{"id":16014,"date":"2023-02-17T16:28:04","date_gmt":"2023-02-17T16:28:04","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=16014"},"modified":"2023-02-17T16:50:26","modified_gmt":"2023-02-17T16:50:26","slug":"firefighter","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/sage\/firefighter","title":{"rendered":"Firefighter"},"content":{"rendered":"<div class=\"lazyblock-video-Gjupr 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\/799136648?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-Z1joiDr 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>Sage<\/b><span style=\"font-weight: 400\"> (FTSE: SGE), the leader in accounting, financial, HR and payroll technology for small and mid-sized businesses today unveils its latest marketing campaign in its \u2018Voices of Business\u2019 series. With a focus on Finance, the new integrated campaign\u00a0 has been designed to reflect the changing needs of its SMB customers worldwide<\/span><span style=\"font-weight: 400\"> and to <\/span><span style=\"font-weight: 400\">bring humanity and disruption to the category.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Representing Sage\u2019s new purpose which is to knock down barriers so everyone can thrive \u2013 the campaign shows how its approach starts with its customers. Focussing on real-life customers and the confidence and control that Sage software can deliver through simplicity and insight with a human touch to help business flow.\u00a0\u00a0\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">The campaign launches with a 30\u201d spot \u2018Firefighter\u2019, created by<\/span><b> VCCP London<\/b><span style=\"font-weight: 400\">, global content studio <\/span><b>Girl&amp;Bear<\/b><span style=\"font-weight: 400\"> and Product and Service Innovation company <\/span><b>Bernadette<\/b><span style=\"font-weight: 400\"> and heroes the Finance Professionals audience, championing the voice of CFOs globally. The campaign hears from Imran Anwar, Chief Financial Officer of Epos Now Group, who helps champion the belief that whatever hats CFOs need to wear, Sage\u2019s tools and insights help them fit.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Aiming to reframe activity away from the classically cold B2B creative, Sage wants to disrupt the category norms enough that they become thought of as human-to-human. It&#8217;s because they know business people aren\u2019t materially different to everybody else &#8211; they still have fears, dreams, and worries. They still experience jeopardy and joy. They still value emotional connection. They still love hearing stories. Really, they\u2019re still people, trying to make their way in the world. Same as everyone else.<\/span><\/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\">By putting their customers at the heart of everything Sage does, they\u2019re not only championing them but also helping to build their individual confidence and business confidence. By using real genuine customer stories in their comms their aim is to shed light on their vulnerabilities and victories, joys and the jeopardy they feel in business.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">The campaign will roll out across multiple formats, including, Paid and Organic Social, content and demand generation assets. This launch also sees a step change towards Sage\u2019s Integrated Campaign model, involving all parts of the marketing department coming together to create a truly multi-faceted campaign from UX\/UI, Comms, Content, PR, Sponsorship, Internal Comms and Product Marketing.<\/span><\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-carousel-Z1iu0HE 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  carousel--with-indicators  \" 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\/2023\/02\/SAG04400-Sage-Firefighter-AV-End-Frame-1920x1080px3-1.jpg 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/02\/SAG04400-Sage-Firefighter-AV-End-Frame-1920x1080px3-1.jpg\" alt=\"\" class=\"lazyload d-block w-100\">\r\n              <\/picture>\r\n            <\/div>\r\n                        \r\n            \r\n          <\/div>\r\n          \r\n                              \r\n          <div class=\"carousel-item \">\r\n          \r\n                      \r\n                        <div class=\"embed-responsive embed-responsive-16by9\">\r\n              <picture class=\"embed-responsive-item\">\r\n                <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/02\/SAG04400-Sage-Firefighter-AV-End-Frame-1920x1080px-2.jpg 