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.
Ambient advertisement created by Y&R, Australia for Cadbury, within the category: Confectionery, Snacks.
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