Saatchi & Saatchi Sydney launches global Cadbury ‘Welcome to Joyville’ campaign

Saatchi & Saatchi Sydney is behind a new global campaign for Cadbury Daily Milk that welcomes chocolate lovers to ‘Joyville’.

The campaign will run in markets such as the UK as well as Australia.

The ad is the first Australian execution of Cadbury’s global ‘Joyville’ positioning, and one of the first major ads from Saatchi & Saatchi’s new ECD Damon Stapleton, who joined the agency at the start of the year.

The ad will run on all major networks in the coming weeks, followed by digital and experiential executions.

The first hint of a major push from Cadbury in Australia came at Easter, when purple chickens from the Cadbury Joyville Easter Egg farm appeared online as part of an experiential push in Sydney.


  • Creative: Saatchi & Saatchi Sydney
  • Experiential: Traffik/Saatchi & Saatchi
  • Media: Carat
  • PR: Royce


  1. Confused
    18 Apr 12
    11:06 am

  2. A cute ad but I’d like to see where they take this as I’m a little confused as to what message they are trying to convey. Cadbury “Our customers do the hard work for us!” Shouldn’t children be playing on these contraptions, to encourage the message joyville, not pushing them?

  3. ummm
    18 Apr 12
    11:12 am

  4. Isn’t this pretty similar to Coke’s ‘Happiness Factory’ advert?
    Even down to the real vs imagined world.

    I do like the production of it though.

  5. Cal
    18 Apr 12
    11:20 am

  6. Joyville = Willy Wonka’s Factory but with purple Oompa Loompas?

  7. big ears.
    18 Apr 12
    11:21 am

  8. @confused – kids are always best left out of chocolate ads… not worth the hassle from the vocal minority.

    It’s no drumming gorilla, but still a nice ad.

  9. Aghh
    18 Apr 12
    1:42 pm

  10. Are you serious? Is that it?

  11. jed
    18 Apr 12
    1:45 pm

  12. wow..a nice ad, but no way at all shareable…feels way too close to coke ‘happiness factory’…they could have made it far more participatory in…but it is saatchi’s – they just do ads

  13. fleshpeddler
    18 Apr 12
    2:07 pm

  14. well it’s not exactly the Gorilla is it?

  15. Daithi
    18 Apr 12
    2:09 pm

  16. All the hullabaloo for that? Not really that exciting to be honest. I was expecting a lot more

  17. Anna
    18 Apr 12
    2:13 pm

  18. Not a patch on the gorilla. Or even the “Wouldn’t it be nice” campaign (I can’t help but sing Cadbury’s words even when I hear The Beach Boys’ version)

  19. Advocate of involvement
    18 Apr 12
    2:19 pm

  20. Agree with Cal – DDB Sound of Joy campaign in NZ was so much more involving with the people who should be feeling the joy: consumers.

  21. Liz Rowell
    18 Apr 12
    3:23 pm

  22. Nestle own the Wonka brand, and this strays a long way into that territory. But surely someone knew that already

  23. Shelley
    18 Apr 12
    3:32 pm

  24. Tim, think you’ve given them their next campaign idea with your Daily Milk typo.

  25. JJ
    18 Apr 12
    3:50 pm

  26. Agree… Willy Wonka meets Coke’s ‘Happiness Factory’… been done before

  27. Willy Wonka
    18 Apr 12
    4:05 pm

  28. Wait, they said that this was going to be better than Phil Collins and a Gorilla?

    My oompa-loompas can beat up your midgets any day Cadbury.

    Them’s fighting words

  29. Matt
    18 Apr 12
    4:55 pm

  30. Agree with Jed – the wouldn’t it be nice ads were much much better..

  31. Ann
    18 Apr 12
    7:11 pm

  32. Seems lame to me, for the length of the ad

  33. Correction...
    18 Apr 12
    8:14 pm

  34. Reading this you’d think Saatchi Sydney created the campaign, and launched it.

    Unfortunately, not true:

    Feb 8, 2012.

    Hate people who steal credit from other people’s ideas, makes me mad.

  35. Ben
    19 Apr 12
    1:09 am

  36. WTF?!?!?! Saatchi & Saatchi has a chance to work with one of the best brands in Australia, with a product range that is genuinely beloved, and this is what they come up with?? This ad is ill-conceived and executed with minimal flare, but what really stands out is how lacking in inspiration and insight the idea is.

    Joyville should have been BIG and inclusive and whimsical and enlightening. However all it seems to be is a bunch of geriatrics in purple tracksuits rollerskating around installing fairly mundane playground equipment in the middle of roads.

    Yawn. And as someone running a ’boutique agency’ with a team that would kill to work on a project like this, it just makes me sad to think that this idea ever got past storyboarding — let alone to launch.

    What. The. Actual. F%&k.

  37. underwhelmed
    19 Apr 12
    8:33 am

  38. Nice ad? Sure. Better than Gorilla? I think everyone involved knows the answer to that. Perhaps Cadbury/Saatchis should stop promoting this campaign via comparison – particularly given deep down, even those closest to the campaign, must know this doesn’t come close to ‘toppling’ Gorilla.

    Not sure what the message is I’m meant to take out? Certainly don’t get the feeling of inherent joy I did when I saw the gorilla campaign – no matter how many times I saw it.

  39. Wild Oscar
    19 Apr 12
    9:23 am

  40. Bring back the primate

  41. Sullos
    19 Apr 12
    1:23 pm

  42. Was always going to be hard to beat the primate… even with the use of the Hahn factory

  43. Jezzaj
    19 Apr 12
    9:16 pm

  44. Fail.

  45. Anon
    20 Apr 12
    1:26 am

  46. @Ben – totally agree

  47. big ears.
    20 Apr 12
    9:10 am

  48. Saw it on TV last night…it worked.

  49. maccers
    20 Apr 12
    10:18 am

  50. Sad as I am… I put a note in my diary for the launch date of this ad on the promise it would cr*p all over the Gorilla execution.

    “Nice” is the only word I can think of for joyful and I hate that word.

  51. maccers
    20 Apr 12
    10:18 am

  52. sorry ‘joyville”

  53. Deb
    6 May 12
    9:51 pm

  54. This is only the beginning of the campaign! Some of you younger (so called ad gurus) think that THIS IS ALL THERE IS! It is only the advert – I’m guessing that it will build with PR and I’ve just googled the campaign – in the UK they have a Joyville fountain at a Westfield S/c! So I see EXACTLY where it’s going :)