The Cadbury Heroes League by VCCP
Cadbury Heroes and VCCP have unveiled their latest innovative marketing campaign inspiring families to unlock a little connection through one of the world’s largest and fastest-growing entertainment industries, gaming.
With research finding that increasing numbers of us are connecting through video gaming, the campaign builds on the brand’s ongoing commitment to bring families together through the Cadbury Heroes League. An online tournament where famous gamers train up their parents, so they can compete with other parents in an epic Street Fighter battle.
The Cadbury Heroes League will see 12 influencers and celebrities including Louise Redknapp, Jordan Banjo and Roman Kemp trained by, or training, a member of their family on Street Fighter V, before battling it out in the ultimate showdown. The public are encouraged to follow the teams’ training trials and tribulations via VOD and social, with weekly updates released using real footage captured by the influencers and their parents. Training begins on 26 October and will continue until the final fight at The Gfinity Arena in Fulham broadcast on 14 November on Cadbury YouTube and Facebook and Gfinity Twitch.
The influencer talent will be further amplified through a partnership with Global Radio including brand-tailored adverts, promotional trails and on-air content on Roman Kemp’s popular Capital Breakfast show.
Creative Agency: VCCP
Executive Creative Director: Darren Bailes
Creative Director: Chris Birch & Jonny Parker
Creatives: Ben Evans & Adam Sears
Group Planning Director: Oliver Waterstone
Planning Director: Alex Grieves
Planner: Luke Alexander-Grose
Business Director: Matt Smith
Senior Account Director: Charlie Griffith
Account Manager: Laura Osorio
Head of Social & Influence: Nicky Palamarczuk
Senior Strategist VCCP Kin: Rob Estreitinho
Deputy Head of Creative Production: Jon Dewart
Head of Integrated Production: Ryan O'Kane
Senior Producer: Ben Waters
Executive Producer: Greta Wynn Davies
Producer: Frank Hanrahan
Production Manager: Joe Fathers
Design: VCCP Design
Director: Rob Clifford
DoP: Paul Rudge
Media Agency: Carat
PR Agency: Golin
Website & eCRM: Elvis
Partnership Agencies: D-Game, Storylab, Gfinity Esports