April showers may crack giant Cadbury egg

A new 'Release the Goo' billboard will interact with weather conditions, while chocoholics can check the status online.

Today Cadbury launches a unique new interactive billboard at Yonge and Dundas Square in downtown Toronto that’s constructed to respond to local weather conditions. In order to ‘make the forecast Goo this Easter,’ Cadbury, maker of the Easter fave Creme Egg, wants passersby to feast their eyes nine metres upwards to witness a larger-than-life Easter treat battle.

Created by Saatchi & Saatchi, the billboard features a long, teeter-totter-like lever with a large box on one end and a giant, 1.5m Cadbury Creme Egg on the other. As rain, snow, sleet or hail begins to fall, the egg will rise to meet an oversized fan that will break it open, sharing the gooey filling. Cossette handled the buy and New York-based production company Titan Worldwide created the billboard.

With an average of 792.7 mm of precipitation dropping on Toronto each year, Cadbury’s hoping that weather-obsessed Torontonians will have their eyes in the sky, and catch a glimpse of the the ‘de-gooing.’ Target demo for the campaign that also includes TV and online executions, is adults 18 to 34.

Cadbury Creme Egg lovers across Canada who can’t make it to Yonge-Dundas Square to witness the countdown to Easter can view an up-to-the-minute report on the Creme Egg’s status via a live feed on CadburyCremeEgg.ca