Cadbury: #FreeTheJoy Billboard

This case study explains how Cadbury's, the chocolate brand, used a stunt in the UK to capture people's attention and bring them joy.

Cadbury: #FreeTheJoy Billboard

Elvis

How did the campaign make a difference?

Cadbury believes there is joy within us all but the world teaches us to suppress and control these feelings. Its challenge was to demonstrate this brand belief to the maximum possible audience and engage people beyond a traditional broadcast campaign.

By staging a mass intervention in Waterloo station during rush hour – one of the most mundane and least joyful moments imaginable to the average commuter – the brand created a joyful experience for 160,000 people and (more importantly) used social to share it with over ten times that...

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