{"id":17889,"date":"2024-03-12T15:27:05","date_gmt":"2024-03-12T15:27:05","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=17889"},"modified":"2024-10-31T16:24:44","modified_gmt":"2024-10-31T16:24:44","slug":"ai-creative-agency-faith-launches-custom-gen-ai-models-for-o2","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/o2\/ai-creative-agency-faith-launches-custom-gen-ai-models-for-o2","title":{"rendered":"AI creative agency faith launches custom Gen-AI models for O2"},"content":{"rendered":"<div class=\"lazyblock-video-qlmRI 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\/1025171668?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-Z1mEzQP 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>faith<\/b><span style=\"font-weight: 400\">, VCCP\u2019s AI creative agency, has launched new AI-enabled tools for their founding client,<\/span><b> O2 <\/b><span style=\"font-weight: 400\">&#8211; extending the practical use of Gen-AI in marketing communications beyond concepting into creating.<\/span><\/p>\n<p><i><span style=\"font-weight: 400\">The Bubl Generator<\/span><\/i><span style=\"font-weight: 400\"> creates custom imagery of O2\u2019s brand character Bubl based on client prompts, so it can be used in channels where cost or time constraints previously limited its use. The second Gen-AI tool, <\/span><i><span style=\"font-weight: 400\">The Copy Checker<\/span><\/i><span style=\"font-weight: 400\">, focuses on the tonal consistency of the brand\u2019s written marketing communications.<\/span><\/p>\n<p><b>faith<\/b><span style=\"font-weight: 400\"> has trained a Gen-AI model to create images of Bubl for external use by <\/span><b>O2<\/b><span style=\"font-weight: 400\"> marketers, in line with brand guidelines and giving multiple options from the clients\u2019 prompts. This means that <\/span><b>O2<\/b><span style=\"font-weight: 400\"> is able to use Bubl in scenarios which would have previously been prohibited by cost and time considerations, limiting its usage to appearances in more premium media such as AV, print and OOH campaigns.<\/span><\/p>\n<p><b>faith<\/b><span style=\"font-weight: 400\"> made a bespoke platform and UI for <\/span><i><span style=\"font-weight: 400\">The Bubl Generator<\/span><\/i><span style=\"font-weight: 400\"> enabling simple prompts to create images of Bubl in any imaginable scenario. For example, if an O2 marketer needed a brand image of Bubl with a rugby ball, the model could generate one on request &#8211; allowing for quick, reactive work across channels including social, web, apps and internal comms.\u00a0<\/span><\/p>\n<p><i><span style=\"font-weight: 400\">The Bubl Generator<\/span><\/i><span style=\"font-weight: 400\"> is the product of multiple rounds of training for the AI to create high-quality usable images consistently. To enable this <\/span><b>faith <\/b><span style=\"font-weight: 400\">needed a 3D model of Bubl so that the AI could be trained on poses of the blue robot that had not been seen before. Previously, Bubl had only been seen from the front, which limited its use. To remove these barriers and enable images to be generated of any potential scenario, further design work and modelling was necessary.<\/span><\/p>\n<p><i><span style=\"font-weight: 400\">The Copy Checker<\/span><\/i><span style=\"font-weight: 400\"> allows O2\u2019s copywriters to simply paste in text to get detailed feedback and suggestions. This model was trained specifically on the brand\u2019s extensive tone-of-voice documentation and evaluates against specific metrics co-developed with the Head of Copy and Tone for Virgin Media O2, Oeil Jumratsilpa to ensure brand-compliant messaging. The tool was built to incorporate all of O2\u2019s guidelines and legal requirements, streamlining a complex process and ensuring quick, efficient and consistent results.<\/span><\/p>\n<p><i><span style=\"font-weight: 400\">The Bubl Generator<\/span><\/i><span style=\"font-weight: 400\"> and <\/span><i><span style=\"font-weight: 400\">The Copy Checker<\/span><\/i><span style=\"font-weight: 400\"> were created for <\/span><b>O2<\/b><span style=\"font-weight: 400\">, founding clients of<\/span><b> VCCP<\/b><span style=\"font-weight: 400\">, and both demonstrate a practical, public-facing application of Gen-AI as part of the wider work<\/span><b> faith<\/b><span style=\"font-weight: 400\"> has been doing on behalf of clients including <\/span><b>Virgin Media O2<\/b><span style=\"font-weight: 400\"> and <\/span><b>Sage<\/b><span style=\"font-weight: 400\">.<\/span><\/p>\n<p>\u00a0<\/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\">Previously Gen-AI\u2019s usage in creative communications was limited to concepting and simple suggestive processes within agencies, such as storyboarding. This work represents a step forward in what is possible with Gen-AI for big clients and moves beyond previous industry applications.