{"id":20588,"date":"2025-10-29T16:51:53","date_gmt":"2025-10-29T16:51:53","guid":{"rendered":"https:\/\/www.vccp.com\/uk\/?post_type=work&#038;p=20588"},"modified":"2025-11-04T11:53:11","modified_gmt":"2025-11-04T11:53:11","slug":"moments-of-progress","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/barclays\/moments-of-progress","title":{"rendered":"Moments of progress"},"content":{"rendered":"<div class=\"lazyblock-text-full-width-SwSsx 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;\"><b>Barclays <\/b><span style=\"font-weight: 400;\">launches a major new brand campaign<\/span> <span style=\"font-weight: 400;\">developed with global creative agency of record <\/span><a href=\"https:\/\/www.vccp.com\/\"><b>VCCP<\/b><\/a><span style=\"font-weight: 400;\">. The campaign marks a bold new direction for one of the UK\u2019s most established financial institutions.<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">The wide-reaching, fully integrated campaign aims to drive reappraisal of<\/span><b> Barclays<\/b><span style=\"font-weight: 400;\"> as the bank best placed to help people, businesses and communities make meaningful progress. The campaign brings this notion to life by dramatising the defining moments when people choose to make a positive change in life or in business. Reflecting charming and relatable scenarios rather than the clich\u00e9s of banking advertising, the campaign demonstrates that <\/span><b>Barclays<\/b><span style=\"font-weight: 400;\"> has a crucial role in supporting people to take that next step, no matter what that may be. Whether it\u2019s the struggle to get on the housing ladder, the pressure to grow a business, or the noise of misleading financial advice online, it\u2019s easy to feel stuck. <\/span><b>Barclays<\/b><span style=\"font-weight: 400;\"> wants the UK to know that progress is possible, and the bank is here to help customers make it.\u00a0\u00a0<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Sitting at the heart of the campaign are two 60\u201d hero films directed by <\/span><b>David Shane<\/b><span style=\"font-weight: 400;\"> through <\/span><b>O Positive<\/b><span style=\"font-weight: 400;\">, supported by <\/span><b>VCCP\u2019s<\/b><span style=\"font-weight: 400;\"> content studio <\/span><a href=\"https:\/\/www.wearegirlandbear.com\/\"><b>Girl&amp;Bear<\/b><span style=\"font-weight: 400;\">.<\/span><\/a><span style=\"font-weight: 400;\"> \u2018<\/span><i><span style=\"font-weight: 400;\">Orca<\/span><\/i><span style=\"font-weight: 400;\">\u2019 shows a man at home with his mum, watching a nature documentary that sparks the decision to finally move out and get his own place sooner. This is made possible with the Mortgage Boost offering from Barclays. The second film, \u2018<\/span><i><span style=\"font-weight: 400;\">Skatepark<\/span><\/i><span style=\"font-weight: 400;\">\u2019, shows skateboarders watching two self-appointed \u2018finance gurus\u2019 spout misleading advice on social media. Instead of joining in, our main character, Isaac, turns to Barclays LifeSkills to help him gain money confidence. In both films, the campaign reflects modern British life with authenticity, humour and a distinctive brand voice.<\/span><\/p>\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-video-Z2jPExR 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\/1131351714?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0&amp;h=f0576b5d0b\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-text-full-width-25FLIO 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;\">30\u201d radio versions of \u2018<\/span><i><span style=\"font-weight: 400;\">Orca<\/span><\/i><span style=\"font-weight: 400;\">\u2019 and \u2018<\/span><i><span style=\"font-weight: 400;\">Skatepark<\/span><\/i><span style=\"font-weight: 400;\">\u2019 are also live from today, while out of home executions bring to life the \u2018moment of choice\u2019 &#8211; from witty decision trees to addressing commuters having to travel to the end of the line, still living with parents and saving for a home of their own.<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">As part of the wider campaign,<\/span><b> VCCP <\/b><span style=\"font-weight: 400;\">and<\/span><b> VCCP<\/b><span style=\"font-weight: 400;\">\u2019s<\/span> <span style=\"font-weight: 400;\">digital experience agency <\/span><b>Bernadette<\/b><span style=\"font-weight: 400;\"> also created a suite of <\/span><b>Barclays B2B <\/b><span style=\"font-weight: 400;\">assets, going live from 3rd November, aimed at C-suite and business leaders. The B2B aspect of the campaign encompasses OOH, radio, social, digital, as well as bespoke digital assets for the Financial Times and The Times. All assets highlight a familiar \u2018moment\u2019 within corporate life &#8211; from the moment a stakeholder decides to take the next step to grow their business to when they realise they need to take the threat of fraud more seriously, suggesting <\/span><b>Barclays <\/b><span style=\"font-weight: 400;\">as the solution via offerings such as their Business Prosperity Fund or their 24\/7 fraud protection.