Cadbury: Stop weeping on the sofa, start playing with a poster

Cadbury, a grocery brand, opened the Cadbury Secret Santa Postal Service at thousands of OOH sites across the UK, inviting the nation to send chocolate secretly for free to someone special to enable people at Christmas to show their generous instinct towards another.

Summary & Introduction

In recent years, the big commercial occasions have grown bigger. The World Cup; the Super Bowl in the US; Christmas in the UK - media spend around each event has consistently increased.1 So what's the best way for a brand to navigate the 'big-event-maelstrom'?

Last year, VCCP and Cadbury approached Christmas a little differently.New questions were asked, new thinking developed, and - as a result - a new shape of idea emerged. "Cadbury Secret Santa" - a nationwide activation inviting the UK to send chocolate secretly, for free, to someone special via OOH...

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