{"id":14738,"date":"2022-03-25T11:51:41","date_gmt":"2022-03-25T11:51:41","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=14738"},"modified":"2022-03-28T09:48:55","modified_gmt":"2022-03-28T08:48:55","slug":"open-up","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/wickes\/open-up","title":{"rendered":"Open Up"},"content":{"rendered":"<div class=\"lazyblock-video-Z2maLJl 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\/690902410?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-Z2rY2CB 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>Wickes<\/strong> has launched a brand new campaign focused on a house-proud nation showing off their homes. \u2018Open Up\u2019, celebrates the gratification experienced when finishing a project and encouraging others to take a peek at what\u2019s been achieved.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Airing for the first time with a <\/span><span style=\"font-weight: 400\">bespoke 10\u2019\u2019 advertising premiere and a<\/span><span style=\"font-weight: 400\"> 60\u201d spot in Channel 4\u2019s Gogglebox on <\/span><b>Friday 25th March. <\/b><span style=\"font-weight: 400\">This special advertising premiere kicks off a 12 week campaign and a new direction for Wickes..<\/span><\/p>\n<p><span style=\"font-weight: 400\">The new TVC is the first time Wickes has developed a campaign at total brand level to create an emotional connection with both its DIY and Do It For Me customers, showing that with a little help from Wickes the sense of pride when a job is finished is the same.\u00a0<\/span><\/p>\n<p><b>Let&#8217;s open up and be house proud\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400\">Produced by award-winning creative agency VCCP, the campaign has been built from insight in which after two years of people rediscovering home improvement, <\/span><span style=\"font-weight: 400\">they want to show their homes off.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">\u2018Open Up\u2019 is a window into house-proud Brits from large urban apartment blocks to suburban homes, <\/span><span style=\"font-weight: 400\">pulling open the curtains or blinds to their homes<\/span><span style=\"font-weight: 400\"> for others to see. The advert, which is set to Remi Nicole\u2019s \u2018Welcome to my world\u2019, showcases different scenarios, from someone showing off a new shade of paint in their living room to passerbyers on the street, to a home improver deliberately waiting for a commuter train to go past to show strangers looking out the window his new garden decking.\u00a0<\/span><\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p><b>Wickes\u2019 Chief Marketing &amp; Digital Officer Gary Kibble, said: <\/b><span style=\"font-weight: 400\">\u201cHome improvement has struck a chord with the nation over the past couple of years and this new creative is our way to celebrate those who complete projects with pride. We want to connect with a wider customer base, which is why we\u2019re capturing DIY projects, together with those that include our Design &amp; Installation services in one combined narrative. The story of house-proud Brits opening up their homes will ensure we\u2019re top of mind for home improvers, by communicating that Wickes is the go-to business whatever the project, to help them feel house proud.\u201d<\/span><\/p>\n<p><b>Simon Learman, VCCP Creative Director, commented: <\/b><span style=\"font-weight: 400\">\u201cEveryone in the UK should be able to feel proud of the place they call home. From a simple lick of paint to a new kitchen, we all have the opportunity to transform where we live. By showing a cross section of society all feeling house proud, we show how Wickes can help you\u00a0banish that feeling of housebarrassment forever.\u201d<\/span><\/p>\n<p><b>The media approach\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400\">Planned by media agency Carat UK, the ad-break premiere and launch spot kicks off a reach-building 40\u2019\u2019 and 30\u2019\u2019 AV plan and is supported by an ecosystem of awareness activity across Paid Social, Broadcast VOD, YouTube and other paid and owned channels. Creative cut-downs will highlight the brand\u2019s product ranges, from paint to kitchens, with Paid Search closing the loop with our home improvement audience.\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-1No2MI 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\/Still_03.png 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/Still_03.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\/Wickes-2.png 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/Wickes-2.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         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data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/Wickes-3.png 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/Wickes-3.