Saatchi’s Australia rolls out the world’s first round YouTube video for Cadbury Rollpack today
Saatchi & SaatchiAustralia and Cadbury Australia have collaborated with YouTubeTM to launchtheir latest digital offering for Cadbury Rollpack. The campaign, which is quite literallyrolling out today on YouTube Australia’s homepage, will feature the world’sfirst round YouTube videos.
The collaboration is part of the existing’Ready to roll’ campaign, highlighting the fun, round nature of CadburyRollpack. The content – featuring some very talentedlittle creatures – will play in a custom round YouTube player on Cadbury’sGlass and a Half Full Productions Brand Channel.
“This idea was aboutoffering people a quick, unexpected moment of joy in a unique space,” saidSaatchi & Saatchi Australia’s ECD, Steve Back.
“We want to reach people in places they arealready choosing to spend their time. With over two billion videos viewed perday, YouTube was the natural choice,” said Saatchi & Saatchi’s digital creative director, PeterGalmes.
“We were delighted to work closely withSaatchi and Saatchi and Cadbury at the early planning stages of their campaign,and the result shows what’s possible when creativity meets technology. We thinkthis video rocks (and rolls)!” said Google’s Head of Display forAustralia, Karen Stocks.
A spokesperson for YouTube said that Cadbury’s Brand Channel features a custom round YouTube player, which Saatchi created in collaboration with YouTube.
“It’s an ad format that’s embedded in the top of their Brand Channel. All the comments were from real Cadbury Facebook fans, who were given the opportunity to preview the gadget and share their comments. Users can add their own comments below the gadget. This ad is an example of one of the many ways we’re seeing Australian brands customise their presence on YouTube.”
Credits
Title: Cadbury Rollpack -Ready to Roll
Client: Cadbury Australia
Agency: Saatchi & Saatchi Australia
Executive Creative Director: Steve Back
Digital Creative Directors: Peter Galmes,John Mckelvey
Art Director: Peter Galmes
Copywriter: John Mckelvey, James Ross-Edwards
Director: Scott Pickett, Jungle Boys
Producer: Chloe Rickard, Jungle Boys
Audio: Nylon Studios
Strategic Planner: Sara Bamossy
Digital Producer: Susan David
Senior Business Director: Chris Yong
Senior Business Manager: Elizabeth Bourke
Media Agency: Carat Melbourne
42 Comments
Remember that scene in The Simpsons where homer uses all the power of his brain?
NIce work guys! Kel
That truly was an unexpected moment of joy. Up there with having my firstborn.
fun
Why put this on the blog???
Funny, and oh so “virally” nice. Good one Gomez and Co.
106 thousand views? 4 comments?
I reckon they’ve put it on the blog 10.01 because they’ve been rally missing
the haters!!
Gee that beats the Gorilla!!!
digital creative directors at saatchi?
10:01
Because it’s better than anything you’ve done?
Holy shit…Senior Business Manager: Elizabeth Bourke, she is the hottest girl in advertising…. lucky Cabury’s…
Ok, I’ve got a problem with this.
Youtube views are a considered a reliable indication of the popularity of a video. It has an effect on the overall likelihood that someone will forward something on because achieving a high number of views is not easy.
Unless you just make it up.
Change the video format, great, but don’t lie about the number of views and add a bunch of kiss-ass fake comments (with no possibility of adding more) and expect respect.
I agree with 10:52am – it’s pretty obvious. Good conept and idea but the content is just a bit ho hum.
Sitting through these, I now know how that poor hamster must feel. Or is it a gerbil? (That would be fitting.) Either way, he clearly doesn’t want to be there.
I like how in the credits everyone one got mentioned expect for the people who actual made the “world first” round video player.
I agree. Those numbers are clearly made up. They don’t change. You can’t add your own comments. And you can tell the comments that are there are SOOOO ‘Cadbur-ized’. Seriously “WTF – in a good way!” WHO WOULD WRITE THAT FOR REAL????
It’s a shame, because i think it’s a great use of youtube, but why make shit up??
If it’s good, the people will support it!
This is just an executional technique masquerading as creativity. And according to the link here, isn’t even a true technical achievement.
Uhm – it’s just a giant banner at the top of a channel page.It’s not actually a YouTube video…. and check the number of views the channel has had – 99 so far.
Wish I’d thought of the format, let down by the video themselves though…
Brilliant – but we woz robbed
i like it. not trying to change the world, just a little bit of fun.
Chill out guys. It’s a bit a of fun. Now get on with your work and stop whinging.
those comments… oh god
Big deal. It’s a format not an idea. A dodecagon with a piece of shot ain’t an idea and neither is this. Wake up world.
Wow. They needed jungle boys to direct that. It’s called stock video and rotate
What passes for news worthy digital really is horrible
And Saatchi doesn’t have a digital department. They fired everyone. And replaced them with one glorified producer
Really workin for ya, guys
12:59….hit the nail on its round head. You can’t even rewind or, what I would rather do, fast forward the ‘videos’. View counts are fake. Comments are fake. Geez.
Great directing. Finding out it takes 14 people to make a circular video player – a true moment of joy!
A moment of Joy?
The only Joy I get from this is reading that someone thinks this is a moment of joy.
You’re funny.
It’s just a flash banner, and they didn’t bother to build in a view count or rewind / forward feature.
Nothing like lying to the public 🙂
8.25 how’s it being unemployed? where the first or last to go?
8.57 you’re a dickhead it’s advertising!
11:53 – You’re a prat. Does it feel good to kick someone when they’re down?
A prat in a job 10.17. And a prat not making dickhead comments 10.17.
enjoy your weekend x
@11:53 & 11:48
“…a prat not making dickhead comments?”
Really? How about: “…where the first or last to go?”
Mate, are you young, drunk, retarded…
…or simply all of the above?
At this rate, I can quite easily see you slipping into the
“prat WITHOUT a job” category.
11.53 & 11.48 You sound like a massive tool.
This is Shit! Like really Shit!
he he he he he he he he upset 8.34 and 9.53? have a great week!!
Sounds like 8.34 and 9.53 you shouldn’t be wasting your time on this blog, you should be out getting yourself employed, good luck now x
Constructive 9.54 constructive!!??
@10:25
You seem quite fixated with the idea of ‘having a job’ which kinda
suggests that YOU’RE even a bit surprised you have one yourself.
These two guys are like the stereo typical ivy league jocks and nerds of advertising battling it out on the blog.
Saashy & Claashy…