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Other countries have to wait until Easter for Cadbury Creme Eggs, but in the UK they have already arrived. To mark this, Publicis has created a £1m outdoor campaign in partnership with JCDecaux Innovate, on special-build bus shelters and free standing six-sheets in Birmingham. The special builds are a construction of a 3D Creme Egg landing on the poster causing a "goo" splat throughout the shelter. The work will also run across approx 6,000 sites across the UK. A TV execution is planned for February 21. The "Eggmeister" creative is an extension of last year's strategy.