Cadbury turns 200 this year. That’s a long-standing relationship with the world – and especially the people of its homeland, Britain.VCCP is helping to give an emotive hurrah to the brand’s being part of British life for generations. The celebratory campaign, Yours for 200 Years, is led by a remake of the brand’s most famous – and heartfelt – commercial, Mum’s Birthday, this time opening in 1824, that brings to the fore the shared value of generosity on which Cadbury.
The full campaign acknowledges and says thank you to the public who have made Cadbury a part of culture and society. It covers OOH and social that puts the public at its heart using real, nostalgic family photos and limited edition Cadbury Dairy Milk packaging brings back classic designs from the past.
The hero commercial was produced by VCCP’s global content creation studio, Girl&Bear, with awarded director, Frederic Planchon, who directed the original Mum’s Birthday TVC, and Academy Films. Most of the original cast were reunited for the new film, with body doubles and post-production techniques used to recreate the scene between the shopkeeper and the girl (who is now five years older than when the first ad was released). Post-production was managed by Selected Works.
To acknowledge that Cadbury’s enduring success is due to the nation’s continued support and love, and to highlight the role that Cadbury has had in British people’s lives and memories, the British public are the heroes of Your Cadbury Photos across OOH and social. A competition selected pictures submitted from old family albums where people were seen enjoying Cadbury products, from Easter egg hunts, Christmas, and the Flake 99 ice cream on summer holidays. Media planning and execution for the campaign is handled by Publicis Media.
The heritage Cadbury Dairy Milk packaging was crafted with Cadbury’s branding agency, Bulletproof. Cadbury is also working in partnership with Alzheimer’s Research UK and the Alzheimer’s Society of Ireland, acknowledging the link between nostalgic packaging designs and memory. A range of nostalgic retro OOH poster has also been designed by illustrators to celebrate Cadbury Dairy Milk’s famous branding and design, each illustrated in the style of a different era and packaging.
Elise Burditt, senior marketing director at Cadbury, stated, “This is a very special moment for us. It’s not every day that you have the opportunity to celebrate a 200th anniversary! But for us this is so much more than that – it’s celebrating 200 years of being part of the lives of the British public and recognising that we wouldn’t be here today without them. We want to demonstrate that the values upon which Cadbury was founded in Birmingham 200 years ago still ring true today with people, and with a generous spirit at the heart of everything we do.”
Chris Birch and Jonny Parker, executive creative directors at VCCP London, added, “Crikey. 200 years old. That only happens when you have the relationship with the British public that Cadbury has. This work celebrates every Christmas morning Selection Box, every school trouser pocket Curly Wurly, every drippy Flake 99, every Dairy Milk on the sofa and everyone in Britain who’s gleefully munched them down since 1824. Happy Birthday Cadbury.”
The campaign will run throughout the UK across AV, D/OOH, audio, social, print and digital, supported by owned-channel activity by Elvis and a PR campaign by Ogilvy.
Credits:
Client: Cadbury
Advertising Agency: VCCP
Executive Creative Directors: Jonny Parker & Chris Birch
Creative Director: Angus Vine
Senior Creative Team: Ben Evans & Adam Sears
Group Managing Director: David Boscawen
Managing Partner: Matt Smith
Senior Account Director: Tom Carr
Account Director: Bella Johnston
Senior Account Manager: Fiona Hanna
Account Manager: Maddie Jones
Account Executive: Ellie Rhodes
Planning Director: Ollie Gilmore
Senior Planner: Alana King & Charlotte O’brien
Content Creation Studio: Girl&Bear
Senior Integrated Producers: David Vass & Gaynor Goldring
Integrated Producer: Connor Kilkelly
Senior TV Producer: Carly Parris
Production Assistant: Maddy Holmes
Head of Broadcast Affairs: Alexia Collins
Head of Art: Ali Augur
Illustrators: Archie Proudfoot & Carol Lawson (Cia), Chris Wormel (The Artworks), Bruce Emmett (Flio), Vince Mcindoe (Debutart)
Design Director: Adam Edwards
Designers: Tegan Barnes & Carl Sherry
Artworkers: Nilesh Parmar & Lee Forster
Junior Resource Manager: Yasmine Moridi
Studio Manager: James Perry
Assistant Studio Manager: Sam Weight
Post Producer: Gerda Aleksandraviciute
Social Editor: Gareth Jivan Philips
Production Company: Academy Films
Director: Frederic Planchon
DoP: Jakob Ihre
Production Designer: Sophie Becher
Executive Producer: Medb Riordan
Producer: Jacob Hyam
Audio Company: King Lear Music & Sound
Sound Engineer: Jack Sedgwick
Colourist: Jean-Clément Soret – Company 3, London
Colour Executive Producer: Ellora Soret
Colour Assistants: Santino Napolitano, Jack Kennedy & Karl Pasamonte
Post-Production Company: Selected Works
Creative Director: Greg Spencer
Art Director: Amber Frisenda
VFX Supervisors: Greg Spencer, Amber Frisenda, Dave Hempstead
2D Artists: Rich Roberts, Gary Driver, Mahesh Chandrasekaran, Theajo Dharan, Georgie Ford & Valeria Scalamandre
DMP Artists: Lyndall Spagnoletti, Kirsty Cutler & Chris Wilson
Online Artists: Eileen Chan, Nick Sze & Dave Wishart
Executive Post Producer: Alex Fitzgerald
Post Producer: Libby Gandhi
Stills Post Production: Stanley’s Post
Media Buying Agency: Publicis
Media Planner: Lynne Quinn, Lauren Nolan & George Pearcy
