{"id":15281,"date":"2022-08-30T09:05:22","date_gmt":"2022-08-30T08:05:22","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=15281"},"modified":"2022-08-30T09:05:22","modified_gmt":"2022-08-30T08:05:22","slug":"set-them-free-with-dairylea","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/dairylea\/set-them-free-with-dairylea","title":{"rendered":"Set them free with Dairylea"},"content":{"rendered":"<div class=\"lazyblock-video-2uUGmS 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\/741887086?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-text-full-width-Z11A6DT wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <p style=\"text-align: left\"><b>Dairylea<\/b><span style=\"font-weight: 400\">, the snackable cheese brand adored by kids and families for generations is back today with the latest chapter in its <\/span><i><span style=\"font-weight: 400\">\u2018Set them free with Dairylea\u2019 <\/span><\/i><span style=\"font-weight: 400\">brand campaign, which champions pure, playful moments of childhood.\u00a0<\/span><\/p>\n<p style=\"text-align: left\"><b>Dairylea <\/b><span style=\"font-weight: 400\">worked with agency of record, <\/span><b>VCCP London,<\/b><span style=\"font-weight: 400\"> to mastermind the new integrated campaign offering parents a glimpse into the wonderfully curious world of kids. The new creative launches with a hero 30 second film which was inspired by the wonderful things that happen when kids are left to their own devices.\u00a0<\/span><\/p>\n<p style=\"text-align: left\"><span style=\"font-weight: 400\">Directed by THIRTYTWO, the film captures a young boy and girl running up and down a skate ramp at the local park, trying to get to the top so they can enjoy a couple of triangles of Dairylea together. The young girl ponders \u2018<\/span><i><span style=\"font-weight: 400\">Why do they make them triangles?\u2019 <\/span><\/i><span style=\"font-weight: 400\">and her friend responds with <\/span><i><span style=\"font-weight: 400\">\u2018So they don\u2019t roll away<\/span><\/i><span style=\"font-weight: 400\">\u2019 as they gaze down the ramp before the little girl slides down. The film finishes with the hero campaign strapline <\/span><i><span style=\"font-weight: 400\">\u2018Set them free with Dairylea.\u2019\u00a0<\/span><\/i><\/p>\n<p style=\"text-align: left\"><span style=\"font-weight: 400\">Recognising how relentless modern life can be for children, and how there can often be pressure for kids to be engaged in \u2018constructive\u2019 activities, rather than good old fashioned play, the new campaign gives parents a treasured peek into the true essence of simply being a kid, moments that Dairylea, a little cheesy triangle that kids can take anywhere and eat any way they please, is made for.\u00a0<\/span><\/p>\n<p style=\"text-align: left\"><span style=\"font-weight: 400\">In a market dominated by surrealism and cartoon characters, the new campaign aims to be truly distinctive to parents of kids aged 3-10, by telling relatable, lovely stories in the real-world, told from a kids-eye-view. The beauty of Dairylea is that the little, cheesy triangle is perfect for pure moments of childhood, when kids are given the time and space to play, explore, and work things out for themselves.\u00a0<\/span><\/p>\n<p style=\"text-align: left\"><span style=\"font-weight: 400\">Discussing the new campaign,<\/span><b> Ria Rianti, Senior Brand Manager at Mondel\u0113z International<\/b><span style=\"font-weight: 400\"> said:<\/span> <i><span style=\"font-weight: 400\">\u201cDairylea is made for moments of freedom, in the hands of curious, little kids. It\u2019s the perfect snack for them to enjoy, take anywhere, and eat any way they please &#8211; even perched on top of skate ramps. A little piece of independence which evokes the true meaning of childhood, \u2018Set them free with Dairylea\u2019 showcases the pure magic of kids just being kids.\u201d\u00a0<\/span><\/i><\/p>\n<p style=\"text-align: left\"><span style=\"font-weight: 400\">Adding to this, <\/span><b>Caroline Rawlings, Creative Director at VCCP London<\/b><span style=\"font-weight: 400\"> said: \u201c<\/span><i><span style=\"font-weight: 400\">Delighted that we\u2019re able to show the little folk being set free with Dairylea. Precious little moments where, crinkly foil wrapped squishy cheese triangle in hand, children are given that crucial amount of independence. Allowed to make their own decisions, find their own boundaries, use their imaginations and learn from (adorable) mistakes. I don\u2019t think it\u2019s easy to authentically capture these very quiet little moments that we as adults so rarely get to witness, so I\u2019m jolly pleased we had the VCCP team, clients, photographer and masterful directors that we did. Proud.\u201d\u00a0<\/span><\/i><\/p>\n<p style=\"text-align: left\"><i><span style=\"font-weight: 400\">\u2018Set Them Free with Dairylea\u2019 <\/span><\/i><span style=\"font-weight: 400\">will be supported with a holistic media campaign run in the UK and ROI for 8 weeks from today. Designed to engage with parents, as well as remind wider adult audiences of the magic of being a kid, it will bring viewers into the world of Dairylea by showcasing the 30 second film in video view driving environments in TV (Ireland only), VOD, and Online Video, while also being supported with a national OOH campaign and multichannel social &amp; digital comms. Media has been planned and executed by Carat.