This was a TV campaign to launch a new product for Cadbury, one that may not have been the prettiest on shelf, but was undeniably delicious. It had character. It was proudly imperfect. Or as we called it: wonderfully odd.

So we set out to launch it in a way that embraced that same spirit, delightfully offbeat, a little unexpected, and unmistakably Cadbury.

Enter: Santas. In summer.