{"id":14850,"date":"2022-05-16T09:19:06","date_gmt":"2022-05-16T08:19:06","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=14850"},"modified":"2022-05-16T09:19:28","modified_gmt":"2022-05-16T08:19:28","slug":"give-a-doubt","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/cadbury\/give-a-doubt","title":{"rendered":"Give A Doubt"},"content":{"rendered":"<div class=\"lazyblock-video-1itsNz 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\/709460575?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-1BOL7K 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><b>Cadbury <\/b><span style=\"font-weight: 400\">and global agency of record, <\/span><b>VCCP London<\/b><span style=\"font-weight: 400\">,<\/span> <span style=\"font-weight: 400\">today launch a new campaign called <\/span><i><span style=\"font-weight: 400\">\u2018Give A Doubt\u2019 <\/span><\/i><span style=\"font-weight: 400\">in partnership with youth charity <\/span><b>The Prince\u2019s Trust<\/b><span style=\"font-weight: 400\"> to encourage people nationwide to open up and share their own doubts. As a brand founded on generosity, the new campaign by Cadbury champions how talking honestly about our doubts is a generous act, as it can help people realise they aren\u2019t alone in struggling with daily doubts.<\/span><\/p>\n<p><i><span style=\"font-weight: 400\">\u2018Give A Doubt\u2019 <\/span><\/i><span style=\"font-weight: 400\">comes after new research by Cadbury revealed that over 74% of the nation\u2019s 18\u201330 year olds are facing daily concerns around their future, with 34% having no confidence that they will be able to meet their personal and professional goals. Following the success of \u2018<\/span><i><span style=\"font-weight: 400\">Donate Your Words\u2019<\/span><\/i><span style=\"font-weight: 400\"> which sought to raise awareness of loneliness amongst older people, \u2018<\/span><i><span style=\"font-weight: 400\">Give A Doubt\u2019<\/span><\/i><span style=\"font-weight: 400\"> seeks to tackle the record number of young people in the U.K. who are struggling with self-doubt every day, by asking the nation to \u2018<\/span><i><span style=\"font-weight: 400\">Give A Doubt\u2019, <\/span><\/i><span style=\"font-weight: 400\">open up, be more vulnerable and share their personal experiences of doubt.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Cadbury believes that there is generosity in everyone and \u2018<\/span><i><span style=\"font-weight: 400\">Give A Doubt\u2019 <\/span><\/i><span style=\"font-weight: 400\">taps into this spirit. At the heart of the campaign are two hero 30\u201d films produced by <\/span><b>ITN Advertising<\/b><span style=\"font-weight: 400\"> and directed by award winning director <\/span><b>Chris Faith<\/b><span style=\"font-weight: 400\">. From Oscar winner <\/span><b>Dame Helen Mirren <\/b><span style=\"font-weight: 400\">to BAFTA winner <\/span><b>Big Zuu<\/b><span style=\"font-weight: 400\">, and from five-time gold Paralympic medalist <\/span><b>Ellie Simmonds,<\/b><span style=\"font-weight: 400\"> to national football icon <\/span><b>Ian Wright<\/b><span style=\"font-weight: 400\">, the celebrities stretch across a range of varying industries and across different age groups to share their most powerful doubts. To give authenticity and gravitas, locations were chosen to reflect moments when the stars are at their most confident, such as backstage before a performance and outside the Emirates Stadium. The film heroes unexpected, personal and honest doubts from a host of stars to truly demonstrate that it\u2019s normal to have them &#8211; no matter how successful or confident they may appear.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The partnership sees the launch of special limited-edition packs of the much-loved Cadbury bars, which display the doubts of footballing legends Ian Wright, Steph Houghton and Gary Neville, to inspire fans to share their own.