<\/span><\/p>\n<p><b>Simon Valcarcel, Marketing Director at Virgin Media O2,<\/b><span style=\"font-weight: 400\"> said: \u201cThe Bubl Generator and The Copy Checker are tangible results of our Gen-AI explorations with faith and how we might deploy the technology in our marketing. The models we\u2019ve developed together create consistent, high-quality distinctive brand assets and copy at speed &#8211; allowing us to work in ways which would not previously have been possible. It\u2019s exciting to keep learning by doing, as the GenAI space continues to evolve.\u201d<\/span><\/p>\n<p><b>Morten Legarth &amp; Ben Hopkins, Creative Directors at faith and VCCP<\/b><span style=\"font-weight: 400\">, added: \u201cGen-AI tools often lack the creative control and brand identity needed for production assets. This limits the practical usage of AI to concepting or simple background tasks &#8211; we wanted AI to do more of the heavy lifting and prove its worth in creative applications, this is what this work represents.\u201d<\/span><\/p>\n<p><b>Alex Dalman, Managing Partner and Head of Social &amp; Innovation at VCCP<\/b><span style=\"font-weight: 400\">, said: \u201cGen-AI doesn\u2019t understand your brand, it doesn\u2019t get your guidelines or your need for consistency &#8211; but we do. That\u2019s why we trained this model to understand what\u2019s important for our client O2, helping to build out their brand world and expand on what\u2019s both possible and achievable with the same budgets and same timescales.\u201d<\/span><\/p>\n<p><b>faith<\/b><span style=\"font-weight: 400\"> was founded last year by <\/span><b>VCCP<\/b><span style=\"font-weight: 400\">, the UK\u2019s leading creative agency, with faith that AI, used responsibly, will be an unparallelled accelerator of human creativity and imagination. With the belief that AI should only ever be used for good, <\/span><b>faith<\/b><span style=\"font-weight: 400\"> launched with a detailed generative AI policy based around four principles:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400\"><b>Be Transparent<\/b><span style=\"font-weight: 400\"> when AI is being used<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Be Authentic<\/b><span style=\"font-weight: 400\">, fact-check AI-generated content<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Be Compliant<\/b><span style=\"font-weight: 400\"> and break no laws<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Be Ethical<\/b><span style=\"font-weight: 400\">, only use AI for good<\/span><\/li>\n<\/ol>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"1024\" src=\"https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/03\/Copy-Checker-5-1-1-1024x1024.png\" alt=\"\" class=\"wp-image-17890\" srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/03\/Copy-Checker-5-1-1-1024x1024.png 1024w, https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/03\/Copy-Checker-5-1-1-300x300.png 300w, https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/03\/Copy-Checker-5-1-1-150x150.png 150w, https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/03\/Copy-Checker-5-1-1-768x768.png 768w, https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/03\/Copy-Checker-5-1-1-1536x1536.png 1536w, https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/03\/Copy-Checker-5-1-1-2048x2048.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n<div class=\"lazyblock-quote-full-width-Z1LBWN6 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        Gen-AI doesn\u2019t understand your brand, it doesn\u2019t get your guidelines or your need for consistency &#8211; but we do. \n        <cite>Alex Dalman, Managing Partner and Head of Social &amp; Innovation at VCCP<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":64,"template":"","class_list":["post-17889","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["16556"],"client_id":"10387","hero_video":"","hero_image":{"ID":17891,"id":17891,"title":"2","filename":"2.jpg","filesize":191124,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/03\/2.jpg","link":"https:\/\/www.vccp.com\/uk\/work\/o2\/ai-creative-agency-faith-launches-custom-gen-ai-models-for-o2\/attachment\/2-15","alt":"","author":"64","description":"","caption":"","name":"2-15","status":"inherit","uploaded_to":17889,"date":"2024-03-12 15:19:46","modified":"2024-03-12 15:19:46","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\/2024\/03\/2-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/03\/2-300x169.jpg","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/03\/2-768x432.jpg","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/03\/2-1024x576.jpg","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/03\/2-1536x864.jpg","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/03\/2.jpg","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/03\/2-1920x720.jpg","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/03\/2-1920x960.jpg","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/03\/2-768x768.jpg","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/03\/2-307x615.jpg","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/03\/2-768x960.jpg","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/03\/2-1200x630.jpg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/03\/2-768x768.jpg","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/03\/2-768x384.jpg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/03\/2-307x615.