Cadbury took over Waterloo Station for two days with an experiential and digital OOH campaign that utilised augmented reality on Motion@Waterloo.

The campaign delivered real-time, spontaneous ‘joy’ for commuters who were invited to virtually burst 3D models of ‘chocolate joy’ that were placed above their heads.

Matthew Williams, Marketing Director at Mondelēz International, said: “Our promotion is all about triggering the joy reflex, in unexpected, everyday situations. Winning what brings you joy made out of chocolate is a concept with huge appeal, and through these two interactive and engaging stunts we’re bringing it to life in a truly energetic and ‘joyous’ way that only Cadbury can!”

The campaign was planned and booked by PHD and Talon.