What if you could join in the fun of an Easter egg hunt from anywhere in Australia? That question got Cadbury agency, Ogilvy Melbourne, thinking.

“A Cadbury Easter is all about joy and wonder, and there’s nothing more exciting than scouring the backyard for every last egg, but why should the kids get all the fun? We wanted to create an experience that would remind all Australians of the happiness an Easter egg hunt brings,” stated Ogilvy Melbourne executive creative director, David Ponce de Leon.

Of course, these days anything is possible if you apply creative ingenuity. So Ogilvy developed The Cadbury Live Egg Hunt with 360 Facebook video and Alt.vfx Sydney.

The one-hour live event between 7 and 8 pm on Thursday, March 15, attracted 220,000 hunters spread across Australia, searching the animated world for Cadbury Easter eggs. The first person to spot an egg and comment was rewarded with real Cadbury chocolates for Easter. There were 70,000 comments.

Tyrone Estephan, executive producer for Alt, commented, “When this project came to us, we had to solve a lot of technical challenges to make it happen, which we love. Interacting live with over 220,000 people across a 1-hour social media live stream, while having those people explore a 360-virtual environment, pushes the boundaries of future creativity. We also love how we married this new world tech with old school 2D traditional animation. We will see this Interactive Live Stream VR thing happen a lot now, and Alt R+D was very happy to collaborate with Cadbury on a social first.”.

Kjetil Undhjem, Mondelez International’s director of marketing for chocolate, added, “Easter is a very special time for us at Cadbury and the fact that we got such a high level of interaction with this virtual egg hunt means the magic of Easter is alive and well.”

Credits:

Creative agency: Ogilvy

Executive Creative Director: David Ponce de Leon

Creative Director: Josh Murrell & Sharon Condy

Associate Creative Director: Tom Wenborn & Tom Russell

Creatives: Huei Yin Wong & Jack Railton-Woodcock

Head of Strategy: Virginia Pracht

Group Account Director: Danielle Chapman

Account Manager: Catherine Martyn

Producer: Afrim Memed

Social Media Managers: Cassandra Chen & Katia Rapota

Production: Alt.vfx

Executive Producer: Tyrone Estephan

Creative Technologist: Raymond Leung

Illustrator and 2D Animator: Harry Gold

Producer: Alison Ingram

Sound: Risk Sound

Sound Designers: Liam Annert & Brodie Mattner

Client: Mondelez

Mondelez International’s Director of Marketing: Kjetil Undhjem

Senior Marketing Manager Chocolate – Seasonal & Gifting ANZ: Melanie Yates

Brand Manager, Seasonal (Easter): Constance Appleman