{"id":15958,"date":"2023-02-01T10:06:52","date_gmt":"2023-02-01T10:06:52","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=15958"},"modified":"2023-02-17T18:19:03","modified_gmt":"2023-02-17T18:19:03","slug":"youre-not-wrong","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/saga\/youre-not-wrong","title":{"rendered":"You&#8217;re not wrong"},"content":{"rendered":"<div class=\"lazyblock-video-1nPIH5 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\/794804821?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-12kM6T 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>Today, <strong>Saga Holidays<\/strong> will launch its biggest integrated brand campaign for 2023 to support the launch of its new \u2018Tailor-Made Travel by Saga\u2019 holidays product.<\/p>\n<p>Stuart Beamish, Group Chief Customer Officer said: \u201cAs Saga continues to operate as a champion for people over 50, we are taking this opportunity to bust open the myths associated with our audience. Our aim as a brand and through this advert is to challenge perceptions and to reflect our customers as the experienced individuals they are.\u201d<\/p>\n<p>The ad, called \u2018You\u2019re not wrong\u2019, launches with a hero 60-second version featuring actor Nicholas Farrell, who appeared in the brand\u2019s \u2018Experience is Everything\u2019 campaign.<\/p>\n<p>While assumptions may suggest that older people like sedate trips, the advert follows Farrell through a range of adventurous experiences, and, adopting Saga\u2019s witty, British tone, gently pokes fun at and challenges the perceptions of how those over 50 like to travel.<\/p>\n<p>Farrell begins, knelt respectfully in a Japanese tea ceremony: <em>\u201cSaga Holidays. What springs to mind? Experience tells me you probably think we\u2019re constantly stopping for tea.\u201d<\/em> As he is handed a tea bowl, which he carefully cups, he says: <em>\u201cIt\u2019s not entirely unfair\u201d. <\/em><\/p>\n<p>It goes on: <em>\u201cYou think we like just pootling along\u201d <\/em>as the camera follows him in a fast-moving dune buggy over the sands of Dubai before cutting to Nicholas enjoying a massage in Bali: <em>\u201cYou probably think we love regular afternoon lie downs\u201d<\/em>.<\/p>\n<p>Next the camera is close-up to Farrell as he says: \u201c<em>We\u2019re often found in slow moving groups\u201d<\/em> and as the shot pans out to show he\u2019s sat in a jeep watching a herd of giraffe in Africa: <em>\u201cWell, you\u2019re not wrong\u201d.<\/em><\/p>\n<p>Then the viewer joins a South American festival full of music and dancing and a local man holding a large flag. Nicholas follows him, saying: <em>\u201cAnd more than anything, we love to follow someone holding a flag\u201d.\u00a0 <\/em><\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p>Finally, as he enjoys a glass of wine in a stunning vineyard Farrell, with a lifted eyebrow, comments: <em>\u201cYes, a holiday with Saga is everything you probably thought it was. And a little bit more.\u201d<\/em><\/p>\n<p><strong>John Constable, CEO of Saga Travel Group<\/strong>, said: \u201cWe know there are many incorrect preconceptions about what a Saga holiday is and the people who take them, so we\u2019re setting the record straight.\u201d<\/p>\n<p>\u201cOur customers tell us they want exciting experiences in fascinating destinations. They love adventure, culture, wildlife and beauty, which our new \u2018Tailor-Made Travel by Saga\u2019 holidays deliver in spades. We wanted to create a witty juxtaposition between assumption and reality to make that point and we think this new advert with the superb Nicholas Farrell does that brilliantly.\u201d<\/p>\n<p>The 60-second advert was directed by one of the UK&#8217;s most accomplished comedy and performance directors, Tony Barry and will launch as a roadblock at 9.15pm on February 1 during an ITV Proudly Presents slot in Gordon Ramsay\u2019s new show \u2018Next Level Chef\u2019.<\/p>\n<p>There are also 30-second edits of the advert for TV and 10 second edits for social media and digital.\u00a0<\/p>\n<p>The integrated campaign was devised by agency of record, VCCP alongside VCCP Media who planned and executed the media buying.<\/p>\n<p><strong>Jim Thornton, Executive Creative Director at VCCP<\/strong>, said: \u201cThe gap between the perception of a Saga holiday and the reality is as wide as the Grand Canyon &#8211; which, of course, you can visit as part of a Saga Tailor Made Holiday. It has been nothing short of a joy for me and the VCCP team to firmly bury those preconceptions, thanks to the boundless talent and wit of Nicholas Farrell in front of the camera, and Tony Barry behind it.