Saatchi & Saatchi Australia has launched the world's first ever 'round' YouTube video to back Cadbury Australia's confectionery brand Rollpack.

The campaign, which launches on YouTube today, features a hamster in a wheel inside a custom built 'round' YouTube player. There are six videos in total, with some featuring a dog called Rover and a parrot.

The initiative is the latest phase in the ‘Ready to roll’ campaign, which is designed to back the brand with fun, round-themed messaging. The content is hosted on Cadbury’s Glass and a Half Full Productions YouTube brand Channel.

The campaign is being promoted via YouTube's homepage masthead today, with support from banner ads. Media buying was handled by Carat.

Saatchi & Saatchi Australia’s executive creative director, Steve Back, said: “This idea was about offering people a quick, unexpected moment of joy in a unique space.

Google's head of display for Australia, Karen Stocks, said: "We were delighted to work closely with Saatchi and Saatchi and Cadbury at the early planning stages of their campaign, and the result shows what's possible when creativity meets technology. We think this video rocks (and rolls)!"

Creative Credits
Title: Cadbury Rollpack – Ready to Roll
Client: Cadbury Australia
Agency: Saatchi & Saatchi Australia
Executive Creative Director: Steve Back
Digital Creative Directors: Peter Galmes, John Mckelvey
Art Director: Peter Galmes
Copywriter: John Mckelvey, James Ross-Edwards
Director: Scott Pickett, Jungle Boys
Producer: Chloe Rickard, Jungle Boys
Audio: Nylon Studios
Strategic Planner: Sara Bamossy
Digital Producer: Susan David
Senior Business Director: Chris Yong
Senior Business Manager: Elizabeth Bourke
Media Agency: Carat Melbourne

Story by Darren Davidson, AdNews.