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\/Wickes.png 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/Wickes.png\" alt=\"\" class=\"lazyload d-block w-100\">\r\n              <\/picture>\r\n            <\/div>\r\n      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      <\/div>\r\n                \r\n        \r\n      <\/div>\r\n\r\n    <\/div>\r\n  <\/section>\r\n<\/div>\n\n<div class=\"lazyblock-quote-full-width-Z18pIsY 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        Everyone in the UK should be able to feel proud of the place they call home. From a simple lick of paint to a new kitchen, we all have the opportunity to transform where we live. By showing a cross section of society all feeling house proud, we show how Wickes can help you\u00a0banish that feeling of housebarrassment forever. \n        <cite>Simon Learman, VCCP Creative Director<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":57,"template":"","class_list":["post-14738","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988","10107"],"client_id":"13033","hero_video":"","hero_image":{"ID":14744,"id":14744,"title":"Still_04","filename":"Still_04.png","filesize":3859894,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/Still_04.png","link":"https:\/\/www.vccp.com\/uk\/work\/wickes\/open-up\/attachment\/still_04","alt":"","author":"57","description":"","caption":"","name":"still_04","status":"inherit","uploaded_to":14738,"date":"2022-03-24 10:55:12","modified":"2022-03-24 10:55:12","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\/Still_04-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/Still_04-300x169.png","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/Still_04-768x432.png","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/Still_04-1024x576.png","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/Still_04-1536x864.png","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/Still_04.png","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/Still_04-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/Still_04-1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/Still_04-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/Still_04-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/Still_04-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/Still_04-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/Still_04-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/Still_04-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/Still_04-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"Wickes 'Open Up' - VCCP London","meta-description":"Wickes has launched a brand new campaign focused on a house-proud nation showing off their homes. \u2018Open Up\u2019, celebrates the gratification experienced when finishing a project and encouraging others to take a peek at what\u2019s been achieved.\u00a0","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/Still_04.png","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":13025,"post_author":"44","post_date":"2021-03-25 15:59:28","post_date_gmt":"2021-03-25 15:59:28","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"528880842\",\"blockId\":\"7LjVm\",\"blockUniqueClass\":\"lazyblock-video-7LjVm\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003eNobody needs reminding that we have been living through some truly challenging times, and during a year of lockdowns and curfews, we've all been spending far more time in our homes. As a result, many of our beloved homes have taken an absolute battering.\\u00a0\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eOur new spot illustrates that \\u2018housebarrassment\\u2019 can affect home dwellers of any age. It\\u2019s also a timely reminder that as we welcome spring, a simple but effective lick of paint can transform any room.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\",\"text-right\":\"\\u003cp\\u003eThis 30\\u0022 ad sees a young boy inviting his friend round for a video game rematch, only to realise that his bedroom is no longer the ideal cool hang-out that it once was. With the help of his dad, he soon transforms it into a place that he can feel proud of.\\u00a0\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eShelley Allison, Head of Marketing - Core \\u0026amp; Trade: \\u003c\\\/b\\u003e\\u003cem\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u201cWe\\u2019re really excited to be showing a new home improvement story through our \\u2018Housebarrassment\\u2019 creative. Airing for the first time, this advert brings light relief from a young adult's point of view, showcasing the sense of pride in redecorating his space. We know that people are really enjoying rediscovering or learning new DIY skills and have no doubt this new advert will resonate with many customers.