{"id":14704,"date":"2022-03-17T17:50:22","date_gmt":"2022-03-17T17:50:22","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=14704"},"modified":"2022-03-17T17:50:58","modified_gmt":"2022-03-17T17:50:58","slug":"surf-like-no-other","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/white-claw\/surf-like-no-other","title":{"rendered":"Surf Like No Other"},"content":{"rendered":"<div class=\"lazyblock-video-ZrOKf3 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\/688852320?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-Zu28IT 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\"><strong>White Claw Hard Seltze<\/strong>r, the nation\u2019s number one-selling hard seltzer, is bringing something entirely new and different to the hard seltzer category with the launch of White Claw Surf. White Claw Surf is the first full flavor offering from the brand, meticulously crafted, with a collision of flavors for sensational refreshment.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\"><em>\u201cWhite Claw Surf is the biggest news in seltzer since the original launch of White Claw\u00ae,\u201d<\/em> said <strong>John Shea, Chief Marketing Officer, White Claw, U.S<\/strong>. <em>\u201cWhite Claw\u00ae Surf is a breakthrough new idea that combines full flavors with sensational refreshment and the incredible sessionability expected from White Claw. It is our next exciting addition and something completely new and different in the world of seltzer.&#8221;<\/em><\/span><\/p>\n<p><span style=\"font-weight: 400\">Available in a 12-can variety pack, each flavor is crafted using White Claw\u00ae\u2019s unique BrewPure process and is 5% ABV, 100 calories and gluten free.\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><b>Citrus Yuzu Smash<\/b><span style=\"font-weight: 400\">: A sensational collision of our signature lemon combined with exotic yuzu \u2013 for a taste that\u2019s unbelievable and uniquely White Claw\u00ae Surf.<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Tropical Pomelo Smash<\/b><span style=\"font-weight: 400\">: A complex blend of juicy pomelo \u2013 grapefruit perfectly blended with a tropical combination of lime, orange and lemon.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Watermelon Lime Smash<\/b><span style=\"font-weight: 400\">: A collision of ripe watermelon with cold-pressed lime for a thirst-quenching taste that delivers sensational refreshment. \u00a0<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Wildberry Acai Smash<\/b><span style=\"font-weight: 400\">: A wave of refreshing ripe wild berries paired with the unique tartness of exotic acai \u2013 for a sophisticated blend of complex flavors.\u00a0\u00a0<\/span><\/li>\n<\/ul>        \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\">To celebrate the launch of White Claw Surf, the brand launched an integrated campaign called \u201cSurf Like No Other\u201d in partnership with professional surfers<strong> Ivy Miller, Hunter Jones<\/strong> and <strong>Blair Conklin<\/strong> to experience surf like never before. The surfers proved that it is possible to surf anywhere, from snowy hills and sand dunes to fountains, canals, rivers and lakes around the U.S. The Surf Tour series will be shared via the surfer\u2019s social channels as well as the brand\u2019s social channels starting on March 15<\/span><span style=\"font-weight: 400\">th<\/span><span style=\"font-weight: 400\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">The Surf Tour will culminate at <strong>South by Southwest<\/strong> (<strong>SXSW<\/strong>), where White Claw is the official hard seltzer. White Claw Surf will be front and center throughout SXSW, surrounding events and with a custom White Claw Surf House from March 17 \u2013 March 19 2022.\u00a0 Attendees will be among the first to experience White Claw Surf as well as hear from the Surf Tour athletes with an exclusive panel on the future of surf.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Consumers can follow along the Surf Like No Other campaign and share their Surf tasting experience using #WhiteClawSurf.