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| Author | Zoe Aresti |
At the start of the year, Co-op launched a cinema campaign encouraging people to give back to their communities by investing in local people and projects.
The work consisted of an extended brand film helmed by This is England director, Shane Meadows, which aired on the big screen alongside some of January’s biggest films.
Last weekend, the campaign kicked on with a fresh new batch of ads to continue the theme, this time focusing on specific stories presented within the original film and reinforcing the pledge that the company will give 1% of the sale price of its own brand products to local causes.
The new campaign also includes reworked overarching film, featuring clips taken from the previous work and carried along by a script told by spoken word artist, George the Poet.
The cinematic aspect of the campaign is just part of the story, and Campaign announced that the brand will take over TV channel, More4, as part of the multi-channel push.
As well as the TV takeover and cinema showings, print and out-of-home also feature. The cinema ads shown last weekend were the most geographically relevant to each region, profiling a community project in a city near to respective cinemas with ads for Avonmouth, Newham, Salford, Glasgow and more.
Read Campaign's article on the wider campaign and TV takeover.