Cadbury Secret Santa Postal Service
Cadbury
Issue 59 | June 2021
Agency
VCCP London
Creative Team
Executive Creative Director: Darren Bailes Creative Director: Chris Birch / Jonny Parker Creatives: Joe Lovett, Jack Snell Digital Creative Director: Jon Bancroft
Production Team
Digital Project Director: Hazel Coleman Senior Digital Producers: Luke Dougherty, Sara Wills Senior Producer: Diana Turchi
Other Credits
Group Planning Director: Oliver Waterstone Planning Director: Alex Grieves Business Director: Matt Smith Senior Account Director: Gen Hole Senior Account Manager: Catherine Tilley Account Coordinator: Fiona Hanna Integrated Project Director: Jon Dewart Digital Project Director: Hazel Coleman UX Director: Steph Marques Technical Director: Philip Beaman Technical Leads: Yanul Hoque, Nathaniel Hulley UX Designers: Kirit Chaudhary, Saad Khan UI Designers: Claire Ashfield, Matt Brady, Linas Jovaisas, Dexter Marshall
Date
November 2020
Background
Since 2018 Cadbury has delighted the nation at Christmas with its touring Secret Santa Postal Service. But then 2020 happened. Not fun… The challenge was to do something to bring back some magic to Christmas.
So a virtual Postal Service was created that anyone could visit from the comfort of their own home. They’d talk face-to-face with their staff and send free chocolate to anybody they wanted. They just had to keep it a secret! In the end, over 20,000 people got involved sending secretive Cadbury gifts (along with identity disguising AR videos) to their loved ones.
Idea
In 2020 when the pandemic hit, they realised Christmas was going to need to be more special than ever. How could they help keep the spirit of Christmas alive across the UK with Cadbury Secret Santa? How could they bring this into the safety of people’s homes instead? The service was movedonline and into everyone’s homes with Cadbury’s first virtual Secret Santa Postal service. Accessed through an online portal, consumers had real face-to-face conversations with their Postal Service workers. Allowing people to share an address and send on a chocolate along with an AR incognito video message to someone they love (for free) from the comfort of their own homes.