These were online films and so broadcast restrictions didn't apply. But due to brand guidelines, we weren't allowed to show children taking and eating the chocolate.

This was appropriate to the brand because the world’s most joyful chocolate, was bringing joy to the everyday – actively demonstrating Cadbury’s brand purpose. From a chocolate life-size girlfriend to a chocolate sewing machine – this was pretty original and creative (but we’ll let you be the judges of course).

We achieved our goal of bringing to life Cadbury’s brand purpose of making the every day more joyful, by celebrating one person’s joy in a way that brings joy to many. We held six completely unique events, each one tailored to a person’s joy. This campaign reached 10.4 million people (that’s almost half of Australia). We increased our Twitter followers 26 times and experienced 16 times more Facebook activity during the campaign. There was also national and news coverage.