THURSDAY 11 MAR 2021 12:00 PM


This week’s pick in video communications focuses on life after lockdown with international tourism, female empowerment and a worldwide Easter egg hunt. For more from #CommunicateLens, follow @Communicatemag on Twitter


Cadbury launched its virtual Easter egg hunt, ‘Cadbury Worldwide Hide’ in partnership with VCCP. The video showcases the wider virtual campaign, where consumers are invited to hide an Easter egg anywhere in the world for a loved one to find.

International integrated communications agency, VCCP, created the video to encourage consumers to show generosity to loved ones after the pandemic caused many to feel isolated. The user-centred campaign spans across multiple platforms to ensure consumers are immersed in the activities.

The video is reminiscent of international travel and taps into consumer’s longing for summer, as a woman hides an egg on a past holiday destination from the comfort of her sofa. Using Google Maps street view, she hides an Easter egg and shares a personalised clue.

Markéta Kristlová, senior brand manager of Easter UK at Mondelēz International says, “With travel restricted for a lot of us, the Cadbury WorldWide Hide takes the usual garden egg hunt and helps you travel the world in search of the Iconic Purple Cadbury Egg, hidden somewhere that is meaningful to you and the hider.”

Participants have the option to purchase and hide one the physical four Cadbury Easter Eggs or they can choose to hide a virtual Easter egg for free. The interactive campaign works to emphasise Cadbury as a family brand, with generosity and kindness at the core of its corporate identity. The campaign message ‘Show you care, hide it’ calls for consumers to show their appreciation for loved ones by purchasing or interacting with the product.

The online site launched on 9 March and will run on TV, VOD, social, digital, OOH, PR, in-store and online.


Samsung Global

In celebration of International Women’s Day, Samsung released an animated video campaign. It begins with female Samsung employees and talented female artists being asked to share personal stories of allyship. The video uses the work of three female illustrators to bring these stories to life.

BMB, the creative arm of Cheil Worldwide, devised the social media campaign, which champions diversity for International Women’s Day. Using colourful animation and upbeat music to celebrate women of different ages and cultures, the campaign calls for consumers to ‘#BeTrueToYou’ and ‘ #DoWhatYouCant’.

Supporting women and providing a platform for both internal employees and external women to be heard, demonstrates Samsung’s corporate commitment to real-life diversity and inclusion. The wider campaign shares the stories of allyship in greater detail.

BMB’s head of account management, Sarah Carolin, says, “We’re proud to celebrate women and their achievements with a collaboration between Samsung and talented female illustrators. Together, they have created empowering artworks that share the stories of women who work at Samsung, and encourage all women to see and embrace their own potential.”

The video campaign launched on the Samsung website and Samsung Global’s Instagram, Facebook and YouTube accounts. It was also placed in physical locations across Milan, Times Square and Piccadilly.


Seabrook Crisps

Leeds-based marketing agency Principles created the national campaign for Seabrook Crisps in partnership with ITV. It comes almost 15 years since after the brand’s last television campaign.

The theme ‘Brilliant by the Bagful’ aimed to convey the brand’s light-hearted and playful personality. Using clips of people enjoying the product while going about their daily routine, such as looking after the kids and waiting for the bus.

Produced during the Covid-19 pandemic under safety measures and social distancing, the campaign was shot in Manchester over two days. The bright and humorous video comes at the perfect time as viewers are looking towards the summer in a post pandemic world.

The five most popular family favourite flavours, including Salt & Vinegar, Cheese & Onion and Prawn cocktail, are featured. The video plays alongside a modern cover of the song ‘Hold Me Close’ by David Essex, with one actor singing along to the catchy tune, emphasising the brand identity as a product that should be enjoyed.

Neil Gibson, head of marketing at Seabrook, said: “We are absolutely delighted to be taking the Seabrook brand back on TV after an absence of almost 15 years and the advertisement truly reflects our charm and personality perfectly, capturing its essence, character and wit. 

The campaign will be broadcast on television and social media channels.


Singapore Tourism Board and Disney UK  

This campaign aims to inspire future travel to Singapore and Southeast Asia to coincide with the release of Disney’s new film Raya and the Last Dragon released on via Disney+ premier access on 5 March.

The partnership is perfectly aligned, as the Walt Disney Animated Studio film is a fantasy-adventure set in the imaginary world of Kamandra but heavily informed by the cultures of Southeast Asia. The video shows clips of the film where Raya enjoys Southeast Asian food and overcoming various wildlife obstacles. These themes were designed to be evocative of Singapore’s Tourism Board’s ‘Passion Made Possible’ brand message.

Seamlessly blending film clips and video footage of Singapore’s highlights, the video works to merge the two together under the message ‘Discovery Awaits’. The strategically timed video campaign encourages customers to visit Singapore and Southeast Asia ahead of the return to international travel this summer.

Carrie Kwik, Singapore Tourism Board’s executive Director, Europe, says, “Through our collaboration with Disney, on this very special film, we hope to inspire fans of all ages to pursue their passions by exploring Singapore and Southeast Asia.”