Last week, Cadbury’s drove a steam train around Sydney. It was the prelude to a TV ad by Saatchi & Saatchi and it was pretty cool.
Also involved was experiential agency Wonder, who won a Gold Lion earlier this month for their branded content work with the Qantas Great Crusade.
Also last week, Cadbury’s Boost uploaded a mockumentary which features the Today Show’s Ben Fordham opining about the fictional meme of Slating.
Part of Meme, Myself and I, It’s a branded content play involving Droga5, Bondi Hipsters creators Infinity Squared and MTV.
It is of course too soon to say whether either campaign wil succeed.
But what is intriguing is that these two very interesting, very non traditional campaigns were carried out by different agency teams.
The common thread is the client – Cadbury’s, which is now part of Kraft.
And while Cadbury’s is known for amazing work in other parts of the world, not so much here. Until now.
It feels to me that in the coming months, the marketing coming out of Cadbury’s is going to be well worth watching.