Cadbury has committed to support the magical wish-granting charity for children with life-threatening illnesses over the next three years.
Agency Weapon7 has developed an integrated campaign launching in late September which will span digital and on-pack promotions.
The site aims to introduce the charity to a wider audience by using the Cadbury partnership.
The partnership will be communicated across Cadbury's selection box range, advent calendars and on Snow Bites, directing consumers to visit the new site.
As users move through the site they can find videos of wishes granted and live data on the amount donated by members of the public. The hope is that users want to become involved in the charity through donations or volunteering.
Wish Workshop films have been created using stop frame animation featuring characters such as a racing driver and a teddy bear, who build star shaped wishes in the Wish Workshop.
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