VCCP

For us, AI isn’t just something to talk about. It’s something to test, build with and learn from. Through faith, our global Generative AI creative agency, and teams across VCCP, we’re exploring how AI can enhance strategy, experience, engineering, innovation, content and asset creation. Always with one principle at the centre: AI should be in service of better.

At VCCP, we bring a challenger mindset to AI exploring where it can genuinely enhance creativity, solve real client problems and unlock new opportunities. Because the most powerful AI still needs human expertise behind it. See how we’re approaching it

Real opportunity lies in combining the speed and possibilities of AI with the expertise, imagination and judgement of people. From strategy and experience to content, innovation and asset creation, we’re exploring how AI can help us make better work not just more of it. Discover VCCP’s approach to AI.

O2 is one of the UK’s biggest telecommunications providers, however, the brand faced a big, systemic challenge: a national phone scamming epidemic. With one in five Brits experiencing a fraud attempt every week. British scam victims were left feeling scared and vulnerable. Research revealed that 71% of Brits wanted to ‘get their own back’ on scammers but lacked the tools. O2 recognised that to truly protect its customers, it needed to do more than block calls or issue warnings – it needed to fight back - and did so by creating Daisy, a disarmingly believable AI scambaiter who achieved a staggering 1.2 billion impressions. Now, with over 100 industry awards won, Daisy has proven to be an exceptional campaign not only effectively, but also creatively.

Not many people spend much time thinking about rice pudding, a UK comfort food dairy dessert. Creating an obvious problem For Müller Rice, a brand in need of reappraisal. The Gen Z audience it needed to win over wasn't waiting to be persuaded. They were waiting to scroll past. So instead of insight, messaging and persuasion, we chose attention. Cue the nonsensical embrace of a superstar. Declan Rice. A high performance footballer who just happened to share the name of our product. Not on a football pitch. But, dancing around with a pot of rice pudding. Rice, Rice Baby.

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