{"id":19475,"date":"2025-01-09T16:44:30","date_gmt":"2025-01-09T16:44:30","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=19475"},"modified":"2025-01-10T11:58:49","modified_gmt":"2025-01-10T11:58:49","slug":"vitality","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/vitality\/vitality","title":{"rendered":"Life&#8217;s Pretty Good"},"content":{"rendered":"<div class=\"lazyblock-video-1F6Fv9 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\/1044924614?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-22VkIe wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n        <p><span style=\"font-weight: 400\">Today, <\/span><b>Vitality<\/b><span style=\"font-weight: 400\"> has launched a new campaign for its life insurance business, with its creative agency of record <\/span><b>VCCP<\/b><span style=\"font-weight: 400\">, bringing to life data that shows how you can live for up to five years longer when you have Vitality insurance<\/span><\/p>\n<p><span style=\"font-weight: 400\">Building on the success of its \u2018Move Forward with Vitality\u2019 platform, the new campaign, Life\u2019s Pretty Good\u2019 sets Vitality apart from competitors and underscores its progressive vision for the industry. The campaign aims to redefine what life insurance can do for people, offering not just protection but a pathway to a longer, healthier, and more fulfilling life.<\/span><\/p>\n<p><span style=\"font-weight: 400\">At the heart of the campaign is a 30\u201d film featuring Stanley, the charismatic dachshund who has been the face of Vitality\u2019s advertising campaigns for the past 10 years. Stanley takes viewers on a feel-good journey, directed by Jim Gilchrist. It begins with Stanley in a bright pink Chevrolet convertible cruising along a sunny beach, Stanley bops along to West Coast hip-hop, aiming to represent the joy of an active and fulfilling life. As the camera pans, the British public can be seen engaging in activities like running and cycling, underscoring Vitality\u2019s message: that Vitality helps its members get active, which in turn, helps them live longer. <\/span><span style=\"font-weight: 400\">Put simply: get more active, get more life.<\/span><\/p>\n<p><span style=\"font-weight: 400\">In the new film, the health and life insurance company reveals the powerful statement that \u2018you can live up to five years longer with Vitality*\u2019, which comes from the findings of a comprehensive study spanning seven years, from 465,000 Vitality members. The study, peer-reviewed by the London School of Economics (LSE),\u00a0 looked at the impact of going from an inactive lifestyle to an active one, finding it could reduce their mortality by up to 57%, which is equivalent to increasing their life expectancy by up to five years*.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The biggest improvements in life expectancy were seen in those who went on to be active five days a week, doing, for example, a run or walking 10,000 steps. Notably, those who increased their activity levels by a lesser extent &#8211; getting active only one or two days a week \u2013 could still increase their life expectancy, on average, by over two years**, demonstrating that even small lifestyle changes can lead to significant health benefits.<\/span><\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p><span style=\"font-weight: 400\">Developed in partnership with its<\/span><span style=\"font-weight: 400\"> agency of record, <\/span><b>VCCP<\/b><span style=\"font-weight: 400\">, the campaign challenges the traditional perception of life insurance as a distant safety net. Instead, Vitality demonstrates how life insurance can become an active tool for improving everyday life. By encouraging and rewarding people for physical activity and healthy habits, Vitality demonstrated it can help its members live for up to five years longer.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Since the launch of \u2018Move Forward with Vitality\u2019 in October 2023, the campaign has driven significant business success, recently winning best financial services campaign at the Marketing Week Awards 2024.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Since the campaign launched, Vitality has increased brand trust by 11ppt, and more than doubled the number of additional lives covered than in the previous year&#8217;s campaign period. And through the significant increases in Business performance, helped more people on lower incomes get their health moving forward, not just those with the means to take out Health or Life insurance.<\/span><\/p>\n<p><span style=\"font-weight: 400\">VCCP\u2019s global content creation studio <\/span><b>Girl&amp;Bear <\/b><span style=\"font-weight: 400\">commissioned production company, <\/span><b>Rattling Stick<\/b><span style=\"font-weight: 400\"> to bring to life the new \u2018Life\u2019s<\/span><span style=\"font-weight: 400\"> pretty good\u2019 <\/span><span style=\"font-weight: 400\">campaign<\/span><span style=\"font-weight: 400\"> with media led by<\/span><b> Walk-In Media<\/b><span style=\"font-weight: 400\">. <\/span><span style=\"font-weight: 400\">The campaign launches today and will run across the UK throughout 2025, appearing on TV, OLV, Social and radio.