- leverage multi-brand sales with a values-based theme
- create a presence at the 2010 Winter Olympic Games
Michael helped build a promotion for Cadbury that leveraged the star power of Right To Play Ambassadors to create traction with trade customers for a promotion called Power Play, Play Power. Joe Sakic, Joe Thornton, Zdeno Chara, Luc Robitaille and Hayley Wickenheiser were part of this innovative campaign.
Free-standing retail display
The Cadbury sponsored Right To Play tent at the Vancouver Winter Olympic Games attracted over 100,000 visitors over the 17 days of the Games.
Cadbury donated $350,000 to Right To Play. Each UPC code redeemed equated to the cost for Right To Play to deliver one life changing play lesson overseas.
Consumers were given a chance to win a unique travel prize – a trip with Hayley to Africa to join her in doing humanitarian work for Right To Play.