Cadbury extends ‘Cheer and a Half’ campaign to rugby via Ogilvy
Rugby fans are the latest to give a ‘Cheer and a Half’, as Cadbury strengthens its sponsorship of the Wallabies in a reworked campaign, originally created earlier this month for its Matildas partnership.
Created by Ogilvy, an unexpected moment of generosity between Wallabies half back Nic White and a young fan is the centrepiece of the new campaign.
As the primary sponsor of the Wallabies, Cadbury aims to help generate support for the team ahead of the Bledisloe Cup and Rugby World Cup mission in September.
Anthony Ho, brand equity and sponsorships director at Cadbury, said the new spot shows “even the most die-hard fans put generosity first”.
“We know when the Wallabies have support and Aussies cheering them on, they are much more likely to perform, so we wanted to produce a campaign to show they have Australia’s undying support, regardless of the scores at full-time,” he said.
“The result is a simple act of generosity brought to live in beautiful campaign; a fan sharing his ‘cheer and a half’ with his hero. After all, rugby is a team sport, something people come together for. Just like a block of chocolate.”
Ogilvy worked alongside production partner Good Oil on the spot, which will be rolling out nationally.
Ogilvy ECD, Hilary Badger, said: “This ad shows that the simple, generous act of exchanging a block of Cadbury can connect us, no matter our age or status.
“Generosity is a human value, so we’ve represented it in a real, observed way,” she concluded.
Credits:
Creative agency: Ogilvy
Media agency: Wavemaker
Production company: Good Oil
Director: Curtis Hall
Producer: Chana McLallen
Executive producer: Simon Thomas
D.O.P.: Alex Serafini
Editor: Marty Gilchrist
Post production: Puffin Post
Production design: Brendan Norville (props buyer)
Sound: Squeak E. Clean Studios
Colourist – Matt Fezz
Got a tip?
Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
Linkedin
Have your say