Cadbury creates AI tool to honour sporting volunteers, via Ogilvy
Cadbury has developed a custom video AI platform that allows Aussies and Kiwis to celebrate the efforts of sporting volunteers, with a supporting campaign from Ogilvy Australia.
As part of the chocolate brand’s long-running recognition of volunteers and their significant contribution to grassroots sports, the innovative online tool allows users to create unique, animated and personalised videos featuring a volunteer they’d like to thank, which can then be shared on social media.
“Cadbury Dairy Milk stands for generosity, and volunteers are the ultimate manifestation of that. Volunteers don’t ask for recognition, but without them, local sport wouldn’t exist,” said Hilary Badger, ECD at Ogilvy Melbourne.
“We understand that most volunteers prefer a small gesture of thanks rather than a big fanfare. And although we’ve made volunteers the stars of their own videos, we’ve approached it very personally. The interesting paradox here is this great array of tech used to honour something very humble.”
Built in collaboration with T&DA, complex AI processes were transformed into user-friendly and scalable solutions. It enhances artist sketches with 3D depth and lighting, resulting in fully rendered characters. By using visual technology, the tool maps volunteers’ facial features onto avatars to generate personalised profiles.
“This is modern AI at its finest,” said Tyrone Estephan, executive director at T&DA.
“This platform is a revolutionary blend of AI and human creativity. We’re proud to support Cadbury’s campaign, celebrating community heroes.”
A supporting campaign has also launched, featuring current and past Australian and New Zealand Olympic and Paralympic athletes using the tool. This includes Cadbury Ambassadors such as Patty Mills (captain of the Australian national basketball team), Madison de Rozario (Paralympic wheelchair racer) and Emma McKeon (swimming).
In the lead up to Paris 2024, the campaign marks a continuation of Cadbury’s support of sports, according to Ben Wicks, Mondelez International’s VP of marketing.
“This campaign is a chance to recognise what makes us great as a sporting nation,” he explained.
“The extraordinary feats on the field and the inspiring moments of generosity from volunteers at every level within every sport that connect us as a community.
“We’re thrilled to enable Aussies and Kiwis to show gratitude for these moments of generosity in a very personal way, made possible through this new campaign and its unique application of Gen AI.”
The campaign is live across TV, BVOD and social in Australia and New Zealand.
Credits:
Ogilvy Australia
Hogarth
Wavemaker
T&DA
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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Ben Wicks
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Hilary Badger
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