<\/span><\/p>\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-images-ZdjXJ3 wp-block-lazyblock-two-column-images\"><section class=\"fullwidth\">\n  <div class=\"container container--spaced-sm\">\n\n    <div class=\"row\" data-aos=\"fade-up\">\n      \n            <div class=\"col-md-6\">\n        <div class=\"grid-item grid-item--square\">\n\n          <picture>\n            <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/10\/Barclays-OOH-02.png 768w\">\n            <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/10\/Barclays-OOH-02.png\" alt=\"\" class=\"lazyload img-fluid grid-item-img\">\n          <\/picture>\n\n        <\/div>\n      <\/div>\n            <div class=\"col-md-6\">\n        <div class=\"grid-item grid-item--square\">\n\n          <picture>\n            <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/10\/Barclays-OOH-01.png 768w\">\n            <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/10\/Barclays-OOH-01.png\" alt=\"\" class=\"lazyload img-fluid grid-item-img\">\n          <\/picture>\n\n        <\/div>\n      <\/div>\n            \n    <\/div>\n\n  <\/div>\n<\/section>\n<\/div>\n\n<div class=\"lazyblock-text-full-width-Z1xzN0E 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;\">B2C social media executions led by <\/span><b>Born Social<\/b><span style=\"font-weight: 400;\">. deliver shorter-form cultural cut-through. All media planning was handled by <\/span><b>OMD<\/b><span style=\"font-weight: 400;\">, with digital performance assets by <\/span><b>RAPP.<\/b><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">The new creative direction is rooted in the insight, evidenced in partnership with research agency <\/span><b>Acacia Avenue, <\/b><span style=\"font-weight: 400;\">that<\/span> <span style=\"font-weight: 400;\">progress is an innate desire in all of us, but in today\u2019s uncertain world, no one can achieve it alone. Contemporary challenges like the housing crisis and continued business volatility means the nation needs a stable bedrock with modern solutions to make progress feel achievable. As an innovative force for over 330 years, this is a role that Barclays has immense credibility to fill in society. <\/span><\/p>\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-video-1HmoH6 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\/1131623233?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0&amp;h=f244bdd327\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-quote-full-width-2mVUVP 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        We set out to redefine the role Barclays plays in modern British life. Not just as a financial institution but as a genuine enabler of progress. This campaign is about recognising the real, often messy, moments when people decide to take action, and showing how Barclays can be there at those pivotal points. \n        <cite>Simon Groves, Group MD of Brand, Creative and Media at Barclays<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":77,"template":"","class_list":["post-20588","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988"],"client_id":"20114","hero_video":"","hero_image":{"ID":20592,"id":20592,"title":"Barclays' campaign hero image","filename":"Barclays-campaign-hero-image.jpg","filesize":283941,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/10\/Barclays-campaign-hero-image.jpg","link":"https:\/\/www.vccp.com\/uk\/work\/barclays\/moments-of-progress\/attachment\/barclays-campaign-hero-image","alt":"","author":"77","description":"","caption":"","name":"barclays-campaign-hero-image","status":"inherit","uploaded_to":20588,"date":"2025-10-29 09:37:40","modified":"2025-10-29 09:37:40","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":720,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/10\/Barclays-campaign-hero-image-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/10\/Barclays-campaign-hero-image-300x113.jpg","medium-width":300,"medium-height":113,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/10\/Barclays-campaign-hero-image-768x288.jpg","medium_large-width":640,"medium_large-height":240,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/10\/Barclays-campaign-hero-image-1024x384.jpg","large-width":640,"large-height":240,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/10\/Barclays-campaign-hero-image-1536x576.jpg","1536x1536-width":1536,"1536x1536-height":576,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/10\/Barclays-campaign-hero-image.jpg","2048x2048-width":1920,"2048x2048-height":720,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/10\/Barclays-campaign-hero-image.jpg","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/10\/Barclays-campaign-hero-image.jpg","Wide-width":1920,"Wide-height":720,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/10\/Barclays-campaign-hero-image-768x720.jpg","Square-width":768,"Square-height":720,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/10\/Barclays-campaign-hero-image-307x615.jpg","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/10\/Barclays-campaign-hero-image-768x720.jpg","Mobile-width":768,"Mobile-height":720,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/10\/Barclays-campaign-hero-image-1200x630.jpg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/10\/Barclays-campaign-hero-image-768x720.jpg","Grid-Item-Square-width":768,"Grid-Item-Square-height":720,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/10\/Barclays-campaign-hero-image-768x384.jpg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/10\/Barclays-campaign-hero-image-307x615.