2 months ago
Today (9th March) sees the launch of the new Cadbury Easter campaign.
Easter has increasingly become over-commercialised and no longer a heartfelt time, with the priority placed on finding chocolate eggs to devour instead of showing your loved ones that you care. But Easter at its core is a holiday when our generous instinct is reawakened after a long winter, and the perfect reminder that ‘there’s a glass and a half in everyone’.
Cadbury’s Easter campaign, ‘Show you care, hide it’, builds on this by encouraging the nation to put time and effort into hiding an egg for a loved one, rather than simply handing one over.
The ‘Show you care, hide it’ platform and the resulting TVC and OOH executions were created by Adam Sears and Ben Evans at VCCP.
The 40” spot is filled with the natural light of a spring day, and directed by Si&Ad. It tells the story of a grandfather hiding shiny purple eggs around his flat; finding places high and low. There's a knock at the door and in runs his granddaughter and tall teenage grandson. As the little girl runs off in search of Easter eggs, the grandson greets his grandpa with a big hello hug and we see his eyes darting across the room, looking around for eggs for himself.
The OOH executions also showcase hiding spots in real homes. Mark Leary, the photographer, captures spring light and focuses on playfully hidden Cadbury eggs. In the DOOH, these eggs topple into the frame from their carefully chosen hiding places.
This creative platform was brought to life on social and digital platforms by Amy Taylor and Louise Organ. Their creative, again captured by Mark Leary, focuses on the act of hiding, demonstrating the effort and consideration required to place an egg in the right spot for a loved one.
Declan Duggan, senior brand manager, Cadbury said: “We see Easter as a holiday to reawaken the generous spirit in people; a Cadbury Easter Egg is all it takes to connect with your loved ones and show you care.”
Chris Birch and Jonny Parker, creative directors at VCCP, added: “There’s simply giving chocolate eggs at Easter, 'There you go', 'Happy Easter', which is fine but it can all get a bit transactional. By going to great lengths to hide eggs for someone, like our moderately intrepid Granddad, we’re championing the fun, caring, memorable Easters that people might just remember”.
The campaign launches on 9th March across TV/VoD, OOH and social.
Carat are the Media agency.
Creative Agency: VCCP
ECD: Darren Bailes
Creative Directors: Chris Birch, Jonny Parker
Creative Team: Adam Sears (TV, OOH), Ben Evans (TV, OOH), Amy Taylor (Social) , Louise Organ (Social)
Agency Producer: Ed Mueller
Integrated Producer: Pete Lewendon
Digital Producer: Luke Dougherty
Designer: VCCP Design
Photographer: Mark Leary
Photographer's agency: Swerve Represents
Production company: Academy
Producer: Georgina Smith
Executive Producer: Medb Riordan
Cinematographer: Stéphane Fontaine
Editor: Ellie Johnson @ Tenthree
Post Production: Soloman Tiigar @ MPC
Sound Design: Jack Sedgwick @ Wave
Colourist: Matthieu Toullet @ MPC
Exposure (media channels): TV, VOD, OOH, DOOH, Social, Digital
Business Director: Matt Smith
Senior Account Director: Charlie Griffith
Account Director: Alec Campbell
Account Manager: Matt Reed
Account Executive: Xanthe Fuller
Joint Head of Planning: Nicky Vita
Planners: Alex Grieves, Alana King
Media agency: Carat
PR agency: Golin
Categories: Food, ConfectioneryVCCP, 2 months ago