2022 Winner

Decades ago, Cadbury’s Caramilk ads asked how the company got the caramel inside its chocolate bar – known as the Caramilk Secret. But with current research across Twitter and Reddit yielding hilarious theories, Cadbury and Ogilvy revived the conversation by leveraging promoted posts on Twitter, Facebook and Instagram that asked Canadians to share their theories. Whether the answer was “unicorns” or “martian farmers,” Cadbury cheekily reposted them as the answer and integrated the best ones into campaign creative, as well as aggregated the theories on a micosite. Named one of the most successful Twitter campaigns in history, the campaign exceeded global CPG norms in ad recall, campaign awareness and action intent. The campaign also led to a 23% growth in followers across
Facebook, Twitter and Instagram.

Credits

Meg Farquhar, Chief Creative Officer, Ogilvy Canada
Brian Allen, Group Creative Director, Ogilvy Canada
Ines De Ninnis, Group Creative Director, Ogilvy Canada
Samiir Mussa, Art Director, Ogilvy Canada
David Weaver, Copywriter, Ogilvy Canada
Anchie Contractor, Executive Group Director, Ogilvy Canada
Karishma Goomer, Group Account Director, Ogilvy Canada
Melissa Barfield – Account Supervisor, Ogilvy Canada
Brittany Durdin, Senior Account Executive, Ogilvy Canada
Tom Kenny – Chief Strategy Officer, Ogilvy Canada
Amy Smith – Strategist, Ogilvy Canada
Kyle Fiore – Strategy Director, Ogilvy Canada
Nishtha Mahajan, Community Manager, Ogilvy Canada
Cas Binnington, Chief Delivery Officer, Ogilvy Canada
Eric Thompson – Head of In-House Video Production, Ogilvy Canada
Janey Rowe – Producer, Ogilvy Canada
Reza Bakhshandeh – Project Manager, Ogilvy Canada
Thais Maranho – Editor/Motion Graphic Artist, Ogilvy Canada
Romy Nanola – Designer/Developer, Ogilvy Canada
Production house: Tonic DNA
Website development: RomanZ Media Group
Media: Vayner Media
PR Firm: WeberShandwick
Stacey L Biggar, Everyday Chocolate Category Lead, Mondelez
Christian C Murphy, Brand Manager (Caramilk & Countline), Mondelez
Alexandra Marushko, Assistant Brand Manager (Caramilk & Countline), Mondelez
Nishaad Natarajan, Media Manager, Mondelez