Role Art Director / Writer
Generosity is at the heart of Easter. But at a time when most of us were still stuck inside and miles away from each other, we needed to do something that allowed people to be generous in another way. Wouldn’t it be lovely if you could hide a real Easter egg for someone, anywhere in the world - from your sofa at home.
Introducing the Cadbury Worldwide Hide. A digital platform that allowed you to do just that.
First, you had to start by buying their favourite Cadbury Easter Egg. Then, you could hide it virtually on a digital map in a cracking spot that really meant something to just you and your loved one. Next, after writing and sending them an all-important clue, it was over to them to get searching until they’d found it! And soon after, the giant Cadbury Easter Egg you’d bought was delivered your loved one’s doorstep.
People were hiding eggs in all sorts of special places. From where they proposed, to the spots where they travelled together. Thousands of hiding spots with incredible memories attached to each and every one of them.
Surprises were happening every day with giant Cadbury Easter Eggs and postcards arriving at homes across the nation.
With some famous faces like Oliver Proudlock, Emma Louise Connolly, Melvin Odoom and even Gary Neville getting involved.
The Cadbury Worldwide Hide launched in the UK, Ireland, Australia and New Zealand. In the first year, there were 809k virtual eggs hidden globally, over 2 million global visits to the platform, and even a marriage proposal using the site!
Creatives Matt Holmes and Abi Williams