The confectioner is bigging up Easter’s best-selling chocolate egg, its 3cm tall Mini Eggs, and its efforts have landed it our Ad of the Day.

To celebrate one of the UK’s most-loved Easter treats, Cadbury has created a social-first ad campaign that sees Mini Eggs fully live up to its name in a fun way.

What we love about this project is the attention to detail and the celebration of craft in miniature form. For the campaign, the chocolate brand worked alongside Model Maker Paul Baker, who made the tiny ads as well as little ladders, buckets and pasting brushes to bring the installations to life. One is even illuminated so that it can be shot in the dark of night.

There’s a real unexpectedness to it, too, with the social media videos filmed in situ, zoomed in at first before panning out to reveal their true scale.

Aside from the obvious craft, the shots are all about the product, which, at this time of year when people are gifting chocolate, is crucial. 

Credits

Campaign title: Easter’s Biggest Egg

Client: Cadbury

Senior brand manager: Charlotte Parkes

Advertising agency: VCCP London

Executive creative directors: Chris Birch and Jonathan Parker

Creative directors: Emma Houlston and Colin Mckean

Business director: Charlie Griffith

Account director: Oli Robinson

Senior account manager: Fiona Hanna

Production company: Girl&Bear

Creative producer: Crystal Matthews

Designer: Leila Amin

Production assistant: Angeline Gill

Post-producers: Finlay Macaulay, Bilal Singh-Butt

Director of photography: Ed Roe

Photographer: Farihah Chowdhury

Model maker: Paul Baker

Sound design: Emily Vizard

Editor: Fernando Vera