Posterscope and Carat have deployed an out-of-home takeover around London’s Waterloo Station for Cadbury’s Creme Egg as part of its Creme Egg Hunting Season campaign.

The initiative was developed in partnership with creative agency ELVIS and sees Cadbury Creme Egg hacking the ads of several brands across TV, digital, outdoor, print and in-store channels.

In a unique series of partnerships, Cadbury Creme Egg is giving people in the Waterloo Station area the opportunity to get involved in a real-time ‘Easter egg’ hunt for two weeks during March.

Creme Eggs have been hidden in ads from major brands including Heinz, Google, Honda, Knorr, Tesco, LADBible and Benefit Cosmetics, across 16 OOH Waterloo sites.

The ads feature a mix of Cadbury Creme Egg branding, fun clues, and brand ads along with details of the hunt and the chance to win the elusive limited-edition White Cadbury Creme Egg – and a potential £10,000.

Tom Mason, Planning and Buying Director at Posterscope said: “There’s no better medium than out-of-home to make a big impact and capture the public’s attention.  People are increasingly interacting with, photographing and sharing creative out-of-home campaigns on social media, and this Cadbury Creme Egg Hunting Season campaign taps into this growing behaviour.”

People who spot a Creme Egg in one of the ads are encouraged to take a photo of it and upload to to unwrap it. If it’s white, it’s theirs, and they go into the draw to win £10,000.  If it’s a milk chocolate Creme Egg, they receive a voucher to redeem for a free Cadbury Creme Egg.

There are 1,000 White Cadbury Creme Eggs and 30,000 classic Cadbury Creme Eggs up for grabs this season.