Client: Cadbury Make a Wish Foundation
Cadbury is to unveil a new campaign, developed by integrated agency Weapon7, driving awareness of their partnership with Make-A-Wish Foundation in the UK and Ireland.
Cadbury has committed to support the magical wishgranting charity for children and young people with life-threatening illnesses over the next three years.
Weapon7 won the business following a competitive pitch and has developed an integrated campaign launching in late September encompassing a digital experience and on-pack promotion.
Weapon7 were tasked with introducing the charity to a broader audience by using the Cadbury partnership.
The partnership will be communicated across Cadbury’s selection range, advent calendars and on Snow Bites NPD; delicious milk chocolate balls in a dusted sugar shell, directing consumers to visit the new site.
As users move through the site they are exposed to both videos of wishes granted and live data on the amount donated to date by members of the public. The hope is that users want to become involved in the charity through donations or volunteering.
The Wish Workshop films have been created using Stop Motion Animation featuring characters, ranging from a racing driver to a teddy bear, building their star shaped wishes in the Wish Workshop. Cadbury’s ethical heritage is integral to the design.
“This campaign will bring a little bit of the Cadbury magic to Make-A-Wish with the ultimate goal of raising both awareness and driving public support,” said Brand Executive at Cadbury, Kate Whitehead.