{"id":15040,"date":"2022-07-19T09:51:26","date_gmt":"2022-07-19T08:51:26","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=15040"},"modified":"2022-07-19T09:51:26","modified_gmt":"2022-07-19T08:51:26","slug":"mystery-bars","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/cadbury\/mystery-bars","title":{"rendered":"Mystery Bars"},"content":{"rendered":"<div class=\"lazyblock-two-column-text-quote-image-1URGUP 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 launches a new nationwide campaign called<\/span><i><span style=\"font-weight: 400\"> \u2018Cadbury Mystery Bars\u2019 <\/span><\/i><span style=\"font-weight: 400\">in honour of the two new limited-edition, cream filled flavours of the famous Cadbury Dairy Milk bar. Putting the nation\u2019s taste buds to the ultimate test, Cadbury is giving chocolate lovers with impeccable detective skills the chance to win a \u00a35,000 mystery prize for those who manage to successfully unwrap the mystery and guess the flavours.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">To dial up anticipation for the mysterious new flavours, the elusive new campaign marks a step change for Cadbury Dairy Milk from their traditional advertising approach and as the creative features disruptive, intentionally glitching media placements which playfully teases the new limited-edition flavours. Eagle-eyed chocolate lovers and savvy shoppers are encouraged to keep their eyes peeled for crinkled bus stop ads, \u2018glitchy\u2019 digital posters and social posts that don\u2019t seem to fully load.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Building anticipation for the nationwide competition is central to the campaign and has been inspired by how participative modern culture is. By offering Cadbury fans the chance to unknowingly trial the new flavours taps into the spirit of solving a delicious Cadbury mystery, which adds to the iconic product experience of the Cadbury Dairy Milk brand.\u00a0<\/span><\/p>\n<p><b>Pippa Rodgers, Brand Manager for Cadbury Dairy Milk comment<\/b><b>s:<\/b><i><span style=\"font-weight: 400\"> \u201cWe are incredibly excited to launch this brand new competition from Cadbury Dairy Milk and challenge the nation to solve the flavours of Cadbury Mystery Bars. We can\u2019t wait to see the public\u2019s reactions and creative guesses as friends and family come together to solve the mystery flavours!\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><span style=\"font-weight: 400\">Available to purchase in stores from mid-July until October 2022, Cadbury Dairy Milk Mystery Bar 01 and Cadbury Mystery Bar 02 are the Cadbury Dairy Milk chocolate people know and love but with two new delicious, mystery flavoured fillings.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Choccy fans who follow Cadbury\u2019s social channels or and those who subscribe to the famous chocolate brand\u2019s emailing list will receive clever clues as to possible flavours for the new Mystery Bars before being finally unwrapped in October 2022.\u00a0<\/span><\/p>\n<p><b>Angus Vine, Creative Director at VCCP London said: <\/b><i><span style=\"font-weight: 400\">\u201cOur campaign deliberately obscures the Mystery Bar flavours to drive intrigue <\/span><\/i><i><span style=\"font-weight: 400\">across OOH, DOOH, radio and social, in <\/span><\/i><i><span style=\"font-weight: 400\">a series of different ways that are bespoke to the individual media formats.&#8221;\u00a0<\/span><\/i><\/p>\n<p><i><span style=\"font-weight: 400\">\u2018Cadbury Mystery Bars\u2019 <\/span><\/i><span style=\"font-weight: 400\">will run in the UK from today for 8 weeks across multiple formats including OOH, online, social as well as media partnerships including a digital audio campaign with Spotify. All media has been planned and executed by Carat. A consumer PR campaign has been led by Ogilvy PR.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">To enter the competition, the public can purchase one or both of the Cadbury Mystery Bars, then visit <\/span><a href=\"https:\/\/mysterybars.cadbury.co.uk\/\"><span style=\"font-weight: 400\">https:\/\/mysterybars.cadbury.co.uk\/<\/span><\/a><span style=\"font-weight: 400\">\u00a0 to submit their guesses. There will be one winner per bar and the winners will be selected at random from correct guesses. T&amp;Cs apply. A rich reward worth \u00a35,000 is up for grabs for those flavour detectives eager to unravel the mystery, but just like the flavours, the prize will be under wraps.\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-quote-full-width-Z2rzYPp 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        Our campaign deliberately obscures the Mystery Bar flavours to drive intrigue across OOH, DOOH, radio and social, in a series of different ways that are bespoke to the individual media formats. \n        <cite>Angus Vine, Creative Director at VCCP London<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>\n\n<div class=\"lazyblock-image-full-width-ZiyWOD wp-block-lazyblock-image-full-width\"><section class=\"fullwidth fullwidth--img\">\n    <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/07\/Mystery-Bars-11.png\" alt=\"\" class=\"lazyload img-fluid\">\n\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":57,"template":"","class_list":["post-15040","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988","10107"],"client_id":"10225","hero_video":"","hero_image":{"ID":15041,"id":15041,"title":"Euston Static Situ","filename":"Euston-Static-Situ-scaled.jpg","filesize":507819,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/07\/Euston-Static-Situ-scaled.jpg","link":"https:\/\/www.vccp.com\/uk\/work\/cadbury\/mystery-bars\/attachment\/euston-static-situ","alt":"","author":"57","description":"","caption":"","name":"euston-static-situ","status":"inherit","uploaded_to":15040,"date":"2022-07-19 