Cadbury Joyville train steams on with release of 45 second TVC via Saatchi & Saatchi, Sydney

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Screen shot 2012-07-02 at 11.56.50 AM.jpgOnly days after Cadbury unleashed a giant purple Joyville steam train onto the Sydney suburban rail network in one of the country’s biggest experiential activations of the year, agency Saatchi & Saatchi Sydney has released the TVC.

The 45 second TVC was shot on location at Redfern station by Saatchi & Saatchi Sydney and produced by Jungleboys for national use. The TVC follows the style of previous Joyville installations capturing interactions between the Joyville workers and members of the general public.

Screen shot 2012-07-02 at 11.57.09 AM.jpgScreen shot 2012-07-02 at 11.57.23 AM.jpgThe Joyville TVC aired across all major networks from last night, before being rolled out across Gold Class cinemas, catch up TV and Facebook.

An integrated digital strategy is supporting the Joyville Train activation including a dedicated Facebook page encouraging and supporting user generated content, as well as an online portal featuring the Joyville Train, encouraging consumers to ‘jump on board’ the Joyville journey.

Agency: Saatchi & Saatchi Sydney

ECD: Damon Stapleton

CD: Matt Gilmour

Senior Copywriter: Jon Burden

Art Director: Wassim Kanaan

Senior Producer: Kate Gooden

Production Company: Jungle Boys

Director: Trent O’Donnell

Experiential: Wonder

Media: Carat

PR: Royce