THE BIG “FAIR TRADE” PICTURE
Campaign and branded docs, 2010
In 2009, Cadbury Dairy Milk was certified Fair Trade, making it the largest Fair Trade Certified confection product in the world. Cadbury asked the Hive ad agency to create a campaign to build awareness. Fresh off working on the Cadbury x Hive Bicycle Factory campaign, Booker headed to Ghana once again with the Hive team to help with their “Big Fair Trade Picture” project.
In the words of the Hive, the campaign “centered around a 450 square foot mural made up of 10 pieces, each representing a different benefit of Fair Trade. The campaign, which included OOH, transit, print and digital, showcased a piece of the mural and drove consumers online to Dairymilk.ca for a deeper experience. While there, visitors could learn about the Dairy Milk Fair Trade story by watching 60-second documentaries on each benefit. Users clicked blank sections of the mural to activate the short documentaries that were shot in Africa. The videos played in the shape of the individual mural pieces and then took on their painted form in the mural. After consumers watched all 10 videos, the Big Fair Trade Picture was fully revealed.”
Booker cast, directed and co-produced the videos and helped with production of the mural with his Ghanaian and Hive friends.
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