{"id":16461,"date":"2023-04-27T10:15:11","date_gmt":"2023-04-27T09:15:11","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=16461"},"modified":"2023-04-27T10:15:11","modified_gmt":"2023-04-27T09:15:11","slug":"without-you-its-just-a-road","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/honda-motorcycles\/without-you-its-just-a-road","title":{"rendered":"Without You, it&#8217;s just a road"},"content":{"rendered":"<div class=\"lazyblock-video-ZBzXGl 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\/821210960?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-Z1dJklm 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><span style=\"font-weight: 400\">Today <\/span><b>Honda Motor Europe Motorcycles<\/b><span style=\"font-weight: 400\">, the world&#8217;s largest motorcycle manufacturer, is launching its latest campaign, <\/span><b>Without you, it\u2019s just a road <\/b><span style=\"font-weight: 400\">as part of its mission to engage its demographic of current and non-bike riders to join and feel proud to be part of its rider community.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Through cross agency collaboration between <\/span><b>VCCP Madrid and VCCP London<\/b><span style=\"font-weight: 400\">, the<\/span> <span style=\"font-weight: 400\">new brand campaign builds on \u2018The Power of Dreams\u2019, focusing on the experience of the Honda bike rider and showcasing the fun that can be had from riding a Honda Bike, rather than the bike itself.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Placing the rider at the core of the campaign, the simple slogan was created to encourage fellowship and to engage the huge community of Honda Riders in Europe and show them that the motorcycle brand understands what is important to riding communities. That they can have fun, play and feel the adrenaline to the fullest at every moment and connect on the road. Without the community of riders, a road is just a road.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">At the heart of the campaign is a cinematic 120\u201d film which follows a number of different bike riders on the road, riding through various landscapes and climates showing that the community is open to everyone. It celebrates the camaraderie of being a rider whether you are strangers or longtime companions. The film depicts couples, friends and strangers riding the iconic Honda Motor Europe Motorcycles together and showcases the joy they feel on the road. The visually bold film begins with a voiceover stating <\/span><i><span style=\"font-weight: 400\">\u201cIt\u2019s just a road. One long empty road. When you choose to ride it you bring it to life\u201d, <\/span><\/i><span style=\"font-weight: 400\">highlighting the meaning riding can have. The music creates a relaxing experience, which accompanied with the voiceover, takes the audience on an emotive journey.<\/span><\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p><b>Nick Bennett, European Brand Marketing Section Manager at Honda Motor Europe Motorcycles said<\/b><span style=\"font-weight: 400\">: <\/span><i><span style=\"font-weight: 400\">\u201cWe know that riding communities are very important to riders and we want to offer them a way to connect as they are the heart of our brand. We are proud of this campaign and the messages it conveys. There is a bike for everyone and you can find the right community for you.\u201d<\/span><\/i><\/p>\n<p><b>Beto Nahmad, Executive Creative Director at VCCP Madrid added<\/b><span style=\"font-weight: 400\">: <\/span><i><span style=\"font-weight: 400\">\u201cIt is a pleasure for us to be able to work together and ride with Honda Motor Europe Motorcycles. It&#8217;s an exciting race every day. We have realised that riders enjoy the road much more with their tight community, and without them the road is just pavement. This ride has been all about teamwork, enjoying the emotions and friendship, and that&#8217;s what life is all about.\u201d<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400\">As the world&#8217;s largest motorcycle manufacturer, inclusivity in riding is important to Honda, which is why the brand prides itself on offering a bike to suit everyone. It believes now is the perfect time to get out there and would like this campaign to inspire people to get on two wheels so they can experience the joy that comes from riding. This all ties back to Honda founder Soichiro Honda\u2019s mantra of \u2018mobility for all\u2019. Anyone who wants to become a rider has the ability to become one with the right bike.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">The campaign will run from today across Europe in countries including UK, Austria, Germany, Italy, Spain, Portugal, Netherlands, Belgium, Switzerland, France, Czech, Poland, Slovakia and Hungary on social and online.\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-two-column-images-Z1gvwuk wp-block-lazyblock-two-column-images\"><section class=\"fullwidth\">\n  <div class=\"container container--spaced-sm\">\n\n    <div class=\"row\" data-aos=\"fade-up\">\n      \n            <div class=\"col-md-6\">\n        <div class=\"grid-item grid-item--square\">\n\n          <picture>\n            <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/04\/01_HONDA_1X1_WITH-LOGO-2.png 768w\">\n            <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/04\/01_HONDA_1X1_WITH-LOGO-2.png\" alt=\"\" class=\"lazyload img-fluid grid-item-img\">\n          <\/picture>\n\n        <\/div>\n      <\/div>\n            <div class=\"col-md-6\">\n        <div class=\"grid-item grid-item--square\">\n\n          <picture>\n            <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/04\/01_HONDA_PIEZAS_1X1_WITH_LOGO-1.png 