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"AI creative agency faith launches custom Gen-AI models for O2","meta-description":"AI creative agency faith launches custom Gen-AI models for O2","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/03\/2-1.jpg","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":16557,"post_author":"57","post_date":"2023-05-25 10:26:46","post_date_gmt":"2023-05-25 09:26:46","post_content":"<!-- wp:image {\"align\":\"center\",\"id\":16566,\"sizeSlug\":\"large\",\"linkDestination\":\"none\"} -->\n<figure class=\"wp-block-image aligncenter size-large\"><img src=\"https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/05\/Team_faith_Group-AI_16x9-2-1024x576.jpg\" alt=\"\" class=\"wp-image-16566\" \/><figcaption>*faith team group shot:<br><strong>Left Top-Right:<\/strong> Alex, Michael, Phil, Luke, Morten&nbsp;<br><strong>Bottom Left - Right:<\/strong> Yariella, Kate, Ben, Peter, Henal, Claire, Harriet and Michael<\/figcaption><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cb\\u003e\\u003ci\\u003eSage will be the agency\u2019s founding client\\u003c\/i\\u003e\\u003c\/b\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe UK\u2019s leading creative agency VCCP, is today launching an AI creative agency called \\u003c\/span\\u003e\\u003cb\\u003efaith\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e. The new agency will act as the Group\u2019s Generative AI creative shop, producing work for new and existing clients and through a pioneering partnership with two universities will also act as an explorative R\\u0026amp;D hub.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe agency launches globally and will work alongside VCCP\u2019s seven international offices, servicing VCCP\u2019s worldwide roster of clients. VCCP has created and been using generative AI tools for several years within its media, data, planning, production and UX\/UI capabilities. This move sees the network further invest in their AI capabilities to accelerate and diversify their learning and client offering\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003efaith \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ewill be spearheaded by VCCP Partnership CEO, Michael Sugden who will also become CEO of faith. The agency will launch with a collective of 14 practitioners made up of creatives, technologists, prompt engineers, strategists, data analysts and makers.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eTalking about the agency\u2019s ambition Sugden \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eexplains: \u201cWe have faith that AI, used responsibly, will be an unparallelled accelerator of human creativity and imagination. We reject the notion that AI will make human creativity obsolete. Sugden continues \u201cWe won\u2019t realise this potential however by\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e noodling around with MidJourney and Chat GPT. This is why we\u2019re launching a dedicated agency to advance AI\u2019s creative applications, accelerate our collective learning and share it quickly with our clients\u201d.\\u003c\/span\\u003e\\u003cb\\u003e \\u003c\/b\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003efaith\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e launches with a founding client Sage, the leaders in accounting, financial, HR and payroll technology.\\u003c\/span\\u003e\\u003cb\\u003e Cath Keers, Chief Marketing Officer at Sage\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e explains: \u201c\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAs a market leading technology company, thousands of Sage customers are already benefiting from AI solutions and services, elevating the work of humans and freeing them from repetitive administration tasks. AI also provides us with powerful insights that help us deliver a more personalised and human experience for our customers.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201cWe are excited about the possibilities of this collaboration and what it gives us from a creative agency perspective.\u201d\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003efaith\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e launches with two knowledge sharing R\\u0026amp;D partnerships with universities at the forefront of innovation in the creative and technology sectors.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eA Knowledge Transfer Partnership with Staffordshire University\u2019s Digital Technologies and Arts faculty will be focused on designing the new \u201cframeworks for use\u201d within the industry. A partnership with Keele University Business School will explore the implications of AI on the operational and commercial structure of businesses.