Cadbury and SapientNitro has unveiled the Australian Crowd-Coloured Short Film that is the culmination of a four-week collaborative digital initiative. This initiative forms part of the Cadbury Dairy Milk Marvellous Creations campaign encouraging people to come together to ignite the party spirit.
Over the past month, Cadbury Dairy Milk Marvellous Creations has been giving Australians the opportunity to be involved in the making of an animated film. Everyone was invited into the process, going behind the scenes to collaborate with each other and professionals in the world of animation.
During the participation phase, creators could visit the campaign website and use a unique, custom designed digital painting tool. Using this tool, they could unleash their creativity on one of the 1,500 unique frames that make up the two-minute film.
SapientNitro worked with animation company Flutter to create the short film and outline the individual frames for everyone to colour.
Since submissions closed, the animators have worked through the thousands of submissions, hand picking the most marvellous frames. The film, which premiers nationally this week on YouTube and Facebook, showcases these featured submissions, all of which are named in the credits.
This digitally lead campaignwas about connecting with Cadbury’s active social audience in a meaningful way and creating opportunities to drive sharing. At the same time, building new brand associations beyond traditional channels in the minds of consumers and collective culture.
Chris Shoolman, associate creative director at SapientNitro believes, “What better way to create something memorable than by inviting the public to come together and play a leading role in creating a film? The Australian Crowd-Coloured Short Film is testament to what can be achieved when technology and story meet.”
According to Paul Chatfield, associate director marketing chocolate, “We gave the public control and expression through colour. We are delighted with the final film and how this co-created content has come together.”
Creative Concept – SapientNitro
Aaron Tobin – Client Services Director
Bruce Matchett – Regional Executive Creative Director
Chris Shoolman – Creative Director
Fintan McGivern – Strategy Lead
Nitesh Ranjan- Manager, Technology
Thibaut Allender – Senior Interactive Developer
Kate Bellairs – User Experience Designer
Alexandra Harrison – Account Director
Jon Chin – Project Manager
Bodhi Burathoki – Art Director
Michael Yang – Copywriter
Dan Wilkinson – Social Media Lead
Talia Schirripa – Community Manager
Animation Production – Flutter
Director – Domenico Bartolo
Producer – Samantha Raphael
Animation Producer – Fushia O’Hara
Concept Artist – Melanie Matthews
3d Modelling & Animation
2d Animation & Compositing