“The Hive’s Bicycle Factory integrated campaign for Cadbury Canada, which turns UPC codes from Cadbury products into bicycles shipped to Africa, is speeding along in its second year, with a documentary focused on its impact upon schoolchildren in Ghana airing this Saturday on Canadian broadcaster CTV.
The doc, Wheels of Change, was conceptualized by The Hive and fully sponsored by Cadbury Canada. Produced by Toronto’s Frantic Films with the assistance of Alexandre Trudeau and Booker Sims of Montreal’s JuJu Films, the 45-minute special, launched at a media event this week, is the latest spoke in the campaign that the Toronto-based creative agency first presented to Cadbury in May of 2008. The idea – to transform lives in Africa by transforming Cadbury UPC codes into bicycles. One hundred codes would equal one ‘virtual’ bike.” Read the Realscreen article.