{"id":14708,"date":"2022-03-17T13:04:39","date_gmt":"2022-03-17T13:04:39","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=14708"},"modified":"2022-03-17T13:04:39","modified_gmt":"2022-03-17T13:04:39","slug":"the-real-f-word","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/walkers\/the-real-f-word","title":{"rendered":"The Real F*** Word"},"content":{"rendered":"<div class=\"lazyblock-video-ZpURo 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:\/\/www.youtube.com\/embed\/_1xJtwkPPaw?rel=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>    <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-Z22cNBW 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\">For the second year running, the nation\u2019s favourite crisps, <\/span><b>Walkers,<\/b><span style=\"font-weight: 400\"> 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<\/span><\/p>\n<p><span style=\"font-weight: 400\">With 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<\/span><b> Ruby Wax.<\/b><\/p>\n<p><span style=\"font-weight: 400\">Appearing 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<\/span><i><span style=\"font-weight: 400\">how are you\u2019?.<\/span><\/i><span style=\"font-weight: 400\"> Alongside the films, Ruby Wax will also provide her top tips for encouraging others to open up, and answer honestly when asked, \u2018<\/span><i><span style=\"font-weight: 400\">how are you?\u2019 <\/span><\/i><span style=\"font-weight: 400\">as 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<\/span><\/p>\n<p><b>Comedian and mental health campaign Ruby Wax commented:<\/b><span style=\"font-weight: 400\"> \u201c<\/span><i><span style=\"font-weight: 400\">As 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<\/span><\/i><\/p>\n<p><i><span style=\"font-weight: 400\">\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<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400\">Working with agency of record, <\/span><b>VCCP London<\/b><span style=\"font-weight: 400\">, 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 &#8216;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<\/span><\/p>\n<p><b>Irina Panescu, Head of Media &amp; Connections Planning at PepsiCo <\/b><span style=\"font-weight: 400\">commented: <\/span><i><span style=\"font-weight: 400\">\u201cWalkers has always been about bringing levity and moments of relief to people\u2019s lives &#8211; 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.<\/span><\/i><\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p><i><span style=\"font-weight: 400\">\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<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400\">According 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.<\/span><\/p>\n<p><b>Ross Neil, Creative Director at VCCP <\/b><span style=\"font-weight: 400\">added: \u201c<\/span><i><span style=\"font-weight: 400\">Let\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<\/span><\/i><\/p>\n<p><i><span style=\"font-weight: 400\">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!\u201d<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400\">This 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 &#8211; 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 <\/span><a href=\"http:\/\/www.comicrelief.com\/walkers\"><span style=\"font-weight: 400\">www.comicrelief.com\/walkers<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400\">Walkers worked with OMD and Sips &amp; Bites to plan and execute the print and social media. A PR and influencer is being run by Splendid Communications.\u00a0<\/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-carousel-21R0Vi 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  carousel--with-indicators  \" 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\/PEPSI22004_Walkers_The_F_Jar_TC_CONTENT_20sA_GRADED_PR007.00_00_15_09.Still004.png 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/PEPSI22004_Walkers_The_F_Jar_TC_CONTENT_20sA_GRADED_PR007.00_00_15_09.Still004.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 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\/2022\/03\/PEPSI22004_Walkers_The_F_Jar_TC_CONTENT_20sA_GRADED_PR007.00_00_09_10.Still005.png 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/PEPSI22004_Walkers_The_F_Jar_TC_CONTENT_20sA_GRADED_PR007.00_00_09_10.Still005.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 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\/2022\/03\/PEPSI22004_Walkers_The_F_Jar_TC_CONTENT_20sA_GRADED_PR007.00_00_11_15.Still003.png 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/PEPSI22004_Walkers_The_F_Jar_TC_CONTENT_20sA_GRADED_PR007.00_00_11_15.Still003.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 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\/2022\/03\/PEPSI22004_Walkers_Teaser_CONTENT_16x9_PR008.00_00_01_06.Still001.png 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/PEPSI22004_Walkers_Teaser_CONTENT_16x9_PR008.00_00_01_06.Still001.