Mondelez India’s Cadbury Chocobakes has rolled out a campaign for World Cookie Day (4 December 2021).
Conceptualised by Ogilvy and Wavemaker, the film aims to promote an AR Filter created with Snapchat that gets activated only against an eclipsed sky, overshadowing the sun with a Cadbury Chocobakes cookie.
Sunainika Singh, category head - biscuits and bakes, Mondelez India, said, “Cadbury Chocobakes loves celebrating the joy of discovery. The world Cookie Day, coinciding with the Solar Eclipse was a great opportunity for Cadbury Chocobakes centre-filled cookies to give a nice surprise to delight our consumers. The Cookie-clipse AR filter is an innovative interaction with our brand that will find a sweet spot with consumers.”
Akshay Seth, group creative director and Chinmay Raut, senior creative director, Ogilvy India, added, “The serendipity of World Cookie Day and Solar Eclipse being on the same day this year, was too good an opportunity to miss out on. Given the brand’s 'more than meets the eye' persona and the fact that the eclipse was going to give India a miss, we decided to give everyone the chance to create an eclipse with Cookie-clipse. For if you think of it, a solar eclipse is like having a cookie in the sky.”
Shekhar Banerjee, chief client officer, office head, West, Wavemaker India, said, “While Sun, Moon and Earth were aligned to make this a great idea, our challenge was to create the full eclipse experience in India. We recreated the eclipse with the most commonly used tech of camera filters. We didn’t want to stop there, we also worked with partners to cast the shadow on sun using outdoors, news portals etc. to bring alive the total eclipse.”
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