Cadbury Breaks Out Of The Box With Round YouTube Video Campaign

Earlier this month, Cadbury Australia transformed YouTube with a new campaign that threw out the traditional rectangular video player and made it round. The video player transformation is part of a “Ready to roll” campaign for Cadbury’s Dairy Milk Rollpack, rolled out in collaboration with Saatchi & Saatchi Australia. The round videos were featured on Australian YouTube at the beginning of the month and have been causing a stir ever since.

Cadbury’s custom round YouTube player is the first of its kind. Though it is not fully functional like the traditional YouTube player, viewers have the option to pause and play, as well as to mute and unmute the volume. Commenting is also not enabled on the round videos, although Cadbury has included a few comments from Facebook users for atmosphere and viewers can feel free to write their comments in the Channel Comments field. Unfortunately, embedding is not enabled for these videos, but you can watch them on Cadbury Australia’s YouTube page.