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 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\/2022\/03\/PEPSI22004_Walkers_The_F_Jar_TC_CONTENT_20sA_GRADED_PR007.00_00_17_11.Still001.png 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/PEPSI22004_Walkers_The_F_Jar_TC_CONTENT_20sA_GRADED_PR007.00_00_17_11.Still001.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                <ol class=\"carousel-indicators\">\r\n                              <li data-target=\"#imageCarousel\" data-slide-to=\"0\" class=\"active\"><\/li>\r\n                              <li data-target=\"#imageCarousel\" data-slide-to=\"1\" class=\"\"><\/li>\r\n                              <li data-target=\"#imageCarousel\" data-slide-to=\"2\" class=\"\"><\/li>\r\n                              <li data-target=\"#imageCarousel\" data-slide-to=\"3\" class=\"\"><\/li>\r\n                              <li data-target=\"#imageCarousel\" data-slide-to=\"4\" class=\"\"><\/li>\r\n                            <\/ol>\r\n        \r\n      <\/div>\r\n\r\n    <\/div>\r\n  <\/section>\r\n<\/div>\n\n<div class=\"lazyblock-quote-full-width-1tIwtw 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        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! \n        <cite>Ross Neil, Creative Director at VCCP<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":57,"template":"","class_list":["post-14708","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988","10107"],"client_id":"12890","hero_video":"","hero_image":{"ID":14713,"id":14713,"title":"PEPSI22004_Walkers_The_F_Jar_TC_CONTENT_20sA_GRADED_PR007.00_00_17_11.Still001","filename":"PEPSI22004_Walkers_The_F_Jar_TC_CONTENT_20sA_GRADED_PR007.00_00_17_11.Still001.png","filesize":3280632,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/PEPSI22004_Walkers_The_F_Jar_TC_CONTENT_20sA_GRADED_PR007.00_00_17_11.Still001.png","link":"https:\/\/www.vccp.com\/uk\/work\/walkers\/the-real-f-word\/attachment\/pepsi22004_walkers_the_f_jar_tc_content_20sa_graded_pr007-00_00_17_11-still001","alt":"","author":"57","description":"","caption":"","name":"pepsi22004_walkers_the_f_jar_tc_content_20sa_graded_pr007-00_00_17_11-still001","status":"inherit","uploaded_to":14708,"date":"2022-03-17 11:51:06","modified":"2022-03-17 11:51:06","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\/PEPSI22004_Walkers_The_F_Jar_TC_CONTENT_20sA_GRADED_PR007.00_00_17_11.Still001-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/PEPSI22004_Walkers_The_F_Jar_TC_CONTENT_20sA_GRADED_PR007.00_00_17_11.Still001-300x169.png","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/PEPSI22004_Walkers_The_F_Jar_TC_CONTENT_20sA_GRADED_PR007.00_00_17_11.Still001-768x432.png","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/PEPSI22004_Walkers_The_F_Jar_TC_CONTENT_20sA_GRADED_PR007.00_00_17_11.Still001-1024x576.png","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/PEPSI22004_Walkers_The_F_Jar_TC_CONTENT_20sA_GRADED_PR007.00_00_17_11.Still001-1536x864.png","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/PEPSI22004_Walkers_The_F_Jar_TC_CONTENT_20sA_GRADED_PR007.00_00_17_11.Still001.png","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/PEPSI22004_Walkers_The_F_Jar_TC_CONTENT_20sA_GRADED_PR007.00_00_17_11.Still001-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/PEPSI22004_Walkers_The_F_Jar_TC_CONTENT_20sA_GRADED_PR007.00_00_17_11.Still001-1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/PEPSI22004_Walkers_The_F_Jar_TC_CONTENT_20sA_GRADED_PR007.00_00_17_11.Still001-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/PEPSI22004_Walkers_The_F_Jar_TC_CONTENT_20sA_GRADED_PR007.00_00_17_11.Still001-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/PEPSI22004_Walkers_The_F_Jar_TC_CONTENT_20sA_GRADED_PR007.00_00_17_11.Still001-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/PEPSI22004_Walkers_The_F_Jar_TC_CONTENT_20sA_GRADED_PR007.00_00_17_11.Still001-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/PEPSI22004_Walkers_The_F_Jar_TC_CONTENT_20sA_GRADED_PR007.00_00_17_11.Still001-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/PEPSI22004_Walkers_The_F_Jar_TC_CONTENT_20sA_GRADED_PR007.00_00_17_11.Still001-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/PEPSI22004_Walkers_The_F_Jar_TC_CONTENT_20sA_GRADED_PR007.00_00_17_11.Still001-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"Walkers \"The Real F*** Word\" ","meta-description":"For the second year running, the nation\u2019s favourite crisps, Walkers, partners with Comic Relief for Red Nose Day to shine a light on how much Brits bottle up their true feelings. 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This will be activated in the UK \\u0026amp; Ireland from Tuesday 9th March.