Ye Olde Times Of Battle & Plague In VCCP's Royal London Campaign

Park Pictures director Nathan Price embraces both the peaks and pitfalls of classic values in the humorous 60 seconds “Goode Times and Bad” for Royal London out of VCCP, London. 

Part of the “We’re So Yesterday” campaign, the spot features an enthusiastic man expounding on UK mutual life and pensions company Royal London’s “olden day” values, revisiting 19th century England to tour times of plague, ruthless blood-stained battles, royal prosperity, desolate poverty, and times of advancing and sometimes implosive technology. 

The campaign also includes the additional 60 seconds “Ye Olde Pensions,” which peers into the lives of an array of eccentric characters whose colonial afflictions have been miraculously improved by Royal London pensions.

The campaign also includes digital outdoor, print advertising and a take-over of the Bank Tube Station travelator. These channels tell the same story but with a different approach—representing Royal London’s age-old values through a range of weird and wonderful iconic British characters, from sooty chimney sweeps to frilly collared Elizabethan royalty. Each image is shot in black-and-white adding to the striking visual effect.

Credits

Client: Royal London

Titles: "Goode Times and Bad"; "Ye Olde Pensions" 2 x :60

Agency: VCCP

ECD: Darren Bailes

Creative Director: Marcus Woolcott

Art Director: Jonny Parker

Copywriter: Chris Birch

Agency Producer: Ed Mueller

Senior Account Handler: Andrew Peake

Account Director: Sophie Muller

Account Manager: Olivia Packshaw

Planner: Andrew Perkins

Production Company: Park Pictures

Director: Nathan Price

Executive Producer: Stephen Brierley

Producer: Tim Kerrison

DOP: Jan Velicky

VFX Supervisor: Jim Radford

VFX Lead: Bruno Fukomothi

Colorist: Jean-Clement Soret

VFX Producer: Philip Whalley

Editorial House: Trim

Editor: Paul Hardcastle

Sound: Ben Leeves @ Grand Central

Music: Soundtree