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"\u2018Moments of progress\u2019 is the first brand campaign by VCCP for Barclays' ","meta-description":"Barclays launches a major new brand campaign developed with global creative agency of record VCCP titled, \u2018Moments of progress\u2019. The campaign marks a bold new direction for one of the UK\u2019s most established financial institutions.","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/10\/Barclays-campaign-social-image.jpg","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":20544,"post_author":"57","post_date":"2025-10-17 12:41:01","post_date_gmt":"2025-10-17 11:41:01","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eToday, \\u003c\/span\\u003e\\u003cb\\u003eTransport for London (TfL) \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003elaunches a new campaign, \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\u2018Act Like a Friend\u2019\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e, building on its existing platform, developed with creative agency of record \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.vccp.com\/\\u0022\\u003e\\u003cb\\u003eVCCP\\u003c\/b\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e and \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.wppmedia.com\/\\u0022\\u003e\\u003cb\\u003eWPP Media\\u003c\/b\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\u2019s \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/wavemakerglobal.com\/\\u0022\\u003e\\u003cb\\u003eWavemaker\\u003c\/b\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e team, which developed the strategy and media planning. The campaign aims to empower passengers to safely intervene when they witness sexual harassment or hate crime on the network, while reinforcing the message that criminal behaviour has serious consequences.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\u00a0\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThis new behaviour change campaign launches during National Hate Crime Awareness Week (11-18 October) and shows Londoners ways to step in safely when they see someone being harassed or abused. Running alongside it is \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\u2018Tackling Crime\u2019\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e, a complementary strand that reminds perpetrators that enforcement is active, visible, and effective.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"SwSsx\",\"blockUniqueClass\":\"lazyblock-text-full-width-SwSsx\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"1126795528\",\"blockId\":\"Z2jPExR\",\"blockUniqueClass\":\"lazyblock-video-Z2jPExR\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eAt the heart of the \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\u2018Act Like a Friend\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\u2019 campaign is a powerful behavioural insight: in the moment, many Londoners want to help but aren\u2019t always sure how to. Research showed that people often feel paralysed without a clear, simple action. 'Act like a friend' answers this with easy, intuitive ways bystanders can defuse the situation by supporting the victim, rather than confronting the perpetrator - whether that is pretending to already know the victim, starting up a friendly conversation with them, or simply asking them if they are okay. By reframing bystander action as something as natural as \u201cbeing a friend\u201d, the campaign creates a safer space for travellers. This latest phase builds on \\u003c\/span\\u003e\\u003cb\\u003eTfL\u2019s\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e ongoing bystander intervention messaging\\u003c\/span\\u003e \\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003efirst launched in 2022, which encourages Londoners to intervene when it\u2019s safe to do so.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cb\\u003eWPP Media\u2019s Wavemaker\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e team played a central role in shaping and delivering this campaign, developing the overarching strategy and media planning to ensure the message resonated with Londoners in the right moments and spaces. By managing both TfL\u2019s extensive out-of-home estate and paid media, Wavemaker is creating a strong media presence across the transport network.