Dairylea x Trainline - "Discovery Days"

VCCP

VCCP Global

681

Brand: Dairylea x Trainline
Country: United Kingdom

Advertiser: Mondelez International

Title	Discovery Days
Agency	VCCP
Campaign	Discovery Days
Advertiser	Mondelez International
Brand	Dairylea x Trainline
Date of First Broadcast/Publication	2024 / 4
Business Sector	Food
Story	Today, Dairylea launches ‘Discovery Days’, an integrated campaign in partnership with Trainline, with global creative agency of record VCCP London, Publicis Media and Channel 4. The vast, multi-platform campaign aims to highlight the importance of children’s unstructured play. ‘Dairylea Discovery Days’ aims to help families to provide their children with more opportunities for essential development and happiness, after new research found that three-quarters of UK children (75%) express their greatest happiness when they have the freedom to play in their own way. To bring the creative concept to life, Dairylea, part of Mondelez, and VCCP created a series of social-first films set across key UK locations: like the woods and beach. Each film follows a child, wearing a GoPro, who has been given the freedom to play outdoors. VCCP’s global content creation studio Girl&Bear worked with director Emma Hvengaard, to capture genuine and authentic moments of discovery, highlighting the importance of ‘Discovery Days’.
Media Type	Social Media
Length	14 seconds
Advertising Agency	VCCP
Executive Creative Director	Chris Birch
Executive Creative Director	Johnny Parker
Creative Director	Caroline Rawlings
Creative Team	Sophie Knox
Group Managing Director	David Boscawen
Managing Partner	Matt Smith
Planning Director	Andy Nicholls
Producer	Maxine Denton
Production Company	Rhet Bear
Production Company	Girl&Bear
Design	Jonathan Harper
Design	Tegan Barnes
Studio Manager	James Perry
Artworker	Toby Kadir
Director of Photography (DOP)	Chris Dodds
Sound Engineer	Emily Vizard
Photographer	Chris Dodds
PR Senior Account Director	Tom Carr
Agency Account Manager	Daniella Wilmot
Account Coordinator	Ella Wright
Brand Planner	Gemma Smyth
Executive Creative Producer	Patrick Smith
Editor	Toby Cerrill
Executive Producer	Charlotte Trotman
Colorist	Peta Ridley
Marketing Director	Kirsten McPherson
Brand Marketing Manager	Ria Rianti
Brand Marketing Manager	Clotilde Lheureux
Brand Executive	Mandipa Mtashu
Media Planner	Paul Tilley
Partnerships Director	Luke Bennett
PR Agency	Tin Man Communications
Director	Emma Hvengaard