\u00a0<\/span><\/p>\n<p><b>Keith Kropman, Chief Marketing Officer at Vitality said: <\/b><span style=\"font-weight: 400\">\u201cLaunching our campaign this week, has been a chance for us to bring to life the real and meaningful difference our life insurance has on our members.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">\u201cThe campaign focuses on Vitality\u2019s unique approach to health and wellbeing, and how by embedding this<\/span><span style=\"font-weight: 400\"> within our insurance, we are actively demonstrating how life insurance can become an active tool for improving everyday life.\u00a0<\/span><\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-carousel-ZhuWJ0 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\/2025\/01\/2-1.png 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/2-1.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\/3.png 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/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\/2025\/01\/4.png 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/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\/2025\/01\/5.png 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/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>\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                            <\/ol>\r\n        \r\n      <\/div>\r\n\r\n    <\/div>\r\n  <\/section>\r\n<\/div>\n\n<div class=\"lazyblock-quote-full-width-ZjlHJi 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 campaign focuses on Vitality\u2019s unique approach to health and wellbeing, and how by embedding this within our insurance, we are actively demonstrating how life insurance can become an active tool for improving everyday life. \n        <cite>Keith Kropman, Chief Marketing Officer at Vitality<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":64,"template":"","class_list":["post-19475","work","type-work","status-publish","hentry"],"acf":{"client_id":"10340","capability_ids":["988"],"hero_video":"","hero_image":{"ID":19476,"id":19476,"title":"TEMPLATE FOR WEBSITE (13)","filename":"TEMPLATE-FOR-WEBSITE-13.png","filesize":3623336,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/TEMPLATE-FOR-WEBSITE-13.png","link":"https:\/\/www.vccp.com\/uk\/work\/vitality\/vitality\/attachment\/template-for-website-13","alt":"","author":"64","description":"","caption":"","name":"template-for-website-13","status":"inherit","uploaded_to":19475,"date":"2025-01-08 14:07:45","modified":"2025-01-08 14:07:45","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\/TEMPLATE-FOR-WEBSITE-13-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/TEMPLATE-FOR-WEBSITE-13-300x169.png","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/TEMPLATE-FOR-WEBSITE-13-768x432.png","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/TEMPLATE-FOR-WEBSITE-13-1024x576.png","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/TEMPLATE-FOR-WEBSITE-13-1536x864.png","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/TEMPLATE-FOR-WEBSITE-13.png","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/TEMPLATE-FOR-WEBSITE-13-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/TEMPLATE-FOR-WEBSITE-13-1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/TEMPLATE-FOR-WEBSITE-13-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/TEMPLATE-FOR-WEBSITE-13-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/TEMPLATE-FOR-WEBSITE-13-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/TEMPLATE-FOR-WEBSITE-13-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/TEMPLATE-FOR-WEBSITE-13-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/TEMPLATE-FOR-WEBSITE-13-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/TEMPLATE-FOR-WEBSITE-13-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"Life's Pretty Good ","meta-description":"\u2018Life\u2019s Pretty Good\u2019: Vitality launches new campaign to redefine life insurance ","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/TEMPLATE-FOR-WEBSITE-13-1.png","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":10758,"post_author":"3","post_date":"2016-06-13 12:01:00","post_date_gmt":"2016-06-13 11:01:00","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cp\\u003eVitality ambassadors, including England Cricket captain Joe Root, Olympic gold medallist Jessica Ennis-Hill, five-time Paralympic champion Ellie Simmonds and England Rugby\u2019s Maro Itoje, are supporting the new \u2018Bring a Ball\u2019 campaign we\u2019ve launched with our client Vitality, the health and life insurer.\\u003c\/p\\u003e\\n\\u003cp\\u003eThe campaign aims to encourage the nation to be active through playing ball sports. The sport stars, which also include footballers Theo Walcott and Jordan Henderson, and England Netball coach Tracey Neville, will be starring in a series of videos revealing how playing ball sports helped to kick-start their careers, as well as their healthy lifestyles.