\\u201d\\u003c\\\/span\\u003e\\u003c\\\/em\\u003e\\u003c\\\/p\\u003e\",\"blockId\":\"ZudFAP\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-ZudFAP\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"Our new spot illustrates that \\u2018housebarrassment\\u2019 can affect home dwellers of any age. It\\u2019s also a timely reminder that as we welcome spring, a simple but effective lick of paint can transform any room.\",\"quotee\":\"Simon Learman, Creative Director, VCCP \",\"blockId\":\"23i2Q4\",\"blockUniqueClass\":\"lazyblock-quote-full-width-23i2Q4\"} \/-->\n\n<!-- wp:lazyblock\/carousel {\"items\":\"%5B%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22WICKE21001_Wickes_Paint_April_Sale_EasyCare_TVC_30sec_PR001.00_00_17_22.Still003-2%22,%22caption%22:%22%22,%22id%22:13038,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=13038%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2021\\\/03\\\/WICKE21001_Wickes_Paint_April_Sale_EasyCare_TVC_30sec_PR001.00_00_17_22.Still003-2.jpg%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22WICKE21001_Wickes_Paint_April_Sale_Standard_TVC_10sec_PR001.00_00_08_19.Still002-1%22,%22caption%22:%22%22,%22id%22:13039,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=13039%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2021\\\/03\\\/WICKE21001_Wickes_Paint_April_Sale_Standard_TVC_10sec_PR001.00_00_08_19.Still002-1.jpg%22%7D%7D%5D\",\"arrow-controls\":true,\"blockId\":\"Z19xo5H\",\"blockUniqueClass\":\"lazyblock-carousel-Z19xo5H\"} \/-->","post_title":"Our new spot for Wickes -  'Housebarrassment'","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"our-new-spot-for-wickes-housebarrassment","to_ping":"","pinged":"","post_modified":"2021-06-09 08:48:57","post_modified_gmt":"2021-06-09 07:48:57","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=13025","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":10695,"post_author":"1","post_date":"2019-11-29 08:56:00","post_date_gmt":"2019-11-29 08:56:00","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"376325254\",\"blockId\":\"Z9kIAO\",\"blockUniqueClass\":\"lazyblock-video-Z9kIAO\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cp\\u003eBuilding on our\u00a0\\u003ca href=\\u0022https:\/\/www.vccp.com\/en-gb\/work\/easyjet\/imagine\\u0022\\u003eImagine campaign\\u003c\/a\\u003e, our latest work aims to inspire customers to book their next European getaway with easyJet holidays.\\u003c\/p\\u003e\\n\\u003cp\\u003eThe work magically brings to life the breadth of hotels that customers can find through easyJet holidays. In the new TV spot, we see an epic game of Hide and Seek that stretches to the four corners of Europe, showcasing amazing hotels and destinations available through easyJet holidays. From a beach in the Algarve, to a souk in Marrakech via the mountains of Iceland and a blissful infinity pool in Santorini.\\u003c\/p\\u003e\",\"quote\":\"The search for the perfect holiday is over with easyJet holidays.\",\"blockId\":\"t3SRm\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-t3SRm\"} \/-->\n\n<!-- wp:lazyblock\/image-full-width {\"image\":\"%7B%22alt%22:%22%22,%22title%22:%2215281744_003_Agency_4-1%22,%22caption%22:%22%22,%22id%22:10701,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=10701%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/15281744_003_Agency_4-1.jpg%22%7D\",\"blockId\":\"JYk6K\",\"blockUniqueClass\":\"lazyblock-image-full-width-JYk6K\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width-bold {\"text\":\"Directed by Brazilian duo Alaska, the film is perfectly finished with the catchy 1950\u2019s track, \u201cZucchero e Pepe\u201d by Bruno Rosettani and Trip Aurora.\",\"blockId\":\"Z1hBpIG\",\"blockUniqueClass\":\"lazyblock-text-full-width-bold-Z1hBpIG\"} \/-->\n\n<!-- wp:lazyblock\/carousel {\"items\":\"%5B%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%2223827-EJ-Holidays-Santorini-48S-a-1%22,%22caption%22:%22%22,%22id%22:10698,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=10698%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/23827-EJ-Holidays-Santorini-48S-a-1.jpg%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%2223827-EJ-Holidays-Algarve-48S-1-1%22,%22caption%22:%22%22,%22id%22:10699,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=10699%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/23827-EJ-Holidays-Algarve-48S-1-1.jpg%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%2223827-EJ-Holidays-Lisbon-48S-2-1%22,%22caption%22:%22%22,%22id%22:10700,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=10700%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/23827-EJ-Holidays-Lisbon-48S-2-1.jpg%22%7D%7D%5D\",\"arrow-controls\":true,\"blockId\":\"Z28Itew\",\"blockUniqueClass\":\"lazyblock-carousel-Z28Itew\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"We all know how hard it is to track down the perfect holiday with hours spent trawling website after website. But now easyJet are making it as simple to find the perfect holiday, as they already do to find a convenient flight. This campaign takes the viewer across the length and breadth of Europe, magically dipping and diving into new places and new experiences.