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Cadbury encourages generosity with Easter campaign

Cadbury is shining a light on generosity in a new campaign in time for Easter.

Anthony Ho, Mondelez equity director, said now was an important time to encourage a ‘glass and a half’ of generosity in Australians.

“In these trying times, Cadbury believes that now more than ever, there is a glass and a half of generosity and goodness in everyone. Our new film continues our drive to tell simple stories about generosity and human connection,” Ho said.

“Cadbury Dairy Milk’s Easter eggs have brought enjoyment to Australians for generations, and Easter is a time to continue to come together and look out for one another.”

The ad, created by Ogilvy, shows a boy trying every method possible to retrieve a large Easter egg from high up in a tree in the backyard. When he returns to the house, his mother is surprised to see he sought the egg for his younger sister with a broken leg.

David Ponce de Leon, executive creative director of Ogilvy Melbourne, added: “In a world that can seem a little bleak right now, the generous acts are still happening every day. And with many families forced into our homes, Easter is still a time we should look forward to. The new Cadbury Dairy Milk campaign is a celebration of the little moments that connect us. A very real, down to earth Australian story we are certain will resonate with consumers this Easter.”

The campaign will also include a live 360 easter egg hunt on Facebook, and assets will appear on digital, social, point of sale and through PR.

Last month, Cadbury was awarded industry body Ad Standards’ second Kinder Conditions award for its ‘Mum’s Birthday’ TVC.

Credits

Paul Chatfield – Director Marketing Chocolate, Mondelez International
Anthony Ho – Brand Equity Director, Mondelez International
Melanie Yates – Senior Marketing Manager, Mondelez International
Meaghan Brodie – Senior Brand Manager, Mondelez International

Ogilvy
David Ponce de Leon – Executive Creative Director
Josh Murrell – Creative Director
Sharon Condy – Creative Director
Huei Yin Wong – Senior Art Director
Jack Railton-Woodcock – Senior Copywriter
Virginia Pracht – Head of Strategy
Danielle Chapman – Managing Partner, Client Lead
Bianca Kerr – Senior Account Director
Stacey Wacker – Account Manager
Alana Teasdale – Senior Broadcast and Content Producer

Production Company: The Producers
Mitch Kennedy – Director
Tanya Spencer – Producer
Kieran Fowler – DOP

Post Production: Manimal Post
Kate Reynolds/Hannah Byrnand – Post Producers
Simon Njoo – Editor
Ryan Brett – Online Editor
Edel Rafferty – Colourist

Post Production – Animation: Cadre Pictures
Steve Kerswell – Cadre Producer

Media – Wavemaker

PR – ID Collective
Amanda Booth – Managing Director
James Tang – Senior Account Director.

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