Cadbury Dairy Milk has been linking itself to some wonderful family moments with its campaigns by VCCP London and Sydney in the last two years. Those moments have now extended into a long-form campaign for Cadbury Heroes (assorted miniatures).
At the heart of VCCP London’s new campaign is a series of short films, Families Reunited, that grew from Cadbury research which shows that over half of parents feel disconnected with their children as they reach teenage years.
Each of the films in the series follows the story of a parent trying to reconnect with his or her teenage offspring by learning about their hobby.
The first episode is about a dad who hasn’t been on a bike for fifteen years. He learns how to bike storm like his son. The twenty-two minute film was directed by David Symmons, who has worked as a director on Channel 4’s BAFTA-winning reality series First Dates.
Episode two is about truck driver mum, who learns how to figure skate like her son.
“As our kids grow up, family time gets pressured with the busyness of life and teenagers becoming more independent,” stated VCCP creative directors Chris Birch and Jonny Parker. “We wanted to bring this wonderful human story to life on a bigger canvas – the sadness over a broken bond, the lengths our parents go to in order to bond with their kids, and the surprise and excitement of the kids when they realise how much their mum or dad cares. Our show, Families Reunited, sees parents train up in their kids’ interest to reconnect with them. And that’s what Cadbury Heroes are, the little chocolates that can bring the family together.”
The full campaign, which coincides with Cadbury’s 20th anniversary, includes VOD, Facebook, Instagram, selected regular TV.
Executive Creative Director: Darren Bailes
Creative Directors: Chris Birch & Jonny Parker
Creatives: Adam Sears & Ben Evans
Agency Producer: Carly Parris
Account Management: Alec Campbell, Florence Wong & Alice Egan
Senior Planner: Alana King
Production Company: Curate Films
Director: David Symmons
Executive Producers: Madeline Sanderson & Dan Dickenson
Series Producer: Rob Clifford
Line Producers: Lucy Flynn & Jo Juson
Story Producer: Adelaide Lane
Director of Photography: Paul Rudge
Editing: Elena De Palma @ Whitehouse Post
Post Production: Ramit Anchal @ Splice Post
Online: Tristan Lancey
Colourist: Adam Dolniak
Sound Design & Mix: Jack Lewis