With London 2012 set to be the most branded & badged Olympics to date, our brief was to create a credible role for Cadbury Dairy Milk, which was as utterly unique as the brand's previous communications.
I was tasked to help develop the brand and translate that on-pack, in print and online and position Cadbury as playful ringleaders of the nation’s support for Team GB. We invited the whole nation to take centre stage by helping to re-record versions of 6 iconic power training anthems.
The search for voices to push Team GB towards gold included hitting the road with traveling recording booths, live radio phone-ins & our very own online recording studio – before performing them in a way only Dairy Milk could. At the top of a hill in rural Wales, from inside ping-pong tables, even underwater!
The campaign, which has spanned TV, digital, events, on-pack, in-store & mobile, has so far delivered over 327m opportunities to see, with the brand now a more recognised Olympic sponsor than Adidas.