{"id":19459,"date":"2025-01-13T16:20:33","date_gmt":"2025-01-13T16:20:33","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=19459"},"modified":"2025-10-17T10:25:31","modified_gmt":"2025-10-17T09:25:31","slug":"big-orange-sale","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/easyjet\/big-orange-sale","title":{"rendered":"Big Orange Sale"},"content":{"rendered":"<div class=\"lazyblock-video-1UR87K 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\/1046408586?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-Z2q1Xwh 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>easyJet and easyJet holidays <\/b><span style=\"font-weight: 400\">have launched a new fully integrated campaign for the Winter sales period that marks a shift in the brand&#8217;s approach to advertising.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Moving away from the traditional \u2018big shoot\u2019 model, towards one that embraces and reflects more short-form, social-style content, the \u2018Big Orange Sale\u2019 campaign is built entirely from content shot by creators from across Europe &#8211; capturing the liberating joy of travel in a way that\u2019s authentic, unfiltered and unlike how travel brands normally advertise.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The campaign consists of a series of 20\u201d films, as well as social-first and static assets, all created using easyJet\u2019s new model that pulls content from a bank of assets commissioned from creators all over Europe.\u00a0<\/span><\/p>\n<p><b>Richard Nott, Creative Director at VCCP explains:<\/b><span style=\"font-weight: 400\"> \u2018When I\u2019m looking to get away, probably my biggest inspiration these days is what pops into my feed. And that\u2019s increasingly true for many of us.\u00a0 Frankly, content creators have become better advertisers of travel than the travel brands themselves. We wanted to learn from that &#8211; to show travel in a way that\u2019s more spontaneous, visceral and joyful.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400\">Launched for their biggest trading moment of the year, the new campaign is the latest iteration of easyJet\u2019s \u2018Get Out There\u2019 brand platform, which originally premiered in the summer of 2023.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">The new strategic and creative approach was ideated by VCCP, who then worked closely with Oliver, T&amp;Pm and Kepler to build this new modular, automated and flexible way to create short-form content at scale across every channel and format. Looking ahead, it will allow for easyJet\u2019s aim for creative work to show up in a more immediate, contextual and memorable way that\u2019s perfectly suited to an increasingly dynamic media environment.<\/span><\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p><b>Gabriella Neudecker, Marketing Director at easyJet said:<\/b><span style=\"font-weight: 400\"> &#8220;<\/span><span style=\"font-weight: 400\">We\u2019re so proud to get our first campaign created by our new creative and production approach out there. \u2018The Big Orange Sale\u2019 aims to communicate a joyful, spontaneous vision of travel &#8211; which, thanks to our new process, can be adapted across all media formats. This approach reflects how easyJet has evolved as a business, as well as how our customers consume media.<\/span><span style=\"font-weight: 400\">&#8220;\u202f\u00a0<\/span><\/p>\n<p><b>Andrew Peake, CEO at VCCP London, said<\/b><span style=\"font-weight: 400\">: \u201cThe challenger spirit runs through everything we do at VCCP. So, working with easyJet, it made perfect sense to create a challenger approach to creative and production for the latest iteration of the Get Out There campaign &#8211; allowing us to produce content at the scale needed for the fragmented media landscape without compromising on creativity, craft and effectiveness.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400\">The campaign will run across TV and VOD, OLV, audio, social video and static, plus display, web and app until 4th February. Media strategy and planning has been led by T&amp;Pm and Kepler, and production has been led by Oliver.<\/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-ZJqO4d 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        The January Sale\u2019 aims to communicate a joyful, spontaneous vision of travel &#8211; which thanks to our new process can be adapted across all media formats.  \n        <cite>Gabriella Neudecker, Marketing Director<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>\n\n<div class=\"lazyblock-carousel-ZMbn5J 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  \" 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embed-responsive-16by9\">\r\n              <picture class=\"embed-responsive-item\">\r\n                <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/3-1.png 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/3-1.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\/2025\/01\/4-1.png 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/4-1.png\" 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<\/section>\r\n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":64,"template":"","class_list":["post-19459","work","type-work","status-publish","hentry"],"acf":{"client_id":"10360","capability_ids":["988"],"hero_video":"","hero_image":{"ID":19485,"id":19485,"title":"2","filename":"2-2.png","filesize":2515726,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/2-2.png","link":"https:\/\/www.vccp.com\/uk\/work\/easyjet\/big-orange-sale\/attachment\/2-33","alt":"","author":"64","description":"","caption":"","name":"2-33","status":"inherit","uploaded_to":19459,"date":"2025-01-13 15:52:22","modified":"2025-01-13 15:52:22","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\/2025\/01\/2-2-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/2-2-300x169.png","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/2-2-768x432.png","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/2-2-1024x576.png","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/2-2-1536x864.png","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/2-2.png","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/2-2-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/2-2-1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/2-2-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/2-2-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/2-2-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/2-2-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/2-2-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/2-2-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/2-2-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"Big