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThe campaign kicked off with a preview event on 8th October 2025 at the\\u003c\/span\\u003e\\u003cb\\u003e London Transport Museum\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e featuring a Q\\u0026amp;A with \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eb\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eystanders, \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003ev\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eictims and \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003ep\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eolicing and \\u003c\/span\\u003e\\u003cb\\u003eViolence Against Women and Girls (VAWG\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e) stakeholders. This was followed by a full cinema launch at general screenings across \\u003c\/span\\u003e\\u003cb\\u003ePearl \\u0026amp; Dean and Digital Cinema Media (DCM) sites\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThe 120\u201d hero film was directed by \\u003c\/span\\u003e\\u003cb\\u003eEdem Kelman\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e, a film maker with a background in compelling human story-telling. He was brought onboard with the project, to sensitively do justice to the campaign's real stories of Londoners 'acting like a friend'.\\u0022 \\u003c\/span\\u003e\\u003cb\\u003eMy Accomplice\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e and \\u003c\/span\\u003e\\u003cb\\u003eVCCP\u2019s\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e content studio \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.wearegirlandbear.com\/\\u0022\\u003e\\u003cb\\u003eGirl\\u0026amp;Bear\\u003c\/b\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e led production across the hero film and cutdowns for digital, broadcast on video on demand and social. The film is supported by a wider multi-channel rollout spanning digital out-of-home, out-of-home, online video, social and targeted activations. Partnerships with \\u003c\/span\\u003e\\u003cb\\u003eCrystal Palace FC\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e, \\u003c\/span\\u003e\\u003cb\\u003eFulham FC\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e and \\u003c\/span\\u003e\\u003cb\\u003eTottenham Hotspur\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e will extend the message into local communities through contextually relevant prompts that will make the behaviour easy and achievable in the moment. Out-of-home executions also showcase three additional true bystander stories, using the same conversation starters Londoners shared in real incidents to show support to fellow passengers.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"25FLIO\",\"blockUniqueClass\":\"lazyblock-text-full-width-25FLIO\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"Sharing real ways other Londoners have \u2018acted like a friend\u2019 reminds us that we all have the capacity to do the right thing - if we\u2019re equipped with the right knowledge.\",\"quotee\":\"Zo\u00eb Stock, Creative Director at VCCP\",\"blockId\":\"fYd0m\",\"blockUniqueClass\":\"lazyblock-quote-full-width-fYd0m\"} \/-->\n\n<!-- wp:lazyblock\/carousel 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\/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eRunning in parallel is \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\u2018Tackling Crime\u2019\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e, an evolution of \\u003c\/span\\u003e\\u003cb\\u003eTfL\u2019s\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e earlier \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\u2018Staff Abuse Has Consequences\u2019\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e. It highlights real cases of crime on the network and the resulting prosecutions - a clear reminder that offences carry consequences.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThis campaign supports \\u003c\/span\\u003e\\u003cb\\u003eTfL\u2019s\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e wider strategy to improve safety across the network, which includes enhanced station lighting and CCTV, active enforcement in partnership with the \\u003c\/span\\u003e\\u003cb\\u003eMetropolitan Police\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e and \\u003c\/span\\u003e\\u003cb\\u003eBritish Transport Police\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e, and ongoing collaboration with community and advocacy groups. To mark National Hate Crime Awareness Week, \\u003c\/span\\u003e\\u003cb\\u003eTfL\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e is also partnering with \\u003c\/span\\u003e\\u003cb\\u003eProtection Approaches\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e - a national charity working to prevent identity-based violence and to deliver more free active bystander training session for the public, funded by \\u003c\/span\\u003e\\u003cb\\u003eMayor\u2019s Office for Policing and Crime\u2019s (MOPAC)\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e Shared Endeavour Fund. Throughout the week, \\u003c\/span\\u003e\\u003cb\\u003eTfL\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e will also host a series of hate crime awareness events across the network, including at Edmonton and Stratford bus stations, and Euston and Waterloo railway stations. The work strikes a balance between showing \\u003c\/span\\u003e\\u003cb\\u003eTfL\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\u2019s role in enforcement and encouraging Londoners to play theirs.