<\/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-image-full-width-Z1U9YUl wp-block-lazyblock-image-full-width\"><section class=\"fullwidth fullwidth--img\">\n    <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/White-Claw-Surf-Athletes.png\" alt=\"\" class=\"lazyload img-fluid\">\n\n<\/section><\/div>\n\n<div class=\"lazyblock-carousel-Z1iGTX1 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\/2022\/03\/White-Claw-Surf-VP-Lineup-1.png 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/White-Claw-Surf-VP-Lineup-1.png\" 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                \r\n        \r\n      <\/div>\r\n\r\n    <\/div>\r\n  <\/section>\r\n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":57,"template":"","class_list":["post-14704","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988","10105","10107"],"client_id":"14717","hero_video":"688852320","hero_image":{"ID":14716,"id":14716,"title":"White-Claw-Surf-VP-Lineup-1","filename":"White-Claw-Surf-VP-Lineup-1.png","filesize":3060819,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/White-Claw-Surf-VP-Lineup-1.png","link":"https:\/\/www.vccp.com\/uk\/work\/white-claw\/surf-like-no-other\/attachment\/white-claw-surf-vp-lineup-1","alt":"","author":"57","description":"","caption":"","name":"white-claw-surf-vp-lineup-1","status":"inherit","uploaded_to":14704,"date":"2022-03-17 15:30:55","modified":"2022-03-17 15:30:55","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\/03\/White-Claw-Surf-VP-Lineup-1-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/White-Claw-Surf-VP-Lineup-1-300x169.png","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/White-Claw-Surf-VP-Lineup-1-768x432.png","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/White-Claw-Surf-VP-Lineup-1-1024x576.png","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/White-Claw-Surf-VP-Lineup-1-1536x864.png","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/White-Claw-Surf-VP-Lineup-1.png","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/White-Claw-Surf-VP-Lineup-1-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/White-Claw-Surf-VP-Lineup-1-1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/White-Claw-Surf-VP-Lineup-1-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/White-Claw-Surf-VP-Lineup-1-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/White-Claw-Surf-VP-Lineup-1-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/White-Claw-Surf-VP-Lineup-1-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/White-Claw-Surf-VP-Lineup-1-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/White-Claw-Surf-VP-Lineup-1-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/White-Claw-Surf-VP-Lineup-1-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"White Claw \"Surf Like No Other\"","meta-description":"White Claw Hard Seltzer, the nation\u2019s number one-selling hard seltzer, is bringing something entirely new and different to the hard seltzer category with the launch of White Claw Surf. White Claw Surf is the first full flavor offering from the brand, meticulously crafted, with a collision of flavors for sensational refreshment.\u00a0\u00a0","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/White-Claw-Surf-VP-Lineup-1.png","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":14708,"post_author":"57","post_date":"2022-03-17 13:04:39","post_date_gmt":"2022-03-17 13:04:39","post_content":"<!-- wp:lazyblock\/video {\"video-source\":\"youtube\",\"video-id\":\"_1xJtwkPPaw\",\"blockId\":\"ZpURo\",\"blockUniqueClass\":\"lazyblock-video-ZpURo\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eFor the second year running, the nation\\u2019s favourite crisps, \\u003c\\\/span\\u003e\\u003cb\\u003eWalkers,\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e partners with Comic Relief for Red Nose Day to shine a light on how much Brits bottle up their true feelings. Walkers latest campaign aims to challenge and reframe the use of the \\u2018F***\\u2019 word (fine), and encourage instead the nation to open up and start talking honestly about how they are feeling.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWith research showing that bottling up feelings and emotions is a contributing factor to low mental wellbeing, the social-first campaign launches with a series of films headed up by comedian, actress and mental health campaigner\\u003c\\\/span\\u003e\\u003cb\\u003e Ruby Wax.\\u003c\\\/b\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAppearing in the campaign\\u2019s hero 20\\u201d social film, the wellness expert speaks directly into the camera challenging the nation to give up the \\u2018F***\\u2019 (fine) word in the lead up to Red Nose Day (Friday 18th March).\\u00a0 Ruby announces the fine for using the word \\u2018fine\\u2019 and concludes on the importance of talking as well as giving honest and open answers when asked \\u2018\\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ehow are you\\u2019?.\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e Alongside the films, Ruby Wax will also provide her top tips for encouraging others to open up, and answer honestly when asked, \\u2018\\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ehow are you?\\u2019 \\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eas well as 10 alternative questions to \\u2018how are you\\u2019 to encourage people to open up. To bring the campaign to life, Walkers have created swear jars to fine the British nation for using the word fine which will roll out across its social channels.