THE CHALLENGE
Our brief for Cadbury Brunch Bar content was to hero the food’s key ingredients, with a creative earned edit supporting the cheeky campaign narrative: “Oats, but actually tasty”.

THE STRATEGY
The strategy in this campaign was all around hero-ing ingredients that are often seen as boring, as exciting and tasty. We’ll use slow motion, cascading and soothing shots…all edited with an ASMR twist – to show these foods in an elevated way. To ensure earned success of the film, we juxtapose the slick film with ASMR, delivered hilariously by key talent.

THE CREATIVE
Our content featured the hugely loved Josie Gibson, as she enjoys each of the… simple ingredients of the Cadbury Brunch Bar in ASMR style. The beautifully shot, stunningly lit, slow-mo shots show the care taken over the oats, honey, and raisins. The rub comes from Josie’s natural hilarity, juxtaposing the slick shooting style. The hero shot shows the bar being mouth-wateringly, drizzled with chocolate, before the film closes. Cue the cheeky callback, where “cut” is called and the camera pulls back to witness the absolute chaos Josie has created during filming, with oats, honey, and chocolate everywhere. An unexpectedly playful, utterly shareable – and actually tasty – piece of content!