Role: Ideation (Surround ideas), Copywriting
Awards: Cannes Lions 2024 - Bronze Lion, 1 Finalist | One Show Asia - Silver | London International Awards 2024 - Bronze | Kyoorius Awards - 6 Blue Elephants
Cadbury 5 Star
ERASE VALENTINE'S DAY
Valentine's Day and chocolates go hand-in-hand. But Cadbury 5 Star's brand philosophy is 'Do Nothing'. And so, every Valentine's Day, the brand has taken a counterculture stance and sided with the single people to help them escape the wretched day.
In 2024, we did something bigger than ever before. Why spend every Valentine's Day trying to escape it, if we can, somehow, find a way to erase it? A bunch of geography, math and intended ridiculousness later, 'Erase Valentine's Day' was born. A mission that helped 3 pioneering singles get on a ship and cross the International Date Line to skip 14th February entirely, while they sat inside and did nothing!
And if you're thinking there's no way any of this really happened, it did. You can watch the livestream of the entire event here:
The mission took over people's feeds, minds and lives. Not only did we actively engage the audience with eye-catching posts and banners, but also people actively participated and engaged with the campaign.
