Cadum
From TV
to Digital
Rather than repurposing a TV ad for social, we wrote it a secret sequel — made exclusively for digital.
The Challenge
Support the Cadum Surdoux TV campaign with a digital extension that could live natively on social media — deepening the brand story for an audience already exposed to the TV spot and creating additional reasons to engage beyond the broadcast moment.
The bear got a secret mission the TV audience never saw — to become as soft as the mother, by copying her every ritual.
The Approach
The TV campaign told the story of a bear growing jealous of a mother — softer than him thanks to Cadum Surdoux — as her child chose to cuddle her instead. Rather than repurposing the spot, we created an entirely new narrative layer built exclusively for digital: the bear's secret mission to become as soft as the mother, following her exact rituals to win the child's attention back. A backstage story that the TV audience never saw — giving social followers something exclusive, playful and worth sharing.
The bear's journey was told across a simultaneous release of videos, images and GIFs on Facebook and Instagram — each format rebuilt for native platform consumption rather than compressed from broadcast. The content followed the bear copying the mother's softness rituals step by step, giving audiences a reason to engage with each asset and follow the story to its resolution. The campaign demonstrated a principle that was far from standard in 2014 — that a TV narrative, extended with creative intelligence rather than simply repurposed, could generate organic reach and emotional resonance on social at scale.
Results
The Work
A TV narrative, extended with creative intelligence rather than simply repurposed — generating organic reach and emotional resonance at scale.