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Published/Aired: 
February 2010

Description

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.

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
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Highest Rated

slowrider's picture

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.

slowrider
Activity Score 648
Art Director at xxx |

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

Hiperion's picture

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

Horrible song by the way..

Hiperion
Activity Score 3138
Creative Director at zinkproject Valencia
xcreativity's picture

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

xcreativity
Activity Score 2374

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

Alexandre Brito
Personal Page | Blog |

xcreativity's picture

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

xcreativity
Activity Score 2374

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

Alexandre Brito
Personal Page | Blog |

Axl's picture

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

Axl
Activity Score 266
Paris
hermotsura's picture

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

hermotsura
Activity Score 254
Other at AUBG |

In the quiet words of the Virgin Mary... Come again?

silvi's picture

Kind stupid, but smart and interactive.

silvi
Activity Score 4172
Copywriter
cruzialx's picture

Nice!!!

cruzialx
Activity Score 194
Affinity Express Inc.
slowrider's picture

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.

slowrider
Activity Score 648
Art Director at xxx |

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

Wordnerd's picture

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

Wordnerd
Activity Score 6692
Copywriter
hermotsura's picture

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.

hermotsura
Activity Score 254
Other at AUBG |

In the quiet words of the Virgin Mary... Come again?

Viranica's picture

nice

Viranica
Activity Score 230
Copywriter at Y&R, Jakarta
Guest's picture

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

Guest
Guest's picture

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.

Guest
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