\u00a0\",\"blockId\":\"2g6JkU\",\"blockUniqueClass\":\"lazyblock-text-full-width-bold-2g6JkU\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-source\":\"youtube\",\"video-id\":\"QAkNItMjhRQ\",\"blockId\":\"Z8hFdp\",\"blockUniqueClass\":\"lazyblock-video-Z8hFdp\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003eUsing Google Maps Street View, hiders can hide an easter egg anywhere in the world and then share a personalised clue with a loved one to help them find their Egg. The recipient will then be sent the clues to help them find the virtual Easter Egg. The hider has two options; to either purchase one of four Cadbury Easter Eggs from the Cadbury World Hide range or simply hide a virtual egg for free for their loved one to find.\u00a0\\u003c\/p\\u003e\\n\\u003cp\\u003eThe global pandemic has restricted the physical connection that we all crave, which is why our campaign sets out to connect people across the UK through the central value of the Cadbury brand; generosity. Generosity is at the heart of Cadbury and as such, Easter provides an opportunity to show that there truly is a glass and a half in everyone. VCCP decided to flip this Easter ritual on its head, showing how\u00a0\\u003cem\\u003ehiding \\u003c\/em\\u003ean act can be a generous act for a loved one. \u00a0\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cb\\u003eMark\u00e9ta Kristlov\u00e1\\u003c\/b\\u003e\\u003cb\\u003e, Senior Brand Manager Easter UK said:\u00a0\\u003c\/b\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201cThis year, we felt it was important for us to create something that would help people feel close, even when they cannot be together. \\u003c\/span\\u003e\\u003c\/i\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThere is something so generous in taking the time to hide an egg at Easter and we wanted to capture that in a way everyone could do. With travel restricted for a lot of us, the Cadbury WorldWide Hide takes the usual garden egg hunt and helps you travel the world in search of the Iconic Purple \\u003c\/span\\u003e\\u003c\/i\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCadbury Egg, hidden somewhere that is meaningful to you and the hider. We can't wait to share it with everyone and make people feel a little more connected however far apart they may be this Easter.\u201d\u00a0\u00a0\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eMark Sweatman, Head of Technology at VCCP CX said\\u003c\/b\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e \u201c\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eIt\u2019s been great to be involved in the project from the start and it has allowed us to bring a little bit of magic back to Easter. We\u2019ve used cutting edge technology to create a brand new platform that immerses the public into a unique hide \\u0026amp; seek experience using Google Maps Street View. Working closely with Cadbury and their partners, we developed a scalable cloud platform that ensures a seamless user experience whether you\u2019re taking part for fun, or buying an egg for your loved one. In a time when travel is severely curtailed, we hope this allows the public a little bit of nostalgia and escapism, while showing they care\u201d\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWe worked on this campaign, arm in arm with our Customer Experience (CX) team to build the Cadbury Worldwide Hide platform to bring the vision of a virtual hide and seek to life. Following a user-centred approach, our team mapped each point of the user journey. The CX team integrated several platforms across CRM, e-commerce and fulfilment in order to design a seamless end-to-end journey. Using cutting edge technology, including the latest scalable cloud technology, we built an experience that will immerse the public in the Easter spirit.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eThe Cadbury Worldwide Hide platform can be accessed here: \\u003cspan style=\\u0022color: #000000\\u0022\\u003e\\u003ca style=\\u0022color: #000000\\u0022 href=\\u0022https:\/\/worldwidehide.cadbury.co.uk\/\\u0022\\u003ehttps:\/\/worldwidehide.cadbury.co.uk\/\\u003c\/a\\u003e\\u003c\/span\\u003e  \\u003c\/strong\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z2hDL6Y\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z2hDL6Y\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"We are thrilled to once again share the wholesomeness and importance of the Cadbury brand with this new work. We\u2019re so pleased to be able to play a role in bringing people together in a safe way during this time. The Cadbury brand has long been synonymous with Easter and we\u2019re grateful to be given the freedom to shift that association online and help put the generosity back into Easter.