Precedent Studies - It's No Picnic

Cadbury's Picnic: IT'S NO PICNIC

"IT'S NO PICNIC" is a campaign launched by Cadbury’s Australia for their Picnic chocolate bar. The fully-integrated campaign directs people to official website www.itsnopicnic.tv where they can build their own television commercial. The website allows them to upload their film (or record themselves by webcam using the function provided in official website), edit their footage, choose one of 50 pre-recorded Voice Overs and personalise it by including their name, of which around 1,400 individual names were recorded. Once finished they submit their ad for approval, with the best ones being selected and aired on national television.

This campaign challenged its audience to eat a Picnic in the space of a :30 commercial break. The number of responses is usually linked to ease of participation, the equity of the brand and the fun aspect of the ‘act’ involved. Picnic chocolate bar is made of nuts, wafer, chocolate, rice crisps and caramel – quite a mouthful, so it's hard to finish in just 30 seconds. But when people trying, it will become a funny things for other people to watch especially when the film was added with funny voice overs. The website contain a gallery of all submitted video for audiences to browse through, vote, or share it to other social networking sites such as facebook, myspace and twitter, this helps in spreading the video around.

It's No Picnic TV Commercial:

This campaign inspired me in its "pre-recorded voice overs", which I can modify and add in my fyp. In my fyp, it may become ready made funny effects or graphics to be add in photos to make the smiling photos become more fun and happy. Maybe allow people to type in their own text in the photos also, for better use of people own creativity and customization. Another ideas coming out from this campaign is that maybe can taking photos while users viewing other photos in gallery, which may get photos of users laughing while viewing those funny photos, then they can edit the photos and save in the gallery, and generate the effect of "infection of smile".