Heroes 2020

Agency: Carat

Over half of parents felt emotionally distant from their children, citing gaming as the of the principle reasons. With children spending over 14 hours a week on video games, Cadbury Heroes made it their mission to reconnect families. They did this not by getting kids to put down their consoles, but by encouraging parents to pick up theirs.

Cadbury created the Heroes Streetfighter championship to get families to go head to head, training parents up on how to play and ending with an epic live battle in a bid to bring families together.