Thinkbox
The Co-op’s latest commercial – a stop-motion animation with every single frame printed on till receipt paper, then filmed – is the unique, category-convention-busting winner of the latest Thinkboxes award for TV advertising creativity.
“If you were inventing a business today, you’d do right by people … all people”, the film begins. Action then highlights the Co-op’s economic value – lowering prices on things people buy, and social value – investing in communities, schools and neighbourhoods.
The 60-second commercial “Owned by you, right by you” launched a bold new brand platform and integrated campaign to remind the British public of the origins and values of the UK’s largest co-operative. VCCP won the 180-year-old brand’s account this year.
“We needed to reintroduce Co-op to the nation. The co-operative difference ‘baked’ into our brand name had been forgotten over time,” Mel Matson, Co-op marketing director for food and masterbrand, explains.
To read the full article visit Campaign.co.uk
Co-op: Owned By You, Right by You
- Agency: VCCP
- Creative team: Chris Birch, executive creative director; Jonny Parker, executive creative director; Jason Keet, creative director; James Hodson, creative director
- Client: Amy Banks, head of marketing, Co-op
- Production company: Blinkink
- Director: Sam Gainsborough
Barclays: Kids world
- Agency: BBH
- Creative team: Helen Rhodes, executive creative director; Alex Grieve, chief creative officer; Elliot White, copywriter; Wil Maxey, art director; Rosie Collins, group strategy director
- Client: Inderjit Bassi, chief marketing officer, Barclays UK
- Production company: O Positive
- Director: David O’Shane
Cushelle: Selfishly soft
- Agency: Publicis London
- Creative team: Barret Helander, senior copywriter; Rhys Hughes, senior art director; Chris Bruney, creative director; Noel Bunting, chief creative officer
- Client: Martina Poulopati, global marketing and communications director, Essity
- Production company: Mind’s Eye
- Director: Jim Archer
EE: Curfew
- Agency: Saatchi & Saatchi
- Creative team: Ben Mooge, chief creative officer, Publicis Groupe UK; William John, executive creative director; George Coyle, creative; Sammuel Simmonds, senior creative; Rory Peyton Jones, creative; Elliot Lee, creative art director
- Client: Pete Jeavons, group brand & consumer marketing director, BT Group
- Production company: Love Song
- Director: Daniel Wolfe and Louis McCourt
The AA: Shadow
- Agency: The Gate
- Creative team: Lucas Peon, chief creative officer; Rob Bovington, executive creative director; Stephen Webley, creative director; Max Gill-Engel, Bryn Walters & James Menzies, creatives
- Client: Will Harrison, group marketing director, The AA
- Production company: Academy Films
- Director: Si and Ad