08:45:45","modified":"2022-07-19 08:45:45","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":2560,"height":1473,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/07\/Euston-Static-Situ-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/07\/Euston-Static-Situ-300x173.jpg","medium-width":300,"medium-height":173,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/07\/Euston-Static-Situ-768x442.jpg","medium_large-width":640,"medium_large-height":368,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/07\/Euston-Static-Situ-1024x589.jpg","large-width":640,"large-height":368,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/07\/Euston-Static-Situ-1536x884.jpg","1536x1536-width":1536,"1536x1536-height":884,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/07\/Euston-Static-Situ-2048x1178.jpg","2048x2048-width":2048,"2048x2048-height":1178,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/07\/Euston-Static-Situ-1920x720.jpg","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/07\/Euston-Static-Situ-1920x960.jpg","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/07\/Euston-Static-Situ-768x768.jpg","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/07\/Euston-Static-Situ-307x615.jpg","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/07\/Euston-Static-Situ-768x960.jpg","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/07\/Euston-Static-Situ-1200x630.jpg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/07\/Euston-Static-Situ-768x768.jpg","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/07\/Euston-Static-Situ-768x384.jpg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/07\/Euston-Static-Situ-307x615.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"Cadbury Dairy Milk and VCCP London launches glitchy campaign to tease two new limited-edition flavours","meta-description":"Cadbury and global agency of record, VCCP London, today launches a new nationwide campaign called \u2018Cadbury Mystery Bars\u2019 in honour of the two new limited-edition, cream filled flavours of the famous Cadbury Dairy Milk bar. ","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/07\/Euston-Static-Situ-scaled.jpg","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":13923,"post_author":"57","post_date":"2021-08-20 17:13:17","post_date_gmt":"2021-08-20 16:13:17","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"589415984\",\"blockId\":\"Z74YGy\",\"blockUniqueClass\":\"lazyblock-video-Z74YGy\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eIt\\u2019s not often that chocolate is catapulted to elite status, but one of the Australians\\u2019 favourite chocolate bars, \\u003cstrong\\u003eCadbury Caramilk,\\u003c\\\/strong\\u003e has finally reached British shelves after causing quite a stir Down Under. Such was the demand for Caramilk, that it was hoarded and even rationed by shops in Australia.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eTo promote Cadbury\\u2019s biggest new product launch in years, Mondelez and global creative agency, \\u003cstrong\\u003eVCCP London\\u003c\\\/strong\\u003e,\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003etoday launch \\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u2018Just Ask An Aussie\\u2019. \\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe integrated campaign heroes real life quotes from Aussies which show the Brits just how much they love Caramilk, and encourages Brits to ask an Aussie for themselves to find out what the fuss is all about.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eTargeted at UK millennials, the bold and disruptive integrated campaign will run for two months across DOOH, OOH, Facebook, Instagram, Twitter, TikTok and YouTube.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eRather than the brand peddling its own products, VCCP London handed the mic over to diehard Aussie fans who shared their seal of approval with bold claims about Caramilk such as \\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u201cyou\\u2019ll love it more than your cat\\u201d, \\u201cyou\\u2019ll think about it while eating other chocolate\\u201d\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, and even \\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u201cyou\\u2019d give up your gran for one\\u201d.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0Cadbury will also roll out a series of high impact DOOH sites, such as Waterloo Motion, that hero real tweets and playful social posts from loyal Aussie fans who have confessed their love of Caramilk to their followers, and are now tasked with the job of flying the flag in the UK.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eBeatrice Berutti,\\u202f Brand Manager at Mondelez International \\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esaid:\\u202f\\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u201cIt\\u2019s been months in the making, but we\\u2019re excited to finally launch Caramilk in the UK. After seeing the social media storm of Aussie fans\\u2019 reaction to our Caramilk bar we just knew we had to add this much-loved classic to our UK chocolate bar range.\\u201d\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eChris Birch, 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\\u201cIt\\u2019s not every day you get to launch a chocolate bar as ace as Caramilk, so we were excited to welcome our Aussie cousin from down under to British shelves. And when you've got Aussies like Ravi from Melbourne saying he\\u2019d \\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003egive up his Gran for one or Romelie from Perth saying she'd like a sofa made out of it, well we had to use their delicious advocacy.