Cadbury has launched “Unfold”, a commercial recreating the Kate Moss hologram at the Alexander McQueen Fall 2006 Fashion Show. Director Baillie Walsh, the director for the original spot, returns to film Russian model Yulia Lobova spinning slowly as she allows the ruffles of her yellow dress to swirl around her. The dress, designed by Anthony Price, was made from 200 metres of georgette fabric over three weeks. Flake is to open a pop-up store named Ruffles and Folds in association with Fashion Targets Breast Cancer. Shoppers are invited to see Price’s dress in its glory and enjoy a Flake themed coffee.
Click on the image below to play the Unfold video in YouTube (HD)
Click on the image below to play the Kate Moss hologram video in YouTube (HD)
The Unfold ad was developed at Fallon London.
Post production was done at Framestore, London.
Asylum Models & Effects, London, with the aid of Flywire TRP, flew the Russian model Yulia Lobov in an Anthony Price creation made from over 200 metres of fabric. Using fans and air movers the fabric was teased and manipulated to create flowing forms. Coloured powder rigs finally transformed the yellow fabric, turning it the familiar Cadbury purple.
Media planning and buying for the campaign was handled by media agency PHD, while PR agency PrettyGreen managed consumer communications.