Saturday, February 28, 2009

When the “Chick” hits the fan!

Okay… as I say never cliché or pun unless you really think it makes sense… well this may be my request for forgiveness. But literally the "chick" is gonna to hit the fan in Toronto's Dundas Square (Yonge and Dundas Streets).

Cadbury Canada is promoting its Cadbury Creme Egg with a new billboard that relies on precipitation to work.

The Titan Worldwide billboard, bearing the words "Release the Goo," (the current english language Worldwide product theme) that features a pendulum-like device with an oversized Creme Egg at one end and a giant box to capture rain, snow and other forms of precipitation at the other. A giant fan sits atop the board.


As the box fills with precipitation it slowly raises the egg, eventually flipping a switch that turns on the fan and thrusts the egg into it, splitting the egg open and causing its faux cream filling to splatter across the billboard.

"The coming forecast for this weekend is rain mixed with snow," said a gleeful Michele Lefler, manager of corporate communications (Canada) for Cadbury North America.

In the area I love to refer as "stereotyping", Ms. Lafler states, "Canadians just love to track the weather and express great interest in the weather conditions, particularly in Toronto," she said. "The building of the billboard was a great opportunity to celebrate the fun, gooey, messy playfulness of the Creme Egg just in time for Easter." Hmmmmm…. Okay.

Saatchi & Saatchi's New York office handled the creative execution, while Cossette Media's Toronto office handled the buy.

For those unable to see the billboard in person, a live webcam is available at

The site also includes animated videos of the Cadbury Creme Egg finding ways to splatter itself, as well as games that give visitors an opportunity to release the Creme Egg goo.

Now if they only offered a dark chocolate crème egg…. Yummmmmm! Please samples if you find them!

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