VCCP and Cadbury have warmed people’s hearts for five years with its stories of generosity from everyday life. Now There’s a Glass and a Half in Everyone has evolved, moving away from the big screen to communicate that There’s a Glass and a Half in Everyone with a new creative approach, and in a range of different channels.
The storytelling formula continues but now Cadbury Dairy Milk’s simple stories depict modern everyday acts of generosity through simple illustrated scenes.
VCCP London worked with Minji Moon, an illustrator from Seoul, South Korea to portray different moments of generosity. The campaign is executed in her trademark style using bold visuals and colourful and simplified shapes. The OOH illustrations depict moments that show how being kind and generous to one another brings humans closer together. To symbolise that There is A Glass and a Half in Everyone the Cadbury logo has been used to show the generous interactions within each illustration.
Michael Moore, marketing manager, Cadbury Tablets at Mondelēz International, added, “Cadbury has been shining a light on everyday generosity beautifully since the launch of There’s A Glass And A Half In Everyone series over five years ago so it is great that we can amplify this message further with such simple yet impactful visuals.”
Chris Birch & Jonny Parker, executive creative directors at VCCP London, added, “While Cadbury’s quiet, filmic storytelling has been at the centre of the brands repositioning for the last few years, we wanted to demonstrate stories of generosity in non-AV channels like OOH and social. Using these different channels meant we had to find new expressions of generosity to simply and effectively depict our belief that There’s a Glass & a Half in Everyone.”
The campaign will run in the UK until August 22 in YouTube, Meta, Twitter, OOH and press. Media planning and execution has been led by Publicis Media.
Credits:
Client: Cadbury
Associate Marketing Director: Gemma Flanigan
Marketing Manager: Michael Moore
Brand Manager: Maria Jackson
Advertising Agency: VCCP
Executive Creative Directors: Jonny Parker & Chris Birch
Creative Directors: Paul Cohen & Simon Connor
Senior Art Director: Steve Cross
Business Director: Charlie Griffith
Account Director: Will Hazelton
Account Manager: Maddie Jones
Group Planning Director: Ollie Gilmore
Planning Director: Alana King
Senior Planner: Charlotte O’brien
Creative Producers: Gaynor Goldring & Vanessa Troop
Illustrator & Animator: Minji Moon (Represented By Closer And Closer)
Artlab Manager: James Perry
Head Of Design: Jordan Blood
Head Of Production: Simon Walker
Design Director: Adam Edwards
Senior Artworker: Liam Leal, Sam Weight, Toby Kadir
Head of Print Production: Gavin White
Production Company: Girl&Bear
Editor: Jodie Whittle-Wyeth
Audio Post-Production Company: Jungle
Sound Engineer: Emily Vizard
Media Buying Agency: Publicis
