Creative Creative Works VCCP

These Maynards Bassetts billboards are agonizingly close to bursting

By Ellen Ormesher, Senior Reporter

July 19, 2023 | 5 min read

The confectioner wants to remind you just how juicy its sweets are.

'Set the Juice Loose' is the latest OOH campaign from Maynards Bassestt / VCCP London

Following its popular campaign from last summer, ’I Spy Maynards,’ the brand behind household favorites like Jelly Babies and Wine Gums, alongside its agency of record, VCCP London has launched a playful out-of-home (OOH) brand campaign, ‘Set the Juice Loose.’

OOH has become somewhat of a staple for Maynards over the last few years, as it targets lapsed fans with nostalgia and whimsy. This campaign builds on that goal, as the images of Wine Gums and Jelly Babies are seen under attack by collectible figurines. The jouster, archer, and diver were all designed, 3D printed, hand-painted, and aged by VCCP, which worked with photographer Franck Allais to create the final shots.

David Masterman, deputy executive creative director at VCCP London says: “In our increasingly complicated world, what a joy it is to make some properly simple, smile-in-the-mind, posters.”

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Credits

deputy executive creative director: David Masterman

associate creative director: Daniel Glover-James

associate creative director: Elias Torres

head of art: Ali Augur

model makers: Ben Millar and Christopher Peacey

managing partner: Matt Smith

senior account director: Izi Hutchinson

account executive: Lily Hubbard

global planning director: Ollie Latham

planner: Priscilla Britton

agency senior integrated creative producer: Diana Turchi

agency junior integrated creative producer: Emily Dunn

media buying agency: Publicis Media

production company: Girl&Bear

photographer: Franck Allais

photo assistant: Oliver Clyde

digi op: Nathan Perkins

green steward: Bongani Munatsi

CGI artist: David McLeod

CGI agent: Bernstein & Andruli

retouchers: Peter Stedman and Alex Stout at Stanley’s Post

designer: Rohit Sharma

artworkers: James Perry, Adam Cook