Cadbury's Iaan Buchanan brings 'Joyville' 3D chalk art experience to Auckland this weekend

Iaan Buchanan.jpgCadbury Dairy Milk today brings to life the magical world of Joyville, its new global brand platform, with a 3D chalk art experience at Auckland's Wynyard Quarter over Queen's Birthday weekend.
 
The consumer experience is the first New Zealand iteration of the campaign, which launched with a global television commercial screening prime time across all networks and online in late April.
The mythical world of Joyville will work across multiple platforms for Cadbury Dairy Milk for a long-term period, supporting both the core Cadbury Dairy Milk brand as well as new product innovation.
 
The 3D chalk art experiential this long weekend is part of what will be a series of exciting experiences that New Zealanders can share with friends and family, Cadbury's general manager of marketing, Iaan Buchanan promised.
 
Says Buchanan: "The campaign is very visually joyful and playful in its spirit; from a marketing perspective consumers will be seeing a range of activities that will bring the Joyville story into their lives and amplify the joy that the brand brings.
 
"It builds on the fantastic Share the Joy campaign that last year brought giant sprinklers to our beaches and the beautiful Snow Globe to Auckland and Christchurch over Christmas.
 
"It is intrinsically linked to the product and brings to life the magic and joy of how Cadbury Dairy Milk is made.  It's also given us a fantastic platform from which to leverage a global campaign in a way that we believe will resonate with Kiwis."
 
Cadbury significantly increased working media spend in the Cadbury Dairy Milk brand last year and will continue to invest significantly in the Joyville concept.  A brand new and innovative Cadbury product made in Joyville will be launched next month.
 
3D Chalk Art
The amazing 3D chalk art of Joyville's Choco-Coaster3000 will be on display by Silo 7 at Wynyard Quarter this long weekend. 
 
A cast of Joyville workers will be on hand to take photos of the public interacting with the 3D chalk art and to explain the story and history of the fantastical world that is Joyville.

What: The Joyville Experience by Cadbury
When: Friday 1 June - Monday 4 June, 2012
Where: Silo Park, Wynyard Quarter, Auckland City
Timing: 9am - 5pm each day

Credits: 
Advertising: Saatchi & Saatchi (Sydney)
Experiential: Mango
Media: Carat
Digital: RAPP Tribal
PR: Mango

1 Comments

Veronica said:

I would like to know if possible the name of the artist and contact details that did the 3d chalk art for the campaign.
Cheers,

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