Hunt the White Creme Egg
Cadbury Creme Egg’s audience is increasingly avoiding ads. So in 2019 it tackled this industry problem head on. In a first-of-its-kind collaboration with 12 other brands, Cadbury created the ultimate Easter Eggs by hiding its super-rare and super-sought after White Creme Eggs in other brands’ ads. Clues were seeded on social and once found, people uploaded a photo to an image-recognition-enabled mobile site to discover whether they’d found a white egg. This cross-platform, digital hunt turned other brands’ ads into Cadbury ads and then got the nation to stop skipping and start searching for them.
- DigitalDisplay & Social Advertising
- DigitalIntegrated Digital Campaigns
Country
- United Kingdom
Client
- Mondelez
Creative Agency
- ELVIS
Executive Creative Director
- Neale Horrigan
Creative Director
- Rob Griffiths
- James Hudson
Strategy Director
- Camilla Yates
Managing Partner
- Caroline Davison
Senior Account Manager
- Claire Smith
Design Director
- Chris Dorn
Designer
- Beth Stanbridge
Technical Lead
- Jason Garfield
Senior Motion Designer
- Bene Tanser
Motion Designer
- Joshua Rodrigues
Creative Producer
- Alexander Warren
Brand Manager
- Aislinn Campbell
Artworker
- Danny Kerley
Sound Design
- Michael Pachecho
Producer
- Julia Methold
PR Agency
- Golin
Media Agency
- Carat
Production Partner
- Craft Films
- EDC
Advertising Agency
- ELVIS
Cadbury Creme Egg’s audience is increasingly avoiding ads. So in 2019 it tackled this industry problem head on. In a first-of-its-kind collaboration with 12 other brands, Cadbury created the ultimate Easter Eggs by hiding its super-rare and super-sought after White Creme Eggs in other brands’ ads. Clues were seeded on social and once found, people uploaded a photo to an image-recognition-enabled mobile site to discover whether they’d found a white egg. This cross-platform, digital hunt turned other brands’ ads into Cadbury ads and then got the nation to stop skipping and start searching for them.