\\u003c\/p\\u003e\",\"quote\":\"Launching the \u2018Bring a Ball\u2019 campaign for our client Vitality.\",\"blockId\":\"jCTxd\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-jCTxd\"} \/-->\n\n<!-- wp:lazyblock\/image-full-width {\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22Vitality-image-2%22,%22caption%22:%22%22,%22id%22:10760,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=10760%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/Vitality-image-2.jpg%22%7D\",\"blockId\":\"tD1BS\",\"blockUniqueClass\":\"lazyblock-image-full-width-tD1BS\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cp\\u003eThe \u2018Bring a Ball\u2019 campaign was launched off the back of Vitality\u2019s research, which showed that making small improvements to your lifestyle and behaving as an \u2018Everyday Athlete\u2019 can improve a person\u2019s life span by more than three years. Based on analysis of 6,600 members over the course of 12 months, Vitality found that previously sedentary people who increased their activity levels to the government recommended 150 minutes a week saw their life expectancy boosted by 3.1 years.\\u003cbr \/\\u003e\u00a0\\u003cbr \/\\u003eFurther research conducted by Vitality found the main barriers preventing people from taking part in sport or exercise include time constraints (31%), cost (21%) and lack of enjoyment (19%). To overcome these barriers, the campaign, which we created and are delivering, encourages people to take part in fun ball sports and to share photos of their friends and family playing games. Vitality will also be giving away various sports balls throughout the summer months, and offering the public a chance to upgrade their old, worn out equipment.\\u003c\/p\\u003e\",\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22Vitality-image-3%22,%22caption%22:%22%22,%22id%22:10761,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=10761%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/Vitality-image-3.jpg%22%7D\",\"blockId\":\"XF61K\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-XF61K\"} \/-->","post_title":"Bring a Ball with Vitality","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"bring-a-ball-with-vitality","to_ping":"","pinged":"","post_modified":"2020-08-24 14:57:24","post_modified_gmt":"2020-08-24 13:57:24","post_content_filtered":"","post_parent":10331,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=10758","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":10730,"post_author":"3","post_date":"2017-07-05 10:46:00","post_date_gmt":"2017-07-05 09:46:00","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cp\\u003eAs the only Health and Life insurer that rewards members for being healthy, Vitality\u2019s aim is to enhance the quality of people\u2019s lives. Their challenge was get their message out there, showcase their USP and drive affinity as a very positive brand.\\u003cbr \/\\u003e\\u003cbr \/\\u003eWe developed a progressive and integrated approach to partnership selection in order to maximise audience reach for the brand. The strategy included the acquisition of established sports properties to drive mass awareness and provide incentives (tickets, hospitality \\u0026amp; money can\u2019t buy experiences) to inspire customers to live a healthy life.\\u003cbr \/\\u003e\\u003cbr \/\\u003eVitality\u2019s sponsorship strategy has succeeded in reaching new audiences and driving customer engagement. The 13 identified sponsorship properties are providing a strong platform to promote the brand and its rewards-based approach to healthy living \u2013 a first for the Insurance sector.\\u003c\/p\\u003e\\n\\u003cdiv\\u003e\u00a0\\u003c\/div\\u003e\",\"quote\":\"Our team worked closely with Vitality to develop and bring to life a revolutionary approach to sponsorship\",\"blockId\":\"Z9jcLQ\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z9jcLQ\"} \/-->\n\n<!-- wp:lazyblock\/two-column-images {\"items\":\"%5B%7B%22image-768x768%22:%7B%22alt%22:%22%22,%22title%22:%22ROM5769%22,%22caption%22:%22%22,%22id%22:10732,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=10732%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/ROM5769.jpg%22%7D%7D,%7B%22image-768x768%22:%7B%22alt%22:%22%22,%22title%22:%22VitalityBournemouthOvers_302%22,%22caption%22:%22%22,%22id%22:10733,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=10733%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/VitalityBournemouthOvers_302.jpg%22%7D%7D%5D\",\"blockId\":\"2pIeJD\",\"blockUniqueClass\":\"lazyblock-two-column-images-2pIeJD\"} \/-->","post_title":"Changing health and life insurance for good","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"changing-health-and-life-insurance-for-good","to_ping":"","pinged":"","post_modified":"2020-08-24 14:34:19","post_modified_gmt":"2020-08-24 13:34:19","post_content_filtered":"","post_parent":10331,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=10730","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":19466,"post_author":"57","post_date":"2025-01-08 09:03:00","post_date_gmt":"2025-01-08 09:03:00","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"1044746390\",\"blockId\":\"1td2n9\",\"blockUniqueClass\":\"lazyblock-video-1td2n9\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eToday, \\u003c\/span\\u003e\\u003cb\\u003eCadbury \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ehas unveiled its latest campaign in its celebrated \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCadbury Dairy Milk \u2018Gen\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eerosity\u2019 brand platform, \u2018There\u2019s a Glass and a Half in Everyone\u2019.