Cadbury’s new billboards by VCCP London are distracting. Within the poster, the eye-catching Dairy Milk &More bar grabs the attention of neighbouring ads, the people featured within each can’t help but stare.
To create the activation, Cadbury involved real independent businesses for the surrounding ‘distracted’ ads, providing each with a valuable spotlight and complimentary advertising. Each ad features genuine individuals closely affiliated with these businesses. This initiative, as well as highlighting the brand’s generosity, underscores Cadbury’s commitment to nurturing creativity and supporting the community.
The campaign highlights the new Cadbury Dairy Milk &More, with its bigger chunks and more combinations of delicious flavours. The idea behind the campaign is to point to the distracting power of the &More bar’s fillings, proudly celebrating that “there’s a lot to take in”.
Media planning and buying led by Publicis Media, has placed each poster at some of London’s most prominent digital sites including Euston and Waterloo, as well as flyposting locations up and down the country going live on June 17. The OOH also plays on the theme of distraction, using contextual ads strategically placed in key locations such as bus stops and airports, reminding people that they should really be getting on their bus or picking up their luggage rather than staring at the &More chunk.
VCCP’s global content creation studio, Girl&Bear, collaborated with awarded director, Tom Speers, and SMUGGLER to create two 20-second spot crafted to be funny, sharp and land the message in a short space of time. One film depicts a gamer so entranced by the &More bar that he abandons his team, while the other portrays a mother so absorbed by the chocolate that her teenage daughter is left waiting outside in the rain.
The campaign will run in the UK and Ireland from June 3 to July 31, with a second phase in September. The campaign will be featured across BVOD, CTV, cinema, YouTube, digital and paper OOH, flyposters, and social media. Girl&Bear managed the entirety of the campaign, from TV campaign to OOH, and PR has been managed by Ogilvy.
Maria Jackson, senior brand manager at Mondelez, stated, “Cadbury’s brand identity revolves around generosity and this campaign is an embodiment of that, showcasing and collaborating with real independent businesses to share our platform. It’s been an exciting journey to see the product truth (there is a lot to take in!) amplified through a series of eye-catching ads that highlight an irresistible new product.”
Laura Muse, creative director at VCCP London, added, “It’s not often you get to launch a new product for such a national treasure of a brand, so it’s been a really exciting campaign to be a part of. We’re just hoping those delicious chunks don’t cause any serious distractions. If that happens, please tell everyone it was Chris and Jonny’s idea.”
Credits
Client: Mondelez (Cadbury)
Client Team: Elise Burditt, Michael Moore, Maria Jackson, Claudia Mason
Advertising Agency: Vccp
Executive Creative Directors: Chris Birch & Jonny Parker
Creative Director: Laura Muse
Senior Creative Team: Haley Koehn & Louise Organ
Head of Art: Ali Augur
Managing Partner: Matt Smith
Business Director: Charlie Griffith
Account Director: Bella Johnston & Will Hazelton
Senior Account Manager: Daniella Wilmot
Account Manager: Maddie Jones
Planning Director: Ollie Gillmore
Senior Planners: Charlotte O’brien & Scott Isaac
Senior Agency Producer: David Vass
Head Of Broadcast Affairs: Alexia Collins
Design Director: Adam Edwards
Designer: Carl Sherry
Senior Artworker: Toby Kadir
Studio Manager: James Perry
Resource Coordinator: Yasmine Moridi
Post Producer: Gerda Aleksandraviciute
Social Editors: Teresa Tang & Stefan Jerome
Production Company: Smuggler
Director: Tom Speers
Managing Director: Fergus Brown
Executive Producer: Lucy Kelly
Producer: Claire Jones
Dop: Nick Morris
Production Manager: Adam Evans
1st Ad: James Sharpe
Edit Company: The Assembly Rooms
Editor: Eve Ashwell & Edward Cooper
Senior Edit Producer: Phoebe Armstrong-Beaver
Post-Production Company: Black Kite
Colourist: Tom Mangham
Post Producer: Phil Whalley
Vfx Lead: Mark Stannard
Audio Post-Production Company: 750mph
Head Of Production: Olivia Ray
Senior Audio Producer: Aishah Amodu
Sound Designer & Engineer: Sam Ashwell
Game Footage Development: Moonrock Animation Studio
Food Photographer: Aaron Tilley
Lifestyle Photographer: Wanda Martin
Stills Post Production: Stanley’s Post
Media Buying Agency: Publicis Media
PR & Social: Elvis
Cinema Partnership: 115
