Cadbury Cadbury Creme Eggs has turned a gala premiere for Vertigoo into goo mayhem to celebrate the start of Creme Egg season. Creme Eggs are the best-selling confectionery item between New Year’s Day and Easter in the UK, with annual sales in excess of 200 million items and a brand value of approximately £45 million.
Well wrapped creme eggs turn up on the red carpet to see the 3D screening of Vertigoo. It’s an excuse for one massive chocolate splurge.
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Your Country Needs Goo
Cadbury’s YCNG competition challenges chocolate fans to find hidden Creme Egg codes across the net, including online media banners, MSN pages, Bebo, Facebook, and the Creme Egg site. The hidden Creme Eggs are displayed with a bump on their “head” so they will be easily recognizable. Each Creme Egg found is associated with a code that will then determine whether the participant has won or lost. The official site also includes Goo on the Box, an archive of past TV ad favourites, Goo on the Web, a selection of egg-related user-generated content, and Goo Games, including the Great Eggscape (playable online) and the mobile-based Eggs and Ladders. Planned interactive elements include iPhone apps and virtual reality cards.
The Premiere was developed at Saatchi & Saatchi, London by creatives Jasper Lonnqvist and Joakim Hutchinson-Kay, agency producer Manuela Franzini.
Filming/animation was shot by director Chris Cairns via Partizan, London, with producer Pia Dueholm.
The interactive campaign was developed at CMW, London, by Iain Hunter, Jamie Bell, Dan Plotkin, George Leaney, Elliott Wright and Matt Klippel.