Cadbury Dairy Milk Embarks On New Creative Direction – Bold Visuals, Colorful Shapes

Cadbury Dairy Milk has embarked on a new campaign, bringing to life simple stories depicting modern everyday acts of generosity in action. Created in partnership with VCCP London, Cadbury’s latest creative has been executed through simple illustrated scenes.

Michael Moore, Marketing Manager at Cadbury Tablets at Mondelez International, said Cadbury has been shining a light on everyday generosity beautifully since the launch of “There’s A Glass And A Half in Everyone” series over five years ago. “So it is great that we can amplify this message further with such simple yet impactful visuals.”

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Chris Birch & Jonny Parker, Executive Creative Directors at VCCP London, pointed out that Cadbury’s quiet, filmic storytelling has been at the centre of the brand repositioning for the last few years. “We wanted to demonstrate stories of generosity in non-AV channels like OOH and social. Using these different channels meant we had to find new expressions of generosity to simply and effectively depict our belief that ‘There’s a Glass & a Half in Everyone’.”

The most loved chocolate brand worked with an illustrator, Minji Moon, from Seoul, South Korea to highlight different moments of generosity.  She used her trademark style of bold visuals, colorful but simplified shapes. The illustrations depict moments that show how being kind and generous to one another brings people closer together.

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Nandika Chand