\u201d<\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-carousel-1cjftR 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 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gap between the perception of a Saga holiday and the reality is as wide as the Grand Canyon &#8211; which, of course, you can visit as part of a Saga Tailor Made Holiday \n        <cite>Jim Thornton, Executive Creative Director at VCCP<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":61,"template":"","class_list":["post-15958","work","type-work","status-publish","hentry"],"acf":{"websites_to_publish":[],"client_id":"10343","capability_ids":["988","10107","10112"],"hero_video":"","hero_image":{"ID":15981,"id":15981,"title":"SAGA Header","filename":"SAGA-Header.png","filesize":2732887,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/02\/SAGA-Header.png","link":"https:\/\/www.vccp.com\/uk\/work\/saga\/youre-not-wrong\/attachment\/saga-header-3","alt":"","author":"61","description":"","caption":"","name":"saga-header-3","status":"inherit","uploaded_to":15958,"date":"2023-02-01 10:33:38","modified":"2023-02-01 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Holidays\u2019 new campaign challenges perceptions of the over-50 British traveller","meta-description":"Saga Holidays will launch its biggest integrated brand campaign for 2023 to support the launch of its new \u2018Tailor-Made Travel by Saga\u2019 holidays product","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/02\/SAGA-Header-1.png","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":14422,"post_author":"57","post_date":"2022-01-04 18:02:40","post_date_gmt":"2022-01-04 18:02:40","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cb\\u003eSaga\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, the UK's specialist in products and services for people over 50, launches a new TV advert, that seeks to evoke fond memories of holidaying in the \\u201870s. The latest film, by \\u003c\\\/span\\u003e\\u003cb\\u003eVCCP London,\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e is designed to hero the Saga boutique cruise product, whilst reminding its audience of how holidays have changed (for the better!).\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe integrated campaign \\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ewas devised by \\u003c\\\/span\\u003e\\u003cb\\u003eVCCP London,\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e in partnership with \\u003c\\\/span\\u003e\\u003cb\\u003eVCCP Media, VCCP CX\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and\\u003c\\\/span\\u003e\\u003cb\\u003e Someone\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, and\\u00a0recalls wry memories of \\u2018nostalgic\\u2019 car journeys, \\u2018romantic\\u2019 town hall dances and \\u2018relaxing\\u2019 days by the pool \\u2026 albeit sometimes in a rainstorm. The new 30\\u201d hero film, will broadcast on 3 January, 2022 and is the latest creative in Saga\\u2019s \\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u2018Experience is Everything\\u2019\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e strategic brand relaunch which took place in October. The new creative will be accompanied by social, digital and print.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe new creative features Saga brand ambassador, Nicholas Farrell (The Crown, Torchwood) once again, who wholeheartedly embodies the \\u2018Generation Experience\\u2019 attitude of the Saga brand. The classical and sharp creative is set on board \\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eSaga\\u2019s newest ocean cruise ship, \\u2018Spirit of Adventure,\\u2019 and showcases the incredible d\\u00e9cor, food and entertainment that can be found on board.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe film opens with Nicholas walking whilst taking a drink from the ship\\u2019s North Cape Bar, where he then stops to gaze outside and warmly reflect back in a savvy fashion (and with a couple of raised eyebrows) on those holidays of the past. The film then cuts to remade footage from the \\u201870s of children swimming in the rain, grumpy kids begrudgingly posing for family photos, car breakdowns and holiday park tribute bands (we\\u2019ve all been there!). The film then returns to the Saga cruise ship where Farrell can be seen relaxing at a table with his wife, whilst tucking into some delicious canap\\u00e9s and soaking up the social atmosphere on board \\u2018Spirit of Adventure.