Cadbury Wall of Doubt

What We Were Proving.

74% of people experience doubts daily, but sharing our doubts can help to overcome them and restore hope for the future.

Proof Platform.

A physical extension of Cadbury’s ‘Give A Doubt’ campaign with The Princes Trust and a springboard for airing and sharing the nation’s doubts to help young people overcome theirs.

How We Proved It.

Together with Ogilvy, we teamed up with Cadbury partner, football legend and TV personality Ian Wright to build the Cadbury Wall of Doubt. The 8 foot wall stood proudly outside his beloved Emirates Stadium, where he wrote his own doubts and encouraged fans attending the end of season match to do the same (while enjoying some Cadbury’s chocolate, of course). 

 The Proof.

The Wall of Doubt received extensive national press coverage, with a reach of over 5 million. 



“We’re so proud of the ASICS Upliftford campaign and the incredible transformation we achieved in Retford. Not only did the experiment prove that movement can really uplift minds, the reach of the campaign and impact on market share and purchasing intent exceeded our expectations.”

Caroline Fisher, Communications Director, ASICS EMEA