A New Mr. Man Joins the Roster for VCCP's World First Campaign

VCCP is launching its inaugural campaign for World First, an international money transfer business.

The campaign introduces a brand new Mr. Men character, Mr. First – a smart fellow who’s savvy with his money and who’ll communicate World First as the solution to an issue customers know little about.

The campaign also features the classic Mr. Men characters Mr. Silly, Mr. Grumpy, Little Miss Scatterbrain, Little Miss Dotty, Mr. Wrong and Mr. Nonsense – none of whom know that World First is a cheaper and quicker way to transfer money abroad.

David Boscawen, Group MD at VCCP said, “We are very proud of the campaign we have created for World First. They are on a mission to give people a better, fairer exchange and we wanted to create a populist campaign that reflects this - which is why we have developed a campaign around the iconic Mr. Men and created a new character ‘Mr. First’ to represent World First”.

World First was created as a cheaper, faster and easier way to transfer your money abroad - an antidote to banks who rely on customers being unaware that they are being charged high fees and poor exchange rates. This year marks World First’s 10th anniversary, duringg which time the company has transferred more than £25 billion.

This is World First’s first major campaign to raise awareness of the brand and the issues consumers face.

Karen Eisen, World First’s Global Marketing Director, says of the new campaign:  "We are thrilled to introduce Mr. First as part of our ten year anniversary celebration.  At World First, the customer experience is at the centre of everything we do, so we wanted a creative execution that really brought our brand to life and resonated with people on a personal level.  Mr. First, together with the much-loved Mr. Men and Little Miss family, really cuts through the clutter and tells our story in a unique, compelling and memorable way. We are proud to have Mr. First as our advocate and look forward to introducing him across all our marketing channels."

The campaign launches on Monday 6 October and features print, social and OOH. OOH includes 48 sheets at rail and underground stations, digital escalator panels and giant screens at major stations.