British confectionary firm Cadbury has joined the march towards user-generated content in their latest ad campaign, which launches a new chocolate bar called WispaGold.
Chocolate fans will be able to create messages which could have a chance of being displayed on a billboard in a location of their choice in the UK and Ireland. The work was created for Cadbury by Fallon, who also produced the multi-award winning ‘Gorilla’ spot on their behalf.
An email has already been sent out to the public permitting them a preview of the site wispagoldmessages.com.
Logged messages will be considered for inclusion once the site goes live on 7th September, to coincide with the availability of the chocolate bar in stores.