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCreated in partnership with its global agency of record, \\u003c\/span\\u003e\\u003cb\\u003eVCCP,\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e the campaign furthers Cadbury\u2019s mission to inspire acts of generosity while highlighting how gifting chocolate can serve as a powerful gesture of kindness and connection.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u2018Memory\u2019 marks the seventh year of Cadbury\u2019s generosity brand platform, a globally recognised campaign known for its heartfelt and emotional storytelling. The campaign continues to resonate with audiences by highlighting meaningful, relatable moments that celebrate the power of generosity whilst also challenging industry conventions by focusing on small, emotional moments rather than action-packed narratives.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe multi-award-winning campaign, which includes previous films such as \u2018Mum\u2019s Birthday\u2019, \u2018Fence\u2019, \u2018Bus\u2019 has garnered widespread recognition, including winning D\\u0026amp;AD pencils, British Arrows and effectiveness awards from the IPA, Marketing Week and The Marketing Society.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAt the heart of the campaign is a 60 second film that tells a moving story of a daughter and her father written by Simon Connor, directed by acclaimed director Steve Rogers (who also directed previous Cadbury films \u2018Garage\u2019 and \u2018Speakerphone\u2019) and produced by Biscuit Filmworks.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe film opens with a daughter visiting her father at his home, a bar of Cadbury Wholenut chocolate in hand. Her father, living with dementia, smiles at the sight of the chocolate, recognising it as a gift his daughter has bought him since she was a child. In this moment, he doesn\u2019t recognise her as his daughter. Instead, he begins to tell her how this ritual gifting always makes his wife laugh - because, as he proudly reveals, he\u2019s always hated nuts.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe daughter can\u2019t help but laugh, touched by the idea that her father has kept this secret for so long. As he looks at her earnestly, he asks her not to tell his 'daughter' - meaning her - about the secret, because \\u0022it makes her so happy\\u0022 the daughter responds softly. \\u0022It does.\\u0022 She recognises the quiet generosity of her father\u2019s long-held secret, something he\u2019s kept hidden from her all these years, despite not always remembering who she is.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCadbury is committed to telling inclusive stories rooted in human truths that are representative of the nation. To ensure the story\u2019s accurate portrayal of people living with dementia, Cadbury consulted with specialists throughout the development of the film.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCadbury has extended its partnership with Alzheimer\u2019s Research UK, the UK\u2019s leading dementia research charity, into 2025. The two organisations first joined together in 2024 to celebrate the role of Cadbury in the nation\u2019s shared memories and to support the charity\u2019s mission for a cure for dementia.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eElise Burditt, Senior Marketing Director at Cadbury\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, said: \u201cAt Cadbury, we believe that generosity has the power to bring people closer together. \u2018Memory\u2019 illustrates how even a small gesture, like gifting a bar of chocolate, can hold deep meaning and connect us in unexpected ways. We\u2019re incredibly proud to continue to work with Alzheimer\u2019s Research UK to support their vitally important work.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eNikhil Nicholas, Global Equity Lead, Cadbury,\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e said, \u201cIt\u2019s been an amazing journey, and we are very excited to launch our latest instalment of the generosity platform. This campaign is a continuation of our commitment to shining a spotlight on the really small everyday acts of generosity that are packed with emotion, bringing us closer to each other.