Maynards Bassetts' Lift Takeover Puts Jelly Babies in Peril

VCCP has unveiled a fresh campaign for Maynards Bassetts, turning lift doors in UK shopping malls into a sweet-themed roulette game. This initiative, part of the 'Set the Juice Loose' platform, showcases enormous Jelly Babies or Wine Gums on one door and a wall of spikes on the opposite side, creating a suspenseful moment as the doors shut. The lifts are operational in Brent Cross, Liverpool, Newcastle, Manchester, and Watford. The campaign was developed by Fran Barona and Lizzie Eastwood at VCCP, with creative direction from Elias Torres and Daniel Glover-James. David Masterman, VCCP's executive creative director, expressed excitement over the sweets' risky placements. This work draws on the 2015 research by Yale psychologists Rebecca Dyer and Oriana Aragón about 'cute aggression'. The lift campaign is complemented by a nationwide out-of-home strategy, featuring last year's posters ('Corkscrew', 'Juicer', 'Blender') with kitchen tools towering over the confections. The campaign will continue across OOH and social media until the end of September, with media planning and purchasing handled by Publicis Media UK.