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eVCCP Partnership Chief Strategy Officer Michael Lee will also become CSO of \\u003c\/span\\u003e\\u003cb\\u003efaith\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e. He explains \u201cWe\u2019re delighted to have partnerships with two of the most forward-thinking universities in the UK. Staffs \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eis a world leader in virtual production, and \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eKeele University has already worked successfully with other industries such as law and architecture to develop and understand the implications and opportunity of real world applications of AI.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eDr Colin Rigby, Director of Enterprise\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e at \\u003c\/span\\u003e\\u003cb\\u003eKeele University\u2019s Business Schoo\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003el said: \u201cWe\u2019re very excited to be working in partnership with VCCP. At KBS we\u2019ve been exploring the potential of AI in areas as diverse as neuromarketing, net zero opportunities, customer service and work enrichment. The creative sector is an area of almost unlimited potential for successful application of these new AI capabilities.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eProfessor Carlton Reeve, Associate Dean for Research and Enterprise, School of Digital, Technologies and Arts, Staffordshire University\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e added: \u201c\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWe have a unique transdisciplinary approach that brings together expertise from diverse but complementary disciplines ranging from art and design to engineering including media, games and computing. Our partnership with VCCP is an important way to explore new ideas and ways of working with AI in the creative sector. It\u2019s great for our staff to share and develop their expertise and for our students who gain invaluable real world experience.\u201d\u00a0\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWith the belief that AI should only ever be used for good, \\u003c\/span\\u003e\\u003cb\\u003efaith \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003elaunches with a detailed generative AI policy based around four principles:\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003col\\u003e\\n\\u003cli style=\\u0022font-weight: 400\\u0022\\u003e\\u003cb\\u003eBe Transparent\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e when AI is being used\\u003c\/span\\u003e\\u003c\/li\\u003e\\n\\u003cli style=\\u0022font-weight: 400\\u0022\\u003e\\u003cb\\u003eBe Authentic\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, fact-check AI-generated content\\u003c\/span\\u003e\\u003c\/li\\u003e\\n\\u003cli style=\\u0022font-weight: 400\\u0022\\u003e\\u003cb\\u003eBe Compliant\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and break no laws\\u003c\/span\\u003e\\u003c\/li\\u003e\\n\\u003cli style=\\u0022font-weight: 400\\u0022\\u003e\\u003cb\\u003eBe Ethical\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, only use AI for good\\u003c\/span\\u003e\\u003c\/li\\u003e\\n\\u003c\/ol\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe shop is actively recruiting for further prompt engineers. For further information on faith, please visit \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.vccp.com\/capabilities\/ai\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ehttps:\/\/www.vccp.com\/capabilities\/ai\\u003c\/span\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\u00a0\\u003c\/p\\u003e\",\"blockId\":\"Z1AuAtM\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z1AuAtM\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"We have faith that AI, used responsibly, will be an unparallelled accelerator of human creativity and imagination.\",\"quotee\":\"VCCP Partnership and faith CEO, Michael Sugden \",\"blockId\":\"1ge9h7\",\"blockUniqueClass\":\"lazyblock-quote-full-width-1ge9h7\"} \/-->","post_title":"VCCP launches AI creative agency, faith","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"vccp-launches-ai-creative-agency-faith","to_ping":"","pinged":"","post_modified":"2023-05-25 10:38:22","post_modified_gmt":"2023-05-25 09:38:22","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=16557","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":16376,"post_author":"61","post_date":"2023-03-31 09:04:55","post_date_gmt":"2023-03-31 08:04:55","post_content":"<!