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The limited-edition chocolate bars will also feature QR codes which will take chocolate lovers through to the <\/span><a href=\"https:\/\/giveadoubt.cadbury.co.uk\/\"><span style=\"font-weight: 400\">\u2018<\/span><i><span style=\"font-weight: 400\">Give A Doubt\u2019 <\/span><\/i><span style=\"font-weight: 400\">central campaign hub<\/span><\/a><span style=\"font-weight: 400\">, created by <\/span><b>Bernadette,<\/b><span style=\"font-weight: 400\"> VCCP\u2019s recently launched product and service innovation company. The hub offers a wealth of support, advice, and guidance from Cadbury and The Prince\u2019s Trust, to give young people a host of useful tools needed to overcome their self-doubt and thrive in their personal and professional lives. Most importantly users can choose whether they are there to give a doubt and help others or whether they\u2019re feeling doubtful and need help. Coming later in the campaign, the hub will also host a competition where the nation can win a chance to hear directly from a celebrity and discuss self-doubt with them.<\/span><\/p>\n<p><b>Michael Moore, Marketing Manager Cadbury<\/b><span style=\"font-weight: 400\">, comments; \u201c<\/span><i><span style=\"font-weight: 400\">We\u2019re so proud to announce this partnership and to be supporting the fantastic work that The Prince\u2019s Trust does for young people in the UK. Through the \u2018Give A Doubt\u2019 campaign, we want to get everyone sharing their own doubts, starting a conversation to show that day-to-day uncertainties are normal, and that we all experience them. Sharing a doubt of your own is an act of generosity that will help young people nationwide to feel more confident about their futures.\u201d<\/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><b>Jonny Parker and Chris Birch, Executive Creative Directors at VCCP London said; <\/b><i><span style=\"font-weight: 400\">\u201c<\/span><\/i><i><span style=\"font-weight: 400\">Self-doubt is no stranger to us all, especially in this game, but the number of young people struggling with doubt day to day was eye opening. \u2018Give a Doubt\u2019 very simply attempts to reassure young people that we all have doubts and if we share them we can help each other out. Massive thanks to the actors, sports-stars and musicians that have given their doubts. Hopefully millions more will follow from the public.\u201d<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400\">Cadbury is going one step further by utilising its football partnerships with <\/span><b>Manchester City, Arsenal FC, Manchester United <\/b><span style=\"font-weight: 400\">to bring an extra element to the campaign. Three 20-50\u201d films will roll out across club owned social channels with appearances from Arsenal FC players Emile Smith-Rowe, Bukayo Saka, Aaron Ramsdale. Cadbury worked with Manchester City to create a film set in the First Team\u2019s changing room which saw player\u2019s own doubts displayed on their shirts. Supporting the football partnerships, a media campaign will also see Cadbury partner with <\/span><b>Sky <\/b><span style=\"font-weight: 400\">and<\/span><b> Buzzfeed<\/b><span style=\"font-weight: 400\">, who will roll out bespoke content with a host of British stars and The Prince\u2019s Trust Young Ambassadors in a series of powerful conversations discussing self-doubt.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Speaking on his involvement in the campaign, <\/span><b>Ian Wright MBE,<\/b><span style=\"font-weight: 400\"> comments; \u201c<\/span><i><span style=\"font-weight: 400\">We all have doubts. I didn\u2019t think I\u2019d ever make anything of myself. I doubted whether I could become a footballer, doubted whether I could work in TV. Then when I started working in TV, doubted whether I\u2019d be there for long &#8211; I wasn\u2019t TV trained, didn\u2019t finish school, but there I was hosting a prime-time gameshow for millions of people. Everyone has doubts, but over time I have gotten better at managing them and trying to make sure they don&#8217;t stop me from doing the things I want.\u201d<\/span><\/i><\/p>\n<p><b>Jonathan Townsend, UK Chief Executive of The Prince\u2019s Trust<\/b><span style=\"font-weight: 400\"> adds; <\/span><i><span style=\"font-weight: 400\">\u201cSelf-doubt and lack of opportunity should not hold young people back from having thriving, positive futures. At The Prince\u2019s Trust we help young people into jobs and training, and we know that with the right opportunities and self-belief, every young person, no matter what adversity they face, can succeed and achieve their goals in life.\u201d<\/span><\/i><\/p>\n<p><i><span style=\"font-weight: 400\">\u2018Give A Doubt\u2019<\/span><\/i><span style=\"font-weight: 400\"> by Cadbury will run in the UK from today for two months across multiple formats including TV, OLV, cinema, social, as well as media partnerships with Buzzfeed and Sky. All media has been planned and executed by Carat. The consumer PR campaign has been led by Ogilvy PR. Football partnerships have been managed by MKTG.