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The NEW Category
Entrant: George Patterson Y&R, Melbourne
Cadbury Picnic
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

LIA Awards 2010©

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