How Cadbury went from billboards to bags to support NZ’s Commonwealth Games athletes
December 6 2010, 10:27 am | | 9 Comments
CASE STUDY: To leverage Cadbury’s sponsorship of New Zealand Commonwealth Games athletes DDB Auckland created a campaign that generated a groundswell of excitement around The Games and enabled over 26,800 kiwis to have a genuine connection with the team.
First they set up 27 blank billboards in towns around New Zealand and asked the nation to write a message of support for the athletes. Then they took down the billboards, cut them up and turned them into team bags, so that every athlete could carry the hopes of the nation with them while they were competing in Delhi.
9 Comments
been done in japan better.
Nice work, but how did they manage to weed out all the cocks and balls etc people would be tempted to draw?
Did you see the Kiwi Medal count, I guess it’s a long shot for an effectiveness award.
Yup, Japan has done it the best.
What did japan do?
http://www.youtube.com/watch?v=2FvtJrGszEw
This. It’s contrived. Sony billboards turned into jeans. Why? What’s the link with Sony? At least the Cadbury idea has a point. It’ll do well at Cannes, just watch.
Don’t need to go as far as Japan.
http://www.youtube.com/watch?v=ZurjYxMCt40
Was turned in to bags as well..
You mean this one 12.01?
http://www.spikes.asia/winners/2010/outdoor/index.cfm?award=3
Or this http://www.spikes.asia/winners/2010/direct/index.cfm?award=4