Cannes Lions

Clown, Marching Band, Santa

OGILVY MALAYSIA, Kuala Lumpur / MONDELEZ INTERNATIONAL / 2016

Presentation Image
Digital Proof JPG
Digital Proof JPG

Overview

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Credits

Overview

Description

This campaign is a celebration of that joy. A reminder of all the goodness and fun that goes into Cadbury Dairy Milk chocolate.

Visually crafted to mimic the iconic ‘Glass and a Half’ Cadbury symbol, a look closer reveals stories of joy we can all relate to - joyous characters and objects coming together to form even more joy.

It captures the sheer anticipation of joy – as it’s about to happen.

Execution

The ads were painstakingly crafted to bring out all the properties associated with the milk chocolate.

We decided on three of the most relevant stories that everyone could resonate with. One ad captures the moment of joy when Santa is about to place a present underneath the Christmas tree. Another ad depicts the instance of joy that starts when a marching band is about to kick in with horn instruments. The third ad evokes the joy of a clown, about to make a balloon animal.

While the stories of anticipation within them played the prominent role, the craft had to still play up its appetite appeal – it is an indulgent confectionery after all.

At a glance, we wanted to evoke an immediate sense of joy – just like how the intense experience of Cadbury’s taste opens your heart to irrepressible joy.

Outcome

The simplicity of the ads brought about an effortless charm that put smiles on our consumers’ faces. Each ad had a different surprise, a story that led the audience to feel a familiar sense of joy. It was impossible for the eye to settle with just a glance.

The campaign managed to rekindle the joy Cadbury once brought to our consumers when they were young. In fact, it appealed to more than just our target group, but to people of all ages- opening their hearts and appetites to a joy they once experienced long ago.

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