Orange Sale ","meta-description":"easyJet launches innovative and dynamic approach  to creative and production with new iteration of \u2018Get Out There\u2019","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/2-2.png","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":19310,"post_author":"64","post_date":"2024-11-06 14:34:03","post_date_gmt":"2024-11-06 14:34:03","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"1026147719\",\"blockId\":\"1wGkcw\",\"blockUniqueClass\":\"lazyblock-video-1wGkcw\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cb\\u003eCadbury\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, in partnership with its agency of record \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.vccp.com\/\\u0022\\u003e\\u003cb\\u003eVCCP London\\u003c\/b\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e has today launched a new integrated campaign designed to capture the true spirit of Christmas while celebrating special moments and diverse holiday traditions.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThis out of home-led campaign marks the first time in years that Cadbury has released a campaign specifically centred around the beloved advent calendar, aiming to make Cadbury a part of everyone's countdown to Christmas. Whether it\u2019s the warmth of a family Christmas, a lively \\u0022friendsmas\u201d, or the magic of a children's nativity play, the campaign recognises the unique ways people come together to celebrate the festive season.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCadbury is unwrapping the festive spirit with 24 unique out of home executions, each representing a day of the Cadbury advent calendar. Recognising that families and friends all countdown Christmas in their own special ways, VCCP sought to capture these various traditions by asking people what they\u2019re counting down to this holiday season. The result is a series of ads filled with real-life moments, transforming the traditional countdown into a joyful celebration of Christmas. From placing the final sparkling ornament on the Christmas tree, gathering around a mouthwatering family roast, sharing a sweet moment with a snowman, to the playful chaos of family charades, each execution captures the magic of those heartwarming holiday moments.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe real-life snapshots have also made their way into a heartwarming social and YouTube campaign. As November unfolds, the campaign builds excitement, mirroring the anticipation of opening that very first door of the Cadbury Advent Calendar on December 1st. It\u2019s more than a countdown, it\u2019s a celebration of all the little moments that make Christmas special.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign aims to promote the iconic Cadbury Dairy Milk chocolate advent calendar, which holds the top spot as the number one SKU in its category. Each calendar features 24 doors, each concealing a delicious treat made with Cadbury\u2019s world-famous chocolate. From the first of December through Christmas Eve, each opening reveals a mouth-watering piece of milk chocolate, transforming the daily countdown into a sweet celebration.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eNicole Partridge, Brand Manager at Cadbury\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, said: \u201cThis year, we wanted to celebrate the unique heart-warming and funny moments that people across the UK look forward to each Christmas and highlight counting down to these with a Cadbury advent calendar. Counting down can be as exciting as Christmas day itself with so many moments of connection and fun to look forward to. This campaign is all about making those beloved Christmas memories even more special with a little piece of Cadbury each day!\u201d\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eFrances Leach, Creative Director at VCCP London,\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e said: \u201cPlaying Pie Face after Christmas dinner, for me, is the best bit of Christmas. When else can I legitimately deliver a face full of spray cream to a family member? Our new Cadbury Advent Calendar campaign acknowledges that the \u2018thing\u2019 we are counting down to is often deeply personal. So we created 24 unique executions, one for each day of advent, celebrating the public\u2019s favourite Christmas moments using real family photos.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign will run across OOH, social and YouTube until 30th November across the UK and ROI. \u201cAdvent\u201d was brought to life with the help of VCCP\u2019s global content creation studio, Girl\\u0026amp;Bear, with media led by\\u003c\/span\\u003e\\u003cb\\u003e Publicis Media\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, owned channels by \\u003c\/span\\u003e\\u003cb\\u003eElvis\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, and PR and influencer content led by \\u003c\/span\\u003e\\u003cb\\u003eOgilvy\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e. \\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"ZfJjGf\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-ZfJjGf\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"Our new Cadbury Advent Calendar campaign acknowledges that the \u2018thing\u2019 we are counting down to is often deeply personal. 