Cadbury’s Dairy Milk has targeted on light storytelling TV adverts for the final 5 years so a brand new, illustrated marketing campaign brings a contemporary perspective to the “glass and a half” line.
Minji Moon, a South Korean artist from Seoul, tells tales of on a regular basis kindness via easy photos.
Michael Moore, advertising and marketing supervisor at Cadbury Tablets at Mondel?z Worldwide, mentioned: “Cadbury has been shining a light-weight on day by day generosity superbly for the reason that launch of ‘There’s A Glass And A Half In Everybody’ sequence over 5 years in the past so it’s nice that we are able to amplify this message additional with such easy but impactful visuals.”
Chris Birch & Jonny Parker, ECDs at VCCP London, mentioned: “Whereas Cadbury’s quiet, filmic storytelling has been on the centre of the manufacturers repositioning for the previous few years, we wished to display tales of generosity in non-AV channels like OOH and social.”
At one time a transfer to OOH and social can be interpreted as merely a cost-cutting measure, however the success of those two media in grabbing consideration implies that VCCP’s new work appears to be like to be extra about maintaining the effectiveness of the marketing campaign.
The hanging purple branding and interesting illustrations ought to do the job. Media planning and shopping for is by Publicis Media.
MAA inventive scale: 7
