Cadbury and Ogilvy create 20-metre-long lucky scarf for Wallabies
As part of Cadbury’s principal sponsorship of the Wallabies, the chocolate-maker has knitted the world’s largest lucky charm.
The unique Cadbury activation, developed by Ogilvy, saw a 20-metre-long scarf made from lucky socks, bracelets, jerseys, charms, rugby-ball key rings and (naturally) smaller scarves collected during the Wallabies recent tour.
The scarf was then gifted to the team (pictured below), who will bring the giant lucky charm to France for the World Cup in September.
“As a principal partner of a team, most brands can’t impact the result of a game,” said Cadbury’s Brand Equity & Sponsorships Director Anthony Ho.
“By collecting then donating Australia’s luck, Cadbury is creating an emotional swell behind the team, that could genuinely impact its results.
“The fact that so many Australians donated their own lucky charms to help the Wallabies proves there’s a glass and a half of generosity in all Wallabies supporters.”
“Australians can’t all get to France,” added Ogilvy Melbourne ECD Hilary Badger.
“But we can send good luck to the Wallabies via the Lucky Scarf. It’s a way we can all get behind the team, whatever the result of World Cup. And to solidify our client Cadbury’s support of sport from grassroots to the elite,” she said.
Creative credits:
Creative Agency: Ogilvy
Production Company: Revolver
Art & Directing Collective: The Glue Society
Director & Artist: Paul Bruty
Managing Director/Co-Owner: Michael Ritchie
Executive Producer/ Partner: Pip Smart
Executive Producer: Jasmin Helliar
Producer: Max Horn
Production Designer: Damien Drew
Textile Designer: Anthony Huggett
Sports talent agency: MKTG
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Nathan Jolly is the Deputy Editor of Mumbrella. He joined the team in July, 2023.
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