Tell us about your role in the creation of this work.
I’m Caroline, the ACD from VCCP.
Give us an overview of the campaign, what is it about?
It’s about people letting the surprising ease of going dairy-free with Violife go to their heads and the HILARIOUS (mildly amusing) shenanigans that follow.
Tell us about the details creative brief, what did it ask?
That we make people aware that Violife isn’t just for the Vegans of this world, it’s for anyone wanting to reduce or cut out dairy.
Which insight led to the creation of this piece of work?
There are more and more people who want to eat less dairy, but who believe that doing so is only for those willing to blend almonds and crush avocados. Too much effort and compromise. However, using Violife instead of cheese makes going dairy-free surprisingly easy.
Can you share with us any alternative ideas (if any) for this campaign? Why was this idea chosen?
We explored lots of different areas and tones. There was, of course, a talking animal in there at one point. We are VCCP, afterall.
What was the greatest challenge that you and your team faced during development?
Getting the tone right. It’s easy to default to worthy and wholesome when working on a very worthy and wholesome product (check them out, they’re good in many ways). But we have a brave and clever client who understand that this probably isn’t the way to talk to the people who don’t yet use the the product.
What did you enjoy most about seeing this campaign through? Did you learn anything new from the experience?
These were Aengus and Rory’s (the team who wrote this work) first TV ads, so, well, you know how that feels.
Where do you see this campaign going in the future?
This is just the beginning. We’re really excited about the future of this campaign and, of course, the product. It feels like one of those companies and one of those ideas that could go far... unless, there’s nothing on the UK’s horizon that could compromise retail or advertising in any way is there?