Cheese brand Dairylea has partnered with creative agency VCCP to celebrate the child-like sense of wonderment young people possess.
The fully integrated campaign intends to provide the nation with a glimpse into the child mind, illustrating the imagination children exude.
Directed by Thirtytwo, the 30-second film sees a young boy and girl run up a skate ramp to eventually sit down and enjoy some Dairylea triangles together.
The girl asks, “why do they make them triangles?”, to which the boy responds, “so they don’t roll away”.
The spot ends with the tagline ‘Set them free with Dairylea’.
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“Dairylea is made for moments of freedom, in the hands of curious, little kids,” Mondelēz International senior brand manager Ria Rianti said.
“It’s the perfect snack for them to enjoy, take anywhere, and eat any way they please – even perched on top of skate ramps. A little piece of independence which evokes the true meaning of childhood, ‘Set them free with Dairylea’ showcases the pure magic of kids just being kids.”
The campaign will roll out via TV, VOD, OOH, social and online video platforms for two months.
VCCP London creative director Caroline Rawlings added: “I don’t think it’s easy to authentically capture these very quiet little moments that we as adults so rarely get to witness, so I’m jolly pleased we had the VCCP team, clients, photographer and masterful directors that we did. Proud.”
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