{"id":21561,"date":"2026-06-05T17:36:27","date_gmt":"2026-06-05T16:36:27","guid":{"rendered":"https:\/\/www.vccp.com\/uk\/?post_type=work&#038;p=21561"},"modified":"2026-08-06T11:14:31","modified_gmt":"2026-08-06T10:14:31","slug":"royal-london-flips-the-script-in-works-for-you","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/royal-london\/royal-london-flips-the-script-in-works-for-you","title":{"rendered":"Royal London Flips the Script in \u2018Works For You\u2019\u00a0"},"content":{"rendered":"<div class=\"lazyblock-text-full-width-1wByVs 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;\">We\u2019re helping Royal London put its customer-owned model front and center with our new campaign: \u2018Royal London Works For You\u2019.<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">As the UK&#8217;s largest customer-owned life, pensions, and investment company, the brand is reframing what it means to run a business for its members rather than corporate shareholders.<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">The campaign centers on two short films that play with traditional corporate dynamics by treating everyday customers like executive bosses &#8211; whether that\u2019s a security guard greeting a family car with &#8220;Morning boss&#8221; or customers running the show in a high-powered boardroom meeting.<\/span><\/p>\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-video-2uEKjw 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\/1197395462?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0&amp;h=cab33eb15d\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-text-full-width-ZWi1NL 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;\">Produced with our global content studio Girl&amp;Bear, the wider campaign extends across outdoor posters, social, print, and radio. Corporate group portraits swap out typical executives for everyday customers, capturing the real decision-makers behind the brand.<\/span><\/p>\n  <\/div>\n<\/section><\/div>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"512\" src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/google-docs-image-8-1024x512.jpg\" alt=\"\" class=\"wp-image-21562\" srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/google-docs-image-8-1024x512.jpg 1024w, https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/google-docs-image-8-300x150.jpg 300w, https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/google-docs-image-8-768x384.jpg 768w, https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/google-docs-image-8-1536x768.jpg 1536w, https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/google-docs-image-8-1920x960.jpg 1920w, https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/google-docs-image-8.jpg 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n<div class=\"lazyblock-text-full-width-Z2kIscA 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;\">&#8220;This marks an important moment in how we show up as Royal London \u2013 a clearer, stronger expression of who we are and what makes us different. A big part of what makes us special is that we\u2019re customer owned. When people understand that, trust and connection grows. \u2018Royal London Works for You\u2019 brings customer ownership to life in a way that is simple and powerful, as well as delivering a double meaning which highlights that we offer valuable solutions. It\u2019s more than a strapline. It\u2019s how we run our business and the decisions we make every day.&#8221;<\/span><\/p>\n<p style=\"text-align: left;\"><i><span style=\"font-weight: 400;\">Susie Logan, Group Chief Marketing Officer at Royal London<\/span><\/i><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">&#8220;It\u2019s fantastic to see Royal London positioned where they should be. They have a standout point of difference and now they have the standout work to match. It\u2019s the perfect time in popular culture to celebrate ordinary people, and we\u2019re excited to continue bringing our customer \u2018bosses\u2019 world to life.&#8221;<\/span><\/p>\n<p style=\"text-align: left;\"><i><span style=\"font-weight: 400;\">Laura Muse, Creative Director<\/span><\/i><\/p>\n  <\/div>\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":77,"template":"","class_list":["post-21561","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988"],"client_id":"10194","hero_video":"","hero_image":{"ID":21564,"id":21564,"title":"Royal London, VCCP","filename":"Website-Assets-1-Website-Hero-Banner-2.jpeg","filesize":264743,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Website-Assets-1-Website-Hero-Banner-2.jpeg","link":"https:\/\/www.vccp.com\/uk\/work\/royal-london\/royal-london-flips-the-script-in-works-for-you\/attachment\/website-assets-1-website-hero-banner-2-2","alt":"Group of people sat around a table in a board room, campaign for Royal London, VCCP","author":"77","description":"","caption":"","name":"website-assets-1-website-hero-banner-2-2","status":"inherit","uploaded_to":21561,"date":"2026-08-04 15:16:43","modified":"2026-08-04 15:17:29","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\/2026\/08\/Website-Assets-1-Website-Hero-Banner-2-150x150.jpeg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Website-Assets-1-Website-Hero-Banner-2-300x113.jpeg","medium-width":300,"medium-height":113,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Website-Assets-1-Website-Hero-Banner-2-768x288.jpeg","medium_large-width":640,"medium_large-height":240,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Website-Assets-1-Website-Hero-Banner-2-1024x384.jpeg","large-width":640,"large-height":240,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Website-Assets-1-Website-Hero-Banner-2-1536x576.jpeg","1536x1536-width":1536,"1536x1536-height":576,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Website-Assets-1-Website-Hero-Banner-2.jpeg","2048x2048-width":1920,"2048x2048-height":720,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Website-Assets-1-Website-Hero-Banner-2.jpeg","Header-width":1920,"Header-height":720,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Website-Assets-1-Website-Hero-Banner-2-720x720.jpeg","Square-width":720,"Square-height":720}},"meta-title":"Royal London Flips the Script in \u2018Works For You\u2019 | VCCP","meta-description":"Royal London and VCCP launch 'Royal London Works For You', a new campaign highlighting the brand's customer-owned model by treating everyday members like executive bosses.","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Website-Assets-3-Website-Social-Image-2.jpeg","related_content_title":"You may also like","relateditems":false,"hide_related_items":[],"visible_on_home_page":["1"],"websites_to_publish":["1","10"]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work\/21561","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=21561"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}