In February, Cadbury Dairy Milk launched Made to share with VCCP extending its Generosity brand platform with a series of limited-edition Cadbury Dairy Milk bars designed to honour small but meaningful gestures that often go unnoticed, their packaging, designed by Bulletproof, suggesting how the chunks of chocolate could be shared based on ‘fair’ ratios according to the relative generosity of each friend or family member.
Now Cadbury is building again on its purpose of inspiring generosity, championing some of the biggest names in women’s football with a campaign, Game Changing Wins, developed by elvis, MKTG and Publicis Media. The campaign uses the brand’s partnership with leading female players to show how a little support can change the game.
The campaign’s series of naturalistic, documentary-style hero films, directed by Emily McDonald at Untold Studios, tells the stories of four legendary female players from the UK and Ireland and their loved ones, showing how their support helped them get to where they are today. One film features England captain, Leah Williamson, and her grandma, Bernie, reminiscing about how they would always watch football games together. Others feature Jill Scott chatting to her old coach, Paul, about his words of wisdom; Lauren James and her brother, Josh, talking about garden kickabouts when they were younger; and Katie McCabe and her dad, Gary, who took her to watch her first Republic of Ireland football match.
Cadbury is offering people the chance to win an inspiring face-to-face meeting with either Leah, Jill, Katie or Lauren, as well as a signed shirt, hotel stay and travel to share with three of their game-changing friends or family. People can also win daily prizes, including football match tickets and hundreds of vouchers.
The campaign is running across social, out-of-home, radio, digital, shopper marketing and PR channels in the UK and the Republic of Ireland. Media planning and buying is by Publicis Media.
Cadbury is also working with its ambassadors and club partners to ‘change the game’ in local communities. These initiatives range from an Edge of the Box partnership with Chelsea FC supporting women in business by giving them advertising space for free to a Memories Unite Us initiative with Manchester United FC demonstrating the power of memory.
Tanya Whitehouse, CEO, elvis, stated “With Game Changing Wins, our aim was to not only celebrate the incredible achievements of these players as true game-changers – but also to give the players’ loved ones their moment to shine. For it was their small acts of support that played such a powerful role our ambassadors’ journey. It’s a celebration of all the people who are helping change the game for women’s football.”
Credits:
Client: Mondelēz International [Cadbury]
Junior Brand Manager: Beth Williams
Brand Manager: Chris Parker
Partnerships Lead: Louise Page
Senior Brand Manager: Amy Lawson
Creative Agency: elvis
Creative Director: Alex Vasile
Creative Group Heads: Bill Hibbins & Rob McEvoy
Creative (Copywriter): Chris Lawlor
Creative (Art Director): Sam Hinckley
Head of Studio: Neil Carding
Design Director: Tom Gudgeon
Digital Designer: Emma Gray
Designer: Zara Peterson
Senior Retoucher: Nick Swaffield
Artworker: Sarah Huby-Jones
Head of Motion:Jason Garfield
Motion Designer:Rhys Clarke
Digital Project Manager: Dylan Gordon
Creative Producer: George Stovell
Business Director: Kate Stocker
Senior Account Director: Celia Bush
Senior Account Manager: Grace Baron
Account Manager: Maddie Corlett
Strategic Group Head: Jenna Russell
Production Company: Untold Studios
Director: Emily McDonald
Executive Producer: Josh Davies
Producer: Charlotte Henwood
Media Agency: Publicis Media
PR agency: Ogilvy PR
