Gift card brand Funky Pigeon has joined forces with VCCP to relaunch its new brand identity as it encourages UK consumers to ‘give a funk’.

The rebrand and fresh direction comes after VCCP took on the account following a competitive pitch process.

At the centre of the campaign is the introduction of Funky Pigeon’s charismatic new mascot Funky, who leads the charge with a backing band called the Funkettes.

Launching from today (23 September) across TV and social, the campaign is built around a 30-second film which set in a petrol station where Funky’s infectious spirit transforms a mundane thoughtless card selection into a heartfelt gesture.

“At Funky Pigeon, we believe in celebrating the unique connections that make life special. Our ‘Give a Funk’ campaign is a rallying cry to embrace genuine, heartfelt gifting that goes beyond obligation,” said head of brand Louise Marshall.

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VCCP’s global content studio Girl&Bear worked with renowned director Tim Hope and Passion Pictures on the spot.

With a set of animated sequences and lively music, as well as a risqué peek at one of their ‘have a cracking birthday’ cards, the film encourages viewers to put some “heart and soul” into their gift buying choices.

Social media platforms will also amplify the campaign with engaging social-first assets created by VCCP’s Bernadette.

“Like us, Funky Pigeon is a true challenger brand, and so our partnership is a perfect fit ,” said VCCP executive creative director Mark Orbine.

“The idea and execution is steeped in warmth, charm, energy, and a big dollop of humanity. Our clients have been true and brave collaborators throughout the project, and the result is an exciting new brand world, platform and campaign.”

Media planning, buying and strategy was led by Zenith.