How did you come up with the Cadbury House concept and execute it?
Well firstly it took a lot of chocolate. Secondly, we researched the history of Cadbury, going through the archives, talking to employees and members of the Cadbury family to really get under the skin of the brand. We also spent a great deal of time with consumers, sharing our creative ideas and sense checking what the experience needed to deliver. Then, we just let our creativity go wild.
What was the most successful element or highlight of Cadbury House?
The real highlight for me was seeing people’s faces when they came out at the end of the experience. It really did bring the magic of 2012 and Cadbury to our consumers, and it was amazing to be able to share that with them each day.
The inclusion of RFID technology was also a real success; giving people the chance to capture an image of them standing on a podium to receive a chocolate medal meant that we also made a lot of memories, which consumers could keep and share.
Why did you decide to enter the 2013 Event Awards?
It’s a great showcase for the best work in our industry and definitely a prestigious award to be proud of if we were lucky enough to win.
What was your reaction when you won the award?
To be honest, we really didn’t expect to win. We weren’t at the awards as we had an event that night, so it was lovely to receive a call telling us we had won.
Since the win what has PrettyGreen been up to?
Well, we have been very busy but are having a lot of fun with it. We have been hanging out with lots of sporty types for our work with Under Armour, from launching the new Tottenham Hotspur kit to global media, to creating a bespoke consumer event at London's Southbank, which showcased the new Cold Gear training kit.
John Lewis has been really exciting to work with, some of the things we’ve been up to include hosting an exclusive event and screening of the amazing John Lewis Christmas Hare & Bear advert at Kew Gardens (it made me cry), and building a pop-up shop in Islington to showcase its House range.
We’ve also helped Virgin Media launch a new flagship store in Birmingham, and I can’t not mention Cadbury who we’ve been working with on some amazing events, including a Cadbury Unwrap Gold winner’s event at The Ritz. At the moment, we’re busy working with some really exciting brands, which we have to keep under wraps for now.
Has the award win had a positive effect on the company? If so how?
Yes it really has. We had a massive agency drinks party to celebrate and there were a lot of smiling faces when we gave the award pride of place in the office. It’s also helped to attract some fantastic new clients and subsequently, new team members – so it’s really win win.
What's in the pipeline for PrettyGreen for 2014?
Lots of very interesting briefs. A couple of things we can hint at involve bringing the Brazilian spirit to London for the World Cup, a pretty major sporting celebration event in Glasgow and to be on the look out for a brand new Swedish brand coming in the summer.
What would you recommend to those entering the Best Brand Activity at a Festival or Public Event category for the 2014 Event Awards?
I believe it’s about style with substance – keep the fluff and puff out of it and focus on what made your event really stand out. Try and make the journey as visual as possible, so include pictures and video that really tell the story and bring the experience to life for the judges, as they may not have been to the event.
Alongside tangible results, ROI that demonstrates the impact the event really had and client and consumer testimonials all help to demonstrate the value.
How to enter Event Awards 2014
The deadline for awards entries is 21 May 2014. To find out how to enter, visit the . For the latest updates on the event, follow the Event Awards on Twitter at .
To find out more about sponsorship opportunities, email Jade Scaffardi or call her on (020) 8267 8272.
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