\",\"quotee\":\"David Masterman, Creative Director (VCCP)\",\"blockId\":\"Z1LVvrp\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Z1LVvrp\"} \/-->","post_title":"easyJet holidays","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"easyjet-holidays","to_ping":"","pinged":"","post_modified":"2020-08-27 22:26:26","post_modified_gmt":"2020-08-27 21:26:26","post_content_filtered":"","post_parent":10331,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=10695","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":14718,"post_author":"57","post_date":"2022-03-18 13:43:20","post_date_gmt":"2022-03-18 13:43:20","post_content":"<!-- wp:lazyblock\/video {\"video-source\":\"youtube\",\"video-id\":\"cqQmVWIOy1M\",\"blockId\":\"Z1vfUU4\",\"blockUniqueClass\":\"lazyblock-video-Z1vfUU4\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cb\\u003eCadbury\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e today welcomes back its iconic, Easter egg hiding experience\\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e \\u2018\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003ca href=\\u0022http:\\\/\\\/worldwidehide.cadbury.co.uk\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCadbury Worldwide Hide\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/a\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u2019 \\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003efor a second year running, making it bigger and better than ever before. Enabling chocolate fans to generously hide a purple egg for a loved one, the hugely successful Easter activation proves Cadbury's belief that there's a glass and a half in everyone under the \\u2018Show you care, hide it\\u2019 platform. Running in the lead up to Easter, the campaign will roll out in more global markets this year as well as take physical form through event activations and an exclusive partnership with football team, \\u003c\\\/span\\u003e\\u003cb\\u003eManchester United.\\u00a0\\u00a0\\u003c\\\/b\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eBuilding on its debut success last year which saw 800,000 virtual eggs hidden and a sell out of the bespoke products, the famous virtual campaign will roll out both virtually and physically this year. In more locations than last year \\u2018Worldwide Hide\\u2019 will roll out across Cadbury\\u2019s key markets UK, Ireland, Australia and new to this year, South Africa.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCadbury will also go one step further this Easter by utilising its football partnership with Manchester United to bring more magic to chocolate football fans this Easter season and own the cultural moment. In celebration of its partnership Cadbury has created a Limited Edition Cadbury Dairy Milk and Manchester United Easter Egg and people will be able to choose from three designs each celebrating Manchester United through distinctive club iconography. Football fans will be able to access a special WorldWide Hide platform which is co branded and offers a special virtual \\u2018Man Utd egg\\u2019 to hide for their loved ones for free. Celebrated players Harry Maguire, Paul Pogba, Tom Heaton and Nemanja Mati\\u0107 will feature in 30\\u201d\\u00a0 and 10\\u201d content films talking about their experience of hiding easter eggs for loved ones and will be hosted across Cadbury and Manchester United social media channels.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eIn the lead up to Easter two \\u2018Huge Hides\\u2019 will pop up in Manchester at Old Trafford and at Butler's Wharf in London as two giant purple Cadbury eggs, each measuring 3 metres in height which will aim to bring the Cadbury Worldwide Hide experience into the real world. The Instagrammable giant eggs will also feature prominent hashtags, beautiful stories as to why they\\u2019re hidden there, alongside a QR code to drive people to a bespoke Manchester United brand platform.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCadbury\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eworked with global agency of record, \\u003c\\\/span\\u003e\\u003cb\\u003eVCCP London\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, \\u003c\\\/span\\u003e\\u003cb\\u003eVCCP CX \\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eand\\u003c\\\/span\\u003e\\u003cb\\u003e Girl\\u0026amp;Bear \\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eto give chocolate fans the chance to hide iconic purple Cadbury Easter eggs anywhere in the world for someone they love. Created during lockdown last year, the magical experience is designed to bring people across the world together. Shifting the focus from hunting, which is typically associated with small children and their families, to hiding - an opportunity for everyone to get involved and to demonstrate generosity.