The Grand Prix Choice for Cadbury

The judges liked that it was a real initiative for a real brand with massive reach. Sales and celebrations grew 30% during the campaign period. It also made the brand very much more progressive than what it has been in its marketing. The fact that this market and a brand in that market used AI use celebrities with AI. Almost put it ahead of the curve in an era where today with the Hollywood strikes that are happening we're talking about digital imaging and AI licensing of celebrities images and AI twins.