Cadbury's Keep Team GB Pumped

Cadbury's Olympic Campaign
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.
Creative Director : Oliver Gree
Head of Design : Tom Butler
Design : Alexander Lieven
Art Direction : Alexander Lieven

Team Credits

Alexander Lieven

  • Senior Art Director / Designer

Maxine McKenzie


  • Naked Communications

    Naked Communications

    • Design & Creative

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Alexander Lieven
Senior Art Director / Designer
Maxine McKenzie
Executive Director, Marketing and Membership