Cadbury's planned a large campaign to celebrate the advent of Christmas. Their vision was to create a different pop-up event at various UK locations for each of the 24 days of the Christmas countdown. Based on the design of their chocolate calendar, the public could access the online version each day to see a new door open, together with details of that day's event. Pop-ups included a giant wrapping station, Chocolate Grotto, and the 'largest cracker train'. Cadbury's recognised the joy and unrivalled festivity provided by snow. Their vision was to transform an area of a snowless town centre into a winter wonderland with real snow - just for one day.
What we did
Cadbury's consulted Snow Business on the design and execution of an idea for a 'Guaranteed White Christmas'. Working together with four creative agencies, we developed the concept knowing that budget, location and PR requirements were key considerations.
With several companies involved, and the logistical challenges presented by incorporating real snow; four concepts, and quotes, were produced, and our project managers visited potential sites to identify a practical location.
The main square in Woolwich was chosen to feature real, artificial and falling snow with areas suitable for sledging, snowball fights and falling snow set against the Cadbury's truck - also seemingly caught in the snowstorm. Excited children and dogs filled the square, and once again Cadbury's hosted another magical day worthy of its 'Free the Joy' nickname and producing a social media frenzy surrounding its #cadvent campaign.