Cadbury is putting a spin on the traditional Easter egg hunt by showcasing its online ‘The Cadbury Worldwide Hide’ platform through a series of OOH posters.
The platform enables people to go online and hide an egg anywhere within the virtual world for their loved ones.
Created by VCCP’s content creation studio Girl and Bear, the new campaign highlights meaningful shared memories between hiders and seekers through sharing real-life clues from past participants.
The series of twelve OOH posters integrates clues from 300,000 past participants of the Worldwide Hide for the first time.
The campaign will run from 26 February throughout the UK and Ireland across TV, social, DOOH, radio, platform and YouTube.
Media planning and buying is led by Publicis, while own channel activity is led by Elvis, and PR managed by Ogilvy.
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The OOH locations, including beachfronts and parks, have been selected by Publicis Media in order to enhance the imagery, which includes everyday landscapes – for example a giant Cadbury Easter egg nestled next to a tent under the sunrise with the clue ‘I wanna be proposed to here’.
The campaign will also be supported by action across TikTok, Instagram and Facebook as well as a series of ten 30 second Spotify adverts, targeted to specific playlist interests on the platform.
Mondelez International senior brand manager Charlotte Parkes said: “At Cadbury we love to encourage more generosity in the world and this campaign continues doing just that. This year, we wanted to champion and hero the clues of the nation to show just how meaningful hiding an egg for someone you love can be.”
VCCP London creative director Zoë Stock said: “Taking part in Worldwide Hide means having a good old think about somewhere special to hide your egg for someone – reminiscing about where funny stories happened, disastrous holidays, or private jokes.”
“And this year, we wanted the genuine clues submitted by the public to be the inspiration for this. To remind people of those inconspicuous places that somehow wind-up meaning so much to only you and one other person in the world.”
