{"id":17666,"date":"2024-01-03T17:19:56","date_gmt":"2024-01-03T17:19:56","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=17666"},"modified":"2024-01-04T09:27:46","modified_gmt":"2024-01-04T09:27:46","slug":"bulldog-skincare-and-vccp-media-encourage-men-to-moisturise-this-dry-january","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/bulldog\/bulldog-skincare-and-vccp-media-encourage-men-to-moisturise-this-dry-january","title":{"rendered":"Bulldog Skincare and VCCP Media encourage men to moisturise this Dry January"},"content":{"rendered":"<div class=\"lazyblock-two-column-text-quote-image-4Px60 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\">Men\u2019s skincare brand <\/span><b>Bulldog Skincare<\/b><span style=\"font-weight: 400\"> has hijacked Dry January to encourage men not to overlook their skin and to moisturise this Winter, with the help of its media agency <\/span><a href=\"https:\/\/www.vccp.com\/capabilities\/media\"><b>VCCP Media<\/b><\/a><span style=\"font-weight: 400\">.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Whilst many men will be \u201cgoing dry\u201d this January, Bulldog\u2019s cheeky campaign highlights the importance of hydration in their Non-Dry Jan campaign.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Over Christmas many men will have received Bulldog products from their friends and family and whilst they may already be considering healthy habits in their resolutions, this new campaign encourages people to moisturise as we reach the peak of cold, bitter, Winter weather, which can really dry out skin.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The campaign playfully suggests that going dry is not the answer this January &#8211; at least not for your face anyway.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Bulldog Skincare launched in the UK in 2007 and is now available in over 30 countries and over 70,000 stores around the world. <\/span><span style=\"font-weight: 400\">It was founded as a brand \u2018with men in mind\u2019, a no-fuss, non-nonsense solution to help men look after themselves. It only designs products specifically for men\u2019s needs to help them look and feel their best.<\/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\">The creative features Bulldog\u2019s brand mascot and simple, provocative messaging which reads \u201cDon\u2019t go dry this Jan. All day hydration for your face.\u201d It will run across D\/OOH including big, bold locations such as Liverpool Media Wall, The Screen @ Arndale and London Gateway sites. The campaign will also encompass online ads with Metro and social ads targeted at a core audience of men aged 25-44 &#8211; all media planning and buying is also managed by VCCP Media.<\/span><\/p>\n<p><b>James Barnes, General Manager at Bulldog<\/b><span style=\"font-weight: 400\">, said: \u201cBulldog understands men, we know that in January we\u2019re always encouraged to try out different things to improve our lives and health. But it\u2019s important not to neglect the basics &#8211; that moisturiser you got topped up at Christmas? Don\u2019t put it at the back of the cupboard, put it on your skin and make sure you don\u2019t go totally dry this Jan.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400\">The campaign will run across D\/OOH, online and social until 31st January 2024.<\/span><\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-quote-full-width-14OnA6 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        You may be feeling the effects of overdoing it over the Christmas season and might be considering going dry this Jan. But don\u2019t forget about your skin &#8211; that\u2019s something you don\u2019t want to go dry \n        <cite>Tess Hulme, Head of Client Leadership at VCCP Media<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":64,"template":"","class_list":["post-17666","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["10112"],"client_id":"17558","hero_video":"","hero_image":{"ID":17667,"id":17667,"title":"Bulldog Mock Up 1","filename":"Bulldog-Mock-Up-1.png","filesize":2206520,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/01\/Bulldog-Mock-Up-1.png","link":"https:\/\/www.vccp.com\/uk\/work\/bulldog\/bulldog-skincare-and-vccp-media-encourage-men-to-moisturise-this-dry-january\/attachment\/bulldog-mock-up-1","alt":"","author":"64","description":"","caption":"","name":"bulldog-mock-up-1","status":"inherit","uploaded_to":17666,"date":"2024-01-03 11:07:29","modified":"2024-01-03 11:07:29","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","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\/2024\/01\/Bulldog-Mock-Up-1-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/01\/Bulldog-Mock-Up-1-300x169.png","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/01\/Bulldog-Mock-Up-1-768x432.png","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/01\/Bulldog-Mock-Up-1-1024x576.png","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/01\/Bulldog-Mock-Up-1-1536x864.png","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/01\/Bulldog-Mock-Up-1.png","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/01\/Bulldog-Mock-Up-1-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/01\/Bulldog-Mock-Up-1-1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/01\/Bulldog-Mock-Up-1-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/01\/Bulldog-Mock-Up-1-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/01\/Bulldog-Mock-Up-1-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/01\/Bulldog-Mock-Up-1-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/01\/Bulldog-Mock-Up-1-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/01\/Bulldog-Mock-Up-1-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/01\/Bulldog-Mock-Up-1-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"Bulldog Skincare and VCCP Media encourage men to moisturise this Dry January","meta-description":"Bulldog Skincare and VCCP Media encourage men to moisturise this Dry January","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/01\/Bulldog-Mock-Up-1.png","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":17654,"post_author":"64","post_date":"2023-11-29 15:39:47","post_date_gmt":"2023-11-29 15:39:47","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eMen\u2019s skincare brand \\u003c\/span\\u003e\\u003cb\\u003eBulldog\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e has launched a nationwide campaign with the help of its media agency \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.vccp.com\/capabilities\/media\\u0022\\u003e\\u003cb\\u003eVCCP Media\\u003c\/b\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e to call on men to Protest Pointless Gifts.