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/02\/SAG04400-Sage-Firefighter-AV-End-Frame-1920x1080px-2.jpg\" alt=\"\" class=\"lazyload d-block w-100\">\r\n              <\/picture>\r\n            <\/div>\r\n                        \r\n            \r\n          <\/div>\r\n          \r\n                    \r\n        <\/div>\r\n        \r\n                \r\n                <ol class=\"carousel-indicators\">\r\n                              <li data-target=\"#imageCarousel\" data-slide-to=\"0\" class=\"active\"><\/li>\r\n                              <li data-target=\"#imageCarousel\" data-slide-to=\"1\" class=\"\"><\/li>\r\n                            <\/ol>\r\n        \r\n      <\/div>\r\n\r\n    <\/div>\r\n  <\/section>\r\n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":61,"template":"","class_list":["post-16014","work","type-work","status-publish","hentry"],"acf":{"websites_to_publish":[],"client_id":"14836","capability_ids":["988","10107","10111","14075"],"hero_video":"","hero_image":{"ID":16023,"id":16023,"title":"SAG04400 Sage Firefighter AV End Frame 1920x1080px","filename":"SAG04400-Sage-Firefighter-AV-End-Frame-1920x1080px.jpg","filesize":1136703,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/02\/SAG04400-Sage-Firefighter-AV-End-Frame-1920x1080px.jpg","link":"https:\/\/www.vccp.com\/uk\/work\/sage\/firefighter\/attachment\/sag04400-sage-firefighter-av-end-frame-1920x1080px","alt":"","author":"61","description":"","caption":"","name":"sag04400-sage-firefighter-av-end-frame-1920x1080px","status":"inherit","uploaded_to":16014,"date":"2023-02-16 09:31:50","modified":"2023-02-16 09:31:50","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\/2023\/02\/SAG04400-Sage-Firefighter-AV-End-Frame-1920x1080px-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/02\/SAG04400-Sage-Firefighter-AV-End-Frame-1920x1080px-300x169.jpg","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/02\/SAG04400-Sage-Firefighter-AV-End-Frame-1920x1080px-768x432.jpg","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/02\/SAG04400-Sage-Firefighter-AV-End-Frame-1920x1080px-1024x576.jpg","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/02\/SAG04400-Sage-Firefighter-AV-End-Frame-1920x1080px-1536x864.jpg","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/02\/SAG04400-Sage-Firefighter-AV-End-Frame-1920x1080px.jpg","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/02\/SAG04400-Sage-Firefighter-AV-End-Frame-1920x1080px-1920x720.jpg","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/02\/SAG04400-Sage-Firefighter-AV-End-Frame-1920x1080px-1920x960.jpg","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/02\/SAG04400-Sage-Firefighter-AV-End-Frame-1920x1080px-768x768.jpg","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/02\/SAG04400-Sage-Firefighter-AV-End-Frame-1920x1080px-307x615.jpg","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/02\/SAG04400-Sage-Firefighter-AV-End-Frame-1920x1080px-768x960.jpg","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/02\/SAG04400-Sage-Firefighter-AV-End-Frame-1920x1080px-1200x630.jpg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/02\/SAG04400-Sage-Firefighter-AV-End-Frame-1920x1080px-768x768.jpg","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/02\/SAG04400-Sage-Firefighter-AV-End-Frame-1920x1080px-768x384.jpg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/02\/SAG04400-Sage-Firefighter-AV-End-Frame-1920x1080px-307x615.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"Firefighter","meta-description":"Sage (FTSE: SGE), the leader in accounting, financial, HR and payroll technology for small and mid-sized businesses today unveils its latest marketing campaign in its \u2018Voices of Business\u2019 series. ","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/02\/SAG04400-Sage-Firefighter-AV-End-Frame-1920x1080px-1.jpg","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":14832,"post_author":"57","post_date":"2022-05-09 11:21:14","post_date_gmt":"2022-05-09 10:21:14","post_content":"<!-- wp:lazyblock\/video {\"video-source\":\"youtube\",\"video-id\":\"o5QVf38Tjw8\",\"blockId\":\"ZT4MyD\",\"blockUniqueClass\":\"lazyblock-video-ZT4MyD\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cb\\u003eSage\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e (FTSE: SGE), the leader in accounting, financial, HR and payroll technology for small and mid-sized businesses, unveils its first global marketing campaign following its brand refresh in April. The new campaign is designed to reflect the changing needs of its SMB customers worldwide and bring the brand refresh to life.