<\/span><\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n\n<p><a href=\"https:\/\/www.vccp.com\/wp-admin\/edit.php?post_type=work\"><\/a><\/p>\n\n\n<div class=\"lazyblock-video-2uL7hC 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\/709461065?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-image-full-width-1T29ab wp-block-lazyblock-image-full-width\"><section class=\"fullwidth fullwidth--img\">\n    <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/05\/CDM_GIVE_A_DOUBT_MCS_C4_02.00_00_37_14.Still003-1.jpg\" alt=\"\" class=\"lazyload img-fluid\">\n\n<\/section><\/div>\n\n<div class=\"lazyblock-image-full-width-1NXSx5 wp-block-lazyblock-image-full-width\"><section class=\"fullwidth fullwidth--img\">\n    <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/05\/CDM_GIVE_A_DOUBT_MCS_C4_02.00_00_11_04.Still002-1.jpg\" alt=\"\" class=\"lazyload img-fluid\">\n\n<\/section><\/div>\n\n<div class=\"lazyblock-quote-full-width-1H5Rpq 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        \u2018Give a Doubt\u2019 very simply attempts to reassure young people that we all have doubts and if we share them we can help each other out. \n        <cite>Jonny Parker and Chris Birch, Executive Creative Directors at VCCP London<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":57,"template":"","class_list":["post-14850","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988","10107"],"client_id":"10225","hero_video":"","hero_image":{"ID":14851,"id":14851,"title":"CDM_GIVE_A_DOUBT_MCS_C4_02.00_00_06_03.Still001 (1)","filename":"CDM_GIVE_A_DOUBT_MCS_C4_02.00_00_06_03.Still001-1.jpg","filesize":294924,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/05\/CDM_GIVE_A_DOUBT_MCS_C4_02.00_00_06_03.Still001-1.jpg","link":"https:\/\/www.vccp.com\/uk\/work\/cadbury\/give-a-doubt\/attachment\/cdm_give_a_doubt_mcs_c4_02-00_00_06_03-still001-1","alt":"","author":"57","description":"","caption":"","name":"cdm_give_a_doubt_mcs_c4_02-00_00_06_03-still001-1","status":"inherit","uploaded_to":14850,"date":"2022-05-13 15:54:38","modified":"2022-05-13 15:54:38","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/05\/CDM_GIVE_A_DOUBT_MCS_C4_02.00_00_06_03.Still001-1-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/05\/CDM_GIVE_A_DOUBT_MCS_C4_02.00_00_06_03.Still001-1-300x169.jpg","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/05\/CDM_GIVE_A_DOUBT_MCS_C4_02.00_00_06_03.Still001-1-768x432.jpg","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/05\/CDM_GIVE_A_DOUBT_MCS_C4_02.00_00_06_03.Still001-1-1024x576.jpg","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/05\/CDM_GIVE_A_DOUBT_MCS_C4_02.00_00_06_03.Still001-1-1536x864.jpg","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/05\/CDM_GIVE_A_DOUBT_MCS_C4_02.00_00_06_03.Still001-1.jpg","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/05\/CDM_GIVE_A_DOUBT_MCS_C4_02.00_00_06_03.Still001-1-1920x720.jpg","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/05\/CDM_GIVE_A_DOUBT_MCS_C4_02.00_00_06_03.Still001-1-1920x960.jpg","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/05\/CDM_GIVE_A_DOUBT_MCS_C4_02.00_00_06_03.Still001-1-768x768.jpg","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/05\/CDM_GIVE_A_DOUBT_MCS_C4_02.00_00_06_03.Still001-1-307x615.jpg","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/05\/CDM_GIVE_A_DOUBT_MCS_C4_02.00_00_06_03.Still001-1-768x960.jpg","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/05\/CDM_GIVE_A_DOUBT_MCS_C4_02.00_00_06_03.Still001-1-1200x630.jpg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/05\/CDM_GIVE_A_DOUBT_MCS_C4_02.00_00_06_03.Still001-1-768x768.jpg","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/05\/CDM_GIVE_A_DOUBT_MCS_C4_02.00_00_06_03.Still001-1-768x384.jpg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/05\/CDM_GIVE_A_DOUBT_MCS_C4_02.00_00_06_03.Still001-1-307x615.