\\u2019 \\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u201cWell, those were the days\\u2026\\u201d \\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ehe says before turning to his wife with a raised eyebrow, \\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u201cweren\\u2019t they?\\u201d.\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e The voiceover concludes \\u201c\\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eBoutique cruises for those who deserve a bit of luxury\\u201d\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e with the final titles reading: \\u2018\\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eSaga. Experience is Everything.\\u2019\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cb\\u003e\\u003ci\\u003e\\u00a0 \\u003c\\\/i\\u003e\\u003c\\\/b\\u003e\\u003cb\\u003e\\u00a0\\u00a0\\u00a0\\u00a0\\u00a0\\u003c\\\/b\\u003e\\u003c\\\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cb\\u003eStuart Beamish, Saga Group Chief Customer Officer, said\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e: \\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u201cWe launched our new \\u2018Experience is Everything\\u2019 campaign in October and it couldn\\u2019t be truer when it comes to travel.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u201cOur customers know what they like because they\\u2019ve been there and done that, from backpacking student adventures, exotic honeymoons and holidays with a young family to modern day adventures.\\u00a0 To celebrate all their experiences, our ad reflects back wryly on those memorable 1970s breaks versus the luxury of our Saga boutique cruises today.\\u201d\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eJim Thornton, Executive Creative Director VCCP London \\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003enoted: \\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u201cWe had so much fun making this, recreating classic holiday scenes from the 1970s in all their miserable detail. It\\u2019s hard for anyone under 50 to appreciate just how different the world was: cars broke down, the corners of the UK were as exotic as holidays got, and the weather was always terrible.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eBut for those of us who actually experienced the \\u201870s, it's safe to say whilst we'll remember these holidays forever, we're also seriously glad to pack them away in our memory box. Holidays now are more on par with Saga\\u2019s brand-new luxury cruise ship, which is the perfect place to enjoy all the benefits the post-1970s world has to offer. Like great food, the internet, and staff who aren\\u2019t permanently on strike.\\u201d\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\",\"blockId\":\"Z1z94xM\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z1z94xM\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-source\":\"youtube\",\"video-id\":\"7AAJsGp8ZM0\",\"blockId\":\"1bUgn4\",\"blockUniqueClass\":\"lazyblock-video-1bUgn4\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"For those of us who actually experienced the \\u201870s, it's safe to say whilst we'll remember these holidays forever, we're also seriously glad to pack them away in our memory box.\",\"quotee\":\"Jim Thornton, Executive Creative Director VCCP London\",\"blockId\":\"ZNTwMm\",\"blockUniqueClass\":\"lazyblock-quote-full-width-ZNTwMm\"} \/-->\n\n<!-- wp:lazyblock\/carousel 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\/-->","post_title":"Saga 'Experience Is Everything'","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"saga-experience-is-everything-2","to_ping":"","pinged":"","post_modified":"2022-01-04 18:02:40","post_modified_gmt":"2022-01-04 18:02:40","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=14422","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":15921,"post_author":"61","post_date":"2023-01-19 12:50:29","post_date_gmt":"2023-01-19 12:50:29","post_content":"<!-- wp:lazyblock\/video {\"video-source\":\"youtube\",\"video-id\":\"yclf1YQFvXs\",\"blockId\":\"Z2pHlim\",\"blockUniqueClass\":\"lazyblock-video-Z2pHlim\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003ca href=\\u0022https:\/\/www.krispykreme.co.uk\/\\u0022\\u003eKrispy Kreme\\u003c\/a\\u003e has today launched the world's first SADvert, a light-emitting billboard designed to help boost the moods of Brits struggling with the lack of sunlight in January.