EYEBROWS by PHD London for Cadbury

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EYEBROWS

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Industry Chocolate
Media Promo & PR, Case study
Market United Kingdom
Agency PHD London
Creative Director Chris Bovill, John Allison Advertising
Released March 2009

Credits & Description

Category: Best Use of Cinema
Advertiser: CADBURY
Product/Service: CHOCOLATE
Agency: PHD
Date of First Appearance: Mar 28 2009 12:00AM
Entrant Company: PHD , London, UNITED KINGDOM
Content Director: Ben Kerr (Drum PHD)
Senior Account Manager: Joanna Thompson (Drum PHD)
Executive Producer: Simon Wells (Drum PHD)
Managing Director: Mark Eaves (Drum PHD)
Content Planner: David Foggon (Drum PHD)
Media Director: Charlotte Taylor (PHD Media)
Creative Director: Chris Bovill (Fallon)
Creative Director: John Allison (Fallon)
Head of Interactive: Donnie Kerrigan (Drum PHD)
Interactive Account Director: Brian McHarg (Drum PHD)
Media placement: Interactive Cinema Game - Cinemas - 28 March 2009

Results and Effectiveness
Every play of the game produced a spontaneous round of applause, a rare thing in cinemas and the best possible measure of a true moment of joy! The game was so successful as a piece of entertainment that we were asked to join the bill of artists playing at London’s 02 Arena for the Jingle Bell Ball Christmas music event with amongst others Lady GaGa and Janet Jackson. Played on the giant cinema screens, 34,000 people “joined in” in with the game and helped Glass and a Half Full Productions to create a Guinness World Record Breaking moment of joy.

Creative Execution
When the film was in production everybody who saw it mimicked it. This simple insight made it clear to us that as well as ensuring that people shared the experience of watching and talking about Eyebrows we had a real opportunity to ensure people could share the joy of joining in too. Now, joining in is great on your own, but even better when you are part of a crowd. So that’s what we set about to do. The UK’s first ever live-action, interactive cinema game, allowed a dark room of strangers to come together to make the Eyebrows dance. It gave audiences the ability to control the children’s eyebrows on the film by working together and waving their arms in time to the music. This created an exciting group experience delivered using live action film combined with a motion sensor and software created especially for the ad.

Insights, Strategy & the Idea
The ‘Glass and a Half Full Productions’ (GHFP) mission is simple but bold: to deliver smiles - big entertaining moments of joy that are as enjoyable as eating a bar of chocolate. Our target audience is anybody who eats chocolate, about 98% of the UK population. During the production of their now famous Eyebrows film it was clear that another unique piece of entertainment was going to be produced. We wanted to ensure that we maximised the amount of joy the Eyebrows idea could deliver when it was experienced by large audiences in cinemas.