{"id":18807,"date":"2024-07-17T10:34:12","date_gmt":"2024-07-17T09:34:12","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=18807"},"modified":"2025-12-05T12:07:50","modified_gmt":"2025-12-05T12:07:50","slug":"owned-by-you-right-by-you","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/co-op\/owned-by-you-right-by-you","title":{"rendered":"Owned By You. Right By You."},"content":{"rendered":"<div class=\"lazyblock-two-column-text-quote-image-bRFnk 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                \r\n                <blockquote class=\"blockquote blockquote--md-right\">\r\n          If You Were Inventing a Business Today, You\u2019d Invent Co-op                  <\/blockquote>\r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<h5>\u00a0<\/h5>\n<h5><b>Co-op Group<\/b><span style=\"font-weight: 400\">, the UK\u2019s largest consumer co-operative, today launches a bold new brand platform and integrated campaign to remind the British public of its origins and values. Co-op is 180 years old and was the world\u2019s first consumer co-operative, and the new campaign and brand platform, \u2018Owned By You. Right By You.\u2019 was made in partnership with its creative agency <b>VCCP London<\/b>.<\/span><\/h5>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-video-Z2EcF6 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\/985146345?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-text-full-width-FCWbl wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <p style=\"text-align: left\"><span style=\"font-weight: 400\">The \u2018Owned by You. Right By You.\u2019 campaign is launched as a new survey<\/span><span style=\"font-weight: 400\"> reveals that over 50% of consumers admit they don\u2019t understand what it means when a business is a co-operative or a mutual and two fifths (42%) admit they don&#8217;t understand what constitutes a co-operative, or how being part of one could benefit themselves and their communities.<\/span><\/p>\n<p style=\"text-align: left\"><span style=\"font-weight: 400\">The new brand proposition highlights Co-op\u2019s membership model as its unique value. By reminding people that as the Co-op is owned by its members, the public, it can do right by people &#8211; this is central to the \u2018Owned By You. Right By You.\u2019 brand platform which will extend across all channels. The resulting brand world is designed to be deployed in a channel agnostic manner choosing from a huge range of messages which emphasise how Co-op\u2019s constitution and\u00a0 structure enables it to do good in all communities and for all its members and customers.<\/span><\/p>\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-carousel-2uglGG 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\/2024\/07\/Co-Op_1.1.7.png 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/Co-Op_1.1.7.png\" 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\/2024\/07\/Co-Op_1.1.5.png 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/Co-Op_1.1.5.png\" 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\/2024\/07\/Co-Op_1.1.3.png 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/Co-Op_1.1.3.png\" 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\/2024\/07\/Co-Op_1.1.4.png 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/Co-Op_1.1.4.png\" 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\/2024\/07\/Co-Op_1.1.2.png 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/Co-Op_1.1.2.png\" 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\/2024\/07\/Co-Op_1.1.6.png 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/Co-Op_1.1.6.png\" 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                <div class=\"carousel-controls\">\r\n          <a class=\"carousel-control-prev btn btn-sm btn-icon-only h5 btn-theme-black\" href=\"#imageCarousel\" role=\"button\" data-slide=\"prev\">\r\n          <svg class=\"icon \"><use xlink:href=\"https:\/\/www.vccp.com\/uk\/wp-content\/themes\/vccp-theme\/static\/assets\/image\/icons.svg#icon-left-open\"><\/use><\/svg>\r\n            <span class=\"sr-only\">Previous<\/span>\r\n          <\/a>\r\n    \r\n          <a class=\"carousel-control-next btn btn-sm btn-icon-only h5 btn-theme-black\" href=\"#imageCarousel\" role=\"button\" data-slide=\"next\">\r\n            <svg class=\"icon \"><use xlink:href=\"https:\/\/www.vccp.com\/uk\/wp-content\/themes\/vccp-theme\/static\/assets\/image\/icons.svg#icon-right-open\"><\/use><\/svg>\r\n            <span class=\"sr-only\">Next<\/span> \r\n          <\/a>\r\n        <\/div>\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                              <li data-target=\"#imageCarousel\" data-slide-to=\"2\" class=\"\"><\/li>\r\n                              <li data-target=\"#imageCarousel\" data-slide-to=\"3\" class=\"\"><\/li>\r\n                              <li data-target=\"#imageCarousel\" data-slide-to=\"4\" class=\"\"><\/li>\r\n                              <li data-target=\"#imageCarousel\" data-slide-to=\"5\" class=\"\"><\/li>\r\n                            <\/ol>\r\n        \r\n      <\/div>\r\n\r\n    <\/div>\r\n  <\/section>\r\n<\/div>\n\n<div class=\"lazyblock-text-full-width-ZDPyD wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <p style=\"text-align: left\"><span style=\"font-weight: 400\">A hero 60\u201d film, also titled \u2018Owned By You. Right By You.