Interviews, insight & analysis on digital media & marketing

NDA Agency News: ScienceMagic, VCCP London, Aer Studios and more

Rif Care, a first-of-its-kind menstrual care brand which offers biodegradable, organic period products made out of hemp fibre, is to partner with global strategic and creative company ScienceMagic on its brand strategy, marketing, PR and community identification activity. ScienceMagic is working with the US-based brand as part of its pro-bono program, which offers one or more clients 650 hours per year free of charge, with at least 50% dedicated to Black-owned businesses. ScienceMagic will now partner with Rif Care in order to help the brand engage with US women aged 18 to 40 and support its broader growth ambitions. Rif Care was the first period care brand on the market to make products out of hemp fibre, making it better for the user as it doesn’t shed nano plastics particles, and is carbon neutral by design rather than through offsetting. Founded by Los Angeles-based entrepreneurs Val Emanuel and Rebecca Caputo in June 2022, Rif Care is available in the US as a direct-to-consumer brand as well as from retailers including Target and Amazon. The brand aims to scale its D2C business and move into multiple global markets. ScienceMagic’s pro-bono program is now entering its third year. In 2022, the company delivered 552 hours supporting Black-owned businesses through the initiative, exceeding its original pledge ambition.

Müller Yogurt & Desserts and agency of record VCCP London, is unveiling a new campaign to herald the return of the ‘90s retro fan-favourite, Müller Corner Mississippi Mud Pie Inspired. Brought back by popular demand, the campaign taps into the age of nostalgia and dials up its iconic heritage with Magic Eye Inc® executions. Aimed at all Müller Corner lovers but in particular its ‘90s fans who bought and enjoyed the Mississippi Mud Pie Inspired flavour the first time around, the campaign aims to recruit a new Gen Z audience to try the retro Müller Corner flavour. Driving reappraisal of the Müller brand and targeting category growth, the launch highlights the brand’s investment in expanding and optimising its portfolio of products to meet more needs and desires, with something for everyone. At the heart of the campaign lies the resurrection of a craze which took the ‘90s by storm: Magic Eye Inc®.  The op-art phenomenon was a series of 3D optical illusions, and an almost impossible puzzle for many to decipher. Working with the originators in Boston, Massachusetts, Müller Yogurt & Desserts and VCCP collaborated closely to design an authentic Magic Eye  Inc® Illusion, which reveals the retro flavor. 20” and 10” social films unveiling the long awaited Summer reveal have been set to the ultimate comeback tune, ‘Renegade Master’ by A.D.O.R. vs. Britni Fraser. The omnichannel launch will be supported by a series of Magic Eye Inc® Illusions adapted especially for their formats of social media and PR. Out-of-home and fly posters have also been created and will be placed in close proximity to nostalgic concerts as well as in high-footfall retro shopping areas. The first set of fly posters have been designed to tease fans with clues hidden in the Magic Eye Inc® puzzles, shortly replaced by a second set of designs where Müller will announce the exciting news that the favourite flavour is back.

For the last five years Cadbury Dairy Milk has shone a light on the innate generosity of the nation through its much-loved “There’s a Glass and a Half in Everyone” series. Releasing award-winning films such as “Mum’s birthday”, “Fence’’ “Bus”, “Garage” and “Speakerphone” Cadbury’s latest campaign moves away from the big screen to communicate its brand platform with a new creative approach, and in a range of different channels. Staying true to its “There’s a Glass and a Half in Everyone” storytelling formula, Cadbury Dairy Milk has launched a campaign that brings to life this belief; with simple stories depicting modern everyday acts of generosity in action, executed through simple illustrated scenes. Created in partnership with global agency of record, VCCP, Cadbury worked with Minji Moon, an illustrator from Seoul, South Korea to portray different moments of generosity. Executed in her trademark style using bold visuals, uniting colourful and simplified shapes the OOH illustrations depict moments that show how being kind and generous to one another brings humans closer together. These scenes include an umbrella being offered up to protect a passerby from the rain, one stranger jump-starting the car of another and a passenger on a commute allowing someone to snooze on their shoulder when they’ve fallen asleep – among others. Each scene demonstrates the powerful human connection coming from a simple act of generosity.  To symbolise that ‘There is A Glass and a Half in Everyone’ the Cadbury logo has been used to show the generous interactions within each illustration. The campaign will run in the UK from today until 22nd August and will appear across multiple touchpoints including YouTube, Meta, Twitter, OOH and press. Media planning and execution has been led by Publicis Media.

After a hotly contested pitch involving many of the world’s best UX & design agencies, Aer Studios is excited to announce its appointment to the BBC Digital Design Roster. The only agency in the South West region to be appointed, the engagement spans four years. Aer Studios will work in close collaboration with the BBC UX&D team across its entire digital estate, with a focus on young audiences and learning. Aer Studios will be joined by six other industry-leading agencies and consultancies, including Moving Brands, Next15 and Epam Continuum. Aer Studios has previously worked with the BBC, but this represents a significant expansion of its remit. The company also partnered with South West agency, Wreel, to ensure it could offer end-to-end creative, design and tech services. Wreel will be supporting Aer Studios with creative and brand design capabilities. 

Many football fans have been dismayed that the Women’s World Cup is being hosted in Australia and New Zealand, which means that most of the Lionesses’ crucial matches fall over work in the morning. Step in, Joint, the independent creative agency. To help fans watch the games, they have created a fake webinar series that will block out the football time in your diary. So, anyone snooping at your diary will just assume you’re attending the convincingly dry-sounding “Utilizing AI In Analytics & Innovation” webinar instead. And to keep you really incognito, the webinar is hosted and run by an AI-generated avatar. So, if anyone joins the webinar it looks like a completely legitimate diary event. No one will suspect a thing. To sign up to the webinar series click here.

Gloucestershire-based digital marketing specialist, Digitel, has expanded its premises and team following an impressive year of growth. The digital marketing agency, which offers search engine optimisation, pay-per-click, and online marketing services to a range of businesses and agencies, including ‘as seen on Dragons’ Den’ Wool Couture, has seen its team double in size over the past 12 months. The firm recently announced a move to a new snazzy spacious office situated within Henley House in Barnwood, Gloucestershire. The move provides the expanding team with a modern, bright and comfortable work environment to support further growth, while also providing a welcoming location for clients. The company’s new hires, Jamie Dixon, Jodie Lee, and Sarah Gilbert will be part of the forward-thinking staff at Digitel who provide digital marketing solutions to local, national and international clients.