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cb\\u003eMiranda Leedham, Head of Customer Marketing \\u0026amp; Behaviour Change at TfL, said\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e: \u201cWe know that Londoners want to help when they see someone being harassed or abused. This campaign gives them a simple, effective way to do just that \u2013 by acting like a friend. Alongside this, we\u2019re reminding everyone that criminal behaviour on our network will lead to real consequences. Together, we can make London\u2019s transport safer and more inclusive for all.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cb\\u003eZo\u00eb Stock, Creative Director at VCCP, added\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e: \\u0022This campaign taps into something most Londoners can relate to: wanting to help but not knowing how in the moment. We needed to give people a behaviour that is simple, safe, but most importantly natural. Sharing real ways other Londoners have \u2018acted like a friend\u2019 reminds us that we all have the capacity to do the right thing\u2014 if we\u2019re equipped with the right knowledge.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cb\\u003eOIiver Halliwell, Client Managing Director at Wavemaker UK, said: \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\u201cWe\u2019re proud to have partnered with TfL on such an important campaign. Advertising has the power to drive positive change, and this campaign brings powerful stories from real Londoners to life to encourage us all to support one another and stand up to hate crime when safe to do so. It\u2019s an important call to action from TfL, empowering people to act and helping make the transport network, and our city, a safer place for everyone.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThe campaign will run from today to 24th November across cinema, digital, social and out-of-home channels.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z1xzN0E\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z1xzN0E\"} \/-->\n\n<!-- wp:paragraph -->\n<p><\/p>\n<!-- \/wp:paragraph -->","post_title":"Act Like a Friend","post_excerpt":"","post_status":"draft","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"act-like-a-friend","to_ping":"","pinged":"","post_modified":"2026-02-18 09:07:52","post_modified_gmt":"2026-02-18 09:07:52","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/uk\/?post_type=work&#038;p=20544","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":20537,"post_author":"77","post_date":"2025-10-10 17:13:55","post_date_gmt":"2025-10-10 16:13:55","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cb\\u003eCadbury\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e has unveiled \u2018 \u2018All Heroes, No Zeros\u2019, a major new integrated campaign and brand platform for the much-loved \\u003c\/span\\u003e\\u003cb\\u003eCadbury Heroes\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e, created by global creative agency of record \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.vccp.com\/uk\/\\u0022\\u003e\\u003cb\\u003eVCCP\\u003c\/b\\u003e\\u003c\/a\\u003e\\u003cb\\u003e.\u00a0\\u003c\/b\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\u2018All Heroes, No Zeros\u2019 positions \\u003c\/span\\u003e\\u003cb\\u003eHeroes\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e as the ultimate brand for sharing, where every chocolate has earned its place. The lighthearted campaign draws on the insight that while other assortment brands have obvious fan favourites, \\u003c\/span\\u003e\\u003cb\\u003eHeroes \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003estands apart: there are no fillers, no hierarchy of favourites, no least-loved flavour left in the tub once everyone has got stuck in. To bring this to life, the campaign celebrates some of the UK\u2019s most iconic bands, teams, line-ups and historical figures - both real and fictional.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThe campaign leads with a series of high impact OOH, including Piccadilly Lights, and celebrates the best of the best \u2018groups\u2019 across culture, music, history and sport by reimagining them as \\u003c\/span\\u003e\\u003cb\\u003eHeroes\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e chocolates: from \\u003c\/span\\u003e\\u003cb\\u003eQueen\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e, to \\u003c\/span\\u003e\\u003cb\\u003eSanta\u2019s reindeers \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eto \\u003c\/span\\u003e\\u003cb\\u003eRobin Hood and his Merry Men\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e, to \\u003c\/span\\u003e\\u003cb\\u003eArsenal Women Football Club\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e, even characters from \\u003c\/span\\u003e\\u003cb\\u003ePride \\u0026amp; Prejudice\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e to coincide with the 250th anniversary of \\u003c\/span\\u003e\\u003cb\\u003eJane Austen's\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e birth. Through each activation, the campaign lands the idea of \u2018All Heroes, No Zeros\u2019.