The initiative centres on a creative competition utilising the app Snapchat. Via a dedicated microsite, Cadbury is encouraging consumers to take a photo of their TimeOut bar and illustrate it using Snapchat’s drawing tools.
The winning snap – judged to be the most imaginative - will win AUD$10,000. Consumers can also enter to win one of 10 year's supplies of Cadbury TimeOut bars, valued at AUD$683.52.
The New York-based creatives have been bought on board with the aim of inspiring consumers with three pieces of street art that dramatise the 'TimeOut moment'. They will be featured on street posters, alongside a blank canvas that passers-by can use to snap against.
The competition kicked off on 28 November and will end on 26 December. Cadbury Australia is collaborating with Carat and Virtue, media brand Vice’s in-house creative agency, to execute the campaign.
The TimeOut initiative will also encompass OOH, YouTube and the digital Vice media network.
Dwayne Hutton, brand manager for Cadbury Bars, said: "It is becoming increasingly important to innovate with media in order to efficiently reach consumers.
"It's super exciting to be doing things that have never been done before, partnering with Vice's agency Virtue has enabled us to activate on Snapchat for the first time, integrating a campaign for Cadbury TimeOut that also involves street posters and a consumer promotion."
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