Dairylea and Trainline launch Discovery Days

Cheese brand Dairylea has launched Discovery Days, an integrated campaign in partnership with Trainline, with creative agency VCCP London, Publicis Media and Channel 4. The multi-platform campaign aims to highlight the importance of children’s unstructured play.

The campaign aims to help families provide their children with more opportunities for essential development and happiness, after new research found that three-quarters of UK children (75%) express their greatest happiness when they have the freedom to play in their own way.

To bring the creative concept to life, Dairylea, part of Mondelez, and VCCP created a series of social-first films set across key UK locations: like the woods and beach. Each film follows a child, wearing a GoPro, who has been given the freedom to play outdoors. VCCP’s global content creation studio Girl&Bear worked with director Emma Hvengaard, to capture genuine and authentic moments of discovery, highlighting the importance of Discovery Days.

In addition to social, the campaign will feature dynamic out of home and audio creative, and an impending two-part content series with Channel 4, driven by Publicis Media, where Dairylea Discovery Days are brought to life with the help of a pair of the nation's favourite comedians.

Caroline Rawlings, Creative Director at VCCP London said: “It's a special career treat when you get to work on a project that's close to your heart. I can't wait to see what impact Dairylea Discovery Days has this spring. Even if it results in just a few more kids getting to benefit from a really good muddy socked, grazed kneed, pocket full of stones, knotty haired day of freedom and discovery (with a cheese triangle to fuel them, of course) I’ll be one happy hearted lady. Well done and thank you to a brilliant team from Dairylea, VCCP, Girl&Bear, C4, Publicis Media and Tin man. Proud.”