\u2019, has been created using stop motion with printed till receipts, and poses the question of how to create the perfect business. The voiceover by Michael Socha begins by stating \u201cIf you were inventing a business today, you\u2019d do right by people\u2026 all people\u201d, before highlighting Co-op\u2019s economic value &#8211; lowering prices on the things people actually buy &#8211; and its social value, investing in communities, schools and neighbourhoods.<\/span><\/p>\n<p style=\"text-align: left\"><span style=\"font-weight: 400\">Unlike most other businesses, Co-op is owned by its members who each own a share and have a say in how it is run. Co-op was founded in the 19th century by the Rochdale Pioneers Society, based on the notion of ethical trading and belief that the profits of the business should be shared amongst members according to their purchases. Today, Co-op operates almost 2,400 food stores, over 800 funeral homes and provides products to over 6,000 other stores, including those run by independent co-operative societies and through its wholesale business, Nisa Retail Limited.<\/span><\/p>\n<p style=\"text-align: left\"><span style=\"font-weight: 400\">\u200b\u200bThe new Government has acknowledged the huge contribution cooperatives can make to the economy and has pledged to double the size of the UK\u2019s co-operative and mutuals sector in its manifesto as part of its support for diverse business models which bring innovation and new products to the business sector. Research from Co-op indicates a growing public demand for more diverse models as over half of consumers (55%) are keen to see more co-operatives in business and would give them more backing.<\/span><\/p>\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-quote-full-width-1NqeM 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        Co-op is a brand that has so much to say and does so much good that we wanted to share its incredible story. \n        <cite>Chris Birch and Jonny Parker, Executive Creative Directors at VCCP<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>\n\n<div class=\"lazyblock-text-full-width-Z1UzKPN wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <p style=\"text-align: left\"><span style=\"font-weight: 400\">Co-op is owned by over 5 million members and has seen the highest influx of member-owners in seven years. It is committed to delivering value for its members and earlier this year announced its ambition to substantially grow the number of member-owners to 8 million by 2030.<\/span><\/p>\n<p style=\"text-align: left\"><b>Kenyatte Nelson, Chief Membership and Customer Officer at Co-op Group<\/b><span style=\"font-weight: 400\"> said: \u201cAt Co-op, we have been proudly delivering a different way of doing business for 180 years. Now is the time to champion the co-operative model and demonstrate how it provides a solution to many of the challenges we face today. That is why we are on a mission to re-introduce Co-op\u2019s core values and principles to the UK.<\/span><\/p>\n<p style=\"text-align: left\"><span style=\"font-weight: 400\">\u201cThrough our \u2018Owned By You. Right By You.\u2019 campaign we will remind the nation that by simply shopping at Co-op as a member-owner, you get a say in how the business is run, lower prices on the products and services you need, and the opportunity to create better societal outcomes in the communities where you live.\u201d<\/span><\/p>\n<p style=\"text-align: left\"><span style=\"font-weight: 400\">VCCP\u2019s global content creation studio <\/span><b>Girl&amp;Bear<\/b><span style=\"font-weight: 400\"> worked with multi award-winning director <\/span><b>Sam Gainsborough<\/b><span style=\"font-weight: 400\"> and <\/span><b>Blinkink<\/b><span style=\"font-weight: 400\"> to bring to life the new campaign film, Gainsborough\u2019s recent work includes a new promo for the Paris Paralympics and BBC\u2019s Square Eyed Boy.<\/span><\/p>\n<p style=\"text-align: left\"><span style=\"font-weight: 400\">The new campaign will run from today until 21st August, launching tonight in Coronation Street on ITV1 and STV with a bespoke introduction as part of ITV&#8217;s Proud to Present. In an ITV first, we will tease the ad with the ITV logo turning black and white to look like a receipt, mirroring the campaign creative.