Australian and New Zealand consumers can now celebrate the efforts of sporting volunteers in grassroots sport through an online custom video AI campaign platform, developed for Cadbury by Ogilvy.
The platform is part of Cadbury’s recognition of volunteers and their contribution to grassroots sport through its ‘Cheer & A Half’ campaign.
The latest instalment incorporates a specially developed consumer-facing AI tool that allows users to create animated and personalised videos featuring a volunteer they’d like to thank, which can then be shared on social media.
It's backed by a digital media rollout developed by Wavemaker, showing current and past Australian and New Zealand Olympic and Paralympic athletes using the tool to celebrate the volunteers in their life.
This includes a range of Cadbury Ambassadors such as Madison de Rozario (paralympic wheelchair racer), Rob de Castella (former Olympian, world champion marathon runner), Patty Mills (NBA's Miami Heat; captain, Boomers - Australian National Basketball Team), Emma McKeon (swimming), Molly Picklum (world #1 surfer) and Nic White (rugby - Wallabies).
"Cadbury Dairy Milk stands for generosity, and volunteers are the ultimate manifestation of that. Volunteers don’t ask for recognition, but without them, local sport wouldn’t exist," Ogilvy Melbourne executive creative director Hilary Badger said.
"We understand that most volunteers prefer a small gesture of thanks rather than a big fanfare. And although we’ve made volunteers the stars of their own videos, we’ve approached it very personally. The interesting paradox here is this great array of tech used to honour something very humble.”
Mondelez International vice president marketing Ben Wicks said this campaign is a chance to recognise what makes Australia great as a sporting nation.
"The extraordinary feats on the field and the inspiring moments of generosity from volunteers at every level within every sport that connect us as a community. We’re thrilled to enable Aussies and Kiwis to show gratitude for these moments of generosity in a very personal way, made possible through this new campaign and its unique application of Gen AI.”
It was produced with production partner Hogarth, and is live now across TV, BVOD and social in Australia and NZ.
Credits:
Ogilvy Australia
Hogarth
Wavemaker
T&DA
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