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Very Brings its A-Game in Confidence Fuelled New School Year Campaign

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Humorous ad from Grey London forges a strong connection with school kids to make Very a household name

Very Brings its A-Game in Confidence Fuelled New School Year Campaign

Very has launched a back-to-school advertising campaign aimed at both parents of school-age children as well as the kids themselves. The campaign aims to make Very the retailer of choice for all things in the lead up to back to school by showcasing the hugely positive impact that feeling comfortable and confident in their schoolwear has on kids’ self-belief. 

A cinema and online / VOD film called Throne references a relatable insight into the everyday life of school children. Every school bus has a hierarchy – the further you get towards the back, the cooler and more confident you are to your peers.

This film tells the story of Nicholas, a young kid so filled with confidence from his new look that he laughs in the face of the traditional bus hierarchy and makes his move on the first day of school. He confidently eyes the empty back seat and decides to stride up the aisle to take the coveted place. Other kids look at him both puzzled and in awe of his bravery. As he walks slowly towards the backseat, Stormzy’s track Big for Your Boots starts playing, and the kid imagines he is walking towards a royal throne for a coronation. But when he sits on the prized throne, he is awakened from his royal reverie by the queen of the back seat who looks down and suggests he moves. Knowing he’s tried is luck, he gives up the throne, walking back down the bus so the ‘queen’ can take the backseat.

The humorous ad, created by Grey London, seeks to forge a strong connection with school kids and build Very’s credentials as a lifestyle brand. The campaign forms part of a drive to encourage shoppers to reappraise Very and make it a household name. 

A 30-second version of the film is running on video on demand channels, with a 40-second cut screening in cinemas. In addition, the film is running on YouTube pre-rolls with skippable 20-second and six-second versions. In partnership with Global, some cinemas will also feature bespoke interactive installations to bring the Throne to life. 

Carly O’Brien, chief marketing Officer at Very, said: “Children are excited to return to the classroom. As a brand, we’re focussing on empowering kids to feel great about themselves. Back to school this year is a big moment for kids and parents alike, which is why we wanted a campaign that resonated with both audiences. And we feel the insight of ‘earning your place on the throne’ does just that, in a fun and relatable way.”

There is also an Out of Home component to the campaign, using six-sheet and 48-sheet posters. Championing Very’s charity partner Coram Beanstalk, this will be another OOH first for the brand. From the 23rd August, in Liverpool, Bristol, and London’s Tower Hamlets, the OOH locations will be embedding Very products into the OOH Bus Shelter units to showcase the true quality of the back to school range and when consumers buy selected school items, a £1 donation* from each product sale will go to the children’s literacy charity, Coram Beanstalk. Surrounding these will be vinyl wraps on the shelters to create a truly immersive experience. 

In addition, the ad campaign will be reflected in a one-day pop up on the South Bank on 17th August, extending the empowering sentiment through earned channels, to include families who would otherwise struggle to provide new school supplies for their kids.

The pick-up station will help alleviate pressures, offering brand-new school essentials free of charge to those in need, where youngsters are celebrated, empowered, and given the tools to succeed.​Open for all to drop-in, the event will be hosted by celebrity stylist Lou Teasdale and supported by former Love Islander and Team GB basketball star Ovie Soko, who will host a basketball challenge where kids can win additional prizes. Great British Sewing Bee winner Juliet Uzor will also be on hand to show kids and parents how to upcycle preloved uniforms to ensure everyone is feeling stylish and confident when September comes around.

As part of Very’s partnership with Global, Heart DJ Dev Griffin and Capital XTRA’s Yinka Bokinni will be keeping attendees entertained with DJ sets from the pop-up.

Carly O’Brien added: “We know how challenging the costs around uniforms and school supplies can be, so we wanted to help alleviate the pressure on families to make sure that kids feel energised for the school year ahead. As an organisation, we’re committed to helping to reduce uniform poverty, and we will continue to look at ways to support families in the coming years to ensure no children are held back by uniform worries.”

The ad campaign runs until 4th September.

* Buy selected school items and a £1 donation from each product sale will go to the children’s literacy charity, Coram Beanstalk, Very’s charity partner.


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Client

Client: The Very Group

Brand: Very

Chief Marketing Officer: Carly O’Brien

Head of Brand & Customer: Katrina Ward-Smith

Senior Brand & Growth Marketing Lead: Joseph Howman

Brand Manager: Zoë Redmond

Brand Executive: Hannah Witherspoon

Brand Executive: Louise King

Agency

Creative Agency: Grey London

CCO & President: Laura Jordan Bambach

Global Creative Partner: Javier Campopiano

Group CDs & Writers: Matt Moreland and Chris Clarke

Agency Planner: Annalisa Roy

Managing Partner: Nathan Gainford

Business Director: Beatrice Clarke

Account Director: Charlie Pullan

Agency Senior Producer: Maxine Borkett

Agency Assistant Producer: Alicia Cordell

Production

Production Company: Blink

Production Company Producer: Fran Thompson

Production Company Executive Producer: Patrick Craig

Directors: The Bobbsey Twins

D.O.P.: Nanu Segal

Post Producer: Angela Hart @Stitch Editing

Editor: Leo King @Stitch Editing

Colourist: George K @Black Kite

Post Producer: Phil Whalley @Black Kite

VFX Artist: Hugo Saunders @Black Kite

Lead sound engineer: Munzie Thind @Grand Central

PR Agency

PR Agency: W Communications

Board Director: Nadia Hamed

Business Director: Laura Crompton

Production: Emma Thomas

Senior Account Executive: Jade Jones

Assistant Account Executive: Jessica Brian-Boys

Media

Media Agency: Dentsu

Managing Partner: Kate McAllister

Business Director: Katie Braddon

Account Directors: Vanessa Scott & Romano Basdeo

Account Manager: Niamh Flynn

Genres: Comedy, People, Storytelling, Dialogue

Categories: Online retailers, Retail and Restaurants

Grey, Tue, 10 Aug 2021 11:22:55 GMT