Around 15 percent of Cadbury's total revenue is thought to come over Easter. So it's a very important time of year for the Kraft/Mondolez-International-owned chocolate makers. And, judging by the fact that its Easter ad won the March round of Colmar Brunton's Ad Impact Award, it might even be higher this year.
"The Cadbury ‘Easter Bunny’ ad truly captured our hearts this Easter, bringing to life this magical occasion that children and adults alike look forward to," says Colmar Brunton account director Harriet Dixon. "Though the style of the ad was more passive it still achieved strong impact by engaging viewers in a highly enjoyable way, enthralled as they followed the cheeky bunny on his quest to deliver Cadbury’s chocolate eggs."
She says its strong impact was aided by outstanding branding, with the consistent use of the colour purple linking the ad to the brand and leaving viewers in no doubt who the ad was for.
"Easter is a time of year most Kiwis buy Cadbury brands and we have clear space to really engage with them," says Mike Stribrny, senior brand manager – gifting and seasonal. "This year we set out to retell the story of Easter from a Joyville perspective, with particular reference to the Easter bunny myth and the egg hunt ritual. We know Easter is a time of enjoyment, tradition and family bonding, and it's great to see the TVC deliver this in way that enhances peoples' Easter and delivers a positive impact to the Cadbury brand."
The TVC was made by Saatchi & Saatchi Sydney, which was behind the launch ad for the global—and very Willy Wonka-esque—Joyville campaign, and shot by Good Oil.
Cadbury has committed to using the Joyville platform until 2022 and it is now expanding the idea across its brand portfolio in the UK market with its very good 'Not so secret secret' ad by Fallon for its Dairy Milk brand.
Here are a few more from the series (some of which seem to have only run in Australia).
Credits for Easter Bunny
Client: Mondelez International
Agency: Saatchi & Saatchi Sydney
Production Company: Good Oil
Post Production: Fin Design + Effects
Digital: Visual Jazz
Executive Creative Director - Damon Stapleton
Creative Director - Matt Gilmour & Steve Jackson
Copywriter - Jon Burden & Nick Marzano
Art Director - V Wassim Kanaan
Group Business Director - Catherine Harris
Senior Business Director - Brent Kerby
Senior Business Manager - Greer Robinson
Senior Producer - Llew Griffiths
Director: Michael Spiccia
Executive Producer: Juliet Bishop
DOP Crighton Bone
Editor Peter Schiberras
Art Director Annie Beauchamp
Post Production: Fin Design
VFX Supervisor - Nick Ponzoni
Post Producer - Billy Becket