Cadbury frees the joy of Easter with the Big Egg Crack in Sydney via Saatchi & Saatchi, Sydney
Cadbury will celebrate the launch of the nation’s Easter celebrations this weekend with an activation focused on freeing the joy of the traditional crack of an Easter egg via Saatchi & Saatchi Sydney.
The chocolate brand will today unveil a giant Easter egg at Sydney’s iconic Bennelong Lawn which will be cracked in front of a live crowd as part of the Big Egg Crack on Sunday 29th March.
Measuring 5 metres x 3.4 metres in diameter, the enormous egg structure is being held 10.5 metres high and positioned with a hammer teetering just above it, ready to unleash the Big Egg Crack.
Outside of the crack on Sunday, Cadbury will also hold an afternoon of Easter entertainment for families including stilt walkers, hula hoopers, contortionists, jugglers, magicians, a BMX stunt rider, games and live music. There will also be thousands of Cadbury Easter eggs to be enjoyed.
Says Audrey Green, head of easter for Cadbury at Mondelez International: “Easter is one of the most joyous times of the year and a time to enjoy with all the family. We wanted to put on a memorable activation that brings people together and celebrate the annual tradition of Easter egg-cracking which gives Aussies so much joy.”
Content from the event will be shared online to kick off Easter 2015. Easter chocolate lovers can head to http://www.facebook.com/cadburydairymilk find out more and join the Easter conversation.
Strategy and Creative: Saatchi & Saatchi Sydney
Experiential: Wonder
PR: Red Agency
6 Comments
Big Crack?
You’ve gotta be yolking.
Um, greatly mimics when will the Fruit Burst done out of DDB Auckland some years ago.
https://www.youtube.com/watch?v=JZlhHsMXl6Y
@Really? Hmmm,
Um, maybe you should greatly work out what the idea is before you sound off. These sound greatly different, the only thing in common, like, is they are two big things.
This is an incredible activation. Look at the size of the egg compared to the Harbour Bridge!!! Epic is an understatement.
This will be a memorable activation and will certainly bring people together and help celebrate the annual tradition of Easter egg-cracking.
I for one will never forgot this.
I’m with ‘Really? Hmmm’
It’s still a big outdoor piece with a countdown to the reveal (albeit with a bit of technology linked to it). Been done many times before.
https://www.youtube.com/watch?v=PFxopaBpg00
https://www.youtube.com/watch?v=Yb4yEa6l6I4
Did anyone even show up?