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eComedian and mental health campaign Ruby Wax commented:\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e \\u201c\\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAs someone who has been very open about their battle with mental health, and has studied human psychology extensively, for me the greatest method of entry into people\\u2019s minds is making them laugh.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u201cOften it\\u2019s not about the question you\\u2019re asking, but the context and way in which you ask it that will impact the way in which the other person responds, and for me appearing as authentic and open as possible is the best way to get others to open up with how they\\u2019re honestly feeling. As a subject very close to my heart, I\\u2019m hoping that through this campaign and banning what is, in my opinion, the most offensive \\u2018F***\\u2019 word out there, we can open up the conversation surrounding mental wellbeing.\\u201d\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWorking with agency of record, \\u003c\\\/span\\u003e\\u003cb\\u003eVCCP London\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, the campaign follows the Walkers and Comic Relief Christmas campaign continuing the the missions to cut the word \\u2018fine\\u2019 and truly open up. Created using insight unveiled in the \\u2018F Word Report\\u2019 that the nation collectively proclaims that it\\u2019s 'fine\\u2019 215 million times every day, with the average person saying it four times during every 24 hour period, and 28 times over the course of a week, it also shows that Brits use \\u2018fine\\u2019 as an autopilot response and don\\u2019t open up and talk about how they really feel.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eIrina Panescu, Head of Media \\u0026amp; Connections Planning at PepsiCo \\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ecommented: \\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u201cWalkers has always been about bringing levity and moments of relief to people\\u2019s lives - whether it\\u2019s through our products or our campaigns. We believe humour is a great ally to start conversations and open up about real feelings, so through our partnership with Comic Relief and campaigns like these we\\u2019re on a mission to get the nation talking and looking after mental wellbeing. So as a brand this was a natural territory for us to explore, but we certainly weren\\u2019t expecting the results we received.\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u201cWe were surprised by just how much the nation is bottling up how they\\u2019re truly feeling, with \\u2018I\\u2019m fine\\u2019 being used on autopilot, rather than as an honest response. Fine stops us from opening up about how we really feel, so through banning the \\u2018F***\\u2019 word this week, we want to open up the conversation surrounding mental wellbeing, and encourage the nation to give honest and open answers when they\\u2019re asked \\u2018how are you.\\u201d\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAccording to new research, nearly every other time (38%) a person in Britain says the \\u2018f word\\u2019, they\\u2019re not being honest. What\\u2019s more, in addition to our barriers to opening up, Brits are also hesitant to hear the reality of how people are feeling. The average Brit asks others how they are at least 4 times per day, but only just over half (55%) actually want to know how the other person is when they ask \\u2018how are you?\\u2019. Three quarters of Brits (77%) rarely answer the question \\u2018How are you?\\u2019 Honestly, instead, opting for a generic \\u2018I\\u2019m fine\\u2019 response, over two thirds (70%) confess to regularly saying \\u2018I\\u2019m fine\\u2019 on autopilot before even thinking about how they are. However, when it comes to things that make us feel better when we aren\\u2019t actually feeling \\u2018fine\\u2019, there appears to be truth to the belief that laughter is good for our wellbeing, with enjoying a good laugh with a friend or relative named as the thing most likely to help, cited by 45% of Brits. However, talking it through with close friends or family came in second, with a third (34%) citing this as the thing most likely to help.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eRoss Neil, Creative Director at VCCP \\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eadded: \\u201c\\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eLet\\u2019s face it, we\\u2019ve all had an eventful last two years. Yet whenever someone asks how we are, we tend to keep everything pushed down inside by cutting off a real response with \\u201cfine\\u201d. What\\u2019s wrong with opening up? Let\\u2019s put an end to masking our real emotions by putting a fine on using the worst F word of them all\\u2026fine.