Cadbury Twirl playfully predicts the future in latest brand campaign via VCCP London

With more twists and turns over the past 18 months than the last season of the Bachelor, Cadbury Twirl has turned psychic in its latest campaign for the unique chocolate bar. The campaign, developed by Cadbury’s global creative agency VCCP London, is supported by a light-hearted and relatable 30″ TVC featuring two sisters and a particularly ambiguous Twirl reading directed by celebrated director Dave Wood and produced by Good Oil.

The real magic of a Twirl bar comes from the inside, with distinctive swirls and curls unlike any other. “Your future’s in the swirls and curls” is the latest integrated campaign, which encourages people to get these unique swirls and curls “read”, scanning the intricate patterns for a glimpse of their future.

Aimed at young Millenials, the campaign launches across Australia and New Zealand today. People can use their phones to scan and analyse the patterns within their Twirl through an online interactive experience, created by VCCP CX, at readmytwirl.com.

The campaign also plays out across OLV and social media on Facebook, Instagram, Snap and YouTube where targeted predictions eerily have something to say about what you’re watching or about cultural events that happen to be going on across Australia and New Zealand at the time.

Says Anthony Ho, associate director equity and partnerships Australia & New Zealand at Mondelēz: “We needed a global campaign platform that could inject some fun into the brand and engage consumers with Twirl and its distinctive features. The ability to make people stop and look at their chocolate, mid-snack, is an exciting opportunity and has truly made Twirl the hero of its own advertising in this campaign.”

Says Chris Birch, executive creative director at VCCP: “Forget the magic eight ball, the fortune cookie, the alignments of the planets or tea, if you really want to know your future, the answer is in the swirls and curls of a delicious Twirl. Who knew?! (Well we did when Aly and Emma came up with this idea after seeing it written in their Twirls about three years ago), and we are very thrilled that that prediction has come so gloriously true. Now for the Lottery.”

Media was planned and executed by Wavemaker.

The brand platform will run from 8th August into 2022 in Australia and New Zealand.

CLIENT: Mondelēz ANZ
Anthony Ho – Associate Director Equity and Sponsorships
Kelly Wilson – Senior Marketing Manager
Nick Hailey – Marketing Manager
Mondelēz Global: Jonathan McCarthy – Global Director
Cornelia Vogt – Global Brand Manager

ADVERTISING AGENCY: VCCP London
CREATIVE DIRECTORS: Chris Birch & Jonny Parker
CREATIVE TEAM: Aly Golani and Emma Jackson
GROUP MANAGING DIRECTOR: David Boscawen
BUSINESS DIRECTOR: Matt Smith
ACCOUNT DIRECTOR: Oliver Robinson
ACCOUNT MANAGER: Annisha Shah
PLANNING DIRECTOR: Gethin James
PLANNER: Lloyd Scott
AGENCY TV PRODUCER: Ed Thorn
AGENCY INTEGRATED PROJECT DIRECTOR: Jon Dewart
AGENCY CREATIVE PRODUCER: Pete Lewendon & Sally Archer
MEDIA BUYING AGENCY: Wavemaker
MEDIA TEAM: Ella Stewart, Rebecca Wood, Linh Nguyen

PRODUCTION COMPANY: Good Oil
DIRECTOR: Dave Wood
EDITOR: Stu Morley – The Editors
PRODUCER: Lee Thomson
POST-PRODUCTION COMPANY: Electric Theatre Collective
POST PRODUCER Jon Purton & Emma Hughes
COLOURIST Jason Wallis
AUDIO POST-PRODUCTION COMPANY: Wave Studios
SOUND ENGINEER – Ed Downham
PHOTOGRAPHER: Andrew Burton
SOCIAL & INFLUENCE DIRECTOR: Aurelien Pakula
PROJECT DIRECTOR – Hazel Coleman
SENIOR DIGITAL PRODUCER- Sara Wills
TECHNICAL DIRECTOR – Philip Beaman
ASSOCIATE CREATIVE DIRECTOR – Will Aslett
FRONT END DEVELOPER – Nigel O’Toole
ANIMATION DESIGNERS – Claire Ashfield & Dexter Marshall
UI DESIGNER – Jason Fingland
DESIGN DIRECTOR – Gilles Bestley
DESIGN DIRECTOR – Mik Shaw