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eRepresenting Sage\u2019s new purpose - to knock down barriers so everyone can thrive \u2013 the campaign shows how this starts with customers. It focuses on real life customers and the \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003econfidence and control that Sage software can deliver through \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esimplicity and insight with a human touch to help business flow.\u00a0\u00a0\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u00a0\u00a0\u00a0\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign launches with two 30\u201d hero films created by\\u003c\/span\\u003e\\u003cb\\u003e VCCP London\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e featuring Sage customers Laura Rose, CEO, Equestrian Rose Ltd and Joanne Halsall, Head of Finance, Crow Wood Leisure.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCustomer \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003estories are elevated through playful character animation, set within a black and white world. The customer voices are connected using the iconic Sage green flow \u2013 a representation of how the Sage experience lifts customers to the next level of their business journey.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eLaura Rose said, \u201cFor me, putting us - their customers - front and centre in a national campaign shows just how much Sage believes in SMBs. They understand how we love to talk about our business and hear from each other about the joy and hard work tied up in them. It\u2019s motivating and reassuring in equal measure and it's nice that Sage gets that.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eTo fuel the business confidence that the advertising focuses on, Sage today launches Sage Membership\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, giving customers and partners\u2019 automatic access to exclusive benefits such as expert human advice, learning and community. This includes access to Member Masterclass, which offers exclusive talks and articles from the world\u2019s leading experts and trailblazers on the challenges that are most important for businesses today\u2014created exclusively for Sage customers and partners and available for a limited time to everyone. Season one will give expert human advice on how to find and keep great people such as featuring Michael Acton Smith, Co-founder of Calm, Khalilah Olokunola, VP of Human Resources at TRU Colors Brewery, and Charlie Gladstone, Entrepreneur and Co-found of Do.\u00a0\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eSage, a long time champion of small and medium businesses, worked with\u00a0\\u003c\/span\\u003e\\u003cb\\u003eVCCP London,\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u00a0to create the campaign, and\u00a0\\u003c\/span\\u003e\\u003cb\\u003eSomeOne\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u00a0to oversee the Brand and strategic development, alongside Interim EVP Brand Marketing for Sage, Susie Moore.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThis is the first campaign VCCP, with its global content studio\u00a0\\u003c\/span\\u003e\\u003cb\\u003eGirl\\u0026amp;Bear \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eand Product and Service Innovation company\u00a0\\u003c\/span\\u003e\\u003cb\\u003eBernadette,\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u00a0has produced for Sage. \\u003c\/span\\u003e\\u003cb\\u003eSomeOne\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u00a0will lead the roll-out of the refreshed brand and will continue to oversee its implementation.\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe new campaign cements Sage\u2019s reputation as the right partner for SMBs, globally. TV advertising will be supported by an expansive out of home (OOH) campaign as well as digital and social.\u00a0 \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eA sweeping digital activation of the Sage flow throughout the new Elizabeth Line tube stations will also bring the campaign to life.