In a multi-publisher campaign, Cadbury flips the script on Easter egg hunts by putting the power back in the hands of the hiders
The campaign turns press ads into clever disguises, designed to make eggs harder to find and the fun last longer.
Readers are encouraged to cut, fold and hide eggs as each piece transforms into everyday objects, from wooden pegs to books and tea boxes, blending seamlessly into home backgrounds.
The campaign features in; the Guardian, Daily Express, Daily Mirror and the Daily Star.
