B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Federal Election
  • Pinterest
  • AFL
  • WPP
  • AI
  • Anthony Albanese
  • NRL
  • EssenceMediaCom
  • Thinkerbell
  • News Corp
  • Channel 10
  • Spotlight on Sponsors
  • State of Origin
  • Cairns Hatchlings
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Cadbury Launches Easter Egg Hunt For Visually Impaired & Blind Customers Via FutureLabs
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Technology > Cadbury Launches Easter Egg Hunt For Visually Impaired & Blind Customers Via FutureLabs
Technology

Cadbury Launches Easter Egg Hunt For Visually Impaired & Blind Customers Via FutureLabs

Staff Writers
Published on: 5th April 2023 at 9:12 AM
Staff Writers
Share
4 Min Read
SHARE

Cadbury has launched an earned campaign offering visually impaired and blind customers a chance to discover an Easter egg by relying on sound, not sight.

FutureLabs has created an “accessible Easter egg,” an interactive piece of technology that allows vision-impaired or blind participants to discover an Easter egg by relying on sound and not sight. Instead, hunters wear a connected beacon, which allowed the eggs to emit a sound and grow louder the closer the beacon came to it.

“With Easter being a key calendar date for our brand, we’ve seen the joy that holidays like this bring to children first hand,” said Kathy De Lullo, senior marketing manager ANZ for Mondelez.

“Cadbury is all about generosity and inclusivity and so we set out to make a change for the better with regards to the traditional Easter egg hunt. We loved the creativity sparked by the alt/shift team and developed by the FutureLabs team to help us make Easter an accessible occasion for all. We successfully trialled this technology at Australia’s first ever ‘accessible’ Easter egg hunt. We were overwhelmed by the happiness and excitement on the faces of those who participated, and look forward to continuing on our mission to make Easter something that everyone can celebrate,” she added.

alt/shift, meanwhile, is handling the PR for the earned campaign. Cadbury is showing off tech for the first time in Australia this Easter and the confectionery hopes that it can make annual calendar dates more inclusive.

Andie Crawford, managing director Sydney for alt/shift/, said: “The cross cultural importance and need for more inclusive activities when it comes to the ways we celebrate traditional occasions such as Easter, has never been more prevalent. When we were tasked with exploring how we could showcase the joy and generosity of Cadbury this Easter, we knew we needed to develop a go-to-market approach that would elevate the always-on offering, and authentically resonate with all members of the community, particularly those who may have been ‘left out’ of these much-loved moments with family and friends. For our team to be part of creating a piece of truly-inclusive technology that allows those with vision impairments to experience the magic of Easter, is a dream and I am so proud to see the delivery of this project.”

Daniel Hewitt, director and founder, FutureLabs, said: “At FutureLabs we have always advocated for the important role technology can play in elevating the ways we approach our daily lives, especially when it comes to creating more inclusive spaces and opportunities. Receiving this brief spoke to exactly that, and we were honoured to create a piece of technology that not only enables Cadbury to bring brand activity to life in new and exciting ways, but when we actually saw the completed egg in action and the joy it brought to a community who has never experienced this before, was a full circle moment in truly comprehending the power of tech.”

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: alt/shift/, Cadbury
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

TV Ratings (12/6/2025): 1.4 Million People Viewed The Western Bulldogs Kicking Its Way Into The Top Eight
13/06/2025
WARC Downgrades Global Ad Spend Forecast Amid “Trade Tensions” & Uncertain Tech Market
13/06/2025
Marketers Call For Measurement ‘Parity’ In Video, But One Buyer Warns ‘Be Careful What You Wish For’
13/06/2025
Meta Cracks Down On Nudify Apps & Sues Hong Kong Developer Behind CrushAI
13/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?