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThe campaign was created by \\u003c\/span\\u003e\\u003cb\\u003eVCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e creatives Ted Price and Adam Jackson. The film was directed by award-winning stop-motion specialist \\u003c\/span\\u003e\\u003cb\\u003eAnthony Farquar-Smith\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e through production company \\u003c\/span\\u003e\\u003cb\\u003eNot To Scale\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e, in collaboration with \\u003c\/span\\u003e\\u003cb\\u003eVCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e's global content creation studio \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.wearegirlandbear.com\/\\u0022\\u003e\\u003cb\\u003eGirl\\u0026amp;Bear\\u003c\/b\\u003e\\u003c\/a\\u003e\\u003cb\\u003e. \\u003c\/b\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThe campaign includes a playful 30\u201d spot which reimagines the inside of a tub of \\u003c\/span\\u003e\\u003cb\\u003eCadbury Heroes\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e as a sell-out stadium concert where every person is transformed into a \\u003c\/span\\u003e\\u003cb\\u003eHeroes\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e chocolate. As we fly across the crowd, \\u003c\/span\\u003e\\u003cb\\u003eHeroes\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e versions of rock royalty \\u003c\/span\\u003e\\u003cb\\u003eQueen\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e take to the stage: Freddie Mercury as a \\u003c\/span\\u003e\\u003cb\\u003eCrunchie Bits\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e, Brian May as a \\u003c\/span\\u003e\\u003cb\\u003eDairy Milk\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e, Roger Taylor as a \\u003c\/span\\u003e\\u003cb\\u003eDinky Decker\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e, and a \\u003c\/span\\u003e\\u003cb\\u003eDairy Milk Caramel\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e John Deacon. As the camera pans up and out of the stadium a \\u003c\/span\\u003e\\u003cb\\u003eWispa\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e fan finds it all too much, and a \\u003c\/span\\u003e\\u003cb\\u003eCreme Egg Twisted\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e crowdsurfs before the voiceover delivers the end line: \u201cThe best groups are all heroes, no zeros - like \\u003c\/span\\u003e\\u003cb\\u003eCadbury Heroes\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\u201d.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eSimon Connor, Creative Director at VCCP added:\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e \\u0022Queen. The Full English. The Arsenal Women Champions League Winners. The best things in life really are All Heroes, No zeros, just like Cadbury Heroes.\\u0022\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eChris Birch and Jonny Parker, CCOs at VCCP, added: \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e\\u0022Celebrating the best of British Heroes on Cadbury Heroes. Who wouldn\u2019t want to see Freddie Mercury as a Crunchie Bits, Brian May as a Dairy Milk, Roger Taylor as a Dinky Decker and John Deacon as a Caramel? Heroes one and all!\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThe campaign spans across BVOD, OOH and radio and is live from today, running across the UK. Media planning and buying was led by \\u003c\/span\\u003e\\u003cb\\u003ePublicis Media UK\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e. Supporting activity across organic social and eCRM was led by \\u003c\/span\\u003e\\u003cb\\u003eElvis\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e. \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eTalent licensing was managed by\\u003c\/span\\u003e\\u003cb\\u003e Sonia Bouadma \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eat \\u003c\/span\\u003e\\u003cb\\u003eSB-licensing\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e. Custom-designed font inspired by the individual chocolates in the \\u003c\/span\\u003e\\u003cb\\u003eHeroes\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e tub was created by \\u003c\/span\\u003e\\u003cb\\u003eMarks\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z1uOHLU\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z1uOHLU\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"This campaign came from a simple but powerful observation \u2013 that Heroes are full of bangers. Not just one or two favourites, but a genuinely great mix, with something for everyone. It felt like a brilliant analogy for the line-ups we all know and love \u2013 where everyone\u2019s got something special to bring.