To launch Cadbury Screme Eggs in Canada, we pitted Cadbury’s favourite Easter treats against their ghoulish Halloween brethren, and watched as the Goopocalypse played out beneath our feet.

First, Creme Eggs took to OOH to warn of the outbreak. As the Screme Egg numbers grew, escape became futile. The resulting battle spilled into the streets, airing on TV and online in three chapters.

In the end, humans were encouraged to go to Facebook for ongoing Goo News reports, survival tips and sightings, all reported by the Creme Eggs themselves and written in their native tongue – Goo.

The campaign didn’t just resonate here at home. Since its launch, its been picked up by Cadbury in the UK and has been featured on DevourAdweek and Fast Company.