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.
Credits:
- Creative: Saatchi & Saatchi Sydney
- Experiential: Traffik/Saatchi & Saatchi
- Media: Carat
- PR: Royce
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?
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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.
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Joyville = Willy Wonka’s Factory but with purple Oompa Loompas?
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@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.
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Are you serious? Is that it?
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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
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well it’s not exactly the Gorilla is it?
All the hullabaloo for that? Not really that exciting to be honest. I was expecting a lot more
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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)
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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.
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Nestle own the Wonka brand, and this strays a long way into that territory. But surely someone knew that already
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Tim, think you’ve given them their next campaign idea with your Daily Milk typo.
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Agree… Willy Wonka meets Coke’s ‘Happiness Factory’… been done before
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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
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Agree with Jed – the wouldn’t it be nice ads were much much better..
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Seems lame to me, for the length of the ad
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Reading this you’d think Saatchi Sydney created the campaign, and launched it.
Unfortunately, not true:
http://www.brandingmagazine.co.....-joyville/
Feb 8, 2012.
Hate people who steal credit from other people’s ideas, makes me mad.
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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.
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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.
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Bring back the primate
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Was always going to be hard to beat the primate… even with the use of the Hahn factory
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Fail.
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@Ben – totally agree
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Saw it on TV last night…it worked.
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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.
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sorry ‘joyville”
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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 🙂
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