Getting on TV is no Picnic, says GPY&R Melbourne

In recent years, a lot of advertisers have been going the “user generated content” route, and one of its most popular forms has been the “create an ad and the best ideas get on TV” technique that has worked so well for Doritos and the Super Bowl.

But the people at GPY&R Melbourne have come up with a little twist for Cadbury Picnic — a pretty hefty chocolate bar for those who don’t live in the parts of the world where it’s sold. Instead of making the whole ad-making process a competition of sorts, they created a website where people can film themselves attempting to devour an entire Picnic bar in 30 seconds. No contest, no competition; if you follow the guidelines humorously offered on the site, chance are your ad will be seen online and on TV.

This has so far resulted in over 200 user generated ads, ensuring that there’s can be brand new, unique ad whenever the campaign airs on TV. Th client wins, the agency wins, and attention-starved people in the age of reality TV win!