Cadbury Dairy Milk has made the generosity found in the even smallest gestures its own for more than a decade, in emotive commercials and a variety of Made To Share packs. Ogilvy Malaysia has given that focus a uniquely Malaysian twist, by transforming Cadbury’s global grid design Made To Share packs by VCCP into an ever-evolving series of moments woven into an intimate story between friends.

Ogilvy Malaysia connected the share grid into a series of moments together, to create a full story. For the first time, the grid has become a long-form storytelling platform that reveals the small acts of kindness that often go overlooked. The idea was unlocked when the agency sourced an innovative transparent LED screen that enabled the team to turn a window into an animated screen where you could both animate grids and still clearly observe the action behind.

Ogilvy collaborated with local KL theatre company, fskl.works, to craft the story of three friends meeting up in a cafe, with a secret to reveal. As well as crafting the story itself, the performance needed to be meticulously timed and blocked to sync-up with the constantly animating dynamic, Made To Share grids so that they served as humorous commentary on the unfolding action.

The team then identified The Breakfast Spot, a popular cafe in the heart of buzzing Petaling Street in Kuala Lumpur, installing the transparent LED screen on the cafe window the night before – transforming it into a theatre stage, The Made to Share Café. Performances were staged four times on the hour from 11am-3pm to surprised and delighted passers-by. The campaign was supported by a full campaign that included a series of teasers across social media and on-ground activation where people could create their own Made To Share Cadbury Dairy milk bars.

Graham Drew, chief creative officer, Ogilvy Group, commented, “Each grid on Cadbury’s packaging reveals an insightful generous moment, In essence it’s a storytelling platform – so we thought ‘what if we extended it?  What if the everyday acts of generosity happening around us weren’t hidden in plain sight, but placed centre stage? What if we wrote a play using the grids to reveal the generous ways people show up for one another every day?”

Mei Sin, marketing director, Cadbury Malaysia, added, “The MTS is a global platform, but nobody has turned it into a live performance before. What we loved about this idea was how it took everyday Malaysian moments of generosity and placed them right in plain sight, in such a surprising and entertaining way.. It reminded us all that generosity doesn’t always arrive in grand gestures. More often, it’s found in the little things we do for one another every day.”

The performance was captured in full and released as a complete film, allowing audiences to experience the story beyond the café itself.

Credits:
Creative Agency: Ogilvy Malaysia
Chief Executive Officer: Irene Wong
Chief Creative Officer: Graham Drew
Managing Director: Cindy Quek
Business Director: Caroline Tan
Senior Account Manager: Melissa Baharin
Account Executive: Low Jun Hao
Art Director: Liew Jing Han
Copywriter: Rudy Tan
PR Manager: Roman Lee
PR Executive: Fitrie Zainal
Animator: Allen Liew
AV Producer: Benedict Lazaroo
Playwright: Ian Skatu
Stage Manager: Darien Kozar

Stage Production: fski.works

Film Production: Director’s Think Tank
Producer: Emylee Kumar
Director: Krityishaa Karunagaran