All Heroes. No Zeros
Cadbury has unveiled “All Heroes. No Zeros”, a major new integrated campaign and brand platform for the much-loved Cadbury Heroes from VCCP, led by a 30-second film directed by Anthony Farquhar-Smith. The campaign celebrates every Heroes chocolate as a star—no fillers, no least-loved flavours, just all heroes.
A tub of Heroes transforms into a sell-out stadium concert reminiscent of Live Aid '85, complete with chocolatey Queen doppelgängers: Freddie Mercury as a Crunchie Bits, Brian May as Dairy Milk, Roger Taylor as a Dinky Decker, and John Deacon as a Dairy Milk Caramel.
From the beginning, agency, client and director were aligned on a craft-led approach. The script was deceptively simple, and all of the humour lay in making the film as absurdly intricate as possible.
The film may lean towards irreverence, but the production was serious business. Over 4,000 chocolates were used to fill the stadium with adoring fans and crew, from sound and lighting roadies to a fainting Whispa on the front row.
The camera was an additional character to build suspense, right from the first animatic. Initially it moves slowly through the scene, with clever zooms that reveal the extent of the extravagant affair. The band is revealed one by one, bathed in light, resplendent in custom wrappers incorporating the iconic Heroes designs.
And no band is complete without their instruments...
Concept Art
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