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWe\\u2019re using the emblem of the swear jar to discourage people from using the F-word and instead of saying fine, opening up. It really does help. It\\u2019s great when two powerhouse brands such as Walkers and Comic Relief come together for a great cause such as mental well-being. And add to the mix the effervescent Ruby Wax and you have all the ingredients for a great campaign. Just mind your language!\\u201d\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThis year Walkers has also pledged a total of \\u00a32 Million for Comic Relief by the end of 2022, to support mental wellbeing programs. The campaign will then go live again at Christmas - a time we all know is difficult for so many. To join Walkers and Comic Relief in giving up the \\u2018F***\\u2019 (fine) word this week and talking more, sign up at \\u003c\\\/span\\u003e\\u003ca href=\\u0022http:\\\/\\\/www.comicrelief.com\\\/walkers\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ewww.comicrelief.com\\\/walkers\\u003c\\\/span\\u003e\\u003c\\\/a\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWalkers worked with OMD and Sips \\u0026amp; Bites to plan and execute the print and social media. A PR and influencer is being run by Splendid Communications.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\",\"blockId\":\"Z22cNBW\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z22cNBW\"} \/-->\n\n<!-- wp:lazyblock\/carousel {\"items\":\"%5B%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22PEPSI22004_Walkers_The_F_Jar_TC_CONTENT_20sA_GRADED_PR007.00_00_15_09.Still004%22,%22caption%22:%22%22,%22id%22:14709,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=14709%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2022\\\/03\\\/PEPSI22004_Walkers_The_F_Jar_TC_CONTENT_20sA_GRADED_PR007.00_00_15_09.Still004.png%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22PEPSI22004_Walkers_The_F_Jar_TC_CONTENT_20sA_GRADED_PR007.00_00_09_10.Still005%22,%22caption%22:%22%22,%22id%22:14710,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=14710%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2022\\\/03\\\/PEPSI22004_Walkers_The_F_Jar_TC_CONTENT_20sA_GRADED_PR007.00_00_09_10.Still005.png%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22PEPSI22004_Walkers_The_F_Jar_TC_CONTENT_20sA_GRADED_PR007.00_00_11_15.Still003%22,%22caption%22:%22%22,%22id%22:14711,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=14711%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2022\\\/03\\\/PEPSI22004_Walkers_The_F_Jar_TC_CONTENT_20sA_GRADED_PR007.00_00_11_15.Still003.png%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22PEPSI22004_Walkers_Teaser_CONTENT_16x9_PR008.00_00_01_06.Still001%22,%22caption%22:%22%22,%22id%22:14712,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=14712%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2022\\\/03\\\/PEPSI22004_Walkers_Teaser_CONTENT_16x9_PR008.00_00_01_06.Still001.png%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22PEPSI22004_Walkers_The_F_Jar_TC_CONTENT_20sA_GRADED_PR007.00_00_17_11.Still001%22,%22caption%22:%22%22,%22id%22:14713,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=14713%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2022\\\/03\\\/PEPSI22004_Walkers_The_F_Jar_TC_CONTENT_20sA_GRADED_PR007.00_00_17_11.Still001.png%22%7D%7D%5D\",\"dot-controls\":true,\"blockId\":\"21R0Vi\",\"blockUniqueClass\":\"lazyblock-carousel-21R0Vi\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"We\\u2019re using the emblem of the swear jar to discourage people from using the F-word and instead of saying fine, opening up. It really does help. It\\u2019s great when two powerhouse brands such as Walkers and Comic Relief come together for a great cause such as mental well-being. And add to the mix the effervescent Ruby Wax and you have all the ingredients for a great campaign. Just mind your language!\",\"quotee\":\"Ross Neil, Creative Director at VCCP\",\"blockId\":\"1tIwtw\",\"blockUniqueClass\":\"lazyblock-quote-full-width-1tIwtw\"} \/-->\n\n<!-- wp:paragraph -->\n<p><\/p>\n<!-- \/wp:paragraph -->","post_title":"The Real F*** Word","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-real-f-word","to_ping":"","pinged":"","post_modified":"2022-03-17 13:04:39","post_modified_gmt":"2022-03-17 13:04:39","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=14708","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":14668,"post_author":"57","post_date":"2022-03-03 13:01:14","post_date_gmt":"2022-03-03 13:01:14","post_content":"<!