LONDON, UK — Cadbury Mini Eggs are big — so big, in fact, that they’re the UK’s biggest-selling chocolate egg at Easter time*. Since they’re only 3 cm tall, creative agency VCCP London created a tiny campaign to celebrate them.
The social-first campaign centers around small OOH special builds that look like real full-scale OOH and carry JCDecaux branding (with its agreement). They were filmed in situ with the camera panning back to reveal the true scale of the Mini Eggs billboards against their backdrops.
In addition to the small scale of the ads, the campaign was also completed on a tiny budget by a small but mighty team from VCCP London, as well as global content creators Girl&Bear and creative digital agency Bernadette.
The campaign celebrates craft in miniature form. Model maker Paul Baker makes the tiny ads and little ladders, buckets, and pasting brushes to bring the installations to life. One installation is also illuminated so it can be shot at night.
Charlotte Parkes, Senior Brand Manager for Easter at Mondelēz International, said, “’Easter’s biggest egg’ marks the first Cadbury Mini Eggs campaign in half a decade, designed to shine brightly in a crowded marketplace. While others clamor for attention with loud, flashy ads, Cadbury Mini Eggs proudly embrace their small yet mighty stature.”
Emma Houlston and Colin McKean, Creative Directors at VCCP London, added, “It’s been five years since the last big Cadbury Mini Eggs campaign, here’s a small one instead. We love Mini Eggs and we love these beautifully crafted mini billboards, so couldn’t think of a more fitting way to celebrate these magnificent little eggs.”