\\u0022\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u2018Ask An Aussie\\u2019\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e campaign will run in the UK for two months from 23rd August across OOH, DOOH, Facebook, Instagram, Twitter, TikTok and YouTube. Media has been planned and executed by Carat.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\",\"quote\":\"It\\u2019s not every day you get to launch a chocolate bar as ace as Caramilk.\",\"quotee\":\"Chris Birch, Executive Creative Director at VCCP London\",\"blockId\":\"ZimT2t\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-ZimT2t\"} \/-->","post_title":"Cadbury Caramilk 'Just Ask An Aussie'","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"cadbury-caramilk-just-ask-an-aussie","to_ping":"","pinged":"","post_modified":"2021-08-20 17:24:59","post_modified_gmt":"2021-08-20 16:24:59","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=13923","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":14990,"post_author":"57","post_date":"2022-07-05 11:56:24","post_date_gmt":"2022-07-05 10:56:24","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"726972051\",\"blockId\":\"Z1BRtqO\",\"blockUniqueClass\":\"lazyblock-video-Z1BRtqO\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp\\u003e\\u003cb\\u003eLinkedIn highlights the importance of female role models in new UEFA Women's EURO 2022 campaign\\u003c\/b\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003e\u00a0\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAs part of its \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.thefa.com\/news\/2022\/feb\/22\/linkedin-announced-as-national-sponsor-of-weuro2022#:~:text=LinkedIn%20announced%20as%20a%20national%20sponsor%20of%20UEFA%20Women%27s%20EURO%20England%202022\\u0026amp;text=Today%20UEFA%20and%20The%20FA,Group%2C%20Pandora%20and%20Starling%20Bank.\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003enational sponsorship of the UEFA Women\u2019s EURO 2022\\u003c\/span\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e,\\u003c\/span\\u003e \\u003ca href=\\u0022https:\/\/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 launched a new campaign to spotlight the importance of role models that inspire future generations on and off the pitch. \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe sponsorship is the latest in a series of campaigns and initiatives from LinkedIn focused on \u2018making work work for women\u2019, designed to address the issues women face professionally and build a more equitable world of work for all.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eLinkedIn has teamed up with \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.linkedin.com\/in\/carol-thomas-bem-171516242\/\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCarol Thomas BEM\\u003c\/span\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, the first captain to lead England to a Women\u2019s EURO in 1984, to encourage others to \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u2018Follow in Her Footsteps\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u2019. Carol will retrace her historic steps in a 30-mile walk on July 4th and 5th from Crewe\u2019s Mornflake Stadium (the site of the first Women\u2019s EURO game in 1984), to Old Trafford where this year\u2019s tournament will kick off on July 6th in front of a sold out crowd.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCarol will be joined on the walk by other trailblazers and role models from the world of football, including professional player for Crystal Palace F.C., ambassador, and qualified lawyer \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.linkedin.com\/in\/chloe-morgan-71a25a216\/?originalSubdomain=uk\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eChloe Morgan\\u003c\/span\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e; first captain of the Somali Women\u2019s National Team and Director of Women\u2019s Football at Hilltop Football Club, \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.linkedin.com\/in\/iqra-ismail-a32931184\/\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eIqra Ismail\\u003c\/span\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e; former England footballer\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e (gaining 129 caps) \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.linkedin.com\/in\/rachel-yankey-obe-9aa664243\/\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eRachel Yankey\\u003c\/span\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, and retired Swedis\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eh Captain a\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003end Carol\u2019s former opponent, \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.linkedin.com\/in\/anette-b%C3%B6rjesson-80158476\/\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAnette Borjesson\\u003c\/span\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e.\u00a0LinkedIn\u2019s UK Country Manager, \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.linkedin.com\/in\/janinechamberlin\/recent-activity\/posts\/\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eJanine Chamberlin\\u003c\/span\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, will also join Carol for the duration of the walk.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign was inspired by new research commissioned by LinkedIn, which reveals that nearly half (43%) of professional women believe they would be more successful if they had a role model in the workplace, with more than half of women surveyed (55%) agreeing that there are still a lack of relatable role models in the workplace, and 76% of them believing that relatable role models should be more visible. They feel strongly about this lack of visibility, with 57% believing that having a relatable role model is crucial to achieving career success and 70% agreeing it\u2019s easier to be like someone you can see.