Cadbury has released an emotive new Easter brand campaign, developed by Ogilvy Melbourne, which continues to shine a light on people who surprise others with little acts of kindness.
The new TVC, directed by Mitch Kennedy from The Producers, tells the story of a boy, sneaking out very early in the morning to the Easter egg hunt before anyone else in the house wakes up.
He finds a generous Cadbury Dairy Milk Easter egg in the garden, high up in a tree, and tries everything he can to get his hands on it.
His mum and twin sister are pleasantly surprised when they discover the young boy has managed to get the big egg, not for himself, but for his little sister who has a broken leg and can’t go outside Easter egg hunting.
It’s signed off with Cadbury’s "There’s a Glass and a Half in Everyone" line, a reference to the brand’s historical recipe and the fact that there is kindness in every individual.
“In these trying times, Cadbury believes that now more than ever, there is a glass and a half of generosity and goodness in everyone," Mondelez equity director Anthony Ho says.
"Our new film continues our drive to tell simple stories about generosity and human connection. Cadbury Dairy Milk’s Easter eggs have brought enjoyment to Australians for generations, and Easter is a time to continue to come together and look out for one another.”
In addition to the TVC work, the wider Easter campaign will include digital, social, a live 360 egg hunt on facebook, PR and POS.
“In a world that can seem a little bleak right now, the generous acts are still happening every day," Ogilvy Melbourne executive creative director David Ponce de Leon says.
"And with many families forced into our homes, Easter is still a time we should look forward to. The new Cadbury Dairy Milk campaign is a celebration of the little moments that connect us. A very real, down to earth Australian story we are certain will resonate with consumers this Easter.”
Paul Chatfield – Director Marketing Chocolate, Mondelez International
Anthony Ho – Brand Equity Director, Mondelez International
Melanie Yates – Senior Marketing Manager, Mondelez International
Meaghan Brodie – Senior Brand Manager, Mondelez International
David Ponce de Leon – Executive Creative Director
Josh Murrell – Creative Director
Sharon Condy – Creative Director
Huei Yin Wong – Senior Art Director
Jack Railton-Woodcock – Senior Copywriter
Virginia Pracht – Head of Strategy
Danielle Chapman – Managing Partner, Client Lead
Bianca Kerr – Senior Account Director
Stacey Wacker – Account Manager
Alana Teasdale – Senior Broadcast and Content Producer
Production Company: The Producers
Director: Mitch Kennedy
Producer: Tanya Spencer
DOP: Kieran Fowler
Post Production: Manimal Post
Post Producers: Kate Reynolds/Hannah Byrnand
Editor: Simon Njoo
Online Editor: Ryan Brett
Colourist: Edel Rafferty
Post Production – Animation: Cadre Pictures
Cadre Producer: Steve Kerswell
Media - Wavemaker
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at email@example.com