Creativity
 
Welcome to the Campaign Creativity bulletin, bringing you the best in commercial creativity over the past week.

Since Cadbury’s “Gorilla” in 2007 – voted the nation’s favourite ad – the chocolate brand has struggled to find its sweet spot in marketing. So when VCCP won the business last year it decided to take a different approach, avoiding the special effects and plastic world typical of most chocolate advertising. 

“We wanted to touch people and be genuinely moving, so that it’s the kind of brand you feel warm about again,” said Darren Bailes, VCCP’s executive creative director.

The agency’s brief was to take the brand back to its roots and “put it back at the heart of the nation”. Last month Campaign visited Glasgow, where VCCP shot Cadbury’s new ad during the coldest week of the year, and talked to Bailes and the brand’s marketing director about their strategy.

Also in this bulletin: Academy Films’ Simon Cooper wonders whether UK creative advertising is doomed, and TMW Unlimited’s Graeme Noble has advice for when creative work is too often dull, meaningless or both.
-Brittaney Kiefer, creativity editor, Campaign


Cadbury's new ad
 
Behind the scenes on VCCP's new Cadbury campaign

Simon Gwynn & Georgina Brazier

Behind the scenes on VCCP's new Cadbury campaign
 
Cadbury aims to revive founding spirit of generosity in debut campaign from VCCP
 

 
The year ahead for production: it's time to restore the UK's creative reputation
 
When creatives get stranded on the rickety bridge of doom
 

Latest Work
 
Cadbury "Mum's birthday" by VCCP
 
Trainline "Wonderfully predictable" by BBH London
 
Toyota Aygo "Go your own way" by The & Partnership
 
Bulk Powders "Dominate life" by Droga5 London
 
Suzuki "Enjoy the ride" by Red Brick Road
 
Birds Eye "Real food, simply made" by Grey London
 
Axe "You're gold" by 72andSunny Amsterdam
 
Gymbox "50 shades of Gymbox" by Mother
 
Experian "Meet your data self" by BBH London
 
NSPCC "Playtime with Pantosaurus" by NSPCC and Aardman
 
More
 
St Luke's Richard Denny goes all 'Coco the Clown' over the Thinkboxes shortlist
 

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