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"Cadbury 'Give A Doubt'","meta-description":"Cadbury partners with The Prince\u2019s Trust and encourages the nation to \u2018Give A Doubt\u2019 and help young Brits overcome theirs","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/05\/CDM_GIVE_A_DOUBT_MCS_C4_02.00_00_11_04.Still002.jpg","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":14436,"post_author":"57","post_date":"2022-01-05 12:46:12","post_date_gmt":"2022-01-05 12:46:12","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"662600255\",\"blockId\":\"ZEcLnw\",\"blockUniqueClass\":\"lazyblock-video-ZEcLnw\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"662600867\",\"blockId\":\"12FwWB\",\"blockUniqueClass\":\"lazyblock-video-12FwWB\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u003cstrong\\u003eCadbury Creme Egg\\u003c\\\/strong\\u003e and global creative agency\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u003cstrong\\u003eVCCP London\\u003c\\\/strong\\u003e, launch a new integrated brand campaign \\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u2018How do you NOT eat yours\\u2019 \\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eto the UK and ROI markets.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe highly anticipated Cadbury Creme Egg Hunt is back, but this time it comes with a warning sign. Created by VCCP London to mark the lead up to Easter, Cadbury is offering lucky (or not so lucky) finders of the limited edition, half milk chocolate, half white chocolate eggs up to a huge \\u00a310,000 to be won, on one condition - that the winning egg is not eaten.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCadbury Creme Egg is no stranger to creating campaigns that have entertained the nation for decades. \\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u2018How do you NOT eat yours\\u2019\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e is a spin on one of the most iconic advertising campaigns in recent decades; \\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u2018How do you eat yours\\u2019 \\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ewhich was first launched by Cadbury in the 1980s.\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThis year\\u2019s Creme Egg Easter campaign creates a modern twist by challenging people\\u2019s ability to resist eating the elusive treat. In order to claim a prize, recipients must show proof that they have resisted the urge to eat the deliciously tempting winning Cadbury Creme Egg. There will be one hundred and forty six limited edition Creme Eggs in circulation, all valued at different winning amounts, from \\u00a350 to \\u00a310,000.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eLyndsey Homer, Brand Manager at Cadbury said: \\u003c\\\/b\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u201cCadbury Creme Egg is one of the most iconic and well known products in the Cadbury portfolio. We wanted to create a campaign that both honoured the special heritage of the brand, whilst injecting some new energy into it. I\\u2019m so excited to see our campaign come to life, and can\\u2019t wait to see how fans, new and old, react to our cheeky campaign.\\u201d\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe disruptive, integrated campaign launches with two 30\\u201d films, written by \\u003cstrong\\u003eVCCP Creatives\\u003c\\\/strong\\u003e; \\u003cstrong\\u003eSimon Connor\\u003c\\\/strong\\u003e and \\u003cstrong\\u003eStephen Cross\\u003c\\\/strong\\u003e and directed by award-winning Director, \\u003cstrong\\u003eJeff Low\\u003c\\\/strong\\u003e. Both films showcase everyday situations where Cadbury Creme Egg fans typically like to enjoy their chocolate treat. The first film, \\u2018Bath\\u2019, sees a man running a relaxing bath, ready to soak and enjoy his Cadbury Creme Egg in peace, only to discover he\\u2019s picked up one of the winning eggs you can\\u2019t eat. He shares the discovery with his partner who pleads with him not to eat it as it\\u2019s worth a lot of money. The film draws to a comical end, and we\\u2019re left not knowing if he\\u2019s going to fight the temptation as his partner yells from outside the bathroom \\u2018\\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eDon\\u2019t eat it!!\\u2019\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe second film \\u2018Bed,\\u2019 depicts a Cadbury Creme Egg fan tucked up in bed, again ready to wind down for the evening and tuck into his winning egg. He\\u2019s then interrupted by his partner who devastatingly tells him that he can\\u2019t eat it. The film ends with the man enviously eyeing up his partner who\\u2019s enjoying her Creme Egg with a spoon, and concludes with the man disappointedly saying\\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e \\u2018I want an egg, I want to eat an egg.