CADBURY HOUSE, LONDON 2012.
Event Branding, Creative Direction, & Design.
In late 2011 we were asked to take on the ambitious task of creating an iconic Cadbury centerpiece, worthy of the London 2012 games celebrations.
Design Friendship teamed up with longtime collaborator, marketing and events agency Pretty Green, to deliver a pitch winning creative vision. Together with PG's events team, we worked closely with the Cadbury archive and marketing teams to develop an immersive brand experience at BT’s ‘London Live’ event in Hyde Park. DF was responsible for the overall creative vision, curating the experience content, as well as delivering design and art direction throughout.
Cadbury House was a culmination of the Cadbury brands sponsorship journey leading up to the London 2012 Olympic Games, celebrating the brands history, core values, as well as bringing to life the Cadbury Spots v Stripes and Joyville campaigns.
Creative Concepts.
Cadbury House branding.
'Playing our way to London 2012' Mural – Illustration by Dan Woodger.
The Entrance.
Zone 1 – Taste The Joy.
Once inside Cadbury House the visitors pass through the Cadbury Joyville Tasting Room, a huge joy-powered chocolate making machine, that just so happens to dish out samples of freshly made Cadbury chocolate, mmmmm!
Zone 2 – The Cadbury Chocolate Safe.
Step inside John Cadbury's Chocolate Safe, filled with the most toppest, secretest, secret Cadbury plans and joy filled ideas.
Zone 3 – The Chocolatorium.
A selection of interactive games and experiences from some of the most loved Cadbury brands.
Zone 4 – The Team GB Tunnel.
The Cadbury postcard campaign used the power of the written word to share the nations pride and passion in 'Our Greatest Team'. Inside the tunnel visitors could share their own messages of support for Team GB & Paralympic GB.
Zone 5 – The Great Games Zone.
A sporty themed hall where visitors could taste what it’s like to be an Olympian by competing in a selection of Cadbury games.
Zone 6 – The Winners Podium.
Finally visitors would step onto the winners podium to receive their very own Cadbury gold chocolate medal, this RFID photospot would then instantly share to the visitors Facebook account.
Cadbury House was a huge success and arguably the most popular brand experience at BT’s ‘London Live’ event in Hyde Park. The brand experience offered 20,000 square metres of immersive and interactive joy, was open for 17 fun filled days throughout London 2012 and would welcome over 50,000 visitors through it's doors.
Cadbury House won several industry awards in the year that followed, including 'Event Awards' – Best Brand Activity at a Festival or Public Event.
