Globally, the Joyville campaign has included outdoor advertising and art. In New Zealand, Saatchi & Saatchi Sydney teamed up with artist Iaan Buchanan to create a 3D chalk-art experience to the public. Buchanan talks about how he integrated his art into the campaign "The campaign is very visually joyful and playful in its spirit, from a marketing perspective consumers will be seeing a range of activities that will bring the Joyville story into their lives and amplify the joy that the brand brings." A cast of Joyville workers were also on site to take photos with and interact with the public, another key feature consistent throughout the campaign.

Throughout the campaign there has been some controversy surrounding both the products being promoted and the TVC's. 

Many people have voiced their opinions that the Joyville campaign and the TVC's in general are irritating and don't compare to the previous creative and quirky advertising of the past, such as the gorilla and dancing eyebrows ads. 

Another controversy surrounding the campaign came to light when a disgruntled consumer claimed that the Joyville campaign was misleading consumers. The complainted featured on the ABC's The Checkout, highlighting the fact that the Cadbury Dairy Milk blocks had been reduced from 250g to 200g, only for the Joyville campaign to increase the blocks by a 'generous 10% more joy' to 220g. Cadbury attempted to defend themsleves but the damage was already done.

References:
Campaign Brief. 2012. Cadbury's Iaan Buchanan brings 'Joryville' 3D chalk art experience to Auckland this weekend. [ONLINE] Available at: http://www.campaignbrief.com/nz/2012/06/cadburys-iaan-buchanan-bring-j.html. [Accessed 12 July 13].

Food Magazine. 2013. Cadbury defends joyville after The Checkout slams campaign. [ONLINE] Available at: http://www.foodmag.com.au/news/cadbury-defends-joyville-after-the-checkout-slams. [Accessed 12 July 13].