Cadbury has embraced AI to cheer on the unsung heroes of grassroots sports – the volunteers who ensure these local efforts exist.
Working with creative agency Ogilvy, the chocolate company has developed a custom AI platform, allowing users to create animated personalised videos featuring a volunteer they’d like to thank.
The platform is the latest instalment in Cadbury‘s long running ‘Cheer & A Half’ campaign, which has been committed to recognising the work of volunteers in sports.
The supporting digital content shows current and past Australian and New Zealand Olympic and Paralympic athletes using the tool to celebrate the volunteers who have had a significant impact on their lives.
Ogilvy Melbourne Executive Creative Director Hilary Badger said, “Cadbury Dairy Milk stands for generosity, and volunteers are the ultimate manifestation of that. Volunteers don’t ask for recognition, but without them, local sport wouldn’t exist.
“We understand that most volunteers prefer a small gesture of thanks rather than a big fanfare. And although we’ve made volunteers the stars of their own videos, we’ve approached it very personally. The interesting paradox here is this great array of tech used to honour something very humble.”
Mondelez International Vice President Marketing Ben Wicks added, “This campaign is a chance to recognise what makes us great as a sporting nation. The extraordinary feats on the field and the inspiring moments of generosity from volunteers at every level within every sport that connect us as a community.
“We’re thrilled to enable Aussies and Kiwis to show gratitude for these moments of generosity in a very personal way, made possible through this new campaign and its unique application of Gen AI.”
“This is modern AI at its finest,” said Tyrone Estephan, Executive Director at T&DA. “This platform is a revolutionary blend of AI and human creativity. We’re proud to support Cadbury’s campaign, celebrating community heroes.”
In the lead up to the Olympics and Paralympics Games 2024, the campaign marks a continuation of Cadbury’s ongoing support of both elite and community sports, having invested $50M in Australian sports over the past decade.
It was produced with production partner Hogarth, and is live now across TV, BVOD and social in Australia and NZ.
