Cadbury Gorilla TV and online ad is already one of the most iconic ads of the 21st Century. We needed to deepen customer engagement with the brand while retaining the ad’s sense of joy and excitement.
We knew that extending the rock star credentials of the drumming gorilla would connect with the target customer profile, so we sent the Gorilla on a tour around Ireland. One problem: his drum kit was stolen.
Consumers could follow the tour, go to the free in-store gigs and help recover the stolen drum kit across multiple media channels: mobile, online, POS, social networks, activation and through an extensive cross-media radio promotion. 
The campaign generated an enormous media and public response. The free gigs were full to capacity, thousands of people entered the competitions and tens of thousands visited the websites, resulting in an enormous leap in Cadbury brand awareness.
Category winner APMC for Best integrated campaign
Category winner APMC for Best FMCG
Category winner APMC for Best experiential for budget of less than 30K