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWith a fully integrated approach, the Sage campaign activity has been closely aligned with the roll out of the refreshed Sage brand\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, created by \\u003c\/span\\u003e\\u003cb\\u003eWolff Olins\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e in conjunction with \\u003c\/span\\u003e\\u003cb\\u003eHomebrew \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ewhich\\u003c\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003edebuts a modern look and feel across the company\u2019s main touchpoints. \\u003c\/span\\u003e\\u003cb\\u003eSeed Animation Studio\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e designed, directed and animated the moving image content for TV and online.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eCath Keers, Chief Marketing Officer, Sage\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e: \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201cIt\u2019s tough being in business right now. Our refreshed brand is about how we show up for customers globally - removing complexity, delivering insights and building human \\u003c\/span\\u003e\\u003c\/i\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003econnections for them, for our colleagues and within society. \\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u00a0\\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWe\u2019ve been a trusted brand for SMBs since Sage was a start-up 40 years ago, but the way we support them has changed and the refresh will enable us to reflect that consistently across all our markets.\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201d\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eMark Orbine, 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\u201cSage represents all the proud, gritty and determined business owners in the world. From those businesses founded from side hustles and kitchen table start-ups all the way up to those more mature and established businesses, the brand refresh is all about putting those customers at the very heart of Sage as they continue to challenge the business world every day.\u201d\u00a0\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe global brand platform by Sage is live from today and will run across multiple markets including the UK, US, Canada, South Africa, France, Spain and Germany. The integrated campaign will roll out across multiple formats including TV, OOH, social, radio, OLV and digital. Media has been planned and executed by \\u003c\/span\\u003e\\u003cb\\u003eNeo Media World\\u003c\/b\\u003e\\u003c\/p\\u003e\",\"blockId\":\"ZhS37F\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-ZhS37F\"} \/-->\n\n<!-- wp:lazyblock\/carousel {\"items\":\"%5B%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22Sage-Leaping-1%22,%22caption%22:%22%22,%22id%22:14835,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=14835%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2022\/05\/Sage-Leaping-1.jpg%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22Sage-Skater%22,%22caption%22:%22%22,%22id%22:14834,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=14834%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2022\/05\/Sage-Skater.jpg%22%7D%7D%5D\",\"dot-controls\":true,\"blockId\":\"x2OWR\",\"blockUniqueClass\":\"lazyblock-carousel-x2OWR\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-source\":\"youtube\",\"video-id\":\"5hvbwlB-iT4\",\"blockId\":\"1bH2Ma\",\"blockUniqueClass\":\"lazyblock-video-1bH2Ma\"} \/-->","post_title":"Voices of business","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"voices-of-business","to_ping":"","pinged":"","post_modified":"2023-02-15 09:06:59","post_modified_gmt":"2023-02-15 09:06:59","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=14832","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":15950,"post_author":"61","post_date":"2023-02-01 09:19:04","post_date_gmt":"2023-02-01 09:19:04","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003eToday the nation\u2019s favourite crisps*, \\u003cstrong\\u003eWalkers,\\u003c\/strong\\u003e is launching the \u2018\\u003cstrong\\u003e\\u003cem\\u003eLove From Walkers\u2019\\u003c\/em\\u003e \\u003c\/strong\\u003ecampaign. With the help of its global agency of record, \\u003cstrong\\u003eVCCP London\\u003c\/strong\\u003e, the campaign takes the shape of a nationwide competition giving one lucky winner the chance to win \u00a3100,000** by finding the pinnacle of snacks - the \\u003cstrong\\u003eheart shaped crisp. \\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003eThe \u2018\\u003cstrong\\u003e\\u003cem\\u003eLove From Walkers\u2019\\u003c\/em\\u003e \\u003c\/strong\\u003ecampaign has been created to bring levity and get the nation of crisp lovers to fall further in love with the much-loved crisps brand. As well as give them something to feel good about with the chance to win a cash prize.