Cadbury gives a ‘Cheer and a Half’ in new World Cup campaign
Cadbury is the latest FIFA Women’s World Cup sponsor to launch a new campaign, via WPP sister agencies Wavemaker and Ogilvy.
Rolling across TV, digital and social, the ‘Cheer and a Half’ campaign highlights the brand’s commitment to women’s sport ahead of tomorrow’s world cup kick-off, supported by its Women in Sport program.
Two spots created by Ogilvy bring the campaign to life – ‘Biggest Life’ and ‘Collage’.
Ben Wicks, Cadbury’s VP of marketing ANZ, said through the Women in Sport program, Cadbury is a long-standing partner of the Matildas and the brand is thrilled to celebrate the World Cup on home soil.
“We know that girls who receive social support to play sport are much less likely to drop out. But women’s sport never takes priority in a men’s sporting world, and because women’s games are often at more inconvenient times, in less accessible places, and get less coverage – it’s extra difficult for loved ones to show up with the Cheer and a Half girls need to keep playing,” he said.
“With this campaign, we hope to contribute to the continued growth and equality of women’s sport in Australia and further afield.”
Wavemaker’s APAC client managing partner, Nicole Hayes, said: “This is an exciting time for women’s sport. We believe there’s always a better way to grow and we couldn’t be happier to aid Cadbury’s mission to level the playing field through meaningful sponsorship and integration opportunities with our media partners.
“It’s been a team effort with everyone playing a valuable role, in the true spirit of sport and teamwork.”
Following the World Cup, the campaign will continue into 2023 with further sports media partnerships in development.
The cross-channel work is supported by broadcast and streaming sponsors Seven and Optus, brokered by Wavemaker, while integration opportunities that will highlight sportsmanship and the real moments with the tournament will also feature across TV, BVOD and social platforms.
Ogilvy has also developed Cadbury’s ‘Cheer and a Half’ website, where fans can create bespoke posters featuring any female athlete of their choosing with the use of a specialised AI image tool. Or, they can upload their own photos to generate sports imagery of themselves.
A poster example using personal photos
Hilary Badger, Ogilvy Melbourne ECD, concluded: “The FIFA Women’s World Cup is an important cultural moment and landmark event for women’s sport in Australia.
“Cadbury has shown long-term commitment to women’s sport over many years, so more than most brands, has plenty of reasons to celebrate. What better way than to use the power of their brand to encourage participation and support for women’s sport at all levels?
“We’re proud to be part of that effort and commend Cadbury for this campaign and its ongoing commitment,” she said.
Other assets:
Credits:
Creative agency: Ogilvy
Media agency: Wavemaker
Film production: Versus & Hogarth
AI tech production: Subvrsive & Hogarth
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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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topics
Ben Wicks
Cadbury
Campaign
Cheer and a Half
FIFA Women's World Cup
Hilary Badger
Nicole Hayes
Ogilvy
Wavemaker
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