Get In The Game
Cadbury Dairy Milk, Ogilvy
Cadbury Dairy Milk wanted its investment in women’s sport to create impact beyond sponsorship. We created Get In The Game, a platform that increased the visibility of female athletes through content, packaging and partnerships, helping more girls see the athletes they could become.
The Problem
Half of teenage girls dropped out of organised sport, while only a small fraction of sports media coverage featured the women they could aspire to be. Without visible role models, pathways into sport became harder to imagine.
The Idea
If girls couldn’t see what they could become, we needed to make female athletes impossible to miss. Get In The Game reframed every Cadbury touchpoint as a vehicle for visibility, turning sponsorship into an active platform for connection, inspiration and participation.
The Work
Get In The Game
15” TVC
Collectible Blocks
Packaging, Retail
Jessica Sergis (NRLW)
Content Series, Ep 1
I co-developed Get In The Game from concept through production, working with sporting codes and global brand stakeholders to transform Cadbury’s investment in women’s sport into an audience-first platform for visibility and participation.
The platform connected grassroots girls with elite athletes through a four-part interview series, collectible trading-card-inspired packaging, and rewards designed to encourage continued engagement with sport. I played a key role in athlete casting and partnership selection, ensuring representation across sporting communities and relevance for the next generation of fans.
Akec Makur Chuot (AFLW)
Content Series, Ep 2
Tayla Vlaeminck (Cricket)
Content Series, Ep 3
Alanna Kennedy (Soccer)
Content Series, Ep 4
By turning every Cadbury touchpoint into an opportunity for visibility, Get In The Game created a connected ecosystem where female athletes became present, accessible and impossible to ignore. Following its success, the platform was adopted internationally by Cadbury.