\\u2019\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eChris Birch, Executive Creative Director at VCCP London added:\\u003c\\\/b\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e \\u2018Creme Eggs are a childhood classic and a British institution. So we were thrilled to create a new campaign which would bring new life to Creme Eggs, whilst paying homage to one of the most well known chocolate advertising campaigns of recent times. It's been fun flipping that campaign on its head. It's sticky work. We\\u2019ve eaten about 40 each. Hopefully people love the campaign like we do and maybe even find a winner. That they can\\u2019t eat of course.\\u2019\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eFor radio, Cadbury Creme Egg will reunite with actor and comedian Matt Lucas to create a series of radio public service announcement style ads warning the nation that they must resist the temptation to eat the winning eggs. Supporting this, Cadbury Creme Egg will also use YouGov data to target Creme Egg lovers based on whether they are lickers, eat their Creme Egg all in one or enjoy it with a spoon.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign \\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u2018How do you NOT eat yours\\u2019 \\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ewill run in the UK and ROI from 5th January until Easter across VOD, social (Instagram, Twitter, Snapchat), YouTube, radio, DOOH, OOH, retail and partnerships. PR will be supported by Golin. All media has been planned and executed by Carat.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\",\"blockId\":\"Z1zEm0w\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z1zEm0w\"} \/-->\n\n<!-- wp:lazyblock\/carousel {\"items\":\"%5B%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22Bath%22,%22caption%22:%22%22,%22id%22:14439,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=14439%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2022\\\/01\\\/Bath.png%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22Bed%22,%22caption%22:%22%22,%22id%22:14440,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=14440%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2022\\\/01\\\/Bed.png%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%2225796-Cadbury-Creme-Egg-Social-PS001_1920x1080-2%22,%22caption%22:%22%22,%22id%22:14441,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=14441%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2022\\\/01\\\/25796-Cadbury-Creme-Egg-Social-PS001_1920x1080-2.jpg%22%7D%7D%5D\",\"arrow-controls\":true,\"dot-controls\":false,\"blockId\":\"10cLmV\",\"blockUniqueClass\":\"lazyblock-carousel-10cLmV\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"We were thrilled to create a new campaign which would bring new life to Creme Eggs, whilst paying homage to one of the most well known chocolate advertising campaigns of recent times. \",\"quotee\":\"Chris Birch, Executive Creative Director at VCCP London \",\"blockId\":\"Z1Eapjm\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Z1Eapjm\"} \/-->","post_title":"Cadbury Creme Egg 'How do you NOT eat yours'","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"cadbury-creme-egg-how-do-you-not-eat-yours","to_ping":"","pinged":"","post_modified":"2022-01-27 09:26:24","post_modified_gmt":"2022-01-27 09:26:24","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=14436","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":14844,"post_author":"57","post_date":"2022-05-13 15:36:34","post_date_gmt":"2022-05-13 14:36:34","post_content":"<!-- wp:lazyblock\/video {\"video-source\":\"youtube\",\"video-id\":\"y2KE2iBQMAk\",\"blockId\":\"Z2ruWJY\",\"blockUniqueClass\":\"lazyblock-video-Z2ruWJY\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003ca href=\\u0022http:\\\/\\\/www.linkedin.com\\\/\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eLinkedIn\\u003c\\\/span\\u003e\\u003c\\\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, the world\\u2019s largest professional network, has today launched \\u2018\\u003c\\\/span\\u003e\\u003ca href=\\u0022https:\\\/\\\/www.linkedin.com\\\/posts\\\/linkedin_space-for-you-activity-6930409399316328448-OwQJ?utm_source=linkedin_share\\u0026amp;utm_medium=ios_app\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eSpace For You\\u003c\\\/span\\u003e\\u003c\\\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u2019, a new brand campaign running across the UK and India. The campaign celebrates how LinkedIn\\u2019s members are increasingly asking questions, looking for guidance and wanting to connect with other members to discover what works for them and their careers today during these fast changing and uncertain times.