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Outdoor

Cadbury: Secret Santa Postal Services, 3


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the nation’s favourite chocolate brand, Cadbury, launches its iconic ‘Secret Santa Postal Service’. The hotly anticipated festive activation will pop up in digital and static posters across the country for six weeks until Christmas Eve. On a mission to unite the nation around a simple gesture that echoes the true spirit of Christmas, Cadbury will be inspiring people to send a free chocolate bar, in secret, to someone special. At the heart of the integrated campaign, developed in partnership with agency of record, VCCP London and production partners Bernadette and Girl&Bear, lies hundreds of digital 6-sheet, static and flyposters that will be popping up across the UK on bus stops to train stations and from quaint little towns to big cities. The posters will invite members of the public to send chocolate secretly to someone special, for free, simply by scanning a QR code. Each digital poster will also feature a charming Cadbury Secret Santa postie who will hold up a range of welcoming signs from his Cadbury post room and explain what the ‘Secret Santa Postal Service’ is and how the nation can take part in the generous ritual. A total of 120,000 Cadbury chocolate bars will be released gradually every day of the activation until 24th December to ensure as many people as possible have the opportunity to send chocolate secretly to someone special. The digital posters will pop up at random throughout the day, playing into the excitement of giving anonymously at Christmas. Subject to availability, people can choose from a range of products, including Cadbury’s original Cadbury Dairy Milk bar, and Oreo, Caramel, Wholenut, Fruit and Nut and Plant bars. Also available is a range of seasonal products from the winter range, including the Cadbury Dairy Milk Mini Snowballs bar and Cadbury Dairy Milk Winter Wonderland bar. All of the options are the standard size and available in shops. In a pledge to make the Postal Service more magical and accessible this year than ever before, Bernadette, the product and services innovation company from VCCP, have supercharged the activation enabling a digital experience once the QR code has been scanned to give customers a more personable and interactive experience with the Cadbury postie, Jeff. Similarly across static posters and flyposters, the poster will come to life with a bit of extra magic using augmented reality. Alongside the poster activation, Cadbury has created a 30” film which heroes the Cadbury postie and the act of sending chocolate secretly. The film welcomes viewers into the festive Cadbury post room, where Cadbury fans are introduced to the possibility of sending an anonymous bar of chocolate for free through dedicated posters. The creative showcases a range of poster locations; from station platforms to the seaside, and calls on the nation to think of someone special who might need a little lift this Christmas with this simple gesture of secret giving. The campaign will be supported by a dedicated Cadbury Secret Santa website which will act as the campaign’s central hub, giving people insight into where their nearest poster might be. The campaign will keep consistency throughout with social and digital ads also featuring the wonderful Cadbury postie, directing people to keep their eyes peeled for a poster or search Cadbury Secret Santa to find out more.
Credits Other credits

ASSOCIATE MARKETING DIRECTOR BRAND EQUITY - Gemma Flanigan

SENIOR MARKETING DIRECTOR: David Clements

SENIOR BRAND MANAGER: Emma Paxton

BRAND MANAGER: Nicole Dudley

BRAND MANAGER: Josep Sallares

AGENCY

MANAGING PARTNER: Matt Smith

BUSINESS DIRECTOR: Gen Hole

ACCOUNT DIRECTOR: Catherine Tilley

ACCOUNT MANAGER: Fiona Hanna and Maddie Jones

GROUP PLANNING DIRECTOR: Ollie Gilmore

PLANNER: Lloyd Scott and Alex Horner

GIRL&BEAR

INTEGRATED PROJECT DIRECTOR: Sally Greenwood

INTEGRATED CREATIVE PRODUCER: Diana Turchi

STUDIO LEAD: James Perry

DESIGNERS: Bruno Rovarotto and Carl Sherry

ARTWORKER: Toby Kadir and Sam Weight

POST PRODUCER: Vanessa Troop

MCR MANAGER: Bevan Edwards

EDITOR: David Fayinka

COLOURIST: Syd Harvey

SOUND ENGINEER: Emily Vizard

BERNADETTE

ASSOCIATE PROJECT DIRECTOR: Liane Baio

SENIOR DIGITAL PROJECT MANAGER: Luke Dougherty

CREATIVE DIRECTOR: Will Aslett

DESIGN DIRECTOR: Gilles Bestley

SENIOR 3D DESIGNER: Claire Ashfield

SENIOR UI DESIGNER: Matt Brady

SENIOR MOTION DESIGNER: Jason Fingland

SENIOR MOTION DESIGNER: Ondrej Hanel

TECH DIRECTOR: Phil Beaman

WEB TECH LEAD: Yanul Hoque

AR TECH LEAD: Nate Hulley

SENIOR FRONT-END DEVELOPER: Gustavo Rodrigues

FRONT-END DEVELOPER: Zdeněk Suda

UX LEAD: Chris Hobbs

UX DESIGNER: Lucy McDougall

SENIOR UX DESIGNER: Daryl Humphrey

MEDIA BUYING AGENCY: Carat UK

MEDIA PLANNER: India Marlow-Prince and Chloe Rest

PR: Ogilvy PR

eCRM & ORGANIC SOCIAL: Elvis Communications

PRODUCTION COMPANY: Smuggler

EDITOR: Eve Ashwell

POST-PRODUCTION COMPANY: Absolute

POST PRODUCER: Sally Heath, Sarah Maerz

COLOURIST: Matt Turner

AUDIO POST-PRODUCTION COMPANY: Grand Central Recording Studio

SOUND ENGINEER: Munzie Thind

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