Brief

Launch the new Cadbury Dairy Milk Oreo (confectionary crack) with a sampling campaign.

Idea

We came up with a social campaign. The idea was to create a challenge, one influencer had to share 50.000 thousand chocolate bars over a set amount of time.

So we looked for a person who was present on all social channels to create content with them.
We found Arron Crascall, who is massively into chocolate.
Arron became the frontman and we became his writing room and probably the best production team he ever had.
We tried to stay authentic to Arron’s content and audience, to create fun executions.
Over four weeks Arron had to share 50.000 chocolate bars and we created 3 films a week.

It was Cadbury’s best-performing social media campaign ever, reaching beyond the UK market. We not only grew product awareness but also Arron’s own follower numbers.

We won a Campaign New Thinking Award.

ROLE: ART DIRECTOR
AGENCY: VCCP
DIRECTOR/DOP/INFLUENCER: ARRON CRASCALL
CREATIVE DIRECTOR: John Cherry
COPYWRITER: Tom Lee
PRODUCTION: Ryan O’Kane, Nishita Upadhyay, Jasmine Wilson