Cadbury will celebrate the launch of the nation’s Easter celebrations this weekend with an activation focused on freeing the joy of the traditional crack of an Easter egg.
The chocolate brand will today unveil a giant Easter egg at Sydney’s iconic Bennelong Lawn which will be cracked in front of a live crowd as part of the Big Egg Crack on Sunday 29th March.
Measuring five metres x 3.4 metres in diameter, the enormous egg structure is being held 10.5 metres high and positioned with a hammer teetering just above it, ready to unleash the Big Egg Crack.
Outside of the crack on Sunday, Cadbury will also hold an afternoon of Easter entertainment for families including stilt walkers, hula hoopers, contortionists, jugglers, magicians, a BMX stunt rider, games and live music. There will also be thousands of Cadbury Easter eggs to be enjoyed.
Audrey Green, head of Easter for Cadbury at Mondelez International said: “Easter is one of the most joyous times of the year and a time to enjoy with all the family. We wanted to put on a memorable activation that brings people together and celebrate the annual tradition of Easter egg-cracking which gives Aussies so much joy.”
Content from the event will be shared online to kick off Easter 2015.
Strategy and Creative: Saatchi & Saatchi Sydney
PR: Red Agency