Selling sweets to children is trickier than it used to be. VCCP and Cadbury are conquering the good food hurdle – Cadbury with Dairy Milk Freddo Treasures, little chocolate discs that come in a treasure box with a toy, and VCCP with a commercial that inspires parents to use the Treasures to get involved in fantasy play adventures with their kids.
The campaign film, a fantasy game acted out by a boy and his dad, is about the fun a parent can have by taking a little time out of his or her day to play with their child. The focus of the play is the Freddo Treasures, which the pair are trying to keep a group of pirates from stealing.
The 40-second TVC campaign is supported by OOH, digital and PR activations. Digital includes a range of YouTube Bumpers and Facebook Posts. PR activation will promote the campaign concept of Big Hearted Adventures, Every Day.
https://vimeo.com/333970023
The campaign includes the addition of a redesigned and more prominent Be treatwise logo across advertising materials including the TVC, where it appears in the final frame. Be treatwise was originally launched as a logo on Cadbury packaging in 2006 in the UK and was relaunched as an industry initiative, together with Mars and Ferrero, in 2018, to help Brits have a healthy and balanced approach to treats. It will be the first time that Cadbury, or any brand, has used the logo in its advertising materials.
Jim Thornton, Deputy executive creative director, VCCP, commented, “In my humble opinion, the very, very best advertising tells either a really good story, or a really good joke, in under 60 seconds. And this little gem is up there with the very best I’ve ever been involved in.
“Drama, emotion, a father and son relationship, all inspired by a product packed with adventures, beautifully written by Chris and Ahmed, brilliantly realised by James, and backed to the hilt by the lovely people at Mondelez. It’s why I got into the business in the first place, and why, after 32 years, it’s still better than a proper job.”
Credits
Agency: VCCP London
Creative Director: Jim Thornton
Copywriter: Chris Russell
Art Director: Ahmed Ellabib
Creative Producer: Romana Kit
TV Producer: Carly Parris
Business Director: Emma Whitmarsh
Account Manager: Alex Austin
Planner: Alana King
Photographer: Felix Hernandez
Production Company: Outsider
Director: James Lees
DOP: Danny Cohen
Production Designer: Ricky Eyres
Post Production: Fi Kilroe @ Freefolk
VFX Supervisor: Jason Watts
Lead Flame Artist: Judy Roberts
Colourist: Paul Harrison
Editing: tenthree
Audio Post Production: Jack Hallett @ Factory Sound
PR Agency: Golin