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWith the pandemic prompting many people\\u00a0 to think deeply about what they want from their careers and work life, LinkedIn research finds that 61% of people globally are considering changing jobs in 2022, with 67% workers in the UK considering a move.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eLinkedIn worked with agency of record, \\u003c\\\/span\\u003e\\u003ca href=\\u0022https:\\\/\\\/www.vccp.com\\\/\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eVCCP London\\u003c\\\/span\\u003e\\u003c\\\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e to mastermind the new brand campaign which launches with a 60 second film directed by award-winning filmmaker and photographer \\u003c\\\/span\\u003e\\u003ca href=\\u0022http:\\\/\\\/www.fernberresford.com\\\/about\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eFern Berresford\\u003c\\\/span\\u003e\\u003c\\\/a\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003efrom\\u003c\\\/span\\u003e \\u003ca href=\\u0022https:\\\/\\\/www.rattlingstick.com\\\/about-us\\\/\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eRattling Stick\\u003c\\\/span\\u003e\\u003c\\\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, and a\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003enominee for Young Directors Award at Cannes Lions. The creative is brought to life through the medium of an ever expanding table which represents how LinkedIn is a universal, communal space for everyone.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe film begins around a kitchen table as a woman ponders her career options, but soon is joined by an entire community of fellow professionals who too are navigating their future. As more and more people pull up chairs and even additional tables to join her, this reflects how LinkedIn celebrates every kind of career, from working parents, to remote workers and side hustlers. Space for You shows how an entire community can be born from one table and one idea. To get a feel for her preferred working environment, the lead character pulls up her chair to sit with different people and the film draws to a close with the hero strapline: \\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u2018Wherever your career is right now, there\\u2019s always a space for you.\\u2019\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003ca href=\\u0022https:\\\/\\\/www.linkedin.com\\\/in\\\/ngairemoyes\\\/\\u0022\\u003e\\u003cb\\u003eNgaire Moyes\\u003c\\\/b\\u003e\\u003c\\\/a\\u003e\\u003cb\\u003e, Vice President, Communications and Brand, International, at LinkedIn said\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e: \\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u201cThe pandemic prompted many people to rethink what they want from work and life, and we\\u2019ve seen that first-hand on LinkedIn as people have reached out to their community for help and support as they consider what\\u2019s next for them. We\\u2019re committed to fostering a sense of community for our members, inspiring them to open up, talk, help, and support each other. With Space For You, we wanted to shine a light on how our professional community can help people discover what\\u2019s next for them, and how LinkedIn is a space where they can connect with diverse people and spark conversations about their careers. Wherever your career is right now, there is always a space for you on LinkedIn\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e.\\u201d\\u00a0\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003ca href=\\u0022https:\\\/\\\/www.linkedin.com\\\/in\\\/matthew-lloyd-54bb8918\\\/\\u0022\\u003e\\u003cb\\u003eMatthew Lloyd\\u003c\\\/b\\u003e\\u003c\\\/a\\u003e\\u003cb\\u003e,\\u003c\\\/b\\u003e \\u003cb\\u003eDeputy Executive Creative Director at VCCP added: \\u003c\\\/b\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u201cPeople are asking big questions about life and work. The need for a supportive, like-minded community to help navigate the way, is greater now than ever. We wanted to showcase the breadth of conversations and support you can find on LinkedIn, no matter who you are or what your career questions are. With LinkedIn as the universal communal space \\u2014 a table \\u2014 we show the platform as a place for honest conversations, human connections, speeches, statements, agreements, disagreements, or sometimes just a place to sit and listen.