Cadbury Buttons had incredible brand awareness with their millennial target audience, however they had seen a drop in parents buying Cadbury Buttons for their children. To reinvigorate this tradition, Cadbury wanted to take everyday shared moments of joy parents have with their children and re-associate these moments with their brand.
We worked closely with Mondelez, The Story Lab (part of the Dentsu Aegis network) and Fallon, to build and bring to life this campaign. Centred around ‘shared moments of joy’ between parents and their children, the campaign included a world first personalised 360° VR video experience.
In order to achieve the quality required for such an iconic brand we worked with award-winning production agency MediaMonks, to create the unique 360° VR video experience for the 'Memory Lane’ campaign.
Users could upload family photos and names into the tool, they were then dynamically integrated into the 360° video to create their own, personalised 'Memory Lane’. Users family’s names and images appeared throughout the VR environment on street signs, shop windows and more. Users could look around using their desktop machine, mobile phone or virtual reality devices. This enabled us to provide users with breakthrough technology but at scale.
I loved this project for many reasons, technically it was pushing the boundaries but also, more importantly, it highlighted my favourite part of media, when all the different parties (Media Agency, Creative Agency, Production Partner and Media Owner) come together and focus on a great idea. It was an excellent collaboration and out of it came an incredible campaign.
I delivered and executed the winning pitch, I was responsible for managing the production partner. I technically oversaw the project from initial scoping to final delivery.
This project was completed while I was employeed by Oath.