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Cadbury Picnic chocolate bar: No picnic

A Picnic chocolate bar is chewy, nutty and difficult to eat. GPY&R Melbourne challenged its audience to eat a Picnic in the space of a :30 commercial break. People filmed themselves using mobile phones, webcams and handycams and then created their own TV ads using the website, http://www.itsnopicnic.tv. In an Australian first, every single ad that went to air on television (200+) was unique, and created using the website.

Advertising Agency: GPY&R Melbourne, Australia
ECD: Ben Coulson
Art Director/CD: Ben Couzens
Writer/CD: Jim Ingram
Agency Producer: Romanca Jasinski
Digital Art Director: Stephen Joss
Digital Producer: Carrie Burman
Digital Developer: Beau Rushton
Flash Developer: Jadon Baker
Group Account Director: Mike Napolitano
Account Manager: Alice Mason
Head of Planning: Kate Smither
Head of Digital Strategy: Luc Wiesman

13 comments

Hiperion's picture
Hiperion
3138 pencils

What kind of person is going to film himself eating a chocolate snack?

Horrible song by the way..

xcreativity's picture
xcreativity
2374 pencils

interesing idea, this kind of advertising using social media is starting to be a new trend.

=== Looking for concept/art creative to form a team to work in independent advertising projects. ===

Alexandre Brito
Personal Page | Blog | Vlog:Video | Plog:Print | Twitter | Facebook

xcreativity's picture
xcreativity
2374 pencils

just to say that actually I've already seen this sort of idea couple of times turning into a reality show

=== Looking for concept/art creative to form a team to work in independent advertising projects. ===

Alexandre Brito
Personal Page | Blog | Vlog:Video | Plog:Print | Twitter | Facebook

Axl's picture
Axl
266 pencils

Not interested by an ad wich is during 4:49...
Scuse my english

hermotsura's picture
hermotsura
254 pencils

if you had played it, you would've known that your comment is irrelevant.

silvi's picture
silvi
4172 pencils

Kind stupid, but smart and interactive.

cruzialx's picture
cruzialx
194 pencils

Nice!!!

slowrider's picture
slowrider
648 pencils

not that new!!! jaegermeister did unique ads in germany, danmark and other countries (more than 4000 - i guess) couple of years ago. one person in one magazin just only for one time.

one should not take life so seriously - as one will not come out of it alive.

Wordnerd's picture
Wordnerd
6662 pencils

if those aren't all faked people: cool idea!

hermotsura's picture
hermotsura
254 pencils

cool idea. involve & show real people and all.

BUT!

the MVO is creepyyyyyyyyyyyyyyyyy i won't be able to watch more than a couple of those

also, one person speed-eating a chocolate bar. then a second person. third, fifth... enough already. even if they use 200 different people, it's still the same thing. would've been great if they had some different stuff going on, like people doing a bunch of things while eating the darn chocolate bar... i mean the concept is all right, but the idea of ppl just shoving stuff up their throats is lousy.

Viranica's picture
Viranica
230 pencils

nice

Guest's picture
Guest

whats the fastest time ever taken to eat a cadbury picnic bar?

Guest's picture
Guest

what's the point of trying to eat it in :30? why does that make it great? I can't eat a Nutty Bar in :30 either and it's probably better. Great idea come from great strategies and this isn't one of them.

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