<\/span><\/p>\n<p style=\"text-align: left\"><span style=\"font-weight: 400\">The integrated campaign will also run across other platforms including D\/OOH, press, radio, social and digital and is delivered in partnership with <\/span><b>MullenLowe<\/b><span style=\"font-weight: 400\"> for owned social, web and app, <\/span><b>Team ITG<\/b><span style=\"font-weight: 400\"> for retail and POS and <\/span><b>Halpern<\/b><span style=\"font-weight: 400\"> for PR. The new brand identity featured across the campaign was developed over the past six months by <\/span><b>SomeOne<\/b><span style=\"font-weight: 400\"> as part of their wider four year relationship with Co-op. The media planning and buying was managed by <\/span><b>Carat UK<\/b><span style=\"font-weight: 400\"> (a Dentsu company). Delivering a high attention campaign in key broadcast and reach driving environments to tell the Co-op story and drive reappraisal was the key objective<\/span><\/p>\n<p style=\"text-align: left\"><b>Chris Birch and Jonny Parker, Executive Creative Directors at VCCP<\/b><span style=\"font-weight: 400\">,<\/span> <span style=\"font-weight: 400\">added:<\/span><span style=\"font-weight: 400\"> \u201c<\/span><span style=\"font-weight: 400\">We are both lifelong superfans of Co-op so it\u2019s a dream of ours and an honour to have worked on this. Co-op is a brand that has so much to say and does so much good that we wanted to share its incredible story and to turn everyone else into superfans too. Co-op is an incredible business, run in a unique way &#8211; it stands alone in its own category in that respect &#8211; and it\u2019s never been more needed. If you were going to invent a business today, you\u2019d have to invent Co-op.<\/span><span style=\"font-weight: 400\">\u201d<\/span><\/p>\n<p style=\"text-align: left\"><b>Flora Kong and Simon Mayfield, Client Leads at Carat UK<\/b><span style=\"font-weight: 400\">,<\/span> <span style=\"font-weight: 400\">said: \u201cWe\u2019ve worked with Co-op for nearly six years and it feels like all moments have led to this one. We\u2019re thrilled to have been able to collaborate with Co-op, VCCP and all of our agency partners to reintroduce Co-op to the UK and to demonstrate the value that they provide to communities right across the UK, bringing new and innovative media solutions to the forefront and making the Owned By You, Right By You creative work sing! It&#8217;s been the ultimate act of co-operation.\u201d<\/span><\/p>\n<p style=\"text-align: left\"><span style=\"font-weight: 400\">Alongside the ITV partnership, the campaign will air on C4 in the brand-new second series of Suspect, the popular psychological drama starring James Nesbitt. The campaign will be supported across BVOD, YouTube and premium cinema spots in films such as Fly Me to the Moon, Deadpool &amp; Wolverine to maximise attention. A hand painted mural in Manchester&#8217;s Northern Quarter features on our outdoor plan as well as digital escalator takeovers in high footfall areas on the London Underground. To align with Co-op business values, WeAre8 will serve poll questions post our ad providing an interactive experience. Across press, we are launching with impact across a Metro cover. And to support linear audio, the use of smart speakers through Say It Now will seamlessly integrate a call to action to drive audiences to the Co-op membership page.<\/span><\/p>\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-quote-full-width-2rLVB 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        It&#8217;s been the ultimate act of co-operation. \n        <cite>Flora Kong and Simon Mayfield, Client Leads at Carat UK<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":57,"template":"","class_list":["post-18807","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["20577"],"client_id":"17914","hero_video":"","hero_image":{"ID":18814,"id":18814,"title":"Co-Op_1.1.6","filename":"Co-Op_1.1.6.png","filesize":2558906,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/Co-Op_1.1.6.png","link":"https:\/\/www.vccp.com\/uk\/work\/co-op\/owned-by-you-right-by-you\/attachment\/co-op_1-1-6","alt":"","author":"57","description":"","caption":"","name":"co-op_1-1-6","status":"inherit","uploaded_to":18807,"date":"2024-07-15 20:06:22","modified":"2024-07-15 20:06:22","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\/07\/Co-Op_1.1.6-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/Co-Op_1.1.6-300x169.png","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/Co-Op_1.1.6-768x432.png","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/Co-Op_1.1.6-1024x576.png","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/Co-Op_1.1.6-1536x864.png","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/Co-Op_1.1.6.png","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/Co-Op_1.1.6-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/Co-Op_1.1.6-1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/Co-Op_1.1.6-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/Co-Op_1.1.6-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/Co-Op_1.1.6-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/Co-Op_1.1.6-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/Co-Op_1.1.6-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/Co-Op_1.1.6-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/Co-Op_1.1.6-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"VCCP London - Co-op 'Owned By You. Right By You.'","meta-description":"'Owned By You. Right By You.' reintroduces Co-op to the nation to show consumers Co-op\u2019s different way of doing business with membership at its core.","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/Co-Op_1.1.6.png","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":17912,"post_author":"64","post_date":"2024-03-22 13:45:58","post_date_gmt":"2024-03-22 13:45:58","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cb\\u003eCo-op Group\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, the UK\u2019s largest consumer co-operative, has today announced the appointment of \\u003c\/span\\u003e\\u003cb\\u003eVCCP London\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, with the integrated communications agency beginning work on their first campaign to help grow its membership by one million people this year. The business was won during a two-way competitive pitch run by Ingenuity.