Cadbury uses the power of AI to let the public star in 200 years of classic Cadbury advertising

Cadbury has today launched a new Gen-AI powered tool named ‘My Cadbury Era’ which places users in classic Cadbury posters to celebrate its 200 year heritage, with a new campaign activation from its agency of record VCCP London.

To create your own ‘My Cadbury Era’ poster, visit the website at myera.cadbury.co.uk - I tried but the site doesn't accept a non-UK number, so don't bother if you are from the outside of the UK. This is a shame, as I really wanted to try it out.

Building on the Yours For 200 Years campaign, which celebrates Cadbury’s 200th anniversary and its long-standing relationship with the British public, VCCP’s digital experience agency Bernadette has created the free tool to let people place themselves at the heart of Cadbury history. 

Users upload a selfie and select their Era from one of seven classic Cadbury ads, along with options to determine how they would like to be represented, and the tool then recreates the image featuring their likeness. In keeping with Cadbury generosity, participants are automatically entered into a prize draw to win £200.

The activation is being supported by a social and D/OOH campaign, and Cadbury has also partnered with influencers to help demonstrate how the tool works and share their posters.

Phil Warfield, Marketing Director at Cadbury, said: “We started off our 200 years celebrations by asking the public to go into their family albums and share photographs of themselves with Cadbury over the years. Now we are inviting the public to be a part of our posters, developing a tool that celebrates not only the rich heritage of Cadbury but also our relationship with the public.”

Using AI image inference on the original archive adverts, and combining the power of Stable Diffusion with the creativity and expertise of the team who developed the tool allowed for the reimagining of historic posters in a way that felt true to Cadbury.

VCCP and Cadbury worked with a leading LGBTQ+ charity and members of Mondelẽz International’s diversity and inclusion network to ensure the activation is as inclusive as possible.

Jonny Goodall, Chief Design Officer at Bernadette, said: “My Cadbury Era is a product of human design and creativity which was boosted by Gen-AI technology to make something that wasn’t previously possible - using cutting edge techniques to bring something from the archives up to date and into a modern environment.”

‘My Cadbury Era’ was brought to life with the help of VCCP’s global content creation studio Girl&Bear with media led by Publicis Media, owned channels by Elvis, and PR and influencer content led by Ogilvy.

CAMPAIGN CREDITS 

CAMPAIGN TITLE: Yours for 200 Years - My Cadbury Era

CLIENT: Cadbury

SENIOR DIRECTOR: Elise Burditt

MARKETING DIRECTOR: Phil Warfield 

BRAND MANAGER: Nancy Galvin, Bryony Tate & Connor Gould

VCCP

EXECUTIVE CREATIVE DIRECTORS: Chris Birch & Jonny Parker

CREATIVE DIRECTORS: Milan Desai & Angus Vine

SENIOR CREATIVE TEAM: Tomás Azoubel Lima & Ana Marques

SOCIAL CREATIVE TEAM: Jenna Balfour & Mark Santos

INFLUENCER MARKETING MANAGER: Ismahane Ileye

GROUP MANAGING DIRECTOR: David Boscawen

MANAGING PARTNER: Matt Smith

SENIOR ACCOUNT DIRECTOR: Tom Carr

ACCOUNT DIRECTOR: Bella Johnston

SENIOR ACCOUNT MANAGER: Maddie Jones & Fiona Hanna

ACCOUNT EXECUTIVE: Ellie Rhodes

PLANNING DIRECTOR: Ollie Gilmore

SENIOR PLANNER: Charlotte O’Brien & Alana King

BERNADETTE

PROJECT DIRECTOR: Liane Baio

ASSOCIATE PROJECT DIRECTOR: Luke Dougherty

SENIOR PROJECT MANAGER: Ben Fish

CHIEF DESIGN OFFICER: Jonny Goodall

DESIGN DIRECTOR: Gilles Bestley 

SENIOR UI DESIGNER: Andrew Heirons

SENIOR UI DESIGNER: Andy Potts

SENIOR MOTION DESIGNER: Shaun Ramsey

MOTION DESIGNER: Štěpán Sebastián Hlouch

MOTION DESIGNER: Linas Jovaisas

TECH DIRECTOR: Phil Beaman

WEB TECH LEAD: Gustavo Rodrigues

FRONT-END DEVELOPER: Marie Hrabovska

FRONT-END DEVELOPER: Fernando Costa

UX LEAD: Steph Marques

SENIOR UX DESIGNER: Daryl Humphrey

SENIOR UX DESIGNER: Anjali D'Souza

UX DESIGNER: Nico Wiggin

GIRL&BEAR

INTEGRATED PROJECT DIRECTOR: Sally Greenwood

SENIOR INTEGRATED CREATIVE PRODUCERS: Rose Nott & David Vass

DESIGNERS: Bruno Rovarotto

STUDIO MANAGER: James Perry

JUNIOR RESOURCE MANAGER: Yasmine Moridi

CREATOR: Zach Lower

MEDIA BUYING AGENCY: Publicis Media

PR & INFLUENCERS: Ogilvy PR

OWNED CHANNELS: Elvis