Cadbury Dairy Milk Malaysia and Ogilvy Malaysia have transformed a café in Kuala Lumpur into a live theater performance as part of the brand’s global ‘Made To Share’ platform. The activation at The Breakfast Spot in Petaling Street featured a live performance built around everyday acts of generosity.
The activation adapted Cadbury’s global ‘Made To Share’ packaging concept, which uses a grid design to depict everyday moments of generosity. Ogilvy Malaysia extended the concept into a live storytelling format, using transparent LED screen technology to animate the grids while allowing audiences to watch the performance behind the display.
The agency collaborated with Kuala Lumpur theater company fskl.works to create a story about three friends meeting at a café. The performance was synchronized with animated ‘Made To Share’ grids that appeared on the café window.
The rollout was supported by social media teasers and on-ground activities where visitors could create personalized ‘Made To Share’ Cadbury Dairy Milk bars.
“Each grid on Cadbury’s packaging reveals an insightful generous moment, In essence it’s a storytelling platform – so we thought ‘what if we extended it?'” said Graham Drew, Chief Creative Officer, Ogilvy Group.
“What if the everyday acts of generosity happening around us weren’t hidden in plain sight, but placed centre stage? What if we wrote a play using the grids to reveal the generous ways people show up for one another every day?”
“The MTS is a global platform, but nobody has turned it into a live performance before,” said Mei Sin, Marketing Director, Cadbury Malaysia.
“What we loved about this idea was how it took everyday Malaysian moments of generosity and placed them right in plain sight, in such a surprising and entertaining way.. It reminded us all that generosity doesn’t always arrive in grand gestures. More often, it’s found in the little things we do for one another every day.”
Credits
Creative Agency: OGILVY Malaysia
Chief Executive Officer: Irene Wong
Chief Creative Officer: Graham Drew
Managing Director: Cindy Quek
Business Director: Caroline Tan
Senior Account Manager: Melissa Baharin
Account Executive: Low Jun Hao
Art Director: Liew Jing Han
Copywriter: Rudy Tan
PR Manager: Roman Lee
PR executive: Fitrie Zainal
Animator: Allen Liew
AV Producer: Benedict Lazaroo
Playwright: Ian Skatu
Stage Manager: Darien Kozar
Stage Production: fski.works
Film Producer: Emylee Kumar
Film Director: Krityishaa Karunagaran
Film Production: Director’s Think Tank