\\u201d\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign is live across TV, VoD, and Social, including YouTube, Facebook, Instagram, Twitter and LinkedIn. Join the conversation on LinkedIn with \\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003ca href=\\u0022https:\\\/\\\/www.linkedin.com\\\/search\\\/results\\\/all\\\/?keywords=%23FindYourSpace\\u0026amp;origin=GLOBAL_SEARCH_HEADER\\u0026amp;sid=fo~\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e#FindYourSpace\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/a\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e.\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\",\"blockId\":\"1nF8dz\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-1nF8dz\"} \/-->\n\n<!-- wp:lazyblock\/image-full-width {\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22LinkedIN%20SFU%202%22,%22caption%22:%22%22,%22id%22:14847,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=14847%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2022\\\/05\\\/LinkedIN-SFU-2.png%22%7D\",\"blockId\":\"foQ9\",\"blockUniqueClass\":\"lazyblock-image-full-width-foQ9\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"\\u201cPeople are asking big questions about life and work. The need for a supportive, like-minded community to help navigate the way, is greater now than ever. We wanted to showcase the breadth of conversations and support you can find on LinkedIn, no matter who you are or what your career questions are.\\u201d\",\"quotee\":\"Matthew Lloyd, Deputy Executive Creative Director at VCCP\",\"blockId\":\"1sTgxQ\",\"blockUniqueClass\":\"lazyblock-quote-full-width-1sTgxQ\"} \/-->","post_title":"Space For You","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"space-for-you","to_ping":"","pinged":"","post_modified":"2022-05-13 15:40:03","post_modified_gmt":"2022-05-13 14:40:03","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=14844","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":11010,"post_author":"1","post_date":"2017-05-30 14:53:50","post_date_gmt":"2017-05-30 13:53:50","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"287108552\",\"blockId\":\"1HI4m0\",\"blockUniqueClass\":\"lazyblock-video-1HI4m0\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cdiv\\u003eTheir convenience, their ability to think for us, and the way in which they make life easier is what makes them all the more desirable. But, this has caused an unwanted and unprecedented challenge to the camera category. And where we have seen an obvious increase in smartphone sales, cameras have fallen sharply, leaving the retail sector focussing its energy and investment in phones and other other similar technologies.\\u003c\/div\\u003e\\n\\u003cp\\u003e\\u003cbr \/\\u003eCanon saw their buyers falling out of love with the category, as their products were being\u00a0were being over-casted by new technologies in the retail space. They also faced a constant challenge in the manner in which their products are presented in store. Principally, their products are sold through on and offline mass and independent resellers, meaning that Canon have no control over their brand and are not able to create brand consistency from store to store, or reflect the premium flair that they want to.\\u003c\/p\\u003e\",\"quote\":\"It\u2019s no big headline that smartphones are dominating the way we live of our lives.\",\"blockId\":\"Z1ecwW7\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z1ecwW7\"} \/-->\n\n<!-- wp:lazyblock\/carousel {\"items\":\"%5B%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22image56%22,%22caption%22:%22%22,%22id%22:11018,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=11018%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/image56.jpg%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22image58%22,%22caption%22:%22%22,%22id%22:11017,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=11017%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/image58.jpg%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22image69%22,%22caption%22:%22%22,%22id%22:11016,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=11016%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/image69.jpg%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22image66%22,%22caption%22:%22%22,%22id%22:11015,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=11015%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/image66.jpg%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22image68%22,%22caption%22:%22%22,%22id%22:11014,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=11014%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/image68.jpg%22%7D%7D%5D\",\"arrow-controls\":true,\"blockId\":\"GlV0K\",\"blockUniqueClass\":\"lazyblock-carousel-GlV0K\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cdiv\\u003eYears