-- wp:lazyblock\/video {\"video-source\":\"youtube\",\"video-id\":\"0lXmWSgxAy4\",\"blockId\":\"Z2j5by\",\"blockUniqueClass\":\"lazyblock-video-Z2j5by\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003eToday, \\u003cstrong\\u003eO2 \\u003c\/strong\\u003elaunches its latest \u2018Switch Up\u2019 campaign with UK agency of record, \\u003cstrong\\u003eVCCP London,\\u003c\/strong\\u003e to celebrate that new and existing customers can switch to a new phone whenever it suits them, and O2 will pay off their current contract.\\u003c\/p\\u003e\\n\\u003cp\\u003eO2\u2019s latest \\u003cstrong\\u003e\u2018Switch Up\u2019\\u003c\/strong\\u003e campaign showcases how easy it is for customers to say yes to new and exciting technology whenever it suits them, meaning they don\u2019t have to stick with the same phone until the end of their contract.\\u003c\/p\\u003e\\n\\u003cp\\u003eWith Switch Up, O2 is challenging the category standard of rigid mobile contracts, and is giving customers the ultimate freedom and choice. The integrated campaign also premieres its new brand ethos - \u2018See what you can do\u2019 - which encapsulates its mission to give its customers the freedom to cater to their own needs and to free themselves from outdated industry conventions.\\u003c\/p\\u003e\\n\\u003cp\\u003eAt the heart of this campaign is O2\u2019s much loved blue robot, Bubl, who appears even at the most unexpected times or places reminding customers that they can switch to a new device. \u201cEven now!\u201d\\u003c\/p\\u003e\\n\\u003cp\\u003ePlanned by media agency partner, MG OMD, O2 has partnered with ITV1 for a special ad break which will take place during this Saturday Night Takeaway. Bubl will surprise viewers by jumping out of bespoke ITV1 introductions in the breaks, to remind viewers how easily they can get a new phone and reinforcing the disruptive campaign message. In addition to the ITV partnership, O2 has also partnered with easyJet holidays and Google Pixel, whose existing adverts will be placed for Bubl to burst through and surprise the audience with the opportunity to Switch Up.\\u003c\/p\\u003e\\n\\u003cp\\u003eMG OMD\u2019s media strategy has been planned to complement the creative and emulate the disruptive nature of the market-leading proposition across all touch points. High exposure channels are supported by OOH sites that use the visuals of Bubl bursting out of gallery paintings, drum sets and even birthday cakes. As well as social posts that will be bespoke to the different platforms and display posts that will use standout formats such as InScreen expendables. Linear radio and digital audio will be used to disrupt users while they are listening.\\u003c\/p\\u003e\\n\\u003cp\\u003eThe 40\u201d hero film was directed by award-winning director, Dave Laden, and features a woman and Bubl trying out the O2 Switch Up offering in different comical scenarios. The film begins off with her cooking in her kitchen while on the phone. She says \u201cSo I can choose when I get a new phone with O2 Switch Up? \u201cLike now?\u201d as she walks over to the freezer and opens it and Bubl pops up and hands her a new phone. Bubl then surprises her with a new phone in various situations. From martial arts practice, in a club queue, at the dentist and at a dog's birthday party. The final frames show her performing an ultrasound before saying \u201cNot now\u201d.\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003eFor the music, O2 worked with Trait to create a sound that elevates the moment when Bubl appears. The music builds up to complement the comedic nature of the film and is catchy so that it sticks in people\u2019s minds. O2 wanted a sonic device which sounded funny, slightly off the wall and irreverent, basically dramatising the weirdness of Bubl appearing in all sorts of odd locations, from sinks to giant hairdos. A big part of the inspiration for the sound was the promotional language itself, specifically the word 'NOW'.\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eSimon Groves, Director Brand and Marketing at Virgin Media O2 said\\u003c\/strong\\u003e: \\u003cem\\u003e\u201cWe\u2019re putting our customers in control, \u00a0giving them the ultimate freedom and choice to choose a new phone when it suits them. At a time of so much uncertainty, we want to make it easier for people to get their hands on the latest and most popular phones whenever it suits them, and continue to breakdown the barriers of rigid phone contracts, giving customers the freedom to decide what they want, when they want it.\u201d\\u003c\/em\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eKimberley Gill, Creative Director at VCCP London added\\u003c\/strong\\u003e: \\u003cem\\u003e\u201cHaving the option to choose if and when you want to have an upgrade is exciting. You have the power and when you say so, you will have a new phone in your hands. Switch Up puts the customer first and we are thrilled to work on a campaign that challenges industry standards.\u201d\\u003c\/em\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003eThe integrated campaign will run in the UK from today until 11th May on TV, OOH, Digital and linear audio, social, retail and OLV. Media has been planned and executed by Manning Gottlieb OMD. PR is supported by Hope and Glory and customer communication is done by Rapp.