Cadbury Heroes recently launched their latest campaign to inspire families to unlock a little connection through one of the world’s largest and fastest entertainment industries, gaming.
With research finding that people are increasingly connecting through video gaming, the campaign built on the brand’s ongoing commitment to bring families together through the Cadbury Heroes League; an online tournament where famous gamers trained up their parents, so they could compete with other parents in an epic Street Fighter Battle.
The Cadbury Heroes League saw 12 influencers and celebrities including Louise Redknapp, Jordan Banjo and Roman Kemp trained by, or training, a member of their family on Street Fighter V, before battling it out in the ultimate showdown. The public were able to follow the teams’ training trials and tribulations via VOD and social, with weekly updates released using real footage captured by the influencers and their parents.
Training began on 26th October and the final fight was held at The Gfinity Arena in Fulham broadcast on 14th November on Cadbury YouTube and Facebook and Gfinity Twitch, with over 31,000 unique viewers.
Executive Creative Director: Darren Bailes
Creative Director: Chris Birch & Jonny Parker
Creatives: Ben Evans & Adam Sears
Group Planning Director: Oliver Waterstone
Planning Director: Alex Grieves
Planner: Luke Alexander-Grose
Business Director: Matt Smith
Senior Account Director: Charlie Griffith
Account Managers: Rich Small and Laura Osorio
Head of Social & Influence: Nicky Palamarczuk
Senior Strategist VCCP Kin: Rob Estreitinho
Deputy Head of Creative Production: Jon Dewart
Head of Integrated Production: Ryan O’Kane
Senior Producer: Ben Waters
Executive Producer: Greta Wynn Davies
Producer: Frank Hanrahan
Production Manager: Joe Fathers
Design: VCCP DesignDirector: Rob Clifford
DoP: Paul Rudge
Media agency: Carat
PR agency: Golin
Website & eCRM: Elvis