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003ca href=\\u0022https:\/\/www.linkedin.com\/in\/darain\/\\u0022\\u003e\\u003cb\\u003eDarain Faraz\\u003c\/b\\u003e\\u003c\/a\\u003e\\u003cb\\u003e, International Brand Marketing Director at LinkedIn\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e comments: \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201cAt LinkedIn we\u2019re championing an equitable world of work that\u2019s diverse and inclusive - the UEFA Women\u2019s EURO 2022 epitomises and celebrates these values. \\u003c\/span\\u003e\\u003c\/i\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThis sponsorship follows LinkedIn\u2019s global partnership earlier this year with \\u003c\/span\\u003e\\u003c\/i\\u003e\\u003ca href=\\u0022https:\/\/www.internationalwomensday.com\/Missions\/18466\/LinkedIn-s-FlexibleIs-campaign-creates-a-fairer-world-of-work-for-women\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eInternational Women\u2019s Day\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/a\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u00a0 \u2013 where our campaign sought to break biases around career flexibility. Sponsoring what is set to be the \\u003c\/span\\u003e\\u003c\/i\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003elargest women\u2019s European sporting event in history felt like a natural next step in our sustained commitment to making the world of work work for women.\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWe want to spotlight and celebrate inspirational women across LinkedIn\u2019s community of 32+ million UK professionals through this campaign. Seeing people from all walks of life achieve success encourages others to follow in their footsteps and this is key to achieving an equitable workplace for all. Ultimately, it\u2019s easier to be what you can see!\u201d\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eMatt Lloyd, Deputy Executive Creative Director at VCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e added:\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201cWe were inspired by LinkedIn\u2019s mission to make female role models more visible and our team went in search of a way to bring this to life that would demonstrate the power of the platform. We unearthed the story of the first Women\u2019s EURO Championships in 1984 and England\u2019s captain, Carol Thomas, and were astounded that so little was known about it. We knew straight away this was the story we had to tell, it was the perfect demonstration of a relatable role model that needed to become more visible. Carol was really excited to get involved and totally up for the challenge of the 30-mile walk. This inspired everyone else to get involved in the walk and the campaign, from our other famous role models to UEFA and the full production team.\u201d\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCreated in partnership with creative a\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003egency 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 and PR agency \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/brands2life.com\/\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eBrands2Life\\u003c\/span\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, the fully integrated campai\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003egn was produced by \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.wearegirlandbear.com\/\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eGirl\\u0026amp;Bear\\u003c\/span\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and w\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eill be supported with earned and paid media across OOH and digital channels, including LinkedIn, and a paid media partnership with Telegraph Women\u2019s Sport. As part of the campaign, LinkedIn is encouraging influencers, creators, and its community to champion and celebrate the female role models who have inspired them throughout their career, using the #FollowInHerFootsteps hashtag.\u00a0\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign will run for 4 weeks on LinkedIn and other social and digital channels, and across OOH. Join the conversation on LinkedIn with \\u003c\/span\\u003e\\u003c\/i\\u003e\\u003ca href=\\u0022https:\/\/www.linkedin.com\/search\/results\/all\/?keywords=%23Followinherfootsteps\\u0026amp;origin=GLOBAL_SEARCH_HEADER\\u0026amp;sid=ui4\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e#FollowInHerFootsteps\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/a\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e. A video has also been created to celebrate the campaign, featuring rare archival footage of women\u2019s football through the generations, which can be viewed \\u003c\/span\\u003e\\u003c\/i\\u003e\\u003ca href=\\u0022https:\/\/www.linkedin.com\/pulse\/its-easier-what-you-can-see-why-we-need-more-female-chamberlin\/?trackingId=wSw5WWgBQ1KSPmJabZDXhw%3D%3D\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ehere\\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\":\"1Hn8dF\",\"blockUniqueClass\":\"lazyblock-text-full-width-1Hn8dF\"} \/-->","post_title":"#FollowInHerFootsteps","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"followinherfootsteps","to_ping":"","pinged":"","post_modified":"2022-07-05 11:56:24","post_modified_gmt":"2022-07-05 10:56:24","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=14990","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":false}],"hide_related_items":[],"visible_on_home_page":["1"],"websites_to_publish":[]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work\/15040","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=15040"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}