Cadbury decks out steam train for next phase of Joyville campaign

cadbury steam trainA steam train bedecked in Cadbury’s colours today patrolled Sydney’s railway lines as Saatchi & Saatchi filmed the next stage of the chocolate brand’s Joyville campaign.

The ad, being produced by Jungleboys, will go through a rapid turnaround and be aired on Sunday.

The stunt saw the train stop at three different stations in Sydney’s CBD, presenting commuters with free chocolate at each stop.

The train was masterminded by experiential agency Wonder. The steam train is a 1916 locomotive express based at the the NSW Rail Transport Museum. Its makeover took 12 months.

Ben Wicks, Cadbury’s GM of chocolate marketing told Mumbrella: “The idea comes from the question ‘how do we bring more joy to the world?’ It’s all a bit gloomy and dim these days so how do we lighten up lives and make people smile?” he said.

The Joyville Steam Train, follows the Cadbury Purple Roundabout, and Marvellous Creations TV ads earlier this year.

Wicks said: “We are bringing to life a mythical place where Cadbury Dairy Milk is made. It’s a bit like chapters in a story. There are at least another two or three chapters to come.”

The execution will be supported by a interactive Facebook app, where consumers can upload their photos and videos to a digital train.

The large scale experiential stunt follows similar ones earlier this year from Arnotts brand Tim Tam, which put the snack on trees in Sydney’s Martin Place, and Lego which created a life size forest in the same spot.


  • Advertising – Saatchi & Saatchi Sydney
  • Production: Jungleboys
  • Post Production: Jungleboys
  • Experiential: Wonder
  • Digital: Visual Jazz
  • Media: Carat
  • PR: Royce

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