Creative agency alt/shift/ and studio FutureLabs have powered new inclusive technology to spread joy for Cadbury this Easter.
alt/shift/ developed and executed a creatively-led earned campaign by enabling those with vision impairment to experience the joy of a Cadbury Easter egg hunt for the first time.
The earned campaign has come to life via an interactive piece of technology created by FutureLabs, which allows vision impaired or blind participants to discover an Easter egg by relying on sound and not sight.
The eggs were discovered by vision impaired participants wearing a connected beacon, which allowed the eggs to emit a sound and grow louder the closer the beacon came to it.
Kathy De Lullo, senior marketing manager ANZ for Mondelez, says Cadbury is all about generosity and inclusivity.
"We set out to make a change for the better with regards to the traditional Easter egg hunt," says De Lullo.
"We loved the creativity sparked by the alt/shift team and developed by the FutureLabs team to help us make Easter an accessible occasion for all.
"We successfully trialled this technology at Australia’s first ever ‘accessible’ Easter egg hunt. We were overwhelmed by the happiness and excitement on the faces of those who participated, and look forward to continuing on our mission to make Easter something that everyone can celebrate.”
Andie Crawford, managing director Sydney for alt/shift/, says the cross cultural importance and need for more inclusive activities has never been more prevalent.
"When we were tasked with exploring how we could showcase the joy and generosity of Cadbury this Easter, we knew we needed to develop a go-to-market approach that would elevate the always-on offering, and authentically resonate with all members of the community, particularly those who may have been ‘left out’ of these much-loved moments with family and friends," says Crawford.
"For our team to be part of creating a piece of truly-inclusive technology that allows those with vision impairments to experience the magic of Easter, is a dream and I am so proud to see the delivery of this project.”
Daniel Hewitt, director and founder, FutureLabs, says FutureLabs has always advocated for the important role technology can play in elevating the ways we approach our daily lives, especially when it comes to creating more inclusive spaces and opportunities.
"Receiving this brief spoke to exactly that, and we were honoured to create a piece of technology that not only enables Cadbury to bring brand activity to life in new and exciting ways, but when we actually saw the completed egg in action and the joy it brought to a community who has never experienced this before, was a full circle moment in truly comprehending the power of tech," says Hewitt
Cadbury Accessible Easter is supported via earned media channels.
Credits
Client: Cadbury Australia
PR: alt/shift/
Technology studio: FutureLabs
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