-- wp:lazyblock\/video {\"video-source\":\"youtube\",\"video-id\":\"mVJiqnC9Of0\",\"blockId\":\"cblhp\",\"blockUniqueClass\":\"lazyblock-video-cblhp\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eToday PepsiCo has brought together the nation\\u2019s biggest crisp and tortilla chip brands \\u003c\\\/span\\u003e\\u003cb\\u003eWalkers and Doritos\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, together with tour operator\\u003c\\\/span\\u003e\\u003cb\\u003e easyJet\\u00a0 holidays \\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ein a new campaign to celebrate the return of holiday getaways. Devised by UK agency of record, \\u003c\\\/span\\u003e\\u003cb\\u003eVCCP London\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, the playful campaign seeks to reignite the nation\\u2019s love for travel, by revealing the all too familiar quirks and behavioural changes holiday-makers indulge in only whilst abroad. The competition is one of the biggest multi-brand on-pack promotions for PepsiCo and will run across special holiday-themed packs of Walkers and Doritos.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe \\u2018\\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eOnly On Holiday\\u2019 \\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ecampaign champions the funny things Brits of all ages are guilty of doing. R\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eesearch conducted by PepsiCo has revealed that nearly all Brits (91%)\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e have a \\u2018holiday alter-ego\\u2019 and change their habits to things they\\u2019d never usually do at home. The creative playfully brings out stereotypical holiday behaviours such as pinching hotel toiletries, indulging in the all-inclusive hotel buffet, being more adventurous and losing all inhibitions on the dancefloor. \\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u2018Only On Holiday\\u2019 \\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eseeks to target a vast cross section of society, specifically personifying the self-expressive holiday antics of the Gen Z audience via Doritos and the light-hearted holiday playfulness that family audiences of Walkers can resonate with.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe multi-million pound campaign launches with a 40\\u201d hero film and the comedic film opens with two friends in a car daydreaming about their next holiday as they\\u2019re stranded in a classically British downpour. One of the friends, who personifies the Walkers brand, wishfully moans \\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u2018We really need a holiday\\u2019 \\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eas he tucks into his packet of Walkers crisps. He is instantly catapulted straight into holiday mode and we see the friends crash land onto deck chairs, with mocktails in hand. Enjoying their holiday sun, both can then be seen eyeing up the holiday buffet where they spy a couple of bags of Doritos. One bite of the famous Doritos tortilla chip by the other friend, who personifies the Doritos brand, transports the duo into an LED-lit kayak, and then the dance-floor at a beach party where we see the duo busting out some\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eexperimental dance moves. The film draws to a close as TV personality, \\u003c\\\/span\\u003e\\u003cb\\u003eAlison Hammond,\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e can be heard championing the strapline \\u2018Only On Holiday\\u2019 and delivering the impactful promotional message: \\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u2018Win an easyJet holiday every hour with Walkers and Doritos.\\u2019 \\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe playful creative concludes with a comical reprise moment when the stolen toiletries come spilling out of the friends' suitcases, much to their embarrassment.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eFernando Kahane, Walkers Senior Marketing Director \\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ecommented: \\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u201cWe are thrilled to be bringing together two of our biggest PepsiCo brands, with easyJet holidays. By giving Brits the chance to win a package holiday every hour, for 90 days, this is by far one of our biggest and most exciting on-pack promotions ever. Our hope is that the holiday campaign inspires wanderlust and spreads laughter with a light-hearted reminder of all the things we love doing with our family and friends - but only on holiday!