Show you care, hide it





It's all about the act of hiding, and the thought that goes into that.

Easter is a holiday when our generous instinct is reawakened after a long winter, and the perfect reminder that ‘there’s a glass and a half in everyone’. 

Cadbury’s Easter campaign, ‘Show you care, hide it’, builds on this by encouraging the nation to put time and effort into hiding an egg for a loved one, rather than simply handing one over.

The 40” spot is filled with the natural light of a spring day, and directed by Si&Ad. It tells the story of a grandfather hiding shiny purple eggs around his flat; finding places high and low. There's a knock at the door and in runs his granddaughter and tall teenage grandson. As the little girl runs off in search of Easter eggs, the grandson greets his grandpa with a big hello hug and we see his eyes darting across the room, looking around for eggs for himself.

The OOH executions also showcase hiding spots in real homes. Mark Leary, the photographer, captures spring light and focuses on playfully hidden Cadbury eggs. In the DOOH, these eggs topple into the frame from their carefully chosen hiding places.

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This was a
Advertising, Content & Social
Project for Cadbury