Clinic works on winning entries of Cadbury’s Pocketgame Challenge

Consultancy Artomatic has worked with London-based design and branding consultancy Clinic to put into production the winning entries of Cadbury’s Pocketgame Challenge.

The challenge was initiated by Cadbury as part of its Spots v Stripes campaign, ahead of the London 2012 Olympic Games.

Members of co-creative community Eyeka and the games industry were tasked with creating a non-electronic game concept, ahead of the Olympics, that inspired game spirit. Ten concepts were shortlisted by project judges and two winning designs – by Sally Manning and James Wallis – were chosen by the public.

Artomatic was appointed in June by Cadbury’s communications strategy agency PHD, and tasked with creating a strategy and team to complete the project, says Artomatic founder Tim Milne

He says, ’The brief was to interpret the winning design concepts into formats that could be made quickly in low volumes, and meet Cadbury and the London Organising Committee of the Olympic and Paralympic Games’ stringent sustainability requirements.’

The consultancy then tasked Clinic to create graphics for the two winning games and the Remarkable Pencil Company to create the major components.

The finished games – Egg-a-thon and Flick Racer – both feature a purple and white colour palette that references the Sports v Stripes campaign identity. Flick
Racer includes spotted and striped racing car discs made from recycled car tyres and graphics that suggest routes for the Subbuteo-style game.

Cadbury's chocolate

Clinic created a spots and stripes playing board for Egg-a-thon and an accompanying leaflet to explain the rules. It features a Creme Egg-inspired character.

Both games will be distributed to 25 000 people in December in a special edition of Matter, an advertising mailout service by Royal Mail.

Sweet sensation

  • Cadbury is the official treat provider to the London 2012 Olympic and Paralympic Games
  • The Pocketgame Challenge winning entries will be produced from recycled materials and made by independent British manufacturers
  • After the games have been distributed, the public will vote for an overall winner, which will go into large-scale production next year

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