The Co-op’s latest commercial – a stop-motion animation with every single frame printed on till receipt paper, then filmed – is the unique, category-convention-busting winner of the latest Thinkboxes award for TV advertising creativity.
“If you were inventing a business today, you’d do right by people … all people”, the film begins. Action then highlights the Co-op’s economic value – lowering prices on things people buy, and social value – investing in communities, schools and neighbourhoods.
The 60-second commercial “Owned by you, right by you” launched a bold new brand platform and integrated campaign to remind the British public of the origins and values of the UK’s largest co-operative. VCCP won the 180-year-old brand’s account this year.
“We needed to reintroduce Co-op to the nation. The co-operative difference ‘baked’ into our brand name had been forgotten over time,” Mel Matson, Co-op marketing director for food and masterbrand, explains.
Research showed over 50% of consumers don’t understand what it means when a business is a co-operative or a mutual. Additionally, 42% don't understand what constitutes a co-operative, or how being part of one could benefit themselves and their communities.
As the world’s first consumer co-operative, the Co-op wanted to rectify this and prompt reappraisal.
“We needed to almost make it feel like a new-look brand has entered the room,” says VCCP executive creative director Chris Birch.
And when it came to which medium to lead on, there was only one choice. “Film – via TV and cinema – was our brand relaunch beacon, giving us the emotional power of scale, reach, storytelling and, ultimately, making a statement to the nation about what we stand for,” Matson adds.
The creative team started work by thinking how to set the Co-op’s stall in a totally original way.
“TV was essential in helping us create a ‘roadblock’ moment, making sure our work was unmissable,” says VCCP executive creative director Jonny Parker.
“Blunt, simple, odd” were the goals for the film to cut through, says Birch, adding: “It needed to be nothing like a supermarket ad – black and white, even. That only really leaves receipts!”
Inspired by how the founding principles of the Co-op – building communities for everyone, not the privileged few – seem just as pertinent today, the agency came up with using stop-frame animation to explain why, if you were inventing a business today, you’d invent the Co-op.
Its global content creation studio Girl&Bear then worked with multi award-winning director Sam Gainsborough, whose recent work includes promo The Paralympic Dream for the Paris Olympics and the BBC’s The Square Eyed Boy, and production company Blinkink.
“We wanted every bit of the production to be as authentic as possible as it’s a brand that demands authenticity. So, if we’re telling the Co-op story on a receipt, we’re telling the Co-op story on an actual receipt!” says Parker.
Birch adds: “Sam Gainsborough is the best in the business and brought an amazing authentic aesthetic to the work – printing every single frame and running each one on actual receipt paper. He’s also a lovely guy, incredibly talented and benefitted first hand from Co-op’s support in communities.”
The team had just 10 weeks to produce the ad from winning the pitch. And during this period, the main discussion was around the proof points the Co-op wanted the ad to land and what visuals would best represent them.
“Owned by you. Right by you”, part of a huge multichannel campaign with many activations, launched in July during Coronation Street with a bespoke introduction as part of ITV's commercial buffer Proud to Present.
In an ITV first, the ITV logo turned black and white to look like a receipt, mirroring the campaign creative.
“Although we’re in this for the long-term, we’re excited about the ‘green shoot’ increases that we’re seeing in incremental new members,” says Matson. “What has also fired us up is the overwhelming support that we’ve received across the Co-op Group.
“The campaign has provided us with a platform to energise, mobilise and unite the business around a shared mindset. Last but not least, feedback from our members has been positive about Co-op being unashamedly proud of championing our difference.”
Parker observes: “It’s a brave piece - not really like the category. That takes guts.
“It tackles staff abuse and is in black and white and it doesn’t paint an overly glossy picture of the world. It's great to see that being rewarded for a brand that deserves to make a splash.”
And the top tip for getting a great idea from script to screen? “Be honest,” says Birch. “And befriend the tight deadline!”
Second in the June/July Thinkboxes was "Curfew” by Saatchi & Saatchi for EE. “Selfishly soft” by Publicis London for Cushelle was third.
Also shortlisted were “Shadow” by The Gate for The AA and “Kids world” by BBH for Barclays.
WINNING AD
Agency: VCCP Creative team: Chris Birch, executive creative director; Jonny Parker, executive creative director; Jason Keet, creative director; James Hodson, creative director Client: Amy Banks, head of marketing, Co-op Production company: Blinkink Director: Sam Gainsborough
The Thinkboxes, in association with Campaign, are the only bi-monthly awards that celebrate the UK’s world-beating TV ad creativity, in all its forms. They are judged by the Thinkbox Academy – advertising and marketing luminaries who have been involved in award-winning creative work for TV.
Thinkbox is the marketing body for commercial TV in the UK, in all its forms. Its shareholders are Channel 4, ITV, Sky Media and UKTV. Thinkbox works with the marketing community with a single ambition: to help advertisers get the best out of today’s TV.
The Thinkboxes, in association with Campaign, are the only bi-monthly awards that celebrate the UK’s world-beating TV ad creativity, in all its forms. They are judged by the Thinkbox Academy – advertising and marketing luminaries who have been involved in award-winning creative work for TV.
WANT TO SEE MORE GREAT WORK? HEAD TO THE THINKBOX HUB
Thinkbox is the marketing body for commercial TV in the UK, in all its forms. Its shareholders are Channel 4, ITV, Sky Media and UKTV. Thinkbox works with the marketing community with a single ambition: to help advertisers get the best out of today’s TV. 
