situation: The increasing inflation rate in Egypt forced people to take on additional shifts to be able to afford their basic human needs. Those people ended up typically taking on the night-shift to sustain their cost of living.

The night-shift is often referred to as the "graveyard shift" due to the striking similarities it shares with the solitude from society and darkness of a graveyard.

Brief: Anchor and spread the brand's core idea, Human goodness. The ask is to spot a group of individuals from society; that experiences bouts of un-connectedness and pain, and showcasing their stories and experiences. The aim is to show goodness towards is group, and invite communities to acknowledge them, and spreading their human-goodness towards them.

objectives: As a brand known for human goodness, the objective is to walk-the-walk and initiate goodness acts towards those in dire need to be reminded of our human goodness.

"Night-Shift" film that delves into the unparalleled lives of individuals who toil through the night, spending the majority of their time in solitude and unaccompanied by others. Through compelling storytelling within different atmospheric cinematography, the film "Night Shift," showcases a diverse range of jobs worked by night shift workers, offering a comprehensive glimpse into their world. From security guards patrolling empty streets to building or hotel guards and other essential workers who labor through the night to ensure the smooth functioning of various industries.

In a heartwarming conclusion, "Night Shift" ends with a powerful call to action, inviting viewers to a microsite designed to connect with night shift workers, express appreciation for their tireless efforts, and send them thoughtful gifts. This interactive platform serves as a bridge between society and the individuals who work the night shift, fostering a sense of community and recognition for their dedication.

Ad-recall scored in the highest quartile surpassing both Mondelez averages as well as CDM’s average for past campaigns (5%-10%)

Ad recall: 22%

Planned MMR: 51%, actual MMR: 81%

META:

- Impressions: 42M

- Reach: 49% (vs. 30% planned)

- VTR & ER: 10% (vs. 3% benchmark)

Youtube:

- Impressions: 151M

- Reach: 58% (vs. 33% planned)

- VTR: 19% (vs. 17% benchmark)

- Completion Rate: 92% (vs. 20% benchmark) Tiktok

- Impressions: 135M

- Reach: 46% (vs. 25% planned)

Shahid:

- Views: 2M

- Completion Rate: 97%

Earned Media:

1. Organic influencers generated content

Owned media:

1. users on website: 1.8K

2. gifts sent: 995 gifts

Brand perception tracker measured through a result test post-launch:

Cadbury Dairy Milk (CDM) shows goodness within you to others: 76% agree

CDM encourages you to be to do simple acts of goodness to others: 82% agree

Credibility: 87% Understanding: 89%