The magic of a Twirl bar is its distinctive swirls and curls. Can it predict your future (possible as accurately as a $20 psychic session). Cadbury and VCCP London have picked up on the popularity of psychic readings among millennials to create readmytwirl.com, an online interactive experience that enables people to use their phones to scan and analyse the patterns inside their Twirl for a reading of their future.
The campaign, Your future’s in the swirls and curls, launches in Australia and New Zealand on Sunday, August 8, supported by a fun TVC directed by Good Oil’s Dave Wood, featuring two sisters and a particularly ambiguous Twirl reading.
Chris Birch, executive creative director at VCCP, stated, “Forget the magic eight ball, the fortune cookie, the alignments of the planets or tea, if you really want to know your future, the answer is in the swirls and curls of a delicious Twirl. Who knew?! (Well we did when Aly and Emma came up with this idea after seeing it written in their Twirls about three years ago), and we are very thrilled that that prediction has come so gloriously true. Now for the Lottery.”
The campaign will also play out across OLV and social media on Facebook, Instagram, Snap and YouTube where targeted predictions eerily have something to say about what you’re watching or about cultural events that happen to be going on across Australia and New Zealand at the time, and will run until 2022.
Anthony Ho, associate director equity & partnerships Australia & New Zealand at Mondelēz, commented, “We needed a global campaign platform that could inject some fun into the brand and engage consumers with Twirl and its distinctive features. The ability to make people stop and look at their chocolate, mid-snack, is an exciting opportunity and has truly made Twirl the hero of its own advertising in this campaign.”
Credits:
Client: Mondelēz
Associate Director Equity And Sponsorships ANZ: Anthony Ho
Senior Marketing Manager ANZ: Kelly Wilson
Marketing Manager ANZ: Nick Hailey
Global Director: Jonathan McCarthy
Global Brand Manager: Cornelia Vogt
Advertising Agency: VCCP
Creative Directors: Chris Birch & Jonny Parker
Creative Team: Aly Golani & Emma Jackson
Group Managing Director: David Boscawen
Business Director: Matt Smith
Account Director: Oliver Robinson
Account Manager: Annisha Shah
Planning Director: Gethin James
Planner: Lloyd Scott
TV Producer: Ed Thorn
Agency Integrated Project Director: Jon Dewart
Creative Producers: Pete Lewendon & Sally Archer
Social & Influence Director: Aurelien Pakula
Project Director: Hazel Coleman
Senior Digital Producer: Sara Wills
Technical Director: Philip Beaman
Associate Creative Director: Will Aslett
Front End Developer: Nigel O’toole
Animation Designers: Claire Ashfield & Dexter Marshall
UI Designer: Jason Fingland
Design Directors: Gilles Bestley & Mik Shaw
Production Company: Good Oil
Director: Dave Wood
Editor: Stu Morley @ The Editors
Producer: Lee Thomson
Post-Production Company: Electric Theatre Collective
Post Producers: Jon Purton & Emma Hughes
Colourist: Jason Wallis
Audio Post-Production Company: Wave Studios
Sound Engineer: Ed Downham
Photographer: Andrew Burton
Media Buying Agency: Wavemaker
Media Team: Ella Stewart, Rebecca Wood & Linh Nguyen
