Cadburyand VCCP London are bucking the sobering reality of Christmas trend this year. They’re celebrating getting over-excited about Christmas. And it’s all to mark the return of Cadbury Dairy Milk Coins for Christmas – after almost a decade away from UK shelves.
To kick off the campaign, Cadbury & VCCP London unveiled a special build billboard in Leeds, created by brand experience agency, Energy, which features a poster that Cadbury just couldn’t stop adding decorations to. Premature Christmas excitement spills out of the poster as baubles and fairy lights take over the whole building.
Cadbury Dairy Milk Coins also tracked down three homes where the occupants just can’t wait to decorate for Christmas and who always go overboard. Cadbury helped them to make their homes extra Christmassy with special Cadbury Coins lights and captured the results for social media, with filming taking place in October way ahead of time.
Top gild the over-excited Christmas lily, there’s also an innovative triptych of OOH ads on which tinsel, glitter and Christmas decorations burst out from the Cadbury Coins ad and spill over into neighbouring, much more seasonally appropriate ads. Social assets follow a similar theme with unapologetically unconstrained Christmas excitement bursting out from Cadbury Dairy Milk Coin ads.
Emma Jayne Paxton, senior brand manager for Cadbury Christmas and Halloween at Mondelēz International, stated, “Cadbury Coins had been missing from UK shelves for almost a decade, so we wanted to make a lot of noise to celebrate their return. Coins coming back meant our Christmas spirit was revitalised and we’ve unapologetically gone all out with our decor to shout about their return, spreading our contagious festive cheer. Bring on Cadbury coins and bring on Christmas.”
Caroline Rawlings, creative director at VCCP London, added, “You all know the ones, the people who just. Can’t. Wait. For Christmas. Who are bursting with tinsel and jingle bells before we’ve even finished trick or treating. Well ,this year that was Cadbury. Bless ’em. But you can’t blame them, Coins have been off shelves for ten years, can you believe it? Their return is a bigger deal than the nose on that reindeer fella. Coins are icons of Christmas. So sure, the leaves have barely left the trees, but Coins are back, bring on Christmas and all the tinsel, baubles and fairy lights you can possibly carry. This was just a delight of a campaign to work on with a team of excellent people who made having meetings about how much tinsel was too much tinsel in August actually beyond palatable.”
The campaign will run across D/OOH, social, print and digital until December 17, supported by owned channel activity by Elvis. Publicis Media is responsible for media planning and execution.
Credits
Client: Cadbury
Advertising Agency: VCCP London
Creative Directors: Caroline Rawlings
Creative Team: Tomás Azoubel Lima & Ana Marques
Associate Creative Directors: Jonny Parker & Chris Birch
Senior Account Director: Catherine Tilley & Rosie Troen
Account Manager: Maddie Jones
Planning Director: Ollie Gilmore
Planner: Nathan Velayudhan
Production Company: Girl&Bear
Agency Creative Producer: Zoë Thompson
Media Buying Agency: Publicis
Media Planner: Lauren Nolan
Designer & Motion Editor: Sarni Strachan
Executive Producer: Francesca Best
Producer: Tosin Lepe
Production Assistants: Felix Borer & Jagoda Bugaj
Audio Post-Production Company: G&B
Audio Post Producer: Rebecca Freeman
Sound Engineer: Emily Vizard
Artwork: James Perry & Sam Weight
Photographer: Lol Keegan
Set Designer: Bobby Nicholls
