A Glass and a Half Full Productions
Cadbury Dairy Milk asked of its communication to give the same experience as its products– a moment of joy – under the A Glass and a Half Full Productions umbrella which links it back to the product.
Instead of creating an epic moment like its predecessor I was more curious about the personal ones, sensing they would resonate with people more. I decided on one of those moments where you get away with something no one else sees and the joy that gives.
The film, directed by Tom Kuntz launched during the final of Celebrity Big Brother in the UK. It had over four million views online in it’s first weeks, twice as many as Gorilla the brand’s successful first film in the series. It spurred thousands of spoofs online as well as a few on UK nationwide television by Lilly Allen among others. The mobile phone network Orange released the theme track “Don’t Stop The Rock” by Freestyle as a ringtone. It became one of the most popular ringtones in the UK with 125,000 downloads in the first eleven days.
The conscious decision not to make a behind-the-scenes film or allowing the actors to do PR fueled the raging online debate – did the kids do it for real or not? – keeping the magic alive for months.
Media: TV, Cinema and Youtube
Markets: United Kingdom & Ireland, Later globally across all Cadbury’s markets
Agency: Fallon, London