Cadbury is focusing on out-of-home for the launch of its new ‘Dairy Milk & More’ bar, with a series of neighbouring posters reacting directly to the confectioner’s creative.

Working with creative agency of record VCCP, the Mondelez-owned brand has worked with real, independent businesses to produce so-called ‘distracted’ posters that interact directly with the ‘Dairy Milk & More’ ad placed at their centre.

The innovative campaign idea centres around the ‘eye-catching’ nature of Cadbury’s new product, with the adjacent ads unable to avert their gaze from the colourful creative.

Supporting the lead out-of-home creative will be a pair of 20-second films directed by Smuggler’s Tom Speers that bring to life real-life scenarios in which ordinary people are driven to distraction by the chocolaty treat.

“Cadbury’s brand identity revolves around generosity and this campaign is an embodiment of that, showcasing and collaborating with real independent businesses to share our platform,” Mondelez senior brand manager, Maria Jackson said.

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“It’s been an exciting journey to see the product truth (there is a lot to take in!) amplified through a series of eye-catching ads that highlight an irresistible new product.”

With media planning and buying handled by Publicis Media, the campaign will run through to 31 July across broadcaster video-on-demand, connected TV, cinema, YouTube, digital, out-of-home and social media.

VCCP London creative director, Laura Muse added: “It’s not often you get to launch a new product for such a national treasure of a brand, so it’s been a really exciting campaign to be a part of.

“We’re just hoping those delicious chunks don’t cause any serious distractions. If that happens, please tell everyone it was Chris and Jonny’s idea.”