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eVCCP will be responsible for driving strategy and creative direction on a project by project basis, beginning with the membership drive which will run across Co-op Group and all of its products and services, including food, funerals, legal and insurance.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eAndrew Peake, CEO of VCCP London, \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esaid\\u003c\/span\\u003e\\u003cb\\u003e:\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e \u201cWe are absolutely delighted to have been appointed by Co-op and we are already preparing our first campaign together, to help grow their membership and business. Co-op is a fantastic brand and we can\u2019t wait to kick off our new partnership and show the nation why they are so special.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cb\\u003eMel Matson, Marketing Director for Food \\u0026amp; Masterbrand at Co-op\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e,\\u003c\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eadded\\u003c\/span\\u003e\\u003cb\\u003e: \u201c\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWe are pleased to appoint VCCP to work with us on a project by project basis, to help grow our membership by another one million people and to drive further our Co-op point of difference.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCo-op is one of the world\u2019s largest consumer co-operatives with interests across food, funerals, insurance and legal services. Owned by over 5 million members, the Co-op operates almost 2,400 food stores, over 800 funeral homes and provides products to over 5,000 other stores, including those run by independent co-operative societies and through its wholesale business, Nisa Retail Limited.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z2ufcqW\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z2ufcqW\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"Co-op is a fantastic brand and we can\u2019t wait to kick off our new partnership and show the nation why they are so special.\",\"quotee\":\"Andrew Peake, CEO of VCCP London\",\"blockId\":\"ZLQVzI\",\"blockUniqueClass\":\"lazyblock-quote-full-width-ZLQVzI\"} \/-->","post_title":"Co-op hires VCCP","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"co-op-hires-vccp","to_ping":"","pinged":"","post_modified":"2024-08-15 16:00:03","post_modified_gmt":"2024-08-15 15:00:03","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=17912","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":18605,"post_author":"64","post_date":"2024-07-01 21:45:21","post_date_gmt":"2024-07-01 20:45:21","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"972999466\",\"blockId\":\"1LQUTm\",\"blockUniqueClass\":\"lazyblock-video-1LQUTm\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eFresh from her acclaimed Glastonbury headline performance this weekend, and to celebrate exclusive O2 Priority access for tickets to \\u003c\/span\\u003e\\u003cb\\u003eDua Lipa\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e at Wembley Stadium, \\u003c\/span\\u003e\\u003cb\\u003eO2\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and \\u003c\/span\\u003e\\u003cb\\u003eVCCP London\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e have brought back their iconic \u2018\\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWalk \\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAd\u2019 starring the pop icon.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eO2\u2019s latest campaign sees Dua join a stellar lineup of artists including Ed Sheeran, Beyonc\u00e9, Coldplay, Lady Gaga and Foo Fighters who have previously featured in their own \u2018\\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWalk\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e Ad\u2019 and is the first of its kind for six years following the introduction of the campaign in 2009. Each film showcases the artists\u2019 unique journey and gives fans a glimpse behind the scenes with their favourite acts as they walk to the stage.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eFilmed in public on the hottest day of the year so far, the 60\u201d ad, which first airs this evening on ITV2 during Love Island, was inspired by Dua\u2019s creative vision of British beach holidays and follows her and adoring fans as they stroll through scenes of a quintessential British seaside before reaching the stage for her 2025 tour. Set to one of Dua\u2019s most popular tracks, \u2018Houdini\u2019, the film opens with her reading a book on the beach before striding through a fish \u2018n\u2019 chip shop and an arcade, with easter eggs and references to Dua\u2019s life and interests peppered throughout for eagle eyed fans to spot. The film also stars her team of dancers who feature throughout as extras.