Christmas advertising is appearing earlier in the year, and not everyone is all that happy about it! Cadbury were looking for permission to build excitement in November and take ownership of the early Christmas build-up without ruffling too many feathers.
I took the challenge head on and coined the term #Cadvent.
A tag that gave Cadbury ownership of the season, from the second their advent calendar doors opened on December 1st. And allowed them to lead up to this festive period in the weeks before. This seasonal name ran across everything from the TV to press and was also adopted by Christmas-loving fans across social channels.
When #Cadvent began, daily social content bursts took Christmas joy - and chocolatey treats - to the people. A calendar of festive events took place around the country, with each moment captured and shared instantly, to provide a stream of joy all month long.