\\u003c\/p\\u003e\\n\\u003cp\\u003eTo drive awareness of the competition, Walkers and VCCP have created an array of OOH ads that mimics the look and feel of a reward poster. The posters have been strategically placed in major cities around the country such as London, Manchester, Birmingham and Leeds.\\u003c\/p\\u003e\\n\\u003cp\\u003eThe \u201cguerilla-esque\u201d campaign is pushed even further across an array of train card panels which sees the reward posters travelling cross country through the West Midlands, South East and London.\\u003c\/p\\u003e\\n\\u003cp\\u003eMarking a new approach for the brand, Walkers has used atypical formats with the ambition of disrupting the everyday, creating an idea that brings the Walkers brand world to life in an eye-catching, memorable and distinct way.\\u003c\/p\\u003e\\n\\u003cp\\u003eThe OOH creatives will feature three hero flavours, Ready Salted, Salt \\u0026amp; Vinegar and Cheese \\u0026amp; Onion. Posters will show the packets with the writing \u201c\\u003cem\\u003e\u00a3100,000 reward for a heart shaped crisp\\u003c\/em\\u003e\u201d, \u201c\\u003cem\\u003ePost a picture of your crisp on Instagram or Twitter with #LOVEFROMWALKERS\\u003c\/em\\u003e\u201d and \u201c\\u003cem\\u003eFollow \\u0026amp; tag us @Walkers_Crisps to enter the competition\\u003c\/em\\u003e\u201d written on each one.\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eRachael Smith, Senior Marketing Manager at Walkers said: \\u003c\/strong\\u003e\\u003cem\\u003e\u201cJanuary is a notoriously dreary month for many, so we wanted to bring a little joy and levity to people\u2019s lives to start the year. \\u003c\/em\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cem\\u003e\u201cThrough our hunt for the best heart shaped crisp we aim to do exactly that, by sharing some of the love that we receive as the nation\u2019s most-loved crisps* - and give people the chance to win a life-changing prize while enjoying their favourite snack. Good luck!\u201d\\u003c\/em\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003eTo enter, those that find a heart shaped crisp in their packet of Walkers***, need to capture a clear picture of the chosen crisp on a plain surface and share it on either Twitter or Instagram, tagging and following @walkers_crisps with the hashtag \\u003cstrong\\u003e#LoveFromWalkers\\u003c\/strong\\u003e for a chance to win.\\u003c\/p\\u003e\\n\\u003cp\\u003eThe criteria for the winning entry ranges from how straight the two sloping sides are, to how symmetrical the two curves look, with judges critiquing each crisp to decide which naturally occurring heart shape takes the crown. After careful consideration, the owner of the best heart shaped crisp will be rewarded with \u00a3100,000.\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eRoss Neil, Deputy Executive Creative Director at VCCP London \\u003c\/strong\\u003eadded: \\u003cem\\u003e\u201cThis Walkers campaign has been created to bring some joy to people across the country. We are excited to remind the nation of their most loved crisps and give them the opportunity to win a cash prize.\u201d\\u003c\/em\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003eThe campaign runs today until 12th February and is being supported by a consumer PR campaign executed by PR agency, Splendid and a media campaign planned and delivered by media partner, OMD.\\u003c\/p\\u003e\\n\\u003cp\\u003eFor more information on the competition, please visit \\u003ca href=\\u0022https:\/\/www.competition.walkers.co.uk\/heart_shaped_crisp_hunt\\u0022\\u003ewww.competition.walkers.co.uk\/heart_shaped_crisp_hunt\\u003c\/a\\u003e.\\u003c\/p\\u003e\\n\\u003cp\\u003e______\\u003c\/p\\u003e\\n\\u003cp\\u003e* For verification, see www.walkers.co.uk\/mostloved\u00a0\\u003c\/p\\u003e\\n\\u003cp\\u003e*** Promotion includes all Walkers potato crisps, excluding Walkers Baked, Walkers Sensations and Walkers MAX\\u003c\/p\\u003e\",\"blockId\":\"BgyiE\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-BgyiE\"} \/-->\n\n<!-- wp:image {\"align\":\"center\",\"id\":15971,\"sizeSlug\":\"large\",\"linkDestination\":\"none\"} -->\n<figure class=\"wp-block-image aligncenter size-large\"><img src=\"https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/01\/Screenshot-2023-01-27-at-15.44.30-1024x580.png\" alt=\"\" class=\"wp-image-15971\" \/><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"We are excited to remind the nation of their most loved crisps and give them the opportunity to win a cash prize\",\"quotee\":\"Ross Neil, Deputy Executive Creative Director at VCCP\",\"blockId\":\"1KY7Eb\",\"blockUniqueClass\":\"lazyblock-quote-full-width-1KY7Eb\"} \/-->\n\n<!