Cadbury - Donating Dreams Creative Automation

The Challenge Every time you bought one of Cadbury’s new limited edition bars, toys and books were donated to orphans. The task was to bring the shiny packs to life with YouTube’s Director’s mix in order to express this wonderfully generous message. We needed to emotionally connect with a huge and varied South African audience. The Solution Working with Google, we created a plan to personalise our message against very specific, curated audience interests & passion points using animated icons, dynamic headlines and sound design. We also realised that we weren’t just handing over toys and books... we were inspiring hopes & dreams. So we plugged that idea into Directors Mix to show everyone (no matter their interests), how they could do the same for like-minded kids. Whatever you were watching, we matched it with an orphan’s dreams and a call to participate by simply indulging in another delight - Cadbury Dairy Milk.

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