Cadbury decks out steam train for next phase of Joyville campaign

A steam train bedecked in Cadburys colours today patrolled Sydneys railway lines as Saatchi & Saatchi filmed the next stage of the chocolate brands Joyville campaign.

The ad, being produced by Jungleboys, will go through a rapid turnaround and be aired on Sunday.

The stunt saw the train stop at three different stations in Sydneys CBD, presenting commuters with free chocolate at each stop.

The train was masterminded by experientialagency Wonder.The steam train is a 1916 locomotive express based at the the NSW Rail Transport Museum. Its makeover took12 months.

Ben Wicks, Cadburys GM of chocolate marketing told Mumbrella: The idea comes from the question how do we bring more joy to the world?Its all a bit gloomy and dim these days so how do we lighten up lives and make people smile? he said.

The Joyville Steam Train, follows the CadburyPurple Roundabout, andMarvellousCreations TV adsearlier this year.

Wicks said: We are bringing to life a mythical place where Cadbury Dairy Milk is made.Its a bit like chapters in a story. There are at least another two or three chapters to come.

The execution will be supported by a interactiveFacebookapp, where consumers can uploadtheirphotos and videos to a digital train.

The large scale experiential stunt follows similar ones earlier this year fromArnotts brandTim Tam,which put the snack on trees in Sydneys Martin Place, andLegowhich created a life size forest in the same spot.

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Cadbury decks out steam train for next phase of Joyville campaign