Cadbury cheers on local sports heroes with innovative new AI tool

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AUCKLAND, Today: Aussies and Kiwis can now show their appreciation for the unsung heroes of local sports through a nifty new online platform from Cadbury, developed by Ogilvy.

This cutting-edge tool is all about celebrating the significant contributions of sporting volunteers with personalised, animated videos that shout out a special volunteer and can be shared on social media.

Just launched, this feature is the latest twist in Cadbury’s Cheer & A Half campaign, designed to spotlight volunteers who keep grassroots sports alive. The platform lets you create custom shout-outs using some slick AI, making it super easy to spread the love.

The campaign is already creating buzz, with support from a digital media blitz by Wavemaker that features Aussie and Kiwi Olympic and Paralympic stars using the tool to honour their own favourite volunteers. The star-studded lineup includes 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
  • Nic White: Rugby – Wallabies

Each ambassador uses the platform to honour the people who’ve made a difference in their careers.

“This campaign is our way of acknowledging the true spirit of our sporting culture.” – Ben Wicks

Hilary Badger, Ogilvy Melbourne’s Executive Creative Director, said, “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.

“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.”

Ben Wicks from Mondelez International noted, “This campaign is our way of acknowledging the true spirit of our sporting culture—the incredible achievements on the field and the selfless acts off it that bring us together. We’re excited to offer a personal way for people to say thanks through this innovative AI tech.”

To get your personalised video, just head to Cadbury’s website, upload a photo and some details about your favourite volunteer, and voila, you’ll get a custom video to share within 24 hours. The platform, a joint effort with T&DA, blends advanced AI with real human creativity to create something truly special.

“This is modern AI at its finest,” said Tyrone Estephan from T&DA. “This platform is a revolutionary blend of AI and human creativity. We’re proud to support Cadbury’s campaign, celebrating community heroes.”

As we gear up for the 2024 Olympics and Paralympics, Cadbury is continuing its strong support for sports, celebrating the folks who make it all possible. The campaign is live across TV, BVOD, and social media in Australia and New Zealand, so check it out and give a cheer to a volunteer!

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