5 second ads were created and placed as pre-rolls before specific content on YouTube. Each ad was tailor-made to show what sparked the joy in the funny clip that follows directly after it.

Each execution was crafted to look almost identical to the video it precedes.

Not only matching wardrobe, cast, location and sound but the actual size dimensions and resolution of the clip that it was mimicking.

Without incurring massive costs associated with buying the rights to the individual videos, our approach allowed Cadbury to ‘own’ some of YouTube’s favourite viral videos. Thus creating a seamless brand link between Cadbury and joyful YouTube clips.

63% view rate achieved against an industry standard of 9,6%

R0.43 per view, industry standard of R0,72