Cadbury stuck live Aussies on U.K. billboards to promote its new candy bar

Cadbury's newest launch in the U.K., a caramelized white chocolate candy bar called Caramilk, is an import from Australia. So, the Mondelez brand decided to promote it in the U.K. by putting real-life Australians on billboards there to sing its praises.

The outdoor stunt by Cadbury's global agency VCCP consists of three billboards, in London, Manchester and Birmingham, going up for one day this week in each city. Two real-life Australians, one male and one female, will be sitting on platforms on the billboards, tasked with answering people's questions about the product. The text above their platform reads: "It's amazing. Just ask this Aussie."

The Aussies, who were chosen via a casting process both for their enthuiasm for the product as well as for being "charismatic," will take turns in shifts for a six hour day on each billboard. For those who can't see the billboard in person, there will be an Instagram Q&A where people can also interact with Australians.

The outdoor stunt is part of Caramilk's U.K. launch, which kicked off in August with an integrated campaign targeted at U.K. millennials, running across platforms inlcuding Facebook, Instagram, Twitter, TikTok and YouTube. Creative has included quotes from Australians on social media about Caramilk, such as “You’ll love it more than your cat,” “You’ll think about it while eating other chocolate," and even “You’d give up your gran for one.” Outdoor sites have also heroed real tweets and social posts from Aussies about their love of Caramilk.