Social Media Week

Creators Should be Part of Every Brief–Even When They Make Brands Uncomfortable

The social media team behind Virgin Media O2 went left field when partnering with creators

Virgin Media highland cow — Virgin Media's highland cow went from TV to TikTok in a creator-led campaign.Virgin Media, VCCP

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To some viewers, it may have seemed nonsensical to put a highland cow riding a motorcycle in a Virgin Media ad. But the campaign proved popular, and months after its launch, the internet provider went even more left field.

Earlier this year, Virgin Media partnered with creator Cole Anderson James, who is known for his comedic sketches on TikTok. In the middle of a silly skit about two men (both played by Anderson James) who are avoiding each other on the street, a motorcycling highland cow speeds past in the background.

Virgin