Cadbury has harnessed the power of AI to let the public star in a celebratory campaign that spotlights the extensive advertising heritage it has developed over its 200-year history.

Developed by creative agency VCCP London, ‘My Cadbury Era’ is a Gen-AI tool that allows users upload a selfie and select their ‘Era’ from one of seven of the chocolate brand’s classic ads.

Honed by VCCP’s digital experience arm Bernadette, the tool also provides options for people to decide how they’d like to be represented before it recreates the famous image using their likeness.

“We started off our 200 years celebrations by asking the public to go into their family albums and share photographs of themselves with Cadbury over the years,” Cadbury marketing director Phil Warfield said.

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“Now we are inviting the public to be a part of our posters, developing a tool that celebrates not only the rich heritage of Cadbury but also our relationship with the public.”

Supported by a series of executions running across social media and digital out-of-home, the campaign will include extensive influencer partnerships influencers to help demonstrate how the tool works.

Bernadette chief design officer Jonny Goodall added: “My Cadbury Era is a product of human design and creativity which was boosted by Gen-AI technology to make something that wasn’t previously possible – using cutting edge techniques to bring something from the archives up to date and into a modern environment.”