003cbr \/\\u003eFinally, between 25th and 28th January, Cadbury will be bringing the new TV spot to life by giving chocolate fans across the UK the chance to get a bar of Cadbury Dairy Milk for the price of a knick-knack, trinket or even a button! The five-day long\u00a0\\u003ca href=\\u0022https:\/\/www.vccp.com\/en-gb\/work\/cadbury\/glass-and-a-half-shop\\u0022\\u003epop up store\\u003c\/a\\u003e\u00a0will even have the same shop keeper as the advert! Get down to Greek Street in Soho between 10am and 6pm to experience it for yourself.\\u003c\/p\\u003e\",\"blockId\":\"13bL1a\",\"blockUniqueClass\":\"lazyblock-two-column-text-image-top-aligned-13bL1a\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"285835576\",\"blockId\":\"Z29nhvs\",\"blockUniqueClass\":\"lazyblock-video-Z29nhvs\"} \/-->","post_title":"Mum's Birthday","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"mums-birthday","to_ping":"","pinged":"","post_modified":"2024-04-08 11:35:25","post_modified_gmt":"2024-04-08 10:35:25","post_content_filtered":"","post_parent":10331,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=10750","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"}}],"related_content_title":"YOU MAY ALSO LIKE","visible_on_home_page":[],"websites_to_publish":[]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work\/11511","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=11511"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}