Cadbury Ice Cream vanishes in new VCCP campaign
Girl&Bear collaborated with award-winning director Lucy Bridger to breathe life into these familiar snapshots of family life.
Froneri has launched a new integrated campaign for Cadbury Ice Cream, claiming the delicious frozen treats are ‘Guaranteed not to last’. The campaign was created by Cadbury’s global agency of record VCCP London.
Taking a bold strategy, the campaign steers clear of category conventions which usually showcase mouth-watering product shots in overly stylised worlds.
Instead, it’s the lack of Cadbury product that helps to bring to life a common family scenario - wanting an ice cream, reaching for the box, only to discover it’s empty… and has been put back in the freezer.
The humorous and relatable 20” spot Mum & Son shows a son's disappointment upon discovering an empty Cadbury Ice Cream tub in the freezer. Without a second thought, he puts it back in the freezer for its next unsuspecting victim.
Credits
powered by- Agency VCCP/London
- Production Company Girl&Bear (In-House at VCCP/London)
- Director Lucy Bridger
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Unlock full credits and more with a Source + shots membership.
Credits
powered by- Agency VCCP/London
- Production Company Girl&Bear (In-House at VCCP/London)
- Director Lucy Bridger
- Offline Editor Jack Williams
- Offline Post Company The Assembly Rooms
- Offline Post Producer Daniel Breheny
- Colorist Jonny Tully
- Online Post Company Girl&Bear (In-House at VCCP/London)
- Audio Post Wave Studios/London
- Sound Engineer Harry Butcher
- Executive Creative Director Chris Birch
- Associate Creative Director Daniel Glover James
- Creative Sarah Lisgo
- Producer Rory Calder
- Creative Producer Gaynor Goldring
- Executive Producer Francesca Best
- Producer Rory Calder
- Designer Tom Widdrington
- DP Ailsa Aikoa
- Online Post Producer James Ketterer
- Online Editor David Fayinka
Credits
powered by- Agency VCCP/London
- Production Company Girl&Bear (In-House at VCCP/London)
- Director Lucy Bridger
- Offline Editor Jack Williams
- Offline Post Company The Assembly Rooms
- Offline Post Producer Daniel Breheny
- Colorist Jonny Tully
- Online Post Company Girl&Bear (In-House at VCCP/London)
- Audio Post Wave Studios/London
- Sound Engineer Harry Butcher
- Executive Creative Director Chris Birch
- Associate Creative Director Daniel Glover James
- Creative Sarah Lisgo
- Producer Rory Calder
- Creative Producer Gaynor Goldring
- Executive Producer Francesca Best
- Producer Rory Calder
- Designer Tom Widdrington
- DP Ailsa Aikoa
- Online Post Producer James Ketterer
- Online Editor David Fayinka
In the second 20” spot, we see a Dad discover an empty ice cream box in the freezer, as his not so innocent children avoid his gaze by focussing incredibly hard on their homework.
VCCP’s global content creation studio Girl&Bear collaborated with award-winning director Lucy Bridger to breathe life into these familiar snapshots of family life, casting real families to capture the essence of these relatable moments that Cadbury is renowned for.
Additionally, the campaign features bold outdoor and social ads, working closely with the7stars on media planning and buying. These activations across D/OOH and social first appear to be standard product shots of delicious Cadbury ice cream before a hand comes in to steal them from view. Media planning has been phased with upweights around bank holidays and across the summer to align with key family moments.
Credits
powered by- Agency VCCP/London
- Production Company Girl&Bear (In-House at VCCP/London)
- Director Lucy Bridger
-
-
Unlock full credits and more with a Source + shots membership.
Credits
powered by- Agency VCCP/London
- Production Company Girl&Bear (In-House at VCCP/London)
- Director Lucy Bridger
- Offline Editor Jack Williams
- Offline Post Company The Assembly Rooms
- Offline Post Producer Daniel Breheny
- Colorist Jonny Tully
- Online Post Company Girl&Bear (In-House at VCCP/London)
- Audio Post Wave Studios/London
- Sound Engineer Harry Butcher
- Executive Creative Director Chris Birch
- Associate Creative Director Daniel Glover James
- Creative Sarah Lisgo
- Producer Rory Calder
- Creative Producer Gaynor Goldring
- Executive Producer Francesca Best
- Producer Rory Calder
- Designer Tom Widdrington
- DP Ailsa Aikoa
- Online Post Producer James Ketterer
- Online Editor David Fayinka
Credits
powered by- Agency VCCP/London
- Production Company Girl&Bear (In-House at VCCP/London)
- Director Lucy Bridger
- Offline Editor Jack Williams
- Offline Post Company The Assembly Rooms
- Offline Post Producer Daniel Breheny
- Colorist Jonny Tully
- Online Post Company Girl&Bear (In-House at VCCP/London)
- Audio Post Wave Studios/London
- Sound Engineer Harry Butcher
- Executive Creative Director Chris Birch
- Associate Creative Director Daniel Glover James
- Creative Sarah Lisgo
- Producer Rory Calder
- Creative Producer Gaynor Goldring
- Executive Producer Francesca Best
- Producer Rory Calder
- Designer Tom Widdrington
- DP Ailsa Aikoa
- Online Post Producer James Ketterer
- Online Editor David Fayinka
Charlotte Hambling, Global Marketing Manager at Froneri, said: “We believe this new Cadbury campaign will have real cut through in the ice cream category. It’s rich in emotion and taps into such a powerful human truth. Casting real families brought additional warmth and authenticity and will resonate strongly with our family audience. The ad also plays to the relatable, slice of life scenarios that we have come to love from Cadbury… this ice cream is guaranteed not to last in any household!“
Daniel Glover-James and Elias Torres, Creative Directors at VCCP London said: “We’ve all been there, looking forward to a Cadbury Ice Cream, heading to the freezer, opening the box… and it’s empty! Someone has got there first, and they’ve even put the empty box back in the freezer! We wanted to share that frustration, to let people know we feel their pain, but with ice cream this good it won’t be in the freezer long.“