For Easter Cadbury has created a social-first ad campaign for its Mini Eggs.
For the campaign, the chocolate brand worked alongside model maker Paul Baker, who made the tiny ads as well as little ladders, buckets and pasting brushes to bring the installations to life. One is even illuminated so that it can be shot in the dark of night.
The social-first ad campaign created by VCCP London centres around a specially built miniature OOH that looks like a real full-scale OOH complete with JCDecaux branding. The adverts were filmed in-situ in London’s Piccadilly Circus, with the camera panning back to reveal the true scale of the Mini Eggs billboards against their backdrops.
Charlotte Parkes, Senior Brand Manager for Easter at Mondelēz International, said: “’Easter’s biggest egg’ marks the first Cadbury Mini Eggs campaign in half a decade, designed to shine brightly in a crowded marketplace. While others clamour for attention with loud, flashy ads, Cadbury Mini Eggs proudly embrace their small yet mighty stature.”
In addition to the small scale of the ads, the campaign was also completed on a tiny budget by a small team from Cadbury agency of record VCCP London, as well as their global content creators Girl&Bear and creative digital agency Bernadette.
Emma Houlston & Colin McKean, Creative Directors at VCCP London, added: “It’s been five years since the last big Cadbury Mini Eggs campaign, here’s a small one instead. We love Mini Eggs and we love these beautifully crafted mini billboards, so couldn’t think of a more fitting way to celebrate these magnificent little eggs.”
