Co-op: Great things happen when we work together Advert via Leo Burnett UK | AdStasher

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Co-op: Great things happen when we work together Advert via Leo Burnett UK

The Co-op launch its new multi-channel marketing campaign, demonstrating how great things happen in communities, when we all work togethe...




The Co-op launch its new multi-channel marketing campaign, demonstrating how great things happen in communities, when we all work together.

With an ambitious target to attract one million new members by the end of 2017, the anchor of the campaign is to illustrate how the Co-op is championing a better way of doing business. Showing people that by joining the Co-op, every time they purchase an own brand product or service 1% will go directly to helping a local cause of their choice, to make great things happen in the community. The approach also aims to reinstate the Co-op’s ethos and demonstrate how by simply choosing the Co-op, its members are making a big impact on the communities where they live every day.

The campaign marks the start of a fresh approach to advertising from the Co-op, showing real people telling their story to camera, highlighting just how important local causes are in communities, allowing them to naturally bring their own stories to life.

The campaign launches across the Easter Bank Holiday weekend with spots during Homeland on Channel 4 and the last episode of Broadchurch on ITV. Additional adverts will run across TV, Cinema and social media until the 7 May. The campaign was developed by Co-op’s lead creative agency Leo Burnett with media planning and buying by Rocket. The TV script is performed by George the poet – delivered in his own unique style.

Additional exposure will be given to the campaign on Channel 4 digital channel More 4 on the evening of 18 April, when Co-op will be taking over seven consecutive ad breaks in their entirety from 8pm – the first time a brand has done so.

Each break will feature a co-op cause film, 230sec in length and shot by Bafta award winning director Shane Meadows (This is England). Viewers will see bespoke More 4 branded introductions before the 13 short films, which showcase a real-life example of a community cause that Co-op members are supporting with their 1%.

The campaign will continue throughout April and the beginning of May with a range of print and geographically relevant cinema and OOH activity. To maximise the impact of the campaign in cinemas, the 240” in reel community films that are shown will be relevant to each region. For example, Glasgow films will run in Scotland & Ulster, Teeside films in Yorkshire, Tyne Tees and Border and Manchester films in Granada and Central. Regionally relevant copy which explains how purchasing Co-op branded products has made a difference to local community will be supplied to six different cities around the UK in large-format OOH. Print and digital activity includes a Metro wrap and home page takeovers of both the Guardian and Daily Telegraph.

Helen Carroll, Director of Co-op Brand said: “This campaign marks the start of a new approach for us that doesn’t feel like advertising at all. It shows the power of community in a visual language that doesn’t hide anything. The adverts strip back the gloss of advertising, making it unembellished and emotional, and find the beauty and truth in real people being honest to camera.

“Our Co-op heroes are the people across communities that keep these local causes going, day in and day out, and they needed to be the stars of the show.”

Graham Lakeland, Creative Director at Leo Burnett said: “The Co-op is a unique organisation with a unique set of principles that we need now more than ever before. We have a great opportunity to place it once more in the hearts of people and their communities. They make the Co-op what it is, it’s only right they should be at the centre of this campaign.”

Sarah Honeyball, Client Development Lead, Channel 4 said: "We’re delighted to work with the Co-op and that they chose Channel 4 to launch their new approach to advertising. The More 4 film series represents an exciting and innovative first – seven entire breaks taken exclusively by one brand.”

Mark Girling, CEO of Rocket, said, “We are proud to have been a part of this campaign for Co-op, helping it to showcase the power of community by using localised and customised media environments at national scale to explain to consumers how they can make a difference by choosing Co-op products. Working with Channel 4 to create the special evening on the 18th has enabled us to curate Meadows’ films as a series and use a traditional advertising channel to deliver viewers branded content, rather than advertising.”

CREATIVE CREDITS:
Creative agency: Leo Burnett
Copywriter: Rob Tenconi
Art director: Mark Franklin
Creative Directors: Richard Robinson and Graham Lakeland
Executive Creative Director: Chaka Sobhani
TV Producer: Helen Choonpicharn
Planner: Max Keane
Media agency: Rocket
Planner: Ben Harrison
Production company: Tomboy
Director: Shane Meadows
Editor: Matthew Gray
Post-production: The Farm
Audio post-production: Angell Sound



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AdStasher: Co-op: Great things happen when we work together Advert via Leo Burnett UK
Co-op: Great things happen when we work together Advert via Leo Burnett UK
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