Cadbury has launched a new video AI campaign platform as the latest instalment of the confectionary brand‘s longstanding Cheer & A Half Campaign, which seeks to recognise volunteers and their contributions to grassroots sport. The campaign was produced by creative network Ogilvy and production partner Hogarth.
Based around a consumer-facing AI tool, built in collaboration with design and tech agency T&DA, the work allows users based in Australia and New Zealand to create unique, animated and personalised videos featuring a volunteer they’d like to thank, which can then be shared on social media.
“Cadbury Dairy Milk stands for generosity, and volunteers are the ultimate manifestation of that. Volunteers don’t ask for recognition, but without them, local sport wouldn’t exist,” said Ogilvy Melbourne ECD, Hilary Badger.
“We understand that most volunteers prefer a small gesture of thanks rather than a big fanfare. And although we’ve made volunteers the stars of their own videos, we’ve approached it very personally. The interesting paradox here is this great array of tech used to honour something very humble.”
The platform uses visual technology to map volunteers’ facial features onto avatars generating personalised profiles, enhancing artist sketches with 3D depth and lighting to produce fully rendered characters. The tool further combines interface builder ComfyUI with 3D content Unity and T&DA’s platform, turning AI processes into a user-friendly solution on AWS.
“This is modern AI at its finest,” described T&DA executive director, Tyrone Estephan. “This platform is a revolutionary blend of AI and human creativity. We’re proud to support Cadbury’s campaign, celebrating community heroes.”
The campaign, now across TV, BVOD and social in Australia and New Zealand, is further backed by a digital media rollout developed by media agency, Wavemaker. Assets show past and present Aussie and Kiwi Olympic and Paralympic athletes using the tool to celebrate the volunteers in their life.
These Cadbury Ambassadors include Paralympic wheelchair racer Madison de Rozario, former Olympian and world champion marathon runner Rob de Castella, NBA Miami Heat player and former captain of Basketball Australia’s Boomers Patty Mills, swimmer Emma McKeon, world number one surfer Molly Picklum, and Wallabies player Nic White.
Ben Wicks, vice president marketing of Mondelez International, said the campaign was a chance to recognise what makes Australia great as a sporting nation.
“The extraordinary feats on the field and the inspiring moments of generosity from volunteers at every level within every sport that connect us as a community,” he said.
“We’re thrilled to enable Aussies and Kiwis to show gratitude for these moments of generosity in a very personal way, made possible through this new campaign and its unique application of Gen AI.”
In the lead up to the Olympics and Paralympics Games 2024, the campaign marks a continuation of Cadbury’s ongoing support of both elite and community sports, having invested $50 million in Australian sports over the past decade.
In April, Cadbury and Rugby Australia struck a deal that will see Cadbury become the principal partner of the Wallaroos for the next six years, through to Australia’s home Rugby World Cup in 2029.
In March, in a bid to redefine and broaden the experience of Easter as a more inclusive and accessible occasion, Cadbury expanded its Accessible Easter Egg Hunt, hosting the event for the first time in Sydney with non-profit, NextSense.
See also:
Cadbury becomes principal partner of Wallaroos, Australian women’s rugby team
Cadbury expands Accessible Easter Egg Hunt with NextSense and FutureLabs
Credits:
Ogilvy Australia
Hogarth
Wavemaker
T&DA