It’s Easter egg hunt time. This year, Cadbury and VCCP are enhancing the magic.
In a world where the traditional Easter egg hunt is often over in seconds, Cadbury has created a series of four press ads designed to help the nation’s ‘Hiders’ outsmart the ‘Hunters’. The campaign equips families with the tools needed to make their egg hunt more fun than ever before.
Each of the press ads was created to be cut out and assembled, and – to the untrained egg-hunting eye – conceal Easter eggs. Once assembled and placed in unsuspecting locations, the press ads pass as ordinary household objects: from a stack of books to a bag of wooden clothing pegs, a box of tea bags to a bedside alarm clock.
The campaign encourages the UK to get involved in the joy of the physical egg hunt this Easter, providing the inspiration and tools to elevate their hiding game, encouraging families to reconnect with one another by sharing the joy of the hunt. Because when the hide is better, the hunt is too.
Chloe Jean-Marie, senior brand manager of Cadbury Easter UK at Mondelez International, stated, “At Cadbury, we believe the magic of Easter is not just in the surprise of the hunt, but in the generosity behind hiding an egg well for someone else to find. These press assets will inspire families across the nation to get creative with their hiding, using clever cut-out shapes to make the Easter hunt even more playful this year.”
Angus Vine, creative director at VCCP, added, “The more effort that goes into hiding your Easter eggs, the more fun they are for the family to find. Our Cadbury press ad disguises perfectly wrap the Cadbury product range. Upping the challenge for Easter egg hunts this year.”
The press ads were managed byVCCP’s global content creation studio, Girl&Bear, and are running form March 30.
Credits
Client: Mondelez (Cadbury)
Advertising Agency: VCCP
Executive Creative Directors: Chris Birch & Jonny Parker
Creative Director: Angus Vine
Senior Creative Team: Alice Goodrich & Katy Stanage
Additional Creative: Alice Marani
Vice Chairman: David Boscawen
Managing Partner: Matt Smith
Business Director: Rob Gray
Senior Account Directors: Bella Johnston & Tom Carr
Senior Account Manager: Emira Grbac
Account Manager: Ella Wright
Group Planning Director: Gethin James
Senior Planners: Charlotte O’Brien & Bethan Wotton
Content Creation Studio: Girl&Bear
Integrated Project Director: Brad Willis
Senior Integrated Producers: Mish Dent & Andy Gorton
Senior Designer: Maria Quiroga
Artlab Manager: James Perry
Artworker: Nick Norman
Resource Manager: Yasmine Moridi
Media Agency: Publicis Media
