Description
Over the years, Cadbury 5 Star has helped people survive the pressures of Valentine’s Day by escaping, erasing, and eventually ‘destroying’ it, through massively popular campaigns. This year, the brand surprised the world with a peace offering - 1 million sponsored dates to restore Valentine’s Day to its original form. Just as outraged loyalists criticized the brand for joining the other side, we revealed the nature of what the ‘original form’ of VDay looked like. We studied the life of Esther Howland, the creator of the VDay we know and discovered that she was single her entire life. That means the only way to really honour her legacy is to do what she did every Valentine’s - nothing! The campaign was widely shared across social media, turning the initial shock into brand love.The campaign garnered over 1.9 million interactions and 1.4 billion impressions within days. The video went on to get 240 million views and became among the most visible internet conversations around V-Day 202