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eThe idea was created and launched by integrated PR \\u0026amp; social agency \\u003cstrong\\u003eGood Relations\\u003c\/strong\\u003e with support from sister agency \\u003cstrong\\u003eVCCP\\u003c\/strong\\u003e \\u003cstrong\\u003eMedia\\u003c\/strong\\u003e as well as Open Outdoor and Clear Channel UK.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eThe SADvert campaign has been developed in response to research from Krispy Kreme which reveals that that one in five Brits admit to getting no more than 15 minutes of sun each day during January even though more than half of us (56%) believe direct sunlight is the best way to boost a low mood.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eKrispy Kreme intends for the joyful special build site to be a welcome addition to passers-by in January when sunlight levels are at their lowest and those suffering from Seasonal Affective Disorder (SAD) may be struggling the most.\u00a0 To activate the billboard passers-by will just need to touch a button for light therapy.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eThe high impact 3D special build site has been constructed in Salford, a location selected due to the region \\u003ca href=\\u0022https:\/\/weather-and-climate.com\/average-monthly-hours-Sunshine,salford-gb,United-Kingdom\\u0022\\u003egetting less than 2 hours of sunlight per day on average during January\\u003c\/a\\u003e.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eThe billboard features giant decorative\\u003ca href=\\u0022https:\/\/www.krispykreme.co.uk\/\\u0022\\u003e doughnuts\\u003c\/a\\u003e from the brand\u2019s irresistible new 195 calorie range including the iconic Original Glazed, Berry Burst and Lemon Crunch in the Krispy Kreme dozen box.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eThe SADvert campaign has been created to launch Krispy Kreme\u2019s new creative platform, Joy Unboxed, as the brand sets out to lift the mood across the nation by creating chain reactions of joy.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cstrong\\u003eEmma Colquhoun, Chief Marketing Officer UK \\u0026amp; Ireland at Krispy Kreme\\u003c\/strong\\u003e said: \\u003cem\\u003e\u201cOpening a box of doughnuts is one way to bring joy into people\u2019s lives - so we wanted to make that literal. We've just had Blue Monday, often referred to as the most depressing day of the year, making this week arguably one of the toughest. \\u003c\/em\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cem\\u003e\u201cThis is the only doughnut box in the world to deliver light therapy that can help banish Seasonal Affective Disorder (SAD).\u00a0 We thought there was no better way to unbox joy and light-en the nation\u2019s mood as we celebrate the launch of our irresistible new doughnuts at just 195 calories each!\u201d\\u003c\/em\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cstrong\\u003eLawrence Collis, Managing Director, Consumer at Good Relations \\u003c\/strong\\u003esaid: \\u003cem\\u003e\u201cWe\u2019re on a mission to help Krispy Kreme fulfil their ambition to enhance lives through joy. With SADvert we\u2019re delighted to have created something truly unique that brings joy and light into people\u2019s lives during one of the darkest months.\u201d\\u003c\/em\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cstrong\\u003eTara Marus, Joint CEO of VCCP Media\\u003c\/strong\\u003e added: \\u003cem\\u003e\u201cWe have loved working with the team at Good Relations to support them and their brilliant client Krispy Kreme to create a fantastically creative outdoor \u2018first\u2019 in the form of this brilliant special build SADvert. High impact interactive out of home at its best, made possible by the brilliant team at Clear Channel.\u201d\\u003c\/em\\u003e\\u003c\/p\\u003e\",\"blockId\":\"21JVRT\",\"blockUniqueClass\":\"lazyblock-text-full-width-21JVRT\"} \/-->\n\n<!