768w\">\n            <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/04\/01_HONDA_PIEZAS_1X1_WITH_LOGO-1.png\" alt=\"\" class=\"lazyload img-fluid grid-item-img\">\n          <\/picture>\n\n        <\/div>\n      <\/div>\n            \n    <\/div>\n\n  <\/div>\n<\/section>\n<\/div>\n\n<div class=\"lazyblock-quote-full-width-Z25P4Ol 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        We have realised that riders enjoy the road much more with their tight community, and without them the road is just pavement. This ride has been all about teamwork, enjoying the emotions and friendship, and that&#8217;s what life is all about. \n        <cite>Beto Nahmad, Executive Creative Director at VCCP Madrid<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":61,"template":"","class_list":["post-16461","work","type-work","status-publish","hentry"],"acf":{"websites_to_publish":[],"client_id":"14366","capability_ids":["988","10107"],"hero_video":"","hero_image":{"ID":16468,"id":16468,"title":"Honda website header 2","filename":"Honda-website-header-2.jpg","filesize":1748356,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/04\/Honda-website-header-2.jpg","link":"https:\/\/www.vccp.com\/uk\/work\/honda-motorcycles\/without-you-its-just-a-road\/attachment\/honda-website-header-2","alt":"","author":"61","description":"","caption":"","name":"honda-website-header-2","status":"inherit","uploaded_to":16461,"date":"2023-04-26 16:04:50","modified":"2023-04-26 16:04:50","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\/04\/Honda-website-header-2-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/04\/Honda-website-header-2-300x169.jpg","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/04\/Honda-website-header-2-768x432.jpg","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/04\/Honda-website-header-2-1024x576.jpg","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/04\/Honda-website-header-2-1536x864.jpg","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/04\/Honda-website-header-2.jpg","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/04\/Honda-website-header-2-1920x720.jpg","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/04\/Honda-website-header-2-1920x960.jpg","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/04\/Honda-website-header-2-768x768.jpg","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/04\/Honda-website-header-2-307x615.jpg","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/04\/Honda-website-header-2-768x960.jpg","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/04\/Honda-website-header-2-1200x630.jpg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/04\/Honda-website-header-2-768x768.jpg","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/04\/Honda-website-header-2-768x384.jpg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/04\/Honda-website-header-2-307x615.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"Honda Motor Europe Motorcycles encourages riders to join its  community in pan-European campaign","meta-description":"Today Honda Motor Europe Motorcycles, the world's largest motorcycle manufacturer, is launching its latest campaign, Without you, it\u2019s just a road as part of its mission to engage its demographic of current and non-bike riders to join and feel proud to be part of its rider community. ","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/04\/Honda-website-header-2-1.jpg","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":14343,"post_author":"57","post_date":"2021-12-07 11:46:57","post_date_gmt":"2021-12-07 11:46:57","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u003cstrong\\u003eHonda Motorcycles\\u003c\\\/strong\\u003e, the world's largest motorcycle manufacturer, has\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003elaunched a full 360 pan-European integrated campaign with\\u003cstrong\\u003e VCCP London\\u003c\\\/strong\\u003e and \\u003cstrong\\u003eVCCP Madrid\\u003c\\\/strong\\u003e. The\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003enew\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ecampaign is designed to appeal to a broad demographic of both current riders, and future riders, and will support Honda Motorcycles\\u2019 ambition of increasing its market share in Europe. Unlike previous campaigns, the new brand positioning focuses on the experience of the Honda bike rider, rather than the bike itself, a further nod to dreams which is at the heart of the new campaign.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eAndrew Saxon Head of European Marketing - Motorcycle division at Honda Motor Europe Ltd said: \\u003c\\\/b\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u2018At Honda Motorcycles, our riders are very much at the heart of our brand. The beauty of a Honda motorcycle is that they facilitate incredible journeys and wonderful memories that stay with us forever, and this has been the case since the very beginnings of the brand back in 1948. In order to create a new brand platform it was critical that we placed our riders at the very core of this campaign.