Joy of Digital Award: ‘My Cadbury Era’ AI tool

Cadbury’s ‘Yours For 200 Years’ campaign, which celebrates its 200th anniversary and a long-standing home in the nation's hearts, includes a Gen-AI-powered tool that places users in nostalgic Cadbury posters. 

Created by VCCP London’s digital experience agency, Bernadette, the ‘My Cadbury Era’ campaign activation is a free tool which allows people to take a selfie, upload it to their favored Cadbury poster and automatically be entered into a £200 prize draw. 

“As a self-avowed and proud Swiftie, I've spent a lot of time thinking about what era I'm currently in. Grizzly, playful, sleepy, hungry - well, I’m always in my hungry era - but now I can add Cadbury to that list too. The ‘My Cadbury Era’ activation won my vote for July’s Joy of Digital Award as it uses the latest technology to bring archival material from a well-loved brand bang up to date,” said Joy, IAB UK’s Chief Digital Cheerleader. 

“Not only is it fun and creative but Cadbury and VCCP also ensured that it was an inclusive way to reimagine historical posters by working with a leading LGBTQ+ charity and members of Mondelẽz International’s diversity and inclusion network during the process. Bravo Cadbury and VCCP London – oh the sweet smell of success!” 

Joy created the Joy of Digital Award - which is presented monthly - to celebrate campaigns that embody the joy of digital and harness digital channels in innovative ways to enhance creativity, demonstrating a dash of something extra special when it comes to the execution. 

The campaign was created 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. 

 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.” 

Find out more about the Joy of Digital Award and past winners here.