Screme Eggs Social Campaign

Art Direction ⊛ Copywriting ⊛ Illustration ⊛ Production ⊛ Social Content Creation

For Halloween, Cadbury introduced a spooky twist on their iconic Creme Egg: the Screme Egg. As Art Director and Creative, I was tasked with concepting, writing, producing, illustrating, and executing a cheeky social and guerrilla campaign to bring this gooey villain to life.

The creative centered around the Screme Egg’s sinister personality — smart, mischievous, and determined to unleash maximum goo. I developed a series of tongue-in-cheek out-of-home posters and window clings, styled like official “warning” signs, which were strategically placed throughout downtown Toronto as a guerrilla activation.

On social, I crafted playful Facebook content written in Cadbury’s signature “goo” language, with witty translations that revealed the Screme Eggs’ devious (and hilarious) doings. Every element of the campaign leaned into the brand’s humour and charm, while establishing Screme Eggs as the must-have Halloween treat.

From concept to copy to illustration and final execution, this campaign showcased my ability to craft a fully-integrated, character-driven narrative that worked across platforms — and left a lasting (and gooey) impression.