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign launches \\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ewith a 2 minute hero film celebrating a restless \\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003espirit which is rooted all the way back to the origins of Honda Motorcycles'. The emotive brand film was produced by \\u003c\\\/span\\u003e\\u003cb\\u003eOther Lands \\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eand \\u003c\\\/span\\u003e\\u003cb\\u003eBand Originale, \\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eand takes the audience on a powerful journey, paying homage to Honda Motorcycles\\u2019 founding engineers who first dared to dream, and showcases Honda Motorcycles as the brand it is today. The film includes a cameo from Honda long-term ambassador \\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eand current MotoGP rider \\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eMarc M\\u00e1rquez who is the youngest rider to win a MotoGP championship. The cinematic experience begins with the narrator asking \\u2018\\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ewhat is it that stirs your heart, ignites your passion and spurs you onwards, upwards?\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u2019 He answers with \\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u2018it\\u2019s your dream.\\u2019 \\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe visually bold film showcases the iconic Honda motorcycles riding across remote roads, race tracks, cityscapes and some of the most beautiful scenery in the world, with the motivational voiceover sharing the Honda Motorcycles\\u2019 story.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe new brand campaign, building on \\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u2018The Power of Dreams\\u2019, \\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0embodies the core emotion associated with the Honda Motorcycles brand, and translates the real reason why humans by nature continue to strive for success, push for innovation, and never question the limits of a motorcycle.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eBeto Nahmad, Executive Creative Director at VCCP Madrid \\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eadded:\\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e \\u2018Honda Motorcycles is a world famous brand, and it's a true honour to be tasked with the responsibility of spearheading its European brand relaunch. Together with VCCP London, \\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u2018The Power of Dreams\\u2019 \\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ehas been a complete joy to work on, and a real embodiment of our attitude as a challenger agency, with an international footprint that delivers world class creative.\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e \\u2018The Power of Dreams\\u2019\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e encapsulates what Honda Motorcycles is about - a brand which is passionate about its riders and about making dreams come true.\\u2019\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u2018\\u2019The Power of Dreams\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u2019 will run across key European markets from today for six months. The creative will roll out across owned media, paid digital, social, online and print. It will also be amplified through the subsequent product launches in the coming months. \\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eMedia has been planned and executed by UM.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe new campaign, created by VCCP, is the first piece of work to run since winning the European business at the end of 2020. The pan-European brief is being run out of VCCP London and VCCP Madrid.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\",\"quote\":\"It was critical that we placed our riders at the very core of this campaign.\\u00a0\",\"quotee\":\"Andrew Saxon Head of European Marketing - Motorcycle division at Honda Motor Europe Ltd\",\"blockId\":\"Z1qe6SU\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z1qe6SU\"} \/-->\n\n<!-- wp:lazyblock\/carousel {\"items\":\"%5B%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%224%22,%22caption%22:%22%22,%22id%22:14362,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=14362%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2021\\\/12\\\/4.jpg%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%222%22,%22caption%22:%22%22,%22id%22:14363,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=14363%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2021\\\/12\\\/2.png%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%223%22,%22caption%22:%22%22,%22id%22:14364,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=14364%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2021\\\/12\\\/3.png%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%221%22,%22caption%22:%22%22,%22id%22:14365,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=14365%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2021\\\/12\\\/1.png%22%7D%7D%5D\",\"arrow-controls\":true,\"blockId\":\"2lMDX1\",\"blockUniqueClass\":\"lazyblock-carousel-2lMDX1\"} \/-->","post_title":"Honda Motorcycles 'The Power of Dreams'","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"honda-motorcycles-the-power-of-dreams","to_ping":"","pinged":"","post_modified":"2021-12-07 11:46:57","post_modified_gmt":"2021-12-07 11:46:57","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=14343","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":16453,"post_author":"61","post_date":"2023-04-24 09:14:51","post_date_gmt":"2023-04-24 08:14:51","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eToday \\u003c\/span\\u003e\\u003cb\\u003eCadbury Brunch\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e is launching an integrated campaign, \\u003c\/span\\u003e\\u003cb\\u003eBut Actually Tasty\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e. With the help of global agency of record\\u003c\/span\\u003e\\u003cb\\u003e, VCCP \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eand its global content and production studio\\u003c\/span\\u003e\\u003cb\\u003e, Girl\\u0026amp;Bear, \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ethe campaign has been created to communicate to Brits that they don't have to sacrifice taste when buying cereal and nut bars.