Win A Day To Remember
Cadbury + Partners:
Jet2Holidays, Odeon, GoodWood, Winter wonderland, Alton Towers, Thorpe Park, Liverpool FC, Arsenal, Chelsea, Spurs, F1 Arcades, Legoland, Sealife, Sky Store, Virgin experience days, London Eye, Shrek's Adventures, Toca Social
ROLE
Motion direction
CG supervision
CG integration
2D motion design
Motion toolkit development
Editing
Roll-out
File packaging & delivery
OVERVIEW
Win A Day To Remember was a nationwide integrated campaign celebrating Cadbury's 200th anniversary, bringing together over 100 prize partners across travel, entertainment, sport and family experiences. Working across social, DOOH, retail and large-format digital screens, I helped define the campaign's motion language, developed a scalable motion toolkit, and supported production from early R&D through to final rollout.
R&D
CG Supervision
During post-production, I led the development of the campaign's 3D lockup, working closely with the CG artist to translate the Creative Directors' storyboard into a fully realised motion piece. I defined both the creative direction and technical pipeline, providing guidance on modelling, materials, lighting, brand colour and animation behaviour to ensure the asset performed consistently across every campaign touchpoint.
Working alongside the Creative Directors and Head of Design, I translated creative feedback into production-ready solutions, refining the motion, timing and technical execution throughout the process. The final asset was optimised for social, DOOH, website, large format OOH, print and cinema. By establishing robust technical standards from the outset, I ensured the lockup could be efficiently repurposed across future deliverables, forming the foundation of a reusable motion toolkit for the wider campaign.
3D model from the side to front angle
Transitions
Animated lockup
Motion Toolkit
FOOTBALL
FLAG
ROLLER
COASTER
POPCORN
Typography
200K
Golden Foil Background
To maximise production efficiency, all 3D motion assets were rendered in a universal master format, allowing them to be repurposed across a wide range of deliverables without requiring separate renders. This enabled the same assets to be adapted for social formats (9:16, 4:5, 16:9 and 1:1), DOOH, large-format digital displays and print, while maintaining visual consistency throughout the campaign. Building the assets this way significantly reduced rendering time and provided a scalable workflow for future campaign rollouts.
Flexible Motion Workflow
Social
A flexible motion system was developed to support a wide range of campaign themes, including family, couples, sport, travel and seasonal promotions. Consistent motion principles ensured a unified visual language across every asset, while allowing each execution to adapt to different messaging and audiences. Every creative was delivered across 16:9, 9:16, 4:5 and 1:1 formats for Instagram, TikTok, YouTube and other digital channels, with platform-specific safe zones carefully considered. Each asset was also produced in 20, 15, 10 and 6-second versions, resulting in a highly scalable campaign rollout. The examples shown here represent only a small selection of the complete asset library.
UK
Ireland Adapts
A dedicated Irish version of the campaign was developed with bespoke messaging and branding. Replacing the UK "Cadbury 200 Years" identity with "Always Yours", I reworked the 3D gold background from the anniversary campaign into a Dairy Milk version, ensuring a seamless transition while maintaining the established motion language and overall visual consistency.
DOOH
Standard & Subtle motion
Retail & Station DOOH
Roadside DOOH
OOH, POS
& Large Display
Statics & OOH
10K renders
To support the wider campaign rollout, I rendered the master 3D lockup at 10K resolution, providing a high-quality master asset for large-format applications. This enabled the design team to use the same artwork consistently across OOH, digital billboards, point-of-sale materials, packaging, and other large-scale print and digital executions without compromising quality.
Magnet
As part of the wider Win A Day To Remember campaign, I created a 3D fridge magnet celebrating Cadbury’s 200th anniversary, translating the campaign lockup into a tactile 3D asset.
Modelled and textured in Cinema 4D and rendered in Octane, I applied an enamel finish to enhance realism and built the asset to work flexibly as a fridge magnet, badge or standalone graphic across different campaign executions.
CREDITS
Creative Direction
Bill Hibbins, Rob Mcevoy
CG artist
Rafael Sousa
Design Direction
Tom Gudgeon
Senior Retoucher
Nick Swaffield
IMPACT
Win A Day To Remember became one of Cadbury's largest partnership campaigns, bringing together 30 leading UK brands and attractions in a single nationwide promotion. The campaign generated 527,296 entries from 346,573 participants, with 485,963 prizes successfully awarded throughout the promotional period. The campaign website attracted 761,516 visits, achieving an impressive 69% conversion rate. It also generated 55,387 Cadbury newsletter opt ins, almost double the annual partnerships target of 28,000, alongside 47,391 third party partner opt ins, demonstrating strong engagement for both Cadbury and its partner brands. The campaign also contributed to increased promotional pack sales while strengthening Cadbury's partnership ecosystem across digital, retail and experiential channels.
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