\u00a0\u00a0\u00a0<\/span><\/p>\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-carousel-GN9eb 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\/08\/VCC_DALE007_030-Climbing-1.jpg 1152w\">\r\n                                <img 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<\/section>\r\n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":57,"template":"","class_list":["post-15281","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988","10107"],"client_id":"13934","hero_video":"","hero_image":{"ID":15285,"id":15285,"title":"VCC_DALE007_030-Sitting","filename":"VCC_DALE007_030-Sitting.jpg","filesize":2133378,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/08\/VCC_DALE007_030-Sitting.jpg","link":"https:\/\/www.vccp.com\/uk\/work\/dairylea\/set-them-free-with-dairylea\/attachment\/vcc_dale007_030-sitting","alt":"","author":"57","description":"","caption":"","name":"vcc_dale007_030-sitting","status":"inherit","uploaded_to":15281,"date":"2022-08-30 07:57:20","modified":"2022-08-30 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them free with Dairylea ","meta-description":"Dairylea celebrates the curiosity of kids in latest campaign","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/08\/VCC_DALE007_030-Sliding.jpg","related_content_title":"You may also like","relateditems":[{"relateditem":false},{"relateditem":{"ID":13865,"post_author":"54","post_date":"2021-08-09 12:08:23","post_date_gmt":"2021-08-09 11:08:23","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"582992083\",\"blockId\":\"Z1gB7nT\",\"blockUniqueClass\":\"lazyblock-video-Z1gB7nT\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWith more twists and turns over the past 18 months than the last season of the Bachelor, Cadbury Twirl has turned psychic in its latest campaign for the unique chocolate bar.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe real magic of a Twirl bar comes from the inside, with distinctive swirls and curls unlike any other. \\u201cYour future\\u2019s in the swirls and curls\\u201d is our latest integrated campaign with Cadbury, which encourages people to get these unique swirls and curls \\u0022read\\u0022, scanning the intricate patterns for a glimpse of their future.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAimed at young Millenials, the campaign launched across Australia and New Zealand. People can use their phones to scan and analyse the patterns within their Twirl through an online interactive experience, created by VCCP CX, at \\u003c\\\/span\\u003e\\u003ca href=\\u0022http:\\\/\\\/readmytwirl.com\\\/\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ereadmytwirl.com\\u003c\\\/span\\u003e\\u003c\\\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e. This is supported by a light-hearted and relatable 30\\u0022 TVC featuring two sisters and a particularly ambiguous Twirl reading directed by celebrated Director Dave Wood and produced by Good Oil.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign also plays out across OLV and social media on Facebook, Instagram, Snap and YouTube where targeted predictions eerily have something to say about what you're watching or about cultural events that happen to be going on across Australia and New Zealand at the time.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eAnthony Ho, Associate Director Equity \\u0026amp; Partnerships Australia \\u0026amp; New Zealand \\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eat\\u003c\\\/span\\u003e\\u003cb\\u003e Mondel\\u0113z \\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esaid: \\u201cWe needed a global campaign platform that could inject some fun into the brand and engage consumers with Twirl and its distinctive features. The ability to make people stop and look at their chocolate, mid-snack, is an exciting opportunity and has truly made Twirl the hero of its own advertising in this campaign.\\u201d\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eChris Birch, Executive Creative Director\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e at \\u003c\\\/span\\u003e\\u003cb\\u003eVCCP \\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eadded: \\u201cForget the magic eight ball, the fortune cookie, the alignments of the planets or tea, if you really want to know your future, the answer is in the swirls and curls of a delicious Twirl. Who knew?! (Well we did when Aly and Emma came up with this idea after seeing it written in their Twirls about three years ago), and we are very thrilled that that prediction has come so gloriously true. Now for the Lottery.\\u201d\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eMedia was planned and executed by Wavemaker.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe brand platform will run from 8th August into 2022 in Australia and New Zealand.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\",\"quote\":\"If you really want to know your future, the answer is in the swirls and curls of a delicious Twirl.\",\"quotee\":\"Chris Birch, Executive Creative Director at VCCP\",\"blockId\":\"xODOn\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-xODOn\"} \/-->\n\n<!-- wp:lazyblock\/carousel {\"items\":\"%5B%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22Cadbury_Twirl_Carousel4_1152x648_V02-1%22,%22caption%22:%22%22,%22id%22:13872,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=13872%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2021\\\/08\\\/Cadbury_Twirl_Carousel4_1152x648_V02-1.jpg%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22Twirl_Scanner_Over-the-shoulder%22,%22caption%22:%22%22,%22id%22:13873,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=13873%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2021\\\/08\\\/Twirl_Scanner_Over-the-shoulder.jpg%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22Twirl_Scanner_scanning-in-progress%22,%22caption%22:%22%22,%22id%22:13874,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=13874%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2021\\\/08\\\/Twirl_Scanner_scanning-in-progress.jpg%22%7D%7D%5D\",\"arrow-controls\":true,\"blockId\":\"160u53\",\"blockUniqueClass\":\"lazyblock-carousel-160u53\"} \/-->","post_title":"Cadbury Twirl \u201cYour future\u2019s in the swirls and curls\u201d","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"cadbury-twirl-your-futures-in-the-swirls-and-curls","to_ping":"","pinged":"","post_modified":"2021-08-09 12:08:24","post_modified_gmt":"2021-08-09 11:08:24","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=13865","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"}}],"hide_related_items":[],"visible_on_home_page":["1"],"websites_to_publish":[]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work\/15281","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=15281"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}