Cadbury Wispa Gold
The Heist

We locked the new Wispa gold bars in vaults and made fans crack it open by ear.

Limited edition means nothing if it's easy to get. The brief was a pre-launch, make noise, earn PR. But if Wispa Gold is genuinely limited, it should feel that way. Hard to reach. Worth the effort.

It's gold. Gold lives in vaults. And the only way into a vault, as everyone knows from heist films and videogames, is to listen.

So, we took over the city with giant vaults. Inside: one of the first Wispa Gold Salted Caramel bars in existence. To get it, fans had to crack the code by ear — an audio safe-cracking game played through headphones, on their phone, in the street. Crack it and you're in. Get caught and the security guard finds you. Come back and try again.

Creative Art Director — VCCP London Client: Cadbury Production: Girl&Bear / Bernadette / Jungle Studios