Last weekend, Cadbury Dairy Milk reminded people just why it is the nation’s favourite chocolate by spreading joy through Westfield shopping centre with a giant chocolate fountain. Fallon London developed the new strategy / creative approach for the brand and their in-house experiential team, Made In Fallon, developed and delivered the fountain.
Measuring 9.2m tall by 7m wide, the magnificent, musical chocolate fountain had over 20 tonnes of warm liquid chocolatey-ness flowing through its pipes made from t thousands of molten Cadbury Dairy Milk milk chocolate buttons.
The fountain moves to Birmingham’s Bull Ring for the weekend of 28/29 January and Manchester Trafford Centre for the weekend of the 4/5 February.
Not only spreading the joy of Cadbury Dairy Milk, the fountain will also offer a glimpse into the magical, mythical world of Joyville – the place where all Cadbury Dairy Milk is made. Joyville lives in the imagination of chocolate lovers the world over and is a place powered by joy to stir the fun into the nation’s favourite chocolate. The magical fountain will be an opportunity to witness a small part of Joyville as it bubbles into the real world for the first time. Joyville workers will be on hand to explain the story of Joyville and take people on a guided tour of the fountain.
Cadbury Dairy Milk will be bringing more of Joyville into the real world throughout 2012 so keep your eyes peeled for signs of purple pot holes or secret doors – they could take you to the magical world of Joyville.
Project name: Joyville Magnificent Musical Chocolate Fountain
Creative agency: Fallon
Experiential Agency: Amplify
Client & their job title: Daryl Fielding, Luca Miggiano, Matthew Williams, Lily Donagh, Helen Potter.
Brief: Launch Joyville
Executive Creative Director: Santiago Lucero
Creative Directors: Chris Bovill, John Allison, Sam Oliver, Shishir Patel
Design: Made in Fallon
Group Account Director: Penny Brough
Account Director: Jack Starks
Project Manager: Abi Pearl
Agency Planner: Craig Wills
Agency Producer: Rob Punchard
Production Company: Hot House I Want Gets
Media Agency: PHD