-- wp:image {\"align\":\"center\",\"id\":15972,\"sizeSlug\":\"full\",\"linkDestination\":\"none\"} -->\n<figure class=\"wp-block-image aligncenter size-full\"><img src=\"https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/01\/West-Midlands-323s-TCP.png\" alt=\"\" class=\"wp-image-15972\" \/><\/figure>\n<!-- \/wp:image -->","post_title":"Love From Walkers","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"love-from-walkers","to_ping":"","pinged":"","post_modified":"2023-02-17 18:19:56","post_modified_gmt":"2023-02-17 18:19:56","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=15950","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":15958,"post_author":"61","post_date":"2023-02-01 10:06:52","post_date_gmt":"2023-02-01 10:06:52","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"794804821\",\"blockId\":\"1nPIH5\",\"blockUniqueClass\":\"lazyblock-video-1nPIH5\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003eToday, \\u003cstrong\\u003eSaga Holidays\\u003c\/strong\\u003e will launch its biggest integrated brand campaign for 2023 to support the launch of its new \u2018Tailor-Made Travel by Saga\u2019 holidays product.\\u003c\/p\\u003e\\n\\u003cp\\u003eStuart 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\\u003c\/p\\u003e\\n\\u003cp\\u003eThe 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.\\u003c\/p\\u003e\\n\\u003cp\\u003eWhile 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.\\u003c\/p\\u003e\\n\\u003cp\\u003eFarrell begins, knelt respectfully in a Japanese tea ceremony: \\u003cem\\u003e\u201cSaga Holidays. What springs to mind? Experience tells me you probably think we\u2019re constantly stopping for tea.\u201d\\u003c\/em\\u003e As he is handed a tea bowl, which he carefully cups, he says: \\u003cem\\u003e\u201cIt\u2019s not entirely unfair\u201d. \\u003c\/em\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003eIt goes on: \\u003cem\\u003e\u201cYou think we like just pootling along\u201d \\u003c\/em\\u003eas the camera follows him in a fast-moving dune buggy over the sands of Dubai before cutting to Nicholas enjoying a massage in Bali: \\u003cem\\u003e\u201cYou probably think we love regular afternoon lie downs\u201d\\u003c\/em\\u003e.\\u003c\/p\\u003e\\n\\u003cp\\u003eNext the camera is close-up to Farrell as he says: \u201c\\u003cem\\u003eWe\u2019re often found in slow moving groups\u201d\\u003c\/em\\u003e and as the shot pans out to show he\u2019s sat in a jeep watching a herd of giraffe in Africa: \\u003cem\\u003e\u201cWell, you\u2019re not wrong\u201d.\\u003c\/em\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003eThen the viewer joins a South American festival full of music and dancing and a local man holding a large flag. Nicholas follows him, saying: \\u003cem\\u003e\u201cAnd more than anything, we love to follow someone holding a flag\u201d.\u00a0 \\u003c\/em\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003eFinally, as he enjoys a glass of wine in a stunning vineyard Farrell, with a lifted eyebrow, comments: \\u003cem\\u003e\u201cYes, a holiday with Saga is everything you probably thought it was. And a little bit more.\u201d\\u003c\/em\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eJohn Constable, CEO of Saga Travel Group\\u003c\/strong\\u003e, 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\\u003c\/p\\u003e\\n\\u003cp\\u003e\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\\u003c\/p\\u003e\\n\\u003cp\\u003eThe 60-second advert was directed by one of the UK'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.\\u003c\/p\\u003e\\n\\u003cp\\u003eThere are also 30-second edits of the advert for TV and 10 second edits for social media and digital.\u00a0\\u003c\/p\\u003e\\n\\u003cp\\u003eThe integrated campaign was devised by agency of record, VCCP alongside VCCP Media who planned and executed the media buying.\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eJim Thornton, Executive Creative Director at VCCP\\u003c\/strong\\u003e, said: \u201cThe gap between the perception of a Saga holiday and the reality is as wide as the Grand Canyon - which, of course, you can visit as part of a Saga Tailor Made Holiday. 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