\\u201d\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eRichard Sherwood, Marketing Director, easyJet holidays\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e adds: \\u201c\\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWe only launched our easyJet holidays business in 2019, so joining together with Walkers and Doritos on this fantastic partnership as travel re-opens, is a real milestone for us. After the last two years we know there is a pent up demand for travel and that 2022 is going to see the long awaited return of our much missed getaways . There is a unique sense of joy and freedom which only holidays are able to deliver, and it is so exciting to offer these opportunities to holiday-deprived Brits in conjunction with two of the biggest crisp brands in the country.\\u201d\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cb\\u003eRoss Neil, Deputy Executive Creative Director at VCCP London \\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eadded: \\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u2018Does anyone else need a holiday or is it just me? And I\\u2019m not talking about some camping staycation, I\\u2019m talking about a real holiday! I\\u2019m really excited to be launching this advert for this tri-branded spot to promote a brilliant offer for Walkers and Doritos customers. Never has the nation needed a holiday more than it does right now, so we wanted to celebrate that positive feeling of escaping the everyday. To do this, we're bringing to life the odd little things that Brits find themselves doing once they've been unleashed abroad. But trying to remember all our funny little holiday behaviours is like being asked \\u2018what did you have for dinner on the second Tuesday in January two years ago?\\u2019 - it\\u2019s been that long. We hope our campaign gets everyone in the mood for the most hotly anticipated summer yet.\\u201d\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe \\u2018\\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eOnly On Holiday\\u2019 \\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ecampaign will also see a holiday-themed packaging makeover on the best selling products across both Walkers and Doritos ranges, as well as an on-pack promotion running until the 23rd May with lucky winners able to book their holiday up until 30th December 2022. The promotion will feature across approximately 100 million Walkers and Doritos core flavours and shoppers who buy the products can discover if they have won by entering the on-pack code online.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe multi-million \\u2018\\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eOnly On Holidays\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u2019 media campaign is live from today and is running until mid-April. Supporting the hero 40\\u201d TV creative, two 20\\u201d cut downs specifically heroing the Doritos brand for Gen Z and Walkers portfolio for families will also go live across TV and social. The campaign will be supported with a 360 investment into shopper, digital media, social media (TikTok, Instagram and Facebook, Twitter) and influencer activity. Media has been planned and executed by OMD and PR has been led by Splendid.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\",\"blockId\":\"Z212x3V\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z212x3V\"} \/-->\n\n<!-- wp:lazyblock\/carousel {\"items\":\"%5B%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22FM2DdgFWYAI32LX%22,%22caption%22:%22%22,%22id%22:14669,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=14669%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2022\\\/03\\\/FM2DdgFWYAI32LX.jpeg%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22FM4hoXpXsAomSRA%22,%22caption%22:%22%22,%22id%22:14670,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=14670%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2022\\\/03\\\/FM4hoXpXsAomSRA.jpeg%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22FM5_e9IWUAMCryZ%22,%22caption%22:%22%22,%22id%22:14671,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=14671%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2022\\\/03\\\/FM5_e9IWUAMCryZ.jpeg%22%7D%7D%5D\",\"arrow-controls\":true,\"blockId\":\"ZOxI1O\",\"blockUniqueClass\":\"lazyblock-carousel-ZOxI1O\"} \/-->","post_title":"Walkers, Doritos and easyJet \u2018Win a Holiday Every Hour!\u2019","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"walkers-doritos-and-easyjet-win-a-holiday-every-hour","to_ping":"","pinged":"","post_modified":"2022-03-03 13:01:15","post_modified_gmt":"2022-03-03 13:01:15","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=14668","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":14641,"post_author":"57","post_date":"2022-02-24 15:16:57","post_date_gmt":"2022-02-24 15:16:57","post_content":"<!