Dairylea, the little triangle of cheese that kids can take anywhere, returns with a brand campaign which champions childhood in its purest form The U.K. campaign focuses on the small wonder of moments when kids have a little bit of time to themselves, especially with a small triangle of cheese wrapped in silver foil in hand
This marks the first work agency VCCP London has done for Dairylea since becoming its creative agency last summer. Centerpiece of the campaign is this 40-second spot which playfully captures two girls hanging from a small goal post and pondering what happens to their Dairylea triangle when it is eaten in this topsy turvy position. The spot was directed by Pulse Films’ ThirtyTwo, the duo consisting of Dylan Southern and Will Lovelace.
Credits
Client Mondelez/Dairylea Agency VCCP London Chris Birch, Jonathan Parker, executive creative directors; Caroline Rawlings, creative director; Daniel Glover-James, Elias Torres, associate creative directors; Helen Brownlie, TV producer; Ben Waters, creative producer. Production Company Pulse Films ThirtyTwo, director. Editorial Assembly Rooms Eve Ashwell, editor; George Saunders, producer. Postproduction Time Based Arts Sean Ewins, post producer; Simone Grattarola, colorist. Audio Post Factory Anthony Moore, sound engineer.
How do you top one of the most viral brand videos ever made? Spoiler alert: you can’t. But when Dollar Shave Club tapped Zack Seckler to direct a new campaign to revive the absurdist humor of its iconic launch video, he knew he had a rare opportunity to create something special.
The brief was simple: introduce the concept of a physical “Club” that people would love to join while showcasing Dollar Shave Club’s products and embracing the weird. From script to direction and post, Seckler--an alum of SHOOT’s 2021 New Directors Showcase--was invited to help sculpt that vision.
The result is this “Welcome to the Club” spot which invites us to join a unique, seemingly exclusive but in reality an accessible and affordable fraternity of Dollar Shave Club members. But you need to know the password or more accurately, the two-word phrase--"shave money."
“The Club” campaign brings the brand back to its humorous roots, reflecting a new chapter after being acquired by Nexus Capital Management from Unilever in late 2023. The work takes Dollar Shave Club back to its disruptive beginnings and what made the brand a viral sensation from its inception in 2011.