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003ca href=\\u0022http:\\\/\\\/worldwidehide.cadbury.co.uk\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u2018Cadbury Worldwide Hide\\u2019 \\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eis a digital platform and using Google Maps Street View, hiders hide an egg and then share a personalised clue with a loved one to help them find it. The hider has two options; to either purchase one of 3 Cadbury Easter eggs from the Cadbury Worldwide Hide range or simply hide a virtual egg for free for their loved one to find. \\u200bThis year the platform is working with a different range of fulfilment partners, including Amazon, to maximise Cadbury\\u2019s e-commerce potential.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eDavid Clements, Senior Marketing Director at Mondelez International said\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e: \\u201cWe were thrilled to learn from last year\\u2019s activation that \\u2018\\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCadbury Worldwide Hide\\u2019\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e genuinely helped to connect people so this year we set out to go bigger and better, connecting more people across the globe and in more ways. Generosity is at the heart of the Cadbury brand, and Easter is an opportunity to show that there\\u2019s a glass and a half in everyone. The Worldwide Hide provides a perfect opportunity to show our generous side and by flipping this Easter ritual on its head we demonstrate how hiding an egg can be a generous act for a loved one.\\u201d\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eChris Birch \\u0026amp; Jonny Parker, Executive Creative Directors at VCCP London\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e added: \\u2018\\u2018We love '\\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eShow you care, hide it\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e' because it flips the Easter ritual on its head. As lovely as getting a chocolate egg is, the real generosity and fun of Easter lies in the hiding. For the second year now everyone can get involved, young and old, in the real world and online, and hide eggs literally anywhere. Happy Easter everyone.\\u0022\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCadbury Worldwide Hide will run from today \\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003euntil 18th April a\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003end will roll out across TV, BVOD, social, display, OOH, DOOH, PR, in-store and online.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\",\"blockId\":\"Z2fx35P\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z2fx35P\"} \/-->\n\n<!-- wp:lazyblock\/carousel {\"items\":\"%5B%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22Landing-Page%22,%22caption%22:%22%22,%22id%22:14720,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=14720%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2022\\\/03\\\/Landing-Page.png%22%7D%7D,%7B%22image-1152x648%22:%22%22%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22Updated-Map-1%22,%22caption%22:%22%22,%22id%22:14722,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=14722%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2022\\\/03\\\/Updated-Map-1.png%22%7D%7D%5D\",\"arrow-controls\":true,\"blockId\":\"ZAVfB9\",\"blockUniqueClass\":\"lazyblock-carousel-ZAVfB9\"} \/-->\n\n<!-- wp:lazyblock\/image-full-width {\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22Streetview-1%22,%22caption%22:%22%22,%22id%22:14724,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=14724%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2022\\\/03\\\/Streetview-1.png%22%7D\",\"blockId\":\"i3HY0\",\"blockUniqueClass\":\"lazyblock-image-full-width-i3HY0\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"We love 'Show you care, hide it' because it flips the Easter ritual on its head. As lovely as getting a chocolate egg is, the real generosity and fun of Easter lies in the hiding. For the second year now everyone can get involved, young and old, in the real world and online, and hide eggs literally anywhere. Happy Easter everyone.\",\"quotee\":\"Chris Birch \\u0026amp; Jonny Parker, Executive Creative Directors at VCCP London\",\"blockId\":\"2sIupr\",\"blockUniqueClass\":\"lazyblock-quote-full-width-2sIupr\"} \/-->","post_title":"Worldwide Hide 2.0","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"cadbury-worldwide-hide-2-0","to_ping":"","pinged":"","post_modified":"2022-03-18 13:44:50","post_modified_gmt":"2022-03-18 13:44:50","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=14718","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\/14738","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=14738"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}