-- wp:lazyblock\/carousel 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\/-->","post_title":"The world's first SADvert","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-worlds-first-sadvert","to_ping":"","pinged":"","post_modified":"2023-01-19 12:50:30","post_modified_gmt":"2023-01-19 12:50:30","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=15921","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":15835,"post_author":"61","post_date":"2023-01-16 10:19:58","post_date_gmt":"2023-01-16 10:19:58","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"788269199\",\"blockId\":\"2dCGyK\",\"blockUniqueClass\":\"lazyblock-video-2dCGyK\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003eThe UK's largest Dog Welfare Charity,\\u003cstrong\\u003e Dogs Trust,\\u003c\/strong\\u003e has today launched an integrated brand campaign to show owners and their dogs how they are the best partner to support them through life, with the help of global agency of record \\u003cstrong\\u003eVCCP. \\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003eIn their first campaign in a five year journey since appointing VCCP, the new brand platform aims to set a vision for the charity as it moves to reframe \\u003cstrong\\u003eDogs Trust\\u003c\/strong\\u003e as a charity that supports owners and their dogs through all stages of life.\\u003c\/p\\u003e\\n\\u003cp\\u003eAs a result of the cost of living crisis \\u003cstrong\\u003eDogs Trust \\u003c\/strong\\u003ehas seen an overwhelming increase in owners feeling like they have no choice but to give up their much loved dogs because they cannot afford to keep them, receiving over 1,000 calls a week. This is why the charity is launching the \\u003cstrong\\u003e\\u003cem\\u003eGround Dog Day\\u003c\/em\\u003e\\u003c\/strong\\u003e campaign which, implicitly connected to the cost of living crisis, dials up help and support dog owners and their dogs so owners can get from \\u003cstrong\\u003eDogs Trust\\u003c\/strong\\u003e so they don\u2019t have to make the ultimate sacrifice and lose their dog.\\u003c\/p\\u003e\\n\\u003cp\\u003eUnderstanding the special bond dog owners have with their dog and the joy that it brings is the main driver for the charity whose aim is to protect and preserve it. When people own a dog, their relentless positivity makes the repetition of everyday activities a joy. The harder life gets the more dogs mean to their owners, which is why \\u003cstrong\\u003eDogs Trust\\u003c\/strong\\u003e is working hard to keep them together.\\u003c\/p\\u003e\\n\\u003cp\\u003eWorking with renowned director, Nicolas Jack Davies, Dogs Trust has created a film that shows the joy that dogs bring. The film opens with a man sleeping in bed before a dog excitedly jumps on the bed and wakes him up. They cuddle and play and he says \u201calright mate, come on\u201d while laughing. They prepare to go for a walk and the dog grabs some slippers before they go to the park. They are stopped by a mother and daughter and the owner introduces Milo the dog and then they play fetch. He visits a pub with his friends, then feeds Milo and goes through life\u2019s routines before it repeats a few times, showing the role they play in everyday life and the joy they give. Throughout the film the owner laughs and talks to Milo saying \u201chungry were you?\u201d \u201cThere you are\u201d and \u201cGood night mate\u201d It ends with him sitting on the bed before Milo barks and jumps up on the bed and they cuddle and play. He laughs and says \u201cWhere was my wake up?\u201d\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003eThe hero AV is accompanied by four 10\u201d social videos, \u2018Behaviour\u2019, \u2018Help\u2019, \u2018Recall\u2019 and \u2018Support\u2019 that aim to give dog owners simple and quick advice, delivered in a positive way. The first video \u2018Behaviour\u2019 shows a dog ripping up different household items such as letters and slippers and tells the owner how this could be a sign that the dog is distressed. The second film, \u2018Help\u2019 shows a dog eating on different days and lets people know that Dogs Trust has partnered with Fairshare to provide dog food for UK Food Banks. The third 'Recall' shows a dog being called by its owner in the park and highlights how Dogs Trust has recall training available. The fourth film\u00a0 \u2018Support' shows a dog with an injury collar sitting in its dog bed and lets owners know that Dogs Trust might be able to help with veterinary bills.\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eNick Daniel, Marketing Director at Dogs Trust said\\u003c\/strong\\u003e: \\u003cem\\u003e\u201cThe cost of living crisis is having a huge impact on dog owners. We\u2019re receiving an unprecedented amount of calls from people who feel like they have no other choice but to give up loved family dogs because they can no longer afford to keep them. This is why we have created this campaign to highlight all the various ways we can help and keep them and their families together with their dogs. 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