Cadbury has been managing hate-fuelled sentiment on the brand’s Facebook page for years. Racism is now raging throughout the world and Cadbury has made the decision to take a stand against intolerance with help from its agency, Ogilvy Melbourne. 

Ogilvy has created a visual expression to respond to all those negative comments in a unique and impactful way, Cadbury’s Symbol For All.

The Symbol for All was created with eight designers, an anthropologist and project manager from different cultural backgrounds, for any person, organisation or company to customise and use to express their support for a more respectful and culturally inclusive society. The symbol is designed to transcend all languages, cultures and faiths.

“We wanted to show what Cadbury truly stands for by creating a universal symbol of unity. By responding to all the negative commentary with a positive solution, we can shine a light on inclusivity and encourage others to do the same,” stated Josh Murrell and Sharon Condy, creative directors, Ogilvy Melbourne.

“As we looked into this project, we realised there’s a symbol for almost everything and everybody. But there wasn’t a Symbol For All. As more and more things set out to divide in this world, we found no better way to demonstrate the world should truly be for everyone. Our symbol is a solution, a response and a brand statement, all rolled into one,” added David Ponce de Leon, executive creative director, Ogilvy Melbourne.

Symbol For All was originally intended to be shared via Cadbury’s Facebook page on Harmony Day (March 21), the United Nations’ International Day for the Elimination of Racial Discrimination. Sadly, a terrorist attack occurred in New Zealand and Cadbury delayed the launch out of respect for its victims.

“Every single day, Cadbury’s Australian Facebook page is flooded with hateful messages and comments that have nothing to do with chocolate and everything to do racist sentiment. As an iconic brand in Australia we have a voice and a responsibility to lead by example, which has been the impetus for the creation of this symbol,” stated Paul Chatfield, Mondelēz International’s director of marketing, chocolate.

“By responding to these comments with positivity, we’re demonstrating an unwavering commitment to inclusivity and encouraging others to find the ‘glass and half in everyone’. We invite anyone who wants to show their support for a diverse and inclusive Australia to join us in sharing the symbol by downloading it, customising it and sharing it on their own channels.”

Anthropologist, Dr Marilyn Metta, added, “I know that all of the designers and experts involved in this project share the sentiment that it was an honour to be engaged in an initiative that exists to create a positive impact on our broader community.

“It was a saddening shock to everyone that on the second day into the project the Christchurch terror attack unfolded. From that moment on we had even more resolve to find a visual symbol that would show that there’s more that unites us than sets us apart.”

Throughout the design process, Cadbury also consulted with a range of organisations which support and advocate for a diverse and inclusive Australia, including The Australian Multicultural Foundation and Inclusive Australia.

Symbol For All is now available online for anyone to download, customise and share.

Share the symbol with #ForAll to show support for respect and inclusiveness.

Credits:

Agency: Ogilvy Melbourne

Copywriter: Rebecca Matlioski

Art Director: Ben Ryding

Creative Directors: Sharon Condy & Josh Murrell

Executive Creative Director: David Ponce de Leon

Senior Digital Designer: Andrew Vohmann

Managing Directors: Gavin MacMillan & Michael McEwan

Head of Strategy: Virginia Pracht

Group Account Director: Danielle Chapman

Account Director: Bianca Kerr

Social Community Manager: Oliver Corcoran

Digital Producer: Bridget Pringle

Head of Film and Content: Susannah George

Senior Broadcast & Content Producer: Alana Teasdale

Director Curve Comms: Fee Townshend

Symbol Designers

Designer: Bradley Pinkerton

Visual Artist: Bibi Barba

Designer: Noor Sleiman

Visual Artist: Melissa Robinson-Cole

Visual Artist: Abdul Abdullah

Designer: Joris Van Imhoff

Designer: Joy Li

Designer: Pin Athwal

Project Manager: Gareth Procter

Anthropologist: Marilyn Metta

Client: Mondelez

Marketing Director, Chocolate, ANZ: Paul Chatfield

Associate Director, Brand Equity, Chocolate & Biscuits, ANZ: Anthony Ho

Senior Brand Manager, Chocolate: Amanda Bronesky

Director, Global Brand Equity, Cadbury: Ben Wicks

Head of Global Brands, Cadbury Halls & Tang: Mie-Leng Wong