\",\"quotee\":\"Chris Birch \\u0026amp; Jonny Parker, Creative Directors at VCCP\",\"blockId\":\"Zqa6WT\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Zqa6WT\"} \/-->","post_title":"Cadbury launches the \"Cadbury Worldwide Hide\"","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"cadbury-launches-the-cadbury-worldwide-hide","to_ping":"","pinged":"","post_modified":"2021-08-02 16:54:30","post_modified_gmt":"2021-08-02 15:54:30","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=12860","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":14704,"post_author":"57","post_date":"2022-03-17 17:50:22","post_date_gmt":"2022-03-17 17:50:22","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"688852320\",\"blockId\":\"ZrOKf3\",\"blockUniqueClass\":\"lazyblock-video-ZrOKf3\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u003cstrong\\u003eWhite Claw Hard Seltze\\u003c\\\/strong\\u003er, 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\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u003cem\\u003e\\u201cWhite Claw Surf is the biggest news in seltzer since the original launch of White Claw\\u00ae,\\u201d\\u003c\\\/em\\u003e said \\u003cstrong\\u003eJohn Shea, Chief Marketing Officer, White Claw, U.S\\u003c\\\/strong\\u003e. \\u003cem\\u003e\\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.\\u0022\\u003c\\\/em\\u003e\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAvailable 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\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cul\\u003e\\n\\u003cli style=\\u0022font-weight: 400\\u0022\\u003e\\u003cb\\u003eCitrus Yuzu Smash\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e: A sensational collision of our signature lemon combined with exotic yuzu \\u2013 for a taste that\\u2019s unbelievable and uniquely White Claw\\u00ae Surf.\\u003c\\\/span\\u003e\\u003c\\\/li\\u003e\\n\\u003cli style=\\u0022font-weight: 400\\u0022\\u003e\\u003cb\\u003eTropical Pomelo Smash\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e: A complex blend of juicy pomelo \\u2013 grapefruit perfectly blended with a tropical combination of lime, orange and lemon.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/li\\u003e\\n\\u003cli style=\\u0022font-weight: 400\\u0022\\u003e\\u003cb\\u003eWatermelon Lime Smash\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e: A collision of ripe watermelon with cold-pressed lime for a thirst-quenching taste that delivers sensational refreshment. \\u00a0\\u003c\\\/span\\u003e\\u003c\\\/li\\u003e\\n\\u003cli style=\\u0022font-weight: 400\\u0022\\u003e\\u003cb\\u003eWildberry Acai Smash\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e: 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\\u003c\\\/span\\u003e\\u003c\\\/li\\u003e\\n\\u003c\\\/ul\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eTo celebrate the launch of White Claw Surf, the brand launched an integrated campaign called \\u201cSurf Like No Other\\u201d in partnership with professional surfers\\u003cstrong\\u003e Ivy Miller, Hunter Jones\\u003c\\\/strong\\u003e and \\u003cstrong\\u003eBlair Conklin\\u003c\\\/strong\\u003e 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\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eth\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe Surf Tour will culminate at \\u003cstrong\\u003eSouth by Southwest\\u003c\\\/strong\\u003e (\\u003cstrong\\u003eSXSW\\u003c\\\/strong\\u003e), 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\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eConsumers can follow along the Surf Like No Other campaign and share their Surf tasting experience using #WhiteClawSurf.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\",\"blockId\":\"Zu28IT\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Zu28IT\"} \/-->\n\n<!-- wp:lazyblock\/image-full-width {\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22White%20Claw%20Surf%20Athletes%22,%22caption%22:%22%22,%22id%22:14706,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=14706%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2022\\\/03\\\/White-Claw-Surf-Athletes.png%22%7D\",\"blockId\":\"Z1U9YUl\",\"blockUniqueClass\":\"lazyblock-image-full-width-Z1U9YUl\"} \/-->\n\n<!-- wp:lazyblock\/carousel {\"items\":\"%5B%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22White-Claw-Surf-VP-Lineup-1%22,%22caption%22:%22%22,%22id%22:14716,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=14716%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2022\\\/03\\\/White-Claw-Surf-VP-Lineup-1.png%22%7D%7D%5D\",\"blockId\":\"Z1iGTX1\",\"blockUniqueClass\":\"lazyblock-carousel-Z1iGTX1\"} \/-->","post_title":"Surf Like No Other","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"surf-like-no-other","to_ping":"","pinged":"","post_modified":"2022-03-17 17:50:58","post_modified_gmt":"2022-03-17 17:50:58","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=14704","menu_order":0,"post_type":"work","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\/14708","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=14708"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}