\\u003c\/p\\u003e\",\"blockId\":\"1h2Y1t\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-1h2Y1t\"} \/-->\n\n<!-- wp:lazyblock\/carousel 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\/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"Switch Up puts the customer first and we are thrilled to work on a campaign that challenges industry standards\",\"quotee\":\"Kimberley Gill, Creative Director at VCCP London\",\"blockId\":\"17kqBp\",\"blockUniqueClass\":\"lazyblock-quote-full-width-17kqBp\"} \/-->","post_title":"Switch Up","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"switch-up","to_ping":"","pinged":"","post_modified":"2023-03-31 09:04:56","post_modified_gmt":"2023-03-31 08:04:56","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=16376","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":17369,"post_author":"67","post_date":"2023-09-07 17:18:57","post_date_gmt":"2023-09-07 16:18:57","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"862343953\",\"blockId\":\"Z23rzc3\",\"blockUniqueClass\":\"lazyblock-video-Z23rzc3\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCreated in collaboration with O2\u2019s UK agency of record, \\u003c\/span\\u003e\\u003cb\\u003eVCCP London\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, their global content production studio, \\u003c\/span\\u003e\\u003cb\\u003eGirl\\u0026amp;Bear\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, and their Digital Innovation Company, \\u003c\/span\\u003e\\u003cb\\u003eBernadette\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, the campaign centres around a unique piece of art commissioned to immortalise the role that fans play in rugby, which was unveiled at the iconic Louvre Museum in Paris.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe artwork, which features real England fans and O2 customers, was created by award-winning Canadian artist Vincent McIndoe, inspired by the host nation, it uses the \u2018French Romanticism\u2019 style which captures the emotion and drama fans go through while supporting their team.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWear la Rose\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e is an iteration of O2\u2019s established \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWear the Rose\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e campaign and continues the mobile operator\u2019s association with England Rugby, which is in its 28th year and is one of the longest running sports shirt sponsorships in the world.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eO2 customers travelling to France will be able to enjoy free roaming \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eas O2 is the only major UK mobile network to offer inclusive EU roaming as standard, up to 25GB.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThose following the team from back home, or those wanting to get even closer to the team as they progress, can tune in to special episodes of O2 Inside Line which will provide unprecedented access to the players and the latest updates from the camp.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eEngland Rugby fans with O2 can also enjoy a host of perks and offers thanks to Priority, including 30% off England Rugby Shirts and other Umbro merchandise, competitions to win signed shirts and also the chance to win a trip to France.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eDylan Hartley, former England Rugby captain,\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e said: \u201cExcitement is building and it\u2019s great to team up with O2 to launch their \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWear la Rose\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e campaign. With thousands of England fans travelling to France to watch the team, what better way to honour them by revealing this artwork that celebrates their passionate and dedicated support.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eKimberley Gill, Creative Director at\\u003c\/b\\u003e\\u003cb\\u003e VCCP London, \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eadded: \u201dAcross the channel there will be drama, there will be sweat and tears. We wanted to create something to match the passion and emotion shared by fans and players. So, we put oil on canvas, and sailed this unique and visceral piece of art over the English Channel, to take its place on French soil.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign creative will launch across D\/OOH, Social, Retail and Online channels, and will run for the duration of England Rugby\u2019s time in France. The campaign also features a social filter, created by Girl\\u0026amp;Bear, which will enable fans to transform themselves in the painting\u2019s style and emulate their England heroes. 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