\u201d\u00a0\u00a0\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eChris Birch \\u0026amp; Jonathan Parker, Executive Creative Directors at VCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, added: \u201cWe\u2019re incredibly proud to continue our partnership with Cadbury on \u201cThere\u2019s a Glass and a Half in Everyone\u201d. \u2018Memory\u2019 is a beautifully told tale that centres around, surprisingly, a long standing deceit. Yet it couldn\u2019t be more generous. We hope people love it. The writing is straight from the heart.\\u0022\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eHilary Evans-Newton, Chief Executive at Alzheimer's Research UK\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, added: \u201cWe welcome this new ad from our partner, Cadbury, that tells a heartwarming story, featuring a father with dementia. With almost one million people living with dementia in the UK alone, it is great to see an iconic national brand representing people with dementia in such a sensitive and respectful way. We want to thank Cadbury for continuing to stand with Alzheimer\u2019s Research UK for a cure.\u201d\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u2018Memory\u2019 was brought to life with the help of VCCP\u2019s global content production studio \\u003c\/span\\u003e\\u003cb\\u003eGirl\\u0026amp;Bear\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e with media led by\\u003c\/span\\u003e\\u003cb\\u003e Publicis Media\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and PR led by \\u003c\/span\\u003e\\u003cb\\u003eOgilvy\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e. \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe film will run across the UK throughout 2025, appearing on TV, VOD, YouTube, and in cinemas.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"20TIUJ\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-20TIUJ\"} \/-->\n\n<!-- wp:lazyblock\/carousel {\"items\":\"%5B%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%221%22,%22caption%22:%22%22,%22description%22:%7B%22raw%22:%22%22,%22rendered%22:%22%3Cp%20class=%5C%22attachment%5C%22%3E%3Ca%20href='https:\/\/www.vccp.com\/wp-content\/uploads\/2025\/01\/1.png'%3E%3Cimg%20width=%5C%22300%5C%22%20height=%5C%22169%5C%22%20src=%5C%22https:\/\/www.vccp.com\/wp-content\/uploads\/2025\/01\/1-300x169.png%5C%22%20class=%5C%22attachment-medium%20size-medium%5C%22%20alt=%5C%22%5C%22%20loading=%5C%22lazy%5C%22%20srcset=%5C%22https:\/\/www.vccp.com\/wp-content\/uploads\/2025\/01\/1-300x169.png%20300w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2025\/01\/1-1024x576.png%201024w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2025\/01\/1-768x432.png%20768w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2025\/01\/1-1536x864.png%201536w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2025\/01\/1.png%201920w%5C%22%20sizes=%5C%22(max-width:%20300px)%20100vw,%20300px%5C%22%20\/%3E%3C\/a%3E%3C\/p%3E%5Cn%22%7D,%22id%22:19472,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=19472%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2025\/01\/1.png%22,%22sizes%22:%22%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%222%22,%22caption%22:%22%22,%22description%22:%7B%22raw%22:%22%22,%22rendered%22:%22%3Cp%20class=%5C%22attachment%5C%22%3E%3Ca%20href='https:\/\/www.vccp.com\/wp-content\/uploads\/2025\/01\/2.png'%3E%3Cimg%20width=%5C%22300%5C%22%20height=%5C%22169%5C%22%20src=%5C%22https:\/\/www.vccp.com\/wp-content\/uploads\/2025\/01\/2-300x169.png%5C%22%20class=%5C%22attachment-medium%20size-medium%5C%22%20alt=%5C%22%5C%22%20loading=%5C%22lazy%5C%22%20srcset=%5C%22https:\/\/www.vccp.com\/wp-content\/uploads\/2025\/01\/2-300x169.png%20300w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2025\/01\/2-1024x576.png%201024w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2025\/01\/2-768x432.png%20768w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2025\/01\/2-1536x864.png%201536w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2025\/01\/2.png%201920w%5C%22%20sizes=%5C%22(max-width:%20300px)%20100vw,%20300px%5C%22%20\/%3E%3C\/a%3E%3C\/p%3E%5Cn%22%7D,%22id%22:19473,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=19473%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2025\/01\/2.png%22,%22sizes%22:%22%22%7D%7D%5D\",\"arrow-controls\":true,\"dot-controls\":true,\"blockId\":\"Z2dNI9W\",\"blockUniqueClass\":\"lazyblock-carousel-Z2dNI9W\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"At Cadbury, we believe that generosity has the power to bring people closer together. \u2018Memory\u2019 illustrates how even a small gesture, like gifting a bar of chocolate, can hold deep meaning and connect us in unexpected ways. \",\"quotee\":\"Elise Burditt, Senior Marketing Director at Cadbury\",\"blockId\":\"20JA7h\",\"blockUniqueClass\":\"lazyblock-quote-full-width-20JA7h\"} \/-->","post_title":"Memory","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"memory","to_ping":"","pinged":"","post_modified":"2025-02-10 13:06:16","post_modified_gmt":"2025-02-10 13:06:16","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=19466","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":[]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work\/19475","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=19475"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}