of a \u2018build it and they will come\u2019 mentality has meant that as bottom-line pressure increased, price and promotion became the default response.\u00a0\\u003c\/div\\u003e\\n\\u003cdiv\\u003e\u00a0\\u003c\/div\\u003e\\n\\u003cdiv\\u003eWe saw the need to behave as the market leader, not simply through product, but through shopper insight and commercial acumen too, to show retail partners the growth opportunities that can be derived from shopper needs, rather than purely through range.\u00a0\\u003c\/div\\u003e\\n\\u003cdiv\\u003e\u00a0\\u003c\/div\\u003e\\n\\u003cdiv\\u003eWe conducted a multi-market retail audit and developed a category leading Shopper Journey Program to build best in class insight on their needs, behaviours, barriers and triggers.\u00a0\\u003c\/div\\u003e\\n\\u003cdiv\\u003eThe clearest insight from our work was that the shopper experience was hampering the customer\u2019s experience and therefore limiting trade. This was down to multiple factors from poor navigation, lack of segmentation, lack of inspiration and lack on information. All of which were resulting in the failure of the retail in converting shoppers successfully.\u00a0\\u003c\/div\\u003e\\n\\u003cp\\u003eThis fuelled a retail brand re-skin in 2017 and a host of growth driver programs which are currently progressing to live market trials.\u00a0\\u003cbr \/\\u003e\\u003cbr \/\\u003eAs part of the global communications strategy for Canon, we designed the Retail Brand Design system toolkit. We utilised the iconic semiotics of the brand to ensure that the brand was represented consistently across every touch-point and to make sure it achieves immediate recognition, maximum disruption and clear recall. The system is designed to drive conversion in a range of scenarios from stand alone to seasonal campaigns and NPD launches.\\u003c\/p\\u003e\",\"quote\":\"Historically, the camera market has never had to work hard for sales.\",\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22image70%22,%22caption%22:%22%22,%22id%22:11020,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=11020%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/image70.jpg%22%7D\",\"blockId\":\"1VrbJc\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-1VrbJc\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003ch4\\u003eThe system was also designed to be simple and efficient\u00a0 so that it can be used and rolled out by all local markets and general managers.\\u003c\/h4\\u003e\",\"blockId\":\"DUYq5\",\"blockUniqueClass\":\"lazyblock-text-full-width-DUYq5\"} \/-->\n\n<!-- wp:lazyblock\/two-column-side-by-side-text-inline-image-button {\"items\":\"%5B%7B%22text%22:%22%3Cp%3E2017%20saw%20the%20roll-out%20of%20this%20system%20across%20all%20retail%20channels%20from%20digital%20to%20mass%20and%20specialist.%20Beginning%20with%20core%20performance%20outlets,%20all%20new%20store%20upgrades%20are%3C\/p%3E%22%7D,%7B%22text%22:%22%3Cp%3Enow%20being%20launched%20in%20this%20new%20model%20and%20Canon%20is%20now%20delivering%20on%20one%20coherent%20brand%20experience%20across%20its%20stores%20and%20converting%20shoppers%20successfully.%C2%A0%3C\/p%3E%22%7D%5D\",\"blockId\":\"Z12jl6N\",\"blockUniqueClass\":\"lazyblock-two-column-side-by-side-text-inline-image-button-Z12jl6N\"} \/-->","post_title":"Live for the story","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"canon-lfts-retail","to_ping":"","pinged":"","post_modified":"2021-08-02 15:32:17","post_modified_gmt":"2021-08-02 14:32:17","post_content_filtered":"","post_parent":10331,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=11010","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}}],"hide_related_items":[],"visible_on_home_page":["1"],"websites_to_publish":[]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work\/14850","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=14850"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}