Cadbury Dairy Milk has moved away from audiovisual campaigns for the first time in five years as it embarks on new creative approach targeting various high-impact channels.
Developed by London agency VCCP, the creative celebrates everyday acts of generosity illustrated by South Korean artist Minji Moon. Using bold visuals and strikingly colourful shapes, the work is a significant departure from the brand’s previous Dairy Milk campaigns.
Through the various range of generous acts depicted across the campaign, Minji Moon’s work links back to Cadbury Dairy Milk’s key brand message that “There’s a Glass and a Half in Everyone.”
“Cadbury has been shining a light on every day generosity beautifully since the launch of ‘There’s A Glass And A Half In Everyone’ series over five years ago so it is great that we can amplify this message further with such simple yet impactful visuals,” Mondelez International Cadbury Tablets marketing manager, Michael Moore said.
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Running through to 22 August, the creative will be pushed out across YouTube, Meta, Twitter, out-of-home and press. Media planning and buying was handled by Publicis Media.
VCCP London executive creative directors, Chris Birch and Jonny Parker added: “While Cadbury’s quiet, filmic storytelling has been at the centre of the brands repositioning for the last few years, we wanted to demonstrate stories of generosity in non-AV channels like OOH and social.
“Using these different channels meant we had to find new expressions of generosity to simply and effectively depict our belief that ‘There’s a Glass & a Half in Everyone’.”
