Cadbury Picnic: It's No Picnic

Good thing they didn't cast Kobayashi.

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We're not sure how this effort for Cadbury would have gone down if GPY&R Melbourne had tapped Takeru Kobayashi, but thanks to the good citizens of Australia, the agency was able to deliver the message of the long-lasting chewiness of the Picnic bar. GPY&R challenged the candy bar eating public to devour a Picnic within the span of a 30-second commercial. The chewers submitted videos of themselves attempting the feat to the Its No Picnic website, and the brand then ran more than 200 unique user-generated films on TV.

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Feb 16, 2010
George Patterson Y&R Melbourne
Executive Creative Director:
Ben Coulson
Creative Director:
Ben Couzens
Art Director:
Ben Couzens
Creative Director:
Jim Ingram
Jim Ingram
Agency Producer:
Romanca Jasinski
Digital Art Director:
Stephen Joss
Digital Producer:
Carrie Burman
Digital Developer:
Beau Rushton
Head of Planning:
Kate Smither
Head of Digital Strategy:
Luc Wiesman
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