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWhen it comes to the snack bar category, most people don\u2019t expect much. They\u2019re used to oat and nut bars looking a bit beige, sounding a bit beige, and - most importantly - tasting a bit beige. However, Cadbury Brunch bars are unabashedly tasty.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThis subversion of category expectations inspired the new creative platform,\\u003c\/span\\u003e\\u003cb\\u003e But Actually Tasty \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ewhich focuses on the fact that Cadbury Brunch takes the good but slightly unexciting hero ingredients, like oats and nuts, and makes them actually tasty through the addition of Cadbury chocolate.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThree 20\u201d films have been created which all focus on a different hero ingredient for each bar - Oat, Nut \\u0026amp; Raisin. The ingredient fills the screen and it slowly falls through the air. A slightly bemused voiceover by actor Sunil Patel reacts to this falling ingredient and questions who actually likes it. The ingredient then falls into a pool of delicious Cadbury chocolate and transforms into a Cadbury Brunch bar that pops into view. The voice over then responds to this enthusiastically. It ends with writing saying \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCadbury Brunch. Humor Nuts, but actually tasty.\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eSocial and DOOH executions follow a similar format. The creative is dominated by a hero ingredient - an absolutely massive oat, nut or raisin - and copy outlining a well-worn association or belief about the healthy qualities of that ingredient. A Cadbury Brunch bar then replaces the ingredient accompanied by the line \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eBut Actually Tasty. Cadbury Brunch.\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThis campaign is also being brought to life in audio through radio assets and a podcast sponsorship. Cadbury is working with the \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eOff Menu\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e podcast, presented by comedians Ed Gamble and James Acaster, and \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eSh*gged, Married, Annoyed\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, presented by Rosie \\u0026amp; Chris Ramsey. They will dissect the difference between a handful of oats or nuts on their own and a handful of oats or nuts with a layer of Cadbury chocolate.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eMaria Jackson, Brand Manager at Cadbury said\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e:\\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e \u201cWhen it comes to snack bars, people want something tasty but expect something bland. Cadbury Brunch really delivers on taste, so it\u2019s great that we get to celebrate it through this campaign.\u201d\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eLaura Muse, Creative Director at VCCP added\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e:\\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e \u201cIf we're really being honest, none of us jump at the chance to scoff a handful of nuts or oats. But most healthy snack brands pretend like we all do. So we thought this stuff needed a reality check and an even healthier dose of Cadbury's down-to-earth humour. Because we all perk up when we hear there's chocolate involved.\u201d\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign will launch from today on BVOD DOOH, OOH, Youtube, social, radio and podcast. It is being supported by a consumer PR and influencer campaign run by Tin Man. Media has been planned and executed by Publicis Media and Elvis is supporting social and CRM. \\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z14RU3o\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z14RU3o\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"819857138\",\"blockId\":\"2iBnCp\",\"blockUniqueClass\":\"lazyblock-video-2iBnCp\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"819855682\",\"blockId\":\"ijKRA\",\"blockUniqueClass\":\"lazyblock-video-ijKRA\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"819857138\",\"blockId\":\"Z2RtYX\",\"blockUniqueClass\":\"lazyblock-video-Z2RtYX\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"So we thought this stuff needed a reality check and an even healthier dose of Cadbury's down-to-earth humour. Because we all perk up when we hear there's chocolate involved\",\"quotee\":\"Laura Muse, Creative Director at VCCP\",\"blockId\":\"Z1Ye62n\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Z1Ye62n\"} \/-->","post_title":"But Actually Tasty","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"but-actually-tasty","to_ping":"","pinged":"","post_modified":"2023-04-24 09:14:51","post_modified_gmt":"2023-04-24 08:14:51","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=16453","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":16413,"post_author":"61","post_date":"2023-04-14 08:59:30","post_date_gmt":"2023-04-14 07:59:30","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"814667111\",\"blockId\":\"25xLRw\",\"blockUniqueClass\":\"lazyblock-video-25xLRw\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003eTomorrow \\u003cstrong\\u003eTango\\u003c\/strong\\u003e is launching \u2018Bust\u2019, a new multi-million pound integrated campaign conceived by agency of record, \\u003cstrong\\u003eVCCP London\\u003c\/strong\\u003e and its content creation studio \\u003cstrong\\u003eGirl\\u0026amp;Bear. \\u003c\/strong\\u003eIntroducing a new brand platform \u2018dangerously potent flavour\u2019, the marketing campaign aims to attract a new core audience, Gen Z.