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Interactive

Cadbury: The Big Win-Win


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This year to support the humble local corner shop and the work they do for their communities, Cadbury with the help of global agency of record, VCCP, is launching a new integrated campaign, ‘The Big Win-Win’. In the form of a nationwide competition, the campaign aims to spread levity and generosity to chocolate lovers across the country, and most importantly, to reward the heroes that keep the UK going - local corner shops. Newsagents are there for people day and night, through thick and thin and also got the nation through the Covid-19 lockdown. With their latest campaign, Cadbury wants to recognise and champion them as a stalwart pillar of British society. The campaign will bring the focus back to the core range of single Cadbury chocolate bars often picked up in local shops. As well as highlighting the generous mechanic of ‘winning together’ and amplifying shared human stories. With corner shops at the core, every creative angle has been covered to inspire shoppers and shopkeepers alike. Simple and bold packaging and supporting POS has been designed to be engaging and stand out on the shelf. The fist bump featured is a modern representation of the partnership between the people and their local shopkeepers. The typography mimics the informal communications that you have in local shops. It is made to feel human, while utilising Cadbury branding. Social and outdoor creatives are location sensitive, meaning consumers are targeted with dynamic ads that call out nearby participating retailers. This makes the campaign feel personal and builds Cadbury’s inherent role to inspire people to be more generous.
Credits Other credits

Agency

HEAD OF RETAIL: Rob Sellars

BUSINESS DIRECTOR: Gen Hole

ACCOUNT DIRECTOR: Catherine Tilley & Trishika Ramrakha

ACCOUNT MANAGER: Maddie Jones & Jasmine Beale

HEAD OF COMMERCE STRATEGY: Steve Renou

PLANNING DIRECTOR: Ollie Gilmore

PLANNER: Gemma Smyth

Production

INTEGRATED PROJECT DIRECTOR: Sally Greenwood

PRODUCTION MANAGER Kashif Boothe

PRODUCTION ASSISTANT Jagoda Bugaj

SENIOR INTEGRATED CREATIVE PRODUCER: Jennifer Parkes

ARTLAB LEADS: James Perry and Yasmine Moridi

DESIGNERS: Jessica Steimer, Tegan Barnes & Adam Edwards

ARTWORKERS: Toby Kadir, Sam Weight, James Perry & Liam Leal

POST PRODUCER: Rizza Danico / Vanessa Troop

MOTION DESIGNER (SOCIAL): Cian Hogan

EDITOR: Mark Singer

BERNADETTE

PROJECT DIRECTOR: Monika K. Seredynska

SENIOR PROJECT MANAGER: Subashini Awotar

TECHNICAL DIRECTOR: Phil Beaman & Paul Houghton

SENIOR FRONTEND DEVELOPER: Zdeněk Suda

FRONTEND LEAD: Gustavo Rodrigues

HEAD OF UX: Steph Marques

UX DESIGNER: Dave Spears

CREATIVE DIRECTOR: Will Aslett

DESIGN DIRECTOR: Gilles Bestley

SENIOR UI DESIGNER: Rafael Kent

PR: Ogilvy PR

OWNED CHANNELS: Elvis

MEDIA: PublicisMedia

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