Cadbury believes that there is “a glass and a half in everyone”, that little extra you can share. To realise this we use principles of not just storytelling but story doing through our brand experience platforms to bring people together, and enable human connection, even if physical connection is impossible.

And in the ongoing pandemic, Easter – a time when people would traditionally get together and share chocolate eggs in real life – felt a good time to not be beaten by Covid and rise above the lack of human contact and bring people together and show that there’s a glass and a half in everyone not matter how disconnected we may be geographically.

So we flipped the classic family and friends Easter game ritual of an easter egg hunt on its head and focused on not just the finding of eggs, but highlighting the generous act of hiding an egg for someone you love – anywhere.

Easter egg hunts would usually be done at family gatherings, indoors or outdoors in parks, and gardens up and down the land. But with physical connection being restricted by the global pandemic we set out to connect people across the UK through the power of generosity, still hiding eggs in real places… online.

To do this, and successfully recreate easter egg hunts and own the ritual of hiding eggs, we created a digital experience to drive awareness, shift perceptions and get people to see the magic of hiding eggs for one another.