Cadbury needed to heighten awareness of their 3-year sponsorship of the Make-A-Wish Foundation in the UK and Ireland.

We wanted to capture a little bit of Cadbury’s magic, in the context of the hard work of the Make-A-Wish Foundation, who make wishes come true for hundreds of children with life-threatening illnesses.

The target audience was parents and their children. It was also important that any visitors to the site felt that any donation they could make, however small, would make a difference.

The insight that led to our idea was the fact that Make-A-Wish Foundation are continually granting new wishes. Thus, the Wish Workshop was born: a magical place where five playful characters are always building and launching new wishes.

By using old school stop-frame animation, we sought to capture the imagination of children and their parents. Our five cheeky characters were developed to each represent a different type of wish, from ice skating to racing-car driving, and we shot five films which showed life inside The Wish Workshop. Each film showed the gang busying themselves building wishes before launching them into the sky.

As more wishes are made a reality throughout 2010 and beyond, we will add more wishes to the sky, each with its own real-life story.

The url is being promoted via press advertising, a special postcard campaign which gave recipients the chance to make their very own 3D version of one of the characters, and also on millions of chocolate selection packs on the run-up to Christmas.

Check out the website here.