Cadbury Bunny Tryouts

Cadbury’s 1994 Easter Bunny Tryouts commercial is iconic. In it, animals—from a lion to a tortoise—try out to be the Cadbury Bunny by putting on fake ears. Cadbury asked us to reinvent the Cadbury Bunny Tryouts as a modern, social media moment this Easter.

We decided to hijack the conversation around March Madness, the bracket-style basketball tournament.
Our idea? The Cadbury Bunny Bracket, a bracket-style, competition where fans chose the winner.

Instagram was our arena. We asked fans to submit their pets, and why they should win this year’s contest. We picked 32 semifinalists, posted profiles on Instagram stories, and used Instagram’s interactive poll feature to have fans choose the winner over the course of 62 “games”.

The Results

The campaign doubled Cadbury’s Instagram following (+26k)
The Bunny Bracket Instagram functionality increased chances for brand engagement, resulting in
447k+ votes, 40k shares, reaching 29 million accounts
1000+ pieces of adorable UGC content from all over the country