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\/-->","post_title":"Cadbury Christmas Advent","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"cadbury-christmas-advent","to_ping":"","pinged":"","post_modified":"2024-11-06 14:53:26","post_modified_gmt":"2024-11-06 14:53:26","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=19310","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":19363,"post_author":"64","post_date":"2024-11-14 08:10:58","post_date_gmt":"2024-11-14 08:10:58","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"1028802326\",\"blockId\":\"pCOsB\",\"blockUniqueClass\":\"lazyblock-video-pCOsB\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWith one in five Brits (22%) experiencing a fraud attempt every single week*, \\u003c\/span\\u003e\\u003cb\\u003eO2\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and \\u003c\/span\\u003e\\u003cb\\u003eVCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u2019s\\u003c\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAI creative agency \\u003c\/span\\u003e\\u003cb\\u003efaith \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ehave today launched a first of its kind campaign to fight back against scammers.\u00a0\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAt the heart of the campaign is D\\u003c\/span\\u003e\\u003cb\\u003eai\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esy, a lifelike state-of-the-art Conversational AI designed to speak with scammers and keep them on the phone for as long as possible to waste their time and keep them away from the public.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe newest member of O2\u2019s fraud prevention team, D\\u003c\/span\\u003e\\u003cb\\u003eai\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esy was created using a range of cutting-edge AI technology that is completely indistinguishable from a real person. Based on a real life granny at VCCP to ensure total believability, playing on scammer\u2019s own stereotypical views. Whilst anyone can be a victim of a scam, criminal fraud gangs often target the elderly so we leaned into scammers' own biases to create an AI granny based on a real relative of a VCCP employee.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe scammers - including many posing as some of the UK\u2019s most trusted businesses - thought they\u2019d got their hands on an easy target, but D\\u003c\/span\\u003e\\u003cb\\u003eai\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esy has been beating them at their own horrible game.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eD\\u003c\/span\\u003e\\u003cb\\u003eai\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esy is able to interact in real-time ensuring no suspicions are raised on the other end of the line, and has worked 24\/7, and over the course of many hours of scam calls she\u2019s told meandering stories of her family, talked at length about her passion for knitting and provided false personal information including made-up bank details. By tricking the scammers into thinking they were defrauding a real person, D\\u003c\/span\\u003e\\u003cb\\u003eai\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esy has prevented scammers from targeting real victims and exposed the common tactics used so customers can learn what to watch out for.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eO2 and faith worked with leading UK scambaiter Jim Browning to ensure D\\u003c\/span\\u003e\\u003cb\\u003eai\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esy was armed with the best information and tactics that kept some phone scammers on the line for more than forty minutes - having followed Jim\u2019s expert advice on how to attract dodgy calls.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eD\\u003c\/span\\u003e\\u003cb\\u003eai\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esy herself was created by combining a selection of Generative Models, a LLM was trained to inform her personality and knowledgebase, and her voice was modelled on a VCCP staff member\u2019s grandmother to ensure total believability. She was brought to life visually by custom-training a Diffusion Model, creating a photo-real character for the campaign, along with a cutting edge image-to-video model to make her move.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cb\\u003e\\u003ci\\u003eSimon Valcarcel, Marketing Director at Virgin Media O2,\\u003c\/i\\u003e\\u003c\/b\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e said \u201cAt O2, we\u2019ve been investing heavily in the fightback against fraud and this campaign demonstrates the lengths we\u2019re willing to go to keep our customers safe. I\u2019m thrilled to launch the newest member of our fraud team, D\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cb\\u003e\\u003ci\\u003eai\\u003c\/i\\u003e\\u003c\/b\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esy: She\u2019s our secret weapon against scammers - indistinguishable from a real person, an AI hiding in plain sight, dedicated to wasting fraudsters time!\u201d\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201cYet she also shows no matter how persuasive callers seem, they aren\u2019t always who you think they are \u2013 so we all must remain vigilant. With scammers operating full-time call centres specifically to target Brits, we\u2019re urging everyone to leave the scambaiting to the professionals and instead help play their part by forwarding-on dodgy calls and messages to 7726 for free.\u201d\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eScambaiter D\\u003c\/span\\u003e\\u003cb\\u003eai\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esy has been created in response to new research from O2 revealing 7 in 10 (71%) of Brits would like to get their own back against scammers that have tried to trick them or their loved ones*. However, wasting their own time ranked the top reason why they wouldn\u2019t bait scammers themselves in future (53%)*.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eA PR-first campaign, a two minute hero film has been created showing D\\u003c\/span\\u003e\\u003cb\\u003eai\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esy in action with two, shorter, 30 second cut downs created to run on meta and TikTok.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAs part of the campaign, O2 is also working with Former Love Islander and scam victim, Amy Hart, to expose fraudsters' crooked tactics and help O2 customers swerve the scammers. Amy Hart was herself scammed and her involvement aims to help the brand connect to the Gen-Z audience who often think themselves too tech-savvy to fall for phone scams.