Today, Funky Pigeon has announced the launch of its refreshed brand identity, marking the beginning of a new chapter for the UK-based greeting card and gifting company. The transformation comes in collaboration with VCCP London, which was appointed as Funky Pigeon’s creative agency following a competitive pitch process.
The centrepiece of this new identity is the ‘Give a Funk’ campaign, aimed at encouraging consumers across the UK to embrace more personalised and heartfelt gifting. This bold and vibrant campaign is designed to reinvigorate the brand’s appeal and inspire customers to put more thought and care into their card and gift selections.
At the heart of the campaign is Funky Pigeon’s charismatic new mascot, Funky, accompanied by her backing band, the Funkettes. Together, they bring energy, fun, and a playful spirit to the brand. The campaign launches with a 30-second film that showcases Funky’s infectious personality as she transforms a dull moment into a joyful celebration. Set in a petrol station, the ad captures a humorous scene where an unremarkable, thoughtless card selection is turned into a thoughtful, heartfelt gesture, symbolising the essence of Funky Pigeon’s new direction.
The campaign was brought to life by VCCP’s global content creation studio, Girl&Bear, in partnership with renowned animation director Tim Hope and Passion Pictures. The lively film blends animation with upbeat music, highlighting the importance of making gifting more personal and meaningful. With its clever use of humour and charm, the campaign encourages viewers to “put some heart and soul” into their gifting decisions, driving traffic to funkypigeon.com.
In addition to the TV ad, the campaign will extend across social media platforms, with engaging, socially native content created by VCCP’s Bernadette team. Designed for platforms like Meta and TikTok, the social-first assets creatively showcase Funky Pigeon’s personalised cards and gifts in an entertaining and relatable way.
Louise Marshall, Funky Pigeon’s Head of Brand, expressed her enthusiasm for the new direction: “At Funky Pigeon, we believe in celebrating the unique connections that make life special. Our ‘Give a Funk’ campaign is a rallying cry to embrace genuine, heartfelt gifting that goes beyond obligation. We invite everyone to ‘Give a Funk’ with the help of Funky Pigeon.”
The collaboration with VCCP, a creative powerhouse, has been instrumental in shaping Funky Pigeon’s new brand world. Mark Orbine, Executive Creative Director at VCCP, said: “Like us, Funky Pigeon is a true challenger brand, and so our partnership is a perfect fit. The idea and execution are steeped in warmth, charm, energy, and a big dollop of humanity. Our clients have been brave collaborators throughout the project, and the result is an exciting new brand identity, platform, and campaign.”
The campaign is further amplified by a robust media planning, buying, and strategy effort led by Zenith, ensuring it reaches a wide audience through both traditional and digital channels.
Funky Pigeon’s new identity, brought to life through the ‘Give a Funk’ campaign, represents a bold step forward for the brand. By injecting personality, energy, and heartfelt emotion into its offering, Funky Pigeon is set to inspire a nation of consumers to think more deeply about the connections they celebrate through their cards and gifts.
Reference: https://www.vccp.com/work/funky-pigeon/give-a-funk
