David Gibbs Creative/​Art director ATL, BTL & Social

ABOUT

Brief
Launch the new Cadbury Dairy Milk Oreo (confectionary crack) with a sampling campaign.

Idea
We came up with a social campaign. The idea was to create a challenge, one influencer had to share 50.000 thousand chocolate bars over a set amount of time.

So we looked for a person who was present on all social channels to create content with them.
We found Arron Crascall, who is massively into chocolate.
Arron became the frontman and we became his writing room and probably his best production team he ever had.
We tried to stay authentic to Arron’s content and audience, to create fun executions.
Over four weeks Arron had to share 50.000 chocolate bars and we created 3 films a week.

It was Cadbury’s best performing social media campaign ever, reaching beyond the UK market. We not only grew product awareness but Arron’s own follower numbers.

We won a Campaign New Thinking Award.


ROLE: CREATIVE / ART DIRECTOR
AGENCY: VCCP
DIR: ARRON CRASCALL
CREATIVE DIRECTOR: John Cherry
COPYWRITER: Tom Lee
PRODUCTION: Ryan O’Kane, Nishita Upadhyay, Jasmine Wilson

Date created: March 2018 2018-03-01T00:00:00+0000
Date published: 18 May 2020 2020-05-18T11:56:03+0100

AWARDS

Campaign New Thinking Award

MADEIT CREDITS

Who liked - Cadbury Dairy Milk Oreo