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Top 6: July 31st 2024
Interactive
Cadbury: My Cadbury EraTop 6: July 31st 2024
Cadbury has today launched a new Gen-AI powered tool named ‘My Cadbury Era’ which places users in classic Cadbury posters to celebrate its 200 year heritage, with a new campaign activation from its agency of record VCCP London. Building on the Yours For 200 Years campaign, which celebrates Cadbury’s 200th anniversary and its long-standing relationship with the British public, VCCP’s digital experience agency Bernadette has created the free tool to let people place themselves at the heart of Cadbury history. Users upload a selfie and select their Era from one of seven classic Cadbury ads, along with options to determine how they would like to be represented, and the tool then recreates the image featuring their likeness. In keeping with Cadbury generosity, participants are automatically entered into a prize draw to win £200. The activation is being supported by a social and D/OOH campaign, and Cadbury has also partnered with influencers to help demonstrate how the tool works and share their posters. Using AI image inference on the original archive adverts, and combining the power of Stable Diffusion with the creativity and expertise of the team who developed the tool allowed for the reimagining of historic posters in a way that felt true to Cadbury. VCCP and Cadbury worked with a leading LGBTQ+ charity and members of Mondelẽz International’s diversity and inclusion network to ensure the activation is as inclusive as possible.
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