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eNoting that men often receive novelty gifts for Christmas and not things that they actually want and need, the campaign focuses on the rallying call: \u201cEnough is enough. Please\u2026 Just get us something we need this year.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eNovelty Christmas gifts also contribute to a bigger problem each year, as 1 in 5 unwanted gifts end up in landfill - last year that equated to almost 23 million items going to landfill.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eBulldog Skincare launched in the UK in 2007 and is now available in over 30 countries and over 50,000 stores around the world. \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWith an ethical focus, Bulldog aims to lead the sector on sustainable packaging and never uses artificial colours, synthetic fragrances or ingredients from animal sources. All of Bulldog\u2019s own brand personal care products are approved under the Cruelty Free International Leaping Bunny program, and are Vegetarian Society Vegan approved.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign has recruited influencers and podcasters James and Clair Buckley to kickstart the protest on their podcast In Sickness and in Health. This has been further extended with Radio X sponsorship and an on-air competition co-hosted by Toby Tarrant and Johnny Vaughan to encourage people to forgo rubbish novelty gifts this christmas - with selected callers winning prizes based on their useless present stories\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThis is amplified in a D\/OOH campaign across hero sites including Motion@Waterloo, Cross-Track 48 Sheet billboards and hundreds of digital OOH sites through shopping malls across the nation - the ads, created in house by Bulldog, feature the brand mascot and simple creative, with the message \u201cGetting him socks for Christmas? Better Keep Thinking. #ProtestPointlessGifts\u201d.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u003cb\\u003eJames Barnes, General Manager at Bulldog\\u003c\/b\\u003e, said: \u201cMen of the UK, are you tired of getting crap gifts every Christmas? It\u2019s time to say \u2018enough is enough\u2019 - this Christmas you deserve better, you deserve something you need and want. Demand better, demand Bulldog Skincare and your skin will thank you. And if you\u2019re looking for a present for a man this Christmas, do us a favour and put that novelty mug back on the shelf and get them some moisturiser instead - what were you thinking?\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eBulldog was founded as a brand \u2018with men in mind\u2019, a no-fuss, non-nonsense solution to help men look after themselves. It only designs products specifically for men\u2019s needs to help men look and feel their best.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign will run on radio, podcast and D\/OOH until 24th December 2023.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"ZjzjXX\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-ZjzjXX\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"This year it\u2019s time to give people something they want and need - we\u2019re delighted to help get that message out there with our partners Bulldog Skincare.\u201d\\n\",\"quotee\":\"Peter Bennett, Joint CEO of VCCP Media\",\"blockId\":\"Z1ySVQ0\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Z1ySVQ0\"} \/-->","post_title":"Protest Pointless Gifts","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"protest-pointless-gifts","to_ping":"","pinged":"","post_modified":"2023-11-29 15:39:48","post_modified_gmt":"2023-11-29 15:39:48","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=17654","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":17551,"post_author":"64","post_date":"2023-11-02 12:04:07","post_date_gmt":"2023-11-02 12:04:07","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003eMen\u2019s skincare brand Bulldog Skincare has appointed \\u003cstrong\\u003eVCCP Media\\u003c\/strong\\u003e to handle its UK media planning for the brand, following a competitive pitch process.\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eBulldog\\u003c\/strong\\u003e launched in the UK in 2007 and is now available in over 30 countries and over 70,000 stores around the world. \\u003cstrong\\u003eVCCP Media\\u003c\/strong\\u003e will support Bulldog Skincare as it seeks to encourage more men to see the benefits of looking after their skin.\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eBulldog\\u003c\/strong\\u003e was founded as a brand that \u2018understands men\u2019, a simple and straightforward men\u2019s skincare brand designed to help men look and feel their best.\\u003c\/p\\u003e\\n\\u003cp\\u003eWith an ethical focus, \\u003cstrong\\u003eBulldog\\u003c\/strong\\u003e aims to lead the sector on sustainable packaging and never uses artificial colours, synthetic fragrances or ingredients from animal sources. All of \\u003cstrong\\u003eBulldog\\u003c\/strong\\u003e\u2019s personal care products are approved under the Cruelty Free International Leaping Bunny program, and are Vegetarian Society Vegan approved.\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003eWork is already underway on the first campaign of the partnership, launching in mid-November and in time for the key Christmas period.