Cadbury’s Creme Egg Twisted: DM

Have a look: www.cremeeggtwisted.com

CMW unveils its new ‘Goo on the Loose’ campaign for the Creme Egg Twisted bar – the chaotic brother to the Cadbury Creme Egg.

Activity begins with a direct mail ‘security strongbox’ sent to hardcore ‘Goo’ fans – who talk about the brand on social networking sites. The strongbox carries Twisted bars, however the recipient will spot an empty wrapper amongst the bars and a hole in the bottom where one has escaped. The recipient is then challenged to become an agent of the CIA (Cadbury’s Intelligence Agency) and track down the escaped bars. Online advertising of the Twisted bar creating mayhem will also direct potential agents to the site.

Advertising Agency: CMW, London, UK
Art Director: Dan Plotkin
Copywriter: George Leaney
Designer: Elliot Wright
Account Director: Matt Smith
Account Manager: Anna Pinckernelle
Planner: Steve Taylor
Technical Director: Matt Klippel
Game Production: Skive
Media Planning/Buying: PHD
Released: May 2009

2 comments

NastyJester's picture
NastyJester
744 pencils

Though I hang my head in shame as I type this, I used to work for CMW a long, long time ago. While I'm sure it's doing a lot better now without the ever talentless Steve Walpole at the creative helm, you wouldn't think so looking at this particular piece. Nice budget, nice client... but there's more to a nice DM piece than simply sending out some samples alongside a badly written letter. This is just lazy.

atb2005's picture
atb2005
13567 pencils

It's beyond me why people would hate this. It's fun; it's engaging. It fits the whole "Goo on the loose" campaign!

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