Cadbury's virtual Easter hunt lets you hide an egg 'anywhere in the world'

Experience uses Google Street Maps View and a personalized clue

Published On
Mar 08, 2021

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With the U.K. still mostly under lockdown for Easter this year, Cadbury has devised virtual egg hunt that lets people hide an Easter egg "anywhere in the world."

The campaign, via agency VCCP, uses Google Maps Street View to let the hider place an egg in any location of their choosing. They can then share a personalized clue with a loved one to help them find their egg. The hider has two options: purchase one of four Cadbury Easter Eggs from a special Cadbury Worldwide Hide range that their seeker will physically receive once they’ve found the egg online, or simply hide a virtual Easter egg for free for a loved one to find.

The campaign will is being supported with a TV ad, seen here, suggesting users could pick anywhere from a favorite holiday spot to a place "you've always dreamed of going back to," as well as social, digital, OOH, PR, in-store and online elements.

“This year, we felt it was important for us to create something that would help people feel close, even when they cannot be together," said Markéta Kristlová, senior brand manager Easter U.K., Mondelēz International. "There is something so generous in taking the time to hide an egg at Easter and we wanted to capture that in a way everyone could do. We can't wait to share it with everyone and make people feel a little more connected however far apart they may be this Easter.” 

 

Credits

Date
Mar 08, 2021
Client :
Cadbury
Agency :
VCCP
Senior Brand Manager Easter :
Markéta Kristlová
Junior Brand Manager Easter :
Katya Savelieva
Brand Manager Seasonal Ireland :
Maighréad Lynch
Media MEU & Global Digital Media :
Hamish Stacy
Marketing Activation Director Seasonal :
David Clements
Associate Director Marketing Cadbury :
Colin O’Toole
Executive Creative Director :
Darren Bailes
Creative Director :
Chris Birch
Creative Director :
Jonny Parker
Creative Team :
Abigail Williams
Creative Team :
Matt Holmes
Business Director :
Matt Smith
Senior Account Director :
Charlie Griffith
Senior Account Manager :
Matt Reed
Group Planning Director :
Oliver Waterstone
Planning Director :
Alana King
Planner :
Luke Alexander-Grose
Creative Producer :
Pete Lewendon
Integrated Project Director :
Jon Dewart
Agency Producer :
Nosisa Majuqwana
Production Company :
Friends Electric
Director :
Ewan Jones Morris
Producer :
Giles Nathan
Post Production :
Electric Theatre Collective
Post Producer :
Marie O’Brien
Editor :
Ben Stephens
Editor :
Final Cut
Sound Design :
Tony Rappaccioli
Sound Design :
Wave Studios
Media Agency :
Carat
Consumer PR Agency :
Golin
Community Management :
Elvis
Chief Design Officer :
Jonny Goodall
Chief Experience Officer :
Adrian Gans
Head of Technology :
Mark Sweatman
Head of Project Management :
Pete Hadden
Creative Director :
Jon Bancroft
UX Director :
Neil Challis
Technical Director :
Phil Beaman
Project Director :
Hazel Coleman
Lead Producer :
Harriet Fenton
Senior Producer :
Dani Hammersly
Senior Producer :
Laura Richardson
UX :
Kirit Chaudery
UI Design :
Andy Potts
UI Design :
Matt Brady
UI Design :
Linas Jovaisas
Engineering and Data :
Nigel Toole
UI Design :
Gustavo Rodrigues
UI Design :
Ali Kizildag
UI Design :
Russell Handy

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