Death by chocolate – Midpoint Creative style

By Steven Ruane, Midpoint Creative

Back in January 2010 our entry in the Cadbury dairy Milk/TV3 Apprentice “Design a Wrapper” competition was chosen as one of the 5 shortlisted designs which were to be put to the public vote. After an extensive campaign both online (Cadbury Irl Facebook page) and offline, on 26/02/2010 our design, based on a chocolate Cliffs of Moher, was chosen as the winner. Our design will now feature on Cadbury Dairy Milk bars all across the country.

For us the competition was a fascinating experience with many talking points along the way. It gave us great insights into various issues like crowdsourcing and the possible problems with same, how brands are using social media to build communities amongst their consumers and the role of professional graphic design. The whole experience was very interesting and gave us much excitement along the way.

Needless to say we are delighted to have won and having the finished product in our hands adds to the excitement. We owe a huge debt of gratitude to all those who supported our campaign and voted for us online or via text(over 28000 votes in all). We have been in close contact with the Cliffs of Moher visitor center who are also delighted that the famous landmark (in the running for the new 7 Wonders of the World) is getting such exposure and hopefully they will have success in their own campaign.

For us it is a big deal because this is the first time Cadbury have ever used an outside design on their flagship bar.The limited edition Bar is being launched in Ireland recently. It’s amazing for us as a design studio to see Pauls work being used on such a national level. Seeing our design on the wrapper helps us enjoy the yummy chocolate even more 🙂 and hopefully it will demonstrate that professional graphic design still has an important role to play for brands.

PS –  I recently cleared my drawer at work out, removing all those nasty goodies like Cadburys chocolate fingers, lemon puff biscuits, creme eggs and even a few refreshers. Then a few weeks ago I received a mystery package at work with a Kerry post mark and upon opening it I discovered that it was stuffed with Cadbury Dairy Milk bars. Those bad boys @ Midpoint Creative had sent me some ‘samples’ of their creative work, a whole box of ‘samples’.

Afternoon tea breaks have been sorted out for the next few weeks thanks to the guys.


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