\",\"quotee\":\"Emma Paxton, Marketing Manager at Mondelez\",\"blockId\":\"Z2dH71V\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Z2dH71V\"} \/-->","post_title":"All Heroes. No Zeros","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"all-heroes-no-zeros","to_ping":"","pinged":"","post_modified":"2025-10-10 17:37:37","post_modified_gmt":"2025-10-10 16:37:37","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/uk\/?post_type=work&#038;p=20537","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":20426,"post_author":"77","post_date":"2025-09-01 11:58:08","post_date_gmt":"2025-09-01 10:58:08","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cstrong\\u003ePrimark\\u003c\/strong\\u003e launches a bold new campaign celebrating the power of great denim without the premium price tag, \u2018In Denim We Can\u2019. Created by global creative agency of record VCCP, the campaign is the first expression of Primark\u2019s new brand platform \u2018That\u2019s So Primark\u2019 in the UK.\\u003c\/p\\u003e\\n\\u003cp\\u003e\u2018In Denim We Can\u2019 positions Primark as the go-to for great quality, stylish denim at incredible value this Autumn: from classic fits to on-trend tops, Primark\u2019s new Autumn\/Winter 25 collection starts from just \u00a312. Rooted in the insight that the right pair of jeans has the power to transform your mood - and what you feel capable of - \u2018In Denim We Can\u2019 is a celebration of the fact that at Primark, you don't need to pay premium prices to get your hands on denim that makes you feel ready to take on anything the day might throw your way.\\u003c\/p\\u003e\\n\\u003cp\\u003eBuilding on the brand\u2019s strong social-first, influencer-led strategy, this market-first fully-integrated campaign extends into mass-reach platforms such as TV, out-of-home, in-store, transport wraps and digital.\\u003c\/p\\u003e\\n\\u003cp\\u003eIt kicks off confidently with a hero film - Primark\u2019s first ever UK TV spot. Directed by Grammy award-winning filmmaker Nadia Marquard Otzen through Academy Films, the spot was choreographed by acclaimed movement director Ryan Heffington. Set to a 1979 cover of \u2018I Heard It Through The Grapevine\u2019, by London-based, women-only 70s punk band The Slits, shows women dressed in Primark denim moving through their morning routine: waking up, brushing their teeth, getting dressed, leaving their homes and making their way across the city - moving with power, freedom and confidence. The result is a dynamic, dance-led visual celebration of the spirit you feel when denim fits just right: strength, resilience, and freedom of movement.\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\u2018In Denim We Can\u2019 campaign builds on Primark\u2019s strong branding foundations developed in partnership with VCCP. Central to this is the use of the \u2018Primark Portal\u2019 - a distinctive branding device that clearly frames campaign assets and drives distinctiveness across every touchpoint. The campaign also supports the GB-wide rollout of Primark\u2019s Click \\u0026amp; Collect service, which will feature as a key call-to-action across comms.\\u003c\/p\\u003e\\n\\u003cp\\u003eThe campaign was produced by Girl\\u0026amp;Bear, VCCP\u2019s global content creation studio, with PR led by Weber Shandwick and Momentum. Media strategy and buying was managed by Publicis Media UK.\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eNikki Lindman, Creative Director at VCCP\\u003c\/strong\\u003e, added: \\u0022\u2019In Denim We Can\u2019 brings to life the universal truth - that strength is found in denim, not just as clothing, but as a feeling - We all know that when we slip on some fab fitting denim, we feel stronger, tougher, capable, sassier - it\u2019s confidence in fabric form, basically.\u201d\\u003c\/p\\u003e\",\"blockId\":\"Z1uOHLU\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z1uOHLU\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"1111012741\",\"blockId\":\"rHsfv\",\"blockUniqueClass\":\"lazyblock-video-rHsfv\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"\u201cAt a time when value matters more than ever to shoppers, we\u2019re more confident than ever in what Primark offers - great style, quality and affordability. We\u2019ve raised the bar on our denim and are launching our best denim collection yet, so now felt like the right moment to go bigger, both creatively and in media.\u201d\",\"quotee\":\"Wendy Duggan, Marketing Director at Primark\",\"blockId\":\"Z2dH71V\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Z2dH71V\"} \/-->","post_title":"In Denim We Can","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"in-denim-we-can","to_ping":"","pinged":"","post_modified":"2025-09-01 11:58:08","post_modified_gmt":"2025-09-01 10:58:08","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/uk\/?post_type=work&#038;p=20426","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\/20588","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\/77"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=20588"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}