ABOUT

5 second ads were created and placed, as pre-rolls, before specific content on YouTube. Each ad was tailor-made to show what sparked the joy in the funny clip that follows directly after it.

Each execution was crafted to look almost identical to the video it precedes.

Not only matching wardrobe, cast, location and sound but the actual size dimensions and quality (or lack there of) of the clip that it was mimicking.

Without incurring massive costs associated with buying the rights to the individual videos, it allowed Cadbury to ‘own’ some of YouTube’s favourite viral videos. Thus creating a seamless brand link between Cadbury and joyful YouTube clips.

With a cost per view that was 50% lower than the industry standard.