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign was created by Alice Goodrich and Lara Baxter, with VCCP\u2019s global content creation studio \\u003c\/span\\u003e\\u003cb\\u003eGirl\\u0026amp;Bear\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e working with award-winning British director Daniel Wolfe and Love Song. Creative digital agency \\u003c\/span\\u003e\\u003cb\\u003eBernadette\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e helped to bring D\/OOH elements of the integrated campaign to life.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cb\\u003eSimon Valcarcel, Marketing Director at O2\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e said: \u201cO2\u2019s iconic \u2018\\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWalk\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e Ad\u2019 returns for the first time in six years, and who better to bring it back than the biggest British pop star of the moment, Dua Lipa. From headlining Glastonbury to announcing her 2025 tour, Dua fans everywhere have a lot to be excited about and none more so than O2 and Virgin Media customers who can enjoy exclusive Priority access to tickets for Wembley Stadium 48 hours before general release. This epic campaign perfectly captures what Priority is all about and demonstrates our commitment to giving our customers access to the very best in entertainment.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eSimon Connor, Creative Director at VCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e,\\u003c\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eadded:\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e \u201cThe O2 \u2018\\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWalk\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e Ad\u2019 is back with a bang. Not only is Dua Lipa one of the world's biggest artists \u2013 fresh from headlining the Pyramid stage at Glastonbury \u2013 she\u2019s one of our own. So what better way to celebrate her upcoming UK tour than bringing a glimmer of the Great British Seaside to it, complete with Mr Whippy, Pearly Kings, a chippy and an arcade. It's showtime.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ePriority is O2\u2019s award-winning customer rewards scheme offering exclusive benefits, including early access to events via Priority Tickets. In 2023, members purchased a record 1.4 million tickets for over 6,000 shows and 2,000 artists at 300+ UK venues.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe new campaign will be broadcast from today until 12th July across multiple platforms including TV, VOD, D\/OOH including at London\u2019s iconic Piccadilly Lights, and social media, ensuring widespread reach and engagement. Media planning and buying was managed by \\u003c\/span\\u003e\\u003cb\\u003eMG OMD\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"20myNV\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-20myNV\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"This epic campaign perfectly captures what Priority is all about and demonstrates our commitment to giving our customers access to the very best in entertainment.\",\"quotee\":\"Simon Valcarcel, Marketing Director at O2\",\"blockId\":\"ZPv8sl\",\"blockUniqueClass\":\"lazyblock-quote-full-width-ZPv8sl\"} \/-->","post_title":"It's Showtime","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"its-showtime","to_ping":"","pinged":"","post_modified":"2024-08-10 10:34:14","post_modified_gmt":"2024-08-10 09:34:14","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=18605","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":17889,"post_author":"64","post_date":"2024-03-12 15:27:05","post_date_gmt":"2024-03-12 15:27:05","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"1025171668\",\"blockId\":\"qlmRI\",\"blockUniqueClass\":\"lazyblock-video-qlmRI\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cb\\u003efaith\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, VCCP\u2019s AI creative agency, has launched new AI-enabled tools for their founding client,\\u003c\/span\\u003e\\u003cb\\u003e O2 \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e- extending the practical use of Gen-AI in marketing communications beyond concepting into creating.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe Bubl Generator\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e 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, \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe Copy Checker\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, focuses on the tonal consistency of the brand\u2019s written marketing communications.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003efaith\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e has trained a Gen-AI model to create images of Bubl for external use by \\u003c\/span\\u003e\\u003cb\\u003eO2\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e marketers, in line with brand guidelines and giving multiple options from the clients\u2019 prompts. This means that \\u003c\/span\\u003e\\u003cb\\u003eO2\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e 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.