\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003ePeter Bennett\\u003c\/strong\\u003e, Joint CEO of \\u003cstrong\\u003eVCCP Media\\u003c\/strong\\u003e, added: \u201d\\u003cstrong\\u003eBulldog\\u003c\/strong\\u003e are a fantastic example of a challenger brand, with a mission to encourage men to take better care of themselves, and a strong ethical commitment. We are delighted to be their media partner and know we will do some great work together\u201d.\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eVCCP Media\\u003c\/strong\\u003e has a simple mission to deliver \u2018media as it should be\u2019 with a focus on the lost art of media planning. This latest appointment follows a streak of new client wins including challenger clients - \\u003cstrong\\u003eChilly\u2019s\\u003c\/strong\\u003e, \\u003cstrong\\u003eFlorence\\u003c\/strong\\u003e, \\u003cstrong\\u003eFloww\\u003c\/strong\\u003e and \\u003cstrong\\u003eKrispy Kreme\\u003c\/strong\\u003e.\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eVCCP Media\\u003c\/strong\\u003e replaced the incumbent, \\u003cstrong\\u003eEssenceMediacom\\u003c\/strong\\u003e, for media planning and buying across the UK.\\u003c\/p\\u003e\",\"blockId\":\"ZIW0qh\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-ZIW0qh\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"VCCP Media really demonstrated how well they understood us and our goals during the pitch process. Their strategic rigour, creativity and culture shone through, so we are excited for the future and looking forward to seeing what we can achieve together.\",\"quotee\":\"James Barnes, General Manager at Bulldog\",\"blockId\":\"ZoTVJy\",\"blockUniqueClass\":\"lazyblock-quote-full-width-ZoTVJy\"} \/-->","post_title":"Bulldog appoints VCCP Media as its UK media agency of record","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"bulldog-appoints-vccp-media-as-its-uk-media-agency-of-record","to_ping":"","pinged":"","post_modified":"2023-11-02 12:04:08","post_modified_gmt":"2023-11-02 12:04:08","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=17551","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":17627,"post_author":"64","post_date":"2023-11-16 17:33:20","post_date_gmt":"2023-11-16 17:33:20","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cb\\u003eWilkinson Sword\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e has appointed \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.vccp.com\/capabilities\/media\\u0022\\u003e\\u003cb\\u003eVCCP Media\\u003c\/b\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e to handle its UK media planning and buying across men\u2019s and women\u2019s products, following a media review process with the incumbent \\u003cstrong\\u003eWavemaker\\u003c\/strong\\u003e.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWith more than 250 years of engineering history, Wilkinson Sword manufactures and sells razors and grooming products across 12 European markets and is owned by Edgewell Personal Care.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWilkinson Sword was founded in 1772 in the UK as a gun, sword and bayonet manufacturer and is renowned for its precision engineered shaving and personal care products including its popular Hydro and Quattro ranges.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eVCCP Media will now help challenger brand Wilkinson Sword to break the inertia in the shaving category and to target key audiences such as young men with exciting work now underway.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eChristina Bouzala, Head of Marketing at Wilkinson Sword, said: \u201cWe are proud of our history of design and innovation which stretches back more than 250 years. So we are excited to bring this\u00a0 to the fore and start working with VCCP Media, who share our desire for being a contemporary challenger brand. We look forward to creating great work that will challenge the mainstream in our upcoming campaigns.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eVCCP Media has a simple mission to deliver \u2018media as it should be\u2019 with a focus on the lost art of media planning. This latest appointment follows a streak of new client wins including challenger clients: Bulldog, Chilly\u2019s, Florence, and Krispy Kreme.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eVCCP Media replaced the incumbent, Wavemaker, for media planning and buying across the UK.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"13CMRJ\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-13CMRJ\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"Wilkinson Sword is a strong challenger brand\u00a0 in the personal care product category with a rich history. Our focus with them will be to target and win back the attention of key audiences by positioning Wilkinson Sword as a contemporary and credible alternative to the mainstream choices.\",\"quotee\":\"Peter Bennett, Joint CEO of VCCP Media\",\"blockId\":\"1aWET4\",\"blockUniqueClass\":\"lazyblock-quote-full-width-1aWET4\"} \/-->","post_title":"Wilkinson Sword appoints VCCP Media as its UK media agency of record","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"wilkinson-sword-appoints-vccp-media-as-its-uk-media-agency-of-record","to_ping":"","pinged":"","post_modified":"2023-11-16 17:33:20","post_modified_gmt":"2023-11-16 17:33:20","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=17627","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}}],"hide_related_items":[],"visible_on_home_page":["1"],"websites_to_publish":[]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work\/17666","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work"}],"about":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/types\/work"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/users\/64"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=17666"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}