VCCP and Cadbury have been warming hearts and creating smiles with their Glass and a half in everyone stories about everyday generosity. That idea has now left the story world and become part of real life in New Zealand.
Cadbury New Zealand and VCCP have launched a nationwide community initiative that will help disadvantaged Kiwi children join in sports. The campaign tackles an unhappy finding in research from Sport New Zealand, which found that 1 in 8 kids feel excluded from sport because they don’t have the gear. Sport is a very important part of New Zealand life.
Cadbury’s Donate Your Kit campaign aims to ignite the generosity of New Zealanders to donate their pre-loved sports kit to enable all kids who want to, to participate in sport.
Cadbury will also donate 10,000 items of sports gear. The campaign inspiring the nation to do the same will run in events, online film, OOH, radio and social, and with an Olympic sponsorship.
To make donating easy, Cadbury has created iconic purple donation lockers that are appearing up and down the country in community centres, sports clubs and gyms. Or, New Zealanders can use a “virtual locker” on the campaign hub, CadburyDonateYourKit.co.nz, to book a free courier pick up from their home. Donated gear will be distributed by charity partner, KidsCan, to those who need it most.
Anthony Ho, Mondelez brand equity director ANZ, stated, “We are proud to be able to play a part in tackling such a significant social issue – and one that can have a profound impact on Kiwi children. When businesses can be used to change people’s lives for the better, this for me is true success. It’s been a huge team effort and I’d like to thank the partners and agencies involved.”
Creative Directors: Paul Sharp, Jonathan Parker & Chris Birch
Executive Planning Director: Kim Feitelberg
Group Managing Director: David Boscawen
Client Services Director: Kim Bush-Ellis
Senior Account Manager: Knox Cassidy
Agency Producer: Nick Canham
CX Director: Beth Duddy
Production Company: Exposure
Director: Tim Parsons
Photographer: Fraser Clements
Activation Agency: Raydar
Media Agency: Wavemaker
PR: Sherson & Willis
Client: Cadbury New Zealand
Brand Equity Director, ANZ: Anthony Ho
Head of Marketing, NZ: Will Papesch