Cadbury Australia wanted to take their Marvellous Creations line to a different space from their flagship Dairy Milk range. Until then, our audience did not differentiate between the two — chocolate was just chocolate. But while the classic Dairy Milk is all about the joy of chocolate, Cadbury wanted to show that Marvellous Creations are fun blocks that bring people together.

The 1,500 frames were housed on our campaign website. There, fans could use our custom frame-painting tool on mobile, tablet or desktop to choose a frame and colour it in. We launched the campaign on our social media pages, inviting social media influencers and artists to participate and inspire the rest of the community, many of their beautiful frames can be seen in the final film. All our fans on Facebook and Twitter were invited to add their colour to a frame of the short film. The response was huge with thousands of frames from all over the world being contributed. Fans were excited to have the freedom to create their own content and unite as a group to produce an interactive film. Once the colouring phase of the campaign had ended, we trimmed the final submissions down to the 1500 frames needed to create the film.