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003efaith\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e made a bespoke platform and UI for \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe Bubl Generator\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e 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 - allowing for quick, reactive work across channels including social, web, apps and internal comms.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe Bubl Generator\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e is the product of multiple rounds of training for the AI to create high-quality usable images consistently. To enable this \\u003c\/span\\u003e\\u003cb\\u003efaith \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eneeded 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.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe Copy Checker\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e 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.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe Bubl Generator\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe Copy Checker\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e were created for \\u003c\/span\\u003e\\u003cb\\u003eO2\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, founding clients of\\u003c\/span\\u003e\\u003cb\\u003e VCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, and both demonstrate a practical, public-facing application of Gen-AI as part of the wider work\\u003c\/span\\u003e\\u003cb\\u003e faith\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e has been doing on behalf of clients including \\u003c\/span\\u003e\\u003cb\\u003eVirgin Media O2\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and \\u003c\/span\\u003e\\u003cb\\u003eSage\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\u00a0\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ePreviously 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.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eSimon Valcarcel, Marketing Director at Virgin Media O2,\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e 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 - 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\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eMorten Legarth \\u0026amp; Ben Hopkins, Creative Directors at faith and VCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, 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 - we wanted AI to do more of the heavy lifting and prove its worth in creative applications, this is what this work represents.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eAlex Dalman, Managing Partner and Head of Social \\u0026amp; Innovation at VCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, said: \u201cGen-AI doesn\u2019t understand your brand, it doesn\u2019t get your guidelines or your need for consistency - 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\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003efaith\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e was founded last year by \\u003c\/span\\u003e\\u003cb\\u003eVCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, 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, \\u003c\/span\\u003e\\u003cb\\u003efaith\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e launched 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\",\"blockId\":\"Z1mEzQP\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z1mEzQP\"} \/-->\n\n<!-- wp:image {\"align\":\"center\",\"id\":17890,\"sizeSlug\":\"large\",\"linkDestination\":\"none\"} -->\n<figure class=\"wp-block-image aligncenter size-large\"><img src=\"https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/03\/Copy-Checker-5-1-1-1024x1024.png\" alt=\"\" class=\"wp-image-17890\"\/><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"Gen-AI doesn\u2019t understand your brand, it doesn\u2019t get your guidelines or your need for consistency - but we do.\",\"quotee\":\"Alex Dalman, Managing Partner and Head of Social \\u0026amp; Innovation at VCCP\",\"blockId\":\"Z1LBWN6\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Z1LBWN6\"} \/-->","post_title":"AI creative agency faith launches custom Gen-AI models for O2","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"ai-creative-agency-faith-launches-custom-gen-ai-models-for-o2","to_ping":"","pinged":"","post_modified":"2024-10-31 16:24:44","post_modified_gmt":"2024-10-31 16:24:44","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=17889","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}}],"hide_related_items":[],"visible_on_home_page":["1"],"websites_to_publish":["10"]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work\/18807","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\/57"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=18807"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}