Cadbury Fuse disguises gaming controllers as books of wisdom

Coming to the aid of the gamers against ‘well-intentioned’ distractors is Cadbury Fuse, a chocolate bar from Mondelez India. While it cannot influence people to the pros of gaming and let gamers be, it used the next best move — confusion.

Please welcome the Confuseing Controllers. They are limited-edition books of wisdom — think Astrophysics and the Paradox of Time or Macro Meso and Microeconomics — but in reality, they are empty from the inside and fitted with game controller buttons and space to fit a smartphone.

People see you reading a book, but you are playing a game.

These controllers are limited in number. To get one of these pieces, consumers must visit this website and play a racing game. Leaderboard toppers will receive the disguised joysticks.

Credits:

Team Mondelez: Nitin Saini, Pratik Shetty, Sidharth Singh, Anirul Jindal

Creative Agency: Ogilvy

CCOs, India: Kainaz Karmakar, Harshad Rajadhyaksha, Sukesh Nayak

ECD: Akshay Seth

GCD: Chinmay Raut, Visualiser: Yash Narvekar

Account Management: Maninder Bali, Beenu Kurup, Shruti Paranjpe, Ahana Banerjee

Deputy CSO, India: Ganapathy Balagopalan

Planning Team: Samhita Chaudhuri, Kanupriya Mahajan

Tech innovation Team: Rajneesh Bolia, Dishant Malik, Vaishali Mange

Technology Partners: Inbox Creations

Photography: Quench, Avadhut Hembade

Media Agency: Wavemaker