Publicis Dublin has rolled out a new campaign for Virgin Media called “It’s Playtime.”
The campaign “celebrates all the things that Virgin Media customers can do with the power of their services, connecting to the things they love to do and unleashing their play.”
Following extensive customer research, the insight was uncovered that often the serious side of life can get in the way of enjoying life’s experiences.
With a nod to the movie “Toy Story”, the new campaign features toys in a box that, quite literally, have forgotten how to play. “But these aren’t your typical type of action figure toys. These toys represent all of us who’ve become trapped in the everyday grind,” says Virgin Media.
The ad was directed by Chris Balmond and produced by Antidote Films while media is being managed by OMD.
The campaign is currently running across audio visual, OOH, radio, digital and social.
According to Paul Higgins, vice president of commercial, Virgin Media: “We’re launching our playtime platform at an exciting time for the business as we expand our footprint of services nationwide. The campaign is a culmination of over 12 months of research, development and ideation with the Publicis team and we’re delighted to launch it in an integrated through the line campaign.”
“We worked collaboratively with the Virgin Media team over the past 12 months to understand and unlock what play really means to our customers and, importantly, what role the brand can play in helping to facilitate that,” adds Sinead Dennis, business director, Publicis Dublin.
Ger Roe, board creative director, Publicis, says, “We know that being connected 24/7 can sometimes be more of a hindrance than a release so we wanted to turn our phones and TVs back from tools into toys. Playtime looks different for everyone and with this campaign we had a lot of fun showing the benefit of being a Virgin Media customer and what that means for the little and big things in your life.”
Credits:
Agency: Publicis\ Dublin
Board Creative Director: Ger Roe
Creative team: Peter Dobbyn, Creative Director
Nick Doring, Senior Art Director
Head of Strategic Planning: Chloe Hanratty
Strategic Planning Director: Fay Quilligan
Head of Production: Niamh Skelly
Business Director: Sinead Dennis
Senior Account Director: David Carter
Senior Account Manager: Sara Morrow
Senior Account Manager: Cormac Dooley
Art Director: Cormac O’Connor
Copywriter: Craig Fitzpatrick
Finished Art: Tim Kavanagh
Production Manager: Gavin Kenny
Client Credits
Head of Brand and Marketing: Niamh O’Driscoll
Senior Marketing Manager: Fiona Mahon
Campaign Manager: Margaret Mahony
Media Manager : Yvonne O’Reilly
Social Media Manager: Lorcan Lambe
Production Company : Antidote
Director: Chris Balmond
Producer: Andrew Freedman
Line Producer: Paula Stewart
Production Coordinator: Kate Gurren
DOP: Will Bex
Production Designer: James Hatt
Editor: James Rosen @ Final Cu
Service Company: B2Y Productions
B2Y Producer: Vladdy Karanikolov
B2Y Exec Producer: Ivan Ivanov
Animation Studio: Freefolk
VFX Producer: Laura Ricketts
Creative Director: Jason Watts
Head of CG/CG Lead: Harin Hirani
Nuke Lead: Rob Sheridan
Flame: Andy Copping
Grade: Marty McMullan
Media Agency: OMD
Business Director: Robbie Morton
Head of Marketing Intelligence: Susan Daly
Group Client Director: Harry Eustace
Account Director: Bronagh Murphy
Account Manager: Alex Ring
Account Executive: Sarah Dunne
