Cadbury has launched a generative AI (GenAI) powered tool named ‘My Cadbury Era’ which places users in classic Cadbury posters to celebrate its 200-year heritage, with a new campaign activation from its agency of record VCCP London. Building on the Yours For 200 Years campaign, which celebrates Cadbury’s 200th anniversary and its long-standing relationship with the British public, VCCP’s digital experience agency Bernadette has created the free tool to let people place themselves at the heart of Cadbury history. Users upload a selfie and select their Era from one of seven classic Cadbury ads, along with options to determine how they would like to be represented, and the tool then recreates the image featuring their likeness. Participants are automatically entered into a prize draw to win £200. The activation is being supported by a social and D/OOH campaign, and Cadbury has also partnered with influencers to help demonstrate how the tool works and share their posters. ‘My Cadbury Era’ was brought to life with the help of VCCP’s global content creation studio Girl&Bear with media led by Publicis Media, owned channels by Elvis, and PR and influencer content led by Ogilvy.
Mecca Bingo has launched ‘Legends of Play,’ an integrated campaign by The Mission Group, to increase brand consideration and grow market share in the competitive UK bingo sector. With a voice-over by English comedian Jessica Knappett, the campaign features famous historical figures, including Henry VIII, Cleopatra, Vikings and cavemen, enjoying a winning Mecca Bingo experience. The characters are seen playing online bingo on jewel-encrusted mobile phones and stone tablets. It’s launched on ITV, Media 15, Axiom, 360 Media and Sky, with further support from video-on-demand streaming, radio, YouTube, and digital activations over the next two years.
Pablo & Unlimited have launched their first campaign for the Metropolitan Police since winning the account in January 2024 focusing on a recruitment drive for new Police Constables. The New Met for London plan aims to transform the Metropolitan Police Service, with Commissioner Sir Mark Rowley putting change at the centre of his vision. ‘Change Needs You’ aims to highlight the importance and impact of Metropolitan Police Constables whilst acknowledging it’s anything but an easy job. Inspired by and featuring real Police Constable stories and experiences, the multi-channel campaign speaks to the skills The Met value in their officers.
Digital performance marketing agency IDHL has revealed its rebrand after undergoing a consolidation of several agency monikers. Its new look and website brings together WMG, Ingenuity Digital, Equation, Statement, NetConstruct, Pinpoint, Ampersand, and Conesso under the IDHL umbrella. The rebrand sees a complete overhaul of the IDHL website, new brand assets throughout and the retirement of the separate agency brands and websites. Acquired by Bridgepoint Development Capital in 2021, the agency employs more than 400 people across its offices in London, Leeds, Harrogate, Manchester, and Newcastle.
VCCP’s AI creative agency has released an animated short film, made using GenAI, to celebrate its first birthday. ‘Finding Faith’ was created to explore the practical uses of generative video for brands today by adhering to a consistent brand world. The Faith team decided on the project as a way of “demonstrating the craft it takes to control AI to meet our creative standards, instead of letting AI control how much we lowered them.” Faith chose to work with their own brand world with their characters ‘girl’ and ‘robot’ (representing humanity and GenAI) featuring in an animated origin story which illustrates their founding idea that GenAI, when used properly, can serve as an accelerator of human creativity. The story captures the moment a young girl overcomes her initial fear and takes a leap of faith in befriending a lost robot, an act that unlocks their combined potential. The film has been released on social media.
Plant-based meat brand Beyond Meat has appointed independent creative agency isobel as its Pan-European creative agency, following a formal pitch process. The American-founded brand, with European headquarters in Amsterdam, is a leading plant-based meat company offering a portfolio of revolutionary plant-based meats. isobel will be tasked to deliver Beyond Meat’s brand mission that there is a better way to feed our future and that the positive choices we all make, no matter how small, can have a great impact on the health of our planet.The pitch was run by The Introduction.