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eO2 blocks millions of fraudulent texts and calls from reaching customers' phones every month and is releasing\u00a0 new AI-powered spam-fighting tools and enhanced caller identification services for free to all mobile customers to help protect them. To help make life easier for customers, O2 has launched a new webpage offering tips, tricks, and advice so they know what to look out for. Visit \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e[O2 Swerve the Scammers website]\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e to find out more information.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z9Q42D\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z9Q42D\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"I\u2019m thrilled to launch the newest member of our fraud team, Daisy: She\u2019s our secret weapon against scammers - indistinguishable from a real person, an AI hiding in plain sight, dedicated to wasting fraudsters time!\",\"quotee\":\"Simon Valcarcel, Marketing Director at Virgin Media O2\",\"blockId\":\"Z1BrCuj\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Z1BrCuj\"} \/-->\n\n<!-- wp:lazyblock\/carousel 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air-popped corn snack, is targeting global audiences with a new brand platform, launching today, to introduce snackers around the world to a \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u2018Familiar, But Different\u2019\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e experience.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThis is the first global brand campaign from the \\u003c\/span\\u003e\\u003cb\\u003ePepsiCo\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e-owned snack and was created in partnership with \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.vccp.com\/\\u0022\\u003e\\u003cb\\u003eVCCP\\u003c\/b\\u003e\\u003cb\\u003e. \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eW\\u003c\/span\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ehilst PopCorners was established in the US and launched a memorable Superbowl spot last year, this new campaign introduces consumers in Australia, Brazil, Mexico, \\u0026amp; more to the popped corn chips.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe new brand platform targets Millennial and Gen Z audiences who, while desperate to try new things, also crave comfort and reliability. \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u2018Familiar, But Different\u2019\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e positions PopCorners as something adventurous while not completely unknown - a magic unicorn of snacks.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign was built as a series of six-second social-first assets, that will be served sequentially to create multiple moments for the brand to tell the familiar but different story. The unexpected AV films sees a couple on a sofa tasting PopCorners and being transformed with each bite changing something about \\u0026amp; around them - Familiar, But Different each time - shrinking, floating in space or suddenly growing a beard. It was crafted by internationally renowned, award-winning director Henry Littlechild from Darling who is well known for his humourous approach to ads for clients including BMW and Doritos. Littlechild and Darling worked with VCCP\u2019s global content creation studio \\u003c\/span\\u003e\\u003cb\\u003eGirl\\u0026amp;Bear\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e to bring the campaign to life.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eFounded in New York in 2010, PopCorners has become known for its unique fusion of popcorn with the texture of a chip, creating an air-popped snack that offers a lighter, healthier alternative to traditional chips. While being never fried, the brand is intentionally making its \u2018better-for-you\u2019 more accessible to a broader mainstream audience.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eAtif Sultan,\u00a0 Global Brand Director at PopCorners, \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esaid: \u201cPopCorners is truly a challenger within the category, a one-of-a-kind snack that stands in a space all its own. It was essential to pair it with a creative idea that builds a distinctive world, giving PopCorners a position that not only highlights its uniqueness but also its comforting familiarity.\u201d\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eMark Orbine, Executive Creative Director at\\u003c\/b\\u003e\\u003cb\\u003e VCCP \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eadded: \u201d\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ePopcorners are a combination of popcorn and crisp. They are a familiar snack, but are also totally different. We needed an idea that brought this to life and that would capture people\u2019s attention and \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eimagination. The campaign is a true celebration of the wonderful snack, showing its uniqueness and telling its familiar but different story in a disruptive way.\u201c\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eLaunching today, the campaign will run during 2024 and throughout 2025 across social media, print, influencer channels, OOH, DOOH, and sampling across multiple markets starting in Australia, Brazil, Mexico, Canada, and the Netherlands.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"ZXwCFV\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-ZXwCFV\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"PopCorners is truly a challenger within the category, a one-of-a-kind snack that stands in a space all its own.\",\"quotee\":\"Atif Sultan,\u00a0 Global Brand Director at PopCorners\",\"blockId\":\"1lKkbH\",\"blockUniqueClass\":\"lazyblock-quote-full-width-1lKkbH\"} \/-->","post_title":"Familiar, But Different","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"familiar-but-different","to_ping":"","pinged":"","post_modified":"2024-12-05 13:44:52","post_modified_gmt":"2024-12-05 13:44:52","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=19414","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":["1"]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work\/19459","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=19459"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}