Cadbury Dairy Milk needed an interesting and innovative way to introduce their new re-sealable packaging. BNRY Digital, H-Factor, Wicked Pixels and Resonate Audio worked together to create the Cadbury Re-Seal Adventure, a motion-gesture driven digital wall, utilising state-of-the-art Kinect technology. The activation is currently up in malls where people open a massive virtual chocolate slab to reveal three fantasy worlds to interact with.
Play at any of the following locations:
Joburg
Sandton City
04 – 16 September
Cape Town
N1 City
04 – 30 September
Durban
Gateway
19 september – 30 September
10 Comments
seems a bit dramatic for a packaging relaunch, but cool anyway
In a word – AMAZEBUBBLES! Erm, wait no thats another Cadbury campaign! This one is just superb! Must go check it out in Sandton City or N1 City CT!
it’s kinda like the musica flo browser isn’t it?
Hello mmmm…
Thanks for the comment.
We believe this installation is different from the Musica Flo Browser in a couple of ways – the scale of the installation, its set-up in two very public locations, the technology used, and the way that the experience aligns to the brand and the product intrinsics (that’s what we were tasked to convey after all).
If you haven’t yet done so, go check it out, we’re delighted that it’s receiving great feedback from users.
The similarities start and stop at the input device. Otherwise, the suggestion would be that all websites are kinda the same because you interact with them via a mouse.
And as we all know, even with the simple mouse we are able to convey vastly different experiences based on the concept, execution and relevance to the brand and consumer.
would it not have been more effective, (and significantly cheaper) to just give every person a slab of chocolate to experience the new wonderseal for themselves? Get the product in their hands straight away.
I know that doesn’t win awards, but it feels like your hand swipey thing is a very complicated solution for what could have been a very effective and cheap product demo.
am i wrong?
By that thinking, we may as well just drop all forms of advertising completely
I have to assume that you’re in some way or form connected to advertising, be it digital or otherwise? Apologies If I am wrong. If not, you should know that a simple demo is never going to get consumers invested in the brand and its values. In this case, joy – which we’ve successfully conveyed to consumers, as well as educated them on the core product intrinsics through a simple mechanic.
And tbh, we’re more concerned over showing our clients real world results than awards. Awards may win clients, but they don’t keep them.
Hello Jack
You raise a relevant point.
I can’t speak for other installation-based brand activations but in this instance, the location of the units is key. The client and project team considered the traffic to those malls very carefully. The potential number of people who may interact with the units, added to the number who will observe those interactions and the units in the mall, and the number who are hearing about the product as a result of the buzz on social platforms and other media is greater than the number of people who could have been given product samples with the same budget.
Working for an adventurous client is great – the brand is fun and so a bold, envelope-pushing activation worked for them, the product, the brief we were given and the allocated budget.
Defending your own work in the 10and5 comments thread seems like an awful way of spending your time. You’re never going to get a reply saying “Wow. you really changed my point of view! Thanks for correcting my opinion!” Haters gonna hate, lovers gonna love. Let it be.
Nice work though.
tru dat Stan, fair comment.