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Celebrating Thanksgiving

Cadbury invites Ireland to join its Worldwide Hide campaign—an emotional, interactive Easter egg hunt blending digital fun with real-world outdoor activations.

Cadbury Invites Ireland to Join the Ultimate Global Egg Hunt

The beloved chocolate brand brings back its interactive Easter campaign with a powerful blend of Out of Home and digital media.

A Global Easter Egg Hunt Like No Other

Easter is taking on a global twist once again as Cadbury launches the fifth edition of its much-loved Worldwide Hide campaign. This innovative campaign allows people from all around the world to participate in a virtual Easter egg hunt. Participants can “hide” an egg anywhere across the globe using an interactive online platform and leave behind a personalized clue for someone they care about.

Running until April 20, this heartwarming initiative is more than a game—it’s an emotional connection wrapped in chocolate and nostalgia. Last year alone, over 400,000 people joined the Worldwide Hide, demonstrating just how far-reaching and meaningful the concept has become.

Out of Home: Bringing the Virtual into the Physical

The campaign, strategically planned by Spark Foundry and PML, is part of a larger media mix that includes digital, TV, and radio. However, it’s the Out of Home (OOH) element that truly makes the experience come alive in public spaces. OOH bridges the virtual egg hunt with real-world action by offering visual prompts in high-traffic locations, encouraging spontaneous engagement.

Research from Point of Search reveals that mobile searches made while out and about tend to be more varied and often result in real-world actions. This insight plays a critical role in Cadbury’s decision to amplify their digital platform using trusted, visible, and strategic outdoor advertising locations.

Taking Over the Streets of Ireland

From Pearse Street to Donnybrook, and from Dún Laoghaire to city hubs in Limerick and Cork, Cadbury’s playful visuals are impossible to miss. The campaign uses large format roadside billboards, bus shelters, and Adbox panels in high-footfall areas, ensuring maximum reach among commuters, shoppers, and families out for Easter fun.

Notably, the use of Adbox Extra formats adds an extra layer of visual intrigue. These “frame-breaking” designs wrap around standard ad panels, grabbing attention with their 3D-like impact and enhancing street-level visibility.

A Special Build That Turns Heads in Dublin

One of the most exciting aspects of the campaign is a special build bus shelter near Dublin city centre. Topped with a giant map marker, the shelter mimics the virtual platform’s pin drop feature—transforming an everyday transit stop into a real-life representation of the online Easter egg hiding experience.

This clever integration of physical and digital worlds captures the imagination of passers-by and reinforces the idea that Easter magic can be found just around the corner—if you know where to look.

Emotion at the Heart of the Creative

Developed by VCCP, the campaign’s creative execution tugs at the heartstrings with personalized, sentimental lines like “Where we should have kissed” or “Where you hang out every Friday after school.” These messages aren’t just clever—they’re emotional triggers designed to inspire action.

Each phrase invites people to think of a meaningful memory or location, encouraging them to take part by hiding a virtual egg for someone special. In doing so, Cadbury successfully blends personal storytelling with interactive engagement.

Why It Works: Blending Digital With Physical for Greater Impact

Cadbury’s Worldwide Hide is a perfect example of how modern campaigns can integrate digital interactivity with physical visibility to drive deeper engagement. The emotional resonance of the message, combined with smart use of OOH formats, creates a memorable experience that stands out in both the mind and the street.

With its national reach, emotionally driven creative, and immersive experiences, this campaign is a masterclass in OOH integration and a prime example of how brands can turn public spaces into interactive storytelling platforms.

 

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