Cadbury’s purpose of inspiring generosity has reached the locker rooms of a number of the UK’s top football clubs, Arsenal FC, Chelsea FC, Leeds United FC, Liverpool FC, Manchester United FC and Tottenham Hotspur FC. The ongoing partnership with the clubs’ this year launches a social campaign, The Winning Pass, by agency, elvis, starring some of the biggest names in football.

The series of social films offers viewers a behind-the-scenes peek into squad dynamics, and insights into the lives of their favourite players with players answering the question, “Who would you bring to your ultimate matchday experience?”. Focusing on the theme of sharing, the initiative brings the concept of generosity to life in a way that engages with football fans and their loved ones.

The push offers people the chance to win one of six once-in-a-lifetime opportunities to experience their ultimate matchday, and to share it with three friends or family members, by buying a pack and visiting thewinningpass.cadbury.co.uk

The campaign is running across Meta, TikTok and YouTube, supported by out-of-home, email and other digital activity.

Tanya Whitehouse, CEO, elvis, stated “The Winning Pass offers football fans an authentic glimpse into the lives of their favourite football players. By capturing genuine moments and personal stories, we’ve created socially native content that connects emotionally through the power of storytelling.”

Chris Parker, brand manager, partnerships, Mondelēz, added, “This new campaign perfectly captures the spirit of generosity in an authentic and emotionally engaging way. We know people love to share special experiences with those closest to them, and our top-tier prize gives winners the chance to enjoy an unforgettable matchday alongside three friends or family members.”

Credits:

Client: Mondelēz
Junior Brand Manager: Phoebe Morris 
Brand Manager: Chris Parker 
Partnerships Lead: Louise Page 
Senior Brand Manager: Amy Bestwick

Creative Agency: elvis
Creative Group Heads: Bill Hibbins & Rob McEvoy
Creatives: Elli Stone (copywriter), Chris Lawlor (copywriter), Sam Hinkley (art director)
Senior Account Director: Celia Bush 
Senior Account Manager: Anna Sanders 
Account Managers: Martha Taylor & Maddie Corlett
Creative Producer: Liv Musto
Strategic Group Head: Jenna Russell
Strategist: Lara Eyre 
Digital Project Manager: Dylan Gordon
Head of Motion: Jason Garfield
Senior Motion Designer: Peri Chiu
Motion Designer: Rhys Clarke
Head of Studio & Senior Designer: Neil Carding     
Head of Design: Tom Gudgeon
Digital Designer: Emma Gray    
Designer: Zara Peterson
Artworker: Sarah Huby-Jones
Senior Retoucher: Nick Swaffield   

Media Agency: Publicis
Sports Management Agency: MKTG 
Prize Fulfilment Agency: Promo Veritas 
Production Partner: Bullion