\\u003c\/p\\u003e\\n\\u003cp\\u003eThis is the second large scale campaign VCCP has launched for the brand following the award winning \u2018Tanguru\u2019 campaign which helped increase the brand\u2019s popularity. The Britvic brand has enjoyed a successful year, growing by 56% in retail sales value to \u00a384m, and cementing itself as the third largest and fastest growing fruit flavoured carbonate\\u003ca href=\\u0022#_ftn1\\u0022 name=\\u0022_ftnref1\\u0022\\u003e\\u003csup\\u003e[1]\\u003c\/sup\\u003e\\u003c\/a\\u003e.\\u003c\/p\\u003e\\n\\u003cp\\u003eThis campaign marks the first step into a new, long term brand platform that dramatises Tango\u2019s dangerously potent flavour and will be brought to life by an integrated agency team comprised of VCCP, Girl\\u0026amp;Bear (content creation studio), Infused (Britvic\u2019s in-house social team), Whalar (content creators)\u00a0Cirkle (PR), MSix (Media) and Bloom (Visual Identity).\\u003c\/p\\u003e\\n\\u003cp\\u003eThe iconic brand is on a mission to continue to increase its market share and introduce a younger generation to the delicious taste of Tango. Breaking the pre-existing category norms of the soft drinks market, Tango taps into its heritage distinct position of being bold, pushing boundaries and behaving mischievously, all while retaining its classic British humour roots.\\u003c\/p\\u003e\\n\\u003cp\\u003eAt the heart of the campaign is a 60 second film directed by renowned comedic director, Ben Tonge, and produced by Girl\\u0026amp;Bear signals a return to the daring and bold adverts of Tango from the 90s and 2000s. The comedic spot focuses on a police raid busting a Tango lab. The police surround a house before bursting in and arresting a group of illegal cooks. In the rooms there are berries in packets, hidden Tango cans and beakers and test tubes containing a purple liquid. One of the officers tries a drop of the purple liquid and cannot stop dancing as he is lost to the powerful flavour of Tango. Two other police officers assess and discover that it is exactly what they thought, \u201cA Tango Dark Berry lab\u201d.\u00a0 The PC who tasted a drop is revealed to be \u201ccompletely Tango'd\u2019. The film ends with a secret motherload of Tango Dark Berry being discovered behind a fake wall.\\u003c\/p\\u003e\\n\\u003cp\\u003e________\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003ca href=\\u0022#_ftnref1\\u0022 name=\\u0022_ftn1\\u0022\\u003e\\u003csup\\u003e[1]\\u003c\/sup\\u003e\\u003c\/a\\u003e Data source Nielsen IQ, Total market, MAT 23.03.2023\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003eIn a world where young people feel pressured to play it safe and do what\u2019s expected of them, Tango wants to celebrate those who break free from the shackles of expectation and unashamedly go all in and fully express themselves. The audience's insights led to the creative idea of an imaginary world where Tango is such a dangerously powerful flavour with such an intense effect on users that the authorities want it banned.\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eHarriet Dyson, Marketing Controller Fruit Flavoured Carbonates at Britvic said:\\u003c\/strong\\u003e\\u003cem\\u003e \u201cTango is a much loved bold british brand with a mischievous advertising heritage. We are excited to launch an exciting new campaign that demonstrates the power of our tangy fruit flavours. Bust is the first advert in our new \u2018dangerously potent flavour\u2019 campaign and we can\u2019t wait for everyone to \u201cGet Tango\u2019d.\u201d\\u003c\/em\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eGeorge Wait, Creative Director at VCCP added:\\u003c\/strong\\u003e \\u003cem\\u003e\u201cTango is the reason many of us got into advertising in the first place, so we all knew we had huge shoes to fill when coming up with an entirely new campaign for the brand. Tango has always pushed the boundaries on what's acceptable for a soft drink and we've tried to honour this heritage, taking the brand back to its roots of comedic hyperbole. To celebrate the product's powerful flavour we've created a world, redefining the whole perception of Tango as a substance and giving new life to the idea of getting Tango'd. We're all really excited to unleash this campaign on the world and continue to play in this slightly ridiculous, edgy and unmistakably 'Tango' universe we've created.\u201d\\u003c\/em\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003eThe AV is being supported by a series of bold assets that are helping create a world where Tango is highly irresistible. The assets have bursts of bright colours against a black backdrop and hero the classic Orange, Apple and Dark Berry flavours.\\u003c\/p\\u003e\\n\\u003cp\\u003eFeaturing the popular Dark Berry Sugar Free flavour \u2013 the new campaign continues promoting healthier consumer choices as part of Britvic\u2019s \\u003ca href=\\u0022https:\/\/www.britvic.com\/sustainability\/healthier-people\/healthier-consumers\/\\u0022\\u003eHealthier People sustainability strategy\\u003c\/a\\u003e.\\u003c\/p\\u003e\\n\\u003cp\\u003eThe campaign will run in the UK from 15th April on TV, broadcast video on demand, social, online video and on cinema screens.\u00a0\\u003c\/p\\u003e\",\"blockId\":\"Z1oYbP1\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z1oYbP1\"} \/-->\n\n<!-- wp:lazyblock\/carousel 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