-- wp:lazyblock\/image-full-width {\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22VCCP-Sashi-Nair-and-Jonny-Shaw-1%22,%22caption%22:%22%22,%22id%22:14644,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=14644%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2022\\\/02\\\/VCCP-Sashi-Nair-and-Jonny-Shaw-1-scaled.jpg%22%7D\",\"blockId\":\"Z23CH20\",\"blockUniqueClass\":\"lazyblock-image-full-width-Z23CH20\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003eRead the full feature in \\u003ca href=\\u0022https:\\\/\\\/www.campaignlive.co.uk\\\/article\\\/vccp-launches-global-gaming-offering-%E2%80%93-dont-call-metaverse\\\/1747922\\u0022\\u003e\\u003cem\\u003eCampaign US\\u003c\\\/em\\u003e\\u003c\\\/a\\u003e.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eVCCP launches global gaming offering \\u2013 but don\\u2019t call it the metaverse\\u003c\\\/strong\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eVCCP Group, the global challenger network, has today announced the launch of a global gaming proposition, \\u003c\\\/span\\u003e\\u003cb style=\\u0022font-size: inherit;font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif\\u0022\\u003eVCCP+\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e. On a mission to help brands navigate and leverage the 2.7 billion person Gaming Multiverse, VCCP+ will deliver data-backed solutions to help brands build long-term value in the space and challenge the ways gaming is traditionally viewed and activated. With a unique approach and offering, VCCP+ will aim to upskill and tip the balance for modern marketers.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe current obsession with the Metaverse pipe dream is distracting the much needed attention away from the single largest unmet audience opportunity in marketing. The power of games as a medium and culture has been alarmingly misunderstood for too long. Gaming today is much more than just playing video games. It is a complex, thriving multiverse of distinct and diverse platforms, media and cultures - from content, to influencers, lifestyle, design, entertainment, and sports. With a third of the world\\u2019s population\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e in its mix, gaming has a larger audience than even Facebook. But it's not just its sheer size. Every touchpoint across the multiverse surpasses that of existing social and traditional channels of communication. Gaming content viewership on YouTube, for example, is bigger than HBO, Netflix, and Hulu combined. And these numbers will only continue to accelerate with a new generation of audience where gaming is a core part of their identity and social life.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eDespite its popularity and abundance of opportunities, brands, marketers and even agencies have only really scratched the surface of gaming\\u2019s potential as the force in marketing to leverage. Investment in gaming is currently 100 times less than ad spend on Facebook and four times less than in print. VCCP+ aims to disrupt this status quo and will arm future-facing brands with the right data, expertise, ideas, and partnerships for an immediate marketing future where \\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ea gaming strategy and an always-on plan will be a critical necessity.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eJonny Shaw, CEO of VCCP+ \\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esaid: \\u201cThe gaming space is completely misunderstood, misused or relegated to being an experiment for marketers. It is the biggest unmet audience opportunity there is in marketing. Gaming represents the biggest entertainment vertical in the world and is constantly ignored by brands. As 90% of Gen Z identify as gamers, the audience of tomorrow is everyone. VCCP+ is here to challenge the status quo and offer brands a way to engage and tap into this demographic in a way that is authentic and will reduce media wastage.\\u201d\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe traditional one-size-fits-all model will not work in the gaming multiverse. Launching with a proprietary methodology and tools built from the ground up to aid brands and marketers in making the right decisions, VCCP+ brings data-rich, actionable insights from the complex landscape with the goal of delivering long-term engagement and value, with the capabilities to measure and optimise marketing activities in the space.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eBacked by a worldwide network of talent and partners, VCCP+ will tap into coders from VCCP CX and makers in the world of design and art, motion and 3D tech, from VCCP\\u2019s recently launched global content studio, \\u003c\\\/span\\u003e\\u003cb\\u003eGirl\\u0026amp;Bear\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e. Supporting this and working at the speed of culture, VCCP+ will also team up with leading production and content partners, collaborators at the intersections of sports, lifestyle and entertainment, as well as gaming publishers and influencers.