Dairylea Dunkers are in a world of their own
The new campaign by VCCP captures how something as simple as dunking your cheese however you please can make childhood feel like the whole world is your own.
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Dairylea, the snackable cheese brand adored by kids and families for generations, is back today with the latest chapter in its 'Set Them Free with Dairylea' brand platform, unveiling a new campaign for its best selling snack, Dairylea Dunkers.
Created by agency of record, VCCP, A World of Their Own champions the freedom and independence children feel when they're trusted to make their own choices, however small. The campaign casts Dairylea Dunkers as a snack that encourages kids to do things their own way, stepping into a world of their own making and having a lot more fun along the way.
At the heart of the campaign is a 30” film, brought to life by VCCP’s Girl&Bear Studios and directed by Belfield Brothers, the film follows a young girl who, after being given a pack of Dairylea Dunkers to eat however she pleases, enters an imagined version of the world, that dramatises the feeling of freedom and empowerment that comes from making her own decisions. She explores, investigates, experiments and dunks throughout her day, each decision making her feel like the world is her own to explore. Finally, she sticks the two halves of her final Dunkers stick together with the last scoop of cheese and it is revealed that she has been with her mum all along.
Credits
View on- Agency VCCP/London
- Production Company Girl&Bear (In-House at VCCP/London)
- Director Belfield Brothers
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Credits
View on- Agency VCCP/London
- Production Company Girl&Bear (In-House at VCCP/London)
- Director Belfield Brothers
- Editing MARSHEEN
- Post Production Girl&Bear (In-House at VCCP/London)
- Color Harbor Picture Company/UK
- Audio Post Sine Audio Post Production
- Music The Hogan
- Chief Creative Officer Chris Birch
- Chief Creative Officer Jonny Parker
- Creative Director Caroline Rawlings
- Creative Kenneth Abalos
- Creative Samuel Adio
- Producer Agnes Szyperek
- Integrated Creative Producer Lizzie Holmes
- Editor Ben Crook
- Post Producer Pia Ebrill
- Post Producer Harriet Cawley
- Assistant Editor Ian Nabong
- Editor Tom James
- Post Producer Vanessa Troop
- Colorist Charlie Morris
- Colorist Jateen Patel
- Post Producer Aishah Amodu
- Sound Engineer Jack Hallett
- Music Supervisor Sean Hogan
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency VCCP/London
- Production Company Girl&Bear (In-House at VCCP/London)
- Director Belfield Brothers
- Editing MARSHEEN
- Post Production Girl&Bear (In-House at VCCP/London)
- Color Harbor Picture Company/UK
- Audio Post Sine Audio Post Production
- Music The Hogan
- Chief Creative Officer Chris Birch
- Chief Creative Officer Jonny Parker
- Creative Director Caroline Rawlings
- Creative Kenneth Abalos
- Creative Samuel Adio
- Producer Agnes Szyperek
- Integrated Creative Producer Lizzie Holmes
- Editor Ben Crook
- Post Producer Pia Ebrill
- Post Producer Harriet Cawley
- Assistant Editor Ian Nabong
- Editor Tom James
- Post Producer Vanessa Troop
- Colorist Charlie Morris
- Colorist Jateen Patel
- Post Producer Aishah Amodu
- Sound Engineer Jack Hallett
- Music Supervisor Sean Hogan
The campaign was ideated by Kenneth Abalos and Samuel Adio under Creative Director Caroline Rawlings.
Nicole Partridge, Senior Brand Manager at Mondelz, said: “Dairylea Dunkers has always been a snack that anyone can enjoy in their own way. With this campaign, we're celebrating the confidence and independence that can come from giving kids the freedom to make simple choices for themselves. It's a joyful reminder that everyday moments, like deciding how to dunk your Dairylea Dunkers, can help children grow in confidence."
Rawlings adds: “What a treat, to make a film about that magic feeling of autonomy in childhood. No brand better understands the importance of resisting the urge to helicopter parent. Of letting your child revel in the feeling of independence, confidence and freedom that being allowed to make even the smallest decisions can bring. It may start with simply eating your Dunkers however and wherever you please but it can end in feeling like the whole world is yours to explore and discover. Delicious."
