A Special and a Half!

Cadbury have gone all out with their spectacular new OOH campaign for Dairy Milk, with the central theme of the ‘glass and a half’ at the core of the communication. Digital screens incorporating Augmented Reality, a media first on a newly tailored format and huge Spangley billboards are all part of one of the more fun and ambitious campaigns on OOH in recent times.

In a media first, our designers combined the 96 Sheet and 48 Sheet on Talbot Street into one combined display with the new ‘L144 Sheet’ being very much part of the creative message. It cleverly illustrates a glass and a half of milk been poured, the amount of milk that goes into every bar of Dairy Milk. With their distinctive branding incorporated, Cadbury can enjoy instant familiarity and absorption of the ad.

Our Design+ team also created bespoke AR Digital content for dPods in Dublin’s major retail locations. Pre-recorded footage is incorporated into the live action screens, giving the impression that the glass and a half is making a big splash in the malls!

Cadbury are also bringing a little sparkle to Wexford Street with the biggest Spangley special ever displayed in Ireland. With over 32,000 discs used, the special located on Wexford Street is a show stopper.

These special elements of the campaign complement more classic formats in the campaign such as Bus Shelter 6 Sheets, Golden Squares and standard OOH digital screens. PML and Design+ collaborated with Carat on the campaign, along with Eclipse.

Design + offer a full range of creative services for static and digital OOH. Contact your PML representative for further information.