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eVCCP+ will be led by CEO, Jonny Shaw and Head of Strategy, Sashi Nair. Shaw has worked in the game space for over 20 years, leading teams in London, Tokyo, San Francisco and New York. He has worked on both endemic games brands, PlayStation, Xbox, EA and Rockstar games, to name a few, as well as helping some of the world\\u2019s best consumer brands navigate the world of games including Coca Cola, Fanta, Adidas, Google, and many more.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eNair joins from Havas Sports \\u0026amp; Entertainment where he led the strategy practice on gaming, partnerships, sports and music. An award-winning, multi-disciplinary strategist, Nair delivers meaningful vision and solutions based on today\\u2019s popular culture across geographies for organisations like The Coca-Cola Company, Beam Suntory, Michelin, Tracfone, Fidelity, Titlelist, P\\u0026amp;G, Pringles, Emirates, HSBC, Sony and Volkswagen.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eInternational CEO at VCCP\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, \\u003c\\\/span\\u003e\\u003cb\\u003eJulian Douglas\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e said: \\u201cThe mainstream marketing industry is finally waking up to the opportunity gaming provides. Marketers are realising this isn\\u2019t a niche space; it is where their audience is. Gaming is about socialising, connecting, meeting new people and deepening existing relationships. It\\u2019s about experiences and culture, and simply having a good time. VCCP+ is here to navigate and unlock this space in an authentic, unique and commercially valuable way for brands all around the globe.\\u201d\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eSashi Nair, Head of Strategy at VCCP+ \\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eadded: \\u0022The Multiverse aptly describes the far reaching impact of gaming. This cultural tidal wave that is right now defining the future of media and advertising is repeatedly swept under the rug. Brands and marketers need to wake up and evolve their perception of gaming being a channel for siloed, experimental initiatives. Gaming is now the heart of popular culture and the future of entertainment. I\\u2019m excited to take on the challenge of transforming the perception of the space, helping brands and marketers unlock the potential the gaming multiverse has to offer, and creating the correct solutions for them to deliver value and business goals.\\u0022\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eVCCP+ launches as a new practice within all VCCP offices worldwide, including New York, where it is headquartered, Madrid, Prague, San Francisco, London, Singapore, Sydney and Shanghai, and will be offered as core service to clients such as White Claw, Google and O2.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eFor more information about VCCP+, visit \\u003c\\\/span\\u003e\\u003ca href=\\u0022http:\\\/\\\/www.vccpplus.com\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ewww.vccpplus.com\\u003c\\\/span\\u003e\\u003c\\\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\",\"blockId\":\"14rfj0\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-14rfj0\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"Brands and marketers need to wake up and evolve their perception of gaming being a channel for siloed, experimental initiatives. Gaming is now the heart of popular culture and the future of entertainment.\",\"quotee\":\"Sashi Nair, Head of Strategy at VCCP+\",\"blockId\":\"Z1u5WCc\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Z1u5WCc\"} \/-->\n\n<!-- wp:lazyblock\/image-full-width {\"blockId\":\"2mmYRr\",\"blockUniqueClass\":\"lazyblock-image-full-width-2mmYRr\"} \/-->","post_title":"VCCP launches global gaming proposition VCCP+","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"vccp-launches-global-gaming-proposition-vccp","to_ping":"","pinged":"","post_modified":"2022-06-08 10:15:57","post_modified_gmt":"2022-06-08 09:15:57","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=14641","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}}],"hide_related_items":[],"visible_on_home_page":["1"],"websites_to_publish":[]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work\/14704","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\/57"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=14704"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}