In April 2013, Irish consumers were experiencing their 5th year of deep recession. The last thing they were thinking about was 'Joy' and a brand's mythical imaginary land! We needed to surprise them and capture their imagination with something beautiful.

The story began online: A ‘seed’ had dropped from Joyville somewhere in Ireland. What would happen? How would it end?

And one bright Dublin morning, the answer was revealed…

A spectacular chocolate-giving tree simply appeared overnight in the middle of a forest.

It caught the passing public completely by surprise.

The tree design was inspired by the Surrealists, in particular Miro's mobiles, and was strangely complimentary to the pastoral setting. It stood 20 feet high in the half-shade of surrounding trees. The suspended canopy held cantilevered branches that swayed gently in the wind. The branding, albeit unmistakable, was appropriately muted.

Rather than set the tree on fire, the public took it to their hearts; an online video of the piece reached 800,000+ views and 22,000 shares. It gained a few famous fans along the way and @cadburyireland trended in Argentina, LA and Spain. There was joy too for the Cadbury Sales Team, as following the activity a million extra Chocolate bars were bought. And Cadbury moved up the table to become the 5th biggest brand in Ireland.