The NEW Category -The NEW CategoryEntrant:
George Patterson Y&R,
Melbourne
Cadbury Picnic
Credits Media Type: Television, Outdoor, Websites, Blogs, Email, Networked Communities, Direct Corporate Name of Client: Cadbury Australia Agency Account Directors: Alice Mason/Michael Napolitano Agency: George Patterson Y&R, Melbourne Executive Creative Director: Ben Coulson Creative Directors: Jim Ingram/Ben Couzens Copywriter: Jim Ingram Art Director: Ben Couzens Executive Agency Producer: Romanca Jasinski Interactive Designer: Stephen Joss Programmers: Beau Rushton/Jadon Baker Planning: Kate Smither/Luc Weisman
Basic description of the project: A Picnic chocolate bar is chewy, nutty and difficult to eat. We challenged our audience to eat a Picnic in the space of an ad break (30 secs). They filmed themselves using mobile phones, webcams and handycams and then created their own TV ads using our website. We pre-recorded over 50 different scripts and 1,500 names so each ad could be personalized. In an Australian first, every single ad that went to air on television (200+) was unique, and created using our website. Check it out yourself at http://www.itsnopicnic.tv